1. Marketing Nutrition to
Children
By :
Sagar Kartik
MNIT JAIPUR
HAVARD

3. 1923
1955
1983
1986

4. 32billion$Company
at the end of
2005
2.5 billion $
of net income

5. The image of Disney
is changing due to
criticism by social
activists parents and
government.

6. 30% children between age of 5
& 9 are obese.

7. Great opportunity of
marketing nutrition
to kids.

8. Could Disney use it
‘magic’ to switch
children from sugar
to more nutritious
diet ?
Could they sustain ?

9. In 2004 DCP’s branded food product accounted for less than
1% of the children’s food market

10. “OUR STRATEGY THEN WAS ,
DISNEY WAS ABOUT FUN.
WE SHOULD BE IN FUN CATEGORIES
-REID LEISE, DIRECTOR OF FOOD AND BEVERAGES

11. Child prefer products based on advertisements and peer
pressure while mothers prefer health conscious products
and believe strongly on such promoting brands.

12. Disney Channel Disney cruise lines
Reading Disney Books Theme Parks
Theater Disney Movies Video Games
Consumer spent 9160 million hours
with Disney per year
Individual hours spent in different types of services :

13. i
Winnie the Pooh
• Sales worth
5.6 billion $
in 2004
• 92% kids
familiar with it
Micky Mouse
• Sales worth
5.8 billion $
in 2004
• 96% kids
familiar with it
Disney with Top Earning Fictional Characters :
21 billion $
world wide retail sales, 2005

15. Lets see,
How and by what time nutritional guidelines can be
met by Disney products?

16. DCP derived its own guidelines based
on that laid by USDA
• Control levels of added sugar
• Contain no trans or hydrogenated fats
• Promote fibre and calcium
• Minimize the use of additives
• Prefer to use whole foods that intrinsically
dense in nutrients.

17. DCP derived its own guidelines
based on that laid by USDA
APPROVED
NOT CONSIDERED
OUT OF
CCOMPLIANCE BUT
APPROVED
OUT OF CCOMPLAINS
BUT NEED OF
REFORMATIONS
OUT OF PHASE
REJECTED
Really !!!!!
28% of phased out
products……………….
NUTRITIONAL AUDIT RESULTS OF DISNEY
BRANDED FOODS :

18. ALL THE BRAND
PRODUCT WILL BE
UNDER THE
GUIDELINES FORMED.

19. Three approaches for Creating
and marketing Disney products
1) Offering products that already have
broad appeals.

20. Three approaches for Creating
and marketing Disney products
2)Choose healthy products and make
them more fun i.e. tasty

21. Three approaches for Creating
and marketing Disney products
3) Use packaging to promote product
sampling.

22. • Product designed manufactured by licensee.
Traditional Licensing model
• Designed and created by Disney but manufactured and
marketed by licensee.
Sourcing Model
• Entailed partnering with retailers.
Direct to Retail (DTR)
DCP’s Three Product Brand Marketing Models

23. IMAGINATION FARMS
PRODUCTS
“It’s so exciting because now my daughter doesn’t
select peaches or plums, she picks her favourite
character, Daisy. When she eats the fruit, she puts the
sticker on her forehead and then when she’s finished,
she brings the sticker upstairs and puts it in her sticker
book.”
……Reviewed Consumer

24. IMAGINATION FARMS
PRODUCTS
Promotions

25. IMAGINATION FARMS
PRODUCTS
Special four to five ounce packs of high flavour small
sized yellow potatoes for SQUASH.
A lunch box program where fruit and vegetables
would be packaged in 3 ounce bags.
ONLY VALUE ADDED STRATEGY CAN DIFFRENTIATE
AND BUILD THE BRAND.

26. KROGER DISNEY MAGIC
SELECTION PRODUCTS
• The largest pure grocery retailer.
• 12% share of the US grocery market.
“We want to have one major DTR relationship in a
country where the retailer has a 10-20% share of
the market and the rest of the market will be served
using the source and traditional licensing models,”
-Dolman

27. KROGER DISNEY MAGIC
SELECTION PRODUCTS
• Opportunity of annual revenue to be around $250 million.
• Pricing and brand exclusivity were key to Disney’s DTR
strategy.
• The Disney Magic Selections line was created as a Kroger
corporate brand (also known as private label) and would
be priced at a discount to national brands but with quality
equal to or better than national brands.

28. KROGER DISNEY MAGIC
SELECTION PRODUCTS
Better for you
BETTER FOR YOU

29. How tense is the competition ?

30. Worldwide Retail Sales (%)
DISNEY
CONSUMMER
PRODUCT
WARNER BROS.
CONSUMER
PRODUCTS
NICKELODEON &
VIACOM CONSUMER
PRODUCTS
MARVEL
ENTERTAINMENT
SANRIO
6
7
8
9
10
11
12
13 14 15 16 17181920

31. We expect competition, but we believe we can beat
the competition because even if they develop and
match our nutritional standards, they cannot access
Disney magic.
- Embola Ndi, Vice President, Product Development

32. Not easy to change market taste, long time will be
required. This is the time to leave back legacy.
Co-ordination among Disney and licensee is crucial.

33. “But for these product, affordable equals value, not
price. We have to deliver quality to represent our
brand well.
- DCP CEO Mooney

34. The effort to win over mom and kids is done by
combination of broad product line, wide distribution
and the Disney brand.

35. Disney aims to license more than just Kroger to
develop additional lines using characters, brand and
price.

36. “Within DCP we will take short term hit financially,
but we ar doing the right thing and getting good
business results.”
-Mooney and Dolmon

37. After all markets must exercise their conscience in
specific dealing with customers and stake holders.

38. This slides were prepared by :
Sagar Kartik
MNIT JAIPUR
in a Marketing internship under:
Prof. Sameer Mathur
Marketing Professor
IIM Lucknow.