Case Study: “RIDING THE PLUS SIZE WAVE”

DQ.Identify how McDonald’s targets both users (primarily children) and buyers (parents, grandparents, etc.). Provide specific examples of strategies used by the fast-food marketer to target both groups. Make it a point to incorporate Happy Meals and Mighty Kids Meals into your discussion.

Read the Chapter 5 Case Study: “RIDING THE PLUS SIZE WAVE”
(Answer each question in 200-350 words)

Summarize the key facts of the case. What are the critical issues being presented here?

Explain the success of Lane Bryant in relation to self-concept, self-esteem, and self-consciousness. How can they leverage what we know about consumer behavior in these areas in order to increase sales?

Go to the Lane Bryant website and another plus size website. Describe differences and similarities with respect to the way women are portrayed in the two websites. What changes have you seen with respect to the media images of women in recent years? Provide examples.

Provide an example of another product category that could play to self-concept and self-esteem in in marketing. How would you suggest that the product be advertised? Be specific and detailed with your example.