Analysis on the HBR case on Disney Consumer Products. This presentation was created as a part of an internship under Professor Sameer Mathur, IIM Luchnow.
8. DCP’s Licensing and
Distribution Models
1. Traditional licensing
model
2. Sourcing(designed
and create products
by Disney but
manufactured and
marketed by licensee)
3. Direct-to-
Retailer(DTR)Entailed
partnering directly
with retailers
10. Situational Analysis (2/4)
Disney used to license its
characters for several food
products . However, most of
them were sweets and treats
Several reports claimed that
children are getting obese due
to excessive consumption of
Sugary products.
22. DCP’sVision for its new
range of food products
A quality range of
Disney integrated
foods that answer
children’s daily
needs in an
entertaining way.
In short – “Good
Food , Great Fun”
24. In June 26,DCP
decided to
change the
nutritional
content of their
products and
introduce new
healthy foods for
children under
the slogan -
“Better for you”
32. Warner Bros partnered with Ready Pac
Foods.
Ready Pac planned to feature Warner’s
Bugs Bunny,Tweety andTasmanian Devil
characters on its
Cool Cuts Ready Snax single-serving
packages of fruit
39. Growth and Distribution
Though DCP
already has an
agreement
with Kroger’s.
DCP wishes to
license and
develop
additional
lines
40.
41. Strength
1. Brand Recognition
2. Partnership with a brand like
Kroger
3. Strong Diversification
Weakness
1. High R&D costs
2. Huge risk in phasing our old
products and bringing new products.
3. Doesn’t have own manufacturing for
DCP.
Opportunities
1. Disney’s character popularity
2. Mother’s positive perception of the
Disney Brand
Threats
1. Competitors
2. Pricing Competition
SWOT
43. Encourage eating
healthy food
using DisneyTV
shows and Films.
These can be
used to show the
advantages of
eating healthy
food and
disadvantages of
not eating them.
44. Healthy food campaign for Parents
Tell parents that
Disney already
has the product
that meets their
kids nutritional
needs
Healthy Food Campaign’s for Parents
45. Conclusion
Disney has taken a risk by
changing it range to products
to develop healthier
alternatives instead.
It would face many
challenges going forward.
However, it will continuously
outshine its competition as
long as it can maintain the
Disney “MAGIC.”
46.
47. Disclaimer
This Presentation was created by
Ashutosh Sharma, IIT Delhi
during an internship under Prof.
Sameer Mathur, IIM Lucknow