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DISNEY CONSUMER PRODUCTS :
MARKETING NUTRITION TO CHILDREN
History
Problem
Definition
Problem
Analysis
Solution Conclusion
INDEX
1923
Debut of
Mickey
mouse in
Steamboat
Willie
1932
Disney won
the academy
award for
best cartoon 1954
First TV program
1955
Opened Disneyland
in California
2004
The obesity
epidemic
2006
DCP launched
nutritious
eatables
By 2006 Walt Disney company was comprised of 4
major business segments:
Media
networks
Parks and
resorts
Studio
entertainment
DCP
DCP is responsible for product
development and marketing of
Disney-branded merchandise
DCP
Softlines
Buena Vista
games
Home and
Infant
Hardlines Publishing Toys
DCP Business Lines
Apparel
Footwear
Accessories
Food
Health and
beauty
Electronics
Stationery
PROBLEM DEFINITION
Disney brand was accused of contributing towards the growing
obesity epidemic
(Confectionery products, Uncontrolled eating habits)
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
Could Disney use its “MAGIC” to switch
children from sugary to more nutritious diet ?
Could they sustain ?
Could DCP solve the problem of
childhood obesity ?
CHALLENGES FOR DCP
1. Disney needs to reconsider the
nutritional value of their food products.
2. DCP products need to meet USDA’s dietary
guidelines.
3. The food has to appeal to children and
deliver on the brand’s promise of magic
Steps taken by Disney
Steps taken by Disney to become
global consumer products company
1. Market Research
2. Product Innovation
3. Improving Quality
4. Building relationships with key retailers
5. Effective Marketing
Market Analysis
Research objective- To see the difference
between what mothers bought and what
kids wanted
Research Methodology- focus group,
group sessions and shopping trips with
mothers of children ages 2 to 13 years old
were conducted
Observations
1. Mothers perceived
Disney products with
high quality,
trustworthy and
familiar to line of food
and beverages.
2. They associated Disney
with “Magic”
4. Peer pressure and
advertisement influences
children’s preferences
3. Children influence purchase
decisions
RESEARCH FINDINGS:
1. There was a gap between “what moms bought”
and “what kids wanted”
2. Peer pressure and advertising strongly influence
kids’ preferences
3. Mothers saw Disney brand as high quality,
trustworthy and familiar (strong brand loyalty)
MARKET RESEARCH - CONCLUSION
Nutritious ,good quality , good taste,
reduced fat and sugar
Funny, different shapes, good
taste, enjoyable
MOTHERS
CHILDREN
PRODUCT INNOVATION
DCP’s new vision statement for
food and beverages
A quality range of Disney integrated foods
that answer children’s daily needs in an
entertaining way- “in short, good food, great
fun” with slogan ‘BETTER FOR YOU’.
 Establish Disney Nutritional Guidelines
 Using three licensing and distribution models
Disney’s nutrition guidelines
Nutrition control:
Control levels of added
sugar
Contain no trans or
hydrogenated fats
Promote fibre and calcium
Minimize the use of
additive
Prefer to use whole foods
that are intrinsically dense
in nutrients
Reformulate some products , shrinking portion for
others and phase out some products that could not
meet the guidelines.
Product development
decisions
1. Products that already had broad appeal such as milk or
peanut butter need to be made “healthier”
2. Products that are already healthy and make them more “fun”.
Ex: Whole wheat pasta could be moulded into character shapes.
3. Product with attractive packaging to inspire product
sampling .
ex: making bottles in shape of characters
PARTENERING WITH RETAILERS
“Better for you”
Disney partnership with Kroger is very
impacting in promoting
high nutritious value
In 2006 Imagination Farms was
founded to serve DCP as a
licensee in fresh produce.
Licensees:
General Foods, Standard Oil, 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
PARTENERS
Advertisements made by the company
spread the common message of the
high nutritional production contents offered
under the Disney brand
Use of Disney characters such as
Mickey Mouse
on products attracts children
who associate products
with the characters
SWOT Analysis
Indicators of strength
Why did Disney partner with Kroger and
not Wal-mart?
• Kroger had 12% market share and more number of
national outlets
Solution
Collaborate healthy foods with Disney programs
Healthy food campaign for parents
New character
Promotion through kindergarten
Collaborate healthy foods with Disney programs
Disney films can show 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
Healthy Food campaign for 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
New character
Disney could create 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
Promotion through kindergarten
Children must understand the advantage of
healthy foods and the amount of foods they
must consumed
Create children’s habit to eat healthy foods
since kindergarten
The application of good business development
strategies defines the success of DCP. The
development of products in accordance with the
current market requirements enables the company
to position itself as the leader in the healthy food
production which has the potential to sustain the
business model.
CREDITS
• Harvard Business review Case
• Wikipedia
• Google Images
• istockphotos.com
• Flickr.com
DISCLAIMERCreated by Mr. Omkar Rudrawar, VNIT Nagpur
during the marketing internship under
Prof. Sameer Mathur , IIM Lucknow.

