Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Abhishek Banerjee
B07001
Abu Talib B07003
Harish Dalwaipattan
B07020
Rajkumar Pari
B07030
Sampat Bhansali
The Company
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
Moderator’s Outline Contd..
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 Shape based
Greenery Simple
Prosperity Indian
Eco friendly Diversity of products
Close to nature Nation wide distribution
Fresh Binding India
Life Rigid
Basic needs Old fashioned
Authoritative
Outcomes
Corporate mission based on old logo
Old Logo
New Logo
W o rd Fre q u e n cy Word Frequency
Leaf 5 Diversified 9
Indian 4 Natural 5
Nature 4 United 4
Green 3 Beautiful 3
Creative 2 Creative 3
FM C G 2 Bright 2
Hindustan Lever 2 Cumbersome 2
Huge 2 Harmony 2
Old 2 Strong 2
Products 2 Innovative 2
Outcomes
Words related to Vitality
Vitality :
“liveliness, life, strength, animation,
energy, vigor”
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