ACKNOWLEDGEMENT

All the praise is for Allah, the most merciful and beneficent, who blessed me with the
knowledge, gave me the courage and allowed me to accomplish this task. I am
especially indebted to all my teachers for instilling in me enough knowledge to be able
to carry myself efficiently during my internship.Secondly,

I am bound to thank all the staff of Ici paints. In particular I am grateful to Mr. A
Razzaq Butt (Demand Planner), Mr. Irfan Liaqat (Marketing Executive), Mr.Saad
(Assistant Brand manager), Mr. Sultan Shafqat (Demand Generator), Ms. Mazia
Hussain, their inspiring guidance, remarkable suggestions, constant encouragement,
keen interest, constructive criticism and friendly discussion helped me to learn and
enabled me to complete this report efficiently.
Executive Summary

Internship 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
and july 2010, I worked in Ici paints (Akzonobel) as an internee. My association with
this company was being a part of the marketing Department Under the Assistance of
demand planner. It was a great experience for me and it helped me in realizing where
my potential lies. What I learnt at Ici paints (Akzonobel) over the weeks was how to
manage the demand Decorative paints in different regions that includes South, North ,
and handling of inventory on daily basis , and analysis of daily stock position . The
experience has taught me responsibility, teamwork and how to handle demand of
product. This internship has also prepared me for my future career in Marketing so this
internship has helped me a great deal. This internship overall has been a great
experience.
DEDICATION

I dedicate this report to my parents and friends in recognition of their worth and to my
teachers who are the guiding force for me and it is their effort and hard work that
showed me the path of success and prosperity which would be there for me for the rest
of my life.My thanks to all those who have generously contributed their theoretical
knowledge to this report including my teachers? Without their understanding and
support, completion of this work would not have been possible.I hope people find this
report useful and the subject matter adds to their knowledge.

“Keep your dreams alive. Understand to achieve anything requires faith and belief in
yourself, vision, hard work, determination, and dedication. Remember all things are
possible for those who believe.”- Merlin Olsen
MY CAREER GOALS (INTRODUCTION)

My career goal is to work in the marketing department of a large multinational

company. Seeking an entry-level position in marketing utilizing my strong analytical
and communication skills combined with Masters in Business Administration.

Learning objectives of the internship

The objective of my internship was to learn how the Ici paints marketing department work and
what are the different tasks they perform in daily activities and how they are managing their
company with the changing environment and customers trends.

COMPANY PROFILE

The Company was founded in December 1926 by way of the merger of four companies
Brunner Mond, Nobel Explosives, the United Alkali Company, and British Dyestuffs
Corporation.
It established its Head Office at Milbank in London in 1928
Competing with DuPont and IG Farben, the new company produced chemicals,
explosives,
fertilizers, insecticides, dyestuffs, non-ferrous metals, and paints. In its first year
turnover was
£27m

Imperial Chemical Industries (ICI)

is a British chemical subsidiary of a Dutch conglomerate and one of the largest
chemical producers in the world. It is based in Slough, UK. It produces
paints and specialty products (including ingredients for foods, specialty polymers,
electronicmaterials, fragrances and flavors). It employs around 29,000 people.
Imperial Chemical Industries (ICI) is a British company that enriches our everyday
lives andenvironment.
The specialty chemical company designs, develops, and sells substances used in
the composition of sanitation products, as well as fragrances and paints. These activities
are dealt with in five entities: National Starch & Chemical produces adhesives, starch
products for the food industry and certain papers, and polymers notably for materials
used in electronics.Quest creates aromas and perfumes for care and hygiene products.
Uniqema propose productsthat improve the features and performance of certain
consumer goods such as body creams and lubricants. ICI Paints manufactures and sells
paint (decorative and protective, for both interior and exterior needs) under well-known
brands such as Dulux, Valentine, and Glidden.ICI is a real emperor in specialty
chemicals.

ICI Pakistan Limited

ICI Pakistan Limited (Imperial Chemical Industries) is located in Karachi, Pakistan.

