Disney Case
Disney Consumer Products: Marketing Nutrition to Children
1. Executive Summary
2. Issue Statement
3. Situation Analysis
• SWOT
• 4 P’s of Marketing
• The 5 C’s
• Household Decision Making Matrix
4. Alternatives
• Collaborations
• Characters
• Campaigns/Promotions
5. Recommendation
6. Conclusion
Executive Summary
The Walt Disney Company, founded in 1923, has been revolutionary in the American animation industry with the debut of Mickey Mouse in Steamboat Willie to be the very first cartoon ever with synchronized sound. In 1954, the company expanded and developed its very own television program known as The Wonderful World of Disney. Later on in the decade, the company further expanded beyond film and television to open amusement parks featuring characters from their beloved film and television series. Since then the company has further grown, deriving revenue from entertainment assets and consumer products and foods aimed at children.
In 2004, The Walt Disney Company found itself in the middle of a maelstrom, specifically regarding nutrition levels of their consumer foods. The company was subject to growing criticism from activists, parents and governments around the world who believed that packaged good manufactures, fast food companies and media outlets that advertised Disney products were contributing to the growing obesity epidemic.
Disney Consumer Products (DCP), a division of The Walt Disney Company responsible for product development and marketing of Disney-branded merchandise has seen this controversy as an opportunity to reconsider their entire range of food products. Change is being implemented to transition the Disney brand from a large confectionery collection of food into one that offers a balanced nutritional diet.
In regarding this issue, it is recommended Disney take an active approach and collaborate with their television channel in reaching out to children and teaching them the importance and advantages of healthy
1. Executive Summary
2. Issue Statement
3. Situation Analysis
• SWOT
• 4 P’s of Marketing
• The 5 C’s
• Household Decision Making Matrix
4. Alternatives
• Collaborations
• Characters
• Campaigns/Promotions
5. Recommendation
6. Conclusion
Executive Summary
The Walt Disney Company, founded in 1923, has been revolutionary in the American animation industry with the debut of Mickey Mouse in Steamboat Willie to be the very first cartoon ever with synchronized sound. In 1954, the company expanded and developed its very own television program known as The Wonderful World of Disney. Later on in the decade, the company further expanded beyond film and television to open amusement parks featuring characters from their beloved film and television series. Since then the company has further grown, deriving revenue from entertainment assets and consumer products and foods aimed at children.
In 2004, The Walt Disney Company found itself in the middle of a maelstrom, specifically regarding nutrition levels of their consumer foods. The company was subject to growing criticism from activists, parents and governments around the world who believed that packaged good manufactures, fast food companies and media outlets that advertised Disney products were contributing to the growing obesity epidemic.
Disney Consumer Products (DCP), a division of The Walt Disney Company responsible for product development and marketing of Disney-branded merchandise has seen this controversy as an opportunity to reconsider their entire range of food products. Change is being implemented to transition the Disney brand from a large confectionery collection of food into one that offers a balanced nutritional diet.
In regarding this issue, it is recommended Disney take an active approach and collaborate with their television channel in reaching out to children and teaching them the importance and advantages of healthy