Submitted By: MUHAMMAD USMAN NIAZI MES-10-24 MBA (Marketing) [email protected], Cell No. 0322-7060638 Submitted To: SIR MUNIR AHMAD I dedicate this effort to my PARENTS. (Pvt) Ltd. TEACHERS & Managers of Shamim & Co. Multan WHO ENCOURAGED AND PUSHED ME TO FIGHT THE CHALLENGES OF TIME . Shamim & Co. untiring help. May all of them live long and enjoy a happy life! 5 . We deem it our utmost pleasure to avail this opportunity to express gratitude & deep sense of obligation to my revered teachers for their valuable and dexterous guidance. moral support and enlightened supervision during this whole project. I would like to extend hurtful thanks to my adoring parents and friends for their day and night prayers sacrifices and encouragement. Multan ACKNOWLEDGEMENT All praises belong to almighty Allah who the supreme authority knows the ultimate relation underlying all sorts of phenomenon going on in this universe & whose blessing & exaltation flourished my thought & thrived my ambitions to have the cherished fruit of my modest efforts my humblest thanks to the Holy Prophet Hazard Muhammad (PBUH) who is forever a torch of guidance & knowledge for humanity as a whole. Finally. compassionate attitude. (Pvt) Ltd. moral and financial support throughout the course of my study. kind behavior. (Pvt) Ltd Multan-----------------------------------------------20 • Unique Features of Shamim & Co.----------------------------------------------22 Organizational Structure-------------------------------------------------23 Currently offering Products---------------------------------------------24 Major Competitors--------------------------------------------------------24 • Stock Keeping Unit’s----------------------------------------------------25 Internship Program----------------------------------------------------------------26 • Human Resource Department------------------------------------------27 6 .----------------------------------------22 • • • • Territory of Shamim & Co.------------------------------------21 • Main Objective------------------------------------------------------------21 • Main Operation------------------------------------------------------------21 • Management of Shamim & CO.Shamim & Co. Multan TABLES OF CONTENT Executive Summary ------------------------------------------------------------08 Introduction To Industry-------------------------------------------------------11 Vision Statement-----------------------------------------------------------------12 Mission Statement---------------------------------------------------------------12 Objective--------------------------------------------------------------------------12 Pepsi Cola International---------------------------------------------------------13 • HISTORY ------------------------------------------------------------------13 • PepsiCo Values & Philosophy-------------------------------------------14 Slogans Through the time-------------------------------------------------------15 Pepsi Cola Brands List-----------------------------------------------------------18 Pepsi Cola In Pakistan-----------------------------------------------------------19 Shamim & Co. (Pvt) Ltd. (Pvt) Ltd.Shamim & Co. Multan • Sales & Marketing Department----------------------------------------30 • 8 steps of Sales------------------------------------------------------------36 • Key Accounts Department-----------------------------------------------39 • Tools Of Trading Department-------------------------------------------42 • Market Research & SIS Department-----------------------------------45 Other 51 The Marketing Mix----------------------------------------------------------------55 SWOT Analysis--------------------------------------------------------------------60 PEST Analysis---------------------------------------------------------------------65 Suggestions-------------------------------------------------------------------------67 Recommendations for Improvement--------------------------------------------68 Comments---------------------------------------------------------------------------70 What I learn in the organization--------------------------------------------------71 deparments------------------------------------------------------------------- Annexure----------------------------------------------------------------------------72 7 . The major beverage companies are Pepsi Cola and Coca Cola and the emerging beverage industry is Gourmet Cola. There are different departments in the Shamim & Co. marketing services department and marketing department. which is based on Multan. beverages like human resource department. Rahim Yar Kahn and the sub areas of these cities. Shamim & Co. purchase department. The Pepsi Cola is the market leader in the Pakistan as well as in the Asia but Coca Cola is the market leader in the whole world. it creates its monopoly in its target market. employee appraisal and leave records are 8 . Each department is running under intellectual managers and there respective team of assistants. sales department. finance department. In this record each and every thing about the employee is recorded. store management and shipping department. Recruitment and promotions are also done by this department. production department. audit and taxation department. Multan EXECUTIVE SUMMARY Beverage industry in the whole world is very well established industry and the same case in Pakistan. These industries develop their own marketing strategies to meet the requirements of their respective target market. Employee selection. has the major function is to manage the workforce. As for as the Shamim & Co. beverage in Multan is concerned. Human resource department in Shamim & Co.Shamim & Co. key accounts department. beverages believe in departmentalization in their office works and therefore they establish different department to achieve their respective tasks. Personal record of each employee is maintained by this department. TOT department. Shamim & Co. This record is maintained both by manual system and computerized system. (Pvt) Ltd. management information system department. beverage successfully fulfill the requirement of its target market. He adopts the policy that they hire the experienced person for the manager level jobs and fresh MBA’s for the sales officer’s and for the executive’s level jobs. quarterly. The marketing department is just perform the BTL (below the line) marketing that include the banners. Aamir Hameed is the G. semi annually and annually targets to the sale force. The marketing department makes the advertising of all the new promotion. when points increase then automatically the market share is increased. paints and promotion of the PCI ads. employees build very strong relationship with the customer. He is very experienced person and he manages all the sale force in a good manner. That why Shamim & Co. This department plays the role of communicator between customer and sales force. is very effective and very strong. launching and relaunching of brands. The G.M of marketing and sale department. It manages all the sale force. counters. wall chalking. (Pvt) Ltd. billboard. The distribution system as well as the supply system of Shamim & Co. The Key accounts department is basically works on the conversion of the Coca-Cola point into the Pepsi Cola points. performs a very vital role.Shamim & Co. Mr. The main focus of this department is to convert the Coca-Cola point on the basis of low cost and using their personal abilities and personal relations. The sales & marketing department in Shamim & Co. The working of this department is to increase the point of Pepsi.M give monthly. Company also gives incentive and bonus to the employees on achieving their targets. The key accounts department also works on the retention of the existing point of the Pepsi. Different motivational tools for the employees are also managed by this department. Multan also the part of this department’s work. The Shamim & Co. market share is above 75%. 