The Dimensions of Brand Equity for Nestlé Crunch Bar:

A Research Case

Aniket Jain Anuj Sachdev Sanil Yadav

 Identifying the Protagonist

• The research study was centered around Nestlé's chocolate – The Crunch Bar

• Research participants were instructed to respond to the chocolate in 18 constructs and 5

deep metaphors
 Case Facts

• The purpose of this research was to explore dimensions of brand equity for a low-cost food product

• The principle methodology used is the Zaltman Metaphor Elicitation Technique (ZMET)

• 10 participants were employed men and women between the ages of 31 and 55

• One-on-one interviews were conducted

• Participants were asked to bring to the interview at least 12 pictures expressing their thoughts and
feelings about Nestlé's Crunch Bar

• Research data was analyzed to ascertain the relationship between the consumer and the brand of
Nestlé's Crunch Bar
 About Nestle

• Nestle is the largest food company in the world, in terms of revenue

• It is a Swiss Company established in 1866 by its founder Henri Nestle

• While its main foray is foods and drinks, it has hundreds of products, nearly 2000

• Some of its most famous products and brands include Maggi, Kit Kat, Nespresso, Nescafe, etc.

• It operates 418 factories in 86 countries, employing nearly 339,000 people worldwide. Its
products are available in 191 countries of the world.

• Nestle has 17 R&D and Testing centers worldwide.

 Background

• Strong brand name

• Market leadership position

• Large customer base

• Investment in R&D activities

• Pro-innovative culture

• Good financial health

• Favorable reputation at the global stage

 The 18 Constructs

Anticipation Eating Occasions Escape

Availability Emotional Comfort Evokes Memories
Consumer Loyalty Energetic Familiarity
Dependable Quality Enjoyment Giving/Receiving

Image of the Company

Image of the Product Taste
Indulgence Unique Product
Product Attributes
 “Reengineer” the Mental Model

• Atleast 5 people had to mention "indulgence" and at least 3 people had to

directly associate indulgence with "enjoyment”.
• Segmentation & targeting of respondents
• Insights to respondents survey
• Unavailability of comparable in the same category
• Consumer buying trends
• Sample size
• Skewed results - all are biased & positive towards the brand
• Identify right audience & customers to increase brand performance
 Possible Solutions

• Strengthen distribution network

• Stronger relation with consumers

• Higher penetration

• Identify different consumer group characteristics

• Adapt to and respond to characteristics

• Market expansion

• Strengthen value network

Thank You