internship report shamim and company

7/27/2019 internship report shamim and company

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I dedicate this effort to my

PARENTS, TEACHERS

&Managers of Shamim & Co.

(Pvt) Ltd. Multan

WHO ENCOURAGED AND PUSHED ME TO FIGHT

THE CHALLENGES OF TIME


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Shamim & Co. (Pvt) Ltd. Multan

ACKNOWLEDGEMENT

All praises belong to almighty Allah who the supreme authority knows the

ultimate relation underlying all sorts of phenomenon going on in this universe & whose

blessing & exaltation flourished my thought & thrived my ambitions to have the

cherished fruit of my modest efforts my humblest thanks to the Holy Prophet Hazard

Muhammad (PBUH) who is forever a torch of guidance & knowledge for humanity as a

whole.

We deem it our utmost pleasure to avail this opportunity to express gratitude &

deep sense of obligation to my revered teachers for their valuable and dexterous

guidance, untiring help, compassionate attitude, kind behavior, moral support and

enlightened supervision during this whole project.

Finally, I would like to extend hurtful thanks to my adoring parents and friends

for their day and night prayers sacrifices and encouragement, moral and financial support

throughout the course of my study.

May all of them live long and enjoy a happy life!

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TABLES OF CONTENT

Executive Summary ------------------------------------------------------------08

Introduction To Industry-------------------------------------------------------11

Vision Statement-----------------------------------------------------------------12

Mission Statement---------------------------------------------------------------12

Objective--------------------------------------------------------------------------12

Pepsi Cola International---------------------------------------------------------13

HISTORY ------------------------------------------------------------------13

PepsiCo Values & Philosophy-------------------------------------------14

Slogans Through the time-------------------------------------------------------15

Pepsi Cola Brands List-----------------------------------------------------------18

Pepsi Cola In Pakistan-----------------------------------------------------------19

Shamim & Co. (Pvt) Ltd Multan-----------------------------------------------20

Unique Features of Shamim & Co.------------------------------------21

Main Objective------------------------------------------------------------21

Main Operation------------------------------------------------------------21

Management of Shamim & CO.----------------------------------------22

Territory of Shamim & Co.----------------------------------------------22

Organizational Structure-------------------------------------------------23

Currently offering Products---------------------------------------------24

Major Competitors-------------------------------------------------- ------24

Stock Keeping Units----------------------------------------------------25

Internship Program----------------------------------------------------------------26

Human Resource Department------------------------------------------27

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Sales & Marketing Department----------------------------------------30

8 steps of Sales------------------------------------------------------------36

Key Accounts Department-----------------------------------------------39

Tools Of Trading Department-------------------------------------------42

Market Research & SIS Department-----------------------------------45

Other deparments-------------------------------------------------------------------

51

The Marketing Mix----------------------------------------------------------------55

SWOT Analysis--------------------------------------------------------------------60

PEST Analysis---------------------------------------------------------------------65

Suggestions-------------------------------------------------------------------------67

Recommendations for Improvement--------------------------------------------68

Comments---------------------------------------------------------------------------70

What I learn in the organization--------------------------------------------------71

Annexure----------------------------------------------------------------------------72

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EXECUTIVE SUMMARY

Beverage industry in the whole world is very well established industry and the same case

in Pakistan. The major beverage companies are Pepsi Cola and Coca Cola and the

emerging beverage industry is Gourmet Cola. The Pepsi Cola is the market leader in the

Pakistan as well as in the Asia but Coca Cola is the market leader in the whole world.

These industries develop their own marketing strategies to meet the requirements of their

respective target market. As for as the Shamim & Co. beverage in Multan is concerned, it

creates its monopoly in its target market, which is based on Multan, Rahim Yar Kahn and

the sub areas of these cities. Shamim & Co. beverage successfully fulfill the requirement

of its target market. Shamim & Co. beverages believe in departmentalization in their

office works and therefore they establish different department to achieve their respective

tasks. There are different departments in the Shamim & Co. beverages like humanresource department, management information system department, key accounts

department, sales department, marketing services department and marketing department,

audit and taxation department, TOT department, purchase department, production

department, finance department, store management and shipping department. Each

department is running under intellectual managers and there respective team of assistants.

Human resource department in Shamim & Co. has the major function is to manage the

workforce. Recruitment and promotions are also done by this department. Personal

record of each employee is maintained by this department. In this record each and every

thing about the employee is recorded. This record is maintained both by manual system

and computerized system. Employee selection, employee appraisal and leave records are

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also the part of this departments work. Different motivational tools for the employees are

also managed by this department.

The sales & marketing department in Shamim & Co. performs a very vital role. It

manages all the sale force. Mr. Aamir Hameed is the G.M of marketing and sale

department. He is very experienced person and he manages all the sale force in a good

manner. The G.M give monthly, quarterly, semi annually and annually targets to the sale

force. He adopts the policy that they hire the experienced person for the manager leveljobs and fresh MBAs for the sales officers and for the executives level jobs. The

distribution system as well as the supply system of Shamim & Co. is very effective and

very strong. That why Shamim & Co. market share is above 75%. The Shamim & Co.

employees build very strong relationship with the customer. Company also gives

incentive and bonus to the employees on achieving their targets. The marketing

department makes the advertising of all the new promotion, launching and relaunching of

brands. The marketing department is just perform the BTL (below the line) marketing

that include the banners, counters, billboard, wall chalking, paints and promotion of the

PCI ads.

