Air University Multan Campus

Internship report On Pepsi Cola International

(Shamim & Company) Multan

Submitted by: Hamza Zafar

Roll No: 153010
Program: BBA(Hons)
Department: Business Administration

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LETTER ISSUED BY DEPARTMENT

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LETTER ISSUED BY ORGANIZATION

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 Dedication
I dedicate this project to
Almighty Allah, The Creator of worlds
And
Hazrat Muhammad (P.B.U.H), the cause of
The Creation of the Universe
And
To my parents,
And
My teachers who enabled me to reach this destination

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 Acknowledgment
I am thankful to ALMIGHTY ALLAH, the most Beneficent and merciful, and
His HOLY Prophet (P.B.U.H) who is forever a true beacon of guidance for whole
humanity. I am greatly obliged to ``ALLAH`` by whom grace I have been able to
complete this Internship Report successfully.
I offer my thanks to honorable teachers for providing me a chance to work in such
a great organization.
I also offer my thanks to Respected Parents to support me in all means financially
and emotionally to complete my work.
My special thanks to Key accounts manager Mr Ahsan, Sales and capability
manager Mr Shahzad, Sales Officer Mr Bilal, HR executives Mr Fahad and Miss
Arshyal, Manager Finance Mr Shoaib Ahmed Tirimzi and rest of all executives,
Managers and other staff members of Shamim and co to help me in completing
my internship training

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 Table of Content
1. Overview:..................................................................................................................................10
a. History........................................................................................................................................10
b. Introduction................................................................................................................................10
c. Policy.........................................................................................................................................12
d. Competitors................................................................................................................................12
2. Organizational Structural...........................................................................................................13
a. Hierarchy of the Organization...................................................................................................13
b. Hierarchy of Marketing Department.........................................................................................13
c. Number of Employees...............................................................................................................14
d. Main Office................................................................................................................................14
e. Introduction of all departments..................................................................................................15
i. Key Accounts Department..........................................................................................................15
ii. Marketing department...............................................................................................................15
iii.Sales And Capability Department.............................................................................................16
iv. Human Resource Management Department.............................................................................17
v. Cold Assets & MEM Department..............................................................................................17
vi. Cold Asset Department.............................................................................................................18
vii. SIS & Research Department....................................................................................................18
viii. MIS Department.....................................................................................................................19
3. Plan of Internship Program........................................................................................................20
a. Brief introduction of Program....................................................................................................20
b. Starting & Ending date of Internship.........................................................................................21
c. Departments in which i got training & duration........................................................................21
4. Training Program.......................................................................................................................21
a)Marketing Department................................................................................................................21
b) Key Account Department..........................................................................................................23
C) Sales& Capability Department.................................................................................................25
d) Market Development.................................................................................................................27
e) Distribution Handling................................................................................................................28
5. Reflexive Journal Writing..........................................................................................................29
6) Recommendation.......................................................................................................................39

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7. Work Sample.............................................................................................................................40
8. Critical Analysis........................................................................................................................41
9. SWOT Analysis.........................................................................................................................42
10. Conclusion...............................................................................................................................45
11. Recommendations....................................................................................................................46
12. References................................................................................................................................47

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 Executive Summary
Shamim and Company (pvt.) Limited is one of the largest and well reputed
organizations in the beverages Industry. Shamim & Co. Multan is working in
beverages business (PEPSI cola) under a franchise setup since 1967. PEPSI
Multan is currently having 70 to 75% market share in Multan and the share is still
rising. Pepsi Multan is the ISO Certified Company because it is an international
drink that’s why should have to follow the standards.
As being the bottler, Shamim and co is the manufacturer of only beverages
products like Pepsi, Marinda, 7-up, Mountain Dew and Sting. Company has a
strong network of Distributors and well-trained sales staff to serve the market and
they distribute the products in complete range of the southern Punjab, a territory
that covers almost 150,000 Sq. km. Company is serving all these areas with
proper quality products.Shamim and Co is working with eight production plants
capable of producing 200000 cases per day. They have set up different
department to accomplish their particular tasks.The main departments of Shamim
& Co. (pvt) Ltd are as follows;
 Human Resources Management Department
 Marketing and Sales department
 Key accounts department
 Cold Asset and MEM department
 Management information system Department (MIS)
 Research and Sales Information System Department (SIS)
 Accounting and finance

Finally, I am thankful to management of Shamim& Company (Pvt) Ltd Multan to

provide me opportunity to work with them and provide chance to learn operation
of Shamim& Company Pepsi Cola Multan.I actually worked in key accounts
department who convert the coca cola beverage points in pepsi selling points
exclusively by offering different facilities like chillers, paint, cabin and cash
discounts etc. they don’t only convert them but retain them for long period of

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time. Sales department is responsible to execute the sales and monitor the sales
operations as well through tracking their activities. Still there are many chances to
improve market position and market share but need is to capture those
opportunities that really exists. Functional departments are really hard working
but apart from each other that bring hurdle in communication and coordination as
well.
1. Overview:

a. History
Pepsi Multan was incorporated in 1963 but progress of manufacturing started in
1967. At that time, Pepsi Multan was having only one production plant installed
by Netherlands. Initially Pepsi Multan was only manufacturer of 7-up because it
was the only brand produced by parent company. In 1973, parent company got
hold of Pepsi therefore Multan franchise start producing Pepsi and Marinda along
with 7-up.
Shamim & company (Pvt.) Ltd. is a franchise of “Pepsi Cola International”. The
company was established in 1964 and Mr. Allah Nawaz Khan Tareen was the
inventor of the company and CEO as well. At that time, SCL was second
Beverage Company of Pakistan but now one of the celebrated beverage company
of South Asia.
Coke was already in service in the market at that time when Pepsi Multan came
into known. At that time Coke was market leader but with the passage of time
Pepsi Multan reserved on focusing on gaining the market share.Now Pepsi Multan
is working with eight production plants capable of producing more than 200,000
crates per day. “The plant which was installed at the time of establishment has
now been grounded. Pepsi Multan is current market leader with more than 70% of
market shares.

