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DEDICATION
I want to dedicate my work to my parents, and all my friends for being with me and helping me in each and every difficulty I faced in this internship completion and to my Instructor and all those who taught me, trained me and polished my abilities at Virtual University Of Pakistan and my Internship place Coca-Cola everages Pakistan !td"
#ll the praises are for #lmighty #!!#$" y the grace of whom, I have completed my internship successfully" I would like to acknowledge and e%tend my heartfelt gratitude to the following persons who supported me throughout my great e%perience of the report and provided me moral support and helped me whenever I needed" &y course instructor, who helped me throughout my report and my semester" &anagement of Coca-Cola everages Pakistan !imited, 'ialkot for providing me the great opportunity of report and all necessary information and material regarding my report" (hom I come to contact during the course of my internship as well as preparation of this report" I am fortunate to have many e%cellent seniors and colleagues who provided much useful advice with their knowledge ) e%perience" #t the end, I am very obliged to my family and friends who were always there by my side to guide me and gave me courage that I can do the best in my life"
ABSTRACT
*alking to people is often a lot more comple% than it sounds" (hile most of us can talk to nearly anyone, talking to people effectively, using strategic interpersonal communications tools, takes study and preparation" It+s surprising how often we fail to really communicate with other people" #c,uiring interpersonal communication skills and knowledge with help improve communications with co-workers, constituencies, and members of your own family" Interpersonal communication is the process by which people e%change information, feelings, and meaning through verbal and non-verbal messages- it is face-to-face communication" Interpersonal communication is not .ust about what is actually said - the language used - but o! it is said and the non-verbal messages sent through tone of voice, facial e%pressions, gestures and body language" W en t!o or more people are in t e same place an" are a!are of eac ot er#s presence$ t en communication is ta%in& place$ no matter o! subtle or unintentional' (ithout speech, an observer may be using cues of posture, facial e%pression, and dress to form an impression of the other+s role, emotional state, personality and/or intentions" #lthough no communication may be intended, people receive messages through such forms of non-verbal behaviour" In this study we tried to discuss the importance of the communication and especially of the itepersonal communication with the reference of business sector" 0or the practical study i choose the respected organi1ation of the COC# CO!# CO&P#23, of wich i am also a part" I tried to share my knowledge with all of you, I am hopefull that this attemt of mine will be appreciated"
*here are four key economic business sectors.rimar/ sector0 - 4ngaged in raw material e%traction such as mining and farming" -econ"ar/ sector0 - Involves refining, construction and manufacturing" Tertiar/ sector0 - 5eals with services such as law and medicine and distribution of manufactured goods 1uaternar/ sector0 - 6elatively new type of knowledge industry focuses on technological research, design and development such as computer programming and biochemistry" #ccording to the above scenario, CC P! falls in the secondary sector as the main function of CC P! is manufacturing soft drinks to refreshes its customers" ,evera&e07# li,uid made up of particular ingredients to develop the taste and refreshment is known as beverage"8 ,evera&e In"ustr/ in .a%istan0 Pakistan beverage industry has the international names offering the best ,uality beverages across the country" It is an industry in which players continuously innovate, in order to come up with better products as compared to the competitors to gain more consumers and satisfy the e%isting consumers" 2ow-a-days beverages become an important part of the lives of people as it is a consumer consumable good" Usage of soft drinks is become a trend now a days"
Intro"uction
Internationall/0
Coca-Cola laid the foundation of the beverage industry when it was formed in &ay 9::; in #tlanta" $owever it was not until 9:<= that the idea of selling coke in bottles was introduced" (ith the passage of time Coca-Cola gained popularity and its product began to get recogni1ed internationally" *hus from its mere beginning in 9::; Coca-Cola has now been transformed into a strong multinational with its product being currently recogni1ed all over the world" Coca-Cola, in fact, has now become one of the most famous and widely consumed brands in the world" It has not only established its footings in the beverage industry but is currently heading the list of the most financially sound companies in the world .a%istan0 *he Coca-Cola Company is a global company with some of the world+s most widely recogni1ed brands, the Coca-Cola business in Pakistan has completed its => years of operation" *he beverages are produced locally, employing Pakistani citi1ens" #nd their product range and marketing reflects Pakistani tastes and lifestyles, and they are deeply involved in the life of the local communities in which they operate" &r" ?ohn 'eward is the current of CCI at CC P! plants in Pakistan" *he Coca Cola international was established in #tlanta in 9::;" Currently Coca Cola international is conducting its operations in more than @>> countries around the world" *he numbers of employees who are working with Coca Cola international are <@,A>> worldwide" In Pakistan CC P! is conducting its operations from last =: years" In Pakistan, CC P! started its business in 9<=B" CC P! stands for Coca Cola everages Pakistan ltd"
