Disney Harvard Case Review
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Disney Consumer Products uses three licensing models to market nutritional products to children using Disney characters: a traditional licensing model, sourcing model, and direct-to-retailer model. The document discusses Disney's nutritional guidelines for licensed products, which promote whole foods and limit sugar, additives, and unhealthy fats. It also analyzes the strengths, weaknesses, opportunities, and threats for Disney's nutritional product marketing strategy.
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Disney Consumer Products (DCP) faced challenges due to being blamed for rising childhood obesity rates. 30% of American kids were overweight and 14% were obese. DCP discovered a gap between foods kids wanted and foods mothers were willing to buy. DCP worked to meet USDA nutritional guidelines and phase out unhealthy products. They launched healthy food lines under brands like Imagination Farms and with partners like Nickelodeon and Ready Pac Foods to make nutritious foods more appealing to children while gaining mothers' approval. By 2008, DCP aimed to have all products comply with standards or be phased out.
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Disney Consumer Products launched an initiative in 2006 to market more nutritious foods to children in response to concerns about childhood obesity. They established Disney Nutritional Guidelines to control sugar, fat and additive levels in foods and transitioned their portfolio from sweets to whole foods. Disney utilized three licensing models - traditional licensing, sourcing, and direct-to-retail partnerships - to introduce their "Better For You" product line and planned to make all products compliant with nutrition standards by 2008. They aimed to use the popularity of Disney characters to promote healthy eating habits to both children and parents.
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Disney Consumer Products (DCP) faced challenges due to being blamed for rising childhood obesity rates. 30% of American kids were overweight and 14% were obese. DCP discovered a gap between foods kids wanted and foods mothers were willing to buy. DCP worked to meet USDA nutritional guidelines and phase out unhealthy products. They launched healthy food lines under brands like Imagination Farms and with partners like Nickelodeon and Ready Pac Foods to make nutritious foods more appealing to children while gaining mothers' approval. By 2008, DCP aimed to have all products comply with standards or be phased out.
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Disney Consumer Products launched an initiative in 2006 to market more nutritious foods to children in response to concerns about childhood obesity. They established Disney Nutritional Guidelines to control sugar, fat and additive levels in foods and transitioned their portfolio from sweets to whole foods. Disney utilized three licensing models - traditional licensing, sourcing, and direct-to-retail partnerships - to introduce their "Better For You" product line and planned to make all products compliant with nutrition standards by 2008. They aimed to use the popularity of Disney characters to promote healthy eating habits to both children and parents.
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Disney Consumer Products is responsible for licensing the Disney brand to manufacturers and retailers. It has six lines of business including soft lines, toys, and publishing. In 2005, Disney was the world's largest licensor with $21 billion in sales. Disney signed exclusive contracts with McDonald's and Kroger to feature Disney characters in promotions and launch healthy food lines. Disney faces the challenge of using its brand to switch children to more nutritious foods while sustaining profits. Recommendations include collaborating with health food companies, showing healthy eating in Disney shows, and bringing nutritional awareness to parents through campaigns and product packaging.
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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.
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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 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 consumer products
Created by Sudhanshu Jaiswal, IIITD & M Kancheepuram, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow
Disney consumer products
Walt Disney founded Disney Brothers Cartoon Studio in 1923. Mickey Mouse debuted in 1928's Steamboat Willie, the first cartoon with sound. Disney later produced hit animated films like Snow White, Pinocchio, and Bambi. In the 1950s, Disney expanded into television and theme parks. By 2006, Disney Company had four major business segments including Parks and Resorts. Disney Consumer Products licensed Disney characters to other companies. Seeing opportunity in the children's food market, DCP set nutrition guidelines and partnered with Imagination Farms and Kroger to develop and distribute healthier Disney-branded foods that appealed to children. This strategy balanced nutrition with maintaining the Disney brand's appeal.
