internship report of marketing

Kamran AkramKamran Akram

mc090407460mc090407460

MBA ( Marketing)MBA ( Marketing)

www.vustudents.netwww.vustudents.net

Internship Internship ReportReport

On CSD On CSD (canteen store (canteen store Department)Department)

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Overview of the CSDOverview of the CSD

Brief history:CSD was established after CSD was established after

world war I. Assets were divided in an world war I. Assets were divided in an agreed proportion of 2/5 and 3/5 agreed proportion of 2/5 and 3/5 respectively between Pakistan and India. respectively between Pakistan and India. As a result emerged the “canteen store As a result emerged the “canteen store department of Pakistan”. CSD deals in department of Pakistan”. CSD deals in consumer consumables and durables as consumer consumables and durables as well. Dual role of being a commercial well. Dual role of being a commercial organization with welfare orientation is organization with welfare orientation is performed by CSD. performed by CSD.


CSD portfolio has:CSD portfolio has: mini martsmini marts mobile vansmobile vans petrol pump shops petrol pump shops mini shopsmini shops higher purchase business cellhigher purchase business cell meat and vegetable shopsmeat and vegetable shops


Strategies of branding:Strategies of branding:CSD is using umbrella branding CSD is using umbrella branding

strategy. CSD has introduce a strategy. CSD has introduce a complete range of spices with name complete range of spices with name of “CSD spices” by contract Alina of “CSD spices” by contract Alina food international. CSD also food international. CSD also introduce Ghee and Oil by the Name introduce Ghee and Oil by the Name of “CSD ghee and oil” by contract of “CSD ghee and oil” by contract with the Shama Ghee mills with the Shama Ghee mills

Overview of the CSDOverview of the CSD Main clients of CSD are:Main clients of CSD are: Army personals & their families.Army personals & their families. Personnel of civil Armed forcesPersonnel of civil Armed forces Retired personnel and their families.Retired personnel and their families. CiviliansCivilians

Main competitors in Multan: Main competitors in Multan: Prince shopping complexPrince shopping complex happy home storehappy home store

Organizational structureOrganizational structureOrganizational hierarchy chartOrganizational hierarchy chart

Organizational structureOrganizational structure

CSD has total workforce of 1728 members, CSD has total workforce of 1728 members, in all outlets throughout Pakistan & 60 in in all outlets throughout Pakistan & 60 in Multan.Multan.

Comments on the organizational structure:Comments on the organizational structure: All seven departments are headed by All seven departments are headed by

Directors & deputy directors. Chairman Directors & deputy directors. Chairman Boc leads all seven departments. Work Boc leads all seven departments. Work force vary from department to force vary from department to department. CSD has narrow control and department. CSD has narrow control and long chain of management. Shops are long chain of management. Shops are divided into different zones. divided into different zones.

Organizational structureOrganizational structure

Introduction of all the departments: Introduction of all the departments: CSD has CSD has seven departments, these departments have seven departments, these departments have almost same structure. Few workers works in almost same structure. Few workers works in head office i.e. Rawalpindi and others works head office i.e. Rawalpindi and others works in the outlets throughout the country. Names in the outlets throughout the country. Names of departments are:of departments are:

Department of finance and AccountingDepartment of finance and Accounting Purchase and Marketing departmentPurchase and Marketing department Department of Stock management and salesDepartment of Stock management and sales Department of information TechnologyDepartment of information Technology Department of Human Resource Management Department of Human Resource Management

Plan internship programPlan internship programIntroduction to CSD MultanIntroduction to CSD Multan

Located at an ideal place.Located at an ideal place. largest retail store in Multan.largest retail store in Multan. sales of more than 20 millions sales of more than 20 millions

monthly.monthly. Operates daily for 13 to 14 hours. Operates daily for 13 to 14 hours. Duration of internship 01-05-2011 to Duration of internship 01-05-2011 to

15-06-2011 15-06-2011

Plan internship programPlan internship programNames of departmentNames of department

In the following departments I work In the following departments I work during my internship program:during my internship program:

IT department IT department Inventory management DepartmentInventory management Department Sales Department Sales Department Marketing Department Marketing Department Customer Relationship Management Customer Relationship Management

Training ProgramTraining Program IT DepartmentIT Department

In IT department following tasks are In IT department following tasks are given to me. given to me.