2I-ION 7*o become a market leader in ready to drink segment while adding best-in-class value to all stakeholders8
MI--ION 7Coca-Cola Pakistan e%ists to refresh the consumers, inspire moments of optimism through our brands and actions as well as benefit all stakeholders, which we will do with highest social responsibility and with uncompromising commitment towards ,uality of our products and integrity in our operations8
2AL)E (e value and respect our people (e communicate openly (e have integrity (e win as a team (e drive ,uality and innovation (e are accountable
.(OD)CT-
Coca Cola everages Pakistan has the following brands in different packs for the convenience of its customers in Pakistan"
.ulp/ Oran&e3 .ulp/ Tropical3 Coca Cola everages Pakistan has introduced mineral water as well
Kinle/3
Competitors0
*here are many different competitors in the market but the P4P'I is the main competitor of Coca Cola everages" !etCs have a look at the brands of P4P'I which are competing the brands of Coca Cola in the market" .epsi3 4).3 Miran"a3 4). +ero3 Mountain De!3 Teem3
Pepsi has introduced the following brand to compete the .uices of Coca Cola everages" -lice3 Pepsi has introduced mineral water as well to compete the kinley" A5uafina3 Pepsi has introduced its energy drink in two flavors as well to attract the customers -tin&3
What is communication?
Communicating and communication are comple% interactions with a variety of definitions" # short definition is that communication is a process in which a person, through language, signs and symbols, conveys a message to another person" Communication" D #n interpersonal process of sending and receiving symbols with messages attached to them" Eey elements of the communication processD D D D 'ender" &essage" Communication channel" 6eceiver"
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T/pes of communication
2ow that we have a better understanding of the communication process, we will now focus on the various types of communication D some of which we have already mentioned above9 @ B 9-verbal @- 2on-Verbal B- !istening
[COCA-COLA BEVERAGES PAKISTAN LTD ] organi1ations" Interpersonal communication is the process that we use to communicate our ideas, thoughts, and feelings to another person" Our interpersonal communication skills are learned behaviors that can be improved through knowledge, practice, feedback, and reflection" Interpersonal communication includes message sending and message reception between two or more individuals" *his can include all aspects of communication such as listening, persuading, asserting, nonverbal communication, and more" # primary concept of interpersonal communication looks at communicative acts when there are few individuals involved unlike areas of communication such as group interaction, where there may be a large number of individuals involved in a communicative act" Individuals also communicate on different interpersonal levels depending on who they are engaging in communication with" 0or e%ample, if an individual is communicating with a family member, that communication will more than likely differ from the type of communication used when engaged in a communicative act with a friend or significant other" Overall, interpersonal communication can be conducted using both direct and indirect mediums of communication such as face-to-face interaction, as well as computermediated-communication" 'uccessful interpersonal communication assumes that both the message senders and the message receivers will interpret and understand the messages being sent on a level of understood meanings and implications"
Context
Conte%t refers to the conditions that precede or surround the communication" It consists of present or past events from which the meaning of the message is derived, though it may also, in the case of written communications, depend upon the statements preceding and following the ,uotation in ,uestion" Immediate surroundings may also color the perceived meaning of wordsH normally safe discourse may easily become conte%tually ambiguous or offensive in a restroom or shower hall" *hese influences do not constitute the message by themselves, but rather these e%traneous nuances subtly change the
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[COCA-COLA BEVERAGES PAKISTAN LTD ] message+s effective meaning" Ultimately, conte%t includes the entire world, but usually refers to salient factors such as the followingP#$si!al milie
the season or weather, current physical location and en iron!ent
&uch research has been done to try to break down interpersonal communication into a number of elements in order that it can be more easily understood" Commonly these elements includeT e Communicators 0or any communication to occur there must be at least two people involved" It is easy to think about communication involving a sender and a receiver of a message" $owever, the problem with this way of seeing a relationship is that it presents communication as a one!a/ process where one person sends the message and the other receives it" In fact communications are almost always comple%, t!o-!a/ processes, with people sending and receiving messages to and from each other" In other words, communication is an interactive process"
