Presenting by: Ali Raza

Student ID: mc100401863

Course Name: MBA

Specialization in: Marketing

Internship Presentation
Slides On Master City
Pvt Ltd.
 1.Master City Vision Statement:-

 They vision is to look ahead.

 Determine the needs of tomorrow.
 Design and develop an unmatched quality community based on
the requirements of not only today but decades to come as well.
 2. Overview of the Organization:-
Brief History of the Master City.
Master Group of Industries has a marvelous background of
standard and quality since 1982 at domestic as well as at
international level. Master Tiles and Sanitary win the “Asian
Brand of the year Award 2009”.

The owner start to fix meetings with the Land Lords in 2008 for
acquiring business Land.

The project was officially launched from 30th May 2015.

Balloting of Plots was held on 14th August 2015. After August
15th, the plot owners will be provided with membership cards.
 Nature of the Organization.

Master City Pvt Ltd. basically is a real estate business

corporation. . Master City Pvt Ltd. manage and providing such
products that deals in consumer durable and services
organization. Durable goods tends to have more useful life.
When viewed purely as a tangible asset, real estate can be
defined as the land and its permanent improvements.

Real estate tends to be heterogeneous, meaning that each property

has unique features. For real estate, however, age, building
design and especially location combine to give each property
distinctive characteristics.
 product lines and brand portfolio.

Residential Plots of Master City has 3.5 Marla, 5 Marla, 7 Marla,

10 Marla, 1 kanal and 2 kanal.

Commercial Plots of 50 Marla commercial plots for sale.50 Feet

Front, And 272 Feet length. Price 4 Crore.

Master Homes of Como, Arbella, Fedora and Modena.

Brand portfolios of the organization are the Master City Pvt

Ltd.Master Tiles, Master Sanitary Fittings, Master Poly Plastic,
Baby Master Diaper, Master Ball Point, Master Fabrics and
Master Beverages (coming soon).
 Branding Strategies.

The Master City Pvt Ltd. manages all of their branding products
under one specially designed branding strategy that is the
umbrella brand strategy. Umbrella brands are brand names that
are utilized by a range of different but related products.
Sometimes referred to as family branding. An umbrella
branding strategy is a marketing practice that involves
marketing many related products under a single brand name.

New product launch become easier and cheaper. New product

finds really recognition and market set up.
 Main Clients.

The main clients of the Master City are its 8 key account who
make the investment in millions & billions. Other clients of the
society are demographically focused on end users located in all
Pakistan and overseas.

Main
Clients

Key
End users
Accounts
 Main Competitors.

Sr. No Direct Indirect

1 City Housing Behria
2 Wapda Town Fiazia housing
society
3 Canal View
4 Dc Colony
5 Garden Town
6 DHA GRW
3.Organizational structure:-
Organizational hierarchy chart.
 Number of Employees.

The total number of employees that doing their Daily work & job
at Master City Pvt Ltd is about 4 Hundred.
Introduction of all the Departments.
1. Marketing Department
2. Sale Department
3. Finance Department
4. Accounts Department
5. Data Department
6. Transfer Department
7. Admin Department
8. Security Department
9. IT Department
10. Housekeeping Department
11. Timekeeping Department
12. Engineering Department
13. Design Department
14. Electrical Department
Comments on the organizational structure:-
Departmentalization:-
Master City’s organizational structure comprises with the
Departmentalization, an aspect of organizational design that
includes the subdivision of a business into units based on their
function or other criteria. In this system, they are dividing an
organization into different departments, which perform tasks
according to the departments’ specializations in the
organization.

In departmentalization, the standard of performance of each

department and objective to be achieved is planned. When
actual performance deviates with planned performance,
corrective measures are taken to remove the barriers.
Departmentalization facilitates top manager to direct and
supervise the work performed by subordinate manager.
 Span of control:-

Span of control means the number of subordinates that can be

managed by a supervisor in an organization. It suggests how
the relations are designed between a supervisor and a
subordinate in an organization. Master city’s
departmentalization consists narrow span of control that refers
to the number of subordinates a supervisor has and can directly
control.

