human resource management practice in social marketing company

8/12/2019 Human Resource Management Practice in Social Marketing Company

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Human resource management (HRM, or simply HR) is the management

of an organization's workforce, or human resources. It is responsible for the

attraction, selection, training, assessment, and rewarding of employees, while

alsooverseeing organizationalleadership and culture, and ensuring compliance

with employment and labor laws. In circumstances where employees desire

and are legally authorized to hold a collective bargaining agreement, H will

typically also serve as the company's primary liaison with the employees'

representatives(usually alaborunion).

H is a product of the human relations movement of the early !"th century,

when researchersbegan documenting waysofcreating businessvalue throughthe strategic management of the workforce. #he function was initially

dominated by transactional work such as payroll and benefits administration,

but due to globalization, company consolidation, technological advancement,

and furtherresearch, Hnow focuseson strategic initiatives like mergersand

ac$uisitions, talent management, succession planning, industrial and labor

relations, and diversity and inclusion.

In startup companies, H's duties may be performed by a handful of trained

professionals or even by non%H personnel. In larger companies, an entirefunctionalgroup istypicallydedicated to thediscipline, with staffspecializing

in various H tasks and functional leadership engaging in strategic decision

making across the business. #o train practitioners for the profession,

institutions of higher education, professional associations, and companies

themselveshavecreated programsofstudy dedicated e&plicitly to thedutiesof

thefunction. cademicand practitionerorganizations likewiseseek to engage

and furtherthefield ofH, asevidenced by severalfield%specificpublications.

In practice, Hisresponsibleforemployeee&perienceduring theemployment

lifecycle. It is first charged with attracting the right employees through

employer branding. It then must select the right employees through the

recruitment process. H then onboard new hire and oversees their training

and developmentduring their tenurewith theorganization. Hassessestalent

through useofperformanceappraisalsand then rewards themaccordingly. In

fulfillmentof the latter, Hmay sometimesadminister payrolland employee

benefits, although such activitiesaremoreand morebeing outsourced, with Hplaying amorestrategicrole. inally, Hisinvolved in employeeterminations

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%including resignations, performance%related dismissals, and redundancies.

t the macro%level, H is in charge of overseeing organizational leadership

and culture. H also ensures compliance with employment and labor laws,

which differ by geography, and often oversees health, safety, and security. In

circumstances where employees desire and are legally authorized to hold a

collectivebargaining agreement, Hwilltypically also serveasthecompany's

primary liaison with the employee's representatives (usually a labor union).

onse$uently, H, usually through industry representatives, engages in

lobbying efforts with governmental agencies (e.g., in the *nited +tates, the

*nited +tates,epartmentof-aborand theational-aborelations/oard)to

furtheritspriorities.

#hedisciplinemay also engage in mobility management, especially pertaining

to e&patriates0 and it is fre$uently involved in the merger and ac$uisition

process. H isgenerally viewed asasupportfunction to thebusiness, helping

to minimizecostsand reducerisk.

1.2BackgroundoftheStudy

It ismandatory for theevery singlestudentof1/2rogramof InternationalIslamic *niversity of hittagong to prepare and submit a thesis report on his

1a3or+ub3ect.

It is helpful for the students besides theoretical knowledge0 they should have

practical, hands on knowledge and field work, which will enhance their

learning by providing agreatopportunity to achieveavery comprehensiveand

completelearning.

#herefore, I have chosen to work on 4Human Resource management

practice at Social Marketing ompany. Hence, this study report is the

outcome of an academic need as well as practical knowledge. It has been

possibleto completethisreportwith themuch needed help and direction from

my supervisor.



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1.!"#$ecti%esofthestudy

5. #o attain practicalknowledgeoforganizationalHsystem, H1areas

and itsmanagementpractices.

!. #o get an overview of the human esource 1anagement system of

+1.

6. #o evaluateand analyzethee&isting H1systemof+1.

7. #o find outtherecruitmentand selection procedureand itspractices in

+1.

8. #o find outthetraining and developmentprocedurein +1.

9. #o find outtheacceptability and reliability oftheperformanceappraisalsystem.

:. -astly to provide recommendation on some effective measures in

improving Hpracticesof+1.

