Javed Amin Final Report

Words of Quran;
“OH! PROPHET SAY! IF OCEANS ARE CONVERTED INTO INK TO WRITE

QUALITIES OF MY CREATOR, THEN WHOLE OCEANS WOULD
CONSUME IN WRITING BEFORE IS QUALITIES COME TO AN END. AND
EVEN IF WE PRODUCE THE LIKE OF INK WOULD INSUFFICIENT”.
(AL-KAHAF)
Asia Ghee Mill (Pvt) LTD
A comprehensive internship report on “Asia Ghee Mills Limited”
For The Consideration Of,
Sir Dr. Zahid Sb

Incharge Internship Program
Department Commerce (Baghdad-ul-Jadeed)
The Islamia University of Bahawalpur.
A humble attempt by,

Javed Amin
Roll No. 16
M.COM (M) 4th Semester
Page2
Preface
This report has been written on the basis of practice and observation during
Six weeks internship at Asia Ghee Mill (Majeed Group of Company) Pvt Ltd. I
have made all the possible efforts to include all the possible information available
from various authenticated sources of the company. Such report serve as an
important tool to keep the information that is acquired during the training
period.
Such report is made with an objective to enhance the practical knowledge and to
develop professional approach as a student of M.com every activity performed in
the company that is related to marketing is tried to include in such report. In
order to demonstrate the result of our research which we conducted to check the
consumer and brand equity with respect to consumer and retailer point of view
are plotted on graphs and figures which give clear idea of the various brands and
the reputation of the company.
It is also beneficial for the new reader that he can understand the report in first
reading because simple wording is used in expressing the each and every aspects
of the report so that to avoid any ambiguity and misunderstanding. I have tried
my best to present such report in a comprehensive manner.
Javed Amin
Page3
Acknowledgement
First of all a great thanks to Almighty Allah, Who enable me to complete this
task and then I am thankful to my respected teachers Especially our internship in
charge SIR Dr. Zahid for providing such a friendly environment and guideline
during our stay at the university not only for the academic affairs but all other
social and other future prospective by sharing their remarkable experience.
It was such a pleasant experience to work in ASIA Ghee Mills I own my

gratitude and thankful to all those who helped me in preparing this internship
report by sharing their best knowledge.
It is due to an endless effort of my friends and fellow members at ASIA

Ghee Mills who provide me every favor and the last but not the least I am really
very thankful to my beloved parents who have always been a source of inspection
for me.
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Dedication
I dedicate this report to my
Parents
Who are the great blessings of Almighty Allah for me. Their Love and
Affection always helps me to strengthen my academic carrier. And they have
been the greatest source of encouragement and motivation throughout my life.
Page5
Table of contents
Sr. No. Contents
1 Preface 3
2 Acknowledgement 4
3 Dedication 5
4 Table of contents 6
5 Executive Summary 7
6 Introduction of Ghee Industry 9
7 Introduction to Majeed Group of Companies 12
8 Introduction of Asia Ghee Mills (Pvt) Ltd. 15
9 Vision and Mission Statement 19
10 Goals and Objectives 20
11 Corporate Level Strategies 21
12 Business Level Strategies 23
13 Operational Level Strategies 23
14 Hierarchy of Asia City Sales 25
15 Analysis Structure of the organization 26
16 Working of various Divisions and Departments 29
17 Marketing Mix of Asia Cooking Oil and Ghee 36
18
19
20 SWOT analysis 80
21 Suggetions and Recommendations 83
22 Conclusion 85
23 Annexure 93
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Executive Summary
Internship is an important part in the study of professional education and it became
more important when we talk about M.com degree so that student can get some
practical experience and become more valuable in the market due to some practical
experience so we cannot ignore the importance of an internship.
So being a student of M.com it was necessary to complete an internship in any of the

organization and it was my first step in practical life, through which I learnt a lot and it
has aided me in being well equipped with valuable experience that would help me
once I enter the professional life after the completion of my studies
During the month of June, I joined Asia Ghee Limited and I was sent to the sales &
Marketing Department of the company to work as an internee. The business of the
company is purely equity based and company has no liability to pay in the future
course of time. As Asia Ghee Limited is a manufacturing company & therefore, it
manufactures Cooking Oil and Ghee.
There are many departments working under the keen supervision of its owner
Mr. Masood Majeed like Sales & Marketing Department, Quality Control
Department, Account Department, and Human Resource Department besides
Technical Department. However, the department which is found to be working well
and far beyond as it is expected of its Sales & Marketing Department. The function of
this department is to streamline the way through which different product brands of
Asia make their way to the marketplace. The specialty of this department makes it
differentiated to the other departments in the sense that the employees over there often
work beyond the call of their duties. They know no pain, no relaxation & no tiredness,
but what actually they know is to make their company outperform its competitors.
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Various brands of Cooking Oil & Ghee offered to the customers, entails important
features like Vitamin A, D and K with their respective benefits. It is worth mentioning
here that all the products manufactured on the production plants do match all the
requirements and standards of ISO 9000 and 14000, which have been proved as a hall
mark for the company itself. Moreover, the marketing mix of Cooking Oil & Ghee is a
mix of uniqueness and distinctions. Marketing mix includes price, promotion and
placement after the product mentioned earlier. All these aspects of marketing mix are
given complete attention that makes them work properly and above the set standards.
The report also includes a comprehensive research made on the domestic users of
Cooking Oil and Ghee besides keeping in view the significant value of retailers of
Asia Cooking Oil and Ghee. Different sort of results have been acquired through
analysis which let you know what actually the customers and retailers think of
available product brands of Asia company. From those results, one can really get a lot
of knowledge regarding the gaps which does exist between the ultimate customers and
the company and keeping in view their significance, the company can absolutely
rectify the problematic situation through which the customers are suffering from.
Page8
Introduction of Ghee/Oil Industry:
Ghee industry was introduced in the sub-continent in mid-thirties, and since

then it has grown tremendously in face of all environmental hazards. It has been
subjected to serious edible Oil shortages, government inconsistent policies and severe
variations between demand and supply in the domestic market.
The country which was self-sufficient in edible Oil production (0.154 million
MT), till 1960, and paying not a single dollar against the import bill, is today
importing well over 1.160 million MT against an import bill of no less than Rs.33000
million per year, being the third largest edible Oil importing country of the world,
after China and the European Union. All these imports originated from Malaysia.
During the past 21 years of interrupted and partially halfhearted efforts of

