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Internship ReportMBA (Marketing)

Submitted by:

Muhammad Ibrar Khalid

MC080401184

SESSION (2010 – 2011)Submitted to:

Faculty of Management Sciences

Submitted on:

XYZ DATE

VIRTUAL UNIVERSITY OF PAKISTAN

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Mr. XYZDesignation Department address

Internship report of Shamim & Company (Pvt) Ltd

Respected Sir;

Please find attached is the internship report based on observation to find out the marketing and sales department of organization and retailer and customer.

In this report I have analyzed from Multan, dividing it in whole seller and shopkeepers. Focus of the report is to gain knowledge and understanding of basic research for academic and knowledge gaining purposes.

The conclusions were inferred based on the knowledge I gained during my data collection and analysis in the light of expertise that I developed after having experience in my internship.

I hope that the plan will be a road map towards the success. Preparing it has been a rewarding and enlightening experience. If you have any further queries, I will be more than happy to discuss them with you.

Yours truly, (Signature)

Muhammad Ibrar Mr.XYZ

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AcknowledgementAll the praises are for “Almighty Allah” whose

uniqueness, oneness and wholeness are absolute. Who gave me enough courage, knowledge and ability

to accomplish this assignment? All respects are for His “Holy Prophet Hazrat Muhammad” Who enabled me to recognize oneness of my Creator?

I would like to submit my deepest gratitude to my parents, whose prayers always supported in every task of my life and my teachers, who really guided

me to enhance my learning in Shamim & Co. (Pvt) Ltd Multan pay my gratitude to write the person

name whom u submit this report or any else whose cooperation on every step of this subject is highly

appreciable. Without his cooperation it was not possible to complete this task.

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Executive summary

My internship report includes the following:

1. A Brief Pepsi History2. PEPSI COLA in Pakistan3. Shamim & Company (Pvt.) Ltd. (SCL) Multan4. Direct Delivery System 5. Indirect Delivery System 6. Nature of the organization7. Vision8. Mission9. OBJECTIVE10. Future Planning11. Achievements12. Company Profile13. Product Lines and Brand Portfolio of the Organization14. Product Planning:15. Steps in Location Selection are:16. List of main clients17. List of main competitors18. Organizational structure 19. Number of employees20. Introduction of all Departments of SCL21. Human Resource Department22. Recruitment procedure 23. Recruitment Process 24. Final Selection: 25. Placement:26. Specifying jobs and roles: 27. Training: 28. Evaluation: 29. Feed Back: 30. Career development 31. Outsourcing: 32. Finance Department33. Functions of Finance department 34. Leasing: 35. Direct leasing: 36. Sales and Lease back: 37. Letter of Credit: 38. Modes of payment: 39. By Sight Payment: 40. LC Procedure: 41. Shipment Clearance procedure: 42. For clearance purpose organization higher an Agent. 43. Debt Advice: 44. Production Department

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45. Raw material includes46. Capacity of Plants 47. Supply Chain Department48. Function of department: 49. Purpose of Supply Chain Department: 50. Marketing Information System51. Market Development52. Tactical Analysis & Routine Planning Of Market Strategies 53. Competition Activity Monitoring 54. Publicity Management 55. Time Management 56. Publicity Verification 57. Area of Internship58. Starting and Ending Dates of My Internship59. Assignment of Marketing and Production Department Difference between PEPSI and

COKE 60. Research Methodology61. Research Method 62. Target Population 63. Sample Size 64. Sampling Area 65. Primary Data66. Secondary Data67. Assignment of Production Department 68. Marketing & Sales Department69. Responsibilities of departments 70. Data Analysis and Interpretation71. Observation and Findings72. Recommendation and Suggestion73. S.W.O.T Analysis of SCL in Multan74. CONCLUSION 75. BIBLIOGRAPHY76. Retailer Questionnaire

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Table of contents

Contents Page #1. A Brief Pepsi History 10-142. PEPSI COLA in Pakistan 143. Shamim & Company (Pvt.) Ltd. (SCL) Multan

Direct Delivery System Indirect Delivery System Nature of the organization Vision Mission OBJECTIVE Future Planning Achievements Company Profile Product Lines and Brand Portfolio of the Organization Product Planning: Steps in Location Selection are: List of main clients List of main competitors Organizational structure Number of employees

14-19

4. Introduction of all Departments of SCL 205. Human Resource Department

Recruitment procedure Recruitment Process Final Selection: Placement: Specifying jobs and roles: Training: Evaluation: Feed Back: Career development Outsourcing:

20-21

6. Finance Department Functions of Finance department Leasing: Direct leasing: ales and Lease back: Letter of Credit: Modes of payment: By Sight Payment: LC Procedure: Shipment Clearance procedure: For clearance purpose organization higher an Agent. Debt Advice:

21-23

7. Production Department Raw material includes Capacity of Plants

24

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8. Supply Chain Department Function of department: Purpose of Supply Chain Department:

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9. Marketing Information System Market Development Tactical Analysis & Routine Planning Of Market Strategies Competition Activity Monitoring Publicity Management Time Management Publicity Verification

26-28

10. Area of Internship 3011. Starting and Ending Dates of My Internship 3012. Assignment of Marketing and Production Department Difference

between PEPSI and COKE 30

13. Research Methodology Research Method Target Population Sample Size Sampling Area Primary Data Secondary Data

31-32

14. Assignment of Production Department 3315. Marketing & Sales Department

Responsibilities of departments 33

16. Data Analysis and Interpretation 33-4317. Promotion

The Promotion Mix. Personal Selling. Sales Promotion. Public Relations (PR). Direct Mail. Trade Fairs and Exhibitions. Advertising. Sponsorship.

44-46

18. Observation and Findings 4719. Recommendation and Suggestion 48-4920. S.W.O.T Analysis of SCL in Multan 5021. CONCLUSION 5122. BIBLIOGRAPHY 5223. Retailer Questionnaire 53-54

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A Brief Pepsi HistoryBorn in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention

of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina. The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola.Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique mixture of kola nut

extract, vanilla and rareoils, became so popular his customers named it "Brad's Drink." Caleb decided to rename it "Pepsi-Cola," and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new beverage.In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere.The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states.Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year.Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense."Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then cameWorld War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting years, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain of candy stores

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and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company, and at the same time to add an attractive drawing card to Loft's soda fountains. He was right. After five owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand. One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually administered from a Baltimore building apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe

economic decline that came to be known as the Great Depression.               1898 Caleb Bradham, a New Bern, North Carolina, pharmacist, renames "Brad's Drink," a carbonated soft drink he created to serve his drugstore's fountain customers. The new name, Pepsi-Cola, is derived from two of the principal ingredients, pepsin and kola nuts. It is first used on August 28. 1902 Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola name.1903 In keeping with its origin as a pharmacist's

concoction, Bradham's advertising praises his drink as "Exhilarating, invigorating, aids digestion."1905 A new logo appears, the first change from the original created in 1898.1906 The logo is redesigned and a new slogan added: "The original pure food drink." The trademark is registered in Canada.1907 The Pepsi trademark is registered in Mexico.1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser when he appears in newspaper ads describing Pepsi-Cola as "A bully drink...refreshing, invigorating, a fine bracer before a race." The theme "Delicious and Healthful" appears, and will be used intermittently over the next two decades.1920 Pepsi appeals to consumers with, "Drink Pepsi-Cola. It will satisfy you." 1932 The trademark is registered in Argentina.1934 Pepsi begins selling a 12-ounce bottle for five cents, the same price charged by its competitors for six ounces. 1938 The trademark is registered in the Soviet Union.1939 A newspaper cartoon strip, "Pepsi & Pete," introduces the theme "Twice as Much for a Nickel" to increase consumer awareness of Pepsi's value advantage.1940 Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. "Nickel, Nickel" will eventually become a hit record and will be translated into 55 languages. A new, more modern logo is adopted. 1941 In support of America's war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi canteen in Times Square, New York, operates throughout the war, enabling more than a million families to record messages for armed services personnel overseas.1943 The "Twice as Much" advertising strategy expands to include the theme, "Bigger Drink, Better Taste."1949 "Why take less when Pepsi's best?" is added to "Twice as Much" advertising.1950 "More Bounce to the Ounce" becomes Pepsi's new theme as changing soft drink economics force Pepsi to raise prices to competitive levels. The logo is again updated.1953 Americans become more weight conscious, and a new strategy based on Pepsi's lower caloric content is implemented with "The Light Refreshment" campaign.

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1954 "The Light Refreshment" evolves to incorporate "Refreshing Without Filling."

1958 Pepsi struggles to enhance its brand image. Sometimes referred to as "the kitchen cola," as a consequence of its long-time positioning as a bargain brand, Pepsi now identifies itself with young, fashionable consumers with the "Be Sociable, Have a Pepsi" theme. A distinctive "swirl" bottle replaces Pepsi's earlier straight-sided bottle.1959 Soviet Premier Nikita Khrushchev and U.S. Vice-President Richard Nixon meet in the soon-to-be-famous "kitchen debate" at an international trade fair. The meeting, over Pepsi, is photo-captioned in the U.S. as "Khrushchev Gets Sociable."1961 Pepsi further refines its target audience, recognizing the increasing importance of the younger, post-war generation. "Now it's Pepsi, for Those who think Young" defines youth as a state of mind as much as a chronological age, maintaining the brand's appeal to all market segments.1963 In one of the most significant demographic events in commercial history, the post-war baby boom emerges as a social and marketplace phenomenon. Pepsi recognizes the change, and positions Pepsi as the brand belonging to the new generation-The Pepsi Generation. "Come alive! You're in the Pepsi Generation" makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers' lifestyles and attitudes.1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising.1966 Diet Pepsi's first independent campaign, "Girlwatchers," focuses on the cosmetic benefits of the low-calorie cola. The "Girlwatchers" musical theme becomes a Top 40 hit. Advertising for another new product, Mountain Dew, a regional brand acquired in 1964, airs for the first time, built around the instantly recognizable tag line, "Ya-Hoo, Mountain Dew!" 1967 When research indicates that consumers place a premium on Pepsi's superior taste when chilled, "Taste that beats the others cold. Pepsi pours it on" emphasizes Pepsi's product superiority. The campaign, while product-oriented, adheres closely to the energetic, youthful, lifestyle imagery established in the initial Pepsi Generation campaign.1969 "You've got a lot to live. Pepsi's got a lot to give" marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaign's driving forces, but with "Live/Give," a new awareness and a reflection of contemporary events and mood become integral parts of the advertising's texture.1973 Pepsi Generation advertising continues to evolve. "Join the Pepsi People, Feelin' Free" captures the mood of a nation involved in massive social and political change. It pictures us the way we are-one people, but many personalities.1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that Pepsi's taste is superior.1976 "Have a Pepsi Day" is the Pepsi Generation's upbeat reflection of an improving national mood. "Puppies," a 30-second snapshot of an encounter between a very small boy and some even smaller dogs, becomes an instant commercial classic.1979 With the end of the '70s comes the end of a national malaise. Patriotism has been restored by an exuberant celebration of the U.S. bicentennial, and Americans are looking to the future with renewed optimism. "Catch that Pepsi Spirit!" catches the mood and the Pepsi Generation carries it forward into the '80s.

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1982 With all the evidence showing that Pepsi's taste is superior, the only question remaining is how to add that message to Pepsi Generation advertising. The answer? "Pepsi's got your Taste for Life!," a triumphant celebration of great times and great taste.1983 The soft drink market grows more competitive, but for Pepsi drinkers, the battle is won. The time is right and so is their soft drink. It's got to be "Pepsi Now!"1984 A new generation has emerged-in the United States, around the world and in Pepsi advertising, too. "Pepsi. The Choice of a New Generation" announces the change, and the most popular entertainer of the time, Michael Jackson, stars in the first two commercials of the new campaign. The two spots quickly become "the most eagerly awaited advertising of all time." 1985 Lionel Richie leads a star-studded parade into "New Generation" advertising followed by pop music icons Tina Turner and Gloria Estefan. Sports heroes Joe Montana and Dan Marino are part of it, as are film and television stars Teri Garr and Billy Crystal. Geraldine Ferraro, the first woman nominated to be vice president of the U.S., stars in a Diet Pepsi spot. And the irrepressible Michael J. Fox brings a special talent, style and spirit to a series of Pepsi and Diet Pepsi commercials, including a classic, "Apartment 10G."1987 After an absence of 27 years, Pepsi returns to Times Square, New York, with a spectacular 850-square foot electronic display billboard declaring Pepsi to be "America's Choice." 1988 Michael Jackson returns to "New Generation" advertising to star in a four-part "episodic" commercial named "Chase." "Chase" airs during the Grammy Awards program and is immediately hailed by the media as "the most-watched commercial in advertising history."1989 "The Choice of a New Generation" theme expands to categorize Pepsi users as "A Generation Ahead!" 1990 Teen stars Fred Savage and Kirk Cameron join the "New Generation" campaign, and football legend Joe Montana returns in a spot challenging other celebrities to taste test their colas against Pepsi. Music legend Ray Charles stars in a new Diet Pepsi campaign, "You got the right one baby."1991 "You got the Right one Baby" is modified to "You got the Right one Baby, Uh-Huh!" The "Uh-Huh Girls" join Ray Charles as back-up singers and a campaign soon to become the most popular advertising in America is on its way. Supermodel Cindy Crawford stars in an award-winning commercial made to introduce Pepsi's updated logo and package graphics.1992 Celebrities join consumers, declaring that they "Gotta Have It." The interim campaign supplants "Choice of a New Generation" as work proceeds on new Pepsi advertising for the '90s. Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, except for the unique great taste of Dew, they've "Been there, Done that, Tried that."1993 "Be Young, Have fun, Drink Pepsi" advertising starring basketball superstar Shaquille O'Neal is rated as best in U.S.1994 New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi CEO Craig Weatherup explaining the relationship between freshness and superior taste to consumers.1995 In a new campaign, the company declares "Nothing else is a Pepsi" and takes top honors in the year's national advertising championship.1996: "Pepsi: There’s nothing official about it" (During the Wills World Cup (cricket) held in Pakistan/ India /Sri Lanka)1997: "Generation Next" 1998: "It's the cola" (100th anniversary commercial)1999: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with Britney Spears/commercial with Mary J. Blige)2000: " Yeh dil maange more" ( meaning "This heart asks for more")

