This PPT is based on Harvard Business Review Case on Disney : Marketing Nutrition to Children

1. DISNEY CONSUMER PRODUCTS :
MARKETING NUTRITION TO CHILDREN

2. History
Problem
Definition
Problem
Analysis
Solution Conclusion
INDEX

5. 1923
Debut of
Mickey
mouse in
Steamboat
Willie
1932
Disney won
the academy
award for
best cartoon 1954
First TV program
1955
Opened Disneyland
in California
2004
The obesity
epidemic
2006
DCP launched
nutritious
eatables

6. By 2006 Walt Disney company was comprised of 4
major business segments:
Media
networks
Parks and
resorts
Studio
entertainment
DCP

7. DCP is responsible for product
development and marketing of
Disney-branded merchandise

8. DCP
Softlines
Buena Vista
games
Home and
Infant
Hardlines Publishing Toys
DCP Business Lines
Apparel
Footwear
Accessories
Food
Health and
beauty
Electronics
Stationery

9. PROBLEM DEFINITION

10. Disney brand was accused of contributing towards the growing
obesity epidemic
(Confectionery products, Uncontrolled eating habits)
Healthy foods for children
Disney need to reconsider the nutritional value of their food
products
Establish credibility with the government, manufacturers, parents
and nutritionist
Problem Analysis
Children’s taste impact the consumption

14. Could Disney use its “MAGIC” to switch
children from sugary to more nutritious diet ?
Could they sustain ?

15. Could DCP solve the problem of
childhood obesity ?

16. CHALLENGES FOR DCP

17. 1. Disney needs to reconsider the
nutritional value of their food products.

18. 2. DCP products need to meet USDA’s dietary
guidelines.

19. 3. The food has to appeal to children and
deliver on the brand’s promise of magic

20. Steps taken by Disney

21. Steps taken by Disney to become
global consumer products company
1. Market Research
2. Product Innovation
3. Improving Quality
4. Building relationships with key retailers
5. Effective Marketing

22. Market Analysis
Research objective- To see the difference
between what mothers bought and what
kids wanted
Research Methodology- focus group,
group sessions and shopping trips with
mothers of children ages 2 to 13 years old
were conducted

23. Observations
1. Mothers perceived
Disney products with
high quality,
trustworthy and
familiar to line of food
and beverages.
2. They associated Disney
with “Magic”

24. 4. Peer pressure and
advertisement influences
children’s preferences
3. Children influence purchase
decisions

25. RESEARCH FINDINGS:
1. There was a gap between “what moms bought”
and “what kids wanted”
2. Peer pressure and advertising strongly influence
kids’ preferences
3. Mothers saw Disney brand as high quality,
trustworthy and familiar (strong brand loyalty)

26. MARKET RESEARCH - CONCLUSION
Nutritious ,good quality , good taste,
reduced fat and sugar
Funny, different shapes, good
taste, enjoyable
MOTHERS
CHILDREN

27. PRODUCT INNOVATION

28. DCP’s new vision statement for
food and beverages
A quality range of Disney integrated foods
that answer children’s daily needs in an
entertaining way- “in short, good food, great
fun” with slogan ‘BETTER FOR YOU’.
 Establish Disney Nutritional Guidelines
 Using three licensing and distribution models

29. Disney’s nutrition guidelines
Nutrition control:
Control levels of added
sugar
Contain no trans or
hydrogenated fats
Promote fibre and calcium
Minimize the use of
additive
Prefer to use whole foods
that are intrinsically dense
in nutrients

30. Reformulate some products , shrinking portion for
others and phase out some products that could not
meet the guidelines.

31. Product development
decisions

32. 1. Products that already had broad appeal such as milk or
peanut butter need to be made “healthier”

33. 2. Products that are already healthy and make them more “fun”.
Ex: Whole wheat pasta could be moulded into character shapes.

34. 3. Product with attractive packaging to inspire product
sampling .
ex: making bottles in shape of characters

35. PARTENERING WITH RETAILERS

36. “Better for you”
Disney partnership with Kroger is very
impacting in promoting
high nutritious value

37. In 2006 Imagination Farms was
founded to serve DCP as a
licensee in fresh produce.

38. Licensees:
General Foods, Standard Oil, DuPont, General Mills, Amour
Meats, Life Savers, McDonalds, Imagination Farms
Direct to Retail (DTR)
Partnership:
Target, Wal-Mart, Other large retailers
Kellogg's and Cadbury
PARTENERS

40. Advertisements made by the company
spread the common message of the
high nutritional production contents offered
under the Disney brand

41. Use of Disney characters such as
Mickey Mouse
on products attracts children
who associate products
with the characters

43. SWOT Analysis

45. Indicators of strength

47. Why did Disney partner with Kroger and
not Wal-mart?
• Kroger had 12% market share and more number of
national outlets

50. Solution
Collaborate healthy foods with Disney programs
Healthy food campaign for parents
New character
Promotion through kindergarten

51. Collaborate healthy foods with Disney programs
Disney films can show healthy foods consumed
by the Disney’s characters to affect the
children who watched the film to also consume
healthy foods
Tell children who watch Disney’s programs the
disadvantages if they consume non-healthy
foods

52. Healthy Food campaign for parents
Parents must understand the importance and
advantages if their children consume healthy
foods on a right proportion
Tell the parents that Disney already has the
products that meets the healthy food
standards
Parents must also tell their children about the
advantage of healthy foods and give the
children healthy foods on the right proportion

53. New character
Disney could create new character that has the
advantage of healthy foods on their adventure.
Children like adventure and healthy foods
could be a big part on their adventure

54. Promotion through kindergarten
Children must understand the advantage of
healthy foods and the amount of foods they
must consumed
Create children’s habit to eat healthy foods
since kindergarten

56. The application of good business development
strategies defines the success of DCP. The
development of products in accordance with the
current market requirements enables the company
to position itself as the leader in the healthy food
production which has the potential to sustain the
business model.

58. CREDITS
• Harvard Business review Case
• Wikipedia
• Google Images
• istockphotos.com
• Flickr.com

59. DISCLAIMERCreated by Mr. Omkar Rudrawar, VNIT Nagpur
during the marketing internship under
Prof. Sameer Mathur , IIM Lucknow.