HBR case study: Disney consumer products nutrition marketing for children
Disney consumer products marketing nutrition
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Transcript of Disney consumer products marketing nutrition
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1923Debut of Mickey Mouse
1932Licensing became a formal business
1950Expand beyond film and television
1955Opened Disneyland in California
2004Obesity Epidemic
2006DCP Launched offerings of fresh fruits
’s History
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Traditional Leasing Model
Sourcing
Direct to Retail(DTR)
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14% of American children between the ages of 5and 9 years were obese.
In Europe, childhood obesity rates in developed
countries doubled from 1973 to 2003
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CauseFood advertisements promote food purchase requests by children to parents, havean impact on children’s product and brand preferences, and affect consumption behaviour. . .Dietary choices influenced by exposure to these advertisements may likely contribute to energy imbalance and weight gain, resulting in obesity.
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IdeaDisney saw an opportunity to consider and improve nutritional value of its food products.
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Moms associate Disney with Magic and Kids want fun graphics and shapes, good taste.The products need to make themfeel special and must be non-patronizing and Mom-approved.
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Could DCP use its “magic” to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet?
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S WTO
• It’s association with “magic” as a brand image.
Strengths• Criticism from
activists, and parents who believed these contributed to obesity epidemic.
Weaknesses
• to consider and improve nutritional value of its food products
Opportunities
• Competitors like Nikelodeon,Warner Bros etc.
Threats
SWOTAnalysis
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• Quality, Trustworthy, familiar.• Good knowledge of customer needs.• Good relations with retailers.• It’s kids line was broad based and
extended across multiple categories in the store.
• Huge economic resoures.
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• criticism from activists, parents and governments that this companies contributed to the growing obesity epidemic.
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• To improve nutritional values of its products.• To simultaneously broaden and rationalize its
product offerings. • To build a company around increasing
consumption of fruits and vegetables among children.
• To grow into new markets.• To grow private label offerings.
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• Competitors like Nickelodeon,Warner Bros. etc.
• Availability of substitutes.• Threat of not appealing to
children and deliver on the brand’s promise of Disney magic.
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Making already loved products healthier.
Making already healthy products more “FUN”.
Use packing to inspire product sampling.
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What was the food industry’sresponsibility in this controversial space?
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Advertising was highly effective in persuading children to request products. An average child viewed more than 40,000 television commercials annually—50% of which were for high calorie, high fat foods andbeverages such as candy, fast food, snack foods, soft drinks, and sweetened breakfast cereals.Food advertisements have an impact on children’s product and brand preferences, and affect consumption behaviour. . Dietary choices influenced by exposure to these advertisements may result in obesity.
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