disney consumer products:marketing nutrition to children

In 1996, DCP signed anexclusive, 10-year, $2 billion licensing deal with McDonald’s that gave the fast food giant the right tofeature Disney characters in its promotions and to offer Disney toys with its children’s meals.

1.Disney needed to reconsider the nutritional value of its products.

 2.DCP products need to meet USDA( united nations department of agriculture) dietary guidelines.

3.The food has to appeal to children and deliver on the brand’s promise of magic.

• Mothers perceived the Disney brand as high quality , trustworthy and familiar to a

line of food and beverages.• Moms associate Disney strongly with

magic—it is the key image that comes to mind—even when it comes to food.

1. Products that already had broad appeal such as

milk or peanut butter need to be made

“healthier”.

2. Products that are already healthy and make them more “fun” for example Whole wheat pasta could be moulded into character shapes.

3. Product with attractive packaging to inspire product sampling . ex:

making bottles in shape of characters

STRENGTH INDICATORS

WHY NOT WALMART INSTEAD OF KROGER??

Disney should look for new characters as per the

preferences of kids now-a-days(ex tech based

characters)

•Disney could improve upon its advertising techniques by promoting healthy living through its characters.

It should emphasize on e-commerce of its products and promote its ideas via social networks and new games

should also be introduced as per the children’s desires.

CREATED BY SHREYA,LNMIIT