Beruflich Dokumente
Kultur Dokumente
DEDICATION
Preface
Acknowledgement
All praise is to Almighty Allah to give me the courage and patience to carry out
this responsibility successful. I also wish to tender grateful acknowledgements
with respect and gratitude to respected Dr. Salman (Head of MS Department) of
COMSATS Institute of Information Technology Lahore for giving us an excellent
opportunity to explore ourselves in the market to explore ourselves practically
through this internship program.
I am really thankful to Mr. Rashid Mahmood (Regional Manager) Classic
Consumables Multan, Mr. Jawad Khan (Area Manager) and Mr. Khurram
Shahzad (Senior Marketing officer) those provided me with his kind guidance at
each and every step whenever I felt difficulty and they made me capable of
understanding the marketing skills practically.
I also feel indebted to all other respected staff of Classic Consumables who gave
me very effective guidance to make this work successful.
I would like to thank my advisor Dr Atif Ali for his kind assistance and
inspirations. He guide and helped me about my internship report.
Jawad Ahmad
Table of Contents
1. Executive Summary
Classic Consumables
2. Importance
3. Introduction
3.1. Introduction and Background
3.2. Mission
3.3. Objective
3.4. Company Policies
3.5. Consumer Confidence
4. Business Structure
4.1. SWOT Analysis
4.2. Main Offices
5. Competitors
6. Marketing and Working
6.1. Marketing Environment
6.2. Target Market
6.3. Product Positioning
7. Segments
7.1. Sale Calls
7.2. Customer Services
7.3. Complain Handling
7.4. Non Scheduled Order Handling
7.5. Recovery Process
7.6. Record Maintenance
8. Distribution
8.1. Market Coverage
8.2. Channel Structure
9. Marketing Mix
9.1. Product
9.2. Pricing
9.3. Place
Classic Consumables
9.4. Promotion
10. Advertising
11. Publicity and Public Relation
12. Operations
12.1. Flow of Activities in processing
12.2. Use of technology in processing
12.3. Quality Assurance system
12.4. Warehousing and Storage
12.5. Laboratory
13. Finance
14. Human Resources
14.1. Recruitment
14.2. Selection
14.3. Training and Development
14.5. Performance Evaluation
14.6. Incentives and Motivating Factors
15. Conclusion
16. Recommendation
17. Learning as a Student Internee
17.1. Duties
17.2. Accomplishments
17.3. New Knowledge Acquired
17.4. Problems Faced
17.5. How experience impact your career
1. Executive Summary
Classic Consumables
Drinking water is important for us in our lives. In Pakistan, water under the
ground drinking water is getting dirty, unclean and unhygienic for our health. As
an internee I have worked in one of the leading pure drinking water company
Classic Consumables at Multan and learned the marketing skills. It provides pure
and healthy drinking water by using international technology Reverse Osmosis
which is latest and best.
Classic Consumables is running well at Multan and covered the market share of
about more than 70%. As a student internee I have learned much about the
existing market situation in the bottled water industry. It was my first experience
to go personally in the market other than just reading in the books. But market
situation vary geographically, with time and with nature of customers. I have
personally experienced market very tough, competitive and challenging. It will
definitely help my in my career inshaALLAH.
2. Importance
Every body knows the importance of water. Water is an important part of our life
intact I would like to say that water is life.
Classic Consumables
Now we can better understand that how much water is important for us in our
lives.
Water in Pakistan
In our Country Pakistan, water under the ground drinking water is getting dirty,
unclean and unhygienic for our health due to certain reasons which includes:
Those people who are aware of unhealthy and unclean underground water up to
some extent are using filters at homes or getting water from government filtration
plants.
Filtration
Home filters have not the ability to remove bacteria or virus completely from
water. It removes only suspended or visible particles from water like sand and
dust.
Classic Consumables
Bacteria have the ability to grow by multiplying from itself. These bacteria pass
out from the filters with water. Those who stay at the filter grow it by multiplying in
minutes and it is not possible to change filters daily, so it is impossible to get
clean and healthy drinking water through filters.
Arsenic which is included in the underground water and the main cause of cancer
can not be remove by filtration.
However at homes, water pump sucking water almost from the depth of 100 to
150 feet with small pipe diameter so the amount of arsenic decreases at this
level.
So it’s better to use home pump water than government filtered plant water.
Boiling of water removes its natural taste. Some bacteria have the ability to resist
with high temperature. These can not be removed from water and grow again
time. Actually boiling of water removes its natural minerals like calcium and
sulphate which are necessary for our body. And also boiling of water does not
remove arsenic.
A water having balanced Total Dissolved Salts (TDS) like between 200 and 150
parts per million (ppm) or 1000 to 1300mg per liter
Water free of arsenic
Water free of bacteria and virus
Water free of smell and taste
Introduction
3. Introduction
3.1. Background
Now Classic Consumables has more than 70% market share in Multan with 3680
registered customers only in Multan.
3.2. Mission
3.3. Objective
Business policies will continue to evolve and adapt to a changing world, our basic
foundation is unchanged. The time of origin of our company, and reflects the
basic ideas of fairness, honesty and a general concern for people.
Classic Consumables recognize that its consumers have a sincere and legitimate
interest in the behavior, beliefs and actions of the company behind brands in
which they place their trust, and that without its consumers of the company would
not exist.
Classic Consumables
The policies formed by the Classic Consumables are for every employee of
Classic Consumables around the world. The Classic Consumables brand follows
these above mentioned policies and does not make their own policies. Members
of Classic Consumables are strongly committed to the company, its
development, its culture and its policies.
Apart from professional skills and insight, the capacity and willingness to apply
these policies are the main criteria for progressing in the organization, regardless
of origin, nationality, religion race, gender or age.
Our wide range of expertise is made available to R&D scientists, operational and
technical units and businesses. We cover five main areas:
Consistent quality that involves all measures for the delivery of Classic
Consumables products with a consistent level of quality.
Safety evaluation requires extensive scientific skills in the two areas of Health
and safety: analytical method development and science-based risk assessment.
Ingredients also need to be analyzed for authenticity and allergens. Leading
edge packaging expertise also has a role to play in ensuring both quality and
safety of Classic Consumables products.
The business structure of Classic Consumables has office at Multan with a staff
of about 50 employees.
There is a water processing plant near office which processes almost approx 600
gallon water daily.
9 vans cover Multan and almost 5 km area around Multan daily and twice a week
depending upon the consumption.
Weaknesses
Opportunities
Threats
Blu water has launched recently and because of heavy account in banks it
can overcome the banking sector.
All the competitors except Nestle are providing at cheaper rates than
Classic Consumables
The government taxation policies are a biggest threat to Classic
Consumables as it is increasing periodically
The increase inflation is acting as a threat to Classic Consumables
As compared to the local competitors, our distributor cost is very high. As
Classic Mineral Water has to maintain and obey the Classic Consumables
standards
Some companies are competing on the basis of cost
Head Office
35-N, Industrial Area, Gulberg II, Lahore
Multan Office
Classic Consumables
5. Competitors
There are more than 15 competitors here at Multan but the main existing
competitors are:
In order, to improve their working and their level of service they provide to their
customer, weekly and monthly meetings are held. These meetings discuss the
following things:
Already more than 15 competitors are playing in the market. Customers are more
conscious about their health so they never compromise on quality and se
services at any cost.
Blu water by Al-Hilal industries having huge account has entered in the market
with a massive advertising and less price than Classic Consumables.
All other players in the market are charging cheaper prices than Classic
Consumables.
On the other hand Classic Consumables has fixed rates from its start but it
assures no compromise on quality and services.
In this marketing situation, there is a war of services, adding values, facilitating
customers and giving them extra than a product.
Target market is the market which has the ability to influence from your product
mentally and having the ability to purchase your product.
Classic Consumables target market is the:
Banking sector
Telecommunication companies
Classic Consumables
Factories / Mills
Pesticide industry
Sound Entrepreneurs
Motor companies
Logistics
An individual or having family with the monthly income of more than
30,000
The image of product regarding its quality, price and features in the minds of
customers as compared of those of competitor’s.
7. Segments
The segments which are mainly focused at Classic Consumables are described
below.
The first segments for a marketing employee after joining or having the complete
knowledge about the Classic Consumables is delivering a sale call to the new
target customer and inform him what Classic Consumables is, what its
positioning is, having what market share, what it is offering, what services and
benefit it providing and at what price in a respectable way to its honorable target
customer.
Making customers is not a difficult task but to retain them is really a difficult task.
It is very rare for any organization that its customer have not any kind of complain
regarding their products or services. Almost every company has some
complained from their customers so the thing is to solve the problem of the
customer in well manner and entertain its complaints with open heart. In order to
retain the customer we have to facilitate and satisfy the customer while
considering the company’s policies, rules and regulations.
Classic Consumables
7.5. Recovery
If your customer is well known, trustable, sound and carry a reasonable account
then you can sale your product to him on credit or on monthly billing. This is the
first step. Now after selling your product to your customer, there comes the
recovery of the amount of bill.
Maintaining the record is the basic segment of any organization. Here comes the
record of sales which is carried by the sales man and the delivery boys in the
shape of vouchers on daily basis. The sales voucher includes prepaid and
monthly billing vouchers which are signed by the delivery boy and the receiving
person. The sales men and the delivery boys’ makes a daily sales sheet cum
with vouchers and this sales sheet cum with vouchers are submitted to the data
entry head Mr. Azhar who verifies the vouchers with the daily sales sheet and
records this data in special software designed for Classic Consumables.
8. Distribution
Classic Consumables Multan has its water processing plant whose production
covers almost all
the city with 6 big vans and 2 small vans. The distribution has reached up to 5 km
around the city and to DG khan and Muzaffargarh as well once a week.
These 8 vans cover the city depending upon the consumption. The routes of
vans are arranged accordingly. 5 big vans touch and deliver water to the banks,
telecom companies and big organizations on daily basis. 2 small vans deliver the
Classic Consumables
water to stores and retailers while one big van covers DG Khan, Muzaffargarh
and the area of about 5km around the city.
9. Marketing Mix
A marketing strategy defining the right product, price, place and promotion is the
marketing mix.
9.1. Product
Classic Consumables product is pure drinking water which is healthy, safe and is
certified by the government of Pakistan.
It is available in big bottle of 19ltr and in 6ltr also.
9.2. Price
Price is one the very important element factor in the marketing policy for all
products and in each industry it plays very important role for the expansion of the
product in the market.
Prices are set at the levels which are equal to the product, quality and services.
19ltr bottle is available in Rs.80 per bottle.
6ltr bottle is available in Rs.55 per bottle.
Further detail of prices at the time of making a new connection with the company
is given below. The account is opened with minimum of two bottles.
9.3. Place
9.4. Promotion
10. Advertising
Classic Consumables
Advertising plays a major role in boosting up the image of any brand in the minds
of the target customers. Advertising is the best way to communicate large
number of people in a short time. It has more effect on the mind of people if it is
Classic Consumables has limited resources for advertising and it believes that
the best advertising is the word of mouth due to its best quality and services.
Because of more than 70% market share and strong image in the minds of
customers, Classic Consumables don’t need to spend heavily on advertisement
but for reminding the customers and maintaining a good and long lasting image
in their minds it always do advertise like in local newspaper and small billboards
which is very necessary.
Word of mouth is the best kind of publicity for which the company does not pay
where as public relation is the planned activity in which the company wants to
interact with customer to customer and to facilitate customers so that the
customer are the real asset of the company.
Classic Consumables is doing publicity and maintaining public relation very well.
Making a new sale call and doing courtesy visits to the customer just to insure
and getting the feed back from the customers that how much the they are
satisfied and what they want more and improved.
Classic Consumables
12. Operations
B. Filtration
Filtration of the water from deep source is the second step through which the
suspended particles like sand removes and carbon also.
After filtration of water the ultraviolet rays are passed through the water which
kills the bacteria.
D. Reverse Osmosis
This is the main and basic part of the process. In reverse osmosis there contains
tiny or micro membranes through which water is passed. The size of these
membranes is so small that excludes particles even of size of 0.001µm, which is
the smallest size of bacteria. It also excludes arsenic from water.
It also excludes salts and natural minerals contain in the underground water and
gives pure H2O.
E. Remineralization
After Reverse Osmosis, water is in the form of pure H2O which is safe but not
healthful. It will perform as neutral in the human body. So in order to make it
healthy, Remineralization is necessary. In this process the artificial minerals or
salts like calcium, magnesium, chloride, sulphate, sodium, potassium etc in a
balanced level suitable and required by a human body. In other words in order to
maintain the level of total dissolved salts in the water.
G. Ozonation
Ozonation is the injection of O3 gas to water in a limited quantity through dozers.
Injection of O3 gas makes enable water to be useful for almost 3 months. It
protects water from the growth of bacteria up to 3 months. So at the time of filling
Classic Consumables
O3 gas is passed which protects water from bacteria for almost 3 months
minimum.
Now water is filled into the bottles and sealed having the date of filling and
mentioned to use it with in 3 months.
After filling the bottles in order to make it available for vans, there is a large
warehouse where the empty and filled bottles are stored. Mr. Farrukh Mahmood
is the store incharge at Classic Consumables.
Further
Procure a warehouse as per Classic Consumables Standards.
Ensure all Classic Consumables Quality Standard
Classic Consumables
12.5. Laboratory
The samples of water processed and complained one are analyze at the
laboratory. Daily 3 laboratory tests of processing water are taken periodically in
order to assure the quality.
Laboratory is fully equipped with the instruments and chemicals used in the
analysis. Every time there are 15 tests with one sample at a time is taken in order
to maintain the TDS (total dissolved salts) as authorized by the PSQCA (Pakistan
Standard Quality Control Authority).
Miss Maryam Laraib is a well qualified and experienced lab analyst at Classic
Consumables.
13. Finance
Actually there is no separate department for finance but all the matter regarding
finance including salary of employees, daily expenditure and petty cash are
handled by Mr. Sikandar.
Further the accounting provides
Maintain audited accounts of the business.s
Provide in time reports to Classic Consumables Management.
Make claims as per company guidelines & verify data.
Classic Consumables
14.1. Recruitment
At Classic Consumables recruitment is carried out by publishing a job offering in
the local newspaper.
14.2. Selection
The process of selection is carried out by taking the interviews of applicants
through different ways.
15. Conclusion
Classic Consumables is running well at Multan and covered the market share of
about more than 70% by providing delivery at door step and having the week of 7
days. There is always being a threat of coming of new competitor in the market
but Classic Consumables always handles it very smartly. Serving since 2005 at
Multan there is no change in prices due to any reason or market situation. That
shows there is no compromise on quality and services.
16. Recommendation
As a student internee I have learned much about the existing market situation in
the bottled water industry. It was my first experience to go personally in the
market other than just reading in the books. There is almost same
implementation as I have studied in the books. But market situation vary
geographically, with time and with nature of customers. I have personally
experienced market very tough, competitive and challenging.
I came to know how to deal with new and existing customers, how to handle a
claim of an angry customer, how to introduce myself, how to tackle with the
closing customers.
I felt that how much effort and energy is required in the practical field other than
just reading books. How this knowledge is implementing practically.
I am satisfied with working in Classic Consumables. As Classic Consumables is
a well known brand and having 70%-75% market share in Multan so it was not
necessary for me to create awareness for it. All the clients welcomed and treat
me with heart.
My boss Mr. Jawad Khan the area manager get response from me about
customers. I share my problems on daily basis what I used to face during my
Classic Consumables
It is very tough job for the delivery boys to carry bottles and deliver to the offices
all the day especially in this hot weather so this may cause negative change in
their behavior and its obvious. During my stay at office I also observe internal
politics in between the staff members.
I experience recovery of bills very tough because it’s not easy to collect money
from every client on time. I spent two days with recover head Mr. Amir and that
was enough.
I know this learning will help my in my future experience.
17.1 Duties
17.2. Accomplishments
Classic Consumables
I came to know that practical life is much more difficult and challenging than just
reading books. By just reading marketing books and doing just MBA, MS or PhD
whatever without going into the market, one can never be called a marketing
person.
Further:
There is a race of building image into the minds of customers.
There is a war of perception.
Today the competition is of better services, to facilitate the customer in
best and possible way other than others.
Companies are performing more promotional activities.
Classic Consumables
I am glad and know that this experience will definitely help me in my career.
Classic Consumables
Jawad Ahmad
MBA (COMSATS)
Lahore, Pakistan.
E-mail: jawadoa@yahoo.com
Cell: 0333-7643663