INTERNSHIP REPORT

ON
RG ENTERPRISES
PESHAWAR

Submitted to:
PROFESSOR ZAHEER ALAM
Submitted By :
Usman Ali
Roll # F-15-35
Class BBA 8th Morning
Session 2015-2019
The Department of Management Sciences
GCMS Abbottabad.
 PREFACE

It’s a thing of massive gratfcaton for me to present this internship report

on the RG ENTERPRISES PVT LTD .Although I have a little knowledge in this area, I
don’t know enough. New area of challenge and new technology problems has
arisen; where I have done some little work so for and where I have so for only
ignorance rather than even a modicum of knowledge. The purpose of this
internship was to analyze the RG ENTERPRISES PVT LTD., its performance of the
management, planning, leading and control of the company. Initally I was just
having the bookish knowledge about all marketng policies, practces and
functons, but after joining this organizaton, I got most of practcal knowledge. I
have come to know, what actually happens in the organizatons Through it is not
possible to have the informaton of all the spheres in the market, in such a very
short period of 8 week's , I tried to get more and more about all functons and
practces applied in practcal working, I have partcularly stressed on. This project
report has been painstakingly and thoroughly prepared to cover extensively the
feld of mineral water. Since customers are the most important asset of any
organizaton, there is increased emphasis on the need for understanding people in
a manner to satsfy them through quality of service. This project is intended for a
wide audience. It will be useful to not only the student of management and
preference of consumers, but also the people in any other feld and management
practtoners who want to understand and enrich their understanding of
consumer’s preferences.
 ACKNOWLEDGEMENT

In the frst place I would like to thank whole-heartedly to ALLAH, The

Almighty, who gave me courage, knowledge and confdence to carry on this

project and to complete this project report. I am also very thankful to our course

teacher. Sir Zaheer Alam who gave me useful informaton and guidance to

complete this internship report. I also want to be thankful to Mr nazeer Ahmed

qureshi (Manager sales and marketng) who really give us great knowledge of the

different departments of the RG ENTERPRISES PVT Limited In the end, I would like

to thank my Parents, who are always the confdence, which helps me in every

walk of my life and allows me to go away from the home to do this Internship

,without their permission and support ,this internship would not be possible
 DEDICATION

I want to dedicate this Internship report to my parents and

teachers who gave me confidence that helped me to go this far for

the completion of internship project.

 EXECUTIVE SUMMARY

In BBA the internship program is very compulsory for regular students and
without the internship program the degree is not complete and the concepts that
I learn during the study it is very important for me to learn all the concepts
practcally associated with any organizaton and learn the practcal concept. I
selected RG ENTERPRISES PVT LIMITED and decide to do internship in this
Company.

This report is brief Marketng analysis of RG ENTERPRISES PVT LIMITED and

my research objectves is to share my practcal experience of professional life
which I got during the internship period. This research is based on our fndings
which I gather during the period and personnel observaton the primary source is
interview survey and personnel observaton during the internship. This report is
brief descripton and summary of my work which I perform during two month in
RG ENTERPRISES PVT LIMITED at Peshawar .The internship program provides me
the great opportunity of being exposed to actual business dealing and opportunity
of professional insight which help me in future. It was a great experience for me to
work in this organizaton .My theoretcal knowledge about my subjects became
potent and string with the help of practcal implicaton.

When I work in different departments of RG enterprises I see that what is

done in different departments and how the work is done in departments during
the internship I collect data about how the marketng is done in RG ENTERPRISES
PVT LIMITED and see the segmentaton strategy what is the target market of THE
RG ENTERPRISES PVT LIMITED, positoning strategy, promotonal strategy and
other strategies. I also collect data about the functon of sale department and see
how the sale department is work I also collect the data about the different
department level strategies.

" Abstract"
We need to go through an internship to cover our project and complete our
degree the project values 200marks and we must have an experience of any
company related to our feld of marketng for 8 weeks atleast

We joined Aqwah mineral water producing company as known as R.G enterprises

located in Real estate point of hayatabad Peshawar.