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b. Introduction
Shamim & Co was established in 1967 under a franchise agreement with 7-UP
bottle to 7-Up Soft Drinks. SCL was the first Pepsi franchise in Pakistan owned
by Allah Nawaz Khan Tareen.
Since 1967, we have run to grew rapidly and grasp an authoritative market share
which has made us one of the top leading bottling companies in the region. Our
products are manufactured under strict quality control regulations and conform to
international quality standards set by Pepsi co. We have a strong network
ofDistributors and well-trained sales staff to serve the market and they distribute
our products in whole of the southern Punjab, a territory that covers almost
150,000 Sq km. We serve the population of over twenty million people through
more than 22000 outlets out of which 14,000 are exclusively Pepsi cola sellers.
We supply a complete business package to our retailers including horizontal and
vertical bottle coolers, point of purchase advertising, cash credit, etc.
Shamim & Co. Pepsi Cola Multan have above 70% market share in the franchise
which is the highest for any Pepsi Cola Franchise in the world. We were declared
as “Bottler of the Year” award in 2005 in the region for outstanding performance.
We plan to continue with our business traditions in the future. The Area assigned
to Multan Franchise consists of the following districts.
 Multan District
 Multan Outskirts
 Khanewal
 Mailsi
 Vehari
 Muzafar-Garh
 Liyyah
 D.G. Khan
 Sahiwal
 Okara
 Bahawal-Pur
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  Ahmad-Pur
 Bahawal Nagar
 Haroonabad
 Rahim Yar Khan

Company is serving all these areas with proper quality products.Shamim and
Company is working with eight production plants capable of producing 200000
cases per day. Company is meeting all the areas of quality standards and they
have ISO certificate asPepsi has International quality standards.

Address
Pepsi Shamim & Company (Pvt) Ltd
Factory District Jail Road Multan
Tel :( 061) 4515037
Fax :( 061) 4586644

c. Policy
Animal testing policy
Pepsi Companydoes not conduct any animal tests and does not fund direct any
animal test on its beverages and foods although Government agencies require
animal tests to demonstrate ingredient safety but company using those
ingredientsrely on third party testing.

Genetically modified food and ingredient policy

Pepsi Company is dedicated to producing the highest quality, greatest tasty food
and beverage products in every part of the world. Pepsi company ensures all
products meet over exceed stringent safety and quality standards and uses only
ingredients that are safe and approved by applicable Government and regulatory
authorities.

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d. Competitors

 COCA COLA
 GOURMET COLA
 MASTER COLA
But coca cola is considered as major competitor of Pepsi in beverage market
because both of the brands fight for high market share.

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2. Organizational Structural
a. Hierarchy of the Organization

b.Hierarchy of Marketing Department

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c.Number of Employees
According to the information given by Sales officer of Shamim and Company,
6000-7000 employees are working under the Umbrella of Organization including
top management members, middle and bottom line managers, sales force, labor
and other members working on out station distributions appointed by the SCL.

d.. Main Offices

Pepsi cola market share is near about 70% in the soft drink market in Pakistan.
Pepsi cola International, a significant name in cola trade is doing its business in
Pakistan through franchising system around the different cities. PCI has industrial
following bottlers in Pakistan up till now.

These franchises are situated in:

 Karachi

 Lahore

 Multan

 Sukkher

 Gujranwala

 Faisalabad

 Peshawar

 Islamabad

 Hyderabad

Multan Franchise is one of the biggest setup with highest no of employees and
covers a big area of over 150000 sq.km in the southern Punjab region with
bottling plant placed in Multan

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e. Introduction of all departments
The main departments of Shamim & Company (pvt) Ltd are as follows;
 Key accounts Department
 Marketing Department
 Sales and capability Department
 Human resources Management Department
 Cold assets and MEMDepartment
 Research and Sales Information System Department (SIS)
 Management information system Department (MIS)

i. Key Accounts Department

In marketing the word “key Account” means “valued customers or client”.
Means those shopkeepers which give the more comparative profit are the key
accounts for the company.
Key accounts department is responsible to retain vital points of Pepsi and to
convert Coca- Cola points to Pepsi. Key account department monitors the
facilities given to selling points. Facilities given to shop keepers include:

• Cash Discount
• Refrigerator, Chiller and freezer
• Cabin
• Shop Paint
• Pepsi Boards

These facilities based on the sales of Pepsi brands and its location where the outlet
exits. High selling points are given more facilities as compare to low selling
points. Employees of this department visit the shops and offer them with these
facilities stated above. They try to convince them by offering such discount rate
that does notaffect the cost.

ii.Marketing department
Marketing department is very important department in any organization who is
highly involved in selling products. Without marketing department, a company is
unable to market its product. This department is one of the most important
departments of Shamim and Company. This department makes the proper

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marketing plan for the organization. Some important functions of this department
are:
 Budgeting
 Taxation
 ATL/BTL activities
 Merchandising
 Planning and formulating marketing strategies to cover up the growing
competition
 Event management
 Work Process

iii) Sales and CapabilityDepartment

Shamim and Co has one of the largest sales networks in beverage industry in
Pakistan. Shamim and Co covers entire south Punjabregion. As the climate of
south Punjab is hot in summer that creates high level of demand of Pepsi and of
its all other brands as well. Shamim and Co cover every nook and corner of this
region to meet the demand.
Shamim and Co has divided south Punjabregion in different parts and each part is
operated by an agency or distributor. An agency has a dealer which works under
acontract with Shamim and co as dealer gets stock of Pepsi directly from the
company and then is being supplied to secondary selling points through delivery
trucks owned by the agency. Certain points have direct concern with company
and get supply direct by Shamim and co and those points are known as primary
selling points. They have direct contract due to the bulk quantity demand and they
mostly pay on credit. Some major primary selling points are Chase-up and CSD
etc.
Secondary sales points are being operated with the help of order-booker. An
order-booker visits every point in the morning and books the order via an app
installed in their cell phones by company. This order reaches to KPO and he
makes record of total demand sent by all order-bookers of the same agency then

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order is delivered next day through delivery vans of the agency. Sales officers
appointed by the company provide the super vision to all this dealing conducted
between dealer and points. They are also responsible to convert coca cola selling
points in Pepsi selling points. They are given a specific target of sale for which
they are bound to meet in order to earn handsome commission offered by the
company.

iv.HRM Department
All hiring and firing decisions are taken by this department. There is no
involvement of Pepsi Cola International as they are operating on the behalf of
license. All decisions regarding pay scales, promotion, demotion and increments
are taken by this department.
a) Basically the key functions of HRM department of Shamim and Company
is as follows:
 Tracking of employees
 Hiring and firing of employees
 Dealing of Compensation, salaries, expenses, claims and promotion affairs
 Promotions are based on timing and performance
 Salaries are based on different positions and different profiles of
employees

b) Major sources of potential job candidates are

• Newspaper Ads
• Internal Search Advertisement
• Employees Referrals
• Manager`s Recommendations
c) The candidates are selected based on
• Written Test
• Interview by HR Manager
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 • Interview by Concerned Department Head

v.Cold Assets and MEM Department

MEM stands for (Market Equipment Management)
a) Key Functions
 Chiller injection
 Chiller tracking
 Back check
 Repairing of damaged coolers and chillers.

