PowerPoint Presentation

SIREN SUNGKAR SYNDICATELukman Kresno O.29110394Yohannes De Deo Tedo29110399Anggi Fitrining Tyas29110400Ronaldo Bagus Putra29110404Wisnumurti Rahardjo29110412

DISNEY CONSUMER PRODUCT:MARKETING NUTRITION TO CHILDRENAnimated picture list with color text tabs(Intermediate)

To reproduce the SmartArt effects on this page, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt.In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Horizontal Picture List (fifth row, second option from the left) to insert the graphic into the slide. Press and hold CTRL, and select the picture placeholder and text shape (top and bottom shape) in one of the objects. Under SmartArt Tools, on the Design tab, in the Create Graphic group, click Add Shape, and then click Add Shape After. Repeat this process one more time for a total of five picture placeholders and text shapes. Select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 4.44.In the Width box, enter 9.25.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Press and hold CTRL, and then select all five text boxes in the graphic. On the Home tab, in the Font group, select Corbel from the Font list, and then enter 22 in the Font Size box.Select the graphic. Under SmartArt Tools, on the Design tab, in the SmartArt Styles group, do the following: Click Change Colors, and then under Colorful click Colorful Range Accent Colors 2 to 3 (second option from the left).Click More, and then under Best Match for Document click Moderate Effect (fourth option from the left).Select the rounded rectangle at the top of the graphic. Under SmartArt Tools, on the Format tab, in the Shape Styles group, click the arrow next to Shape Fill, and then under Theme Colors click White, Background 1, Darker 35% (fifth row, first option from the left).Click each of the five picture placeholders in the SmartArt graphic, select a picture, and then click Insert.

To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and under Entrance, click Float In.In the Animation group, click Effect Options, and under Sequence, click One by One. In the Timing group, in the Duration list, click 01.00.In the Animation Pane, click the double-arrow below the animation effect to expand the list of effects, then do the following to modify the list of effects:Select the first animation effect, and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Moderate, click Basic Zoom.Click Effect Options, and under Zoom, click Out Slightly. In the Timing group, in the Start list, select With Previous.Also in the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the third, fifth, seventh, ninth, and 11th animation effects (effects for the text shapes), and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Basic, click Peek In, and then click OK. In the Animation group, click Effect Options, and under Direction, click From Top. In the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the second, fourth, sixth, eighth, and 10th animation effects (effects for the pictures). In the Timing group, in the Start list, select After Previous.

To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider, then customize the gradient stops as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 130, Green: 126, and Blue: 102.Select the last stop on the slider, and then do the following: In the Position box, enter 71%.Click the button next to Color, and then click Black, Text 1 (first row, second option from the left).

HistoryDisneys Chapter

1950Expand beyond film and television

Disney Consumer ProductsResponsible for extending the Disney brand to merchandiseSoft linesApparelFootwearAccessoriesBuena vista gamesHome and infantHard linesFoodHealth and beautyElectronics and stationeryPublishing ToysConsists of 6 lines of business

Retail stores in Europe and the US stocked the DCP The main model presupposed getting the license for the use of Disney brand on quality products made by other companies In 1998 - 1999 the sales on US and Japanese markets decreased by 10% and 15%Andy Mooney introduce direct to retail(DTR) and DTR distribution model, and also keep the traditional licensing modelBusiness Situation

Problem

DefinitionDisney branded was accused contributing towards the growing obesity epidemic(Confectionery products, Uncontrolled eating habit)Healthy foods for children Disney need to reconsider the nutritional value of their food productsEstablish credibility with the government, manufacturers, parents and nutritionistProblem AnalysisChildrens taste impact the consumptionCould Disney use it magic to switch children from sugary to more nutritious diet ? Could they sustain ? Problem Definition

Product DevelopmentAlternativesProsConsKeep Traditional LineKeeping broad consumers base.Preferable by common children.

Negative public opinionNot supporting by government regulation.

