Utilizing the Disney Name to Market Disney Garden

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Utilizing the Disney Name to Market Disney Garden™ Fresh Produce to Children: What Does

Utilizing the Disney Name to Market Disney Garden™ Fresh Produce to Children: What Does the Future Hold? Brian Williams Ben Blomendahl

Overview § Childhood Obesity § Imagination Farms § Disney Brand § Economics § SWOT

Overview § Childhood Obesity § Imagination Farms § Disney Brand § Economics § SWOT Analysis § Recommendations

Children’s Health § Cost of obesity related disease § Diabetes, high blood pressure, heart

Children’s Health § Cost of obesity related disease § Diabetes, high blood pressure, heart disease, etc. § $117 billion/year (National Center for Health Statistics, 2004) § Obesity and fruit and vegetable consumption are inversely related § 32 percent of obesity explained by consumption (or lack of) of fruits and vegetables (Blomendahl, Williams, 2008)

Obesity in the U. S. 1990 2007 Source: Center for Disease Control Behavioral Risk

Obesity in the U. S. 1990 2007 Source: Center for Disease Control Behavioral Risk Factor Surveillance System

Disney and Childhood Obesity § Disney offered high-fat, high-calorie foods in parks and resorts

Disney and Childhood Obesity § Disney offered high-fat, high-calorie foods in parks and resorts § Disney consumer products (DCP) division § Offered less healthy foods § Children linked fun to less than nutritious foods

Disney Going Healthy § Opportunity for change § Phase out fattening products § Healthier

Disney Going Healthy § Opportunity for change § Phase out fattening products § Healthier choices in theme parks § Chose not to renew contract with Mc. Donalds § New line of healthy foods for children § Began taking proposals for using Disney name

Imagination Farms, LLC § Don Goodwin § Former COO of Green Giant Fresh and

Imagination Farms, LLC § Don Goodwin § Former COO of Green Giant Fresh and Produce Marketing Consultant § Matthew Caito § Caito Food Services § Brought idea to Disney § Disney Garden™ fresh produce § Mission: “Increase consumption of fresh fruit and vegetable among children”

Objectives Increase consumption of fruits and vegetables by children Maintain Disney’s reputation Build strong

Objectives Increase consumption of fruits and vegetables by children Maintain Disney’s reputation Build strong brand recognition in the produce department Develop and maintain a profitable business

Branding in Produce § Reasons consumers purchase specific brands üDesign üPrestige üDurability/Quality § Consumers

Branding in Produce § Reasons consumers purchase specific brands üDesign üPrestige üDurability/Quality § Consumers are willing to pay less for fresh produce branding than branding in other products § Younger people are willing to pay more (Jin, et al, 2008) § Disney is associated with fun, magic, and wholesome family values

Economics § Supply and demand for fresh produce in supermarkets P

Economics § Supply and demand for fresh produce in supermarkets P

Economics § I-Farm’s Goal: Shift the industry demand out. S § Provide supply to

Economics § I-Farm’s Goal: Shift the industry demand out. S § Provide supply to meet new demand § Bring new suppliers into supermarkets § Enter market w/o hurting current companies P 2 P 1 D 2 D 1

Economics § I-Farm’s Goal: Shift the industry demand out. S § Provide supply to

Economics § I-Farm’s Goal: Shift the industry demand out. S § Provide supply to A B meet new demand § Bring new suppliers into supermarkets § Enter market w/o hurting current companies P 1 C D D 2 D 1

Economic Reality § Monopolistic Competition § Product differentiation (perceived or otherwise) § Disney Garden™

Economic Reality § Monopolistic Competition § Product differentiation (perceived or otherwise) § Disney Garden™ may increase industry demand § The substitution effect §How can I-Farms best exploit these realities to their advantage?

Disney and I-Farms Changing Children’s Eating Patterns § Disney characters create demand § Children

Disney and I-Farms Changing Children’s Eating Patterns § Disney characters create demand § Children influence parent’s purchasing § Parents more willing to buy fruits and vegetables § Easily influenced by peers as well as by advertising § Disney makes healthy foods fun

SWOT analysis of I-Farms Strengths Weaknesses Opportunities Threats

SWOT analysis of I-Farms Strengths Weaknesses Opportunities Threats

Supplement the Strengths ØUse Disney name as an advantage ØRetailers can market with the

Supplement the Strengths ØUse Disney name as an advantage ØRetailers can market with the Disney name ØContinue educating on the importance of healthy eating ØDisney channel ØWebsite ØConvenient packaging for putting in lunch boxes

Wipe Out Weaknesses § New to the market ØMust provide a quality product to

Wipe Out Weaknesses § New to the market ØMust provide a quality product to gain credibility ØKeep Disney Garden™ fresh and exciting ØChange packaging to match new movies ØPromotions via collectibles, puzzles, prizes § Limited Resources ØPromote efficiency in the workplace ØOutsource less important tasks ØOn-going search for high quality employees

Wipe Out Weaknesses § Suppliers accustomed to marketing commodities ØOffer seminars or other training

