Internship Report

2010

Masters of Business Administration Program

Name: Mohsin Ali

Registration # 08-Arid-1462

Specialization: Marketing

Telephone: 0314-9509595

E-mail: v4viper@hotmail.com

University Institute of Management Sciences

PMAS – University of Arid Agriculture, Rawalpindi

Company Name: Unilever Pakistan

Main Telephone Number(s): 0514-534435

Postal Address: M/S Yaqoobs Sons, Distributors Unilever Pakistan, Faisal Shaheed
Road, Taxila

http://www.unileverpakistan.com.pk

Supervisor Name: Malik Rizwan

Telephone Number: 0300-5324435

Start date of Internship: 12th April 2010

End date of Internship: 05th May 2010

Report date: 20th July 2010

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 Evaluation

Mohsin Ali

Has worked as an internee in

“M/S Yaqoobs Sons, Distributors Unilever Pakistan”

Internship report submitted for the final evaluation in partial fulfillment of the
degree of

Master in Business Administration

It is certified that, the Employment report and the work contained in it conforms to
all the standards set by the institute for the evaluation of any such work.

1._____________________________

2._____________________________

3._____________________________

4._____________________________

University Institute of Management Sciences

PMAS - University of Arid Agriculture, Rawalpindi

2010

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 Dedication

For everyone who has paved way for me to be here where I could only
dream of.......

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We would first of all like to thank Al-Mighty ALLAH for his help, our parents without
whom we would never have been here, our teachers Sir Shuja, Sir Zia, Sir Hassan
Rasool, Madam Bushra, Sir Amir Khan Khatak and Madam Rabia for giving us the
in dept and vast knowledge of the course and lastly our colleagues to motivate us and
to have belief in our commitment.

Thank you everyone!

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Table of Contents
Executive Summary............................................................................................................7
About the Company............................................................................................................8
Our mission.........................................................................................................................8
Unilever Pakistan...............................................................................................................8
About M/S Yaqoobs Sons, Distributors Unilever Pakistan...............................................9
Business Operations.........................................................................................................10
Unilever Purpose..............................................................................................................10
List of Brands in Pakistan................................................................................................10
Marketing Strategy...........................................................................................................11
Competitive Strategy.........................................................................................................11
Hierarchy of Unilever Pakistan.......................................................................................12
Advertising........................................................................................................................13
SWOT Analysis.................................................................................................................14
Work Description..............................................................................................................15
Analysis.............................................................................................................................16
Conclusions and Recommendations................................................................................17
Appendices........................................................................................................................18
References.........................................................................................................................19

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Executive Summary

Unilever was created in 1930 by the amalgamation of the operations of British soap
maker Lever Brothers and Dutch margarine producer Margarine Unie, a merger as palm
oil was a major raw material for both margarines and soaps and could be imported more
efficiently in larger quantities.
Unilever is an Anglo-Dutch multinational corporation that owns many of the world's
consumer product brands in foods, beverages, cleaning agents and personal care products.
Unilever N.V. has its head office in Rotterdam, while Unilever PLC has its head office in
the Unilever House in the City of London and its registered office in Port Sunlight,
Wirral, Merseyside.
The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was
established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for
setting up a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in
Pakistan, as well as one of the largest multinationals operating in the country. Now
operating six factories at different locations around the country. The Unilever's Head
Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's.
Unilever’s roots go back to the latter half of the nineteenth century when the Industrial
Age spawned working-class households with money to spend. Entrepreneurs began to
package products under brand names and promote them to millions of the new customers.
It was the dawn of modern advertising and merchandising. Lever was one of the firsts to
discover the efficacy of mass advertising.

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About the Company

Unilever is an Anglo-Dutch multinational corporation that owns many of the world's

consumer product brands in foods, beverages, cleaning agents and personal care products.
Unilever N.V. has its head office in Rotterdam, while Unilever PLC has its head office in
the Unilever House in the City of London and its registered office in Port Sunlight,
Wirral, and Merseyside.

Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, The

Netherlands and Unilever PLC in London, United Kingdom. This arrangement is similar
to those of Reed Elsevier and Royal Dutch Shell prior to their unified structures. Both
Unilever companies have the same directors and effectively operate as a single business.
The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow
while Paul Polman is Group Chief Executive.

Unilever's main competitors include Danone, Henkel, Kraft Foods, Nestlé, PepsiCo,
Procter & Gamble, Reckitt Benckiser, Sara Lee and S.C. Johnson & Son.

Our mission

“Vitality is at the heart of everything we do. It's in our brands, our people and our
approach to business”

Unilever Pakistan

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was
established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for
setting up a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in
Pakistan, as well as one of the largest multinationals operating in the country. Now
operating six factories at different locations around the country. The Unilever's Head
Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's.

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About M/S Yaqoobs Sons, Distributors Unilever Pakistan

The distribution company was found in the year 1957 and you can see that it’s been quiet
a time since the inception of the company. The company was then given the distribution
in February 1984. The company’s distribution radius lies to a span of 18KM (North,
South, East and West).

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Business Operations

Unilever owns more than 400 brands as a result of acquisitions; however, the company
focuses on what are called the "billion-dollar brands", 13 brands which each achieve
annual sales in excess of €1 billion. Unilever's top 25 brands account for more than 70%
of sales. The brands fall almost entirely into two categories: Food and Beverages, and
Home and Personal Care.

Unilever Purpose
The company focuses on key growth drivers in a number of ways:
Continually reconnect with consumers to better anticipate their needs and desires.
Develop and nurture close working relationships with customers to create
communication and sales support for their particular consumers.
Constantly develop new technologies that will deliver product benefits in better
ways and explore new communication.

List of Brands in Pakistan

Blue Band
Supreme Tea
Clear Shampoo
Close Up
Fair & Lovely
Lifebuoy soap & shampoo
Lux
Surf Excel
Wheel
Lipton Tea
Sunsilk
Knorr Soup / Noodles

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 Pond's

Marketing Strategy
Unilever's strategy is to focus research and development and marketing on leading
brands, that is, those that are most in demand from consumers.
They make the well advertisements and chose proper media to get positioning in their
consumers minds they make the promotional activities like incentives to their consumers
& distribution strategy, brand activation activities they recently did work on their new
product Clear for men. They hired “Shahid Khan Afridi” celebrity as their brand
ambassador to introduce Clear for men. They conducted activities in colleges and
universities to aware and trial the new product Clear for men to their target consumers.
Their new promotional strategies have to give Scholarship in college or universities
women for their product Fair and Lovely. Uni Lever give their consumers to more
incentives in the form of scholarship, lucky draw gifts etc. Surf Excel was also a
marketing success with the brand going with the flare “DAAGH TOH ACHAI HOTAI
HEIN”

Competitive Strategy

Unilever competitive strategies are very intelligent. They fully consider their competitors
what they are doing? What will be their next strategies? What is going in market? What
their customers needs and wants? They spend more on research & development,
advertisement, promotional activities, and brand activation activities as compared to their
competitors.

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Hierarchy of Unilever Pakistan

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Advertising

Unilever’s roots go back to the latter half of the nineteenth century when the Industrial
Age spawned working-class households with money to spend. Entrepreneurs began to
package products under brand names and promote them to millions of the new customers.
It was the dawn of modern advertising and merchandising. Lever was one of the firsts to
discover the efficacy of mass advertising.

