Disney consumer products marketing nutrition

1923Debut of Mickey Mouse

1932Licensing became a formal business

1950Expand beyond film and television

1955Opened Disneyland in California

2004Obesity Epidemic

2006DCP Launched offerings of fresh fruits

’s History

Traditional Leasing Model

Sourcing

Direct to Retail(DTR)

14% of American children between the ages of 5and 9 years were obese.

In Europe, childhood obesity rates in developed

countries doubled from 1973 to 2003

CauseFood advertisements promote food purchase requests by children to parents, havean impact on children’s product and brand preferences, and affect consumption behaviour. . .Dietary choices influenced by exposure to these advertisements may likely contribute to energy imbalance and weight gain, resulting in obesity.

IdeaDisney saw an opportunity to consider and improve nutritional value of its food products.

Moms associate Disney with Magic and Kids want fun graphics and shapes, good taste.The products need to make themfeel special and must be non-patronizing and Mom-approved.

Could DCP use its “magic” to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet?

S WTO

• It’s association with “magic” as a brand image.

Strengths• Criticism from

activists, and parents who believed these contributed to obesity epidemic.

Weaknesses

• to consider and improve nutritional value of its food products

Opportunities

• Competitors like Nikelodeon,Warner Bros etc.

Threats

SWOTAnalysis

• Quality, Trustworthy, familiar.• Good knowledge of customer needs.• Good relations with retailers.• It’s kids line was broad based and

extended across multiple categories in the store.

• Huge economic resoures.

• criticism from activists, parents and governments that this companies contributed to the growing obesity epidemic.

• To improve nutritional values of its products.• To simultaneously broaden and rationalize its

product offerings. • To build a company around increasing

consumption of fruits and vegetables among children.

• To grow into new markets.• To grow private label offerings.

• Competitors like Nickelodeon,Warner Bros. etc.

• Availability of substitutes.• Threat of not appealing to

children and deliver on the brand’s promise of Disney magic.

Making already loved products healthier.

Making already healthy products more “FUN”.

Use packing to inspire product sampling.

What was the food industry’sresponsibility in this controversial space?

Advertising was highly effective in persuading children to request products. An average child viewed more than 40,000 television commercials annually—50% of which were for high calorie, high fat foods andbeverages such as candy, fast food, snack foods, soft drinks, and sweetened breakfast cereals.Food advertisements have an impact on children’s product and brand preferences, and affect consumption behaviour. . Dietary choices influenced by exposure to these advertisements may result in obesity.