CASE ANALYSIS

ON
DISNEY CONSUMER
PRODUCTS


ALLIANCE UNIVERSITY

BY GROUP 12 SUBMITTED TO
SAHIL MATHUR PROF. RAY TITUS
NEHA SINGH
SHREYA THACKER
SATYAMANI KALYAN
NIKETH NARSIMHAN


MARKET ANALYSIS:-
The market analysis is done on the basis on the basis of the opportunity and threats of the company.
Opportunity are the gain point, threats are the points on which they should be aware off, so that it can
be treated when needed.
Basically Disney did the market analysis in which they focus on the internal and external factors and
inside the external factor they focused on the micro(industry analysis) and macro factors(social,
political,economic etc)

Internal factors:-

SWOT ANALYSIS:-

STRENGTH:- 1) Good image of brand
2) Strong Characteristics
3) Deals with big retailers ( Walmart , krogers, Metro etc)

WEAKNESS:- 1) Doesnt have own manufacturing for DCP(Disney Consumer Product)
2) Criticism about the growing obesity in children by the parents , government and
activist.

External Factors:-

OPPORTUNITY:- 1) Mothers have a high belief about Disney product
2) Leading licensor of charater

THREATS:- 1) Competitor
2) High nutrition expectation from mothers


MICRO FACTORS:- Micro factors is the industry analysis which is based on the porters five forces:-

1) BUYERS:- For Disney the Buyers are generally the kids and the mothers they had a great faith in
Disney product. Disney were doing efforts to make their customer.They also had some
customer who used their patent, after having the license from Disney. Licensing was one of the
main business in which they were leading. Mc Donald, Kellogs and Cadbury were some of the
buyers of Disney. But the demand of the licensing was reducing which was a great threat for
Disney .

2) SUPPLIERS:- For Disney some of the licenses were the suppliers, the process in which Disney
gave them the license and they manufactured the products for the Disney. Disney kept close
look on the suppliers and always tried to maintain good and healhy relation with the suppliers.
They had a great opportunity to keep a close look on the licenses and they passed and checked
the product quality.


3) NEW ENTRANTS:- Disney was not having any threats from any of their competitor because they
were unique in their strategy making and product designing or else they were very talented, but
after the restriction on the food items by the government they were very fast to cope up with
the changes else it was a great concern for them.

4) COMPETITORS:- Their were competitors of Disney like Nickelodeon, Warner Bros, Sesame
Workshop, but talent which Disney was having was much higher than these companies, that is
why Disney was not having any threat from these competitors.


MACRO FACTORS:-

The social issue which Disney was facing was the growing obesity in the children, which had created a
great concern for the industry.


4Cs:-
The marketing strategy consist of the 4 Cs which consist of the company,customer,condition and
competition, like wise the 4Cs for the Disney were:-

Company- Disney and DCP
Customer- Mothers and Kids
Condition- Growing obesity on the children
Competition- Nickelodeon, sesame Workshops, Warner Bros.


4Ps:-

Product:- Disney had a great variety of product, basically Disney was dealing in the products like food,
toys, animation, film making, amusement parks and food further included cereals, minute maid, juices,
sweets, treats.

They further categorized the food into meals:
MAIN MEAL
SIDE DISH
SNACKS
DRINKS
TREATS

PRICE-

Disney also provided customized products, due to which they charged they premium to its customer.
They also charged high price for the licensing but with the declining demand of licensing they reduced
the prices.Disney decided to launch a newe product for the children wich will cheap in price and will a
competition for themselves.

PLACE-

Disney used various channels for the distribution of the product like licensing, sourcing and DTR, and
they got success in all the channels which was the biggest achievement for them. They placed their
product to the supermarkets like Krogers , walmart, Metro, which share a major part of the retail
industry, the reason behind this was to reach the customer easily.

PROMOTIONS-

Disney went through number of promotional activities such as Mothers were taken to supermarket for
the shopping for their kids, in which they came to know about the choice of the mother.

TARGET AND POSITIONING & OUTCOMES
Target: DCP mainly concentrated on children age from 2-19 with a broad product line, wide distribution
and to win over the Mother in the form of Nutrition. The main motto was the bridge the gap between
what the children requested and foods their mother is willing to buy. With the broad product line of
over 2100 products we can say that DCP is targeting consumers and customers from all demographic
and social segments.
Re Positioning: DCP audited 2100 of food products and found that 41% of its products complied with
the guidelines. After this audit, they set out the task as transforming their products based on the
guidelines by 2008. The main purpose of repositioning was to comply with the guidelines and to
maintain the brand equity of Disney. By bridging the gap between the parent and children needs about
the food habits and preferences and using highly popular cartoons and extensive PR activities.
Outcomes: Disney can create awareness about the nutritional food and educate children with its wide
reach to the children via movies, Television shows, popular characters, parks and resorts can directly
and indirectly market healthy food, leveraging their brand position and reach. Not easy for Disney to
change the market taste, because it would take a long time to replace the old habit into a new ones but
proactive measures such as the ones initiated by the Disney with strategic partnership with Kroger etc.
can achieve its objectives in the long run. Disney would require total coordination from its stakeholders
to achieve these objectives.
The promotional activities should not only target children but also the parents so as to create
awareness about the initiatives taken by Disney with regard Nutritious food. Disney can influence the
customers by providing information and value of its products and these activities should be used to
reduce the gap between parents needs and children wants.