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Classic Consumables
In the name of ALLAH, The creator of every creation, TheBeneficent, The Merciful, The Wise, The Lord of the world,
The first and last, The sender of the Holy ProphetMuhammad may peace be upon him, Where of thereis no doubt, The owner of the Day of Judgment, To
whom every one will be brought back.
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DEDICATION
I dedicate this report to:
My beloved Parents and Teachers because with their help and
support I am here at this stage
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Preface
Practical experience is the most important part of learning. If we are learning
through books only without a practical exposure of the related learning, then the
leaning will be incomplete. For that an MBA student must expose him/her into the
practical environment other than books. So it is the requirement of all the MBA
students at COMSATS Institute of Information Technology that out of their limited
duration of MBA they must spend almost two month in learning practically.
I as an MBA Marketing student have done my six weeks internship in Classic
Consumables located at Multan. Classic Consumables deal in pure bottled
drinking water, capturing the market share of Multan above 70%. During this
period I experienced the market in actual. I must say that It will help me in
understanding the situation of market, nature of people (customers), behavior of
customers, how to negotiate with them, how to handle and tackle their attitude,
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.
In start I faced many difficulties like hot weather, long working hours,
understanding the minds of customers, finding customers, how to introduce
myself etc but as time passes it dose not remain a difficulty because it just my
beginning. I have to do much more in future with the help of this experience. So it
means a lot to me.
I hope that you will appreciate my effort.
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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
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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 Offices5. 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
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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. Finance14. 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
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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 established in 2003 at Lahore. The office and plant
situated at 35-N Industrial Area, Gulberg II, which is the head office. It expended
its services in other cities like Karachi, Multan, Faisalabad and Rawalpindi. Ineach city Classic Consumables has its office and plant. Classic Consumables
has office at Multan with a staff of about 50 employees where plant processes
almost approx 600 gallon water daily. 9 vans cover Multan and almost 5 km
around it.
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.
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A human body consists of more that 60% of water
A human brain consists of 95% of water.
Human blood consists of 82% of water.
Human Lungs Consists of 90% of water.
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:
Poor and old sewerage system
Expired and useless water pipe lines of WASA
Disposal of factories waste material in rivers and streams
Increasing population
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.
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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.
Now we come to the government filtration plants. Water filtered by government
filtration plants contains more arsenic than the domestic fresh pump water
because in government filtration plants, water is coming from the depth of about400 feet with wide suction diameter pipe where arsenic and other impurities
came out with water in large quantity.
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 its better to use home pump water than government filtered plant water.
Boiling the 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.
What is a quality and healthy water?
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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
Classic Consumables provides pure and healthy drinking water by using
international technology Reverse Osmosis which is latest and best. It consists of
series of membranes which extracts micro chemicals and particles. Micro
membranes extracts the particles of about the size of a nucleus and addition of
O3 gas keeps water safe and free of bacteria for about minimum 3 months.
Classic Consumables provides water at door step with free delivery.
3.1. Background
Classic Consumables established in 2003 at Lahore. The office and plant
situated at 35-N Industrial Area, Gulberg II, which is the head office also. It
started with limited resources and groomed itself.
With the passage of time and having potential in other cities like Karachi, Multan,
Faisalabad and Rawalpindi, it expanded their services.
Now in these cities Classic Consumables has the separate offices and water
purification plants.
In Multan it started working in 2005 with very limited resources and staff. At that
time there was no awareness of purchase of drinking water.
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Now Classic Consumables has more than 70% market share in Multan with 3680
registered customers only in Multan.
3.2. Mission
Classic Consumables is committed to provide the natural goodness of pure
mineral water at competitive and affordable prices.
3.3. Objective
To bring an innovation in the bottling industry while preserving water resources
3.4. Company Policies
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 business objective is to manufacture and market the
companys product in such a way as to create value that can be sustained over
the long term for shareholders, employees, consumers, and business partners.
Classic Consumables does not favor short-term profit at the expense of
successful long-term business development.
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.
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Classic Consumables believes that, as a general rule, legislation is the most
effective safeguard of responsible conduct, although in certain areas, additional
guidance to staff in the form of voluntary business policies is beneficial in order to
ensure that the highest standards are met throughout the organization.
Classic Consumables is conscious of the fact that the success of a corporation is
a reflection of the professionalism, conduct and the responsible attitude of its
managements and employees. Therefore recruitment of the right people and
ongoing training and development are crucial.
Classic Consumables continues to maintain its commitment to follow and respect
all applicable local laws in each of its markets.
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.
3.5. Consumer ConfidenceThe Consumer Confidence department is the scientific heart of the Classic
Consumables Quality System. Consumer confidence and trust has been
fundamental to Classic Consumables success over the years.
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Our wide range of expertise is made available to R&D scientists, operational and
technical units and businesses. We cover five main areas:
Consumer safety that guarantees the delivery of safe products.
Product compliance that combines all aspects related to the legal
compliance of Classic Consumables products.
Consistent quality that involves all measures for the delivery of Classic
Consumables products with a consistent level of quality.
Consumer preference that ensures our products demonstrates superior
organoleptic and nutritional quality.