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[COCA-COLA BEVERAGES PAKISTAN LTD ] T e Messa&e &essage not only means the speech used or information conveyed, but also the nonverbal messages e%changed such as facial e6pressions, tone of voice, &estures and bo"/ lan&ua&e" 2on-verbal behavior can convey additional information about the message spoken" In particular, it can reveal more about emotional attitudes which may underlie the content of speech" Noise 2oise has a special meaning in communication theory" It refers to anything that distorts the message, so that what is received is different from what is intended by the speaker" (hilst physical +noise+ Ifor e%ample, background sounds or a low-flying .et planeJ can interfere with communication, other factors are considered to be KnoiseC" *he use of complicate" 7ar&on, inappropriate bo"/ lan&ua&e, inattention, "isinterest$ and cultural "ifferences can be considered +noise+ in the conte%t of interpersonal communication" In other words, any distortions or inconsistencies that occur during an attempt to communicate can be seen as noise" *ee"bac% 0eedback consists of messages the receiver returns, which allows the sender to know how accurately the message has been received, as well as the receiver+s reaction" *he receiver may also respond to the unintentional message as well as the intentional message" *ypes of feedback range from direct verbal statements, for e%ample L'ay that again, I don+t understandL, to subtle facial e%pressions or changes in posture that might indicate to the sender that the receiver feels uncomfortable with the message" 0eedback allows the sender to regulate, adapt or repeat the message in order to improve communication" Conte6t #ll communication is influenced by the conte%t in which it takes place" $owever, apart from looking at the situational conte%t of where the interaction takes place, for e%ample
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[COCA-COLA BEVERAGES PAKISTAN LTD ] in a room, office, or perhaps outdoors, the social conte%t also needs to be considered, for e%ample the roles, responsibilities and relative status of the participants" *he emotional climate and participants+ e%pectations of the interaction will also affect the communication" C annel *he channel refers to the physical means by which the message is transferred from one person to another" In face-to-face conte%t the channels which are used are speech and vision, however during a telephone conversation the channel is limited to speech alone"
Empat ise
4mpathy is trying to see things from the point-of-view of others" (hen communicating with others, try not to be .udgmental or biased by preconceived ideas or beliefs - instead view situations and responses from the other personCs perspective" 'tay in tune with your own emotions to help enable you to understand the emotions of others" If appropriate, offer your personal viewpoint clearly and honestly to avoid confusion" ear in mind that some sub.ects might be taboo or too emotionally stressful for others to discuss"
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Encoura&e
Offer words and actions of encouragement, as well as praise, to others" &ake other people feel welcome, wanted, valued and appreciated in your communications" If you let others know that they are valued, they are much more likely to give you their best" *ry to ensure that everyone involved in an interaction or communication is included through effective body language and the use of open ,uestions" I&ore on body language and nonverbal communication and ,uestioningJ
Learn to Listen
!istening is not the same as hearingH learn to listen not only to the words being spoken but how they are being spoken and the non-verbal messages sent with them" Use the techni,ues of clarification and reflection to confirm what the other person has said and avoid any confusion" *ry not to think about what to say ne%t whist listeningH instead clear your mind and focus on the message being received" 3our friends, colleagues and other ac,uaintances will appreciate good listening skills"
*ocuse" Listenin&
Practice the habit of really focusing on an individual when they talk to you" 'top moving" ',uare your shoulders to the person" !ook them in the eye" Mive them all your attention and focus" 2ot only are you more likely to hear the words they are saying, but you will send signals to the speaker that you are in fact listening, engaged, and interested in what they have to say"
*ocuse" 8earin&
!istening and hearing are really two separate skills" 3ou can listen to a lot of talk, but you may not actually hear what is being said to you" 0ocused hearing means turning off your silent mental comments and reactions while the speaker is speaking" 3ou need to be in hearing mode, not LI+m-thinking-of what-I+m-feeling-while-you-are-talkingL mode" 3ou can+t hear and talk to yourself at the same time"
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Gentle Interruptions
If you feel the need to remember something that has .ust been said to you, rather than making a mental note--and missing information---put your finger up, and ask the speaker to pause Lfor .ust a second while I write something down about what you .ust said that was very important to me"L *his will enforce a speaker+s feeling that you really are listening" 3ou can also use this tactic to cut off or slow down a compulsive talker"
,alancin& t e Conversation
Once you+ve listened to the speaker, you can usually answer with your information or reactions" If the other person tries to interrupt you too hastily, raise your hand up, palm facing the other person, and say calmly, LI want to hear your reaction" ut please let me finish my last thought first"L (rap up what you had to say in one or two more sentences, and invite the other person to inter.ect" Cut them off gently, and provide more, new information, and then hand the LfloorL back to them" e as generous as you can with speaking time, even if you disagree with the speaker+s position"
Nonverbal Communications