We joined in when we had vacatons in winters so it was unluckily an off season

for the mineral water

We started up with the low level and from day 1 we joined the workforce of
enterprise reminding the low level we started doing it with the the salesman
forces of enterprises .

We were visitng different markets with the sales person's and since it was winter
we were all shivering on the motor bike's but stll as it was the internship project
and our training to deliver something for professional life .

We met different shopkeepers it was a barrier of languages but stll we were

trying to communicate to them and at the end of internship we did learn some of
important words of their local language Pashto.

We visited so many market places in a week like tajabad,chamkani,board

bazar,town,sadar bazar and Liaquat market are just a few of them.

After that i can say that i travelled almost whole city of Peshawar as an over all
market.

After that we were lucky that we had an amazing event of launching of a juice
named Wah juice by the R.G enterprises. I was there and observed the opening
ceremony of a new product with own eyes and luckily observed the whole
mechanism of how it was being manufactured and than we moved on for its
promotons for some next weeks and than fnally we travelled across the
peshawar to different other cites like kohat,d.i khan,bannu

etc to make its availability in other cites .

 ABOUT AQWAH
AQWAH is one of the well - established natonal brand in mineral water category

having presence across kpk. AQWAH have a strong distributon network across

kpk which are making their products available for their valued customers.

AQWAH water started serving in 1995. AQWAH is available in more than 10

cites of kpk They are in 24th year of serving their valued customers and this will

go on further in future in a better way

They provide services at public Government and private sector AQWAH is

approved from Pakistan standards and quality control authority. The AQWAH is

also a member of water quality associaton.

Clean pure and soft water is life water makes up the major porton of our

body. AQWAH brings you premium quality drinking water purifed through reverse

osmosis technology and balanced with minerals it ensures the highest standards

of quality and health of your family clean and refreshing AQWAH mineral water is

also the best choice for beverages preparaton and cooking.

 All bottled water are not the same AQWAH state-of-art HydRO-7th

purifcaton system consistently removes substances most other bottled waters

leave in. So the only thing you taste in your water is water AQWAH. Purity

guaranteed. Every tme Bottled drinking water obtained from a deep underground

source purifed and flled by RG ENTERPRISES PVT LTD

 Typical compositon (mg/1):

 Sodium 13

 Magnesium 13

 Potassium 1

 Chloride 20

 Sulphate 52

 Nitrate ‹0.1

 Total hardness( as CaCo3) 54

 Total minerals 105

 PH 6.5 to 8.5
 Head office:
PLOT 89-K INDUSTRIAL ESTATE HAYATABAD PESHAWAR KPK PAKISTAN .

Phone Number:091-5890890

Email:[email protected]

Web :www.aqwah.com

BOARD OF DIRECTORS

 Mr Ameer Jan (CEO)

 Mr Nazeer Ahmed Qureshi ( Manager sales and Marketing)

 Mr Mohammad Yasir ( Accounts manager)

 Mr Umer Hayat ( Production And Operation Manager)

 Mr M. Zaib ( Sales Manager Southern Punjab)

 Mr shahid hameed ( Manager HR Department)

 MISSION, VISION AND MOTTO
OF THE RG ENTERPRISES PVT LTD.

VISION STATEMENT
To fulfll customer requirements & expectatons through CARE

MISSION STATEMENT

We the people of RG enterprises pvt Ltd make personal commitment to frst

Understand our customers requirement then to meet & exceed their
expectatons, by performing the correct tasks on tme and every tme through:

 Contnuous improvement

 Alignment of our Mission & goals

 Responsibility and respect of our jobs and each other

 Educatng one another

Motto

We respect our past. we are the industry leader in present and accepts the
challenges of the future.
CORPORATE DIVISIONAL AND DEPARTMENTAL LEVEL STRATEGIES:

The marketng department studies the market and the target customers,
decides the best way to reach these customers, and works with the rest of the
company to help determine the new product needs of the market.

MARKETING STRATEGIES OF THE COMPANY:

Marketng strategy of the company is based on the following points.

FIRST come into know about the who are our customers and what are their
requirements .What do we really know about their needs preferences behavior
and their life styles?

