Allama Iqbal Open UniversityInternship Report

(Marketing Management)

Master of Business Administration

DEDICATION

DEDICATED

TO MY PARENTS

WHO ALWAYS

LOVED ME

&

ALL THOSE WHO HAVE A SOFT CORNER FOR ME IN THEIR HEARTS

IN THE NAME OF ALLAH ALMIGHTY, THE MOST MERCIFUL,

THE MOST MAGNIFICENT

Ye have indeed in the Messenger of Allah a beautiful pattern (of

conduct) for any one whose hope is in Allah and the Final Day, and

who engages much in the Praise of Allah.

Quran 33:21

INTERNSHIP REPORT

Pakistan Leading Manufacturer Company LimitedForvil Cosmetics

Specialization:Marketing Management

PREFACEThe pre-requisite of internship program is to make the students of MBA, aware of the

practical expertise and to acquaint them with the real management process.

With an intention of grooming the best executives of the future, the, Allama Iqbal Open

University organized a comprehensive internship program. All of us were asked to choose

leading organization to gain first hand knowledge and insight into their management and

working. So, I opted for Forvil Cosmetics.

Getting a chance of working in Forvil Cosmetics proved to be very beneficial for me. I think

that I gained comprehensive insight into the working of Marketing. But nothing could have

been possible without the co-operation and guidance of the officers of Marketing

Department.

After the completion of internship program, internship report has been prepared just in

accordance with the practical exposure. It has been my endeavor to share my experience in a

way that the reader may clearly understand the core concepts.

ACKNOWLEDGEMENTAll gratitude and thanks to Almighty “ALLAH” the gracious, the most merciful and

beneficent who gave me courage to undertake and complete this task. I am very much

obliged to my ever caring and loving parents whose prayers have enabled to reach this

stage.

I am also grateful to Almighty “ALLAH” who made me able to complete the work

presented in this report. It is due to HIS unending mercy that this work moved towards

success.

I am highly indebted to the Forvil Cosmetics for providing me an opportunity to learn

about the Marketing management system, which is vital ingredient of MBA program.

I also owe an acknowledgment to the generous staff of Marketing Department. I

am very thankful to Director kashif, marketing coordinators, marketing manager,

Operational Manager, who encouraged me to learn during my internship. I

acknowledge Mr. Rashid,Messrs Zaryyab, Mr. Ali Raza, Mr. Zaheer, Mr. Faraz, Mr.

Ali and Miss Ayesha for their cooperation.

Ultimately, again I would like to thank my family. The constant inspiration and

guidance kept me focused and motivated. I am grateful to my father for giving me

the life I ever dreamed. I can’t express my gratitude for my mother in words, whose

unconditional love has been my greatest strength. The constant love and support of

my sister is sincerely acknowledged. I feel great pride and pleasure on the

accomplishment of this report.

Thank you all

TABLE OF CONTENT

Subject Page No.

1. Title Page

2. Certificate of internship training

3. Acknowledgement

4. List of content

5. List of tables & Illustration

6. Summary

7. Objectives of studying the organization

Overview of the organization

8.1 Brief history of the Organization

8.2 Nature of the organization

8.3 Business Volume

8.4 Number of employees

8.5 Product lines

4. Organization structure

4.1 Main offices

4.2 Marketing Operations

5. Structure of the Marketing department

5.1 Number of employees

5.2 Marketing Operations

6. Functions of the marketing department

6.1 Marketing Strategy

6.2 Product Planning, developments and management

6.3 Pricing strategy

6.4 Distributing strategy

6.5 Promotional strategy

7. Critical analysis

7.1 Successes and failures of different products

7.2 Major competitors of the organization

7.3 Future prospects of the organization

8. Short Falls/weaknesses pf the marketing

8.1 Critical analysis of the management patterns

9. Conclusion & Recommendation for improvement

10. References and sources used

11. Annexes I

12. Annexes II

13. Annexes III

LIST OF TABLE AND ILLUSTRATION

S # Description Page #

Table 1 Financial highlights of last five years

EXECUTIVE SUMMERYPakistan after getting its independence, did not inherit a strong banking industry and

since then saw a number of events in the industry, like the nationalization of banks in

the 1970’s. However today, the banking industry of Pakistan has been growing over

the past few years, mainly because of the consistent policies implemented by the

Government of Pakistan, including the privatization of banks in Pakistan. Also the

State Bank of Pakistan’s, monetary policy has been very friendly toward the banking

industry.

