Subway, the sector’s largest submarine sandwich chain, entered the Indian marketplace in 2001. With over 500 stores throughout the United States of America, it has come to be one of the most successful American meal chains in India.
A huge part of this fulfilment may be attributed to Subway’s progressive virtual advertising strategies which have helped construct robust emblem consciousness and engagement amongst Indian purchasers.
The Challenge Of Standing Out In A Cluttered Market
When Subway entered India, the food and beverage industry was already crowded with both domestic and international brands. As a foreign brand, Subway had to work extra hard to create its own unique identity. The company realized that traditional marketing methods like print and television advertising alone would not be enough to capture the attention of Indian consumers.
To stand out, Subway had to devise an integrated digital marketing strategy across various platforms to increase its visibility online. The goal was to promote Subway as a healthy, fresh and customizable meal option as compared to the typical burgers and pizzas offered by other international QSR chains.
Optimizing Social Media Presence
Subway began by focusing on strengthening its presence on major social media platforms like Facebook, Instagram and Twitter. The brand created localized content, contests and engagement initiatives to connect with Indian audiences online.
For instance, Subway ran a popular campaign called ‘My Happy Place’ on Facebook and Instagram, where people were asked to share pictures of what made them happy. This helped Subway showcase its products as something that brought joy to people’s lives.
The brand also leveraged occasions like World Sandwich Day to create buzz on social media. During big events like the IPL cricket tournament, Subway would run contests asking people to share pictures of themselves enjoying Subway while watching the match live.
Such contextually relevant social media campaigns helped Subway become a part of the cultural conversation online in India. Today, the brand has over 1.5 million followers on Facebook and 150K on Instagram in India.
Harnessing The Power Of Influencers
In today’s digital marketing landscape, influencers play a crucial role in promoting brands and products to target audiences. Subway recognized the significance of leveraging influencers and tailored its strategy to the Indian market by partnering with influencers in the food, lifestyle, and sports niches, influencers promoting their brands by providing coupons
Subway India collaborated with well-known influencers such as Rocky and Mayur, Badri Vishal, Anisha Dixit, Sana Chopra, and Alesia Raut to create endorsed content for their social media platforms. These influencers are regarded as experts in their respective domains, which not only expanded Subway’s reach but also added credibility and trust to the brand in the Indian context.
Through these influencer partnerships, Subway successfully crafted engaging content that integrated Subway products seamlessly into the daily routines of their target Indian consumers. The influencers shared enticing images and videos featuring Subway sandwiches as a delightful addition to various meal occasions, be it breakfast, lunch, or on-the-go snacking. This approach helped Subway resonate with regular Indian consumers, making their products feel like a natural and appealing choice.
Driving App Downloads via Offers
The Subway app and website offer consumers a user-friendly platform for effortless ordering, tracking, and customization of their meals.
To drive app downloads, Subway introduced app-exclusive meal combos and special offers, including enticing deals such as “free drink with app orders” and money-saving “Subway coupons.” These promotions successfully attracted a multitude of first-time users to the app.
Subway also harnessed the power of occasion-based app promotions during festivals like Diwali, Independence Day, and Rakshabandhan, piquing the interest of potential customers during these celebratory moments.
Adopting a Mobile-First Approach
Considering India’s huge mobile internet user base, Subway reoriented its web presence to be mobile-friendly. The brand redesigned its website using a ‘Mobile First’ approach so that the site loads quickly on mobile and is easy to browse on smartphones and tablets.
The website prominently highlights Subway’s products, offers, ordering and locator services that customers find most useful on the go. The website is seamlessly integrated with the app enabling customers to transition easily from browsing on site to ordering via app.
During the launch of new food items or seasonal specials, digital marketing highlighted the unique propositions of those products. For instance, when Subway introduced wraps in India, various social media contests encouraged people to try the new range and share their reviews online. This generated buzz around the new menu additions.
The Results: Digital Propels Rapid Growth in India
Subway’s well-planned digital marketing strategy helped it become one of the fastest-growing QSR brands in India. From just 14 stores in 2004, Subway expanded to over 500 stores by 2018. The brand is now present in over 75 cities across the country continuing to deepen its presence.
Subway’s success in the Indian market with a digital-first approach highlights how brands entering new countries can leverage local digital marketing strategies to win new customers. The brand’s journey in India carries key lessons for marketers on engaging youthful, mobile-first audiences in today’s digital world.
Can We Get 15% Off On Your First Purchase From Subway?
While Subway frequently offers a variety of promotions and discounts to its customers, specific deals like “15% off on your first purchase” may vary depending on your location and the current marketing campaigns they are running.
To find out if such an offer is available, it’s advisable to visit Subway’s official website or check their mobile app, where they often provide details on ongoing promotions and coupons.
Additionally, you can sign up for their newsletter or follow their social media channels to stay updated on the latest deals and discounts, including the possibility of a coupon for Subway 15 off on your first purchase. These platforms are valuable resources for keeping informed about any current or upcoming promotions at Subway restaurants.
Key Takeaways From Subway’s Digital Marketing In India
Here are the key highlights of what made Subway’s digital marketing successful in India:
- Used social media to increase brand awareness and engagement with localized, youth-focused campaigns
- Partnered with influencers aligned with Subway’s healthy and active positioning
- Drove app downloads through offers and occasion-based app promotion
- Adopted a mobile-first approach across the website and app
- Focused on search engine optimization for discoverability and consideration
- Ran digital campaigns promoting new products and menu innovations
- Achieved phenomenal growth going from 14 to 500+ stores within 15 years in India
- How Can Other Brands Apply These Strategies?
- Here are some ways other brands entering new markets can apply learnings from Subway’s India digital marketing playbook:
- Identify the right social media platforms popular among local audiences and create culturally relevant content
- Work with authentic influencers to build trust and increase brand visibility
- Use offers and promotions to acquire and engage app and website visitors
- Optimizing web presence for mobile aligns with mobile-first consumers
- Focus on SEO and SEM to drive qualified organic and paid traffic
- Balance brand building with performance marketing to drive conversions
- Localize digital efforts keeping in mind market conditions and consumer behavior.
Which Social Media Platforms Were Most Important For Subway India?
Subway focused mainly on Facebook, Instagram and Twitter for India. These platforms have the highest usage among urban Indian consumers that Subway targets.
What Kind Of Online Offers Helped Subway India Acquire New Customers?
App-only offers like free drinks, and buy-one-get-one-free on footlongs helped drive new user acquisition. Occasion-based app promotions around festivals also worked well.
How Did Subway Use Influencers As Part Of Its India Digital Strategy?
Subway partnered with food, fitness and lifestyle influencers to produce social media content focused on the health benefits and freshness of Subway’s products.
How Did Search Engine Optimization Help Subway India?
SEO helped Subway rank for relevant searches like healthy sandwiches, subs near me, best custom sandwiches etc. driving qualified traffic to its website and stores.
Why Did Subway Take A Mobile-First Approach To Its India Website?
Considering high mobile internet usage in India, Subway designed its India website using a mobile-first approach for quick loading and ease of use on smartphones.
Conclusion
Subway India’s digital marketing success story showcases how a well-executed digital strategy, including app-exclusive offers and effective App Store Optimization, can significantly boost customer engagement and loyalty.
By harnessing the power of technology, personalized recommendations, and strategic promotions like “Subway coupons,” Subway India has managed to create a compelling online presence that caters to the evolving needs and preferences of its customers, ultimately enhancing its market position in the competitive food industry.
