DISNEY CONSUMER PRODUCTS

MARKETING NUTRITION TO CHILDREN

1923

1983

1955

1986

FOUR MAJOR BUSINESS SEGMENTS

32$ BILLION COMPANY, 2006

2.5$ BILLION NET INCOME, 2006

DISNEY CONSUMER PRODUCTS

SOFTLINES ( Apparel, Footwearand Accessories )

HARDLINES(Food, Health and Beauty,Electronics, Stationery

BUENA VISTA GAMES

HOME AND INFANT

PUBLISHING

TOYS

23$ BILLIONWORLD WIDE RETAIL SALES IN 2006

30%AMERICAN CHILDREN ABOVE 5-9 YEARS ARE

OVERWEIGHT

14% AMERICAN CHILDREN ABOVE 5-9 YEARS ARE

OBESE

INCREASED PORTION SIZE

SUGAR SWEETENED PRODUCTS

LACK OF EXERCISE

SUGAR SWEETENED PRODUCTS

CAUSES :

DISNEY FACED CRITICISM FOR CONTRIBUTING TO OBESITY EPIDEMIC

GOVERNMENT IMPOSED RULES ON BROADCASTERS ASKING NOT TO ENCOURAGE

EXCESSIVE FOOD CONSUMPTION

KELLOGS AND GENERAL MILLS INCREASED THEIR ADVERTISING STRATEGY ON CHILDREN TELEVISION CHANNELS

DISNEY SAW IT AS ANOPPORTUNITY TO RECONSIDER ITS RANGE OF

FOOD PRODUCTS

MARKETING NUTRITION TO KIDS

DCP DISCOVERED THAT THERE WAS A GAP BETWEEN THE FOOD CHILDREN REQUESTED AND THE FOOD THEIR MOTHERS ARE WILLING TO BUY FOR THEM

PEER PRESSURE AND ADVERTISING STRONGLY INFLUENCED KIDS

MOMS ASSOCIATE DISNEY STRONGLY WITH MAGIC. THE PRODUCT NEEDS TO MAKE KIDS SPECIAL AND MOM - APPROVED

CONTROLS THE LEVEL OF ADDED SUGAR MINIMIZING THE USE OF ADDITIVES PROMOTE FIBER AND CALCIUM CONTAINS NO TRANS OR HYDROGENATED FATS

DCP’S THREE MODELS

TO DIFFERENTIATE COMMODITIES SUCH AS PEACHES AND APPLES, PLU STICKERS WERE ADORNED WITH DISNEY CHARACTERS

WE PACKAGE FOUR OR FIVE OUNCE POTATOES FOR KIDS OR PERHAPS HIGHER FLAVOUR, YELLOW POTATOES

A LUNCH BOX PROGRAM WEREFRUITS AND VEGETABLES WOULDBE PACKED IN 3 – OUNCE BAGS

FOR MOM, KIDS AND DISNEY CONSUMER PRODUCTS

CREATED BY SHILPA. S, ABBS BANGALORE, AS PART OF AN INTERNSHIP DONE UNDER GUIDANCE OF PROF. SAMEER MATHUR, IIM LUCKNOW.