9 . especially HR Manager Madam Sadaf and Sir Nauman Assistant Manger of Sales analysis who gave me chance to work with them and provide opportunity to learn functioning of SHAMIM & COMPANY PEPSI COLA MULTAN. This department is established before three years. This department work through out the year but the season of issuance deep freezer and visi cooler is started from January. Through this system. When all the documents of agreement are completed. This system is useful in accessing market & investment position in each area. TOT details. Market Research & sales information system is a very important department for any firm. 10 . name & address of each outlet. then their first priority is to ensure the very soon delivery. I am thankful to entire management of SHAMIM & COMPANY (Pvt) Ltd MULTAN. Discount Verification. Route wise and District wise. Information is collected about Distributors & area wise. This department major focus is on the philosophy “COLD IS SOLD”. (Pvt) Ltd. management comes to know about the market share. Multan The TOT department is work on the issuance and repairing of the deep freeze and visi coolers. publicity position.Shamim & Co. Finally. First this department work under the SIS department. This department aims to keep current records of each and every outlet of the franchise. four of which are majority owned by coca cola beverages Pakistan limited (CCBPL). It also captures and makes its monopoly in its target market. 11 . In Lahore it competes with Coca Cola. During the last two years. The remaining two plants independently owned are in RawalPindi & Peshawar. CCBPL plants are in Karachi. Gourmet Cola: The gourmet cola is also a big competitor of Pepsi . Sialkot. 3 G. Faisalabad. sprite.Shamim & Co. Multan INTRODUCTION TO THE INDUSTRY Coca Cola: Coca Cola Company begins operating in Pakistan in 1963. Gujaranwala. It competes with its competitor in different markets. coca cola brand for Pakistan are coca cola. It employees consist of 1800 people. Multan and Lahore. the coca cola system in Pakistan operate through eight bottlers. Hyderabad. fanta. the coca cola system in Pakistan has invested over $ 150 million. (Pvt) Ltd. RaheemYar Khan. (Pvt) Ltd." Our vision is put into action through programs and a focus on environmental stewardship. our business partners and the communities in which we operate. openness. loyal and hardworking employees. Multan VISION "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate . social. We seek to produce healthy financial rewards for investors as we provide opportunities for growth and enrichment to our employees.environment. activities to benefit society. And in everything we do. fairness and integrity” OBJECTIVES The company operates through well experienced. we strive to act with honesty. The first and the most basic plan it to train them according to the changing technology and computerized environment. Upgrading the plant structure and installation of the new machinery are other plans.creating a better tomorrow than today. focused on convenient beverages. MISSION “We aspire to make Pepsi Company the world’s premier consumer Products Company. The company is planning to increase its sales force and development in its infrastructure in the coming time period.Shamim & Co. and satisfying their needs and requirements. economic . 12 . and a commitment to build shareholder value by making PepsiCo a truly sustainable company. new plants were established all across the globle. Dew and Teem through a regional network of 27 exclusive franchise bottlers. Pepsi Cola began setting new records of distinctions. A new attractively designed bottle had been introduced in 1957 in place for the 20 years old bottle. The company has operated continuously for over 40 years offering a range of quality products.calorie drink with taste of the Pepsi-Cola trademark was introduced. Under the supervision of the attentive sales staff and the Marketing experts. History of Pepsi Cola starts with a small drug store in North Carolina. In 1932 PEPSI COLA took courage enough to introduce a bottle of 12 ounces.Shamim & Co. Mountain Dew left its Mountain birthplace and joined the Pepsi-Cola family. In 1963. a new low. Diet Pepsi and Mountain Dew introduced by Tip Corporation in 1948. and the product line had been enhanced to introduce the new flavors of team & mirinda. more than 250 bottlers in different Americans states had been allowed to sell under the Pepsi Cola license. In 1964. Pepsi Cola was first sold in the standard size of 6. PepsiCo profits exceed 13 . It was called Diet Pepsi. Braham got its sales improving gradually. Multan PEPSI COLA INTERNATIONAL History Pepsi –Cola is the number one soft drink in the world. Pepsi. Mirinda.5 ounces. In 1950 reducing its sweetness and calories had changed the PEPSI COLA’S formula and a new advertising campaign Refresh without filling had been launched effectively. In 1903. (Pvt) Ltd. Pepsi started offering its soft drinks in cans in 1948. 7UP Diet. Pepsi-Cola formulated in 1898. By 1909. At 30 plants per year. Pepsi Diet. In 1990. This little store belonged to young chemist by the name of doc Bradham. He invented a drink that the customer called broad’s drink. 7UP. In 1994. We must always strive to: Care for our customers. held in Hawaii. Pepsi-Cola introduces “Nothing else is a Pepsi” theme line. beverage and food units in an effort to drive faster growth and improved profitability around the world. (Pvt) Ltd. In 2000. Our Commitment Sustained Growth Empowered People Responsibility and Trust Guiding Principles We uphold our commitment with six guiding principles. making PepsiCo the third largest employer.” In 1997. our consumers and the world we live in Sell only products we can be proud of 14 . PEPSICO VALUES & PHILOSOPHY Our Values & Philosophy are a reflection of the socially and environmentally responsible company we aspire to be. PepsiCo sales reach $30. So at this year PepsiCo creates PepsiCo International. There are 470. the business that will unite all international snack. They are the foundation for every business decision we make. In 1996. Multan $1 billion for the first time. PepsiCo sales are $20 billion and the company has 125. PepsiCola celebrates 100th Anniversary with first worldwide bottler’s conference. In 1995.000 employees.4 billion.Shamim & Co. Pepsi-Cola introduces new advertising campaign with the theme “Generation Next.000 employees worldwide. It makes you Scintillate Drink Pepsi: Cola . (Pvt) Ltd. This is also an important part of Pepsi-Cola. These are given below. 