There are a number of different banks established in Pakistan, including “Local

Incorporated Commercial Banks, Foreign Incorporated Commercial Banks,

Development Financial Institutions, Investment Banks, Discount & Guarantee

Houses, Housing Finance Companies, Venture Capital Companies, Micro Finance

Banks & Islamic Banks”.

BANK ALFALAH LIMITED was incorporated on June 21st, 1997 as a public limited

company under the Companies Ordinance 1984. Its banking operations commenced

from November 1, 1997. Bank is listed on the Lahore, Karachi & Islamabad stock

exchange. The bank is engaged in commercial banking and related services as

defined in the Banking companies ordinance, 1962.

This is report is design to make us familiar with the bank activities and what type of

work is done in the Bank & what type of accounts is offered by the Bank & what type

of loans are available inside the bank. What is the procedure to get a loan? In which

environment the Bank works. How Bank deals with transactions of its customers and

with other Banks and with the state Bank of Pakistan.

This report will provide an insight of the Banking environment that how it deals with

its Customers, Clients, Businessmen and Other peoples. It will also guide us about

the financing activities of the Bank. What type of financing services is available at

the Bank and what services should be there for the convenience of the customers?

Objective of studying the organization For the completion of the final task I select Forvil Cosmetics for eight weeks. Since, Forvil

Cosmetics is the leading Manufacturer& Export of Herbal cosmetics at international levels,

and capture the marketing leader, in term of marketing position, marketing strategy, market

share, competitor’s quality, coverage, sale, revenue profits and marketing responsibility. So

far as, the question arises, what do we want to achieve by studying the organization? The

answer is that I want to capture the complete understanding and marketing control of

management.

Most Important Objective of Studying the Organization Understanding the organizational structure and its Marketing Department. Ascertain the marketing activities in relation to the given task to the subordinates. Analysis of the organization in term of success and failure. How cans organization achieved the sustainable advantages over competitors? Why the products do are failed. Critically evaluate the strength, weakness, opportunities and threats of the

organization. Is advertisement is essential to the survival of the organization or not? Weather the Research & Developing Department should be established to the

organization. To know the exports and entry strategies of the marketing Department. How can the marketing department evaluate the performance of the employees?

I try my best to achieve the above-mentioned objectives of the organization.

Overview of the organization

Brief History:

Forvil Cosmetics was established in Pakistan back in 1960 when imported products were the

only option available in Cosmetics products. Forvil Cosmetics pioneered in this field to fill in

the vacuum existing in the market. Owing to high standards in formulation & consistent

quality, Forvil brands did not take long before they were not only compared with the

imported competition, but in many cases, were preferred over them. Over the period of time,

Forvil Cosmetics has kept on raising the bar from its own set high Quality Standards and

today is the one of most trusted name in the field of Herbal Cosmetics.History Hierarchy:

1960 Establishment of Forvil Cosmetics

1970 setting up of manufacturing plant

1982 launched its famous Brand Bio Amla

1990 Expands further

1991 setting up manufacturing plant at Swat

1992 Head office in Lahore

1995 Received American Quality Award for its flagship brand “Bio Amla Shampoo.”

1966 Forvil expands to largest Cosmetics distribution network

1998 Acquire a Leading Hair Color brand “Praima”

2002 Setting up a manufacturing plant at Lahore

2005 Forvil accomplishes ISO 9001 Certification

2007 celebrating 25 years of the success of “Bio Amla”

2008 Forvil gains Market Leader Position in Pakistan in the hair “Dyes Category Profile”

Export History:

Forvil Cosmetics is the leading Manufacturer & Market of Herbal Cosmetics in

Pakistan since 1960. In year 2000, Forvil opted to move into International market. For

that matter, it establishes its “International Marketing Division” to proudly represent the

company across the globe.

