marketing research- hll to hul

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Market research to determine the alignment of the new logo vis--vis the old logo, to the corporate mission

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Marketing ResearchAbhishek Banerjee B07001 Abu Talib B07003 Harish Dalwaipattan B07020 Rajkumar Pari B07030 Sampat Bhansali

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--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 Design

Conclusive Research Design

Descriptive Research

Causal Researc

Cross - Sectional Design

Longitudinal Design

Single Cross - Sectional Design Multiple Cross - Sectional Design

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 No of Groups Age group Education Students Group composition users of HUL products Expected Time : : : 2 : : 21 to 28 Post : Graduate 6 to 8

Buyers and

1 hour

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

Moderators 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

Moderators 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

OutcomesKeywords used in the context of old logo

Color basedGreenery Prosperity Eco friendly Close to nature Fresh Life Basic needs

Shape basedSimple 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

OutcomesKeywords used in the context of new logo

Color basedLiveliness Sky, water, air Healthy Enhance Team India Depth Vastness Youth Modern

Shape basedUnity, 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

New Logo

By India, Serving India Bring world to India Adding prosperity to India Eco friendly products Nation wide distribution

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

Thematic Apperception Test

Sample Composition

Non Probability Judgment Sample Sample size Age group Education Students Group composition users of HUL products : : : 20 21 to 28 Post Graduate : Buyers and

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

OutcomesTop 10 words

W o rd Leaf Indian Nature Green Creative FM C G Hindustan Lever Huge Old Products

Old Logo

Fre q u e n cy 5 4 4 3 2 2 2 2 2 2

New LogoFrequency 9 5 4 3 3 2 2 2 2 2

Word Diversified Natural United Beautiful Creative Bright Cumbersome Harmony Strong Innovative

Outcomes Words related to Vitality

Vitality : liveliness, life, strength, animation, energy, vigor

Total No. of words for old logo Total No. of words for new logo

: 17 : 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