1898 1903 1906 1908 1915 1919 1920 1934 1938 1939 1943 1947 1949 Brad's Drink Exhilarating. Aids Digestion Original Pure Food Drink Delicious and Healthful For All Thirsts .Pepsi: Cola Pepsi: Cola .Shamim & Co. Invigorating. Better Taste It's a Great American Custom Why Take Less When Pepsi's Best? 15 .It Will Satisfy You Double Refreshing and Healthful Join the Swing to Pepsi Twice as Much for a Nickel Bigger Drink. They remained much known. Multan Speak with truth and candor Balance short term and long term Win with diversity and inclusion Respect others and succeed together SLOGANS THROUGH TIME Pepsi-Cola has different slogans through its history. Pepsi's Got a Lot to Give 1969 1973 1976 1979 1981 1983 1984 1987 1989 1992 1993 1995 1997 1998 1999 2000 Join the Pepsi People Feelin' Free Have a Pepsi Day! Catch That Pepsi Spirit Take the Pepsi Challenge Pepsi's Got Your Taste for Life Pepsi Now! The Choice of a New Generation America's Choice A Generation Ahead Gotta Have It Be Young. It's the Cola 2005 Dare for more 16 . Pepsi Pours It On. (Pvt) Ltd. Multan 1963 1967 Come Alive! You're in the Pepsi Generation Taste that Beats the Others Cold. Have Fun. You've Got a Lot to Live. Drink Pepsi Nothing Else is a Pepsi Generation Next Same Great Taste The Joy of Cola The Joy of Pepsi 2003 Pepsi.Shamim & Co. Multan 2006 Yeh Dil Maange More 2009 20102011 2012 Yeh hai youngistaan meri jaan "Badal Do Zamana 17 . (Pvt) Ltd.Shamim & Co. Multan Zone √ √ √ √ √ √ √ √ √ √ √ 18 . Multan PEPSI COLA BRANDS LIST Product • Pepsi-Cola • Diet Pepsi • Pepsi Twist (regular & diet) • Pepsi Vanilla • Pepsi Max • Pepsi Light • Pepsi Limon • Mountain Dew • Diet Mountain Dew • Mirinda • 7UP Available . (Pvt) Ltd.Shamim & Co. Some of these territories are: 1) Lahore 2) Karachi 3) RawalPindi 4) Peshawar 5) Multan (Shamim & Co. (Pvt) Ltd.Shamim & Co. 1 in Pakistan in terms of sales wise and in market share. It is the market leader. In Pakistan the head office of Pepsi Cola International is in Lahore. But overall in the world Coca-Cola is No. Multan PEPSI COLA IN PAKISTAN Pepsi Cola is being produced and consumed in 48 countries of world including Pakistan. At present.) 6) Gujranwala 7) Sakhar 8) Faisalabad 9) Quetta (Baluchistan) 19 . In Pakistan. 1. there are nine territories where the franchised unit produce and sell PepsiCola. Pepsi Cola is No. He looks after the stock availability. Multan SHAMIM & CO. Allah Nawaz Khan Tareen was the founder of the company and also chairman Pepsi Cola International have 9 (nine) Franchises all over Pakistan. Company has now serviced new experienced & competent sales staff & increases this share form 70% to 80 or 90%. Shamim & Co. Was established in 1964. At start Pepsi Multan was having only one production plant made by Netherlands and was only producing 7 –UP because it was the only brand produced by Parent Company. Shamim & Co. which deals in CSD (Carbonated Soft Drink). DIG) got license of 7 –UP. But in 1973. (Pvt) Ltd. Which are offered to those shops which are producing good sales to promote sales& oblige these shops? All the services matters of coolers and maintenance and look after of these assets are also the responsibility of our sales force. it became Pepsi Cola franchise. Shamim& Co. Now a day M. Multan has very committed staff and this is the reason that it captures more than 70% share of market share. (Pvt) Ltd. Visi Coolers. In 1973. MULTAN Shamim & Co. Company has invested too much money in shape of Coolers. (Pvt. PEPSI acquired 7 – UP in Canada. Depending on the potential of the town we have one and more than one distribution in each town.) Ltd. (Pvt) Ltd. but it started its production in 1967. contingencies and all the routes covered by the salesman of that distribution. As for as Distribution / Placement is conserved company has a very well-establish distribution network covering whole of the franchise area. is a franchise of Pepsi Cola International. Counters and Cabin.Shamim & Co.D of Pepsi Cola Multan is Alamgeer Khan Tareen son of Allah Nawaz Khan Tareen. Jail Road Multan is one of them covering 18 Districts & 135 Stations. Allah Nawaz Khan Tareen (Ret. so the Multan franchise started producing PEPSI and Marinda along with 7 –UP & became PEPSI franchise. Salesman training is also a main responsibility of sale supervisor. 20 . Sale supervisor / Sale officer is responsible for all the activities of that distributor. Mr. Multan Coke was already operating in the market at the time when Pepsi Multan established. Main Operation “Operation is process that transform inputs into finished goods and services”. Shamim & Company covers the largest area/territory among all Pepsi company’s franchises in Pakistan. The plant which was installed at the time of establishment has now been grounded. PEPSI Multan is not an ISO certified company because it is an international drink having their own standards and there is no export. It enjoys 80% market share which is the highest for any Pepsi Cola franchise in the world. Unique Features of Shamim & Co. along with maximization of profits. The continuous improvement in quality. 21 . Recently Pepsi has launched a new brand with the name of Mountain Dew. The company is properly serving all these areas with quality products. Main Objective The two main objectives of Shamim & Company are: To provide the customers. Installation arrangements for two new plants are in process. Shamim & Company has won quality awards at international level. Shamim & Company has its main operation as: “To convert empty-returned bottles into filled bottles and to distribute them to retailers”.Shamim & Co. (Pvt) Ltd. a quality-products. Multan The company has following distinguishing features: Shamim & Company is the biggest soft.drink manufactured in Pakistan having about 80% of market share. Now Pepsi Multan is working with five production plants capable of producing 100. Also declared “Bottler of the Year” in the region for outstanding performance.000 cases per day. At that time Coke was market leader but with the passage of time Pepsi Multan kept on focusing on gaining the market share. Muzafar Garh 19. Multan Outskirts 11. 1. D. Sahiwal 8. Jampur 4. Khanewal 13. Multan District 9. Rahim Yar Khan 20.G. Haroonabad 18. Layyah 6. (PVT) LTD. Chishtian ORGANIZATIONAL STRUCTURE 22 . Mailsi 15. (Pvt) Ltd. Multan B Zone 5. Ahmad Pur 14. Okara 10. District Cover by Shamim & Co. Vehari 17.Shamim & Co. Multan MANAGEMENT OF SHAMIM & CO. Multan C Zone 7. It Includes: Managing Director: Alamgeer Khan Tareen GM Sales& Marketing: MR Amir Hameed GM Production: MR Ijaz GM Finance: MR Sohail Butt Manager Managements Accounts: Mr Ch. TAHIR Ameen Manager MIS: MR Rizwan Zafar Manager HR: Madam Sadaf Tahir Manager Shipping: Mr Major Farrooq TERRITORY OF SHAMIM & CO. Bahawal Pur 12. Multan A Zone 3. Khan 2. Bahawal Nagar 16. Shamim & Co. (Pvt) Ltd. Multan Managing Director General Manager Technical General Manager Sales & Marketing Manager Sales & Marketing General Manager Finance Manager MIS General Manager Operations Manager Admin Manager Production Manager Research & SIS Manager Banking & Insurance Manager Personnel Manager Quality Control Manager Key Accounts Manager Accounts Manager Shipping Sales Operation Manager (SOM) 23 . Shamim & Co. (Pvt) Ltd. energy drinks. 24 . Multan CURRENTLY OFFERING PRODUCTS The first product of Shamim & Company was 7-up. sports drinks. milks. coffee. Pepsi aims to gain a greater share of these occasions. water. The other products are: • • • • • • • Pepsi Cola Mirinda 7-up Diet Pepsi Mountain Dew Sting Slice Juices MAJOR COMPETITORS Pepsi's direct competitor is Coca-Cola. etc which are all consumed on beverage occasions. The non-soft drink competitors are tea. Cane Packing. Mirinda. Mirinda & 7-Up. This group includes Pepsi. we are offering cane packing of all that brands that are offered in SSRB. Mirinda. Pepsi Cola International is a large group covering KFC. SSRB This stands for Single Serving Returnable Bottle (Regular) We are offering Pepsi. 7-Up. Diet Pepsi & Diet 7-Up. Multan STOCK KEEPING UNITS (SKU’s) 1. Mirinda. Mirinda & 7-Up. We are not offering Mountain Dew in this class. 4. Here Diet Pepsi & 7-Up are also available to enlarge the range of group. Including Pepsi. 6. 7-Up and Mountain Dew. This group includes Pepsi. 2. 7-Up & Mountain Dew in this group. LRB This stands for “Liter Returnable Bottle” this includes Pepsi. This group also does not have Mountain Dew in their family. Post Mix – This includes Fresh / Fountain. 