jawad final report

8/14/2019 Jawad Final Report

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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


30+04 Free Fills


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

jawad final report

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