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Disney Consumer Products: Marketing Nutrition to Children

  • 1. DISNEY CONSUMER PRODUCTS : MARKETING NUTRITION TO CHILDREN
  • 3.
  • 4.
  • 5. 1923 Debut of Mickey mouse in Steamboat Willie 1932 Disney won the academy award for best cartoon 1954 First TV program 1955 Opened Disneyland in California 2004 The obesity epidemic 2006 DCP launched nutritious eatables
  • 6. By 2006 Walt Disney company was comprised of 4 major business segments: Media networks Parks and resorts Studio entertainment DCP
  • 7. DCP is responsible for product development and marketing of Disney-branded merchandise
  • 8. DCP Softlines Buena Vista games Home and Infant Hardlines Publishing Toys DCP Business Lines Apparel Footwear Accessories Food Health and beauty Electronics Stationery
  • 10. Disney brand was accused of contributing towards the growing obesity epidemic (Confectionery products, Uncontrolled eating habits) 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
  • 11.
  • 12.
  • 13.
  • 14. Could Disney use its “MAGIC” to switch children from sugary to more nutritious diet ? Could they sustain ?
  • 15. Could DCP solve the problem of childhood obesity ?
  • 17. 1. Disney needs to reconsider the nutritional value of their food products.
  • 18. 2. DCP products need to meet USDA’s dietary guidelines.
  • 19. 3. The food has to appeal to children and deliver on the brand’s promise of magic
  • 20. Steps taken by Disney
  • 21. Steps taken by Disney to become global consumer products company 1. Market Research 2. Product Innovation 3. Improving Quality 4. Building relationships with key retailers 5. Effective Marketing
  • 22. Market Analysis Research objective- To see the difference between what mothers bought and what kids wanted Research Methodology- focus group, group sessions and shopping trips with mothers of children ages 2 to 13 years old were conducted
  • 23. Observations 1. Mothers perceived Disney products with high quality, trustworthy and familiar to line of food and beverages. 2. They associated Disney with “Magic”
  • 24. 4. Peer pressure and advertisement influences children’s preferences 3. Children influence purchase decisions
  • 25. RESEARCH FINDINGS: 1. There was a gap between “what moms bought” and “what kids wanted” 2. Peer pressure and advertising strongly influence kids’ preferences 3. Mothers saw Disney brand as high quality, trustworthy and familiar (strong brand loyalty)
  • 26. MARKET RESEARCH - CONCLUSION Nutritious ,good quality , good taste, reduced fat and sugar Funny, different shapes, good taste, enjoyable MOTHERS CHILDREN
  • 28. DCP’s new vision statement for food and beverages A quality range of Disney integrated foods that answer children’s daily needs in an entertaining way- “in short, good food, great fun” with slogan ‘BETTER FOR YOU’.  Establish Disney Nutritional Guidelines  Using three licensing and distribution models
  • 29. Disney’s nutrition guidelines Nutrition control: Control levels of added sugar Contain no trans or hydrogenated fats Promote fibre and calcium Minimize the use of additive Prefer to use whole foods that are intrinsically dense in nutrients
  • 30. Reformulate some products , shrinking portion for others and phase out some products that could not meet the guidelines.
  • 32. 1. Products that already had broad appeal such as milk or peanut butter need to be made “healthier”
  • 33. 2. Products that are already healthy and make them more “fun”. Ex: Whole wheat pasta could be moulded into character shapes.
  • 34. 3. Product with attractive packaging to inspire product sampling . ex: making bottles in shape of characters
  • 36. “Better for you” Disney partnership with Kroger is very impacting in promoting high nutritious value
  • 37. In 2006 Imagination Farms was founded to serve DCP as a licensee in fresh produce.
  • 38. Licensees: General Foods, Standard Oil, 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 PARTENERS
  • 39.
  • 40. Advertisements made by the company spread the common message of the high nutritional production contents offered under the Disney brand
  • 41. Use of Disney characters such as Mickey Mouse on products attracts children who associate products with the characters
  • 42.
  • 44.
  • 46.
  • 47. Why did Disney partner with Kroger and not Wal-mart? • Kroger had 12% market share and more number of national outlets
  • 48.
  • 49.
  • 50. Solution Collaborate healthy foods with Disney programs Healthy food campaign for parents New character Promotion through kindergarten
  • 51. Collaborate healthy foods with Disney programs Disney films can show 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
  • 52. Healthy Food campaign for 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
  • 53. New character Disney could create 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
  • 54. Promotion through kindergarten Children must understand the advantage of healthy foods and the amount of foods they must consumed Create children’s habit to eat healthy foods since kindergarten
  • 55.
  • 56. The application of good business development strategies defines the success of DCP. The development of products in accordance with the current market requirements enables the company to position itself as the leader in the healthy food production which has the potential to sustain the business model.
  • 57.
  • 58. CREDITS • Harvard Business review Case • Wikipedia • Google Images • istockphotos.com • Flickr.com
  • 59. DISCLAIMERCreated by Mr. Omkar Rudrawar, VNIT Nagpur during the marketing internship under Prof. Sameer Mathur , IIM Lucknow.