successive governments since 1979, the country has been able to procure only 0.5
million MT of edible Oil from indigenous resources while the rest of the 1.1 million
MT is procured from imports.
The structure of Ghee/Oil industry is just like all the other developing industries
of Pakistan. There are certain well-established companies working with good brand
names, serving the nation as a whole. Along with them there are certain units, which
are working in limited areas, meeting the requirements of these niche markets. Some
of the vegetable Ghee mills are working under the control of government and other are
held privately.
The raw material required for the production of Ghee/Oil is imported from
different countries and this is the biggest imported item in food category. The prices of
Ghee/Oil are very much influenced by the duties on these imports and the international
price fluctuations of these items.
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In early 1990’s there had been a serious crisis in the Ghee industry, and the
main reason for this was that production of Ghee was greater than the demand. In this
period due to the heavy losses on account of these units government privatize so many
Ghee producing units.
Vegetable Ghee is the commercial term for vegetable Oil hardened by the process of
hydrogenation. Cottonseed, soybean Oil, Sun Flower Oil, corn Oil, is being mainly
used in Pakistan for the manufacturing of Oil/Ghee. Pakistan is importing Palm Oil
and Soybean Oil from America, Indonesia and Malaysia. During 1999-2000 Pakistan
imports of soybean Oil and palm Oil has drastically decreased both in quantity and
value. Pakistan imported soybean Oil worth $75.8 million and Palm Oil $267.8
million in year 1999-2000.
Page10
Ghee Industry in Pakistan:
In Pakistan ghee industry is flourished over the years. Today there are many Locals
and National companies as well as international companies engage in the production
of ghee and oil working in Pakistan. Among multinational companies includes Lever
Brothers (Pvt.) Ltd. They manufacture DALDA and PLANTA cooking oil and ghee.
Some other companies are as follows.
1) Al Hilal Vegetable Ghee Mills engages in the production of Sultan Banaspati Ghee.
It is situated in Multan.
2) Shehbaz Ghee Mills is engage in the production of ShebazBanaspati. It is situated

in Rahim Yar Khan.
3) Wazeer Ali Industries Ltd. engages in the production of TalloBanaspati ghee and
cooking oil. It is situated in Hyderabad.
4) Fatima Enterprises Ltd.
5) Refahan Maize Product Company involved in the production of Rafhan Corn Oil
and it is situated in Faislabad.
6) Ahmad Food Industries manufactures Ahmad Soyabean Oil.
7) Ghee Corporation of Pakistan (G.C.P) under which 26 units engaged in the

production of ghee is working all over the country.
Apart from these combines there are many other firms manufacturing ghee as Nasir
ghee in Bahawalpur local area like Asia ghee
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Introduction of the organization:

Ch. Abdul Majeed, Founder and Chairman of Majeed Group, started business in 1954
and constituted a firm “Majeed Brothers, Merchants and Commission Agents”, at
Grain Market Bahawalpur. Majeed Brothers, apart from trading, served as purchase
agents for reputed national companies engaged in international trade.Majeed Brothers
got the status of Private Limited Company in 1985.
Bismillah Cotton Industries started its operation of Cotton Ginning in 1973 at that time
Bahawalpur was very backward area and it was third unit in Bahawalpur history. This
unit was nationalized in 1976 and denationalized in 1977. Bismillah Cotton Industries
got the status of Private Limited Company in 1985.
In 1985 second unit was developed and it also was related to the cotton industries. Up
gradation and modernization is regular feature of Majeed Group. Today Bismillah
Cotton Industries serves as a center for Research and Development for modernization
of Cotton Ginning industry of Pakistan.
Bismillah Cotton Industries had been a part of United Nation / Food & Agriculture
Organization’s program for Standardization of Pakistan’s Raw Cotton for seven years.
Almost 40% of Cotton Classers now serving or have served Pakistan Cotton Standards
Institute got their training at Bismillah Cotton Industries.
Almost all the international delegations visiting Pakistan in relation to Cotton, visit
Bismillah Cotton Industries.
Chief Executive of Bismillah Cotton Industries has the honour to be part of Pakistan’s
delegations to study cotton ginning, classing, trading and ginning machinery
manufacturing at Egypt, USA, China, Australia, Turkey and Uzbekistan.
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It is also a great honor for Bismillah Cotton Industries that its Chief Executive
represented Pakistan in Cotton Experts Group Meeting of Islamic Cotton Producing
Countries, organized by Islamic Development Bank, at Jeddah.
Asia Flour Mills started its operation in 1981 and got the status of Private Limited
Company in 1985.
Asia Flour Mills is the largest provider of Quality Wheat Products in Bahawalpur.
Asia Flour Mill’s products are trusted for quality and quantity.
As earlier mentioned, Innovation and constant up gradation is an integral part of

business philosophy of Majeed Group, Asia Flour Mills is first and only flour mills to
start production of Fortified Wheat Flour at Bahawalpur. To provide our customers the
best quality Fortified Atta, Asia Flour Mills is the only company in Punjab to install
the most modern machine of the world’s best company “Buhler of Switzerland”.
“Rohi Cotton Industries:It is a Private Limited Company started its cotton ginning
operations in 1991 at a remote area of Head Rajkan.
“Asia City Sales” is responsible for marketing and sales of Wheat Products of Asia
Flour Mills and Ghee, Cooking Oil and laundry soap of Asia Ghee Mills.
Asia City Sales cater the needs of about 1,400 retailers of Bahawalpur City.
Dynamic sales team of Asia City Sales has to be in regular contact with all the
retailers and wholesalers for sales orders, regular supplies and recoveries. Sales team
is assisted by Base Office, Store and Accounts staff.
Majeed Group: As security is an essential part of the business and most companies do
contacts with some private companies for such purposes but Majeed group of
companies does not depend on security companies for security requirements. Majeed
Group has its own Security Department headed by an Ex-Army officer and consists on
Ex-Army men. Security department is responsible for proper security of all the
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premises of Group Member Companies, security of cash transfers and staff of cash
department. Training, refresher courses for security staff, exercises, periodical fire test
and test of ammunition are carried out on regular basis.
MAJEED GROUP OF INDUSTRIES
Mr. Chuadry Abdul Majeed is the chairman of Asia group of industries, who is one of
the best businessmen in Bahawalpur region.
Majeed Group of Industries involved in the following businesses
MAJOR BUSINESSES
Asia Ghee Mills
Asia Flour Mills
Bismillah Cotton Industries
Rohi Cotton Mills
Rasool Model Industry Pvt. Ltd (Oil & Cotton)
Majeed Brothers Pvt. Ltd.
Page14
Introduction of Asia ghee mills:
CH.ABDUL MAJEED who established the Asia Ghee mill private

