WALT DISNEY NUTRITIONAL APPROACH

Founded by WALT AND ROY DISNEY in 1923

CONTENTS

HISTORY PROBLEM DEFINITION ANALYSIS SOLUTION

HISTORY

$32 BILLION COMPANY IN 2005

$2.5 BILLION NET INCOME IN 2005

BY 2006, the company was divided into FIVE segments

DISNEY CONSUMER PRODUCTS

BUSINESS LINESSOFT LINES

HARD LINES

BUENA VISTA GAMES

HOME & INFANT

PUBLISHING

TOYS

Its primary COMPETITOR was WARNER BROS.

OTHER COMPETITORS WERE…

In 1996, DCP signed an exclusive 10 year,$2 BILLION LICENSE DEAL with Mc Donald’s.

It features Disney characters in its promotions and offers toys with children’s meals.

But the PROBLEM arose when……

30% American children were OVERWEIGHT and 14% were OBESE by consuming more fast food.

As a result, DCP FACED CRITICISM for selling and advertising obesity inducing products and thus decided to MARKET NUTRITION to kids

ADVERTISING influences children greatly and they demand CHARACTER DRIVEN products

For the Mom’s DISNEY is a symbol of MAGIC, even when its about food.

DCP followed FDA’s dietary guidelines.

DCP announced new guidelines policy

STRENGTHIt has strong REPUTATION

WEAKNESSLARGE R&D COSTS

OPPORTUNITYDISNEY CHARACTERS POPULARITY

THREAT

Pricing competition!!

SOLUTIONS

Introduce new CHARACTERS

MORE PROMOTIONS

HEALTHY FOOD WITH DISNEY PROGRAMS

CONCLUSIONCARRY A LITTLE BIT OF DISNEY WHEREVER YOU GO

DISCLAIMERCreated by Shobiya S, PSG College of Technology

Coimbatore, during a marketing internship under Prof Sameer Mathur, IIM Lucknow.