SERVICE MARKETING –PROJECT 2

Leon Varghese -18016

Khushboo Tiwari -18052
Vipul Vittal-18087
Sristi Roy-18123
Anirudh Ramki- 18147
Name and address of the outlet

SUBWAY - BM Habitat Mall, 121, Gokulam Main Road, Besides, 3rd Block,
Jayalaxmipuram, Mysuru, Karnataka 570012

Describe the physical environment, customer and the employees

Physical environment: it can be sub divided into two types.

Internal environment: Subway’s main objective is to provide its customers with fresh and
high quality sandwiches at all times. These depends highly how their internal environment
like:

 Ambience
 Clean and hygienic look
 Behaviour of the employees and their dress code
 Display of food menu with description
 Pricing of the product
 Seating arrangements

Overall they have successfully created a good internal environment as a whole to attract
customers and positioned themselves as a healthy and nutritional brand
External environment: these include

 Competitors
 Technology used
 Micro economic condition
 Location of the store

For subway their competitors are mainly McDonalds, KFC, Taco Bell etc. who are focusing
on tasty food rather than on health aspects. From technology side also they have created LCD
display and computerized order taking system.

Customer: there are mainly two types of customers.

 Who visit the subway often-

o under this category also we have observed few sets of customer who are
frequent visitors to this particular store and they know the employees and are
quite comfortable with them.
o Another set of customers are habituated with subway services and know the
menu, but not a visitor of this particular outlet.

 New to this service- this is comparatively less in number but still exist. They mainly
visit in group. Its difficult to understand this type of customer as they are not familiar
with subway kind of services. There exist 50-50 chance of satisfying them because in
little they can be happy as well as they get disappoint as they are unaware of this
culture.

Employees: most of the employees are well dressed in their uniform and trained enough.
They are mainly local people. There was about 5 employees including the person in billing
counter and cleaning boy. They generally work in shift.
How do you feel in the environment? Does the environment
consistently convey the image desired by the business? If yes how? if
no why not, and what should be changed?

The environment was as expected from all the subway outlets. The food menu displayed and
the today’s special offer actually attract customer. There was not much crowd so ordering
was quite easy and comfortable.

The environment meets the basic image of the business, like food menu, appearance of the
employees, the colour and seating arrangements. But it can be improved more. There was less
number of employees which can be a problem if the rush increase and most of them are local.
So language barrier was there. There was no entertainment facility like tv or music system in
this outlet.

So we think hiring more employees, renovating the interior with tv and music systems and
more customer friendly approach from the employees can improve the store to attract more
crowds.

Describe the “atmosphere” of the establishment (layout, colours,

sounds, smells, etc.). How crowded was the establishment? How did
the atmosphere make you feel?

 The colours used by subway are Vivid Green, Marigold and White
 There was no music inside the restaurant
 As we enter we get smell of freshly baked bread
 They follow self-service kind of system
 They have neatly arranged table for 4

What is the target market? How do you think people in this group feel
in the store?

 Subway’s target market is young adults between 16 – 40, although people of all ages
enjoy the delicious and healthy sandwiches. The majority of people stands between
these age groups. They targeted their market by knowing people who like to have
nutrition food rather than pizzas, burgers and fries.
  Subway is taking care of consumer’s preference when offering regular sub
sandwiches, salads, wraps, snacks, desserts with low fat options.
 Subway sandwiches offered to its customers as per their specifications, in front of the
customer according to their choice.
 Subway is offering its customers the choice of “point to order”, so that new customers
won’t confuse for their selection. It is the exact opposite way of delivering the service
by its competition like KFC, Mc Donald’s, Burger King.
 Customers can usually see the kitchen while being served, thereby allowing
transparency, so customers can eat in confidence.
 Staff there, value the time by serving the order in just on time.
 The staff are extremely user friendly and they greet the customers with a smile and
deliver the product as per the customer’s need.

Describe the customers. How were they dressed, and how did they
act? Were they there alone? or with others? What are your
inferences regarding customers’ social status, lifestyle or income?

 The restaurant is beside the mall so the customers where coming but during weekdays
there is less crowd and during weekends the crowd is comparatively high.
 The customers come as a group mostly and most of them where youngsters
 Working class customers prefer subway for lunch
 The outlet is situated in a prime location where some of the colleges are situated
around it that makes students as one of the major part of their customer base
 Habitat mall was situated next to the subway outlet; people would prefer to have a
quick lunch or snack at subway after a tiring shopping day
Describe the customer contact personnel. How were they dressed,
and how did they behave?

Subway t-shirt with black or khaki pants, apron and jeans on weekends. Black closed toe shoes
and hair net. One can look at employee behaviour, perhaps one of the most crucial aspects of
service marketing is employee interactions with consumers. A diversification of the menu will
also contribute to better service quality. Employee behaviour is quite on point as they have
reasonable customer service given the time constraints. There is no chance that subway
employees would ever tend to disappoint the customers because anywhere you visit the
franchise of subway; you will see that the employees would be ready to make you the sandwich
of your choice. Customer contact personnel is positive and No arguments with the customer”.
“The customer is always right”, patiently handling the customers and fulfilling the customer
request on time.

Describe the general demographic characteristics of the employees

(gender, age range, language, socio-cultural status etc.). What are
your inferences on whether the establishment is a “good” place to
work based on the employees’ behaviours?

Demographic characteristics of the Employees-Young employee for the active and fast
services.

Gender -Male and Female (No gender biases in providing the service)

Age-18-40

Language-English/Hindi

Yes, Subway establishment is a good place to work based on the employee’s behaviour-
positive attitude. Life of the employees is very hectic and tight schedule, it need speed and fast
service. Can be stressful dealing with needy customers during lunch rush. Job can be a lot if
co-workers aren't doing their part. "free food, friendly environment will always encourage
employees to work with other co-workers.
Your observation on the service culture of the business

 Subway has unique idea for their products and special meaning for their business;
they already got the key for business by their own culture

 All staff tries to follow “three seconds smile” and “the three minutes’ service” rule.
Before the customers walk into to place order in the desk all front officers great with
smile. the process between customer’s order and the completion time of production
does not exceed 3 minutes.
 Most of the staffs are knowledgeable enough to help the customer to choose their food
by guiding them with offers and discounts available on that particular day.
 They maintain a very hygienic culture were all the staffs wear uniformed and gloves
while serving
 Other than the traditional restaurants subway has successfully created culture where
customers are given the authority to choose their food starting from bread, stuffing,
salad and sauces. This not only increase customer satisfaction but also makes the
work easy for the employees to serve their customers.