Disney Consumer Products:Marketing Nutrition to Children
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A Harvard case study analysis CREATED BY VIJAY ARORA,COLLEGE OF TECHNOLOGY,PANTNAGAR DURING MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR,IIM LUCKNOW.
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Disney Consumer Products: Marketing Nutrition to Children
This document summarizes Disney Consumer Products' strategy to market healthier food products to children in response to criticism about contributing to childhood obesity. It discusses Disney conducting research in 2004 that found children want nationally branded foods while mothers want nutritious options. Disney then developed a line of Disney-branded fruits and vegetables in partnership with Kroger supermarkets. They also set nutrition guidelines for products and planned to make 41% compliant and phase out 28% by 2008. Disney believed their brand equity could increase the appeal of healthier foods to children and create a win-win for mothers, children and the company.
Disney Consumer Products: Marketing Nutrition to Children
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Kellogg's final ppt(2)
The document provides information about Kellogg's, the world's leading cereal and convenience food company. It was established in 1906 and produces products in 18 countries that are marketed in over 180 countries globally. Kellogg's entered the Indian market in 1994 but initially failed due to overconfidence, ignorance of cultural aspects, and a premium pricing strategy. The document then analyzes Kellogg's using various frameworks including PESTEL, the marketing mix, SWOT, market segmentation, and the product life cycle.
Kellogg's final ppt
- Kellogg's was established in 1906 in the United States and is now the world's leading producer of cereal and convenience foods.
- It entered the Indian market in 1994 and offers products like corn flakes, wheat flakes, and basmati rice flakes. However, it initially failed to understand Indian consumer behavior and culture.
- A PESTEL analysis identifies factors like regulations, economic and social conditions, and technology that Kellogg's must address in India.
Brand
Kellogg started in 1906 in Battle Creek, Michigan with 44 employees. Founder W.K. Kellogg was committed to nutrition, health, and quality. Kellogg has historically been an industry, innovation, and marketing leader. Today Kellogg is the world's leading cereal producer and a leading producer of convenience foods with 2009 sales of nearly $13 billion. Kellogg's core values guide their business and culture. Kellogg has expanded globally over the past century through new product development, marketing, and facility growth.
Disney
Disney Consumer Products aimed to market more nutritious foods to children to address the obesity epidemic. It developed nutritional guidelines for food products and found 41% already complied while 28% needed reformulation. Disney used characters and packaging to appeal to children and adopted strategies like healthier versions of popular foods. Major competitors included Nickelodeon, Sesame Workshop and Warner Bros. licensing characters on produce. Disney faced challenges of developing healthy foods that appeal to children, are successful products and gain public health support. Its goals included expanding product lines beyond partner Kroger and differentiating with characters, brand and price.
Kellogg's final ppt
The document discusses Kellogg's, the world's leading cereal and convenience food producer. It was established in 1906 and produces products in 18 countries that are marketed in over 180 globally. In India, Kellogg's entered in 1994 but failed initially due to overconfidence, ignoring cultural aspects, misunderstanding consumer behavior and habits, and premium pricing. The document then covers various marketing and strategic analyses including PESTEL, marketing mix, SWOT, and market segmentation used by Kellogg's.
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The Walt Disney Company was established in 1923 and is now a $32 billion mass media and entertainment conglomerate. In 2005, Disney generated $2.5 billion in net income. Disney Consumer Products (DCP) licenses Disney characters for use on food and other merchandise. In response to criticism over marketing unhealthy foods to children, DCP reformulated products to be more nutritious and launched partnerships with grocery retailers like Kroger to market healthier Disney-branded foods using characters like Chef Mickey.
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The document provides information about Kellogg's, the world's leading cereal and convenience food company. It was established in 1906 and produces products in 18 countries that are marketed in over 180 countries globally. Kellogg's entered the Indian market in 1994 but initially failed due to overconfidence, ignorance of cultural aspects, and a premium pricing strategy. The document then analyzes Kellogg's using various frameworks including PESTEL, the marketing mix, SWOT, market segmentation, and the product life cycle.
