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Dear Colleagues,

Welcome to the re-launch of our Maersk & Safmarine NEWSLETTER. I hope you will enjoy

reading it.

This NEWSLETTER is edited and completed by one of our dedicated team. The newsleer

s being published to hopefully improve our in-house communicaon and understanding

of who we are, where we are and - perhaps most importantly where we are headed. It is

also a chance to bring us all a lile closer not least our oces in Lahore, Faisalabad andour port oce at Port Qasim.

We are in the middle of launching our MUST WIN BATTLES and with that will also begin

work (a lile) on our company DNA through CULTURAL AMPLIFIERS. Our industry has

never been stac and the changes shipping is undergoing are and will connue to be dra-

mac. It will be a journey; just as previous strategies have been, however with your acve

parcipaon it will be successful and for sure not a boring one. Im looking forward to

this.

First quarter of performance has been fair. Our volumes are slightly above and revenue

s on target. It is sll very early in the day and we have a long way to go, it is nonethelessa good start. The rst quarter also put some of our key trades under increased pressure

due to increased compeon on routes that had tradionally been our strongholds.

The people and their talent are what really stand out here in Pakistan. We have a great

foundaon to build on making us even stronger however is key. For us to bring our A

game to the table it is necessary for us to become more pro-acve and to react faster

with dynamic strategies when our trades are under threat.

Best Regards,

Morten Moller Jensen

Cluster Director Pakistan & Afghanistan

Mortens Corner

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JARGON BUSTER

Shipping Made (Slightly) Easier

ATDNSHINC

Any me Day or Night Sundays &

Holidays Included. A charterin

term referring to when a vesse

will work.

Force Majeure

The tle of a common clause i

contracts, exempng the pare

for nonfulllment of their obliga

ons as a result of condions be

yond their control, such as earthquakes, oods or war.

NonVessel Operang Com

mon Carrier (NVOCC)

A cargo consolidator in ocea

trades who will buy space from

carrier and subsell it to smalle

shippers. The NVOCC conducts it

business as an ocean common car

rier, except that it will not provid

the actual ocean or intermodaservice.

C&F Terms of Sale

Obsolete, although heavily used

term of sale meaning cargo and

freight whereby Seller pays fo

cost of goods and freight charge

up to desnaon port. In July

1990 the Internaonal Chamber o

Commerce replaced C&F with CFR

Upcountry Customer Corner

M

aersk Lahore oce recently host-

ed Nestle Pakistan for the much

renowned Customer Corner

event. Visitors were Mr. Salim

Masih (Import Ocer, Nestle Pakistan) and Mr.aheer( Import Manager, Nestle Pakistan). Nes-

e having imported 479 FFE with Maersk Paki-

tan in 2012 alone, is among the top Global Key

lients operang in Pakistan .

estle have been included as part of our launch of the Customer CARE ini-

ve in mid 2012. Since the Lahore oce has undergone some major per-

onnel changes in the past two years, it was also a very good opportunity for

he new sta to beer acquaint themselves with the Nestle team.

rior to this customer corner visit, day to day business between Maersk and

estle was already funconing very smoothly. So the main agenda of the

meeng was not to hammer out soluons to any long running disputes. The

ocus was more on relaonship building, geng to know the customers

usiness beer and of course quizzing the customer on ways to further im-

rove our service levels to Nestle.

uring the discussion with them it was encouraging to see that their overall

xperience with Maersk was very posive as they praised our global net-

work coverage and the easy accessibility of our sta. At the same me they

ointed out a very interesng area of improvement, which was mulple in-

oicing.

pcountry Sales and Customer Services Team With Nestl Pakistan:to R: Ahsan Fayyaz Ahmed, Hassan Khan and Riaz Ul Haq

NESTLE PAKISTAN

IMPORT FFE:

479 FFE

COMMODITIES:

Diary Products

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Safmarine Pakistan has launched a plaorm to improve relaonshipbuilding with its customers. With three customer facing funcons;Sales, Customer Services and Finance issues can now be resolved via one

common plaorm where employees can interact with their customers.

It had been idened that with the excepon of Sales, employees in the

other departments rarely interacted with the customers. Communicaon

via email and telephony misses out on the eecveness of face to face

interacons. Importance of physically meeng with customers can be aptly

understood from following:

As part of Safmarines strategy to dierenate on its Accessand lead the

market in Experience for its customers, the CEP plaorm was launched in

Feb 2013. The plaorm enables employees of Safmarine to engage with

the customer through its 3 customizable formats:

Strategic Client Review

Target strategic global and local clients for business development meengs

involving personnel from all customer facing departments.

Meet n Greet

Arrange weekly casual meengs with customer for relaonship building

with account managers.

