Report
-
Upload
shahidibrar -
Category
Documents
-
view
332 -
download
31
Transcript of Report
Allama Iqbal Open UniversityInternship Report
(Marketing Management)
Master of Business Administration
DEDICATION
DEDICATED
TO MY PARENTS
WHO ALWAYS
LOVED ME
&
ALL THOSE WHO HAVE A SOFT CORNER FOR ME IN THEIR HEARTS
IN THE NAME OF ALLAH ALMIGHTY, THE MOST MERCIFUL,
THE MOST MAGNIFICENT
Ye have indeed in the Messenger of Allah a beautiful pattern (of
conduct) for any one whose hope is in Allah and the Final Day, and
who engages much in the Praise of Allah.
Quran 33:21
INTERNSHIP REPORT
Pakistan Leading Manufacturer Company LimitedForvil Cosmetics
Specialization:Marketing Management
PREFACEThe pre-requisite of internship program is to make the students of MBA, aware of the
practical expertise and to acquaint them with the real management process.
With an intention of grooming the best executives of the future, the, Allama Iqbal Open
University organized a comprehensive internship program. All of us were asked to choose
leading organization to gain first hand knowledge and insight into their management and
working. So, I opted for Forvil Cosmetics.
Getting a chance of working in Forvil Cosmetics proved to be very beneficial for me. I think
that I gained comprehensive insight into the working of Marketing. But nothing could have
been possible without the co-operation and guidance of the officers of Marketing
Department.
After the completion of internship program, internship report has been prepared just in
accordance with the practical exposure. It has been my endeavor to share my experience in a
way that the reader may clearly understand the core concepts.
ACKNOWLEDGEMENTAll gratitude and thanks to Almighty “ALLAH” the gracious, the most merciful and
beneficent who gave me courage to undertake and complete this task. I am very much
obliged to my ever caring and loving parents whose prayers have enabled to reach this
stage.
I am also grateful to Almighty “ALLAH” who made me able to complete the work
presented in this report. It is due to HIS unending mercy that this work moved towards
success.
I am highly indebted to the Forvil Cosmetics for providing me an opportunity to learn
about the Marketing management system, which is vital ingredient of MBA program.
I also owe an acknowledgment to the generous staff of Marketing Department. I
am very thankful to Director kashif, marketing coordinators, marketing manager,
Operational Manager, who encouraged me to learn during my internship. I
acknowledge Mr. Rashid,Messrs Zaryyab, Mr. Ali Raza, Mr. Zaheer, Mr. Faraz, Mr.
Ali and Miss Ayesha for their cooperation.
Ultimately, again I would like to thank my family. The constant inspiration and
guidance kept me focused and motivated. I am grateful to my father for giving me
the life I ever dreamed. I can’t express my gratitude for my mother in words, whose
unconditional love has been my greatest strength. The constant love and support of
my sister is sincerely acknowledged. I feel great pride and pleasure on the
accomplishment of this report.
Thank you all
TABLE OF CONTENT
Subject Page No.
1. Title Page
2. Certificate of internship training
3. Acknowledgement
4. List of content
5. List of tables & Illustration
6. Summary
7. Objectives of studying the organization
Overview of the organization
8.1 Brief history of the Organization
8.2 Nature of the organization
8.3 Business Volume
8.4 Number of employees
8.5 Product lines
4. Organization structure
4.1 Main offices
4.2 Marketing Operations
5. Structure of the Marketing department
5.1 Number of employees
5.2 Marketing Operations
6. Functions of the marketing department
6.1 Marketing Strategy
6.2 Product Planning, developments and management
6.3 Pricing strategy
6.4 Distributing strategy
6.5 Promotional strategy
7. Critical analysis
7.1 Successes and failures of different products
7.2 Major competitors of the organization
7.3 Future prospects of the organization
8. Short Falls/weaknesses pf the marketing
8.1 Critical analysis of the management patterns
9. Conclusion & Recommendation for improvement
10. References and sources used
11. Annexes I
12. Annexes II
13. Annexes III
LIST OF TABLE AND ILLUSTRATION
S # Description Page #
Table 1 Financial highlights of last five years
EXECUTIVE SUMMERYPakistan after getting its independence, did not inherit a strong banking industry and
since then saw a number of events in the industry, like the nationalization of banks in
the 1970’s. However today, the banking industry of Pakistan has been growing over
the past few years, mainly because of the consistent policies implemented by the
Government of Pakistan, including the privatization of banks in Pakistan. Also the
State Bank of Pakistan’s, monetary policy has been very friendly toward the banking
industry.
