disney consumer product marketing nutrition to children
TRANSCRIPT
1955
DISNEYLAND(AMUSEMENT PARK) OPENED IN ANAHEIM, CALIFORNIA.
“THE MICKEY MOUSE CLUB” A POPULAR CHILDREN’S SERIES.
1996
DISNEY PURCHASED MEDIA COMPANY $19 BILLION. ACQUIRED ABC : 10 TV STATION, 21 RADIO STATION, 7 DAILY NEWSPAPER.
2001
DISNEY ACQUIRES BABY EINSTEIN, A COMPANY THAT CREATES PRODUCTS THAT BRING THE ARTS AND HUMANITIES TO BABIES.
FOUR MAJOR BUSINESS SEGMENT
MEDIA NETWORK PARK AND RESORTS
STUDIO ENTERTAINMENT
DISNEY CONSUMER PRODUCT
BUSINESS LINE
SOFTLINES (APPAREL, FOOTWEAR,
ACCESSORIES)
HARDLINES (FOOD, HEALTH & BEAUTY, ELECTONICS, STATIONERY)
BUENA VISTA GAMES HOME & INFANT
PUBLISHING TOYS
DCP EXPERIENCED 10-15% DECLINES IN SALES IN THE U.S. AND JAPANESE MARKETS.
MOONEY PLANNED TO BUILD DCP INTO A GLOBAL CONSUMER PRODUCTS COMPANY.
DCP INTRODUCE DIRECT-TO-RETAILS(DTR) ALONG WITH TRADITIONAL LICENSING MODEL.
NUTRITIONAL GUIDELINES
GOOD FOOD, GREAT FUN
CONTROLLED LEVEL OF ADDED SUGAR
CONTAINS NO TRANS OR HYDROGENATED FAT
ADJUSTED CALORIES
MINIMUM USE OF ADDITIVES
USE OF FIBER AND CALCIUM
3 APPROACHES FOR DISNEY FOOD PRODUCTS
THE CHALLENGE IS HOW DOYOU MAKE THE PRODUCTS THEY ALREADY LOVE HEALTHIER?
HEALTY AND FUN
PACKAGING TO INSPIRE PRODUCT SAMPLING
DISNEY WILL BE PROVIDING HEALTHIER
OPTIONS FOR FAMILIES THAT SEEK THEM, WHETHER AT OUR PARKS OR THROUGH OUR BROAD ARRAY OF LICENSED FOODS.
DCP IS DOING THE RIGHT THING
AND GETTING GOOD BUSINESS RESULTS.
CREDIT
Google Image Search Prof. Sameer Mathur IIM-L
Disney consumer products: Marketing nutrition to children
[ HARVARD CASE STUDY]
Slideshare.net
Philips Kotler
Marketing Management : a south Asian perspective
thewaltdisneycompany.com
PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
"These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur. (www.IIMInternship.com)"
DISCLAIMER
AJEET KUMAR PROF. SAMEER MATHUR