Drawing upon theories that reconceptualize toys and artifacts as identity texts, this study employs mediated discourse analysis to examine children’s videotaped writing and play interactions with princess dolls and stories in one kindergarten classroom.

2. Internship under
Prof Sameer Mthur
IIM Lucknow
Created By Chinmoy Adhikari

12. 1998-1999 the sales on US and
Japanese markets decreased by
10%and 15%
Decline due to:
High royalty rates and reliance
on character licensing from
new firms

13. In 2000,Andy Mooney provoked
shift from pure licensing
business model to models
that offered more flexibility
Introduced Direct to Retail(DTR)
model and DTR Distribution
model along with
traditional licensing model

16. OBESITY EPIDEMIC
MORE THAN
30% AMERICAN
CHILDREN
BETWEEN AGES
OF 5 & 9 YEARS
ARE
OVERWEIGHT
OUT OF WHICH 14%

18. Problem definition
Could Disney use its ‘magic’ to switch children from
sugary to more nutritious diet? Could they sustain?
Food items mainly focused
on were sweets, ice creams
and other confectionary items
that were a rich source of sugar
and fats

19. Disney branded was accused contributing towards the growing
obesity epidemic
(Confectionery products, Uncontrolled eating habit)
Healthy foods for children
Disney need to reconsider the nutritional value of their
food products
Establish credibility with the government,
manufacturers, parents and nutritionist
Problem Analysis
Children’s taste impact the consumption

20. The Key Role Taker
Harry dolman : executive vp,dcp-food,health and
beauty group
Michael Eisner :ceo,disney
Herman kay kamen :
Andy mooney :president ,dcp
Lance gatewood : vp,dcp-food health and beauty
group
Embola ndi : vp,product development ,dcp
John honeck : team leader ,dcp.grocery and drugs
business

21. What they did?
 Establish Disney Nutritional
Guidelines
 Using three licensing and
distribution models
June 2006, Disney Consumer Products ( DCP
) decided to change the nutritional content of
their product and introduce new healthy
foods for children under the slogan of “Better
for you”

27. SWOT Analysis
Strength
• Good image of brand
• Strong characteristic
• Cooperate with big retailers
(Kroger and Wal-Mart)
Weakness
• Doesn’t have own manufacturing
for DCP
• Growing criticism from activists,
parents and governments around
the world about contribution to
the growing obesity epidemic
Opportunity
• Mothers beliefs and expectations
about DCP
• Disney channel
Threats
• Competitors
• High expectations from mothers

28. Five C’s
5CCompany
(Disney , DCP)
Customer
(Children and
parent)
Collaborator
(Imaginator Farm,
Kroger) Context
(Increasing
Obesity in
Children &
Adults)
Competitor
(Nickelodeon,
Warner, etc.)

29. COMPETITION In market

30. competition in commodity markets

31. competition in the entertainment
sector

33. Decision-Making
Process for Children’s Products

34. Needs and Wants
Needs
(Food)
Parents Wants
(portion controlled, high
quality, taste good,
reduced fat and sugar)
Children Wants
(fun graphics, shapes,
good taste, great fun)

38. Advertisements made by the company
spread the common message of the
high nutritional production contents offered
under the Disney brand

43. The primary focus of this paper is to describe how to create various
marketing strategies appropriate to each generation’s characteristics and
behaviours, particularly in terms of segmentation, products and services, and
communication. Being sensitive to the various generations will help
marketers to become more conscious of and responsive to their customers’
needs and behaviours.