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…