Disney Consumer Products: Marketing Nutrition to Children

2. Disney Consumer Products:
Marketing Nutrition to children

10. Observations

12. License and distribution model
• Traditional licensing model
• Sourcing model(designed and created
by Disney, but marked by licensee)
• Direct to retailer(DTR) model

13. Disney Nutritional Guidelines
• Control level of sugar added.
• Promote fiber and calcium.
• Using whole foods dense in nutrients
• Minimize use of additives.
• Contains no trans or hydrogenated fats

15. Strengths
• Brand recognition
• Creative process
• Cooperation of retailers
like Kroger
• Responsiveness to market

16. Weaknesses
• Large R&D costs.
• High risk factors.
• Does not have own
manufacturing for DCP

17. Opportunities
• Positive perception of
Disney brand
• Disney character’s
popularity
• Digital media
advertisement

18. Threats
• Growing competitors
• Pricing competition
• Differentiation from natural products
cause insecurity
• Disney was criticized for increasing
obesity epidemic

22. Implementation of new characters

27. Disclaimer
Created by Abhishek Bharti, IIT (BHU) Varansi,
during an internship under Prof. Sameer
Mathur