!earn the common nonverbal signals all humans employ to communicate emotions while speaking or listening" 6esearchers agree that when a person is not telling the truth, they tend to cast their eyes up and to the left" (hen a person is remembering an event easily and truthfully, they cast their eyes up and to the right or look straight ahead" (hen a person is having trouble recalling something or is unsure they are correct, they will cast their eyes down and to the right" (hen they are in total disagreement with you, they will listen and speak with their eyes cast down and to the left" *hese nonverbal LtellsL are related to right and left brain functions"
[COCA-COLA BEVERAGES PAKISTAN LTD ] when it is appropriate, it can be very powerful" &any people will be able to remember and connect with something you said at that moment .ust a few seconds after you reached out and touched them on the hand, arm, or shoulder"
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Communicate Effectively
5o not say the first thing that comes into your mind but instead take a moment and pay close attention to what you say and how you say it" 0ocus on the meaning of what you want to communicate" #im to increase understanding by considering how your message might be received by the other person" y communicating clearly, you can help avoid y speaking elo,uently you will misunderstandings and potential conflict with others"
come across as more intelligent and mature" #lso be aware of the messages you are sending via non-verbal channels- make eye contact and avoid defensive body language" Present information in a way that itCs meaning can be clearly understood" Pay particular attention to differences in culture, past e%periences, attitudes and abilities before conveying your message" #void .argon and over-complicated languageH e%plain things as simply as possible" 6e,uest clarification if unclear about a message" #lways avoid racist and se%ist terms or any language that may cause offence" I&ore on Verbal and 2onverbal communication also see 4ffective 'peaking and uilding 6apport"J
)se 8umor
!aughing releases endorphins that can help relieve stress and an%ietyH most people like to laugh and will feel drawn to somebody who can make them laugh" 5onCt be afraid to be funny or clever, but do ensure your humor is appropriate to the situation" Use your sense of humor to break the ice, to lower barriers and gain the affection of others" appropriate humor you will be perceived as more charismatic" y using
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Minimi:e -tress
'ome communication scenarios are, by their nature, stressful" 'tress can however be a ma.or barrier to effective communicationH all parties should try to remain calm and focused" 0or tips and advice about stress relief and avoidance see our article - #voiding 'tress"
Environment ; settin&
6oom si1e 'eating arrangement
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[COCA-COLA BEVERAGES PAKISTAN LTD ] *emperature !ighting #udio/visual Mroup si1e 'ide conversations ChairpersonCs abilities
Literac/ s%ills0
6ecogni1e different literacy levels Present using various methods
Cultural factors
> 9 @ !earn cultural background of participants/audience 6eveal your cultural needs to speaker, #d.ust to differences"
Tone
> (ay you communicate can impact the message
(espect
9 @ respect organi1ational structure and protocols
Gen"er neutralit/
B respect gender-neutral guidelines in writing and communicating
<ar&on
A = minimi1e .argon #void acronyms"
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[COCA-COLA BEVERAGES PAKISTAN LTD ] COMM)NICATION -=-TEM AND C)LT)(E IN T8E CC,.L *$4 COC# CO!# CO&P#23 has a great history and is respectable organi1ation in the business sector" *he company employees a large number of personnel both directly and indirectly" *he workforce has diversity in many aspects so the communication culture has to be strong and fle%ible enough to accommodate all employees" #s we all know that CC P! is a part of a global beverage producing organi1ation, it has an organi1ed structure and a significant business and corporate culture"
*he communication, especially interpersonal communication in the CC P! can be classified into two main aspects,
?- E6ternal communications
*his includes the communication with the consumers, distributors, market personnel, business associates, legal communications, and marketing and publicity advertisements" *his includes22
[COCA-COLA BEVERAGES PAKISTAN LTD ] 9- &arket research @- Public dealings B- Official dealings Ausiness dealings
stategies of communication accordind to need of its business" (e e%plained some of the aspects of its communication culture as under-
,ana'ement
oth employees and customers can become confused or irritated by managers+ poor interpersonal skills" Interpersonal skills are important to managers charged with building workplace trust and cooperation from staff members who are collectively accountable for furthering business goals" Imprecise and rash business communication fre,uently results in wasted time because of the need to revisit matters that were not properly communicated* In CC P! we have a value 7 (e communicate openly8" 'o the mangement of CC P! has a uni,ue culture of open communication within its organi1ation" #ll of the staff are free to communicate with the mangement regarding to their issues"
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Sales
usiness leaders and sales professionals both have sales-intensive roles within a business organi1ation that include communicating with customers, clients, employees, colleagues and other stakeholders" Poor communication skills can have an adverse impact on an organi1ation+s bottom line" 'o the CC P! management stresses on effective communication of its sale and marketing team" &"5"Os and other sale personel are provided with ade,uate trainings in this regard"