There are a number of different banks established in Pakistan, including “Local
Incorporated Commercial Banks, Foreign Incorporated Commercial Banks,
Development Financial Institutions, Investment Banks, Discount & Guarantee
Houses, Housing Finance Companies, Venture Capital Companies, Micro Finance
Banks & Islamic Banks”.
BANK ALFALAH LIMITED was incorporated on June 21st, 1997 as a public limited
company under the Companies Ordinance 1984. Its banking operations commenced
from November 1, 1997. Bank is listed on the Lahore, Karachi & Islamabad stock
exchange. The bank is engaged in commercial banking and related services as
defined in the Banking companies ordinance, 1962.
This is report is design to make us familiar with the bank activities and what type of
work is done in the Bank & what type of accounts is offered by the Bank & what type
of loans are available inside the bank. What is the procedure to get a loan? In which
environment the Bank works. How Bank deals with transactions of its customers and
with other Banks and with the state Bank of Pakistan.
This report will provide an insight of the Banking environment that how it deals with
its Customers, Clients, Businessmen and Other peoples. It will also guide us about
the financing activities of the Bank. What type of financing services is available at
the Bank and what services should be there for the convenience of the customers?
Objective of studying the organization For the completion of the final task I select Forvil Cosmetics for eight weeks. Since, Forvil
Cosmetics is the leading Manufacturer& Export of Herbal cosmetics at international levels,
and capture the marketing leader, in term of marketing position, marketing strategy, market
share, competitor’s quality, coverage, sale, revenue profits and marketing responsibility. So
far as, the question arises, what do we want to achieve by studying the organization? The
answer is that I want to capture the complete understanding and marketing control of
management.
Most Important Objective of Studying the Organization Understanding the organizational structure and its Marketing Department. Ascertain the marketing activities in relation to the given task to the subordinates. Analysis of the organization in term of success and failure. How cans organization achieved the sustainable advantages over competitors? Why the products do are failed. Critically evaluate the strength, weakness, opportunities and threats of the
organization. Is advertisement is essential to the survival of the organization or not? Weather the Research & Developing Department should be established to the
organization. To know the exports and entry strategies of the marketing Department. How can the marketing department evaluate the performance of the employees?
I try my best to achieve the above-mentioned objectives of the organization.
Overview of the organization
Brief History:
Forvil Cosmetics was established in Pakistan back in 1960 when imported products were the
only option available in Cosmetics products. Forvil Cosmetics pioneered in this field to fill in
the vacuum existing in the market. Owing to high standards in formulation & consistent
quality, Forvil brands did not take long before they were not only compared with the
imported competition, but in many cases, were preferred over them. Over the period of time,
Forvil Cosmetics has kept on raising the bar from its own set high Quality Standards and
today is the one of most trusted name in the field of Herbal Cosmetics.History Hierarchy:
1960 Establishment of Forvil Cosmetics
1970 setting up of manufacturing plant
1982 launched its famous Brand Bio Amla
1990 Expands further
1991 setting up manufacturing plant at Swat
1992 Head office in Lahore
1995 Received American Quality Award for its flagship brand “Bio Amla Shampoo.”
1966 Forvil expands to largest Cosmetics distribution network
1998 Acquire a Leading Hair Color brand “Praima”
2002 Setting up a manufacturing plant at Lahore
2005 Forvil accomplishes ISO 9001 Certification
2007 celebrating 25 years of the success of “Bio Amla”
2008 Forvil gains Market Leader Position in Pakistan in the hair “Dyes Category Profile”
Export History:
Forvil Cosmetics is the leading Manufacturer & Market of Herbal Cosmetics in
Pakistan since 1960. In year 2000, Forvil opted to move into International market. For
that matter, it establishes its “International Marketing Division” to proudly represent the
company across the globe.
