Downloaded 362 times
Uploaded byWisnumurti Rahardjo
Disney Consumer Product: Marketing, Nutrition
Disney Consumer Products is responsible for extending the Disney brand to merchandise. In the 2000s, DCP faced criticism for contributing to childhood obesity through sugary food products. To address this, in 2006 DCP launched initiatives to improve the nutritional quality of food products. They established Disney Nutritional Guidelines to control sugar, fat and additives. DCP also utilized three licensing models - traditional licensing, sourcing, and direct-to-retail partnerships with retailers. The goal was to reconsider children's food options and establish credibility regarding nutrition with various stakeholders.
More Related Content
Similar to Disney Consumer Product: Marketing, Nutrition
More from Wisnumurti Rahardjo
Disney Consumer Product: Marketing, Nutrition
- 1. SIREN SUNGKAR SYNDICATE LukmanKresno O. 29110394 Yohannes De Deo Tedo 29110399 Anggi Fitrining Tyas 29110400 Ronaldo Bagus Putra 29110xxx Wisnumurti Rahardjo 29110412 DISNEY CONSUMER PRODUCT SELLING NUTRITION TO CHILDREN
- 2. SUPPORTED BY PINISI BACKPACKERHOSTEL JL. Musaen 192/6A BANDUNG INDONESIA +6222-86868610
- 3. SUPPORTED BY PINISI RELAXATION Jl.Halmahera no. 2 Bandung 0224240065 Jl. Kenari no. 14 Sukabumi 0266231016
- 4. SUPPORTED BY ORANGE BUTTON Jl.Baladewa Asri no. 14 Bandung - Indonesia orangebutton@pinisirelaxation.com
- 7. 1923 Debut of Mickey Mouse in Steamboat Willie 1932 Licensing becamea formal business unit 1954 Debut in first television program 1955 Opened Disneyland in Anaheim, California 1980 s – 1990s Renaissance of Disney Animation 1984 Focus on entertainment assets 2004 The obesity epidemic 2006 DCP Launched offerings of fresh fruits Disney’s Chapter 1950 Expand beyond film and television
- 8. Disney Consumer Products Responsiblefor extending the Disney brand to merchandise • Soft lines • Apparel • Footwear • Accessories • Buena vista games • Home and infant • Hard lines • Food • Health and beauty • Electronics and stationery • Publishing • Toys Consists of 6 lines of business
- 9. Retail stores inEurope and the 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 markets decreased by 10% and 15% Andy Mooney introduce direct to retail(DTR) and DTR distribution model, and also keep the traditional licensing model Business Situation
- 11. Disney branded wasaccused contributing towards the growing obesity epidemic (Confectionery products, Uncontrolled eating habit) Healthy foods for children Disney need to reconsider the nutritional value of their food products Establish credibility with the government, manufacturers, parents and nutritionist Problem Analysis Children’s taste impact the consumption
- 12. Could Disney useit “magic” to switch children from sugary to more nutritious diet ? Could they sustain ? Problem Definition
- 13. Product Development Alternatives Pro’s Con’s KeepTraditional Line Keeping broad consumers base. Preferable by common children. Negative public opinion Not supporting by government regulation. Healthy Program Line Establish good image Strong Brand Strong distribution Channel Preferable by common parents. Possible to loss broad consumers base.
- 14. What they did? Establish Disney Nutritional Guidelines Using three licensing and distribution models June 2006, Disney Consumer Products ( DCP ) decided to change the nutritional content of their product and introduce new healthy foods for children under the slogan of “Better for you”
- 15. Disney Nutritional Guidelines •Nutrition control 1. Control levels of added sugar 2. Contain no trans or hydrogenated fats 3. Promote fiber and calcium 4. Minimized the use of additives 5. Prefer to use whole foods that intrinsically dense in nutrients • Reformulating some products, shrinking portions for others and phase out some products.
- 16. DCP’s Three Models TraditionalLicensing Model Sourcing (Designed and create products by Disney but manufactured and marketed by licensee) Direct-to-retail (DTR) (Entailed partnering directly with retailers)
- 17.
- 18. SWOT Analysis Strength • Goodimage of brand • Strong characteristic • Kroger Supermarkets is the largest pure grocery retailer in the United States Weakness • Doesn’t have own manufacturing for DCP • Growing criticism from activists, parents and governments around the world about contribution to the growing obesity epidemic Opportunity • Mothers beliefs and expectations about DCP • Disney channel • Leading licensors of character (exhibit 5) Threats • Competitors • High expectations from mothers
- 19. Five C’s 5CCompany (Disney ,DCP) Customer (Children and parent) Collaborator (Imaginator Farm, Kroger) Context (Increasing Obesity in Children & Adults) Competitor (Nickelodeon, Warner, etc.)
