1923

1955

1983

1986

Families spent an average of 9.16 billion hours immersed in Disney branded experiences and products.

$5.8 Billion

$5.6 Billion

$3 Billion

VALUED AT:

Children reported high familiarity with Disney characters.

97%

96%

95%

92%

More than 30% of American children (5-9 years) were overweight and 14% were obese.

- Reid Leslie, Director of food and beverage, DCP

“Our strategy then was ‘Disney is about fun. We should be in fun categories.

DCP conducted research to discover if Disney’s brand equity would transfer to a line children’s food products.

Using focus groups, group sessions, and shopping trips with mothers, DCP set out to learn which product categories would market support.

Mothers associated Disney with MAGIC.

They associated Disney products with high quality and trustworthiness.

They showed strong brand loyalty.

Products need to be portion controlled, be high quality, taste good, omit or reduce fat and sugar.

They need to have fun graphics and shapes, good taste, and great fun.

Answer children’s daily needs in an entertaining way:

Main Meal Side Dish

Snacks Drinks

Treats1800 CALORIE DIET

THE COMPANY ADOPTED 3 APPROACHES TOWARD CREATING DISNEY FOOD PRODUCTS

OFFER PRODUCTS THAT ALREADY HAD BROAD APPEAL

TAKE PRODUCTS THAT WERE ALREADY HEALTHY AND MAKE THEM MORE ‘FUN’

USE PACKAGING TO INSPIRE PRODUCT SAMPLING

Of the original products in compliance with the standards

Products to be phased out

41% 28%Products exempted from the nutritional guidelines

15%

IN MARCH 2006, DCP STARTED LICENSING ITS CHARACTERS TO

IMAGINATION FARMS, A NATIONAL FRESH PRODUCE SPECIALLY TO SERVE AS A LICENSEE TO DCP

KROGER DISNEY MAGIC SELECTION PRODUCTS

Kroger is the 2nd largest US supermarket company and has more supermarkets than Wal-Mart

Pricing and Brand Exclusivity were key to Disney’s DTR Strategy

“We expect competition but we believe that we can beat the competition because even if they develop and match our nutritional standards, they can never access Disney magic.”

-Embola Ndi, Vice President, Product Development

COMPETITORS

CHALLENGES

PRICING AND VALUE

LEGACY

COMPETITION

GROWTH AND DISTRIBUTION

• This presentation is created by AYUSHI GUPTA, SRCC, University of Delhi, during a Marketing Internship under Prof. SAMEER MATHUR, IIM Lucknow.

DISCLAIMER