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Disney Consumer Product: Marketing, NutritionPresentation Transcript
DISNEY CONSUMER PRODUCT: MARKETING NUTRITION TO CHILDRENSIREN SUNGKAR SYNDICATE Lukman Kresno O. 29110394 Yohannes De Deo Tedo 29110399 Anggi Fitrining Tyas 29110400 Ronaldo Bagus Putra 29110404 Wisnumurti Rahardjo 29110412
History Problem Analysis Solution Conclusion Definition
Disney’s Chapter 2004 The obesity epidemic 1980 s – 1990s 2006 Renaissance of Disney Animation DCP Launched 1954 offerings of fresh 1984 Debut in first fruits Focus on television program entertainment assets 1950 1955 Expand Opened Disneyland in beyond Anaheim, California 1932 film and Licensing television became a formal1923 business unitDebut ofMickeyMouse inSteamboatWillie
Disney Consumer Products Responsible for extending the Disney brand to merchandise Consists of 6 lines of business • Soft lines • Hard lines • Apparel • Food • Footwear • Health and beauty • Accessories • Electronics and • Buena vista games stationery • Home and infant • Publishing • Toys
Business Situation Retail stores in Europe and the US stocked the DCPThe main model presupposed getting the license forthe use of Disney brand on quality products made by other companiesIn 1998 - 1999 the sales on US and Japanese markets decreased by 10% and 15%Andy Mooney introduce direct to retail(DTR) and DTR distribution model, and also keep the traditional licensing model
Problem AnalysisDisney branded was accused contributing towards the growingobesity epidemic(Confectionery products, Uncontrolled eating habit) Healthy foods for children Disney need to reconsider the nutritional value of their food products Establish credibility with the government, manufacturers, parents and nutritionist Children’s taste impact the consumption
Problem DefinitionCould Disney use it “magic” to switch children from sugary to more nutritious diet ? Could they sustain ?
Alternatives Pro’s Con’s Keeping broad consumers Negative public opinionKeep Traditional Line base. Not supporting by Preferable by common government regulation. children. Establish good image Possible to loss broad Product Development Strong Brand consumers base.Healthy Program Line Strong distribution Channel Preferable by common parents.
What they did?June 2006, Disney Consumer Products ( DCP ) decidedto change the nutritional content of their product and introduce new healthy foods for children under the slogan of “Better for you” Establish Disney Nutritional Guidelines Using three licensing and distribution models
Disney Nutritional Guidelines Nutrition control 1. Control levels of added sugar 2. Contain no trans or hydrogenated fats 3. Promote fiber and calcium 4. Minimized the use of additives 5. Prefer to use whole foods that intrinsically dense in nutrients Reformulating some products, shrinking portions for others and phase out some products.
DCP’s Three Models Traditional Licensing Model Sourcing (Designed and create products by Disney but manufactured and marketed by licensee) Direct-to-retail (DTR) (Entailed partnering directly with retailers)
SWOT AnalysisStrength Weakness• Good image of brand • Doesn’t have own manufacturing• Strong characteristic for DCP• Cooperate with big retailers • Growing criticism from activists, (Kroger and Wal-Mart) parents and governments around the world about contribution to the growing obesity epidemicOpportunity Threats• Mothers beliefs and expectations • Competitors about DCP • High expectations from mothers• Disney channel• Leading licensors of character (exhibit 5)
Five C’s Collaborator (Imaginator Farm, Kroger) Context Customer (Increasing (Children and Obesity in parent) Children & Adults) 5C Company Competitor (Nickelodeon,(Disney , DCP) Warner, etc.)
Company Potential Internal Strengths Potential Internal Weaknesses1. Corporation brand name has powerfully 1. Growing critics from activists, parents, and distinguished itself nationwide as one of the best in government believed that Disney companies the entertainment business. contributed to the growing obesity epidemic.2. Well -known brand name that has lead to high 2. Licensing with McD. brand loyalty where Disney brand was synonymous with fun and magic.3. Children familiar with Disney characters. 3. The packaged foods portfolio of Disney was mostly sweets and treats.4. The Little Mermaid, The Lion King and The Beauty 4. Disney doesn’t have their own manufacturing. and the Beast-the only animated ever nominated film for the Academy Award for Best Picture. The Lion King won the Tony Award for best musical in 1997.5. Disney held the top spots for the world’s most valuable franchise characters.6. Disney Consumer Products (DCP) was the world’s largest licensor.
