DISNEY CONSUMER PRODUCTS: MARKETING NUTRITION TO CHILDREN

INDEX

HISTORY DISNEY CONSUMER PRODUCTS BUSINESS SITUATION PROBLEM DEFINITION DCP’S THREE MODELS WHAT DISNEY DID? ANALYSIS CUSTOMER CONCLUSION

HISTORY

DISNEY CONSUMER PRODUCTS

CONSISTS OF 6 LINES OF BUSINESS-: Soft lines 1. Apparel2. Footwear3. Accessories Hard lines1. Food2. Health and Beauty3. Electronics and stationary Buena vista games Home and infant Publishing Toys

•BUSINESS SITUATION

Retail stores in Europe and US stocked the DCP.

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

PROBLEM ANALYSIS

Disney Brand was accused contributing towards the growing epidemic.

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

Establish credibility with the government, manufacturers, parents and nutritionist

Children’s taste impact the consumption.

PROBLEM DEFINITION

Could Disney use it “magic” to switchchildren from sugary to more nutritious diet?Could they sustain?

CHALLENGES

Disney need to reconsider the nutritional value of their food products.

DCP need to meet USDA( united nations department of agriculture ) dietary guidelines.

WHAT DISNEY DID?

In June 2016, Disney Consumer products (DCP) decided to change the nutritional content of their product and introduce new healthy foods for children under the slogan “Better for you”

DISNEY NUTRITIONAL GUIDELINES

Control levels of added sugar. Contain no trans or hydrogenated fats. Promote fiber and calcium. Minimized the use of additives. Prefer to use foods that are

intrinsically dense in nutrients.

DCP’S THREE MODELS

Traditional Licensing Model Sourcing (Designed and create

products but manufactured and marketed by license)

Direct-to-retail (DTR) – Entailed partnering directly with retailers.

SWOT ANALYSIS OF BRAND

Strengths:1. Good image of brand2. Strong characteristic3. Cooperate with big retailers( Kroger and Wal-Mart) Weakness1. Doesn’t have own manufacturing for DCP2. Growing criticism for activists, parents and

governments around the world.

SWOT ANALYSIS OF BRAND

Opportunity1. Mother belief and expectations about DCP2. Disney Channel3. Leading licensors of character Threats1. Competitors2. High expectations from mothers

Customer

Behavioral Segmentation : Taste Fun and “Magic” Demographic Segmentation:1. Age: Children and adult2. Gender: Male and female3. Psychographic: Lower class, Middle class and Upper class. Geographic Segmentation: All over the world

SOLUTIONS

Collaborate healthy foods with Disney programs.

Healthy food campaign for parents New Character Promotion through kindergarten