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Products: Marketing
Nutrition to Children
Social Marketing
Group 4
Anoop
Chinmaya
Nidhi
Richa
Rishibha
Sourin
Chapters
2004
The obesity epidemic
1954
2006
Debut in first
television
program
1955
Opened
Disneyland in
Anaheim,
California
Licensing
became a
formal
business
unit
1932
1980 s
1990s
Renaissance of
Disney Animation
1950
Expand
beyond film
and
television
1923
Debut of Mickey Mouse in
Steamboat Willie
1984
Focus on
entertainment
assets
Business
Buena vista
games
Soft Lines
Home and
infant
Hard lines
Apparel
Food
Footwear
Health and
beauty
Accessories
Electronics
and
stationery
Bargaining Power
Interactive
Games
Food
Beverages
Electronics
Animation Art
Publishing
Toys
Traditional
Licensing
Retailers
Andy Mooney
DCP President
Apparel
Toys
Home
Dcor
Books
Distribution
Models
Focus Product Innovation Creativity
&Quality Building Relationships with Key
Retailers
Sourcing to
Direct to
Retail (DTR)
Partnering
with Retailers
@ Supermarket
Obesity
With Change in Licensing Model, it was a opportunity to simultaneously broaden and rationalize product offerings
Brand Equity
Water
Fresh
Food
GAP
Influence Purchase
Decisions
Product
Categori
es
Frozen
Foods
Juice
Pasta
Soup
Cereal
Baked
Goods
Daily/Mil
k
Embola Ndi
-VP Product
Dev
Five Categories in its portfolio
Main
Meal
Side
Dish
Snacks
Drinks
Treats
Imagination Farms
DCP embraced whole foods first, marketed fresh fruits
and vegetables in addition to its package products
Increasing consumption of fruits and vegetables among
children
Product Development
Strategy
Differentiate commodity produce
through promotion
Competition
Commodity Produce
Products
Dole
Green Giant
Fresh Express
Sesame Workshop
Tie-up with Del Monte Foods
Products- can vegetable and fruits
Warner Bros
Tie-up with Ready Pac
Products- packaged, washed ready to eat fruits and vegetables
Entertainment
brands
Nickelodeon
Sesame Workshop
Warner Bros
Conclusion
r
ac
c
ifi
Ri
sk
CONSUMER DEMAND
Taste
Palatability
Cost
Convenience
Value
Drives
Variety
Availability
Ethnic Preferences
Safety
Price Value
Legacy
Differentiation &
Competition
Growth & Distribution
Not Opportunity
Fail; 94%
Ch
o
o
o
Absence
of broad
based
CD
Risk !
al
le
es ng
!
Suceed; 6%
e
Th ure
t
Fu
Thank
you