The company is a 75.81% owned subsidiary of ICI Plc, UK. It was set up as a public
limited company in Pakistan in 1952ICI Pakistan operates a diverse portfolio of
businesses. It has sales of over Rs 50 billion, equivalent to 1 percent of the country’s
GDP. With this diverse portfolio,

ICI provides services to a number of diverse industries in the Country. To name a few,
they are Textiles, Glass, Pharmaceuticals, Agriculture and Livestock, Construction,
Automobiles, Chemicals, Cement, Fertilizer, Rubber, Detergents, Footwear, Food,
Beverages and Leather.
Today ICI Pakistan’s five businesses, Polyester, Soda Ash, Paints, Life Sciences and
Chemicals manufacture and sell a range of industrial a CI Pakistan is one of the largest
quoted companies on the Karachi, Lahore and Islamabad Stock Exchanges with a paid
up share capital of Rs 1.39 billion.
The company has around 1,294 permanent employees and the same numbers of people
provide services through contractual arrangements and consumer product

Overview

"ICI Paints produces some of the world's

top paint and decorative product brands.
Our aim is to inspire consumers to
transform their surroundings with
performance products and colour.

ICI Paints makes products to prepare and

care for all building materials, and also
provide coatings for cans and packaging.
The critical success factors of growth for ICI Paints are the deployment of new
technology, innovation and the successful marketing and promotion of our key brands.

The Paints business is headquartered in Slough, UK. Major manufacturing facilities are
located in the USA, UK, Brazil, Argentina, Germany, the Netherlands, France, China,
India and Malaysia. Additional manufacturing facilities are in 14 other countries.

Since the beginning of 2008 we have been part of Akzo Nobel, one of the world's
leading industrial companies. We are the biggest global coatings manufacturer and the
number one in decorative paints and performance coatings, as well as being a major
worldwide supplier of specialty chemicals.

We employ around 60,000 people in more than 80 countries and are committed to
developing innovative products and cutting-edge technologies, with a heavy emphasis
on sustainability. We have the scale and expertise to deliver whatever our customers
require, wherever and whenever they need it."

The Facts

"ICI Paints is a leading

international paint business
and historically accounted for
50% of the ICI Group's sales
in 2006. It concentrated
primarily on decorative paint
and packaging coatings for
food and beverage cans.

ICI Paints has maintained its

own sales distribution
network in over 30 countries,
also selling through agents
and distributors.

Following the acquisiton of ICI by Akzo Nobel, the integrated organization will operate
in three business areas. Decorative Paints, Performance Coatings and Specialty
Chemicals. Under this more focused structure, ICI's retained Specialty Polymers and
Regional and Industrial activities will move to Akzo Nobel Specialty Chemicals, while
ICI's Packaging Coatings operation will join Akzo Nobel's Performance Coatings
portfolio."
Packaging and Coatings

"ICI Paints has been a market leader in internal and external coatings for food and
beverage cans. It manufactures and distributes a broad product offering of packaging
coatings with significant market positions in the established markets of Europe and
North America and the emerging markets of Asia and Latin America.

The strategy of this business is to focus on profitable growth in South East Asia and
Latin America, to explore opportunities for growth in non-metal packaging, in
particular with PET (polyethylene terephthalate) bottle coatings, and to optimise the
supply chain.

Akzo Nobel is the leading company in the performance coatings sector and has earned a
global reputation for producing reliable top quality brands, unrivalled technologies, first
class service and flexible distribution solutions."

The ICI Paint business can be divided into three categories

Industrial Automotive

Decorative

All the three business have embarked on programs which focus on the consumer and
customer needs. The focus is to understand the needs of the major stakeholders.
Pursuing research, market understanding and delivering high quality product and
services forms the nucleus of creating a competitive advantage in the market place for
the paints business.

