Marketing strategy:

Market analysis
In the case, the whole market is revolving around Disney’s products and
their entertainment with food strategies. And, in the case of food,
nutrition food items should be supplied to children. Because children
are very much passionate about Disney characters. And one more issue
is obesity.

Competitors:
Nickelodeon (TV channel)
Sesame workshop (Providing fresh fruits)
Warner bros.

Consumers:
Here main consumers are children and then their mothers. Because, the
main theme of Disney is providing fun and entertainment with food
items. And consumers who want to reduce their obesity problem.

Company:
Disney has a wide network in business. Disney mainly used three
strategies to improve their revenue. Disney has four major segments
initially. They are Media networks, parks and resorts, studio
entertainment and DCP. Mainly Disney operating all segments through
giving licenses.

Merchandise licensing
Being a global organization, DCP has wide variety number of products
worldwide. They have six lines of business soft lines, Buena vista games,
home and infant, hard lines, publishing and toys and Disney stores owned
and operated by third parties through licensing.
Direct to retailer (DTR)
In this the creation and design of the product will be the choice of
Disney. And the manufacturing part will be taken care by third parties.

Conditions:
Disney followed a successful path to attract children towards their
products through some marketing advertisements and characters. But,
the market condition is different at that time.
According to IOM, in U.S. most of the children are suffering from obesity.
So, to reduce that IOM initiated some policies regarding food and
beverages items.

Market segmentation:

STP:

Segmentation:
Disney divided the market according to food and beverage needs.

Targeting:

They targeted Children. Because, Disney’s products regarding fun and

entertainment. And children like fun and entertainment. To attract the
whole family they made different advertisements and offers.

Positioning:
Their main target is children and through different ads and
advertisements through T.V. shows and different media they positioned
their brand in to children mind. Healthy food and fun and entertainment
attracted mothers and also children.

Marketing mix - 4P’s:

Product
Disney has a wide number of products for children. They differentiated
their products from competitors. Their products are now according to
the standards of IOM and they designed their products to reduce obesity
in children.

Promotion
Through T.V. advertisements and stalls in stores. Mainly they made a tie
up with major supermarkets like Wall mart.

Place
Disney went through globally through merchandising and sourcing
methods.