3.Shamim & Co. Mirinda. NRB This stand for “Non Returnable Bottle”. This facility is offered on “QSR” that stands for “Quick Serving Restaurants” and all those points where no of walk-in-customers in very huge with their short time stay at that point.5 Liter) This includes Pepsi. 5. Burger King. 25 . It can also be called as “Deposable” It has 300ml quantity. 7Up & Mountain Dew. Lays Potato Chips & Aquafina (Mineral Water). Pizza Hut. Pet Bottle (1. (Pvt) Ltd. Human Resource Department 2.Shamim & Co. (Pvt) Ltd. Key Accounts Department 4. I was moved through following departments: 1. Multan INTERNSHIP PROGRAMME During my six week internship program. Market Research & SIS Department 26 . sales & Marketing Department 3. TOT Department 5. There is no involvement of even Country Office in the decision of HR department. HUMAN RESOURCE DEPARTMENT HRM department play a vital role in each organization. (Pvt) Ltd. Madam Sadaf Tahir is the HR Manager of Shamim & Co. Multan 1. All training arrangements are made by franchise itself. The department of Human resource is working efficiently in the company from approximately 3 years. The basic functions of this department are Job analysis Preparation and collection of application info Recruiting Selection Specifying jobs and roles Training Evaluation Feed Back Career development Out sourcing Preventing violence in the workplace Ensuring safety at the workplace Transfer and promotion Employees daily attendance 27 . there is no concept of job advertisement in Shamim & Co. All hiring is done through references.Shamim & Co. (Pvt) Ltd.Shamim & Co. Multan PROCESS OF RECRUITMENT AND SELECTION CHART 28 . (Pvt) Ltd.M By Manager of Respective Department By HR Manager Final Selection Joining CAREER PATH 29 . Multan CV acceptance Qualification Written Test If Qualified RJP Demand generation by respective department Experience 3rd Interview 2nd Interview 1st Interview Paned interview with G.Shamim & Co. Multan The career path of the Shamim & Co. (Pvt) Ltd Multan is as General Manager Assistant General Manager Manager Analyst Assistant Manager Executive Officer ` 2.Shamim & Co. (Pvt) Ltd. SALES / MARKETING DEPARTMENT 30 . It is the whole business seen from the point of view of the final result. to achieve those targets. Pvt. STRUCTURE OF THE SALES & MARKETING DEPARTMENT 31 . Shamim Co. Due to its efforts the company has got the first position in sales in 1993 through out the Pakistan. Multan Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. has a very aggressive and hardworking Sales and marketing department. this department should be proper planed and managed. They use different schemes and offer different discounts etc. The marketing department is responsible to make advertisement of the company products and get them sailed. quarterly. Marketing is not only much broader than selling. semi annually and annually sales targets and they are liable to achieve it. that is. (Pvt) Ltd. They are given monthly. It encompasses the entire business. it is not a specialized activity at all. To maximize the sales and profit. Sale and marketing is the most important department of any beverage company.Shamim & Co. from the customer’s point of view. R) Following are the major contents of this department: 32 . (Pvt) Ltd. Multan Sales Department Marketing Department General Manager (G.M) Divisional Sales Manager (DSM) Marketing Manager Regional Sales Manager (RSM) Marketing Executives Area Sales Manager (ASM) Sales Officer (S.O) Company Representative (C.M) General Manager (G.Shamim & Co. (Pvt) Ltd. Competition activity monitoring T.Shamim & Co. Planning for a schedule for the designated area. Tactical Analysis & Routine Planning Of Market Strategies On the market side the sales people gather information and on the bases of these information they further plan and improve their strategies. Visiting the area according to the plan and reporting it to the higher management 33 . Checking of the designated area.T. 2.O. Finding the points where competitor is strong and hoe we can break this point. Multan Marketing Development Tactical analysis and routine planning of market strategies. volume and growth. Market Development Targets are set and then this department makes strategies to achieve those targets and develop the market. growth and exclusivity. Finding the gaps in the market where there is a potential. Location of non traditional shops where potential is available for the beverage. about its sale. management Publicity management Time management 1. Different offers must be given to break the competitors point. Collection of all the data about each and every distributors/outlets. its sale. Calculation of share n brands and package wise Calculation of daily sales achievements on monthly target basis Location of the poor performance factors and analyzing their cause Finding their solution and getting the approval for its execution. The following major factors are considered in this respect. volume. Shamim & Co. (Pvt) Ltd. Multan 3. Competition Activity Monitoring A firm has to monitor its competitor continuously in order to be successful in the market. There are six steps in competitor analysis. Identifying the company’s competitors Determining the competitor’s objective Determining the competitor’s strategies Assessing competitor’s strengths & weakness Benchmarking The process of comparing the companies’ product and processes to those off competitors or leading firms in other industries to find ways to improve quality and performance. Benchmarking has become a powerful tool for increasing company competitiveness. Estimating competitor’s Reaction: Selecting competitors to Attack & Avoid: A company has already largely selected its major competitors through prior decision on customer targets, distribution channels, and marketing-mix strategy. These decisions define the strategic group to which the company belongs. Management now must decide which competitors to compete against most vigorously. The company can focus on one of several causes of competitors. Strong or Weak Competitors Close of Distant Competitors “Well-Behaved” or “Disruptive” Competitor On the other hand a constant intention has been given to the competitor’s activities, strategies and offers. They have been compared with ours and updated according to the environment. 34 Shamim & Co. (Pvt) Ltd. Multan 4. Sensory Indices Levels Measures Sensory measures means to check the quality and standards through the senses. The color, taste, appearance and other specimens of the bottle, must be checked time by time so that the standards of the PCI may not doubted. 5. Empty & Load Management: Empty management means full utilization of available empty at highest productive Trip page level within the franchise area. There are two types of empty management i.e. Empty management within distributors Empty management within Salesman. The sales and marketing department have to manage, plan and make strategies a about the distribution of empty whether it is on credit or cash. The department also has to handle and manage load. Whether it is on vehicles, or shipping, distributors or at the depots level. At shipping level load management can be divided into Package wise Brand wise Demand wise How to Manage the Empty Following are the steps which are necessary to manage the empty Estimation of empty available (within shopkeeper) Estimation of empty available ( within distributors ) Previous sales record of each specific area within distributors. Trip page level tracking of each distributor for the last two years at least. Estimation of sales volume growth for at least last three years (Distributors or salesman rout) Estimation of empty injection volume for at least three years 35 Shamim & Co. (Pvt) Ltd. Multan (Distributors or salesman rout) Comparison of empty Trip page from the one to other distributors/salesman rout. Factors causing poor Trip page Factors involved causing hyper Trip page. Empty plan (Forecasting) based on the previous years Trip page Level & Percentage increase of empty injection. 