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MARKETING RESEARCH



           Presented by

           Deepika Agarwal
           Rajesh Agarwal
           Pratik Chowdhury
           Souryojit Ghosh
           Sayan Mukherjee
MANAGEMENT DECISSION
          PROBLEM



Does the new logo of Airtel successfully reflect
          the mission of the company?
MARKETING RESEARCH PROBLEM

• To determine the perception of the new logo
  vis a vis the old logo in alignment with Airtel’s
  corporate mission, in the minds of the
  customer
Components of MRP
• How do the customers perceive Airtel as a
  company?

• On comparing both the logos which of them
  matches, strengthens or dilutes the
  perception of the company in the minds of the
  customer
RESEARCH DESIGN
Information required

• How the change in logo is being perceived by
  the different psychographic and economic
  segments?

• What the customer felt about the old logo and
  what is his response to the new logo vis a vis
  the company’s mission and vision?
RESEARCH DESIGN
Scales to be used

• Interval scale
RESEARCH DESIGN
Sampling methods-

• Judgmental sampling

Phases of research-

• Exploratory
• Conclusive
HYPOTHESES
• Hypotheses 1
H0-Perception of the customer has remained the
  same after a change in the logo of Airtel.
H1-Perception of the customer has changed
  after a change in the logo of Airtel.
• Hypotheses 2
H0 – Both the logos of Airtel are able convey the
  company’s mission and vision aptly
H1 – Both the logos of Airtel are not able to
  convey the company’s mission and vision aptly
Q1. Are you aware of the change in the logo of
                  Airtel?

                  Blank   NO
                   6%     5%




                      Yes
                      89%
2. How would you rate Airtel as a company based on the
                      following parameters?
      Please rate on a scale of 1-5,(1 being the lowest and 5
                         being the highest

                                                            78.68%
                    76.92%
          76.04%
                                                  75.56%


                                        72.17%
                              70.43%
69.45%
3. How do you perceive Airtel as a company based on
         the following parameters in comparison with its old logo
          Please rate on a scale of 1-5( 1 being lowest and 5 being
                                   highest

                                                               76.18%



           71.91%                                    72.00%
                                          71.03%
                      70.56%
70.11%
                                68.64%
4. How do you perceive Airtel as a company based on the
     following parameters in comparison with the new logo.
     Please rate on a scale of 1-5(1 being lowest and 5 being
                              highest

          76.40%                        76.70%
                    75.78%                                  75.73%

73.93%
                                                  72.81%




                              68.35%
5. Which logo Airtel portrays the company more aptly?




                                Old Logo
                                  47%
             New Logo
               53%
7. Age
80




70




60




50




40




30




20




10




0
     Below 20   20-25     25-30   Above 30   No Answer
8. Sex




Female
 34%
                  Male
                  66%
9. Profession

House Wife
   1%             No Answer
                     14%




             Working          Student
              22%               63%
10. Income
60




50




40




30




20




10




0


     Less than Rs   Rs 100000 - Rs   Rs 300000 - Rs   More than Rs   Not Applicable
       100000           300000           500000         500000
Comparison of new v/s old logo and
the general perception of the company
  • Sample Size- 94
Perception         Perception of the    Perception of the    Perception of the
parameters         company in general   company based on     company based on
                   amongst              the old logo         the new logo
                   respondents (in %)   amongst              amongst
                                        respondents (in %)   respondents (in %)

Flexible           69.45                70.11                73.93
Global Reach       76.04                71.91                76.40
Youthful           76.92                70.56                75.78
Customer-Centric   70.43                68.64                68.35
Innovative         72.17                71.03                76.70
Reliable           75.56                72                   72.81
Progressive        78.68                76.18                75.73
Inferences
• In hypothesis1 we reject the null hypothesis as the
  perception of the customer has changed after a
  change in the logo of Airtel. As there is a change in
  perception in 5 parameters out of featured 7
• In hypothesis2 we reject the null hypothesis as
  both the logos of Airtel are not able to convey the
  company’s mission and vision aptly. This is clearly
  visible in 4 parameters out the featured 7
• The new logo of Airtel does not convey the
  company’s mission and vision completely, but is
  better than the old logo in a lot of parameters.
Inferences
• Also the new logo has managed to change the
  perception of the customer towards the
  company.
• The customer now feels the company is more
  flexible, has a wider global reach, more
  youthful and is more reliable and innovative.
Recommendation
• The company should stick with new logo even
  though it doesn’t perfectly convey the
  company’s mission and vision
• The reason for this being as it has already
  spent an enormous amount of money in
  launching this new logo and it is still better
  than the old one and the customer is also
  perceiving this logo better than the old one
  within the said parameters
THANK YOU

