Post on 21-Apr-2015
MBA 2 years program
MGT 500
Internship Report
Submitted during _____Spring 2012_______
Student Name __Muhammad Arslan Sadiq_
Student Number __CIIT\FA10-MBA-112___
Department of Management Sciences, Islamabad
Internship Report
ORGANIZATION NAME
MASSCOMM SOLUTIONS
Supervisor
Mr. Asif Lakhani
Marketing Manager
Phone# 03219549060
Email:
Mentor
Mr. Qamar Chaudhry
Managing Director
Phone# 03455355514
Email:
INTERNEE
Muhammad Arslan Sadiq
(FA10-MBA-112)
Phone# 03365339899
Email: arslan_rao@yahoo.com
Management Sciences Department
Masscomm Solutions
I
ACKNOWLEDGMENT
In the name of God the most merciful and beneficent.
Sometimes we cannot describe ones feeling of thankfulness and gratitude in
words, but it is the only medium available through which we can express our honest
feelings and thanks to all those people who are linked in the work one way or the other..
it is impossible to create something solid without the combination of inspiration and
perspiration. Without the guidelines of the experts no work can be done. A simple
product is turned into a quality product by the critique o the creative intellectuals.
Internship is never the work of an individual. It is more of a combination of use,
suggestions and contributions and work involving many individuals and professionals
helping you out. This internship report also bears the impact of many people. First and
primary I would like to thankfully acknowledge and express my sincere gratitude towards
Mr. Qamar Chaudhry, Managing Director who always helped and provided guidance
during the course of my Internship. I would like to extend my earnest thanks for his
assistance in the course of making this Internship possible. The learning during the
Internship was immensely valuable.
I shall be failing in my duties if I do not express my gratitude to other staff
members of the company for their help and support, my dear teachers who taught me
really well and the knowledge they provided me with was very useful. Last but not the
least I would like to say thanks to all my friends and faculty member who helped me in
writing this report.
EXECUTIVE SUMMARY
Masscomm Solutions
II
It is being mandatory by the university that we have to do 6 to 8 weeks internship
to gain practical experience. As I am a MBA marketing student so I wanted to do the
internship in such an organization where I can utilize all the marketing related skills of
mine that is why I chose “Masscomm Solutions”.
It is an advertising and Event management company engaged in doing the
advertising of upcoming and existing brands, managing different kind of personal and
social events. I was engaged in the activities of managing and organizing events, making
proposals for the clients and public dealings.
The company holds its office in G8 media foundation building. They have been
doing this business for almost a decade and now they are considered as the pioneer in this
field. The company holds strong relations in almost all the sectors like government,
armed forces and general public.
Masscomm Solutions
III
PUBLIC SUMMARY
If you are a marketing student I would recommend doing the internship in the
relevant field why I am saying this is because we study subjects like consumer behavior,
brand management, service marketing and advertising so doing the internship and getting
the practical work experience will sharpen the skills even more. Same was the case with
me, I chose Masscomm Solutions because I wanted to gain experience and excel in this
field. I wanted to know how we can organize big events, do advertisement of existing and
upcoming brands, how to make public relations and how to launch a promotional
campaign.
So working there was a very good learning experience for me I was engaged in
event management, managed events like Jashn-e-baharaan festival, Islamabad youth
festival, Chicken Cottage ad and promotional campaign, Shandoor Polo festival, Conert
of Rahat Fateh Ali Khan held in Behria Town Phase 4, A concert for Human
Development Foundation (HDF) Islamabad in Gujrat Pakistan.
I was involved in meeting under the supervision of my marketing manager with
the clients like Mr. Malik Riaz, Miss Aliya Khursheed (Finance manager at HDF) and
etc, who wanted us to manage an event on their behalf so I made proposals according to
their needs and made different packages according to their affordability.
