Online marketing Strategies and Competitive Advantages of Fast Food Industries

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ACKNOWLEDGEMENT

I would like to thank my research supervision for his/her utmost support and constant guidance. To all my university staff, administration and staff, I owe a lot of gratitude. Finally special thanks to my family for their patience and support for this research project.

I certify that the work presented in the dissertation is my own unless referenced

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DECLARATION

I [type your full first names and surname here], take full responsibility of the contents of this thesis, and present it as a personal endeavour. It has not been submitted anywhere else. The ideas presented are my own and not of the University.

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ABSTRACT

Online marketing refers to the various online media that are utilised to reach the consumers. The World Wide Web changed the way people live and it also had indelible consequences 9on their shopping habits. The electronic communication triggers the consumers to respond to the products and take part in interactive media, while being part of a virtual world. Fast food industry is also capitalizing on this internet boom. The present study aims to explain the phenomenon of online advertising and outline the favourable factors that initiate a shift towards online marketing techniques. It also aims to Give the consumers' view abut online marketing, websites and other social media.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background to the Study1

Internet Marketing2

Evolution Of Advertising4

Information Technology For Management7

Rationale for the Study8

Significance of the Research9

Aims and Objectives10

Research Questions10

CHAPTER 2: LITERATURE REVIEW11

Content12

Relationship Building and Management22

Business Value And Efficiency24

CHAPTER 3: METHODOLOGY27

Research Design27

Research Approach28

Quantitative Approach28

Qualitative Approach28

Pragmatic or Mixed Methods Approach29

Primary research29

Study Limitations30

CHAPTER 4: DISCUSSION AND ANALYSIS31

Primary analysis31

Increased awareness of the brand and website31

Influence on brand preferences and consumption32

Increased brand engagement33

Strategies employed by fast food companies (for children)34

Memberships, Registration, and Designated Child Areas (DCA)34

Sweepstakes and Contests35

Media Tie-Ins35

Captivating the children's attention36

Secondary analysis37

Management Communication & Cultural Competence40

Delimitations and Limitations41

Economics44

CHAPTER 5: CONCLUSION51

CHAPTER 6: RECOMMENDATIONS55

Before launch55

After launch56

REFERENCES59

APPENDICES69

Interview Guide69

CHAPTER 1: INTRODUCTION

Background to the Study

In the past, marketers had access to only a limited number of advertising media though which they could access their customers. If television was chosen as the medium to disseminate information, the marketer had to choose between a number of different networks, and availability of different timeslots which could either generate profit or might not be suitable for the desired message in the first place (Vriens, 2003, 23). Even with the newspaper, a certain demographic population limited in a limited geographic setting had to be targeted.

The explosion of World Wide Web has changes the entire face of hoe advertising is done in the current times. It opened limitless opportunities for the people. The geographic barriers are all gone. The company and brand is just a few clicks away from the potential market. Online advertising makes the consumers a part of a community, therefore making advertising a relationship building avenue as well (Sen et.al, 2003, 668).

Conventional advertising media does not allow people to connect themselves to the brand; neither does it take into account the social needs of the ...