Marketing

Nutrition To

Kids

Introduction :

•Walt Disney Era

•Eisner Era

Walt Disney Era

•Founded in 1923 , Original name “Disney Brothers Cartoon Studio” .

•Renamed as “The Walt Disney Company”.

•In 1954 started “The Wonderful World of Disney” finally renamed it to “The Mickey Mouse Club ”.

•Won First Academy Award in 1932 for Flowers and Trees, a Silly Symphony.

•In 1955 , Disney expanded beyond film and animation into theme parks and holiday resorts

Eisner Era•Micheal Eisner becamce CEO in 1984.

•In 1996, Disney purchased Media Company “Capital Cities ” for $19 billion . It acquired ABC television network , 10 Television stations , 21 Radio Stations and 7 Daily Newspapers.

•The Company was divided into 4 major sections:

1.Media Networks

2.Parks and Resorts

3.Studio Entertainment

4.Disney Consumer Products

DCP Licensing

•The 10% drop was attributed to increasing royalty rates and over reliance on character licensing.

•The Company Planned to build DCP into a global consumer products company rather than licensing business.

•The company only gave its license when it was satisfied with distribution strength , superior product differentiation , innovation , category and leadership

Disney Problems•How to stop over exposure of brand ?

•How to expand the product line?

•Pointed as a major contributor of obesity in children.

“In the past, our strategy was to Co-Brand with manufacturers , premium

price , and passively licensing products. But now we want to focus on the brand and we need a model

that supports this goal”

•ASCCA introduced tough rules for advertising food to children.

•Disney conducted a corporate level audit of the food and beverage offerings.

•Disney provided leadership for the rest of the food industry and used its brand image to reach children.

•Disney saw this controversy as an opportunity to expand its product line.

Disney@

•The main Challenge for Disney was to use their brand image in nutritional products as well.

•Disney tried to fill the gap between the food children demanded and the food mother’s wanted to buy for them.

•According to Disney, “They should be fun in categories”.

•Disney tried to broaden and rationalize it offerings.

•Disney was able to maintain its brand image as High quality , Trustworthy and Magical.

•Disney knew they had to appeal to mother as well because they did most of the shopping for kids.

Disney changed its Marketing Campaign to “Its Good

For You.”

•Disney promoted healthy diets.

•Disney reformulated children products to reduce calories.

•Disney started a world wide campaign of nutrition value program.

•Disney introduced strict marketing standards.

•Disney avoided linking “Nutritionally Questionable” products to admired celebrities and characters.

•Disney faced competition from other companies like Nick , etc. But used

their Brand Image to help them.

• Managers envisioned publishing cookbooks, televising cooking shows for children, and linking its nutritional efforts with exercise programs.

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