Disney is taking on a new approach to widen its childhood market- newborns. It is a risky new approach where representatives of Disney Baby will visit a new mother and offer a free Disney Cuddly Bodysuit in 580 maternity hospitals in the United States. Disney estimates the North American baby market to be worth $36.3 billion annually.
There are some parents and critics who already believe Disney is already a large powerful force in the lives of parents and its a strategy that is taking advantage of families at a very vulnerable time.
I believe it is a great market for Disney to expand to as well as develop new strategies and products to full fill the needs and demands of the market. But I believe that this new promotional strategy is too aggressive during a very special moment in a family, that should be free of business promotions. I know I would hate for someone to promote baby wear after the birth of my child.
What is everyone else's thoughts?
4 comments:
I completely agree with Dave's comment. It seems shameless for Disney to be considering such a business venture in such a sensitive area. I almost envision a Disney rep at the bedside after pregnancy pushing the mother to buy Disney. If they are interested in targeting this market, they should do so in a way that makes parents feel like they are making a conscious choice to buy Disney products.
We all know parents are in another world after their baby is born so taking advantage of this vulnerability is in bad taste. Waiting a week or two, so that when parents come back to the hospital for a check up would, in my mind, be a more acceptable way to peddle their products on newborns.
I think this is an interesting market strategy for Disney to take, although very intrusive durning a special moment for the families. I think it's a great move for Disney to expand into the newborn market, I just don't agree with intruding durning such a major event for a family. There plan is to start with clothes and extending it to more products with promotions and possible free tickets to Disney for signing up for emails on line. Like Elizabeth says in the article she felt in no position to turn free things down and by not turning it down saw that garment fit her newborn better then the "rough, bulky thing the hospital had her wearing". Obviously, Disney's move was successful. The article says that many families don't start using Disney products until they are in preschool so marketing towards newborns with one brand controlled by Disney could offer great profits.
I think this is a really great strategy for Disney. So many children grow up on Disney products and I feel like it is smart to market towards newborns. While I understand that this is a special time for new families, we are never free from being persuaded into buying new products. I think they could be more sensitive and hold off for a little bit of time but then some other company may try to market to the new parents immediately. Frankly I think they body suits are adorable and the other products they are working on are creative and cute as well. Its a good idea to get children started with Disney from a young age and I'm actually surprised they haven't done this sooner.
I believe that this is a good strategy for Disney in the sense that it highlights their generosity and kindness as a corporation. However, I do no believe that this strategy will be affective in gaining potential future customers. People generally don't remember their first years as a child and simply giving out baby outfits is not going to turn those infants into future Disney customers. If the parents are impressed by Disney's generosity then this may make them feel comfortable and interested in Disney products.
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