NATIONAL UNIVERSITY OF MODERN LANGUAGES

DEPARTMENT OF MANAGEMENT SCIENCES

LAHORE CAMPUS

Internship Report On
PAKASIA GROUP OF COMPANIES

Submitted To: Dr. Mehreen Waheed

Submitted By: M. Danish Tahir

Roll No: MC-3325

 NATIONAL UNIVERSITY OF MODERN LANGUAGES
FACULTY OF MANAGEMENT SCIENCES
SUPERVISORY NOTE

It is hereby certified that the report has been thoroughly and carefully read and recommended to
the Faculty of Management Sciences for acceptance of the Final Internship Report by Mr. M.
Danish Tahir, Roll No. MC-3325. Session (Feb 2020, to Jan 2024) in partial fulfillment of the
requirements for the degree of National University of Modern Languages Lahore

Dr. Mehreen Waheed ______________________________

Name of Supervisor Signature of Supervisor

_________________________ ______________________________
Name of Panel Member Signature of Panel Member

__________________________ ______________________________
HOD Name Signature of HOD

Date: ___________________

I
 ACKNOWLEDGEMENT

I am deeply grateful to Allah for granting me the opportunity to intern at Pakasia Group of
Companies, a chance that came without any prior effort on my part. His blessings and the
courage He inspired me to undertake this report are truly appreciated.

Furthermore, I extend my heartfelt gratitude to the Partner Director of Pakasia Group for
generously providing me with this internship opportunity. It is noteworthy that the company does
not typically offer internships, and it was through their exceptional support and belief in my
potential that this opportunity became a reality. Their mentorship and guidance throughout my
internship greatly contributed to my personal and professional growth.

Equally deserving of my sincere thanks are my teachers, whose guidance and mentorship played
a vital role in shaping me into the individual I am today.

II
 LETTER OF TRANSMITTAL

Subject: Submission of Internship Report on Pakasia Group of Companies

Respected Ma'am,

This report is about my internship that I completed at Pakasia Group of Companies, which was
also a requirement from my university. I have followed the guidelines provided for the report.

The internship has provided me with a valuable experience. The time I spent during this
internship was significant because it was my first job-related experience. InshaAllah, the skills
and knowledge I have gained will be beneficial for me in the future.

What I have learned during my internship and have studied at the National University of Modern
Languages (NUML) has been documented here in a comprehensive manner, reflecting the hard
work and dedication I put into it.

Sincerely,
M. Danish Tahir

III
 EXECUTIVE SUMMARY

This internship aimed to gain practical experience and apply the theoretical knowledge I have
acquired so far. It provided me with invaluable insights into politics within the workplace,
dealing with people within the organization, meeting deadlines, achieving goals, and
understanding how teamwork operates. This opportunity was particularly enriching for me as it
marked my first professional experience. I consider myself fortunate to have had the opportunity
to intern at Pakasia Group of Companies, whose head office is located on College Road in
Gulberg. While the company typically does not offer internships, I was fortunate to secure this
opportunity through the personal connection of the Partner Director. This extended my internship
duration to four months instead of the usual 4-6 weeks.
Pakasia Group encompasses various companies, and I interned at their subsidiary, DM
Consortium, which is a real estate company. My department was focused on sales and marketing.
In this report, I provide an introduction to the company, its organizational structure, and its
operations. I also detail the specific tasks I performed during my internship, the lessons I learned,
and the challenges I encountered.
The report begins with an introduction to Pakasia Group of Companies, highlighting the
organization's mission, vision, and place within the industry. It proceeds to delve into my
internship experience, showcasing specific projects, tasks, and responsibilities undertaken during
the tenure. The report doesn't merely highlight successes but also offers actionable
recommendations for Pakasia Group of Companies. Areas for improvement, identified through
the internship experience, are thoroughly discussed, along with suggested strategies to enhance
relevant areas or processes in the company. This internship report is a testament to the dedication
and commitment exhibited during my time at Pakasia Group. It underscores the enrichment of
both professional and personal growth, which is attributed to the experiences and opportunities
provided by the organization.

IV
 TABLE OF CONTENTS
SUPERVISORY NOTE..............................................................................................................................I
ACKNOWLEDGEMENT........................................................................................................................II
LETTER OF TRANSMITTAL...............................................................................................................III
EXECUTIVE SUMMARY......................................................................................................................IV
CHAPTER 1
INTRODUCTION.....................................................................................................................................7
1.1 Overview of the organization...........................................................................................................2
Brief History........................................................................................................................................2
Mission................................................................................................................................................3
Vision..................................................................................................................................................3
1.2 Overview of Department..................................................................................................................3
CHAPTER 2
PRODUCTS AND SERVICES.................................................................................................................5
2.1 Products:...........................................................................................................................................5
2.1.1- Industrial Bearings....................................................................................................................5
2.1.2- Ring travelers and steel rings for spinning and twisting machines............................................5
2.1.3- Rubber apron and rubber cots...................................................................................................6
2.1.4- All sorts of belting....................................................................................................................6
2.1.5- Textile products........................................................................................................................6
2.1.6- Real estate projects....................................................................................................................6
2.2 Services:............................................................................................................................................8
CHAPTER 3
PERSONAL EXPERIENCE..................................................................................................................10
3.1 1st week in internship...................................................................................................................10
3.2 2nd week in internship.................................................................................................................12
3.3 3rd week in internship.................................................................................................................16
3.4 4th week in internship..................................................................................................................17
3.5 5th and 6th week in internship.....................................................................................................19
CHAPTER 4
SWOT ANALYSIS..................................................................................................................................21
4.1 Strengths......................................................................................................................................21
4.2 Weaknesses..................................................................................................................................22
4.3 Opportunities................................................................................................................................22

V
 4.4 Threats.........................................................................................................................................23

CHAPTER 5
CONCLUSION........................................................................................................................................24
CHAPTER 6
RECOMMENDATIONS........................................................................................................................26
REFERENCE..........................................................................................................................................28
INTERNSHIP LETTER.........................................................................................................................29

VI
 CHAPTER 1
INTRODUCTION

The real estate sector is of paramount importance in Pakistan, playing a significant role in its
economic growth. Despite encountering various ups and downs due to multiple factors, this
sector has consistently expanded and attracted substantial investments. Pakistan's real estate
industry is experiencing a considerable boom, with numerous real estate projects emerging in
recent years. It is undoubtedly one of the fastest-growing sectors in Pakistan, contributing up to
2% to the country's GDP, as per the State Bank of Pakistan.
Real estate is a business that assists people in achieving their dreams of owning their ideal
homes, acquiring plots, or making sound investments. The rapid urbanization, increasing
population, and changing lifestyles have fueled the growth of this sector. Pakistani citizens have
invested billions of dollars in residential and commercial plots. Around 2010, there was a spike
in demand for these properties, prompting property developers to launch various projects. In
April 2023, the Securities and Exchange Commission of Pakistan (SECP) added 1,760 new
companies to its list, making the total number of registered companies reach 191,924., with
numerous ongoing projects. Additionally, many unregistered real estate agencies operate in
Pakistan, making estimating the exact number of real estate companies challenging.
Real estate investment in Pakistan is often considered secure and beneficial. Those with some
savings often choose to invest in real estate to park their money securely.One notable player in
this dynamic industry is the Pakasia Group of Companies, which has consistently recognized and
catered to the growing demand for real estate. In 2009-2010, the group launched its first housing
society in Lahore under the name "Al-Hafeez Gardens," comprising five phases, all of which
have been completely delivered. This project stands as one of the largest in Lahore, rivaling even
DHA in scale. Subsequently, Pakasia Group introduced "Dawood Homes" and "Dawood
Residency." Continuing to address evolving demand, they introduced "Serene Farms," which
was quickly sold out. They recognized the need for commercial spaces and established the
"Lahore Trade Centre." Most recently, they launched "Urban City."
My internship occurred at a company under the Pakasia Group umbrella, "DM Consortium."
This company is currently engaged in constructing high-rise buildings in Nathia Gali.

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1.1 Overview of the organization

Brief History
Pakasia Group is a highly respected business conglomerate in Pakistan, known for its
unwavering commitment to quality and trust across various industries. Founded in 1959, Pakasia
Group has embarked on a remarkable journey spanning over five decades, during which it has
excelled in diverse business endeavors. This enduring success is a testament to the relentless
hard work, dedication, and professionalism of its founder members, directors, and a team of
accomplished professionals. The group operates across a broad spectrum of businesses, engaging
in manufacturing, trading, and imports/exports of various textile, real estate, and engineering
products, along with ventures in the CNG sector. Its prominent presence in both the industrial,
real estate, and trading sectors reflects its steadfast commitment to international quality
standards, upheld through a rigorous quality control department.

Specializing in industrial Bearings, Ring Travelers, steel rings for Spinning and Twisting
Machines, Rubber Apron, Rubber Cots, and a comprehensive range of belts, Pakasia Group is
renowned for its unwavering commitment to quality. Thanks to its forward-thinking management
techniques and meticulous planning, it has thrived in a competitive landscape. The group
comprises a yarn manufacturing unit, five trading concerns, multiple real estate projects, and two
CNG filling stations. Pakasia Group has also established fruitful relationships with major players
in industries such as Textile, Sugar, Chemicals, Cement, Paper, Tobacco, Packaging, Cables,
Steel, real estate, and more, all of whom express their satisfaction with the services provided.

Notably, Pakasia Group ventured into the real estate sector, marking a significant diversification
in its business portfolio. In 2009-2010, the group introduced "Al-Hafeez Gardens," a housing
society in Lahore featuring five phases, each successfully delivered. This ambitious real-estate
project ranks among Lahore's largest, rivaling even DHA in scale. Subsequently, Pakasia Group
addressed evolving housing demands with "Dawood Homes" and "Dawood Residency."
Recognizing the growing interest in real estate, they swiftly sold out "Serene Farms."
Additionally, they established the "Lahore Trade Centre" to meet the need for commercial
spaces. Most recently, they unveiled "Urban City."

During my internship at Pakasia Group, specifically with one of its companies, "DM
Consortium," I had the opportunity to witness the group's diversification into the real estate

2
sector. Presently, DM Consortium is actively engaged in constructing high-rise buildings in
Nathia Gali.

Mission
Pakasia Group holds a clear and impactful mission. Their mission revolves around the delivery
of high-quality products to their cherished customers while actively seeking new markets to
boost the company's sales. This commitment is supported by a focus on effective company
management and building a skilled and adaptable team. The ultimate aim is to secure fair and
competitive prices for the company's products, ensuring sustainable growth and prosperity.

Vision
The company envisions evolving into a modern and dynamic manufacturing and distribution
firm. These companies aim to actively contribute to Pakistan's economy sustainably and
impactfully.

1.2 Overview of Department

My department was the Sales and Marketing department, led by the Director of Sales and
Marketing. It consisted of a team of seven members, with the Head of Sales overseeing the
team's operations. The department's primary responsibility was to oversee marketing efforts and
generate sales for the company. The department primarily concentrated on utilizing social media
platforms for the entire marketing of the project, with a primary emphasis on Instagram and
Facebook. These platforms were not only used for marketing but also for generating leads.
Attractive and creative ads were run for the project, serving as a source of potential clients.
Interested individuals would click on these ads and fill out a simple form, providing their name,
phone number, email, and city. This information would then be converted into a lead form.

Marketing tasks were primarily handled by a remote worker who specialized in this area, along
with a graphic designer who also worked remotely. The marketing specialist would visit the
office once or twice a week for meetings with the Director of Sales. During these meetings, they
discussed past leads, assessed the results, and made changes to the ads accordingly.

The sales team had a member who maintained regular communication with both the marketing
personnel and the graphic designer. This individual provided feedback on the quality of leads
generated by the marketing efforts. The rest of the team was responsible for working on leads

3
generated through social media platforms and striving to nurture them to maturity. The approach
included following up with these leads within one or two days, as consistent follow-up was
deemed essential for success. Daily meetings were held with the director to discuss the work, and
each team member would provide their daily reports during these meetings. This allowed us to
stay informed about progress and plan for future activities.

4
 CHAPTER 2
PRODUCTS AND SERVICES

2.1 Products:
 Industrial bearings
 Ring travelers and steel rings for spinning and twisting machines
 Rubber aprons and rubber cots
 All sorts of belting
 Textile products
 Real estate projects

2.1.1- Industrial Bearings

Pakasia Group of Companies is a leading supplier of industrial bearings in Pakistan. The
company offers a wide range of bearings from leading international brands, including NSK and
SKF. Group's bearings are used in a wide range of industries, including textile, sugar, chemicals,
cement, paper, tobacco, packaging, cables, and steel. Pakasia Group's industrial bearings are
available in a variety of types and sizes to meet the needs of its customers. The company offers a
range of ball bearings, roller bearings, and thrust bearings. They also offer a range of specialty
bearings, such as needle bearings, tapered roller bearings, and spherical bearings. Group's
industrial bearings are known for their high quality and durability. The company's bearings are
manufactured to the highest standards using high-quality materials. Pakasia Group's bearings are
also backed by a comprehensive warranty.

2.1.2- Ring travelers and steel rings for spinning and twisting machines
Ring travelers and steel rings are essential components of spinning and twisting machines. Ring
traveler’s guide the yarn onto the bobbin, while steel rings support the ring traveler and provide a
smooth surface for the yarn to travel on. Pakasia Group of Companies offers a wide range of ring
travelers and steel rings from leading international brands. The company's products are known
for their high quality and durability. Pakasia Group's ring travelers and steel rings are used by
some of the leading textile mills in Pakistan and around the world.

5
2.1.3- Rubber apron and rubber cots
The Group offers Rubber aprons and rubber cots that are used in a variety of textile machines,
including spinning machines, drawing machines, and roving frames. A rubber apron is used to
transport the yarn through the machine, while rubber cots are used to grip the yarn and draw it
out.

2.1.4- All sorts of belting

Belting is used in a wide range of industrial and commercial applications, including power
transmission, conveying, and elevation. The company's products are available in a variety of
materials, including rubber, PVC, and polyurethane, known for their high quality and durability.

2.1.5- Textile products

Pakasia Group of Companies offers a wide range of textile products, including Yarn, Mops,
Fabric, Garments, Towels, Bed linen, and Home textiles. The company's products are exported
to several countries around the world, including Europe, the United States, and the Middle East.
Pakasia Group sources its textile products from a variety of suppliers, including Local textile
mills, International textile mills, Garment manufacturers, and Home textile manufacturers.

2.1.6- Real estate projects

The group has various real estate projects like Al Hafeez Gardens, Dawood Residency, Lahore
Trade Center, Serene Farms, Urban City, and Serene Heights Nathia Gali.

Al-Hafeez Garden Housing Society Lahore, developed by Pakasia Group of Companies and
located on the main GT Road Lahore, holds the coveted approved status from the Lahore
Development Authority (LDA). This expansive residential scheme spans five phases, making it a
highly sought-after choice due to its prime location, affordability, and official approval. The
experienced developers behind this project boast a wealth of property development expertise.
Notably, the No Objection Certificate (NOC) for Al-Hafeez Garden Housing Society Lahore has
received official approval from the Lahore Development Authority (LDA), cementing its
legitimacy. Investors can make informed decisions with the assurance of this NOC status.
Situated on the main GT Road in Lahore, the strategic location of Al-Hafeez Garden Housing
Society offers unparalleled accessibility from any point within the city. The master plan for this
housing society was meticulously crafted by a team of highly qualified experts with extensive
experience in property development.

6
Dawood Residency, a Pak Asia Group project located in Lahore, Pakistan, is designed to offer a
modern lifestyle within a peaceful and serene environment. This housing society aims to create a
community that embodies world-class living in a lush, green setting, providing an ideal haven for
residents and their families. Dawood Residency is equipped with a range of contemporary
amenities, instilling a strong sense of trust and commitment among its growing clientele.
Strategically situated at the confluence of Lahore and Multan Road on the main Defense Road, it
enjoys a prime location, just 1 km from Shahkam Chowk and a mere 5-minute drive from
Thokar Niaz Baig, connecting Canal Road and Raiwind Road. The project also boasts proximity
to COMSATS University, LDA Avenue, and Bahria Town. Offering a variety of plot sizes,
including 4 Marla, 5 Marla, 6 Marla, 7 Marla, 8 Marla, and 10 Marla residential plots, as well as
3.25 Marla and 4.5 Marla commercial plots, Dawood Residency caters to diverse housing needs.
Notably, this housing scheme holds approval from the Lahore Development Authority.

Lahore Trade Centre (LTC) is a commercial complex located on Brandreth Road in Lahore,
Pakistan. It is a multi-story building that houses a variety of businesses. LTC is a popular
destination for businesses of all sizes, as it offers a convenient and central location, as well as a
variety of amenities, including parking space, 24/7 security, Power backup, etc. Overall, the
Lahore Trade Centre is a convenient and well-equipped commercial complex that is ideal for
businesses of all sizes.

Serene Farms is a private housing society located on Barki Road Lahore, Pakistan. It is a gated
community with 24/7 security. The society offers a variety of amenities, including parks and
gardens, playgrounds, sports facilities, a gym and fitness center, and a community center. Serene
Farms is a popular destination for families and individuals who are looking for a safe and
comfortable place to live. The society is located close to several schools, hospitals, and shopping
malls. Serene Farms offers plots in a variety of sizes, from 250 square yards to 1000 square
yards. The society also offers a variety of house types, from bungalows, and farms to multi-story
homes. The prices of plots and houses in Serene Farms vary depending on the size and location
of the property.

Urban City Lahore is an exceptional modern housing society project which is a new symbol of
smart living in the real estate market. Developed with a partnership between Al-Rehman
Developers and Al-Hafeez Developers, this project covers an impressive 4500 acres of land and

7
has been approved by the Tehsil Municipal Authority, Lahore, and the Lahore Development
Authority. This project is designed by Surbana Jurong (SJ), A Singapore-based company, which
is known worldwide as a leading design & town planning firm.

Serene Heights Nathia Gali is located right next to the PAF’s Kalabagh Airbase, Nathia Gali,
amidst lush green alpine forests, making it the most secure and scenic project in the Galiyaat.
Being a downhill site, it has the luxury of unobstructed valley views from every apartment.
Serene Heights stands out as the only apartment building in the region with a dedicated lawn,
providing residents with a tranquil space to connect with nature. The project offers a
comprehensive array of amenities and services designed to enhance the living experience. Safety
is paramount, with gas cylinders securely stored in a dedicated bunker room. Ample parking is
available on the Fifth and Fourth Floors, ensuring convenience and ease of access. The project
ensures seamless internet and mobile connectivity even in remote areas. With 24/7 CCTV
monitoring, proximity to the Air Force Base, street lights, multiple fire escapes, and dedicated
firefighting tanks, safety and security are ensured. A range of services including a 24-hour front
desk, steam/sauna, jacuzzi, gym, massage rooms, natural spring water, and a rooftop restaurant
contribute to residents' well-being. Additionally, there's a sports room, business and executive
center, prayer room, heating and power backup, cleaning services, and architectural features like
classic travertine marble outdoor finishing and double-glazed UPVC windows. A dedicated floor
for servant rooms, ease of access via various expressways, and a range of other features make
Serene Heights Nathia Gali an exceptional residential choice.

2.2 Services:
 Customer support
 Technical support and advice
 Technical recommendations
 Condition monitoring services
 Import and export services
 Real estate development and management

Pakasia Group of Companies offers a wide range of services to its customers, including customer
support, technical support and advice, technical recommendations, condition monitoring

8
services, import and export services, and real estate development and management. The
company's services are designed to help its customers improve the efficiency and reliability of
their operations. Pakasia Group is committed to providing its customers with the highest quality
products and services.

9
 CHAPTER 3
PERSONAL EXPERIENCE

3.1 1st week of internship

Monday

 Exciting, eager to learn.

 Interaction with teammates, understanding their backgrounds.
 Exploring work structure and department dynamics.
 Introduction to company project "Serene Heights Nathia Gali."
 A productive and informative day.

The first day of the internship was the start of an eagerly awaited job experience, filled with
anticipation and excitement about the learning opportunities and insights into the work
environment ahead. During the day, interactions with fellow teammates allowed us to get to
know each other better and inquire about each other's well-being. The day involved an
exploration of various aspects, such as the work structure and departmental dynamics. A notable
highlight was the examination of the company's project, 'Serene Heights Nathia Gali,' through its
catalog. Overall, the initial day proved productive in grasping essential concepts and adapting to
the new work environment.

Tuesday

 Manager's brief interview

 Insights into the sales and marketing field
 Introduction to work structure and office rules
 Emphasis on observing teammates and client interactions
 Focus on learning about the project
 Positive and productive day, gaining confidence

10
The next day began with an important event: a brief interview with the manager, lasting about
five minutes. During this session, the manager discussed various opportunities in the sales and
marketing field within the organization and explained what could be learned as part of the team.
They provided insights into the work structure, offered a detailed guide, and introduced office
rules and regulations. The emphasis was on keenly observing teammates, noting how tasks were
handled, client interactions during calls, and absorbing as much project-related information as
possible. This proved to be an informative and constructive meeting that set a positive tone for
the day. The remainder of the day was dedicated to delving deeper into project understanding
and engaging in discussions with colleagues to clarify any queries. It turned out to be an
exceptionally productive day, boosting confidence in contributing to the project.

Wednesday
 Gained deeper product knowledge.
 Discussed client interactions.
 Used CRM software for client data.
 Primarily relied on Google Sheets
 Focused on understanding Google Sheets.
 Colleagues maintained diary notes on leads.
 Read comments on older leads.

Following a productive Tuesday, readiness prevailed for tackling fresh tasks on Wednesday.
Considerable knowledge about the product had been acquired, yet a deeper understanding was
needed, realized that practical understanding went beyond what had been absorbed from catalogs
and the website. This understanding relied on discussions with colleagues and interactions with
clients. To manage client data involved utilizing a software called "CRM," although it wasn't
extensively used by the team. Most of the data was maintained on Google Sheets, and team
members recorded productive leads in their diaries. This day mainly involved comprehending the
Google Sheets process since CRM usage was limited. All team members, including directors and
the CEO, had access to these sheets and occasionally monitored our progress. Reading comments
on older leads offered insights into lead categorization – whether they were productive, hot, cold,
or inactive – as well as details on follow-up conversations and how comments were documented.
Wednesday's work encompassed these activities.

11
Thursday

 Assisted team members and aimed to understand the work structure.

 Updated the CRM system for better lead management and understanding
 Observed colleagues working with fresh leads and client interactions.
 The manager asked questions regarding project-related learning progress.

Tasks on Thursday were assigned to assist team members and better understand the work
structure. The day began with updating the CRM system, although most works was typically
done on Google Sheets. Maintaining the CRM was crucial because upper management might
inquire about it. Data was transferred from Google Sheets to the CRM, improving understanding
of different types of leads, such as productive and non-productive ones. Observing colleagues
handling fresh leads and client interactions provided valuable insights. Toward the end of the
day, the manager asked questions to assess project-related learning progress.

Friday

 Fewer fresh leads and a lighter workload.

 The team focused on old leads.
 A meeting was held to review the week's work, productivity of leads, and lead quality.
 The team discussed the project, making improvements.
 The session was productive and insightful.

On Fridays, there weren't many fresh leads coming in, so the workload was lighter. That day, the
team gathered to work on old leads. Then, At the meeting, the entire week's work was thoroughly
examined, including the assessment of leads' productivity, maturity, and the quality of incoming
leads. The team members actively engaged in discussing the project, contributing improvements
as necessary, resulting in a productive and insightful session.

3.2 2nd week of internship

Monday

 Gained confidence in work.

 Revised product information and discussed weekend queries with team members.

12
  Team meeting with the director focused on working smarter and maximizing
productivity.
 Analysis of the past two months without sales and efforts to ensure no leads are wasted.
 Concerns were raised about the low quality of leads, leading to a meeting with the
marketing specialist on Thursday.
 A meeting on Tuesday was scheduled to discuss project marketing strategies

After completing a whole week of the internship, the previous week appeared quite productive,
with a lot learned. Confidence in work grew. In the morning, some product information was
revisited, and a few queries that had come up over the weekend were discussed with team
members. A team meeting with the director followed, where the previous month's report of the
team was reviewed, and a focus on working smarter was encouraged. The director also asked me
some questions about the project, motivating a stronger focus to maximize productivity. The past
months without any sales were analyzed, with a keen eye on ensuring no leads went to waste.
The team highlighted concerns about the low quality of leads, leading to a scheduled meeting
with the marketing specialist on Thursday. Another meeting was set for Tuesday to delve into
marketing strategies for the project.

Tuesday

 Meeting on marketing strategies.

 Various marketing options discussed
 Presentation prepared for the director
 Choose email marketing and giveaways.
 Decisions based on cost-effectiveness and project status.
 Task: Create a giveaway items list.
 Market visit set for Wednesday.
 Arrange items from a wholesaler.
 Another member handles email marketing.

Certainly, on Tuesday, after the team worked on leads, a brief meeting occurred regarding the
upcoming session with the director to discuss marketing strategies. Each team member
contributed their perspective to explore various marketing options, such as billboard marketing

13
on main roads, event organization, promotion through giveaway items, email marketing, and
networking with other real estate professionals. A presentation was prepared with these points
for the meeting with the director. The director thoughtfully considered all the options, ultimately
choosing email marketing and giveaways as the final strategies. The decision was influenced by
cost-effectiveness and the desire to avoid heavy investment, especially since this was the
company's flagship project in Nathia Gali. Toward the end, the task of creating a list of giveaway
items was assigned to me, which would be finalized with the manager. Additionally, the
responsibility of arranging these items from a reliable wholesaler during a market visit scheduled
for Wednesday. Another team member was assigned the task of handling email marketing.

Wednesday

 The task involved creating a list of giveaway items.

 The challenge was finding a reliable wholesaler.
 First market visit for this task.
 Emphasis on product quality over pricing.
 Choose a wholesaler and place the order.
 Promised completion time of one week.
 Experience provided insights into market dealings, wholesaler interactions, pricing, and
negotiation techniques.

Wednesday proved to be a busy day as the task assigned on Tuesday required creating a list of
giveaway items, subject to manager approval. These items included key chains, calendars,
personalized pens, customized USB drives, and coffee mugs. The challenge was to find a reliable
wholesaler, and this was my first market visit for such a task. The day began with a visit to Urdu
Bazar, but it became evident that they only offered ready-made items, not customized ones as
needed. A shopkeeper there suggested Royal Park for custom products. Upon arrival at Royal
Park, several wholesalers offered comparable rates. Emphasizing product quality rather than
pricing, attention was directed towards exploration and negotiation, resulting in the selection of a
wholesaler for the order placement. The wholesaler committed to a one-week completion time.
This experience marked my introduction to market dealings, providing valuable insights into
interacting with wholesalers, understanding pricing structures, and effective negotiation
techniques.
14
Thursday

 Wednesday's work report was presented to the director.

 Meeting with the marketing specialist.
 Team's report on leads from the previous month.
 Objective: Inform the marketing specialist about lead quality.
 Refinements made to social media ads strategy.
 Specific demographic targeting in ads.
 Insights into leveraging social media for business.
 Effective ad campaigns and targeting

A comprehensive report of Wednesday's work was presented to the director, and it was met with
appreciation. Additionally, a meeting was held with the marketing specialist. The sales and
marketing team compiled a report on all the leads worked on last month, categorizing them into
productive and non-productive leads. The primary objective was to inform the marketing
specialist about the quality of these leads. During the meeting, significant changes were made to
the social media ads strategy. The ads were refined to target specific demographics such as age,
gender, and location to generate better-quality leads. This meeting provided valuable insights
into effectively utilizing social media for business, running ads on these platforms, targeting
interested individuals, and ultimately converting them into potential clients.

Friday

 A relatively relaxed day.

 Teammates worked on regular leads.
 The main tasks included listening to calls and maintaining the CRM.
 Discussions were held to ensure a clear understanding of project information.

Friday was relatively relaxing, much like the previous Friday. There weren't any special
activities that day. Team members worked on regular leads, and the focus was on listening to
calls and maintaining the CRM. Engaged in discussions to ensure everyone had a clear
understanding of project information.

15
3.3 3rd week of internship

Monday

 Exciting Monday with a team meeting.

 CEO Mr. Imran Dawood sought a sales and marketing update.
 Dissatisfaction due to recent lack of sales.
 Valuable discussion and insights shared.
 Planned trip to Nathia Gali for location understanding.
 Observing competitors to guide clients better.
 The meeting was productive and generated excitement.

Excitement buzzed through the office this Monday as the day kicked off with a team meeting led
by CEO Mr. Imran Dawood. The purpose was to get an update from the sales and marketing
team, and his satisfaction level hadn't been met due to the recent absence of sales. Engaging in a
thorough discussion, valuable insights were shared, with Mr. Imran Dawood also offering his
own experiences on how to effectively communicate with clients and deliver compelling project
presentations. Mr. Imran Dawood also planned a trip to Nathia Gali for the team. The purpose of
the trip was to familiarize with the project's location and observe our competitors in the area.
This would help the team to guide clients confidently. The meeting was productive and filled
with excitement about the upcoming trip.

Tuesday

 Team trip to Nathia Gali.

 Long but enjoyable journey.
 Approximately 9 hours to reach the destination.
 No site visits or other outings due to limited evening transportation.
 Evening spent in rooms, with plans for visits the next day.

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The team embarked on a trip to Nathia Gali. The journey proved quite lengthy but was filled
with enjoyment and fun. It took approximately 9 hours to reach the destination, and upon arrival,
everyone felt quite tired. Regrettably, site visits or any other excursions were not possible that
day due to the limited availability of transportation in the evening. Consequently, the evening
was spent in the rooms, and plans were made for visits the following day.

Wednesday – Friday

 Site visit near accommodation, with proximity to PAF Airbase.

 Building's picturesque downhill location with valley views.
 About 6 floors completed, 5th floor at road level, 4 below.
 General Manager briefed about building features, amenities, and competition.
 Challenges discussed, project schedule on track.
 Competitors analyzed, including Ombi Heights, Hotel Elites, and others.
 Enjoyable and educational trip, and valuable insights were gained.

In the morning, a site visit took place, which was near the accommodation. The location of the
site was exceptionally beautiful. The building was situated at a distance of approximately 50-60
meters from the PAF Airbase in Kalabagh. What made it special was that the building was
placed downhill, meaning it started from the base of a mountain. This had a significant
advantage as no construction could take place around it, ensuring that almost every apartment
had a valley view. Around 6 floors (grey structure) of the building had been constructed by that
time. The building's 5th floor was at road level, while the remaining 4 floors were below it.
During this visit, General Manager delivered an informative briefing. He shared details regarding
the building's distinctive features, provided insights into its amenities and location, and
expounded on how it differentiated itself from competitors. Challenges faced during the project's
development were outlined, and a projected project completion date was given. As of that time,
the project was on schedule, and there was optimism about meeting the delivery deadline. The
trip also involved an analysis of competitors, which encompassed Ombi Heights, Hotel Elites,
Alpine Hotel, Raees Khana, Gali's End by Roomy, etc. The journey proved to be both enjoyable
and educational, offering valuable insights.

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3.4 4th week of internship

 Focused on telecalls, social media, and marketing.

 Meeting with Director Abdullah Dawood to discuss trip experiences.
 Task involved contacting old leads to improve telecommunication skills.
 Initial challenges included unresponsive leads and nervousness.
 Emphasis on maximizing productive calls and customizing pitches.
 Daily reports submitted to the manager.
 Social media duties included event posts and follower engagement.
 Marketing activities focused on lead quality and cost analysis.
 Overall, a productive week with enhanced skills and confidence.

Throughout the week, the primary tasks centered around telecalls, social media duties, and
marketing responsibilities. A meeting with Director Mr. Abdullah Dawood provided an
opportunity to discuss the experiences and insights gained during the recent trip. The week's
assignment involved working with an existing dataset of old leads. The goal was to call these
leads and pitch the project details again. The majority of these leads had previously shown no
interest in the project. This task presented a unique opportunity to enhance telecommunication
skills and improve the pitch's effectiveness. It was an unfamiliar challenge but one filled with
excitement. The daily routine encompassed making numerous calls and delivering reports to the
manager. Initially, the process was quite challenging as many leads remained unresponsive.
Nervousness affected the ability to provide comprehensive responses to clients' inquiries.
Additionally, the rapid-fire questions posed by clients made it difficult to recall specific project
details during conversations. The telecalling experience brought both achievements and
challenges. The goal was to maximize productive calls, refine the pitch, customize responses to
meet client requirements, and schedule meetings. Each day concluded with a report submitted to
the manager. Alongside telecalls, the responsibilities included managing Facebook and
Instagram pages. This encompassed creating posts related to upcoming events and important
dates, addressing follower comments, and offering project information. Participation in
marketing activities focused on lead quality, cost analysis, productivity assessment, and ensuring
leads met specific criteria.

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In summary, it was a fruitful week filled with valuable learning experiences. Confidence in
telecalling skills grew steadily, enabling effective project pitches, comprehensive responses to
client queries, and the generation of client interest. Additionally, the week provided a valuable
opportunity to acquire social media management and marketing skills.

3.5 5th and 6th week of internship

 Submitted report from the previous week and received appreciation.

 The CFO and director conducted a test and interview, granting permission to work on
fresh leads.
 Focus on making fresh leads productive and arranging one-on-one meetings.
 Follow up with productive leads and address queries.
 Accompanied Director Abdullah Dawood to client meetings for valuable experience.
 Multiple interactions with the marketing specialist, learning about social media
management.
 Gained insights into digital marketing, including SEO and Facebook/Instagram ads.

The report from the previous week was submitted to the manager, and it received appreciation.
Following this, a test and interview were conducted by the CFO, Mr. Rashid, and another
director, Mr. Fahad Masud. The pitch was heard, and questions were asked regarding the Project.
They also inquired about various marketing strategies. The test and interview with the CFO and
director went well, indicating that they recognized the potential. Permission was granted to work
on fresh leads, implying no assistance to other sales and marketing personnel but functioning as
an individual team member. This was both surprising and exciting, presenting an opportunity to
seize. Working with fresh leads proved simpler than dealing with old ones since these clients
remembered recent inquiries about the project. The focus was on making these leads productive,
with an emphasis on arranging one-on-one meetings to boost client confidence. In these
meetings, client queries were effectively addressed. For productive leads, a follow-up of 2 to 3
days was standard, during which client interests were discussed, and any further questions were
resolved after reviewing project details. Leads who did not attend initially were contacted again
to prevent any from being wasted.

