The presentation is a part of the marketing internship under Prof. Sameer Mathur, IIM Lucknow.

1. About DisneyDisney Consumer Products
Marketing Nutrition to
children
Products :
Marketing Nutrition to Children.
Disney Consumer Products
Marketing Nutrition to Children.

2. Laughter is timeless ,
imagination has no age ,
and dreams are forever.

3. History
History

4. 1923
Established in 1923 by Walt Disney and his
brother Ross.

5. 1929 : merchandising started :
• Pg 3 : last para
Disney started licensing
it’s characters in the year
1929

6. 1954
It launched the first TV programme in 1954.

7. 1955
1955 : Disney land
opened in California

8. 1996Disney acquired ABC media company in 1996.

9. By 2006 : four major segments.
By 2006, Walt Disney was compromised of 4 major categories.
Disney Media
Networks.
Disney Studio
Entertainment.
Disney parks
and Resorts.
Disney
Consumer
Products

10. What is DCP ??
• Definition from the passage
Disney Consumer Products.
Disney Consumer Products was
responsible for extending the
Disney brand to merchandise
ranging from apparel, toys, home
décor and books to interactive
games, food and beverages,
electronics and animation art.

11. Six lines of Business
• May be an exhibit
In 2006 , DCP comprised of 6 lines
of Businesses :
• Softlines (Apparel, Footwear ,
Accesories)
• Beuna Vista Games
• Home and Infant
• Hardlines (Food, Health,
Electronics etc.)
• Publishing
• Toys.

12. Decrease in sales in 1998-1999
• 10-15 percent downfall
Fall in 1998-1999
10-15 % decrease in sales : proof
After enjoying decades of 25%
annual growth, in 1998 and 1999,
DCP experienced 10-15% declines
in sales in the U.S. and Japanese
markets.

13. 2000- decided to shift away from the
licensing onlymodel
In 2000, Disney decided to
shift away from the
licensing only model

14. Sourcing and dtr modelsAdopted sourcing and DTR
models along with
Licensing the renowned
companies.

15. Disney Food Products Era :
• Contacts with mc.D – review page 1
The Disney
food products
era :

16. Started with the obesity epidemic in 2004
But, what is all about this obesity epidemic ??
The Obesity
Epidemic
Food industries were
blamed for the raising
obesity rates.

17. Causes of Childhood Obesity
Increased Portion Sizes.
Increased portion sizes. TV Advertising.

18. IOM research results !!Conclusions of the
research by IOM
Food and beverage
manufacturers, the media,
entertainment companies
and restaurants could have
a positive impact on the
obesity crisis

19. • Saw it as an advantage to enter the food industry with the “Better for
you” strategy
DCP saw it as an
opportunity to
reinvent it’s
foods.

20. Problem :
• Would this really be succesfull ….last page line
The problem :
Can the company use its “magic”
to get children to switch from
sugary, processed
foods and become lifelong
converts to a more nutritious
diet?

21. Challenges it faces
• Conclusion points :
Challenges
Ahead

22. Balance between pricing and
value ??
Premium pricing
or
Affordable Value ??

23. Legacy :
Would the public and
media embrace the
new food
products,although it
had faced vocal
criticisms in the past ??

24. Differentiation and
Competition
High competition
from Nickledeon,
Warner Bro’s and
Sesame Workshop
etc.

25. Growth and Distribution :
Does it have the
potential to show itself
in most of the
groceries ??

26. Finally, got set to enter the food industry :
Finally, got set to enter the food
industry.

27. • Objective : The solution is to promote healthier
• categories for kids like water, milk, yogurt, and fruit, reformulate
foods like cookies and cereal to be
• healthier and to control portions
Objective :
The solution is to promote
healthier
categories for kids like water,
milk, yogurt, and fruit,
reformulate foods like cookies
and cereal to be
healthier and to control
portions

28. Prepared a set
of nutritional
guidelines ,
mostly derived
from the FDA.

29. Aim :
To get all it’s
products fulfill the
guidelines by
2008.

30. Arrayed it’s products into 5 groups
Arrayed it’s products
into 5 categories.
Main meal
Side Dish
Snacks
Drinks
Treats
Solution Plan

31. Sent Mom’s on
a shopping trip.

33. What Children
demand ??

34. • Finally : the 3 approach model towards creating Disney food products.
Adopted the 3
approach model to
bridge the gap
between mother’s
and children’s
needs.

35. First, DCP would
offer products that already had broad
appeal such as milk or peanut butter.

36. The second was to take products that
were already healthy and make them
more “fun.”

37. The third was to use
packaging to inspire product sampling,
such as making water bottles in the shape
of characters.

38. Imagination farms : whole foods first
philosophy.
• Intro about imagination farms
Imagination
Farms
Disney began licensing its
characters to Imagination
Farms, a national fresh produce
marketing company founded
specifically to serve as a
licensee to
DCP, in March 2006

39. Promotion Plans :
Disney Promotion Strategy :
“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.

40. • Partnered with Kroger.
In the wake of the mentioned
strategy, DCP developed a
broad range of
products with Cincinnati-based
Kroger Supermarkets, the
largest pure grocery retailer in
the United
States.

41. The unique “taste, nutrition
and magic” strategy helped
Disney overcome all the
obstacles.

43. The presentation is created
by Sindhu Madicherla, IIT
Guwahati as a part of a
marketing research
internship under Prof.
Sameer Mathur, IIM lucknow.