MARKETING NUTRITION TO CHILDREN

DISNEY CONSUMER PRODUCTS

Strategic Formulation

“I do not like to repeat successes, I like to go on to other things.”

Walt Disney

1923Debut of Mickey Mouse in Steamboat Willie

1932Licensing became a formal business unit

1954Debut in first television program1955Opened Disneyland in Anaheim, California

1980 s – 1990sRenaissance of Disney Animation1984Focus on entertainment assets

2004 The obesity epidemic2006 DCP Launched offerings of fresh fruits

Disney’s history

1950Expand beyond film and television

It’s not about just Disneyland….!

THE Walt Disney Company

05/01/2023 4

LocationsDisney Resorts:1.California2.Florida3.Tokyo4.Hong Kong5.Paris

405/01/2023

The World's Top Facebook Check-In Locations Include 4 Disneylands

Disney Consumer ProductsResponsible for extending the Disney brand

to merchandise

• Soft lines• Apparel• Footwear• Accessories

• Buena vista games• Home and infant

• Hard lines• Food• Health and beauty• Electronics and

stationery• Publishing • Toys

Consists of 6 lines of business

Retail stores in Europe and the US stocked the DCP

The main model presupposed getting the license for the use of Disney brand on quality products made by

other companies

In 1998 - 1999 the sales on US and Japanese markets decreased by 10% and 15%

Andy Mooney introduce direct to retail(DTR) and DTR distribution model, and also keep the traditional

licensing model

Business Situation

Today 30% of the American kids are overweight

14% of the American kids are obese

&

Disney branded was accused contributing towards the growing obesity epidemic(Confectionery products, Uncontrolled eating habit)

Healthy foods for children Disney need to reconsider the nutritional value of their food products

Establish credibility with the government, manufacturers, parents and nutritionist

Problem Analysis

Children’s taste impact the consumption

Needs and WantsNeeds(Food)

Parents Wants(Nutritious Foods)

Children Wants(Tasty & Fun Foods)

Disney Nutritional Guidelines

Nutrition control1. Control levels of added sugar2. Contain no trans or hydrogenated fats3. Promote fiber and calcium4. Minimized the use of additives5. Prefer to use whole foods that intrinsically

dense in nutrients

Reformulating some products, shrinking portions for others and phase out some products.

Competitoro Commodity produce:

Dole, Green Giant and Fresh Expresso Entertainment brands:

Nickelodeon Warner Bros Sesame Workshop Disney

Characters SpongeBob, Dora the Explorer, The Fairly Odd parents

Harry Potter, Looney Tunes

Elmo, Grover, Cookie Monster

Mickey Mouse, Winnie the Pooh, etc .

Networks Television channel Nickelodeon

Sesame Street public television program

Film and Television program

Collaboration Licensing partnership Ready Pac Del Monte Foods, Sunkist

Kroger, Safeway and Albertson’s supermarket, Carrefour, Wal-Mart

Concept “Every fruit a kid would want to eat with Nickelodeon character”

“Healthier Snack Alternative”, “The Original Kid Pleasin’, mom-lovin’ dippity delicious snack!”

‘Healthy Habits for Life”

“Better For You”

Disney34%

Warner10%

Nickelodeon8%Marvel

8%Sanrio

7%

Lucas5%

4Kids5%

HIT4%

Mattel4%

Universal3%

20th Century Fox2%

Pokemon2%

Sesame2% Others

7%

Market Share

SWOT Analysis

Strength• Good image of brand• Strong characteristic• Cooperate with big retailers (Kroger and Wal-Mart)

Weakness• Doesn’t have own

manufacturing for DCP• Growing criticism from

activists, parents and governments around the world about contribution to the growing obesity epidemic

Opportunity • Mothers beliefs and

expectations about DCP• Disney channel• Leading licensors of

character (exhibit 5)

Threats • Competitors• High expectations from

mothers

Critical Success factors Weights Rating Weighted Score Rating Weighted Score Rating Weighted Score  0.0 to 1.0 1 to 4   1 to 4   1 to 4  

      0   0   0

Advertising 0.12 4 0.48 4 0.48 2 0.24

Market Share 0.11 3 0.33 4 0.44 2 0.22

Company Image 0.12 4 0.48 3 0.36 3 0.36

Financial Position 0.11 4 0.44 4 0.44 3 0.33

Management 0.09 3 0.27 3 0.27 3 0.27

Global Expansion 0.12 4 0.48 4 0.48 4 0.48

Consumer Loyalty 0.12 4 0.48 4 0.48 3 0.36

Production Capacity 0.12 3 0.36 3 0.36 2 0.24

Technology 0.09 3 0.27 4 0.36 3 0.27

Totals 1   3.59   3.67   2.77

CPMMedia Network Segment

Solution

Collaborate healthy foods with Disney programs

Healthy food campaign for parents

New character

Promotion through kindergarten

Collaborate healthy foods with Disney programs

Disney films shows healthy foods consumed by the Disney’s characters to affect the children who watched the film to also consume healthy foods

Tell children who watch Disney’s programs the disadvantages if they consume non-healthy foods

Healthy Food campaign for parents

Parents must understand the importance and advantages if their children consume healthy foods on a right proportion

Tell the parents that Disney already has the products that meets the healthy food standards

Parents must also tell their children about the advantage of healthy foods and give the children healthy foods on the right proportion

New character

Disney could create new character that has the advantage of healthy foods on their adventure. Children like adventure and healthy foods could be a big part on their adventure

Promotion through kindergarten

Children must understand the advantage of healthy foods and the amount of foods they must consumed

Create children’s habit to eat healthy foods since kindergarten

• Build an indoor theme Park and Resort in New

York.

• Improve advertising to promote entertainment

which target a more mature audience.

• Remove the Interactive Media Segment.

• Remodel and build new attractions in every Park

and Resorts to stay appealing to our customers.

Recommendations

In the next three years Walt Disney should..

Recommendations

Objectives

In the next year Walt Disney should…

• Improve advertising to promote

entertainment

• Remove the Interactive Media Segment

• Buy a land in New York City

Objectives

Internal Audit

Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.

- Walt DisneyTHANK YOU

sources• ““Home, The Walt Disney Company”, < http://thewaltdisneycompany.com/

<ALDRIDGE, B. “Walt Disney”, Brad Aldridge Productions, Berkley, CA, August 2002, http://www.justdisney.com/walt_disney/’>

 • “ Annual Reports, The Walt Disney Company”, • <

http://thewaltdisneycompany.com/investors/financial-information/annual-report> 

• “ Who Owns the Media? Media Ownership Charts, Free Press”, Florence, MA, • <http://www.freepress.net/ownership/chart>• https://www.google.co.in/search?q=disney+consumer+products&oq=disney+consumer+&aqs=chro

me.0.69i59l3j69i57j69i60j0.7790j0j7&sourceid=chrome&ie=UTF-8• https://www.google.co.in/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=disney%2

0pics• http://www.disney.in/• https://en.wikipedia.org/wiki/The_Walt_Disney_Company

DISCLAIMER

Created by T.C.BALAMURUGAN, P.S.G. TECH COIMBATORE, during a Marketing Internship under the guidance of prof. SAMEER MATHUR , IIM LUCKNOW.

(See www.IIMInternship.com)