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Nur Sabrina  Marsya  - 20076253 Mohamed  Azlan  Bin  Yakoob  - 19051234 Muhammed Adil  Qaiz - 20061578 Faizah - 19024140

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Founded in Connecticut, America in year 1965 (Subway,2021). Started at the age of 17 by Fred DeLuca and Peter Buck (Subway,2021). Formerly known as “Pete’s Super Submarine” (Subway,2021). Largest “Sub-Chain” in United States at 1968 (Subway,2021). 41,600 outlet worldwide (Lock,2021) and 100 outlets in Malaysia (Lee,2012).

Mission statement To be the world's favorite destination for discovering great value and unique selection (Subway,2021)

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Demographic Age: 18-39 Gender: Male & Female Occupation: Students/ Working adults

Psychographics: Lifestyle: people who live a healthy lifestyle enjoy eating nutritious foods such as sandwiches on a daily basis,  Behavioral Usage: Heavy user Loyalty: High Attitude: Habitual

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PREMIUM PRICING APPROACH    Price product higher than competitors (Liutu,2010)  High food quality and fresh ingredients (Liutu,2010) For example, most Subway subs set meals range around RM 18.30 to RM 28.85 (Subway,2021) compared to McDonald RM 10.38 to 24.52 (McDonald,2021)

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Demographic: Age: over 30-50 years Gender: Male & Female Relationship status: Married/Parents Education level: Above High school Income: People who have more financial flexibility Psychographics: Lifestyle: Family-focused, balanced / healthy meal Personality: Attractive to family meals / package

Behavioral : Usage: medium user Loyalty: medium Attitude: This  segment is focused on balanced healthy meals. They need family / kids friendly place and food.

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PSYCHOLOGICAL PRICING APPROACH Setting prices lower than whole number to attract customer attention (Boachie,2016) Subway does not use any ‘fixed’ prices on their product  Subway uses a lot of RM.55 and RM.25 for their subs For example, Subway’s Chicken Teriyaki is price RM11.55 (LokaTaste,2021).

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Demographic:                                                                                               Behavioral : Age: Over  15 -  25   years                                                                             Conscious: Taste &  Quality Conscious       Gender:  male and female                                                                        Attitude : Students who are looking for healthy  Relationship status:  Singl e/Married                                                         and good quality food that are quick and  Education level: Mid schooler                                                                    cheaper to consume.      Income: not specific Psychographics: Division by social class: Upper, Middle & Lower class Lifestyle : Indulgence/Balanced diet Personality: Gregarious, Authoritarians and ambitious people

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BUNDLE PRICING APPROACH Combine several products to sell in single price (Krunich,2019). Much cheaper than purchasing ‘A la carte’ way. For example, ‘A la carte’ menu for Classic 6 inch is RM 11.55 while in combo menu is RM 16.30 where it contains carbonated drinks, cookie and sandwich (Subway,2021).

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Boachie , P. (2016, July 21).  5 strategies of “Psychological Pricing.”  Entrepreneur.  https://www.entrepreneur.com/article/279464 Krunic , M. (2019, April 11).  The advantages and disadvantages of bundle pricing strategy . Medium.  https://price2spy.medium.com/the-advantages-and-disadvantages-of-bundle-pricing-strategy-ce479c66e134#:%7E:text=Bundle%20pricing%20is%20a%20pricing,%2C%20price%2C%20attributes%2C%20etc . Lee, J. (2012, April 20).  The second bite .  TheStar .  https://www.thestar.com.my/news/community/2012/04/20/the-second-bite/ Liutu , R. (2010). Subway market research.  Corporate and Financial Law , 1–114.  https://www.theseus.fi/bitstream/handle/10024/23519/Liutu_Riina.pdf?sequence=1&isAllowed=y

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Lock, S. (2021, June 22).  Number of Subway restaurants worldwide 2011–2019 . Statista. https://www.statista.com/statistics/469379/number-of-subway-restaurants-worldwide/#:%7E:text=How%20many%20Subway%20establishments%20are,restaurants%20in%20the%20previous%20year.&text=This%20global%20drop%20in%20units,in%20the%20chains%20home%20nation. LokaTaste . (2021).  Subway menu and price List (updated 2021) .  https://www.lokataste.com/subway-menu-price-malaysia/ McDonald. (2021).  McDonald menu .  https://www.mcdonalds.com.my/ Subway. (2021a).  Subway menu .  https://www.subway.com/en-US/ Subway. (2021b).  The Subway story .  https://www.subway.com/en-US/AboutUs/History

S U B W A Y 

 Boachie , P. (2016, July 21).  5 strategies of “Psychological Pricing.”  Entrepreneur.  https://www.entrepreneur.com/article/279464 Krunic , M. (2019, April 11).  The advantages and disadvantages of bundle pricing strategy . Medium.  https://price2spy.medium.com/the-advantages-and-disadvantages-of-bundle-pricing-strategy-ce479c66e134#:%7E:text=Bundle%20pricing%20is%20a%20pricing,%2C%20price%2C%20attributes%2C%20etc . Lee, J. (2012, April 20).  The second bite .  TheStar .  https://www.thestar.com.my/news/community/2012/04/20/the-second-bite/ Liutu , R. (2010). Subway market research.  Corporate and Financial Law , 1–114.  https://www.theseus.fi/bitstream/handle/10024/23519/Liutu_Riina.pdf?sequence=1&isAllowed=y

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 Lock, S. (2021, June 22).  Number of Subway restaurants worldwide 2011–2019 . Statista. https://www.statista.com/statistics/469379/number-of-subway-restaurants-worldwide/#:%7E:text=How%20many%20Subway%20establishments%20are,restaurants%20in%20the%20previous%20year.&text=This%20global%20drop%20in%20units,in%20the%20chains%20home%20nation. LokaTaste . (2021).  Subway menu and price List (updated 2021) .  https://www.lokataste.com/subway-menu-price-malaysia/ McDonald. (2021).  McDonald menu .  https://www.mcdonalds.com.my/ Subway. (2021a).  Subway menu .  https://www.subway.com/en-US/ Subway. (2021b).  The Subway story .  https://www.subway.com/en-US/AboutUs/History  

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