Contents covered in this report

Introduction of Adsells: .................................................................................................................. 7

Adsells Team: ................................................................................................................................. 8

The Adsells Group: ....................................................................................................................... 12

Brand Act: ................................................................................................................................. 12

Outdoor Media Management: ................................................................................................... 13

Rebrand: .................................................................................................................................... 13

Adsells Advertising:.................................................................................................................. 13

Retail Solutions: ........................................................................................................................ 14

Adsells – Timeline: ....................................................................................................................... 14

Compliance: ......................................................................................................................... 15

Organizational Chart of Governing Body ..................................................................................... 16

Policy formulation ........................................................................................................................ 18

Up the chain .............................................................................................................................. 18

Inside Company: ....................................................................................................................... 19

Down the chain: ........................................................................................................................ 19

Process meetings: .......................................................................................................................... 19

Employees in departments: ........................................................................................................... 20

Workers / labourers: .................................................................................................................. 20

Supervisors:............................................................................................................................... 20

Execution head: ......................................................................................................................... 21

Client executive: ....................................................................................................................... 21

Group account manager: ........................................................................................................... 21

1
 Client Head ............................................................................................................................... 21

Director: .................................................................................................................................... 22

Company Departments: ................................................................................................................ 22

Shared Services: ............................................................................................................................ 22

HR: ............................................................................................................................................ 23

Admin: ...................................................................................................................................... 24

Security: .................................................................................................................................... 25

IT / MIS: ................................................................................................................................... 26

Technical: ...................................................................................................................................... 28

Research and Development: ..................................................................................................... 28

Fabrication: ............................................................................................................................... 29

Printing Production: .................................................................................................................. 30

RS Production: .......................................................................................................................... 31

Pasting: ...................................................................................................................................... 32

Carpentry shop: ......................................................................................................................... 32

Electric Shop: ............................................................................................................................ 34

Design Department ................................................................................................................... 35

Seaming Department:................................................................................................................ 37

Commercial ................................................................................................................................... 38

Outdoor Media Management: ................................................................................................... 39

Client Services .......................................................................................................................... 43

Agency Role.......................................................................................................................... 43

Daily Routine ........................................................................................................................ 43

Characteristics ....................................................................................................................... 44

Contract ................................................................................................................................. 44

2
 Account Management ........................................................................................................... 45

Campaign Briefing ................................................................................................................ 45

Campaign Management ........................................................................................................ 45

Campaign Review ................................................................................................................. 45

Agency Review ..................................................................................................................... 46

Finance & Accounts:................................................................................................................. 46

As an Advertising agency; ............................................................................................................ 49

Client Based Relationship: ............................................................................................................ 49

Guidelines followed: ..................................................................................................................... 50

Impact on employees: ................................................................................................................... 51

Client‘s of Adsells: ....................................................................................................................... 52

Introduction: .................................................................................................................................. 55

Place in the cycle: ......................................................................................................................... 55

Hierarchy: ..................................................................................................................................... 55

Machines: ...................................................................................................................................... 57

Workforce and capital utilization: ................................................................................................ 72

The Adsells Mix:........................................................................................................................... 74

Product: ..................................................................................................................................... 74

Products/Services offered: ........................................................................................................ 75

Competitive Edge: .................................................................................................................... 83

Global Partner: .......................................................................................................................... 84

Price: ......................................................................................................................................... 85

Promotion:................................................................................................................................. 86

Place: ......................................................................................................................................... 87

People:....................................................................................................................................... 88

3
 Process: ..................................................................................................................................... 89

Physical Evidence: .................................................................................................................... 89

Adsells Sales Procedures: ............................................................................................................. 90

Payment Procedure: ...................................................................................................................... 93

Pricing: .......................................................................................................................................... 94

Pricing Procedure: ......................................................................................................................... 96

Distribution Procedure: ................................................................................................................. 96

Promotional Policy: ...................................................................................................................... 97

Client Dealings: ............................................................................................................................ 99

Expectations: ............................................................................................................................... 100

Agencies‘: ............................................................................................................................... 100

Clients‘ .................................................................................................................................... 101

Shared Expectations: ............................................................................................................... 102

Dealing Process:.......................................................................................................................... 102

Regular vs Non regular clients:............................................................................................... 103

Accounting Procedure:................................................................................................................ 105

SALES: ................................................................................................................................... 105

Accruals & Provisions: ........................................................................................................... 107

Advance Policy: ...................................................................................................................... 110

Bank Payments: ...................................................................................................................... 112

Fixed Assets: ........................................................................................................................... 116

Inventory: ................................................................................................................................ 122

Petty Cash: .............................................................................................................................. 129

Analysis of financial statement: .................................................................................................. 132

Vertical Analysis:........................................................................................................................ 132