I was engaged in meeting with the sponsors like Coke, CDA, Shell Petrol, Dalda,
National foods, PTC, Mobilink Jazz, Ufone, Ministry of Tourism Pakistan, who wanted
to participate in the events by sponsoring them so my job was to have a meeting with
them under the Supervision of my marketing manager and to provide them details about
different sponsorship packages and how we will facilitate them. Visited different venues
before events and had meetings with their respective authorities like CDA and etc.
Dealing with the different medias and their representatives because Masscomm
Solutions also manages small events like press conferences for the people and political
parties and they also do advertising and promotions of different brands so they have to
deal with the print and advertising media as well like when chicken cottage was about to
Masscomm Solutions
IV
launch in Islamabad all its advertising and promotional campaign was done by
Masscomm.
Managed events that were of student level like Islamabad youth festival so for
that purpose I in the supervision of my Boss visited different schools, colleges and
universities of Islamabad to make them participate in that event which was a huge
success
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Table of Content
Original Internship Letter I
Acknowledgement II
Executive summary II
1. Introduction 1
1.1 Company background 1
1.2 Company Vision and Mission 1
1.3 Objectives 1
1.4 Organizational Structure 2
1.5 Services Offered 2
1.5.1 Event Management 11
1.5.2 Marketing Solution 12
1.5.3 Production 13
2.0 Learning & Experience 14
2.1 Internship Duration and rationale for selection 14
2.2 Tasks performed 15
2.2.1 Event management 15
2.2.2 Advertising 20
2.2.3 Marketing solutions 22
2.2.4 Public relations 23
2.3 SWOT Analysis of the Organization 25
2.4 Recommendations 27
Conclusion 29
References
Appendix
Personal Resume
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1. INTRODUCTION
Masscomm Solutions is an emerging organization in the area of media services,
event management and public relations. Masscomm Solution is providing a broad range
of communication services including public relation, media management/media relations,
event management, and lobbying.
1.1 Company’s Vision
“To be Pakistan’s most successful event management and advertising company by
providing superior customer value and maintaining fruitful customer relationships”
1.2 Company’s Mission
“To establish & promote a favorable relationship between the clients & their
public by promoting goodwill among the client, public, employees, customers & other
stakeholders, by designing exceptionally well orchestrated Mass Communication efforts,
while developing & nurturing a long-term relationship with the client.”
1.3 Company’s Objective
Our goal is to accept challenging assignments, do the work exceptionally well and
build long-term relationships with our clients.
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1.4 ORGANIZATIONAL STRUCTURE
1.5 SERVICES OFFERED
Event Management
MCS team comprising specialist in the field of media management. We arrange seminars,
symposiums, trade fares, conventions, expos, walks, press briefings and conferences. As
and when required by Client Nexus will arrange coverage of events, by inviting the press
and using positive influence for better coverage.
The company recently organized events like jashn-e-Baharaan in Nawaz Sharif Park
Rawalpindi, Family food festival in Liaquat Bagh, Islamabad Cultural festival in Lok
Virsa Islamabad, Multan Cultural Festival in Multan.
Marketing Solutions
Integrated Marketing Council
Research & Publicity Of Relevant Materials
Qamar Chaudhry
CEO/MD
Marketing Manager Finance Manager HR Manager
Lower Management Staff
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Product Launching
Publicity
Public Relations
Image Building
Lobbying
Damage Control
Issue Management
Political Risk Analysis
Crisis Management
Government Relations
Lobbying
Public Relations
Arrangements for press conferences & releases
Awareness campaigns
Consultancy for social responsibility
Media Audits & Competitive Analysis
Media Coverage For Events
Media Monitoring & Analysis
Media Relations
News Clipping Services
Product Launching
Social Media
Speech Writing
Fund Raising & Media Sponsorship
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Production
In House Documentary Production
Media Programs Development
Brochures
Posters
Leaflets
Other Out Of Home Media
TV Commercial & Media Sponsorship
1.5.1 Event Management
As Masscomm is an event management company so it organizes different events
time to time at different places and venues relevant to the season and the culture of the
areas and it gives opportunities to different companies to participate by sponsoring those
events through which they can promote and advertise their brands e.g. Shezan Mango
Festival which was held in Islamabad, national foods festival sponsored by national foods
and co sponsored by Dalda.