1.&.Methodologyofthestudy

1ethodology can bedefinedasabody ofpractices, procedures, and rulesused

by those who work in a discipline or engage in an in$uiry0 a set of working

methods. #he methodology used in our study was e&ploratory in nature. ;eused both primary and secondary sourcesofdata. mong theprimary sources

of data, the employee $uestionnaire served the most in our analysis of the

H1 department of +1. 1ost of our findings resulted from the employee

$uestionnaire and personal observation. mong the secondary sources,

differentH1te&tbooks, theinternetand the+1servicerulebook wasused

mostly. /elowprimary sourcesand secondary sourcesofdataarelisted below


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8. 2erformancerecords

9. #raining records

:. -ecturesotes

1.).*imitationsoftheStudy

#here was no ma3or significant limitation to analyze and write the pro3ect

paper, but the resources were very limited. /ecause some of the respondents

were afraid of providing information freely and some showed less interest

on such assignment. +ome data could not be collected for confidentiality of

+1. nd asa+1isabiggestcompany itspoliciesarein thelinewith othersubsidiaries located at various companies. +ince the company policies are

highly confidentialthat?swhy alltheinformation could notbeincluded in this

report.



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hapter2*iteratureRe%iew



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2.1.1HumanResourceManagement

#he process of defining H1 leads us to two different definitions. +he

first definition of HRM is that it is the process of managing people in

organi,ations inastructuredand thoroughmanner. #his covers the fields

of staffing (hiring people), retention of people, pay and perks setting and

management, performance management, change management and taking care

of e&its from the company to round off the activities. #his is the traditional

definition ofH1which leadssomee&pertsto defineitasamodern version of

the2ersonnel1anagementfunction thatwasused earlier.

+heseconddefinitionofHRMencompasses themanagementofpeople in

organi,ationsfromamacroperspecti%e i.e. managing peoplein theformof

a collective relationship between management and employees. #his approach

focuseson theob3ectivesand outcomesoftheH1function. ;hatthismeans

is that the H function in contemporary organizations is concerned with the

notions of people enabling, people development and a focus on making the

@employmentrelationshipAfulfilling forboth themanagementand employees.

2.1.2.-mportanceofHRM

5. ormulation of HR polices% #o confirm the highest use of

the workforce resource of the organization, it is very important

to formulate the H polices of the company, which has been

performed by theH1,ept.

!. -mplementationofHRpolicies%H1also responsibleforfollow

upping, whetherthepolicesareimplemented entirely ornot.

6. Re%iew of employee needs% In the current business environment,

firms view their employees as more than 3ust resources and

instead adopta@peoplefirstAapproach. ccording to thisconcept,

H1 continuously review the employee needs to attain the most

satisfaction.

&. (e%elopment of social welfare% H1 follow up with the

company?scontribution to socialwelfaredevelopment.



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). /tili,ation ofHumanResources% H1 is generally accountable

to authenticatethehundred percentutilization oftheorganization?s

human resources.

0. (e%elopment of *a#or Management Relation% #hese strategies

definetheob3ectivesoftheorganization to manageitsrelationships

with employee and all other organizations. #hese strategies are

aimed at enhancing the overall $uality of employee management

and ensuring theirparticipation and continuousimprovement.

. "%erall de%elopment of organi,ation% #he idea here is to adopt

a holistic perspective towards H1 that ensures that there are nopiecemealstrategiesand theH1policy enmeshesitselffully with

thoseoftheorganizationalgoals.

2.1.!ScopeofHumanResourceManagement

Human resources are undoubtedly the key resources in an organization, the

easiestand themostdifficultto manageB#heob3ectivesoftheH1span right

from the manpower needs assessment to management and retention of the

same. #o this effect Human resource management is responsible for effectivedesigning and implementation ofvariouspolicies, proceduresand programs. It

isallaboutdeveloping and managing knowledge, skills, creativity, aptitudeand

talentand using themoptimally.

It also focuses on managing physical and emotional capital of employees.

onsidering theintricaciesinvolved, thescopeofH1iswidening with every

passing day. It covers but is not limited to H planning, hiring (recruitment

and selection), training and development, payroll management, rewards and

recognitions, Industrialrelations, grievancehandling, legalproceduresetc. It?s

about developing and managing harmonious relationships at workplace and

striking abalancebetween organizationalgoalsand individualgoals.