So far this effort has been translated into exports of its products into more than 12

countries including:

1) Bangladesh

2) United Arab Emirates

3) Qatar

4) Kuwait

5) Saudi Arabia

6) Mauritius

7) South Africa

8) Kenya

9) Netherlands

10) United kingdom

11) Dubai &

12) Afghanistan

Forvil Cosmetics Export Map

Forvil vision

Forvil Mission

To make Forvil Cosmetics a leading cosmetics manufacturing company in Pakistan.To meet the International Quality Standards by adapting International Quality and Environment Management Systems.To expand our operations worldwide.Periodically, to launched the innovative products to the customers

To gain and maintain the market leader’s position in the cosmetics market through high quality and reliable natural products.To keep pace with demands of a rapidly changing market through research and development & investment in the training of human resources.To act as a responsible corporate citizen, taking good care of the environment, and prompting nature as the reliable source of care & cure.

Forvil values

Forvil Values

Forvil Achievements

Forvil cosmetics establish a long road of success in Pakistan since

1960s. Today, our company with comes that are always teamed up

with words like Quality, promised Results and Great Consumer

Satisfaction, which is evident by million of our consumers around

the world. Our few achievements are:

Leading Manufacturer & Exporters of Herbal Cosmetics in

Pakistan.

2 state of the art manufacturing facilities in Pakistan .

3 sister concern companies of plastics, printing and corrugation.

Employees more than 1300 competent individuals.

Innovation

Reliability

Leadership

Maximum customer satisfaction

Trust and integrity

Business Excellence

Leading Brands:

♣ Bio Amla ____________ A Herbal Hair Care product Range

♣ Bio Nikhaar ____________ A leading Skin Care Brand

♣ Bio Plus ____________ A Premium Personal Care Range

♣ Bio 7-Days ____________ A Premium Skin Care Brand

♣ Praima Color ____________ A leading Hair Dyes Range in Pakistan

Figure: Forvil Cosmetics Dimensions

Forvil Cosmetics Dimension

Larger Distribution Network

Product Exported & Marketed more than.12 Countries

Direct International Operation in U.A E, China, & South Africa

Strong Research & Development Department

FORVIL INTELEGENCE

At Forvil we believe that people are our most valuable assets & we always keep on

developing our Human Resource through regular investment in their trainings and converting

them into a better skilled individual.

Forvil offers a wide range of opportunity to men and women wishing to make a career in the

fast moving consumer goods industry. Positions are offered in Manufacturing, Research &

Development, sales& Marketing, Accounting and Finance and Information Technology.

Manufacturing Facilities

Forvil Cosmetics has 2 advance manufacturing facilities to produce all its products with

efficiency and reliability. Both of the plants are in Pakistan, one in Lahore and the second in

Mingora (Swat). These plants are the source of pride and excellence that Forvil Cosmetics

achieved in the former years. Latest technology and state-of-the-art equipment ensures high

end quality and reliability of more than 32 products under the name of Forvil Cosmetics.

MANUFACTURING FACILITIESForvil Cosmetics has 2 advance manufacturing facilities to produce all its products with

efficiency and reliability. Both of the plants are in Pakistan, one in Lahore and the second in

Mingora (Swat). These plants are the source of pride and excellence that Forvil Cosmetics

achieved in the former years. Latest technology and state-of-the-art equipment ensures high

end quality and reliability of more than 32 products under the name of Forvil Cosmetics.

Although all the products are produced under strict checking of computerized method but

still the company’s commitment to quality leads it to have its own Quality Assurance

Department, double checking each product before releasing it into the market.

Forvil Cosmetics is an ISO 9001 Certified company. To maintain a greater check on the

processes & products, Forvil Cosmetics runs its manufacturing operations in complete

compliance with ISO systems. This ultimately benefits our valued consumers with ever

developing system and processes going on in the planet.

An expansion plan has been undertaken by the company to increase its manufacturing

capacity. The purpose of this expansion is to fulfill the market demands of countries where

the product has been trusted and to reach out other key international markets.

DISTRIBUTION NETSORKForvil Cosmetics has a distinction of having the largest distribution network for Cosmetics

products in Pakistan. The numbers ranges from 500 distributors covering 250 towns with a

direct overage of over 100,000 retail outlets.

With an understanding on the nuances of Cosmetics distribution, the company has developed

a unique handling and storage process, which ensures the minimum damage and expiries.

With a dedicated system and logistics process, it achieves a balance between sales and

production.

The efficiency of the network is governed by the Company's Sales Office in Lahore and

Liaison Offices in main cities of Pakistan including Karachi, Rawalpindi, Multan, Sukkur

and Hyderabad. The International Business department is also based in Lahore to look over

the export ranging to various countries in Asia, Europe & Africa.

RESEARCH AND DEVELOPMENTForvil Cosmetics owes greatly to their Research and Development Department as they

remained to be the backbone of every quality product listed in company’s portfolio. The

department is armed with number of highly qualified scientists and modern technologists

which are responsible of every new product and improving what we created before. The

department woks ceaselessly to bring better and healing products according to our consumers

need. The whole process goes through the best-of-the-field human minds with modern

technology manifesting their ideas.

Now we ask ourselves that why we claim to be the best among the others creating herbal

products? And the answer lies in only one thing; the best of their fields are here to help us

answering. The whole squad comes from diverse fields for one single purpose; to enable us

to develop the most resulting herbal products. The fields from which our teams consist of are

Cosmetologists, Chemists, Herbal Doctors, Bio-technologists, Oil technologists, and so on.

These people are the very reason that gives the answer of the above question.

Forvil Cosmetics contained such helping hands that with true dedication to be the best, is not

hard enough. Our human resource truly works for not just the betterment of their life or only

for the company but for every element of product from its idea to its usage. Forvil Cosmetics

is like a large family where every element is taken care of with the underlying value of

family itself; cure and care.

Company Profile

Basic Information

Company Name: Forvil Cosmetics 

Business Type: Manufacturer  

Product/Service(We Sell):

Herbal Shampoo, Anti-Dandruff Shampoo, Anti-Lice

Shampoo, Egg shampoo, Fairness Cream, Herbal Hair Oil,

Colin Hair Oil, Cold Cream, Vanishing Cream, Hair Colors,

Hair Removers  

Address: 71-A, Main Boulevard, Gulberg  

Number of Employees: 500 - 1000 People  

Company Website URL: http://www.forvilcosmetics.com/

Ownership & Capital

Year Established: 1960  

Legal Representative/Business

Owner: Muhammad Awais  

Trade & Market

Main Markets:

North America

South America

Eastern Europe

Southeast Asia

Africa

Oceania

Mid East

Eastern Asia

Western Europe

Total Annual Sales Volume: US$10 Million - US$50 Million  

Factory Information

No. of R&D Staff: 5 - 10 People  

Management ISO 9000/9001/9004/19011: 2000  

Certification:

Contract Manufacturing:

OEM Service Offered   Design Service Offered   Buyer Label Offered  

COMPANY BRAND

Brand: A name, term, design, and combinition

RECOGNITION AND AWARD

1. American Quality Award:

Forvil Cosmetics received an “American Quality Award” of its flagship brand Bio Amla

Shampoo. This award was been given to the brand for the Best quality Herbal Shampoo in

Pakistan.

2. ISO 9001 Certification:

Forvil cosmetics achieved ISO 9001 certification in year 2005 for its compliance with International Quality Standard.

MANAGEMENT HIERARCHY

President and CEO

Mr. Zia- Uddin

Chief Finance Officer

Messrs kashif

Chief Export Officer

Mr. Awais

Vice president of sales

Messrs Sulaiman Siddiqui

Chief officer of Advertising

Nazir Baig

Vice president Chief Officer of Brand Manager G.M of AdverProgram

Administration production Irfan Sheikh tisementManager

& Humane javaid kamalResources Anwar khalid

Hafiz Mujahid

PRODUCT LINES

Product:

“Anything that can be offered to a market for attention, acquisition, use, or consumption that

might satisfy a want or need.”

Product Lines:

“A group of products that are closely related because they function in a similar manner, are

sold to the same customers groups, are marketed through the same types of outlets, or fall

within given price ranges.”

