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DISNEY CONSUMER PRODUCTS MARKETING NUTRITION TO CHILDREN

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Page 1: DISNEY CONSUMER PRODUCTS

DISNEY CONSUMER PRODUCTS

MARKETING NUTRITION TO CHILDREN

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1923

1983

1955

1986

FOUR MAJOR BUSINESS SEGMENTS

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32$ BILLION COMPANY, 2006

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2.5$ BILLION NET INCOME, 2006

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DISNEY CONSUMER PRODUCTS

SOFTLINES ( Apparel, Footwearand Accessories )

HARDLINES(Food, Health and Beauty,Electronics, Stationery

BUENA VISTA GAMES

HOME AND INFANT

PUBLISHING

TOYS

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23$ BILLIONWORLD WIDE RETAIL SALES IN 2006

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30%AMERICAN CHILDREN ABOVE 5-9 YEARS ARE

OVERWEIGHT

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14% AMERICAN CHILDREN ABOVE 5-9 YEARS ARE

OBESE

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INCREASED PORTION SIZE

SUGAR SWEETENED PRODUCTS

LACK OF EXERCISE

SUGAR SWEETENED PRODUCTS

CAUSES :

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DISNEY FACED CRITICISM FOR CONTRIBUTING TO OBESITY EPIDEMIC

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GOVERNMENT IMPOSED RULES ON BROADCASTERS ASKING NOT TO ENCOURAGE

EXCESSIVE FOOD CONSUMPTION

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

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DISNEY SAW IT AS ANOPPORTUNITY TO RECONSIDER ITS RANGE OF

FOOD PRODUCTS

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MARKETING NUTRITION TO KIDS

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

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PEER PRESSURE AND ADVERTISING STRONGLY INFLUENCED KIDS

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

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

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DCP’S THREE MODELS

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

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

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

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FOR MOM, KIDS AND DISNEY CONSUMER PRODUCTS

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