The document discusses Disney's efforts to address childhood obesity through its brand by promoting nutritious food products while maintaining its brand image. It details the problems faced, solutions proposed, and strategies implemented, including collaboration, marketing, and product development. Ultimately, Disney aims to leverage its brand to encourage healthy eating habits among children and support parents in making healthy choices.

2. Content
i) History
ii) Problem Definition
iii)Analysis
iv)Solution
v) Conclusion

3. History

4. Responsible for extending Disney Brand
to merchandise

5. The situation when…
Sales Dropped in America &
Japan
American kids are
overweight
Obesity is increasing
Andy Mooney introduced
DTR and also kept

6. The Problems..
Growing obesity epidemic
Establish credibility with
government
Nutritional Value with
taste

7. Problem Definition
To make mom & kid both
happy
Could Disney use it ‘magic’ to switch children from sugary to more
nutritious diet ?
• Can Disney meet
requirement of FDA ?
• Can Disney make kid &
Parent both happy?
• Can Disney Keep up with
its brand image?

8. Analysis
Contribution for obesity
Reconsider nutritional
value for food products
Establish brand image & credibility with governement, parents &
nutritionalist
Children’s taste impact on
consumption

9. Alternatives

10. What DCP did??
Merchandise licensing
Licensing & distribution
model
TLM
Sourcing
DTR

12. What DCP did??
• Used 3 licensing & distribution model
• Established nutritional guidelines
• They saw it as opportunity to reconsider its range of
food

13. DCP’s Steps
DTR Model: Success
• Successfully established DTR relationships with retailers
(Target, Walmart etc)
Disney at supermarkets
Market research: Mom’s trusted Disney (Brand Image)
Behavioral Study:
• Advertising effect,
• Gap between mom and kid’s want
• Balance of product potfolio
Adapting Market response & new scope

14. SWOT Analysis
Strength
• Good Brand image
• Strong
characteristics
• DTR
Weakness
• No self
manufacturing
• Critics
• Different wants
Opportunities
• Leading licensers
• Mother’s belief
• Channel
Threats
• Competitors
• New consumption
pattern
• Expectations of
moms

16. Product Portfolio
Main
meal
Side
dish
Snacks
Drinks
Treats

18. • 75% of DCP’s product were compiled with
nutritional standards by 2005
• The company planned to have all its products
being compiled or phased out by 2008

19. Now the question is..
• Can Disney use it’s brand
image to reach out
children?
• Or it will bring down the
brand value of Disney ?

20. Solution

23. Solution ctd..
• Collaborate Healthy food with
Disney programs
• Healthy food campaign for parents
• New Characters
• Promotion through kindergarden

24. Collaborate healthy foods with Disney Programs
Disney films shows
healthy food consumed by
Disney characters to
affect the children who
can also consume healthy
food
Tell the children
disadvantages of
consuming non healthy
food items

25. Healthy food campaign for parents
Parents must also tell the
advantage of healthy
foods and give them that
in right proportion
Tell the parents that
Disney has products which
meet the nutrition
requirement and
standards

26. New Character
Disney could create new character that
has advantage of healthy foods on their
adventure

27. Promotion through kindergarden
Create children’s habit to eat
healthy since kindergarden
Children must understand
advantage of healthy food

29. Marketing strategy
Differentiate commodity
produced through promotion
(using stickers)
Create value added products
through products preparation
Develop exclusive produce
varieties that would yield
more child friendly foods

30. The Disney Magic Selection (DMS)

32. Will the competitors sit quiet?
There are competitors who already have
healthy foods and related programs but
they failed to create the magic that
Disney was able to deliver

37. The Confidence
“ We expect competition, but we believe
we can beat the competition because even
if they develop and match out nutritional
standards, they can not access Disney
magic” VP, Disney

38. The new challenges..
• It had to face the problem of pricing & value
• Leaving behind the legacy!
• Differentiation & competition
• Growth & distribution
“Within DCP we will take a short term hit
financially, but we are doing the right thing &
getting food business results” Mooney & Dolmon

39. Conclusion
Disney was able to
create its magic in
nutritional food
products fighting
against obesity!
Was not easy to adopt
wining solution in all
aspects but they
succeed

40. Disclaimer
Created by Tarun Kateja, IIT Madras
under the mentorship of Prof Sameer
Mathur, IIM Luchnow