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dc.contributor.author
Latinopoulou, Marina
en
dc.date.accessioned
2015-07-01T08:30:16Z
dc.date.available
2015-09-27T05:57:21Z
dc.date.issued
2015-07-01
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/632
dc.rights
Default License
dc.title
From decline to Growth
en
heal.type
masterThesis
heal.secondaryTitle
A case study for the Rebranding process of a Greek brand, HEMO, Jotis S.A.
en
heal.keywordURI.LCSH
rebranding
heal.keywordURI.LCSH
product life cycle
heal.keywordURI.LCSH
children as consumers
heal.keywordURI.LCSH
packaging design
heal.keywordURI.LCSH
logo design
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
heal.publicationDate
2015-01
heal.bibliographicCitation
Latinopoulou Marina, 2015, From decline to Growth : A case study for the Rebranding process of a Greek brand, HEMO, Jotis S.A., Master's Dissertation, International Hellenic University
en
heal.abstract
This dissertation was written as part of the MSc in Strategic Product design at the International Hellenic University. All products are destined to a life cycle since their entry in the market. This goes from introduction to growth, maturity and finally to decline and death. Products in the mature or the decline phase, in order to stay in the market usually have to follow a procedure known as rebranding. So, the aim of this thesis was to track a product, a formerly leader in the market, in the maturity or decline phase and to make some proposals for its rebranding. An online questionnaire-based survey (n=210) and the relevant literature, set the base for this rebranding. With the aid of the questionnaire, the analysis of HEMO as a brand name firstly took place and then, the analysis of its competitors followed. Then, the importance of children as a special target segment was assessed and examined, since the product under survey is a cocoa powder for milk.. Finally, proposals concerning the packaging design as well as the logo design were designed in Computer Aided Programs (CAD) and discussed. All proposals were based on the literature and taking into consideration the answers given in the questionnaire.. A variety of proposals was created in order to cover different aspects of the theory, to address to different market segments, and to satisfy consumers’ preferences. Each proposal had a unique character since all final products were different in packaging shape, texture and material, as long as in logo design, typography and chromatic combination. Keeping in mind that HEMO is a former leader and still a recognizable product of high nutritious value, with the proper rebranding and promotion, it can play once more a major role in this product category in the Greek market. I would like to thank my supervisor Dr. Flora Kokkinaki for the valuable assistance, time and interest. Moreover I would like to express my gratitude and my love to my friends, my family and especially to my brother for their support, understanding and their valuable help.
en
heal.tableOfContents
Abstract ............................................................................................................................. 2 Contents ............................................................................................................................ 3 Introduction ....................................................................................................................... 6 1. Literature review ................................................................................................. 8 1.1 Brand - brand name ............................................................................................ 8 1.2 Product life cycle ................................................................................................ 9 1.2.1 Introduction/birth .................................................................................... 10 1.2.2 Growth ..................................................................................................... 10 1.2.3 Maturity/stability ..................................................................................... 11 1.2.4 Decline .................................................................................................... 11 1.2.5 Death ....................................................................................................... 12 1.3 Rebranding ........................................................................................................ 12 1.3.1 Terminology ............................................................................................ 12 1.3.2 Stages and steps ....................................................................................... 13 1.3.3 Reasons to rebrand and not to rebrand .................................................... 13 1.3.4 Negative perspective ............................................................................... 14 2. Selected brand ................................................................................................... 15 2.1 Reasons for selection ........................................................................................ 15 2.2 HEMO attributes ............................................................................................... 16 2.3 History of the company .................................................................................... 17 3. Empirical investigation ..................................................................................... 18 3.1 Purpose of research ........................................................................................... 18 3.2 Participants & target group ............................................................................... 18 3.3 Content / subject matter .................................................................................... 18 4. Competitors ...................................................................................................... 21 4.1 Literature review ............................................................................................... 21 4.2 Direct competitors of HEMO ........................................................................... 21 4.2.1 Caotonic .................................................................................................. 22 4.2.2 Cocoa ION .............................................................................................. 22 4.2.3 Cocoa Jotis .............................................................................................. 23 4.2.4 Nesquik ................................................................................................... 23 4.2.5 Cocoa Chaitoglou .................................................................................... 24 4.3 Questionnaire analysis ...................................................................................... 24 4 5. Children as consumers ...................................................................................... 26 5.1 Literature review ............................................................................................... 26 5.2 Questionnaire analysis ...................................................................................... 27 6. Packaging design .............................................................................................. 29 6.1 Literature review ............................................................................................... 29 6.1.1 Importance of packaging design ............................................................. 29 6.1.2 Definition of packaging design ............................................................... 29 6.1.3 Measuring consumers’ opinion ............................................................... 30 6.1.4 Techniques for successful packaging design .......................................... 30 6.1.5 Materials, functionality, environmental respect ..................................... 31 6.1.6 Packaging shape, color and graphics ...................................................... 31 6.2 Questionnaire analysis ...................................................................................... 32 6.3 Proposals for new packaging design ................................................................ 34 6.3.1 Proposal 1 ................................................................................................ 35 6.3.2 Proposal 2 ................................................................................................ 35 6.3.3 Proposal 3 ................................................................................................ 36 6.3.4 Proposal 4 ................................................................................................ 38 6.3.5 Proposal 5: ............................................................................................... 39 7. Graphic-logo Design ......................................................................................... 40 7.1 Literature review ............................................................................................... 40 7.1.1 Historical elements, terminology and importance ................................... 40 7.1.2 Process of logo design ............................................................................. 40 7.1.3 Principles of logo design .......................................................................... 41 7.1.4 Colors and typography ............................................................................. 41 7.1.5 Promotional character .............................................................................. 42 7.2 Questionnaire analysis ...................................................................................... 43 7.3 Proposals for new logo and character ............................................................... 45 7.3.1 Proposal 1 ................................................................................................ 45 7.3.2 Proposal 2 ................................................................................................ 46 7.3.3 Proposal 3 ................................................................................................ 47 7.3.4 Proposal 4 ................................................................................................ 48 7.3.5 Proposal 5 ................................................................................................ 48 8. Final designs .............................................................................................................. 50 Conclusions ..................................................................................................................... 53 Bibliography ................................................................................................................... 55 Appendices ...................................................................................................................... 64 Appendix 1 .................................................................................................................. 64 5 Appendix 2 .................................................................................................................. 72
en
heal.advisorName
Kokkinaki, Dr. Flora
en
heal.committeeMemberName
Kokkinaki
en
heal.committeeMemberName
Archontakis
en
heal.committeeMemberName
Karalekas:
en
heal.academicPublisher
School of Economics & Business Administration ,MSc in Strategic Product Design
en
heal.academicPublisherID
ihu
heal.numberOfPages
87
heal.fullTextAvailability
false


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