The Industry & Automotives coatings business of ICI paints besides gaining strength in
the local market also aspires to become a regional player. Self leveling epoxy floor
coatings have been the new addition in the product portfolio and have been well
received by major customers. After the initial success of the Turn-Key project
management concept with one of the leading customers where a one shop solution in
terms of design, fabrication and commissioning of automotive paints is done by ICI, the
business is now offering it to other customers also.
The Decorative segment of the business is driving a strategy of providing a super
premium range of products with a wide color range under the Dulux brand that fulfill
the growing needs of the market. Pentalite Classis was the first launch in this category.
A super premium plastic emulsion with five properties of resisting hairline cracks, high
scrub resistance, and better flow, anti fungal and luxurious finish was very well
received by the consumers, architects and painting professionals.

Decorative Paint Markets

The regional markets for decorative paint are at different stages of growth and maturity,
and our strategy at ICI Paints has reflected this.

Paint markets tend to be fragmented, with a large number of country-specific

competitors. Obtaining competitive advantage across the region requires leveraging
marketing and manufacturing capabilities and transferring best practice in innovation,
purchasing, marketing and channel development.

The Asia region is one of generally high growth. The key focus of the business is to
maintain accelerated, profitable growth, with particular focus on China, India,
Indonesia, Thailand and Vietnam.

The European region has some large mature markets and a number of developing
growth markets in Eastern and Central Europe. ICI Paints has a leading position in the
UK, with strong brands underpinned by a focus on innovation. There is significant
brand equity with 'Dulux', 'Hammerite', 'Cuprinol' and 'Polycell'.
The focus of the European business is on improvement of product range, expansion in
developing markets, reduction of the cost-base and the improvement of operational
efficiency and profitability of the Continental European operations.

The Latin American business has strong positions in Brazil, Argentina and Uruguay
where brand strength is maintained through capability in marketing and a focus on
innovation.

North American markets are generally mature and ICI has a significant presence in both
trade and retail channels. In trade markets, the strategy is to establish insights into end
user needs that can create competitive advantages, and in securing distribution density
within metropolitan areas. In the retail business, the route to market is highly
consolidated with a few major retailers controlling around 80% of distribution.

ICI Paints has a significant relationship in this market with The Home Depot, a leading
retailer.

Since the beginning of 2008 ICI has been part of the Akzo Nobel group, whose Coatings
business is the world leader. It embraces most of the markets in both consumer and
industrial applications for paints and coatings.

We are focusing on growth in the emerging markets of Asia, Eastern and Central
Europe, and South and Central America through autonomous development and
acquisitions. We will also continue to enhance our presence in the mature markets
through selected acquisitions.

Our ambition is to remain the biggest coatings company in the world and also a leader
in all our product markets and the key geographic regions. We intend to participate in
the consolidation of the coatings industry, which we believe is inevitable as our supplier
and customer bases strengthen globally.

Our global scale allows us to further develop our leading positions in technology. We
are progressively increasing our investments in R&D towards 3.5% of revenues. Our
increasing innovation efforts will allow better differentiation of our activities in the
highly competitive markets in which we operate. We are also using our scale in
purchasing of raw materials to secure our margins. Our medium-term financial target is
25% ROI.

Technology and Innovation

"Technology and innovation have been important factors in the growth of ICI Paints,
and that is set to continue now ICI is a part of Akzo Nobel. Success is enhanced by
being first to the market with innovative, value-adding products and services that meet
market needs. ICI Paints has benefited technologically from the colloid, polymer and
particle related science base and research carried out by other parts of the ICI
Group.Akzo Nobel committed to developing innovative products and cutting-edge
technologies, with a heavy emphasis on sustainability."

DISTRIBUTION NETWORK
The overall ICI Paints products are manufactured in ICI Paints Lahore. For all Pakistan
stocks dispatch is carried out from factory warehouse.
There are further 5 warehouses in the country.

 Lahore

 Islamabad

 Multan

 Karachi

 Quett

The distribution channel includes Distributors and Dealers/ retailers. The Pakistan is
divided into 4 Regions.