 What can we offer them. at a price. that other companies do not?

 How do we perform in comparison to our compettors? How are we

currently performing for our customers?

 Where are the gaps, the weak points the fudges and the point of excellence
the USPs unique selling points? How are we different?

 Why are we different? How can we better delight? How do we change?

What do we change?

 How clever are we with our market intelligence?

 How well is our market research working? Consider groups who share a
similar need and who will respond in a similar way.
DESIGN A MARKETING STRATEGY
To achieve a specifc marketng objectves based e.g. on the Marketng mix.
Set Assign individual responsibilites to achieve the objectves Monitor Progress.

PRODUCT STRATEGY
RG enterprises is aimed to have a good quality of products and it is
providing different types of liquids to upper class middle class and low class
people. The company believes that whatever we provide to the customers should
be the best for them. They should get the maximum satsfacton in this product.
RG enterprises has launched a new product Wah juice which is now being used at
a large scale in the whole city of Peshawar. The company provides liquids to the
upper class that has the authority to do so .They have fruit drinks and mineral
water.

PRICING STRATEGY
As the differentaton is minimum in the bottled water industry, price is a
major factor. The pricing of branded products is higher because of the
transportaton involved from manufacturing hub to the consumer. At the same
tme, the money invested in branding and advertsing also makes it more costlier.
The bottle might not be costlier to the end consumer, but the margins to the
middlemen might be lesser, because of which sale gets affected. The middle men
push those products where the margin is higher. However, with the high brand
equity of Aqwah it is safe to say that when the consumer is presented the same
product at the same price, he will prefer Aqwah over others.

The bottled water industry has gained quite a momentum. Though water is
natural resource available freely the bottled water forms an excepton in it. The
different packaging is rated differently. Price forms an important factor to target
the consumers and generate the revenue and that is why Aqwah is quite selectve
with the prices. Aqwah is Cost- effectve pure water which is treated with the high
flter mechanism. Basically, they target the medium – income group for their
products keeping in mind the health conscious people.

PLACE:
Aqwah is like a regular product which is sold commonly. The company uses
wholesalers as the middle men to sell out its products. Retailers act as key to the
business of Aqwah. Aqwah has countless number of middlemen and distributors
which make the product reach out to common man with ease. Distributors,
wholesalers, retailers make it easy for the people to buy Aqwah.

One of the key factors to the sale of the product is availability. If it’s bottled
water, and if it is available, consumers are unlikely to look at the brand. They are
more likely to purchase the bottled water because it is an essental commodity. A
human cannot go without water for longer tmes. So the success of the company
totally depends on the distributon.

As of 2017-2018, Aqwah was the largest seller of Bottled water in Peshawar

and KPK main cites

PROMOTION STRATEGY:
Promoton is a necessary business actvity to keep up the pace with the
consumer market. It has used the conventonal promoton technique to reach out
to its consumers. They have indulged in television advertsements, ads in the print
media to reach out maximum to the local populaton with low cost.

Without creatng much of dilemma Aqwah clearly states the fact they are
simply a pure water brand free from any kind of bacteria and germs. The idea of
promoton is to reach the consumers locally and that is why a simple promotonal
gimmick is used for the promoton.

Aqwah is known to be a smart marketer with a lot of local point of purchase

branding, advertsing as well as regular promotonal offers and sales discounts to
push its products in the market.
 SWOT ANALYSIS
Strength :

1) Health and Hygiene Conscious:

Packaged Water category is a healthier opton considering the increasing

amount of water diseases and their consequences.

2) Strong Branding and Marketing:

Aqwah has performed brilliantly as far as branding and marketng are

concerned. From the Local point of purchase branding to TV Commercials,
Aqwah has been successful in promotng itself as a Brand.

3) Strong Distribution Network:

Aqwah has a very strong distributon network. Aqwah is available in small

retail chains to large hotels and restaurants.

4) Environmental friendly Packaging:,

Aqwah has developed a 100% recyclable plastc bottle which scores high on
being environmentally friendly.
WEAKNESSES:
1) High Competition:

Presence of high competton such as Dasani, Kinley, aquafna, nestle

purelife etc. discourages an increase in market share for Aqwah.