19
Furthermore, attendance at client meetings alongside Director Abdullah Dawood provided
valuable insights into meeting interactions, building client confidence in the company and
project, and addressing client counter questions. Whenever team members had client meetings
requiring in-person attendance, efforts were made to accompany them. This practice was
beneficial as it offered diverse experiences, meeting clients both in the office and during field
visits. Several interactions with the marketing specialist were undertaken, including participation
in meetings, learning about social media page creation and management, and understanding
methods to increase page traffic. During this period, some knowledge regarding digital
marketing was also gained, encompassing aspects like SEO and the operation of Facebook and
Instagram ads. It should be noted that these are complex topics that cannot be comprehensively
learned in a short timeframe. However, receiving insights from an expert serves as a valuable
foundation for future learning opportunities.

In summary, the weeks were marked by productivity and diverse learning experiences.

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 CHAPTER 4
SWOT ANALYSIS

4.1 Strengths

 Serene Heights Nathia Gali stands as a unique player in the Galyat region, enjoying a
lack of direct competitors.
 The project distinguishes itself by offering property ownership with a proper registry,
providing a secure and safe investment opportunity, unlike most properties in the region
that are leased.
 To address concerns about moisture-related damage, the project employs travertine
marble for outdoor finishing, not only enhancing aesthetics but also safeguarding the
building from moisture, a significant strength.
 Outstanding pricing and adherence to international standards set this project apart,
making it a high-quality yet affordable option.
 The project offers an excellent financial model, allowing clients to own property while
generating passive income, providing an attractive investment prospect.
 Unique amenities introduced in the KPK region and across Pakistan raise the project's
standards and add to its appeal.
 The company's commitment to post-construction maintenance instills confidence in
property protection and long-term value appreciation.
 The long-term investment plan ensures a steady cash flow and gradual property value
increase, making it a compelling choice.
 The attractive ROI potential of up to 7% per year is noteworthy, given the local property
pricing, demonstrating the company's ability to deliver favorable returns.

21
  The company's track record of timely project delivery and quality maintenance from
previous ventures stands as a significant strength.
 The reputation of the company's owners, Mr. Imran Dawood and partner Mr. Fahad, adds
credibility and trustworthiness.
 Strong financial backing and ample resources provide the company with the capability to
handle unforeseen expenses and ensure on-time project delivery.
 In addition to being an excellent residential opportunity, the project offers a wide range
of amenities, allowing residents to enjoy various services within the building, enhancing
their experience while contributing to the company's revenue.

4.2 Weaknesses

 The sales and marketing team lacks a clear structure, impacting overall operations. A
well-organized sales and marketing team is vital for any company.
 A sales office at the project site is missing, which could enhance the client's on-site
experience.
 The absence of branch offices in various cities limits client accessibility and face-to-face
interactions with the team. The current single head office in Lahore is a logistical
challenge for clients.
 The company has faced a significant decline in sales over the past few months, which has
negatively impacted cash flow.
 The project's marketing efforts were largely reliant on word-of-mouth, and a more robust
marketing strategy is needed.
 Inefficient data management for social media leads and the use of less secure tools like
Google Sheets led to data accessibility issues among the sales team.
 Environmental challenges, including frequent rainfall and snowfall at the project's
northern location, have caused minor project delays.

4.3 Opportunities

 Serene Heights is pioneering the development of Pakistan's first winter resort, presenting
a unique and unprecedented opportunity in the region.

22
  Expanding the range of available amenities and offering resort and sports activities holds
the potential to draw a significant influx of tourists.
 Exploring the establishment of resorts in multiple northern areas provides the opportunity
to attract tourists and increase overall revenue.
 Collaborating with local businesses there can lead to the creation of more activities for
tourists.
 By marketing in the proper way, the company can engage with a larger number of
investors.
 Considering the current trend of destination weddings, the creation of a marriage hall at
Serene Heights Resort and offering wedding services can attract a larger number of
people.

4.4 Threats

 The most pressing threat the company faces is the potential for an economic recession in
Pakistan, which has led to investor hesitancy, particularly in the northern regions.
 Fluctuations in the dollar's exchange rate pose a significant threat by increasing project
costs. Recent, frequent, and significant currency fluctuations make cost estimation
challenging and may result in potential losses for the company.
 Natural disasters represent a notable threat, especially since the project is located in the
northern region, making it vulnerable to potential earthquakes and landslides that could
damage the project.
 Dependency on construction materials sourced from various cities exposes the project to
supply chain disruptions caused by regulatory changes, fluctuations in material costs, and
environmental factors.
 An increase in interest rates driven by an economic recession can significantly escalate
project costs, coupled with rising inflation in Pakistan, which can impact the purchasing
power of potential clients.
 The company has only acquired 50% of the necessary project materials, and challenges
may arise for the remaining 50% due to inflation and potential shifts in import-export
regulations.

23
  While the company currently enjoys a lack of competitors in the Galyat region, the
potential emergence of rival projects poses a competitive threat shortly.