limited in 1997 according to the company ordinance, 1984 but now
CH.MASOOD MAJEED is chief executive. Who has the total control over the
firm? The location of the firm is also attractive as it is situated at Ahmed Pur
Road near Khan ka Sharif, Bahawalpur. As it is a manufacturing company has
specialize manufacturing of two main products.
 Cooking Oil
 Ghee.
The plants which have been installed for the manufacturing purposes are
imported from:
 United Kingdom.
There are some other products also manufactured on this production plant unit such as
Soap, packing of Tins, etc. The production plants installed there have the capacity of
150 Tons per day. Almost currently plants utilize only 70% of the total capacity.
Moreover, the plants utilize 90% of the total capacity in the winter season.
The employees working merely in Asia Ghee mills are 100 in number holding
different posts and positions in the hierarchy of the company. Apart from these
workers there is some outsourcing of the labor as well for loading and unloading
purposes. The employees in Asia Ghee Ltd. are considered to be the best at their work.
Asia Ghee Mills has various departments like Sales & Marketing Department,
Accounts Department, Production Department, Technical Department, Commercial
Department besides security and quality department which would be discussed in
detail latterly.
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Asia Ghee Mills has achieved the mark of excellence and honor in the Bahawalpur
regions as its operations are right according to ISO 9000 & 14000. Whatsoever is
manufactured on the operating plants, nothing is thrown outside of the plant in form of
the wastes. That seems to be a purely environment friendly organization.
Asia Ghee Mill is situated 15km away from Bahawalpur at Karachi Road. This Ghee
and Oil manufacturing unit was established in 1994 and start production in 9 th June
1997.
Asia Ghee Mill occupied a land area of approximately 3 acres.
The area of Asia Ghee Mill is divided in two heads:
a. Production Area
b. Non Production Area
Non-production area consists of offices, parking facility, and a big lawn. In non-
production area they have their own nursery. Asia Ghee Mill has a very attractive
outlook because they have wide variety of plants and flowers in the lawn and nursery.
The office interior of Asia Ghee Mill is very good because the offices are fully air-
conditioned and heaters are also available in cold weather.
Asia Ghee Mill is not incorporated in Stock Exchange. Asia Ghee Mill has a capacity
of 150 tons per day but currently they are using 50% of their total capacity.
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PRODUCTS OF ASIA:
Asia Ghee Mill is manufacturing both Ghee and Oil. The brand names of the product
are given in the table along with their respective weights and prices.
MAJOR BRANDS WEIGHT PACKS
16 KG Tin Pack and bucket pack

ASIA BANASPATI
2.5 KG Tin Pack and bucket Pack
12 KG 1 Carton (12 pack of 1KG)
12 KG 1 Carton (24 pack of 0.5KG)
12 KG 1 Carton (48 pack of 0.25KG)
5 KG 1 Carton (5 pack of 1KG)
16 Lit Tin Pack

ASIA COOKING OIL
10 Lit Tin Pack
5 Lit Tin Pack
2.5 Lit Tin Pack
12 Lit 1 Carton (12 pack of 1liter)
5 Lit 1 Carton (5 pack of 1liter)
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BY PRODUCTS OF ASIA GHEE MILLS:
Asia Ghee Mill has two types of by products, which are:
 Laundry Soap
 CO2
Asia Ghee Mill has sold the laundry soap under the brand name of “Asia Laundry
Soap” where as they dispose of the carbon dioxide into the air.
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Vision:
“Mr. Majeed is very social person and has an industrial mind, who always think
about the development of people of the country specially living in Bahawalpur
through the creation of employment and meeting their basic necessities of clothes
and foods (Flour, Ghee & Oil).”
“Superior quality products at affordable price for our customers, is our commitment.”
Proposed mission:
Asia Ghee Mill doesn’t have any written mission statement but through our discussion
we came at, and the mission of the Asia Ghee Mill should be:
“We care the health of our customers by providing them, wherever they live, the
superlative purity and best quality oil & ghee at comparable prices and continually
improve our products to meet their needs which help us to maximize the wealth of
owners who in turn, create more employment opportunities and provide maximum
benefits to employees”.
“We want to become a company which will have customer satisfaction,

innovation, and continuous improvement in all fields in safe environment’’.
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Objectives of Asia Ghee Mill:
The distinctive objectives of Asia Ghee Mill (pvt) Limited are categorically mentioned
as under:-
 Our cleanliness is essential for our customers’ health.

 We very well know our customers deserve best quality
 We use international standard “ISO 9000” for quality.
 We use international standard “ISO 14000” for clean and healthy environment.
 To consider our employees as the asset of our organization and doing proper
management for their betterment
 Beat the competitor and maintain existing customer
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Corporate level strategies:

Corporate level strategy focuses on strategies for enterprises consisting of more than
one business. Asia Ghee Mills, for instance, comprises several businesses, including
consumer goods and industrial goods. Asia Ghee Mills involve more than one business
is said to be diversified.
CONCENTRIC DIVERSIFICATION
“Adding new, but related products or services”.
Asia Ghee Mills involved in concentric diversification because Asia Ghee Mills has
two by products, laundry soap and CO2 gas. Asia Ghee Mills has developed a setup to
sold laundry soap under brand name of “Asia Laundry Soap” so Asia Ghee Mills is
adding new but related products in to the market. Instead of selling laundry soap as a
raw soap to any other soap manufacturer, they themselves start cutting and packaging
of the soap and sold in the market as their own new products under their own brand
name. Then we said it concentric diversification because they manufacture the soap
from the byproducts they receive.
ISLAMIC CONCEPT OF BUSINESS
All the industrial units and business projects of Majeed Group were established
without any loan or bank borrowing. Group had been availing the bank finances for
operations of business till few years back when there was a change in financial policy
of the group. Now a day’s all of our Industrial and Business units are free from any
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bank loan and as policy matter Majeed Group is not involved in SOOD or RIBAH.
This is itself a tuff task of fund management for our management team.
BACKWARD INTEGRATION
“Seeking ownership or increased control of a firm’s suppliers”.
Asia Ghee Mills involved in backward integration because they receive the cottonseed
oil from their own cotton factories. Although these three cotton factories provide only
10% of its total requirement but this will increase the bargaining power of the Asia
Ghee Mills if it has to negotiate upon the prices of oil purchasing from other factories.
OUTSOURCING
To outsource of seasonal employees at different SBUs of Majeed Group of Industry

through contractors.
PROFIT MAXIMIZATION
To achieve maximum level of profits and benefits being the private limited company.
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Business level strategy:

Firms compete directly with one another at what is called the business level of
strategic management, so we will focus on crafting successful competitive strategies.
Because competition takes place at the business level, strategic management at this
level is crucial to the overall success of the firm.
DIFFERENTIATION STRATEGY
Asia posses’ differentiation strategy because it is ISO certified as compared to its

competitors. This is one of the reasons which makes it leader in the market.
Operation level strategy:

