disney marketing nutrition to children by arihant jain

Disney Consumer Products:

Marketing Nutrition

to Children

Harvard Business School Case

1Disney Consumer Products: Marketing Nutrition To Children -

Harvard Business School Case

Disney Consumer Products: Marketing Nutrition To Children -Harvard Business School Case

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What is Disney?


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The Current Situation


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The Current Situation (1/3)

It has a well established fun and

entertainment market consisting of

television, theme parks, movies, radio stations,

DCP etc.


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It has positioned itself as a leading brand licensor

through its brand name and its earningsare heavily dependent on it.


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Objectives of this case


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Objectives of the case (1/3)

Understanding the marketing strategy of Disney

as a licensor and as a brand itself.


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To analyse the steps taken by Disney to overcome

the nutrition factor in its food

products and how did the company

improvise on it.


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Studying its collaboration with various

retailers like Kroger and its marketing strategy

with firms like Imagination farms.


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Our focus of study


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Our focus of study (1/3)

Disney’s position as a licensor and its key

character’s brand value.


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Studying the changes implemented by

Disney to go with the nutrition

factors and their influence on kids.


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Its future : has the company taken right decisions?


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Disney as a leading

licensor


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Characters have

their own brand

image


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Value (In billions)


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Familiarity within

kids


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Among Kids in age group 2-11


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Disney at Super

markets before

Product reform


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Averagely placed with just 1% share

in children’s food market.


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Analysis was done to map up the

differences between the

buying choices of parents and

children.


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And this way nutrition was

introduced to please the moms.


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U.S.D.A guidelines


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Obesity!! Obesity!! Obesity!!


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As per the guidelines, each and

every food provider must ensure

certain rules of

nutrition……LIMITED

CALORIES.


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Disney happily obeyed!!A platform for the company to

showcase its brand strength.


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Disney’s nutritional

guidelines


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It launched new set of diet chart and focused on the products included in it

with exceptions of treat.


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After guidelines


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What was done by

Disney??


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Collaboration with Imagination Farms:


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Collaboration with Kroger:


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Special products were designed as in

attractive packaging.


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Launched Disney Magic Selection!!


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Brand is loved by kids!!


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Competition


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It faces direct

competition from its

counterparts like Warner Bros.,

Nickelodeon etc.


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They also have incorporated

similar strategies but Disney

believes in its magic!!


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Disclaimer:

This presentation is a part of

Internship under Prof. Sameer Mathur,

IIM Lucknow by Arihant Jain.

disney marketing nutrition to children by arihant jain

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