PROJECT SYNOPSIS 1

PROJECT TITLE :
A STUDY ON BRAND AWARENESS WITH SPECIAL
REFERENCE TO LIQUI MOLY

COMPANY : LIQUI MOLY

SERVICES PROVIDED :
• Motor and transmission oils
• Commercial vehicle lubricants
• Additives
• Fitting and removal of vehicle windows
• Cleaning of air conditioning systems
• Oils and additives for gas engines
• Professional plastics repair
• Cleaning of injection systems
• Industrial/hydraulic oils and lubricants
• Workshop and service products
• Professional laminated glass repairs
• Gear Tronic II
• Jet Clean Tronic II

INTRODUCTION :
Brand Awareness is the probability that consumers are familiar about the life and availability of
the product. It is the degree to which consumers precisely associate the brand with the specific
product. It is measured as ratio of niche market that has former knowledge of brand. Brand
awareness includes both brand recognition as well as brand recall. Brand recognition is the
ability of consumer to recognize prior knowledge of brand when they are asked questions about
that brand or when they are shown that specific brand, i.e., the consumers can clearly
differentiate the brand as having being earlier noticed or heard.

COMPANY DETAILS:
Liqui Moly GmbH is a German company specializing in oils, lubricants and additives.[ Starting
January 1, 2018, Liqui Moly is part of the Würth Group which bought the remaining shares of
the previous majority holder and CEO Ernst Prost. He now is the managing director of Liqui
Moly, together with Günter Hiermaier.
 PROJECT SYNOPSIS 2

Liqui Moly's main product is motor oil with MoS2 but there are also other lubricants with
MoS2 and the additive MoS2 itself to be added by the end user during oil changes. Molybdenum
disulfide enhances the lubrication quality of the oil and offers emergency operating features
under harsh conditions. It can be added to motor oils and to non-motor oils including gear oil,
transmission oil or differentials oils. From this additive, an entire range was developed, with over
4000 products including engine and gear oils, additives and vehicle care products, workshop
equipment and service products.In Germany, Liqui Moly is one of the leading producers of
engine oils. Germany remains the main marketplace, but international demands are increasing.
LIQUI MOLY products are now sold in 120 countries.
As a German Company, the people in India will be less aware on the brand Liqui Moly. Building
brand awareness is essential for building brand equity. It includes use of various renowned
channels of promotion such as advertising, word of mouth publicity, social media like blogs,
sponsorships, launching events, etc. To create brand awareness, it is important to create reliable
brand image, slogans and taglines. The brand message to be communicated should also be
consistent. Strong brand awareness leads to high sales and high market share. Brand awareness
can be regarded as a means through which consumers become acquainted and familiar with a
brand and recognize that brand.

RESEARCH METHODOLOGY
To define any research problem and give a suitable solution for the problem a sound
research is inevitable. Research methodology underlines the various steps involved in the
particular research and systematically solving the problem with the objective of determining
the fact.

(a) Research approach

The conclusive and descriptive research methodologies are decided to use for the study on brand
awareness with special reference to Liqui Moly.
As the term suggests, conclusive research is meant to provide information that is
useful in reaching conclusions or decision making. The purpose of the conclusive research is
to provide a reliable or representative picture of the population with valid research
instrument.
Descriptive research describes data and characteristics of the population being
studied. Descriptive research answers who, what, where, when, and how. The descriptive
design deals with facts and characteristics concerning with individual respondents.

(b) Data Source:

Primary data:
The primary data can be collected with the help of a structured, non-disguised questionnaire.
The data collection can done by making the existing customers of Liqui moly Motor oil.
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Secondary data:
The research relies upon many secondary sources for getting a clear picture of the
environment. Secondary sources includes previous study reports, journals, magazines,
newspapers, books with a view to supplement the primary data. The wide scope of the World
Wide Web can use to collect the detailed information about the topic. The study of
secondary sources makes the structuring of questionnaire easy.

ANALYSIS ON BRAND AWARENESS:

"Top of mind" brand awareness (TOM)

The TOM indicator is determined by surveying the target audience. It is calculated by the
percentage of consumers who name the given brand first, when asked, "What brands in the given
category are familiar to you?" Typically, the consumer will first name the brand that he first
considers when choosing a product in the given category. TOM is often correlated with a brand's
market share. A TOM analysis is useful in two cases:

A brand is one of the market share leader , For mid-level brands, a TOM analysis may not be
practical, because measuring TOM requires substantial resources and a hefty time commitment.

Spontaneous brand awareness

All brands that the surveyor names without prompts make up the so-called consumer
consideration set. As a rule, this set describes a few brands that the consumer first considers in
the given category. Spontaneous brand awareness is indicated by the percentage of consumers
that named your brand-unprompted in the given category.

Analysis of spontaneous brand awareness refers to the competitiveness of the brand, i.e. the
brand's ability to attract customers without any additional marketing incentives, such as
advertising or discounts.

During the advertising campaign, spontaneous brand awareness should increase; it is often linked
to the success of advertising campaigns. If a company reports important information to the
consumer or its commercial product begins attracting mass demand, then the level of
spontaneous awareness remains elevated for longer. It may even remain permanently higher after
the end of the campaign.
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Prompted brand awareness (aided brand awareness)

If the consumer is given a list of brands and the consumer answers that he or she knows some of
them, then that awareness is called prompted brand awareness (or aided brand awareness,
abbreviated ABA). The level of prompted brand awareness includes all types of brand
awareness. When refining marketing research data, automatic data recovery is often applied (if
the consumer named the brand spontaneously, but did not mark it on the list, he or she
"recovered" the value). Thus we obtain the following hierarchy for the different kinds of brand
awareness: Top of the mind awareness > spontaneous brand awareness > prompted brand
awareness.

Prompted brand awareness reflects the brand's overall potential, summarizing all of its assets,
such as: the infrastructure of distribution, the current customer base, the history of the brand, as
well as the consumers who have used the brand before, consumers who know a little bit about
the brand, and those who know only its name.

Brand Awareness on Markets b2c and b2b

On markets b2c, brand awareness is considerably more significant. This is due to the fact that
ordinary consumers are less inclined to analyze product properties and more likely to operate
according to their emotions. What's important on market b2c is a brand's capability to build
consumer confidence without analyzing product details and comparing prices. Brands chosen by
emotions often reap a much greater profit for their owners.

On the other hand, choices on b2b market may be so rational that building a strong brand is not
justified at all. The b2b market serves professional clients who can spend significantly more time
and effort choosing their brand. They tend to make comparative tables and select suppliers very
reasonably.

CONCLUSION :

ONCE YOU HAVE A COMMUNITY THAT TRUSTS YOU, “ THEY WILL PURCHASE
EVERYTHING YOU PUT INFRONT OF THEM”

This is how Brand works according to Trust and the Awareness.

LIMITATIONS OF THE STUDY:

As a study is concerned it has got its own limitations. It is obviously understood that such
limitations are unavoidable.Some important limitations can be read as;
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➢An in depth study is not possible due to time constraints

➢The study is conducting at Adoor city; it may not be applicable for the whole country.
➢There are chances of bias in the data collected from the respondents.
➢The data given by the respondents may limit to their own knowledge, feelings and awareness.

BIBLIOGRAPHY:
➢MARKETING MANAGEMENT BY PHILIP KOTLER
➢www.liqui-moly.com