Marketing Internship on HBR Case Study under Prof. Sameer Mathur

1. DISNEY CONSUMER PRODUCTS
MARKETING NUTRITION TO CHILDREN

3. 1923
1983
1955
1986
FOUR MAJOR BUSINESS SEGMENTS

4. 32$ BILLION COMPANY, 2006

5. 2.5$ BILLION NET INCOME, 2006

6. DISNEY CONSUMER PRODUCTS
SOFTLINES
( Apparel, Footwear
and Accessories )
HARDLINES
(Food, Health and Beauty,
Electronics, Stationery
BUENA VISTA GAMES HOME AND INFANT
PUBLISHING TOYS

7. 23$ BILLION
WORLD WIDE RETAIL
SALES IN 2006

8. 30%
AMERICAN CHILDREN
ABOVE 5-9 YEARS ARE
OVERWEIGHT

9. 14%
AMERICAN CHILDREN
ABOVE 5-9 YEARS ARE
OBESE

10. INCREASED PORTION SIZE
SUGAR SWEETENED PRODUCTS
LACK OF EXERCISE
SUGAR SWEETENED PRODUCTS
CAUSES :

11. DISNEY FACED
CRITICISM
FOR CONTRIBUTING
TO OBESITY EPIDEMIC

12. GOVERNMENT IMPOSED
RULES ON BROADCASTERS
ASKING NOT TO ENCOURAGE
EXCESSIVE
FOOD CONSUMPTION

13. KELLOGS AND GENERAL MILLS
INCREASED THEIR ADVERTISING
STRATEGY ON CHILDREN
TELEVISION CHANNELS

14. DISNEY SAW IT AS AN
OPPORTUNITY
TO RECONSIDER ITS RANGE OF
FOOD PRODUCTS

15. MARKETING
NUTRITION TO KIDS

20. DCP DISCOVERED THAT
THERE WAS A GAP
BETWEEN THE FOOD
CHILDREN REQUESTED
AND THE FOOD THEIR
MOTHERS ARE
WILLING TO BUY FOR
THEM

21. PEER PRESSURE
AND ADVERTISING
STRONGLY
INFLUENCED KIDS

22. MOMS ASSOCIATE DISNEY
STRONGLY WITH MAGIC.
THE PRODUCT NEEDS TO
MAKE KIDS SPECIALAND
MOM - APPROVED

25.  CONTROLS THE LEVEL OF ADDED SUGAR
 MINIMIZING THE USE OF ADDITIVES
 PROMOTE FIBER AND CALCIUM
 CONTAINS NO TRANS OR HYDROGENATED FATS

26. DCP’S THREE MODELS

28. TO
DIFFERENTIATE
COMMODITIES
SUCH AS
PEACHES AND
APPLES, PLU
STICKERS WERE
ADORNED WITH
DISNEY
CHARACTERS

29. WE
PACKAGE
FOUR OR
FIVE
OUNCE
POTATOES
FOR KIDS
OR
PERHAPS
HIGHER
FLAVOUR,
YELLOW
POTATOES

30. A LUNCH
BOX
PROGRAM
WERE
FRUITS AND
VEGETABLES
WOULD
BE PACKED
IN 3 – OUNCE
BAGS

47. FOR MOM, KIDS AND DISNEY
CONSUMER PRODUCTS

50. CREATED BY SHILPA. S, ABBS BANGALORE, AS PART
OF AN INTERNSHIP DONE UNDER GUIDANCE OF
PROF. SAMEER MATHUR, IIM LUCKNOW.