disney consumer products

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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

Page 2: Disney consumer products

Index

• What is Disney?• A brief history of Disney• Disney-A Glance• Opportunity • Defining the problem• Challenges• Observations• Actions taken• Alternatives

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What

is

Disney?

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What is Disney?Another

namefor fun

and magic!

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A brief history of Disney

1923

Disney was founded with the debut of Mickey

Mouse in Steamboat Villie

Disney licensing became a formal

business unit

1932

1950sExpansion

beyond film and TV

1955Opening on

Disneyland in Anaheim, California

debuted its first TV program-the

wonderful world of Disney1954

1980s-1990s

Renaissance of Disney

Animation

Focus on entertainment

assets

1984

2004

The obesity epidemic

DCP introduced its first offerings marketed by

Imagination Farms2006

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$32 Billion

company by 2005

Disney-A glance

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Disney-A glance

Major business segments (by 2006)

Media networks

Parks and

resorts

Studio entertainment

DCP

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Disney-A glanceDCP was a global product organization comprised of six

lines of business

Softlines Buena Vista Games

Home & Infant

HardlinesPublishing

Toys

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Disney fell prey to the criticism from people who believed its products contributed to the

obesity epidemic

In

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In

30% American

children were overweight

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In

14% American

children were obese

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Opportunity

Managers at DCP saw the controversy as an opportunity to reconsider its entire range of

food products

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Opportunity

There was a gap between the foods children requested

and the foods their mothers were willing to buy for them.

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Opportunity

Peer pressure and advertising stronglyinfluence kids’ preferences, which gave them

an opportunity to expand their portfolio

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Defining the problem

Could Disney use its “magic” to get children to switch from sugary, processed to a

more nutritious diet?

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Defining the problem

Could Disney sustain in the market despiterevising its entire range of food products?

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OpportunityDefining the problem

Could Disney provide leadership for the rest of the food industry and use its brand

strength to reach children?

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Challenges

Consider the nutritional

value of its foodproducts

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Challenges

DCP food products should meet

USDA(U. S. Department

of Agriculture) dietary guidelines

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Challenges

Products need to appeal to mothers and be requested

by their children.

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Challenges

Wide distribution of fresh, good quality and healthy food, making them more fun

simultaneously

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Observations

Mothers perceived the Disney brand as having high quality, trustworthy

and familiar to a line of food and beverages.

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Children influence the purchase decisions.

Observations

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Peer pressure and advertising

strongly influence kids’ preferences

Observations

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•Adjusting food’s formulation

•Adjusting portion size

Action taken

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Actions taken

Use packaging to inspire product

sampling, such as bagged fruits and

vegetables featuring a back panel that

provided nutritional facts, jokes and other

child-engaging information

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Actions taken

Disney arrayed its portfolio of products into five

categories

main meal,side dish, snacks, drinks treats.

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Actions taken

The products integrated their favorite characters, and the aura and magic of Disney into the package design to encourage children

to try the products

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Reformulating some products and shrinking

portions for others, phasing out the products which couldn’t meet the

guidelines

Actions taken

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Actions taken

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Alternatives

Coming up with contemporary characters keeping pace with the likes of the kids

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Alternatives

Disney movies can incorporate characters

using healthy foods.

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Products having broad appeal should be made even

healthier, like milk

Alternatives

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Increasing the reach by establishing successful direct-to-retail (DTR) relationships with large

retailers.

Alternatives

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