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ADVISOR:

MR. TARIQ ALVI

PRESENTED BY:

Syed Ali Imran Shah FAO8 - MBE - 009

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY Defence Road , Off Raiwind Road , Lahore

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Acknowledgement

I would like to express my gratitude to all those who gave me the possibility to

complete this report. I want to thank the Department of sales of Eye Television

Network Limited for giving me permission to commence this report in the first

instance, to do the necessary work and to use departmental data.

I have furthermore to thank the region general sale manager Mr. Kashif Masood

Sethi

I am deeply indebted to manager sales Mr. Syed Muhammad Ali Shah and MR.

Aurangzaib whose help, stimulating suggestions and encouragement helped me

during compilation of this report.

My internship coordinators Mr. Imran Khoosat, Miss Ayesha Asghar and Mr.

Kashif Mahmood from the Department of sales supported me in my report writing

work. I want to thank them for all their help, support, interest and valuable hints.

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Executive Summery During the summer 2010 I did my internship at Eye Television Network Limited at

the Lahore region office in sales department. The mandatory internship in MBA

program is very beneficial to have exposure of how things go really in the market.

Being a student who wants to make a mark in marketing field, the best place to

gain the practical understanding of the marketing was to do internship in sales

department Eye television network which can be regarded as one of the most

dynamic organization of media industry currently in Pakistan.

I am proud to work as an internee with Eye television network limited and this

exposure will surely help me in my future assignment as a marketing

professional. With concern/cooperation of higher management and perfect

working environment with immense corporation/support of the staff of all

departments especially in sale department facilitated in making my internship a

wonderful learning experience in all aspects.

This report consists of various detailed information about introduction and

overview of the organization, organizational structure, Internship plan, structure

of marketing and sales department, functions of marketing and sales department

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Table of Content

01. Overview of the organization 6 Brief History Vision and Mission Statements Nature of the organization Operating Results 6 Brand Portfolio of the organization 11 Product Portfolio 12 Strategies of branding used by the organization 13 List of main clients List of main competitors 13

02. Organizational Structure 14 Organizational Hierarchy Chart 14 Number of Employees Main Offices Introduction of All Departments 15

03. Plan of internship program 17 04. Training Program 17 05. Structure of marketing department 18

Department Hierarchy Number of employees work in marketing department

06. Structure of sales Department 19 Department Hierarchy Number of employees work in sales department

07. Functions of sales department 20 Sales Methodology Sales return procedures

08. Customer service department 20 Techniques of retaining the clients Techniques of attracting new customers

09. Critical Analysis 21 10. SWOT Analysis 21 11. Reference and sources 22

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Overview of the organization

Brief History

The concept behind Eye Television Network Limited is to provide quality

entertainment programming, with a predominant focus on females, with the

rapidly changing media scenario in Pakistan. Eye Television Network Limited

was planned along with a group of like-minded people and a decision was taken

to hire the services of a professional consultant to work on the feasibility and set-

up of the organization. ETNL is listed in Karachi stock exchange. ETNL launched

four channels one by one, Hum TV launched in 2005, Masala TV launched in

2006, and Style 360 launched in 2008 and Oye TV recently launched in 2009.

Vision statement

“Inspired by the finest cultural, cooperative and creative values to present content

which entertains and enriches audiences”

Mission statement

“To enable the organization of outstanding content on subjects of interest and

relevance to a range of audience while use the best professional practices and

ensuring long term continuity”

Nature of the organization

Eye Television Network Limited is an electronic media based company. The

concept behind EYE TV is to provide quality entertainment programming, with a

predominant focus on females. ETNL has four channels Hum TV is family

entertainment based channel, Masala TV cooking based channel and specially

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focus on females, Style 360 fashion glamour and life style based channel and

Oye TV youth based channel.

Operating Results

The growth in terms of revenues and profit after taxation for the company in the

last three and half years since its inception has been phenomenal. Net revenues

for the year ended June 30, 2009 were Rs. 1.116 billion as compared to Rs. 909 million last year recording a 22.7% growth in net revenues over last year. The

profit after tax of the company sourced to Rs. 241 Million as compared to Rs. 225 Million of last year showing a growth 7.1% in net profit after tax over last

year. Earning per share for the year ended June 30, 2009 was Rs. 4.82 as

compared to Rs. 4.51 last year.

