2. You can design and create, and build
the most wonderful place in the world.
But it takes people to make the dream
a reality…
3. History :
• 1923-Debut of Mickey Mouse
• 1932-Licensing became a formal business unit
• 1950-Expansion beyond film and television
• 1954-Debut in first television program
• 1955-Opened Disneyland in California
• 1980s to 1990s-Renaissance of Disney animation
• 1984-Focus on entertainment assets
• 2004-The obesity epidemic
• 2006-Launching the offerings of fresh fruits
4. Valuation :
In the year 2005,
The Walt Disney Company
was a $32 billion company
along with the net income of
$2.5 billion in the same year
5. Mickey Mouse :
This character has a worth of
$5.8 billion and
almost 96%kids
around the globe are familiar to this character
6. Winnie the Pooh :
This character has a worth of
$5.6 billion and
almost 92%kids
around the globe are familiar to this character
7. Disney Consumer Products
• 2005-Leading Licensor of
Character Driven Entertainment brands
• World wide retail sales of worth
$21billion
10. Problems faced by the DCP :
People criticised the DCP because of
contributing to the
OBESITY
EPIDEMIC!
11. Problems faced by the DCP :
Government imposed rules on Broadcasters
asking not to encourage
excessive junk food
consumption!
12. Self-Evaluation and Elevation :
All the problems and the challenges the
DCP faced,
they took them as
new Opportunitiesand reconsidered
its range of food products
13. Self-Evaluation and Elevation :
• IN 2004, DCP BRANDED FOOD PRODUCTS
ACCOUNTED FOR LESS THAN
1%OF THE CHILDREN FOOD MARKET
• In winter 2004, DCP conducted
research to discover if
Disney brand equity would transfer
to a line of children food products
14. Self-Evaluation and Elevation :
• DCP discovered that there was
a gap between food children requested
and foods their mothers are
willing to buy for them
• Peer pressure & advertising
strongly influence kids.
They demand national or
character-driven products
15. Self-Evaluation and Elevation :
• Moms associate disney strongly
with magic-even when it comes
to food
• The products need to make kids
feel special and must be
non-patronizing and mom-approved
16. Company approaches towards creating
Disney Food Products :
• Offer products that already had broad appeal
• Take products that were already healthy and
make them more “fun”
• Use packaging to inspire product sampling
17. Marketing Strategies :
• To differentiate commodities
such as peaches and apples, plu stickers
were adorned with Disney characters
• A lunch box program where fruit and vegetables
would be packed in 3-ounce bags.
18. Competitors :
Nickelodeon
• Top rated U.S. basic cable network since 1996
• Sales of Darling clementine's increased by almost
25% after the Dora and SpongeBob characters
were added to the product packaging
• In June 2006,They Extended Fresh Fruit And
Vegetable Line To Apples, Pears And Carrots
19. Competitors :
Del Monte Foods
• Pre-schoolers' consumption of broccoli
increased by 28% when branded with a
Sesame Street character
20. Competitors :
Warner Bros.
• Cool cut ready snacks package contained
two, 2-ounce packages each of grapes,
apples and carrots
22. Conclusion :
It has never been easy for Disney to
change the market taste, because
it would take a long time to replace
the old habit into a new one.
So, it is expected that
There must be coordination between
Disney and its stakeholder
to get the objectives done that
Disney wants.
24. Disclaimer :
Created by:
Arindam Gohain, NIT Silchar,
During the Marketing Internship
under the strict Supervision of
respected
Prof. Sameer Mathur
Sir,IIM Lucknow.
