2Introduction and Background October 16,1923 – Walter Elias and Roy Disney founded the Disney Cartoon Brother’s Studio1923 – Mickey Mouse debuted in Steamboat Willie, first cartoon to utilize synchronized sound.1932 – Disney won Academy Award for Best Cartoon, for Flowers and Trees, a Silly Symphony.1937- Snow White was first full-length animated film and highest grossing film of the time.
3BackgroundDisney Brother’s revolutionized the way movies were watched, from 8 minute shorts to full-length feature films.Disney Brother’s were preeminent pioneers in animation.1946 – Live action incorporated into production films, starting with Song of the South.1954 – Disney produces first television program, called Wonderful World of Disney.
4Background1955 – Mickey Mouse Club debuted and ran through 1959, made stars of many of its actors.July 17, 1955 – Disneyland opens and attracts millions of people worldwide.1966 – Walter Elias Disney dies and Roy build Disneyworld in his honor.1971 – Roy Disney dies and all day-to day operations are taken over by management.
5Background1984 – Michael Esiner takes over as CEO of Disney with a plan to make the company the most powerful entertainment company in the world.Genius at brand marketing, syndicated Disney library of films, restoring and rerelesaing classic films.Created billions in revenue.1996 – Disney acquires ABC for $19 billion.Box office sales for movies hit $3billion.
6Background 2005 – Robert Eiger replaces Eisner as current CEO. 2006 – Disney worth an estimated $43.2 billion with annual revenues of $2.5 billion.Disney has most valuable franchise character, Mickey Mouse worth $5.8 billion.Consumers spend an average of 9.16 billion hours immersed in the Disney experience.
8PromotionPublic’s knowledge of Disney’s line of healthy products is minimal to near existent.Disney spent five hundred and seventy million dollars in 2009 and six hundred and eighty seven million on selling, general, administrative, and other services in Of that, only a small portion was geared toward advertising.
9PlaceDisney vaguely recognizes the idea of building a stronger external distribution relationshipOne of Disney’s distribution methods is direct to retail (DTR), selling where the brand and character rights are sold directly to the retailers, which bypasses wholesale licenseesAnother Disney distribution model is called sourcing. The sourcing model consists of contracting to manufacturers “where products were created and designed by Disney and featured the Disney brand, but the licensee would handle the manufacturing, sales and marketingWith such distribution models, Disney has little control over how the sales and marketing aspects are managed
10ProductDisney’s idea to enter the market of healthy foods comes at a huge risk. The products being produced and distributed may not be attractive to consumers.If Disney poses attractive and new health conscience products, they will face a number of other competitors looking to establish a market share
11GoalsImprove the nutritional value of its licensed food products by June of 2006 and embark on a mission to improve all of its licensed food products by 2008.Propose products that are adequately portioned, high in quality, taste good, and omit or reduce fat and sugars.Product categories to introduce/improve are fresh food, frozen food, fresh food, juice, pasta, soup, cereal, baked goods and dairy/milkOffer more than 200 Stock Keeping Units (SKU) by summer of 2007Establish sourcing relationships with Safeway and Albertson’s supermarket chains to build market share
12Company ObjectiveThe Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value
13Mission StatementThe mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world
16Key Findings (Strengths) Reputation in quality experience in theme parks, hospitality, and services is renownedRanked 19 as one of the most admired companies in 2011 (CNN)Widely recognized Disney charactersLarge amounts of disposable capital
17Key Findings (Weaknesses) Poor advertisement of healthy foodsHow many of you knew they sold healthy foods in grocery stores?The attractiveness of healthy foodsWill consumers adhere to the new line?Is the concept just a fad?Lack of distribution networksLimited vendorsLimited placement in stores
18Proposed Solution Ideas for Key Finding 1 (Lack of Advertising)
19Solution 1A marketing campaign strategy focusing on both T.V. and in store ads will address Disney’s weak promotional issues and take advantage of opportunities competitors are not.It will also reinvent Disney in consumers’ minds as a healthy food and combat the lack of weekly consumer influence.
20Solution 1 First, T.V. ads will target parents of children. This will maximize parents awareness of Disney’s healthy products.Commercials showing healthy food and informing consumers on its standards.Later T.V. ads will target children from the ages of 3 – 13.Later commercials will entertain children and increase their demand for the products.
21Solution 1 Second step, in-store ads. Once consumers become familiar with Disney’s healthy foods they need to find it.Ads placed in grocery store isles showing Disney’s foods locations.Disney products on end caps and other high traffic areas.Samples of healthy foods with trained employees and monitor emphasizing nutritional facts.
22Solution 2A positive PR campaign can gain Disney recognition for their healthy foods.Disney does not lack brand reputation against any competitor, yet they lack weekly cartoon character promotion of their food products.Establish Disney’s place in the market.
23Solution 2Disney’s motive is reducing childhood obesity; this needs to be known by the public.Disney is putting children’s health above profits.Risking millions due to their concern for childhood obesity.
24Solution 3Distinctly designed packaging will help draw attention to Disney’s healthy food movement and make an impact in consumers’ minds.Changing people’s perception about their children’s food line.Entice new consumers and create a place for Disney in the market.
25Solution 3The packaging should contain nutrition standards and can incorporate green movement ads in designs.Disney needs to draw on the experience of their marketing and advertising.Show products meets or exceeds FDA guidelines.Create the Disney experience on packaging.
27Return on InvestmentComparing these DCP products to Coca-Cola’s revenues after the purchase of “Vitamin Water” from Glaceau in 2007, we can see a trajectory of possible growth in revenues as seen in the graph below
28Implementation Outline A. Prepare Business CaseDevelop short-term to long-term implementation plan on how to address and resolve current weaknesses in current sector. B. Initial Client / Agency MeetingThe agency and client meet to address the messaging the TV spot should convey.C. Agency Creative BrainstormingFirst stages of creative concepts. The creative department form concepts for the TV spot. These concepts aim to achieve the appropriate messaging as discussed in the client/agency meeting. This part of the process is the responsibility of the Creative Director and Art Director assigned to the project.
29Implementation Outline D. Agency Presents Concept to ClientThe ad agency may have a formal meeting or tele-conference with the client to discuss the concepts. The client will provide feedback. In many cases, the client may add additional assets to incorporate into the spots. E. Adjustments Made to ConceptOngoing discussions with client, hiring of film crew, story boards created. The creative team fleshes out the concepts and hires illustrators to create the storyboards. F. Ongoing Discussion with ClientClient and creative team meet to discuss what areas need to be expanded upon and further develop concept.
30Implementation Outline G. Hiring of Film CrewThe agency will begin the process of interviewing films crews and commercial directors. H. Story Board CreatedGraphic organizer developed to demonstrate and organize illustrations and images in sequence in order to visualize concept. Serve to give a visual representation as to how the spots will look (camera angles, story arc, visual assets, etc.). I. Presentation of Story Boards to Client / Project approvalThe agency presents the completed storyboards for the TV spots in detail.
31Implementation Outline J. Approval of Story BoardIf all goes well, the client will approve the spots for filming. Sometimes there will be minor changes, which would be adjusted in the storyboards. Then, the storyboards would be sent to the client for approval. K. Audition and Hiring TalentThe agency will be seeking acting talent for the spots. Usually, they have casting calls to have auditions. This may include voice actors for voice-overs. L. FilmingThis stage is simply the filming of the TV spots with long hours on set.
32Implementation Outline M. Editing and final cutsFinally, the film crew edits the spots with agency art director providing direction. With the approval from the ad agency and its client, final cuts are made. The final spots are sent to a media team for distribution to TV networks.