The company also manages events for the purpose of the social welfare, public
awareness; promote local culture and entertainment of the local public. These events are
of government and private sector as well e.g. Islamabad Road safety program with the
corporation of Capital Development authority CDA, education for all walk sponsored by
ministry of education, a seminar with NHA about Traffic Management for Safety,
Security and Environment, Islamabad cultural festival at Lok Virsa, Shandoor Polo
festival, Jashn-e-baharan festival, Islamabad youth festival, Jashn-e-azaadi festival,
concerts and modeling shows.
The company also organizes press briefings and conferences for different
celebrities and political personals and parties. The company holds strong repute and
contacts in both broadcast and print media like ARY news, Express News, Jung,Nawa-e-
waqt, Samaa Tv and etc.
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1.5.2 Marketing Solutions:
Integrated Marketing Council:
The company provides the counseling to the companies about marketing, how to
make strategies, analysis of the target market, market surveys, product analysis,
competitors analysis, and how to capture catered and un-catered market.
Research and publicity of relevant materials:
The company provides the services of the advertising agency and does the
research as client requires. The research can be related to the product, market or the
competitors. With all these things the offer a better publicity campaigns to the companies.
Product Launching
The company offers its product launching services. In which they tells the client
which market to serve, at what time to serve and what kind of product is required. The
company designs the advertising and promotional campaigns of the newly coming
product.
Public Relations:
The company works as a middle man between people and organizations. As they
have good reputation among the people of media and general public so it is very easy for
the organizations to interact with the people through them. So they organize press
conferences and small events on their behalf and manage their public relations.
Image Building
The company helps the other organizations in making contacts and public
relations through offering fund raising and donations programs and events where these
organizations can interact with the people and can make contacts.
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1.5.3 Production:
In House Documentary Production:
The company offers its documentary production services in which companies who
want to make documentaries about their operations and organization and also about their
projects for the awareness of the general public.
Media Programs Development:
In the media program development the company provides its services in the form
of suggestions to the companies about what type of media will be most suitable and what
type of media combination the company should use and make the program and campaign
according to it.
Brochures:
The company makes and designs the brochures for the different companies who
wish to advertise or promote their brands through print media.
Posters:
Company also makes and designs the posters for different events and brands for
the people and for the companies as well who wants the advertisement to be done through
billboards and etc.
Other Out Of Home Media:
Out of home media contains billboards, standalones, bunting, banners, teasers,
and etc. the company holds all the information about billboards, their location, prices and
who manages these billboards, so they can easily communicate and negotiate with them
on the behalf of their clients. And also company holds the information about the cost
visibility value of billboards and etc.
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TV Commercial & Media Sponsorship:
Company has its very good repute and links in different TV channels news papers
so they can easily involve them in their event promotion and sponsorship. They also
make TV commercials and then check the most appropriate timing and placement of that
add in media is also includes in their responsibilities.
2. Learning & Experience:
2.1 Internship duration and rationale for selection
The duration of my internship was 8 weeks and as I have mentioned earlier that I
wanted to have professional experience in my field of marketing. So I had in mind that
anything related to product or services marketing will be good enough for this purpose
and this was the available opportunity as well so I selected Masscomm Solutions other
than banks and other organizations. Another reason was to have practical experience of
consumer behavior and brand management working in this kind of organization provided
me with every possible aspect of both of these subjects and the upcoming subjects of
service marketing and advertising as well.
2.2 Departments:
As MCS is an advertising and event management company so it had two major
departments where I gained professional experience
Event Management
Advertising
Marketing Solutions
Public Relations
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2.2.1 Event Management:
The time I joined Masscomm solutions for the internship there were many events
organized by MCS and there were many to come. Masscomm Solutions is a limited
employee company so I had a better chance of learning. The employees were so
cooperating they helped me in every possible aspect so that I can learn a lot and
understand all the aspects of event management.