If cooler and chillers get damages market equipment management of Shamim

& Company will manage repair and look after the coolers and chillers. If
company receive complains from retailers or distributers on UAN number for
coolers, then this department deals with repairing and maintaining. Cooler is
an essential part if company will not provide chill bottles to the customer then
customer will not purchase PEPSI bottles that why company provides chillers
to the shopkeeper. SCL have workshop near Pak Arab Fertilizer Multan where
team workers working for the injection of coolers and repairing of coolers.
About hundred team workers and technicians work in workshop. 58 team
worker works outside the Multan station and about 42 team workers work in
Multan city. The maximum temperature of this cooler is 0°c or 1°c. Area of
Shamim and Company is from Pak Pattan to Rahim Yar Khan and Fort Abbas
to DI Khan.Waves is the suppliers of coolers of Shamim & Company. SCL
provide more than one lacs coolers in market.

b) Function of Mem
 Repairing issues of cooler
 Warranty issues of coolers
 Procurement cooler issue

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vi.Cold asset department

a) Function of Cold Asset Department

 Provide chillers in market
 Maintain record of chiller
 Hand over chiller from old retailer to new retailer
 Tracking of chillers

vii.SIS and Research Department

Sales information system and research department works under the marketing
department and its responsibility is to check the market performance of products
and provide information regarding product status and its market share. They are
also responsible for checking the performance of newly launched products, its
market acceptance and more capacity to launch new product in market. This
department keeps the record of every outlet of the company. Through this system,
management can come to know about

 Market share
 Name and address of each outlet.
 T.O.T details
 Publicity position
 Discount verification

a) Function of Sis and Research Department

 Calculate market share by market census
 To see the market share, this department take 25% sample of
population of market
 Verify that Chillers are injected into high worth outlets or not
 Merchandisers and sales persons check chiller integrity (these
persons check every outlet either have chiller consisting only on
PEPSI or not)

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  This department also checks that every outlet must have 70% stock
at its back.

viii.MIS Department (Management Information System)

In today’s fast moving, business environment. Organizational setup is moving

towards computerization and information system. In this era, it provides current,
reliable and accurate information to the management of any organization which
help them in process of decision making.

MIS department of Shamim and co is playing a vital role in this regard. The
department is working with small setup but satisfies the information requirement
required by the staff and members of other top management of Shamim and co.
Department has eliminated much work load, paper work and saved a lot precious
time. MIS department is currently performing day to day operations and highly
involved in software development. It also provides technical assistance and
training to some other departments. System keeps current information about what
is going on in production and plant. System keeps record of different objects such
as employee code, name, basic salary, allowances and tax etc.

a. Comment on organizational structure

Organizational structure in not complex enough to understand due to its simple
hierarchy. There is a strong co-ordination among all functional departments to
execute the operations. I observed a very peaceful environment in the
organization and everybody is performing his/her duties in the best way on their
appointed designations.

3.Plan of internship program

a.Brief introduction of branch
I completed my internship program in SCL (Shamim and company private
limited) Pepsi Cola Multan which was being established in 1967 under a franchise
agreement with Pepsi Cola International. SCL was the first franchise of Pepsi cola

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in Pakistan but later other franchises started to operate in different cities like
Lahore, Karachi, Sakkher, Faisal Abad and Gujranwala etc. Company has a
strong network of distributors and well-trained sales staff to serve the market with
Pepsi bottling products. Distributors distribute the products in complete territory
of Southern Punjab, the area that covers almost 150,000 sq.km. The area allotted
to Multan franchise consists of following districts Multan district, Multan
Outskirts, khanewal, Mailsi, Vehari, Muzafar Garh, Layyah, D.G Khan, Sahiwal,
Okara, Bahawal pur, Ahmed pur, Bahawal Nagar, Haroon Abad and Rahim-yar-
Khan. Basically, Shamim and co is the bottling license holder and as being the
bottler, they are involved in manufacturing of Pepsi, dew, 7-up, Marinda and sting
in different sizes. SCL provides a complete business package to retailers including
horizontal and vertical bottle coolers, point of purchase advertising, shop paint,
shop board and cash discount etc. Company in now enjoying near about 70%
market share which is the highest for any Pepsi cola franchise in the Pakistan.
Once they were declared as the “Bottler of the year” in 2005. They have the
different departments, but I was sent to some specific market related departments
like Key accounts department and sales and capability department for my
internship program. Key account department is situated along with marketing
department in Khawar Center near S.P chock Multan Cantt but for sales activities
I was being engaged with a distributor Farhan Traders near Jinnah park shah
Rukn-e-Alam Multan.

b.Starting and ending date of internship

Starting date……. July 2nd
Ending date……. August 27th

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c.Departments in which you got training and duration
There are many departments working in Shamim and co at different places in
Multan city but as being the marketing student, I was instructed to move to learn
the work in following departments that work under the umbrella of marketing
department.
 Organizational Introduction & Field Work Observation for 2 weeks
 Key accounts department for 3 weeks
 Sales and capability department for 3 weeks

4.Training program
Detailed description of activities or operations performed by the departments
I worked in

a) Marketing Department
Marketing department is one of the important departments of Shamim and co who
plays a major role in running the organization efficiently and effectively. This
department makes the proper marketing plans for the organization and without it
company cannot market its products and services. Key accounts department, Sales
and capability department and trade activities department are those departments
who perform their duties under the umbrella of Marketing department.

Some important functions of this department are:

 Budgeting
 Taxation
 ATL/BTL activities
 Merchandising
 Planning and formulating marketing strategies to cover up
the growing competition
 Event management
i) Budgeting: For any kind of marketing activity, budgeting plays important
role. To do marketing for Pepsi beverages, a specific budget approval is

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necessary. Each specific town or district has specific and limited budget for
marketing, so the marketing expenses do not exceed profit made by that
promotion

ii) Taxation: At each promotional activity, taxes are paid to the district
government, e.g., bill board, steamers etc.

iii) ATL/BTL activities: ATL means above the line activities. Marketing
activities that are not for any specific area but for global level and print media
and electronic media is used for promotion, these kinds of activities are called
above the line activities but these ATL activities are held by Pepsi cola
international. .
BTL means below the line activities. Promotional or marketing activities in a
specific region are called BTL activities. These activities are held by franchises
via sales team or marketing department. And there is a third kind of activity that
is TTL activity. This means through the line activity. Those marketing activities
that are held electronically and region vise, these activities are through the line
activities. It’s a combination of ATL & BTL activities. The example is “liter for
light”. The campaign has been holding in different and specific areas by those
areas’ marketing or sales team and has been promoted via electronic media. iv

iv)Merchandising: An important concept in merchandising is planogram. It

means the
Specific sequence of bottles placed at departmental stores. The sequence is
Dew, Pepsi,7-up, Marinda & Sting.

v) Marketing strategies: The marketing department also plan and formulate

different marketing strategies to cover up the growing competition. The well-
known competitor of Pepsi is coca cola. Both companies make different kind
of strategies to outcompete each other. Strategies can be of launching some
schemes, like Pepsi once launched car scheme.

