Disney Consumer Products was facing challenges due to accusations of contributing to childhood obesity through marketing of unhealthy food products. To address this issue, DCP launched offerings of fresh fruits in 2006 and took the obesity epidemic as an opportunity to create a new market for healthier staple foods including fresh fruits and vegetables. DCP developed exclusive produce varieties to make healthier options more appealing to children, explained nutrition through fun facts on packaging, and partnered with retailers like Kroger to establish new healthy brands like Disney Magic Selections. This allowed DCP to reposition its food portfolio, maintain its trusted brand heritage of providing "better for you" options, and address criticisms around impacts on children's health.

1. Disney Consumer Products:
Marketing Nutrition to Children

2. Walt Disney
When you believe in a
thing, believe in it all the
way, implicitly and
unquestionable.

3. Business Situation

4. Disney Consumer
Products ● Soft Lines - Apparel,Footwear &
Accessories
● Buena Vista Games
● Home and Infant
● Hard lines - Food, Health & Beauty,
Electronics & stationery
● Publishing
● Toys
Responsible for extending
Disney brand to merchandise
Six Lines of Business

5. Debut of Mickey
Mouse in Steamboat
Willie
10 mins
Licensing became
formal Business unit
30 mins
Expand beyond Film
and Television
Renaissance of Disney
Animation, 1984 Focus
on entertainment assets
The obesity epidemic
2006 DCP launched
offerings of fresh
fruits
1923 1932 1950 1954 1980’s-90’s 2004
Debut in first TV
program and Opened
Disneyland in
California

6. Business Situation
DCP was leader in licensors of character
driven entertainment brands with a
worldwide retail sales of $ 21 Billion

7. Business Situation
Licensing and Distribution Models
Traditional Licensing
model
Sourcing Direct to Retail

8. Business Situation
DCP established successful DTR
relationships with retailers like Walmart.
Direct to Retail

9. Market Research
Research revealed that mothers
transferred their perceptions of Disney
brand as high quality, trustworthy and
familiar line of food and beverages. Direct to Retail

10. Market Research
Research revealed that mothers
transferred their perceptions of Disney
brand as high quality, trustworthy and
familiar line of food and beverages. Direct to Retail

11. Consumer Behaviour
Peer pressure and advertising strongly
affect kids.
There is a gap between food that kids
want and what mothers are willing to
buy.
Direct to Retail

12. Problem Definition

13. Problem Analysis
Disney Brand accused with obesity epidemic.
Company needs to reconsider nutritional value
for their food products for healthy foods.
Company needs to establish Credibility.
Children’s Taste impact the consumption.

14. New Market Scope
Fresh Fruits , Vegetables and new Store keeping units

15. Challenging Obesity
DCP took obesity epidemic as an
opportunity to create new market for
food products which are staple
including farm fresh fruits and
vegetables

16. Product Portfolio
Main Meal Side Dish Snacks Drinks Threats

17. Creating Disney Food Products
Offering products that already had large appeal.
Take healthier products and make them more “fun”.
Partner with manufacturers and take something that is already working and
make it more “fun”.

18. Product Development Strategy
1 2 3
Differentiate commodity
produce through promotion
Create value added products
through product preparation
Develop exclusive produce
varieties that would yield more
child friendly foods

19. Explaining nutrition to children through fun facts on product
packaging.

20. Competitors
Some of the competitors who were already in the food products
market.

21. Disney with Kroger established a new brand
Disney Magic Selections
(DMS)

22. Disney used story telling through its
characters to understand the product and
to communicate to kids in fun way.

23. Risks

24. Pricing
Disney consumer products faced marketing challenge of delivering quality
products at affordable prices.

25. Heritage
Disney consumer products are successful in maintaining the company's
heritage and its strategy “Better for you”.

26. Competition
There is always a competition. Disney’s Magic sets it apart for rest

27. Distribution
Opening of DTR relations with other companies is essential to develop
additional lines and more licenses.

28. Recommendations

29. ● Disney should collaborate with Healthy food products and showcase them
in their programs.
● Disney films should show their characters consuming healthy food and also
picturize the disadvantage of having non healthy food.
● Improve packaging to provide nutritional facts and jokes that help in
engaging of other children in the same product.
● Healthy food campaigns for parents.
● Improve coordination between the Disney and its stakeholders

30. Disclaimer
The slides were made by Ravi Teja, as a part of an internship under the guidance of
Prof. Sameer Mathur.

31. Thank You