Internship under Prof Sameer Mthur

IIM Lucknow

Created By Chinmoy Adhikari

1998-1999 the sales on US and Japanese markets decreased by

10%and 15%

Decline due to:High royalty

rates and reliance on character

licensing from new firms

In 2000,Andy Mooney provoked shift from pure licensing

business model to models that offered more flexibility

Introduced Direct to Retail(DTR)model and DTR Distribution

model along with traditional licensing model

Problem Definition

OBESITY EPIDEMICMORE THAN 30%

AMERICAN CHILDREN

BETWEEN AGES OF 5 & 9 YEARS

ARE OVERWEIGHT

OUT OF WHICH 14% ARE OBESE

Problem definition

Could Disney use its ‘magic’ to switch children from sugary to more nutritious diet? Could they sustain?

Food items mainly focused on were sweets, ice creams 

and other confectionary items that were a  rich source of sugar 

and fats

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

The Key Role TakerHarry dolman : executive vp,dcp-food,health and beauty groupMichael Eisner :ceo,disneyHerman kay kamen :Andy mooney :president ,dcpLance gatewood : vp,dcp-food health and beauty groupEmbola ndi : vp,product development ,dcpJohn honeck : team leader ,dcp.grocery and drugs business

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”

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

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.)

COMPETITION In market

competition in commodity markets

competition in the entertainment sector

Decision-Making Process for Children’s Products

Needs and Wants

Needs(Food)

Parents Wants(portion controlled, high

quality, taste good, reduced fat and sugar)

Children Wants(fun graphics, shapes, good taste, great fun)

Solutions

Advertisements made by the company spread the common message of the

high nutritional production contents offered under the Disney brand

Conclusion

The primary focus of this paper is to describe how to create various marketing strategies appropriate to each generation’s characteristics and behaviours,

particularly in terms of segmentation, products and services, and communication. Being sensitive to the various generations will help marketers to become more

conscious of and responsive to their customers’ needs and behaviours.