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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?
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%
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