The Key accounts department is basically works on the conversion of the Coca-Cola

point into the Pepsi Cola points. The main focus of this department is to convert the

Coca-Cola point on the basis of low cost and using their personal abilities and personal

relations. This department plays the role of communicator between customer and sales

force. The key accounts department also works on the retention of the existing point of

the Pepsi. The working of this department is to increase the point of Pepsi, when points

increase then automatically the market share is increased.

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The TOT department is work on the issuance and repairing of the deep freeze and visi

coolers. This department is established before three years. First this department work

under the SIS department. This department major focus is on the philosophy COLD IS

SOLD. When all the documents of agreement are completed, then their first priority is to

ensure the very soon delivery. This department work through out the year but the season

of issuance deep freezer and visi cooler is started from January.

Market Research & sales information system is a very important department for any firm.This department aims to keep current records of each and every outlet of the franchise.

Through this system, management comes to know about the market share, name &

address of each outlet, TOT details, publicity position, Discount Verification. Information

is collected about Distributors & area wise, Route wise and District wise. This system is

useful in accessing market & investment position in each area.

Finally, I am thankful to entire management of SHAMIM & COMPANY (Pvt) Ltd

MULTAN, especially HR Manager Madam Sadaf and Sir Nauman Assistant Manger of

Sales analysis who gave me chance to work with them and provide opportunity to learn

functioning of SHAMIM & COMPANY PEPSI COLA MULTAN.

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INTRODUCTION TO THE INDUSTRY

Coca Cola:

Coca Cola Company begins operating in Pakistan in 1963. coca cola brand for Pakistan

are coca cola, fanta, sprite, 3 G. the coca cola system in Pakistan operate through eight

bottlers, four of which are majority owned by coca cola beverages Pakistan limited

(CCBPL). CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujaranwala, Faisalabad,

RaheemYar Khan, Multan and Lahore. The remaining two plants independently owned

are in RawalPindi & Peshawar. It employees consist of 1800 people. During the last two

years, the coca cola system in Pakistan has invested over $ 150 million.

Gourmet Cola:

The gourmet cola is also a big competitor of Pepsi. It also captures and makes its

monopoly in its target market. It competes with its competitor in different markets. In

Lahore it competes with Coca Cola.

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VISION

"PepsiCo's responsibility is to continually improve all aspects of the world in which we

operate - environment, social, economic - creating a better tomorrow than today." Our

vision is put into action through programs and a focus on environmental stewardship,

activities to benefit society, and a commitment to build shareholder value by making

PepsiCo a truly sustainable company.

MISSION

We aspire to make Pepsi Company the worlds premier consumer Products Company,

focused on convenient beverages. We seek to produce healthy financial rewards for

investors as we provide opportunities for growth and enrichment to our employees, our

business partners and the communities in which we operate. And in everything we do, westrive to act with honesty, openness, fairness and integrity

OBJECTIVES

The company operates through well experienced, loyal and hardworking employees. The

first and the most basic plan it to train them according to the changing technology and

computerized environment, and satisfying their needs and requirements. Upgrading

the plant structure and installation of the new machinery are other plans. The company

is planning to increase its sales force and development in its infrastructure in the coming

time period.

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PEPSI COLA INTERNATIONAL

History

Pepsi Cola is the number one soft drink in the world. The company has operated

continuously for over 40 years offering a range of quality products, Pepsi, Pepsi Diet,

Mirinda, 7UP, 7UP Diet, Dew and Teem through a regional network of 27 exclusive

franchise bottlers. Pepsi-Cola formulated in 1898, Diet Pepsi and Mountain Dew

introduced by Tip Corporation in 1948. History of Pepsi Cola starts with a small drug

store in North Carolina. This little store belonged to young chemist by the name of doc

Bradham. He invented a drink that the customer called broads drink. In 1903, Braham

got its sales improving gradually. By 1909, more than 250 bottlers in different Americansstates had been allowed to sell under the Pepsi Cola license. Pepsi Cola was first sold in

the standard size of 6.5 ounces. In 1932 PEPSI COLA took courage enough to introduce

a bottle of 12 ounces. Pepsi started offering its soft drinks in cans in 1948.

In 1950 reducing its sweetness and calories had changed the PEPSI COLAS formula and

a new advertising campaign Refresh without filling had been launched effectively. Under

the supervision of the attentive sales staff and the Marketing experts, Pepsi Cola began

setting new records of distinctions. At 30 plants per year, new plants were established all

across the globle. A new attractively designed bottle had been introduced in 1957 in place

for the 20 years old bottle, and the product line had been enhanced to introduce the new

flavors of team & mirinda. In 1963, a new low- calorie drink with taste of the Pepsi-Cola

trademark was introduced. It was called Diet Pepsi. In 1964, Mountain Dew left its

Mountain birthplace and joined the Pepsi-Cola family. In 1990, PepsiCo profits exceed

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$1 billion for the first time. In 1994, PepsiCo sales reach $30.4 billion. There are 470,000

employees worldwide, making PepsiCo the third largest employer.

In 1995, Pepsi-Cola introduces Nothing else is a Pepsi theme line. In 1996, Pepsi-Cola

introduces new advertising campaign with the theme Generation Next. In 1997, Pepsi-

Cola celebrates 100th Anniversary with first worldwide bottlers conference, held in

Hawaii.

In 2000, PepsiCo sales are $20 billion and the company has 125,000 employees. So at

this year PepsiCo creates PepsiCo International, the business that will unite all

international snack, beverage and food units in an effort to drive faster growth andimproved profitability around the world.