The company was working on the following events the time I joined
Concert of Rahat Fateh Ali Khan in Behria Town
A Fund Raising Concert for Human Development Foundation (HDF)
Promotional campaign of Chicken Cottage
Islamabad Youth Carnival
Islamabad Cultural festival
Rawal Family festival
Food Festival
Concert of Rahat Fateh Ali Khan in Behria Town:
Mr. Malik Riaz wanted the company to organize a Concert of Rahat Fateh Ali
Khan in the Behria Town phase IV. So under the supervision of my marketing manager
made the proposal of the event which contained all the information related to the venue,
audience, all the cost of the event and the sponsorship packages. With my marketing
manager also presented that proposal in front of the sponsors and the authorities of the
Behria town. Then we contact with the manager of Rahat Fateh Ali Khan asked him
about his availability on the proposed date, how much he will be charging us did some
negotiation till we came to an agreement.
We mailed the sponsorship packages to all the potential companies and local
brands and communicated with the ones who replied to our proposals and showed interest
via emails and phones and with my marketing manager visited their offices and presented
the proposals and convinced them what are values that we will provide them against their
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sponsorship by telling them about different media that we will be using for promotion of
the event which included both in broadcast and print media.
By managing all the available resources and by utilizing the whole man power the
concert was organized on time and that was a huge success.
A Fund Raising Concert for Human Development Foundation (HDF):
Human development foundation wanted Masscomm Solution to organize a fund
raising concert. We had a meeting with their finance manager about their total budget and
proposed venue. Then I visited the proposed venue with my marketing manager and their
finance manger and managing director. As our decided venue was Gujrat at Kinara hotel
so we had suggested that we should call singers like Humera Arshad and Ibrar-ul-Haq so
we can easily attract more and more people and increase our expected audience.
Then we decided what would be the price of tickets and we divide the whole
audience into different classis and vary the ticket price accordingly. Then we start
promotion about our event through different Medias like billboards, broachers, radio,
local TV channels and etc to aware people about this concert.
That concert was took place on time and it was beneficiary for both HDF and for as well.
Islamabad Youth Carnival:
The company was organizing an event called Islamabad Youth Festival for the
youth of the Twin Cities Rawalpindi and Islamabad. All the students of all the
universities and colleges were supposed to be the part of that event.
The Islamabad Youth Carnival contained the following events.
Battle of the Bands
Modeling
Singing Competition
Painting competition
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Photography competition
Debate competition
Short Film competition and many more
The decided venue for this event was convention center and Mr.Zamrud Khan was
invited as the chief guest of the event. My job was to make the proposal for the sponsors
and to design different packages. After that the whole marketing team visited the
universities and colleges to invite them and to promote the event.
With my marketing manager had meetings with the interested companies who wanted
to sponsor the event and as a result we had sponsors and media partners like Express
News, Daily Express, wonder world theater, express Tribune, express 24\7 and etc.
The event took place on its promised time and was a huge success for the company.
Students of almost all the universities, colleges, schools were part of that event. Students
of Comsats too participated in that event.
Islamabad Cultural festival:
The company was also on an event called Islamabad Cultural Festival. The idea was
to promote different cultures of Pakistan by bringing them together on one point. As
people of Islamabad have a very busy life style and they cannot go to these locations
personally and visit them so this event will provide them with the opportunity to enjoy
those cultures at their door step. The Islamabad Cultural festival contained the following
events
Folk Singing concert
Folk dances
Traditional foods
Traditional Handicraft stalls
Traditional home textile exhibition
Painting, photography and calligraphy
Cultural dramas and plays
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Kids play area and activities
The decided venue for this event was LOK VIRSA Islamabad. To make this event
a success we needed some heavy investment in the form of the sponsorship so for this
purpose we presented our regular sponsors with some proposals which were difficult
to ignore and as a result we got major sponsors like Awaz International and Capital
Development Authority CDA. After deciding all these things we started the
promotions and advertising of the event. We booked billboards which were on the
good locations and put banners along the roads.
