11. >Disney brand was accused of
contributing towards the growing
obesity epidemic among children
(Confectionery products, Uncontrolled eating habit)
>Disney need to reconsider the
nutritional value of their food
products to provide healthy
foods for children
> Establish credibility with
the government,
manufacturers, parents and
nutritionist
17. In 2004, DCP’s branded food products
accounted for less than 1% of the
children’s food market.
18. DCP discovered that there was a gap between the food
that children requested and the food that their mothers
were willing to buy for them.
19. The products needed to
be make kids feel
special and it had to
be mother approved
20. What they did
In June 2 6, DCP decided to
change the nutritional
content of their products
and introduce new healthy
foods for children under
the slogan “Better
for you”
Established Disney nutritional
guidelines
Used three licensing and distribution
models
21. It is seen that
advertisements
strongly influence
kids
They demand for
character driven
products as they
see in the
advertisements.
40. Disneyis surely
going to face many
challenges and
difficulties ahead
in order to develop
the same old habit
among its customers
for using its
products.
41. Created by
Shalin Mayank,
IIT Bombay, as a part
of the marketing
research internship
under
Prof. Sameer Mathur,
IIM Lucknow