Resoluon:

Approach customers proacvely for the Resoluon of issues to make our

customers feel valued and important. All Safmariners have the liberty to

idenfy an issue, assemble a team, schedule meeng with the customer

and execute the Resoluon.

Customer Engagement Plaorm

When there is a need for the expression of emoons, . when one is

aempng to persuade others, or when tasks require consensus on issues

that are aected by atudes or values of the group members.

(Straus and McGrath on the importance of physical interacons)

Fieen strategic clients selected for 2013

based on previous year CY and volumes.

How we serve

our customers

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Ayesha Chowdhry, Head of HR and the newest member ofhe Maersk Pakistan TEAM. Ayeshas professional life spans

ver 20 years and 11 industries, with 2 MBA degrees she is a

R powerhouse. Aq and Amal caught up with Aisha to dis-

uss family, work and play and of course Rahim Gilani.

Where do you see yourself in next ve years?

nrealiscally, Id like to own a lovely restaurant somewhere

ear the Balt Fort and rere there (haha). On a serious note,

ts see where Maersk takes me.

What are your Short and long term goals

hort term: To be able to fund for my daughters educaon at

arvard or any other Ivy League university.

ong term: To be able to take all those children o the road

who havent had a fair chance in life and to be able to make a

ierence to their lives. We all need to give something back

o our country, weve been so lucky. So just want to be able

o do that.

ould you describe the Funconal Managers in one word?

Morten Moller: Enthusiasc

li Jawad: Relaxed

tephen Cowley: Vocal

aman Amin: Careful

asan Faraz: Professional

rslan Khan: Energized

aza Kazmi: Balanced

arheen Mahmud: Exuberant

What is your typical way of dealing with conict?

I have two ways: I try to nd a soluon because I respect the

fact that everybody works together in the long term building

a bond and relaonships. On the other hand if somebody iout of line or very obviously aggressive then I believe an ag

gressive approach is more suitable for conict resoluon.

How was your rst vessel trip?

I would love to go again and I loved it. It was really nice. The

vessel/yard planning at QICT was most interesng. Seeing the

Rubber Tyre Gantry (RTG) and how it moves containers on

and o basically gives you the idea of the sheer size

(enormity) of Maersk Lines operaons.

Describe Rahim in ve words?

Smart, Open, Talkave, Repeve and Bouncy Friendly

Bear

Is there any one person that you nd parcularly engaging

so far within Maersk Pak? Why?

EVERYBODY. Thats why I like coming to work.

Who has made the biggest impact on your life so far?

My Mother.

What might be something that may surprise people to know

about you?

Used to read Tijar Khabrain on PTV in 1997 & 1998.

One insighul fact that you want everyone to know or a

message you want to convey?

Think execuon but be holisc and long term in your ap

proach. Above all always remember that you are a role mode

to someone around you and in a global company like Maers

you are the Ambassadors of Pakistan. It is what you do andhow you do it that represents Pakistan.

I used to read the Tijar Khabrain on PTV

from 1997 to 1998

AYESHA CHOWDHRYEducaon:

MBA (IBA) -1992

Majored in Markeng

MBA (Craneld University)-1997

Generalist MBA with a minor in Entrepreneurship

Work:

ICI Pakistan (3.5 years)

Novars Pharma (Pak) Limited (6 months)

Target Sourcing (7.5 years)

Up Close & Personal with Ayesha Chowdhry

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Only Three Lines posted sig-nicant prots in 2013

1.CMA-CGM

2.OOCL

3.MAERSK LINE

The ocean container industry may

make a decent prot in 2013 asaverage freight rates and volumes

are expected to increase 3 to 4 per-

cent and bunker costs to decline 1.5

percent.

According to Drewry Container lines

can stay in the black in 2013, only if

they refrain from the kind of rate

war waged in the rst quarter of

2012.

Drewry said carriers managed to turntheir results around last year

through a combinaon of prudent

capacity management and unity on

freight rate increases. However it is

said that aer a protable third

quarter, many carriers lost money

again in the fourth quarter. The

three major carriers CMA CGM,Maersk Line and OOCL returned a

meaningful operang prot for the

full year neutralizing losses for the

rest of the industry.

Drewry Sees Beer Fortunes for Shipping in 2013

There was a massive turn-

around in global container

shipping industry prot of

$ 280 Million

in 2012 compared to a

loss of

Around the DECK...

Saeed Raza Kazmi

Shaun D Cruz

Ziad Mahboob

Zahid Hussain

Mubasshar Iqbal

Mustafa Ikhlaq

Fahad Ali

Syed Jahanzeb Qaiser

PKC Karachi Oce

The incident of a stray bullet passing

through the glass window in the galley at

PKC Head oce posed serious concerns for

the management. The challenge was to nd

a soluon for the safety of our employees,without damaging oce aesthecs. Aer a

thorough evaluaon following soluons

were implemented.

