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1he followlng documenL ls Lhe formal requlremenL of Lhe M8A degree
as ln Lhe form of an lnLernshlp 8eporL lL covers aspecLs and learnlng's
from worklng as an lnLernee" ln M/S ?aqoobs Sons ulsLrlbuLors
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Internship Report
2010
Masters of Business Administration Program
Name: Mohsin Ali
Registration # 08-Arid-1462
Specialization: Marketing
Telephone: 0314-9509595
E-mail: v4viperhotmail.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: 12
th
April 2010
End date of Internship: 05
th
May 2010
Report date: 20
th
1uly 2010
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Evaluation
Mohsin Ali
as 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
21

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Dedication
For everyone who has paved way for me to be here where I could only
dream of.......
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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.
1hank you everyone!

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able 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 ..................................................................................................... 1
Unilever Purpose .......................................................................................................... 1
List of Brands in Pakistan ............................................................................................ 1
Marketing Strategy ....................................................................................................... 11
Competitive Strategy ..................................................................................................... 11
Hierarchy of Unilever Pakistan.................................................................................... 12
Advertising ................................................................................................................... 13
SWO1 Analysis ............................................................................................................ 14
Work Description ......................................................................................................... 15
Analysis ........................................................................................................................ 1
Conclusions and Recommendations............................................................................. 17
Appendices ................................................................................................................... 18
References .................................................................................................................... 19


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ExccutIvc 5ummary

Unilever was created in 1930 by the amalgamation oI the operations oI British soap
maker Lever Brothers and Dutch margarine producer Margarine Unie, a merger as palm
oil was a major raw material Ior both margarines and soaps and could be imported more
eIIiciently in larger quantities.
Unilever is an Anglo-Dutch multinational corporation that owns many oI the world's
consumer product brands in Ioods, beverages, cleaning agents and personal care products.
Unilever N.V. has its head oIIice in Rotterdam, while Unilever PLC has its head oIIice in
the Unilever House in the City oI London and its registered oIIice in Port Sunlight,
Wirral, Merseyside.
The Unilever Pakistan Limited (UPL), Iormerly Lever Brothers Pakistan Limited was
established in Pakistan in 1948. The town oI Rahim Yar Khan was the site chosen Ior
setting up a vegetable oil Iactory. Unilever Pakistan is the largest FMCG Company in
Pakistan, as well as one oI the largest multinationals operating in the country. Now
operating six Iactories at diIIerent locations around the country. The Unilever's Head
OIIice was shiIted to Karachi Irom the Rahim Yar Khan site in the mid 60's.
Unilever`s roots go back to the latter halI oI 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 oI the new customers.
It was the dawn oI modern advertising and merchandising. Lever was one oI the Iirsts to
discover the eIIicacy oI mass advertising.
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Abnut thc Cnmpany

Unilever is an Anglo-Dutch multinational corporation that owns many oI the world's
consumer product brands in Ioods, beverages, cleaning agents and personal care products.
Unilever N.V. has its head oIIice in Rotterdam, while Unilever PLC has its head oIIice in
the Unilever House in the City oI London and its registered oIIice in Port Sunlight,
Wirral, and Merseyside.

Unilever is a dual-listed company consisting oI Unilever NV in Rotterdam, The
Netherlands and Unilever PLC in London, United Kingdom. This arrangement is similar
to those oI Reed Elsevier and Royal Dutch Shell prior to their uniIied structures. Both
Unilever companies have the same directors and eIIectively operate as a single business.
The current non-executive Chairman oI Unilever N.V. and PLC is Michael Treschow
while Paul Polman is Group ChieI Executive.

Unilever's main competitors include Danone, Henkel, KraIt Foods, Nestle, PepsiCo,
Procter & Gamble, Reckitt Benckiser, Sara Lee and S.C. Johnson & Son.
Our mIssInn

"Jitality is at the heart of everything we do. It's in our brands, our people and our
approach to business"
UnI!cvcr PakIstan

The Unilever Pakistan Limited (UPL), Iormerly Lever Brothers Pakistan Limited was
established in Pakistan in 1948. The town oI Rahim Yar Khan was the site chosen Ior
setting up a vegetable oil Iactory. Unilever Pakistan is the largest FMCG Company in
Pakistan, as well as one oI the largest multinationals operating in the country. Now
operating six Iactories at diIIerent locations around the country. The Unilever's Head
OIIice was shiIted to Karachi Irom the Rahim Yar Khan site in the mid 60's.
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Abnut M/5 Yaqnnbs 5nns, DIstrIbutnrs UnI!cvcr PakIstan

The distribution company was Iound in the year 1957 and you can see that it`s been quiet
a time since the inception oI the company. The company was then given the distribution
in February 1984. The company`s distribution radius lies to a span oI 18KM (North,
South, East and West).
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BusIncss OpcratInns

Unilever owns more than 400 brands as a result oI acquisitions; however, the company
Iocuses on what are called the "billion-dollar brands", 13 brands which each achieve
annual sales in excess oI t1 billion. Unilever's top 25 brands account Ior more than 70
oI sales. The brands Iall almost entirely into two categories: Food and Beverages, and
Home and Personal Care.
UnI!cvcr Purpnsc
The company Iocuses on key growth drivers in a number oI 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 Ior their particular consumers.
Constantly develop new technologies that will deliver product beneIits in better
ways and explore new communication.

