Walt Disney, Mickey Mouse, Disney consumer products, their contribution to obesity epidemic, DCP's broadening and rationalising of products, introduction of healthier food options, role of advertising and peer pressure among children, FDA compliance, market competition and Disney magic.

1. Disney
Consumer
Products:
Marketing
Nutrition to
Children

2. WALT
DISNEY

3. $32
BILLION
COMPANY
IN 2005.

4. $2.5
BILLION
NET
INCOME
IN 2005.

5. CONSUMER
S SPENT
9160 HOURS
WITH
DISNEY PER
YEAR

6. DISNEY CONSUMER PRODUCTS

7. 1996:
DISNEY SIGNED 10
YEAR LICENSING
DEAL WITH
McDONALDs
RESULT:
• FEATURING DISNEY
CHARACTERS IN
PROMOTIONS
• DISNEY TOYS WITH

8. NOW THE PROBLEM IS THAT:
…30% AMERICAN KIDS

9. 14%
AMERICAN KIDS ARE OVERWEIGHT!!!

10. DISNEY FACED
CRITICI
SM
AS IT
CONTRIBUTED
TO THE
OBESIT

11. DCP SAW THIS AS
AN
OPPORTUNITY
TO BROADEN AND
RATIONALISE ITS
FOOD
PRODUCTS

12. MARKETIN
G
NUTRITI
ON
TO KIDS

13. COULD THE COMPANY USE ITS
“MAGIC” TO GET CHILDREN
TO SWITCH FROM SUGARY,
PROCESSED FOODS AND
BECOME LIFELONG CONVERTS
TO A MORE
NUTRITIOUS DIET?
WHAT WAS THE
FOOD INDUSTRY’S

14. 2004,
DCP’s
BRANDED
FOOD
PRODUCTS
ACCOUNTED
FOR LESS
THAN 1%
OF THE
CHILDREN’S
FOOD
MARKET

15. DCP
DISCOVERED
THAT THERE
WAS A SLIGHT
GAP BETWEEN
WHAT THE
CHILDREN
DEMANDED
AND WHAT THEIR
PARENTS WERE
WILLING TO

16. ADVERTIS
ING AND
PEER
PRESSUR
E
INFLUENCE
KIDS
GREATLY

17. THEY DEMAND
CHARACTER DRIVE
PRODUCTS

19. FOR THE MOMS,
DISNEY IS SYMBOLIC
OF MAGIC, EVEN
WHEN ITS ABOUT FOOD

20. DISNEY’S
GOOD
FOOD…

21. DCP FOLLOWED FDA’S DIETARY GU

23. 41%
OF THE PRODUCTS
COMPLIED WITH THE
NORMS ANS STANDARDS
28%
OF THE PRODUCTS WERE
PLANNED TO BE PHASED
OUT
BY 2008,
THE COMPANY
PLANNED TO EITHER
BRING ALL ITS
PRODUCTS UNDER
COMPLIANCE OR
HAVE THEM PHASED
OUT

24. DISNEY’S IMAGINATION FARM

25. DCP PACKAGED FOUR
OR FIVE OUNCE OF
POTATOES FOR KIDS
AND THE RICHER
FLAVOUR, YELLOW ONES

26. FRUITS AND
VEGETABLES
PACKED IN 3-OUNCE
BAGS
THE LUNCHBOX PROGRAM

27. KROGER DISNEY
MAGIC SELECTION
PRODUCTS

28. COMPETITO
RS
COMMODITY
PRODUCE ENTERTAINMENT CHANNELS

29. COMPETITION, BUT WE
BELIEVE WE CAN BEAT THE
COMPETITION BECAUSE
EVEN IF THEY DEVELOP AND
MATCH OUR NUTRITIONAL
STANDARDS, THEY CANNOT
ACCESS DISNEY MAGIC.
-EMBOLA NDI,VICE PRESDENT, PRODUCT
DEVELOPMENT

30. WIN-WIN SOLUTION:
FOR THE KIDS, THEIR MOMS AND
THE DCP

31. SOLUTIONS
COLLABORATE HEALTHY FOOD WITH DISNEY
PROGRAMS
DISNEY CHARACTERS SHOULD BE SHOWN
CONSUMING HEALTHY FOOD TO ENCOURAGE
CHILDREN EAT THE SAME…

32. SOLUTI
ONS
HEALTHY FOOD CAMPAIGN FOR PARENTS
• PARENTS MUST BE AWARE OF HEALTHY EATING
HABITS FOR THEIR CHILDREN
• THEY MUST GIVE THEIR CHILDREN HEALTHY FOOD AND
IN THE RIGHT PROPORTION

33. SOLUTIONS
INTRODUCE A NEW CHARACTER
DISNEY COULD, PERHAPS, LAUNCH A NEW CHARACTER
WHO CONSUMES HEALTHY FOOD TO BECOME
STRONG AND FIGHT THE VILLAINS.

34. SOLUTIO
NS
PROMOTION SINCE KINDERGARDEN
CHILDREN SHOULD BE TAUGHT TO EAT
HEALTHY FOOD AS EARLY AS
KINDERGARDEN

35. CONCLU

36. IT IS NOT EASY FOR DISNEY TO
CHANGE THE MARKET TASTE,
BECAUSE IT WOULD TAKE A LOT OF
TIME TO REPLACE AN OLD
HABIT FOR A NEW ONE…
DISNEY’S SOCIALLY
RESPONSIBLE BEHAVIOUR:
MARKETERS MUST EXERCISE THEIR
SOCIAL CONSCIENCE
IN SPECIFIC DEALING WITH

37. THANK
YOU!!

38. DISCLAIMER
CREATED BY SHIVANGI PANDEY, NMIMS,MUMBAI DURING AN
INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM LUCKNOW!