We then offered different stalls to different companies and locals which were of
different sizes depending on the price. All the stalls were sold against good money to
the people and companies around Pakistan. To give the event a bit more cultural look
artists from all over the Pakistan like Shazia Khushk, Shafaullah Rokhri, Nadeem
Abbas and etc were invited The event took place on the date and earned great success
and reputations for the company. The company invited Miss Firdous Ashiq Awan as
the chief guest of the opening and the closing ceremony of the event.
Rawal Family Festival:
City District Government Rawalpindi wanted the company to organize a grand
event in Rawalpindi which should be for everyone in simple words the event should a full
family package. So our first job was to design the event and give it a good name. As the
requirement was of family fun sort of a thing so we thought to provide the Festival with
some small but different separate events in which they have everything for everyone.
The Festival was full of events like
Handicraft stalls
Musical Concert
Rides for kids
Toy Stalls for kids
Jewelry stalls
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Family Games
Garments stalls
Traditional foods and fast food
Folk music and traditional dances
Cartoon characters and magic shows
Mehndi and bangles stall
Face painting
Painting, photography and calligraphy
Stalls for household stuff and much more
The decided venue for this event was Liaqat Bagh Rawalpindi. After coming to an
agreement with the authorities of the venue we started the promotions and advertising of
the event especially in the areas of Rawalpindi because very few events of this kind take
place there. The moment event started the company had a splendid response from the
people who made the event a big success to be counted in the company’s name.
The stalls were sold at good prices to people and companies around the whole
country. Many artists from all over the Pakistan were invited which included magicians,
singers, musicians and etc to entertain the people and give the event the proper look. Had
meetings with different venue designers to design the stage, entrance and other areas of
the venue. The event was carried on the due date and was something very entertaining for
the people.
Food Festival:
Tourism Corporation of KPK wanted to have an event in Peshawar so for that
they approached Masscomm Solutions due to their good repute in this business. So I with
the help of my marketing manager made some proposals with different packages as they
were required by TCKPK to get some idea about the cost and benefits.
The food festival had the following events
Cooking competition
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Traditional Food stalls
Kite Flying
Traditional Dances and Folk singing
Cooking classes by professionals
Dish Decoration
The decided venue for this event was Sardreyab Park Charsadda road Peshawar. After
coming to a point of agreement with the government of KPK and other local authorities
we started aggressive marketing and promotion in Peshawar and other linked areas.
Because it was really a tough job to increase our expected audience due to different
culture and mind set.
As there is no concept in those areas regarding family’s entertainment and female
participation in events so we managed separate entrance and sitting arrangement for
ladies. This was the first event of its kind organized in Peshawar which promoted their
local foods and recipes so many renowned brands regarding foods and local famous
restaurants are willing to purchase our stalls and sponsored our event.
As a chief guest the area managers of National foods and Dalda Cooking Oil were
invited on their respected stalls. The event was successfully completed and earned great
respect and goodwill for the company.
2.2.2 Advertising:
In the advertising section all the work was related to making and designing ads both
of electronic and print media. We had to design and make ads for all the events described
above and for the companies who wanted to advertise their brands and products. In the
advertising section I was involved with the supervision of my marketing manager in the
following areas.
Billboard ads
Banners
Radio ads
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TV ads
Flyers
Teasers
Hoardings
Buntings
Brochures
Pamphlets
Standalones and etc
Now if we talk about the billboards my job was to check the available and suitable
locations, the company who is managing the billboard, booking cost and availability, and
to check which billboard has the more visibility by that I mean how many people on
average passes by that billboard, and also the size of the billboard for the panaflex.
We company have its own graphics designers who works on the instructions and the
ideas given by the marketing team about the looks and the content of the advertising
messages. After making a soft copy of the desired ad we used to get it printed from
different printing presses in different kinds like panaflex, paper, clothe.
