Week 5A - Defining a Target Market - Subway Vs Hungry Bear
Subway and Hungry Bear offer somewhat similar products, but appeal to different markets.
Subway is targeting approximately an approximate 18-30 year old demographic based on the images of people on the website. Even though you can't see the faces of all of the people, its pictures give the impression of younger people "on the go." The website employs several CTA's with "Start Order," "Join Now," and "Gift Now" links to name a few. These CTA's characterize Subway as catering to a fast food consumer. However, with their marketing of "freshness" and "Earn While You Eat" targets the higher income level and education level of the fast food market. Subway's geographic target market is the entire country. Their community outreach identifies disaster relief efforts that people in all states would be aware of thus appealing to a wide geographic market.
Hungry Bear clearly targets the local community, as opposed to a specific age range demographic. They spotlight images of "home made" sandwiches. The opening prominent language is "fresh," "quality," and "delicious." The bear symbol represents a very local, California audience. There are no CTA's to prompt people to order online or take quick, immediate action, which gives the impression of appealing to a more relaxed and social environment even though sandwiches are their main menu items. Their imagery and wording distance themselves from fast food. There are no references to deals or specials, so their target audience has a higher income level than a fast food consumer. Their prominent social media links immediately show pictures of local law enforcement and kids' sports teams, which indicates that they are appealing to a more family based, community target audience as compared to Subway. They seem to reach out also to an older age demographic, which Subway does not even attempt to target with its site.
Both Subway and Hungry Bear target the "fresh" food psychographics within their specific demographics. While this is one common goal, they take different approaches to reach this group.
Subway is targeting approximately an approximate 18-30 year old demographic based on the images of people on the website. Even though you can't see the faces of all of the people, its pictures give the impression of younger people "on the go." The website employs several CTA's with "Start Order," "Join Now," and "Gift Now" links to name a few. These CTA's characterize Subway as catering to a fast food consumer. However, with their marketing of "freshness" and "Earn While You Eat" targets the higher income level and education level of the fast food market. Subway's geographic target market is the entire country. Their community outreach identifies disaster relief efforts that people in all states would be aware of thus appealing to a wide geographic market.
Hungry Bear clearly targets the local community, as opposed to a specific age range demographic. They spotlight images of "home made" sandwiches. The opening prominent language is "fresh," "quality," and "delicious." The bear symbol represents a very local, California audience. There are no CTA's to prompt people to order online or take quick, immediate action, which gives the impression of appealing to a more relaxed and social environment even though sandwiches are their main menu items. Their imagery and wording distance themselves from fast food. There are no references to deals or specials, so their target audience has a higher income level than a fast food consumer. Their prominent social media links immediately show pictures of local law enforcement and kids' sports teams, which indicates that they are appealing to a more family based, community target audience as compared to Subway. They seem to reach out also to an older age demographic, which Subway does not even attempt to target with its site.
Both Subway and Hungry Bear target the "fresh" food psychographics within their specific demographics. While this is one common goal, they take different approaches to reach this group.
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