Utilizing the Disney Name to Utilizing the Disney Name to Market Disney Garden™ Market Disney Garden™
Fresh Produce to Children: Fresh Produce to Children: What Does the Future Hold?What Does the Future Hold?
Brian WilliamsBrian Williams
Ben BlomendahlBen Blomendahl
OverviewOverview
Childhood ObesityChildhood Obesity
Imagination FarmsImagination Farms
Disney BrandDisney Brand
EconomicsEconomics
SWOT AnalysisSWOT Analysis
RecommendationsRecommendations
Children’s HealthChildren’s Health
Cost of obesity related diseaseCost of obesity related disease Diabetes, high blood pressure, heart disease, etc.Diabetes, high blood pressure, heart disease, etc. $117 billion/year $117 billion/year (National Center for Health Statistics, 2004)(National Center for Health Statistics, 2004)
Obesity and fruit and vegetable consumption Obesity and fruit and vegetable consumption are inversely relatedare inversely related 32 percent of obesity explained by consumption 32 percent of obesity explained by consumption
(or lack of) of fruits and vegetables (or lack of) of fruits and vegetables (Blomendahl, Williams, (Blomendahl, Williams, 2008)2008)
Obesity in the U.S.Obesity in the U.S.
1990 2007
Source: Center for Disease Control Behavioral Risk Factor Surveillance System
Disney and Childhood ObesityDisney and Childhood Obesity
Disney offered high-fat, high-calorie foods in Disney offered high-fat, high-calorie foods in parks and resortsparks and resorts
Disney consumer products (DCP) divisionDisney consumer products (DCP) division Offered less healthy foodsOffered less healthy foods
Children linked fun to less than nutritious foodsChildren linked fun to less than nutritious foods
Disney Going HealthyDisney Going Healthy
Opportunity for changeOpportunity for change Phase out fattening productsPhase out fattening products
Healthier choices in theme parksHealthier choices in theme parks
Chose not to renew contract with McDonaldsChose not to renew contract with McDonalds
New line of healthy foods for childrenNew line of healthy foods for children Began taking proposals for using Disney nameBegan taking proposals for using Disney name
Imagination Farms, LLCImagination Farms, LLC
Don GoodwinDon Goodwin Former COO of Green Giant Fresh and Produce Former COO of Green Giant Fresh and Produce
Marketing ConsultantMarketing Consultant
Matthew CaitoMatthew Caito Caito Food ServicesCaito Food Services
Brought idea to DisneyBrought idea to Disney Disney Garden™ fresh produceDisney Garden™ fresh produce
Mission: “Increase consumption of fresh fruit Mission: “Increase consumption of fresh fruit and vegetable among children”and vegetable among children”
ObjectivesObjectives
Branding in ProduceBranding in Produce
Reasons consumers purchase specific brandsReasons consumers purchase specific brandsDesignDesign
PrestigePrestige
Durability/QualityDurability/Quality
Consumers are willing to pay less for fresh produce Consumers are willing to pay less for fresh produce branding than branding in other productsbranding than branding in other products Younger people are willing to pay more Younger people are willing to pay more (Jin, et al, 2008)(Jin, et al, 2008)
Disney is associated with fun, magic, and Disney is associated with fun, magic, and wholesome family valueswholesome family values
EconomicsEconomics
Supply and Supply and demand for fresh demand for fresh produce in produce in supermarketssupermarkets
PP
EconomicsEconomics
I-Farm’s Goal: I-Farm’s Goal: Shift the industry Shift the industry demand out.demand out.
Provide supply to Provide supply to meet new demandmeet new demand Bring new Bring new
suppliers into suppliers into supermarketssupermarkets
Enter market w/o Enter market w/o hurting current hurting current companiescompanies
P1P1
P2P2
D2
D1
S
EconomicsEconomics
I-Farm’s Goal: I-Farm’s Goal: Shift the industry Shift the industry demand out.demand out.
Provide supply to Provide supply to meet new demandmeet new demand Bring new Bring new
suppliers into suppliers into supermarketssupermarkets
Enter market w/o Enter market w/o hurting current hurting current companiescompanies
P1P1
D2
D1
S
A B
C
D
Economic RealityEconomic Reality
Monopolistic CompetitionMonopolistic Competition Product differentiation (perceived or otherwise)Product differentiation (perceived or otherwise)
Disney Garden™ may increase industry Disney Garden™ may increase industry demanddemand The substitution effectThe substitution effect
How can I-Farms best exploit these How can I-Farms best exploit these realities to their advantage?realities to their advantage?
