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Disney Consumer Product : Marketing Nutrition to Children
- 2. Disney Consumer Products: Marketing Nutrition to Children
- 3. C A S E S T U D Y A
- 6. The Situation Health experts estimated that more than 30% of American children between the ages of 5 and 9 years were overweight and 14% were obese
- 7. The Situation Fast food companies, and media outlets that advertised their products were subject to growing criticism; activists believed these companies contributed to the growing obesity epidemic
- 8. The Situation The Disney brand was synonymous with fun and magic—characteristics children also associated with the food treats, such as ice cream and popcorn; high sugar, high calorie stuff
- 9. Top reasons
- 10. Large portion size of food
- 12. 40,000TV commercials, 50% of which were for high calorie, high fat food products
- 14. DCP offered more than 2,100 packaged food and beverage products
- 15. The Situation Dramatic increases in childhood obesity caused the company to consider the nutritional value of its own food products
- 16. “Kids eat the wrong food-& too much of the wrong food” -Ndi (VP for DCP’s Product Development)
- 17. The Situation DCP saw the controversy as an opportunity; embarked on a mission to improve the nutritional value of its licensed food products CHALLENGE ACCEPTED !
- 19. Could the company use its “Magic” to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet?
- 20. What is the food industry’s responsibility in this controversial space?
- 24. Families spent an annual average of 9.16 billion hours immersed in Disney- branded experiences and products
- 26. Disney held the top spots for the world’s most valuable franchise.
- 28. Children consistently reported high familiarity with Disney characters
- 30. BUT! Could Disney provide leadership for the rest of the food industry and use its band strength to reach children?
- 33. 1. • Improve the nutritional value of its licensed products 2. • Market fresh food under ‘whole food first’ Philosophy 3. • Establish credibility with Govt., parents and nutritionists Three Major Targets
- 34. The New Model Traditional Licensing Direct To Retail (DTR)
- 35. Target 1 Partnering directly with retailers who were, in DCP’s estimation, “Winners in their channels/marketplace”
- 36. Target 1 Deal making capability + Product Development and Innovation
- 37. BUT WAIT !
- 38. FACT : Children influence purchase decisions whether they are in the store with their mothers-or not
- 39. What kids want What moms want their kids to want
- 40. Balance is the key
- 41. Target 1 1800 calories/day 1100 Calories <90 Calories Main meal Snacks+Drinks+Treats ~ 3 meals | 2 snacks | 1 drink | 1 treat
- 42. “One treat, that’s all?”
- 44. Target 1 Treats Drinks Snacks Side dish Main meal 85% Products 15% Products
- 49. Target 1 Disney’s Magic Selections •Disney’s theme and characters •Small portions •Healthier segment •Lunchbox packages
- 50. Whole Food First
- 52. Vegetables are fun, Kids !
- 54. Target 2
- 56. Target 2 To convince kids to eat vegetables • Disney’s fun theme • Innovative packaging • Small portion sizes • Tasty healthier alternatives
- 59. “You mean ,that’s possible?”
- 64. DISCLAIMER Created by Mehar Kathuria, Thapar University, during a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow