Disney Harvard Case Study

Disney Consumer Products:Marketing Nutrition to children

Business Segments

HISTORY

Walt Disney was criticised for increasing obesity epidemic

Could Disney use its Magic to switch children to nutritional diet?

• Review the nutritional constituent of its food products• Disney should conduct a corporate level audit of its

food and beverage offerings.• They took the obesity epidemic as an opportunity to

reconsider its entire range of foods.

Points noticed

• Parents perceived Disney products with high quality, trustworthy and familiar to line of foods and beverages

• They associate Disney with magic

• Disney need to reconsider nutritional value of their products

• The food has to appeal to children and deliver brand’s promise

• DCP products need to meet USDA dietary guidelines

Licensing Model1.Traditonal

Licensing Model

2.Sourcing Model

3.Direct to Retail (DTR) model

Licenses handled product innovation and manufacturing.

Contract manufacturing ,where products were created and

designed by Disney.

Partnering directly with retailers.

Disney Nutrition Guidelines• Minimize use of additives.• Control level of sugar added.• Contains no trans or hydrogenated fats• Promote fiber and calcium.• Using whole foods dense in nutrients

Nickelodeon

In Fall 2005, spinach, baby carrots and clementines bearing SpongeBob squarepants and Dora the Explorer character images began to appear on shelves.

By the end of the 2005, unit sales of Darling clementines increased by almost 25% after the Dora and SpongeBob characters were added to the product packaging,

Warner Bros. Ready Pac planned to

feature Warner’s Bugs Bunny, Tweety and Tasmanian Devil characters on its Cool Cuts Ready Snax single-serving packages of fruit.

Each package contained two, 2-ounce packages each of grapes, apples and carrots, which Ready Pac promoted as lunchbox alternatives to cookies, potato chips or candy.!

In June 2006 Del Monte Foods, a $3 billion U. S.manufacturer of branded and private label canned vegetables and fruit, announced that it had signed a licensing deal with Sesame Workshop, a nonprofit educational organization best known for its Sesame Streetpublic television program

Sesame Workshop

Action taken

Implementation of new characters

Collaborate healthy foods with Disney programs

Healthy food campaign for parents

Improve coordination between Disney and its stakeholders

DisclaimerCreated by Sneha Swapnil, BCIPS, during an internship under Prof. Sameer Mathur