Disney and I-Farms Changing Disney and I-Farms Changing Children’s Eating PatternsChildren’s Eating Patterns
Disney characters create demandDisney characters create demand Children influence parent’s purchasingChildren influence parent’s purchasing
Parents more willing to buy fruits and vegetablesParents more willing to buy fruits and vegetables
Easily influenced by peers as well as by Easily influenced by peers as well as by advertisingadvertising
Disney makes healthy foods funDisney makes healthy foods fun
SWOT analysis of I-FarmsSWOT analysis of I-Farms
Strengths Weaknesses
Opportunities Threats
Supplement the StrengthsSupplement the Strengths
Use Disney name as an advantageUse Disney name as an advantageRetailers can market with the Disney nameRetailers can market with the Disney name
Continue educating on the importance of Continue educating on the importance of healthy eatinghealthy eatingDisney channelDisney channel
WebsiteWebsite
Convenient packaging for putting in lunch Convenient packaging for putting in lunch boxesboxes
Wipe Out WeaknessesWipe Out Weaknesses
New to the marketNew to the marketMust provide a quality product to gain credibilityMust provide a quality product to gain credibility
Keep Disney Garden™ fresh and excitingKeep Disney Garden™ fresh and excitingChange packaging to match new moviesChange packaging to match new movies
Promotions via collectibles, puzzles, prizesPromotions via collectibles, puzzles, prizes
Limited ResourcesLimited ResourcesPromote efficiency in the workplacePromote efficiency in the workplace
Outsource less important tasksOutsource less important tasks
On-going search for high quality employeesOn-going search for high quality employees
Wipe Out WeaknessesWipe Out Weaknesses
Suppliers accustomed to marketing Suppliers accustomed to marketing commoditiescommoditiesOffer seminars or other training for supplier Offer seminars or other training for supplier
marketing representativesmarketing representativesGive tools to take advantage of Disney nameGive tools to take advantage of Disney name
Higher Free on Board (FOB) prices for Higher Free on Board (FOB) prices for retailersretailersOffset higher FOB prices with more salesOffset higher FOB prices with more sales
Additional traffic in storesAdditional traffic in stores
Optimize OpportunitiesOptimize Opportunities
I-Farms can become a pioneerI-Farms can become a pioneerProduct differentiation in produceProduct differentiation in produce
Bring children into the produce marketBring children into the produce market13 percent of US families with children consume 13 percent of US families with children consume
the recommended amount of fruits and vegetables the recommended amount of fruits and vegetables daily daily (Produce for Better Health Foundation, 2003)(Produce for Better Health Foundation, 2003)
Use care not to expand too fastUse care not to expand too fastFocus on quality before quantityFocus on quality before quantity
Terminate ThreatsTerminate Threats
Food safetyFood safetyRandom product testingRandom product testing
Quality assurance processQuality assurance process
CompetitionCompetitionProduct differentiationProduct differentiation
Creativity is the key to set yourself apart from the Creativity is the key to set yourself apart from the competitioncompetition
Terminate ThreatsTerminate Threats
Seasonal quality differencesSeasonal quality differencesExpand to global suppliersExpand to global suppliers
Offer certain items seasonallyOffer certain items seasonally
RecessionRecessionFood is less affected by recession than other Food is less affected by recession than other
productsproductsTurn into an advantage by encouraging less Turn into an advantage by encouraging less
eating out, more eating ineating out, more eating in
Steps to Achieve ObjectivesSteps to Achieve Objectives
Steps to Achieve ObjectivesSteps to Achieve Objectives
Steps to Achieve ObjectivesSteps to Achieve Objectives
Steps to Achieve ObjectivesSteps to Achieve Objectives
BibliographyBibliography Behavioral Risk Factor Surveillance System. Center for Disease Control. Behavioral Risk Factor Surveillance System. Center for Disease Control.