#hescopeofH1ise&tensiveand far%reaching. #herefore, itisvery difficult

to define it concisely. However, I try to classify the same under following

heads2 Cducationalbenefits



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hapter!-nstitutionalBackgroundofSM



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!.1SMAtaglance

+1 is regarded as the largest privately%managed not%for%profit organisation

in the world for a single country. #he ompany is registered under the

ompaniesct, 5K56 in /angladesh and isgoverned by avoluntary /oard of

,irectors.+ocial marketing in /angladesh was initiated to challenge the rapid

population growth by marketing contraceptive productswidely accessibleata

priceaffordable to thegeneralpopulation and bring aboutbehaviouralchange

through e&tensivemasspromotion

+1isnowregarded asasignificantcontributorto thereproductiveand childhealth services in /angladesh by complementing thepublicsectordistribution

with private sector social marketing model. In !"55, +1 provided 6.7K

million ouple Lears of 2rotection (L2) through offering three modern

methodsM oralpills, condomsand in3ectables. s/,H+shows, 68 percentof

themodern contraceptiveusersreported thatthey use+1brands.

#he new ;H> formula%based packaged oral rehydration salt brand marketed

by +1 called >+aline% was introduced in !""7.;ith the ob3ective of

becoming self%sufficient and receiving uninterrupted supply of >+aline%,+1?s factory began its operation in ugust !""7 at /haluka, 1ymensingh.

urrently, theannualproduction capacity ofthefactory is!5" million sachets.

+1 is one of the pioneers of social and market research in /angladesh.

Cvery year, +1sponsorsand conductsanumberofresearch studiesto gather

empirical data and necessary information in developing and evaluating its

variouspro3ectsand activities.

In 5KK", the amily 2lanning and +ocial 1arketing 2ro3ect transformed into

a not%for%profit private (-td.) company, which gave it a more comprehensive

legal framework for operational fle&ibility. #he ompany is now governed

by avoluntary /oard of,irectors. #he/oard of,irectorsconsistofeminent

personalitieswith privateand publicsectore&pertisein differentfields.



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!.2SM?s>ision

+ocial 1arketing ompany (+1), /angladesh is dedicated to providing

opportunities for better family health for the people of our country by

addressing issuesofsocialpriority.

+1?s Jision to be the international model for sustainable social marketing

built on the principles of cross subsidy using surplus funds from company?s

business operations to support an e&panded portfolio of program activities

designed to achievesocialgood.

!.!SM?sMission+1?s 1ission is to improve the health and well being of women, childer

and families by increasing demand for an e&panding access to products and

servicesin family planning, health, nutrition and othersocially beneficialareas

in partnership with theprivatesector, governmentand thedonors.

SMC aims to become a more results oriented organization with a

more efficient management structure, more open communication

channels atall levels, sounder financial management and planning

capabilities, and a satisfying work environment for all its staffcapabilities,andasatisfyingworkenvironmentforallitsstaff.

!.&Product

+1 social markets a variety of oral pill brands (ombination 6, oret%

!N, emicon, 1inicon and emipil)0 and condoms (E, HC>,

2anther, +ensation, and *=1C)0 and clinical (In3ectable @+>1%EC#A)

contraceptives.

#he ;H> formula%based packaged oral rehydration salt brand marketed by

+1 called >+aline% was introduced in !""7. #o provide choices to the

consumers and to encourage children who are unwilling to take >+, +1

introduced /%flavoured >+brand O>+alineruity?in ugust!""6.

In 1ay !""N, +1 introduced a micronutrient powder in the brand name of

@1oni1i&Ato addresschildhood Iron ,eficiency nemia(I,). Italso started

marketing Pinc dispersible tablets in +eptember !""N to reduce the severity

of diarrhoea in children under 8. s part of its maternal and neonatal health



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programme, +1launched +afe,elivery itbranded as@+afety itAin !""N

to ensureclean child delivery athousehold level.

ProductHistory

Hormonals'"ralontracepti%ePill

1aya

>vacon

or$uest

ordette%!N

emicon

1inicon

emipil

1inicon

ombination 6

oret%!N

5K:8 %5KK8

5KN" %5KK9

5KK" %5KK8

5KK8%!"55

5KK9%

!""" %!""N

!""N%

!"5"%

!"55%

!"55%

Hormonals'-n$ecta#le+>1%EC#

ondoms'

1a3estic

a3a

2anther

+ensation*=1C

HC>

5KKK%

5KN8 % 5KNK

5K:8

5KN6

5KK!!""8

!""9

Pre5packaged"RS'

>+aline

>+aline%

>+alineruity

5KN6 %!""7

!""7

!""6



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MicronutritionProducts'

1oni1i& !""N%

+1Pinc !""N%

MaternalHealthProduct'

+afety it !""N%

!.)SM?sProgram

+ocialranchising %/lue+tarprogram

Health ommunication 2rogram

+pecialamily 2lanning ampaign 2rogramin +ylhetand hittagong%Q+hukh

2akhiQ

#uberculosis(#/)ontrol2rogram1aternalandeonatalHealth 2rogram(Eatoneaton)

HIJI,+2revention 2rogramme%1odhumita

!.0Ma$orResearchPro$ects@2AA252A1A

+1 is one of the pioneers of social and market research in /angladesh.