Occupational and environmental safety that combines all aspects
related to the safety of workers and the environment.
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.
Anticipation of food safety issues is guaranteed through a systematic screening
of scientific and technical literature and evaluation by our network of experts for
case-adapted responses.
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4. Business Structure (Multan)
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.
4.1. SWOT Analysis
Strengths of Classic Consumables (Regarding Multan)
Classic Consumables has above 70% market share
First local Company in certified processing water
Classic Consumables has a competitive advantage in Quality and
Services
Easy coverage due to 8 delivery vans
Highly Educated and skilled staff
Co-operative cultural environment helps it in supporting the teamwork
Classic Consumables has a well equipped Laboratory for daily analysis
Weaknesses
Limited account in Banks
Less advertising or advertising expenditure
Classic Consumables has no separate personnel department and less
importance is given to man power
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Own transport system, which sometimes creates problems for them
Opportunities
Classic Consumables has wide areas need to be covered
Due to a good position in the market Classic Consumables can increase
the percentage share
Forward integration is the biggest opportunities to be more effective
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
4.2. Main Offices
Head Office
35-N, Industrial Area, Gulberg II, Lahore
Multan Office
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Plot No 1105-1106 Vehari Road Multan
Karachi Office
D-106 Sector 31 P&T Cooperative Housing Society Korangi, Karachi
Faisalabad Office
First Floor Batala Jewellers, Satiana Road Faisalabad
5. Competitors
There are more than 15 competitors here at Multan but the main existing
competitors are:
Nestle pure life
Blu water
Care life
Dew
Crystal white
Energy water
H2O
Pura
Aab e Shifa
6. Marketing and Working
Classic Consumables is profit and customer oriented organization rather than
system and strategy oriented. The products are manufactured at low-cost and
sales are made at high price.
All the segments of Classic Consumables are related to each other along with
their independent working.
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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:
Performance level of employees
Progress at territory level and as a whole
Sales of the organization
Where an improvement is required
The working/activities of division include the following features:
Selling through proper transportation
Area storming for creating awareness
Stall activities
Rewards offering scheme
Taking feedback from the customers
Providing service for chiller maintenance and technical problems
This activities/working of the organization involve the basic principles of
marketing, client service, public relation, planning, organizing, leadership and
communication whose brief description are as follows: The basic principle of
Classic Consumables in marketing is to provide its customers with quality
product at reasonable price.
6.1. Marketing Environment
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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.
As Nestle is a multinational company and has a large number of employees
around the world and a huge setup so their expenditures will be more as well as
their market size. It has to maintain these expenditures from their products so
they have to set their prices accordingly, which is a great benefit for Classic
Consumables.
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.
6.2. Target Market
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
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Factories / Mills
Pesticide industry
Sound Entrepreneurs
Motor companies
Logistics
An individual or having family with the monthly income of more than
30,000
6.3. Product Positioning
The image of product regarding its quality, price and features in the minds of
customers as compared of those of competitors.
Classic Consumables market positioning is good and customers are fully
satisfied with the quality and services of Classic Consumables water. Regardless
of higher price than of competitors Classic Consumables customers are willing to
pay more for quality and services. Classic Consumables is serving from 2003
and up till now there is no change in prices thats why customers satisfaction on
quality and services increases more.
7. Segments
The segments which are mainly focused at Classic Consumables are described
below.
7.1. Sale Calls
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Miss Samina controls complain handling affairs at Classic Consumables.
7.4. Non Scheduled Order Handling
Thirst and consumption of drinking water depends on weather condition, physical
hard work, and no of people (Staff and customers). It is unpredictable to judge
the exact consumption per day in the client organization. So there comes a
difference in the daily consumption of water and cause shortage. It may be due
to other reasons also.
There may be some problem with the route van during the delivery of waterwhich is handled by Mr. Aijaz Khan. He is very energetic and efficient man.
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.
Recovery of bills is very tactful and an important segment of marketing. It needs
skills of public relations. In Classic Consumables the process of recovery ishandled by Mr. Amir serving as the recovery head at Classic Consumables.
7.6. Record Maintenance
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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.
8.1. Market Coverage
The area includes banking sector, telecommunication companies, Factories /
Mills, pesticide industry, sound entrepreneurs, motor companies, logistics and
domestic. In the process of delivery the priority is given to the corporate sector
then domestic. Classic Consumables has 7 days service.
8.2. Channel Structure
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
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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.
02 Bottles (Security).Rs.1000 (Refundable)
Tap/Stand .Rs.300
19ltr (02 Fills)Rs.160
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Company Provides water cooling dispensers (Classic Consumables property)
only to the large and sound organization including banks.
9.3. Place
Classic Consumables makes it possible by delivering water at door step of the
customer free of cost through vans. It is also available at different stores in both
quantities which can be purchased by the non regular or unregistered customers.
9.4. Promotion
Classic Consumables offers promotional prices in the shape of prepaid coupons
for every target customer and other than it introduce a special package for banks
only in which after every 10 fillings the 11th filling will be free of cost.
