By Arihant Jain under Prof. Sameer Mathur

1. Disney Consumer Products:
Marketing Nutrition
to Children
Harvard Business School Case
1
Disney Consumer Products: Marketing Nutrition To Children -
Harvard Business School Case

2. Disney Consumer Products: Marketing Nutrition To Children -
Harvard Business School Case
2
What is Disney?

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Harvard Business School Case
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Harvard Business School Case
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The Current Situation

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Harvard Business School Case
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The Current Situation (1/3)
It has a well established fun and
entertainment market consisting of
television, theme parks, movies, radio stations,
DCPetc.

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Harvard Business School Case
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The Current Situation (2/3)
It has positioned itself as a leading brand licensor
through its brand name and its earnings
are heavily dependent on it.

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Harvard Business School Case
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The Current Situation (3/3)

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Harvard Business School Case
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Objectives of this case

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Harvard Business School Case
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Objectives of the case (1/3)
Understanding the marketing strategy of Disney
as a licensorand as a brand itself.

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Harvard Business School Case
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Objectives of the case (2/3)
To analyse the steps taken by Disney to overcome
the nutrition factor in its food
products and how did the company
improviseon it.

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Harvard Business School Case
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Objectives of the case (3/3)
Studying its collaborationwith various
retailers like Krogerand its marketing strategy
with firms like Imagination farms.

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Harvard Business School Case
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Our focus of study

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Harvard Business School Case
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Our focus of study (1/3)
Disney’s position as a licensorand its key
character’sbrand value.

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Harvard Business School Case
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Our focus of study (2/3)
Studying the changesimplemented by
Disney to go with the nutrition
factors and their influence on kids.

15. Disney Consumer Products: Marketing Nutrition To Children -
Harvard Business School Case
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Our focus of study (3/3)
Its future: has the company taken right decisions?

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Harvard Business School Case
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Disney as a leading
licensor

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Harvard Business School Case
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Harvard Business School Case
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Characters have
their own brand
image

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Harvard Business School Case
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Value (In billions)

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Harvard Business School Case
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Familiarity within
kids

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Harvard Business School Case
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Among Kids in age group 2-11

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Harvard Business School Case
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Disney at Super
markets before
Product reform

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Harvard Business School Case
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Averagely placed with just 1%share
in children’s food market.

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Harvard Business School Case
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Analysis was done to map up the
differencesbetween the
buying choices of parents and
children.

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Harvard Business School Case
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And this way nutrition was
introduced to please the moms.

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Harvard Business School Case
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U.S.D.A guidelines

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Harvard Business School Case
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Obesity!! Obesity!! Obesity!!

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Harvard Business School Case
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As per the guidelines, each and
every food provider must ensure
certain rules of
nutrition……LIMITED
CALORIES.

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Harvard Business School Case
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Disney happily obeyed!!
A platform for the company to
showcase its brand strength.

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Harvard Business School Case
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Disney’s nutritional
guidelines

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Harvard Business School Case
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It launched new set of diet chart
and focused on the products included in it
with exceptions of treat.

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Harvard Business School Case
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Harvard Business School Case
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After guidelines

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Harvard Business School Case
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What was done by
Disney??

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Harvard Business School Case
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Collaboration with Imagination Farms:

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Harvard Business School Case
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Collaboration with Kroger:

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Harvard Business School Case
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Special products were designed as in
attractive packaging.

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Harvard Business School Case
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Launched Disney Magic Selection!!

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Harvard Business School Case
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Brand is loved by kids!!

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Harvard Business School Case
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Competition

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Harvard Business School Case
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It faces direct
competition from its
counterparts like Warner Bros.,
Nickelodeon etc.

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Harvard Business School Case
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They also have incorporated
similar strategies butDisney
believes in its magic!!

43. Disney Consumer Products: Marketing Nutrition To Children -
Harvard Business School Case
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Disclaimer:
This presentation is a part of
Internship under Prof. Sameer Mathur,
IIM Lucknow by Arihant Jain.