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Cash Flow Statement

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Balance Sheet

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Income statement

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Statement of Changes in equity

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Brand portfolio of the organization

Eye Television Network Limited brand portfolio

Hum TV (Family entertainment based channel)

MASALA TV(cooking based channel)

Style 360 (fashion glamour and life style)

OYE TV (youth based channel)

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Product portfolio

As it has been mentioned that Eye television network has four TV channels

catering to different viewers, here are the product portfolios in terms of

programming of these channels:

Hum TV product portfolio (programming)

Soaps

Serial

Sitcoms

Music shows

Cooking shows

Informative programs

Style 360 product portfolio (programming)

Art and Culture related programs

Live style related programs

Entertainment related programs

Fashion related programs

Health & beauty

Masala TV product portfolio (programmimg)

Outdoor cooking show

Live cooking shows

Magazine style shows

Fillers

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OYE product portfolio (programming)

Music oriented

Information oriented

Talk shows

Life style and fashion oriented

comedy and humor oriented

Fun oriented

Sports oriented

Public service content

Brand Strategy

Eye Television Network Limited used product line strategy with the help of

different programs with different names. Product line strategy is very beneficial

for every organization. Television channels used product line strategy.

List of main clients

Nestle Pakistan limited

Coca cola export corporation

Bata

QARSHI industries private limited

Hamza oil mills (SUFI)

Service industries private limited

Pak electron private limited

Mayfair industries

Atlas Honda limited

Telenor Pakistan

Warid Pakistan

Bank Alfalah

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List of main competitors

Here is a list of the main competitors of Eye TV network limited:

HUM TV direct competition

GEO entertainment

ARY Digital

HUM TV indirect competition

TV ONE

Indus TV

Style 360

No direct competition

Masala TV direct competition

ARY ZOUQ

No indirect competition

OYE

Direct Competition

AGG TV

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Indirect Competition

Oxygen

Play TV

ARY Music

MTV Pakistan

G ka boom

Indus music

Organizational Structure

Eye Television

Network Limited

Human Resource Department Administration

Department Marketing Department

Production Department

Sales Department Transmission Department

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Number of employees

Eye television network limited has approximately 500 employees.

Main offices

Eye television network has three offices

1. Head office in Karachi

2. Regional office in Lahore

3. Regional office in Islamabad

Introduction of all departments

Marketing department

Consisting of leading market professionals of the industry, who are graduates

from top business schools of Pakistan, the marketing department perform all the

function from need identification to development, launch and post launch, all

strategic decisions are made based on authentic information and research.

Identifying the target market, effectively communicating to them and building the

image of the brand as well as the companies, is the job of the professionals

running the marketing at eye television network limited.

Human Resource department

Eye Television Network Limited understands the need of a professional resource.

This includes both the infrastructure and the personnel. The team of ETNL is

therefore as important as the content of the channel. ETNL has employed the

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best people in the industry. Besides the existing professionals ETNL is also

developing a new generation of professionals. New entrant are hired and trained

by professionals for their personal and professional growth. At ETNL a team of

professionals with passion and zeal for the media work for better results. This

passion is the guiding light for all our endeavors and the forces that keeps us

together and propels us forward.

The credibility of employees is determined by how they interact with each other,

by the contributions that are made from their diversity, by the synergy of their

teamwork, and by a job well done.

Production department

ETNL provide advanced opportunities in the areas of production, post-

production, photography, and interactive media production. Eye television

network limited produces different kinds of programs like soap, serial, sitcoms

and talk shows in its own production house named as Moomal productions.

Eye television network limited Chairperson Miss Sultana siddiqui is a leading

director/ producer running her own production house under the name of Moomal

productions private limited. She is the recipient of several awards including PTV

silver jubilee Award for best producer and PTV Award for best private producer.

The president of Hum TV, she is the first women in south Asia to be heading a

television channel.

Mr. Duraid Qureshi is the chief executive officer of Moomal production private

limited, one of the leading production houses in Pakistan producing for private

channels as well as PTV. He is also the founder executive of eye entertainment,

one of the most successful media marketing companies in Pakistan.

Moomal production produced lot of programs and these program’s are quite

popular in public with the help of these programs Eye television getting high

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ranking. THORI SI KHOSHYAN, and DIL DIYA DEHLEEZ are quite popular

soaps, JANNAT, QISSON KI CHADAR, ISHQ JUNOON DEWNGHI, NOOR PUR

KI RANI and AASHTI are popular series and MANCHALAY, PROBLEM NO

PROBLEM are very interesting sitcoms these program’s are play on Hum TV.

Masala TV is dominant channel in Pakistan. Masala programs are cooking based

programs with expertise chefs (MAZAYDAR ZAIQA, GHAR KI BAAT, MIRCH

MASALA, HANDI COOK LIKE A CHEF, and AMINA’S CAFÉ AND LIVE @ 9)

and Masala programs are quite popular.

Finance and Accounts

The finance and accounting department at Eye television network limited are

responsible for the total financial management of different business of the

company. From the usual financial statements and sheets to risk and portfolio

management, the team ensures that every rupee coming into and out of the

company’s pocket is properly documented and audited.

Sales Department

Eye television network limited sale department are responsible for business

development, business expansion, Client retention, execution and credit

recovery. Sales department perform all these function efficiently for getting more

revenue for the organization and develop integration with clients and their

associate agencies while using both push and pull strategies.

A brief introduction of the branch/head office where I did my internship

Regional office in Lahore

1. Sales department

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Acquire business from the market for the better business volume and

growth of the organization. Sales department struggles hard to win and

retain best customers for the organization.

2. Admin Department

Administrate all the functions of the organizations.

3. Production department

Produce and record different programs like entertainment, music, dramas

and talk shows.

Stating and ending dates of my internship

Names of the departments in which I got training and duration of my training

In Sales department

27-07-2010 to 7-09-10

Training Program

Detail description of the operations performed by the department I worked in

Business Development

Business expansion

Client retention

Execution

Credit recovery

Detail description of tasks assigned to me

To have an overview of the organization and its functions

To have a detailed insight into the functions of the organization

To critically evaluate the functions performed by sales department

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Structure of Marketing Department

Department hierarchy

Eye television network marketing department structure is vertical and

decentralized.

Number of employees working in the marketing department

Ten employees work in marketing department.

Director Marketing

Marketing Manager (Karachi)

Assistant Manager

4 Marketing Executives

General Manager Marketing

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Structure of sales department

Department Hierarchy

Number of employees working in sales department

Six employees are working in sale department:

1. Mr. Kashif Masood Sathi (Regional General Manager Sales North)

2. Mr. Syed Muhammad Ali Shah (Manager Sales Hum and Oye TV)

3. Mr. Aurangzaib (Manager Sales Masala TV and Style 360)

4. Mr. Imran Khoosat (Sales Executive Hum and Oye TV)

5. Miss Aysha Asghar (Sales Executive Masala and Style 360)

6. Mr. Syed Muhammad Nadeem Bukhari (Recovery Executive)

Vice President Sales

Regional General Manager Sales (Lahore)

Regional General Manager Sales (Islamabad)

Manager Sales (Karachi)

Assistant Manager

Two sales Executives under each Assistant Manager

Manager Sales

Sales executives

Manager Sales

Sales executive

National Sale Manager

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Sales Operations

1. Business development

2. Business Expansion

3. Client Retention

4. Execution

5. Credit Recovery

Functions of Sales Department

Sales methodology

Eye Television network use sale pitching methodology to attract and retain the

customers. Sales pitch is a planned presentation of a product designed to initiate

and close a sale of the same product. A sales pitch is essentially designed to be

either an introduction of a product to an audience who knows nothing about it, or

a descriptive expansion of a product or service that an audience has already

expressed interest in. Sales professionals prepare and give a sales pitch, which

can be either formal or informal, and might be delivered, in any number of ways.

Sales Return procedure

In electronic media no concept of sales returns because its business nature is

totally different from the business of tangible products. Television channels play

the different companies advertisement on credit basis. In future if any client not

pays promised amount to television channel then television channel has no

procedure to return the advertisement.

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Customer Service Department

Technique of retaining the customers

Offering up to the mark services

Value added services

Techniques of attracting new customers

Eye television network Limited (ENTL) sales peoples attract new customers,

ENTL learned all the techniques that push customers into making a decision, but

when you’re pushing your customers, it’s easy to feel rejected before you even

get started. Chasing customers is tiring – its way more fun when they chase you.

Sale department present the proper presentation and good rating to attract the

new customers. Organized the lot of festivals and also do the ATL (Above the

line) and BTL (Below the line) activities for getting new customers.

Critical Analysis

Success & failure of different products of the organization in the market along with reasons

As you know in electronic media there is no concept of the tangible products like

FMCG. Eye television network limited play different interesting programs on its

four channels for the viewers. ENTL tries to produce best programs with

interesting, attractive and exciting stories. These programs cover different types

of stories about people’s lives, affairs, poverty, honesty, dishonesty and comedy

programs. These programs are very popular among the viewers. Hence our

organization holds a strong position in today’s competitive media market.

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SWOT Analysis Strengths

Known and popular faces on the screen are on board with eye TV

network.

HR department is efficient in hiring qualified, professional and experienced

peoples to improve the organization’s efficiency.

Eye television network limited is financially strong organization because

this is the first media company listed in Karachi stock exchange with

authorized capital of PK Rs. 700,000,000.

Eye television network limited has a large number of potential clients.

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Weaknesses

Most of times eye TV has to face distribution issues caused by the local

cable operators, this is because of the weakness at the distribution

department’s end

Opportunities

Target the niche market

Masala TV is a dominant channel in Pakistan market

Threats

New Entrants

Change in political environment

Change in market environment

Rising influence of Indian media industry in Pakistan

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References and sources www.hum.tv www.masalatv.tv www.style360.tv www.pemra.gov.pk