3.1Statement of problemThe quality of service provided by acompany is associated with its brand name. This goes for any kind of business.It is especially the case in the hospitality sector. Customers go back tocompanies where they feel most comfortable, where they had the best experience.When the company is so well associatedwith the brand, it is difficult to break that equation.
This is why rebrandingof the company comes as a surprise to many people, especially the loyalcustomers of the company. Rebranding is generally done to improve the brandimage, expansion into other countries, boost employee morale as they are nowworking under a much improved name and also in the hope of improving revenue.In this context, the study is undertaken to find the answers for the followingresearch questions:What is the concept of rebranding?What are the reasons behind the rebrandingof a company?What are the strategies of rebrandingused by a company?3.2Need and Importance of the Study 3.
3Objectives1. Tounderstand the concept of rebranding and its process2. Toanalyse the impact of the rebranding of Orange County to Evolve Back.3. To learn the reasons behind the rebrandingof Orange County to Evolve Back.3.4 HypothesisH0: Frequency of customers’ visits toEvolve Back is not dependent on rebrandingH1: Frequency of customers’ visits toEvolve Back is dependent on rebranding3.
5 Research Gap Researchon rebranding has been done on internationally renowned companies. In thisstudy the main focus is on only one Indian company, Orange County, and it’srebranding to Evolve Back. There has been no previous research done on thesame. This is mostly because rebranding is not as popular in Indian Hospitalitysector as in other companies.3.6Operational Definition of VariablesRebranding- Rebrandingis a promotional technique in which another name, term, image, plan, or mixthereof is made for a built up brand with the expectation of building upanother, separated character in the psyches of consumers, investors,competitors and other stakeholders.3.
7Scope of the studyRebrandingis the latest marketing strategy adopted by various companies across the world.It is done to attract customers, to keep competition at bay, for expansionpurposes or to create a new look for the company. Researchon rebranding has a lot of scope as it is an increasingly popular study and notmuch research has been done on the same. The aim of this research study is tounderstand rebranding and its purpose and also to identify the reasons behindthe rebranding of the company and to analyse the impact of rebranding.3.8Research MethodologyType of ResearchThis research is an analytical researchbased on both quantitative and qualitative data.
Sample Technique The analysis is based onconvenience sampling and purposive sampling. Convenience sampling is used tocollect data from respondents by distributing questionnaires and purposivesampling is used to collect data from the company management by interviewingthem.Types of DataData collection methods and toolsBothqualitative and quantitative data collection methods were used to collect andgather the data for the studyQuantitative research methodsQuantitative data research methods that are used togather data which are numerical in nature and form. It is used to quantifyattitudes, opinions and behaviours and results are obtained from a largesample.Data was collected by sending out onlinequestionnaires to the customers of the company.Qualitative research methodsQualitative data research methods are used to gatherdata that is descriptive in nature and form. They are often used to get abetter understanding of underlying reasons, opinions and motivations. This typeof data is usually collected form a small sample.
Data was collected by performing individualinterviews of the directors and general managers of the company who wereinvolved in the rebranding and who were capable of disclosing as much informationas required. Sources of data This research study is mainly basedon primary data. Secondary data is also used which will be obtained from theinternet, and the website and other social media pages of the company.Primary sources of dataThis refers to sources of data where raw facts arecollected for the first time. It is original in nature. Primary sources of dataare used for this study to find accurate data from the top management of thecompany and from the customers of the company.
Secondary sources of dataThis refers to sources of data that has beenprepared and development for some other purposes. Such sources can either beinternal or external to the organization under study. In this source of datavarious documents, published books, journals, company internal reports, inhouse magazines and information on rebranding on the internet was looked into.This was used as it is easily accessible, time saving and cost effective.Data collection instrumentsTo collect the basic information and toget the background of the study, different ways have been used to collectsecondary data. Secondary data used was collected from the internet, and thewebsite and other social media pages of the company.QuestionnaireIt is a set of formulized questions used in a studyto collect information which is later analyzed to provide results necessary forsolving a given research problem.
It asks for information that respondents or customershave. Questionnaire was used as data collection instrument in this study. Inthis instrument both open ended and close ended questions were used.Interview MethodInterview is the verbal conversation between twopeople with the objective of collecting relevant information for research purposes.Personal interviews and telephonic interviews have been done to collectinformation for this study.
Interviews were taken of the directors and managingdirectors of the company and the general managers of the resorts. Sampling designConvenience sampling has been used tocollect the information form respondents and interview participants.Respondents for the online questionnaires were customers of the company andinterview participants were the directors and managing directors of the companyand the general managers of the resorts.Sample size73 respondents were chosen for thepurpose of this study and 11 individual interviews were taken.
Statistical Tools forAnalysis· Percentage analysis· Descriptive statistics· Chi- square testMethod of AnalysisThe data collected is put into tableswith various factors. Percentage of response is worked out and evaluation iscarried out for each data based on the percentage of response.Thefindings are recorded and results are obtained using various statistical toolsin SPSS 20.3.9Limitations of the study· The study focuses on only one company,Evolve Back.
· The study is restricted to only a smallnumber of respondents.· The responses obtained may be biasedwhich can be a problem during in accurate analysis of the data.· Detailed study cannot be made due to thetime constraints.3.
10Chapter SchemeChapter 1: IntroductionThis chapter gives the theoreticalbackground about rebranding, about the company used in this study, Evolve Backand various other aspects related to it.Chapter 2: Review ofLiteratureThis chapter contains thetheoretical framework and literature review related to rebranding.Chapter 3: ResearchDesignThis chapter deals with thestatement of problem, need and importance of the study, objectives of thestudy, research methodology, scope of the study, method of analysis, limitationof the study and chapter scheme.Chapter 4: Analysis andInterpretationThis chapter deals with theanalysis and interpretation of data.Chapter 5: Findings,Suggestions and Conclusions Thischapter deals with the findings, suggestions and conclusions of the study.