2) Misuse of empty bottles:

There have been various examples wherein empty branded bottles have
been used to refll with impure water and this affects the image of the
company.

3) Lack of differentiating factors:

In the Packaged waiter secton, Aqwah does not have much to differentate
from the other brands.
OPPORTUNITIES :
1) Distribution:

Increasing the distributon of the product is the best way and only way that
Water companies can sell higher numbers. Water is a universal
requirement, so the farther and wider the brand is present, the more will
be the sale. Off course, producton and shelf life is a bottleneck to
distributon as well.

2) Increasing Awareness:

There has been an increasing awareness towards the Pure and hygienic
water, which is a boost to the packaged water industry.

3) Acquisitions:

Aqwah should look to acquire competton in order to expand market share

and reduce competton.

4) Tie Ups:

Aqwah should look for more te-ups with hotels, restaurants, sports teams
etc. which increases its sales as well as promotons.
THREAT:
1) Water shortage:

Water shortage is a major threat to Aqwah because government might

decide to limit the water supply to packaged drinking water companies.
These companies are selling the water back to consumers when there is a
shortage of water supply. Many consumers have a problem with this
because they believe that mineral water companies should not be supplied
water in the frst place and it should go to consumers.

2) Low Capital Required:

Packaged water industry is a low capital intensive industry especially at the

local level and hence it is easier for new entrants to enter the market.

3) HIGH BRAND SWITCHING:

When it comes to packaged water, people do not generally have a brand

preference and hence sales are dependent on retailer/seller. As long as its
packaged drinking water and the people are thirsty, they will take any brand
presented to them.

4) Local Competition:

Local Competton also become a deterrent to growth in the industry and

hence rise of Local competton is also a threat.
 DEPARTMENTS
1) MARKETING DEPARTMENT

The Marketng Department is responsible for all sorts of actvites including

the promoton, advertsing and tools used for generatng demand. The Marketng
department is also responsible for arranging stalls and functons for the
Promotonal and official reasons respectvely. These stalls are conducted
indifferent public places so that more of the people become aware of the
importance of products that ensure quality. These stall actvites remain actve for
around 4-5 days. Thus, in a month 4-5 such stalls are managed. After a stall
actvity fnishes, the person who conducted the stall actvity has to report to their
seniors about the response they received from the public and the number of new
customers they have been able to attract during their stall actvity.
2) SALES DEPARTMENT

The Sales Department is responsible for carrying out the sales of Aqwah
covering the whole of Peshawar. To conduct the sales efficiently and effectvely,
there are some territories that have been assigned some area of Peshawar. The
area managers administer these territories. Monthly, the Area Sales Managers are
assigned with the targets by the upper management.

Every day, the Aqwah delivery van drop Mineral water to the customers.
There are three people who go for sales. They are:

 Driver

 DSR

 Loader

For carrying out the transacton easily, the DSR are provided with a
handbook. The handbook keeps records of the data of the retailers. All this data is
stored in the system thus, keeping the system updated. At the start of the month,
the target for the sale of the mineral water is set and all the Distributons have to
achieve that target by the end of the month that helps in increasing the
productvity. The sales target varies with the season. For example, in summers, the
consumpton of mineral water is more as it is in summers. Also, the monsoon
season affects the sales of the mineral water.
 When it is the end of month all the distributons submit in their report to
sales and distributon manager that contain the percentage of the target achieved
including the quantty sold by each route.

3) CUSTOMER SERVICES:

 Delivery at customer premises on schedule day & routng tme.

 Ensuring delivery on special request forwarded by customer services.

 Attending all delivery related complaints in tme.

4) WAREHOUSING:

 Procure a warehouse as per Aqwah Safe Standards.

 Ensure all Aqwah Safe Quality Standard

 Maintain a clean environment.

 Minimize store losses.

5) ACCOUNTING:

 Maintain audited accounts of the business.

  Provide in tme reports to Aqwah Management.

