The Walt Disney Company started as an animation studio in 1923 and later diversified into films, television, and theme parks. In the 2000s, Disney faced criticism that its consumer foods and beverages were contributing to childhood obesity. In response, Disney reconsidered its entire food product range. The company embarked on a mission to improve nutritional values by reformulating existing products, introducing new healthy options like fruits and vegetables, and setting calorie limits for different food categories. Disney's brand repositioning was costly but aimed to make its food offerings healthier for children and families.

2. Marketing Nutrition to
Children

3. The Walt Disney Company
Founded by brothers Elias and Roy
Disney in 1923

4. Started as a cartoon studio before
diversifying into live-action films,
television and theme parks

5. Michael Eisner, appointed CEO in 1984 added
DCP to the company’s portfolio to supplement
revenues

6. Disney Consumer Products
Extended the Disney brand to
merchandize by character licensing

7. Global Character Licensing Industry
(2006)
56%44%
Retail Sales
Disney
Others

8. DCP Licensing Models
1. Traditional Licensing
2. Direct to Retailer
3. Contractual Licensing

9. Disney Consumer Products faces
backlash
Starting 2004, Disney faced widespread
criticism over its consumer foods and
beverages, which were seen as a cause of
obesity among children

10. Causes of Obesity
1. Larger portions
2. Increased sugar intake
3. Increased frequency of eating junk
food

11. How did Disney respond?
Reconsidered its entire range
of food products

12. Embarked on a mission to improve
the nutritional value of its offerings

13. Strategy
1. Improve nutritional value of
existing products
2. Introduce new and healthy
products

14. Improving nutritional value
of existing products

15. Disney arrayed its product portfolio
into 5 categories and allotted
calories to each category

16. 1100
400
100
100
100
No. of calories
Main meal
Side dish
Snacks
Drinks
Treats

17. Products that fit the criteria
stayed, while the ones that did
not, were modified to adhere to
it

18. DCP reformulated some products
and shrunk portions for others

19. By September 2005, 75% products
complied with its nutritional
standards

20. Introducing new and
healthy products

21. Started marketing fresh fruits
and vegetables along with
packaged foods

22. Collaborated with Imagination
Farms to produce high quality
fruits and vegetables

23. Used character licensing for
advertising the fresh fruits and
vegetables

24. Provided retailers with customized
marketing campaigns that linked the
products to the Disney experience

25. Added value by using characters in
products to invoke the Disney
magic

27. Competitors
Disney faces competition from other companies
in the cartoon and animated film space, namely:
1. Warner Bros.
2. Nickelodeon
3. Sesame Workshop among others

28. Distribution Channels
Disney collaborates with global retail
giants like Walmart, Kroger and
Target to boost sales by offering
exclusive offers

29. Future Measures
Disney plans to make
nutritionally beneficial changes
to its food offering at Disney
theme parks and Resorts

30. Risks

31. The brand re-positioning cost Disney
millions of dollars in losses. Absence
of consumer demand is another
cause of concern

32. Pricing
Keeping prices too high drives
customers away, while lowering them
too much tarnishes the brand value.
Disney presently, has a competitive
pricing mix

33. Disney needs continuous efforts to gain
acceptance and market share for its new
products

34. Future Prospects

35. Venturing into:
1. Food Service (Lunch Programs)
2. Out-of-home consumption