Operation level strategy focuses at how to develop capabilities in process execution
that will yield competitive advantages for a firm. This involves applying strategic
management concepts to what is known as the operations level, the level at which
work inside the organization actually takes place. We focus on how organizations go
about improving their process capabilities, including both total quality management
and core process reengineering.
PRODUCT DEVELOPMENT.
“Seeking increased sales by improving or modifying present products or services”.
Currently Asia Ghee Mills is following the product development strategy, because the
Asia Ghee Mills is continuously improving the quality of the ghee/oil for the
consumers. Asia Ghee Mills has a good image in the Bahawalpur, and they try to
develop the same good image in all over the country, so that’s why they are improving
their products through TQM. Production of fortified flour from wheat taken from
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different regions of Punjab in order to fulfill the deficiencies of iron in the human
body.
DEPARTMENT LEVEL STRATEGIES.
 As we have worked in Sales and Marketing Department, therefore we are

concerned with only this department strategy:-
 On time delivers
 Creating long term relationship with wholesalers and retailers.
 Boosting the level of sales of Cooking Oil and Ghee.
 Handling complaints & providing satisfaction to the customers.
 Streamlining the flow of communication between different distribution network

channels.
 Taking market information and making actions accordingly.
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Director
Marketing &
HR
Sales manager
Assistant Accountant Internal

supply auditor
manager
Assistant sales
officer
Drivers Store clerk
Sales men
Helper to store
clerk
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Analysis of organizational structure:

Majeed Group is being managed by a Board of Directors.
1. Chairman
2. Vice Chairman / CEO.
3. Senior Executive Director.
4. Executive Director.
5. Director Taxation.
6. Director Marketing & HR.
1. Chairman, Ch. Abdul Majeed, keeps a close supervision on the performance of

Board of Directors. All major decisions are made with his approval.
He has the honor to be the First Mayor of Bahawalpur when Bahawalpur Municipal
Committee was up-graded to Municipal Corporation. He twice served as President of
Bahawalpur Chamber of Commerce and Industry.
2. Vice Chairman Mr. Masood Majeed being Chief Executive is responsible for
development of business strategies and planning for new projects and business, up-
gradation of existing projects with consultation from members of board of directors.
He is responsible for fund management, relations with banks, financial institutions and
Insurance companies. He is responsible to guide the members of board of directors in
discharging their responsibilities, to guide and check the performance of Team of
Managers and approve their rewards. He approves the hiring and firing of the senior
staff. He is responsible for overall supervision of Asia Ghee Mills and Bismillah
Cotton Industries. He is responsible for marketing and sale of cotton.
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He is also responsible for ongoing research activities for development of

ginning machinery. He served as Chairman of the Task Force for Development
and Up-Gradation of Ginning Machinery, Ministry of Industries, and
Government of Pakistan.
He maintains relationship with Government departments for research and

development such as, Engineering Development Board, Technology Up
gradation and Skill Development Company, Small & Medium Enterprises
Development Authority, Ministry of Industries. Pakistan Cotton Standard
Institute, Ministry of Textile and Agricultural Mechanization Research Institute.
He is member of the Board of Directors of Pakistan Cotton Ginning Research

and Training Institute. He also served as President of Bahawalpur Chamber of
Commerce and Industry.
3. Senior Executive Director is responsible for Relations with Utility Departments

Such as Electric Supply Company, Gas Supply Company and Telecommunication
Department.
He is responsible for all legal matters and relations with Bar Associations. He is also
responsible for, purchase of Transport Vehicles, procurement of special items such as
machinery, electrical and electronic items and costly equipments from out of city and
out of country.
He is also responsible for social events such as Horticulture Exhibition, Motor

Sports Events and to supervise operations of Rohi Cotton Industries.
4. Executive Director is responsible for, relations with Food department, Law

enforcing departments, Public & Political relations and Trade Organizations. He
is also responsible for overall supervision of Asia Flour Mills.
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5. Director Taxation is responsible for, handling of all tax related matters such
as Income tax, Sales Tax, Filling of all tax returns and to supervise all legal
matters relating to tax. He is also responsible for relations with Chartered
Accountants, Auditors and Tax Bar Associations.
6.Director Marketing & HR. A young man from third generation of

MajeedFamily who recently joined Majeed Group is responsible for overall
supervision of Asia City Sales and to supervise hiring process for new human
resource. He is responsible to supervise security related matters, Security
Officer and to check the regular training and evaluation of security staff. He is
also responsible for introduction of new Information Technology to Majeed
group of Companies.
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Working of various divisions and departments:

1. Production Department:-
General Manager (Technical) is in charge of Production Team and is responsible for

production of quality products at minimum production cost. He is responsible for
proper maintenance of plant.
Structure
Production
Manager
Tin shop
supervisor Production
Boiler Engineer Electric supervisor
supervisor
Workers Foreman Operator
Helper Helper
Boiler engineer
Information of ghee and oil process raw material such as oil like palm oil,
canola etc is boiling at specific temperature. It is his duty to control this process.
Tin shop supervisor
His duty is to store and packaging of ghee after production.
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Production Supervisor
Production
supervisor
Gas plant
refinery filling ammonia
foreman foreman operator operator
operator operator helper helper
Assistant Assistant
operator operator
helper helper
GM Technical is assisted by
 Quality Control Department for continuous feedback of quality of under process

products at every stage of process, for assessment of quality of raw materials
and chemicals, for assessment of quality of finished products until it leaves the
production house.
 Mills Store for constant supply of chemicals, spares and other consumable
items.
 Commercial department for supply of quality raw materials and to provide other
materials for day to day requirements.
 Security Department for continuous security arrangements necessary for the
plant.
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2. Quality Control Department:-
Structure
Quality control
manager
Shift chemist
Lab attendant
Chief Chemist is in charge of Quality Control Team.
 Analysis of all raw materials, consumable chemicals, under process products at

different stages and finished product is responsibility of quality control team.
 It is responsibility of Chief Chemist to analyze finished products and certify its
fitness for packing. It is also his responsibility to randomly check packed
product from every batch and certify its fitness for dispatch to market.
 Quality Control Department is responsible for analysis of any kind of oil or raw
material sent for analysis from commercial department.
 Analysis services are available for any third party on payment.
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3. Commercial Department:-
Manager Commercial is in charge of commercial department and is responsible to;
 Purchase of raw materials after consultation with Chief Executive.

 Purchase of packing materials.
 Marketing and sale of finished products.
 Information about current prices in local and international market and determine
the daily prices of our products.
 Contact contractors to arrange transport of imported raw oil from port to Mills.
 Contact with customers and dealers for payments and to guide teams for
recovery.
 Guide accounts department for payments to suppliers.
 Arrange logistics for smooth supply of product to dealers and customers.
 Take action on any complaint from market and send a team for evaluation.
 Counter singe the invoices, gate passes and daily accounts sheets generated by
accounts department.
 Contact production department for requirements of products according to daily
market demand.
 Contact quality control department for quality analysis of all raw materials.
 Over all supervision of Cash Department.
 Control stores staff.
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Commercial Department is assisted by
 Production department for production according to demand.

