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Anglia Region Entry Pack 2014!stnedutsgniknihthserfllaCallingThis is your invitation totake part in the SUBWAY brand’sDesign a Sub Challenge 2014Anglia RegionCreate and market a winning SUB using the theme#FeelGoodSubsThe winningteam willWIN 1,000of Amazon vouchersFive runner-up teams wreceive up tilloof Amazon 250vouchers 2014 Doctor’s Associates Inc. SUBWAY is a registered trademark of Doctor’s Associates Inc.

Dear teachers and studentsAn opportunity for students to take part in a real-lifebusiness challenge with the SUBWAY brandThe SUBWAY brand is once again challenging students to design and marketa BRAND NEW SUBThe Design a Sub Challenge is an innovative competition celebrating the fresh thinking, creativity and entrepreneurialacumen of young people. The competition is now entering its fifth year and always attracts a large number of high calibreentries from schools and colleges, getting bigger and better every year.The 2013 winning design, developed by a team of students from North Hertfordshire College Peter Jones EnterpriseAcademy in Letchworth Garden City was launched in February 2014. The Sub, called The KnockOut, was intended toinspire customers to strive to achieve their goals and featured a mouth-watering spicy mix of steak, pepperoni, Jalapeñosand salad (turn to the end of the document for more information on the winning 2013 project).This year the SUBWAY brand is asking students to come up with the design and marketing campaign for a NEW SUBWAY Sub or Flatbread based on the theme of #FeelGoodSubs and with a strong focus on creativity.The task is designed to provide students with a real-life case study example to which they can apply their learning andsupport the National Curriculum for Business Studies and PSHE. It also encourages initiative and collaboration, whilstdeveloping team building, research, creative and presentation skills.As part of the challenge, students whose entries are shortlisted will be asked to pitch their business plan and marketingproposals to a panel of entrepreneurs who own and run SUBWAY stores. The winning business plan and Sub will be put tothe test as elements of the students’ proposals are used to market the new product when it goes on sale in SUBWAY storesin the region for a limited time.SUBWAY stores are individually owned and operated by independent franchisees who pride themselves on being activemembers of their communities.See over for more details on how to enter 2014 Doctor’s Associates Inc. SUBWAY is a registered trademark of Doctor’s Associates Inc.

The taskCreate and market a winning SUBWAY Subbased on the theme #FeelGoodSubsl Draft a presentation and supporting materials to explain how you would create and market anew 6-inch Sub or Flatbread, using existing SUBWAY brand ingredients, tying in with thetheme of #FeelGoodSubsl We suggest you work in teams of four or five, but teams with more or fewer pupils will be acceptedl The Sub must link to the SUBWAY brand’s nutritional leadership and healthy credentials. Your Sub orFlatbread must have fewer than 350 calories and less than 3g of fat per 100g (find out more inthe Considerations when designing your Sub section)l Your entry must include a business plan and marketing proposals, in addition to your proposednew Sub designl We suggest you draft the presentation in PowerPoint format with supporting materials incorporatedor added onl All entries should be emailed to designasub@mckennatownsend.coml Colleges and schools may have more than one teaml Please also send a hard copy of your final presentation along with the completed entry form atthe back of this document to:The SUBWAY brand’s Design a Sub Challenge 2014 (Anglia Region)McKenna Townsend, Bridge House, Pullman Business ParkPullman Way, Ringwood, Hampshire, BH24 1EXEntries must be received no later than Friday 10th October 2014 2014 Doctor’s Associates Inc. SUBWAY is a registered trademark of Doctor’s Associates Inc.

Considerations when designing your new SubYour entry will be equally judged forboth the creativity of the design ofyour Sub and the strength of yourmarketing proposalslYour target marketlNutritional leadership and eat right credentials The SUBWAY brand is an established nutritional leader in the quickservice restaurant industry Make sure you think carefully about the nutritional implications ofthe ingredients in your Sub The SUBWAY brand offers a choice of nine Low Fat Subs that contain less than 3g of fat per 100g Your Sub or Flatbread design must have fewer than 350 caloriesand less than 3g of fat per 100g, so that it can be included inthis range Turn to the next page for details of nutritional values or ip formore information Who are they? i.e. demographics such as age,sex, income, etc. What kind of product will they like? Do you need to do research into what they want?How will you go about this? What promotional activity will target themmost effectively?lThe cost How much will your Sub cost to make?What marketing tools will best suit your targetmarket and your Sub design? How much will you sell your Sub for? What other costs will you need to consider? Remember, aSUBWAY store will have other overheads other than production What will you spend your marketing budget on? How many Subs will you need to sell in order to make enoughprofit to cover the marketing cost?Remember, an important part of developing and launchinga new product is the marketing support element – find outmore in the Marketing and Communications pagelHints Hint: It’s important that your Sub appealsdirectly to your target market to ensurethat it sells welllThe competition Who are your competitors? Which of their products will be in competition withyours? How is yours better than theirs? What is the competition doing differently orbetter than you? How can you better this?l The SubMake sure you keep in mind that the Sub and the supporting marketing activity are designed to reflect the #FeelGoodSubs theme You must give your new 6-inch Sub or Flatbreada nameHow will your Sub and marketing plan convey the#FeelGoodSubs message? Think about what appeals to your target market – their likesand dislikes and not just in relation to taste. You could evendo some research Can you incorporate any unique selling points in your planthat tie in with the #FeelGoodSubs message? Don’t forget to consider the nutritional value of your Sub Could you visit your local SUBWAY store to research andexperiment on the development of your new Sub? Could you work with other members of your local communityto see how they could get involved in the new Sub andmarketing activities? You must use existing SUBWAY ingredients, as detailed in the List of Ingredients section Consider the nutritious or ‘eat well’ messagesyou would like to communicate Keep in mind that the Sub should convey themessage of #FeelGoodSubs. How will youconvey this message? How will you present the new Sub concept? Explain the Unique Selling Point (USP) of your Sub (aspecial factor that makes it stand out) 2014 Doctor’s Associates Inc. SUBWAY is a registered trademark of Doctor’s Associates Inc.