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vi) Event management: It is very important aspect of marketing and Pepsi cola
international pays special attention for event management for creating brand
awareness; attract the target market and retaining the present customers.
Examples are
 Sponsorship in Surkeshetre
 Concert of Rahat Fateh Ali Khan
 Cricket matches between different bank teams in Multan.

vii) Work process: Pepsi also do marketing by providing its logo paints to
different shopkeepers to retain or bound those shopkeepers to sell the beverages
of Pepsi. There is a special work process for this.
 First the sales team will create the demand for this.
 By the approval of RSM, request would be send to the head office.
 By the approval of co, the request will be accepted, and action will be
taken.
 This department also handles the tracking of coolers from 2000 to present
day.

b)Key accounts department

Key accounts department is responsible to retain vital points of Pepsi and to
convert Coca- Cola points to exclusively Pepsi selling points. Key account
department monitors the facilities given to selling points. Facilities given to shop
keepers include:

• Cash Discount
• Refrigerator, Chiller and freezer
• Cabin
• Shop Paint
• Pepsi Boards

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i) Basic Functions of Key Accounts Department
 Account creation and retention
 Create credibility and build strong relationship with clients
 Market Research
 Analyze accounts, set objectives, plan strategy, action and review accounts
& results.
 Market Audit
 Ensure product availability

Key accounts department makes available chillers and coolers at the specific
outlets and thus the contract is also established with the retailers in this
department. Contract means they are making bound to sell Pepsi brands only for
5000, 10000 or 15000 cases for which they are given cash discounts and other
facilities. Two different contracts are undertaken; one for the chiller or freezer
approval and second contract is for selling specific amount of cases like 5000,
10000 and 15000 etc. both the contracts have different formats.
The documents that are involved in these contracts are:

 Stamp Paper of Rs.100 (Contract between parties)

 Photocopy of National Identity Card of retailer

 Paid Electricity bill of the outlet (where chiller is to be injected)

 Chiller Issuance Form

The stamp paper is signed by both the parties entering into the agreement i.e. SCL
and the retailer. The signature and stamp of distributor, ASM and DSM are also
required. Finally, the approval for chiller injection is granted by COO

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ii)Operations of Department
This department handles three types of outlets included in key accounts:
 Converted: Outlets which are points where other beverage
brands like Coca cola is sold out. Employees of key accounts
are required to convert them into Pepsi beverages selling point
exclusively.
 Retained: Outlets which are already Pepsi selling points, this
department makes sure to retain them for Pepsi beverages
selling.
 New: Outlets which are newly opened, this department makes
sure to make them the Pepsi beverages selling outlets.
There are 3 ways in which this department operates to make the outlets
exclusively Pepsi beverages selling points in beverages perspective and
strategies to pay the discount

iii)3 ways (strategies) to operate

 Net Discount: In this method, cash discount is paid to outlet owner on the
spot whenever they are buying products.
 Advance Payment: In the trade of less than RS. 300,000, the discount is
paid via distributer, the discount can be in two forms
1) In half cash and in half stock form.
2) In full cash or full stock form.

 Trade Payment: In the trade of more than RS. 300,000 discount cash is
paid direct to the outlet keeper via check issued by Shamim and Co.
Discount amount is given before he makes purchases according to the no
of cases (regular bottle crates) and later on he pays full price of cases.
Contract is undertaken for different number of cases (regular bottle crate)
e.g. 5000, 10000 and 15000 etc. Discount amount vary according to sale
volume and point of outlet and usually discount amount which is
considered to pay is from RS. 75 to 95 per case.

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c) Sales and capability department
Shamim and Co has divided south Punjab region in different parts and each part is
operated by an agency or distributor. An agency has a dealer which works undera
contract with Shamim and co as dealer gets stock of Pepsi directly from the
company and then is being supplied to secondary selling points through delivery
trucks owned by the agency.Secondary sales points are being operated with the
help of order-booker. An order-booker visits every point in the morning and
books the order via an app installed in their cell phones by company. This order
reaches to KPO and he makes record of total demand sent by all order-bookers of
the same agency then order is delivered next day through delivery vans of the
agency. Sales officers appointed by the company provide the super vision to all
this dealing conducted between dealer and points. They are also responsible to
convert coca cola selling points in Pepsi selling points. They are given a specific
target of sale for which they are bound to meet in order to earn handsome
commission offered by the company.

i) Basic Functions of Sales and Capability Department

 Distributer Route Management
A route is selected by the company for distribution of its products. The
route contains approximately 120-140 shops consisting of key customers
and usual customers as well.

 Target Management
This department assigned targets to the order bookers through a system
generated using (SPSS quota). Simply sales department have quota of
targets that are given by the company and sales department is required to
achieve these targets through order bookers in a time span.

 Coolers Integrity

Cooler integrity is checked by a checking team out sourced by company

and the sales staff members also monitor the same.

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ii) Operations and Activities performed by the Sales Officer (SO)
and Assistant to Area Sales Manager (AASM)

1. Secondary sales volume daily achievement

 Morning Meeting
 Daily floor and system stocks checking by making tally floor stock
and system stock
 Vehicle and area wise objective setting means planning of stock
objectives according to area potential
 Focus brand objective achievement plan means planning for some
specific brand to sell in big volume then order bookers are asked to
make booking accordingly.
 Special task achievement plan if any e.g. ASM order to Sales
officer to sell the 5000 units on some special event like on Eid-ul-
Azha.
 Supply Unit management
 AASM/SO/OB conduct daily meeting with salesman for market
supplies and company related matters.

 Vehicle load management

 Inspection of vehicles according to load sheet wise and area
potential wise
 Packs or flavors wise checking to make sure whether focused
brands and all other brand have been loaded or not
 Vehicle out time management
 Make sure that vehicles are out from distribution premises till 9:30
am.
 Market visit
 AASM/SO visit minimum 30 shops per day

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  AASM/SO work with at least 2 vehicles in a day to see whether
the sales operations are running smooth or not and to check that
either sales mans are following company rates or not to avoid any
fraudulent activities
 AASM/SO work with merchandising team for shops display and
merchandising.
 Evening meeting
 Area wise given task achievement discussion is made
 Special task achievement discussion is made
 Day’s target achievement analysis and compilation is conducted
 Vehicle loading activity is completed for next day’s supplies

d)Market development

 Out of order cooler

 S/O makes the route or area wise out of order coolers list
 S/O makes the strong follow up with TOT department in case of
repairing and maintaining issue
 S/O is responsible for cooler activation or movement plan
 S/O prepare the week wise reconciliation of OOC list
 Asset Injection
 S/O get prepares affidavit of commitment for 100% integrity
 AASM/SO are responsible for cooler’s availability and injection at
prominent and convenience place
 AASM/SO both are responsible for injection with full stocks

 Problem solutions
 AASM/SO both are responsible for solution of market related
issues e.g. rate issue, supply issue, advance payment or trade
payment issue and leakage issue etc. Sometime for personal issue
like poor behavior between OB and retailer etc.