Healthy Program LineEstablish good imageStrong Brand Strong distribution ChannelPreferable by common parents. Possible to loss broad consumers base.What they did? Establish Disney Nutritional Guidelines Using three licensing and distribution modelsJune 2006, Disney Consumer Products ( DCP ) decided to change the nutritional content of their product and introduce new healthy foods for children under the slogan of Better for you

Disney Nutritional GuidelinesNutrition controlControl levels of added sugarContain no trans or hydrogenated fatsPromote fiber and calciumMinimized the use of additivesPrefer to use whole foods that intrinsically dense in nutrientsReformulating some products, shrinking portions for others and phase out some products.DCPs Three Models Traditional Licensing ModelSourcing(Designed and create products by Disney but manufactured and marketed by licensee)Direct-to-retail (DTR)(Entailed partnering directly with retailers)

AnalysisSWOT Analysis Strength

Good image of brandStrong characteristicCooperate with big retailers (Kroger and Wal-Mart)

Weakness

Doesnt have own manufacturing for DCPGrowing criticism from activists, parents and governments around the world about contribution to the growing obesity epidemic

Opportunity

Mothers beliefs and expectations about DCPDisney channelLeading licensors of character (exhibit 5)Threats

CompetitorsHigh expectations from mothers

Five CsPotential Internal StrengthsPotential Internal WeaknessesCorporation brand name has powerfully distinguished itself nationwide as one of the best in the entertainment business.Growing critics from activists, parents, and government believed that Disney companies contributed to the growing obesity epidemic. Well -known brand name that has lead to high brand loyalty where Disney brand was synonymous with fun and magic. Licensing with McD.Children familiar with Disney characters.The packaged foods portfolio of Disney was mostly sweets and treats.The Little Mermaid, The Lion King and The Beauty and the Beast-the only animated ever nominated film for the Academy Award for Best Picture. The Lion King won the Tony Award for best musical in 1997.4. Disney doesnt have their own manufacturing.Disney held the top spots for the worlds most valuable franchise characters.Disney Consumer Products (DCP) was the worlds largest licensor. CompanyCompetitorCommodity produce:Dole, Green Giant and Fresh ExpressEntertainment brands:

NickelodeonWarner BrosSesame WorkshopDisneyCharactersSpongeBob, Dora the Explorer, The Fairly Odd parentsHarry Potter, Looney TunesElmo, Grover, Cookie MonsterMickey Mouse, Winnie the Pooh, etc .NetworksTelevision channel NickelodeonSesame Street public television programFilm and Television programCollaboration Licensing partnershipReady PacDel Monte Foods, SunkistKroger, Safeway and Albertsons supermarket, Carrefour, Wal-MartConceptEvery fruit a kid would want to eat with Nickelodeon characterHealthier Snack Alternative, The Original Kid Pleasin, mom-lovin dippity delicious snack!Healthy Habits for LifeBetter For You

Licensees:General Foods, Standard Oil, DuPont, General Mills, Amour Meats, Life Savers, McDonalds, Imagination FarmsDirect to Retail (DTR)Partnership:Target, Wal-Mart, Other large retailersKellogg's and CadburyCollaborationContext

Political & Regulatory environmentSocial/Cultural environment

Political & Regulatory environmentU.S. Department of Agriculture (USDA) updated its official federal nutrition recommendations on what Americans should eat to meet nutrient requirements, promote health, and reduce risk of chronic disease.Dietary Guidelines for Americans recommended that children and adult should adopt a balanced eating pattern, consume a variety of nutrient-dense foods and beverages and limit their intake of saturated trans fat, cholesterol, added sugars and salt. Social/Cultural environmentSocial trends such as increased portion sizes, eating out more often, increased consumption of sugar-sweetened foods and lack of exercise.