Different banners writer were linked with the company to write banners and we then
used to put those banners on suitable locations. Companies used to come and they wanted
us to make good quality pamphlets and teasers. One of the main points of learning was
whenever you are making a banner or a teaser you should place a very less amount of
content on that. It should be simple and creative.
And last but not the least you should know how to create the perfect combination of
these ads according to the budget and the product. Making a Radio ad is very difficult
because the listener can only hear your voice he cannot see the product or anything so I
learned to use image building words that can create a picture of the product in the minds
of the people by just hearing the words. One should avoid abstract and confusing words
as they don’t help the costumer.
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Making a TV commercial or advertisement is interesting yet difficult job. Interesting
because you have all the dimensions through which you can target your costumers like
audio, video emotions and etc but it is also very difficult to use. We all see many ads
which we do not find interesting or unethical. So you have to make the best use of it. The
ad should simple but it has to be creative as well. Being a part of the creative team it was
our job to think about simple yet creative ideas to make an advertisement, to help in
calculating the budget required another important thing was checking the traffic and to
give clients date according to it because getting the work done in an advertising company
is cruicial.
2.2.3 Marketing Solutions:
A Company specially the one who does not have an internal marketing
department needs guidelines, information, and help in making marketing strategies. So
they come to companies like Masscomm for this purpose.
In the Marketing solution section the company provides information to the other
companies about market, competitors, and market. All this information is obtained
through research and analysis of different situations according to the needs of the client.
In this section I learned how to do the following
Market Analysis
Market research
Product Analysis
Competitor’s Analysis
In the market analysis we used to gather information like Market size, market growth
rate, market profitability, distribution channels and key factor for success. While in the
marketing research we used to gather information like customer analysis, risk analysis
and SWOT analysis of the product or the brand.
The product analysis was about different products of the client which are available in
the market. We used to gather information about their demand in the consumer,
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customer’s perception about the brand, their likes and dislikes and what features they
expect from the product. All these things helped the clients to make their products more
accurately and according to the needs of the costumers to make better customer
relationships.
One of the most promising projects the company was working on during my internship
was the promotional campaign of chicken cottage Islamabad.
Promotional campaign of Chicken Cottage:
As Chicken Cottage was about to enter in Islamabad, they wanted that Masscomm
Solutions to design their promotional campaign and advertisement of both broad cast and
print media. Masscomm Solutions then made advertisement for Chicken cottage with the
help of their production and management team. I was part of the creative team and I
realized that watching a commercial on TV is easy but making those commercial is
creative and a difficult job. We placed their ads and banners along the roads, on all the
famous billboards of the twin cities, video ad was played on all the local cable channels
and audio ad on radio and as a result of these entire activities Chicken cottage was
launched in the market and it was very beneficial for them.
2.2.4 Public Relations:
In the public relations department the focus was to create more and more
profitable contacts with actual and potential clients. I with my marketing manager used to
have meetings with the people on the key posts of the organizations, presented them with
some proposals and negotiated with the ones who showed interest.
We used to keep an eye on the news through internet and newspapers because
different organizations and people used to put tenders and notices that they want to event
managers for some events that they wishes to have. So we in response used to mail them
our quotations specially designed which were really hard to ignore and we most of the
time used to get response in return.
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The idea in the public relation section was to leave the people with good impact
even if they don’t do business with us because many times people and organizations did
contact us later due to our professional attitude. It was the specialty of the department that
once the customer was satisfied he never went to someone else for those matters
regarding event management or advertising or whatever service that we have provided
them with.
Human Development Foundation HDF basically gave the tender in the news
paper and like many other companies we approached them but they gave the project to us
due to our more professional and convincing quotation. Which we carried out the way
they wanted it to be and now they are company’s one of the most satisfied clients which
later provided the company with more and more events and referred to some other
companies as well.
I learned making Public relations and maintaining them is not an easy job. Why
because once you provide someone with good service their expectation level goes up and
up and you have to keep up with the pace. One small mistake can dissatisfy the costumer
and when you are a service company it counts a lot because most of the time a
dissatisfied costumers just walk away, they don’t even try to reason with you or grant you
some feedback about their experience.