 CENTER

 NORTH
  SOUTH

 PROJECTS

Every region is headed with Regional Sales Manager and in every Region there are
further Area/ Territories. The supply activities are carried out with keeping the region
and areas. One region cannot carry out supply in others region same in the case with
areas/ territories.

The product is only delivered to the company approved dealer or distributor. Distributor
can sale to the customer which is not approved dealers of the company. Main
consumption of paint is on dealer/retailers counter. The delivery is made through 2
modes

 Distribution Vehicles
 Freight On Road ( goods transportation service)

By these 2 means ICI manage the distribution and placement of their products to be
available for
their customers and consumers.

Marketing Systems

ICI paint is also using vertical marketing system in the placement if its products. Here
come the old concept of dealership. That means, giving right to a third party to sell the
product on their behalf.

ICI Paints, like other competitors, supplies the paint products through the appointed
dealers in various regions and areas. The current number of ICI Paints appointed dealers
all over Pakistan is more than 2200. Dealers’ margin is around 5-10% depending upon
their performance in terms of volume sale. The Company also extends credit facility to
the dealers. The limit of the credit available to a dealer is also dependent upon his past
sale performance.

ICI Paints, like 2 to 3 other major paint manufacturers spends considerable funds on the
advertisement of their products. Both the electronic and print media is employed for the
sale promotion. In addition the paint manufacturers offer various types of
incentives/gift schemes to the high performer dealers and even to the paint contractors.
For example, ICI Paints and Berger every year, take their high performer dealers abroad
on Company expenses for tourism visits to various nearby countries. Nearly all paint
manufacturing companies offer various types of material gifts to the high performing
dealers and even to the painting contractors. Unlike ICI Paints, all other manufacturers
also run a cash token incentive scheme. Tokens of various monitory values are put in
the paint boxes. Since the paint boxes are normally opened either by the painters or the
paint contractors and the customers are generally not aware of such schemes, therefore
the beneficiaries are invariably the painters or the paint contractors.

This aspect therefore becomes a strong motivating force for them to recommend such
specific
brands of paint

Competitors Of Ici Paints

ICI paint Pakistan is facing strong competition in Pakistan from the Following:

 Berger Paints

 Master

 Diamond

 Marvell

 Buxluy

 Silky

Indirect Competitors

 Tiles

 Wood peeling

 Wallpapers

 Rockwall

 Paint Puree

Because of these competitors, ICI paint Pakistan is facing a serious problem in

attracting new customers and retain their existing customer. In order to meet the
competitors ICI paint Pakistan has to spent more money on advertising, promotional
activities and area coverage for their customer satisfaction. Recently new competitors
are coming in this industry, which is the sign of the Growth of paint industry.
According to industry analysts, this tough competition, High promotion strategies and
increasing trend toward paint industry are the Clear chances of the high growth in the
paint industry.

FACTS AND FIGURES

50 million households, all over the world, use ICI paints every year.

Akzo Nobel supplied more than 15,000 litres of specialist coatings to protect the 135-
metre high BA London Eye from the elements. The total area of steelwork coats was
around 13,000 square metres - and another 2,000 square metres underwater.

ICI Paints produces 1.1 billion litres of paint which if in 1 litre cans placed on top of
one another, would be 13,000 times the height of mount everest.

After being asked to help supply paint for the restoration of the original home of
wartime diarist Ann Frank in Amsterdam, Akzo Nobel's paint experts have recreated the
original colours from paint fragments found in her home.The house at Merwedeplein is
not the one with the secret annex where Ann wrote her world-famous diary, but the
original home her family lived in before WW2.Experts from Akzo Nobel's Sikkens
brand found the colours of the home to be predominantly green.

Each year ICI Paints produces enough paint to decorate every house in all of Los
Angeles, London and Beijing.

