Marketing nutrition to Children

1. DISNEY CONSUMER PRODUCTS:
MARKETING NUTRITION TO CHILDREN

2. Index
• What is Disney?
• A brief history of Disney
• Disney-A Glance
• Opportunity
• Defining the problem
• Challenges
• Observations
• Actions taken
• Alternatives

3. What
is
Disney?

4. What is Disney?
Another
name
for fun
and
magic!

5. A brief history of Disney
1923
Disney was
founded with the
debut of Mickey
Mouse in
Steamboat Villie
Disney licensing
became a formal
business unit
1932
1950s
Expansion
beyond film
and TV
1955
Opening on
Disneyland in
Anaheim, California
debuted its first TV
program-the
wonderful world of
Disney
1954
1980s-1990s
Renaissance
of Disney
Animation
Focus on
entertainment
assets
1984
2004
The obesity
epidemic
DCP introduced its
first offerings
marketed by
Imagination Farms
2006

6. $32
Billion
company
by 2005
Disney-A glance

7. Disney-A glance
Major
business
segments
(by 2006)
Media
networks
Parks
and
resorts
Studio
entertainment
DCP

8. Disney-A glance
DCP was a global product organization comprised of six
lines of business
Softlines Buena Vista
Games
Home &
Infant
HardlinesPublishing
Toys

9. Disney fell prey to the criticism
from people who believed its
products contributed to the
obesity epidemic
In

10. In
30%
American
children were
overweight

11. In
14%
American
children were
obese

12. Opportunity
Managers at DCP saw the controversy as an
opportunity to reconsider its entire range of
food products

13. Opportunity
There was a gap between the foods
children requested
and the foods their mothers were willing
to buy for them.

14. Opportunity
Peer pressure and advertising strongly
influence kids’ preferences, which gave them
an opportunity to expand their portfolio

15. Defining the problem
Could Disney use its “magic” to get children
to switch from sugary, processed to a
more nutritious diet?

16. Defining the problem
Could Disney sustain in the market despite
revising its entire range of food products?

17. OpportunityDefining the problem
Could Disney provide leadership for the
rest of the food industry and use its brand
strength to reach children?

18. Challenges
Consider the
nutritional
value
of its food
products

19. Challenges
DCP food products
should meet
USDA
(U. S. Department
of Agriculture)
dietary guidelines

20. Challenges
Products need to appeal to
mothers and be requested
by their children.

21. Challenges
Wide distribution of fresh, good quality and
healthy food, making them more fun
simultaneously

22. Observations
Mothers perceived the Disney brand
as having high quality, trustworthy
and familiar to a line of food and
beverages.

23. Children influence the
purchase decisions.
Observations

24. Peer pressure and
advertising
strongly influence
kids’ preferences
Observations

25. •Adjusting food’s
formulation
•Adjusting
portion size
Action taken

26. Actions taken
Use packaging to
inspire product
sampling, such as
bagged fruits and
vegetables featuring a
back panel that
provided nutritional
facts, jokes and other
child-engaging
information

28. Actions taken
Disney arrayed its portfolio
of products into five
categories
main meal,
side dish,
snacks,
drinks
treats.

29. Actions taken
The products integrated their favorite
characters, and the aura and magic of Disney
into the package design to encourage children
to try the products

30. Reformulating some
products and shrinking
portions for others,
phasing out the products
which couldn’t meet the
guidelines
Actions taken

31. Actions taken

32. Alternatives
Coming up with contemporary characters
keeping pace with the likes of the kids

33. Alternatives
Disney
movies can
incorporate
characters
using healthy
foods.

34. Products having broad appeal
should be made even
healthier, like milk
Alternatives

35. Increasing the reach by establishing successful
direct-to-retail (DTR) relationships with large
retailers.
Alternatives