Marketing Research- Hll To Hul

Marketing Research Abhishek Banerjee B07001 Abu Talib

B07003

Harish Dalwaipattan B07020 Rajkumar Pari B07030 Sampat Bhansali

The Company 

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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 

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“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

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Determine the effectiveness of the new logo to communicate the mission of the company

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Compare and conclude which one of these is more effective

Theoretical Framework 

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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

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Consider the association the two logos are able to generate to be the dependent variable

Research Questions 

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What perception does the new logo create about the company in the mind of the consumers now?

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What perception was the old logo able to create about the company in the mind of the consumers previously?

Hypothesis 

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“The new logo is more aligned to the company mission than the old logo”

Research Design

Conclusive Research Design

Exploratory Research Design

Descriptive Research

Cross - Sectional Design

Causal Researc

Longitudinal Design

Single Cross - Sectional Design Multiple Cross - Sectional Design

Measurement 

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Qualitative method of information gathering

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Focus group interviews to collect views

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Variation of Thematic Apperception Test to determine various associations with the logos

Focus Group Interviews 

Sample Composition −

Non Probability Judgment sample

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Group size

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No of Groups

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Age group

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21 to 28

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Education Students

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Post

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Group composition users of HUL products

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Expected Time

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6 to 8

2

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Graduate

Buyers and

1 hour

Focus Group Objective 

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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 

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Start discussion with “Why do companies change their logos?”

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Discuss the benefits of changing logos

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Discuss the risk associated with change of logo

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Discuss the parameters on which the above risk vary

Moderator’s Outline Contd.. 

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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

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Shape based

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Greenery

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Simple

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Prosperity

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Indian

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Eco friendly

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Diversity of products

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Close to nature

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Nation wide distribution

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Fresh

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Binding India

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Life

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Rigid

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Basic needs

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Old fashioned

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Authoritative

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Outcomes Corporate mission based on old logo 

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By India, Serving India

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Bring world to India

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Adding prosperity to India

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Eco friendly products

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Nation wide distribution

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Outcomes Keywords used in the context of new logo Color based

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Shape based

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Liveliness

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Sky, water, air

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Product

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Healthy

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Geography

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Companies

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Enhance Team India Depth Vastness Youth Modern

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Unity, United

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U – the customer

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Nature

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Modern

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Openness

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International

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Dynamic

Outcomes Corporate mission based on new logo 

Products to touch every aspect of life, for everyone

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Eco friendly products

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Diversified, yet focus on quality

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U – the customer centricity

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From Hindustan to world

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Dynamic Hindustan

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Unilever, yet Hindustan

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Corporate Mission of HUL 

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“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

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By India, Serving India

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Bring world to India

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Adding prosperity to India

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Eco friendly products

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Nation wide distribution

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Products to touch every aspect of life, for everyone Eco friendly products Diversified, yet focus on quality U – the customer centricity

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From Hindustan to world

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Dynamic Hindustan

Thematic Apperception Test 

Sample Composition

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Non Probability Judgment Sample

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Sample size

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20

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Age group

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21 to 28

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Education Students

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Post Graduate

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Group composition users of HUL products

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Buyers and

Thematic Apperception Test 

Method arrived by exploratory research −

Make two groups of 10 each

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Show one set of respondents the old logos and the other group new logo

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Ask them to write down 10 words that come to their mind

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Consider words related to logo and the brand

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Reject words that are common to both logos AND are related to the company

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Cluster the replies based on the values they represent

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Compare the values with the mission of

Outcomes Top 10 words Old Logo

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

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

New Logo

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Word Diversified Natural United Beautiful Creative Bright Cumbersome Harmony Strong Innovative

Frequency 9 5 4 3 3 2 2 2 2 2

Outcomes Words related to Vitality 

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

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Total No. of words for old logo

: 17

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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

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Hence, Null hypothesis is correct and accepted

Thank You…