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 twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased confectionery brands was permitted to use the Nestlé parent brand name for one year after the close of the sale. After that time, the Nestlé Crunch Bar would be rebranded with the Ferrara parent brand (i.e., Ferrara Crunch Bar). As the Nestlé Crunch Bar brand transitioned to its new owners, it was time for some serious brand analysis to assess the brand equity of Nestlé Crunch Bar and plot a course for its future growth. How strong/weak was the brand? What were its sources of brand equity that could be leveraged in brand storytelling? Which types of messages might attract new consumers to the brand and what might work to cause infrequent users to purchase more often? Did the product itself need to be changed? Were there brand extension possibilities? 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 original case as tools 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.

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

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.

Case | HBS Case Collection | January 2019 (Revised June 2019)

Glossier: Co-Creating a Cult Brand with a Digital Community

Jill Avery

Glossier’s proclaimed strategy was “born from content, fueled by community”. The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was not complacent. Instead, she dreamed of creating the world’s first socially-driven brand that inserted its community into the buying experience so that the company was merchandising people, their opinions, and their content, just as much as they were merchandising products. As her team debates marketing strategies for 2018, they recognize the opportunities and challenges associated with managing Glossier’s rapidly scaling brand community. While the community’s support had emerged organically in the past, the team was now debating whether the company’s next phase of growth would need to be fueled by a greater emphasis on paid peer-to-peer sales representatives, professional influencer marketing, paid media, and a physical market presence.

Keywords: Brands; brand management; brand communication; retailing; e-commerce; DTC; influencer; digital marketing; social media; Startup; internet marketing; big data; crowdsourcing; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Venture Capital; Consumer Behavior; Distribution; Growth and Development Strategy; Consumer Products Industry; Beauty and Cosmetics Industry; Retail Industry; United States; North America;

Citation:

Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised June 2019.) View Details

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

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