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2003: "It's the Cola"/"Dare for More" (Pepsi Commercial)2005 "An ice cold Pepsi. (Larry Sypolt)2006: "Why You Doggin' Me"/"Taste the one that's forever young" Commercial featuring Mary J. Blige2007: "More Happy"/"Taste the once that's forever young" (Michael Alexander)2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) "Something for Everyone."2009–present: "Refresh everything"/"Every Generation Refreshes the World"2010- present: "Every Pepsi refreshes the world."2011- Present "Pepsi. Sarap Magbago." (Philippines)

PEPSI COLA in PakistanPepsi cola is being produced and consumed 1n 48 countries of world including Pakistan. Pepsi cola is very popular in Pakistan due to its popularity its take 69% share of soft drink market. Pepsi Cola International has a good name in Pakistan and doing its business through franchising system. In Pakistan, there are nine territories where the franchised unit produce and sell Pepsi-Cola. Some of these territories are:

LahoreKarachiRawalpindiPeshawarMultanGujranwalaSukkurFaisal AbadBalochistan

Shamim & Company (Pvt.) Ltd. (SCL) Multan

Pepsi Multan was incorporated in 1963 but it started its production in 1967.SCL is one of the largest manufacturer, seller and distributor of Pepsi-Cola beverages — one of the world's most recognized consumer brands since 1973 when Shamim & Company (Pvt.) Limited, were awarded with the filling rights of Pepsi Cola International products in Pakistan as first ever franchisee designated in Pakistan. Before that they were operating under franchise agreement with 7-UP to bottle 7-UP carbonated soft drinks.

SCL operates through the well establish network of a number of distributers. They operate in the Southern Punjab Region, covering an area of over 150,000 Sq. Km., with their bottling plant located at Multan, one of the oldest known cities of the world.The Company has two type of delivery system i.e.

Director delivery system Indirect delivery system

The basic difference between the direct and the indirect delivery system is that in a direct distribution system, the company spends its own resources while in an indirect distribution; the dealer spends his own resources on all the factors which increases the sales volume:

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1.) Direct Delivery System

Manufacturer Retailers Customers

2.) Indirect Delivery System

Manufacturers Distributor Retailers Customer

They have an extensive network of distributors and well-trained sales staff to market and distribute products in the whole of Southern Punjab. They provide a complete business package to their retailers including horizontal and vertical bottle coolers, point of purchase advertising, cash credit, etc.

This was the first Pepsi franchise in Pakistan. Since 1967 they have managed to grow rapidly and hold a commanding market share which has made them one of the premier bottling companies in the region. Their products are manufactured under strict quality control and conform to international quality standards set by Pepsi Co. That has earned the distinguished status of being classified as a "Mega Plant" in the Pepsi System.

Nature of the organization

Vision"PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today."

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Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company

MissionOur mission states, "We Bring You Pepsi Its The Cola", but that’s not it, we also bottle the fastest growing carbonated soft drinks like the Mountain Dew, the Mirinda Orange and the 7-UP.

OBJECTIVEThe major objective of the company is to produce and supply of highest quality, which confirms to both the national and international quality stands. The company is committed to provide maximum level of customer satisfaction.

Future PlanningThe company operates through well experienced, loyal and hardworking employees exceeding 700. The first and the most basic plan it to train them according to the changing technology and computerized environment, and satisfying their needs and requirements. Upgrading the plant structure and installation of the new machinery are other plans. The company is planning to increase its sales force and development in its infrastructure in the coming time period.

AchievementsRecently the company has achieved ISO 9002 Certificate, for its best production and services. The company has already received different awards for its best quality, maximum production and even growth. They are

Exemplary performance award 1987 International quality award 1987Bottler of the year 1989

Company ProfileShamim & Company (Pvt) Ltd was established in 1967 under a franchise agreement with 7-UP to bottle 7-Up Soft Drinks. During 1973 Shamim & Company (Pvt) Ltd. Pepsi Cola Multan started to bottle Pepsi cola as well. This was the first Pepsi franchise in Pakistan.

Since 1967 we have managed to grow rapidly and hold a commanding market share which has made us one of the premier bottling companies in the region.

Our products are manufactured under strict quality control and conform to international quality standards set by Pepsi co. we bottle over 500 million drinks per annum which has earned us the distinguished status of being classified as “Mega Plant” in the PEPSI system.

We have an extensive network of Distributors and well-trained sales staff to market and distribute our products in whole of the southern Punjab, a territory that covers almost 150,000 Sq.k.m. we cater a population of over twenty million people through more then 22000 outlets out of which 14,000 are exclusively Pepsi cola sellers. We provide a complete business package to our retailers including horizontal and vertical bottle coolers, point of purchase advertising, cash credit, etc.

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Shamim & Company (Pvt) Ltd. Pepsi Cola Multan is currently enjoying 85% market share in the franchise which is the highest for any Pepsi Cola Franchise in the world. We were declared “Bottler of the Year” in the region for outstanding performance.

We plan to continue with our business traditions in the future.

