CAN DISNEY’S MAGIC WORK

THIS TIME AROUND?

A N E VA L U AT I O N O F D I S N E Y C O N S U M E R

P R O D U C T S ’ D E C I S I O N T O M A R K E T N U T R I T I O N

DCP’S LICENSING AND DISTRIBUTION MODELS

THE TRADITIONAL LICENSING MODEL

SOURCINGDIRECT-TO-RETAIL

(DTR)

41%

15%

9%

7%

28%

No Changes Exempted Portion Size Adjusted Reformulated Phased Out

Main Meal

Side Dish Snacks

Drinks Treats

Minimally Processed

Limited Sugar

No Trans-fats

Limited Calories

Minimal Additives

Used Disney Characters to make fruits and veggies more appealing to children

• Understood Disney’s strategy

Provided retailers with customized marketing programs

• The mission was increasing consumption of fruits and vegetables among children

ENORMOUS PRESENCE

LARGE RETAILER

DTR

• COMPETITIVE PRICING

• BRAND EQUITY

• BROAD PRODUCT LINE AND WIDE DISTRIBUTION

• MYRIAD COMPETITORS (E.G. NICKELODEON)

• UNDUE SCEPTICISM

• COMPETITION OF RETAILERS WITH KROGER

DISNEY HAS TO CAPITALISE ON ITS

STRENGTHS AND MINIMISE THE EFFECTS

OF THE WEAKNESSES SO AS TO BE ABLE

TO MAKE THE REJUVENATED PRODUCT

LINE WORK.

DISCLAIMER