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MARKETING NUTRITIONTO CHILDREN
CASE
DISNEY CONSUMER PRODUCTS :
Founded DISNEY in 1923
Two brothersWalter Elias & Roy Oliver Disney
19231955
1953
1929
2003’sTop Earning Characters
$5.9Billion
$4.7 Billion
Became $300 Billion Company
Net Income of $2.5 Billion
In 2005
Buena Vista GamesHome & Infant
HardlinesPublishing
SoftlinesToys
Leading LicensorsCharacter-Driven
Entertainment Brands
Worldwide retail sales$21 Billion
>30 % Overweight>14 % Obese
5-9 Years old AMERICAN children Health Experts………….
Government & Parents
So,
Started blaming theFood Production Companies
“Food advertisements promotefood purchase requests bychildren to parents”
Government Imposed ruleson Advertisement
………IOM
Some companies increasedthere investments on ADVERTISEMENTS
Increased Media coverageOf Childhood ObesitySensitized the food & beverageIndustries
Disney started workingOn its products
What will be the ChallengesHow to set Nutritional Guidelineswithin FDA’s limits
Keeping in Mind,
How to advertise to reach to kidsWho will be the competitors
How to face CompetitorsCan Disney set an example
What will be the Challenges
-Pricing & Value-Legacy-Differentiation & Competition-Growth & Distribution
“Go out with low price is challenge”
……Reid Leslie(Director of food & beverages)
“But for these products,Affordable = value,Not price”
…..Mooney
“Forget where are we are todayFocus on developing
‘BETTER FOR YOU’ products”
…..Mooney
DPC’s managers believedthat combination of abroad product line, widedistribution & the Disneymagic would win overMoms
DCP signed an DTR relationship with KrogerDisney wanted to License or Develop additional lines.Can differentiate using Characters, brand & price
How to set Nutritional Guidelineswithin FDA’s limits
“Promote healthier categories, reformulate foods like cookies and cereal to be healthier and to control portions”
Our goal is to get kids to consumehealthier products
If we decide to use an additive, we need to keep our focus on
WHY we are using it
Recommendations for DCP after Nutritional Audit
How to advertise to reach to kids
Adopted three approaches :
1) Offer products that already had broad appeal
Distributed Peaches with Daisy Duck& goofy stickers
2) Take products that are healthy & make fun
Mold whole wheat pasta into character shapes
3) Use packaging to inspire product samplingMaking water bottles in the shape of characters
Who will be the competitors
We expect competition & channel fraction, but we believe we can beat the competition because even if they develop & match our nutritional standards, they cannot access Disney Magic
…….Ndi
A top rated U.S. basic cable network since 1996
Seen by 89 Million households
SpongeBob SquarepantsThe FairlyOdd Parents
Del Monte Foods signed a licensing deal with Sesame Workshop
Cookie Monster
Ready Pac (ready to eat fruits) signed a licensing deal with Warner Bros
Bugs Bunny
Can Disney set an example
DCP is highly influential with children
Company used Its “MAGIC”To get children to switch from sugary,Processed foods and became lifelong converts to a more nutritious diet