Disney Consumer Product: Marketing, Nutrition
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Transcript of Disney Consumer Product: Marketing, Nutrition
SIREN SUNGKAR SYNDICATELukman Kresno O. 29110394Yohannes De Deo Tedo 29110399
Anggi Fitrining Tyas 29110400Ronaldo Bagus Putra 29110404Wisnumurti Rahardjo 29110412
DISNEY CONSUMER PRODUCT:MARKETING NUTRITION TO
CHILDREN
History Problem Definition
Analysis Solution Conclusion
History
1923Debut of Mickey Mouse in Steamboat Willie
1932Licensing became a formal business unit
1954Debut in first television program1955Opened Disneyland in Anaheim, California
1980 s – 1990sRenaissance of Disney Animation1984Focus on entertainment assets
2004 The obesity epidemic2006 DCP Launched offerings of fresh fruits
Disney’s Chapter
1950Expand beyond film and television
Disney Consumer ProductsResponsible for extending the Disney brand
to merchandise
• Soft lines• Apparel• Footwear• Accessories
• Buena vista games• Home and infant
• Hard lines• Food• Health and beauty• Electronics and
stationery• Publishing • Toys
Consists of 6 lines of business
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
Business Situation
Problem Definition
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
Problem Analysis
Children’s taste impact the consumption
Could Disney use it “magic” to switch children from sugary to more nutritious diet ? Could
they sustain ?
Problem Definition
Product Development
AlternativesPro’s Con’s
Keep Traditional LineKeeping broad consumers base.Preferable by common children.
Negative public opinionNot supporting by government regulation.
Healthy Program Line
Establish good imageStrong Brand Strong distribution ChannelPreferable by common parents.
Possible to loss broad consumers base.
What they did?
Establish Disney Nutritional Guidelines Using three licensing and distribution models
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”
Disney Nutritional Guidelines
Nutrition control1. Control levels of added sugar2. Contain no trans or hydrogenated fats3. Promote fiber and calcium4. Minimized the use of additives5. Prefer to use whole foods that intrinsically
dense in nutrients
Reformulating some products, shrinking portions for others and phase out some products.
DCP’s Three Models
Traditional Licensing Model
Sourcing(Designed and create products by Disney but manufactured and
marketed by licensee)
Direct-to-retail (DTR)(Entailed partnering directly with retailers)
Analysis
SWOT Analysis
Strength
• Good image of brand• Strong characteristic• Cooperate with big retailers (Kroger and Wal-Mart)
Weakness
• Doesn’t have own manufacturing for DCP
• Growing criticism from activists, parents and governments around the world about contribution to the growing obesity epidemic
Opportunity
• Mothers beliefs and expectations about DCP
• Disney channel• Leading licensors of
character (exhibit 5)
Threats
• Competitors• High expectations from
mothers
Five C’s
5C Company (Disney , DCP)
Customer (Children and
parent)
Collaborator (Imaginator Farm,
Kroger) Context (Increasing Obesity in Children &
Adults)
Competitor (Nickelodeon, Warner, etc.)
Potential Internal Strengths Potential Internal Weaknesses1. 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. Well -known brand name that has lead to high brand loyalty where Disney brand was synonymous with fun and magic.
2. Licensing with McD.
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 doesn’t have their own manufacturing.
5. Disney held the top spots for the world’s most valuable franchise characters.
6. Disney Consumer Products (DCP) was the world’s largest licensor.
Company
Competitoro Commodity produce:
Dole, Green Giant and Fresh Expresso 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 Albertson’s supermarket, Carrefour, Wal-Mart
Concept “Every fruit a kid would want to eat with Nickelodeon character”
“Healthier Snack Alternative”, “The Original Kid Pleasin’, mom-lovin’ dippity delicious snack!”
‘Healthy Habits for Life”
“Better For You”
Disney34%
Warner10%
Nickelodeon8%Marvel
8%Sanrio
7%
Lucas5%
4Kids5%
HIT4%
Mattel4%
Universal3%
20th Century Fox2%
Pokemon2%
Sesame2% Others
7%
Market Share
Licensees:General Foods, Standard Oil, DuPont, General Mills, Amour Meats, Life Savers, McDonalds, Imagination Farms
Direct to Retail (DTR)
Partnership:Target, Wal-Mart, Other large retailersKellogg's and Cadbury
Collaboration
Context
Political & Regulatory environment
Social/Cultural environment
Customer
Geographic segmentation:All over the world
Demographic segmentation :Age : Children and adultGender : Male and FemalePsychographic : Lower class, Middle class, Upper class
Behavioral segmentation:Taste Fun and “Magic”
Customer -- National CultureThe collectivism is high rather than individualismPower 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 Decision-Making Process for Children’s Products
Influencers(children)
Communicationstargeted at children(taste, image)
Communicationstargeted at parents(nutrition)
Purchasers(parents)
User(children)
Informationgatherers(parents)
Initiators(parents,(children)
Decisionmakers
(parents,children)
Needs and Wants
Needs(Food)
Parents Wants(Nutritious Foods)
Children Wants(Tasty & Fun Foods)
Uses the behaviors and opinions of others as useful informationInformational
When an individual fulfills group expectations to gain a reward or avoid a sanction
Normative
Individuals have internalized the group’s values and normsValue Expression
Type of Influence
Solutions
Solution
Collaborate healthy foods with Disney programs
Healthy food campaign for parents
New character
Promotion through kindergarten
Collaborate healthy foods with Disney programs
Disney films shows healthy foods consumed by the Disney’s characters to affect the children who watched the film to also consume healthy foods
Tell children who watch Disney’s programs the disadvantages if they consume non-healthy foods
Healthy Food campaign for parents
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
Parents must also tell their children about the advantage of healthy foods and give the children healthy foods on the right proportion
New character
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
Promotion through kindergarten
Children must understand the advantage of healthy foods and the amount of foods they must consumed
Create children’s habit to eat healthy foods since kindergarten
Concl
usion
Conclusion
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