Cvery year+1sponsorsand conductsanumberofresearch studiesto gather

empiricaldata, necessary information and insightsin developing and evaluating

itsvariouspro3ectsand socialmarketing efforts. #hefollowing aresomeofthestudies+1conducted during theyears!""! %!"5"2regarding proposed new>2@emipilAfordeveloping

itsmarketing and promotionalstrategy.

ondom/se for(isease Pre%ention @e#ruary2AA;' >verall ob3ective ofthestudy isto gatherinsighton thecondomusageornon%usageby reason and

to determineusestatusspecially relating to thediseaseprevention.

CAPP Study on (iarrhoea Management G +reatment among /nder)

hildren and others in Bangladesh @e#ruary 2AA;' #he ob3ective of

the study was to understand the levels of knowledge, attitude, perception

and practice concerning diarrhoeal management, which would assist +1 in

developing itscommunication and marketing strategies.

StudyonHealthandHygienePracticeAmong theSchool:oinghildreninBangladesh@4anuary2AA;'#heprimeob3ectiveof thestudy is to assess

the health and hygiene practices among the adolescent children who are

going to the secondary schools that are mostly situated in the rural areas of

/angladesh.

Study in Mo#ile ilm Programme @9o%em#er 2AA2, ondomand

>+)alloverthecountry.



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urrent P Practice of Past /sers of Ra$a ondom7 and post *aunch

Sur%ey on Hero ondom @4une 2AA' #he ob3ective of this study was to

understand the current contraceptive and disease prevention practice of the

pastlapsed users of a3a, and to find out whether the absence of a3a in the

retailmarkethasaffected (inany way) theuseofcondomamongst thepoorer

segmentsof thepopulation and also was to assess thecurrentmarketsituation

of @HeroA condom, and to gauge the initial response of the consumers and

retailersconcerning thisnewthebrandproduct.

Accepta#ilityandAdherence+estofinc+a#letAmongIounghildren

@(ecem#er 2AA0


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Study on Market Analysis of Social ranchising' SM?s Blue Star

9etwork in Bangladesh @March 2AA0' #he /road ob3ective of the study

was to determine how to fine tune the program, e&pand coverage and grow

market share and to e&amine how to improve the financial sustainability of

the program by identifying new productand serviceareasand assessing what

providers are willing to pay for a variety of service packages supported by

+1.

-n5houseReportonPre5*aunchStudyofSprinkles@(ecem#er2AA)'#he

overallob3ectiveofthestudy isto gatherinformation fordeveloping 1arketing

+trategiesfor@1icronutrient+prinkles.A

Study on "ral ontracepti%e Pill @"P onsumers and Retailers @4uly

2AA)' #he broad ob3ective of the study was to uncovered data that would in

providing +1 with clear understanding about the position, perception and

awareness of all stakeholders (ustomers, non%users and retailers) who were

relevantto the>2market.

Pre5*aunch Market Sur%ey of Micronutrient (rinks@4uly 2AA)' #he

primeob3ectiveofthestudy isto gather information fordeveloping marketing

strategiesfor1icronutrient,rinksand also havean understanding most likedflavoured and tasteoftheproduct.

-mpact study of H->=A-(S Pre%ention ampaign among the target

Audience in the High5riskAreas@August2AA)' #he 2rime ob3ective of the

study is to assess the impact of HIJI,+ 2revention ampaign among the

targetudiencein theHigh%risk reas.

Post+estoftheH->=A-(SMassMediaampaign2lementsPreparedfor

thePrimary+arget:roup@"cto#er2AA)'#he>b3ectiveoftheposttestof

theHIJI,+ 1ass 1edia ampaign Clements was to evaluate the elements

of theHIJI,+massmediacampaign prepared for theprimary targetgroup

in orderto plan and design futurecommunicationscampaign forthem.