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  AASM/SO all matters regarding company forward to immediate
boss.

e)Distribution handling
 Warehouse management
 S/O make sure Stock Norms (availability of everything)
 S/O implement the FIFO method regarding stock
 In distributions, there is a separate place for damages to avoid any
loss
 SO is responsible for separate stock staking

 Distribution Claims management

 QC claims means within 45 days of production stock should be
shifted to distribution and responsibility is given to AASM/SO.
 General losses of distributor are compensated by the company
with the assurance of AASM/SO
 Ledger maintenance is also the responsibility of SO.

Detailed description of task assigned to you

Firstly, when I went to join the Key accounts department
 They asked me to learn about the paper work that how we enter the
activities which we perform on daily basis. I learnt how they make
documentation for net discount, advance payment, trade payment and
chiller issuance matters
 They assigned me to convert some points for Pepsi selling exclusively
under the supervision of market development executives. I joined with
different executives daily.
 They asked me to deal in retaining the points and I practiced it under the
supervision of same executives
 I was being assigned to get involve in chiller injection process
 I was assigned to fill the chiller approval form by my coordinator

30
 When I joined the sales and capability department
 I was assigned to take orders with the supervision of Order booker.
 I was assigned to check the stock of delivery vans
 I was assigned to check the floor stocks of different retailers
 I was asked to check that whether company rates are being implemented
or not
 I visited the different shops in market

5.Reflexive journal writing

Week 1
It was July 2nd when I went in Shamim and co for the very first day. I
reached there right 9 am and receptionist asked me to sit in waiting room
until we call you. I was waiting there with some other internees then an
executive came to call us in other room where HR executive Mr. Fahad
gave us brief introduction about the operations of marketing and its
respective sub departments. He told that there are 3 sub departments of
marketing department and you will work with 2 of them for 3 weeks in
each. These 3 sub departments are
 Key accounts department
 General trade department
 Trade activities department

 Key accounts department

First of all, I was instructed to go in key accounts department; he gave me contact
number of Mr Minhaj (Market development manager) and asked to go in key
accounts department in the basement along parking area of the company.
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When I went there, key accounts manager Mr. Ahsan took my introduction and
introduced all of his staff members including 2 Market development managers,
near about 8 to 10 market development executives and 3 computer operators as
well.

 Briefing of department
Then a development executive gave me briefing about the operations of the
department and his job description as well. He told that we are responsible to
convert all vital points
(where cold drinks consumption rate is very high like Gauri tikka, Qureshi hotel,
Almaida, school and college canteens and others well known hotels and
cafeterias) selling other company (coca cola) beverages in exclusively Pepsi
selling point.
Not only to convert them but to retain them for long lasting time.
Those points are converted when we offer them more handsome discount as
compare to coca cola. Along with discount we offer them some marketing support
according to the sale potential. Other marketing supports include provision of
shop paint, provision of shop board, provision of chillers and coolers and cabin as
well. Most important thing is cash discount which is given through three ways net
discount, advance payment and trade payment whose description is given in point
12. Next day they introduced with their documentation working, some of them I
pasted in point 14.
From next day, I started to visit the market with market development executives
in order to capture those points that were required to convert and retain. I visited
the complete territory of Multan cantt and learnt how to operate.

Week 2
My activities regarding Conversion and retention
 Conversion

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 In second week when I reached there, I was given a task under the
supervision of Market development executive to convert a point
“Madina Yakhni Pulao” located in main bazaar Multan Cantt was selling
the coca cola and its entire respective brand in coke chiller.
 I went there in shop, paid regards, introduced myself and asked how much
discount you are getting from Coca Cola Company, he told that he is getting
80 rupees per case. We offered him 85 rupees per case, but he smiled and
said that I sell 30 cases (crates) per day and these 5 rupee additional will pay
me 150 rupees only and I give this amount daily to beggars that why I cannot
accept your offer. He demanded for 95 rupees per case
 We called our manager and said sir he is demanding for 95 rupees per case
and some marketing support like 2 chillers and Pepsi shop board
Sir said makes the deal done for 90 rupees per case and with all demanded
marketing supports as well
 Anyhow, after some negotiations with him he agreed for it and we got him
engaged for contract of 5000 cases. He was given a trade payment company
check of rupees 450,000 and other marketing supports as well
 On our return we got two stamp paper from him with I’d card copy and
electricity bill for chiller requirements.
 We came back to office, got prepared its summary and send to COO for
approval
Similarly, I was personally involved to get many points convert in Pepsi
selling with proper attention
Next time I went with a market development executive to convert another
point this point was “Choppers Tower”
 I entered with my coordinator in Choppers tower with the intension to
convert it, we introduced ourselves and observed that there was a coke chiller
on their reception
 We offered them a handsome discount and asked that Pepsi has more running
brands like dew, sting, Marinda, 7-up and Pepsi itself that are being liked by
youngsters much, so it will generate more sale here.

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 He asked that we are going to launch a new hotel on ground floor then we
will surely make agreement with you and we will call you very soon.
I repeated this practice multiple times in 2nd week and highly participated in
conversion and retention as well.

Week 3
 Retention
All the stated above practices kept on repeating for entire 3 weeks, I
remember on the first day of week 3, I reached to retain a point.
“Bhayya drink corner” located at tank chock Multan Cantt.
 We were informed that their contract with company is going to finish next
week, when we went there and asked about next contract, he said that I am
going to engage myself with Coca cola for next contract as they are going to
give us discount of 85 rupees that is more than offered discount of Pepsi
 We called our boss and told about situation, boss said that offer him 87
Rupees, but he refused. We again offered him for 88 rupees and after some
negotiations he said ok, but I need one more chiller
 We done for this deal and came back with documents for sending summary
of approval of new contract to COO.

 Cooler injection
Last two days I was sent for cooler injection activities with Market
development executives.
There were few concerning members of different departments to inject the
cooler under their responsibility and supervision.
Normally development executive goes to make sure it is the same shop with
which agreement was made, Sales officer takes the responsibility to track it
and ASM gives supervision to all this process. TOT department brings
chillers and coolers to install. All these members sign the paper as well to
show their presence and responsibility. Some of the shops I still remember
where I went with coordinator to inject the coolers and chillers include

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 “Hafiz pan shop” near Dera Adda, “Mehboob super store”, “Rehmat
bakers” Chungi number 1 and “Ali drink corner” Hassan Parwana road etc.
Similarly, there were all the activities of same nature that I mentioned before,
and I experienced it with full motivation and passion to learn. Here half of
my internship came to end.