 Stores in charge for reordering level.
 Quality Control Department for analysis of all raw materials and analysis of
third party samples on payment.
 In charge Weighbridge for weighment of all incoming and outgoing materials.
 Accounts Department.
 Cash department.
 Security department.
4. Accounts Department:-
Manager
account
Assistant In charge Time office

account cash branch in charge
clerk clerk
Manager Accounts is in charge of Accounts department and is responsible to
 Supervise data entry of all the Vouchers in computer daily. Maintain the hard
copies of computerized Books of Accounts and Financial Accounts.
 Guide and supervise the performance of the staff of accounts department
 Supervise generation of the computerized Gate Passes, Delivery Notes and
Invoices of the customers for delivery of products in the light of delivery order
from the Commercial Department.
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 Send daily reports of receivables, payables and bank balances to Manager

Commercial.
 Prepare cost sheet of imported material, Consumption & Production reports.
 Prepare and maintain record and files for every import letter of credit.
 Prepare and check the Federal Excise, Sales Tax Return & Income Tax
Statements and e-file the Monthly Income Tax Statements and Sales Tax return
to the Federal Board of Revenue.
 Maintain and check the quarterly Income Tax Statement for Advance Income
Tax.
 Prepare the required information / documents and reply the quarries of the
teams from Government Departments, Internal and External Audit.
 Prepare and check all sorts of payments to the Employees, Suppliers and
Contractors after proper deduction and deposit of withholding tax.
 Maintain and update of computer hardware & software.
 Printing of stationery used in the Ghee Mills and Office.
Accounts Department is assisted by
 Production department for daily production and oil consumption report.

 Commercial Department.
 Cash department.
 Stores in charge for daily in, out and balance stock.
 Gate office for inwards and outwards and time keeping record.
 Security department.
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Marketing Mix of Asia Cooking Oil and Ghee:-
Industry analysis:
Currently cooling oil and ghee industry is not in growth stage because it is necessary
thing for our society but due to inflation it is not consuming so much. Poor people
have cut down the usage of the cooking oil and ghee. Especially in bakery, sweet, fast-
food and other food related all are I recession and they are also heavy user of the
cooking oil and ghee. There are also increasing competition in the market due to
increasing number of the competitors, due to all this the industry now has become very
competitive and every competitors has some market share. They are trying to hold this
market share rather focusing on market development. Now industry is bringing some
changing and a lot competition coming on quality and health rather just focusing on
price factors because number of purchaser who wanted to have cholesterol free and
best for the health products are demanding.
Sales cycle city:
Sales are decrease for the same period of time due to PEST factors. There is now sale
cycle city is prevailing in the industry at that moment due to high taxes, high interest
rate and economic crises over all the industry cooking oil and ghee at declining stage
if we see it as necessary good.
Sales seasonality:
Sales seasonality also counts in this industry. In the winter season the production and
consumption of cooking oil and ghee increase and in summer it decrease. Especially
consumption of the food related all the industries increases. So the cooking oil and
ghee is essential for them. On the hand consumption of these industries in the summer
decrease and it affect the sale of cooking oil and ghee.
Same case also regarding household consumption also.
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Marketing Mix of Asia Cooking Oil and Ghee
There are four important components of marketing mix:-
1. Product
2. Price
3. Promotion
4. Placement/Distribution
Now let’s take a look how the marketing mix of Asia Cooking Oil and Ghee functions.
1. Product
Asia Ghee Ltd. is selling two important products i.e. Cooking Oil and Ghee. The
company is making products right according to the demand of the customers and
also make value additions in a sequence in order to remain on top of the list in the
market competition.
It has been a hall mark for the company that the products which are being
manufactured on the operating plants are according to ISO 9000 & ISO 14000
mentioned standards. For this reason also, Asia is outperforming its various
competitors.
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Asia has a range of products available into the markets. These are highlighted as
under:-
Cooking Oil:
Tin Bucket Pack

 16 Liters  16 Liters  1 Liters (12 Pack)
 10 Liters  1 Liters (05 Pack)
 05 Liters
 2 ½ Liters
Ghee:
Page37
Tin Bucket Pack

 16 kg  16 kg  01 kg (12 Pack)
 10 kg  10 kg  01 kg (05 Pack)
 05 kg  05 kg  1/2 kg (20 Pack)
 2.5 kg  2.5 kg  1/2 kg (14 Pack)
 1/4 kg (48 Pack)
 1/4 kg (40 Pack)
Features and benefits of Asia Cooking Oil and Ghee
The products of Asia Ghee Limited entails following important features and benefits:-
Features
It is worth mentioning here that Asia Cooking Oil and Ghee contains Vitamin A, D &
K in its various products. Moreover, the specialty of Ghee is considerably important,
Ghee products are manufactured on 37 Degree Celsius which helps a person to digest
easily and which keeps the person away from various chronic heart diseases.
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Benefits
Now the features of Cooking Oil and Ghee give the person many benefits in different
ways as follows:-
Benefits of Vitamin “A”
 Act as anti-oxidant, helping to protect our cells against cancer and other disease
 Vitamin A improves our vision and prevents night blindness
 This vitamin promotes formation of strong bones
 Vitamin A guards us against bacterial, viral, parasitic infections
 Guards us against heart disease, stroke and lowers blood cholesterol level
 It can improve skin condition like acne or psoriasis
 A well-known wrinkle eliminator, vitamin A reduces fine lines in the skin and
helps fade age spots.
 Vitamin A supplements may help kids who have respiratory problem
 The supplement is also believed to help people suffering from glaucoma and
measles.
Benefits of Vitamin “D”
 Vitamin D is needed in the development of strong, healthy bones

 Its chief function is to maintain the right concentration of Calcium and
phosphorous in the body
 Vitamin D is necessary for calcification process
 It maintains normal structure of bones and assists to govern the balance between
bone calcium and blood calcium.
 It is helpful in the development of normal teeth.
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Benefits of Vitamin “K”
 Mainly for controlling blood clotting

