WALT DISNEY -TOWARDS THE HEALTHY

WORLD

CASE STUDY HISTORY

PROBLEM DEFINITION

ANALYSIS

SOLUTION

CONCLUSION

HISTORY

1923 - Debut of mickey mouse in steamboat willie

1932- licensing became a formal business unit

1950- expand beyond film and television

1955- opened Disneyland in Anaheim, California

2004- the obesity epidemic

2006- DCP launches offering of fresh fruits

CONSUMERS SPENT 9160 HOURS WITH DISNEY

Disney media networ

ks

Disney Parks and

Resorts

Disney studio

entertainment

Disney Consumer

Products

PROBLEM DEFINITIONPROMOTING FAST FOODS

14% AMERICAN KIDS ARE OBESE

ANALYSIS

PARTNERSHIP WITH MC DONALD’S

ADVERTISEMENT!!!

PROMOTING HEALTHY FOODS

Could Disney use its ‘magic’ to switch children from sugary to more nutritious diet Could they sustain?

• Has to reconsider the nutritional value of their food products

• The food has to appeal to children and deliver on the brand’s promise of magic

• DCP products need to meet USDA dietary guidelines

SWOT ANALYISIS

STRENGTH

WEAKNESSDoes not have own manufacturing for DCP

THREATS

OPPORTUNITIESGROWING BRAND VALUE

solutions• Healthy foods + Disney programs

MORE PROMOTIONS NEEDED!!!

TIE UP WITH SUPERMARKETS

NEW CHARACTERS TO ATTRACT CHILDREN

KEEPING MAGIC ALIVE

CONCLUSION

DISCLAIMER

Slides were created bySowmiyasree.D (PSG TECH)as a part of an internship under the guidance of Prof. Sameer Mathur (IIM LUCKNOW)