- 20. Potential Internal StrengthsPotential Internal Weaknesses 1. Corporation brand name has powerfully distinguished itself nationwide as one of the best in the entertainment business. 1. Growing critics from activists, parents, and government believed that Disney companies contributed to the growing obesity epidemic. 2. Well -known brand name that has lead to high brand loyalty where Disney brand was synonymous with fun and magic. 2. Licensing with McD. 3. Children familiar with Disney characters. 3. The packaged foods portfolio of Disney was mostly sweets and treats. 4. The Little Mermaid, The Lion King and The Beauty and the Beast-the only animated ever nominated film for the Academy Award for Best Picture. The Lion King won the Tony Award for best musical in 1997. 4. Disney doesn’t have their own manufacturing. 5. Disney held the top spots for the world’s most valuable franchise characters. 6. Disney Consumer Products (DCP) was the world’s largest licensor. Company
- 21. Competitor o Commodity produce: Dole,Green Giant and Fresh Express o Entertainment brands: Nickelodeon Warner Bros Sesame Workshop Disney Characters SpongeBob, Dora the Explorer, The Fairly Odd parents Harry Potter, Looney Tunes Elmo, Grover, Cookie Monster Mickey Mouse, Winnie the Pooh, etc . Networks Television channel Nickelodeon Sesame Street public television program Film and Television program Collaboration Licensing partnership Ready Pac Del Monte Foods, Sunkist Kroger, Safeway and Albertson’s supermarket, Carrefour, Wal- Mart Concept “Every fruit a kid would want to eat with Nickelodeon character” “Healthier Snack Alternative”, “The Original Kid Pleasin’, mom-lovin’ dippity delicious snack!” ‘Healthy Habits for Life” “Better For You”
- 22. Disney 34% Warner 10% Nickelodeon 8% Marvel 8% Sanrio 7% Lucas 5% 4Kids 5% HIT 4% Mattel 4% Universal 3% 20th Century Fox 2% Pokemon 2% Sesame 2%Others 7% 0% 0% 0% 0% 0% 0% Market Share
- 23. Licensees: General Foods, StandardOil, DuPont, General Mills, Amour Meats, Life Savers, McDonalds, Imagination Farms Direct to Retail (DTR) Partnership: Target, Wal-Mart, Other large retailers Kellogg's and Cadbury Collaboration
- 24. Context Political & Regulatoryenvironment Social/Cultural environment
- 25. Customer Geographic segmentation: All overthe world Demographic segmentation : Age : Children and adult Gender : Male and Female Psychographic : Lower class, Middle class, Upper class Behavioral segmentation: Taste Fun and “Magic”
- 26. Consumer -- NationalCulture The collectivism is high rather than individualism Power distance is low that children could affect decisions In USA, the extended family been replaced as the most common mode of living by the nuclear family Uncertainty avoidance is high the parents has important role that determining the purchase and healthy become the main factor which consider by the parents
- 27. Consumer -- Household Mostof American Household type is Nuclear family, consist of a father, a mother and children.
- 28. The Household Decision-Making Processfor Children’s Products Influencers (children) Communications targeted at children (taste, image) Communications targeted at parents (nutrition) Purchasers (parents) User (children) Information gatherers (parents) Initiators (parents, (children) Decision makers (parents, children)
- 29. Needs and Wants Needs (Food) ParentsWants (Nutritious Foods) Children Wants (Tasty & Fun Foods)
- 30. Uses the behaviorsand opinions of others as useful information Informational When an individual fulfills group expectations to gain a reward or avoid a sanction Normative Individuals have internalized the group’s values and norms Value Expression Type of Influence
- 32. Solution Collaborate healthy foodswith Disney programs Healthy food campaign for parents New character Promotion through kindergarten
- 33. Collaborate healthy foodswith Disney programs Disney films shows healthy foods consumed by the Disney’s characters to affect the children who watched the film to also consume healthy foods Tell children who watch Disney’s programs the disadvantages if they consume non-healthy foods
- 34. Healthy Food campaignfor parents Parents must understand the importance and advantages if their children consume healthy foods on a right proportion Tell the parents that Disney already has the products that meets the healthy food standards Parents must also tell their children about the advantage of healthy foods and give the children healthy foods on the right proportion
- 35. New character Disney couldcreate new character that has the advantage of healthy foods on their adventure. Children like adventure and healthy foods could be a big part on their adventure
- 36. Promotion through kindergarten Childrenmust understand the advantage of healthy foods and the amount of foods they must consumed Create children’s habit to eat healthy foods since kindergarten
- 38. • Not easyfor Disney to change the market taste, but they really can do it the right way and takes a long time to educate the market with new healthy product types. • Hard to educate licensees Conclusion
Editor's Notes
- #2 Animated picture list with color text tabs(Intermediate)To reproduce the SmartArt effects on this page, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt.In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Horizontal Picture List (fifth row, second option from the left) to insert the graphic into the slide. Press and hold CTRL, and select the picture placeholder and text shape (top and bottom shape) in one of the objects. Under SmartArt Tools,on the Design tab, in the Create Graphic group, click Add Shape, and then click Add Shape After. Repeat this process one more time for a total of five picture placeholders and text shapes. Select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 4.44”.In the Width box, enter 9.25”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Press and hold CTRL, and then select all five text boxes in the graphic. On the Home tab, in the Font group, select Corbel from the Font list,and then enter 22 in