Managing bar codeManaging bar code Preparation and printing of bar Preparation and printing of bar

codecode Correction of bar codeCorrection of bar code Feeding of StockFeeding of Stock Record of daily SaleRecord of daily Sale

Training ProgramTraining Program Inventory management Inventory management

DepartmentDepartment There are three stores: There are three stores: 1.1. Bulk store:Bulk store: Received the products Received the products

from different companies. from different companies. 2.2. Feeder store:Feeder store: In order to have an In order to have an

instant reach to products a feeder instant reach to products a feeder store is build along the main storestore is build along the main store

3.3. L.P (Local purchase) Store:L.P (Local purchase) Store: Receives goods that are purchased Receives goods that are purchased from the local manufacturer. from the local manufacturer.

Training ProgramTraining ProgramSales DepartmentSales Department

Sales staff performs certain function, in Sales staff performs certain function, in which I participated during internship, which I participated during internship, along with the sales people. These functions along with the sales people. These functions are:are:

self service store self service store An efficient billing software An efficient billing software Credit Card payment Credit Card payment Billing for promotional ItemsBilling for promotional Items

e.g. chips, shampoo & tea bagse.g. chips, shampoo & tea bags Refund and Duplicate billRefund and Duplicate bill

Training ProgramTraining ProgramMarketing DepartmentMarketing Department

In marketing Department I performed the In marketing Department I performed the fallowing activities.fallowing activities.

Types of Display:Types of Display: Vertical Display: Vertical Display: e.g. custard powder e.g. custard powder Display by quantity: Display by quantity: e.g. ketchupe.g. ketchup

Price tags and price charts Price tags and price charts Prices are adjusted according to Prices are adjusted according to

competitors competitors discount schemes discount schemes

Training ProgramTraining ProgramCRM DepartmentCRM Department

CRM Department is the sub division CRM Department is the sub division of human resource management of human resource management department.department.

I learned following concepts in CRM: I learned following concepts in CRM: How to Guide Customer ?How to Guide Customer ? Helping customer for Decision.Helping customer for Decision. Handling special kind of Customers. Handling special kind of Customers.

Structure of marketing Structure of marketing DepartmentDepartment

Department hierarchy:Department hierarchy:Manager marketing Manager marketing

is directly involved with the deputy is directly involved with the deputy Director purchase and manager Director purchase and manager purchase as well, manager purchase purchase as well, manager purchase work below the guidance of marketing work below the guidance of marketing manager. Manager purchase places manager. Manager purchase places the orders of products, for example the orders of products, for example house hold, textile, durable or food house hold, textile, durable or food item etc. Department has Staff of 38 item etc. Department has Staff of 38 workers including managers.workers including managers.

Structure of marketing Structure of marketing DepartmentDepartment

Marketing operations: Marketing operations: CSD CSD perform following marketing perform following marketing operations: operations:

Planning and budgetingPlanning and budgeting Process of data collectionProcess of data collection Marketing performance measurementMarketing performance measurement CommunicationCommunication Bench marketingBench marketing

Functions of Marketing Functions of Marketing DepartmentDepartment

Segmentation strategy:Segmentation strategy: DDivision of ivision of the market into different groupsthe market into different groups on the on the bases of their distinct characteristicsbases of their distinct characteristics For example income in case of For example income in case of CSD.CSD.

Target marketing strategy:Target marketing strategy: Designing a product while keeping in Designing a product while keeping in mind its potential customers.mind its potential customers. For example CSD has:For example CSD has:

Sale of uniformSale of uniform Higher purchase Business CellHigher purchase Business Cell


Positioning:Positioning: what customer perceive what customer perceive in his mind, about your product. in his mind, about your product.

Bases for positioning:Bases for positioning: The caring store. (logo)The caring store. (logo) Quality products.Quality products. Discounted rates.Discounted rates.


Pricing strategy:Pricing strategy: Prices lower than market & from Prices lower than market & from

utility stores.utility stores. Same prices, at each outlet, Same prices, at each outlet,

throughout the Pakistan.throughout the Pakistan. Reduction in prices on special Reduction in prices on special

occasions like Eid or Ramadanoccasions like Eid or Ramadan


Distribution Strategy:Distribution Strategy: CSD head quarter purchases most of CSD head quarter purchases most of

the products for its outlets & deliver the products for its outlets & deliver throughout Pakistan. throughout Pakistan.

Local purchased goods are Local purchased goods are distributed by the company e.g. distributed by the company e.g. milk, yogurt. Juices and frozen items milk, yogurt. Juices and frozen items etc etc


Promotional Strategy:Promotional Strategy: Brochures, lucky draws Brochures, lucky draws Adds in newspapers, magazines, Adds in newspapers, magazines,

radio and local TV etc. radio and local TV etc. Promotion in collaboration with Promotion in collaboration with

different private companies.different private companies. Free service like Honda and Yamaha Free service like Honda and Yamaha

provide at CSD outlets. provide at CSD outlets.

Structure of sales Structure of sales departmentdepartment

Department Hierarchy:Department Hierarchy:

Deputy director Deputy director deals with all shop managers. Shop deals with all shop managers. Shop managers control the sales staff. Shops managers control the sales staff. Shops are divided into five zones. Each outlet are divided into five zones. Each outlet has its own sales staff. About 12 has its own sales staff. About 12 employees are working in head office employees are working in head office sale department & about 120 on sale department & about 120 on different cities working as a sales different cities working as a sales officers.officers.

Structure of sales Structure of sales departmentdepartment

Sales Operation:Sales Operation: Like many other Like many other organizations CSD uses different organizations CSD uses different sales operations to achieve the target sales operations to achieve the target sale. These operations include: sale. These operations include:

Sales StrategySales Strategy Sales targetsSales targets Sales discountSales discount Customer orientationCustomer orientation

Functions of sales Functions of sales DepartmentDepartment

Sales methodology:Sales methodology: Fast & efficient billing system. Fast & efficient billing system. Large number of customers can be Large number of customers can be

served in a short time.served in a short time. The computer generated bill has all The computer generated bill has all

the detail of product gram, quantity the detail of product gram, quantity and price etc.and price etc.


Types of selling techniques:Types of selling techniques: CSD outlets are self service. CSD outlets are self service. Jewelry and certain other precious Jewelry and certain other precious

imported small goods a are soled imported small goods a are soled personally.personally.

Private companies representatives.Private companies representatives. CSD mobile Van.CSD mobile Van.


Sales return procedure:Sales return procedure: Return/ refund within seven days Return/ refund within seven days

after purchasing.after purchasing. Refund or return only accepted Refund or return only accepted

along with the bill.along with the bill. Frozen items like ready to cook Frozen items like ready to cook

foods & ice-creams would not be foods & ice-creams would not be refund once purchased.refund once purchased.

Customer Services Customer Services DepartmentDepartment

Process of developing Process of developing relations with customers:relations with customers:

We should focus on:We should focus on: Customers complaintsCustomers complaints Right informationRight information Accepting MistakesAccepting Mistakes


Process of Retaining Process of Retaining Customers:Customers:

Keeping in Touch with Latest Keeping in Touch with Latest Technology Technology

Special Discount packagesSpecial Discount packages Recognize customersRecognize customers Appearance of sales RepresentativeAppearance of sales Representative


Techniques for attracting Techniques for attracting new customers:new customers:

Banners & BrochuresBanners & Brochures Advertising and promotion: Advertising and promotion: Words of mouthWords of mouth Private companies Private companies

For example special offer at selected For example special offer at selected places.places.


Ways of handling difficult Ways of handling difficult customers:customers:

Customers vary due to having different Customers vary due to having different education, age, attitude, mood, gender, education, age, attitude, mood, gender, religion or the reason can be anyone. religion or the reason can be anyone.

We can divide them into:We can divide them into: Problem Creating customers Problem Creating customers Customers with angry moodCustomers with angry mood Special kind of customersSpecial kind of customers

Critical analysisCritical analysis

CSD is a self service store, although CSD is a self service store, although CSD provide few services along the CSD provide few services along the product. As services cannot be product. As services cannot be stored, so customers have to wait stored, so customers have to wait more than usual on special occasion more than usual on special occasion like Eid & chand Raat etc.like Eid & chand Raat etc.

CSD lacks in few area of services as CSD lacks in few area of services as there is no representative to guide there is no representative to guide customers in the peak days of sales.customers in the peak days of sales.


CSD long chain of managerial CSD long chain of managerial structure as I have studied it is structure as I have studied it is mostly in case of government mostly in case of government organizations.organizations.

CSD is facing a lot of problems due to CSD is facing a lot of problems due to poor management. For examplepoor management. For example

Discipline Discipline Time managementTime management


Promotional activities are conducted Promotional activities are conducted by CSD itself and in collaboration of by CSD itself and in collaboration of private companies as well.private companies as well.

These are short term activities and an These are short term activities and an incentive is given to the customers. I incentive is given to the customers. I observe two promotional activities, observe two promotional activities, These were according to the rules of These were according to the rules of promotional activities studied in the promotional activities studied in the theory of my course.theory of my course.


A bulk store is available to store the A bulk store is available to store the stock. Stock is stored and managed stock. Stock is stored and managed according to the standard developed by according to the standard developed by CSD. CSD.

