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Disney Consumer Products - Marketing Nutrition to Children
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- 1. Disney Consumer Products - Marketing nutrition to children
- 2. Summary Analysis Strategies Recommendations Conclusion
- 3. Walter Elias and Roy Oliver Disney Founded Disney in 1923
- 6. The Walt Disney Company was a $32 billion company, reporting net income of $2.5 billion.
- 7. More than 30% of American children between the ages of 5 and 9 years were overweight.
- 8. And more than 14% of American children between the ages of 5 and 9 years were obese.
- 9. • Softlines • Home and Infant • Buena Vista Games • Hardlines • Publishing • Toys Disney Consumer Products Business Lines
- 10. Disney faced Criticism for contributing to Obesity Epidemic
- 11. Government imposed rules on broadcasters asking not to encourage EXCESSIVE food consumption
- 12. DISNEY saw an opportunity to
- 13. The company took the responsibility of pursuing ways of improving the nutritional balance of the foods.
- 14. THE BIG SWITCH FROMTHE FAT AND SUGAR RICH CONFECTIONERYTOTHE MORE HEALTHY SNACKS, FRUITS ANDVEGETABLES REQUIRED.
- 15. THE COMPANY ADOPTED THREE APPROACHES TOWARD CREATING DISNEY FOOD PRODUCTS OFFER PRODUCTS THAT ALREADY HAD BROAD APPEAL 1
- 16. TAKE PRODUCTS THAT WERE ALREADY HEALTHY AND MAKE THEM MORE “FUN” 2 THE COMPANY ADOPTED THREE APPROACHES TOWARD CREATING DISNEY FOOD PRODUCTS
- 17. USE PACKAGING TO INSPIRE PRODUCT SAMPLING 3 THE COMPANY ADOPTED THREE APPROACHES TOWARD CREATING DISNEY FOOD PRODUCTS
- 18. 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)
- 19. DCP discovered that there was a gap between food children requested and food their mothers are willing to buy for them!
- 20. Ten Largest U.S. Supermarket Companies, 2006
- 21. The partnership with Kroger is very impacting. The “Better for You” tag line placed next to the picture of a gloved, thumbs- up Mickey’s hand was used to promote the high nutritious value.
- 23. • In 2006 Imagination Farms was founded to serve DCP as a licensee in fresh produce. • The farms engaged 15 large U.S growers to produce both organic and conventionally grown produce under the Disney Garden brand. • Peaches, grapes, apples and citrus from Disney Garden were in the retail stores just five months after contracting.
- 25. • A great deal of promotions through the owned by the company media and the advertising in the animated programs developed by Walt Disney were very effective. • Besides, the use of packaging for attracting customers and the use of stickers on fruits and other products was a powerful promotion tool utilized by DCP.
- 26. WHO WILL BE THEIR COMPETITORS AND HOW WILL THEY FACE THEM?
- 27. Sales of Darling clementine's increased by almost 25% after the Dora and SpongeBob characters were added to the product packaging. Sales increased by 2% after the introduction of Dora and SpongeBob characters in product packaging. TOP RATED U.S. BASIC CABLE NETWORK SINCE 1996
- 28. “MY GOAL IS TO HAVE EVERY FRUIT A KID WOULD WANT TO EAT WITH A NICKELODEON CHARACTER” -TORRES LICENSING VP
- 29. Preschoolers’ consumption of broccoli increased by 28% when branded with a Sesame Street character.
- 30. CONCLUSION •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. •Create children’s habit to eat healthy foods since kindergarten. •There must be coordination between Disney and its stakeholder to get the objectives that Disney wants. •Children must understand the advantage of healthy foods and the amount of foods they must consumed.
- 32. DISCLAIMER Created by ARPIT DHOBALE, IIT GUWAHATI during an internship by Prof. SAMEER MATHUR, IIM Lucknow.