Difference in Marketing Strategies between McDonalds and KFC - Research Paper Example

The paper "Difference in Marketing Strategies between McDonald’s and KFC" is a great example of a research paper on marketing. The research focused on the different marketing strategies between McDonald and KFC, the leading fast-food companies in the world. The marketing strategies have been evolving, especially as a result of the introduction of computers and the internet. Consequently, there have been many marketing strategies. The main question in the study is to determine the difference in marketing strategies used by McDonald and KFC. The question is answered by carrying out quality research through the use of primary and secondary sources of data. The literature review shows that marketing strategies are geared towards increased sales and are full of deception. In order to collect primary data, the researcher used a descriptive research design where questionnaires and interviews were used as research instruments. The study found that the marketing strategies used by McDonald’s and KFC are almost the same because they target the same customers and they also operate in the same industry. However, the two companies use different approaches to marketing their products. The study also found that the two companies use different marketing tricks to play with the psychological and emotional feelings of the target customers. Therefore, despite health concerns associated with the consumption of fast food, the majority of people still consume the products, especially children and teens. The researcher, therefore, recommended that further research should be done to determine the unethical marketing tricks used by fast food companies and also to determine the health standards of their products.

The difference in Marketing Strategies between McDonald’s and KFC

Introduction

Introduction and Research Topic

The old marketing strategies like advertising were aimed at luring customers by relying only on auditory and visual communication. However, with the coming of the new technologies, especially the internet, there has been a change in marketing communication and strategies that allows personal conversation with existing and potential customers (Christian & Gereffi, 2010). Marketers are now striving to engage the five senses of customers, which is more effective in influencing them to buy the products on promotion. The new trend is sensorial marketing, which lays more emphasis on the brand and not the products, and consumers attribute benefits to the brand and not the product.