So far this effort has been translated into exports of its products into more than 12
countries including:
1) Bangladesh
2) United Arab Emirates
3) Qatar
4) Kuwait
5) Saudi Arabia
6) Mauritius
7) South Africa
8) Kenya
9) Netherlands
10) United kingdom
11) Dubai &
12) Afghanistan
Forvil Cosmetics Export Map
Forvil vision
Forvil Mission
To make Forvil Cosmetics a leading cosmetics manufacturing company in Pakistan.To meet the International Quality Standards by adapting International Quality and Environment Management Systems.To expand our operations worldwide.Periodically, to launched the innovative products to the customers
To gain and maintain the market leader’s position in the cosmetics market through high quality and reliable natural products.To keep pace with demands of a rapidly changing market through research and development & investment in the training of human resources.To act as a responsible corporate citizen, taking good care of the environment, and prompting nature as the reliable source of care & cure.
Forvil values
Forvil Values
Forvil Achievements
Forvil cosmetics establish a long road of success in Pakistan since
1960s. Today, our company with comes that are always teamed up
with words like Quality, promised Results and Great Consumer
Satisfaction, which is evident by million of our consumers around
the world. Our few achievements are:
Leading Manufacturer & Exporters of Herbal Cosmetics in
Pakistan.
2 state of the art manufacturing facilities in Pakistan .
3 sister concern companies of plastics, printing and corrugation.
Employees more than 1300 competent individuals.
Innovation
Reliability
Leadership
Maximum customer satisfaction
Trust and integrity
Business Excellence
Leading Brands:
♣ Bio Amla ____________ A Herbal Hair Care product Range
♣ Bio Nikhaar ____________ A leading Skin Care Brand
♣ Bio Plus ____________ A Premium Personal Care Range
♣ Bio 7-Days ____________ A Premium Skin Care Brand
♣ Praima Color ____________ A leading Hair Dyes Range in Pakistan
Figure: Forvil Cosmetics Dimensions
Forvil Cosmetics Dimension
Larger Distribution Network
Product Exported & Marketed more than.12 Countries
Direct International Operation in U.A E, China, & South Africa
Strong Research & Development Department
FORVIL INTELEGENCE
At Forvil we believe that people are our most valuable assets & we always keep on
developing our Human Resource through regular investment in their trainings and converting
them into a better skilled individual.
Forvil offers a wide range of opportunity to men and women wishing to make a career in the
fast moving consumer goods industry. Positions are offered in Manufacturing, Research &
Development, sales& Marketing, Accounting and Finance and Information Technology.
Manufacturing Facilities
Forvil Cosmetics has 2 advance manufacturing facilities to produce all its products with
efficiency and reliability. Both of the plants are in Pakistan, one in Lahore and the second in
Mingora (Swat). These plants are the source of pride and excellence that Forvil Cosmetics
achieved in the former years. Latest technology and state-of-the-art equipment ensures high
end quality and reliability of more than 32 products under the name of Forvil Cosmetics.
MANUFACTURING FACILITIESForvil Cosmetics has 2 advance manufacturing facilities to produce all its products with
efficiency and reliability. Both of the plants are in Pakistan, one in Lahore and the second in
Mingora (Swat). These plants are the source of pride and excellence that Forvil Cosmetics
achieved in the former years. Latest technology and state-of-the-art equipment ensures high
end quality and reliability of more than 32 products under the name of Forvil Cosmetics.
Although all the products are produced under strict checking of computerized method but
still the company’s commitment to quality leads it to have its own Quality Assurance
Department, double checking each product before releasing it into the market.
Forvil Cosmetics is an ISO 9001 Certified company. To maintain a greater check on the
processes & products, Forvil Cosmetics runs its manufacturing operations in complete
compliance with ISO systems. This ultimately benefits our valued consumers with ever
developing system and processes going on in the planet.
An expansion plan has been undertaken by the company to increase its manufacturing
capacity. The purpose of this expansion is to fulfill the market demands of countries where
the product has been trusted and to reach out other key international markets.