Product Mix:

“A set of all product lines and items the particular seller offers for sale.”

FORVIL PRODUCTSBio Amla Shampoo:

Bio Amla shampoo is the core product of Forvil Cosmetics, specially design to all types of

hair. They are efficient and color safe. This shampoo cleans & condition dry, dull and lifeless

hair and protects them from hot sun, thus making our hair soft, lustrous and manageable. I t

contains 24 natural herbs & wild flowers. It is therefore safe for all types of hair.

Bio Egg shampoo:

This shampoo is especially suitable for dry hair and its ingredients make up the deficiency of

proteins in the hair. Equally suitable for all types of hair as it also acts as an excellent

conditioner.

Bio Anti lice Shampoo:

Pro vitamin with an exclusive blend of 14 essential vitamins repairing damaged hair from the

inside out while retexturizing the surface of the hair, dramatically improving the hair’s

strength and elasticity.

Bio Anti dandruff Shampoo:

Bio Anti Dandruff shampoo makes our hair look so great, there’s no need to spend more. It is

especially formulated to control the itching and flaking caused by dandruff. Plus this

advanced formula thoroughly but gently cleans our hair leaving it soft and manageable.

Clinically proven to control problem hair dandruff, pH balanced, so it’s gently enough to use

every day to use wet hair completely.

Bio black Shine Shampoo:

Bio Black-Shine Shampoo is an innovative product of Forvil Cosmetics .scientifically

formulated & researched, enriched with natural and botanical ingredients. Bio Black-Shine

shampoo is safe and more effective for the eradication of head lice and nits in just a few

minutes

Product Line Charts

Shampoo

BioAmla Bio Egg Bio Anti lice Anti Dandruff Bio Black Shine

Hair Oil

Amla Hair Oil Amla Hair Tonic Colin Hair Oil

Creams

7 Days Nikhaar Cream Honey Lotion Cold cream

Hair Oils

Amla Hair Oil:

Specially formulated for all types of hair. Its herbal power supplies extra nourishment to our

hair from top to bottom. Controls hair losses. Correct split ends and removes all types of

dandruff. Its regular use results shiny, thicker, longer, lustrous and healthy hair.

Colin Hair Oil:

Like Amla Hair Oil, it Colin Hair Oil is formulated for all types of hair. Its herbal power

supplies extra nourishment to our hair from top to bottom. It Controls hair losses. Correct

split ends and removes all types of dandruff. Its regular use results shiny, thicker, longer,

lustrous and healthy hair.

Hair Tonic:

In order, the functions of Hair Tonic are minor different. It is promise that after three weeks

of daily use, our hair gradually becomes so natural; looking that no one will be able to tell

that we are using anything at all. Bio Amla means no more complication.

CREAMSBio 7- Days:

This is seven beauty plans that represent:

1. A Moisturizer: Maintain the skin balanced moisturizer provides an extra nourishing,

smooth look.

2. A Make up Base: Protective invisible medium make up base for extra fresh look.

3. A Deep Cleanser: Pen trait to skin & deeply removes impurities. Dirty and dark

spots.

4. A Skin Repairer: Repair skin damages & work even when we are asleep and give

us healthy look.

5. A Complexion Protector: Fight against the ultra violet rays of the sun pollution &

lighten the dark complexities.

6. An Anti- Aging: Maintain the elastic, collegian, removes the wrinkles, refine and

tune the skin.

7. An Anti Bacterial: It contains aloe-Vera & other herbal ingredients which protect

our nails hands and feet’s against bacteria.

Bio Nikhaar Cream:

Characteristics:-

Natural: Natural Herbal extracts such as aloe-Vera, saffron& milk refresh the skin texture

promote blood circulation, lighten dark spots remove blemishes & maintain a fair & youthful

completion.

Moisturizing: Our special formula penetrates deep, thus accelerating the natural cell

renewal process & replenishing the skin’s moisture content it maintains the suppleness &

softness of the skin leaving you feeling refreshed & rejuvenated.

Protection:

Bio Nikhaar grantees protection against u v radiation& other adverse environmental factors.

It also maintains the skin elasticity & delays onset of wrinkles by supplementing the collagen

supply to the skin cells.

