Disney Consumer Products

IndexHistoryBusiness VenturesChallengesAnalysis Solution

Debut of

1923

First Academy Award1932

First TV program

1954

1954 First Amusement Park

Company found itself in Obesity Epidemic

2004

Business

Ventures

Media Network

Parks &Resorts

Studio

DCP

DCPSoft linesHome and infantHardlinesPublishingToys

DCP, signed an exclusive 10 year deal worth 2 Billion USD with McD

Business Scenario

PlanningUsed Its traditional licensing model

DCP experienced a decline of 10-15% in U.S. and Japan

Hired Andy Mooney as President of DCP

Mooney planned to shift away from licensing only business

Can Disney use its magic to sway children to healthy eating

Challenges

Disney needs to reconsider the nutritional value of its food

Products should appeal to the children.

DCP products should pass the legal criteria

Disney came

With a Strategy

Disney Nutrition Guidelines - Control level of sugar- Promote fiber and calcium - Minimum additives- No trans or hydrogenated fat

New Strategy

Mothers perceived Disney productsWith HIGH QUALITY

They associate Disney with MAGIC

Influences Children’s preference

Children influence Shopping Decision

StrengthBrand RecognitionCooperation with Big Retailers Diversification

WeaknessHigh Risk marketHigh R&D cost

Opportunity

Image in the publicPopularity of various charactersNew emerging markets

Threats

New competitorsPrice Slashing by old players

-Collaborate Healthy Food with Disney objectives-Healthy Food Champaign for Parents-New Characters-Improve Packing

Started with a Mouse

Now we are HERE

Created by Pulkit Yadav,BITS Pilani

Under Professor Sameer Mathur,IIM

Thank You