Zonoptimus case study : marketing decision making after merger and consumers' perceptions before and after rebranding

Abstract

This dissertation focuses on decision making process of rebranding of two recently merged telecommunication brands as well as its first impact on the consumers. Zon and Optimus were two independent brands that were operating in telecommunication market. ZON - the leader in the Television services and Optimus - the 3rd best mobile operator in the country. The trend of convergent offers made a significant impact on the telecommunication market. Companies started to fight for the market share in the packaged solution, named Quadruple play. The board directors of Optimus and ZON realized that they would need to react and found a very appealing solution that involved the merger of two companies with complementary assets. Merger was followed by rebranding that gave life to an absolutely new brand called NOS. The main aim of this research was to analyze perceptions of the brand before and after rebranding and identify main changes. In order to accomplish the goal, this paper will introduce main facts of the process in Case Study section, it will also provide theoretical framework presenting summary of the previous studies in Literature Review chapter and finally, the methodology that helped to gain the necessary insights for the further conclusions. The main conclusion that can be drawn from this thesis is that the first reactions of the consumers were not negative. Nonetheless, the brand was perceived worse than the old ones. This Case Study also showed that rebranding can be evaluated from different perspectives and thus, the answer about its effectiveness is subjective.