4
 Income Statement: .................................................................................................................. 132

Balance Sheet: ......................................................................................................................... 133

Cash Flow: .............................................................................................................................. 135

Horizontal Analysis: ................................................................................................................... 136

Income Statement: .................................................................................................................. 136

Balance Sheet: ......................................................................................................................... 138

Cash Flow: .............................................................................................................................. 140

Ratio Analysis: ............................................................................................................................ 142

Start: ............................................................................................................................................ 145

Initial Learning: .......................................................................................................................... 145

The System: ................................................................................................................................ 146

Critical Points: ............................................................................................................................ 146

The Job Process: ......................................................................................................................... 146

Job order: .................................................................................................................................... 147

What I did? .................................................................................................................................. 147

Conclusion: ................................................................................................................................. 149

Recommendations: ...................................................................................................................... 149

5
 Acknowledgment

Starting with the word of Allah Almighty. I have taken keen efforts in this project report of
Adsells. However, it would not have been possible without the kind support and help IBA,
Punjab University’s staff and teachers. I would like to extend my sincere thanks to all of them as
they made me able to make this report and conceptualize me with the understanding of
organizational processes

I am highly indebted to Adsells for their guidance and constant supervision as well as for
providing necessary information regarding the project & also for their support in completing the
project.

I would like to express my gratitude towards my parents & member of Adsells for their kind co-
operation and encouragement which help me in completion of this project.

My thanks and appreciations also go to my friends and family members in developing the
project and people who have willingly helped me out with their abilities.

6
 Introduction

Introduction of Adsells:
Adsells is a flagship Out of Home (OOH) or simply outdoor advertising company operating in
Pakistan that uses innovative branding solutions to fulfill the advertising needs of its clients.
Working for sixty years as a pioneer in the outdoor advertising, Adsells has placed itself as a
leader and vanguard among the local and multinational companies and has become the best
choice and one stop solution among them. The company is equipped and continues to evolve, to
not only respond to their ever-changing demands, but also to originate creative branding ideas
within the sphere of indoor and outdoor advertising.

Since laying the groundwork, Adsells has invested its energies and capital towards
deploying the right mix of talent, cutting edge technology and a strategy geared towards
achieving phenomenal results at attractive price points for its valued clients, honoring their
stipulated timelines. At Adsells, dedicated individuals with excellent professional skills
facilitated with pioneering technology, collaborate to offer the best possible execution to great
ideas, all across Pakistan. So, Adsells stands as a vital pillar in the advertising industry in
Pakistan. Having the latest technology and the benefit of sound and experienced personnel it
carries out the needs of its clients in an effective and efficient way. Adsells is determined to
fulfill all the advertising needs of its clients in exactly the way they want and never compromises
on quality. Whether a new outlet is to be branded from scratch or it‘s just the rebranding or even
the replace the branding due to wear and tear, Adsells is up and ready to solve the problems for
its clients. It stays sharp and vigilant to fulfill its client‘s needs.

So, in a nutshell, if you ask what is Adsells? The answer would be the pioneer company
in the industry of outdoor advertising that has all the solutions of your branding needs inside one
house and caters the orders or needs in its finest way, in the stipulated deadline times and in the
way you want it to be done exactly.

7
Adsells Team:
Being in the outdoor business for about sixty years since 1951, the year of the company‘s
inception. Adsells has gone quite a long way further. This is all due to its versatile, vibrant and
energetic team. The vital team for the company is as follows:

Mr. Mujahid Qureshi - Chairman

Mr. Mujahid Qureshi is the Chairman of Adsells Group of Companies. He

has been with the Adsells Group since its inception. Due to his hardships
and innovative ideas, the Adsells Group has managed to establish an image of
first choice in outdoor advertising.

Sabir Ashfaq – Director Administration

Heading the administration and financial section, Mr. Sabir Ashfaq has a vast
experience of vendor management and administration. Usually working from
behind the scenes, Mr. Ashfaq leads the support teams across Pakistan and
provide necessary wisdom and sustenance to the whole organization.

Mr. Abbas Mujahid – CEO Adsells group

Abbas Mujahid is a computer science graduate with a versatile experience in

Advertising, trade marketing, designing and technical knowhow of printing
machines. He is the force behind modernization of Adsells which includes
adaptation of digital technology, highly skilled and knowledgeable workforce
and creativity. Moving into new vistas and exploring new ideas constantly are
his prime objectives. His dynamism and energy inspire his team.

8
Bilal Khalil – Chief Commercial Officer

After MBA, Bilal joined a large manufacturing group and became a brand manager of
a very popular clothing brand. He is the corner stone in making Adsells a success.

Muhammad Ismail Yousuf – Chief Financial Strategist

Having degrees of MBA (Finance) and CA (Part one), Ismail worked with
multinational IPP for six years. His communication skills and friendly attitude made
well respected among clients, employees as well as other stake holders.

