Week 4 Part A: Defining Target Markets

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   Hello again readers! In this post I’m doing a compare and contrast thingy-ma-what on two businesses with similar products, but different markets, Hungry Bear Deli and Subway. This information is drawn from their respective websites, https://www.hungrybeardeli.com/ and Subway doesn’t need me to link them.

    Hungry Bear Deli’s main demographic and psychographic is Californian, San Diegan, Vista-n locals. Both shops sell sandwiches at reasonably similar prices, so income is probably not a major demographic. People without teeth be an excluded demographic from both. Subway’s target market is everyone in every developed country – I’ve been to one in Shanghai and can confirm Subway’s international presence! Subway’s psychographic market is “health-conscious people” who want less junk foody lunches on the go. 

    Obviously, both the Hungry Bear Deli and its competitor sell sub sandwiches. The variations on product are probably minimal. The approach to presenting the sandwiches only really differs at the level of the professional web design that Subway can afford. And to maintain their reputation, Subway must use fine tuning tools to direct their marketing campaigns. Conversely, even though it’s obvious that Hungry Bear Deli’s presence is all local, the subtle implication of that means that their marketing doesn’t have to be as narrowly targeted.

    As far as customer demographics, the crossover is probably about 95%. Hungry Bear Deli offers a variety of quality sandwiches. Subway offers a variety of consistent sandwiches. But if I feel like eating a sub sandwich, and let’s say I’m staying at the hotel right next to the Hungry Bear Deli, it’s not going to make a lot of difference to me if that’s a Hungry Bear Deli or a Subway. Gourmet sandwiches are not their business, so qualitative difference isn’t going to be an issue for me.

    The Hungry Bear’s audience is local, specifically Vista, though they advertise San Diego County. Regarding that, their bear mascot is the California Grizzly, which reinforces their overall tone and local vibe. Their website design is clean, easy to navigate and easy to use. Their calls to action include super convenient links to Facebook, Twitter and Instagram. They also feature buttons to order now, menu, and become a VIP options. Subway has the same options (placed differently but still obvious), with a YouTube link as an additional call to action. Because it is so much bigger a company, Subway’s site also has corporate informational links.

    Hungry Bear’s logo is a chime-in to California pride, and this website makes a very good use of contrasting green and red theme colors – the presentation is not overdone, which could easily happen with red and green. The detail on their food images is not perfect but good, definitely good enough to see what you’d be ordering. Text, alignment, and object placement are all well done. Subway also has excellent web design, logo placement, images, ease of use, text and alignment – just what is to be expected of a multinational enterprise. Their use of contrast is with green and yellow, which allows them to use more solid green blocking.

    In conclusion and in reference to the reading in Likeable Social Media 3rd edition, I think there is a viable pathway for Hungry Bear Deli to expand their reach through market targeting via Twitter – if they wanted to expand. I also feel that social media offers mega-corporations like Subway the opportunity to better listen to a larger audience.