Case study analysis of Harvard Business school's case study " Disney Consumer Products- Marketing nutrition to children"

1. Disney Consumer
Products
Marketing nutrition to
children

2. Walter Elias and Roy
Oliver Disney Founded
Disney in 1923

3. 1923
Debut of
Mickey
Mouse

4. 1932
Disney won the
Academy Award
for best cartoon

5. 1954
Launched
first TV
Program

7. Disney Brand Stretch

8. 2.5 Billion Dollars Net Income in
2005

9. Disney Consumer Product
Business Lines
• Softlines
• Home and Infant
• Buena Vista Games
• Hardlines
• Publishing
• Toys

10. 30% of
American
Kids are
overweight

11. 14%
American
Kids are
obese

12. Disney faced
Criticism for
contributing
to Obesity
Epidemic

13. Government
imposed Rules on
Broadcasters
asking not to
encourage
EXCESSIVE FOOD
CONSUMPTION

14. Disney saw it as an Opportunity
to reconsider its entire range of
products

15. Can Disney meet
the Nutrition
Guidelines set by
the FDA and be the
Leader in solving
the Childhood
Obesity Problem

16. Problem

17. Need to reconsider
the value of their
food products

18. The
portfolio
was mostly
Sweets and
Treats

19. Children’s taste impact the
consumption

20. NEW

21. The Company
adopted Three
Approaches
Towards
Creating Disney
Food Products

22. Offer Products that already
had broad Appeal
Such as peanut
butter, milk, apples
and peaches

23. Take Products that are
more heathy and fun
Making
attractive
shapes of
heathy foods
1. Shaped
Pasta

24. 2. Heathy
Burgers
3. Fruits

25. Use Packaging to Inspire
Product Sampling
Using water bottles
with characters to
attract children

26. Guidelines

27. • Controlled Level of added Sugars
• Contains no Trans or Hydrogenated Fat
• Adjusted Calories
• Minimum Use of Additives
• Use of Fiber and Calcium

28. Imagination Farms
It served DCP
as a license in
fresh products

29. DCP and Imagination
Farms used three
main marketing
strategies

30. 1. To
Differentiate
Commodities
Produce through
Promotion

31. 2.Create
Value Added
Products
through
Product
Preparation

32. 3.Develop Exclusive Product
Varieties that would yield
more child friendly foods

33. Is Disney alone
fighting against
Obesity?

34. In 2005, Nickelodeon
launched its range of food
products with images of
Spongebob and Dora the
Explorer.

35. “My Goal is to have
every fruit a kid would
want to eat with a
Nickelodeon character”
- Sherice Torres,
Licensing Vice President,
Nickelodeon

36. In June 2006 Del Monte Foods
announced that it had signed a
licensing deal with Sesame Workshop.
Beginning in September 2006, Del
Monte peas, corn and green beans
featured Elmo, Grover and Cookie
Monster characters on its labels.

37. In early 2006, Ready Pac signed
a licensing agreement with
Warner Bros. Ready Pac planned
to feature Warner’s Bugs Bunny,
Tweety and Tasmanian Devil
characters on its Cool Cuts
Ready Snax single-serving
packages of fruit or candy.

38. But they failed to
deliver the MAGIC
Disney Consumer
Products were able to
deliver

39. Along with
The largest grocery retailer in US,
established a new brand “Disney
Magic Selection”

40. • Pricing & Value
• Legacy
• Differentiation and
Competition
• Growth and
Distribution

41. Disney has used its
MAGIC to switch
Children from
processed unhealthy
food to a heathy diet

42. Created by ANKEITA MALL,
S.G.S.I.T.S. , during an
internship by Prof. Sameer
Mathur, IIM Lucknow.
www.IIMInternship.com