Internship Report

2010

Masters of Business Administration Program

Name: Mohsin Ali

Registration # 08-Arid-1462

Specialization: Marketing

Telephone: 0314-9509595

E-mail: v4viper@hotmail.com

University Institute of Management Sciences

PMAS – University of Arid Agriculture, Rawalpindi

Company Name: Unilever Pakistan

Main Telephone Number(s): 0514-534435

Postal Address: M/S Yaqoobs Sons, Distributors Unilever Pakistan, Faisal Shaheed Road, Taxila

http://www.unileverpakistan.com.pk

Supervisor Name: Malik Rizwan

Telephone Number: 0300-5324435

Start date of Internship: 12th April 2010

End date of Internship: 05th May 2010

Report date: 20th July 2010

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Evaluation

Mohsin Ali

Has worked as an internee in

“M/S Yaqoobs Sons, Distributors Unilever Pakistan”

Internship report submitted for the final evaluation in partial fulfillment of the degree of

Master in Business Administration

It is certified that, the Employment report and the work contained in it conforms to all the standards set by the institute for the evaluation of any such work.

1._____________________________

2._____________________________

3._____________________________

4._____________________________

University Institute of Management Sciences

PMAS - University of Arid Agriculture, Rawalpindi

2010

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Dedication

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For everyone who has paved way for me to be here where I could only dream of.......

We would first of all like to thank Al-Mighty ALLAH for his help, our parents without whom we would never have been here, our teachers Sir Shuja, Sir Zia, Sir Hassan

Rasool, Madam Bushra, Sir Amir Khan Khatak and Madam Rabia for giving us the in dept and vast knowledge of the course and lastly our colleagues to motivate us and to

have belief in our commitment.

Thank you everyone!

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Table of Contents

Executive Summary............................................................................................................7

About the Company............................................................................................................8

Our mission.........................................................................................................................8

Unilever Pakistan................................................................................................................8

About M/S Yaqoobs Sons, Distributors Unilever Pakistan...............................................9

Business Operations.........................................................................................................10

Unilever Purpose...............................................................................................................10

List of Brands in Pakistan................................................................................................10

Marketing Strategy...........................................................................................................11

Competitive Strategy.........................................................................................................11

Hierarchy of Unilever Pakistan.......................................................................................12

Advertising........................................................................................................................13

SWOT Analysis.................................................................................................................14

Work Description..............................................................................................................15

Analysis.............................................................................................................................16

Conclusions and Recommendations................................................................................17

Appendices........................................................................................................................18

References.........................................................................................................................19

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Executive Summary

Unilever was created in 1930 by the amalgamation of the operations of British soap

maker Lever Brothers and Dutch margarine producer Margarine Unie, a merger as palm

oil was a major raw material for both margarines and soaps and could be imported more

efficiently in larger quantities.

Unilever is an Anglo-Dutch multinational corporation that owns many of the world's

consumer product brands in foods, beverages, cleaning agents and personal care products.

Unilever N.V. has its head office in Rotterdam, while Unilever PLC has its head office in

the Unilever House in the City of London and its registered office in Port Sunlight,

Wirral, Merseyside.

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was

established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for

setting up a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in

Pakistan, as well as one of the largest multinationals operating in the country. Now

operating six factories at different locations around the country. The Unilever's Head

Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's.

Unilever’s roots go back to the latter half of the nineteenth century when the Industrial

Age spawned working-class households with money to spend. Entrepreneurs began to

package products under brand names and promote them to millions of the new customers.

It was the dawn of modern advertising and merchandising. Lever was one of the firsts to

discover the efficacy of mass advertising.

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About the Company

Unilever is an Anglo-Dutch multinational corporation that owns many of the world's

consumer product brands in foods, beverages, cleaning agents and personal care products.

Unilever N.V. has its head office in Rotterdam, while Unilever PLC has its head office in

the Unilever House in the City of London and its registered office in Port Sunlight,

Wirral, and Merseyside.

Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, The

Netherlands and Unilever PLC in London, United Kingdom. This arrangement is similar

to those of Reed Elsevier and Royal Dutch Shell prior to their unified structures. Both

Unilever companies have the same directors and effectively operate as a single business.

The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow

while Paul Polman is Group Chief Executive.

Unilever's main competitors include Danone, Henkel, Kraft Foods, Nestlé, PepsiCo,

Procter & Gamble, Reckitt Benckiser, Sara Lee and S.C. Johnson & Son.

Our mission

“Vitality is at the heart of everything we do. It's in our brands, our people and our

approach to business”

Unilever Pakistan

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was

established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for

setting up a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in

Pakistan, as well as one of the largest multinationals operating in the country. Now

operating six factories at different locations around the country. The Unilever's Head

Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's.

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About M/S Yaqoobs Sons, Distributors Unilever Pakistan

The distribution company was found in the year 1957 and you can see that it’s been quiet

a time since the inception of the company. The company was then given the distribution

in February 1984. The company’s distribution radius lies to a span of 18KM (North,

South, East and West).

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Business Operations

Unilever owns more than 400 brands as a result of acquisitions; however, the company

focuses on what are called the "billion-dollar brands", 13 brands which each achieve

annual sales in excess of €1 billion. Unilever's top 25 brands account for more than 70%

of sales. The brands fall almost entirely into two categories: Food and Beverages, and

Home and Personal Care.

Unilever PurposeThe company focuses on key growth drivers in a number of ways:

Continually reconnect with consumers to better anticipate their needs and desires.

Develop and nurture close working relationships with customers to create

communication and sales support for their particular consumers.

Constantly develop new technologies that will deliver product benefits in better

ways and explore new communication.

List of Brands in Pakistan

Blue Band

Supreme Tea

Clear Shampoo

Close Up

Fair & Lovely

Lifebuoy soap & shampoo

Lux

Surf Excel

Wheel

Lipton Tea

Sunsilk

Knorr Soup / Noodles

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Pond's

Marketing StrategyUnilever's strategy is to focus research and development and marketing on leading

brands, that is, those that are most in demand from consumers.

They make the well advertisements and chose proper media to get positioning in their

consumers minds they make the promotional activities like incentives to their consumers

& distribution strategy, brand activation activities they recently did work on their new

product Clear for men. They hired “Shahid Khan Afridi” celebrity as their brand

ambassador to introduce Clear for men. They conducted activities in colleges and

universities to aware and trial the new product Clear for men to their target consumers.

Their new promotional strategies have to give Scholarship in college or universities

women for their product Fair and Lovely. Uni Lever give their consumers to more

incentives in the form of scholarship, lucky draw gifts etc. Surf Excel was also a

marketing success with the brand going with the flare “DAAGH TOH ACHAI HOTAI

HEIN”

Competitive Strategy

Unilever competitive strategies are very intelligent. They fully consider their competitors

what they are doing? What will be their next strategies? What is going in market? What

their customers needs and wants? They spend more on research & development,

advertisement, promotional activities, and brand activation activities as compared to their

competitors.

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Hierarchy of Unilever Pakistan

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Advertising

Unilever’s roots go back to the latter half of the nineteenth century when the Industrial

Age spawned working-class households with money to spend. Entrepreneurs began to

package products under brand names and promote them to millions of the new customers.

It was the dawn of modern advertising and merchandising. Lever was one of the firsts to

discover the efficacy of mass advertising.

Obviously, the budget for marketing and advertising has grown dramatically ever since.

