Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

Jill  Avery; Gerald  Zaltman

Supplement | HBS Case Collection | January 2019

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

Abstract

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar conducted by Professor Gerald Zaltman was found on the shelves at Harvard Business School. The study used an innovative market research methodology developed by Professor Zaltman, the Zaltman Metaphor Elicitation Technique (ZMET), which had proven to be useful to brand managers hoping to better assess and understand their brands. The research methodology and raw data from Professor Zaltman’s ZMET study on the Nestlé Crunch Bar are presented in the (A) case to help students assess and understand the brand equity of the Nestlé Crunch Bar and map its future strategic course.

In this (B) case, the data from the study is analyzed and an executive summary of the results is presented to guide brand management decision-making.

Keywords: brand management; Market research; brand positioning; value proposition; consumer products; Fast moving consumer goods; qualitative methods; Zaltman Metaphor Elicitation Technique; ZMET; data analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Data and Data Sets; Analysis; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; United States; North America; Italy;

Language: English

Format: Print

21 pages

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Citation:

Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.

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Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

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