Kellogg's final ppt
- Kellogg's was established in 1906 in the United States and is now the world's leading producer of cereal and convenience foods.
- It entered the Indian market in 1994 and offers products like corn flakes, wheat flakes, and basmati rice flakes. However, it initially failed to understand Indian consumer behavior and culture.
- A PESTEL analysis identifies factors like regulations, economic and social conditions, and technology that Kellogg's must address in India.
Brand
Kellogg started in 1906 in Battle Creek, Michigan with 44 employees. Founder W.K. Kellogg was committed to nutrition, health, and quality. Kellogg has historically been an industry, innovation, and marketing leader. Today Kellogg is the world's leading cereal producer and a leading producer of convenience foods with 2009 sales of nearly $13 billion. Kellogg's core values guide their business and culture. Kellogg has expanded globally over the past century through new product development, marketing, and facility growth.
Disney
Disney Consumer Products aimed to market more nutritious foods to children to address the obesity epidemic. It developed nutritional guidelines for food products and found 41% already complied while 28% needed reformulation. Disney used characters and packaging to appeal to children and adopted strategies like healthier versions of popular foods. Major competitors included Nickelodeon, Sesame Workshop and Warner Bros. licensing characters on produce. Disney faced challenges of developing healthy foods that appeal to children, are successful products and gain public health support. Its goals included expanding product lines beyond partner Kroger and differentiating with characters, brand and price.
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The document discusses Kellogg's, the world's leading cereal and convenience food producer. It was established in 1906 and produces products in 18 countries that are marketed in over 180 globally. In India, Kellogg's entered in 1994 but failed initially due to overconfidence, ignoring cultural aspects, misunderstanding consumer behavior and habits, and premium pricing. The document then covers various marketing and strategic analyses including PESTEL, marketing mix, SWOT, and market segmentation used by Kellogg's.
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Kellogg's was founded in 1906 and sells well-known cereal brands worldwide like Corn Flakes and Frosted Flakes. While cereal is its core business, Kellogg's also sells snacks and convenience foods. Its vision is to enrich lives through foods and brands that matter, and its mission is to provide nutritious, superior value food products globally to build long-term growth. In 2012-2013, Kellogg's strategy focused on strengthening its megabrands, pursuing global opportunities, innovating new products, and acquiring companies to expand its business and maximize profits.
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Kellogg's initially failed in India with the launch of Corn Flakes in 1994 due to lack of cultural understanding and product localization. However, they learned from their mistakes by conducting extensive market research, Indianizing their products through new flavors and packaging, improving distribution, and educating consumers. Kellogg's is now the market leader in the cereal category in India with constant innovation and adaptation to the local market. They plan to further localize their oats range by launching new Indian flavors to drive growth. However, experts note that localized variants may not be the main growth driver for the category long-term.
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Kellogg's was established in 1906 and produces cereal and convenience foods that are sold in over 180 countries worldwide. It uses all aspects of the marketing mix, including product, price, place, and promotion strategies. Kellogg's segments its markets into categories like "Tasty Start" cereals, "Simply Wholesome" healthier options, and brands for children or weight management. Porter's Five Forces analysis shows that while rivalry with General Mills is strong and buyer power resides with retailers, barriers to entry remain moderate and substitutes exist. The company failed previously in India due to overconfidence, ignoring cultural differences, and misunderstanding local consumer behavior and pricing expectations.
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- Kellogg's was founded in 1906 in Battle Creek, Michigan by John Harvey Kellogg and Will Keith Kellogg and was originally known as the Battle Creek Toasted Corn Flake Company.
- Over the following decades, Kellogg's expanded globally and acquired several other brands, becoming one of the largest food companies in the world.
- Today, Kellogg's manufactures cereal, snacks, and other convenience foods in 17 countries and markets products in over 180 countries worldwide.