These are:These are: Stock receiving Stock receiving Stock labeling Stock labeling Stock storingStock storing Stock issuingStock issuing


I have studied several concepts I have studied several concepts of IT during the course. of IT during the course.

I practically experience things like:I practically experience things like: system softwaresystem software bar codebar code storage of data in the systemstorage of data in the system generation of reports from the generation of reports from the

system.system.

SWOT Analysis of the CSDSWOT Analysis of the CSD

Strengths:Strengths: Those internal qualities Those internal qualities which give an organization competitive which give an organization competitive edge over other organizations.edge over other organizations.

Competitive edge over competitors:Competitive edge over competitors: secure, safe and well established area of secure, safe and well established area of

cantt. cantt. building with three lush green lawns and building with three lush green lawns and

wide parking area wide parking area Ministry of defense supports CSD.Ministry of defense supports CSD.

SWOT Analysis of the CSDSWOT Analysis of the CSDStrengthsStrengths

common points prevailing in common points prevailing in competitors:competitors:

high quality in products high quality in products well furnished, air conditioned well furnished, air conditioned

outlets. outlets. High Quality servicesHigh Quality services

SWOT Analysis of the CSDSWOT Analysis of the CSDStrengthsStrengths

Marketing related competitive edges over Marketing related competitive edges over competitor:competitor:

sales at discount rate from the sales at discount rate from the market & utility store.market & utility store.

CSD sells its own packaging of CSD sells its own packaging of spices & groceries in its own outlets spices & groceries in its own outlets and save a lot of cost.and save a lot of cost.

Well known chain of stores, lower Well known chain of stores, lower cost of advertising.cost of advertising.


Weakness:Weakness: Attributes that are harmful Attributes that are harmful for an organization, in achieving its for an organization, in achieving its objectives.objectives.

weaknesses Related to marketing:weaknesses Related to marketing: Lacking in the area of advertising.Lacking in the area of advertising. No proper scheduling of promotional No proper scheduling of promotional

activities.activities. Discount is only allow to armed personals.Discount is only allow to armed personals.


Opportunities:Opportunities: External factors that External factors that

are helpful for achieving the are helpful for achieving the objectives of the organization.objectives of the organization.

CSD has: CSD has: Potential to increase market share.Potential to increase market share. Regular and loyal customers.Regular and loyal customers. Easy expansion of business. Easy expansion of business.


Threats:Threats: External factors that are harmful External factors that are harmful for achieving the objectives of the for achieving the objectives of the organization.organization.

CSD is facing threats from private stores.CSD is facing threats from private stores.

Private stores are:Private stores are: offering competitive discount to all offering competitive discount to all

customers.customers. focusing more on advertising and promotion.focusing more on advertising and promotion. have reachable locations for local customers.have reachable locations for local customers.

Conclusion Conclusion

CSD is the chain of stores CSD is the chain of stores throughout the country that works throughout the country that works under ministry of defense.under ministry of defense.

CSD has self service stores yet it CSD has self service stores yet it provide few services and it is lacking provide few services and it is lacking in providing that service due to lower in providing that service due to lower workforce.workforce.

CSD is facing management problems CSD is facing management problems like Discipline and time management.like Discipline and time management.

ConclusionConclusion

CSD has a well developed inventory CSD has a well developed inventory management system, Head quarter management system, Head quarter purchase most of goods and purchase most of goods and respective companies deliver goods respective companies deliver goods on outlets.on outlets.

Few items are purchased locally like Few items are purchased locally like ice creams, milk, yogurt and ready ice creams, milk, yogurt and ready to cook food etc. to cook food etc.

ConclusionConclusion

CSD has seven Departments, which are CSD has seven Departments, which are performing their functions efficiently, out performing their functions efficiently, out of these marketing department is lacking of these marketing department is lacking in the area of advertising and promotionin the area of advertising and promotion

Role of IT department is distinct because Role of IT department is distinct because of: of:

Billing softwareBilling software Feeding of stock into the systemFeeding of stock into the system Generation of sale reports on daily bases.Generation of sale reports on daily bases.

RecommendationsRecommendations

CSD should focus on the advertising and CSD should focus on the advertising and promotion.promotion.

CSD should plane advertising and CSD should plane advertising and promotion activities well before time. promotion activities well before time.

Discount should be given to all customers Discount should be given to all customers rather than only to army personals.rather than only to army personals.

Should have enough workforce that can Should have enough workforce that can serve the customers according to their serve the customers according to their needs.needs.

Thank youThank you

internship report of marketing

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