DISNEY CONSUMER PRODUCTS: MARKETING NUTRITION TO CHILDREN
DISNEY BRAND IS SYNONYMS OF
FUN AND MAGIC.
DISNEY BROTHER STUDIO IS FOUNDED BY “WALTER ELIAS DISNEY” AND “ROY”
1923
1928
MICKEY MOUSE WAS CREATED.
1932
DISNEY WON THE ACADEMY AWARD FOR BEST CARTOON.
1937
RELEASE OF “SNOW WHITE”.
1940
RELEASE OF “PINOCCHIO” AND “FANTASIA”.
1940
WALT DISNEY PRODUCTION ISSUE FIRST STOCK.
DISNEY LICENCED 2000 PRODUCTS.
1948
LICENSING INCOME
$1 MILLION.
RETAIL SALE $100 MILLION.
1954
DISNEY FIRST TELEVISION PROGRAM : “WONDERFUL WORLD OF DISNEY”.
1955
DISNEYLAND(AMUSEMENT PARK) OPENED IN ANAHEIM, CALIFORNIA.
“THE MICKEY MOUSE CLUB” A POPULAR CHILDREN’S SERIES.
1963
ENCHANTED TIKI ROOM OPENS AT DISNEYLAND, USING
THE FIRST AUDIO-ANIMATRONICS.
1966
WALT DISNEY DIED.
1971
“WALT DISNEY WORLD” IN HONOR OF WALT DISNEY BY HIS BROTHER “ROY”.
1984
MICHAEL EISNER BECAME CEO.
1987
FIRST DISNEY DOLLARS SOLD AT DISNEYLAND.
1996
DISNEY PURCHASED MEDIA COMPANY $19 BILLION. ACQUIRED ABC : 10 TV STATION, 21 RADIO STATION, 7 DAILY NEWSPAPER.
1997
LION KINGS WON TONY AWARD FOR BEST MUSICAL.
DISNEY MAGIC CRUISE SHIP DEPARTS.
1998
2000
DISNEY HIRED “ANDY MOONEY” AS DISNEY CONSUMER PRODUCT PRESIDENT.
2001
DISNEY ACQUIRES BABY EINSTEIN, A COMPANY THAT CREATES PRODUCTS THAT BRING THE ARTS AND HUMANITIES TO BABIES.
2001
100TH
ANNIVERSARY OF WALT DISNEY.
2004
OBESITY EPIDEMIC
30% AMERCICAN CHILDREN B/W AGES OF 5-9
WERE OVERWEIGHT AND 14% ARE OBESE.
2005
ROBERT A. IGER BECOMES PRESIDENT AND CHIEF EXECUTIVE OFFICER OF THE WALT DISNEY COMPANY.
2011
AULANI, A DISNEY RESORT & SPA IN KO OLINA, HAWAI‘I, OPENS TO GUESTS.
FOUR MAJOR BUSINESS SEGMENT
MEDIA NETWORK PARK AND RESORTS
STUDIO ENTERTAINMENT
DISNEY CONSUMER PRODUCT
BUSINESS LINE
SOFTLINES (APPAREL, FOOTWEAR,
ACCESSORIES)
HARDLINES (FOOD, HEALTH & BEAUTY, ELECTONICS, STATIONERY)
BUENA VISTA GAMES HOME & INFANT
PUBLISHING TOYS
BUSINESS
SITUATION
DCP EXPERIENCED 10-15% DECLINES IN SALES IN THE U.S. AND JAPANESE MARKETS.
MOONEY PLANNED TO BUILD DCP INTO A GLOBAL CONSUMER PRODUCTS COMPANY.
DCP INTRODUCE DIRECT-TO-RETAILS(DTR) ALONG WITH TRADITIONAL LICENSING MODEL.
THE PORTFOLIO WAS MOSTLY SWEETS AND TREATS.
CHILDREN’S TASTE IMPACT THE CONSUMPTION.
CAUSE OF OBESITY
CHILDREN CONSUME MORE THAN REQUIRED.
TELEVISION ADVERTISING .
NUTRITIONAL GUIDELINES
GOOD FOOD, GREAT FUN
CONTROLLED LEVEL OF ADDED SUGAR
CONTAINS NO TRANS OR HYDROGENATED FAT
ADJUSTED CALORIES
MINIMUM USE OF ADDITIVES
USE OF FIBER AND CALCIUM
BEFORE IMPLEMENTATION DCP AUDITED 2,100
OF ITS FOOD PRODUCTS.
3 APPROACHES FOR DISNEY FOOD PRODUCTS
THE CHALLENGE IS HOW DOYOU MAKE THE PRODUCTS THEY ALREADY LOVE HEALTHIER?
HEALTY AND FUN
PACKAGING TO INSPIRE PRODUCT SAMPLING
DCP STARTED IMAGATION
FARMS TO MARKET FRESH FRUITS AND VEGITABLES VIA LICENSING .
IMAGINATION FARMS PRODUCTS
DCP DEVELOPED A BROAD RANGE OF
PRODUCTS WITH CINCINNATI-BASED KROGER SUPERMARKETS
KROGER DISNEY MAGIC SELECTION PRODUCTS
CHALLENGES
PRICING & VALUE
LEGACY
DIFFERENTIATION & COMPETITION
GROWTH & DISTRIBUTION
DISNEY WILL BE PROVIDING HEALTHIER
OPTIONS FOR FAMILIES THAT SEEK THEM, WHETHER AT OUR PARKS OR THROUGH OUR BROAD ARRAY OF LICENSED FOODS.
DCP IS DOING THE RIGHT THING
AND GETTING GOOD BUSINESS RESULTS.
CREDIT
Google Image Search Prof. Sameer Mathur IIM-L
Disney consumer products: Marketing nutrition to children
[ HARVARD CASE STUDY]
Slideshare.net
Philips Kotler
Marketing Management : a south Asian perspective
thewaltdisneycompany.com
PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
[email protected]
"These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur. (www.IIMInternship.com)"
DISCLAIMER
AJEET KUMAR PROF. SAMEER MATHUR