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Kellogg's (also Kellogg, Kellogg Company, and Kellogg's of Battle Creek) is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavoured snacks, frozen waffles, and vegetarian foods. The company's brands include Loops, Corn, Frosted Flakes, Rice Krispies, Special K,Cocoa Krispies, Keebler , Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms, and many more. Kellogg's stated purpose is "Nourishing families so they can flourish and thrive."[3]
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Kellogg's was founded in 1906 and initially struggled when it entered the Indian market in 1994 by offering cereals like corn flakes meant for cold milk, which did not suit Indian tastes as they preferred hot milk. However, Kellogg's revamped its marketing strategy by launching products tailored to Indian preferences, reducing prices through family packs, expanding availability, and increasing promotional activities. It also diversified its product portfolio by introducing biscuits and snacks, which helped stabilize the company in the uncertain Indian market.
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Kellogg's took a long time to establish itself in India for several reasons: it was overconfident and ignored cultural aspects; it lacked understanding of Indian consumer behavior and habits; and it had a premium pricing policy. Some critical success factors for entering the Indian market include understanding purchasing power, effective distribution, thorough market research, product development tailored to local tastes, strong finances, competent marketing, exploring foreign markets, and strategic distribution. Kellogg's now segments the Indian market and offers products targeted to different segments like children and health-conscious consumers. However, it still faces threats from substitutes made by competitors like PepsiCo, Bagrry's, and Amway.
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Disney faced criticism for contributing to childhood obesity through its food licensing deals and advertisements. 30% of American children were overweight and 14% were obese by 2004. Disney embarked on a mission to improve the nutritional value of its licensed food products and provide leadership to the food industry. Through research, Disney developed a new line of "moderately priced" foods aimed at children that were high quality, tasty, and nutritious. Disney worked to reformulate products and bring all foods into compliance with nutritional guidelines by 2008. It partnered with companies to market healthier foods to children, like fruits and vegetables featuring Disney characters. Disney developed a more balanced portfolio and planned to eliminate non-compliant products.
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Kellogg Company's mission is to build long-term growth and enhance its global leadership position by providing nutritious, superior value food products. The document then outlines Kellogg's new product development process, including idea generation, screening, development, testing, and commercialization. It discusses launching Special K Red Berries in the UK and developing Special K as a healthy snack. Various concepts, positioning, marketing strategy, distribution channels, and market analysis are presented. Kellogg conducted market research before commercializing Special K bars in the UK in 2001.
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Kellogg's was founded in 1906 and sells well-known cereal brands worldwide like Corn Flakes and Frosted Flakes. While cereal is its core business, Kellogg's also sells snacks and convenience foods. Its vision is to enrich lives through foods and brands that matter, and its mission is to provide nutritious, superior value food products globally to build long-term growth. In 2012-2013, Kellogg's strategy focused on strengthening its megabrands, pursuing global opportunities, innovating new products, and acquiring companies to expand its business and maximize profits.
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Kellogg's initially failed in India with the launch of Corn Flakes in 1994 due to lack of cultural understanding and product localization. However, they learned from their mistakes by conducting extensive market research, Indianizing their products through new flavors and packaging, improving distribution, and educating consumers. Kellogg's is now the market leader in the cereal category in India with constant innovation and adaptation to the local market. They plan to further localize their oats range by launching new Indian flavors to drive growth. However, experts note that localized variants may not be the main growth driver for the category long-term.
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Kellogg's was established in 1906 and produces cereal and convenience foods that are sold in over 180 countries worldwide. It uses all aspects of the marketing mix, including product, price, place, and promotion strategies. Kellogg's segments its markets into categories like "Tasty Start" cereals, "Simply Wholesome" healthier options, and brands for children or weight management. Porter's Five Forces analysis shows that while rivalry with General Mills is strong and buyer power resides with retailers, barriers to entry remain moderate and substitutes exist. The company failed previously in India due to overconfidence, ignoring cultural differences, and misunderstanding local consumer behavior and pricing expectations.
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- Kellogg's was founded in 1906 in Battle Creek, Michigan by John Harvey Kellogg and Will Keith Kellogg and was originally known as the Battle Creek Toasted Corn Flake Company.
- Over the following decades, Kellogg's expanded globally and acquired several other brands, becoming one of the largest food companies in the world.
- Today, Kellogg's manufactures cereal, snacks, and other convenience foods in 17 countries and markets products in over 180 countries worldwide.
