After studying Segmentation, Targeting and Positioning in class recently, I couldn’t help but think how much it related to a certain TV commercial I saw this week. I believe that KFC took a concentrated segmentation strategy as clearly, they are targeting men only. They then took time to well define their segment, with certain factors being clearly analysed. After selecting their clear primary target market – men, demographic, psychological and benefit factors were clearly taken into consideration.  For example, demographics will have helped show that KFC’s chosen segment is young-middle aged, working males.

This is reflected in the advert as it shows men working in the office, on a building site etc. Psychological factors are particularly important due to the issue of self-image. By purchasing the KFC double down sandwich, men are declaring their masculinity; it’s real man’s food. No bread, just meat and cheese. This idea is reinforced by the advert as it shows men working on building sights – a male dominated industry and men trying to attract pretty girls, skateboarding and posing in front of cars – stereotypical male interests! Furthermore the psychological factor will help explain lifestyle. Obviously the double down sandwich is not healthy; however KFC does not disguise this fact. Health conscious people are not their target market; it is men who want a meat feast! The men in the advert re-enforce this; they are everyday guys, with normal bodies, in everyday jobs. They may only have a thirty minute lunch break, they want something fast and appetising regardless of its healthy or not, they don’t care; this ties in with the benefit factor. KFC is a well known producer of fast food that you can grab at lunch, and will keep you going for the rest of the day in only 5 minutes.

The double down sandwich is well positioned, as KFC rely on their well known symbol to sell the product as they already have a strong brand and strong brand loyalty amongst consumers. They also position themselves as a popular choice amongst men, against competition from other fast foods vendors such as Burger King, and their more ‘masculine’ food options such as the ‘Whopper Burgers.’ However, KFC stresses that their double down sandwich is even more a statement of man hood as it has no bread, just double meat, double cheese, double bacon, double awesome!