The thing about making new contact is you have to kill your ego first and you
should regard costumer as the king always.
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2.3 SWOT Analysis
After working for 8weeks in the organization I have been able to identify some
strengths, weaknesses, opportunities, and threats which are as follows,
Strengths:
Following are the strength the company possesses.
Pioneers
Qualified staff
Good will
Good Public relations
Professionalism
The company has been working in this field for quite a long time so they are
considered as the pioneers in this field. Another thing is the qualified staff of the
company. The currently working employees of the company have experience in the field
and they are utilizing it as well. The company has organized many grand events like
Shandoor Polo festival and Jashn-e-Baharaan which has earned them great respect and
good will among the people. Another key strength of the company is their public
relations. The company holds very strong relation and affiliation with the political
personalities and general public as well. Last but not the least is the professional attitude
the posses gives them an edge. I have seen the company winning many tenders only due
to this quality.
Weaknesses:
low salary packages
limited staff
more focused towards the twin cities
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The current salary packages that are being offered by the company are not as good as
they should the company should increase the salary packages to keep the employees
satisfied. Next weakness is the limited staff due to which they cannot work on many
events at a time or cannot divide the workload. They are more focused towards the twin
cities Islamabad and Rawalpindi only and neglect opportunities available in the other
cities of the country.
Opportunities:
Expansion in the areas of service
Should take part in grand events
International level advertisement
More offices in big cities
The company should increase the area of its services. Like I said earlier they are more
focused towards the twin cities only so there is pretty much roam available for them to
enter into new areas and provider services there on regular basis. The company should
take part in the grand events like Jash-e-Azaadi festival which was held throughout the
country in different locations and prime minister of Pakistan was the chief guest.
The current broadcast media advertisement like TV commercial the company is
making are of local level so they should make ads of the international level that can be
played on national and international TV channels.
Last but not the least is they should open offices in big cities like Lahore and
Gujranwala where events take place because otherwise they have to bear expenses of
travelling and stay of the whole team which causes more and more cost.
Threats:
Following are the threats for the company
Sound Competitors
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Employees Attrition
End of Traditional Marketing
Security and economic conditions
The company has competitors like Orient, Manhattan Communication, Rivaaj and etc
which are making ads on the national and international level and now they are considered
as the leaders in this field. The employee attrition rate is high, their employee leave the
organization sooner or later because they are not giving the salary packages according to
the work done by the employees.
Now people of the world are smart. They know everything about the traditional
marketing techniques and stuff marketers do so it is very difficult now to get sponsors
and convince the client. Security and economy situation of the country is another threat
people now don’t have much money to sponsor such events and government most of the
time do not allow a grand gathering due to security risks.
2.4 Recommendations
Better Salary Packages
Permanent employees instead of Project based
More and satisfied employees
Expansion of the Service Areas
Take advertisement to the next level
Employees training
The company should offer good and improved salary packages to its employees. This
will help them keeping motivated because only appreciation is not enough monitory
rewards are necessary too. This will also reduce the employee attrition rate because a
satisfied employee will not think of leaving the organization.
The current employment policy of the company is project based. They should hire
employees on the permanent basis. Many people avoid such organization due to
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uncertainty about the future providing them job security will ultimately increase the
motivation and satisfaction of the employees.
The current number of employees working in the organization is low. This also
causes increases the workload and employees cannot perform the tasks efficiently. So
they should hire more employees, a separate person for the separate job.
They should increase their areas of services. They are more focused towards the Twin
cities of Rawalpindi and Islamabad and they do not take part that actively in the markets
of other cities which have potential for such business like Lahore, Bahawalpur and etc. so
they should provide services in those areas on the regular basis as well.
Another thing I would like to suggest Masscomm Solutions is they should take
advertisement to the next level. Especially in the field of broadcast media like their
competitors Manhattan Communications and Orient this will increase company’s profit
and an edge to stand against their competitors. They should make commercial on the
national and international level by making the ads of international and national
companies.