Product Lines and Brand Portfolio of the Organization

Brand Packing Units VolumePEPSI 250 ML 24 bottles per case 250 ML per bottle

1000 ML 12 bottles per case 1000 ML per bottle 1500 ML(PET) 6 bottles per case 1500 ML per bottle 175 ML 24 bottles per case 175 ML per bottle POST MIX 1 Cylinder 114000 ML 1000 ML(PET) 6 bottles per case 1000 ML per bottle 330 ML CAN 12 bottles per case 330 ML per bottle 300 ML(NR) 12 bottles per case 300 ML per bottle

MIRINDA

250 ML 24 bottles per case 250 ML per bottle 1000 ML 12 bottles per case 1000 ML per bottle 1500 ML(PET) 6 bottles per case 1500 ML per bottle POST MIX 1 Cylinder 96000 ML 1000 ML(PET) 6 bottles per case 1000 ML per bottle 330 ML CAN 12 bottles per case 330 ML per bottle 300 ML(NR) 12 bottles per case 300 ML per bottle

MOUNTAIN DEW

250 ML 24 bottles per case 250 ML per bottle 1000 ML 12 bottles per case 1000 ML per bottle 1500 ML(PET) 6 bottles per case 1500 ML per bottle POST MIX 1 Cylinder 114000 ML 1000 ML(PET) 6 bottles per case 1000 ML per bottle 300 ML(NR) 12 bottles per case 300 ML per bottle

7UP FREE250 ML 24 bottles per case 250 ML per bottle 1500 ML(PET) 6 bottles per case 1500 ML per bottle 330 ML CAN 12 bottles per case 330 ML per bottle

7UP50 ML 24 bottles per case 250 ML per bottle 1000 ML 12 bottles per case 1000 ML per bottle 1500 ML(PET) 6 bottles per case 1500 ML per bottle

Product Planning:

Shamim & Company (Pvt) Ltd works under licensee of Pepsi Co., as explained earlier. At present Shamim & Company (Pvt) Ltd does not possess the ownership of any product. All of its products are originally owned by Pepsi Co. New York. Franchiser gives concentrate and sets quality standards for it products. Company just follows these standards and produces beverages.

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Up till now the company has not produced any product of its own and there is no concept of product planning in future as well, because the management considers it a very theme to introduce a new brand of their own. In the brand like Pepsi Cola and 7-up are selling in the market like hot cakes. Meanwhile the people in Pakistan are reluctant to purchase Pakistan branded beverages and we don’t find any successful domestic brands of soft drinks in Pakistan. That’s why the management does not have any motivation to do product planning.

In a dynamic market the company may expand, add or relocate new facilities, which means that location decisions are made __________ the life of a company.Location decisions are important due to following reasons.

Competition.Cost.Hidden effects.

Factors that effect the location decisions are

Market related factors.Tangible Cost factors.

Transportation.Labor availability and costs.Energy availability and costs.Water availability and costs.Site and construction cost.Taxes.

Intangible Factors.Legal regulation.Community attitude.Expansion potential.Living conditions.

Steps in Location Selection are:

Select the general region, select generally acceptable communities.Select appropriate sites within communities.Determine method of evaluating community site combination.Compare sites and select one.

Location has important impact on company’s ability to compete and on its exposure to risk from external factors. Each location decision has some advantages solution is better suited to its operations, customer and material.

Shamim and company is a cold drink manufacturing unit that comprises of four plants to produce drinks. Investing in such a unit involves large investment of capital for long period of time, and requires considerations of all types.

List of main clientsIt’s a distributor based business

List of main competitorsFollowing are the competitors of SCL

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Coca cola is one of the major competitorsGourmet ColaAmrat colaMacca colaRc colaDouble colaJolt cola

Organizational structure

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Number of employees 4500 – 5000 managerial and non managerial employees

Introduction of all Departments of SCL

Following are the main departments of SCL.

Human Resource DepartmentFinance DepartmentProduction DepartmentSupply Chain DepartmentMIS DepartmentResearch & SIS DepartmentSales & Marketing DepartmentAudit DepartmentIT Department

Human Resource Department

Human Resource Department deals mainly with a significant asset of the organization namely human resource. Human Resource department is one of most important part of any organization which performs the activities for staffing the organization and sustaining high employee performance. The Human Resource mfg. process is as follow

Recruitment procedure Major sources of potential job candidates are

Internal Search Advertisement Employees Referrals School placement Selection devices used for selection of graduates, masters & MBSs are Application form written tests (English, Math, business/Engineering essay) Interviews for worker level job where qualification and skill requirement is low, this formal procedure is not adopted rather candidates abilities are fledged by department head and sent to factory manager for approval. Orientation is the introduction of new into his or her job & the organization. This is for few selected persons in NBC training is generally on the job employees in all departments are bearing by the time or with the help of seniors. The organization provides compensation benefits to its employees such as:Accommodation Holidays 14 Annual 10 Casual 16 Medical with 112 pay. Annual pay Increment & bonus. Medical facility

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Mess Time office maintains personal file of each employee, daily attendance, leaves, incentives & commission etc., job descriptions and organizational chart are available for all employees. Employees are rotated from one department/post to other on request or when required. Payroll system.

Recruitment Process After collection of CVs a test is conducted. For all four levels there are different types of tests available. If the applicant passes the test then a realistic job preview is done. In which the applicant is shown the job environment and responsibilities. After the RJP further interviews are collected.

The manager of HR takes 1st interview. It is an unstructured type of interview. The manager of respected department takes 2nd interview. This is a structured interview. After this GM and a panel of mangers take a 3rd interview. This interview is optional. Sometime it is taken and sometime not. It depends upon the level of job.

1.) Final Selection: After clearing all interviews final selection is made.

2.) Placement: Then employee is placed on his job

Specifying jobs and roles: When the new employees are hired the HR department specifies the job and the role of the new employee in the organization, which he will play in the future. In other words job specification and HR department does job description

1.) Training: Then employee is trained. For this purpose on the job training is used.

2.) Evaluation: Evaluation of employees is done by using software. This software helps the HR department in evaluation of employees. Evaluation is done on monthly basis.

3.) Feed Back: For feed back company uses the 360 degree rule. This enables the HR department to get feed back from every level and every side. Further feed back is provided and received by each employee.

4.) Career development Career development is the important function of the HR department because all the training programs are initiated by this department and therefore it plays a vital role in career development.

5.) Outsourcing: HR department also outsource employees which are above manager level. For this purpose this department gets services of a recruiting agency named “Abacus Recruiting Agency Lahore”. So Shamim and Co. acts as a client of this agency for hiring of staff members above manager level.

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Finance Department

Finance Department is under looks after the insurance of all the Assets of Organization. Leasing like direct leasing and sales and lease back. Letter of credit like Irrecoverable LC and Irrecoverable and Confirmed LC. Clearance of shipment is also comes under this department. Short term and long term financing too.This is one of the most important departments of this organization. This department made the financial plans of the organization, they analyze their resources and then concise other reports and gives the whole budget the organization can afford. Another job of this department is to make the complete record all financial and non-financial transactions made inside as well as outside the organization

Functions of Finance department Insurance of Shamim & Co. (Pvt.) Ltd Multan.