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
Disney Consumer Products aimed to address criticism of contributing to childhood obesity by marketing unhealthy food. It analyzed children's food preferences and mothers' desires for nutritious options. Disney developed nutrition guidelines for reduced sugar, fat and additives. It reformulated some products to meet these and appeal to children, like making healthier foods more fun. Disney partnered with Kroger for its large market share to test healthy licensed foods. Recommendations included using characters promoting healthy eating and improved packaging communicating nutrition.
Disney consumer products
Disney Consumer Products faces pressure to make its food products healthier. It established nutritional guidelines to control sugars, fats and additives. It launched a "Better For You" initiative with three licensing models. One sources products designed by Disney. Another partners directly with retailers. Disney began licensing to a fresh produce firm and developed healthier food products with attractive packaging to appeal to children. It aims to promote healthy eating through Disney programs, new characters, kindergarten promotion and parent campaigns. Changing children's diets long-term requires coordination between Disney and stakeholders.
Disney Harvard Case Study
Disney Consumer Products (DCP) faced criticism for contributing to childhood obesity through marketing of unhealthy foods. In 2006, DCP launched initiatives to offer healthier options for children. It established Disney Nutritional Guidelines to control sugar, fat and additives in foods. DCP also used three licensing models - traditional licensing of Disney characters to partners, sourcing directly from producers, and direct-to-retail partnerships with stores. The changes aimed to provide tasty, nutritious foods that appeal to both children and parents.
Disney consumer products
Disney faced criticism for contributing to childhood obesity through marketing of unhealthy foods. In response, in 2006 Disney Consumer Products launched new nutritional guidelines and developed a range of healthier food products under the "Better for You" slogan. This included controlling sugar, fat and additive levels and preferring whole foods. Disney also partnered with Imagination Farms and Kroger to market fresh fruits and vegetables. However, transitioning to healthier options posed pricing, differentiation and distribution challenges for Disney.
HBR case study: Disney consumer products nutrition marketing for children
Disney Consumer Products launched an initiative in 2006 to make their food products healthier for children in response to concerns about childhood obesity. They established Disney Nutritional Guidelines to reformulate products with less sugar, fat and additives. Disney used three models - traditional licensing, sourcing, and direct-to-retail partnerships with companies like Imagination Farms and retailers like Kroger. To promote healthy eating, Disney collaborated on healthy food campaigns, developed new characters promoting nutrition, and promoted healthy foods in kindergartens. While changing children's tastes would be difficult, coordination between Disney and stakeholders could help achieve their healthy eating objectives over the long term.
Disney consumer product
This document summarizes the business of The Walt Disney Company. It was founded in 1923 by Walt Disney and is headquartered in California. Disney has major business segments including media networks, parks and resorts, studio entertainment, and interactive media. It generates significant revenue from its media networks and has a large market share in film production. Disney Consumer Products licenses and distributes a wide range of merchandise across multiple categories. In response to health concerns, DCP introduced nutritional guidelines and "Better For You" foods for children. It employs three models - licensing, direct-to-retailer, and sourcing - to distribute products through licensees and retailers like Walmart and Target.
Disney Consumer Products: Marketing Nutrition to Children
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?
Disney Consumer Products
The document discusses Disney's food licensing business and strategies to address criticism over marketing unhealthy foods to children. It summarizes that Disney faces pressure to make food products healthier while still appealing to kids. Disney is taking three approaches - offering broadly appealing healthy foods, making healthy foods more fun, and using packaging to promote sampling. It launched Imagination Farms to market fruits and vegetables and will face competition from grocery store brands providing healthier kids' options.
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Walt Disney was founded in 1923 and is now the largest entertainment conglomerate globally. The document analyzes Disney's strategic challenges and recommends updating its vision and mission statements to focus on customer satisfaction and engaging employees. It also recommends the strategic expansion of Disney's mobile gaming portfolio to capitalize on the growing mobile games market, which could reach $100 billion by 2017. This would allow Disney to adapt to shifting consumer preferences and technological changes.
