DISNEY CONSUMER PRODUCT:

MARKETING NUTRITION TO CHILDREN

SIREN SUNGKAR SYNDICATE

Lukman Kresno O. 29110394
Yohannes De Deo Tedo 29110399
Anggi Fitrining Tyas 29110400
Ronaldo Bagus Putra 29110404
Wisnumurti Rahardjo 29110412

History

Problem
Definitio
n

Analysis

Solution

Conclusi
on

Hi

Disneys

1950
Expand
beyond
film and
televisio
n

Chapter

Disney Consumer
Products
Responsible for extending the
Disney brand to merchandise

Soft lines
Consists

of 6 lines of

Apparel
Footwear
Accessories

business

Buena vista games

Home and infant
Hard lines

Food
Health and beauty
Electronics and stationery

Business

Situation

Retail stores in Europe and the US stocked

the DCP
The main model presupposed getting the
license for the use of Disney brand on
quality products made by other companies
In 1998 - 1999 the sales on US and Japanese
markets decreased by 10% and 15%
Andy Mooney introduce direct to retail(DTR)
and DTR distribution model, and also keep
the traditional licensing model

l
b
o
r
P
em

Problem
Analysis

Disney branded was accused contributing towards

the growing obesity epidemic
(Confectionery products, Uncontrolled eating
habit)
Healthy foods for children
Disney need to reconsider the nutritional
value of their food products

Establish credibility with the

government, manufacturers, parents
and nutritionist
Childrens taste impact the
consumption

Problem
Defnition

Could Disney use it magic to

switch children from sugary to
more nutritious diet ? Could they
sustain ?

Alternatives
Keep
Traditional Line

Pros

Cons

Keeping broad
consumers base.
Preferable by common
children.

Negative public opinion

Not supporting by
government regulation.

Establish good image

Strong Brand
Strong distribution
Channel
Preferable by common
parents.

Possible to loss broad

consumers base.

Product Development

Healthy
Program Line

What they did?

June 2006, Disney Consumer Products ( DCP
) decided to change the nutritional content
of their product and introduce new healthy
foods for children under the slogan of
Better for you

Establish Disney Nutritional Guidelines

Using three licensing and distribution
models

Nutritional
Guidelines
Disney

Nutrition control
1. Control levels of added
sugar
2. Contain no trans or
hydrogenated fats
3. Promote fiber and calcium
4. Minimized the use of
additives
5. Prefer to use whole foods
that intrinsically dense in
nutrients

DCPs Three Models

Traditional Licensing Model
Sourcing
(Designed and create products by
Disney but manufactured and
marketed
Direct-to-retail
by licensee)
(DTR)
(Entailed partnering directly with
retailers)

Analysis

SWOT Analysis
Strength

Weakness

Good image of brand

Strong characteristic
Cooperate with big retailers
(Kroger and Wal-Mart)

Doesnt have own manufacturing

for DCP
Growing criticism from activists,
parents and governments around
the world about contribution to
the growing obesity epidemic

Opportunity

Threats

Mothers beliefs and expectations

about DCP
Disney channel
Leading licensors of character
(exhibit 5)

Competitors
High expectations from mothers

Five Cs
Collaborator
(Imaginator
Farm, Kroger)
Customer
(Children and
parent)

Company
(Disney , DCP)

5C

Context
(Increasing
Obesity in
Children &
Adults)

Competitor
(Nickelodeon,
Warner, etc.)

Company
Potential Internal Strengths

Potential Internal Weaknesses

1. Corporation brand name has powerfully

distinguished itself nationwide as one of
the best in the entertainment business.

1. Growing critics from activists, parents,

and government believed that Disney
companies contributed to the growing
obesity epidemic.

2.

2. Licensing with McD.

Well -known brand name that has lead to

high brand loyalty where Disney brand
was synonymous with fun and magic.

3. Children familiar with Disney characters.

3. The packaged foods portfolio of Disney

was mostly sweets and treats.

4. The Little Mermaid, The Lion King and The

Beauty and the Beast-the only animated
ever nominated film for the Academy
Award for Best Picture. The Lion King won
the Tony Award for best musical in 1997.

4.
Disney doesnt have their own
manufacturing.

5. Disney held the top spots for the worlds

most valuable franchise characters.
6. Disney Consumer Products (DCP) was the
worlds largest licensor.

