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Marketing Research

Abhishek 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-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

Conclusive Research Design
Exploratory 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 : 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
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
Outcomes
Keywords used in the context of old
logo

 Color based Shape based

 Greenery  Simple
 Prosperity  Indian
 Eco friendly  Diversity of products
 Close to nature  Nation wide distribution
 Fresh  Binding India
 Life  Rigid
 Basic needs  Old fashioned
  Authoritative

Outcomes
Corporate 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

 
 Shape based
 Liveliness  Unity, United
 Sky, water, air − Product
− Geography
 Healthy
− Companies
 Enhance
 U – the customer
 Team India
 Nature
 Depth
 Modern
 Vastness
 Openness
 Youth
 International
 Modern
 Dynamic


Outcomes
Corporate 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  Products to touch every
aspect of life, for
 Bring world to India
everyone
 Adding prosperity to  Eco friendly products
India
 Diversified, yet focus on
 Eco friendly products
quality
 Nation wide distribution  U – the customer
 centricity
 From Hindustan to world
 Dynamic 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
Outcomes
Top 10 words

Old Logo
 New Logo
W o rd Fre q u e n cy Word Frequency
Leaf 5 Diversified 9
Indian 4 Natural 5
Nature 4 United 4
Green 3 Beautiful 3
Creative 2 Creative 3
FM C G 2 Bright 2
Hindustan Lever 2 Cumbersome 2
Huge 2 Harmony 2
Old 2 Strong 2
Products 2 Innovative 2
Outcomes
Words 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…