Disney consumer product

Welcome to the world of Disney

Disney Consumer Products

Introduction

1. Founded by Walt Disney

2. Established in 1923

3. Headquartered in California, USA

4. Currently world’s largest conglomerate In terms of revenue

Disney’s journey till date

Media network

Parks and Resorts

Walt Disney Studios

Disney Interactive media

DCP

Major Business Segments of Business

Sub Categories of major segments

Media NetworkDisney media network contributed to major revenue generation of the company

The Walt Disney studioWalt Disney has major market share among its competitor in terms of production house

Parks and Resorts

Disney Consumer Products•DCP is responsible for extending the Disney brand to merchandise ranging from apparel, toys, home décor and books to interactive games, food and beverages.

Six lines of business of DCP

1. •SOFTLINES (apparel, foot wears & accessories )

2. •BUENA VISTA GAMES

3. •HOME AND INFANTS

4. •HARDLINES (foods, health & beauty, electronics, stationery)

5. •PUBLISHING

6. •TOYS

Business situation of DCPRetail stores in Europe and US stocked the DCP

Andy Mooney introduced direct to retail (DTR) and DTR distribution model, and also keep the traditional licensing model.

Challenges

1. •Disney brand was accused contributing towards the growing obesity epidemic•(confectionary product , uncontrolled eating habit)

2. •Company needed to reconsider the nutritional value of their food products.

3. •Establish credibility with the government, manufacturer parents and nutritionist

4. •Children’s taste impact the consumption

And the Joeye was shocked!!!!

What next!!!!Disney consumer product (DCP) decided to change the nutritional content of their product

and introduced new healthy foods for children under the slogan of “BETTER FOR YOU”

Establish Disney nutritional Guideline

Using 3 licensing and distribution model

Collaborations1. • LICENSEES:

• General foods, General Mills, Life savers, McDonalds, Imagination farms

2. •DIRECT TO RETAILER (DTR):•DTR model meant selling brand and character rights directly to retailers , bypassing whole licensees •Retailer would then source the manufacturing themselves and manage sales and marketing•Walmart, Target, Kellogg’s , Cadbury

3. •SOURCING:•A sourcing model was essentially contract manufacturing, where product was designed by Disney and featured the Disney brand, but the licensee would handle the sales and marketing .

R & D into story telling to kids through technology

Digitize content to utilize technology and lower costs

Collaborate healthy food with Disney related program.

Healthy food campaign for parents.

New character

Promotion through Kindergarten.

Conclusion

Conclusion

Strategic plan needed

Balanced approach to innovation and cost saving

Implement strategies that lowers cost and maintains competitive advantage

THANK YOU

This presentation is not an official presentation of the “Disney”. It was prepared for the purpose of learning and is one of the assignment of the Marketing management internship under the esteem guidance of Prof. Sameer Mathur .

Created by:Ankit Kumar

Guided by:Prof. Sameer Mathur