MAIN STRATEGY OF AQAWAH:

Every organizaton Has forms some strategy to follow. Therefore, strategies

adopted by aqwah that have proved fruitful are as follows :

 consumer communicaton.

 product availability and development.

1) Consumer communication :

With the help of electronic media, advertsements boards, banners,

advertsing on Newspapers, pamphlets, brochures, handouts and by the stall
actvity of marketng department; interest of the customer is developed and
awareness is brought among people about the healthy living that can be achieved
by healthy and clean drinking water.

2) Product Availability

From tme to tme actvites such as area storming, discovering new places
or areas are being done thus, making the distributon equally available
everywhere.
COMPETITORS OF AQWAH:
Very organizaton or we can say that every business run by any company
faces competton in a compettve market. Aqwah is best company of mineral
water in Peshawar. It has compettors in a local market. Now let ’s see the
compettor’s o of Aqwah in a local market. The compettors of Aqwah in Pakistan
are as follows:

 Nestlé purelife

 Gourmet water

 Springley

 Sufi water

 Dasani

Even though there are less compettors in the market but stll Aqwah is facing a
very tough competton. There has been great competton faced by Aqwah as
local companies try to compete with a multnatonal brand.
 COMPETITIVE STRTEGY

WHAT MAKES COMPETITIVE:

The hallmark of the Aqwah is the Delivery and quality of the products
which the company offers.

COMPETITIVE EDGE OF Aqwah:

The companies all over the world get some compettve edge based on
some features Which other companies don’t have. For example, as the Dell has
the compettve edge over other computer manufacturer companies, because
they use Built-to-order Strategy while no other company in computer industry use
this strategy. Similarly in Pakistan Aqwah has their Compettve edge based on
these Strategies:

 Product Differentaton

 Customer Oriented

PRODUCT DIFFERENTIATION STRATEGY :

Aqwah is using the product differentaton strategy by providing the superior
quality Products. Their main focus is to keep the customers loyal. They bought
shelve space in different departmental stores to attract the customers. They tried
to reach each group of people in which they have succeeded.

CUSTOMER ORIENTED
Customer satsfacton is the focal point for the company. They provide hygienic
and clean mineral water to their customers. Products are also verifed by health
and safety measures and internatonal quality standards.
 TASKS AND ACTIVITIES
PERFORMED :
I started my internship at RG enterprises from January 1st 2019 being my
frst day of internship frst a meetng is conducted with the sir Nazeer Ahmed
Qureshi the General manager sales and marketng. He had taken a very detailed
interview of me and given this great opportunity to do internship at RG
enterprises Pvt Ltd. After that he briefed me about different packages and
quotaton of different mineral water packing and products.

They have assigned me tasks and also the target markets of my internship.
They have given me every relevant material required for my visits to the target
market . To accomplish the tasks which were assigned to me i planned for these
actvites to stream line the whole assessment process. I have made strategies like
making daily to do list which have informaton regarding the shops to visit on
daily basis also i made daily report on the daily feedback and data collected. I
planned to give free samples ,gifts , broachers, product quotaton to the potental
customers’ also have planned to visit highly potental customers repeatedly for
any queries regarding aqwah water.

I also go to office at 5pm daily to report my general manager sales and

marketng in order to inform about my daily visits and data work done then i use
to enter this data in my dairy and Ms office sheet on daily basis in order to keep a
complete record of my visits to the market's.

Activities :
As mentoned above the tasks were assigned to me to accomplish during
my internship period are as

 assessment informaton collecton

 customers feedback

 market assessment

 promotonal actvites

 Market Analysis

 Brand awareness / promoton

 surveys

 direct marketng

For performing these activities three target market have assigned to me

 RING ROAD MARKET

 HAYAT ABAD PHASE 2 AND 3

 UNIVERSITY ROAD MARKET

RING ROAD:
 For accomplishing the tasks i visited ring road market shops, corporate
offices, big shopping malls etc on Monday and Tuesday ( two days in a week). I
collected assessment informaton from potental customers and got their feed
back regarding aqwah product and services and entered all this as my record

Finding:
From ring road market visit my fndings are as under.