Special Anti Aging Formula:

As the skin ages, it losses its fairness & tone thereby causing wrinkles and an unhealthy

complexion. Bio Nikhaar slows down the skin’s aging process thereby maintain the elasticity

& firmness or our skin. It also effectively prevents wrinkles, spots & blemishes.

Bio Plus Cold Cream:

The skin losses most of its natural moisture in winter due to dry and cold weather, thus

become rough and dry. Bio Nikhaar Cream with its unique herbal combination of aloe-Vera ,

milk and saffron, enriched with vitamin E and special lesethene active ingredients not only

moisturized dry skin but also makes the completion fair providing strong protection against

hazardous environmental effects. Its natural sun screen protects skin from harmful uv rays.

Besides excellent cleansing qualities, Bio Nikhaar Cold Cream also repairs damaged skin

cells by accelerating their natural renewal systems.

Bio Vanishing Cream:

Bio vanishing cream is also perfect make up base and transforms even oily skin into a

smooth, matt-finish complexion. Makes us look fresher and more youthful. So make Bio

Vanishing Cream regular habits, especially when we go outdoors.

Bio Honey Lotion:

Forvil Bio Honey Lotion, not only works with our skin to make visibly fairer in just six

weeks. Its softens our skin to keep it, fair, soft and younger looking. Its unique skin

enhancing systems works in two ways

1) It protects and improves our skin to make fairer.

2) Skin enhancing base with moisturizers penetrate our skin making its soft and smooth.

Bio plus Talcum Powder:

Ultra silk touch of edge, talk with sophisticated fragrances and pleasures, suitable for all skin

types. A talc do smooth and fine which leaves our skin soft as silk. Now with more rich

freshness all the day.

Bio Nikhaar Soap:

A perfect composition for making complexion milky white safely and effectively is certainly

a difficult job. Since Forvil Cosmetics believes in herbs and organic material with glorious

over 40 years, track record of herbal products, therefore offers Bio Soap with a balance

composition of natural ingredients.

Bio Nikhaar Ubton:

Bio Nikhaar Ubton is an innovative product of Forvil Cosmetics recently launch for the

target customer. Its natural properties protect the skin from allergies, eczema, dark spot and

wrinkles. It is considerable that, this product is not running effectively.

PRAIMA PRODUCTS

Praima Hair Color 43/45:

Praima hair color cream is the most modern way to color gray or dull hair to our natural

desire shades. Naturally hair color in the market contains ammonia which regular use

damaged hair shaft and hence unpleasant odors. Praima hair color is free from Ammonia and

contains special conditioners as croquart and other additive gives the hair shine and softness

of long lasting colors.

Praima Removing Cream:

Its time to say goodby to unwanted hair, now we can remove it completely within minutes,

the feminine way. It removes effectively leave our skin naturally smooth, soft and silky.

Product Mix Chart

Product Mix

Shampoo Oils Creams

Amla Egg Anti Dandruff Black Shine

Amla Hair Oil Hair Tonic Colin Hair Oil

7 Days Nikhaar Vanishing Cold

Brand:

“Brand represents as a name, term, symbol, or design, or a combination of these intended to

identify the goods or services of the seller or group of sellers and to differentiate them from

those of competitors.”

Forvil Brand:

Packaging:

The activities of designing and producing the container or wrapper for a product.

Labeling:Labels may range from simple tags attached to products to complex graphics that are part of the package

Co-Branding:The practice of using the established brand names of two different company’s on the same products. In 1998 the Forvil Cosmetics acquires a leading Hair Color brand Praima.

Praima Egg Shampoo:

Mr. jean Niel, an international hair expert having worked with local top hair experts reveals

that Asian hair being 3 times thicker than Europeans hair needs “extra care.”

This formula is especially suitable for dry hair and its ingredients make up the deficiency of

proteins in the hair. Equally suitable for all types of hair s=as it also acts an excellent

conditioner

Co Branding Chart

Co Branding

Bio Amla (Forvil Brand) Praima Brand

Brand Products Brand Products

Shampoo Oils Tonics Creams Hair Color 43/45 Tonics Creams