WALT DISNEY -TOWARDS THE HEALTHY
WORLD
CASE STUDY HISTORY
PROBLEM DEFINITION
ANALYSIS
SOLUTION
CONCLUSION
HISTORY
1923 - Debut of mickey mouse in steamboat willie
1932- licensing became a formal business unit
1950- expand beyond film and television
1955- opened Disneyland in Anaheim, California
2004- the obesity epidemic
2006- DCP launches offering of fresh fruits
CONSUMERS SPENT 9160 HOURS WITH DISNEY
Disney media networ
ks
Disney Parks and
Resorts
Disney studio
entertainment
Disney Consumer
Products
PROBLEM DEFINITIONPROMOTING FAST FOODS
14% AMERICAN KIDS ARE OBESE
ANALYSIS
PARTNERSHIP WITH MC DONALD’S
ADVERTISEMENT!!!
PROMOTING HEALTHY FOODS
Could Disney use its ‘magic’ to switch children from sugary to more nutritious diet Could they sustain?
• Has to reconsider the nutritional value of their food products
• The food has to appeal to children and deliver on the brand’s promise of magic
• DCP products need to meet USDA dietary guidelines
SWOT ANALYISIS
STRENGTH
WEAKNESSDoes not have own manufacturing for DCP
THREATS
OPPORTUNITIESGROWING BRAND VALUE
solutions• Healthy foods + Disney programs
MORE PROMOTIONS NEEDED!!!
TIE UP WITH SUPERMARKETS
NEW CHARACTERS TO ATTRACT CHILDREN
KEEPING MAGIC ALIVE
CONCLUSION
DISCLAIMER
Slides were created bySowmiyasree.D (PSG TECH)as a part of an internship under the guidance of Prof. Sameer Mathur (IIM LUCKNOW)