The document discusses Disney's efforts to address the rising obesity epidemic among children by diversifying its product offerings towards healthier food options. It highlights the company's historical background, the challenges faced in meeting nutritional standards, and the marketing strategies employed to appeal to children and their parents. Key initiatives included partnerships, innovative product differentiation, and the use of beloved characters to promote nutritious eating.

1. DISNEY CONSUMER PRODUCTS :
MARKETING NUTRITION TO CHILDREN

2. ARNAB BOSE
INDIAN INSTITUTE OF TECHNOLOGY,KHARAGPUR

3. HISTORY
CURRENT SITUATION
PROBLEM
ANALYSIS
RECOMMENDATION
CONTENTS

4. HISTORY

5. 1923 1932 1950
1980s-
1990s
2006
DEBUT OF MICKEY-
MOUSE AND
FORMATION OF WALT
DISNEY
LICENSING BECAME A
BUSINESS UNIT
EXPANDING INTO WALT
DISNEY TELEVISION
FOCUS ON
ENTERTAINMENT
ASSESTS
OBESITY EPIDEMIC AND
LAUNCH OF FRESH FOOD
OFFERINGS

6. 32$
BILLION
COMPANY IN
2005

7. PARKS AND
RESORTS
DISNEY CONSUMER
PRODUCTS
STUDIO
ENTARTAINMENT
MEDIA NETWORK
DISNEY PORTFOLIO

8. LEADING LICENSOR
CHARACTER DRIVEN
ENTARTAINMENT
BRANDS ,2005

9. DISNEY LICENSED
MCDONALDS TO
USE PROMOTE MEALS
USING DISNEY
CHARACTERS

10. SOURCING : PRODUCTS WERE CREATED AND DESIGNED BY DISNEY,BUT MARKETED AND
MANUFACTURED BY LICENSEE
DIRECT –TO-RETAILERS: ENTAILED PARTNERING DIRECTLY WITH RETAILRS
DCP’S LICENSING AND
DISTRIBUTION MODEL

11. SOURCING : PRODUCTS WERE CREATED AND DESIGNED BY DISNEY,BUT MARKETED AND
MANUFACTURED BY LICENSEE
DIRECT –TO-RETAILERS: ENTAILED PARTNERING DIRECTLY WITH RETAILRS

12. SOURCING : PRODUCTS WERE CREATED AND DESIGNED BY DISNEY,BUT MARKETED AND
MANUFACTURED BY LICENSEE
DIRECT –TO-RETAILERS: ENTAILED PARTNERING DIRECTLY WITH RETAILRS

13. 30%
AMERICAN KIDS
ARE OVERWEIGHT
CUURENT SITUATION

14. 30%
AMERICAN KIDS
ARE OVERWEIGHT

15. 14%
AMERICAN KIDS
ARE OBESE

16. DISNEY FACED
CRITICISM
FOR THE RISING
OBESITY EPIDEMIC

17. FACED PRESSURE FROM
GOVERNMENTS AND MEDIA TO
CHECK ITS OFFERINGS AND
ADVERTISEMENTS

18. DISNEY WAS MAINLY IN SWEETS
AND ICE-CREAM,
ACCOUNTING FOR LESS THAN 1% IN
THE CHILDREN FOOD INDUSTRY

19. WITH CHANGING LICENSING
MODELS AND OBESITY
EPIDEMIC,DCP SAW THIS AS AN
OPPURTUNITY TO DIVERSIFY
ITS PRODUCT OFFERINGS

21. COULD DISNEY USE ITS MAGIC
TO SWITCH CHILDREN FROM
SUGARY TO MORE
NUTRITOUS DIET ?COULD
THEY SUSTAIN IT ?

22. CHALLENGES FACED BY DISNEY
RESCONSIDERATION OF
THE NURTIENT CONTENT
OF FOOD PRODUCTS
THE PRODUCTS NEED TO
MEET USDA’S EXPECTATION
APPEALING TO CHILDREN
AS WELL AS DELIVERING
THE BRANDS MAGIC

23. CHALLENGES FACED BY DISNEY
RESCONSIDERATION OF
THE NURTIENT CONTENT
OF FOOD PRODUCTS
THE PRODUCTS NEED TO
MEET USDA’S EXPECTATION
APPEALING TO CHILDREN
AS WELL AS DELIVERING
THE BRANDS MAGIC

24. CHALLENGES FACED BY DISNEY
RESCONSIDERATION OF
THE NURTIENT CONTENT
OF FOOD PRODUCTS
THE PRODUCTS NEED TO
MEET USDA’S EXPECTATION
APPEALING TO CHILDREN
AS WELL AS DELIVERING
THE BRANDS MAGIC