Ist nf Brands In PakIstan

Blue Band
Supreme Tea
Clear Shampoo
Close Up
Fair & Lovely
LiIebuoy soap & shampoo
Lux
SurI Excel
Wheel
Lipton Tea
Sunsilk
Knorr Soup / Noodles
Pond's
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MarkctIng 5tratcgy
Unilever's strategy is to Iocus research and development and marketing on leading
brands, that is, those that are most in demand Irom 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 Ior men. They hired 'Shahid Khan AIridi celebrity as their brand
ambassador to introduce Clear Ior men. They conducted activities in colleges and
universities to aware and trial the new product Clear Ior men to their target consumers.
Their new promotional strategies have to give Scholarship in college or universities
women Ior their product Fair and Lovely. Uni Lever give their consumers to more
incentives in the Iorm oI scholarship, lucky draw giIts etc. SurI Excel was also a
marketing success with the brand going with the Ilare 'DAAGH TOH ACHAI HOTAI
HEIN
CnmpctItIvc 5tratcgy

Unilever competitive strategies are very intelligent. They Iully 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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HIcrarchy nf UnI!cvcr PakIstan

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AdvcrtIsIng

Unilever`s roots go back to the latter halI oI 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 oI the new customers.
It was the dawn oI modern advertising and merchandising. Lever was one oI the Iirsts to
discover the eIIicacy oI mass advertising.

Obviously, the budget Ior marketing and advertising has grown dramatically ever since.
Advertising has always been a keystone oI the business. (E.g. Unilever Best Ioods UK
spends almost 100 million a year on advertising; The PG Tips chimps` Iamily
advertising campaign was Iirst screened at Christmas in 1956. The chimp adverts are now
the longest running TV advertising campaign oI any brand, having Ieatured in over 100
commercials)

Advertising has been an important aspect that Unilever has been investing a lot in. An
evidence oI this can be indicated by the Iact that in 2002, Unilever accounted Ior the
biggest advertising deal in the history oI United Kingdom. The deal worth oI 320 was
signed between Unilever and Carlton Sales and Granada Media Sales. The agreement
locked in trading terms Ior Unilever`s UK operating companies; Birds Eye, Wall`s, Lever
Faberge, Unilever BestIoods and Unilever Cosmetics International and secured a
competitive advantage Ior them through a period which is likely to be one oI continuing
change Ior the UK`s broadcasting structure. This ground-breaking Iour-year deal marked
another step on Unilever`s Path to Growth strategy, enabling the company to concentrate
its resources behind its Iocused portIolio oI leading brands using the most powerIul
medium, television.


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5WOT Ana!ysIs

5trcngths
Competitive edge due to sole existence oI the company
Separate vans Ior every group
All the data is computerized and the data is error Iree
Competitive advantage due to location
Labor is readily available
The company is insured and amount oI security is also saIe.

Wcakncsscs
Limited area Ior sales
Lack oI experiences task Iorce
Lack oI education in sales persons

OppnrtunItIcs
Radius oI the company distribution can be expanded
More investment can be done on logistics
Better workIorce can be hired
Company products can be expanded e.g. Ice Cream etc.
Maximize customer base

Thrcats
Threat oI new entrant
Lack oI security
Risk oI loss oI customer



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Wnrk DcscrIptInn

Operate data entry device, such as keyboard or photo composing perIorator. Duties may
include veriIying data and preparing materials Ior printing.
Compare data with source documents, or re-enter data in veriIication Iormat to detect
errors.
Compile, sort and veriIy the accuracy oI data beIore it is entered.

Locate and correct data entry errors, or report them to supervisors.
Maintain logs oI activities and completed work.
Read source documents such as canceled checks, sales reports, or bills, and enter
data in speciIic data Iields or onto tapes or disks Ior 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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Ana!ysIs

The work experience as a temporary employee under the designation oI Key Punching
Operator (KPO) was great. During this period I learned a lot and tried to at least see the
company in terms oI 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 oI 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 oI the company`s policies was that they used to return claims on any Iaulty or
damaged product and hence this had a positive eIIect on the customers. The company
also has easy credit giving policies in which the company has extended its sales and
thereIore also entertaining the small intermediaries.

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Cnnc!usInns and RccnmmcndatInns
Working with $ ,644-8 $438 has given me an exposure to the world through
dealing with the diIIerent kind oI people everyday, it give boost to my conIidence and
experience. I have been able to learn a lot oI things and practices, which are useIul Ior
working in a good proIessional organization like Unilever Pakistan. I have develop the
skills specially the communication skills, convincing skills etc
The working environment at $ ,644-8 $438 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 satisIaction. Each employee is provided with handsome
salary package. The management takes care oI employee`s health and saIety. 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 oI work which helps to
achieve customer satisIaction which is the target oI the company. In this was the
company is able to produce high quality and to satisIy the customer. The deIining
principles that sets Unilever Pakistan apart Irom the competition is the IulIillment oI
commitment and responsibility promised to its customers. Trust brings integrity; its
presence makes a powerIul diIIerence in its liIe.

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AppcndIccs
Internship Letter


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Rcfcrcnccs

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