Farooq Zaidy – Group Director Shared Services

Mr. Farooq has a vast experience in the field of management and he is sharing it with
Adsells for over a decade.

Babar Aftab Qazi – Group Director Client Services

A very dynamic and diverse person, Babar not only has his grip on planning and
strategy but also he is instrumental in implemented it.

9
Adeeb Azhar – Group Director Technical

MBA with dynamic interpersonal skills, Adeeb has reached the top position in
Technical department in a short span of time.

Shoaib Hussain – Business Unit Director, Signage Solutions

An enthusiastic and energetic person, Shoaib is constantly on the move. He is

highly self motivated and motivates his team so well that they have accomplished.

Abid Islam – Head Fabrication Production

Over 40 years of lavish hands on fabrication experience, Abid is handling all the
fabrication related jobs at Adsells.

Sohail Qureshi – Head Printing Production

Sohail worked with UNO on various projects before joining Adsells. He brought
real passion of safety and environmental protection from his previous experience.

10
Haris Khalil – Financial Controller

A Chartered Accountant (CA) by profession, Haris has brought global experience

with him. He has blended his expertise in finance with his die hard energy to
make a difference at Adsells.

The team mentioned above works as the top most part of the company, the head that
drives it to success. With this it is important to mention those that work under them as
executives and account managers. Those are also the vital part of the organization and
drive their energies and motivations towards the success and goal accomplishments of the
company.

11
The Adsells Group:
Adsells isn‘t a single company. It is a group with the parent company as Adsells Advertising
itself. Adsells has incorporated various subsidiaries inside itself to offer a one stop solution to
various clients. Needs can be quite differing in the advertising industry. Companies need to
brand their franchises, they need to advertise outdoors and even arrange the resources for
activation. Thus, Adsells take part here and cater all the needs of the companies that are its
clients. Moreover, companies need to execute certain activates during activations of which one
maybe the giveaways. The giveaways should be also branded as to advertise the company name.
Shirts, cups and all the things need to be branded right for the company. Here comes the benefit
of having various subsidiaries working to cater their own specialized part of the business. That
makes easy for the client or the company to execute its job. And leave it out of the hassle to go to
some other place. Following subsidiaries come under Adsells Advertising.

Brand Act:
A comparatively new entrant to the Adsells family, Brandact denotes the
progressive nature of the mother organization Adsells. The company is a
blend of experienced and young, motivated and well qualified
individuals who envision the future of Brandact as a torchbearer of
ever changing advertising world. The company focuses on carrying
our direct marketing for the clients; it designs and executes the
consumer experience, trade activation, event management, montage videos, and road shows.
Brandact also carries out marketing research for the products. In a short span of time the
company has successfully added names like Coca Cola, Telenor, Unilever and Nestle to its
clientele list. With an outstanding performance, Brandact holds the world record of branding
1,000 shops in a day and in the same city.

12
Outdoor Media Management:
Created back in 2009, today OMM stands at the
threshold of expanding its business. The company
mainly deals in outdoor media. The conceptually rich team at OMM conducts studies to come up
with the well-researched and carefully designed ideas to make the bill boards, wall panels,
building wraps and bus shelter branding. OMM suggests the best ad spots by gauging the clients
need and the advertising requirements of the product. Warid, Telenor, Nippon and Unilever are
some of its prestigious clients.

Rebrand:
Rebrand provides highly innovative, convenient and
speedy digital / offset printing solutions which cater to
nearly all printing and promotional needs of the corporate and individuals. The company merely
focuses on digital offset printing and promotional giveaways. Though a new entrant the company
has managed to work with several multinationals and national companies in Pakistan. Along with
that, Rebrand online order facility is the 1st website in Pakistan which provides an e-commerce
order facility for all products for the ease of customers. The online entity would serve as a web-
to-print solution for the clients ease.

Adsells Advertising:
The Company exclusively deals in creating ideas,
crafting, polishing and executing the precise message to lead
the campaign of the given product. With a highly well placed human resource, fueled by years'
long dedication and logistic support of Group. Adsells Advertising is creating its niche in the
market.

13
Retail Solutions:
The Company is focused on trade fixtures
manufacturing and deployment, creating signage, building
POP racks and stands. Retail Solutions offers the best available solutions for trade marketing.
The company is so far among the very successful of Adsells ventures. Now days many
companies has their distribution network build on franchises. And those franchises need to be
branded as to give a look of the company that they belong to. Here comes the part in retail
solutions. Branding the outlet as the client requirements states. Retail solutions specialize in this
area.

