About Disney consumer product

3. 1. Founded by Walt Disney
2. Established in 1923
3. Headquartered in California, USA
4. Currently world’s largest
conglomerate In terms of revenue

4. Disney’s journey till date

5. Media network Parks and Resorts
Walt Disney
Studios
Disney
Interactive media
DCP
Major Business Segments of Business

6. Sub Categories of major segments

7. Disney media network contributed to major revenue generation of the company

8. Walt Disney has major market share among its competitor in terms of production
house

10. •DCP is responsible for extending the Disney brand to merchandise ranging
from apparel, toys, home décor and books to interactive games, food and
beverages.

11. 1.
• SOFTLINES (apparel, foot wears & accessories )
2.
• BUENA VISTA GAMES
3.
• HOME AND INFANTS
4.
• HARDLINES (foods, health & beauty, electronics, stationery)
5.
• PUBLISHING
6.
• TOYS

12. Retail stores in Europe and US stocked the
DCP
The main model presupposed getting the
license for the use of Disney brand on
quality products made by other companies.
In 1998 - 1999 , the sales on US and Japanese
market decreased by 10% and 15%
Andy Mooney introduced direct to retail
(DTR) and DTR distribution model, and also
keep the traditional licensing model.

13. 1.
•Disney brand was accused contributing towards the growing
obesity epidemic
•(confectionary product , uncontrolled eating habit)
2.
•Company needed to reconsider the nutritional value of their food
products.
3.
•Establish credibility with the government, manufacturer parents
and nutritionist
4.
•Children’s taste impact the consumption

15. Disney consumer product (DCP) decided to change the nutritional
content of their product and introduced new healthy foods for
children under the slogan of “BETTER FOR YOU”
Establish Disney nutritional Guideline
Using 3 licensing and distribution model

18. 1.
• LICENSEES:
• General foods, General Mills, Life savers, McDonalds,
Imagination farms
2.
•DIRECT TO RETAILER (DTR):
•DTR model meant selling brand and character rights directly to
retailers , bypassing whole licensees
•Retailer would then source the manufacturing themselves and
manage sales and marketing
•Walmart, Target, Kellogg’s , Cadbury
3.
•SOURCING:
•A sourcing model was essentially contract manufacturing, where
product was designed by Disney and featured the Disney brand, but
the licensee would handle the sales and marketing .

21. R & D into story telling to kids through technology
Digitize content to utilize technology and lower costs
Collaborate healthy food with Disney related program.
Healthy food campaign for parents.
New character
Promotion through Kindergarten.

23. Conclusion

24. Strategic plan needed
Balanced approach to innovation and
cost saving
Implement strategies that lowers cost
and maintains competitive advantage

26. This presentation is not an official presentation of the
“Disney”. It was prepared for the purpose of learning
and is one of the assignment of the Marketing
management internship under the esteem guidance of
Prof. Sameer Mathur .
Created by:
Ankit Kumar
Guided by:
Prof. Sameer Mathur