DISTRIBUTION NETSORKForvil Cosmetics has a distinction of having the largest distribution network for Cosmetics
products in Pakistan. The numbers ranges from 500 distributors covering 250 towns with a
direct overage of over 100,000 retail outlets.
With an understanding on the nuances of Cosmetics distribution, the company has developed
a unique handling and storage process, which ensures the minimum damage and expiries.
With a dedicated system and logistics process, it achieves a balance between sales and
production.
The efficiency of the network is governed by the Company's Sales Office in Lahore and
Liaison Offices in main cities of Pakistan including Karachi, Rawalpindi, Multan, Sukkur
and Hyderabad. The International Business department is also based in Lahore to look over
the export ranging to various countries in Asia, Europe & Africa.
RESEARCH AND DEVELOPMENTForvil Cosmetics owes greatly to their Research and Development Department as they
remained to be the backbone of every quality product listed in company’s portfolio. The
department is armed with number of highly qualified scientists and modern technologists
which are responsible of every new product and improving what we created before. The
department woks ceaselessly to bring better and healing products according to our consumers
need. The whole process goes through the best-of-the-field human minds with modern
technology manifesting their ideas.
Now we ask ourselves that why we claim to be the best among the others creating herbal
products? And the answer lies in only one thing; the best of their fields are here to help us
answering. The whole squad comes from diverse fields for one single purpose; to enable us
to develop the most resulting herbal products. The fields from which our teams consist of are
Cosmetologists, Chemists, Herbal Doctors, Bio-technologists, Oil technologists, and so on.
These people are the very reason that gives the answer of the above question.
Forvil Cosmetics contained such helping hands that with true dedication to be the best, is not
hard enough. Our human resource truly works for not just the betterment of their life or only
for the company but for every element of product from its idea to its usage. Forvil Cosmetics
is like a large family where every element is taken care of with the underlying value of
family itself; cure and care.
Company Profile
Basic Information
Company Name: Forvil Cosmetics
Business Type: Manufacturer
Product/Service(We Sell):
Herbal Shampoo, Anti-Dandruff Shampoo, Anti-Lice
Shampoo, Egg shampoo, Fairness Cream, Herbal Hair Oil,
Colin Hair Oil, Cold Cream, Vanishing Cream, Hair Colors,
Hair Removers
Address: 71-A, Main Boulevard, Gulberg
Number of Employees: 500 - 1000 People
Company Website URL: http://www.forvilcosmetics.com/
Ownership & Capital
Year Established: 1960
Legal Representative/Business
Owner: Muhammad Awais
Trade & Market
Main Markets:
North America
South America
Eastern Europe
Southeast Asia
Africa
Oceania
Mid East
Eastern Asia
Western Europe
Total Annual Sales Volume: US$10 Million - US$50 Million
Factory Information
No. of R&D Staff: 5 - 10 People
Management ISO 9000/9001/9004/19011: 2000
Certification:
Contract Manufacturing:
OEM Service Offered Design Service Offered Buyer Label Offered
COMPANY BRAND
Brand: A name, term, design, and combinition
RECOGNITION AND AWARD
1. American Quality Award:
Forvil Cosmetics received an “American Quality Award” of its flagship brand Bio Amla
Shampoo. This award was been given to the brand for the Best quality Herbal Shampoo in
Pakistan.
2. ISO 9001 Certification:
Forvil cosmetics achieved ISO 9001 certification in year 2005 for its compliance with International Quality Standard.
MANAGEMENT HIERARCHY
President and CEO
Mr. Zia- Uddin
Chief Finance Officer
Messrs kashif
Chief Export Officer
Mr. Awais
Vice president of sales
Messrs Sulaiman Siddiqui
Chief officer of Advertising
Nazir Baig
Vice president Chief Officer of Brand Manager G.M of AdverProgram
Administration production Irfan Sheikh tisementManager
& Humane javaid kamalResources Anwar khalid
Hafiz Mujahid
PRODUCT LINES
Product:
“Anything that can be offered to a market for attention, acquisition, use, or consumption that
might satisfy a want or need.”
Product Lines:
“A group of products that are closely related because they function in a similar manner, are
sold to the same customers groups, are marketed through the same types of outlets, or fall
within given price ranges.”
