The case analysis of The case- Disney consumer products-Marketing nutrition to children. slides/ presentation.
By - Abhijeet Kaur
Khalsa college for Women,GNDU.
8. • In 2004, health experts estimated that more than 30% of
American children between the ages of 5 and 9 years
were overweight and 14% were obese.1 In Europe,
childhood obesity rates in developed countries doubled
from 1973 to 2003 with Italy, Spain, the Netherlands and
the United Kingdom all reporting 10% or more children
aged 5 to 9 years were obese.
• Dramatic increases in childhood obesity caused the
company to consider the nutritional value of its own food
products.
SITUATION 1
9. SITUATION 2
• Its products mainly consists of
sweets and treats rather than
fresh and healthy food.
10.
11.
12. TYPES OF LICENSING
1) Traditional licensing model
Sourcing(designed and
created products by Disney
but manufactured and
licensed by licensee)
Direct-to-retailer(DTR)
Entailed partnering directly
with retailor.
27. *In winter 2004, DCP conducted research.
Using focus groups, group sessions and
shopping trips with mothers of children from
age 2 to 13 years old. DCP sent Moms on
shopping trips to see the difference between
what they bought and what kids wanted.
*
28. *DCP discovered there was a gap between
the foods children requested and the foods
their mothers were willing to buy for them.
“It showed us the importance—and
value—of balancing DCP’s portfolio.”
29. DCP also discovered that children
influenced purchase decisions
whether they were in the store
with their mothers—or not.
30.
31. Research showed mothers transferred
their perceptions of the Disney brand
as high quality, trustworthy and
familiar to a line of food and
beverages.
33. To meet DCP’s “better for you” nutritional
guidelines—DCP’s internal nomenclature for
its evolving healthier product line—products
would be minimally processed, have
controlled levels of added sugar, and contain
no trans or hydrogenated fats.
34. Calories were limited by either adjusting a
food’s formulation or its portion size. In
addition, the company minimized the use of
additives.
43. “Disney will be providing healthier options for
families that seek them, whether at parks or
through broad array of licensed foods,” By the
end of October, Disney parks and resorts in the
United States were serving children’s meals
with low fat milk, fruit juice or water instead of
soda and apple sauce or carrots in place of
French fries
44. Developing healthier food and beverage
products or serving smaller portion sizes
may be viewed by some private sector
businesses as risks rather than as
opportunities; making changes in the
absence of broad-based consumer demand,
whatever the market, conceivably
can be seen as a risk to the private sector.
45. More than 14,000 new food and beverage
products entered the U.S. marketplace
each year but less than 6% were
successful; the remaining 94% failed due to
one or more factors, including lack of
consumer demand, ineffective marketing,
lack of support from the public health
sector or cost
46. Though DCP wasn’t first to market with
fresh produce and Nickelodeon packaged
products had been on the shelves since the
mid-1990s but DCP managers believed that
the combination of a broad product line,
wide distribution and the Disney brand
would win over Moms.