0.The Akzo Nobel owned

International Paint
business has successfully
completed coating one of
the world's largest crude
oil carriers-the 442,500
dwt V-Plus TI Africa.
Owned and operated by
Overseas Shipholding
Group (OSG), the 2002
Korean-built vessel-one
of four sister ships'
recently drydocked in
Dubai.OSG carefully
considered the choice of coating system for the massive 20,000 square meters of
underwater sides on the 3.2 million barrel vessel and opted for International.
Coatings from Akzo Nobel have been used on four kilometres of high-adrenaline
rollercoaster rides in the USA, Germany, Spain and Japan for one of the world's biggest
manufacturers of amusement park attractions, INTAMIN (International Amusement
Installations), which supplies more than 20 different styles of ride to parks all over the
world. The coatings help protect the rides from baking sun and driving rain and help
keep bright colours gleaming.

AWARDS

We are driven by the pursuit of excellence in all that we do and the recognition of the
individuals and teams who achieve excellence in scientific research and the delivery of
business-winning innovations are the motivations behind both our external award and internal
award schemes.

AkzoNobel Science Awards  are granted to distinguished scientists and engineers in universities
or other research institutions who have made significant contributions to the creation of new
knowledge in the chemical and materials sciences.

AkzoNobel RD&I Awards  are presented to individuals or teams in AkzoNobel to acknowledge

their creativity and their ability to take bright ideas and convert them into great innovations in
the market place.

INDUSTRY NORMS

MARKET TRENDS OF INDUSTRY

One of the greatest opportunities for paints producer is that now a day's people are very
much conscious about the quality of the paints. They are aware of the fact that good
quality paint is long lasting for their houses and businesses. Paints Producers are also
investing heavy in advertisement. As a result customers are getting aware of the
importance of paint and their trends are moving from Traditional white wash (KALI) to
quality paints products. As producer companies of paints will more focus on the TQM;
it will increase the demand of products. There is also a great opportunity for paint
industry; the housing rate in Pakistan is flourishing very rapidly, especially after the
Earth Quake in Pakistan. Paint Industry can target these customers

MARKET GROWTH OF INDUSTRY

There are huge opportunities for the growth of paint industry in Pakistan. And this
industry also has shown very good results in last decades. But due to Economical
recessions and bad political condition of Pakistan this business has declined by the
10%. The new government has increases the general sales tax from 15% to 16%. This
Increase can hurt the growth of the paint industry.Recently this industry has Increase
the 1% share but new government policies can again hurt this industry. The increase in
tax, energy crisis in Pakistan and high prices of the decorative
Paint products are major hurdles in the growth of this industry. Current Political
situation of
Pakistan has also proved to be a hurdle in the development of the paint industry.
Government
should focus on this Industry because it is generating lots of revenues for the country
Following Graph shows market share of different firms in Paint Industry:
As seen from the graph ICI is the leader in paint industry followed by Berger, Master
paints and
other small competitors

CODE OF CONDUCT

Striking the balance between people, profit and planet

Our business principles help us to stay successful as a company, today and in the
future, by maintaining the balance between people, profit and planet.

We have trained employees worldwide on these principles, and we continue to think and
act according to them on a daily basis. In order to help us maintain this focus, we have
developed the AkzoNobel Code of Conduct .

This Code is intended to provide our people with a clear overview of their obligations.
In essence it captures not only the general Business Principles but also our key and
relevant Company Directives. Ultimately it helps all AkzoNobel employees to perform
our jobs in accordance with the Company’s standards.

Product Life Cycle

In Pakistan ICI Paints is at maturity level because it has major market share.
Now the real problem is that it has to sustain its market share and position that
purpose ICI Paints is doing well because ICI Paints is spending over £30 million
per year on Research and Development worldwide.

7 P’s of ICI

Product of ICI Paints

According to market point of view the product of ICI is:

Customer Satisfaction

Safety and health (For everyone which is directly or indirectly

related to the company)

Position of ICI Paints

ICI is the leading company in the Pakistan as well world. It has 76% market
share in Pakistan and ICI Paints are used in countries which represent over 95%
of the world’s population.

