Disney Marketing Nutrition to Children - Case Study Example

Case study: Disney marketing nutrition to children of Introduction The paper is a detailed analysis of the case study: Disney consumer products. It was observed that during 2004, several questions were raised about the nutrition level served by Disney at its entertainment parks and other food stores. The food manufacturers, media outlets and fast food companies that were related to Disney were criticized greatly. Disney considered this criticism as an opportunity and had taken initiatives to earn trust of consumers regarding their products (Bell & Winig, 2009). Define the problem The problem in this case study as recognized is growing obesity among children in the United States and Europe due to eating fast food that are produced and sold at Disney theme parks and outlets (Bell & Winig, 2009). Gather pertinent facts It was gathered from the case study that more than 65% of Americans are obese and similar trend has been observed in children as well. From studies, it was found that a majority of the advertisements that are aired for influencing children are related to high calorie and fat food items such as, candy, soft drinks, fries and other fast food and sweetened cereals. It was also noticed that when a certain food was endorsed using cartoon characters, children insisted on purchasing those, more for the character than the food. Researches revealed that there was a huge gap between preference of parents and that of children regarding the nature of food. Children preferred eating those foods that their peers preferred, while mothers selected nutritious food for them. The case study also suggests that initially, when Disney sold food and beverages in their entertainment parks and outlets, they had only considered enjoyment entailed with the eatables over the nutrition factor. Therefore, their eatables included ice cream, candy, pizza and pasta. According to Disney, they related food as a lifestyle over a source of nutrition prior to the criticisms (Bell & Winig, 2009). Developing alternative solutions The various marketing alternatives that can be developed keeping in view the problem raised in the case study are mentioned below. Alternative 1 People buy or consume fast food because these food items look attractive and taste good. Moreover, fast food is available at a reasonable cost while the volume is comparatively high. The company can introduce servings of salads and fruits along with basic meal. Introduction of salad along with high calorie meal will help in adding nutrition along with satisfying their taste buds. Alternative 2 The company replaces its fast food products with healthier whole meal choices but with reduced variety. On a small scale production, it will be expensive, but if the company integrates suppliers and farmers from different parts of the world who are involved in fresh produce, then cost can be reduced and the venture will be profitable. Alternative 3 The third alternative is complete restructuring or remodeling of the food service. The company can replace pizza and pasta with wheat-based alternatives. Burgers can be replaced with wraps; fried chicken can be supplanted with grilled chicken and boiled or scrambled eggs. On the other hand, alternative to soft drinks can be coconut water, fresh juices, fruit crush and unsweetened lime soda. Alternative 4 The fourth marketing alternative that can be suggested is that of relating every food item (healthy) with a popular character from the animated shows and movies produced by the company. For example, strawberry crush can be related with Mini Mouse, Veggie salad can be related to Goofy and Milk products such as, yogurts (plain as well as flavored), can be projected as favorite of Daisy. Additionally, while advertising for these products, the company must incorporate cartoon characters as a part of the promotion. Evaluate pros and cons of each alternative solution Alternative 1: Pros The advantage of introducing fresh food such as, salad, fruit servings and yogurt dips, alongside the fast food products will create an image of the brand or company as nutrition conscious. Furthermore, the consumer can perceive the food as balanced diet, if not extremely healthy, that is available outside. In addition, this will help consumers to develop habit of eating veggie and fruit salads, along with their main meal at home. Cons There are two problems that the company can face in this regard: firstly, consumers may reduce visiting the outlets if they do not like taste of the fresh food items. Secondly, the initial cost of introducing fresh food section can prove expensive. Alternative 2: Pros The choice of introducing whole meal options, on lines of common purpose flour in pizza and pasta to be replaced by whole wheat and substituting high calorie pasta sauces with low fat mayonnaise and spiced tomato puree. The company can also use dried herbs to enhance taste. Cons The disadvantage of replacing raw materials with their healthier counterparts may affect the taste. Enhancing taste with dried herbs may not prove cost efficient. Alternative 3: Pros The main benefit of adopting the third alternative is that of delivering health on a platter. The purpose of this alternative is to design a healthy and balanced meal, which is suitable for adults as well as children. Generally, children attracted to colors; so, if there are a number of naturally colored drinks such as, strawberry crush, coconut water, mango smoothie, kiwi crush and veggies wraps and pasta that include carrot, tomato, bell peppers and lettuce, then it is expected that consumers will buy these food products. Cons A complete makeover of products that a company has been selling for years involves heavy investment and there is also risk involved as the management is not entirely definite about acceptance that these products will receive from children, who are the primary consumers. Alternative 4: Pros The main advantages of relating products with the famous cartoon characters in advertisements and in stores is that children will be successfully drawn to the products. Under this strategy, the company can experience great sale as well as serve the needs of both children and that of the parents simultaneously. Cons The initial cost will be high to a certain extent. Make a decision and defend the choice The best strategy for the company to apply is that of combining alternative 3 and alternative 4. Hence, the decision will be to include fresh produces and healthy food choices in the starter, main meal and dessert and also promote them by relating with well-known cartoon characters from Disney’s animated shows and movies. The reason behind uniting these two strategies is to serve consumers with better food so that regular consumers can be retained as well as brand loyalty is maintained. Since children are primary consumers of Disney who greatly relate with its animated characters, using characters such as, Mickey Mouse, Mini Mouse and Daisy, in promotional activities will garner popularity for the products. Additionally, as a part of social marketing responsibility, the company should care for its young admirers. Implementation and feedback Implementation of any plan or strategic change is a major decision and involves various costs; consequently, the company should prepare an elaborate predictive cost sheet. Alongside, it needs to create integrated logistics and supply chain system so that necessary raw materials are available on time. The company requires outlining its advertising and other promotion plans related to the new strategy. The act of implementing a strategic change is a moderately slow process, where managers need to maintain patience and be calm. For obtaining feedback, the company can undertake surveys, where participants will be the regular consumers. References Bell, D.E. & Winig, L. (2009). Disney Consumer Products: marketing nutrition to children. United States: Harvard Business School. Read More