23Customer

Geographic segmentation:All over the worldDemographic segmentation :Age: Children and adultGender: Male and FemalePsychographic: Lower class, Middle class, Upper class Behavioral segmentation:Taste Fun and Magic

Customer -- National CultureThe collectivism is high rather than individualismPower distance is low that children could affect decisionsIn USA, the extended family been replaced as the most common mode of living by the nuclear familyUncertainty avoidance is high the parents has important role that determining the purchase and healthy become the main factor which consider by the parents

Customer -- HouseholdMost of American Household type is Nuclear family, consist of a father, a mother and children.

The Household Decision-Making Process for Childrens ProductsInfluencers(children)Communicationstargeted at children(taste, image) Communicationstargeted at parents(nutrition)Purchasers(parents)User(children)Informationgatherers(parents)Initiators(parents,(children)Decisionmakers(parents,children)

Needs and Wants

Uses the behaviors and opinions of others as useful informationInformationalWhen an individual fulfills group expectations to gain a reward or avoid a sanctionNormativeIndividuals have internalized the groups values and normsValue ExpressionType of Influence

Solutions SolutionCollaborate healthy foods with Disney programsHealthy food campaign for parentsNew characterPromotion through kindergartenCollaborate healthy foods with Disney programs

Disney films shows healthy foods consumed by the Disneys characters to affect the children who watched the film to also consume healthy foodsTell children who watch Disneys programs the disadvantages if they consume non-healthy foodsHealthy Food campaign for parentsParents must understand the importance and advantages if their children consume healthy foods on a right proportionTell 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

New characterDisney 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

Promotion through kindergartenChildren must understand the advantage of healthy foods and the amount of foods they must consumedCreate childrens habit to eat healthy foods since kindergartenConclusion

ConclusionNot easy for Disney to change the market taste, because it would take a long time to replace the old habit into a new oneThere must be coordination between Disney and its stakeholder to get the objectives that Disney wants

Animated picture list with color text tabs(Intermediate)

To reproduce the SmartArt effects on this page, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt.In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Horizontal Picture List (fifth row, second option from the left) to insert the graphic into the slide. Press and hold CTRL, and select the picture placeholder and text shape (top and bottom shape) in one of the objects. Under SmartArt Tools, on the Design tab, in the Create Graphic group, click Add Shape, and then click Add Shape After. Repeat this process one more time for a total of five picture placeholders and text shapes. Select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 4.44.In the Width box, enter 9.25.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Press and hold CTRL, and then select all five text boxes in the graphic. On the Home tab, in the Font group, select Corbel from the Font list, and then enter 22 in the Font Size box.Select the graphic. Under SmartArt Tools, on the Design tab, in the SmartArt Styles group, do the following: Click Change Colors, and then under Colorful click Colorful Range Accent Colors 2 to 3 (second option from the left).Click More, and then under Best Match for Document click Moderate Effect (fourth option from the left).Select the rounded rectangle at the top of the graphic. Under SmartArt Tools, on the Format tab, in the Shape Styles group, click the arrow next to Shape Fill, and then under Theme Colors click White, Background 1, Darker 35% (fifth row, first option from the left).Click each of the five picture placeholders in the SmartArt graphic, select a picture, and then click Insert.

To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and under Entrance, click Float In.In the Animation group, click Effect Options, and under Sequence, click One by One. In the Timing group, in the Duration list, click 01.00.In the Animation Pane, click the double-arrow below the animation effect to expand the list of effects, then do the following to modify the list of effects:Select the first animation effect, and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Moderate, click Basic Zoom.Click Effect Options, and under Zoom, click Out Slightly. In the Timing group, in the Start list, select With Previous.Also in the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the third, fifth, seventh, ninth, and 11th animation effects (effects for the text shapes), and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Basic, click Peek In, and then click OK. In the Animation group, click Effect Options, and under Direction, click From Top. In the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the second, fourth, sixth, eighth, and 10th animation effects (effects for the pictures). In the Timing group, in the Start list, select After Previous.

To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider, then customize the gradient stops as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 130, Green: 126, and Blue: 102.Select the last stop on the slider, and then do the following: In the Position box, enter 71%.Click the button next to Color, and then click Black, Text 1 (first row, second option from the left).