Case study on Disney

1. Disney Consumer Products
Marketing nutrition to children

3. TIMELINE
1923: Launch of Mickey Mouse
1932: Licensing became a business unit
1950: Ventured beyond films and TV
1955: Opened Disneyland in California
2004: The obesity epidemic
2006: Fresh fruits are now launched

4. 4 MAJOR BUSINESS
SEGMENTS:
Media Network <
Parks and Resorts <
Disney Consumer Products <
Studio Entertainment <

5. Year: 1996
Disney Consumer Products (DCP) signed an
exclusive, 10 year, $2 billion deal with
McDonald’s

6. Disney Merchandise

7. CURRENT SITUATION
30% American kids are
overweight
14% American kids are obese

8. Disney was blamed for the
rising obesity epidemic owing
to its varied business of fun
and hospitality

9. THE PROBLEM
Being blamed for increased
obesity rates among children
in America

10. CHALLENGES

11. Reconsider and recheck the food
nutritional value

12. DCP needs to meet the USDA
guidelines

13. Attract the target
audience(Children)

14. Could Disney use its “magic” to
switch children from sugary to a more
nutritious diet? Could it sustain?

15. DCP discovered that there was a gap
between food children requested
and food their mothers are willing to
buy for them

16. MOMS’ BRAND LOYALTY

17. Mothers
associate
Disney strongly
with quality,
even when it
comes to food
The products
must make the
kids feel special
and should also
be mom-
approved

18. NUTRITIONAL GUIDELINES
• Promote fibre and Calcium
• Contain no trans or hydrogenated
fats
• Control levels of added sugar
• Minimize the use of additives
• Preferably, use whole food

19. 41% complied
with the
standards
28% products are
planned to be
phased out

20. GOAL
Plan to have all products
brought into compliance or
phased out by 2008

21. METHOD
• Make the product they already
love, healthier
• Make healthy products more
“Fun”
• Packaging

22. IMAGINATION
FARMS

23. NICKELODEON
“My goal is to have every fruit a kid who
would want to eat with a Nickelodeon
character”
-Torres, Licensing Vice President

24. READY PAC FOODS
Tweety, Bugs Bunny and
Tasmanian Devil were
featured

25. KROGER
Disney collaborated with
Klogger, the 2nd largest US
supermarket company

26. SWOT analysis
STRENGTHS
• Good brand image
• Largest licensor of character
based merchandise
• Unique and diversified
products
WEAKNESSES
• Doesn’t have own
manufacturing for DCP
• Growing criticism for obesity
OPPORTUNITIES
• Mothers’ belief in Disney
• Growth through new markets
• Changes in technology
THREATS
• High expectations from
moms
• Availability of substitutes

27. NEW CHALLENGES
• Pricing and value
• Legacy
• Differentiation and competition
• Growth and distribution

29. Collaborate healthy food
with Disney Program

30. Healthy foods campaign
for parents

31. Generate awareness

32. Introduce new
characters

33. THANK YOU!

34. Disclaimer
Prepared by Krisha Bole, under the
guidance of Prof. Sameer Mathur