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Kellogg's (also Kellogg, Kellogg Company, and Kellogg's of Battle Creek) is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavoured snacks, frozen waffles, and vegetarian foods. The company's brands include Loops, Corn, Frosted Flakes, Rice Krispies, Special K,Cocoa Krispies, Keebler , Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms, and many more. Kellogg's stated purpose is "Nourishing families so they can flourish and thrive."[3]
Kellogg's products are manufactured in 18 countries and marketed in over 180 countries.[4] Kellogg's largest factory is at Trafford Park in Manchester, United Kingdom, which is also the location of its European headquarters.[5] Kellogg's holds a Royal Warrant from Queen Elizabeth II and the Prince of Wales.
Kelloggs Presentation
Kellogg's was founded in 1906 and initially struggled when it entered the Indian market in 1994 by offering cereals like corn flakes meant for cold milk, which did not suit Indian tastes as they preferred hot milk. However, Kellogg's revamped its marketing strategy by launching products tailored to Indian preferences, reducing prices through family packs, expanding availability, and increasing promotional activities. It also diversified its product portfolio by introducing biscuits and snacks, which helped stabilize the company in the uncertain Indian market.
Kelloggs
Kellogg's is a leading American food company established in 1906 that produces cereal and convenience foods. It has a global presence in over 180 countries with $12.57 billion in annual revenue. Kellogg's brand value was estimated at $11.04 billion in 2010. The document discusses Kellogg's competitors, financial performance, brand strength using various frameworks, communication strategies, and corporate social responsibility initiatives.
Kellogg's failure
Kellogg's took a long time to establish itself in India for several reasons: it was overconfident and ignored cultural aspects; it lacked understanding of Indian consumer behavior and habits; and it had a premium pricing policy. Some critical success factors for entering the Indian market include understanding purchasing power, effective distribution, thorough market research, product development tailored to local tastes, strong finances, competent marketing, exploring foreign markets, and strategic distribution. Kellogg's now segments the Indian market and offers products targeted to different segments like children and health-conscious consumers. However, it still faces threats from substitutes made by competitors like PepsiCo, Bagrry's, and Amway.
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Kelloggs india presentation
This document provides an overview of Kellogg's entry into and experience in the Indian market. It discusses how Kellogg's products initially failed in India in the 1990s due to a lack of understanding of Indian consumer behavior and culture. However, Kellogg's later found success by launching variants targeted at kids like Chocos and focusing on Indian flavors. The document also analyzes Porter's Five Forces for the Indian cereal market, noting competition from substitutes and new entrants while discussing Kellogg's strategies around suppliers and customers. By 2010, Kellogg's had grown to hold 70% of India's 500-crore cereal market.
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Kellogg's - History, Evolution, Present and the Future
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Case Study on Succuessful Journey of Kelloogg's Corn Flakes
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Disney Consumer Products - Marketing Nutrition To Children
Disney Consumer Products is facing criticism for potentially contributing to childhood obesity through marketing of unhealthy food products. It conducted research finding a gap between foods children want and foods mothers are willing to buy. Disney developed nutritional guidelines for its food products and aims to have all products compliant or phased out by 2008. It is using Disney's brand appeal and character licensing to market healthier food options directly to retailers. However, pricing, distribution, maintaining brand differentiation and competition remain challenges as Disney transitions to healthier products.
Disney consumer products
Disney faced criticism for contributing to childhood obesity through marketing unhealthy food products. In response, Disney implemented a two-pronged strategy: 1) Developing "Better For You" nutrition guidelines to reformulate products, and 2) Making healthier foods appealing to children through branding with popular characters. Disney partnered with produce companies to market fruits and vegetables branded with Disney characters. It also collaborated with major retailers like Kroger to develop and sell compliant grocery products. Disney's solution aimed to improve its portfolio's nutrition profile while still delivering an engaging experience for children.