List of IngredientsWhat will you put in your Sub or Flatbread? Please see a list of SUBWAY brand ingredients, nutritional values and costsbelow (please note all costs are fictitious). You can use any of the ingredients listed below to make your Sub.Keep in mind that it must be cost-effective, practical, tasty and have fewer than 350 calories and less than 3gof fat per 100g, to fit the criteria of the SUBWAY brand’s Low Fat Range.Meat/Veggie fillingFat (g) Calories (kcal)Unit CostSaladFat (g) Calories (kcal)Unit CostChicken breast1.490.745pLettuce0.042.557pRoast 1.429pBacon (2 strips)2.94041pOnions0.0112.698pBack 6.343pSauceTurkey breast0.655.542pHoney mustardPepperoni23.4290.444pLight mayonnaiseVeggie pattySalami 44pBreadFat (g) Calories (kcal)Unit CostFat (g) Calories (kcal)Unit Cost0.2328p6565pSweet onion0.1346pBBQ0.1376p6-inch Italian (white)1.319019pChipotle southwest9.2907p6-inch hearty Italian1.520120pRanch dressing4.5447p6-inch 9-grain honey oat1.519823pCheese6-inch Italian herbs & cheese4.323425pAmerican3.4408p6-inch 9-grain wheat1.519818pMonterey cheddar4.45710pFlatbread2.520321pPeppered cheese3.1399p*Only available as part of a Breakfast SubInformation is approximate and subject to change from time to time. Last revised on 29th April 2014. 2014 Doctor’s Associates Inc. SUBWAY is a registered trademark of Doctor’s Associates Inc.Fat (g) Calories (kcal)Unit Cost

Marketing and communications campaignMarketing and communications is the process by which companies advertise productsor services to potential customers.Don’t forget, the Design a Sub Challenge is not onlyabout designing a new Sub, but equally how you willmarket your new product to your target audience. Direct marketing? You must create a marketing communications campaignto launch the new SubPR? (the practice of managing the communicationbetween you and the public e.g. the interactionwith newspapers or other media) What are your reasons for using these channels? Explain how you will launch and promote the new Sub How much money do you plan on spending on eachof these out of the available 20,000? The budget: You have a fictitious 20,000 available Remember, the Sub should reflect the#FeelGoodSubs message. How will yourcommunication plan reflect this? Remember, you must take into account the cost ofproduction for your communications materials andmanaging these campaigns Community marketing?to spend on a marketing communications campaignfor the new Sub There is no requirement to spend the whole budget– so think carefully about what you need You do not need to gather actual quotes but can makeestimates to show how you will allocate your budget Hint: Don’t forget your entry will be equally judgedon the strength of the marketing proposals and thecreativity of the design of your SubDon’t forget, this campaign is specific to the Angliaregion. We’d like you to include in your entry howyou could involve the local community in yourmarketing activity.lCommunication ChannelsYou may wish to consider potential partnerships andcross-promotions with relevant local organisationsConsider how and where you will promote the new Sub.What channels will reach your target audience so they see/hear about it?Which channels do you think will be most suitable, bearingin mind the budget you have?lReturn on Investment (ROI)Consider the business rationale for your new Sub andwhat return you’ll get on your investment. What do you think a successful launch campaignwould look like? How would you measure how successful yourmarketing activity has been? Social media?How could you best utilise social media channels as partof your marketing campaign? How many Subs will you need to sell in order tomake enough profit to cover the amount you planto spend on marketing?Could you incorporate social media links and tags onyour marketing materials? Think about the budget you have available and thetarget audience that you are marketing your newSub to Hint: Make sure you remember to include anyother costs and overheads in your figures TV? Radio?Posters? Leaflets? Magazines? Email? 2014 Doctor’s Associates Inc. SUBWAY is a registered trademark of Doctor’s Associates Inc.