Khan
3.0 Marketing Communications
Marketing Communications in terms of retailing is a specific subset of the Marketing Mix “Promotion” and would take the specific form as it is defined by the American Association of Advertising Agencies (2007) as “the activity, set of institutions and processes for creating communication, delivering and exchanging offerings that have value to customers, clients partners and society at large”. Marketing communications is the “collective term for all the communication functions used in marketing a product” such as advertising, sales promotion etc. (Duncan, 2002, p.15). In terms of the subject company “Subway” this form of communication takes two specific forms:
Local marketing communication
Global marketing communication
3.1 The effects of Global Advertising
Subway Trinidad and Tobago has benefited enormously from the overall global campaigns that have been executed by the Subway franchise (US). These have allowed subway easier access and entry into the market, provided a platform for immediate brand recognition and awareness at launch within the local economy and several other benefits including, differentiation, positive brand image etc.
However it should be noted that in some cases this may have had negative drawbacks, for instance US prices for Subway products are usually lower than their Trinidad counterparts, US Subway franchises usually offer different products and variations on standards creating false expectations for local customers and unfair comparisons between the country franchises. Finally the mostly US based advertisements are geared towards different markets and would be sending mixed signals, incorrect signals and other inconsistencies to the local Trinidad and Tobago consumer
3.2 Local Advertising the Focus of this Study
Local Advertising methods, mechanisms, focus and messages is therefore the focus of this assignment and while the effects of Global Advertising are discussed and acknowledged above
Marketing Communications in terms of retailing is a specific subset of the Marketing Mix “Promotion” and would take the specific form as it is defined by the American Association of Advertising Agencies (2007) as “the activity, set of institutions and processes for creating communication, delivering and exchanging offerings that have value to customers, clients partners and society at large”. Marketing communications is the “collective term for all the communication functions used in marketing a product” such as advertising, sales promotion etc. (Duncan, 2002, p.15). In terms of the subject company “Subway” this form of communication takes two specific forms:
Local marketing communication
Global marketing communication
3.1 The effects of Global Advertising
Subway Trinidad and Tobago has benefited enormously from the overall global campaigns that have been executed by the Subway franchise (US). These have allowed subway easier access and entry into the market, provided a platform for immediate brand recognition and awareness at launch within the local economy and several other benefits including, differentiation, positive brand image etc.
However it should be noted that in some cases this may have had negative drawbacks, for instance US prices for Subway products are usually lower than their Trinidad counterparts, US Subway franchises usually offer different products and variations on standards creating false expectations for local customers and unfair comparisons between the country franchises. Finally the mostly US based advertisements are geared towards different markets and would be sending mixed signals, incorrect signals and other inconsistencies to the local Trinidad and Tobago consumer
3.2 Local Advertising the Focus of this Study
Local Advertising methods, mechanisms, focus and messages is therefore the focus of this assignment and while the effects of Global Advertising are discussed and acknowledged above