25. CHALLENGES FACED BY DISNEY
RESCONSIDERATION OF
THE NURTIENT CONTENT
OF FOOD PRODUCTS
THE PRODUCTS NEED TO
MEET USDA’S EXPECTATION
APPEALING TO CHILDREN
AS WELL AS DELIVERING
THE BRANDS MAGIC

27. DCP DISCOVERED THERE WAS A GAP
BETWEEN WHAT CHILDREN WERE
DEMANDING AND WHAT THERE
MOTHERS WERE WILLING TO BUY
FOR THEM

28. MOMS ASSOCIATED
DISEY WITH
MAGIC
EVEN WHEN IT
COMES TO FOOD

29. PEER PRESSURE
AND
ADVERTISEMENTS
INFLUENCE CHILDREN
PREFERENCES

30. CHILDREN DEMAND
CHARACTER DRIVEN
PRODUCTS AND
INFLUENCE PURCHASES

31. IN SHORT, DCP NEEDED
TO SUPPLY HEALTHY
FOOD,IN AN
ENTERTAINING WAY

32. DISNEY DERIVED
NUTRITIONAL
GUIDELINES FROM
FDA DIETARY
RECOMMENDATION

33. RESULTS OF THE AUDIT OF 2100 FOOD PRODUCTS

34. 28 %
WERE PLANNED TO BE PHASED OUT
41%
OF THE PRODUCTS MET THE STANDARDS

35. PRODUCT DEVELOPMENT DECISIONS
MAKING BROAD APPEAL
PRODUCTS HEALTHIER
MAKING HEALTHY FOOD
PRODUCTS FUNNIER
ATTRACTIVE PACKAGING
TO INSPIRE PRODUCT
SAMPLING

36. PRODUCT DEVELOPMENT DECISIONS
MAKING BROAD APPEAL
PRODUCTS HEALTHIER
MAKING HEALTHY FOOD
PRODUCTS FUNNIER
ATTRACTIVE PACKAGING
TO INSPIRE PRODUCT
SAMPLING

37. PRODUCT DEVELOPMENT DECISIONS
MAKING BROAD APPEAL
PRODUCTS HEALTHIER
MAKING HEALTHY FOOD
PRODUCTS FUNNIER
ATTRACTIVE PACKAGING
TO INSPIRE PRODUCT
SAMPLING

38. PRODUCT DEVELOPMENT DECISIONS
MAKING BROAD APPEAL
PRODUCTS HEALTHIER
MAKING HEALTHY FOOD
PRODUCTS FUNNIER
ATTRACTIVE PACKAGING
TO INSPIRE PRODUCT
SAMPLING

39. CAMPAIGNS AND ADS
ASSOCIATIONG MICKEY
MOUSE, GOT KID’S
ATTENTION. MOREOVER
MOMS WERE WILLING TO BUY
NUTRITIOUS FOODS
MARKETING STRATEGY

40. MARKETING STRATEGY
PARTNERSHIP WITH
KROGER, 2nd
LARGEST US
SUPERMARKET
COMPANY

41. MARKETING STRATEGY
FOUNDED IN 2006,
IMAGINATION
FARMS SERVED
AS A LICENSEE OF
FRESH PRODUCE.

42. MARKETING STRATEGY
PRODUCT
DIFFERENTIATION
SUCH AS
APPLES,PEACHES,CITRISUS
WERE MADE BY ATTACHING
DISNEY CHARACTERS WITH
THEM

43. COMPETITORS
DARLING
CLEMENTINE’S SALES
INCRESED 25% AFTER
THEY ATTACHED
NICKELODEON
CHARCTERS TO IT

44. COMPETITORS
IN 2006, THEY EXTENDED
TO FRUITS AND
VEGETABLES

45. COMPETITORS
COOL-CUT SNACK
PACKAGE WHICH
CONTAINED
GRAPES,APPLES AND
CARROTS

47. WOULD HELP DISNEY TO
GAIN
MARKET SHARE
AND
DIVERSIFY
MARKET RISK
CREATE NEW CHARACTERS

48. WOULD HELP DISNEY TO
GAIN
MARKET SHARE
AND
DIVERSIFY
MARKET RISK

49. SHOWING CHARCATERS
CONSUMING HEALTHY
FOOD PRODUCTS IN THE
MOVIES AND SERIALS
SPREADING AWARENESS

50. SHOWING CHARCATERS
CONSUMING HEALTHY
FOOD PRODUCTS IN THE
MOVIES AND SERIALS

51. GAINING POLITICAL
SUPPORT TO
INTENSIFY NUTRITION
LAWS
INTENSIFICATION OF LOBBYING

52. GAINING POLITICAL
SUPPORT TO
INTENSIFY NUTRITION
LAWS