36 Preparation i. 2. Multan is very conscious about the development and growth of its employees especially the sale force. There steps are as follow 12345678- Preparation Greeting Stock Checking Merchandising Presentation Order taking Curb side de-briefing evaluation Administration 1. 37 . & how to get our there.Shamim & Co. How to do that Simply where we want to go. (Pvt) Ltd. Greet the customer by name & he will be delighted should be keep in mind of every person involved in sales. Greeting It includes greetings and hand-shake. What to do here iii. They have designed an 8 step process for proper guideline of their sales team just to make their sales calls effective and result oriented. What are Objective ii. Multan 8 STEPS OF PEPSI SALES Shamim & Company (Pvt) Ltd. Shamim & Co. Mirinda and Mountain dew Then 2) Non Returnable bottles Then 3) Single serving returnable bottles Then 4) Single serving returnable bottles (Regular) Then 5) Liter returnable bottles & pet bottles on the floor of visi coolers Every sales person should be caring about the display. 5. Presentation Policy Scheme Product availability Total sales tack 6. Order Taking 38 . Stock Checking (Stock Availability Store Checking) This includes all the good e is dealing in this will help us to know about his financial worth patented and clientage. The order of our product in display should be like this 1) Top cane packing Pepsi. Multan 3. 7-Up. 4. Merchandising (Display) • • • Display of Visi Cooler Display outside shop Availability inside Deep Freezers It is the most important job to be performed by our sales force. (Pvt) Ltd. (Pvt) Ltd. Curb Side De-Briefing Evaluation of the shopkeeper’s performance (in term of sales) is noted and compared to his previous performance.Brands 39 . This is only possible if we Retain our exclusive point Explore new points Increase sales of points Increase stock at mix points Conversion of coke points Elimination of B. 8. Administrations Cash Empty Sales figure entry Infection of stock Company desired to increase its market share from 80 % or above.Shamim & Co. Multan Taking Order from shopkeeper 7. Job Description of Key Accounts Executives They work on three things Convert the Coca Cola points into Pepsi through low cost. They also make work on the merchandising. Key accounts Executives also listen the complaints of the shopkeeper. Multan 3. The head of this department is called the Key Account Manager. They have no concern with the sales force. but they coordinate the sales force. (Pvt) Ltd. They listen the shopkeeper complaints. They perform like a communicator. Retentions of Pepsi point by giving large discount. The employees that are working in this department are called the Key Account Executives. The job of converting of Coca Cola points into the Pepsi points is very difficult. then forward to the sales force.Shamim & Co. KEY ACCOUNTS DEPARTMENT This department is basically working on retention of the existing points and the conversion of coca cola points into the Pepsi points. Different Offers used for Conversion By giving deep freezer or visi cooler Through trade payment & advance payment By offering a big amounts discounts and different schemes Including their names in the lucky Draw 40 . The Key accounts Executives deals in a very good way because the point’s conversion is very difficult. The Key accounts convert the Coca Cola points into Pepsi points through different offers and giving a good incentive package. so the amount of 41 . then discount is not given to the shopkeeper. Company gives a specific amount to the shopkeeper for establishing their business.M) Key Accounts Manager Key Accounts Manager Here it is must to explain these two terms: Trade Payment Payment is given by the company direct to the shopkeeper.Shamim & Co. (Pvt) Ltd. Multan STRUCTURE OF KEY ACCOUNTS DEPARTMENT General Manager (G. When the shopkeeper purchase the stock of the company. but this point not sale your brands very well. Because if you convert a point. So the discount is not given to the shopkeeper and this discount is charged by the company. (Pvt) Ltd. The conversion of the point is depends on the worth of the points. So distributors give some stock of the company and some amount to the shopkeeper to start their business. so in this way company charge the entire amount which is given to the shopkeeper. Advance Payment Company gives the total amount to the distributors. 42 . Multan discount is charged by the company. so the company not get the benefits of conversion.Shamim & Co. Multan 4.Shamim & Co. visi cooler etc. STRUCTURE OF TOT DEPARTMENT G. TOT DEPARTMENT (COLD IS SOLD) This department is working on the cold assets like deep freezers. (Pvt) Ltd.M 43 . Issuance of Deep Freezer & Visi Cooler Workshop or repairing of Deep Freezer & Visi Cooler This department is work on the term “Cold is sold”. Types of Quotas Seasonal Quota Additional Quota Regular Quota 44 . To focus on this term and to meet the demands of shopkeepers. (Pvt) Ltd. Multan Sales Operation Manager (SOM) Cold Assets Manager Market Equipment Manager (MEM) Cold Assets Executives Workshop Incharge KPO KPO KPO KPO Working of TOT Department This department is basically works on two things.Shamim & Co. there are many types of Quotas comes. and the injections figures on the 1 st August are 8091. Following step are involved in injection process Company give a specific Quota to every distributor G. Then verification of these documents comes. when all documents are complete then they give a delivery order to the store Incharge and the delivery comes. Injection Process The process of giving a deep freezer or visi cooler to the shopkeeper is called injection process. Multan The total injections in 2011 are 8569.M approved this Quota Then Documents comes like Chiller issuance Summary. (Pvt) Ltd. The term injection means to give a deep freezer or visi cooler to the shopkeeper. injection description and distributor undertaking etc. but if documents are not complete then the injection not comes.D (double door) 45 . Types of Deep Freezers and Visi Cooler 3 types of Deep Freezer are 10cft. 12cft. Chiller issuance form. 15cft 3 types of Visi Cooler are 250SAX 400SAX 1000SAX or D.Shamim & Co. It is a very narrow concept. customer. or modes of distribution such as via the internet. Multan 5. Marketing research is much broader. It not only includes ‘market’ research. ‘Market research is simply research into a specific market. Marketing research is the function that links the consumer. (Pvt) Ltd. MARKET RESEARCH & SIS DEPARTMENT Market research and marketing research are often confused.Shamim & Co. but also areas such as research into new products. and public to the marketer through information – information used to identify and define marketing 46 . STRUCTURE OF RESEARCH & SIS DEPARTMENT M.Shamim & Co. (Pvt) Ltd. and communicates the findings and their implications. manages and implements the data collection process. Marketing research specifies the information required to address these issues. analyzes. Market Research & sales information system is a very important department for any firm. This department aims to keep current records of each and every outlet of the franchise. Kamran Ahsan is the manager of this department. and report to the MD. designs the methods for collecting information. refine. monitor marketing