(apps.nccd.cdc.gov/brfss/). (accessed July 23, 2008)(apps.nccd.cdc.gov/brfss/). (accessed July 23, 2008)
Blomendahl, Ben. Williams, Brian. Findings on Obesity. 2008Blomendahl, Ben. Williams, Brian. Findings on Obesity. 2008
Jun, Yanhong H. Zilberman, David. Heiman, Amir. Choosing Brands: Fresh Produce Jun, Yanhong H. Zilberman, David. Heiman, Amir. Choosing Brands: Fresh Produce Verses Other Products. American Journal of Agricultural Economics. May 2008: 463-475Verses Other Products. American Journal of Agricultural Economics. May 2008: 463-475
Lin, Biing-Hwan. Fruit and Vegetable Consumption: Looking Ahead to 2020. Economic Lin, Biing-Hwan. Fruit and Vegetable Consumption: Looking Ahead to 2020. Economic Research Service. Agricultural Information Bulletin. November 2004. Research Service. Agricultural Information Bulletin. November 2004. (www.ers.usda.gov/publications/aib792/aib792-7/). (Accessed July 23, 2008)(www.ers.usda.gov/publications/aib792/aib792-7/). (Accessed July 23, 2008)
Lin, Biing-Hwan. Reed, Jane. Lucier, Gary. U.S. Fruit and Vegetable Consumption: Who, Lin, Biing-Hwan. Reed, Jane. Lucier, Gary. U.S. Fruit and Vegetable Consumption: Who, What, Where, and How Much. Economic Research Service. Agricultural Information What, Where, and How Much. Economic Research Service. Agricultural Information Bulletin, October 2004, (http://www.ers.usda.gov/publications/aib792/aib792-2/aib792-Bulletin, October 2004, (http://www.ers.usda.gov/publications/aib792/aib792-2/aib792-2.pdf). (Accessed July 23, 2008)2.pdf). (Accessed July 23, 2008)
National Center for Health Statistics. Prevalence of Overweight and Obesity Among National Center for Health Statistics. Prevalence of Overweight and Obesity Among Children and Adolescents: United States. 2003-2004 Children and Adolescents: United States. 2003-2004 (www.cdc.gov/nchs/products/pubs/pubd/hestats/ overweight/overwght_child_03.htm). (www.cdc.gov/nchs/products/pubs/pubd/hestats/ overweight/overwght_child_03.htm). (Accessed July 24, 2008)(Accessed July 24, 2008)
BibliographyBibliography National Center for Health Statistics. Prevalence of Overweight and Obesity National Center for Health Statistics. Prevalence of Overweight and Obesity
Among Adults: United States. 2003-2004 Among Adults: United States. 2003-2004 (www.cdc.gov/nchs/products/pubs/pubd/hestats/ (www.cdc.gov/nchs/products/pubs/pubd/hestats/ obese03_04/overwght_adult_03.htm). (Accessed July 24, 2008)obese03_04/overwght_adult_03.htm). (Accessed July 24, 2008)
Nestle, Marion. Food Marketing and Childhood Obesity — A Matter of Policy. Nestle, Marion. Food Marketing and Childhood Obesity — A Matter of Policy. New England Journal of MedicineNew England Journal of Medicine. 2006: 2527-2529.. 2006: 2527-2529.
Palmer, Edward L. and Courtney F. Carpenter. Food and Beverage Marketing to Palmer, Edward L. and Courtney F. Carpenter. Food and Beverage Marketing to Children and Youth: Trends and Issues. Media Psychology. 2006: 165-190 Children and Youth: Trends and Issues. Media Psychology. 2006: 165-190 (http://www.informaworld.com/10.1207/s1532785xmep0802_6 ). (Accessed 17 (http://www.informaworld.com/10.1207/s1532785xmep0802_6 ). (Accessed 17 July 2008).July 2008).
Progress in Preventing Childhood Obesity: How do we Measure Up?. Report Progress in Preventing Childhood Obesity: How do we Measure Up?. Report Brief, Institute of Medicine, September 2006Brief, Institute of Medicine, September 2006
State of the Plate: Study on America’s Consumption of Fruits and Vegetables. State of the Plate: Study on America’s Consumption of Fruits and Vegetables. Produce for Better Health Foundation. 2003Produce for Better Health Foundation. 2003
Questions???Questions???