Week 4
When week 4 of my internship started I was being asked by the HR executive Mr.
Fahad to join the distribution Faran Traders opposite Jinnah Park for the purpose
of the learning in sales and capability department. He gave me the contact no of
Sales Officer (SO) Mr. Bilal. I contacted him, and he asked me to join at 9 am
sharp in the morning at distribution. When I went there very first day, they told
me about the difference between drinks, how we keep and consider the stock
(SKU’s), how we make the converted units, how we tally the delivery van’s stock
with punched orders and how to make calls means order booking method.

 Difference between CSD and NCB

Firstly, Sales officer told me the difference between the CSD (Carbonated soft
drinks) and NCB (non-carbonated bottles)
Carbonated soft drinks (CSD): All the drinks having CO2 carbon dioxide in their
essential ingredients like Pepsi, Dew and 7-up etc.
Noncarbonated bottles (NCB): All the drinks that does not contain carbon dioxide
as its essential ingredient like water, juices and sting (energy drinks)

 Stock keeping units

Second learning was stock keeping unit

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No of bottles Bottle type Quantity Flavor Flavor Flavor Flavor Flavor Flavo
in a case or r
pet
24 Regular 250ml Pepsi 7-up Marinda Dew
24 Sting 240ml Barry Gold
Blast Rush
12 Buddy 345ml Pepsi 7-up Marinda Dew 7-up Pepsi
free free
12 1/2 L 500ml Pepsi 7-up Marinda Dew 7-up Pepsi
free free
12 1/2 L Sting 500ml Barry Gold
Blast Rush
6 1L 1000ml Pepsi 7-up Marinda Dew
6 1.5 L Pet 1500ml Pepsi 7-up Marinda Dew 7-up Pepsi
free free
6 2.25 Jumbo 2250ml Pepsi 7-up Marinda Dew
12 Tin pack 240ml Pepsi 7-up Marinda Dew
(cane)

Hence total stock keeping unit= 38

 Conversion of units
Then they told me how to convert the bottles into units in which they deal and
sales team is given target in units as well.
How regular bottle is converted 250ml*24=6000ml 6000ml/6000= 1 unit
(standard unit)
How sting is converted 240ml*24=5760ml 5760/6000=0.96 0.96*2000 order
case=1920 converted unit
240 ml is quantity, 24 is the number of bottles in a case, 5760ml is total unit,
dived by 6000 standard unit, 0.96 ml converted figure, 2000 is number of order
cases, 1920 is converted unit.

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 How buddy is converted 345ml*12=4160ml 4160ml/6000=0.69 0.69*1000
order unit=690 converted units
Similarly, all the flavors of different sizes are converted in converted units in
which sales force is given target and all the commissions and benefits are given
accordingly.

 Checking of stock of Delivery van (My Activity)

I made tally the stock of delivery van with their punch order copy.
There is one sale man who drives and performs the duty of sale man as
well.
One loader who helps the sales man in every way including loading and
unloading of cases and pets. The stock in the van included
Regular cases: 108
Sting cases: 12
1.5 litters: 20
1 litter: 22
Jumbo packs: 5
Buddy pack: 4
Aquafina: 4
Total pets and cases= 175
Vehicle number: 1820
Departure time: 9:40 am

 Call Making (Order Booking)

Then sales officer told me we basically follow the 6 steps in order booking
1. Shop visit: first all OB goes to shop, pay regards and introduces
himself
2. Checking stock: then he takes permission to open the fridge and
checks which drink is available in how much quantity

37
 3. Order suggestion: then he suggests the order that you are required to
buy 1.5 L, 1 L, 1/2 L and regular bottles in such quantity and tells
about rate
4. Bargaining: shopkeeper says no I have no such amount to buy then Ob
convinces him to purchase in any case
5. Order finalized: lastly a final order is generated with mutual
understanding
6. Order payment claim: OB says that ok keep this specific money with
you, your stock will be delivered one day later

Then I was instructed to work with Order booker. First day, order booker told me
how to use the soft wear of order booking
 Working of soft wear
OB login his I’d, it opens the route or area where you are working, shop name
appears or he has to search it, it opens the profile of concerned shop, he takes snap
of fascia (Shutter) and outer shop board, OB counts the stock in Visy cooler and
chiller, then punch/put it in soft wear, soft wear suggest order according to past
record sale, then bargaining between shopkeeper and OB, order is finalized and
punched in soft wear, soft wear calculates the amount of final order and bill is
generated. Finally, Ob says that keep this amount with you and van will drop your
stock by receiving this amount.
Then he received orders from different shops in Gulshan Market.

 Order Booking (My Activities)

One day he asked me to practice the soft wear with my own hands and I
placed the order of Shangrilla cosine Gulshan market branch.
1. Firstly, I login his I’d then it opened the route, I selected the shop and got
permission to execute. I captured the fascia and bakery board pictures.
2. I entered in shop, introduce myself as an intern and paid regards

38
3. I got permission to open the chillers to check the stock. I counted the freezes
and floor stock of the bakery. There were almost 5 to 6 pets of every brand
and I punched it in soft wear and click the Ok.
4. Soft wear suggested the order to buy more 12 to 15 pets of every brand
5. No Bargaining.
6. Owner said Ok, place my order and deliver it as soon as possible
I said him sir you are required to pay Rs 33180. Keep this amount ready to
receive your order
Then I moved forward to execute the operations and next plan was to generate
the order from a drink corner near Madni Park Gulshan market.
Similarly, I repeated this operation multiple times and executed successfully.
I received the orders from 20 shops on that day on the same road and keep
repeated this operation for one week under the supervision of Order bookers.

Week 5
From the next week, when I went to distribution, I was assigned to join the Sales
Officer (SO) and Assistant to area sales manager (AASM) at Faran traders.
On first day, sales officer discussed his job description with me that I have clearly
mentioned in the 12th head, training program of my report. Although I am
supposed to make a short summary of his job description again to create
symmetry.

 The activities and operations performed by SO and AASM are as

 Market visits to check the operations of order bookers, to check
whether company rates are being implemented by sales men,
tracking of order bookers, tracking of delivery vans to check
stock delivery, assets that include Visy cooler injections, to
make the list of outdated coolers and settling issues regarding
coolers like repairing and claims etc.

39
  Settlement of further issues regarding market affairs like rates
issues, supply issues, personal issues between order bookers
and retailers and advance or trade payment issues.
 Conducting morning meeting with OB’s to set stock objectives
 Setting focus brand objectives
 Supply unit and vehicle load management
 Evening meeting to check whether settled objectives have been
achieved or not
 Work with merchandizing team to display the shops.

After discussing his job descriptions, he started his job

activities and got me with him to give his super vision and to
make me realize how he works all day, to enhance my practical
exposure.