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Similar to Disney Harvard Case Review
Disney
Disney Consumer Products is responsible for licensing the Disney brand to manufacturers and retailers. It has six lines of business including soft lines, toys, and publishing. In 2005, Disney was the world's largest licensor with $21 billion in sales. Disney signed exclusive contracts with McDonald's and Kroger to feature Disney characters in promotions and launch healthy food lines. Disney faces the challenge of using its brand to switch children to more nutritious foods while sustaining profits. Recommendations include collaborating with health food companies, showing healthy eating in Disney shows, and bringing nutritional awareness to parents through campaigns and product packaging.
Disney consumer products: marketing nutrition to children.
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 Children
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 Children
This presentation is part of assignment of summer marketing internship under Prof Sameer Mathur, IIM Lucknow
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 consumer products
Created by Sudhanshu Jaiswal, IIITD & M Kancheepuram, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow
Disney consumer products
Walt Disney founded Disney Brothers Cartoon Studio in 1923. Mickey Mouse debuted in 1928's Steamboat Willie, the first cartoon with sound. Disney later produced hit animated films like Snow White, Pinocchio, and Bambi. In the 1950s, Disney expanded into television and theme parks. By 2006, Disney Company had four major business segments including Parks and Resorts. Disney Consumer Products licensed Disney characters to other companies. Seeing opportunity in the children's food market, DCP set nutrition guidelines and partnered with Imagination Farms and Kroger to develop and distribute healthier Disney-branded foods that appealed to children. This strategy balanced nutrition with maintaining the Disney brand's appeal.
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
Disney Consumer Products aimed to address criticism of contributing to childhood obesity by marketing unhealthy food. It analyzed children's food preferences and mothers' desires for nutritious options. Disney developed nutrition guidelines for reduced sugar, fat and additives. It reformulated some products to meet these and appeal to children, like making healthier foods more fun. Disney partnered with Kroger for its large market share to test healthy licensed foods. Recommendations included using characters promoting healthy eating and improved packaging communicating nutrition.
Disney consumer products
Disney Consumer Products faces pressure to make its food products healthier. It established nutritional guidelines to control sugars, fats and additives. It launched a "Better For You" initiative with three licensing models. One sources products designed by Disney. Another partners directly with retailers. Disney began licensing to a fresh produce firm and developed healthier food products with attractive packaging to appeal to children. It aims to promote healthy eating through Disney programs, new characters, kindergarten promotion and parent campaigns. Changing children's diets long-term requires coordination between Disney and stakeholders.
Disney Harvard Case Study
Disney Consumer Products (DCP) faced criticism for contributing to childhood obesity through marketing of unhealthy foods. In 2006, DCP launched initiatives to offer healthier options for children. It established Disney Nutritional Guidelines to control sugar, fat and additives in foods. DCP also used three licensing models - traditional licensing of Disney characters to partners, sourcing directly from producers, and direct-to-retail partnerships with stores. The changes aimed to provide tasty, nutritious foods that appeal to both children and parents.
Disney consumer products
Disney faced criticism for contributing to childhood obesity through marketing of unhealthy foods. In response, in 2006 Disney Consumer Products launched new nutritional guidelines and developed a range of healthier food products under the "Better for You" slogan. This included controlling sugar, fat and additive levels and preferring whole foods. Disney also partnered with Imagination Farms and Kroger to market fresh fruits and vegetables. However, transitioning to healthier options posed pricing, differentiation and distribution challenges for Disney.
HBR case study: Disney consumer products nutrition marketing for children
Disney Consumer Products launched an initiative in 2006 to make their food products healthier for children in response to concerns about childhood obesity. They established Disney Nutritional Guidelines to reformulate products with less sugar, fat and additives. Disney used three models - traditional licensing, sourcing, and direct-to-retail partnerships with companies like Imagination Farms and retailers like Kroger. To promote healthy eating, Disney collaborated on healthy food campaigns, developed new characters promoting nutrition, and promoted healthy foods in kindergartens. While changing children's tastes would be difficult, coordination between Disney and stakeholders could help achieve their healthy eating objectives over the long term.
