This document discusses Disney Consumer Products' (DCP) efforts to market more nutritious foods and beverages to children in response to rising childhood obesity rates. It outlines DCP's strategies which included reformulating existing products to be healthier, using characters to promote whole foods, and limiting unhealthy ingredients. DCP saw an opportunity to differentiate itself from competitors by using the "Disney magic" to get kids excited about nutritious options. The challenges it faced were setting nutritional guidelines within regulatory limits, appealing advertising approaches, and addressing competition from other licensed child brands. Ultimately, DCP aimed to set an example for marketing healthier products to children and influence lifelong healthy eating habits.

1. MARKETING NUTRITION
TO CHILDREN
CASE
DISNEY CONSUMER PRODUCTS :

2. Founded DISNEY in 1923
Two brothers
Walter Elias & Roy Oliver Disney

3. 1923
1955
1953
1929

4. 2003’s
Top Earning Characters
$5.9Billion
$4.7 Billion

5. Became $300 Billion Company
Net Income of $2.5 Billion
In 2005

7. Buena Vista Games
Home & Infant
Hardlines
Publishing
Softlines
Toys

8. Leading Licensors
Character-Driven
Entertainment Brands
Worldwide retail sales
$21Billion

9. >30 % Overweight
>14 % Obese
5-9 Years old
AMERICAN childrenHealth Experts………….

10. Government & Parents
So,
Started blaming the
Food Production Companies

12. “Food advertisements promote
food purchase requests by
children to parents”
Government Imposed rules
on Advertisement
………IOM

13. Some companies increased
there investments on ADVERTISEMENTS

14. Increased Media coverage
Of Childhood Obesity
Sensitized the food & beverage
Industries

15. Disney started working
On its products

16. What will be the Challenges
How to set Nutritional Guidelines
within FDA’s limits
Keeping in Mind,

17. How to advertise to reach to kids
Who will be the competitors

18. How to face Competitors
Can Disney set an example

19. What will be the Challenges
-Pricing & Value
-Legacy
-Differentiation & Competition
-Growth& Distribution

20. “Go out with low price is challenge”
……Reid Leslie
(Director of food& beverages)

21. “But for these products,
Affordable = value,
Not price”
…..Mooney

22. “Forget where are we are today
Focus on developing
‘BETTER FOR YOU’ products”
…..Mooney

23. DPC’s managers believed
that combination of a
broad product line, wide
distribution & the Disney
magic would win over
Moms

24. DCP signed an DTR relationship with Kroger
Disney wanted to License or Develop additional lines.
Can differentiate using Characters, brand & price

25. How to set Nutritional Guidelines
within FDA’s limits
“Promote healthier categories, reformulate foods like
cookies and cereal to be healthier and to control portions”
…....Embola Ndi
(Vice President, product development)

26. Our goal is to get kids to consume
healthier products
If we decide to use an additive,
we need to keep our focus on
WHY we are using it

27. Recommendations for DCP after Nutritional Audit

28. How to advertise to reach to kids
Adopted three approaches :

29. 1) Offer products that already had broad appeal
Distributed Peaches with Daisy Duck
& goofy stickers

30. 2) Take products that are healthy & make fun
Mold whole wheat pasta into character shapes

31. 3) Use packaging to inspire product sampling
Making water bottles in the shape of characters

32. Who will be the competitors
We expect competition & channel fraction, but we believe we can
beat the competition because even if they develop & match our
nutritional standards, they cannot access Disney Magic
…….Ndi

33. A top rated U.S. basic cable network
since 1996
Seen by 89 Million households
SpongeBob Squarepants
The FairlyOdd Parents

34. Del Monte Foods signed a licensing
deal with Sesame Workshop
Cookie Monster

35. Ready Pac (ready to eat fruits) signed a
licensing deal with Warner Bros
Bugs Bunny

36. Can Disney set an example
DCP is highly influential with children

37. Company used Its “MAGIC”
To get children to switch from sugary,
Processed foods and became lifelong
converts to a more nutritious diet

38. LEKHRAJ KUSHWAHA
IIT KANPUR
IIM Lucknow
CASE