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Airtel final

  • 1. MARKETING RESEARCH Presented by Deepika Agarwal Rajesh Agarwal Pratik Chowdhury Souryojit Ghosh Sayan Mukherjee
  • 2. MANAGEMENT DECISSION PROBLEM Does the new logo of Airtel successfully reflect the mission of the company?
  • 3. MARKETING RESEARCH PROBLEM • To determine the perception of the new logo vis a vis the old logo in alignment with Airtel’s corporate mission, in the minds of the customer
  • 4. Components of MRP • How do the customers perceive Airtel as a company? • On comparing both the logos which of them matches, strengthens or dilutes the perception of the company in the minds of the customer
  • 5. RESEARCH DESIGN Information required • How the change in logo is being perceived by the different psychographic and economic segments? • What the customer felt about the old logo and what is his response to the new logo vis a vis the company’s mission and vision?
  • 6. RESEARCH DESIGN Scales to be used • Interval scale
  • 7. RESEARCH DESIGN Sampling methods- • Judgmental sampling Phases of research- • Exploratory • Conclusive
  • 8. HYPOTHESES • Hypotheses 1 H0-Perception of the customer has remained the same after a change in the logo of Airtel. H1-Perception of the customer has changed after a change in the logo of Airtel. • Hypotheses 2 H0 – Both the logos of Airtel are able convey the company’s mission and vision aptly H1 – Both the logos of Airtel are not able to convey the company’s mission and vision aptly
  • 9. Q1. Are you aware of the change in the logo of Airtel? Blank NO 6% 5% Yes 89%
  • 10. 2. How would you rate Airtel as a company based on the following parameters? Please rate on a scale of 1-5,(1 being the lowest and 5 being the highest 78.68% 76.92% 76.04% 75.56% 72.17% 70.43% 69.45%
  • 11. 3. How do you perceive Airtel as a company based on the following parameters in comparison with its old logo Please rate on a scale of 1-5( 1 being lowest and 5 being highest 76.18% 71.91% 72.00% 71.03% 70.56% 70.11% 68.64%
  • 12. 4. How do you perceive Airtel as a company based on the following parameters in comparison with the new logo. Please rate on a scale of 1-5(1 being lowest and 5 being highest 76.40% 76.70% 75.78% 75.73% 73.93% 72.81% 68.35%
  • 13. 5. Which logo Airtel portrays the company more aptly? Old Logo 47% New Logo 53%
  • 14. 7. Age 80 70 60 50 40 30 20 10 0 Below 20 20-25 25-30 Above 30 No Answer
  • 15. 8. Sex Female 34% Male 66%
  • 16. 9. Profession House Wife 1% No Answer 14% Working Student 22% 63%
  • 17. 10. Income 60 50 40 30 20 10 0 Less than Rs Rs 100000 - Rs Rs 300000 - Rs More than Rs Not Applicable 100000 300000 500000 500000
  • 18. Comparison of new v/s old logo and the general perception of the company • Sample Size- 94 Perception Perception of the Perception of the Perception of the parameters company in general company based on company based on amongst the old logo the new logo respondents (in %) amongst amongst respondents (in %) respondents (in %) Flexible 69.45 70.11 73.93 Global Reach 76.04 71.91 76.40 Youthful 76.92 70.56 75.78 Customer-Centric 70.43 68.64 68.35 Innovative 72.17 71.03 76.70 Reliable 75.56 72 72.81 Progressive 78.68 76.18 75.73
  • 19. Inferences • In hypothesis1 we reject the null hypothesis as the perception of the customer has changed after a change in the logo of Airtel. As there is a change in perception in 5 parameters out of featured 7 • In hypothesis2 we reject the null hypothesis as both the logos of Airtel are not able to convey the company’s mission and vision aptly. This is clearly visible in 4 parameters out the featured 7 • The new logo of Airtel does not convey the company’s mission and vision completely, but is better than the old logo in a lot of parameters.
  • 20. Inferences • Also the new logo has managed to change the perception of the customer towards the company. • The customer now feels the company is more flexible, has a wider global reach, more youthful and is more reliable and innovative.
  • 21. Recommendation • The company should stick with new logo even though it doesn’t perfectly convey the company’s mission and vision • The reason for this being as it has already spent an enormous amount of money in launching this new logo and it is still better than the old one and the customer is also perceiving this logo better than the old one within the said parameters