Advertising Strategies Of Mcdonalds And KFC

5337 Words 22 Pages
Executive Summary:

The International market is flooded with various sectors and industries that involve products of daily as well as occasional use of consumers. The use of the products can vary from industrial purpose to private consumption.
The Fast Food sector has been really famous because of its quick service and less time taken to prepare the food. This sector has attracted a lot of consumers as it covers all income groups of consumers.

This project is a Comparative Study of the Advertising Strategies used by McDonald’s and KFC. The types of advertising strategies used are Testimonial Strategy, Bandwagon and Demonstration Strategy, which both the companies use in order to attract the consumers.
There is a comparison done between different
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The advertising is done while keeping the values of Indian Culture in mind.
I recommend, both companies, McDonald’s and KFC need to also advertise the health and nutrition value like calorie content which will attract the health conscious customers also.


Fast Food is the term given to quickly prepared and served food. It is easily prepared processed food served in snack bars and restaurants as a quick meal or to be taken away.

The restaurants in which this food is served, they are known as Fast Food Restaurants or Quick Serve Restaurants. It is a specific type of restaurant characterized both by its fast food cuisine and by minimal table service. Food served in fast food restaurants typically caters to a "meat-sweet diet" and is offered from a limited menu; is cooked in bulk in advance and kept hot; is finished and packaged to order; and is usually available ready to take away, though seating may be provided; also the price is cheap of the food. Fast food restaurants are typically part of a restaurant chain or franchise operation, which provisions standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply
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• To conduct survey analysis on the consumer’s preference of food joint according to advertising strategy amongst McDonald’s and KFC.

Industry Profile:

The Fast Food Industry is one of the fastest growing industries in the world. The reasons for its rapid growth are that it is cheap and affordable to customers, customers get a good quantity and quality of food and the food that they order does not take too long to prepare, also it is a quick bite for those in hurry. All these reasons attract customers towards the industry which makes the Fast Food industry a fast growing industry.

As this industry is growing worldwide and attracting a lot of attention from customers and targeted markets, there will be a lot of competition in the world of Fast Food with every company trying to gain as many customers as possible and trying to be number one.

Global Fast Food Industry had a net worth of US $ 477.1 billion in 2013 and is expected to be US $ 617.6 billion by 2019, growing at a CAGR (Compound Annual Growth Rate) of 4.4% through the years of reports forecast.

Fast Food Industry in

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