 Useful for people who have just undergone surgery.
 It helps calcium in strengthening bones.
 Prevents hemorrhagic disease of the newborn
Brand equity
Asia has strong brand equity in the Bahawalpur city; According to our research it is
founded that more than 50% cooking oil and ghee users are the loyal customers of
Asia Cooking Oil and Ghee. This is just due to the brand name which Asia company
has created so far in the market.
Packing
Although Asia using many packing in order to satisfy the needs and wants of the
different segments and it has successful achieve tier objectives in term of packing. But
still according to our research is founded that Asia should to change packing and
information on it, in order to it becomes more attractive and satisfactory for the
customers.
2. Pricing
Asia has the competitive pricing objectives and providing maximum and better quality
against its major competitors. In the southern Punjab market all the local brands have
similar almost similar prices and through price signaling they change the price, if one
competitor increase or decrease its other also do the same.
The main reason behind Asia is doing so because there is no significant difference in
the product brands of Asia Cooking Oil and Ghee and the products brands of its
Page40
competitors. So it becomes easier for the customers not to give extra price for having
very little difference in the product.
Pricing strategy
Asia is using “Product Line pricing strategy” for its products, which means that one
products line pricing for example, the product line of 16 Kg Ghee Tin, differentiates
the prices of the product line of 5 Kg Ghee Tin packs. This strategy is the most
frequent used strategy for many FMCG’s (Fast moving Consumer Goods) products.
The objective of this pricing is to set prices in different way to different segments
which have already been made by the company keeping in view the characteristics of
its ultimate customers. For instance, Asia has made a segment of poor customers
which mostly rely on ¼, ½ & 1 Kg Ghee packs, so keeping in view the attributes of
this class of customers.
Asia has also made another segment of its customer on the basis of income level, for
instance the segment of customer belonging to middle class and monthly income
people. The customers of this segment do buy 5 kg, 10 Kg, 12 Kg &16 Kg Ghee packs
and Tins and in return Asia provides discounts to the customers of this segment on
buying these brands in bulk.
2. Promotion
One very important finding through our retailers and shopkeeper’s research, retailers
and shopkeepers said that if Asia will promote its brand more then it will become for it
to increase its sale.
The promotional campaigns from the side of Asia Ghee Ltd is a mixture of two
components i.e. above the line promotional activities which includes placing ads on
billboards in different phases of the Bahawalpur city with the combination of wall
Page41
chalking and below the line activities which include sponsorships of Cricket
tournaments, flower exhibitions beside the cooking shows held in different time
periods in a year. Under the umbrella of below the line promotional activities Asia
Cooking Oil and Ghee is working on two aspects side by side i.e. Publicity and public
relations.
Publicity
Asia is now facing both positive as well as negative publicity. In positive they have
strong brand recognition in the customers and they ask other people for the high
quality of Asia and convince them to purchase this brand. Also due interest free and
religious organization factor as well as political background of the family by doing a
lot of social welfare schemes also increasing its positive publicity.
In the negative publicity factors come through its competitors. Especially they create
negative word of mouth against quality and work force in order to damage its brand
name and increase their sale by decreasing the sale of Asia.
Public Relations
One of the most important reasons of the success of the Asia is its long term public
relation with all its stake holders and it is also big reason of good brand name of Asia.
Asia gives very importance top public relation. As far as the public relations activities
are concerned, they invite common people to visit their production plant units which
give awareness to the people and which finally creates positive word of mouth for the
company. Moreover, they raise funds in form of charity for the poor people by using
their company names. This charity money is collected either through conducting
different sports events or by some other means.
Page42
Pros and Cons of promotional activities
Though Asia Cooking Oil and Ghee is a local brand of Southern Punjab, still it does
not promote their products’ features and benefits as they should be. The responsibility
of lack of promotion goes on to the management of Asia Ghee Limited. Unless or until
they don’t come up with better promotional campaigns throughout the city, it would
be difficult enough for the company itself to educate its customers well about the
features and benefits of Asia Cooking Oil and Ghee product brands.
Billboards
Wall chalking
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4. Distribution
The distribution of Asia Cooking Oil and Ghee is made through two distribution
channels
Through own distribution channels
In Bahawalpur city Asia Ghee Limited Asia ghee mills limited has its distribution
channels. Through its sale workforce Asia create sale like they send the sales people
at shop and gets order from them and they make sure on time delivery by developing
long term relationship with them.
Characteristics of Sales workforce
 The sales force visits the retailers regularly and punctually.

 They become the reason of promotion for Asia Ghee Limited.
 The highly motivated workforce leads the company business to the optimum
levels.
Selling their products themselves
They are making fruitful use of direct selling with the help of their motivated
and diligent workforce, for instance direct selling made in Ramzan Bazars.
2. By making contract with the distributors
Second source of the distribution of Asia is that they make contract with the
distributors in order to sell their product, in this way Asia give profit margin. They
consider as main source for the Asia products availability to the retailers. There are 41
distributors of the Asia ghee mills limited. Distributors do the following thing s for
the Asia ghee mills limited.
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 They try to build long term relationship between the company, retailers and
the final customers.
They provide optimum value addition to the retailers and the final customers.
Page45
INTERNAL ANALYSIS
STRENGTHS
 The Company has most recently introduced its own solvent Plant
 Excellent advertising and promotional activities which attract consumers
 Adequate financial resources based only on equity
 Well co ordination between departments
 Having durability and brand name and loyalty of customers
 Having wide spread and good distribution channel
 Internal supply system.
 The time period for Account Receivables is very low which provides the
company with the opportunity to keep the cash in hand.
 The customers of Asia are seemed to be loyal to its various product brands.
 Asia has got built strong brand recognition in the market against its competitors.
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The value addition concept is followed at all levels of the organization which is
Weakness
 The productivity of Asia despite all efforts remains the same or sometimes low.
 Decision making is extremely centralized
 It lacks Research & Development which is necessary for advancement.
 Over dependent whole sellers and retailers.
 There is need for the company to diversify in other fields as well.
 Company can also outsource the working of R & D from other companies
which can create a differential advantage for its products.
 Making contracts with utility stores can also be considered as an opportunity for
the company.
 Distribution are not working up to satisfactory level so yet it is not introduced in

other province
External analysis
THREATS
 Sudden increases in raw material prices.
 The market share of its competitors is increasing comparatively at fast speed.
 There are also electricity problems during the production of Cooking Oil and
Ghee.
 Unfriendly taxation policies take away the chance of maximizing profits.
 New entrance competitors
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 Unavailability of raw material
 Unstable political and economic conditions of the country
Opportunities
 Installation of more new plants
 Labor outsourcing
 By increase their market nationwide
 Have an own extraction plant
Page48
Following are suggestions for Asia ghee mill
 Company should adopt an efficient appraisal system and give rewards to

employees who show extraordinary performance.
 They do not compensate the retailers of rural areas with the same way as in
urban areas due to high competition if they do not change their strategy it will
create problem for them
 Management should hire specialist for each job .
 Top management should give autonomy and the flexibility to every manager to
make decisions according to the situation at any time in the absence of top
management.
 All the duties of employees and workers should be clearly defined.
 The computer technology should be used in decision making and well as in

storing and feeding the data
 The company should make it possible to deliver the goods to the buyers at the
agreed time.
 They do not offer credit sales even to key customers due to which there is
chance to lose key customers so they should do relaxation in sales.
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Conclusion:
Internship is a first step in practical life related to our conventional studies which we
are receiving at the door step of university. It accounts a lot of importance in our life
because during the studies the vision of our minds is not as that much broad & clear as
it get developed right after taking the first step into the practical life .
M.COM is a professional degree and being a part of it was compulsory for to do