DISNEY CONSUMER PRODUCTS : MARKETING NUTRITION TO CHILDREN
Disney Consumer Products sought to address declining sales and concerns over childhood obesity by expanding into the children's food market. It conducted a nutritional audit and reformulated many existing food products to reduce calories, fat, sugar and salt while improving nutrient content. Disney partnered with Imagination Farms and Kroger to develop and market a new line of healthier packaged and fresh foods for children featuring Disney characters. It aimed to offer nutritious options that were also affordable, fun and appealing to both children and parents. However, there was some uncertainty around whether public and media perceptions of Disney's role in childhood nutrition could limit demand for the new products.
Disney consumer products: marketing nutrition to children
Disney faced growing criticism over marketing nutritionally questionable foods to children as childhood obesity rates doubled. This posed threats to Disney's brand as most of its food portfolio consisted of sweets and treats. While Disney's food division provided opportunities for growth, focusing solely on food also carried high risks due to strong competition, potential skepticism over Disney entering the food business, and low margins in the food industry. Therefore, Disney should consider healthier options like fruit shops and cafes in its parks while shifting TV advertising towards healthy foods and campaigns educating parents on feeding children better proportions of healthy foods, like associating them with beloved characters.
Disney Consumer Products:Marketing Nutrition to Children
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Disney Consumer Products : Marketing Nutrition to Children
Disney faced criticism for contributing to childhood obesity through unhealthy food products. To address this, Disney conducted research and determined key product categories and guidelines to balance its portfolio. It partnered with companies like Imagination Farms and Kroger to increase healthy options like fruits and vegetables and main meals. Disney also eliminated trans fats and provided seasonal produce to make healthier choices available. While pricing, competition, and changing consumer demands posed risks, Disney aimed to capitalize on its brand and extend offerings to improve children's nutrition.
Disney
Disney Consumer Products faced criticism for marketing unhealthy foods to children. To address this, in 2016 DCP decided to change the nutritional content of their products and introduce new healthy foods under the slogan "Better for You". DCP established new nutritional guidelines to control sugar, eliminate trans fats, and promote fiber and calcium. They used three business models - traditional licensing, sourcing, and direct-to-retail partnerships - to market and sell these healthier products while sustaining their brand image and customer base.
Disney consumer products - marketing nutrition to children
A Presentation analyzing the Harvard business school case - " Disney consumer products - marketing nutrition to children "
Disney Consumer Products: Marketing Nutrition To Children
Walt Disney, Mickey Mouse, Disney consumer products, their contribution to obesity epidemic, DCP's broadening and rationalising of products, introduction of healthier food options, role of advertising and peer pressure among children, FDA compliance, market competition and Disney magic.
Disney consumer products marketing nutrition to children
- More than 30% of American children aged 5-9 were overweight, with 14% being obese. Advertising of packaged goods on children's TV also increased.
- Disney aimed to address childhood obesity through its Disney Consumer Products division by developing healthier food options under characters like Mickey Mouse and launching initiatives like Disney Magic Selections with Kroger.
- By 2005, 75% of DCP's US products complied with nutritional standards, with full compliance targeted by 2008. DCP partnered with farms to develop healthier produce and snacks for children.
DISNEY CONSUMER PRODUCTS: MARKETING NUTRITION TO CHILDREN
I made this presentation during my Internship program under Prof. Sameer Mathur, IIM Lucknow. Please go through it and comment if any there are any questions. Thanks.
DISNEY -HARVARD BUSINESS SCHOOL CASE
Disney faced criticism for contributing to childhood obesity through its food products. It saw an opportunity to market healthier foods to kids. Disney conducted research and found a gap between what kids wanted and what parents bought. It developed guidelines to make food products healthier by 2008. Disney partnered with Imagination Farms to develop exclusive and value-added produce varieties. It saw competition from Nickelodeon, Sesame Workshop, and Warner Bros. in the healthy kids food space. Disney believed it could beat competitors through its brand magic and characters. Successfully marketing healthier foods while differentiating from competitors and maintaining profitability would be a challenge.
Disney : Marketing nutrition to children
Disney analyzed the children's food market in response to rising childhood obesity. Focus groups found that children influence purchases and associate Disney with fun. Disney launched a "Better for You" campaign with balanced, portion-controlled foods in 5 categories. It partnered with retailers to market exclusive healthy Disney-branded products. While risks included short-term revenue losses and skepticism, Disney was well-positioned to use its brand to promote nutrition through character licensing, education, and coordination with stakeholders.