performance. and evaluate marketing actions.D SIS Manager Assistant Manager 47 Field Data Research Supervisor KPO Analyst Executives . and improve understanding of marketing as a process. generate. He is responsible to check all the activities of this department. Multan opportunities and problems. Mr. T. management can come to know outlet.O.T details Publicity position Discount verification The system is designed in such a way that reports can be obtained about each and every 48 . Distributor & area wise Route wise Market Share Name & address of each outlet. (Pvt) Ltd.Shamim & Co. Multan Through this system. This analysis allows research supervisor to go into the market. they come back and submit these checking format to the Computer Section. Market Category Main Side Village Captive 49 .Shamim & Co. (Pvt) Ltd. Empty stock in order to improve their share position. Market Share Research Assistant Manager (Saeed Bhutta) analysis is a proprietary methodology developed to help share determine whether their sale should go the market & new competitive products in this market. Chiller. Here information feed in the computer program and generate the result in the form of Share Summary. and determine which of those like availability. Research supervisor analysis the market & visit the shops. Multan District wise The system is useful in accessing market & investment position in each area. identify the components that establish market share. they analysis and click’s on there checking share format after the completion of sample size. links road. courts. entrails. side road. Village Market: means village sides. and commercial area. high volume market. (Pvt) Ltd. canteen. Side Market: These are colonies. small areas Captive Market: means parks. Market Sample Size Main Market 45 % of Total Sample Side Market 30 % of Total Sample Village Market 25 % of Total Sample Stock Base Share Availability Chiller Fresh Consumption Floor stock Exclusivity Base Share Pepsi Exclusivity 50 . wagon stands. kutchary. mohallah. govt. Multan Main Market: These are main road. cinema. institute.Shamim & Co. offices. Multan Coke Exclusivity Mix SIS deals with Tools of Traders (TOT). Signings.T.T. Publicity Management To promote the image of the company and its products. gifts and schemes. Publicity budget is spent by focusing the followings. Checking all the equipment time by time any removing their complaints. T. size and place of the shop Record of all the T. profitability. Publicity plays an important role in the promoting the image in the consumer mind. management completely depends upon the Sales force.Shamim & Co. Deep Freezer Visi Cooler Ice Chest Bottle Rack Further plan for the injection of T. Publicity involves Banners. volume. • • • Location of the area Arranging the sources and requirements and making priority lists Carefully arranging the publicity execution Discount Verification 51 . T.T. given to the shopkeeper. publicity is a major tool. It is one of the major investments being made by the company. Posters. which helps to sell our product conveniently on priority basis.O.O. The factors to be considered are Data collection about the sale.O. means list of items available in a shop.O. growth.T. (Pvt) Ltd. Shamim & Co. (Pvt) Ltd. OTHER AREAS (DEPARTMENTS) 52 . The sales department gives this responsibility to the SIS department. The field supervisors visit the market and verify from the shopkeeper that they are benefited from the discounts or not. When SIS verifies then they sent back these claims to the sales department and then sales department return the claims of the distributors. Multan The SIS department also verifies the discounts that are give by the distributors. When distributors give the discount to the shopkeeper’s then they claim this discount from the sales department. they analyze their resources and then concise other reports and gives the whole budget the organization can afford. Multan FINANCE DEPARMENT This is one of the most important departments of this organization.Shamim & Co. (Pvt) Ltd. This department made the financial plans of the organization. Another job of this department is to make the complete record of all financial and non financial transaction made inside as well as outside the organization. The following departments working under the Finance department: Management Accounts Department Supply Chain Department Banking and Insurance Departments Management Accounts Department The basic function of this department is to get data from MIS department and then generating reports on daily basis like Daily loading comparison Filled stock position Stock placement report FIFO implementation report Daily raw material yield report Daily production losses report Daily shift wise yield report 53 . Shamim & Co. It performs various functions that are: • • • • • • • • • Generate Inventory Reports Policy Making Contacting with supplier Planning for future activities regarding inventory Supply chain management department manages the supply of Caps of bottles Bottles (Both plastic and glass bottles) Cartons for pet bottles Plastics shells TOT The main suppliers for different materials are Material Caps Pet Bottles Glass Bottles Cartons Plastics Shells TOT Crowns Supplier Mehran Karachi Plasto Bag Hattar (Islamabad) Mehran Karachi Toyo Lahore Ghani Glass Karachi Al Aziz Faisalabad Mehran / Blow Plast Karachi Plasco Pack Hattar (Islamabad) Waves Lahore Ltd Varioline Pak Ltd Imran Traders Karachi Banking and Insurance Departments 54 . (Pvt) Ltd. Multan Supply Chain Department This department proves to be back bone for the company. Another function of this department is to provide and manage the insurance of almost every type. 55 . liquid slip. full in slip by order slip. empty short slip. The basic input of this system is empties slip. depot wise) Shipping shift summary Agent wise Load out summary Agent wise sales summary Actual production Computerized sales statements Pending report The MIS department is currently performing its day to day operation as well involved in software development. Multan The basic function of this department is to deal with different banks for certain financial activities and different matters concerning bank. is playing a very important role. depot wise) Settlements sheet ( dealer wise. It deals with the insurance activities like • • • • • Insurance of Machines Insurance of Vehicles Insurance of Employees health Insurance of buildings Insurance of Computers etc.Shamim & Co. The reports of the system are • • • • • • • • Load Report (dealer wise. (Pvt) Ltd. The department is working with a small setup & satisfying the information requirements of the organization. MANAGEMENT INFORMATION SYSTEM DEPARTMENT (MIS) MIS department of Shamim & Co. The responsibility of production manager to achieve the said demand within specified time with best utilization of resources. Production Process Activities in production process are as Purchasing and washing of bottles Water Treatment Preparation of Simple Syrup Mixing of Co2 Gas in Syrup Filling of Bottles 56 . Master Production Schedule The process of MPS in Shamim & Company is that sales & Marketing manager forecast sales on annual basis and as well as month basis. That forecast is send to the production manager. (Pvt) Ltd.Shamim & Co. Multan PRODUCTION DEPARTMENT The working of this department is to control the production process like to get raw material and process them and convert them into finished goods. Shamim & Co. The firm attempts to generate a positive response. The marketing mix is portrayed in the following diagram. focus on the target market by blending these four marketing mix variables in an optional manner. 