internship in any organization because each and every student complete his or her
internship, which is based on the time period of almost 6 weeks. For performing this
responsibility I joined Asia Ghee Mills (pvt) Limited as an internee in its Sales and
Marketing Department because I have done my M.COM in marketing.
Asia Ghee Mills (pvt) Limited is a private local Mill in Bahawalpur and it can be said
as one of the flourishing strategic business unit of Majeed Group of Industries. Asia
Ghee Mills Limited was established in 1997 under the company ordinance 1984. The
owner of Asia Mills Limited is Ch. Abdul Majeed. The company is located on Ahmed
Pur Road having territory radius of almost 100 Kilometer. Asia Ghee Limited is
considered to be a wholly manufacturing company working in the southern Punjab. Its
main two manufactured products are Cooking Oil and Ghee which is manufactured on
the Uk based production plant whose total capacity amount to be 150 Ton per day.
However, the plant usually utilizes at this time at full capacity of its total capacity.
There are also so many other products which are made besides the manufacturing of
Cooking Oil and Ghee like Soap, etc. while it also creates CO2 gas in their production
plant..
The company has many departments being supervised by different people like
production department, commercial department, technical department, accounts
department, etc. They department are also interlinked with each other because each
work will start with the end of other department. These responsible for creating the
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goodwill for the company as a whole. These departments are assigned their respective
responsibilities and duties.
Production of Asia Cooking Oil and Ghee is performed according to the international
quality standards like ISO 9000 and ISO 14000 which is a feature for the company
itself. However, the company has not registered itself on ISO standards due to some
technical difficulties in the documentation process but still the company aspires to get
itself registered to these standards. In view of these standards, whatsoever is
manufactured, its wastes are not thrown outside the boundary of the production plants
like into canals and rivers flow in the region of Bahawalpur. Apart from that aspect,
the production of both Cooking Oil and Ghee is performed including no human
interaction. Each and every product is manufactured by the machines installed in the
production plant human interaction is only with the machines which are working
automatically and on the quality control and also see the working of the machine and
if there is any fault to remove it also will be handled by the human interaction.
Asia Ghee is targeting the customers on the base of segment on income level. Keeping
in view the characteristics of the customers with the same segment, products are
designed & provided to the customers through whole seller and retailers. It has a wide
range of product available into the market like in the product line of Ghee there are
different sku’s are available like ½ Kg, 2.5 Kg, 5 Kg, 12 Kg & 16 Kg Ghee Tins
according to the needs and wants of the customers. Low quantity ghee is designed for
the low income class people and brands with large quantity are made for the rich
gentry who consumers Ghee more frequently than those who do not. Same is the case
in Cooking Oil different sizes are available keeping view the Cooking Oil and Ghee
like Vitamin A, Vitamin D and Vitamin K provides lot of benefits to the customers.
Like Vitamin A improves ones vision and saves the person from night blindness, it
promotes formation of strong bones; it saves us from bacteria, viral and heart diseases
as well at the same time. In the same manner, Vitamin D helps in the process of
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calcification and characteristics of the ultimate customers like they are manufacturing
1 Liter, 2 Liters and so on, in form of Tins, pouches and boxes.
Vitamin K used in it specialty of Asia Cooking Oil and Ghee is that the features of
Vitamin K helps to remove the diseases of newly born children. These are the benefits
which the customer of Asia Cooking Oil and Ghee may get while using it in its
edibles.
Production department is responsible for the designing of the packing of Cooking oil
and Ghee. This saves their lot of additional cost which they would be giving to outside
companies. Moreover, during the manufacturing of packing the quality and durability
of packing is consistently observed and followed. According to the research, majority
of the customers living in Bahawalpur and its outskirts are not yet so much satisfied
with the packing according to them there is improvement necessary for it.
ASIA GHEE MILL (PVT) LTD. The summary of the survey shows that 67.2 %
shopkeepers are satisfied with the profit margin and the remaining 32.8 % are not
satisfied by the profit margin of the products.
63.9 % shopkeepers are satisfied with the discount on product and the remaining 36.1%
are not satisfied. So we conclude that mostly people are satisfied with the discount on
the products.
90.6 % shopkeepers are satisfied with the behavior of the workers of the company but
remaining 9.4% are not satisfied. So the survey summary shows that a large amount of
the shopkeepers are satisfied with the behavior of the workers of the company and a
little bit people are not satisfied.
85.0% shopkeepers are satisfied with the price of the Company’s products but
remaining 15.0% are not satisfied. So the survey analysis shows that a large amount of
the shopkeepers are satisfied with the prices of the products of company and a little bit
people are not satisfied.
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94.4% shopkeepers are fully satisfied with the quality of the Company’s products but
remaining 5.6% are not satisfied. So we can say on the basis of our survey that the
shopkeepers are fully satisfied with the quality of the products of company and a little
bit people are not satisfied.
81.7 % shopkeepers are fully aware with buying behavior and the remaining 18.3% are
not fully satisfied. So we can say on the basis of our survey that mostly shopkeepers
are fully aware with the customer buying behavior.
87.8% shopkeepers are fully satisfied with the packing of the products and the
remaining 12.2% are not fully satisfied. So we can say on the basis of our survey that
mostly shopkeepers are fully satisfied with the packing of the products.
91.7% shopkeepers are fully satisfied that products are good for health and the
remaining 8.3% shopkeepers are not satisfied. So we can say on the basis of our survey
that mostly shopkeepers are fully satisfied that products are good for health.
98.9% shopkeepers are fully satisfied size of the products and the remaining 1.1%
shopkeepers are not satisfied. So we can say on the basis of our survey that mostly
shopkeepers are fully satisfied with the size of the products.
68.3% shopkeepers are agreed that new technology improve the standard and quality
of the products and remaining 31.7% people are not satisfied.
79.4 % shopkeepers give view that Asia should give some creativity activities
organize seminars to the customers and retailers that have directly impact on the sales
but 20.6 % are not agree on that veiws
87.8% shopkeepers said that they received the products in time and the remaining
12.2% are not satisfied with the delivery of the products.
84.4% shopkeepers said that the customers decide to make regular use of products
and the remaining 15.6% are not satisfied with this option.
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81.7% shopkeepers said that the customers are purchasing the products frequently and
the remaining 18.3% are not fully agreed with this statement.
62.2% shopkeepers said that the products of ASIA GHEE MILL (PVT) LTD are of
international standard and the remaining 37.8% are not agreed with this statement that
the products are of international standard.
90% shopkeepers Said that ASIA should use the cooking shows in televisions as the
tool for advertisement that have a positive impact on the sales and the customer
relationships and dealings and 10% are not agreed.
In this report the marketing mix would let you know how the efforts are being put
forth in regard of marketing aspects. It is certainly known that marketing mix
comprise of product, price, place and promotion. The products of Asia Cooking Oil
and Ghee have already been discussed. So as far the other aspects are concerned, these
aspects do possess considerable important of the management. Pricing of Asia
Cooking Oil and Ghee brands is competitive pricing and premium pricing. That means
as the competitor sets the prices of its products so would be the prices of products of
Asia Company. This concept is usually known as price signaling which dictates a
company to follow the pattern of prices of its competitors. So it means that the signal
of changing price will also directly affect the strategy of other firm.
Promotion is doing them by two ways the first is above the line promotional activities
and the other is below the line promotional activities. Above the line promotional
activates entail advertising on Bill boards, wall chalking, etc. while in below the line
promotional activities, the company conducts so many social activities like sometimes
it sponsors Cricket match tournaments, cooking shows, flower exhibitions. The basic
purpose of such kind of promotional activities is to make its customers fully aware of
their products and the company in some way.
Page54
The distribution is also important like other elements of marketing mix. Asia
Company has an effective and efficient distribution network channels and a proper
team of sale people. There are 41 distributor of Asia Company. Moreover, the sales
team has divided the Bahawalpur region into 8 circles and thus it becomes very easy
for the company to access the demands of the customers and equally facilitating the
retailers with supplies of.
Cooking Oil and Ghee and asking their problem if they are facing in any way. There
are also responsible to handle various complaints that arise from the side of the
customers. However the results of the research that has been conduct on the domestic
users of Cooking Oil and Ghee, it is found the propensity of making complaint is
considerably low. The only complaint which comes to into the notice of retailers and
finally to the sales people is of packing. Sometime the packing gets leak and creates
problem for the customers.
Employees at Asia are taken as valuable assets for the company. The management
seems to be very considerate on the issues related to the employees better and
development in every aspect. There are total 100 employees working in Asia Cooking
Oil and Ghee holding different positions & responsibilities. Moreover, the company
takes the stance for its employees and tries to facilitate their families also so that when
they come to work they feel free from all problems and difficulties and could show the
best result in the organization.
A comprehensive research has been conducted over the domestic customers of Asia
Cooking Oil and Ghee so that we may get to know what actually the customer thinks
of the company, its products and its operation in the market. Many of the results have
been taken which over all concludes that mostly people use Asia Cooking brands in
their edibles as well as for their domestic usages.
Page55
For the strategic point of view mothers are known as the decider in the purchase of
Cooking Oil and Ghee. All that is needed to put consistent focus on the mothers
among the family members. It is estimated that Dalda Cooking Oil is the serious
challenge for the company as it also acquire those features which are acquired by the
product brands of Asia Company besides maintaining high quality standards. Though
Asia is the market leader in the competitive position prevailing in the marketplace yet
it should try to capture as much market share as it is possible for them. For this reason,
the perceptions of the mothers are needed to change so that the negative perception
that is developed in the minds that Asia is a local brand and it does not according to
the health standards, can be altered. In this regard, the company should invite the
general public particularly the mother on their production plants where products are
manufactured, so that they may see the process of making Cooking Oil and Ghee
themselves and may also know that being the local brand, the brands of Asia are not
low in quality, tastes and designs as compare to the superior brands like Dalda, Eva,
Sultan, Etc.
Retailers are unhappy with the Asia Ghee because they are doing credit based business
that creates a problem for the retailer in order to make purchases with the Asia Ghee
Mill (pvt) Limited. The management is also right on their part, as the company is
wholly equity based and it has nothing to pay in term of liability to anyone. However,
it is also need that the company should take the risk and allow the retailers who tries to
sale a lot of quantity of Asia Cooking Oil and Ghee, to make purchase on credits. This
might also increase the sales of their brands and this may also reduce the market share
of its competitors in a way that the retailers are also considered to be creating positive
word of mouth for the companies’ products. They may also convince the customer to
buy the product of Asia instead of buying other brands of Cooking Oil and Ghee. If
they take another measure as well with this move, that may also give them lot of
benefits. The company should also expand the time period in which the retailers have
to make the cash payments to the company for the products they have already taken on
Page56
credit. The relaxation on payments would help the retailer in different ways and this
would finally help itself to capture a large number of market shares.
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Words of Quran;