 Before market activities

 Firstly, he conducted the meeting with order bookers
and assigned them target to sell the 200, 250 and 400
units according to the potential of their area
 Then he assigned them focus brand target, sell the
buddy and sting 1/2 L pets 4, 5 and 7 individually to all
bookers according to area potential
 Then he checked the load on vehicles according to load
sheet and let the vehicles depart from distributions
sharp at 9:30 am

 Market activities
Firstly, we started the market with the tracking of vehicles and we reached to
Alishba Super store shah-Rukn-e-Alam. We asked him about is discount and
checked the bill receipt, bill was according to discount rate and demanded
quantity exactly

40
Next, we moved towards further shop, where salesman was already working
there, we checked their demand and asked the sales man to drop the stock and go
ahead to supply further.
Then we received a call from a super store near Kumharan-Wala, he asked that I
did not received back my chiller yet, please make it available as soon as possible,
SO called to TOT department and asked about the chiller. SO ordered them to
make the chiller available there as soon as possible

Week 6
When the 6th week started, I went to distribution and joined the SO for market
after ‘before market activities’. He proclaimed we need to prove to organization
that whether we are working in market or not because SO is instructed to visit the
minimum 30 shops per day. This audit is done by the company through a software
which tracks the activities online and SO updates them through this software.
Then he taught me how to use it. He practiced it various times in front of my eyes
and finally he asked me to practice it for 5 to 6 shops minimum.

 Shop visit (My activities)

 First of all, I login my SO account, I click on Order booker (Ali Shan)
route and it opened all the shops of his area. I clicked on the shop where I
was standing then it displayed all the information about shop and I
confirmed for it.
 First of all, I captured the picture of fascia and entered in. Pay the regards
and introduced myself as an internee with SO. Got permission to check the
deep freezer
 Then I captured a picture, it was 100% integrated means full of stock and
100% utilized means full with the Pepsi beverage brands. Checked the
quantity of all bottles in all sizes and punched it in software to inform
 Then I captured the floor stock picture and also punched it as well

41
  As the freezer was 100% utilized no more space was there therefore I did
not ask him to put more stock in it, in case if it was not 100% utilized, I
had to order him to put more stock in it and had to capture again after
refilling in order to punch it again.
 I saved all the information in company software and put remarks about it
that he fully allowed me to do my task and I moved next.

When I went on next shop to repeat the same activity again, I observed
that it was only 50% utilized. S/O warned him not to put the other
beverages again otherwise contract will be cancelled.
 Next shop was temporary closed. Hence, I repeat this activity almost 4
days under the supervision of SO.

6) Recommendations
Every operational activity that I practiced was according to the facts which I
heard, learnt and observed there. Staff of the SCL is extremely polite, coordinated
and well behaved. Their environment is very comfortable and friendly which gave
me ease to learn and ask anything I desired.

7.Work Sample
These are some pictures that I captured when I went there to visit the market
under the supervision of sales officer. These are the pictures before I ordered them
to refill the chillers and freezers again. Chillers and freezers were not 100%
integrated and therefore they were ordered to it refill. We warned them to utilize it
on 100%.

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8.Critical Analysis
Although Shamim and company is very strong network operating since last many
decades but still it has some limitations and can be critically justified under the
theories that I ever studied in my BBA degree program. Firstly, I want to criticize
the organization upon a point that I have all the functional departments apart from
each other that brings hurdle not only in communication but in coordination as
well. Besides the paper work all other physical stuffs are delivered by travelling to
other department that only not wastes the time but waste the precious resources of
the company as well. I studied that all the department should be close enough so
that there should be no problem in coordination and communication that is very

43
helpful in fast decision making without wastage of time and wastage of company
resources. Another point that can be critically evaluated is that front line
employees and lower level executives are not being involved while they deign the
marketing plans and strategies although they know very well about the current
market situations and position. Study says that these people should be the part of
meetings and should play a role in decision making. Study says that all the
employees of the organization should be given enough benefits and
compensations to make them loyal with the organization for the long span of time
but unfortunately, I observed that all the employees are really unhappy with salary
packages they are getting and other remunerations offered by the company that
why turnover rate is much more high in SCL as compare to other FMCG’s
companies operating in Multan. The political situation of Pakistan is not stable it
has become worse specially for business sector, due to inconsistent policies of
Government every new government set different trade policies which make
difficult for business to grow and brings inconsistency in the performance. The
increasing charges of sources like electricity and other fuel rates highly influence
the business and industrial sector. Shortly speaking political steps are not in favor
of business growth therefore Government should take steps to provide the ease for
entrepreneurs to make their businesses well settled which will enable them to
bring prosperity for other people through creating job opportunities. Moreover,
the economic conditions of Pakistan affect the beverage industry directly. Due to
the weak economic condition, beverage industry cannot perform well. Increasing
rates of ingredients increasing the manufacturing rates therefore margin of
investors is ultimately decreasing. They have installed an Ammonia plant with in
the residential area of Multan; they should follow the environmental safety laws
imposed by the Pakistan Government for the wellbeing of humanity. Pepsi only
target the youngsters in their promotional campaign although soft drink has
become the choice of every age group and is widely accepted by each group
segment that why they should realize that that their target audience is much more
than they think about and all other age groups, genders and class should be the
ultimate target of the company regarding advertisement campaign.

44
9.SWOT
SWOT is a tool that clearly identifies the strengths, weaknesses, opportunities and
threats of an organization. This model accesses what an organization can do and
cannot do and elaborates about its potential opportunities and threats as well.
SWOT analysis takes the information from an environment and separates it into
internal factor (strengths and weaknesses) and external factors (opportunities and
threats). Once it is completed, SWOT determines what may assist the firm in
accomplishing its objectives, what obstacles can be overcome to achieve the
desired results

i) Strengths
 Pepsi is currently the market leader with near about 70% market share
which is more than any other beverage brand like Coca cola and Gourmet
cola.
 Effective and efficient distribution channel management allows Pepsi
Multan to cover a very huge geographical area in southern Punjab
 Pepsi products have high brand image, due to this strong position its
brands are widely accepted among its target market audience.
 Organization has a very dedicated and result oriented sales team members
working with devotion and extreme level of struggle.
 Shamim and co has a very strong co-ordination among all sub departments
of marketing department that brings very splendid results for the company
 Company is the only bottler franchise in Pakistan that is ISO certified.
 Customer loyalty is very high with Pepsi brands which are ultimately
competitive edge for SCL.
 SCL has its own research department which efficiently measures the
market performance of every product and declining reasons of sales and
then performance is made better accordingly
 Pepsi has a wide range of beverage brands (Pepsi, dew, 7 up, Marinda and
sting) widely accepted by its target market that makes it a leader easily.

