This document summarizes Disney Consumer Products' efforts to market more nutritious foods and beverages to children given criticism over contributing to childhood obesity. It discusses: 1) Disney facing criticism for branded foods high in sugar and calls to provide healthier options. 2) In 2006, Disney established nutritional guidelines to control sugar, fat and additives in licensed products and introduced new "Better For You" foods. 3) Disney took three approaches - offering already healthy foods, making healthy foods more fun, and inspiring product sampling through packaging.

1. DISNEY CONSUMER PRODUCTs:
MARKETING NUTRITION TO CHILDREN

2. 1923
1955
1983
1986
2004
the obesity
epidemic

3. in 2006
Studio
Entertainment
Media
networks
DCP Parks
and
resorts

5. $21 billion
retail sales,
2005

6. 30 %
of
the
American
kids are
Overweight

7. 14 %
Of
The
American
kids
are
obese

8. Disney faced huge
criticism for
contributing to obesity
epidemic

9. Government imposed
rules on broadcasters
asking not to
encourage
excessive food
consumption

10. Kellog’s and General
Mills increased their
advertising
spending on children
television channel

11. >Disney brand was accused of
contributing towards the growing
obesity epidemic among children
(Confectionery products, Uncontrolled eating habit)
>Disney need to reconsider the
nutritional value of their food
products to provide healthy
foods for children
> Establish credibility with
the government,
manufacturers, parents and
nutritionist

12. Problem Definition

13. Could Disney use its
MAGIC to switch
children from
sugary to more
nutritious diet ?
Could it SUSTAIN ?

14. Can Disney
meet the
NUTRITIONAL
GUIDELINES
set up by FDA?

15. Can Disney
use its
BRAND IMAGE
to reach out
to children?

16. Or will it
bring down
the BRAND
VALUE of
Disney?

17. In 2004, DCP’s branded food products
accounted for less than 1% of the
children’s food market.

18. DCP discovered that there was a gap between the food
that children requested and the food that their mothers
were willing to buy for them.

19. The products needed to
be make kids feel
special and it had to
be mother approved

20. What they did
In June 2 6, DCP decided to
change the nutritional
content of their products
and introduce new healthy
foods for children under
the slogan “Better
for you”
Established Disney nutritional
guidelines
Used three licensing and distribution
models

21. It is seen that
advertisements
strongly influence
kids
They demand for
character driven
products as they
see in the
advertisements.

22. Disney
nutrition
guidelines

23. Controlled
levels of
added sugar
No trans or
hydrogenated
fats
Promote
fiber and
calcium
Minimal
use of
additives

24. The company
adopted
3 approaches
in order to create
the food products

25. It started to
offer products
that already
had broad
appeal

26. They took the
products that
were already
healthy and
tried to involve
more funwith
them

27. They used
packaging
to inspire
product
sampling

28. Major competitors

30. Sales increased
by 2%% after the
introduction of
Dora and
SpongeBob
characters in
product
packaging

31. Warner bros
joined hands
with Ready
pac

32. Challenges
ahead

33. Pricing and value
The biggest
challenge for the
DCP was to provide
the value added
products at
AFFORDABLE
PRICES

34. legacy
Though the products
will be healthy and
fun-filled, they
expected some
skepticism based on
past criticism

35. competition
The managers
believed that a
combination of wide
distribution, broad
product line and the
Disney brand would
definitely win over
the crowd

36. Growth and distribution

40. Disneyis surely
going to face many
challenges and
difficulties ahead
in order to develop
the same old habit
among its customers
for using its
products.

41. Created by
Shalin Mayank,
IIT Bombay, as a part
of the marketing
research internship
under
Prof. Sameer Mathur,
IIM Lucknow

42. Thank you