PEPSICO VALUES & PHILOSOPHY

Our Values & Philosophy are a reflection of the socially and environmentally responsible

company we aspire to be. They are the foundation for every business decision we make.

Our Commitment

Sustained Growth

Empowered People

Responsibility and Trust

Guiding Principles

We uphold our commitment with six guiding principles. We must always strive to:

Care for our customers, our consumers and the world we live in

Sell only products we can be proud of

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Speak with truth and candor

Balance short term and long term

Win with diversity and inclusion

Respect others and succeed together

SLOGANS THROUGH TIME

Pepsi-Cola has different slogans through its history. They remained much known. These

are given below. This is also an important part of Pepsi-Cola.

1898 Brad's Drink

1903 Exhilarating, Invigorating, Aids Digestion

1906 Original Pure Food Drink

1908 Delicious and Healthful

1915 For All Thirsts - Pepsi: Cola

1919 Pepsi: Cola - It makes you Scintillate

1920 Drink Pepsi: Cola - It Will Satisfy You

1934Double

Refreshing and Healthful

1938 Join the Swing to Pepsi1939 Twice as Much for a Nickel

1943 Bigger Drink, Better Taste

1947 It's a Great American Custom

1949 Why Take Less When Pepsi's Best?

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1963 Come Alive! You're in the Pepsi Generation

1967 Taste that Beats the Others Cold, Pepsi Pours It On.

1969You've Got a Lot to Live, Pepsi's Got a Lot to Give

1973 Join the Pepsi People Feelin' Free

1976 Have a Pepsi Day!

1979Catch That Pepsi Spirit

Take the Pepsi Challenge

1981 Pepsi's Got Your Taste for Life

1983Pepsi Now!

1984 The Choice of a New Generation

1987 America's Choice

1989 A Generation Ahead

1992 Gotta Have It

1993 Be Young, Have Fun, Drink Pepsi

1995 Nothing Else is a Pepsi

1997 Generation Next

1998 Same Great Taste

1999 The Joy of Cola

2000 The Joy of Pepsi

2003 Pepsi. It's the Cola

2005 Dare for more

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2006 Yeh Dil Maange More

2009 Yeh hai youngistaan meri jaan

2010-

2011"Badal Do Zamana

2012

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PEPSI COLA BRANDS LIST

Product Available - Multan Zone

Pepsi-Cola

Diet Pepsi Pepsi Twist (regular & diet)

Pepsi Vanilla

Pepsi Max

Pepsi Light

Pepsi Limon

Mountain Dew

Diet Mountain Dew

Mirinda

7UP

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PEPSI COLA IN PAKISTAN

Pepsi Cola is being produced and consumed in 48 countries of world including Pakistan.

At present, Pepsi Cola is No. 1 in Pakistan in terms of sales wise and in market share. It is

the market leader. But overall in the world Coca-Cola is No. 1. In Pakistan the head

office of Pepsi Cola International is in Lahore.

In Pakistan, there are nine territories where the franchised unit produce and sell Pepsi-

Cola. Some of these territories are:

1) Lahore

2) Karachi

3) RawalPindi

4) Peshawar

5) Multan (Shamim & Co.)

6) Gujranwala

7) Sakhar

8) Faisalabad

9) Quetta (Baluchistan)

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SHAMIM & CO. (Pvt) Ltd. MULTAN

Shamim & Co. (Pvt.) Ltd. Was established in 1964, but it started its production in 1967.

Shamim & Co. is a franchise of Pepsi Cola International, which deals in CSD

(Carbonated Soft Drink). Mr. Allah Nawaz Khan Tareen was the founder of the company

and also chairman Pepsi Cola International have 9 (nine) Franchises all over Pakistan.

Allah Nawaz Khan Tareen (Ret. DIG) got license of 7 UP. But in 1973, it became Pepsi

Cola franchise. Now a day M.D of Pepsi Cola Multan is Alamgeer Khan Tareen son of

Allah Nawaz Khan Tareen. At start Pepsi Multan was having only one production plant

made by Netherlands and was only producing 7 UP because it was the only brand

produced by Parent Company. In 1973, PEPSI acquired 7 UP in Canada, so the Multan

franchise started producing PEPSI and Marinda along with 7 UP & became PEPSI

franchise.

Shamim & Co. (Pvt) Ltd. Jail Road Multan is one of them covering 18 Districts & 135

Stations. Shamim& Co. Multan has very committed staff and this is the reason that it

captures more than 70% share of market share. Company has now serviced new

experienced & competent sales staff & increases this share form 70% to 80 or 90%. As

for as Distribution / Placement is conserved company has a very well-establish

distribution network covering whole of the franchise area. Depending on the potential of

the town we have one and more than one distribution in each town. Sale supervisor / Sale

officer is responsible for all the activities of that distributor. He looks after the stock

availability, contingencies and all the routes covered by the salesman of that distribution.

Salesman training is also a main responsibility of sale supervisor. Company has invested

too much money in shape of Coolers, Visi Coolers, Counters and Cabin. Which are

offered to those shops which are producing good sales to promote sales& oblige these

shops? All the services matters of coolers and maintenance and look after of these assets

are also the responsibility of our sales force.

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MANAGEMENT OF SHAMIM & CO.

It Includes:

Managing Director: Alamgeer Khan Tareen

GM Sales& Marketing: MR Amir Hameed

GM Production: MR Ijaz

GM Finance: MR Sohail Butt

Manager Managements Accounts: Mr Ch. TAHIR Ameen

Manager MIS: MR Rizwan Zafar

Manager HR: Madam Sadaf Tahir

Manager Shipping: Mr Major Farrooq

TERRITORY OF SHAMIM & CO. (PVT) LTD.

