Done during internship under Prof.Sameer Mathur.

5. 1923
Debut of Mickey Mouse
1932
Licensing became a
formal business
1950
Expand beyond film and
television
1955
Opened Disneyland in
California
2004
Obesity Epidemic
2006
DCP Launched offerings
of fresh fruits
’s
History

6. Traditional
Leasing Model
Sourcing
Direct to
Retail(DTR)

8. 14%
of American children between the ages of 5
and 9 years were obese.
In Europe, childhood obesity rates in developed
countries doubled from 1973 to 2003

9. Cause
Food advertisements promote food purchase requests by children to parents, have
an impact on children’s product and brand preferences, and affect consumption behaviour. . .
Dietary choices influenced by exposure to these advertisements may likely contribute to
energy imbalance and weight gain, resulting in obesity.

10. Idea
Disney saw an opportunity to consider and improve
nutritional value of its food products.

12. Moms associate Disney with Magic and Kids want
fun graphics and shapes, good taste.
The products need to make them
feel special and must be non-patronizing and Mom-
approved.

13. Could DCP use its “magic” to get
children to switch from sugary,
processed foods and become lifelong
converts to a more nutritious diet?

14. S W
TO
• It’s association with
“magic” as a brand
image.
Strengths
• Criticism from
activists, and parents
who believed these
contributed to obesity
epidemic.
Weaknesses
• to consider and improve
nutritional value of its
food products
Opportunities
• Competitors like
Nikelodeon,Warner Bros
etc.
Threats
SWOT
Analysis

15. • Quality, Trustworthy, familiar.
• Good knowledge of customer needs.
• Good relations with retailers.
• It’s kids line was broad based and extended
across multiple categories in the store.
• Huge economic resoures.

16. • criticism from activists, parents and
governments that this companies
contributed to the growing obesity
epidemic.

17. • To improve nutritional values of its products.
• To simultaneously broaden and rationalize its product
offerings.
• To build a company around increasing consumption of
fruits and vegetables among children.
• To grow into new markets.
• To grow private label offerings.

18. • Competitors like
Nickelodeon,Warner Bros. etc.
• Availability of substitutes.
• Threat of not appealing to
children and deliver on the
brand’s promise of Disney magic.

19. Making already loved
products healthier.
Making already healthy
products more “FUN”.
Use packing to inspire
product sampling.

20. What was the food industry’s
responsibility in this
controversial space?

21. Advertising was highly effective in persuading children to request
products.
An average child viewed more than 40,000 television commercials
annually—50% of which were for high calorie, high fat foods and
beverages such as candy, fast food, snack foods, soft drinks, and
sweetened breakfast cereals.
Food advertisements have an impact on children’s product and brand
preferences, and affect consumption behaviour. . Dietary choices
influenced by exposure to these advertisements may result in
obesity.