the Font Size box.Select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, do the following: Click ChangeColors, and then under Colorful click Colorful Range – Accent Colors 2 to 3 (second option from the left).Click More, and then under Best Match for Document click Moderate Effect (fourth option from the left).Select the rounded rectangle at the top of the graphic. Under SmartArtTools, on the Format tab, in the ShapeStyles group, click the arrow next to ShapeFill, and then under Theme Colors clickWhite, Background 1, Darker 35% (fifth row, first option from the left).Click each of the five picture placeholders in the SmartArt graphic, select a picture, and then click Insert.To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and under Entrance, click Float In.In the Animation group, click Effect Options, and under Sequence, click One by One. In the Timing group, in the Duration list, click 01.00.In the Animation Pane, click the double-arrow below the animation effect to expand the list of effects, then do the following to modify the list of effects:Select the first animation effect, and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Moderate, click Basic Zoom.Click Effect Options, and under Zoom, click Out Slightly. In the Timing group, in the Start list, select With Previous.Also in the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the third, fifth, seventh, ninth, and 11th animation effects (effects for the text shapes), and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Basic, click Peek In, and then click OK. In the Animation group, click Effect Options, and underDirection, click From Top.In the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the second, fourth, sixth, eighth, and 10th animation effects (effects for the pictures). In the Timing group, in the Start list, selectAfter Previous.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider, then customize the gradient stops as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 130, Green: 126, and Blue: 102.Select the last stop on the slider, and then do the following: In the Position box, enter 71%.Click the button next to Color, and then click Black, Text 1(first row, second option from the left).
- #24 Political & Regulatory environment U.S. Department of Agriculture (USDA) updated its official federal nutrition recommendations on what Americans should eat to meet nutrient requirements, promote health, and reduce risk of chronic disease. Dietary Guidelines for Americans recommended that children and adult should adopt a “balanced eating pattern”, consume a variety of nutrient-dense foods and beverages and limit their intake of saturated trans fat, cholesterol, added sugars and salt. Social/Cultural environment Social trends such as increased portion sizes, eating out more often, increased consumption of sugar-sweetened foods and lack of exercise.
- #25 Animated picture list with color text tabs(Intermediate)To reproduce the SmartArt effects on this page, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt.In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Horizontal Picture List (fifth row, second option from the left) to insert the graphic into the slide. Press and hold CTRL, and select the picture placeholder and text shape (top and bottom shape) in one of the objects. Under SmartArt Tools,on the Design tab, in the Create Graphic group, click Add Shape, and then click Add Shape After. Repeat this process one more time for a total of five picture placeholders and text shapes. Select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 4.44”.In the Width box, enter 9.25”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Press and hold CTRL, and then select all five text boxes in the graphic. On the Home tab, in the Font group, select Corbel from the Font list,and then enter 22 in the Font Size box.Select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, do the following: Click ChangeColors, and then under Colorful click Colorful Range – Accent Colors 2 to 3 (second option from the left).Click More, and then under Best Match for Document click Moderate Effect (fourth option from the left).Select the rounded rectangle at the top of the graphic. Under SmartArtTools, on the Format tab, in the ShapeStyles group, click the arrow next to ShapeFill, and then under Theme Colors click White, Background 1, Darker 35% (fifth row, first option from the left).Click each of the five picture placeholders in the SmartArt graphic, select a picture, and then click Insert.To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and under Entrance, click Float In.In the Animation group, click Effect Options, and under Sequence, click One by One. In the Timing group, in the Duration list, click 01.00.In the Animation Pane, click the double-arrow below the animation effect to expand the list of effects, then do the following to modify the list of effects:Select the first animation effect, and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Moderate, click Basic Zoom.Click Effect Options, and under Zoom, click Out Slightly. In the Timing group, in the Start list, select With Previous.Also in the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the third, fifth, seventh, ninth, and 11th animation effects (effects for the text shapes), and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Basic, click Peek In, and then click OK. In the Animation group, click Effect Options, and under Direction, click From Top.In the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the second, fourth, sixth, eighth, and 10th animation effects (effects for the pictures). In the Timing group, in the Start list, select After Previous.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider, then customize the gradient stops as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 130, Green: 126, and Blue: 102.Select the last stop on the slider, and then do the following: In the Position box, enter 71%.Click the button next to Color, and then click Black, Text 1 (first row, second option from the left).