Product Mix:
“A set of all product lines and items the particular seller offers for sale.”
FORVIL PRODUCTSBio Amla Shampoo:
Bio Amla shampoo is the core product of Forvil Cosmetics, specially design to all types of
hair. They are efficient and color safe. This shampoo cleans & condition dry, dull and lifeless
hair and protects them from hot sun, thus making our hair soft, lustrous and manageable. I t
contains 24 natural herbs & wild flowers. It is therefore safe for all types of hair.
Bio Egg shampoo:
This shampoo is especially suitable for dry hair and its ingredients make up the deficiency of
proteins in the hair. Equally suitable for all types of hair as it also acts as an excellent
conditioner.
Bio Anti lice Shampoo:
Pro vitamin with an exclusive blend of 14 essential vitamins repairing damaged hair from the
inside out while retexturizing the surface of the hair, dramatically improving the hair’s
strength and elasticity.
Bio Anti dandruff Shampoo:
Bio Anti Dandruff shampoo makes our hair look so great, there’s no need to spend more. It is
especially formulated to control the itching and flaking caused by dandruff. Plus this
advanced formula thoroughly but gently cleans our hair leaving it soft and manageable.
Clinically proven to control problem hair dandruff, pH balanced, so it’s gently enough to use
every day to use wet hair completely.
Bio black Shine Shampoo:
Bio Black-Shine Shampoo is an innovative product of Forvil Cosmetics .scientifically
formulated & researched, enriched with natural and botanical ingredients. Bio Black-Shine
shampoo is safe and more effective for the eradication of head lice and nits in just a few
minutes
Product Line Charts
Shampoo
BioAmla Bio Egg Bio Anti lice Anti Dandruff Bio Black Shine
Hair Oil
Amla Hair Oil Amla Hair Tonic Colin Hair Oil
Creams
7 Days Nikhaar Cream Honey Lotion Cold cream
Hair Oils
Amla Hair Oil:
Specially formulated for all types of hair. Its herbal power supplies extra nourishment to our
hair from top to bottom. Controls hair losses. Correct split ends and removes all types of
dandruff. Its regular use results shiny, thicker, longer, lustrous and healthy hair.
Colin Hair Oil:
Like Amla Hair Oil, it Colin Hair Oil is formulated for all types of hair. Its herbal power
supplies extra nourishment to our hair from top to bottom. It Controls hair losses. Correct
split ends and removes all types of dandruff. Its regular use results shiny, thicker, longer,
lustrous and healthy hair.
Hair Tonic:
In order, the functions of Hair Tonic are minor different. It is promise that after three weeks
of daily use, our hair gradually becomes so natural; looking that no one will be able to tell
that we are using anything at all. Bio Amla means no more complication.
CREAMSBio 7- Days:
This is seven beauty plans that represent:
1. A Moisturizer: Maintain the skin balanced moisturizer provides an extra nourishing,
smooth look.
2. A Make up Base: Protective invisible medium make up base for extra fresh look.
3. A Deep Cleanser: Pen trait to skin & deeply removes impurities. Dirty and dark
spots.
4. A Skin Repairer: Repair skin damages & work even when we are asleep and give
us healthy look.
5. A Complexion Protector: Fight against the ultra violet rays of the sun pollution &
lighten the dark complexities.
6. An Anti- Aging: Maintain the elastic, collegian, removes the wrinkles, refine and
tune the skin.
7. An Anti Bacterial: It contains aloe-Vera & other herbal ingredients which protect
our nails hands and feet’s against bacteria.
Bio Nikhaar Cream:
Characteristics:-
Natural: Natural Herbal extracts such as aloe-Vera, saffron& milk refresh the skin texture
promote blood circulation, lighten dark spots remove blemishes & maintain a fair & youthful
completion.
Moisturizing: Our special formula penetrates deep, thus accelerating the natural cell
renewal process & replenishing the skin’s moisture content it maintains the suppleness &
softness of the skin leaving you feeling refreshed & rejuvenated.
Protection:
Bio Nikhaar grantees protection against u v radiation& other adverse environmental factors.
It also maintains the skin elasticity & delays onset of wrinkles by supplementing the collagen
supply to the skin cells.
