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MARKETING NUTRITION TO CHILDREN CASE DISNEY CONSUMER PRODUCTS :
39

Disney consumer product marketing nutrition to children

Aug 12, 2015

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Sameer Mathur
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Page 1: Disney consumer product   marketing nutrition to children

MARKETING NUTRITIONTO CHILDREN

CASE

DISNEY CONSUMER PRODUCTS :

Page 2: Disney consumer product   marketing nutrition to children

Founded DISNEY in 1923

Two brothersWalter Elias & Roy Oliver Disney

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19231955

1953

1929

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2003’sTop Earning Characters

$5.9Billion

$4.7 Billion

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Became $300 Billion Company

Net Income of $2.5 Billion

In 2005

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Buena Vista GamesHome & Infant

HardlinesPublishing

SoftlinesToys

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Leading LicensorsCharacter-Driven

Entertainment Brands

Worldwide retail sales$21 Billion

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>30 % Overweight>14 % Obese

5-9 Years old AMERICAN children Health Experts………….

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Government & Parents

So,

Started blaming theFood Production Companies

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“Food advertisements promotefood purchase requests bychildren to parents”

Government Imposed ruleson Advertisement

………IOM

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Some companies increasedthere investments on ADVERTISEMENTS

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Increased Media coverageOf Childhood ObesitySensitized the food & beverageIndustries

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Disney started workingOn its products

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What will be the ChallengesHow to set Nutritional Guidelineswithin FDA’s limits

Keeping in Mind,

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How to advertise to reach to kidsWho will be the competitors

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How to face CompetitorsCan Disney set an example

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What will be the Challenges

-Pricing & Value-Legacy-Differentiation & Competition-Growth & Distribution

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“Go out with low price is challenge”

……Reid Leslie(Director of food & beverages)

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“But for these products,Affordable = value,Not price”

…..Mooney

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“Forget where are we are todayFocus on developing

‘BETTER FOR YOU’ products”

…..Mooney

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DPC’s managers believedthat combination of abroad product line, widedistribution & the Disneymagic would win overMoms

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DCP signed an DTR relationship with KrogerDisney wanted to License or Develop additional lines.Can differentiate using Characters, brand & price

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How to set Nutritional Guidelineswithin FDA’s limits

“Promote healthier categories, reformulate foods like cookies and cereal to be healthier and to control portions”

…....Embola Ndi(Vice President, product development)

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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

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Recommendations for DCP after Nutritional Audit

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How to advertise to reach to kids

Adopted three approaches :

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1) Offer products that already had broad appeal

Distributed Peaches with Daisy Duck& goofy stickers

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2) Take products that are healthy & make fun

Mold whole wheat pasta into character shapes

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3) Use packaging to inspire product samplingMaking water bottles in the shape of characters

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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

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A top rated U.S. basic cable network since 1996

Seen by 89 Million households

SpongeBob SquarepantsThe FairlyOdd Parents

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Del Monte Foods signed a licensing deal with Sesame Workshop

Cookie Monster

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Ready Pac (ready to eat fruits) signed a licensing deal with Warner Bros

Bugs Bunny

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Can Disney set an example

DCP is highly influential with children

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Company used Its “MAGIC”To get children to switch from sugary,Processed foods and became lifelong converts to a more nutritious diet

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LEKHRAJ KUSHWAHAIIT KANPUR

IIM Lucknow

CASE

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