Competitor
o

Commodity produce:
Dole, Green Giant and Fresh Express
Entertainment brands:
Nickelodeon

Warner Bros

Sesame
Workshop

Disney

Characters

SpongeBob, Dora the

Explorer, The Fairly
Odd parents

Harry Potter,
Looney Tunes

Elmo, Grover,
Cookie Monster

Mickey Mouse,
Winnie the
Pooh, etc .

Networks

Television channel
Nickelodeon

Sesame Street
public
television
program

Film and
Television
program

Collaboration

Licensing partnership

Ready Pac

Del Monte
Foods, Sunkist

Kroger,
Safeway and
Albertsons
supermarket,
Carrefour, WalMart

Concept

Every fruit a kid

would want to eat
with Nickelodeon
character

Healthier Snack
Alternative,
The Original Kid
Pleasin, momlovin dippity
delicious snack!

Healthy Habits
for Life

Better For
You

Market Share

Sesame; 2%
Pokemon; 2%
20th Century Fox; 2%

Others; 7%

Universal; 3%

Disney; 34%

Mattel; 4%
HIT; 4%
4Kids; 5%

Lucas; 5%

Sanrio; 7%
Marvel; 8%

Warner; 10%

Nickelodeon; 8%

Collaboration
Licensees:
Licensees:
General Foods, Standard Oil, DuPont, General Mills,
General Foods, Standard Oil, DuPont, General Mills,
Amour Meats, Life Savers, McDonalds, Imagination
Amour Meats, Life Savers, McDonalds, Imagination
Farms
Farms
Direct to Retail (DTR)
Direct to Retail (DTR)

Partnership:
Partnership:
Target, Wal-Mart, Other large retailers
Target, Wal-Mart, Other large retailers
Kellogg's and Cadbury
Kellogg's and Cadbury

Context
Political & Regulatory
environment

Social/Cultural environment

Customer
Behavioral segmentation:
Taste Fun and Magic
Demographic segmentation :
Age
: Children and adult
Gender
: Male and Female
Psychographic : Lower class, Middle class,
Upper class

Geographic segmentation:
All over the world

Customer -- National

Culture
The collectivism is high rather than
individualism
Power distance is low that children could
affect decisions
In USA, the extended family been replaced
as the most common mode of living by the
nuclear family
Uncertainty avoidance is high the parents
has important role that determining the
purchase and healthy become the main
factor which consider by the parents

Customer -- Household
Most of American
Household type is
Nuclear family,
consist of a father,
a mother and
children.

The Household DecisionMaking Process for

Childrens Products
Influencers
(children)

Communications
targeted at children
(taste, image)
Communications
targeted at parents
(nutrition)

Initiators
(parents,
(children)

Information
gatherers
(parents)

Decision
makers
(parents,
children)

Purchasers
(parents)

User
(children)

Needs and
Wants
Needs
(Food)
Parents Wants
(Nutritious
Foods)

Children Wants
(Tasty & Fun
Foods)

Type of Influence
Informational

Uses the behaviors and

opinions of others as useful
information

Normative

When an individual fulfills

group expectations to gain a
reward or avoid a sanction

Value
Expression

Individuals have
internalized the groups
values and norms

Soluti
on s

Solution
Collaborate healthy foods with Disney
programs
Healthy food campaign for parents
New character
Promotion through kindergarten

Disney films shows healthy foods

consumed by the Disneys characters
to affect the children who watched the
film to also consume healthy foods
Tell children who watch Disneys
programs the disadvantages if they
consume non-healthy foods

Collaborate healthy foods with Disney

programs

Parents must also tell their children

about the advantage of healthy foods
and give the children healthy foods on
the right proportion
Parents
must
understand
the
importance and advantages if their
children consume healthy foods on a
right proportion
Tell the parents that Disney already
has the products that meets the
healthy food standards

Healthy Food campaign for parents

Disney could create new character

that has the advantage of healthy
foods on their adventure. Children like
adventure and healthy foods could be
a big part on their adventure

New character

Create childrens habit to eat healthy

foods since kindergarten
Children
must
understand
the
advantage of healthy foods and the
amount of foods they must consumed

Promotion through kindergarten

l
c
n
o
C
n

Not easy for Disney to change the market

taste, because it would take a long time to
replace the old habit into a new one
There must be coordination between Disney
and its stakeholder to get the objectives
that Disney wants

Conclusion