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- 1. DISNEY CONSUMER PRODUCTS: MARKETINGNUTRITION TO CHILDREN
- 2. Index • What isDisney? • A brief history of Disney • Disney-A Glance • Opportunity • Defining the problem • Challenges • Observations • Actions taken • Alternatives
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- 4. What is Disney? Another name forfun and magic!
- 5. A brief historyof Disney 1923 Disney was founded with the debut of Mickey Mouse in Steamboat Villie Disney licensing became a formal business unit 1932 1950s Expansion beyond film and TV 1955 Opening on Disneyland in Anaheim, California debuted its first TV program-the wonderful world of Disney 1954 1980s-1990s Renaissance of Disney Animation Focus on entertainment assets 1984 2004 The obesity epidemic DCP introduced its first offerings marketed by Imagination Farms 2006
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- 8. Disney-A glance DCP wasa global product organization comprised of six lines of business Softlines Buena Vista Games Home & Infant HardlinesPublishing Toys
- 9. Disney fell preyto the criticism from people who believed its products contributed to the obesity epidemic In
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- 12. Opportunity Managers at DCPsaw the controversy as an opportunity to reconsider its entire range of food products
- 13. Opportunity There was agap between the foods children requested and the foods their mothers were willing to buy for them.
- 14. Opportunity Peer pressure andadvertising strongly influence kids’ preferences, which gave them an opportunity to expand their portfolio
- 15. Defining the problem CouldDisney use its “magic” to get children to switch from sugary, processed to a more nutritious diet?
- 16. Defining the problem CouldDisney sustain in the market despite revising its entire range of food products?
- 17. OpportunityDefining the problem CouldDisney provide leadership for the rest of the food industry and use its brand strength to reach children?
- 18. Challenges Consider the nutritional value of itsfood products
- 19. Challenges DCP food products shouldmeet USDA (U. S. Department of Agriculture) dietary guidelines
- 20. Challenges Products need toappeal to mothers and be requested by their children.
- 21. Challenges Wide distribution offresh, good quality and healthy food, making them more fun simultaneously
- 22. Observations Mothers perceived theDisney brand as having high quality, trustworthy and familiar to a line of food and beverages.
- 23. Children influence the purchasedecisions. Observations
- 24. Peer pressure and advertising stronglyinfluence kids’ preferences Observations
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- 26. Actions taken Use packagingto inspire product sampling, such as bagged fruits and vegetables featuring a back panel that provided nutritional facts, jokes and other child-engaging information
- 28. Actions taken Disney arrayedits portfolio of products into five categories main meal, side dish, snacks, drinks treats.
- 29. Actions taken The productsintegrated their favorite characters, and the aura and magic of Disney into the package design to encourage children to try the products
- 30. Reformulating some products andshrinking portions for others, phasing out the products which couldn’t meet the guidelines Actions taken
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- 32. Alternatives Coming up withcontemporary characters keeping pace with the likes of the kids
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- 34. Products having broadappeal should be made even healthier, like milk Alternatives
- 35. Increasing the reachby establishing successful direct-to-retail (DTR) relationships with large retailers. Alternatives