Disney consumer products
Created by Sudhanshu Jaiswal, IIITD & M Kancheepuram, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow
Disney consumer products : Marketing nutrition to children
Presentation on Harvard Business School case study " Disney Consumer Products: Marketing Nutrition
to Children "
DISNEY CONSUMER PRODUCTS (CASE STUDY)
Disney Consumer Products faces pressure to make its food offerings more nutritious as childhood obesity rises. It analyzes the children's food market and observes mothers associate Disney with high quality and magic. Disney develops nutrition guidelines and product development decisions to create healthier foods that are portion controlled, reduced in fat/sugar but still fun and tasty. It partners with Imagination Farms and Kroger to license characters to fresh produce and distribute through retailers. Recommendations include new characters, linking Disney programs to healthy foods, improved packaging with nutrition facts, and campaigns educating parents on benefits of healthy foods.
Disney Consumer Product
Disney Consumer Products faced challenges in 2004 due to growing criticism of contributing to childhood obesity through unhealthy food marketing. It analyzed alternatives like keeping its traditional junk food line or starting a healthy program line. It launched nutritional guidelines, Disney Gardens fresh produce, and Disney Magic Selections grocery products in partnership with retailers. While competitors also marketed healthy foods using characters, Disney believed its brand could influence children to adopt nutritious diets through creative programming and marketing management if it leveraged the Walt Disney Company's vast resources.
Disney Consumer Products: Marketing Nutrition to Children
Disney Consumer Products began working to make its products more nutritious in response to growing concerns about childhood obesity. They faced challenges in pricing, differentiating products from competitors, and promoting healthier options while adhering to FDA guidelines. Disney aimed to reformulate foods like cookies and cereal to be healthier, control portions, and use fun packaging to encourage children to sample nutritious products. Disney believed it could set an example by influencing children to prefer healthier, less sugary foods through its popular characters and become lifelong supporters of nutrition.
Disney consumer products
Harvard Business School Case study analysis
Disney Consumer Products: Marketing Nutrition to Children
Disney consumer products : Marketing Nutrition to children
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?
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Disney Consumer Products - Marketing Nutrition To Children
Disney Consumer Products - Marketing Nutrition To Children
DISNEY CONSUMER PRODUCTS : MARKETING NUTRITION TO CHILDREN
DISNEY CONSUMER PRODUCTS : MARKETING NUTRITION TO CHILDREN
Disney consumer products: marketing nutrition to children
Disney consumer products: marketing nutrition to children
Disney Consumer Products:Marketing Nutrition to Children
Disney Consumer Products:Marketing Nutrition to Children
Disney Consumer Products : Marketing Nutrition to Children
Disney Consumer Products : Marketing Nutrition to Children
Disney consumer products - marketing nutrition to children
Disney consumer products - marketing nutrition to children
Disney Consumer Products: Marketing Nutrition To Children
Disney Consumer Products: Marketing Nutrition To Children
Disney consumer products marketing nutrition to children
Disney consumer products marketing nutrition to children
DISNEY CONSUMER PRODUCTS: MARKETING NUTRITION TO CHILDREN
DISNEY CONSUMER PRODUCTS: MARKETING NUTRITION TO CHILDREN
Disney consumer products : Marketing nutrition to children
Disney consumer products : Marketing nutrition to children
Disney Consumer Products: Marketing Nutrition to Children
Disney Consumer Products: Marketing Nutrition to Children
Disney consumer products : Marketing Nutrition to children
Disney consumer products : Marketing Nutrition to children
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Disney Consumer Products:Marketing Nutrition to Children
- 1. DISNEY CONSUMER PRODUCTS:MARKETING NUTRITION TO CHILDREN
- 2. HISTORY
- 4. OBESITY EPIDEMIC MORE THAN 30 % AMERICANS BETWEEN AGES OF 5 & 9 YEARS ARE OVER WEIGHT. OUT OF WHICH 14% ARE OBESE.