Insurance of all the assets of Shamim & Co. (Pvt) Ltd Multan. These assets includes Machinery Building Stock ( Empty & Liquid )

Leasing: There are two type of leasing

Direct leasing Sales and lease back

Direct leasing: Suppose you want to buy a new asset (Machinery). You go to bank ask him to purchase on the behalf of you and bank make the payment. You take that asset from bank on lease. You make the payment to bank in Installment with mark up. At the end asset will be you’re when you pay all the installment of that Machinery.

Sales and Lease back: You sale your working asset to bank when you need short/long term finance to fulfill your operating expense or any of the others. You have to make the payment to bank in installment with mark up/interest. After the complete payment assets again come under the organization ownership.

Letter of Credit: There are many types of Letter of Credit

Irrevocable Letter of Credit Revocable Letter of CreditIrrevocable and Confirmed Letter of Credit Confirmed Letter of Credit Un-Confirmed Letter of Credit

Modes of payment: By Sight Payment By Acceptance

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By Negotiation By deferred payment

By Sight Payment: When shipment is delivered to buyer Supplier submit complete documentation to bank Bank inform the buyer through the letter or simply calling it Then buyer has to make the payment to beneficiaries Document Delivered Against Acceptance (DDAA OR DD): Bills of exchange are used and organization gives acceptance for this. Buyer has to make the payment after receiving the whole shipment after the date of

Truck receiving in 180-days. LC Procedure:

Letter of Credit can be local/Inland or for foreign supplier Only difference between local and foreign LC is that for foreign LC Import Form or Export Form is submitted by bank to State Bank of Pakistan while in local it’s not submitted. In Import/Export Form detail of goods, quantity and prices are mentioned.Organization wants to buy raw material, machinery etc from supplier Organization contact the supplier Supplier sends detail of requirement with the rates Supplier demand for letter of credit Buyer sends a request to its bank along with the detail document of buying material, quantity and price. Bank makes the letter of credit Send it to buyer and seller

Shipment Clearance procedure: For clearance original document are require. These document include

Commercial Invoice Air Way bill or bill of lading Packing list

For clearance purpose organization higher an Agent. Agent go to custom house and told them that he be authorized by part Show them the original document. After this there are some duties and charges on shipment like Custom duty Excise duty Delivery order charges Port charges(by sea) Air port charges(by air) good own rent Agent own service charges

Then Agent sends detail of charges for each above. Organization makes the draft for each according to Agent. Confirmation for each is received from Agent that all payment is made truthfully. Foreign companies have their Agent in Pak (Karachi etc).

Debt Advice: Organization has cash balance with bank

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Bank send daily report of debt advice Suppose payment is made to supplier

Production Department

Production is a process of converting raw material into finished goods. It’s a major function in all the Organizations. Production is back bone of any manufacturing Organization. In SCL the raw material used by them in production is approved by the Pepsi Cola International. The material they purchase should be according to the standard of PCI. In the case of material does not meet the standard of PCI then the SCL have a right to return back to its suppliers, in this case the cost of that material is beard by the supplier. The main purpose of this high quality checking is to provide high quality to the end user.

Raw material includesSugar Co2WaterAmmonia etc

Capacity of Plants Company is operating with 5 plants at unit one. Out of these 5 plants, 3 are producing only 250 ML RB bottles. While 01 produces 1500 ML (PET) & 1000 ML (Glass) bottles Plant 2 produces 1000 ML (PET), 300ML (NR) and 1500ML (PET) bottles. Capacities of each plant are as follows:

Plant #250ML

(RB)1000ML

(RB)1500ML(PET)

1000ML(PET)

1500ML

P # 01 - 1100 Cs/hr 600 Cs/hr - -P # 02 - - - - 300 Cs/hrP # 03 1500 Cs/hr - - - -

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P # 04 1250Cs/hr - - - -P # 05 1375CS/hr - - - -

Supply Chain DepartmentPreparation of daily stock reportPreparation of next months stock requirement report both empty and filledThese raw material include

Labels Plastic Bottles Glass Bottles Glue Pallets and shells Cartons Layer Pad Case Pad Crowns Caps Preform CO2 Shrink and stretch sheet

Function of department: Make the timely availability of raw material purpose. Make the timely payment to supplier. Build good links with the supplier. Planning of future raw material. Availability of raw material for future at least 1 month. Future target is set like Initial+ X% Growth.

Purpose of Supply Chain Department: current requirements and set the target for future Cash flow. Required raw material quantity

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Marketing Information System

Management Information system have a powerful software the purpose of this software is to keep and maintain the information of each outlet of the franchise to keep the current record up to date as well as maintaining the operations related history. With the help of this system management can get the information at any time about

Name & address of each outletEmpty detailsPackage detailsPublicity positionQuality status

The system is designed in such a way that reports can be obtained about outlets: Distributor & area wiseRoute wiseDistrict wise

The system is useful in accessing market & investment position in each area Marketing and Sales Department

Sales and marketing department is the most important department for SCL because the efficiency of sales wholly depends on it. It boosts up the sales and the profit of the organization. This department required more sensitive decision making and proper planning as well as management. SCL has experienced hardworking and committed staff to perform the sales functions up to the mark to meet the requirements of this process. The efforts of the staff are admirable because we can see that in Pakistan 67% of share is held by the Pepsi brand. Marketing Department deals with the following basically

Market Development OutletTactical analysis and routine planning of market strategies.Competition activity monitoringTOT management & IntegrityPublicity ManagementTime ManagementEDS (Every Dealer Survey)Retail AuditStock VerificationNew Account Development (NAD)Publicity VerificationSpecial Assignments

Market Development1. Establish market development aims and targets.2. Identify target market(s), sectors and niches.

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3. Assess your existing sales organization and develop it as necessary.

4. Source/utilize a suitable prospect database - ensure data is clean and up to date, and strategic decision-makers are identified.

5. Design your communication(s) and method(s) to generate enquiries.

6. Design your response and sales processes and establish or provide required capabilities.

7. Design and provide your required monitoring, measurement and reporting systems.

8. Implement your sales development activity and reinforce it through coaching, training, meetings, executive endorsement, etc.

9. Follow-up the activity: coach as required, review, monitor, seek customer and prospect feedback (successful and unsuccessful) and report on performance.

10. Make changes and improvements and continue your activity at the appropriate stage.

Tactical Analysis & Routine Planning Of Market Strategies

On the market side the sales people gather information and on the basis of this information they further plan and improve their strategies.