CHAPTER 5
CONCLUSION

The internship at Serene Heights Nathia Gali proved to be an enriching journey abundant with
valuable lessons, challenges, and numerous opportunities. Throughout the duration, there was the
privilege of gaining insights into the real estate and property development industry while actively
contributing to the growth and success of the project. At the beginning, enthusiasm and the
pursuit of knowledge characterized the entry into this internship. Interactions with teammates,
exploration of the work structure, and the introduction to the company's flagship project, "Serene
Heights Nathia Gali," established a foundation for a productive and informative journey. As the
internship progressed, deeper involvement in various facets of sales and marketing, exposure to
diverse marketing strategies, and contribution to refining the project's marketing approach were
instrumental in expanding the skill set and knowledge base. Hands-on experiences with client
interactions, lead management, and understanding the project's unique selling points significantly
enhanced confidence and capabilities. A notable moment was the opportunity to join a team trip
to Nathia Gali. It provided firsthand insight into the project's location, competitors, and the
challenges faced in the northern areas. Alongside client meetings and interactions, this
experience offered a comprehensive perspective on the complexities of property development in
a distinctive and demanding environment. Collaboration with a dedicated team that, despite
challenges, remained committed to achieving success was a privilege. The camaraderie and
support within the team played a pivotal role in surmounting obstacles and attaining our
objectives.

In reviewing Serene Heights Nathia Gali, it became apparent that the project boasted significant
strengths. Nonetheless, it also revealed some areas needing improvement. On the flip side, there

24
were promising opportunities on the horizon. Simultaneously, the project confronted certain
threats.

Overall, the internship at Serene Heights Nathia Gali proved to be a transformative experience
that facilitated both personal and professional growth. It provided a deep understanding of the
real estate industry, imparted valuable skills, and allowed for contribution to a distinctive and
ambitious project. While the journey encountered challenges and weaknesses, it was also
characterized by strengths, opportunities, and growth potential. With the implementation of
appropriate strategies and a dedication to ongoing enhancement, Serene Heights Nathia Gali
possesses the potential to overcome its challenges and flourish in a competitive market.

The opportunity to be part of this internship has been greatly appreciated, and I anticipate
observing the sustained success and expansion of Serene Heights Nathia Gali in the future. This
experience has provided valuable insights and skills that will undeniably contribute to my future
career pursuits in the sales and marketing domain.

25
 CHAPTER 6
RECOMMENDATIONS

They should

 Invest in building a well-structured sales and marketing team with dedicated specialists
and designers for more effective customer outreach.
 Set up a sales office at the project site to provide clients with in-person assistance,
enhancing their confidence in the investment.

 Consider opening offices in various cities to make it more convenient for clients to
engage and visit, addressing the current limitation of a single head office in Lahore.

 Enhance the overall marketing strategy to reach a broader audience, reducing the
dependency on word of mouth and social media leads.
 Properly utilize CRM software to maintain and manage data efficiently, enhancing data
security and preventing unauthorized access.
 Develop a contingency plan to mitigate construction delays caused by adverse weather
conditions in the northern areas.
 Implement strategies to kick-start sales and regain market confidence, including
competitive pricing and promotional campaigns.
 Explore opportunities to replicate the project's success by expanding into different
northern areas, capitalizing on the growing tourism industry.
 Forge partnerships with local businesses to create additional tourist activities, enhancing
the overall experience.

26
 Continue to refine marketing efforts to attract a wider range of investors who may be
interested in the unique opportunity.
 Develop strategies to weather economic recessions, such as cost-cutting measures and
alternative financing options for clients.
 Establish measures to hedge against currency fluctuations, such as bulk purchasing of
materials at stable rates or exploring local sourcing options.
 Develop comprehensive disaster preparedness plans, including structural reinforcements
to withstand natural disasters in the northern areas.
 Diversify suppliers and establish contingency plans to counter potential disruptions
caused by changing regulations or environmental factors.
 Monitor inflation trends closely and adjust pricing and investment strategies accordingly
to mitigate its impact.
 Efficiently manage inventory to prevent overexposure to inflation-related price increases.
 Stay vigilant for potential competitors entering the Galyat region and maintain a
competitive edge through continuous innovation.
 Educate potential clients about the unique advantages of owning a property with proper
registry to overcome market hesitancy.
 Strengthen investor trust by showcasing a track record of timely delivery and quality
maintenance from past projects.
 Continuously assess and manage financial risks, particularly in the face of economic
uncertainties.
 Improve communication channels with clients, keeping them informed about project
progress and addressing any concerns promptly.
 Build on the reputation of company owners, Mr. Imran Dawood and partner Mr. Fahad,
as a sign of trustworthiness.
 Efficiently allocate resources to handle unexpected costs and contingencies during project
development.
 Leverage the unique amenities offered on-site to enhance the overall experience and
attract more clients.

27
 REFERENCE
Introduction of Pakasia Group

1. Pakasia Group. (n.d.). About us. Retrieved from https://pakasiagroup.com/about-us/

2. Pakasia Group. (n.d.). Home. Retrieved from https://pakasiagroup.com/home/
3. Pakasia Group. (n.d.). Products. Retrieved from https://pakasiagroup.com/products/
4. Pakasia Group. (n.d.). Services. Retrieved from https://pakasiagroup.com/services/

Real Estate Projects

1. Zameen Lelo. (n.d.). Al-Hafeez Garden Phase 2 Lahore. Retrieved from

http://www.zameenlelo.com/al-hafeez-garden-phase-2-lahore/
2. Wall.pk. (n.d.). Dawood Residency Lahore - Single Development. Retrieved from
https://wall.pk/dawood-residency-lahore-single-development-165.aspx
3. Business List Pakistan. (n.d.). Lahore Trade Centre (LTC). Retrieved from
https://www.businesslist.pk/company/98458/lahore-trade-centre
4. Zameen.com. (n.d.). Serene Farms Plot for Sale. Retrieved from
https://www.zameen.com/Property/cantt_barki_road_serene_farms_plot_for_sale-
33865281-8147-2.html
5. Urban City Lahore. (n.d.). Retrieved from https://urbancitylahore.pk/
6. Serene Heights Nathia Gali. (n.d.). Retrieved from https://sereneheightsnathiagali.com/

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29
INTERNSHIP LETTER

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