District Cover by Shamim & Co.

1. Multan A Zone 2. Jampur

3. Multan B Zone 4. Layyah

5. Multan C Zone 6. Sahiwal

7. Multan District 8. Okara9. Multan Outskirts 10. Bahawal Pur

11.Khanewal 12.Ahmad Pur

13. Mailsi 14. Bahawal Nagar

15. Vehari 16. Haroonabad

17. Muzafar Garh 18. Rahim Yar Khan

19. D.G. Khan 20. Chishtian

ORGANIZATIONAL STRUCTURE

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Managing Director

General Manager

Sales & Marketing

General Manager

Finance

Manager Sales &Marketing

Manager Research& SIS

Manager KeyAccounts

Sales OperationManager (SOM)

Manager MIS

Manager Banking& Insurance

ManagerAccounts

Manager Admin

Manager Personnel

Manager Shipping

General Manager

Operations

General Manager

Technical

Manager QualityControl

ManagerProduction


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CURRENTLY OFFERING PRODUCTS

The first product of Shamim & Company was 7-up. The other products are:

Pepsi Cola

Mirinda

7-up

Diet Pepsi

Mountain Dew

Sting

Slice Juices

MAJOR COMPETITORS

Pepsi's direct competitor is Coca-Cola. The non-soft drink competitors are tea, coffee,

water, energy drinks, sports drinks, milks, etc which are all consumed on beverage

occasions. Pepsi aims to gain a greater share of these occasions.

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STOCK KEEPING UNITS (SKUs)1. SSRB This stands for Single Serving Returnable Bottle (Regular)

We are offering Pepsi, Mirinda, 7-Up & Mountain Dew in this group.

2. LRB This stands for Liter Returnable Bottle this includes Pepsi, Mirinda &

7-Up. We are not offering Mountain Dew in this class.

3. Pet Bottle (1.5 Liter)

This includes Pepsi, Mirinda & 7-Up. This group also does not have Mountain

Dew in their family.

Here Diet Pepsi & 7-Up are also available to enlarge the range of group.

4. NRB This stand for Non Returnable Bottle. It can also be called as Deposable

It has 300ml quantity. This group includes Pepsi, Mirinda, 7-Up, Diet Pepsi &

Diet 7-Up.

5. Cane Packing, we are offering cane packing of all that brands that are offered in

SSRB. Including Pepsi, Mirinda, 7-Up and Mountain Dew.

6. Post Mix This includes Fresh / Fountain. This group includes Pepsi, Mirinda, 7-

Up & Mountain Dew. This facility is offered on QSR that stands for Quick

Serving Restaurants and all those points where no of walk-in-customers in very

huge with their short time stay at that point.

Pepsi Cola International is a large group coveringKFC,Pizza Hut, Burger King,

Lays Potato Chips & Aquafina (Mineral Water).

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INTERNSHIP PROGRAMME

During my six week internship program, I was moved through following departments:

1. Human Resource Department

2. sales & Marketing Department

3. Key Accounts Department

4. TOT Department

5. Market Research & SIS Department

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1. HUMAN RESOURCE DEPARTMENTHRM department play a vital role in each organization. Madam Sadaf Tahir is the HR

Manager of Shamim & Co. There is no involvement of even Country Office in the

decision of HR department. The department of Human resource is working efficiently in

the company from approximately 3 years. All training arrangements are made by

franchise itself. All hiring is done through references; there is no concept of job

advertisement in Shamim & Co.

The basic functions of this department are

Job analysis

Preparation and collection of application info

Recruiting

Selection

Specifying jobs and roles

Training

Evaluation

Feed Back

Career development

Out sourcing

Preventing violence in the workplace

Ensuring safety at the workplace

Transfer and promotion

Employees daily attendance

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PROCESS OF RECRUITMENT AND SELECTION CHART

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CAREER PATH

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CV acceptance

Written

TestIf Qualified

Demand generation byrespective department Experience

3rd Interview 2nd Interview 1st Interview

By HR ManagerBy Manager of

Respective Department

Paned interview

with G.M

JoiningFinalSelection

RJP

Qualification


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The career path of the Shamim & Co. (Pvt) Ltd Multan is as

`

2. SALES / MARKETING DEPARTMENT

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General

Manager

Assistant General

Manager

Manager

Analyst

Assistant

Manager

Executive

Officer


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Marketing is the social process by which individuals and groups obtain what they need

and want through creating and exchanging products and value with others.

Marketing is not only much broader than selling; it is not a specialized activity at all. It

encompasses the entire business. It is the whole business seen from the point of view of

the final result, that is, from the customers point of view.

Sale and marketing is the most important department of any beverage company. To

maximize the sales and profit, this department should be proper planed and managed. The

marketing department is responsible to make advertisement of the company products and

get them sailed. They are given monthly, quarterly, semi annually and annually salestargets and they are liable to achieve it. They use different schemes and offer different

discounts etc. to achieve those targets.

Shamim Co. Pvt. has a very aggressive and hardworking Sales and marketing

department. Due to its efforts the company has got the first position in sales in 1993

through out the Pakistan.

