Disney Consumer Products: Marketing Nutrition

to Children

C A S E S T U DY

A

What’s going on?

The Situation

Health experts estimated that more than 30% of American children between the ages of 5 and 9 years were overweight and 14% were obese

The Situation

Fast food companies, and media outlets that advertised their products were subject to growing criticism; activists believed these companies contributed to the growing obesity epidemic

The Situation

The Disney brand was synonymous with fun and magic—characteristics children also associated with the food treats, such as ice cream and popcorn; high sugar, high calorie stuff

Top reasons

Large portion size of food

Unregulated advertisements

40,000 TV commercials,

50% of which were for high calorie,

high fat food products

What’s up (with)

Disney Consumer

Products (DCP)?

DCP offered more than 2,100packaged food and beverage products

The Situation

Dramatic increases in childhood obesity caused the company to consider the nutritional value of its own food products

“Kids eat the wrong food-& too much of

the wrong food”

-Ndi (VP for DCP’s Product Development)

The Situation

DCP saw the controversy as an opportunity; embarked on a mission to improve the nutritionalvalue of its licensed food products

CHALLENGE ACCEPTED !

Two Major Questions …

Could the company use its “Magic” to get children to

switch from sugary, processed foods and become

lifelong converts to a more nutritious diet?

What is the food industry’s

responsibility in this controversial space?

MEDIA NETWORKS

PARKS AND

RESORTS

STUDIO ENTERTAINMENT

DISNEY CONSUMER PRODUCTS

What was Disney’s

backbone?

Families spent an annual average of 9.16 billion hours immersed in Disney-branded experiences and products

Disney held the top spots for the world’s most valuable

franchise.

Children consistently reported high familiarity with Disney characters

BUT!

Could Disney provide leadership for the rest of the food industry

and use its band strength to reach children?

So what’s the plan?

1. • Improve the nutritional value of its licensed products

2. • Market fresh food under ‘whole food first’ Philosophy

3. • Establish credibility with Govt., parents and nutritionists

Three Major Targets

The New Model

Traditiona

l Licensing

Direct To

Retail(DTR)

Target 1

Partnering directly with retailers who were, in DCP’s

estimation, “Winners in their

channels/marketplace”

Target 1

Deal making capability

+Product Development

and Innovation

BUT WAIT !

FACT : Children influence purchase decisions whether they are in the store with their mothers-or not

What kids want What moms want their kids to want

Balance is the key

Target 1

1800 calories/day

1100 Calories <90 Calories Main meal Snacks+Drinks+Treats

~ 3 meals | 2 snacks | 1 drink | 1 treat

“One treat, that’s all?”

Target 1

Treats

Drinks

Snacks

Side dish

Main meal

85% Products

15% Products

Target 1

Disney’s Magic Selections

•Disney’s theme and characters•Small portions•Healthier segment•Lunchbox packages

Whole Food First

Target 2

Imagination farms

Vegetables are fun, Kids !

Did someone

say FUN ?!!!?

Target 2

Target 2

Promote healthier

categories for kids

Target 2

Target 2

To convince kids to eat vegetables

• Disney’s fun theme• Innovative packaging• Small portion sizes• Tasty healthier alternatives

Food that meets

nutritional guidelines

…&

Appeals to the children

“You mean ,that’s possible?”

Target 3Improve

d nutritiou

s products

Fresh fruits and

vegetables

Established credibility

Will they make it?

DISCLAIMERCreated by Mehar Kathuria, Thapar University,

during a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow