MARKETING RESEARCH

Presented by

Deepika AgarwalRajesh AgarwalPratik ChowdhurySouryojit GhoshSayan 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 DESIGNInformation 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 1H0-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 2H0 – Both the logos of Airtel are able convey the

company’s mission and vision aptlyH1 – Both the logos of Airtel are not able to

convey the company’s mission and vision aptly

NO5%

Yes88%

Blank6%

Q1. Are you aware of the change in the logo of Airtel?

Flexible Global reach Youthful Customer-centric Innovative Reliable Progressive

69.45%

76.04%76.92%

70.43%

72.17%

75.56%

78.68%

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 be-ing the highest

Flexible Global reach Youthful Customer-centric Innovative Reliable Progressive

70.11%

71.91%

70.56%

68.64%

71.03%72.00%

76.18%

3. How do you perceive Airtel as a company based on the following parameters in comparison with its old logoPlease rate on a scale of 1-5( 1 being lowest and 5 being

highest

Flexible Global reach Youthful Customer-centric Innovative Reliable Progressive

73.93%

76.40%75.78%

68.35%

76.70%

72.81%

75.73%

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

Old Logo47%

New Logo53%

5. Which logo Airtel portrays the company more aptly?

Below 20 20-25 25-30 Above 30 No Answer0

10

20

30

40

50

60

70

80

7. Age

Male66%

Female34%

8. Sex

Student63%

Working22%

House Wife1% No Answer

14%

9. Profession

Less than Rs 100000

Rs 100000 - Rs 300000

Rs 300000 - Rs 500000

More than Rs 500000

Not Applicable0

10

20

30

40

50

60

10. Income

Comparison of new v/s old logo and the general perception of the company

Perception parameters

Perception of the company in general amongst respondents (in %)

Perception of the company based on the old logo amongst respondents (in %)

Perception of the company based on the new logo amongst 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

• Sample Size- 94

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