Advertising has always been a keystone of the business. (E.g. Unilever Best foods UK

spends almost £100 million a year on advertising; The PG Tips chimps’ family

advertising campaign was first screened at Christmas in 1956. The chimp adverts are now

the longest running TV advertising campaign of any brand, having featured in over 100

commercials)

Advertising has been an important aspect that Unilever has been investing a lot in. An

evidence of this can be indicated by the fact that in 2002, Unilever accounted for the

biggest advertising deal in the history of United Kingdom. The deal worth of £320 was

signed between Unilever and Carlton Sales and Granada Media Sales. The agreement

locked in trading terms for Unilever’s UK operating companies; Birds Eye, Wall’s, Lever

Fabergé, Unilever Bestfoods and Unilever Cosmetics International and secured a

competitive advantage for them through a period which is likely to be one of continuing

change for the UK’s broadcasting structure. This ground-breaking four-year deal marked

another step on Unilever’s Path to Growth strategy, enabling the company to concentrate

its resources behind its focused portfolio of leading brands using the most powerful

medium, television.

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SWOT Analysis

StrengthsCompetitive edge due to sole existence of the company

Separate vans for every group

All the data is computerized and the data is error free

Competitive advantage due to location

Labor is readily available

The company is insured and amount of security is also safe.

WeaknessesLimited area for sales

Lack of experiences task force

Lack of education in sales persons

OpportunitiesRadius of the company distribution can be expanded

More investment can be done on logistics

Better workforce can be hired

Company products can be expanded e.g. Ice Cream etc.

Maximize customer base

ThreatsThreat of new entrant

Lack of security

Risk of loss of customer

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Work Description

Operate data entry device, such as keyboard or photo composing perforator. Duties may

include verifying data and preparing materials for printing.

Compare data with source documents, or re-enter data in verification format to detect

errors.

Compile, sort and verify the accuracy of data before it is entered.

Locate and correct data entry errors, or report them to supervisors.

Maintain logs of activities and completed work.

Read source documents such as canceled checks, sales reports, or bills, and enter

data in specific data fields or onto tapes or disks for subsequent entry, using

keyboards or scanners.

Load machines with required input or output media such as paper, cards, disks,

tape or Braille media.

Select materials needed to complete work assignments.

Store completed documents in appropriate locations.

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Analysis

The work experience as a temporary employee under the designation of Key Punching

Operator (KPO) was great. During this period I learned a lot and tried to at least see the

company in terms of the theoretical knowledge that we had gained in the past two years.

Unilever is a multinational corporation and it has been established over ten decades ago

and I have discovered that the company values its employees. The retention in the

company is extra ordinarily impressive.

As my majors were in Marketing and as such the company was a distribution interactive

one, hence I learned during this period the toughest of marketing strategies and its

implications. The company however showed how the multi dimension customer

interaction can be and how we can bring them to be loyal to our company.

One of the company’s policies was that they used to return claims on any faulty or

damaged product and hence this had a positive effect on the customers. The company

also has easy credit giving policies in which the company has extended its sales and

therefore also entertaining the small intermediaries.

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Conclusions and RecommendationsWorking with M/S Yaqoobs Sons has given me an exposure to the world through

dealing with the different kind of people everyday, it give boost to my confidence and

experience. I have been able to learn a lot of things and practices, which are useful for

working in a good professional organization like Unilever Pakistan. I have develop the

skills specially the communication skills, convincing skills etc

The working environment at M/S Yaqoobs Sons is organized in the best manner; the

organization has really worked hard to create such strategies which could result in

employee as well as customer satisfaction. Each employee is provided with handsome

salary package. The management takes care of employee’s health and safety. The

employees are motivated to work hard by providing them with the incentive so that in

order to help them to achieve their targets.

The highly motivated employees result in the better quality of work which helps to

achieve customer satisfaction which is the target of the company. In this was the

company is able to produce high quality and to satisfy the customer. The defining

principles that sets Unilever Pakistan apart from the competition is the fulfillment of

commitment and responsibility promised to its customers. Trust brings integrity; its

presence makes a powerful difference in its life.

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AppendicesInternship Letter

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References

Name of the Reference Designation and Contact Information

Malik Rizwan Awan Director

0300-5324435

Muhammad Shahzad KPO

Books Referred:

The World Wide Web

http://www.google.com

http://www.wikipedia.com

http://www.unilever.com

http://www.unileverpakistan.com.pk

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