Welcome to the world of Disney
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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
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