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THE POWER OF THE PURSE: HOW SMART BUSINESSES ARE ADAPTING TO THE WORLD'S MOST IMPORTANT CONSUMERS—WOMEN by Fara Warner

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Chapter 1. From Minority to Majority: Mcdonald's Discovers the Woman Inside the Mom

To help revive the company's sales and profits, McDonald's shifted its strategy toward women from one of “minority” consumers who served as a conduit to the important children's market to one in which women are the company's majority consumers and the main drivers behind menu and promotion innovations.

For Bill Lamar, chief marketing officer, McDonald's USA, 2002 was about to go down as one of the worst years in his almost 20-year career with the fast-food giant. On December 17 of that year, McDonald's posted a quarterly loss of $343.8 million, its first-ever decline since the company went public in 1965. Happy Meals, a cash cow for close to 25 years, were in a ...

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