Checking of the designated area, its sale, volume and growth.Calculation of daily sales achievements on monthly target basisLocation of the poor performance factors and analyzing their causeFinding their solution and getting the approval for its execution.Planning for a schedule for the designated area.Visiting the area according to the plan and reporting it to the higher management

Competition Activity Monitoring

On the other hand a constant intention has been given to the competitor’s activities, strategiesand offers. They have been compared with ours and updated according to the environment.Following are the key factors to be noted in respect of the competitor:

Discounting, Promotional schemes, empty management,Cash credit, Vehicles injection (etc.)Reporting to the higher authority.Taking action to block the competitors activities and monitoring

Publicity Management

To promote the image of the company and its products, publicity is a major tool. Publicity plays an important role in the promoting the image in the consumer's minds. Publicity involves Banners, posters, signings, gifts and schemes. Publicity budget is spent by focusing the followings.

Location of the area.Arranging the sources and requirements and making priority listsCarefully arranging the publicity execution.

Time Management

Time management is slightly different for everyone. The definition of time management may change for an individual based on the role that individual plays within an organization or workplace.

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Generally speaking, time management is the ability to produce and follow a schedule, meet deadlines, prioritize and minimize distractions and unimportant tasks. Time management includes managing time wisely so that tasks and projects can get done efficiently and effectively. Managing time wisely requires several cognitive skills.

Drop size of a specific area.Tonnage of the vehicle for that specific area.Total operational time managementIdle time monitoring and elimination.Calculation of outlet knocks time.Calculation of available knock time for each outlet of a specific area.Define and ideal knock time for an outlet.Setting of a comprehensive plan, by considering all the above factors

Publicity Verification

This activity involves the following tasks to be performed by the marketing department: CountersWall ChalkingCabinsPlastic Sign BoardRoad BoardsSimple BoardsPan flex

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My WorkMy Work

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A rea of Internship

Internship provides an opportunity to experiment and peruse careers that match academics and personal interests. Internship is an excellent way to gain experience in a career field while enjoying the benefits of a liberal arts education. Internship is a necessary exercise of MBA.

The departments where I did my internship areMarket Research and DevelopmentProductionSales and Marketing

In these departments I’ve learnt a lot and have observed the practical implementation of the bookish knowledge with the kindness of cooperative staff and departmental heads. So a brief introduction of my work that I performed in SCL is in the head of Work done by Me´

Starting and Ending Dates of My Internship

To gain a practical experience and determining a good future for my self. I choose SCL because it was an exciting, challenging and dynamic experience to work in SCL. As one of the leading company in the Multan region. SCL is committed to attracting and top quality staff. An attractive benefit package is offered which makes working interesting and more attractive.

During the period of my internship in the SCL, I truly enjoyed to work with the staff of Company, from 14 Dec 2010 to 26 Jan 2011, and have a hope to be employee of SCL. to work in all the departments within that limited time. But on my request, the staff of the company provided me the opportunity to work in the different departments for the sake of practical knowledge. I am very grateful HR manager XYZ and HR Executive XYZ provides me a learning environment in the company.

During my internship training I work in following departments 1. Marketing & Research Department 2. Production Department 3. Sale Department

I learn a lot of practical things during working in these departments. Working of these departments which I observe during my internship (as I already discussed) is really admirable. SCL provided us real time learning and for better sake of practical exposure the head of different departments assigned us some special duties which are as follow.

Assignment of Marketing and Production Department

In first of my internship after my interview with the HR Manger we are sent to the Marketing and Research department and after acquiring basic knowledge of this department, our head of department assigned us two assignments which are as under.

They said to us that make a comparison between the Products of PEPSI and COKE. Analysis of advertisement, Promotion & etc.

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Difference between PEPSI and COKE We make comparison between the products offered by the PEPSI & COKE. And the difference between the Advertisements and Promotional Activates of the both Companies. These products are

Pepsi Cola vs. Coca colaTeem vs. Sprite7UP, Dew vs. Sprite 3GSlice vs. Splash

1.) Research Methodology Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. It is the pursuit of truth with the help of studies, observation, comparison and experiment. In short the search for knowledge through objective and systematic method of finding solution to a problem is research. What is the study about?The study is about knowing the popularity of each product and will help company to understand about the position of each product.Why is the study being made?To find out the ways of improving sales and distribution of company. The marketing and advertising decision then can be based on our findings.Where did the study being carried out?The study is being carried out in the various areas of Multan

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Model TownSatellite TownDC RoadUniversity of the PunjabCanttCivil line RoadJinnah Road

What type of data is required?How is company product availability?Are the retailer getting the scheme or not Did the company personnel solve retailer services related problem or not.How is the interaction of salesman with retailer? How is the service of cooler maintenance staff?

Where can the required data are found?The required can be found from theses sources:

Retailer Observation company personnelDistributorInternet

What period of time did the study include?The research include the period of 6 weeks

What will be the sample size?The sample size will be 100 respondents. The selection area of the sample size independent upon the cost and time considerations.

Which technique of data collection is being used?I used Questioner method of data collection

How will the data be analyzed?By using data table, making graphs I have analyzed data.

Which sampling method did the study consider?Both questionnaire and interview methods are considered

R esearch Method

The research method will be in the form of questionnaire survey specially designed to measure our variables. Target Population

My targeted population is the shopkeepers of Multan division and collage/university canteens Sample Size

The sample size will be 100 respondents. The selection area of the sample size independent upon the cost and time considerations.

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Sampling Area The sampling areas are the following

Model TownSatellite TownDC RoadUniversity of the PunjabCanttCivil line RoadJinnah Road

These areas are selected in order to have a proper mix of high, advantage and low income categories so that our sample can accommodate variability as present in the true population.Primary DataThe primary data are those, which are collected afresh and for the first time, and thus happen to be original in character. There are several methods of collecting primary data, particularly in survey and descriptive research. Some important ones are observation method, interview method, through questionnaire, through schedules etc.Secondary DataSecondary data means, data that are already available that is they refer to the data which have already been collected and analyzed by someone else and which have already been passed through the statistical process. Secondary data may either be published data or unpublished data and can be gathered through Internet, books, magazines, manuals, journals etc.In this study I have used Structural Questionnaire for collecting primary data. I have also made frequent interaction with the management and the employees during my internship at SCL.

2.) Assignmen t of Pro du ctio n D ep a rtme nt After completing our activities in the MRD we shifted into the Production department. For that purpose we spent One week in production department. Production of beverage is a huge process; it consists upon different activities like Water treatmentSyrup productionCo2 productionProduction in main shop floorQuality control lab

3.) Marketing & Sales Department The workflow of the marketing department is defined by its functions. Most organizations have a marketing division responsible for marketing strategy, advertising, researching, promoting, conducting customer surveys, branding, public relations and creating of corporate style. All these responsibilities can be gathered in several main functions of the marketing department. These functions are as follows:

Responsibilities of departments 1) focus on the Customer2) Monitor the Competition3) Own the Brand.4) Find & Direct Outside Vendors.5) Create New Ideas.6) Communicate Internally.7) Manage a Budget.8) Understand the ROI.

