How Disney Markets Nutrition to Children - Research Paper Example

How Disney Markets Nutrition to Children Introduction In 1920, Walt Disney was established to provide family entertainment across America. Today, after nine decades, the company is still preferred for providing quality entertainment to the members of the family, especially the children. However, the company has expanded its business by moving into various product lines, such as studios, consumer products, parks and resorts among others. The consumer product of Disney ranges from toys, food and beverages, books and magazines, electronic and animation art, and apparel among others (Disney, 2012). Nutritional products of Disney have been able to attract family and children throughout the world. The company has a variety of healthy products that are attractive and additionally help the well being of the children. Moreover, the company has used experts in balancing the ingredients of the food and provides online recipes for parents to prepare nutritional meals for their children. Bob Chapek, the President appointed in September, 2011, is responsible for the Disney Consumer Products (DCP) throughout the world. Furthermore, he oversees the Disney publishers and online shopping portals which is one of the largest of its kind in the world (Disney, 2012). In 2007, Jennifer Anopolsky, the Vice President of the company, announced that they are making changes in their nutritional products to remove added fats from the diets. Further, she said that it is their first move towards the commitment of a positive change in the long run (Disney, 2012). The paper will, thus, discuss the booming marketing strategies used by the company to promote their nutritional products among retail consumers. Discussion The first initiative Disney has taken is to include two experts: Dr. Keith Ayoob and Dr. Jim Hill. The former is the Associate Clinical Professor of pediatrics and the later is the Director of Human Nutrition Centre (Federal Trade Commission, 2007). They along with the company’s experts introduced a dietary guideline that will provide health benefits to the people and children. The guideline included separate standards for main meals such as non-inclusion of snacks or dairy products, limited calories, sodium and sugar, and commitment to use zero grams added fat. Thus, the people around the world started feeling that the company is thinking about their health concerns such as obesity being one of the major problems. Furthermore, the company has implemented significant healthy options in their Disney Parks to attract children and families. Disney Parks and Resorts mostly consist of the Disney food products which are enjoyed by the families visiting those places. Therefore, the kid meals included standard ingredients that benefited the health of the children. Prior to the change, the default kids’ meal consisted of fries and soda compulsorily, whereas at present, the compulsory inclusions will combine vegetables, fruits, juices and many more choices of healthier products (Bell & Winig, 2009). Snacks items by large are the most convenient consumable among the food items. However, it has been noticed that snacks have affected many people’s health who availed these items. The growing concern is that snacks items are available in each and every corner of a country due to its conveniences which are being consumed on a regular basis mostly by the office goers. Thus, Disney ensured that they include such varieties in their snacks portfolio which will be healthier and importantly will not increase obesity. Therefore, the company included large varieties of fruit carts and nutritious products such as nuts in their snacks. Furthermore, the company insisted on selling products directly to retailers. They created or designed products in their company but manufactured them through the licensing companies. Therefore, the management assumed that not manufacturing their products can hamper their brand image that they enjoy. Thus, they ensured that only manufacturers having licenses provided by Disney and value their brand’s reputation is partnered with the company (Federal Trade Commission, 2007). Disney has also targeted the retail industry and had partnered with McDonald’s for including healthy meals in their snacks item portfolio. Furthermore, the inclusion of food items in Walmart stores has enhanced their sales. The company’s licensees comprised various reputed companies in terms of food ingredients, such as Standard Oil, Amour Meats and Imagination Farms amongst others (SlideShare Inc., 2012). Though the marketing and the manufacturing of Disney Consumer Products were conducted by third parties, the company took interests in promoting their nutritional products worldwide. The official website of the company has a separate section for their consumer products. Information regarding the ingredients used and recipes for making meals by own-self that will be tasty and fun to eat, with keeping the health in concern are provided in the website. The company identified the targeted segments’ wants, i.e., nutritious meals from the parents’ point of view and tasty and attractive from the children’s point of view, and presented products with both the elements. They further connected with the consumers and sought their opinions and suggestions to develop the food items offered by them. This strategy made the consumers feel that their beloved’s health factors are being considered. Apart from these, they were getting help from the government as obesity concerns had been an issue (Thomas Jr, 2006). Conclusion Disney brand has involved themselves in doing various businesses apart from their traditional one – production of animated films. The brand has been largely reputed for providing entertainment to the families and thus, they wanted that reputation to prevail among all their businesses. Therefore, when the world is facing health related issues, obesity being one of them, the company was quick to introduce nutritional products that will be beneficial to the children. However, they maintained that the products will contain very little ingredients that affect the obesity issue. Apart from their initiatives taken towards the promotion of nutritional products, few recommendations can be helpful for the company. Likewise, the company can combine together the healthy meals with their Disney programs available worldwide, such as, giving free snacks to the people visiting their studios. Moreover, they can further develop health campaigns for parents which will provide essential tips to reduce obesity of their children. The company can also feature its food products in kindergarten schools which have gained popularity among parents. References Bell, D. E., & Winig, L. (2009). Disney marketing products: marketing nutrition to children. Retrieved from http://agec4433group8.wikispaces.com/file/view/disney+case.pdf Disney. (2012). Consumer products. Retrieved from http://thewaltdisneycompany.com/disney-companies/disney-consumer-products Federal Trade Commission. (2007). The Walt Disney company remarks at “weighing in: a check up on marketing, self-regulation and childhood obesity.” Retrieved from http://www.ftc.gov/bcp/workshops/childobesity/presentations/anopolsky.pdf SlideShare Inc. (2012). Disney consumer product: marketing nutrition to children. Retrieved from http://www.slideshare.net/inuwisnumurti/disney-sss Thomas Jr, L. (2006). Disney says it will link marketing to nutrition. Retrieved from http://www.nytimes.com/2006/10/17/business/media/17disney.html?_r=1 Read More