STRUCTURE OF THE SALES & MARKETING DEPARTMENT

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Sales Department Marketing Department

Following are the major contents of this department:

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General Manager

(G.M)

Divisional Sales

Manager (DSM)

Regional Sales

Manager (RSM)

Area Sales

Manager (ASM)

Sales Officer

(S.O)

Company

Representative

(C.R)

General Manager

(G.M)

Marketing Manager

Marketing Executives


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Marketing Development

Tactical analysis and routine planning of market strategies.

Competition activity monitoring

T.O.T. management

Publicity management

Time management

1. Market Development

Targets are set and then this department makes strategies to achieve those targets and

develop the market.

The following major factors are considered in this respect.

Location of non traditional shops where potential is available for the beverage.

Collection of all the data about each and every distributors/outlets, about its sale,

volume, growth and exclusivity.

Finding the gaps in the market where there is a potential.

Different offers must be given to break the competitors point.

Finding the points where competitor is strong and hoe we can break this point.

2. Tactical Analysis & Routine Planning Of Market Strategies

On the market side the sales people gather information and on the bases of these

information they further plan and improve their strategies.

Checking of the designated area, its sale, volume and growth.

Calculation of share n brands and package wise

Calculation of daily sales achievements on monthly target basis

Location of the poor performance factors and analyzing their cause

Finding their solution and getting the approval for its execution.

Planning for a schedule for the designated area.

Visiting the area according to the plan and reporting it to the higher management

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3. Competition Activity Monitoring

A firm has to monitor its competitor continuously in order to be successful in the market.

There are six steps in competitor analysis.

Identifying the companys competitors

Determining the competitors objective

Determining the competitors strategies

Assessing competitors strengths & weakness

Benchmarking

The process of comparing the companies product and processes to those off competitors

or leading firms in other industries to find ways to improve quality and performance.

Benchmarking has become a powerful tool for increasing company competitiveness.

Estimating competitors Reaction:

Selecting competitors to Attack & Avoid:

A company has already largely selected its major competitors through prior decision on

customer targets, distribution channels, and marketing-mix strategy. These decisions

define the strategic group to which the company belongs. Management now must decidewhich competitors to compete against most vigorously. The company can focus on one of

several causes of competitors.

Strong or Weak Competitors

Close of Distant Competitors

Well-Behaved or Disruptive Competitor

On the other hand a constant intention has been given to the competitors activities,

strategies and offers. They have been compared with ours and updated according to the

environment.

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4. Sensory Indices Levels Measures

Sensory measures means to check the quality and standards through the senses.

The color, taste, appearance and other specimens of the bottle, must be checked

time by time so that the standards of the PCI may not doubted.

5. Empty & Load Management:

Empty management means full utilization of available empty at highest productive Trip

page level within the franchise area.

There are two types of empty management i.e.

Empty management within distributors

Empty management within Salesman.

The sales and marketing department have to manage, plan and make strategies a about

the distribution of empty whether it is on credit or cash. The department also has to

handle and manage load. Whether it is on vehicles, or shipping, distributors or at the

depots level. At shipping level load management can be divided into

Package wise

Brand wise

Demand wise

How to Manage the Empty

Following are the steps which are necessary to manage the empty

Estimation of empty available (within shopkeeper)

Estimation of empty available ( within distributors )

Previous sales record of each specific area within distributors.

Trip page level tracking of each distributor for the last two years at least.

Estimation of sales volume growth for at least last three years

(Distributors or salesman rout)

Estimation of empty injection volume for at least three years

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(Distributors or salesman rout)

Comparison of empty Trip page from the one to other distributors/salesman rout.

Factors causing poor Trip page

Factors involved causing hyper Trip page.

Empty plan (Forecasting) based on the previous years Trip page

Level & Percentage increase of empty injection.

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8 STEPS OF PEPSI SALES

Shamim & Company (Pvt) Ltd. Multan is very conscious about the development and

growth of its employees especially the sale force. They have designed an 8 step

process for proper guideline of their sales team just to make their sales calls

effective and result oriented.

There steps are as follow

1- Preparation

2- Greeting

3- Stock Checking

4- Merchandising

5- Presentation

6- Order taking

7- Curb side de-briefing evaluation

8- Administration

1. Preparation

i. What are Objective

ii. What to do here

iii. How to do that

Simply where we want to go, & how to get our there.

2. Greeting

It includes greetings and hand-shake. Greet the customer by name & he will

be delighted should be keep in mind of every person involved in sales.

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3. Stock Checking (Stock Availability Store Checking)

This includes all the good e is dealing in this will help us to know about his

financial worth patented and clientage.

4. Merchandising (Display)

Display of Visi Cooler

Display outside shop

Availability inside Deep Freezers

It is the most important job to be performed by our sales force.

The order of our product in display should be like this

1) Top cane packing

Pepsi, 7-Up, Mirinda and Mountain dew

Then

2) Non Returnable bottles

Then

3) Single serving returnable bottles

Then

4) Single serving returnable bottles (Regular)

Then

5) Liter returnable bottles & pet bottles on the floor of visi coolers

Every sales person should be caring about the display.

5. Presentation

Policy

Scheme

Product availability

Total sales tack

6. Order Taking

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Taking Order from shopkeeper

7. Curb Side De-Briefing

Evaluation of the shopkeepers performance (in term of sales) is noted and

compared to his previous performance.

