Disney Consumer Products: Marketing Nutrition to Children

1. Disney Consumer Products:
Marketing Nutrition to children

3. Business Segments

10. Points noticed

12. • Disney need to reconsider nutritional
value of their products
• The food has to appeal to children and
deliver brand’s promise
• DCP products need to meet USDA
dietary guidelines

14. Licensing Model
1.Traditonal
Licensing Model
2.Sourcing Model
3.Direct to Retail
(DTR) model
Licenses handled product
innovation and manufacturing.
Contract manufacturing ,where
products were created and
designed by Disney.
Partnering directly with
retailers.

17. • Minimize use of additives.
• Control level of sugar added.
• Contains no trans or hydrogenated fats
• Promote fiber and calcium.
• Using whole foods dense in nutrients

19. Nickelodeon
In Fall 2005, spinach, baby carrots
and clementines bearing
SpongeBob squarepants and Dora
the Explorer character images
began to appear on shelves.
By the end of the 2005, unit sales
of Darling clementines increased
by almost 25% after the Dora and
SpongeBob characters were added
to the product packaging,
Warner Bros.
Ready Pac planned to feature
Warner’s Bugs Bunny, Tweety and
Tasmanian Devil characters on its
Cool Cuts Ready Snax single-
serving packages of fruit.
Each package contained two, 2-
ounce packages each of grapes,
apples and carrots, which Ready Pac
promoted as lunchbox alternatives
to cookies, potato chips or candy.!
In June 2006 Del Monte Foods, a
$3 billion U. S.manufacturer of
branded and private label canned
vegetables and fruit, announced
that it had signed a licensing deal
with Sesame Workshop, a
nonprofit educational
organization best known for its
Sesame Streetpublic television
program
Sesame Workshop

20. Action taken

21. Disclaimer
Created by Sneha Swapnil, BCIPS, during an
internship under Prof. Sameer Mathur