Promotional package is given as:
Prepaid Coupon Book..Rs.800
10+01 Free Fill
Prepaid Coupon Book..Rs.2400
30+04 Free Fills
Prepaid Coupon Book..Rs.4000
50+07 Free Fills
This offer is only on prepaid coupons.
10. Advertising
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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
designed perfectly. Mostly rational advertisement is best for the Classic
Consumables.
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 dont 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.
11. Publicity and Public Relation
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.
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12. Operations
It includes different types of operations performed with in an organization mainly
include processing, quality control, storage, laboratory analysis etc.
12.1. Flow of Activities in processing
This process is the backbone of the Classic Consumables. It is mainly the
purification of water through different steps or activities. In this process include 7
steps to purify the water and make it healthy and safe for drinking. These steps
are as given:
A. Water from deep source
B. Filtration
C. Ultra Violet Rays
D. Reverse Osmosis
E. Remineralization
F. Ultra Violet RaysG. Ozonation
A. Water from deep source
In this first step water is taken from a source of about 540 feet depth
underground.
B. Filtration
Filtration of the water from deep source is the second step through which the
suspended particles like sand removes and carbon also.
C. Ultra Violet Rays
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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 0.001m, 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.
F. Ultra Violet Rays
Again water is passed through the ultra violet rays to kill any remaining bacteria
because bacteria have the ability to grow with in minutes.
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
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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.
12.2. Use of technology in processing
Technological improvements are necessary to be competitive in the market.
Classic Consumables water processing plant is equipped with latest machinery.
It recently increased the number of dozers of O3 gas from 2 to 4 in order to make
sure and available during the time of processing.
Reverse Osmosis is the latest technology in order to get water almost free of
arsenic which is the main cause of cancer.
12.3. Quality AssuranceQuality of the processed filled water is checked on daily basis.
12.4. Warehousing and Storage
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
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Maintain a clean environment.
Minimize store losses.
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.
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Ensure efficient operation.
14. Human Resources
Human Resource is also a main part of organization structure. The recruitment,
selection, training and evaluation are the focal points of human resource. There
is no separate human resource department at Classic Consumables but the
activities of human resource are actually performed and implemented.
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.
14.3. Training and Development
The selected applicants now become the employee of the Classic Consumables
and are need to be trained and develop their skills according to the nature of their
jobs.
14.4. Performance Evaluation
Every year Classic Consumables evaluates the performance of their employees
and gives them benefits accordingly in order to motivate them and other
employees as well.
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14.5. Incentives and Motivating Factors
Incentives increase the performance and motivate the employee to do more and
best. So it is a good and healthy activity as performed at Classic Consumables.
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
Classic Consumables should increase the budget for advertising and
promotion.
Classic Consumables administration has to perform more activities that
are relating to human resource. Human resource should be better that
should perform personal related activities.
Organizational structure should be changed from centralized to de-
centralized and employee should be involved in decision making.
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There is a lack of knowledge of employees own duties. The duties should
be clear to every employee.
Internal politics should be eliminated by providing good atmosphere and
mentioning the duties of each employee.
17. Learning as a Student Internee
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 theclosing 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
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working in the market. Me with my colleagues and senior employees prepare a
daily report of the working and then discuss on it. Then we daily go to the Big
Boss Mr. Rashid Mahmood the regional manager and discuss our problems with
him. It is a good routine and exercise to improve my weakness.
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 its 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
I have worked in different segments at Classic Consumables but mainly focused
on marketing related.
My duties included but not be limited to:
1. Outdoor marketing/product promotion
2. Organization to organization and door to door backup/complain handling
3. Maintaining customer relation with existing clients.
4. Representing company at events completely or partially sponsored by us.
17.2. Accomplishments
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I have introduced myself in the market as a good Classic Consumables
representative
I have built my relations in the market
I helped my seniors very well
I gave a business of two accounts to the company
I appreciated by some clients, my Boss and by all the staff members regarding
my performance
I have groomed my personality, way of communication, handling in critical
situation
I gained confidence in communicating first time with new customersI have got the know-how about the bottled water market
Finally I have offered by my Boss to join Classic Consumables after completing
my last semester
17.3. New Knowledge Acquired
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.
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Fulfillment of commitment matters al lot for a customer.
17.4. Problems Faced
I have faced many problems during the start of my internship.
First problem I have faced was the long working hours during a hot weather of
Multan.
When I went alone to the market first time I was shy to talk with a new customer
as a representative of Classic Consumables.
At start there was a problem of finding the target customer.
I became disappointed when one refused to listen to me.
Some times I faced a very rude behavior of new customers during delivering him
sale call.
17.5. How experience impact your career
Experience always impacts the career. As it was my first experience in the
market I must say that I will help me in understanding the situation of market,
nature of people (customers), behavior of customers, how to negotiate with them,
how to handle and tackle their attitude, 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.Market situation vary geographically, with time and with nature of customers. I
have personally experienced market very tough, competitive and challenging.
I am glad and know that this experience will definitely help me in my career.
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Jawad AhmadMBA (COMSATS)Lahore, Pakistan.
E-mail:[email protected]:0333-7643663