8. Administrations

Cash

Empty

Sales figure entry

Infection of stock

Company desired to increase its market share from 80 % or above. This is only possible

if we

Retain our exclusive point

Explore new points

Increase sales of points

Increase stock at mix points

Conversion of coke points

Elimination of B- Brands

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3. KEY ACCOUNTS DEPARTMENT

This department is basically working on retention of the existing points and the

conversion of coca cola points into the Pepsi points. The head of this department is called

the Key Account Manager. The employees that are working in this department are

called the Key Account Executives. The job of converting of Coca Cola points into thePepsi points is very difficult. The Key accounts Executives deals in a very good way

because the points conversion is very difficult. The Key accounts convert the Coca Cola

points into Pepsi points through different offers and giving a good incentive package.

Key accounts Executives also listen the complaints of the shopkeeper. They also make

work on the merchandising. They have no concern with the sales force, but they

coordinate the sales force.

Job Description of Key Accounts Executives

They work on three things

Convert the Coca Cola points into Pepsi through low cost.

They perform like a communicator. They listen the shopkeeper complaints, then

forward to the sales force.

Retentions of Pepsi point by giving large discount.

Different Offers used for Conversion

By giving deep freezer or visi cooler

Through trade payment & advance payment

By offering a big amounts discounts and different schemes

Including their names in the lucky Draw

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discount is charged by the company, so in this way company charge the entire amount

which is given to the shopkeeper.

Advance Payment

Company gives the total amount to the distributors. So distributors give some stock of

the company and some amount to the shopkeeper to start their business. So thediscount is not given to the shopkeeper and this discount is charged by the company.

The conversion of the point is depends on the worth of the points. Because if you

convert a point, but this point not sale your brands very well, so the company not get

the benefits of conversion.

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4. TOT DEPARTMENT

(COLD IS SOLD)

This department is working on the cold assets like deep freezers, visi cooler etc.

STRUCTURE OF TOT DEPARTMENT

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G.M


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Working of TOT Department

This department is basically works on two things.

Issuance of Deep Freezer & Visi Cooler

Workshop or repairing of Deep Freezer & Visi Cooler

This department is work on the term Cold is sold. To focus on this term and to meet the

demands of shopkeepers, there are many types of Quotas comes.

Types of Quotas

Seasonal Quota

Additional Quota

Regular Quota

44

Cold Assets Manager

Cold Assets Executives

KPO KPO KPOKPO

Market Equipment

Manager (MEM)

Sales Operation

Manager (SOM)

Workshop Incharge


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The total injections in 2011 are 8569, and the injections figures on the 1 st August are

8091.

The term injection means to give a deep freezer or visi cooler to the shopkeeper.

Injection Process

The process of giving a deep freezer or visi cooler to the shopkeeper is called injection

process. Following step are involved in injection process

Company give a specific Quota to every distributor

G.M approved this Quota

Then Documents comes like Chiller issuance Summary, Chiller issuance form,

injection description and distributor undertaking etc.

Then verification of these documents comes, when all documents are complete

then they give a delivery order to the store Incharge and the delivery comes, but if

documents are not complete then the injection not comes.

Types of Deep Freezers and Visi Cooler

3 types of Deep Freezer are

10cft,

12cft,

15cft

3 types of Visi Cooler are

250SAX

400SAX

1000SAX or D.D (double door)

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5. MARKET RESEARCH & SIS DEPARTMENT

Market research and marketing research are often confused. Market research is simply

research into a specific market. It is a very narrow concept.

Marketing research is much broader. It not only includes market research, but also areas

such as research into new products, or modes of distribution such as via the internet.

Marketing research is the function that links the consumer, customer, and public to the

marketer through information information used to identify and define marketing

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opportunities and problems; generate, refine, and evaluate marketing actions; monitor

marketing performance; and improve understanding of marketing as a process. Marketing

research specifies the information required to address these issues, designs the methods

for collecting information, manages and implements the data collection process, analyzes,

and communicates the findings and their implications.

Market Research & sales information system is a very important department for any firm.

This department aims to keep current records of each and every outlet of the franchise.

Mr. Kamran Ahsan is the manager of this department. He is responsible to check all the

activities of this department, and report to the MD.

STRUCTURE OF RESEARCH & SIS DEPARTMENT

47

M.D

SIS Manager

KPOField SupervisorResearchExecutives

Assistant

Manager

Data Analyst


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Through this system, management can come to know

Market Share

Name & address of each outlet. T.O.T details

Publicity position

Discount verification

The system is designed in such a way that reports can be obtained about each and every

outlet.

Distributor & area wise

Route wise

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District wise

The system is useful in accessing market & investment position in each area.

Market Share

Research Assistant Manager (Saeed Bhutta) analysis is a proprietary methodology

developed to help share determine whether their sale should go the market & new

competitive products in this market. This analysis allows research supervisor to go into

the market, identify the components that establish market share, and determine which of

those like availability, Chiller, Empty stock in order to improve their share position.

Research supervisor analysis the market & visit the shops, they analysis and clicks on

there checking share format after the completion of sample size; they come back and

submit these checking format to the Computer Section. Here information feed in the

computer program and generate the result in the form of Share Summary.

Market Category

Main

Side

Village

Captive

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Main Market: These are main road, high volume market, wagon stands, and commercial

area.

Side Market: These are colonies, mohallah, entrails, links road, side road.

Village Market: means village sides, small areas

Captive Market: means parks, cinema, canteen, institute, govt. offices, kutchary, courts.

