Disney Consumer Products

Marketing nutrition to children

Walter Elias and Roy Oliver Disney Founded Disney in 1923

1923

Debut of Mickey Mouse

1932

Disney won the Academy Award for best cartoon

1954

Launched first TV Program

Disney Brand Stretch

2.5 Billion Dollars Net Income in 2005

Disney Consumer Product Business Lines

• Softlines• Home and Infant• Buena Vista Games• Hardlines• Publishing• Toys

30% of

American Kids are overweight

14% American Kids are obese

Disney faced Criticism for contributing to Obesity Epidemic

Government imposed Rules on Broadcastersasking not to encourage EXCESSIVE FOOD CONSUMPTION

Disney saw it as an Opportunityto reconsider its entire range of products

Can Disney meet the Nutrition Guidelines set by the FDA and be the Leader in solving the Childhood Obesity Problem

Problem

Need to reconsider the value of their food products

The portfolio was mostly Sweets and Treats

Children’s taste impact the consumption

NEW

The Company adopted Three Approaches Towards Creating Disney Food Products

Offer Products that already had broad Appeal

Such as peanut butter, milk, apples and peaches

Take Products that are more heathy and fun

Making attractive shapes of heathy foods

1. Shaped Pasta

2. Heathy Burgers

3. Fruits

Use Packaging to Inspire Product Sampling

Using water bottles with characters to attract children

Guidelines

• Controlled Level of added Sugars• Contains no Trans or Hydrogenated Fat• Adjusted Calories• Minimum Use of Additives• Use of Fiber and Calcium

Imagination Farms

It served DCP as a license in fresh products

DCP and Imagination Farms used three main marketing strategies

1. To Differentiate Commodities Produce through Promotion

2.Create Value Added Products through Product Preparation

3.Develop Exclusive Product Varieties that would yield more child friendly foods

Is Disney alone fighting against

Obesity?

In 2005, Nickelodeon launched its range of food products with images of Spongebob and Dora the Explorer.

“My Goal is to have every fruit a kid would want to eat with a Nickelodeon character”- Sherice Torres,

Licensing Vice President, Nickelodeon

In June 2006 Del Monte Foods announced that it had signed a licensing deal with Sesame Workshop. Beginning in September 2006, Del Monte peas, corn and green beans featured Elmo, Grover and Cookie Monster characters on its labels.

In early 2006, Ready Pac signed a licensing agreement with Warner Bros. Ready Pac planned to feature Warner’s Bugs Bunny, Tweety and Tasmanian Devil characters on its Cool Cuts Ready Snax single-serving packages of fruit or candy.

But they failed to deliver the MAGIC Disney Consumer Products were able to deliver

Along with

The largest grocery retailer in US, established a new brand “Disney Magic Selection”

• Pricing & Value• Legacy• Differentiation and

Competition• Growth and

Distribution

Disney has used its MAGIC to switch Children from processed unhealthy food to a heathy diet

Created by ANKEITA MALL, S.G.S.I.T.S. , during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com