This case study is a Harvard Business School case deals with various aspects of the Walt Disney Company.

1. Harvard Business Review Case
By AKASH
KUMAR

2. s
Walt Disney
company is
not just a
Disneyland!

3. Index
Mission.
Structure of the Walt Disney Company.
History
Merchandise Licensing and Disney Consumer Products.
Disney at Supermarket.
Issues.
Nutrition Obesity and the American diet.
Disney Nutritional Guidelines.
Imagination Farms.
Future.
The Competition.
Conclusions.

4. Mission

5. Structure of Walt Disney
Walt Disney
Company
Studio
Entertainment
Media
Network
broadcasting
Parks And
Resorts
Disney
Consumer
Products

6. H
I
S
T
O
R
Y

7. 1932-1980
 1923
The Walt Disney company with the debut of Mickey Mouse.
1932
Disney won the Academy Award for Best cartoon.
1954
Disney debuted its first television program, “the Wonderful World of Disney”.
1971
Walt Disney World was completed.

8. 1980-present
 1984
Disney began focusing more on films for television.
1996
Disney purchased media company Capital Cities /ABC for $19 billion.
2003
Disney became the first studio to surpass $3 billion in global box office receipts.
2016
Star wars :”The Force Awakens”.

11. Shows
that
Disney
ruled .

15. Licensing Model
1.Traditonal
Licensing Model
2.Sourcing Model
3.Direct to Retail
(DTR) model
Licenses handled product
innovation and manufacturing.
Contract manufacturing ,where
products were created and
designed by Disney.
Partnering directly with
retailers.

16. Disney Consumer Products
Responsible for extending the Disney brand to merchandise .
Comprised of softlines , Buena vista games , home & infant,
hardlines, publishing and toys.
Largest licensor with more than $21 billion in retail sales of licensed products.

19. Issues
Walt Disney
was
Criticized for
growing
obesity
epidemic

21. Issues(2)
Health report estimated that more than 30% of American children
were overweight and 14% were obese.
In Europe more than 10% children were obese.
Major reason were consumption of sugar-sweetened foods and lack
of exercise.

22. What did Disney do?
Due to dramatic increase in childhood obesity , Disney
started considering the nutritional value of its own food
products.
Disney conducted a corporate-level audit of the food and
beverage offerings within all its divisions.
They took the obesity epidemic as an opportunity to
reconsider its entire range of foods.

23. Guidelines from USDA

24. IOM recommendation
Actively promote healthifuldiets for children.
Create or reformulate children’s products to reduce calories,fats, salt and added sugar.
Empirically validated industry-wide rating system.
Enforce strict marketing standards.
Avoid linking”nutritionally questionable” products to celebrities, sports figure etc.

26. Disney Nutritional guidelines
Promoting healthier categories for kids like water, milk, yoghurt and fruit.
Products categorized into five categories:main meal, side dish, snacks, drinks and treats.
Calories were allocated to each categories.

29. Approaches
• Approaching
products that
already had
appeal like
milk/butter.
• Take products
that were
already healthy
and making fun
of them.
• Use packaging to
inspire product
sampling.

31. Imagination Farms

32. Competition

34. Baby Carrots and clementines bearing character images
licensed by Nickelodeon , began to appear on supermarket
shelves.
By end of 2005, unit sales of clementines increases by
almost 25%.
Nickelodeon aimed to have every fruit a kid would want to
eat must have a Nickelodeon character.

37. Disney & Kroger

38. 1.Gain market share
and acceptance into
food and beverage
market.
2.Focus on family
entertainment industry.

39. Conclusions
Contribution of wide distribution and Disney magic meant that DCP
would win over moms around the world.
DCP also plan to make ties with other retailers , other than krogers.
With imagination farm products expected to cross the number of
items they produce with Kroger DCP is sure to be a success.
With the nutritional and dietary plan adopted by Disney the
obesity epidemic can be kept effectively.

40. Created by Akash Kumar, PESIT
Bangalore , during a marketing
internship under Prof. Sameer Mathur ,
IIM Lucknow