Special Anti Aging Formula:
As the skin ages, it losses its fairness & tone thereby causing wrinkles and an unhealthy
complexion. Bio Nikhaar slows down the skin’s aging process thereby maintain the elasticity
& firmness or our skin. It also effectively prevents wrinkles, spots & blemishes.
Bio Plus Cold Cream:
The skin losses most of its natural moisture in winter due to dry and cold weather, thus
become rough and dry. Bio Nikhaar Cream with its unique herbal combination of aloe-Vera ,
milk and saffron, enriched with vitamin E and special lesethene active ingredients not only
moisturized dry skin but also makes the completion fair providing strong protection against
hazardous environmental effects. Its natural sun screen protects skin from harmful uv rays.
Besides excellent cleansing qualities, Bio Nikhaar Cold Cream also repairs damaged skin
cells by accelerating their natural renewal systems.
Bio Vanishing Cream:
Bio vanishing cream is also perfect make up base and transforms even oily skin into a
smooth, matt-finish complexion. Makes us look fresher and more youthful. So make Bio
Vanishing Cream regular habits, especially when we go outdoors.
Bio Honey Lotion:
Forvil Bio Honey Lotion, not only works with our skin to make visibly fairer in just six
weeks. Its softens our skin to keep it, fair, soft and younger looking. Its unique skin
enhancing systems works in two ways
1) It protects and improves our skin to make fairer.
2) Skin enhancing base with moisturizers penetrate our skin making its soft and smooth.
Bio plus Talcum Powder:
Ultra silk touch of edge, talk with sophisticated fragrances and pleasures, suitable for all skin
types. A talc do smooth and fine which leaves our skin soft as silk. Now with more rich
freshness all the day.
Bio Nikhaar Soap:
A perfect composition for making complexion milky white safely and effectively is certainly
a difficult job. Since Forvil Cosmetics believes in herbs and organic material with glorious
over 40 years, track record of herbal products, therefore offers Bio Soap with a balance
composition of natural ingredients.
Bio Nikhaar Ubton:
Bio Nikhaar Ubton is an innovative product of Forvil Cosmetics recently launch for the
target customer. Its natural properties protect the skin from allergies, eczema, dark spot and
wrinkles. It is considerable that, this product is not running effectively.
PRAIMA PRODUCTS
Praima Hair Color 43/45:
Praima hair color cream is the most modern way to color gray or dull hair to our natural
desire shades. Naturally hair color in the market contains ammonia which regular use
damaged hair shaft and hence unpleasant odors. Praima hair color is free from Ammonia and
contains special conditioners as croquart and other additive gives the hair shine and softness
of long lasting colors.
Praima Removing Cream:
Its time to say goodby to unwanted hair, now we can remove it completely within minutes,
the feminine way. It removes effectively leave our skin naturally smooth, soft and silky.
Product Mix Chart
Product Mix
Shampoo Oils Creams
Amla Egg Anti Dandruff Black Shine
Amla Hair Oil Hair Tonic Colin Hair Oil
7 Days Nikhaar Vanishing Cold
Brand:
“Brand represents as a name, term, symbol, or design, or a combination of these intended to
identify the goods or services of the seller or group of sellers and to differentiate them from
those of competitors.”
Forvil Brand:
Packaging:
The activities of designing and producing the container or wrapper for a product.
Labeling:Labels may range from simple tags attached to products to complex graphics that are part of the package
Co-Branding:The practice of using the established brand names of two different company’s on the same products. In 1998 the Forvil Cosmetics acquires a leading Hair Color brand Praima.
Praima Egg Shampoo:
Mr. jean Niel, an international hair expert having worked with local top hair experts reveals
that Asian hair being 3 times thicker than Europeans hair needs “extra care.”
This formula is especially suitable for dry hair and its ingredients make up the deficiency of
proteins in the hair. Equally suitable for all types of hair s=as it also acts an excellent
conditioner
Co Branding Chart
Co Branding
Bio Amla (Forvil Brand) Praima Brand
Brand Products Brand Products
Shampoo Oils Tonics Creams Hair Color 43/45 Tonics Creams