INTRODUCTION:

•Bettina Wuerth is a German company. The building up of Wuerth Group is the life’s work of prof. Reinhold Wuerth. He was assigned his company in the name of his daughter Bettina Wuerth.• The company produces various types of products. But few products are launched in Orissa market. Among the various product I have taken BREAK FLUID for my project work.

OBJECTIVE OF THE STUDYOBJECTIVE OF THE STUDY

1.1. To ascertain the brand awareness level of To ascertain the brand awareness level of Wuerth. Wuerth.

2.2. To find out the preferences of retailers in To find out the preferences of retailers in keeping stocks.keeping stocks.

3.3. To find out the market share of Wuerth.To find out the market share of Wuerth.

RESEARCH METHODOLOGY:RESEARCH METHODOLOGY:

Q.2 Total

a b c d

Q.1 a 14 36 28 10 88

b 1 3 4

c 1 1 2

d 2 6 2 1 11

e 2 3 5

Total 18 43 35 14 110

In my study the retailer who stock 3M 14 respondent said excellent,36 said very good,28 said good and 10 said average. Those who agreed with Wuerth 1 respondent said excellent,3 good. Those who agreed with volvolin 1 respondent said excellent and one said very good. Those who agreed with waxpol 2 respondents said excellent, 6 said very good, 2 good and one said average. Those who agreed with Castrol among them 2 said good and 3 average.

Crosstabulation: 1

Crosstabulation: 2

In my study those who stock 3M among them 10 respondents wear influenced by pricing, 26 on demand,36 on quality, 12 on damage settlement and 4agreed with other factors. Those who stock wuerth among them 1 respondent influenced by damage and one influenced by damage settlement. Those who stock volvoline one respondent influenced by quality, one influind by pricing. Those who stock waxpol one influenced by demand,9 respondents influenced by quality and one respondent influenced by other factor. Those retailer who stock Castrol 4 are influenced by demand and one is influenced by quality.

Crosstabulation: 3 

The retailer who stock 3M 22 respondents got information by mechanics, 7 respondents through internet, 5 are through magazines, 11 are through people in this business and 43 are through direct marketing professional. The retailer who stock wuerth one respondent got information through internet and 4 are got through people in the business. Those who stock volvolin one respondent got information through mechanics and one respondent got information through people in the business. retailer who stock waxpol 2 respondents got information through mechanics, 2 are through internet, 2 are people in this business and 3 are goy from direct marketing professional. Those retailer who stock Castrol one respondent got information from mechanics, one is got from people in this business and 3 got from direct marketing professional.

Frequency Percent

(a)3M 88 77.2

(b)Wuerth 4 3.5

(c)Volvoline 2 1.8

(d)Waxpol 11 13.1

(e)Castrol 5 4.4

Total 110 100.0

Which company products do you keep?

How you rate the quality of the Wurth Products?     Frequency Percent

 

(a)Excellent 18 15

(b)Very good 43 37.7

(c)Good 35 30.7

(e)Average 14 12.3

Total 110 100.0

What influences your decision to stock Wuerth Product?

  Frequency Percent

(a)Pricing 11 9.6

(b)Demand 33 32.9

(c)Quality 48 42.1

(d)Damage settlemant 13 11.4

(e)Others 5 4.4

Total 110 100.0

Price of Wuerth products as compared to other competitors’ products?

  Frequency Percent

(a)Expensive 79 69.3

(b)Cheaper 11 9.6

(c)Equal 20 21.1

Total 110 100.0

From which source you got the information?  Frequency Percent

(a)Mechanics 26 26.3

(b)Internet 10 8.8

(c)Magazines 5 4.4

(d)People in this business 18 15.8

(e)Direct marketing professional 51 44.7

Total 110 100.0

Since how long, you know about the Wurth Products?

   Frequency Percent

 (a)Lss than 6 months 10 8.8

(b)6 months to 1 year 20 17.5

(c)1 to 2 year 60 52.6

(e)More then 2year 20 21.1

Total 114 100.0

1. According to the study it is found that 3M is the market leader with 80% of Market share and it, main competitor is waxpol having 10% of Market share. Wureth comes in third position with 4% of Market share. Castrol and volvolin have a minimal market share of 4% and2% respectively.

2. According to the study 39% of the Retailers respond that the quality of Wuerth is very good, a maximum 32% of retailers respond that it is of Good quality. For 16% retailers it is of excelent quality and only for 13% of retailers it is Average.

3. The main cause that influence the decision of the retailers to stock Wuerth Product is mainly the Product Quality. In the study it is found that 44% of the retailer’s stock Wuerth Product only because of its quality. 30% retailers stock to meet demand, 12% for Damage Settlement, 10% for Pricing and only 4% for other causes.

4. In the study 72% of retailers responded that the Wuerth Products are expensive. For 18% of retailers it is somewhat equal and for 10% retailers it is cheaper.

5. Maximum number of Retailers get the information about the Wuerth Product from the Direct Marketing Professionals i.e. 46%. 24% Retailers get information from the Mechanics, 16% Retailers form other People in the Business, 9% from Internet and 5% from Magazine.

6. In the study 18% of Retailers responded that they know Wuerth from more than 2 years, 55% said they know the product form last 1 to 2 Years, 18% said they from last 6 Months to 1 year and only 9% said they know it from less than 6 Months.

SUGGESTIONS AND RECOMMENDATIONS:1. Wuerth Auto India Company recently lunch in orissa market,

therefore it should give more attention in promotion for better understanding of the customer.

2. The company should segment the market according to customers and consumers.

3. Company should make the price as such affordable by all consumers.

4. The sales persons and marketing executives should be aware of the contents and usage of the products. The company should give offer to the retailers as well as to the customers.

5. The company should give more attention towards research.

During my study I come to understand that WUERTH company is the market leader in USA and UK. But it is new for Orissa market. In Orissa 3M Break Fluid is the market leader. Most of the consumer in Orissa they do not know the WUERTH Company.  

Therefore, it should improve in some areas like in the field of promotion of the products, customer service, channel of distribution etc. to improve its customer satisfaction value. I think that by following some of the part of my recommendations the company may get improvement in its business.