In the end the last thing I would like to recommend to Masscomm Solutions is the
employee training. They should train their employees more often because of changing
trends. Marketing strategies change time to time so with proper training they will be able
to keep with the pace of it.
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Conclusion
Ending things which I would like to say about my report is it was a very good and
interesting experience of learning. It provided me with some very good practical
examples of the subjects I study in other words it cleared the concept a bit more given to
me by my respected teachers. I am planning to start this business in my area after the
completion of my MBA so this experience will help me conducting that business and it
will help me in dealing with people and my staff as well.
References
http://www.mcs.com.pk/about_us.htm
http://www.mcs.com.pk/marketing_solutions.htm
http://www.mcs.com.pk/production.htm
http://www.mcs.com.pk/our_mission.htm
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Appendix 1
Internship Evaluation Form
CIIT COMSATS Institute of Information Technology, Islamabad Chak Shehzad Campus requires
your cooperation and would be grateful if you would take few minutes to complete this
document to express your opinion on the performance of our student during his internship in
your organization.
Name of Internee: ________________________________
Department Worked: ______________________________
Internship Duration: _______________________________
Now please fill the box according to the of your judgment
Internee Excellent Very Good Good Bad Very Bad
Punctuality
Knowledge
Helpful
Attire
Communicative
Signed: ____________
Name: _____________
Designation: _________
“it is the sample internship evaluation form which is being filled by the company officials
which is attached with the hard copy of the report.”
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Appendix 2
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PERSONAL
Father’s name: Rao Muhammad Sadiq. Date of Birth: 23
rd March 1989
NIC #: 35302-3407629-5
Nationality: Pakistani. Marital Status: Single.
Experience 8 weeks Internship in MASSCOMM SOLUTIONS Islamabad
Made Proposals and organized different events.
Did advertisement and promotion of brands and events.
Provided clients the needed Marketing Solutions and also took part in Creating and dealing public relations.
8 weeks Internship in Askari Bank Wah Cantt Branch.
Gained experience in Operations and Marketing Academic Projects
A project on the complete company analysis of Pakistan Petroleum Ltd for the subject of Business Policies and Strategies.
Did a project based on brand comparison of Faysal bank and Askari bank for the subject of Brand Management.
Did a project on Customer Loyalty in Banking for the subject of Consumer Behavior.
Did a research based project on Flawless Appraisal methods in the service industry for the subject Research Methodology.
Made a viral ad of Sony showing three youth cultural segments an ad gala competition.
Made a viral ad for PTCL EVO for the subject of International Business
Did a role playing project for a given certain situation in Corporate Governance.
A project on how insurance companies communicate through their websites for the subject Business Communication.
A project in which we applied the porter’s Diamond Model on the Supply chain of Pakistan Ordinance Factories.
A project for the franchising of Wal-Mart in Pakistan in International Business.
A project on organizational structure and how communication occurs between different levels of management for the subject of Management theory and practice.
RAO MUHAMMAD ARSLAN SADIQ D-388/10 Lane no 12 Lala Rukh, Wah Cantt,
Ph # 0514-511968, 03365339899
E-mail: arslan_rao@yahoo.com
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A project in which we launched the Wealth Management Program of Faysal Bank also made an advertisement for it for the course of Marketing theory and practice.
ACADEMIC QUALIFCATION
Completing Masters in Business Administration (Marketing) final
semester From Comsats Institute of Information Technology Islamabad Campus.
Completed Bachelors of Commerce: University of The Punjab Lahore 2010
Intermediate: Fsc from H.I.T Degree College Taxila Cantt, FBISE Islamabad.
Matric (Science): F.G Boys high school no.6 Wah Cantt
COMPUTER SKILLS
Windows xp, windows 7.
Ms Office.
Adobe Photoshop
INTERESTS AND ACTIVITIES
Photography, Football and Cricket
REFERNCES
Will be furnished on demand