Narrow span of control is more expensive as compared to wide

span of control as there is more number of superiors and
therefore there are greater communication problems between
various levels of management.
 Chain of Command:-

Master City’s organizational chart comprises a clear cut chain of

command that reporting relationships from the bottom to the
top of an organization.

Company owner occupy the top position in an organizational

hierarchy, which is also the top spot in a chain of command.
Upper management employees report directly to the owner of
the company. Supervisors or department managers report to
higher level managers, and workers report to supervisors and
department managers.
 Centralization:-

The concentration of management and decision making power at

the top of an organization’s hierarchy. The retention of power
and authority with respect to planning and decisions, with the
owner and top managements that lead to proper coordination
and leadership.

This makes the communication and decision making process

much more efficient than in decentralized structures in which
many local managers must participate in the process.
4.Plan of my internship program:-
A brief introduction of the branch where I did
my internship.
Master City is covering 650 Acer land. It has six blocks A to F &
it has two sectors, Azka and Zainab. Master City Housing
Scheme is situated at upper Chenab road opposite people’s
colony GRW. The main features of the Master City include,
beautiful Double Road bridge covering 29000 square feet with
beautiful light poles is being made over the canal in front of
main entrance gate.

23 parks including a big play land having roller coaster and sky
diving games. Six English Medium Schools, a golf course, six
washing centers. Student’s libraries, public buildings, mini
markets & a main commercial market are being made in the
City. A latest security system with CCTV cameras and mobile
security team is being introduced. 13 Mosque of 4 kanal each
and a central Mosque of 20 canals is being made in the City.
 Starting and Ending dates of my internship.

I was starting my internship regular program at Master City Pvt

Ltd. that contains 8 weeks from 1st November 2015 and the
Ending date of the internship is 31st December 2015.
 Department name in which I got training &
duration of my training.

I get my Internship training program in Transfer, Sales &

Marketing and Timekeeping department and the duration is two
months.
 5.Training program:-
Detailed description of the activities performed by
the departments in which I worked.
Transfer Department.
In the Transfer Department files (plots) are transferred from one
person to another. Firstly, the seller applies NDC for transfer of
their file (plot) to another party. Seller & Buyer provide
necessary documents for transfer i.e. original booking form,
NIC copy of seller, NIC copy & two snaps of Buyer. Secondly,
NDC form send to the record department for the verification of
plot & amount. Thirdly, NDC form send to the Account
department for verification of payment account then return
back to transfer department for further execution.
 Sales and Marketing Department.
In Sales & Marketing Department they Deals walking in
customers / visitors tactfully doing business operations face to
face. Give follow up to previous customers / visitors by phone
calls, letters, report & cards etc. Send new updates to fresh and
old customers through SMS or through couriers. Arrange
specific business functions if held by the company. Observe
and take care of the Company’s authorized Key Account
dealer’s activities Continuously remain contacting with dealers
to keep informed about the market conditions.

Help and solved to convey the complaints & problems if any of

fresh and old customers to the higher authorities of the
company. Arrange to send gifts through couriers to the fresh
and old customers i.e. plot holders and also arrange to send
new maps, broachers etc on demand of customers / visitors.
Reminding the society members about their payable dues
through SMS or phone calls.
 Timekeeping Department.

In Time Keeping department, daily In & Out process of the

company’s employees are conducted with each and every one
employee sign their own individually attendances. The
employees of the Master City sign their attendance in two ways
by register and in biometric attendance machine.

After then, record the employee’s daily attendance in Microsoft

Excel document. At the end of month, monthly attendance
record sheets of all departments are sending to the management
for the preparation of salaries, wages and their distribution.
 Detailed description of the tasks assigned to me.

In my daily working hours, I will had to dealing with customers

& communicate business speaking with company’s member
observe, evaluate, examine and Filling the varies corporation’s
business officially financial numerical real estate property
forms ,slips and documents. After that configure them in a
systematic manner in a file and keep them in a permanent
record.

Collect all documents of transfer, configure them in a specified

manner, punch them and keeping in the transfer files. Customer
dealing and create value for them in the marketing & Sales,
Transfer, Account and other departments. Caters the demands
of all the staff members. Recording the employee’s attendance
and send to company’s management for the preparation of
salaries.
 6.Structure of the Marketing
Department:-
Department Hierarchy.
 Number of employees working in the
Marketing Dept.

There are 8 numbers of employees working in the Marketing

Department.
 Marketing Operations.
Marketing operations of Master City is a version of end-to-end
marketing optimization, from planning and budgeting, through
marketing content management, to global marketing execution
and analysis. Marketing operations builds accountability,
alignment and agility.

For marketing, Master City use different strategies. According to

their target market, they used E.media, Paper media,
relationship marketing and also promoted their society through
social websites to get world to know about Master City. Paper
and electronic media helped the company to force customer
come out and see their city. But relationship marketing played
an imported role for the success of society.
 7.Functions of the Marketing Dept:-
Segmentation Strategy.
They segment the market on the basis of demographic factors
(income basis) (customer point of view) age, race, religion,
gender, family size, ethnicity and education. Demographics can
be segmented into several markets to help an organization
target its customers more accurately.

With this type of segmentation, an organization can categorize the

needs of customers. One of the main advantages of
demographic segmentation is that the information need is
readily available for management. They can pull census data to
determine who, where, and how you want to market your
product.
 Target Marketing Strategy.
They targeted all Pakistan urban residence people / customer
oversees and all those people who live in rural areas but have
better economic position.

When an organization spends time focusing on its customers and

their wants and needs, customers will typically come back for
repeat business. This also helps in analyzing lots of data in
shorter time for market research as well as for promotions.
 Product Planning, development &
management.
Product planning, development and management of Master City
real property involve decisions about production and sale of a
business’s products. Improving and updating product lines is
crucial for the success of the organization. Products go through
the stages of their lifecycle and will eventually have to be
replaced.

Management of Master City planning how to purchase new

developmental materials with developing the infrastructures
and manage it that when, where & whose to sell.
 Positioning.

Master is a Brand. Mostly people strongly aware in his / her mind

about this Brand. Master City positioned in their customer’s
mind through creating and exchanging to bring a unique
concept in the market.

They provide desire living standard of people. Master City is the

dream City, the dream `Home.
 Pricing as on 23.11.2015

Master City Private Limited Gujranwala

Total Down 8- Installments of 90 days
Sr.# Plot Size Price(Rs) Payment Each (Rs.)

1 3.5 (M) 1,780,000 4,80,600 162,425

2 5 (M) 2,450,000 6,61,500 223,560
3,300,000
3 7 (M) 8,91,000 301,125

4 10 (M) 4,200,000 11,34,000 383,250

5 1 (K) 8,000,000 21,60,000 730,000

6 2 (K) 16,000,000 43,20,000 1,460,000

 Distribution Strategy.

There are 8-authorised dealers as well as the company sales

department that selling, transferring and distributing the plots.
 Promotional Strategy.

5% discount on lump sum payment.

Cement as a gift for early home construction.
Eid lucky draw.
Free Homes designing, Water and power supply is provided for
construction of 1st fifty homes.
8.Structure of the Sales Dept:-
Dept Hierarchy.
 Number of employees working in the Sales
Dept.

There is 9-No. of employees working in the sales department.

 Sales Operations.
Sales operations are a set of business activities of Master City’s
real product & services that help a sale organization run
effectively, efficiently and in support of business strategies and
objectives. Sales managers help sales executives pick and
choose which data to examine.

