Disney Consumer Products: Marketing Nutrition to Children case study pdf

3.  Disney, is an American diversified multinational mass media and
entertainment conglomerate headquartered at the Walt Disney
Studios in Burbank, California. It is the world's second largest media
conglomerate in terms of revenue, after Comcast.
 Founded by Walt Disney and Roy O. Disney in 1923.
 It established itself as a leader in the American animation industry
before diversifying into live-action film production, television, and
theme parks.
 The company is best known for the products of its film studio,Walt
Disney Studios, which is today one of the largest and best-known
studios in American cinema.

4. 1923 – Walt Disney
1955 – Walt Disney Television
1983 – Disney Parks
1986 – Consumer Products
2004 – Obesity
Epidemic Occurred

5. DISNEY
DCP

6. DISNEY MCDONALDS
In 1996, DCP signed an exclusive,
10-year, $2 billion licensing deal with
McDonald’s that gave the fast food giant
the right to feature Disney characters in its
promotions and to offer Disney toys with
its children’s meals

7. Disney faced criticism by
people as it was
contributing to obesity
epidemic in kids.
30% American kids are
overweight
14% American kids are obese

8. GOVERNMENT ACTIONS
Government imposed rules
on broadcasters asking not
to encourage excessive
food consumption.

9. OPPORTUNITIES
Kellogg's and General mills increased
their advertising spending on children
television channel.

10. DISNEY FURTHER PLANS
Disney reconsidered the nutritional value of their food
products to provide healthy foods for children
Established credibility with
the government,
manufacturers, parents and
nutritionist

11.  In 2004, DCP’s branded food products accounted for less than 1% of
the children’s food market.
 DCP discovered that there was a gap between the food
that children requested and the food that their mothers
were willing to buy for them. So they have to make something that
will be approved by their mother and also make the kids should also
feel special.

12. DISNEY FURTHER STEPS TAKEN
In June 2006, DCP decided to
change the nutritional
content of their products
and introduce new healthy
foods for children under
the slogan “Better for you”.
They also established nutritional guidelines.

13. DISNEY NUTRITION GUIDELINES
Controlled levels of added sugar
No trans or hydrogenated fats
Promote fibre and calcium
Minimal use of additives

14. NEW STEPS TAKEN FOR MAKING FOOD
PRODUCTS
It started to offer products that already
had broad appeal
They took the products that were already
healthy and tried to involve more fun with
them.
They used packaging to inspire
product sampling.

15. CUSTOMER
SEGMENTATION
Demographic
segmentation
Age: children
and adults
Behavioural
segmentation
Taste fun and
“Magic”

16. MAJOR COMPETITORS
Sales increased
by a significant no. after the
introduction of
Dora and
SpongeBob
characters in 1.
product
packaging

17. 2.
Fox looks to challenge Disney’s
dominance in sports
broadcasting and has
launched many
sports networks of its own.

18. 3.
Warner Bros have a lot of excellent properties,
but their execution is hit-and-miss.
Disney is having success in almost every
corner. Marvel Studios has not just led the way
over the past decade, they have created an
entirely new way of presenting franchise-film
properties, a template that Fox, Sony and
Warner Brothers are trying to emulate right
now.

19. CHALLENGES
Legacy
People can change their mind
in future as there was a past
attached of Obesity epidemic
to the company.

20. CHALLENGES
Pricing and Value
Disney Consumer Product has
to supply products to more and
more customers in
affordable prices.

21. CHALLENGES
Growth and Distribution
1. Market segmentation
2. Leveraging partnerships
3. Use checklists
4. Acquisitions
5. Become a leader in the industry

22. SWOT ANALYSIS

23. SUMMARYDisney’s worldwide popularity was based upon the
ideals which its name represents: imagination,
optimism, creation, and self-made success in the
American tradition. It brought us closer to the future,
while telling us of the past, it is certain, that there will
never be such as great a man, as Walt Disney.

24. Efforts made by:
Rahul Choudhary
IIT Bombay
Guided By:
Prof. Sameer Mathur
IIM Lucknow