Adsells – Timeline:
Adsells and the Adsells Group of Companies are proud to be serving in the field of Advertising
in Pakistan since 1951. The journey has not been easy Adsells have been able to deal with many
hurdles that came our way. Adsells is spread all over the country and is crossing the borders as
well. With their network, experience and the latest tools of trade that they have incorporated,
they have been able to handle several projects that would have seemed impossible to their
competitors, and even to us... a couple of years ago... The timeline, of what Adsells have been
through the time since their inception is as follows:

 1951 Inception
 1954 Gold Medal From Muhtarmah Fatimah Jinnah
 1959 UBL was established which was our biggest client at that time. We have the
honor of putting up first pole signs of UBL in Pakistan. We also have the honor of
launching acrylic signs for HBL and UBL for nationwide branches.

 1960 Office established in Karachi, Billboards and bus panels were fixed by Adsells.
 1962 Established office in Rawalpindi at Cantonment Market Kashmir Road.

14
  1962 – 1969 was period of growth for Adsells where at the peak Adsells had more
than 900 billboards.

 1971 2nd Generation current chairman Mr. Mujahid Qureshi joined Adsells.
 1971 – 1992 was the years of screen printing and billboards on acrylic and tin
boards.

 1992 3rd Generation current chairman Mr. Abbas Mujahid joined Adsells.
 1998 Large Format Printing Started.
 1999 The Adsells introduced Vutek printer in Pakistan for the first time.
 2006 Offices established in Faisalabad & Multan
 2006 Reached 100 employees
The company established the Research & Development department

 2008 Office inaugurated in Gujranwala Attained the mark of 200 employees

 2008 The Adsells once again becomes a pioneer of introducing technology in
advertising field by importing First JETi in Pakistan

 2009 Offices established in Hyderabad & Sukkur

 2010 Introduces usage of First Flatbed in Pakistan
Started operations in Rahim Yaar Khan

 2011 Presence in Peshawar

Boasts of having more than 400+ employees all over Pakistan.

Compliance:
Adsells Publicity Services (PVT.) LTD. has been certified the TUV Austria EN ISO 9001: 2008
on 10/5/2012. This certificate applies a Quality Management System in line with the Provision of
Digital Printing & Fabrication of Advertisement Material

15
 Company Management System

Organizational Chart of Governing Body

CEO

GD SHared GD Technical
Services Services

Human Resource Head Fabrication

Manager, RS
I.T Production

Head Printing
Admin Productions

Security

Chief
Commercial GD Supply Chain
Officer

Business Unity Director

Director Signage Procurement

Team Leader,
Stores and
Business Unit
Warehouses

Business Unit Director Dupply

Director - Retail Chain
Solutions

CFO Chief Financial

Strategist
Costing,
Budgeting and
Approving

Accounts and
Finance

Funds and
Banking
Operations

16
The Organization hierarchy mentioned earlier goes starts from its head CEO. All the reporting is
done to CEO as we can also see in any organization. But decision making is done mainly through
business unit directors. CEO is only involved in those problems were deemed necessary for his
approval. CEO governs the major head of the organization. GD shared services are those support
services that aid the business in carrying out its activities. Under shared services include HR that
deal with all the employee related activities, I.T that deals with the IT infrastructure and
mechanisms of the company including its networking and communication systems. Any problem
related to this area would be dealt by IT department. Admin, that deals with the general
administration of the company and security as a shared and supporting department. Chief
commercial officer heads all the business unit directors and is headed by the CEO. CCO
manages and keeps sure that all the core business activities are carried out seamlessly and
without any kind of problem. Under CCO comes business unit –signage that deals with all the
flex signs and branding of the clients, OMM (outdoor media management) that deals with the
outdoor advertising media arrangement and managing the activity done outdoors and retail
solutions that focuses and manages the retail franchises and shops branding needs and client‘s
requirement for branding their distribution network. This area has quite a large scope thus
requires a hefty amount of work and is the fastest among other areas. GD supply chain manages
the stock of the company. All the raw materials needed and resupply is managed by this
department. For Adsells there is nothing more important than maintaining its stock levels at an
adequate and optimum position. Because failing to do so might result in client and business loss
that is vital for the company.

Under GD supply chain comes director procurement that is responsible for stock
managing of the company, stores and warehouses dealing with the raw materials and goods in
progress and the director of supply chain that is responsible for the flow of materials both
inbound and outbound and maintaining a check on their levels.

CFO as chief financial officer heads the costing, budgeting and approving. This in the
company includes mainly the R&D department that does the costing before every job, if required
and then gives a go ahead if the required material is available and the costing is approved by the
client. Budgeting is a broad task for the company as to budget for whole year on various items.