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Data Analysis and Interpretation

Q1. Which company soft drink does you like and keeps in your shop?

a) Pepsi b) Coke c) 7 Up d) Dew e) Other

Reason -To find out how many retailers are selling only Shamim & Co. products and which product most like.

Brands No. of Retailer Average PEPSI 31 31%

COKE 21 21%

7 UP 20 20%

DEW 20 20%

OTHER 8 8%

ANALYSIS: 24.8% retailer are selling only Pepsi product in their outlet which is very less where 73.6% retailers selling all brands.

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Q2. Which company visi- cooler do you have?

a) Pepsi b) Coke c) 7 Up d) Dew e) Other

Reason: To find out which company has provided more visi- cooler in the market?

Brands No. of Retailer Average PEPSI 50 31%

COKE 35 21%

7 UP 40 24%

DEW 38 23%

OTHER 2 1%

ANALYSIS: It is clear from the above graph that PepsiCo has provided more number of cooler in the market. So company should take advantage of this to enhance its market share.

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Q3. In a typical one week, how frequently the distributor vehicle comes at your counter?

a) Less than Once b) 1 or 2 Times c) 3 or 4 Times d) More than 4 Times

WHY – To find out how frequently the distributor send the product in the market.

Option No. Of Retailer Average LESS THAN ONCE 0 0%1 OR 2 TIMES 15 12%3 OR 4 TIMES 22 18%MORE THAN 4 TIMES 87 70%

ANALYSIS : It is clear from the above graphs that distributor send his vehicle in the market almost daily.

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Q4. How is the company product availability?

a) V. good b) Good c) Average d) Poor e) V. poor

WHY- To find out how is the company product availability

Option No. Of Retailer

Average

V.GOOD 0 0%

GOOD 18 14%AVERAGE 82 66%POOR 25 20%V.POOR 0 0%

ANALYSIS : Most of retailers were not happy with the company product availability.

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Q5.At which time does you gets the product?

a) Morning b) Afternoon c) Evening

WHY- To find out whether the retailer were getting the product in time or not?

Option No. Of Retailer Average MORNING 40 32%AFTERNOON 68 54%EVENING 17 14%

ANALYSIS : Most of the retailers were getting the product in the afternoon but they are demanding it in morning so they have enough time to store them in cooler to make them chill.

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Q6. How is the behavior with the sales man with you?

a) Formal b) Friendly c) Rude

WHY- To find out relationship of salesman with the retailer

Option No. Of Retailer

Average

FORMAL 55 44%FRIENDLY 48 38%RUDE 22 18%

ANALYSIS: It is clear from the above graph that the relationship of salesman with most of the retailer is very formal instead of friendly relationship.

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Q7. Does you like salesman comes at your counter to take order?

a) Yes b) No

WHY - To find out the opportunities of pre-selling in Multan

Option No. Of Retailer Average YES 125 100%NO 0 0%

ANALYSIS : Every retailer want a pre-seller should come at their counter to take order.

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Q8.Does the salesman does merchandising in your shop?

a) Yes

b) No

WHY - To find out whether the salesman were doing merchandising or not.

Option No. Of Retailer

Average

YES 27 22%

NO 98 78%

ANALYSIS: It is clear from the above graph that most of the time salesman does not do merchandising in shops.

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Q10. Does the salesman or distributor tell you about various sales promotion schemes?

a) Always

b) Sometime

c) Rarely

d) Never

WHY - To find out whether the retailer were getting the schemes or not.

Option No. Of Retailer Average

ALWAYS 38 30%

SOMETIME 45 36%

RARELY 24 19%

NEVER 18 15%

ANALYSIS: It is clear from the above graph that most of the retailers were getting the schemes.

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Q11. Dose the company Customer Executive come at your counter regularly?

a) Yes

b) No

WHY - To find out the interaction of company with the retailers.

Option No. Of Retailer Average

YES 52 42%

NO 73 58%

ANALYSIS: It is clear from the above graph that it is very difficult for the company C.E to visits all the outlets in Multan

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PromotionGenerally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services.

How does promotion differ from advertising? Promotion is the broader, all inclusive term. Advertising is just one specific action you could take to promote your product or service. Promotion, as a general term, includes all the ways available to make a product and/or service known to and purchased by customers and clients.

The elements of the promotions mix are:

Personal Selling.Sales Promotion.

Public Relations.

Direct Mail.

Trade Fairs and Exhibitions.

Advertising.

Sponsorship.

The Promotion Mix.

Let us look at the individual components of the promotions mix in more detail. Remember all of the elements are 'integrated' to form a specific communications campaign.

1. Personal Selling.

Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.

2. Sales Promotion.

Sales promotion tend to be thought of as being all promotions apart from advertising, personal selling, and public relations. For example the BOGOF promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative.

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3. Public Relations (PR).

Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics’ It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan.

4. Direct Mail.

Direct mail is very highly focused upon targeting consumers based upon a database. As with all marketing, the potential consumer is 'defined' based upon a series of attributes and similarities. Creative agencies work with marketers to design a highly focused communication in the form of a mailing. The mail is sent out to the potential consumers and responses are carefully monitored. For example, if you are marketing medical text books, you would use a database of doctors' surgeries as the basis of your mail shot.

5. Trade Fairs and Exhibitions.

Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer.

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6. Advertising.

Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides).

7. Sponsorship.

Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsoring organization.

The elements of the promotional mix are then integrated to form a unique, but coherent campaign.

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Observation and Findings

1. PEPSI is providing more schemes to the retailer as compare to COKE

2. Competition with COKE and local juice counters.

3. Irregular supply in small areas like (KOI B AREA LIK DAIN) etc.

4. Untimely distribution of product in few routes.

5. Find so many VISI-COOLER, D-FRIGDE of the company in different area which show that company has good market coverage but there is some area like (KOI B AREA LIK DAIN) etc where company has an opportunity to enhance its business.

6. COKE has provided on an average bigger visi-cooler to retailer as compare to the Pepsi.

7. Found only few pure visi-cooler of company which is not good for the company.

8. COKE visi-coolers are more pure as compare to Pepsi visi-cooler.

9. Found some dead or useless cooler of company.

10. Found so many outlets which want company visi-cooler and fridge.

11. Found so many outlets which do not have company visi-cooler but there name is in the list given to me by the company.

12. There is communication gap in distribution channel so the retailers where not getting advantage of discounting and trade scheme

13. Distributor salesmen are not well trained.

14. Shortage of manpower in Multan.

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Recommendation and Suggestion

1. Company should improve its market in MULTAN K ALAKY LIKHAIN

2. There are some untapped market like MULTAN K ALAKY LIKHAIN

3. Company should ensure its product availability in the market and on self by accurately demand forecasting. Because product availability builds brand and store loyalty, which increase RIM selling.

