Marketing Currents - Business and Marketing Current Events

How KFC is working to attract younger consumers


In 2015, KFC recruited Saturday Night Live alum Darrell Hammond to play Colonel Harland Sanders in a series of commercials declaring, “I’m back America!” 

Click here to read the story at

Discussion Questions:

  1. What is market segmentation?
  2. Why do businesses and brands consider segmentation strategies as part of their marketing plans?
  3. What are the different ways a business or brand could segment a market?
  4. What is demographic segmentation?
  5. Based on information from this story, how would you describe KFC’s core customer?
  6. If KFC has a goal of reaching younger consumers, what type of segmentation might that represent?
  7. Why would KFC want to attract younger consumers as this story suggests?
  8. According to this news story, how did a celebrity endorsement campaign help to drive KFC’s turnaround in 2015?
  9. Who is the celebrity face of KFC’s new campaign?
  10. Why do you think they chose this particular celebrity?
  11. What is a target market?
  12. Who is KFC targeting with the new campaign?
  13. How might that help the brand to reach a younger audience?
  14. How might menu innovations help the brand to connect with younger consumers?
  15. What have done from a menu perspective to try to reach a younger demographic?
  16. What else could KFC do to attract more younger consumers? Be prepared to discuss your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.