57 . Multan THE MARKETING MIX The major marketing management decisions can be classified in each of the following four categories Product Price Place (distribution) Promotion The variables are known as the marketing mix or The 4 P’s of marketing. These are the variables that marketing managers can control in order to best satisfy customers in the target market. (Pvt) Ltd. Multan Product Product variety Quality Brand name Packaging Sizes Services Warranty Price List price Discount Credit Allowance Target Customers Promotion Advertising Sales promotion Print media Sponsors Mobiles Posters Banners Electronic media Place Channels Coverage Locations Inventory Transportation Logistics 58 .Shamim & Co. (Pvt) Ltd. it also refers to any services or conversions that are part of the offering.Dew * * * * * * * * * * * * * * * * * * Sting * × × × × × Slice (juice) × × × × × × Pepsi Cola International is a large group covering KFC. (Pvt) Ltd.Shamim & Co. Burger King. In the case of physical products.25 liter Pepsi * * * * * * Pepsi diet 7 UP * * * * * * * * * * * * 7 UP Free Mirinda M. Stock Keeping Units (SKU’s) Package 250ml 300ml 500ml 1 liter 1.5 liter 2. Lays Potato Chips & Aquafina (mineral water). Multan Product The product is the physical product or service offered to the consumer. Price 59 . Pizza Hut. 15 25 35 40 75 90 20 The price of the bottle is very reasonable as compared to the other drinks with respect to quality.5 liter) bottle of Pepsi Cola in the market is Rs. Place 60 .58 23. financing. The price of a single 1500ml (1. Overall peoples are satisfied with its pricing and its quality.66 86 18.25 liter Sting Trade Price/case Rs. The price of a single 1 liter bottle of Pepsi in the market is Rs. 326 286 375 445 430 516 436 Trade Price/unit Rs.83 31. Package 250ml 300ml 500ml 1 liter 1.08 71.15.5 liter 2.25 37.Shamim & Co. but also discounts.16 Consumer Price/unit Rs. and other options. The price of a single 250 ml bottle of Pepsi in the market is Rs.45. Multan Pricing decisions should take into account to consider the profit margins and the probable pricing response of competitors pricing includes not only the list price.75. 13. (Pvt) Ltd. Pepsi spend almost a large amount each year on advertisement to tell people about their new schemes and prices. and facilitating functions. personal Selling All are important because each one has its own importance and covers its target area. etc. consumer premiums (e. logistics.g. cinema and outdoor support. caps). the distribution system performs transactional. media types. Pepsi is available at almost every area which comes under Shamim & Company territory. About 60% of the marketing funds are spent on advertising. Print Media 3. public relations. Primarily TV advertising with radio. Shamim & Company (Pvt) Ltd Multan have placed its products at right place. Distribution decisions include market coverage.Shamim & Co. Shamim & Company Multan use three source of promotion 1. channel member selection. and levels of service. Promotions decision involves advertising. Multan Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. sporting and concerting sponsorships. SWOT ANALYSIS 61 . Shamim & Company main focus is given on the local advertising with respect to the promotion. magazine. Promotion Promotion decisions are those related to communication and selling to potential consumers. Other promotional items include: point of sale material. logistical. Electronic 2. so that its consumers can get them when they require it. clothing. (Pvt) Ltd. Opportunities and threats are external factors.Shamim & Co. Multan SWOT analysis is a tool for auditing an organization and its environment. 62 . SWOT stand for strengths. weaknesses. (Pvt) Ltd. It is the first stage of planning and helps marketers to focus on key issues. and threats. Strengths and weaknesses are internal factors. opportunities. Multan Strengths • • • • • • • • • • • • • • • • • Brand name reputation Customer loyalty Strong distribution network Pepsi is currently the market leader with more than 75% of market share All brands support each other Well known company Excellent distributor selection criteria Strong coordination between different departments Sponsoring matches all over the world Nicely display of different shop by company Daily basis supply Strong sales & marketing department Inspection of quality is regularly performed by Country Office to insure consistent quality products. They have their own research department which is responsible for conducting market research A strong key accounts department for conversion Strong position in FMCG products They are financially very strong and require no financial help from country office 63 . (Pvt) Ltd.Shamim & Co. so distributors are willing to carry PEPSI brands Weaknesses • • • • • • • • • • Poor feed back from employees Insufficient salaries Lack of skilled sale team No Proper Infrastructure Fewer Incentives Not satisfied workforce No involvement of lower level subordinates in decision making. Multan • They offer attractive margins to the distributors. Monopoly of distributors cause harm to company Factory is located in the residential areas with no proper parking arrangements for its vehicles. Supply gapes 64 . (Pvt) Ltd.Shamim & Co. Low cost skilled person availability 65 . Multan Opportunities • • • • • • • Opening of new outlets Expanding markets through its strong advertisement Expanding the target market Penetrating market would motivate considerable sales growth increase its market share by conducting Training of sales officer and salesman Opportunity to Attract By Incentives As Pepsi is a well known brand in all over the Pakistan so it also has the opportunity to create its value and to attract the customer by offering extra incentives to the retailers and specially consumers • • • • • Innovation or Cost Reduction Edge Because of high customer loyalty and brand image new brands can gain customer preference very soon. There is high market growth opportunity Country office is responsible for national add campaigns which facilitate PEPSI Multan to enjoy the benefits of integrated advertisements.Shamim & Co. (Pvt) Ltd. Multan Threats • • • • • • • • • Gourmet cola is trying to get market share After getting the skills many employees run away due to salary Rapid changes in demand due to seasonal reason Changes in consumer purchasing power Increase in competition Rising cost of raw material and transportation expense Due to blame of religious group biggest threat to the brand image of the company at national and international level.Shamim & Co. No proper employee’s orientation programs Pepsi Co. has the threat of its competitor which is putting its best to get the maximum customer satisfaction and to maximize its profits by its active and keen management. (Pvt) Ltd. 66 . Economic conditions have the highest influence on a business. Most importantly. with diminishing profits they had to undergo downsizing internally and re-think upon how to penetrate the market. cross border situations are starkly different therefore Pepsi has to stay in line with all those policies and changes so that they can adapt to all those changes accordingly. Multan PEST ANALYSIS The PEST analysis examines changes in a marketplace caused by the following factors. Also.Shamim & Co. regardless of what trade it is in. • • • • Political Pepsi is a non-alcoholic beverage and is therefore regulated by the FDA. many different markets across the world have different set of regulations that are either relaxed or are either stringent. So. Also. Economic As the recent economic downturn has plagued the economy. There is competitive pricing by Pepsi’s competitors and that is one factor