Disney consumer products - marketing nutrition to children
•
4 gefällt mir•1,943 views
Case study of Disney consumer products - marketing nutrition to children
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Disney consumer products - marketing nutrition to children
Ähnlich wie Disney consumer products - marketing nutrition to children (20)
Mehr von Sameer Mathur
Mehr von Sameer Mathur (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Disney consumer products - marketing nutrition to children
- 3. 32$
- 4. 2.5$
- 5. CONSUMERS SPENT 9160 HOURS WITH DISNEY PER YEAR
- 7. 5.8$ 5.6$
- 8. 96% 92%
- 12. 30%
- 13. 14%
- 14. DISNEY FACED CRITICISM FOR CONTRIBUTING TO OBESITY EPIDEMIC
- 15. GOVERNMENT IMPOSED RULES ON BROADCASTERS ASKING NOT TO ENCOURAGE EXCESSIVE FOOD CONSUMPTION
- 16. Kellogg and General Mills increased their advertising spending on children television channels
- 17. DISNEY SAW IT AS AN OPPURTUNITY TO RECONSIDER ITS RANGE OF FOOD PRODUCTS
- 19. CAN DISNEY MEET THE NUTRITIONAL GUIDELINES SETUP BY FDA?
- 20. CAN DISNEY USE IT’S BRAND IMAGE TO REACH OUT TO CHILDREN?
- 21. OR DOES IT BRING DOWN THE BRAND VALUE OF THE DISNEY?
- 22. HOW DO PEOPLE PERCIEVE THIS TRANSITION OF THE DCP?
- 23. WHO WILL BE THEIR COMPETITORS AND HOW WILL THEY FACE THEM?
- 24. WHAT NEW CHALLENGES DO THEY FACE WITH THIS TRANSITION?
- 25. CAN DISNEY PROVIDE LEADERSHIP TO REST OF THE FOOD INDUSTRY?
- 26. IN 2004, DCP’S BRANDED FOOD PRODUCTS ACCOUNTED FOR LESS THAN 1% OF THE CHILDREN’S FOOD MARKET
- 27. OUR STRATEGY THEN WAS, DISNEY WAS ABOUT FUN. WE SHOULD BE IN FUN CATEGORIES - REID LEISE, DIRECTOR OF FOOD AND BEVERAGES “
- 28. IN WINTER 2004, DCP CONDUCTED RESEARCH TO DISCOVER IF DISNEY’S BRAND EQUITY WOULD TRANSFER TO A LINE OF CHILDREN’S FOOD PRODUCTS
- 29. DCP DISCOVERED THAT THERE WAS A GAP BETWEEN FOOD CHILDREN REQUESTED AND FOOD THEIR MOTHERS ARE WILLING TO BUY FOR THEM
- 32. MOMS ASSOCIATE DISNEY STRONGLY WITH MAGIC - EVEN WHEN IT COMES TO FOOD
- 33. THE PRODUCTS NEED TO MAKE KIDS FEEL SPECIAL AND MUST BE NON-PATRONIZING AND MOM-APPROVED
- 34. CAN DISNEY MEET THE NUTRITIONAL GUIDELINES SETUP BY FDA?
- 35. RIGHT NOW, KIDS EAT THE WRONG FOODS - AND TOO MUCH OF THE WRONG FOODS. THE SOLUTION IS TO PROMOTE HEALTHIER CATEGORIES - EMBOLA NDI, VICE PRESIDENT, PRODUCT DEVELOPMENT “
- 36. TO ANSWER CHILDREN’S DAILY NEEDS IN AN ENTERTAINING WAY—IN SHORT, GOOD FOOD, GREAT FUN
- 37. DCP DERIVED MANY OF ITS RECOMMENDATIONS FROM THE FDA’S DIETARY GUIDELINES
- 38. 41% 28%
- 39. THE COMPANY PLANNED TO HAVE ALL ITS PRODUCTS BROUGHT INTO COMPLIANCE OR PHASED OUT BY 2008
- 40. CAN DISNEY USE IT’S BRAND IMAGE TO REACH OUT TO CHILDREN?
- 41. OR DOES IT BRING DOWN THE BRAND VALUE OF THE DISNEY?
