INSIDE

I. HISTORYII. CURRENT

SITUATIONIII. PROBLEM

DEFINITIONIV. SOLUTION

V. CONCLUSION

HISTORY

“TO MAKE PEOPLE HAPPY”

WALT DISNEY VISION

BUSINESSSEGMEN

TSDISNEY

Income statement Fiscal 2003-2005($ millions)

TIME SPENTCONSUMER

MICKEY MOUSEAND POOH

TWO POPULAR CRACTER OF DISNEY

DISNEY CONSUMER PRODUCT(DCP)

DCP LICENSING

TRADITIONAL SOURCINGDTR

PRO

BLEM

STAT

EMEN

TS

NEED TO RECONSIDER THE NUTRITIONAL VALUE OF THEIR FOOD PRODUCT

DISNEY BRANDED WAS ACCUSED CONTRIBUTING TOWARDS GROWING OBESITY EPIDEMIC

ESTABLISH TRUST BETWEEEN PARENTS ,NUTRITIONIST

CAN DISNEY MEET THE NUTRITIONAL VALUE SET BY FDA

CAN DISNEY USE IT BRAND IMAGE TO REACH OUT TO CHILDREN

WHO WILL BE COMPETITORS OF DISNEY ?

MAGIC SELECTION

IS LAUNCH OF MAGIC HELP DISNEY TO MOVE CHILDREN FROM SUGARY TO NUTRIOUS DIET?

PRODUCT NEED TO MOM-APPROVED

PRODUCT NEED TO MOM-APPROVED

PRODUCTS NEEDS TO MAKE KIDS FEEL SPECIAL

DCP DERIVED MANY OF ITS RECOMMENDATIONS FROM FDA’S DIETARY GUIDELINES

RECOMMENDATIIONS FOR DISNEY BRANDED FOOD AFTER NUTRATIONAL AUDIT

DISNEY PLANNED

TO ALL ITS

SHOULD ABOVE

THE LEVEL

PACKAGING

DISNEY USE PACKAGING TO INSPIRE THEIR PRODUCT

COMPETITORCommodity Produce: Dole , Green Giant and Fresh Express

Entertainment Brand:

MARKET SHARE

MAGIC SELECTION PRODUCTS

SOLUTION

INCREASE THE NUTRATION VALUE IN THEIR FOOD PRODUCT

DEVELOP NEW CHARACTER

PROMOTE HEALTHY FOOD ITEMS

GIVE ADVANTAGES OF HEALTHY FOOD AND

DISADVANTAGES OF JUNK FOOD ON DISNEY CHANNEL

CONCLUSION

IT IS NOT EASY FOR DISNEY TO CHANGE MARKET TASTE IT WOULD TAKES LONG TIME

THEIR MUST BE COORDINATION BETWEEN DISNEY AND ITS STAKEHOLDER

• Created by Gaurav Kumar , AEC ASANSOL during marketing internship by prof. Sameer Mathur , IIM LUCKNOW.

DISCLAIMER