DISNEY CONSUMER PRODUCTS:MARKETING NUTRITION TO CHILDREN

Index

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

What

is

Disney?

What is Disney?Another

namefor fun

and magic!

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

$32 Billion

company by 2005

Disney-A glance

Disney-A glance

Major business segments (by 2006)

Media networks

Parks and

resorts

Studio entertainment

DCP

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

lines of business

Softlines Buena Vista Games

Home & Infant

HardlinesPublishing

Toys

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

obesity epidemic

In

In

30% American

children were overweight

In

14% American

children were obese

Opportunity

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

food products

Opportunity

There was a gap between the foods children requested

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

Opportunity

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

an opportunity to expand their portfolio

Defining the problem

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

more nutritious diet?

Defining the problem

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

OpportunityDefining the problem

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

strength to reach children?

Challenges

Consider the nutritional

value of its foodproducts

Challenges

DCP food products should meet

USDA(U. S. Department

of Agriculture) dietary guidelines

Challenges

Products need to appeal to mothers and be requested

by their children.

Challenges

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

simultaneously

Observations

Mothers perceived the Disney brand as having high quality, trustworthy

and familiar to a line of food and beverages.

Children influence the purchase decisions.

Observations

Peer pressure and advertising

strongly influence kids’ preferences

Observations

•Adjusting food’s formulation

•Adjusting portion size

Action taken

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

Actions taken

Disney arrayed its portfolio of products into five

categories

main meal,side dish, snacks, drinks treats.

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

Reformulating some products and shrinking

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

guidelines

Actions taken

Actions taken

Alternatives

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

Alternatives

Disney movies can incorporate characters

using healthy foods.

Products having broad appeal should be made even

healthier, like milk

Alternatives

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

retailers.

Alternatives