“OH! PROPHET SAY! IF OCEANS ARE CONVERTED INTO INK TO WRITE

A comprehensive internship report on “Asia Ghee Mills Limited”

For The Consideration Of,

Sir Dr. Zahid Sb

A humble attempt by,

It was such a pleasant experience to work in ASIA Ghee Mills I own my

It is due to an endless effort of my friends and fellow members at ASIA

So being a student of M.com it was necessary to complete an internship in any of the

Introduction of Ghee/Oil Industry:

Ghee industry was introduced in the sub-continent in mid-thirties, and since

During the past 21 years of interrupted and partially halfhearted efforts of

Ghee Industry in Pakistan:

2) Shehbaz Ghee Mills is engage in the production of ShebazBanaspati. It is situated

4) Fatima Enterprises Ltd.

6) Ahmad Food Industries manufactures Ahmad Soyabean Oil.

7) Ghee Corporation of Pakistan (G.C.P) under which 26 units engaged in the

Introduction of the organization:

As earlier mentioned, Innovation and constant up gradation is an integral part of

MAJEED GROUP OF INDUSTRIES

Majeed Group of Industries involved in the following businesses

Asia Ghee Mills

Asia Flour Mills

Bismillah Cotton Industries

Rohi Cotton Mills

Rasool Model Industry Pvt. Ltd (Oil & Cotton)

Majeed Brothers Pvt. Ltd.

Introduction of Asia ghee mills:

CH.ABDUL MAJEED who established the Asia Ghee mill private

Asia Ghee Mill occupied a land area of approximately 3 acres.

The area of Asia Ghee Mill is divided in two heads:

b. Non Production Area

MAJOR BRANDS WEIGHT PACKS

16 KG Tin Pack and bucket pack

10 KG Tin Pack and bucket pack

5 KG Tin Pack and bucket pack

2.5 KG Tin Pack and bucket Pack

12 KG 1 Carton (12 pack of 1KG)

12 KG 1 Carton (24 pack of 0.5KG)

12 KG 1 Carton (48 pack of 0.25KG)

5 KG 1 Carton (5 pack of 1KG)

16 Lit Tin Pack

10 Lit Tin Pack

5 Lit Tin Pack

2.5 Lit Tin Pack

12 Lit 1 Carton (12 pack of 1liter)

5 Lit 1 Carton (5 pack of 1liter)

BY PRODUCTS OF ASIA GHEE MILLS:

Asia Ghee Mill has two types of by products, which are:

“We want to become a company which will have customer satisfaction,

Objectives of Asia Ghee Mill:

 Our cleanliness is essential for our customers’ health.

Corporate level strategies:

“Adding new, but related products or services”.

ISLAMIC CONCEPT OF BUSINESS

“Seeking ownership or increased control of a firm’s suppliers”.

To outsource of seasonal employees at different SBUs of Majeed Group of Industry

Business level strategy:

Asia posses’ differentiation strategy because it is ISO certified as compared to its

Operation level strategy:

“Seeking increased sales by improving or modifying present products or services”.

DEPARTMENT LEVEL STRATEGIES.

 As we have worked in Sales and Marketing Department, therefore we are

 Creating long term relationship with wholesalers and retailers.