Trainin'
# significant amount of employee training occurs internally within a business organi1ation" *his includes informal and formal training provided by supervisors and other skilled employees" 4ffective interpersonal communication e,uips business professionals with the skills they need to efficiently instruct employees on both the technical and soft skills necessary for them to carry out their duties"In CC P! employees are provided trainings regarding new business stategies and operational maters on a fre,uent basis" *he company ensures to maintain a good communication level within the organi1ation"
Conflict (esolution
Interpersonal communication is a key component of conflict management in organi1ations where communication strategies are employed to diffuse stressful environments and hostile situations" In CC P! we have a diversed workforce so there can be many chances of conflict at the workplace" 'o, the management of CC P! in general and the $6 manager in specific has the duty to resolve these conflicts in a good and satisfying manner" *he CC P! strategy is to resolve issues through dialogue and communication" AD2E(TI-EMENT- @ MA(KETTING In the advertisement, emotional e6pression and non-verbal co"es are e%pressed clearly, working together to bring out the message" &ostly, %inesics Ialso known as body languageJ specifically emblems Isimilar to the idea of silent wordsJ, affect "ispla/s Ibody movement that convey emotional statesJ and oculesics Inon-verbal meaning s associated with the eyesJ were used to communicate" (e use non-verbal communication on a daily basis, be it to complement our verbal communication, to illustrate a point or even to replace verbal communication, such as shaking our head to disagree" *he advertisement shows that non-verbal communication here is universal, understood by @ different people from different cultures" *he hand gestures and facial e%pressions
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[COCA-COLA BEVERAGES PAKISTAN LTD ] were able to transcend culture and basic communication can occur, even replacing the verbal communication Iuse of language in this caseJ" In the advertisement, emotional e6pression and non-verbal co"es are e%pressed clearly, working together to bring out the message" &ostly, %inesics Ialso known as body languageJ specifically emblems Isimilar to the idea of silent wordsJ, affect "ispla/s Ibody movement that convey emotional statesJ and oculesics Inon-verbal meaning s associated with the eyesJ were used to communicate In the advertisement, emotional e6pression and non-verbal co"es are e%pressed clearly, working together to bring out the message" &ostly, %inesics Ialso known as body languageJ specifically emblems Isimilar to the idea of silent wordsJ, affect "ispla/s Ibody movement that convey emotional statesJ and oculesics Inon-verbal meaning s associated with the eyesJ were used to communicate
Stren't#s -internal.
/ea"nesses -internal.
1+ 2+ 3+ 4+ 5+ 6+
Mood workplace environment" 4ffective working Open communication 6esolution of conflicts *rust ) satisfaction of employees ,uality of work
9@BA=-
T#reats -e0ternal.
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9- Increase in market demand @- incease in consumer satisfaction B- improvement of company ranking A- improvement in business strategies =- forecasting the future needs ;- Interchange of ideas"
9- misleading information can cause damage @- distrust in the consumer B- workpalce disharmony A- non resolving conflicts can cause business loss
CONC)USION
(e discussed our topic 'trategies Of 'uccessful Interpersonal Communication" (e discussed the definition, nature and types of communications and various strategies of interpersonal communication" I also shared my research of interpersonal communication in CC P!" Overall, interpersonal communication can be conducted using both direct and indirect mediums of communication such as face-to-face interaction, as well as computermediated-communication" 'uccessful interpersonal communication assumes that both the message senders and the message receivers will interpret and understand the messages being sent on a level of understood meanings and implications" It is very important for a manager or a suprevisor to know and has a command on the interpersonal skills, so that he/ she can handle the workplace situations, conflicts, issues and also can translate and e%plaine the copmpany policies and business strategies to its staff members,employees and consumers"
RECO,,ENDATIONS
(e discussed the work force demographics in CC P!H we also discussed the strengths, weaknesses, opportunities and threats of the workforce demographics" $ere are some recommendations for the improvement of the human resource management in CC P!9- # comprehensive communication policy and strategy should be designed"
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[COCA-COLA BEVERAGES PAKISTAN LTD ] @- 4mployee development program and training of the $6 managers and leaders should be conducted on fre,uent basis B- Company must e%change ideas regarding communication with consumers" A- Internal communication policy and strategy must be modified according to the changes in business" =- Organi1ation must encourage and motivate its workforce to improve their skills and competencies by providing them with trainings ;- Organi1ation should discourage any sort of discrimination practices in regards to its workforce, Mender, Color, 6ace, !anguage, elief, etc N- *he organi1ation should allow its workers to e%press their concerns and must consider their suggestions seriously"
DATA -O)(CE9- web ) internet @- wikipedia B- !ive strong IwebsiteJ A- &anagement ) staff of CC P!
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