- 42. THE COMPANY ADOPTED THREE APPROACHES TOWARD CREATING DISNEY FOOD PRODUCTS OFFER PRODUCTS THAT ALREADY HAD BROAD APPEAL 1
- 43. TAKE PRODUCTS THAT WERE ALREADY HEALTHY AND MAKE THEM MORE “FUN” 2 THE COMPANY ADOPTED THREE APPROACHES TOWARD CREATING DISNEY FOOD PRODUCTS
- 44. USE PACKAGING TO INSPIRE PRODUCT SAMPLING 3 THE COMPANY ADOPTED THREE APPROACHES TOWARD CREATING DISNEY FOOD PRODUCTS
- 46. TO DIFFERENTIATE COMMODITIES SUCH AS PEACHES AND APPLES, PLU STICKERS WERE ADORNED WITH DISNEY CHARACTERS
- 47. WE PACKAGE FOUR OR FIVE OUNCE POTATOES FOR KIDS OR PERHAPS HIGHER- FLAVOR, YELLOW POTATOES
- 48. A LUNCH BOX PROGRAM WHERE FRUIT AND VEGETABLES WOULD BE PACKED IN 3-OUNCE BAGS. VALUE ADDED STRATEGY WOULD DIFFERENTIATE AND BUILD THE BRAND
- 49. KROGER DISNEY MAGIC SELECTION PRODUCTS
- 50. PRICING AND BRAND EXCLUSIVITY WERE KEY TO DISNEY’S DTR STRATEGY 2nd LARGEST US SUPERMRKET COMPANY
- 51. BETTER FOR YOU
- 52. WHO WILL BE THEIR COMPETITORS AND HOW WILL DISNEY FACE THEM?
- 53. Sales of Darling clementine's increased by almost 25% after the Dora and SpongeBob characters were added to the product packaging TOP RATED U.S. BASIC CABLE NETWORK SINCE 1996
- 54. MY GOAL IS TO HAVE EVERY FRUIT A KID WOULD WANT TO EAT WITH A NICKELODEON CHARACTER - TORRES, LICENSING VICE PRESIDENT “ In June 2006, They Extended Fresh Fruit And Vegetable Line To Apples, Pears And Carrots
- 55. Preschoolers’ consumption of broccoli increased by 28% when branded with a Sesame Street character
- 56. READY-TO-EAT FRUITS AND VEGETABLES Cool cut ready snacks package contained two, 2-ounce packages each of grapes, apples and carrots
- 57. WE EXPECT COMPETITION, BUT WE BELIEVE WE CAN BEAT THE COMPETITION BECAUSE EVEN IF THEY DEVELOP AND MATCH OUR NUTRITIONAL STANDARDS, THEY CANNOT ACCESS DISNEY MAGIC - EMBOLA NDI, VICE PRESIDENT, PRODUCT DEVELOPMENT “
- 58. WHAT NEW CHALLENGES DO THEY FACE WITH THIS TRANSITION?
- 59. 1Pricing and Value BUT FOR THESE PRODUCTS, AFFORDABLE EQUALS VALUE, NOT PRICE. WE HAVE TO DELIVER QUALITY TO REPRESENT OUR BRAND WELL - MOONEY “
- 60. 2LegacyTHOUGH PRODUCTS WILLL BE HEALTHFUL AND FUN, BASED ON THE PAST CRITICISM, THEY EXPECTED SOME SKEPTICSM. THIS IS THE TIME TO LEAVE BACK THE LEGACY
- 61. 3CompetitionDCP MANAGERS BELIEVED THAT THE COMBINATION OF A BROAD PRODUCT LINE, WIDE DISTRIBUTION AND THE DISNEY BRAND WOULD WIN OVER MOMS
- 62. 4 Growth and distribution DISNEY WANTED TO LICENSE OR DEVELOP ADDITIONAL LINES OTHER THAN KROGER AND DIFFERENTIATE ADDITIONAL LINES USING CHARACTERS, BRAND AND PRICE
- 63. WITHIN DCP WE WILL TAKE A SHORT TERM HIT FINANCIALLY, BUT WE’RE DOING THE RIGHT THING AND GETTING GOOD BUSINESS RESULTS - MOONEY AND DOLMON “
- 64. CAN DISNEY PROVIDE LEADERSHIP TO REST OF THE FOOD INDUSTRY?
- 65. WIN-WIN SOLUTION FOR MOMS, KIDS AND DISNEY CONSUMER PRODUCST
- 67. DISNEY’S SOCIALLY RESPONSIBLE BEHAVIOR MARKETERS MUST EXERCISE THEIR SOCIAL CONSCIENCE IN SPECIFIC DEALING WITH CUSTOMERS AND STAKEHOLDERS
- 68. "These slides were created by B. Pavan Kumar as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)"