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 STUDY

1. To ascertain the brand awareness level of

Wuerth.
2. To find out the preferences of retailers in
keeping stocks.
3. To find out the market share of Wuerth.
RESEARCH METHODOLOGY:
Crosstabulation: 1
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: 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.
Which company products do you keep?
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

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.