17
What is needed in what quantities to keep the demands by the client satisfied, Accounts and
finance department does the costing and the recording of company‘s assets. Most volatile asset is
the raw material and supplies in the company that has the highest turnover rate. This is recorded
by the Accounts and finance department. Funds and banking operation deals with the bank
related activities. All the payments and all the collection of Adsells are done through Banks thus
keeping that side in view and managing the payments and collections are done through this
department.

And last but not the least comes the Chief Financial Strategist that works as a financial
policy maker of the company. This position deals with the costing on higher levels. And the
entire client related costing is done through this.

Policy formulation
Policies are formed on the bases of
how to deal with the client, company and the
suppliers. Actually seeing in the supply
chain flow, it goes as follows:

Up the chain
First comes up the chain areas that include the suppliers of the
company. Making purchasing policies for them requires the
head of procurement department to involve him in the decision. These policies are
then used to keep the stocks of the company as frictionless
and seamless as possible.

As raw materials for the company are of vital importance this

area needs well furnished policies.

18
Inside Company:
Policies are also formed within the company. To deal with the client and keep a check in internal
controls and keeping the employee safe from hazardous working environment and processes.
Policies are mainly made for employees. As the company needs to keep safe working
environment its priority due to the external audits done by the clients, thus policy making in this
area becomes a need.

Down the chain:

The policy formulation in down the chain comprises of the two entities mainly, the company and
its clients. Normally, clients taken as national and multinational companies are the regular
customers for the company. For them, policies are set up. Business directors of signage, retail
and OMM are taken in for the formulation with the approval of CEO if needed is required. Each
customer or client has its own nature and requirement and there is a need to fulfill each order in
the way the client requires. Thus, policies like SOP (standards of operations), feedback and
costing policies are made in this regard.

Process meetings:

Meetings in this regard are usually done and needed to be done by any need that rises from
within the organization. First of all, a need is generated from within the company, arising due to
any factor, regarding security or procurement. With that there could be any upset both financial
and managerial or either one of them. To solve such a problem, process meetings are done. A
committee is formed with the concerned personnel that hold a stake with the problem. E.g. a
problem with the client servicing would involve the business unit director of that area. After the
committee is formed the problem‘s solution is sought out. Various solutions are tested verbally
for their viability and effectiveness. HR in this regard also holds a seat in the policy making

19
meeting. Moreover, policies regarding employee compensations are frequently called upon as to
keep the increment level on a desired, acceptable level both getting financial stability and
employee satisfaction. The committee finalizes the policy and then HR takes the approval on the
policy or CEO if the policy requires the CEO approval. Lower level decision regarding employee
compensation, costing with client and such policies are solved with the HR and the business unit
directors. Policies, reaching a strategic effect level require the involvement and approval of CEO.

Employees in departments:

Employees are the backbone for

Adsells. With them the company earns
and they are a vital part of the
company. And for every company
obviously, employee gets the job done.
Within Adsells employees are of
various education and experience
levels. There is a wide diversity of
employee working within the company.
Both on a smaller level and on larger
level. These are classified as below:

Workers / laborers:
Workers and laborers are abundant and largest part of employee base within the company. They
are required for making what the client needs. Any furniture, paints on gondola or racks, or a flex
or vinyl pasting is done by the workers. They are usually low educated by experienced, for the
order fulfillment to be top notch they are required experience and trained to work efficiently in
their respective area.

Supervisors:
Supervisors are better educated than the workers. They keep an eye on all the work in progress
and work done. How each employee is doing? What is needed and what is to be done within a

20
specific time is supervised by the supervisors. He reports back to the head of the department. He
is entitled to keep a check on the employee performance.

Execution head:
These employees are the ones that head execution and labor departments for example
fabrications, carpentry, and paint shop etc. They are the ones that get the job from various other
departments. They arrange the workforce and resources for the job to be executed. They also
schedule the resources available and queue in the job and tell the required time to get it
completed.

Client executive:
These employee are well educated, usually bachelor degree holder. They work and deal with
their respective clients, gets the order from them. They usually work in a team headed by the
group account manager. Client executives are the persons that tell the other departments what to
do e.g. the pasting department or the paint shop. They get the job from the client and they get it
started with the company and get it executed. Client representative is the starting or entry level
job for a marketing graduate in Adsells.

Group account manager:

These are the personnel that are the team leaders of their respective group. They immediately
head the client executives. They act as the super visors and leaders among them. They get the job
and distribute among the client executives and work with them on it. Group account managers
are the employees responsible directly for their own clients. Usually more than 2 or 3 clients are
given to the group account managers and some only hold one depending upon the client nature
and group resources. Account managers, tend to be supportive within the organization and are in
direct contact with the client head. Usually in Adsells there are a team of 3 or 4 executives and
they are headed by one account manager that keeps all the things in place and manages all the
clients. Client executives report their workings and job to the group account manager.

