Disney Consumer Products : Marketing Nutrition to children

Index

Today it consists of 5 business segments

• Disney licensed its brand characters to be sold at retail outlets in the following categories :

1. Soft lines2. Home and infant3. Buena vista games4. Publishing and toys5. Hard lines

•In 1996 DCP signed a 10 year deal with McDonalds which gave the fast food giant the right to feature Disney characters in its promotion and to offer Disney’s toys with its promotional meals.

Current Situation Analysis

So you must have got a feel of the problem. Lets articulate it now in proper words.

Problem Statement Can Disney use its presence to

switch children from a fast food diet to a more nutritious

diet???

But it has its share of

Disney needs to consider the nutrition value of their food products.DCP product needs to meet USDA dietary guidelines.The food also has to appeal to children.

Observations•Mothers perceived Disney food products as high quality, trustworthy and familiar to line of food and beverages.•Children influence purchasing decisions•Peer pressure and advertising influences children preferences.

DCP’s new vision is to produce a quality range of Disney integrated foods that answer’s children’s daily needs in an entertaining way – “in short, good food, great fun”

Product Development Decisions

Products with attractive packaging to attract product sampling.

Products which have high appeal like peanut butter and milk need to be made healthier.

Products which are already healthy should be made more fun.

StrengthsGood image of brand.Strong characteristics.Cooperate with big retailers.

WeaknessDoesn’t have own manufacturing for DCPGrowing criticism from people about contribution to growing obesity epidemic.

Opportunity Mother’s belief and expectations about DCPDisney ChannelLeading licensor of character

ThreatsCompetitors High expectations from mother

Swot Analysis

DisclaimerThese slides were made by Aman Vijay under the guidance of Prof. Sameer Mathur, IIM Lucknow.

Aman Vijay Sameer Mathur