Post *aunch Sur%ey on "RSaline ruity @"cto#er 2AA&' #he overall

ob3ective of the study is to assess the current market situation of >+aline

ruity afterlaunching itin !""6.

8ualitati%e Study to -dentify the Barriers of -n$ecta#le /ses among

Higher -ncomeSegments @May2AA&' #he overall ob3ective of the study is

to determine 2 of the potential In3ectable users among the higher income



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group in orderto reposition +>1%EC#brand among them.

2ffects of Price -ncrease of Ra$a ondom on RetailersJ and StockistsJ

Buying and Selling Beha%iour @e#ruary 2AA&' #he key ob3ective of the

study wasto assesstheimpactofthepriceincreaseon demand and availability

in both retailand stockiestlevelofa3aondom.

Audience eed#ack on inema Spot Prepared for S+(=A-(S ampaign

@4anuary2AA&'#heprimeob3ectiveofthestudy collected audiencefeedback

on inema spot prepared for +#,I,+ ampaign and was to measure their

comprehension of the messages and visuals and to ascertain whether the

messages, visualsand materialsareacceptableand havecredibility among the

targetaudience.

-n5housePre5test for9ewPackdesignofPanther @9o%em#er2AA!' #he

main ob3ectofthepre%teste&erciseisto getthechoiceamong thedesignsand

to knowtheopinion oftherespondentson newpack design for2anther.

Market Penetration Study @August 2AA!' #he 1ain ob3ective of this

study was to assess the availability and penetration of +1?s as well as its

competitors?brandsof>ral2ills, ondomand >ralehydration +alts(>+)

in thepharmacy and non%pharmacy outlets.Rapid Assessment of the Market Situation of Ra$a after the Price

-ncrease' #he prime ob3ective of the study collected information on the

stockistaswellasretailersopinion aboutthemarketsituation ofa3aafterthe

priceincrease.

Pre5testing of inema Spot=+>=B+* Material for S+-Js=H->=A-(S

5Phase @4une 2AA!' In general the ob3ective of the pre%testing study

conducted was to measure their comprehension of the messages and

visuals and to ascertain whether the messages, visuals and materials are

acceptableand havecredibility among thetargetaudience.

Study on la%oured "RSaline @March 2AA!' #he overall ob3ective of the

study to select themostpreferred >rangeand 1ango options in termsofboth

taste as well as flavour, out of the different option of each as a rehydration

drink both fortheseverediarrhoeamarketespecially forchildren aswellasfor

thegeneralrehydration needsoftheadultpopulation.

2%aluation of the Blue Star Programme @April 2AA!' #he 2urpose of the

study was to know theeffectiveness of the/lue +tar programme0 to identify



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theprofileofthe/+providers, to determineprogramimpacton 2ofthe/+

2rovidersand to assesstheviewsofthecustomersabouttheprogram.

9ationalMediaStudy@March2AA!'#heob3ectivesofthestudy wereto set

information on e&posureofvarioustargetpopulationsof/angladesh to various

typesofmedialiketelevision, radio, cinemaand print.

!.SM*":-S+-and(-S+R-B/+-"9'



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hapter&

HumanResource

ManagementpracticeinSM



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&.1Managementoftheompany?s"peration

#he/oard of,irectorsisthehighestdecision making body ofthecompany. It

makes ma3or policy decisions and sets guidelines for the overallmanagement

ofthecompany.

#he hairman is an C&%officio 1ember of the /oard as well as its 1ember

+ecretary. #he hairman is the hief C&ecutive >fficer of the company

who is responsible to the /oard for the effective and efficient running of the

overall operation of the organization. #he hairman is assisted in this by

the ompany?s functional managers who are the ,ivision Heads and theirrespectiveHeadsof,epartments.

uthority and responsibility aredelegated throughouttheorganization enabling

the senior management to focus on strategic issues by empowering their

subordinates to manage routine day%to%day operations. ccountability for

delegation and communication isre$uired ofmanagementpositionsatalllevels

of the organization. #he varying structure of this delegation of authority is

described in thisdministrative1anual+erviceules.

#he employees of the company are broadly classified as 1anagers and

>fficers. #he 1anagement respects the input of all its employees who are

encouraged e&presstheirviewson organizationalpoliciesand operations.

&.2Boardof(irectors

#hecurrent/oard of,irectorsareasfollows

human resource management practice in social marketing company

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