Exisng window glasses have been

strengthened by axing 350 micron Armor-

coat lms to protect them from shaering

in the event of a bomb blast and to reduce

bullet speed.

The challenge was great. We were all wor-

ried aer the incident and wanted a quick

soluon for the safety of our employees

said Amanatullah Ansari, Administraon

Manager. He added that they did not want

to convert the oce into a fort.. The glass

soluon was perfect with regards to safety

and aesthecs. Execuon of the project

was conducted eciently by our admin-

istraon team dealing tacully with our

new vendors. Our oce is much safer place

now.

HSSE IniaveSafetyGlass

May Baby's

The Day the Earth Shook!

Bhaag Milkha Bhaag! What's wrong? The right push. ???

Say Cheese! I got a msg. Compleng the job. OMG!

http://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Saeed%20Kazmi.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Saeed%20Kazmi.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Shaun.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Shaun.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Ziad.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Ziad.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Zahid%20Hussain.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Zahid%20Hussain.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Mubasshar.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Mubasshar.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Ikhlaq%20bhai.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Ikhlaq%20bhai.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Fahd%20Ali.PNGhttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Fahd%20Ali.PNGhttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/JZ.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/JZ.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/JZ.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Fahd%20Ali.PNGhttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Ikhlaq%20bhai.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Mubasshar.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Zahid%20Hussain.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Ziad.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Shaun.bmphttp://localhost/var/www/apps/conversion/tmp/scratch_3//10.92.4.16/General/Newsletter/May/Birthday/Saeed%20Kazmi.bmp

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Year 2012 in Pictures

Pictures speak a thousand words, if you have pictures of oce, your colleagues, customer visits, etc please share

them with us we will post the best ones in our next edion!

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FBR, as many of you know, is a new analycal and management reporng soluon that will give novel transparency to varia-

ble costs (as well as other costs, revenue and yield) across our business. One of the key fea-

tures will be the visibility to the "true unit cost" development, by allowing mix, volume, RoE

and other eects to be stripped out from the average rate. The granularity will be very high,

allowing cost comparisons e.g. between dierent ports, terminals, corridors, vendors, moves,size/types, etc.

According to Jakob Stausholm, FBR is the heart of our strategy.

Essenal for Maersk Lines StrategyFBR has been introduced as a key project in Finish the Foundaon one of Maersk Lines four

Must Win Bales.

akob pointed out that a vast amount of data stands under ulized in FACT. 10 years down the road we are yet to extrac

substanal business value from FACT underulizing its potenal.

FBR Implementaon in Pakistan Cluster:t was an extremely challenging task to implement FBR in Pakistan cluster, which has cost reporng in 5 dierent countries

and 11 purchasing organizaons. Pakistan accounts for the highest unit cost and worlds second highest cluster cost in the

Maersk Liner business.

An unimaginable world without TICOt was unimaginable to work without legacy systems (TICO, MEMS and FIR-II) which were at the heart of Maersk Lines re

porng structure said cluster cost manager Rizwan Pir . He also added that the successful sign -o in FBR is indeed a momen

of celebraon aer extensive eorts in migraon of data into new system. It is the beginning of new chapter for Maersk Line

where the true focus will now be on data driven decisions in a global landscape.

More to Follow (Other systems to Obey)

There are several updates in pipeline as other systems will implement the same brand logic as FBR, such as other system

ike Yoda and PULS weekly bookings. To accommodate separate reporng for Maersk and Safmarine Brand has been im

plemented in FBR reporng followed by inclusion in FBR forecasng.

For More Informaon click FBR Portal.

Key Improvements

Perspecve

Transparency

Data Quality

Timing

Governance

Enhanced Control

When the going gets tough the tough get going!

The rollout had a huge impact allow-

ing lile room for error. During the nal

phase of the project, our team faced

several data integrity issues and stren-

uous test-

runs were completed througha concerted eort by our team.

Rizwan Pir Muhammad

Cost Control Manager - PKC Cluster

FACT Based Reporng (FBR)

http://maerskline.apmoller.net/finance/fbr/Pages/fbr_info.aspxhttp://maerskline.apmoller.net/finance/fbr/Pages/fbr_info.aspx

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Our New Group Policies

Business

Approach

We pursue

protable

business and re-

sponsible leader-

ship within our in-

Our

Brand

We engage with

customers, other

stakeholders and

colleagues to pro-

mote and protect

our brand.

Health and

Safety

We conduct

our business

in a safe

manner

Legal

Compliance

We are

commied to

comply with

applicable laws

and

regulaons

Our Working

Culture

We provide our

employees with

opportunies to

develop and

succeed