Disney consumer products faces a problem of being seen as contributing to childhood obesity through marketing of unhealthy foods. Its current situation includes being the world's largest licensor but not having its own manufacturing. A market analysis found a gap between foods children request and what mothers buy, and that advertising strongly influences children. Disney has a positive brand perception. To address this, in 2006 Disney introduced new nutritional guidelines, reformulating 41% of products and developing new healthy options under the slogan "better for you". This included collaborating with farms and retailers to market fresh produce and exclusive healthy lines. It will take time to change consumer habits but coordination with stakeholders is needed for Disney to achieve its objectives.
Disney consumer products : Marketing Nutrition to childrenSameer Mathur
In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space?
Disney consumer products : Marketing Nutrition to childrenSameer Mathur
In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space?
Disney Consumer Product : Marketing Nutrition to ChildrenMehar Kathuria
Assignment 2 :
Here's a presentation on a Harvard Business School Case analysis : Disney Consumer Product (Marketing Nutrition to Children)
This presentation was created for a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow
I hope you'll like it :)
Disney Consumer Products-Marketing Nutrition To ChildrenKrishna Khandelwal
This presentation is on a Harvard Business School case study on how Disney Consumer Products re-positioned its brand image, to focus on nutritious food for children considering the rise in overweights and obese children.
Disney Consumer Products: Marketing Nutrition to ChildrenJishnu Mohan
A case analysis of Disney Nutrition Product: Marketing Nutrition to Children prepared by Jishnu Mohan during a marketing management internship under the guidance of Professor Sameer Mathur, IIM Lucknow
Disney Consumer Product : Marketing Nutrition to ChildrenMehar Kathuria
Assignment 2 :
Here's a presentation on a Harvard Business School Case analysis : Disney Consumer Product (Marketing Nutrition to Children)
This presentation was created for a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow
I hope you'll like it :)
Disney Consumer Products-Marketing Nutrition To ChildrenKrishna Khandelwal
This presentation is on a Harvard Business School case study on how Disney Consumer Products re-positioned its brand image, to focus on nutritious food for children considering the rise in overweights and obese children.
Disney Consumer Products: Marketing Nutrition to ChildrenJishnu Mohan
A case analysis of Disney Nutrition Product: Marketing Nutrition to Children prepared by Jishnu Mohan during a marketing management internship under the guidance of Professor Sameer Mathur, IIM Lucknow
Disney Consumer Products: Marketing Nutrition to ChildrenMrudula Kavuri
Disney Consumer Products faces a big challenge when the obesity epidemic struck in 2005. They were being blamed for the rise in number of overweight and obese children, And so, the had to follow the guidelines set by USDA and improve their food quality. The question is, how did they do it? What are the challenges faced by the company during this transition, how did it overcome them?
Got Milk was campaign started during 1980s in California to stop the decline of Milk consumption in the state. The campaign was designed by CMPB head Jeff Manning and Silverstein Ad agency. The fund for the campaign came from Farmers and Processors. The campaign was runaway hit and was replicated all over U.S. and Europe. The campaign lead to increase in the sales of Milk.
Disney consumer products-nutrition to children abhijeet kaur
The case analysis of The case- Disney consumer products-Marketing nutrition to children. slides/ presentation.
By - Abhijeet Kaur
Khalsa college for Women,GNDU.
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6. DCP was the world’s largest
licensor, with more than $21 billion
in retail sales of licensed products.
7. DCP’s distribution models:
• Licensees handled product innovation,
manufacturing, sales and marketing.
Traditional
licensing:
• Products are created and designed by
disney and licensees handle
manufacturing sales and marketing.
Sourcing:
• Selling brand and character rights
directly to retailers, bypassing wholesale
licensees.
Direct to
retail:
8. Disney was being held
responsible for contributing to
obesity among children.
Current situation
11. Causes:
2) Excessive advertising.
• The average child viewed more than 40,000
TV commercials annually, 50% of which were
for high calorie and high fat foods.
12. Hence USDA came up with standards
for marketing food:
• Actively promote healthful diets for children.
• Create or reformulate children’s products,
improving nutritional content.
• Develop an empirically validated industry wide
rating system for labelling and advertising that
conveyed nutritional information.
• Enforce strict marketing standards and adhere
to self-regulatory guidelines for advertising.
13. Current situation
• DCP estimated that
its brand food
products
accounted for less
than 1% of the
children’s market
in 2004.
14. The company’s changing licensing models,
retail industry consolidation, and obesity
epidemic offered DCP an opportunity to
broaden and rationalise its product
offerings.
15. Can Disney use its
magic to switch
children from sugary
to nutritious diet?
Problem definition:
17. The research shows that:
• There was a gap
between the foods
children requested and
the foods their mothers
were willing to buy.
• Children influenced
purchase decisions
whether they were in
the store with their
mothers or not.
18. The research show that:
• Peer pressure and
advertising strongly
influence kids
preferences.
• Kids demand products
that make them ‘in’
with their peers.
19. The research shows that:
People perceived Disney
brand as-
• High quality
• Trust worthy
20. The results concluded that:
• To appeal to mothers the products must be:
• Portion controlled
• High quality
• Taste good
• Reduce fats and sugar
• REQUESTED BY CHILDREN.
22. Brand recognition. high risk factor.
Strong diversification. doesn’t have its own
Cooperativeness. manufacturing unit for DCP.
Positive perception about
the brand & character competitors.
Popularity . Pricing competition.
27. In June 2006, DCP has decided to
change the nutritional content of
their products and introduce new
healthy products for children under
the slogan- “better for you”.
They established Disney nutritional
guidelines.
28. DCP- nutritional guidelines.
• Controlled level of added
sugars
• No added carbs and
hydrogenated fats.
• Minimize the use of
additives.
• Promote calcium and
fiber
• Prefer to use whole foods
that are dense in
nutrients.
29. This can be achieved through:
• Reformulating some
products.
• Shrinking portions for
others .
• Phasing out some others.
30. 41% of the existing products were
meeting the nutritional guidelines
35. DCP began licensing
its products to
imagination farms, a
national fresh
produce firm in 2006.
36. Disney established a
DTR relationship with
kroger for an exclusive
line of disney branded
products.
37.
38. Collaborate healthy food with disney
programs
• Disney films show disney’s
characters having healthy
food, to affect the children
who watch the film to also
consume healthy food
41. It is not easy for Disney to
revolutionize the market at once.
• It takes time to replace consumers old habits .
There must be very good coordination
between Disney and its stakeholders
for Disney to achieve its objectives.
43. Disclaimer
Prepared by G Sai Samhitha, BITS-Pilani
Hyderabad campus, as a part of marketing
research internship under prof.Sameer
Mathur, IIM Lucknow.