Disney Consumer Products

A HBR Case Study

If you can dream it ,You can do it!

• An American motion picture and television producer

• Showman• Pioneer of Cartoon films• Creator of Disneyland

Families spent 9.16 billion hours

In Disney per year!

What’s there for you @ the disney store?

By 2004,The scenario

30% of American children were

14% were Obese

What? Criticism against fast foods, packaged good manufacturers,

media outlets

From? Activists , Parents, Governments

Why?

Large portion size of food

Unregulated Ads

DCP saw this as an opportunity to solve childhood obesity single-handedly .

BUT COULD DISNEY USE ITS BRAND STRENGTH TO

REACH CHILDREN IN A HEALTHIER WAY?

COULD IT PROVIDE LEADERSHIP

FOR THE REST OF THE FOOD INDUSTRY?

OR DID IT BRING DOWN THE BRAND VALUE OF

DISNEY?

•Few cereals•Minute Maid Juices•Frozen Fish•Chicken•Sweets and Treats

Disney at the Supermarket

Our strategy then was , Disney is about fun.We should be in fun categories.

-Reid Leslie

Survey Report

The GAP

What children requests !

What mom wants to buy !

Factors influencing kids’ preferences

Moms associate disney as high quality and trustworthy

CAN DISNEY MEET THE NUTRITIONAL GUIDELINES

SETUP BY FDA?

Approaches toward creating Disney foodies

Offer products that already has broad appeal

Take healthy products and make them more “fun”

Use packaging to inspire product sampling

Licensing to IMAGINATION FARMS-a fresh produce company

2006 MARCH

Three pronged Product Development Strategy:

1.Differentiate commodity2.Create value added products3.Develop exclusive varieties

Magic Selection Products

I. 2nd Largest US Supermarket CompanyII. Established DTR relationshipIII. They developed magic selection Label

COMPETITION

Commodity Producers

Entertainment Brands

CHALLENGES

We have to deliver quality to represent our brand well

-Mooney

Past influences decisions made today,

just focus on “better for you”-Mooney

Differentiation & competition

Growth and Distribution

Disclaimer

Created by Pravallikha S , SVCE Chennai during a Marketing Internship By Prof. Sameer Mathur, IIM Lucknow