Disney consumer product
This document summarizes the business of The Walt Disney Company. It was founded in 1923 by Walt Disney and is headquartered in California. Disney has major business segments including media networks, parks and resorts, studio entertainment, and interactive media. It generates significant revenue from its media networks and has a large market share in film production. Disney Consumer Products licenses and distributes a wide range of merchandise across multiple categories. In response to health concerns, DCP introduced nutritional guidelines and "Better For You" foods for children. It employs three models - licensing, direct-to-retailer, and sourcing - to distribute products through licensees and retailers like Walmart and Target.
Disney Consumer Products: Marketing Nutrition to Children
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?
Disney Consumer Products
The document discusses Disney's food licensing business and strategies to address criticism over marketing unhealthy foods to children. It summarizes that Disney faces pressure to make food products healthier while still appealing to kids. Disney is taking three approaches - offering broadly appealing healthy foods, making healthy foods more fun, and using packaging to promote sampling. It launched Imagination Farms to market fruits and vegetables and will face competition from grocery store brands providing healthier kids' options.
Disney Consumer Products - Tushar Vatsa (BITS Pilani - Dubai)
A case study on Marketing Nutrition to Children, done as part of an internship at IIM L under Prof. Sameer Mathur.
Disney Consumer Products: Marketing Nutrition to Children
DCP faced declining sales in the late 1990s and needed to address concerns around unhealthy food products. The problem was how to get children to eat more nutritious foods while appealing to them and staying true to the Disney brand. Challenges included improving nutritional value, taste, and meeting dietary guidelines. The solution involved Disney Nutritional Guidelines to control sugar, promote nutrients, and minimize additives. A new licensing model directly sourced healthier options for retailers. Mothers associated Disney with quality but were influenced by peers and ads. The summary outlines the problem, challenges, and solution Disney implemented.
Disney Case Study
Disney Consumer Products saw an opportunity to improve the nutritional value of its 2,100 food and beverage products amid rising childhood obesity and criticism of marketing to children. DCP president Andy Mooney led new guidelines to make products healthier while still appealing to children. DCP partnered with Imagination Farms and Kroger supermarket to launch Disney Garden brand fresh produce and Disney Magic Selections line. However, changing products posed risks including cost and potential lack of demand. DCP aimed to mitigate risks and gain market share through brand recognition, character associations, and linking nutrition with exercise.
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.
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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
HBR case study: Disney consumer products nutrition marketing for children
HBR case study: Disney consumer products nutrition marketing for children
Disney Consumer Products: Marketing Nutrition to Children
Disney Consumer Products: Marketing Nutrition to Children
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Disney Harvard Case Review
- 2. Disney Consumer Products: Marketing Nutrition to children
- 10. Observations
- 12. License and distribution model • Traditional licensing model • Sourcing model(designed and created by Disney, but marked by licensee) • Direct to retailer(DTR) model
- 13. Disney Nutritional Guidelines • Control level of sugar added. • Promote fiber and calcium. • Using whole foods dense in nutrients • Minimize use of additives. • Contains no trans or hydrogenated fats
- 15. Strengths • Brand recognition • Creative process • Cooperation of retailers like Kroger • Responsiveness to market
- 16. Weaknesses • Large R&D costs. • High risk factors. • Does not have own manufacturing for DCP
- 17. Opportunities • Positive perception of Disney brand • Disney character’s popularity • Digital media advertisement
- 18. Threats • Growing competitors • Pricing competition • Differentiation from natural products cause insecurity • Disney was criticized for increasing obesity epidemic
- 22. Implementation of new characters
- 27. Disclaimer Created by Abhishek Bharti, IIT (BHU) Varansi, during an internship under Prof. Sameer Mathur