Wipe Out Weaknesses § Suppliers accustomed to marketing commodities ØOffer seminars or other training for supplier marketing representatives ØGive tools to take advantage of Disney name § Higher Free on Board (FOB) prices for retailers ØOffset higher FOB prices with more sales ØAdditional traffic in stores

Optimize Opportunities ØI-Farms can become a pioneer ØProduct differentiation in produce ØBring children into

Optimize Opportunities ØI-Farms can become a pioneer ØProduct differentiation in produce ØBring children into the produce market Ø 13 percent of US families with children consume the recommended amount of fruits and vegetables daily (Produce for Better Health Foundation, 2003) ØUse care not to expand too fast ØFocus on quality before quantity

Terminate Threats § Food safety ØRandom product testing ØQuality assurance process § Competition ØProduct

Terminate Threats § Food safety ØRandom product testing ØQuality assurance process § Competition ØProduct differentiation ØCreativity is the key to set yourself apart from the competition

Terminate Threats § Seasonal quality differences ØExpand to global suppliers ØOffer certain items seasonally

Terminate Threats § Seasonal quality differences ØExpand to global suppliers ØOffer certain items seasonally § Recession ØFood is less affected by recession than other products ØTurn into an advantage by encouraging less eating out, more eating in

Steps to Achieve Objectives Increase Fruit and Vegetable Consumption by Children Educate on healthy

Steps to Achieve Objectives Increase Fruit and Vegetable Consumption by Children Educate on healthy eating Use Disney name to influence children

Steps to Achieve Objectives Increase Fruit and Vegetable Consumption by Children Educate on healthy

Steps to Achieve Objectives Increase Fruit and Vegetable Consumption by Children Educate on healthy eating Use Disney name to influence children Brand Recognition/Brand Strength Quality over quantity International suppliers for seasonal differences Keep Disney Garden™ name fresh

Steps to Achieve Objectives Increase Fruit and Vegetable Consumption by Children Educate on healthy

Steps to Achieve Objectives Increase Fruit and Vegetable Consumption by Children Educate on healthy eating Use Disney name to influence children Brand Recognition/Brand Strength Quality over quantity International suppliers for seasonal differences Keep Disney Garden™ name fresh Maintain Disney’s Reputation Random testing Process to ensure safety Quality products

Steps to Achieve Objectives Increase Fruit and Vegetable Consumption by Children Educate on healthy

Steps to Achieve Objectives Increase Fruit and Vegetable Consumption by Children Educate on healthy eating Use Disney name to influence children Brand Recognition/Brand Strength Quality over quantity International suppliers for seasonal differences Keep Disney Garden™ name fresh Maintain Disney’s Reputation Random testing Process to ensure safety Quality products Profitable Business Training for suppliers Product differentiation Outsource unimportant tasks Encourage promotional ads by retailer

Bibliography § § § Behavioral Risk Factor Surveillance System. Center for Disease Control. (apps.

Bibliography § § § Behavioral Risk Factor Surveillance System. Center for Disease Control. (apps. nccd. cdc. gov/brfss/). (accessed July 23, 2008) Blomendahl, Ben. Williams, Brian. Findings on Obesity. 2008 Jun, Yanhong H. Zilberman, David. Heiman, Amir. Choosing Brands: Fresh Produce Verses Other Products. American Journal of Agricultural Economics. May 2008: 463 -475 Lin, Biing-Hwan. Fruit and Vegetable Consumption: Looking Ahead to 2020. Economic Research Service. Agricultural Information Bulletin. November 2004. (www. ers. usda. gov/publications/aib 792 -7/). (Accessed July 23, 2008) Lin, Biing-Hwan. Reed, Jane. Lucier, Gary. U. S. Fruit and Vegetable Consumption: Who, What, Where, and How Much. Economic Research Service. Agricultural Information Bulletin, October 2004, (http: //www. ers. usda. gov/publications/aib 792 -2/aib 792 -2. pdf). (Accessed July 23, 2008) National Center for Health Statistics. Prevalence of Overweight and Obesity Among Children and Adolescents: United States. 2003 -2004 (www. cdc. gov/nchs/products/pubd/hestats/ overweight/overwght_child_03. htm). (Accessed July 24, 2008)

Bibliography § § § National Center for Health Statistics. Prevalence of Overweight and Obesity

Bibliography § § § National Center for Health Statistics. Prevalence of Overweight and Obesity Among Adults: United States. 2003 -2004 (www. cdc. gov/nchs/products/pubd/hestats/ obese 03_04/overwght_adult_03. htm). (Accessed July 24, 2008) Nestle, Marion. Food Marketing and Childhood Obesity — A Matter of Policy. New England Journal of Medicine. 2006: 2527 -2529. Palmer, Edward L. and Courtney F. Carpenter. Food and Beverage Marketing to Children and Youth: Trends and Issues. Media Psychology. 2006: 165 -190 (http: //www. informaworld. com/10. 1207/s 1532785 xmep 0802_6 ). (Accessed 17 July 2008). Progress in Preventing Childhood Obesity: How do we Measure Up? . Report Brief, Institute of Medicine, September 2006 State of the Plate: Study on America’s Consumption of Fruits and Vegetables. Produce for Better Health Foundation. 2003

Questions? ? ?

Questions? ? ?