MARKETING RESEARCH           Presented by           Deepika Agarwal           Rajesh Agarwal           Pratik Chowdhury   ...
MANAGEMENT DECISSION          PROBLEMDoes 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...
Components of MRP• How do the customers perceive Airtel as a  company?• On comparing both the logos which of them  matches...
RESEARCH DESIGNInformation required• How the change in logo is being perceived by  the different psychographic and economi...
RESEARCH DESIGNScales to be used• Interval scale
RESEARCH DESIGNSampling methods-• Judgmental samplingPhases of research-• Exploratory• Conclusive
HYPOTHESES• Hypotheses 1H0-Perception of the customer has remained the  same after a change in the logo of Airtel.H1-Perce...
Q1. Are you aware of the change in the logo of                  Airtel?                  Blank   NO                   6%  ...
2. How would you rate Airtel as a company based on the                      following parameters?      Please rate on a sc...
3. How do you perceive Airtel as a company based on         the following parameters in comparison with its old logo      ...
4. How do you perceive Airtel as a company based on the     following parameters in comparison with the new logo.     Plea...
5. Which logo Airtel portrays the company more aptly?                                Old Logo                             ...
7. Age80706050403020100     Below 20   20-25     25-30   Above 30   No Answer
8. SexFemale 34%                  Male                  66%
9. ProfessionHouse Wife   1%             No Answer                     14%             Working          Student           ...
10. Income6050403020100     Less than Rs   Rs 100000 - Rs   Rs 300000 - Rs   More than Rs   Not Applicable       100000   ...
Comparison of new v/s old logo andthe general perception of the company  • Sample Size- 94Perception         Perception of...
Inferences• In hypothesis1 we reject the null hypothesis as the  perception of the customer has changed after a  change in...
Inferences• Also the new logo has managed to change the  perception of the customer towards the  company.• The customer no...
Recommendation• The company should stick with new logo even  though it doesn’t perfectly convey the  company’s mission and...
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Airtel final

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Transcript of "Airtel final"

  1. 1. MARKETING RESEARCH Presented by Deepika Agarwal Rajesh Agarwal Pratik Chowdhury Souryojit Ghosh Sayan Mukherjee
  2. 2. MANAGEMENT DECISSION PROBLEMDoes the new logo of Airtel successfully reflect the mission of the company?
  3. 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. 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. 5. 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?
  6. 6. RESEARCH DESIGNScales to be used• Interval scale
  7. 7. RESEARCH DESIGNSampling methods-• Judgmental samplingPhases of research-• Exploratory• Conclusive
  8. 8. 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
  9. 9. Q1. Are you aware of the change in the logo of Airtel? Blank NO 6% 5% Yes 89%
  10. 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. 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. 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. 13. 5. Which logo Airtel portrays the company more aptly? Old Logo 47% New Logo 53%
  14. 14. 7. Age80706050403020100 Below 20 20-25 25-30 Above 30 No Answer
  15. 15. 8. SexFemale 34% Male 66%
  16. 16. 9. ProfessionHouse Wife 1% No Answer 14% Working Student 22% 63%
  17. 17. 10. Income6050403020100 Less than Rs Rs 100000 - Rs Rs 300000 - Rs More than Rs Not Applicable 100000 300000 500000 500000
  18. 18. Comparison of new v/s old logo andthe general perception of the company • Sample Size- 94Perception Perception of the Perception of the Perception of theparameters 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 73.93Global Reach 76.04 71.91 76.40Youthful 76.92 70.56 75.78Customer-Centric 70.43 68.64 68.35Innovative 72.17 71.03 76.70Reliable 75.56 72 72.81Progressive 78.68 76.18 75.73
  19. 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. 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. 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
  22. 22. THANK YOU
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