22. - Reid Leslie, Director of food and beverage, DCP
“Our strategy then was ‘Disney is
about fun. We should be in fun
categories.
23. DCP conducted research to discover
if Disney’s brand equity would
transfer to a line children’s food
products.
Using focus groups, group
sessions, and shopping
trips with mothers, DCP
set out to learn which
product categories would
market support.
29. Products need to be
portion controlled, be
high quality, taste
good, omit or reduce
fat and sugar.
They need to have fun
graphics and shapes,
good taste, and great
fun.
Answer children’s daily needs in an entertaining way:
32. THE COMPANY ADOPTED 3
APPROACHES TOWARD CREATING
DISNEY FOOD PRODUCTS
OFFER
PRODUCTS
THAT ALREADY
HAD BROAD
APPEAL
TAKE PRODUCTS
THAT WERE
ALREADY
HEALTHY AND
MAKE THEM
MORE ‘FUN’
USE
PACKAGING
TO INSPIRE
PRODUCT
SAMPLING
33. Of the original
products in
compliance with
the standards
Products to be
phased out
41% 28%
Products
exempted from
the nutritional
guidelines
15%
34.
35. IN MARCH 2006, DCP
STARTED
LICENSING ITS
CHARACTERS TO
IMAGINATION
FARMS, A
NATIONAL FRESH
PRODUCE
SPECIALLY TO
SERVE AS A
LICENSEE TO DCP
38. Kroger is the 2nd
largest US
supermarket
company and has
more supermarkets
than Wal-Mart
Pricing and
Brand
Exclusivity were
key to Disney’s
DTR Strategy
39. “We expect competition but we believe
that we can beat the competition because
even if they develop and match our
nutritional standards, they can never access
Disney magic.”
-Embola Ndi, Vice President, Product
Development
40.
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45.
46. • This presentation is
created by AYUSHI
GUPTA, SRCC,
University of Delhi,
during a Marketing
Internship under Prof.
SAMEER MATHUR, IIM
Lucknow.
