MARKETING SYSTEMS INTERNSHIP UNDER PROF. SAMEER MATHUR (IIM LUCKNOW)

1. WALT DISNEY -
TOWARDS THE HEALTHY WORLD

2. CASE STUDY
HISTORY
PROBLEM DEFINITION
ANALYSIS
SOLUTION
CONCLUSION

4. HISTORY
1923 - Debut of
mickey mouse
in steamboat
willie
1932- licensing
became a
formal business
unit
1950- expand
beyond film and
television
1955- opened
Disneyland in
Anaheim,
California
2004- the
obesity
epidemic
2006- DCP
launches
offering of fresh
fruits

6. CONSUMERS SPENT
9160 HOURS
WITH DISNEY

7. Disney
media
network
s
Disney
Parks
and
Resorts
Disney
studio
entertain
ment
Disney
Consum
er
Products

8. PROBLEM
DEFINITIONPROMOTING FAST FOODS

9. 14%
AMERICAN KIDS ARE OBESE

10. ANALYSIS

11. PARTNERSHIP WITH MC DONALD’S

12. ADVERTISEMENT!!!

13. PROMOTING HEALTHY FOODS

14. Could Disney use its ‘magic’ to
switch children from sugary to more
nutritious diet Could they sustain?

15. • Has to reconsider the
nutritional value of their food
products
• The food has to appeal to
children and deliver on the
brand’s promise of magic
• DCP products need to meet
USDA dietary guidelines

16. SWOT ANALYISIS

17. STRENGTH

18. WEAKNESS
Does not have own manufacturing for
DCP

19. THREATS

20. OPPORTUNITIES
GROWING BRAND
VALUE

21. solutions
• Healthy foods + Disney programs

22. MORE PROMOTIONS
NEEDED!!!

23. TIE UP WITH SUPERMARKETS

24. NEW CHARACTERS TO
ATTRACT CHILDREN

25. KEEPING MAGIC ALIVE 
CONCLUSION

26. DISCLAIMER
Slides were created by
Sowmiyasree.D (PSG TECH)
as a part of an internship under the guidance of
Prof. Sameer Mathur (IIM LUCKNOW)