Market Sample Size

Main Market 45 % of Total Sample

Side Market 30 % of Total Sample

Village Market 25 % of Total Sample

Stock Base Share

Availability

Chiller

Fresh Consumption

Floor stock

Exclusivity Base Share

Pepsi Exclusivity

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Coke Exclusivity

Mix

SIS deals with Tools of Traders (TOT). T.O.T. means list of items available in a

shop, which helps to sell our product conveniently on priority basis. It is one of the

major investments being made by the company. T.O.T. management completely

depends upon the Sales force. The factors to be considered are

Data collection about the sale, volume, growth, profitability, size and place of the

shop

Record of all the T.O.T. given to the shopkeeper.

Deep Freezer

Visi Cooler

Ice Chest

Bottle Rack

Further plan for the injection of T.O.T.

Checking all the equipment time by time any removing their complaints.

Publicity Management

To promote the image of the company and its products, publicity is a major tool.

Publicity plays an important role in the promoting the image in the consumer mind.

Publicity involves Banners, Posters, Signings, gifts and schemes. Publicity budget is

spent by focusing the followings.

Location of the area

Arranging the sources and requirements and making priority lists

Carefully arranging the publicity execution

Discount Verification

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The SIS department also verifies the discounts that are give by the distributors. When

distributors give the discount to the shopkeepers then they claim this discount from the

sales department. The sales department gives this responsibility to the SIS department.

The field supervisors visit the market and verify from the shopkeeper that they are

benefited from the discounts or not. When SIS verifies then they sent back these claims to

the sales department and then sales department return the claims of the distributors.

OTHER AREAS (DEPARTMENTS)

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FINANCE DEPARMENT

This is one of the most important departments of this organization. This department made

the financial plans of the organization, they analyze their resources and then concise other

reports and gives the whole budget the organization can afford. Another job of this

department is to make the complete record of all financial and non financial transaction

made inside as well as outside the organization.

The following departments working under the Finance department:

Management Accounts Department

Supply Chain Department

Banking and Insurance Departments

Management Accounts Department

The basic function of this department is to get data from MIS department and then

generating reports on daily basis like

Daily loading comparison

Filled stock position

Stock placement report

FIFO implementation report

Daily raw material yield report

Daily production losses report

Daily shift wise yield report

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Supply Chain Department

This department proves to be back bone for the company. It performs various

functions that are:

Generate Inventory Reports

Policy Making

Contacting with supplier

Planning for future activities regarding inventory

Supply chain management department manages the supply of

Caps of bottles

Bottles (Both plastic and glass bottles)

Cartons for pet bottles

Plastics shells

TOT

The main suppliers for different materials are

Material Supplier

Caps Mehran Karachi

Pet Bottles Plasto Bag Hattar (Islamabad)

Mehran Karachi

Glass Bottles Toyo Lahore

Ghani Glass Karachi

Cartons Al Aziz Faisalabad

Plastics Shells Mehran / Blow Plast Karachi

Plasco Pack Hattar (Islamabad)

TOT Waves Lahore Ltd

Varioline Pak LtdCrowns Imran Traders Karachi

Banking and Insurance Departments

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The basic function of this department is to deal with different banks for certain

financial activities and different matters concerning bank.

Another function of this department is to provide and manage the insurance of almost

every type. It deals with the insurance activities like

Insurance of Machines

Insurance of Vehicles

Insurance of Employees health

Insurance of buildings

Insurance of Computers etc.

MANAGEMENT INFORMATION SYSTEM DEPARTMENT (MIS)

MIS department of Shamim & Co. is playing a very important role. The department is

working with a small setup & satisfying the information requirements of the organization.

The basic input of this system is empties slip, liquid slip, full in slip by order slip, empty

short slip. The reports of the system are

Load Report (dealer wise, depot wise)

Settlements sheet ( dealer wise, depot wise)

Shipping shift summary

Agent wise Load out summary

Agent wise sales summary

Actual production

Computerized sales statements

Pending report

The MIS department is currently performing its day to day operation as well involved in

software development.

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PRODUCTION DEPARTMENT

The working of this department is to control the production process like to get raw material and

process them and convert them into finished goods.

Master Production Schedule

The process of MPS in Shamim & Company is that sales & Marketing manager forecast sales on

annual basis and as well as month basis. That forecast is send to the production manager.

The responsibility of production manager to achieve the said demand within specified time with

best utilization of resources.

Production Process

Activities in production process are as

Purchasing and washing of bottles

Water Treatment

Preparation of Simple Syrup

Mixing of Co2 Gas in Syrup

Filling of Bottles

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THE MARKETING MIX

The major marketing management decisions can be classified in each of the following four

categories

Product

Price

Place (distribution)

Promotion

The variables are known as the marketing mix or The 4 Ps of marketing. These are the variables

that marketing managers can control in order to best satisfy customers in the target market.

The marketing mix is portrayed in the following diagram;

The firm attempts to generate a positive response, focus on the target market by blending these

four marketing mix variables in an optional manner.

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58

Product

Product varietyQualityBrand namePackagingSizesServicesWarranty

Target

Customers

Place

ChannelsCoverageLocationsInventoryTransportationLogistics

Promotion

AdvertisingSales promotionPrint mediaSponsors

MobilesPostersBannersElectronic media

Price

List priceDiscountCreditAllowance


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Product

The product is the physical product or service offered to the consumer. In the case of physical

products, it also refers to any services or conversions that are part of the offering.

Stock Keeping Units (SKUs)

Package Pepsi Pepsi diet 7 UP 7 UP Free Mirinda M.Dew Sting Slice

(juice

250ml * * * * * * *

300ml * * * * * *

500ml * * * * * *

1 liter * * * * * * 1.5 liter * * * * * *

2.25 liter * * * * * *

Pepsi Cola International is a large group covering KFC, Pizza Hut, Burger King, Lays Potato

Chips & Aquafina (mineral water).

