walt disney - nutritional approach
TRANSCRIPT
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WALT DISNEY NUTRITIONAL APPROACH
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Founded by WALT AND ROY DISNEY in 1923
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CONTENTS
HISTORY PROBLEM DEFINITION ANALYSIS SOLUTION
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HISTORY
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$32 BILLION COMPANY IN 2005
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$2.5 BILLION NET INCOME IN 2005
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BY 2006, the company was divided into FIVE segments
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DISNEY CONSUMER PRODUCTS
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BUSINESS LINESSOFT LINES
HARD LINES
BUENA VISTA GAMES
HOME & INFANT
PUBLISHING
TOYS
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Its primary COMPETITOR was WARNER BROS.
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OTHER COMPETITORS WERE…
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In 1996, DCP signed an exclusive 10 year,$2 BILLION LICENSE DEAL with Mc Donald’s.
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It features Disney characters in its promotions and offers toys with children’s meals.
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But the PROBLEM arose when……
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30% American children were OVERWEIGHT and 14% were OBESE by consuming more fast food.
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As a result, DCP FACED CRITICISM for selling and advertising obesity inducing products and thus decided to MARKET NUTRITION to kids
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ADVERTISING influences children greatly and they demand CHARACTER DRIVEN products
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For the Mom’s DISNEY is a symbol of MAGIC, even when its about food.
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DCP followed FDA’s dietary guidelines.
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DCP announced new guidelines policy
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STRENGTHIt has strong REPUTATION
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WEAKNESSLARGE R&D COSTS
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OPPORTUNITYDISNEY CHARACTERS POPULARITY
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THREAT
Pricing competition!!
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SOLUTIONS
Introduce new CHARACTERS
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MORE PROMOTIONS
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HEALTHY FOOD WITH DISNEY PROGRAMS
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CONCLUSIONCARRY A LITTLE BIT OF DISNEY WHEREVER YOU GO
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DISCLAIMERCreated by Shobiya S, PSG College of Technology
Coimbatore, during a marketing internship under Prof Sameer Mathur, IIM Lucknow.