4. • Debut of
Mickey
Mouse
1923
• licensing
became a
business unit
1932 • expand
beyond film
and television
1950
• opened
Disneyland in
California
1955
• the obesity
epidemic
2004 • DCP launches
offering of
fresh fruits
2006
32. RIGHT NOW, KIDS EAT THE WRONG FOODS -
AND TOO MUCH OF THE WRONG FOODS. THE
SOLUTION IS TO PROMOTE HEALTHIER
CATEGORIES
-EMBOLA NDI, VICE PRESIDENT, PRODUCT DEVELOPMENT
“
54. 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
“
56. 1
Pricing and Value
BUT FOR THESE
PRODUCTS,
AFFORDABLE EQUALS
VALUE, NOT PRICE. WE
HAVE TO DELIVER
QUALITY TO REPRESENT
OUR BRAND WELL
-MOONEY
“
57. 2
Legacy
THOUGH PRODUCTS
WILLL BE HEALTHFUL AND
FUN, BASED ON THE PAST
CRITICISM, THEY
EXPECTED SOME
SKEPTICSM. THIS IS THE
TIME TO LEAVE BACK THE
LEGACY
59. 4
Growth and distribution
DISNEY WANTED TO
LICENSE OR DEVELOP
ADDITIONAL LINES
OTHER THAN KROGER
AND DIFFERENTIATE
ADDITIONAL LINES USING
CHARACTERS, BRAND
AND PRICE
60. WITHIN DCP WE WILL TAKE A SHORT TERM HIT
FINANCIALLY, BUT WE’RE DOING THE RIGHT
THING AND GETTING GOOD BUSINESS RESULTS
-MOONEY AND DOLMON
“