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