- 5. REASONS FOR OBESITY PROBLEM INCREASED USE OF FAST FOOD AND SUGAR SWEETENED BEVERAGE INCREASED PORTION SIZES LACK OF EXERCISES
- 6. DISNEY CONSUMER PRODUCTS RESPONSIBLE FOR PRODUCT DEVELOPMENT AND MARKETING OF DISNEY BRANDED MERCHANDISE
- 7. 6 BUSINESS LINES: SOFTLINES HOMES AND INFANTS PUBLISHING BUENA VISTA GAMES HARDLINES TOYS
- 8. DCP’S MERCHANDISE LICENSING MODELS TRADITIONAL MODEL SOURCING MODEL DIRECT TO RETAIL (DTR) MODEL
- 9. WHAT IS THE PRESENT SITUATION?
- 10. DISNEY WAS ACCUSED CONTRIBUTING TOWARDS THE OBESITY EPIDEMIC.THUS, DISNEY NEED TO RECONSIDER THE NUTRITIONAL VALUE OF THEIR FOOD PRODUCTS AND ESTABLISH CREDIBITY WITH THE GOVERNMENT MANUFACTURERS AND THE PARENTS
- 11. WILL DISNEY EMERGE AS A LEADER IN SOLVING THIS PROBLEM AND AVOID CRITICISM REGARDING OBESITY EPIDEMIC?
- 12. MARKET RESEARCH INSIGHTS • There was a gap between what children requested and what mother’s would buy. • Children influence purchase decisions irrespective of their physical presence in the store.
- 13. DCP’S NUTRITIONAL GUIDELINES •“Right now, kids eat the wrong foods—and too much of the wrong foods. The solution is to promote healthier categories for kids like water, milk, yogurt, and fruit, reformulate foods like cookies and cereal to be healthier and to control portions,” said Ndi.
- 14. DCP derived many of its recommendations from the FDA’s dietary guidelines The company planned to have all its products brought into compliance or phased out by 2008. The company adopted three approaches toward creating Disney food products.
- 16. PRODUCTS WHICH ARE ALREADY HEALTHY MAKE THEM MORE FUN.
- 18. IMAGINATION FARMS Disney began licensing its characters to Imagination Farms, a national fresh produce marketing company founded specifically to serve as a licensee to DCP, in March 2006.
- 19. PRODUCT DEVELOPMENT STRATEGY •DIFFERENTIATE COMMODITY PRODUCE THROUGH PROMOTION. •CREATE VALUE ADDED PRODUCTS THROUGH PREPRATION •DEVELOP EXCLUSIVE PRODUCE VARIETIES THAT WOULD YIELD MORE CHILD FRIENDLY FOODS.
- 20. USE PLU STICKERS TO DIFFERENTIATE BETWEEN COMMODITIES LIKE APPLES AND PEACHES
- 21. TO MARKET STAPLE FOOD ITEMS,DCP ESTABLISHED MANY STORE KEEPING UNITS
- 23. DCP developed a broad range of products with Cincinnati- based Kroger Supermarkets, the largest pure grocery retailer in the United States with fiscal year 2005 sales of $60.6 billion. Pricing and brand exclusivity were key to Disney’s DTR strategy.
- 25. WHO WILL BE THEIR COMPETITORS AND HOW WILL THYE FACE THEM?
- 26. 1. NICKELODEON 2. SESAME WORKSHOP 3. WARNER BROS
- 28. 1. PRICING AND VALUE DCP FACED THE CHALLENGE OF DELIVERING GOOD QUALITY PRODUCTS AT AFFORDABLE PRICES.
- 29. 2. LEGACY Skepticism from media and public was expected regarding the new products.
- 30. 3. COMPETITION DCP MANAGERS BELIEVED THAT THE BROAD PRODUCT LINE AND WIDE DISTRIBUTION WOULD WIN OVER MOMS.
- 31. 4.GROWTH AND DISTRIBUTION DCP managers believed that the company could differentiate additional lines using characters, brand and price.
- 32. THANK YOU !!
- 33. DISCLAIMER CREATED BY VIJAY ARORA,COLLEGE OF TECHNOLOGY,PANTNAGAR DURING MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR,IIM LUCKNOW.