that Pepsi has to keep in mind at all times. The political scenario also matters greatly as there can be some civil unrest in certain markets or due to inflation the sales of the product can fall. Political Changes Economic Changes Social Changes Technological Changes 67 . they’re supposed to maintain a firm standard of the laws set out by the FDA with consistency. companies had to restructure their sales and marketing campaigns greatly. (Pvt) Ltd. Technological With the advent of the new age in technology. the economic downturn that started in 2008 resulted in increased sales of its beverages mainly as people were being laid off from jobs. Multan Though. in Pepsi’s favor. so Pepsi has to keep in line with all those festivals in order to understand the psyche of their market and how they can cash upon the opportunity. Usually. as it’s a non-alcoholic beverage it has to remain in line with the strict and stark differences of cultures the world over. companies have completely integrated themselves with all the recent changes that have taken place. the social implications are seen in marketing campaigns for example certain countries have religious festivals. Pepsi has to communicate its image as a global brand so that the people can associate it with themselves as something that connects the world together.Shamim & Co. The social media explosion has allowed for increasingly interactive engagement with the consumers with real time results so Pepsi has to stay ahead of all the developments that take place with keeping in view how the youth of today utilizes technology for their benefit and how can Pepsi reach them in order to keep on increasing brand recall and brand engagement. (Pvt) Ltd. 68 . Social Social factors greatly impact Pepsi. they were spending time with friends and family or at home. To mention a recent trend that has greatly picked up and something that almost every business is turning toward is Social Media. Also. Multan Suggestions On the basis of SWOT analysis of the Shamim & Co.Shamim & Co. So there is a need to have slightly sweet drinks. The people were like sweet soft drinks as that of Coca-Cola. Online Linkage All the plants and distributors should be online to increase efficiency. I have following suggestions to cope with their weakness and threats and take competitive advantage of their strengths and opportunities Taste As the climate of Pakistan particularly Multan is very hot.. Motivation The employees should be motivated to be loyal with the organization. (Pvt) Ltd. But the organization should recognize the differences in different regions and then launch the schemes to get feedback. 69 . It can be in the form of incentives and free sampling. I observed that Shamim & Co. So it can be reduce by adding Islamic valued in the promotional campaigns. Promotional Schemes Most oof schemes introduce by the Pepsi cola are standardized for all the regions. So they need to improvement in some areas. Some policies need to be redefined. The people who believes & don’t like to drink. But I think they are lagging in some areas. Islamic Activities There is the perception that Pepsi cola is the Jewish company and it facilitates Israel. Rules & Regulation Implementation of rules should be making sure in the organization at any cost. Multan is working in a very well manner. In off season the temporary workers are laid off. Fair Wage rate: The company should introduce a fair wage rate for the workers. therefore the company should reach the villages. Multan is on permanent and on temporary basis. of course. has a competitive sale force but lacking skilled and trained salespeople. Pepsi is having good brand awareness and people are willing to be the distributors. A trained and skilled work force would be a competitive priority and when it becomes the culture of the organizations most precious assets is its employees. (Pvt) Ltd. Multan RECOMMENDATIONS Supply to rural areas I find Pepsi everywhere in Pakistan but it is difficult for the bottlers to available the supply in small villages. which is creating a negative impact of the organization in the minds of the employees. The skilled persons are usually hired on permanent basis and the unskilled workers are on the temporary basis. Therefore the company should launch a comprehensive training program particularly the on the job training which is low cost and effective. Therefore any 70 .Shamim & Co. Therefore the hiring in the company should be on permanent basis. where the local brand are covering the markets. In order to reach these markets the company should get small distributors from those areas by offering incentives to cover these potential markets of Pepsi. On the job training of sale force: Shamim & Company. The employees are not satisfied with the wage rate and there is no union in the organization. This will help in increasing the market share and give a tough time to competitors. Permanent Hiring: The hiring in Shamim & Co. Focus on the maximum productivity to ensure the availability of brands Focus on the decentralization that ensures the loyalty of the employees with the company. Sometimes the distributors are involved in cross distribution and sell the brands of other companies. Multan negotiation about wage rate is not take place.Shamim & Co. cross distribution would be avoided. 71 . These include mostly deep freezer and visi cooler. Giving more incentives & commission to sales forces that affects the sales Higher performance retailer should be obliged and given incentives in form of stock. and check over the distributors. The complaints cell should immediately tell the technicians about the retailer to service the TOT. TOTS should be checked by the sale officer or salesman periodically. Mostly shopkeeper or store keepers have the complaints of faulty TOTS. (Pvt) Ltd. TOT (Tools of Trade) Should in Good Condition: Tools of trade should be in good conditions. Control over the Distributor: The company should have a strong control over its distributors in order to manage the supply of the market. To maintain and to provide new one is the duty of Shamim & Co. these are the tools for the trade. Similarly new one has to be provided with in right time to the shopkeeper. The higher level managers are getting the very good pays and the employees should also be given fair wages. When there is a strong control. As the name shown. If the proper services are not provided to retailers in this case the store keeper are looking for the TOT’S from some other company. Each department is using available resources properly. (Pvt) Ltd. 5. very good working environment in each department 3. They have well organized their respective department. coordinate and communicate with its staff. 72 . 6. Very hard working and responsible staff. 4. Good inter relations among employees. Employees are very friendly to each other.Shamim & Co. very effective and cooperative HR department 2. Multan Comments 1. Each department’s manager has good power to control. For example How to deal with seniors and subordinates How to communicate with others Discipline Punctuality How to lead my subordinates How to maintain different records How to deal with customers 73 .Shamim & Co. (Pvt) Ltd. Multan What I learn in the organization During my internship program I learnt a lot. scribed. Jalal-ud-Akbar Mr.com http://en.hrmguide. Kamran Ahamd 74 . Hassan Nauman Ahmed Mr.pepsico.com www. Bilal Ahmand Mr. (Pvt) Ltd.wikipedia.coom www.com www.com/examples-of-pestle-analysis/ Marketing Management by Philip Kotler Principles of marketing by Kotler Armstrong Personal observation Madam Sadaf Tahir Mr.google. Multan Annexure www.Shamim & Co.org/wiki/Pepsi http://pestleanalysis.