45
  Shamim and co has very huge production capacity approximately 200000
cases per day which is more than any other franchise setup in Pakistan.
 They offer attractive margins for distributors of SCL. Therefore,
distributors become willing to carry Pepsi brands happily.
 SCL has its own marketing management style that is exactly according to
Pakistan market which makes them leader in beverage market
 Marketing department of Shamim and co is considered as the backbone of
the company with its own innovative marketing strategies to compete as
they are bottlers and no personal involvement is there by PCI.

ii) Weaknesses
 First one biggest weakness that I personally observed was that there Is no
involvement of lower level executives in decision making. Especially in
sales department, Sales officers are very well aware about current market
situation but unfortunately, they are not invited for taking any important
decision
 Departments of Shamim and co are apart from each other, so there is a big
difficulty in communication and exchanging reports etc.
 Pepsi and its respective brand’s tin packs are not available in far off rural
areas
 Pepsi target only youngsters in their promotional campaigns
 Work load is very high on staff members especially on the sales and
marketing department’s employees
 Key accounts executives, sales staff and other employees of company are
not paid with good salary packages and other compensational benefits
which causes to high turn-over rate.
 Promotion system with-in the organization is not up to the mark
 Factory is situated in residential area with inadequate parking facility for
employees and other workers of Shamim and co

46
  There is actually no proper training session especially for sales and market
development staff which produces confusions and obstacles for them
iii) Opportunities
 Shamim and Co has the opportunity, to get new opening shops bound for
Pepsi selling point only, in new markets.
 Training sessions of sales staff and other sales executives can be
conducted under the supervision of senior sales staff members
 Because of high customer loyalty and brand image new brands can gain
customer preference very soon
 There is high market growth opportunity due to the newly opening
markets and shops
 There is a clear opportunity of opening new outlets exclusively selling
Pepsi and its respective brands as well
 Market can be expanded through strong advertisement
 Pepsi cola international is responsible for national ads campaign that
facilitates Pepsi Multan to enjoy the benefits of integrated advertisement
 Company may start to enter in rural areas with availability of all products
every time
 Strong consumer commitment with Pepsi
 Low cost skilled labor is widely available in Pakistan. So, this opportunity
can be avail to get maximum output
 Company can make the employees more loyal to the organization by
solving their problems through proper functioning by the human resources
department
 Company can decrease the product delivery cost by using new trucks
instead of old fuel consuming trucks
 Company can make the decision making decentralized by involving front
line employees in decision making process
 Company can reduce the production cost by using new and innovative
technologies in its production department

47
  Factory can be shifted to industrial state, a place where all the departments
can coordinate easily with each other

iv) Threats
 After getting work skills and experience, employees switch away due to
the lower salary packages and other benefits
 Rapid change in demand occurs due to the season change so consumption
rate decreases
 Coca cola and Gourmet are increasing their market share very steadily
 Pepsi company has the threat of its competitor which is putting its best
effort to get the maximum customer satisfaction and trying to maximize its
profit by its active and keen management
 Entrance of some new beverage brands in market like Master cola
 Political instability is considered as a big threat in Pakistan
 Coca cola is on its way to get market share
 Threat by the Government higher authorities to move the factory away
from residential area
 Increasing concern of customers towards ingredients of soft drinks and
their health as well
 Empty glass bottles can be used by other parties to sell their drinks in
Pepsi bottles
 Low quality Pepsi is also available in the market manufactured by local
and non-authorized plants
 Another big threat in market is Gourmet cola, a cheap and better quality
beverage brand. They are growing day by day due to their extremely
cheap rates

10.Conclusion

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My internship program in Shamim and co proved very helpful for me as I got a lot
of knowledge and also the practical exposure in my life for the very first time
through an organization. It is my first experience which was obviously very tough
but it will be very beneficial for me in the future.
As being the student of Marketing, I was only sent to marketing and its sub
department to complete my training and internship. First of all I really enjoyed a
nice experience in Key accounts department who actually care most for their key
customers by the provision of different fatalities like shop board, shop paint, cabin
and specially cash discount. It helps the organization to capture a big market
share. Their ways of operations and basic functions are also interesting and
influenced me a lot in many ways.
Sales force is also very sharp and hard working. All the employees are being
supported and supervised by the immediate seniors and officers. Distribution
network is very strong and works with the help of SO, AASM, ASM and RSM.
They basically monitor the sales activities of the department and work to observe
whether company rates are being implemented, monitor the order booking
process, track the retailer activities and behavior, handle the demand and supply
issues, manage the personal relations with retailers, tackle the un-official activities
and work to enhance the sales of products as they are given high targets by the
company.
Besides the previously mentioned facts, I would like to tell that Shamim & Co.
Pvt. Ltd is one of the best groups of beverages in Pakistan that covers a very huge
area of Southern Punjab through its efficient network therefore considered as the
well reputed organization in beverage industry
Shamim & Co. is a very well organized and active company. Co’s system, its
management style and effective policies are remarkable factors. Working
environment at SCL is pleasant and employee friendly as there is high-quality
inter associations among workers and workforce is very gracious and courteous to
each other. Moreover working environment of the company is pleasant and
comfortable as all the employees are very polite, friendly and cooperative which
gave me the ease to ask and learn anything I desired. All the resources of the

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organizations are used wisely and properly and they have good skills to manage,
organize, lead and monitor. I feel pleasure that I have really gained much more
knowledge and experience during the 8 weeks of my internship program.

11.Recommendations
After having knowledgeable 8weeks’ experience in Shamim and co and under the
light of SWOT and Critical analysis, I have become able to make some important
recommendations for the organization
 Training opportunities should be provided to the employees especially to
Sales staff and key accounts team members
 Company should involve the lower level management in decision making,
especially sales team members who know very well about current market
situations
 Shamim and co should capture the new opening shops as soon as possible
in order to enhance the market growth and share as well
 Strategically steps should be taken for bringing up market share.
 Company should make employees more loyal to the organization by
solving their issues
 SCL should make available Free lunch and transport facility for their
employees
 SCL should be migrated to industrial area where all the departments are
close to each other which will bring ease in communication and
coordination
 Modern methods of production must be used by the company to compete
their competitor, get some competitive edge and reduce the cost as well
 Instead of cable internet, free WIFI facility should be given in each
department so that everyone including internees should get access to
internet
 Each department must get furnished as it should look like some
multinational brand franchise

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  Internees should be assigned with proper projects to know how well they
have learnt the things
 SCL should design and adopt a proper appraisal document for its
employees so that fairness and equity is maintained among them because
human resource is the most valuable asset of every organization and this
will directly affect the performance of the company
 SCL should not turn a blind eye towards the emerging threat of Gourmet
bottles because it could result in some serious problem in future
 SCL should arrange a more accommodating parking-area for the
employees of its factory
 SCL should change the decision-making process in such a way that front-
line employees may also have their ‘say’ in this process.

12.References
www.scl-pepsi.com
www.pepsico.com
www.wikkipedia.com
www.google.com.pk.

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