Obviously, the budget for marketing and advertising has grown dramatically ever since.
Advertising has always been a keystone of the business. (E.g. Unilever Best foods UK
spends almost £100 million a year on advertising; The PG Tips chimps’ family
advertising campaign was first screened at Christmas in 1956. The chimp adverts are now
the longest running TV advertising campaign of any brand, having featured in over 100
commercials)

Advertising has been an important aspect that Unilever has been investing a lot in. An
evidence of this can be indicated by the fact that in 2002, Unilever accounted for the
biggest advertising deal in the history of United Kingdom. The deal worth of £320 was
signed between Unilever and Carlton Sales and Granada Media Sales. The agreement
locked in trading terms for Unilever’s UK operating companies; Birds Eye, Wall’s, Lever
Fabergé, Unilever Bestfoods and Unilever Cosmetics International and secured a
competitive advantage for them through a period which is likely to be one of continuing
change for the UK’s broadcasting structure. This ground-breaking four-year deal marked
another step on Unilever’s Path to Growth strategy, enabling the company to concentrate
its resources behind its focused portfolio of leading brands using the most powerful
medium, television.

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SWOT Analysis

Strengths
Competitive edge due to sole existence of the company
Separate vans for every group
All the data is computerized and the data is error free
Competitive advantage due to location
Labor is readily available
The company is insured and amount of security is also safe.

Weaknesses
Limited area for sales
Lack of experiences task force
Lack of education in sales persons

Opportunities
Radius of the company distribution can be expanded
More investment can be done on logistics
Better workforce can be hired
Company products can be expanded e.g. Ice Cream etc.
Maximize customer base

Threats
Threat of new entrant
Lack of security
Risk of loss of customer

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Work Description

Operate data entry device, such as keyboard or photo composing perforator. Duties may
include verifying data and preparing materials for printing.
Compare data with source documents, or re-enter data in verification format to detect
errors.
Compile, sort and verify the accuracy of data before it is entered.

Locate and correct data entry errors, or report them to supervisors.

Maintain logs of activities and completed work.
Read source documents such as canceled checks, sales reports, or bills, and enter
data in specific data fields or onto tapes or disks for subsequent entry, using
keyboards or scanners.
Load machines with required input or output media such as paper, cards, disks,
tape or Braille media.
Select materials needed to complete work assignments.
Store completed documents in appropriate locations.

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Analysis

The work experience as a temporary employee under the designation of Key Punching
Operator (KPO) was great. During this period I learned a lot and tried to at least see the
company in terms of the theoretical knowledge that we had gained in the past two years.
Unilever is a multinational corporation and it has been established over ten decades ago
and I have discovered that the company values its employees. The retention in the
company is extra ordinarily impressive.
As my majors were in Marketing and as such the company was a distribution interactive
one, hence I learned during this period the toughest of marketing strategies and its
implications. The company however showed how the multi dimension customer
interaction can be and how we can bring them to be loyal to our company.
One of the company’s policies was that they used to return claims on any faulty or
damaged product and hence this had a positive effect on the customers. The company
also has easy credit giving policies in which the company has extended its sales and
therefore also entertaining the small intermediaries.

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Conclusions and Recommendations
Working with M/S Yaqoobs Sons has given me an exposure to the world through
dealing with the different kind of people everyday, it give boost to my confidence and
experience. I have been able to learn a lot of things and practices, which are useful for
working in a good professional organization like Unilever Pakistan. I have develop the
skills specially the communication skills, convincing skills etc

The working environment at M/S Yaqoobs Sons is organized in the best manner; the
organization has really worked hard to create such strategies which could result in
employee as well as customer satisfaction. Each employee is provided with handsome
salary package. The management takes care of employee’s health and safety. The
employees are motivated to work hard by providing them with the incentive so that in
order to help them to achieve their targets.

The highly motivated employees result in the better quality of work which helps to
achieve customer satisfaction which is the target of the company. In this was the
company is able to produce high quality and to satisfy the customer. The defining
principles that sets Unilever Pakistan apart from the competition is the fulfillment of
commitment and responsibility promised to its customers. Trust brings integrity; its
presence makes a powerful difference in its life.

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Appendices
Internship Letter

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References

Name of the Reference Designation and Contact Information

Malik Rizwan Awan Director

0300-5324435
Muhammad Shahzad KPO

Books Referred:

The World Wide Web

http://www.google.com

http://www.wikipedia.com

http://www.unilever.com

http://www.unileverpakistan.com.pk

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