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Disney Consumer Products: Marketing Nutrition to Children

AGEC Group 8 Presentation. Sierra Richardson. Disney Consumer Products: Marketing Nutrition to Children. Travis Barbra Michah Barham Michael Bechnel Patrick Blood Sheng Ding Anthony Do. Daniel Enger Charlie Johnson Andrea Ngo Rachel Mitchell Jeff Spansel Brandon Williams.

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Disney Consumer Products: Marketing Nutrition to Children

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  1. AGEC Group 8 Presentation Sierra Richardson Disney Consumer Products: Marketing Nutrition to Children Travis Barbra MichahBarham Michael Bechnel Patrick Blood Sheng Ding Anthony Do Daniel Enger Charlie Johnson Andrea Ngo Rachel Mitchell Jeff Spansel Brandon Williams

  2. Executive Summary • Childhood obesity continues to be a major problem in the united states • Disney recognizes needed change in food products marketed to children. • The best available marketing alternative, is through mass media.

  3. Introduction • For almost 90 years, Disney has been a leader in children’s entertainment experiences. • Given Disney’s status as a leader of products aimed at children, the company felt the need to shift to healthier nutritional options for kids. • Disney faces many competitors, and healthier foods will be more difficult to sell instead of the unhealthy, status quo.

  4. Disney’s Efforts • Disney created their own set of dietary guidelines aimed at making children healthier. • Disney eliminated trans fats from all their products in 2008. • The company also created a “Disney healthy kids” website. Which attempts to educate kids about a balanced nutrition.

  5. Goals • Disney is already aimed at making their popular foods more healthier. Some other possible goals include: • Innovative and improved child and parent marketing. • Creating a healthy reputation related to the Disney brand. • Maintaining and increasing profits and market share

  6. Constraints • Competition: new market, new players. • Finances: new market, new risks. • Food Regulation: new market, new laws. • Trends and consumer values: shifting the status quo. • Maintaining the Disney legacy.

  7. Competitive Analysis • Nickelodeon is Disney’s number one competitor in most categories. • Warner Brothers has also entered the healthy foods market teaming with Safeway and others. • Sesame workshop a non-profit company, teamed with Del Monte and Sunkist to market vegetables and fruits to children.

  8. Alternatives • Multimedia Marketing: using Disney’s TV and radio stations to market a healthier lifestyle to kids. • Product Expansion: Expanding Disney’s product line to more than just produce. • Vertical Integration: Direct control of products, but may be costly. Consider implementing on a small scale basis first. • Opening and Expanding Distribution Channels: Consider more licensing opportunities.

  9. Alternative Chosen • Disney would be better served in implementing their goals by choosing the Multimedia Marketing alternative. • Self-owned TV and radio stations allow for daily impact of the message that Disney wants to get across.

  10. Conclusion • All forms of media hold significant sway over consumer trends and values. • Disney will fail if trends towards healthier habits are not made. • The potential benefit is the Disney brand being synonymous with healthy living and well-being.

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