 Total number of shops/corporate offices/shopping malls visited :102

 potental customers : 100

 existng customers : 95

 users of mineral water :85

 Non users of mineral water :15

 Mineral water users rato : 85%

 Mineral water non users rato : 15%

The above given quanttatve data has been collected from ring road by
visitng the shops, offices etc. Other fnding include that the behavior of potental
customers was very pleasing and encouraging they almost all have given me
complete and relevant informaton and dealing with me were very appreciatng.
They have cooperated with me very much to collect all informaton Most of
customers of ring road market are

 Quality conscious

 Brand conscious

 Using a partcular brand on their customer requirement.

  Delivery speed conscious

 After sale service.

 High mineral water consumers in bulk quanttes.

HAYATABAD PHASE 2 AND 3:

For accomplishing the tasks i visited Hayatabad phase 2 and 3 market shops,
corporate offices, big shopping malls etc on Wednesday and Thursday ( two days
in a week). I collected assessment informaton from potental customers and got
their feedback regarding aqwah product and services and entered all this as my
record

Finding:
From Hayatabad phase 2 and 3 market visit my fndings are as under.

 Total number of shops/corporate offices/shopping malls visited :61

 potental customers : 57

 existng customers : 50

 users of mineral water :55

 Non users of mineral water :5

 Mineral water users rato : 90%

 Mineral water non users rato : 10%

The above given quanttatve data has been collected from Hayatabad
phase 2 and 3 markets by visitng the shops, offices etc. Other fnding include that
the behavior of potental customers was very pleasing and encouraging they
almost all have given me complete and relevant informaton and dealing with me
were very appreciatng. They have cooperated with me very much to collect all
informaton . Most of customers of Hayat abad phase 2 and 3market are

 price conscious

 quality conscious

 Using a partcular brand on their customer requirement.

 Delivery speed conscious

 After sale Service.

 Giving priority to customer service given by brand.

UNIVERSITY ROAD PESHAWAR

For accomplishing the tasks i visited university road market shops,

corporate offices, big shopping malls etc on Friday and Saturday ( two days in a
week). I collected assessment informaton from potental customers and got their
feedback regarding aqwah product and services and entered all this as my record

FINDING

From university road market visit my fndings are as under.

 Total number of shops/corporate offices/shopping malls visited :22

 Potental customers : 17

 Existng customers : 15

 Users of mineral water :15

  Non users of mineral water :07

 Mineral water user rato : 92%

 Mineral water non users rato : 07%

The above given quanttatve data has been collected from university road
by visitng the shops, offices etc. Other fnding include that the behavior of
potental customers was very pleasing and encouraging they almost all have given
me complete and relevant informaton and dealing with me were very
appreciatng. They have cooperated with me very much to collect all informaton
Most of customers of university road market are

 Quality conscious

 Brand conscious

 using a partcular brand on their customer requirement.

 Delivery speed conscious

 High mineral water consumers in bulk quanttes.

After completon of my internship period of 2 months i am going with

sales manager and their team i can visited cites like kohat, DI khan and kpk
main cites for 9 days for the distributon and promoton of newly launched
product wah juice i can visited cites across Peshawar to make availability of
newly launched product that is wah juices to earn proft with regard to
investment that was made on it.
WHAT I HAVE LEARNED AT INTERNSHIP:

 Good coordinaton and cooperaton with peers and other staff

members can impulse a person to perform better in difficult
situaton.

 If a person can handle problems and challenge adequately he can

grow especially in marketng feld where everything is presently
dynamic.

 Broad vision helps you to achieve something different and new.

 Latest researches and journals can be helpful in order to generate

new ideas.

If you are able to create opportunities success is yours.

SUGGESTIONS AND RECOMMENDATIONS:

 Some incentve should be given regarding price to high potental customers.

 free samples and gifts should be complementary provided to every

potental customer visited.

 There should be a brand promoton campaign for different target segments.

 Customer service should be given an utmost priority.

 Company should conduct survey from tme to tme from tme to tme to
stay updated in the market.