So ICI Paints is not only market leader of Pakistan but also world’s leading
company in the business of Paints.

Price of ICI Paints

ICI Paints price is very reasonable when we compare with the benefits or
offering of ICI. Some people think that paints of ICI are costly but keep in mind
quality is free.

Promotion of ICI Paints

ICI Paints is using following promotional tools:

Customer satisfaction is itself a promotion tool for ICI Paints and it

help to develop C2C relationship.

ICI Paints arranges painter parties at different places and at this

event gift are given to those painters which have used a reasonable
quantity of ICI paint for the period.

ICI Paints has given a target to every dealer according to its

capacity and market analysis. If that dealer meets that target, ICI
Paint will take that dealer to some other country for recreational
purpose e.g. last time ICI Paints chartered special plane for its
dealers and took them to Dubai. For present year ICI Paints has
promised to take its dealers to Malaysia.

Just like other paints ICI has offered a token in every Bucket or
Gallon of Maxilite and Painex which are worth Rs. 220 per Bucket
and Rs. 60 per Gallon.

People

People in ICI Paints can be divided into following categories:

Management Staff

Non-management Staff

Management Staff:

Management Staff is being used for decision making process and if there is any
problem occurs to the company.

Non-management Staff:

Non-management Staff includes Sales Promoters, IT persons and other contract

based staff.

Process
ICI Paints is customer centric company so the process starts from the need or
desire of customer and ends at the delivery of products or finished goods.

Physical Evidence

The physical evidence of ICI Paints is its production unit, Decorative Department
and Color Studio which are easily accessible to the customer at any time.

3 C’s of ICI Paints

 Consumer
 Competitor
 Corporate

Consumer

The consumer of ICI Paints is any individual which has desire for the paint and
requires cost beneficial product.

Competitor

The Biggest competitor of ICI Paints is Berger Robilac; it is local company which
is being run by the Big Investors in Pakistan.

Corporate

ICI Paints management is it’s corporate and management of ICI Paints is

consists of marketing and HR managers which basically belongs to Pakistan.

Unique Selling Point

 The unique selling point of ICI is it emphasis on environment

control and there is no quality match with it.

An innovative global community working together to find and share

better solutions.
 ICI Paints, its brands, products and services will be the first choice
for people who want the best.

The unique selling point of ICI Paints is its Research and

Development. ICI Paints is spending over £30 million per year on
Research and Development worldwide, which is huge amount for a
business.

Products

DULUX

Wherever you travel, Dulux has almost certainly been there

before you.  But while our products vary from country to
country, our ambition remains the same: to help people create a
beautiful place to live and work. And to make those good looks
last.

Dulux is our best-known paint brand, available in more

countries than any other. We make paint in 26 countries on four
continents: Europe, North America, Latin America and Asia.
Our headquarters are in Slough, in the UK.

Wherever in the world you find Dulux, you’ll find a brand that
gives both the DIY user and professional painter help and inspiration to create the best
possible results.

PRODUCT RANGE

ICI Dulux is producing both “WATER BASED” paints as well as “OIL BAES” paints.

WATER BASED PAINTS

Dulux Pentalite Special Plastic Emulsion

This is premium quality paint and is washable. It is used for masonry surfaces and has a
durable, smooth, finish.

Coverage: 11-16m 2 /ltr/ coat.

DULUX PENTALITE NATURAL WHITES

These paints cover with unique fragrances, especially features for the people and customers
who are sensitive to the smell to paints. They have nine subtle hues of white are washable and
have a smooth, durable finish.

Coverage:11-16 m 2 /ltr/coat

DULUX WEALTHERSHIELD

 It is the weather protective paint used for exteriors which is extremely durable against all
extremities of weather. It has been tasted and proven for 15 years.

Coverage: 12-13 m 2 /ltr/coat

Dulux Once

 It is a new breakthrough in paint technology as it completes the job in just one coat.
This special emulsion saves time has a high coverage and therefore is highly
economical.

