11. Due to which
Disney faced
criticism for
growing
obesity
epidemic
Disney faced
criticism for
contributing to
obesity epidemic
in children in
America
15. Steps need to be taken
Review
nutri+onal
components
of
food
products
To
gain
credibility
among
public
Revamp
of
products
because
of
its
market
share
in
branded
food
was
of
just
1%
in
2005
19. They discovered that there
is a gap between what
children requested and
what mothers are willing
to buy for them.
Children are affected by
peer pressure and
advertising
20.
21. Disney adopted 3 approaches
towards creating food products
1. Offering
of
products
that
already
have broad
appeal
2. Take
products
which are
already
healthy in
order to
make them
more fun
3. Use
packaging in
order to
differentiat
e and
attract kids
23. Marketing Strategies
adopted
In order to increase fruit consumption among
kids and to differentiate products such as
apples, peaches PLU stickers with Disney
characters were adorned on them
Pack 4-5 ounce of potatoes for kids OR higher
flavor, yellow potatoes
Lunch Box program where fruits and vegetables
would be packed in 3-ounce bags
25. Bringing
nutrition to
child. With
healthy food on
one hand and
fun(by imaging
puzzles and
child engaging
fun quotes) on
the other hand
to get
children’s
attention
2ND LARGEST US
SUPERMARKET COMPANY
26. Who all will
be their
competitors?
And how will
they compete
with them?
27. TOP RATED U.S. BASIC
CABLE NETWORK SINCE
1996
With introduction
of SpongeBob and
Dora characters on
product packaging
sales of Darling
Clementine
increased by
approximately 25%
29. Package contained
two, 2 ounce
packages each of
grapes, apples and
carrots which are
ready to eat snacks
30. “We
expect
compe//on,
but
we
believe
we
can
beat
the
compe//on
because
even
if
they
develop
and
match
our
nutri/onal
standards,
they
cannot
access
Disney
magic”