Client Head
Client head is the position that blends itself into the strategic and tactical level position. Client
heads are responsible for all the strategic level policies and procedures to get the job done with
the client. Currently, there are two client heads in Adsells. They both have their jobs and client

21
divided, ranging from client division to recovery of payments. Client heads deal with the clients
when there is the need to. They solve any problem that persists in the job. But they usually keep
an eye on things and take part in the standards of procedure with each client. As mentioned
before, each client has their own way of working. They have their own stipulated deadlines and
elasticity for getting their job executed. Some clients are rigid and some are flexible. Some
require more attention and some less. Some throw the jobs frequently and some only seasonally.
Thus, quotations, costing and order policies with each client is different and requires the position
of client head to involve themselves and keep things smooth for the client executives and the
account manager.

Director:
Business unit director is a pure strategic level position. They immediately head the client head.
Their job is to set a long term position with the clients. Keep the supply chain in position and
insure seamless executions and working on a boarder scale. Business Unit directors focus and are
in charge in their own respective areas such as retail solutions, outdoor media management and
signage.

Company Departments:

The departments of Adsells are divided into three

main categories. Under these categories like
several other departments that work together to run
the business cycle in the way it‘s meant to be run.

Following are the departments of the company.

Shared Services:
The shared services category includes the following department:

22
HR:
The human resource
department is
essential for every
company and for
Adsells it does the
generic job what each
department does.
Recruiting and hiring
employees, their
compensations, etc.
The HR is also
responsible for work
place safety and
security of workers in
their work areas. HR also deals with the external audits and process meeting called for various
objectives and purposes. The HR heads the committee in terms of decisions to be made related to
employee behavior or safe environment procedures and implementations. In this case, the HR
department evaluates and finds what amount of employees need to be catered and total number
of employees falling under this is calculated. After this a budget is allocated for which these
employees are covered in it e.g. getting new shoes for employee working in the labor class. Such
employs are large in numbers as compared to other ones and are also more prone to hazardous
working environment due to toxic fumes and working on machineries and plants. Moreover, the
HR of the company keeps an open door policy. That means, if any employee is having a problem
related to work environment or compensation it can directly meet the HR representatives and tell
them their problem. But a better way is that the problem itself may come from the department
head that tells them about the total number of employee related in the sand problem and the
estimate total budget for them this gives the authenticity of the problem that such a problem is
actually coming up from a specific department under considerations.

23
 The HR department does recruitment and hiring also. It performs two levels of
recruitments. First, for an entry level job, second for a higher level job. For an entry level job, the
HR conducts the interview and then passes the selected candidates to the relevant department.
For a higher level job the HR passes the recruited candidates to the business unit director for a
second interview that screens out the selected candidate from all the recruited ones. Other than
that, the HR performs all the generic functions that it performs in any organization.

Admin:
The admin department houses various support services that gives
support to the executives and workers on each level of business
activity. Admin itself houses various other departments inside
it. The main job of admin is to keep the general
administration of the company intact. That is if there is any
problem arising anywhere, the admin department gives its
support to that department. If any machine faces a
malfunction or if there is any kind of breakage, spillage,
and problem arising in any asset or machinery of the company. The
admin department fixes that. It has experiences personnel that have the knowhow of the
machines occupied by the company. They also keep the machines maintained and check them
regularly that they are working as they should be.

Because the client need the best outcome of their orders. The admin department faces a
great responsibly in setting up the machinery and keeping it in top notch condition. Failure to do
so can result in bad printing outcomes and sub standard result. For that the client won‘t accept
such executions and this would ultimately be a loss for the company. Also the company works in
clientele based relationship and failing to fall on their expectations can also result in client loss
which the company can‘t afford to have. Thus the admin department keeps check that all the
areas of the company are working as they should and there isn‘t any kind of problem related to
machinery, raw materials, finished goods and any technical problem that can cause bad finished
products. The admin department usually has technical personnel like mechanics and engineers.

24
That are qualified enough to know the printing machines and cutting equipment that is used
within the company.

Security:
The security department usually has the people that are on the gate. They see that no
unauthorized person gets entry in the organization. They keep a check on the people getting
inside and outside the company. Following are the points on which the security department
works:

 To keep a check on people coming inside the company.

 That they don‘t have any kind of things that isn‘t allowed in the company.
 As the company has valuable assets and supplies, so doesn‘t allow any visitor to take a
bag inside the company that can house any kind of supply item.
 To keep the company safe from any theft
 Keep a check on inbound and outbound logistics that any dangerous material or things
doesn‘t come inside the company
 Any kind of unauthorized item isn‘t taken from the premises of the company. Only those
things are taken out that have the gate pass or a job order mentioning its authenticity.
 Also keep the employees safe from any kind of emergency like fire or toxic material
spillage, in short any accidents.