Competitor o Commodity produce: Dole, Green Giant and Fresh Express o Entertainment brands: Nickelodeon Warner Bros Sesame Workshop DisneyCharacters SpongeBob, Dora the Harry Potter, Looney Elmo, Grover, Mickey Mouse, Explorer, The Fairly Odd Tunes Cookie Monster Winnie the Pooh, parents etc .Networks Television channel Sesame Street Film and Television Nickelodeon public television program programCollaboration Licensing partnership Ready Pac Del Monte Foods, Kroger, Safeway Sunkist and Albertson’s supermarket, Carrefour, Wal- MartConcept “Every fruit a kid would “Healthier Snack ‘Healthy Habits for “Better For You” want to eat with Alternative”, “The Life” Nickelodeon character” Original Kid Pleasin’, mom-lovin’ dippity delicious snack!”
Market Share 0% 0% Sesame 0% 0% 0% Pokemon 0% 20th Century Fox 2% Others 2% 2% 7% Universal Mattel 3% 4% DisneyHIT4% 34% 4Kids 5% Lucas 5% Sanrio 7% Warner Marvel 10% 8% Nickelodeon 8%
CollaborationLicensees:General Foods, Standard Oil, DuPont, General Mills, AmourMeats, Life Savers, McDonalds, Imagination FarmsDirect to Retail (DTR)Partnership:Target, Wal-Mart, Other large retailersKelloggs and Cadbury
Context Political & Regulatory environment Social/Cultural environment
Customer Behavioral segmentation: Taste Fun and “Magic”Demographic segmentation :Age : Children and adultGender : Male and FemalePsychographic : Lower class, Middle class, Upper class Geographic segmentation: All over the world
Customer -- National CultureThe collectivism is high rather than individualismPower distance is low that children could affectdecisionsIn USA, the extended family been replaced as themost common mode of living by the nuclear familyUncertainty avoidance is high the parents hasimportant role that determining the purchase andhealthy become the main factor which consider bythe parents
Customer -- HouseholdMost of AmericanHousehold type isNuclear family, consistof a father, a motherand children.
The Household Decision-Making Process for Children’s Products Influencers (children)Communicationstargeted at children(taste, image) Decision Initiators makers Purchasers User (parents, (parents, (parents) (children)Communications (children) children)targeted at parents(nutrition) Information gatherers (parents)
Needs and Wants Needs (Food) Parents Wants Children Wants(Nutritious Foods) (Tasty & Fun Foods)
Type of Influence Uses the behaviors and opinions of Informational others as useful information When an individual fulfills group Normative expectations to gain a reward or avoid a sanction Individuals have internalized theValue Expression group’s values and norms
SolutionCollaborate healthy foods with Disney programs Healthy food campaign for parents New character Promotion through kindergarten
Disney films shows healthy foods consumed bythe Disney’s characters to affect the childrenwho watched the film to also consume healthyfoodsTell children who watch Disney’s programs thedisadvantages if they consume non-healthyfoods Collaborate healthy foods with Disney programs
Parents must also tell their children about theadvantage of healthy foods and give thechildren healthy foods on the right proportionParents must understand the importance andadvantages if their children consume healthyfoods on a right proportionTell the parents that Disney already has theproducts that meets the healthy food standards Healthy Food campaign for parents
Disney could create new character that has theadvantage of healthy foods on their adventure.Children like adventure and healthy foods couldbe a big part on their adventure New character
Create children’s habit to eat healthy foodssince kindergartenChildren must understand the advantage ofhealthy foods and the amount of foods theymust consumed Promotion through kindergarten
Not easy for Disney to change the market taste, because it would take a long time to replace the old habit into a new one There must be coordination between Disney and its stakeholder to get the objectives that Disney wantsConclusion