Download - Marketing Research- HLL to HUL
Marketing Research
Abhishek Banerjee B07001
Abu TalibB07003
Harish Dalwaipattan B07020
Rajkumar PariB07030
Sampat Bhansali B07035
The Company
Started operations in India in 1888 as Lever Brothers Lever Brothers India was incorporated in 1933 Became Hindustan Lever Ltd in 1956 Rebranded as Hindustan Unilever Ltd in 2007 Rebranding included change in name as well as the
logo
Management Problem Definition
“Determine the alignment of the new logo vis-à-vis the old logo, to the corporate mission”
Marketing Problem Definition
Determine the effectiveness of the old logo to communicate the mission of the company
Determine the effectiveness of the new logo to communicate the mission of the company
Compare and conclude which one of these is more effective
Theoretical Framework
Understand the various attributes and characteristic of the new logo
Understand the message the company is trying to communicate
Understand the company mission statement
Understand the various attributes and characteristic of the old logo
Analytical Model
Consider the attributes and parameters discussed in the company mission to be the independent variables
Consider the association the two logos are able to generate to be the dependent variable
Research Questions
What perception does the new logo create about the company in the mind of the consumers now?
What perception was the old logo able to create about the company in the mind of the consumers previously?
Hypothesis
“The new logo is more aligned to the company mission than the old logo”
Research Design
Exploratory Research DesignConclusive Research Design
Multiple Cross-Sectional Design
Single Cross-Sectional Design
Longitudinal DesignCross-Sectional Design
Causal Research
Descriptive Research
Measurement
Qualitative method of information gathering
Focus group interviews to collect views
Variation of Thematic Apperception Test to determine various associations with the logos
Focus Group Interviews
Sample Composition Non Probability Judgment sample Group size : 6 to 8 No of Groups : 2 Age group : 21 to
28 Education :
Post Graduate Students Group composition : Buyers and
users of HUL products
Expected Time : 1 hour Moderator : Single
moderator
Focus Group Objective
Determine the values, the respondents associate with the old logo
Determine the values, the respondents associate with the new logo
Compare and conclude which logo the respondents felt depicts the corporate mission better
Moderator’s Outline
Start discussion with “Why do companies change their logos?” Discuss the benefits of changing logos Discuss the risk associated with change of logo Discuss the parameters on which the above risk vary
Moderator’s Outline Contd..
Lead the discussion to the case of logo change of HUL
Show the old logo and ask the respondents to create a corporate mission for the company
Show the new logo and ask the respondents to create a corporate mission for the company
Take a stand about one logo being more effective than the other, so that respondents further reinforce their beliefs
Outcomes Keywords used in the context of old logo
Color based Greenery Prosperity Eco friendly Close to nature Fresh Life Basic needs
Shape based Simple Indian Diversity of products Nation wide distribution Binding India Rigid Old fashioned Authoritative
OutcomesCorporate mission based on old logo
By India, Serving India Bring world to India Adding prosperity to India Eco friendly products Nation wide distribution
Outcomes Keywords used in the context of new logo
Color based Liveliness Sky, water, air Healthy Enhance Team India Depth Vastness Youth Modern
Shape based Unity, United
Product Geography Companies
U – the customer Nature Modern Openness International Dynamic
OutcomesCorporate mission based on new logo
Products to touch every aspect of life, for everyone Eco friendly products Diversified, yet focus on quality U – the customer centricity From Hindustan to world Dynamic Hindustan Unilever, yet Hindustan
Corporate Mission of HUL
“Unilever's mission is to add Vitality to life. We
meet everyday needs for nutrition, hygiene, and
personal care with brands that help people feel
good, look good and get more out of life”
Perceived Corporate Mission
Old Logo
By India, Serving India Bring world to India Adding prosperity to India Eco friendly products Nation wide distribution
New Logo
Products to touch every aspect of life, for everyone
Eco friendly products Diversified, yet focus on quality U – the customer centricity From Hindustan to world Dynamic Hindustan Unilever, yet Hindustan
Thematic Apperception Test
Sample Composition
Non Probability Judgment Sample Sample size : 20 Age group : 21 to
28 Education :
Post Graduate Students Group composition : Buyers and
users of HUL products
Thematic Apperception Test Method arrived by exploratory research
Make two groups of 10 each Show one set of respondents the old logos and the other
group new logo Ask them to write down 10 words that come to their
mind Consider words related to logo and the brand Reject words that are common to both logos AND are
related to the company Cluster the replies based on the values they represent Compare the values with the mission of the company
OutcomesTop 10 words
Old Logo New LogoWord Frequency
Diversified 9Natural 5United 4Beautiful 3Creative 3Bright 2Cumbersome 2Harmony 2Strong 2Innovative 2
Word FrequencyLeaf 5Indian 4Nature 4Green 3Creative 2FMCG 2Hindustan Lever 2Huge 2Old 2Products 2
OutcomesWords related to Vitality
Vitality :
“liveliness, life, strength, animation, energy, vigor”
Total No. of words for old logo : 17
Total No. of words for new logo : 29
Conclusion
Based on the Focus group interviews as well as Thematic Apperception Test result analysis, we conclude that the new logo is more effective in communicating the corporate mission than the old logo
Hence, Null hypothesis is correct and accepted
Thank You…