BACKGROUND

Media & networks

Parks and Resorts

Studio Entertainme

ntDCP

Business

Segment

SITUATION

(

Toys Fashion

HomeHealth

and beauty

Stationery

(1/3)

DISNEY Faced Criticism for contributing to obesity epidemic

(2/3)

It also has license of packaged foods like candy and ice cream.

(3/3)

Could Disney use its “magic” to switch from sugary, processed foods to more nutritious diet?

The food needs to taste good and at the same time should be healthy.

DCP products need to meet the dietary guidelines of USDA

Used focus groups, group sessions and shopping trips with mothers of children to learn about the products that would be successful in the market.

OBSERVATIONS

Mothers perceived Disney brand as of high quality, trustworthy and familiar to a line of food and beverages.

Mothers associated Disney strongly with “magic”.

Children influenced purchase decision

Peer pressure and advertising strongly influenced kids preferences.

Analysis

Fun, graphic shapes products are more attracting to children.

Portion controlled, high quality, taste good, reduced

fat and sugar.

What did they do?

1.Control levels of added sugar

2.Contain no trans or hydrogenated fats.

3.Promote fiber and calcium.4.Minimize the use of

additives.5.Prefer to use whole foods

that intrinsically dense in nutrients.

Nutrition Control

DISNEY Nutrition Guidelines

Creating Food Products

1.Offer Products that already had broad appeal such as milk or peanut butter.

2.Products that are already healthy and make more “fun”.Example : wheat pasta in different shapes

3.Packaging to inspire product sampling, such as making water bottles in the shape of characters.

Imagination Farms

Disney’s Strength

Disney partnered with Kroger

What else can Disney do?

Healthy food campaigns for parents should be organized

Should be brought into the market to attract customers.

Created by Viniva Jaiswal, IBS Hyderabad, during a marketing internship,

under Prof. Sameer Mathur, IIM Lucknow.

DISCLAIMER

Thank you