MARKETING INTERNSHIP

1. WALT DISNEY
NUTRITIONAL APPROACH

2. Founded by WALT AND ROY DISNEY in 1923

3. CONTENTS
HISTORY
PROBLEM
DEFINITION
ANALYSIS SOLUTION

4. HISTORY

5. $32 BILLION
COMPANY IN
2005

6. $2.5 BILLION
NET INCOME
IN 2005

8. BY 2006, the company
was divided into FIVE
segments

9. DISNEY CONSUMER PRODUCTS

10. BUSINESS LINES
SOFT LINES
HARD LINES
BUENA VISTA GAMES
HOME & INFANT
PUBLISHING
TOYS

11. Its primary COMPETITOR
was WARNER BROS.

12. OTHER COMPETITORS WERE…

13. In 1996, DCP signed
an exclusive 10
year,$2 BILLION
LICENSE DEAL
with Mc Donald’s.

14. It features
Disney
characters in its
promotions and
offers toys with
children’s meals.

15. But the PROBLEM arose when……

16. 30% American
children were
OVERWEIGHT
and 14% were
OBESE by
consuming more
fast food.

17. As a result, DCP FACED CRITICISM for selling and
advertising obesity inducing products and thus decided to
MARKET NUTRITION to kids

18. ADVERTISING
influences
children greatly
and they demand
CHARACTER
DRIVEN
products

19. For the
Mom’s
DISNEY is a
symbol of
MAGIC, even
when its
about food.

20. DCP followed FDA’s
dietary guidelines.

21. DCP
announced
new
guidelines
policy

23. STRENGTH
It has strong
REPUTATION

24. WEAKNESS
LARGE R&D COSTS

25. OPPORTUNITY
DISNEY
CHARACTERS
POPULARITY

26. THREAT
Pricing competition!!

27. SOLUTIONS
Introduce new
CHARACTERS

28. MORE PROMOTIONS

29. HEALTHY FOOD
WITH DISNEY
PROGRAMS

30. CONCLUSION
CARRY A LITTLE BIT OF
DISNEY WHEREVER YOU GO

31. DISCLAIMER
Created by Shobiya S, PSG College of Technology Coimbatore,
during a marketing internship under Prof Sameer Mathur,
IIM Lucknow.