Coverage: 7-8 m 2 /ltr/coat

(Only one coat needed)

Paintex Plus Emulsion

This paint is basically for the price sensitive people as they call it “ICI’s value for
money emulsion paint”. It has quite a many beautiful popular shades for wall surfaces
and has a smooth finish.

Coverage: 11-16 m 2 /ltr/coat

Maxilite

 It is an economical top quality distemper which is available in 12 trendy shades.

Coverage: 10-12m 2 /kg/coat

SOLVENT BORNE PAINTS      Dulux Synthetic Enamel

It is ICI’s supergloss enamel which is ideal for wood and metal surfaces. It is also
available in non-yellowing brilliant white.

Coverage: 13-15m 2 /ltr/coat

Dulux Pearl Glo

 It has a subtle sheen of pearls and is suitable for all surfaces. Its high washbility makes
it especially ideal for kitchens bathrooms and high traffic areas.

Coverage: 13-15 m 2 /ltr/coat

Dulux Prime On

 It is a superior masonry primer and is available in ideal white tome. It seals up bare
wall surfaces and provide a perfect base for emulsion coating.

Coverage: 6-10 m 2 /ltr/coat

Dulux Red Oxide and Zinc Primer

 It is an ideal primer to protect metal surfaces from rust and is used prior to enamel
application.

Coverage: 11-13 m 2 / ltr/coat

Dulux Varnish

It is an invisible moisture guard which prevents surfaces from water seapage and hence
from mould and fungal attacks. It is ideal as barrier for brick work concrete plastered
surfaces unglazed tiles and sand cast  surfaces.

Coverage: 4-6 m 2 /ltr//coat

Dulux Aluminum

 It has a brilliant aluminum finish and is capable of resisting high heat. It is used to
decorate both metal and wood surfaces.

Coverage: 14-16 m 2 /ltr/coat

Berger Robbialae a direct competitor of ICI Dulux has positioned its paints against most
of paints of Dulux.

DULUX                                                                      BERGER

       Dulux Plastic Emulsion                        VIP Plastic Emulsion

       Wealthershield                                       VIP Weathercoal

       Matfinish                                                 VIP All Rounder

       Dulux enamel                                         VIP Super Gloss enamel

       Paintex                                                    Eazy clean Emulsion

       Primer                                                      VIP Plastron Wall Primer Scaler

       Maxilite                                                    S.P.D

Paints
 Decorative
Dulux brand,
Dulux Weather shield Fresh
range
Pentalite Classic
Dulux Odorless range
Dulux Wood care range
 Refinish &
Industrial
 Automotive
 ICI business boasts a host of world renowned brands in its product portfolio, including
Sikkens, International, Interpon, Palbond, Fine Cleaners, DynaCoat ICI Industrial
Coatings
and ICI Auto Paints.

DESCRIPTION OF PLACE OF INTERNSHIP

New jubilee life insurance company ltd. (NJI Life) is a subsidiary of Aga Khan Fund for
Economic Development (AKFED), Switzerland. It was incorporated in Pakistan on 29 th June
1995 as a public limited company under the company’s ordinance 1984. Its shares are quoted
on the Karachi stock exchange, and it started its business on 20 th June 1996 with paid-up
capital of Rs. 627 million.

They all meet together daily at 9:00 am in the morning where they are briefed about the daily
activities by their group managers or the branch managers.