Customers when wants to take a plot, he takes the application /

booking form from sales department and fill it according to
company’s requirement. The subject form has three foils or
copies. One is original white copy for company record and 2nd
color duplicate copy for the customer.

Furthermore, customer also needs to bring a nominee with him

for plot buying. And after fulfilling the requirements customers
are finally issued customers’ ownership file.
 9.Functions of the Sales Dept:-
Sales methodology.

They use FAB model to sale plot to customers. FAB stands for
Features, Advantage, and Benefits in a brief way unless or until
customer is hypnotized. Then company commands the
customers according to their own way.

They never close a deal tomorrow that they could close today.
Type of selling.

Face to face selling, indoor marketing.

 Sales return procedures.

Depend on company policy. When a party wants to return his or

her plot, he or she comes in the sales department or company’s
authorized dealers. The sales officer or dealer take the plot and
find another party to adjust this plot.

Or if the party is not willing to take that plot, he or she can

change his / her plot in a specified preferable location.
 10.Customer Services department:-
Process of developing relations with customer.

 Mutual interest.
 Ask for their opinions.

 Gifts.

 Indicate that company care.

 Compliments.
 Techniques of retaining customers.

The easiest way to growing the customers is not to lose them. I

advocate some simple customer retention strategies that will
cost a little or nothing to implement.

 Reducing Attrition.
 Sell and then sell again.
 Bring back the “lost sheep”.
 Frequent communication calendar.
 Extraordinary customer service.
 Courtesy system.
 Product or service integrity.
Techniques of attracting new customers.
Give something away.
 Meet people.
 Create a buzz.

 Pay it forward.

 Take an interest.

 Showing expertise.

 Organize an event.

 Use different marketing strategies.

Ways of handling different kinds of customers
like furious customers etc.

 Remain calm and adjust your mindset.

 Listen actively to what the customer is saying.

 Separate feelings from the situation.

 Repeat the customer’s concerns.

 Actively sympathize.

 Apologize.

 Offer a possible solution(s).

 11.Critical analysis:-
During my internship experience, I observed the practical
implementations of theoretical concepts. Critically This
company has not providing lunch and Dinner and late provision
of salaries and wages to employees. In this project construction
and infrastructural work is slow, for this reason they lose their
prospect customers. A few acre properties is under disputes with
the Landlord and legal constitution matter is under the court.

The pricing strategy of this Town is premium as compare to other

regional societies. There is lack of professional members,
technically staff and machinery. They had not established proper
physically Human Resource Department that’s why the
employees of this organization are not fully facilitated.
12.SWOT Analysis:-
Strength.

Strong well reputed brand.

People awareness and trust.
Desirable & suitable location.
Pollution free area.
Customer desire and demand.
Weaknesses.

Limited resources.
Lack of professional staff.
Need for more market transparency.
Uncompleted product and services.
 Opportunities.

Opportunity of Town Houses, Villas, Farmhouse & luxury

apartments.
Opportunity of modern facilities.
Opportunity of Commercial Hub.
Hallmarks of Ultramodern style.
 Threats.

Economic slowdown could reduce demand.

Market may become price sensitive.
Major player may enter targeted market segment.
 13. Conclusion:-
Those days have gone when organization focus production
orientation. Today customer and socially responsible
orientation organizations are successfully fulfills customer
needs according to their customer’s ways / wants.

Customer is the king of market. So their focus and first

preference should be focus on customer satisfaction.
They should be providing related information to existing
customer after selling like CRM.

In this project they have many strength and opportunities they

need to maximize, optimize & utilize strength and
opportunities and minimize threat and weakness. They should
be change weaknesses into strengths.
 14.Recommendations:-

1. They need to change themselves according to changing

environment.
2. Need to understand cultural variations.
3. Need to held proper training sessions of employees and brief
how to compete challenged.
4. They should need to make efficient policies.
5. Make efficient distribution network and their all work should
be according to customer benefit and satisfaction.
Thanks!