In this case we find research on the brand equity of the popular brand Nestle Crunch Bar. The research was developed using a methodology (ZMET) that is similar to many research tools that marketers use on the job. This kind of methodology can be used along with focus groups, surveys and other research tools to give marketing managers more insights into their brand, and consumer’s relationship with it. In practice you will find many innovative methodologies that can be helpful in developing actionable insights.
For this homework, we will work with the data in the case to write a memo to professor in which you address the following questions:
What themes do you find in the data that help you understand what this brand means to consumers?
Based on your analysis of the data, how would you evaluate the health of the Nestle Crunch Bar? What are the brand’s strengths and weaknesses?
Based on your insights from reading the case and analyzing the data, what would you write as a value proposition for this brand?
Sample Solution