Disney Consumer Products: Marketing nutrition to young children

Index:• Founder• Past Events• Current Situation• Challenges and Problems• Recommendations• Conclusions

The company was founded as a cartoon studio by Walt and Roy Disney in 1923.

Past Events:

The wonderful world of Disney

The Mickey Mouse Club

Expanded beyond film and television: Amusement Parks

The obesity epidemic

DCP launches fresh fruits

DCP signed an exclusive 10-year licensing deal with Mcdonald’s that gave fast food right to feature Disney character and promote its products.

Major Business segments of Disney

Media networks

Studio entertainmen

t

Parks and Resorts

Disney Consumer Products

(DCP)

Retail stores in Europe and the US stocked the DCP

Formation of DCP enabled the company to introduce and utilize the Disney brand to products varying from toys to interactive games to food and beverages.

Challenges and Problems

Cant Disney’s magic cut down obesity?

Mothers perceived Disney products as being of high quality and wished to buy healthy foods for their children.

DCP products need to meet USDA dietary guidelines.

The “nutritious” food needed to appeal children.

Globalization• The company took advantage of improving transport and

communication infrastructures and managed to become an international company operating in 90 countries• Revenue reached 23 billion dollars.• The powerful advertising effect arising from the use of Disney

characters reached to the entertainment industry.

Corporate Strategies

Using widely acceptable products in healthier form.

Firm selected some already healthy foods and made them go under the company’s brand.

Sampling of

products was

encouraged by

product packaging.

Marketing Strategy

Advertisements made by the company captured kids’ attention to their products.

Nutritious food appeals mothers

4P’s

Price

Product

Promotion

Place

Price

Product

Place

Promotion

Recommendations

New Disney characters must be created

Aggressive change towards more healthy products

Conclusion:• Application of good business development strategies

defines the success of DCP

• Development of products in accordance with the current market requirements enables the company to position itself as the leader in the healthy foods production

Thank you

DISCLAIMERCreated by Akanksha Singh, B.Tech JUIT during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.