Post on 12-Aug-2015
OUR STRATEGY THEN WAS,
DISNEY WAS ABOUT FUN.
WE SHOULD BE IN FUN CATEGORIES- REID LEISE, DIRECTOR OF FOOD AND BEVERAGES
“
IN WINTER 2004, DCP CONDUCTED
RESEARCH TO DISCOVER IF DISNEY’S
BRAND EQUITY WOULD TRANSFER TO
A LINE OF CHILDREN’S FOOD
PRODUCTS
DCP DISCOVERED THAT
THERE WAS A GAP
BETWEEN FOOD CHILDREN
REQUESTED AND FOOD
THEIR MOTHERS ARE
WILLING TO BUY FOR THEM
RIGHT NOW, KIDS EAT THE WRONG
FOODS - AND TOO MUCH OF THE
WRONG FOODS. THE SOLUTION IS TO
PROMOTE HEALTHIER CATEGORIES- EMBOLA NDI, VICE PRESIDENT, PRODUCT DEVELOPMENT
“
THE COMPANY ADOPTED
THREE APPROACHES
TOWARD CREATING
DISNEY FOOD PRODUCTS
OFFER PRODUCTS THAT ALREADY HAD
BROAD APPEAL
1
TAKE PRODUCTS THATWERE ALREADY HEALTHY AND MAKE THEM MORE
“FUN”
2
THE COMPANY ADOPTED
THREE APPROACHES
TOWARD CREATING
DISNEY FOOD PRODUCTS
USE PACKAGING TO INSPIRE PRODUCT
SAMPLING
3
THE COMPANY ADOPTED
THREE APPROACHES
TOWARD CREATING
DISNEY FOOD PRODUCTS
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.
VALUE ADDED STRATEGY WOULD
DIFFERENTIATE AND BUILD THE BRAND
Sales of Darling
clementine's increased by
almost 25% after the
Dora and SpongeBob
characters were added to
the product packaging
TOP RATED U.S. BASIC CABLE NETWORK SINCE 1996
MY GOAL IS TO HAVE EVERY FRUIT A KID WOULD
WANT TO EAT WITH A NICKELODEON CHARACTER- TORRES, LICENSING VICE PRESIDENT
“
In June 2006, They Extended Fresh Fruit And
Vegetable Line To Apples, Pears And Carrots
READY-TO-EAT FRUITS AND VEGETABLES
Cool cut ready snacks package
contained two, 2-ounce
packages each of grapes,
apples and carrots
WE EXPECT COMPETITION, BUT WE BELIEVE
WE CAN BEAT THE COMPETITION BECAUSE
EVEN IF THEY DEVELOP AND
MATCH OUR NUTRITIONAL STANDARDS, THEY
CANNOT ACCESS DISNEY MAGIC- EMBOLA NDI, VICE PRESIDENT, PRODUCT DEVELOPMENT
“
1 Pricing and ValueBUT FOR THESE
PRODUCTS,
AFFORDABLE
EQUALS VALUE,
NOT PRICE. WE
HAVE TO DELIVER
QUALITY TO
REPRESENT OUR
BRAND WELL- MOONEY
“
2 LegacyTHOUGH
PRODUCTS WILLL
BE HEALTHFUL
AND FUN, BASED
ON THE PAST
CRITICISM, THEY
EXPECTED SOME
SKEPTICSM. THIS
IS THE TIME TO
LEAVE BACK THE
LEGACY
3 CompetitionDCP MANAGERS
BELIEVED THAT
THE COMBINATION
OF A BROAD
PRODUCT LINE,
WIDE
DISTRIBUTION
AND THE DISNEY
BRAND WOULD
WIN OVER MOMS
4 Growth and distribution
DISNEY WANTED
TO LICENSE OR
DEVELOP
ADDITIONAL LINES
OTHER THAN
KROGER AND
DIFFERENTIATE
ADDITIONAL LINES
USING
CHARACTERS,
BRAND AND PRICE
WITHIN DCP WE WILL TAKE A SHORT
TERM HIT FINANCIALLY, BUT WE’RE
DOING THE RIGHT
THING AND GETTING GOOD BUSINESS
RESULTS - MOONEY AND DOLMON
“
DISNEY’S SOCIALLY RESPONSIBLE BEHAVIORMARKETERS MUST EXERCISE THEIR SOCIAL CONSCIENCE IN SPECIFIC DEALING WITH CUSTOMERS AND STAKEHOLDERS
"These slides were created by B. Pavan Kumar as part of an internship done under the guidance of Prof. Sameer Mathur
(www.IIMInternship.com)"