Disney Harvard Case Study
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Transcript of Disney Harvard Case Study
Disney Consumer Products:Marketing Nutrition to children
Business Segments
HISTORY
Walt Disney was criticised for increasing obesity epidemic
Could Disney use its Magic to switch children to nutritional diet?
• Review the nutritional constituent of its food products• Disney should conduct a corporate level audit of its
food and beverage offerings.• They took the obesity epidemic as an opportunity to
reconsider its entire range of foods.
Points noticed
• Parents perceived Disney products with high quality, trustworthy and familiar to line of foods and beverages
• They associate Disney with magic
• Disney need to reconsider nutritional value of their products
• The food has to appeal to children and deliver brand’s promise
• DCP products need to meet USDA dietary guidelines
Licensing Model1.Traditonal
Licensing Model
2.Sourcing Model
3.Direct to Retail (DTR) model
Licenses handled product innovation and manufacturing.
Contract manufacturing ,where products were created and
designed by Disney.
Partnering directly with retailers.
Disney Nutrition Guidelines• Minimize use of additives.• Control level of sugar added.• Contains no trans or hydrogenated fats• Promote fiber and calcium.• Using whole foods dense in nutrients
Nickelodeon
In Fall 2005, spinach, baby carrots and clementines bearing SpongeBob squarepants and Dora the Explorer character images began to appear on shelves.
By the end of the 2005, unit sales of Darling clementines increased by almost 25% after the Dora and SpongeBob characters were added to the product packaging,
Warner Bros. Ready Pac planned to
feature Warner’s Bugs Bunny, Tweety and Tasmanian Devil characters on its Cool Cuts Ready Snax single-serving packages of fruit.
Each package contained two, 2-ounce packages each of grapes, apples and carrots, which Ready Pac promoted as lunchbox alternatives to cookies, potato chips or candy.!
In June 2006 Del Monte Foods, a $3 billion U. S.manufacturer of branded and private label canned vegetables and fruit, announced that it had signed a licensing deal with Sesame Workshop, a nonprofit educational organization best known for its Sesame Streetpublic television program
Sesame Workshop
Action taken
Implementation of new characters
Collaborate healthy foods with Disney programs
Healthy food campaign for parents
Improve coordination between Disney and its stakeholders
DisclaimerCreated by Sneha Swapnil, BCIPS, during an internship under Prof. Sameer Mathur