Founder, Market Strategy, Corporate Strategy, Major Business Segment, DCP, Disney charactes

1. Disney Consumer
Products: Marketing
nutrition to young
children

2. Index:
• Founder
• Past Events
• Current Situation
• Challenges and Problems
• Recommendations
• Conclusions

3. The
company
was
founded as
a cartoon
studio by
Walt and
Roy Disney
in 1923.

4. Past Events:
The wonderful
world of Disney
The Mickey
Mouse Club
Expanded
beyond film and
television:
Amusement
Parks
The obesity
epidemic
DCP launches
fresh fruits

5. DCP signed an
exclusive 10-year
licensing deal
with Mcdonald’s
that gave fast
food right to
feature Disney
character and
promote its
products.

6. Major Business segments of
Disney
Media
networks
Studio
entertainment
Parks and
Resorts
Disney
Consumer
Products
(DCP)

7. Retail stores in Europe and the US stocked the DCP
Formation of DCP enabled the company to introduce and utilize the Disney brand to
products varying from toys to interactive games to food and beverages.

8. Challenges and Problems
Cant
Disney’s
magic
cut down
obesity?

9. Mothers perceived Disney products as being of high
quality and wished to buy healthy foods for their children.

10. DCP products need to meet USDA dietary guidelines.

11. The “nutritious” food needed to appeal children.

12. Globalization
• The company took advantage of improving transport and
communication infrastructures and managed to become an
international company operating in 90 countries
• Revenue reached 23 billion dollars.
• The powerful advertising effect arising from the use of Disney
characters reached to the entertainment industry.

13. Corporate
Strategies

14. Using widely acceptable products in healthier form.

15. Firm selected some already healthy foods and
made them go under the company’s brand.

16. Sampling
of
products
was
encouraged
by
product
packaging.

17. Marketing Strategy

18. Advertisements made by the company captured
kids’ attention to their products.

19. Nutritious food appeals mothers

20. 4P’s
Price
Product
Promotion
Place
Price
Product
Place
Promotion

21. Recommendations

22. New
Disney
characters
must be
created

23. Aggressive
change
towards
more
healthy
products

24. Conclusion:
• Application of good business development strategies
defines the success of DCP
• Development of products in accordance with the
current market requirements enables the company to
position itself as the leader in the healthy foods
production

25. Thank you

26. DISCLAIMER
Created by Akanksha Singh, B.Tech JUIT
during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow.