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INTERNSHIP REPORT

SUMMER 2013

Submitted By: MUHAMMAD HUMAID IQBAL

ACKNOWLEDGEMENT

I owe my gratitude to Allah Almighty whose shower of blessings and


kindness has been on me throughout the working on these pages. It is
His help that I finally able to compile this document.
It gives me immense pleasure to express my deep regards and sincere
sense of gratitude to MR. MUBASHIR DURRANI for his guidance
throughout the survey.
I would also like to thank my teachers for steering my confidence and
capability for helping me throughout my survey.
Lastly I would like to thank my parents and friends for their constant
support during survey.

TABLE OF CONTENTS

INTRODUCTION ABOUT PAKISTAN


BEVERAGE LIMITED
In the 1950s one of the most potent business community of Pakistan, brimming
with the spirit of Independence from the late 1940s, decided to launch a local
brand of beverages. Pakistan Beverage Limited created the brand Pakola which is
still holding on its unique equity with the Pakistanis within and outside the
country. The Plant was situated in a 1,000 square yard area in the hub of Karachi
industrial area.
With the booming success of their brand and their well-known reputation of
enterprising marketing and trade penetration, Pakistan Beverage Limited easily
became the target of many a multinational companies who were interested in
seeding their beverage businesses in this new land of tremendous opportunity
driven by its demographics. In 1979 Pepsi Cola International offered the Pepsi
Franchise to Pakistan Beverage Limited, the then Bottlers of Pakola Brands of
Beverage in different flavors.
Within five years of acquiring the Pepsi Franchise, Pakistan Beverage Limited
succeeded in replicating its previous business successes in the beverage market
by becoming the market leader in Soft Drinks in Karachi and then later in
Hyderabad. The dynamic partnership which was created in 1979 between
Pakistan Beverage Limited and Pepsi Cola International, indeed, is a force to
reckon with in the market which stands true till this day.
Today, with almost 60 acres of accumulative area under manufacturing and
warehousing, Pakistan Beverage Limited is one of the most well equipped and
well managed Pepsi Cola Bottling Plant among all Pepsi franchises across the
country. Pakistan Beverage Limited currently consists of 5 manufacturing sites
which include the Karachi Site, Yasir Fruit Juice, Hyderabad Plant, Quetta Plant
and the Aquafina site.

With the vision of becoming the largest branded beverage manufacturing and
selling company, Pakistan Beverage Limited is marching ahead and continues to
provide superior quality beverages to the consumers with a quality backup service
to the customers in the market place.

MISSION STATEMENT:
We will provide branded beverage products and services of superior
quality and value that fulfills the needs, imagination and aspirations of
the consumers we serve. As a result, consumers will reward us with
leadership sales and profit, allowing our people, our principle
shareholders, and the communities in which we live and work to
prosper.

VISION STATEMENT:
We aspire to be, and be recognized as, the largest beverage
manufacturing and selling company in Pakistan with the most diverse
portfolio of branded beverages and cutting edge superior customer
service.

DISTRIBUTION NETWORK:
Many products are distributed via multiple, often competing, channels
to reach the same target markets. This practice is called dual
distribution and is becoming increasingly common. For example, Pepsi
employs multiple channels for its soft-drinks (see the table below). The
concentrate (syrup) is produced in two plants that are then distributed
to both company-owned and franchised bottling and distribution
plants. These plants, in turn, distribute Pepsi products to the consumer
via retail stores, food service retailers (restaurants), and vending
operations.

Dual distribution often results because many large retailers want to buy
directly from manufacturers. As a result, many producers are dropping
their traditional wholesalers when selling to large retailer such as Imtiaz
Super Market (Karachi), but are still using these wholesalers to serve
smaller retailers that, in many cases, compete with Imtiaz Super Market
for the same customers.

Pepsi believes in selling concept thats why they have sales hierarchical
levels. Pepsi has employed a very big sales force which is spread all over
in Pakistan and covering their territories as shown in the figure below.

PURPOSE OF SURVEY:
The purpose of survey was to know the following key points:
What problems are retailers facing?
What is the condition of V/C coolers that are provided by
company?
What percentages of Pepsi products are present in V/C coolers?
What issues related to the service does the retailers have?
Does the company representative visit the retailers?
Complains of the retailers are forwarded?
What stock is available (Sting, Aquafina, Slice and Pakola Milk)?
Are there any delivery issues?
Any complain is to be forwarded?
Is the V/C cooler in working condition?
Above written points were answered through the survey. The retailer
would know that company does know
The Questions Selected:
Although questions were in English but I translated it in Urdu because
most retailers were comfortable in having a conversion in Urdu. The
questions that I asked were following:

What problems are retailers facing?

What is the condition of V/C coolers that are provided by


company?

What percentages of Pepsi products are present in V/C coolers?

What issues related to the service does the retailers have?

Does the company representative visit the retailers?

Complains of the retailers are forwarded?

What stock is available (Sting, Aquafina, Slice and Pakola Milk)?

Are there any delivery issues?

Any complain is to be forwarded?

Is the V/C cooler in working condition?

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