Security department doesn‘t need any kind of formal education. A Matric is enough but
the people they hire are well trained and well equipped to cover and perform their jobs in
a well manner.

25
IT / MIS:
The IT department is of
great need in almost
every organization now
days. All the
communication is done
through emails and
computer in
organizations.
Networking failure
results in a halt in
business processes of
the company. This IT or
MIS department keeps
in check the
communication links and networking in the company. It ensures that it works with any
interruption all the time and the jobs keep getting done smoothly. Any network failure is
addressed to the IT department and they need to get it fixed as soon as possible. The IT
department hires people of computer sciences background both having software and hardware
expertise. They have to house servers and software updating and all these are done by the IT
department. Adsells itself have its own ERP software that it uses to execute the jobs coming
from the client. The start of any job gets through the ERP of the company. A problem in ERP is
causes halt in the jobs being done in the company the problem is forwarded to the IT department.
The IT department also admits the logins and account information of the entire employee that
uses the ERP software of the company.

Other than that, the company also focuses on innovation and restructuring for a better
new. The company hires people that can work on projects related to software innovation on
contractual bases. As the company‘s main job is to cater the orders of the clients, thus it only
need people on contractual bases to get the job done. The IT department is also responsible for
making a new login for any new employee that comes in the organization.

26
 In a nutshell, following are the duties of IT department of Adsells:

 Keep the communication channels seamless

 Admins the networking of the company and fixed any problem related to it
 Admins the login
credentials of the
employee on the
ERP system.
 Fixed any kind of
hardware or
software
malfunctioning.
 Fixes any kind of
employee problem
related to the IT
department. If the
system isn‘t
working or an
employee is facing a
problem related to
networking on his
system, he forwards
it to the IT
department.
 Works in new software innovations and updating on usually contractual bases.
 Also, the company operates all over Pakistan with their offices at 8 different locations.
Keeping all the data and communication intact with the offices comes under the job of IT
department. All the work is done through networking, thus, it comes under the
responsibility of this department to make the communication within all the offices and
flow of data as fluid as possible. Because the needs are that, all the offices are interlinked.
They need to coordinate with each other for execution of jobs at their respective regions.

27
Technical:
The technical area of the company
comprises of the expertise of various core
business activities performed within the
organization. Adsells works on client‘s
orders. These mainly include the things
used for branding and advertising
purposes. Preparing those orders and
executing them requires a great deal of
expertise and training for employees
within their own area of operations. Technical class includes all the productions and printing
faculties the company houses and the employee related to these areas. This includes retail
solution job, fabrications, outdoor advertising, and all the other forms of advertising that
encompasses the company except ATL advertising. Basically if seen on a broader level, there
come two stages in this area. First in the supply chain that is within the organization; the
production processes and second down the chain; the execution as deemed and required by the
client. Under this area following departments are working currently in Adsells.

Research and Development:

The research and development department at Adsells plays an innovative role. As a research
department, it does the generic job as to find new ways of making innovative products and
services and giving the customers a new or an improved product. This department also heads the
fabrication and pasting department. The research and development department houses a team
that is constantly in effort to improve and innovate their products. Moreover, costing for products
like acrylic, foam boards etc, the ones that doesn‘t come in printing phase, is also passed from
this department to the relevant executive. This department has an upper hand on the store and
warehouse of the company too.

28
The research and development department as said above has two basic roles of functioning at
Adsells that are as follows:

 Innovate Adsells product portfolio such as racks, gondolas, standees etc.

 To bring about changes and betterment in existing products as well as make new designs
on the request of the client.
 Produce samples for testing the changed product; test it for stability and durability.
 Heads the costing of all the material except flex and vinyl
 Also, heads the warehouse and store of Adsells.
 Makes costing for any job that includes the said materials and things like stands, cut outs
and gondolas.
 Costing sheet is necessary for such jobs to be executed internally.
 Provide support to the client services department on making advertising standees and
cutouts on improving their stability and durability, as to perform better and give a long
lasting effect of their elegancy.

Fabrication:
The fabrication department usually deals with retail solutions, signage and outdoor media
management. Under fabrication mostly branding is done. When a new outlet is opened of any
client. It needs to be rebranded. E.g. wall branding, tables, chairs, sign boards etc. Such are done
by the fabrication department. Fabrication department too is headed by its Fabrication Head that
manages the resources pertaining to this department. Fabrication department gets its job from the
client services department. After the job, wait is for the things to get ready that comes in the job.
The fabrication department takes the things and does the work as is listed on the job order.

Under this area comes the wall branding, skin that is housed within the outlet, signage
and all the carpentry and iron work outside or inside the outlet. The fabrication department has a
team that caters both Lahore area and outside Lahore within its own region. The team is
experiences and trained to do its job as best as it can. Fabricating an outlet, franchise or a shop is
a work of trained personnel and such employees are hired in the fabrication department by
Adsells.