Price

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Pricing decisions should take into account to consider the profit margins and the probable pricing

response of competitors pricing includes not only the list price, but also discounts, financing, and

other options.

The price of a single 250 ml bottle of Pepsi in the market is Rs.15.

The price of a single 1 liter bottle of Pepsi in the market is Rs.45.

The price of a single 1500ml (1.5 liter) bottle of Pepsi Cola in the market is Rs.75.

Package Trade Price/case

Rs.

Trade Price/unit

Rs.

Consumer Price/unit

Rs.

250ml 326 13.58 15300ml 286 23.83 25

500ml 375 31.25 35

1 liter 445 37.08 40

1.5 liter 430 71.66 75

2.25 liter 516 86 90

Sting 436 18.16 20

The price of the bottle is very reasonable as compared to the other drinks with respect to quality.

Overall peoples are satisfied with its pricing and its quality.

Place

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Place (or placement) decisions are those associated with channels of distribution that serve as the

means for getting the product to the target customers, the distribution system performs

transactional, logistical, and facilitating functions.

Distribution decisions include market coverage, channel member selection, logistics, and levels

of service.

Shamim & Company (Pvt) Ltd Multan have placed its products at right place, so that its

consumers can get them when they require it. Pepsi is available at almost every area which

comes under Shamim & Company territory.

Promotion

Promotion decisions are those related to communication and selling to potential consumers.

Promotions decision involves advertising, public relations, media types, etc.Shamim & Company main focus is given on the local advertising with respect to the promotion.

Pepsi spend almost a large amount each year on advertisement to tell people about their new

schemes and prices. About 60% of the marketing funds are spent on advertising. Primarily TV

advertising with radio, magazine, cinema and outdoor support. Other promotional items include:

point of sale material, consumer premiums (e.g. clothing, caps), sporting and concerting

sponsorships.

Shamim & Company Multan use three source of promotion

1. Electronic

2. Print Media

3. personal Selling

All are important because each one has its own importance and covers its target area.

SWOT ANALYSIS

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SWOT analysis is a tool for auditing an organization and its environment. It is the first

stage of planning and helps marketers to focus on key issues. SWOT stand for strengths,

weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors.

Opportunities and threats are external factors.

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Strengths

Brand name reputation

Customer loyalty

Strong distribution network

Pepsi is currently the market leader with more than 75% of market share

All brands support each other

Well known company

Excellent distributor selection criteria

Strong coordination between different departments

Sponsoring matches all over the world

Nicely display of different shop by company

Daily basis supply

Strong sales & marketing department

Inspection of quality is regularly performed by Country Office to insure

consistent quality products.

They have their own research department which is responsible for conducting

market research

A strong key accounts department for conversion

Strong position in FMCG products

They are financially very strong and require no financial help from country office

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They offer attractive margins to the distributors, so distributors are willing to

carry PEPSI brands

Weaknesses

Poor feed back from employees

Insufficient salaries

Lack of skilled sale team

No Proper Infrastructure

Fewer Incentives

Not satisfied workforce

No involvement of lower level subordinates in decision making.

Monopoly of distributors cause harm to company

Factory is located in the residential areas with no proper parking arrangements for its

vehicles. Supply gapes

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Opportunities

Opening of new outlets

Expanding markets through its strong advertisement

Expanding the target market

Penetrating market would motivate considerable sales growth

increase its market share by conducting

Training of sales officer and salesman

Opportunity to Attract By Incentives As Pepsi is a well known brand in all over the

Pakistan so it also has the opportunity to create its value and to attract the customer by

offering extra incentives to the retailers and specially consumers

Innovation or Cost Reduction Edge

Because of high customer loyalty and brand image new brands can gain customer

preference very soon.

There is high market growth opportunity

Country office is responsible for national add campaigns which facilitate PEPSI Multan

to enjoy the benefits of integrated advertisements.

Low cost skilled person availability

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Threats

Gourmet cola is trying to get market share

After getting the skills many employees run away due to salary

Rapid changes in demand due to seasonal reason

Changes in consumer purchasing power

Increase in competition

Rising cost of raw material and transportation expense

Due to blame of religious group biggest threat to the brand image of the company

at national and international level.

No proper employees orientation programs

Pepsi Co. has the threat of its competitor which is putting its best to get the

maximum customer satisfaction and to maximize its profits by its active and keen

management.

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PEST ANALYSIS

The PEST analysis examines changes in a marketplace caused by the following

factors.

Political Changes

Economic Changes

Social Changes

Technological Changes

Political

Pepsi is a non-alcoholic beverage and is therefore regulated by the FDA. So, theyre

supposed to maintain a firm standard of the laws set out by the FDA with consistency.

Also, many different markets across the world have different set of regulations that are

either relaxed or are either stringent. There is competitive pricing by Pepsis competitors

and that is one factor that Pepsi has to keep in mind at all times. The political scenario

also matters greatly as there can be some civil unrest in certain markets or due to inflation

the sales of the product can fall. Most importantly, cross border situations are starkly

different therefore Pepsi has to stay in line with all those policies and changes so that they

can adapt to all those changes accordingly.Economic

As the recent economic downturn has plagued the economy, companies had to restructure

their sales and marketing campaigns greatly. Also, with diminishing profits they had to

undergo downsizing internally and re-think upon how to penetrate the market. Economic

conditions have the highest influence on a business, regardless of what trade it is in.

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