4. Company should maintain close relationship with the retailers by improved downward communication. This can be done by visiting outlets regularly by company C.E.

5. Company C.E must visit different route on weekly basis and take proper feedback from the retailers and solve their service related problem.

6. The sales executive should try to avoid making false commitment for realizing short term goals.

7. Company should take quick action to solve retailer’s services related problems like visi-cooler complain .Because in this competitive world if we don’t take care of our customer quickly someone else will.

i. (If we keep our customer happy……..they will keep us in the business)

8. Company should properly communicate company customer care number to the retailer because most of the retailers don’t know whom to contact when there is any problem in company visi-cooler.

9. Company should do proper external communication as most of the retailers were complaining that they don’t know which scheme is there in the market, What is the process of applying fridge and other facilities.

10. Company should ensure that the distributor’s salesmen are providing regular schemes to the retailer when it is there by surprise checks or visits.

11. Company should provide proper and regular training to the distributor salesman at least twice in a year because they are the one who are representing the company in this market.

12. Company should provide some incentive as motivation to the distributor salesman on the following basis:

13. Sales volume: whose sales volume is more?

14. Number of new account open: Those who open more new accounts.

15. Visi- cooler purity and charging: salesman whose route visi-cooler were more pure and charge with company product.

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16. Company can outsource two – three employees during season time to ensure the visibility of company product. Who should pure company visi-cooler and charge it with company product. They can also work as pre-seller.

17. In order to motivate retailer to keep company visi-cooler pure. Company can provide some motivation like gifts, discount or schemes to retailer keeping pure visi-cooler this can be done on monthly basis.

18. Company should increase customer retention through effective trade promotion.

19. Extra focus on monopoly outlets because these outlet sell only Pepsi product and give good sales to the company. Company should give extra benefits, discount and other gifts to these shops and tries to keep them happy and make long relationship.

20. Company should open its own showroom or outlet in the city during season time on rent it will do two things first it will do marketing for the company and second it will also be used as an office where retailer can directly complain their problem.

21. Multiple distribution channels like ready stock, Tele-sales, pre-selling. There is only ready stock company should introduce Tele-sales, and pre-selling to improve margins.

22. Company can ask the distributor to tie up with the Banquet halls or marriage halls. So they purchase only company product in any event held in their place.

23. Company can make a small distributor or sub- distributor for small areas where it is difficult for the company other distributor to distribute company product.

24. Company can use board displaying location and their distance from the road should be used having PEPSI written on them.

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STRENGTH

Brand name & Brand strength.

Good market share in this area.

Good market coverage.

Providing more schemes and discount.

WEAKNESS

Product availability.

Lack of manpower

Changing distributor.

Poor After sales services.

OPPORTUNITY

Wide market and untapped market like Block, Fateful etc.

New product introduction.

Direct distribution.

Pre-sale and Tele- sales.

THREAT

Stiff competition.

Changing consumer preference.

S.W.O.T Analysis of SCL in Multan

S.W.O.T Analysis of SCL in Multan

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CONCLUSION

At the end of this report I have calculated some conclusions for SHAMIM & COMPANY (PVT) LTD. which I have seen throughout this internship period. I have concluded that SHAMIM & COMPANY (PVT) LTD. is a renowned manufacturing organization in the area of beverages sector in southern Punjab region. They are supplying carbonated soft drinks as well as mineral water to more than 160 distributors and playing their role in the beverages sector of the country. They are making enormous impact on the beverages sector of Pakistan as they are in between hard circumstances for beverages industry and still they are selling their products efficiently. One major factor in the success of SHAMIM & COMPANY (PVT) LTD is that they are dealing in beverages as well as premium quality drinking water means mineral water as well. This helps in reducing the average cost of their product’s promotions and shipping costs. Another success of SHAMIM & COMPANY (PVT) LTD in the industry is the strong management.

Here are some point maintain that are I observe in my internship period

Pepsi has more number of visi-cooler in the market.

Most of the retailers were selling all products of SCL.

There are certain gaps in company sales and distribution which are as follows:

Company product availability is average.

Relationship of salesman with the retailers was very formal instead of close relationship.

No merchandising by salesman in outlets.

Untimely distribution of product in certain routes like Rampur Road.

Lack of communication between company and retailers.

Level of service is not good.

Services of cooler maintenance staff are not satisfactory.

There is good opportunity for the company to introduce Tele-selling and Pre-selling

Coke visi-coolers are more pure as compare to Pepsi or any other company. Because they have more manpower as compare to Pepsi.

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BIBLIOGRAPHY1) www.pepsico.com 2) Shamim & Co. Management3) http://www.scl-epsi.com/alpha 4) http://www.pepsico.com/PEP_Citizenship/sustainability/performeco/community/index.cfm 5) www.google.com 6) www.wikipedia.org

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Retailer Questionnaire

Dear Respondent, My name is Muhammad Ibrar student of MBA (Marketing) conducting this survey to find out the gaps in sales and distribution, level of service, satisfaction level provided by the company and its distributor. This survey will also benefits you in future so please cooperate and fill the questionnaire.

Q1. Which company cold drink does you like and keeps in your shop?

a) Pepsi b) Coke c) 7 Up d) Dew e) Other

Q2. Which company cooler do you have?

a) Pepsi b) Coke c) 7 Up d) Dew e) Other

Q3. In a typical one week, how frequently the distributor vehicle comes at your counter?

a) Less than once b) 1 or 2 times c) 3 or 4 times d) More than 4 times

Q4. How is the company product availability?

a) V. good b) Good c) Average d) poor e) V. poor

Q5. At which time do you get the product?

a) Morning b) At noon c) Afternoon d) Evening

Q6. How is the behaviour of the salesman with you?

a) Formal

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b) Friendly c) Rude d) No interaction

Q7. Do you like salesman comes at your counter to take order?

a) Yes b) No

Q8. Do you like salesman call you to take your order?

a) Yes b) No

Q9.Does the salesman does merchandising in your shop?

a) Always b) Sometimec) Rarelyd) Never

Q10. Does the salesman or distributor tell you about various sales promotion schemes?

a) Alwaysb) Sometimec) Rarelyd) Never

Q11. Does Company C.E come at your counter regularly?

a) Yes b) No

Q12. Does company solve your services related problem quickly?

a) Yes b) No

Q13. How do you rate the services of cooler maintenance staff?

a) V. Good b) Good c) Average d) poor e) V. poor

Q14. Do you know the company visi-cooler customer care number?

a) Yes b) No

NAME OF OUTLET: ________________________________________

MARKET & DISTRIBUOTR: __________________________________

RETALIER CATERGORY:_____________________________________