DISNEY CONSUMER PRODUCTS: MARKETING NUTRITION TO CHILDREN

WALT DISNEY

DISNEY BRAND IS SYNONYMS OF

FUN AND MAGIC.

HISTORY

DISNEY BROTHER STUDIO IS FOUNDED BY “WALTER ELIAS DISNEY” AND “ROY”

1923

1928

MICKEY MOUSE WAS CREATED.

1932

DISNEY WON THE ACADEMY AWARD FOR BEST CARTOON.

1937

RELEASE OF “SNOW WHITE”.

1940

RELEASE OF “PINOCCHIO” AND “FANTASIA”.

1940

WALT DISNEY PRODUCTION ISSUE FIRST STOCK.

DISNEY LICENCED 2000 PRODUCTS.

1948

LICENSING INCOME

$1 MILLION.

RETAIL SALE $100 MILLION.

1954

DISNEY FIRST TELEVISION PROGRAM : “WONDERFUL WORLD OF DISNEY”.

1955

DISNEYLAND(AMUSEMENT PARK) OPENED IN ANAHEIM, CALIFORNIA.

“THE MICKEY MOUSE CLUB” A POPULAR CHILDREN’S SERIES.

1963

ENCHANTED TIKI ROOM OPENS AT DISNEYLAND, USING

THE FIRST AUDIO-ANIMATRONICS.

1966

WALT DISNEY DIED.

1971

“WALT DISNEY WORLD” IN HONOR OF WALT DISNEY BY HIS BROTHER “ROY”.

1984

MICHAEL EISNER BECAME CEO.

1987

FIRST DISNEY DOLLARS SOLD AT DISNEYLAND.

1996

DISNEY PURCHASED MEDIA COMPANY $19 BILLION. ACQUIRED ABC : 10 TV STATION, 21 RADIO STATION, 7 DAILY NEWSPAPER.

1997

LION KINGS WON TONY AWARD FOR BEST MUSICAL.

DISNEY MAGIC CRUISE SHIP DEPARTS.

1998

IN

21ST CENTURY

2000

DISNEY HIRED “ANDY MOONEY” AS DISNEY CONSUMER PRODUCT PRESIDENT.

2001

DISNEY ACQUIRES BABY EINSTEIN, A COMPANY THAT CREATES PRODUCTS THAT BRING THE ARTS AND HUMANITIES TO BABIES.

2001

100TH

ANNIVERSARY OF WALT DISNEY.

2004

OBESITY EPIDEMIC

30% AMERCICAN CHILDREN B/W AGES OF 5-9

WERE OVERWEIGHT AND 14% ARE OBESE.

2005

ROBERT A. IGER BECOMES PRESIDENT AND CHIEF EXECUTIVE OFFICER OF THE WALT DISNEY COMPANY.

2011

AULANI, A DISNEY RESORT & SPA IN KO OLINA, HAWAI‘I, OPENS TO GUESTS.

FOUR MAJOR BUSINESS SEGMENT

MEDIA NETWORK PARK AND RESORTS

STUDIO ENTERTAINMENT

DISNEY CONSUMER PRODUCT

BUSINESS LINE

SOFTLINES (APPAREL, FOOTWEAR,

ACCESSORIES)

HARDLINES (FOOD, HEALTH & BEAUTY, ELECTONICS, STATIONERY)

BUENA VISTA GAMES HOME & INFANT

PUBLISHING TOYS

BUSINESS

SITUATION

DCP EXPERIENCED 10-15% DECLINES IN SALES IN THE U.S. AND JAPANESE MARKETS.

MOONEY PLANNED TO BUILD DCP INTO A GLOBAL CONSUMER PRODUCTS COMPANY.

DCP INTRODUCE DIRECT-TO-RETAILS(DTR) ALONG WITH TRADITIONAL LICENSING MODEL.

PROBLEM

ANALYSIS

THE PORTFOLIO WAS MOSTLY SWEETS AND TREATS.

CHILDREN’S TASTE IMPACT THE CONSUMPTION.

OBESITY

CAUSE OF OBESITY

CHILDREN CONSUME MORE THAN REQUIRED.

TELEVISION ADVERTISING .

NUTRITIONAL GUIDELINES

GOOD FOOD, GREAT FUN

CONTROLLED LEVEL OF ADDED SUGAR

CONTAINS NO TRANS OR HYDROGENATED FAT

ADJUSTED CALORIES

MINIMUM USE OF ADDITIVES

USE OF FIBER AND CALCIUM

BEFORE IMPLEMENTATION DCP AUDITED 2,100

OF ITS FOOD PRODUCTS.

3 APPROACHES FOR DISNEY FOOD PRODUCTS

THE CHALLENGE IS HOW DOYOU MAKE THE PRODUCTS THEY ALREADY LOVE HEALTHIER?

HEALTY AND FUN

PACKAGING TO INSPIRE PRODUCT SAMPLING

DCP STARTED IMAGATION

FARMS TO MARKET FRESH FRUITS AND VEGITABLES VIA LICENSING .

IMAGINATION FARMS PRODUCTS

DCP DEVELOPED A BROAD RANGE OF

PRODUCTS WITH CINCINNATI-BASED KROGER SUPERMARKETS

KROGER DISNEY MAGIC SELECTION PRODUCTS

CHALLENGES

PRICING & VALUE

LEGACY

DIFFERENTIATION & COMPETITION

GROWTH & DISTRIBUTION

SWOT ANALYSIS

DISNEY WILL BE PROVIDING HEALTHIER

OPTIONS FOR FAMILIES THAT SEEK THEM, WHETHER AT OUR PARKS OR THROUGH OUR BROAD ARRAY OF LICENSED FOODS.

DCP IS DOING THE RIGHT THING

AND GETTING GOOD BUSINESS RESULTS.

CREDIT

Google Image Search Prof. Sameer Mathur IIM-L

Disney consumer products: Marketing nutrition to children

[ HARVARD CASE STUDY]

Slideshare.net

Philips Kotler

Marketing Management : a south Asian perspective

thewaltdisneycompany.com

PRESENTATION BY

B. COM, MAHATMA GANDHI KASHI VIDYAPITH

VARANASI

INTERN IIM-L (MARKETING MANAGEMENT)

MENTOR: PROF. SAMEER MATHUR

kumarajeet50@gmail.com

"These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur. (www.IIMInternship.com)"

DISCLAIMER

AJEET KUMAR PROF. SAMEER MATHUR

THANK YOU