The whole NJI Life is based on the sales culture whenever a person close out the deal with the
client he comes into the main hall and rang the bell, then all the managers came out
appreciating him and boosting his moral to keep him doing the same work in the future. Other
than that he also receives a certain percentage of the amount of insurance as a moral enhancer.
SUMMARY

In New Jubilee Life insurance company I have experience, knowledge, skills that have attained
in NJI .During my this time I have learned about the organization culture and how their
working style is different to other organizations, How much these are successful and failure
compare to other. According to my evolution many things are behind to make successful to an
insurance company that is the motivation level ,Employees level of hardworking ,Job
satisfaction, Employee turn over ratio, Resistance to change etc. During my such time I have
made some appointment with clients and attend that and I find out the behavior of client about
the insurance and their claims .Generally they talk about the company business, profitability,
security, premium consumption and where the company invest the amount although the factor
of interest is included in the profit or not, Some people says that its ok no problem but some
enforced strictly that interest factor should not included so in such case company has to
maintain different scenario of investment which are interest free . Basically Insurance is a big
task to achieve because in this you sell without any product by giving just a protection so the
employees of the company first identify the need of customer then create the need and then
pain the picture for client how much insurance is important for his family .Basic target market
of NJI is the person having at least salary Rs 30,000 .At the end I have completed my
internship and here is my final report.

My learning
 Overview of Whole Paints Business (Decorative, Refinish, and Industry)
 Under the assistance of Demand Planner (A. Razzaq Butt), in whose tutelage I learned
about the daily activities related to the planning of demand. The job of Demand Planner
is to control and manage the stock of finished goods . he is responsible to fulfill the
demand of Paints in Centre North and South Regions.
On Daily Basis he used to check out that what is total Demand of paints in different
regions and how much production has been made and how many units are in process. In
case of Delay in production how the customer demand will be managed

 I learned how to make and analyze the daily stock position of Decorative Business. In
this section I learned that how to check out the stock in hand and stock in transit units
through the use of supply chain management system software. Through the use of this
software I come to know that how the current stock position of different regions will
 be checked and what are the decisions I should take in order to handle the future
demand of paint from different regions.
 Understanding about the Delivery in full on time (DIFOT) summary, that how many
total line orders are related to Center, North, South and Projects. Out of these total line
orders, how many are invoiced, how many are dispatched, and how many are confirmed.
Through the use of DIFOT summary we come to know that what is the current position
of Center, North, South and Projects Orders and how many of these orders are invoiced.
 Analysis of Daily Business Report Review on the basis of Production, Sales, and
Opening and Current Stock. In this analyses I have to check out the daily sales of
different d-line and Non D-line products that which product sales are high and which
has low sales and how much stock of these products we have. After analyzing this
report we should decide that whose production we increase and whose production we
should stop and which product will be produced first.
 Analysis of Batch in Process units and make out the summary of Batch in process units
according to SKU (Stock Keep Unit).
 Understanding about the system of Demand Generation Department in which different
areas are assigned to the Customer Services Consultants for the purpose of consultancy
services to their customers, after this a follow up is done on the
basis of tasks assigned to them related to their areas and incentives are given to them
according to their performance.ici paints provides free consultancy services to their
customers in order to keep the customers loyal and as well as to increase demand of
their products.

 Worked with Assistant Brand Manger, from whom I learned about the advertising
campaign held by ICI Paints two months before (April-May) and analyzed the invoices
of ad campaign in different media channels e.g. Electronic and Radio etc and prepared a
summary of these invoices.through the analyses of these invoices I learned that how
much price of ad these media channels charged from the ici paints and what is the cost
of 10,30,70 sec ads and what are the peak hours charges etc.
 I also prepared the summary of Shop Board invoices related to different cities.Ici paints
also paid taxes of shop boards that are placed on the shops of their dealers and what is
the purpose behind this expense.
Lastly, I would like to say that the whole learning experience was a valuable one for me
regarding my professional exposure and was also helpful in increasing my knowledge about my
academics. I had a good time with the people working in Marketing Department as they
cooperated with me as much as they could.

Conclusion
From the above all discussion I have found that ICI Paints has a lot of
resources and well equipped. It is true to say that ICI Paints is Market
leader and it is fully applying all of its resources on Quality Practices,
Customer Retaining & Satisfaction, Research & Development and
Environmental Control, but it needs to show some management
commitment to retain its position, because one of its competitors is
penetrating in the market.