29
Printing Production:

Printing production is one of the

most important departments of the
company. It houses all the printers
and machines used for printing
things such as vinyl and flex.
Printing production is headed by a
printing head and production head.
This department is constantly on
work day and night and 7 days a
week. There are both day and night shift. The machines keep on working due to heavy demand
by the clients and to meet the stipulated deadlines. This is because in advertising, time is of great

30
essence and is considered vital and effective in launching an advertising campaign or just simply
on the road advertising.

Any how, the printing department has various kinds of printers that are capable of
printing high quality vinyl or flex skins. Some printers are good for vinyl‘s and some are good
for flex. Moreover, size is also a factor due to which a specific printer is used. After the printing
is done the printed items are forwarded to the relevant department for their execution at the said
location by the client.

RS Production:
Retail solution production includes items such as give always and printing on cups and shirts.
Retail solution includes all the things that are used for retaining the client‘s products at their
shops. E.g. a pen that is used for advertising etc. Most of the work is out sourced by some is done
in-house such as screen printing on shirts. Retail solution production houses specific machines
that are needed to get the job done.

Also in this area come the machines that are used for signage production. Signage are
usually made of acrylic and hard wood board. Such materials are needed to be cut in specific
shapes. RS production has the latest machinery used for cutting various kinds of materials with
quite a good accuracy and precision. RS production is responsible for dealing with the branding
of outlets in the fabrication perspective such as tables, chairs, boards, etc. This area focuses on
production of these kind of things and then these are forwarded to the relevant department for
execution.

31
Pasting:

Pasting department works just like fabrication department but its area of job is different from the
fabrication. Vinyl branding is pasted. Vinyl is printed at printing production as a sticker. It needs
to be pasted on a sheet of paper that enables it carry or transport it anywhere else without ruining
the vinyl adhesive or the side on which the sticker is present. This work is done in the pasting
department. Moreover, pasting department is responsible for wall branding and in store branding
that is delay with sticker. Usually much of the branding is done with stickers inside the shop or
outlet. This is done by the pasting department for both Lahore and outstation within the region.

Likewise, pasting department is headed by its head and also has a team that knows how
to paste the things and at what places. They have the expertise of handling these type of things
because handling them without right care can ruin the adhesive and make the sticker useless.
Thus, the team is experiences and well trained to cater their jobs and perform it with expertise
and skill.

Carpentry shop:

32
The carpentry shop at Adsells works on contractual bases meaning that the people heading the
carpentry workshops are hired on contract bases. All the wooden work is done here. Adsells
hired experienced and trained carpenters. As the clients are big companies and demand quality
work thus it is of great responsibility on Adsells to give the contract to well trained and
experienced worker in this area.

There are three carpentry workshops at Adsells that fulfills the ever increasing demands for
wooden work. Two are on the ground floor and one on the roof. All work on the same purpose
but are given to different contractors.

33
The purpose of carpenter workshop is as follows:

 To produce and make elegant and well furnished wooden items for retail solution and
advertising.
 Tables, chairs etc that are used in the outlet are made here.
 Other than that, gondolas and wooden racks are also made at carpenter workshop e.g. the
new gondolas of PEPSI.
 The things made here are forwarded to paint shops mostly, they are then painted or
etched as per need. Sometime letters are cut for them and then they are installed on the
wooden frame such as on the front of the gondola.
 If electric work is to be needed egg backlighting the installed logo or letter then after the
installation of the letter/logo or both, the item under consideration is forwarded to the
electric shop, where LED lights are fitted inside them.

Electric Shop:

34
The electric shop at Adsells is necessary for producing backlit logos and letters on gondolas and
racks. As mentioned before, the fabricated retail solution items prepared at carpenter shop are
taken to the electric ship if lighting them is necessary. The things are wired properly by trained
employees and are then transferred to the warehouse for delivery purposes. The purpose of
electric shop is as follows:

 To take care of all the electric work to be done on things produced.

 Mostly the items taken here are gondolas and racks.
 Use LED lightning for producing backlit effect on letters and logos cutout by cutting
machines.
 Mostly, lighting work is done here, as for advertising purposes, lights are necessary to
backlit the advertised name or logo to make look good and being easily visible at night.

Design Department

Design is one of the most important places at Adsells. When the job is received at client services
department, the job cannot proceed further once it hasn‘t been processed at the design
department. The design department works on design. The design are for advertising purposes

35
such as vinyl and flex usually. The software in use here are COREL DRAW and ADOBE
PHOTOSHOP. Both have their own purpose and usage. The software are used to produce
designs which then are sent to the relevant machines that accept the files and start the work on
the job in an automated way. The design department also acts as a support department for client
services. The experienced and trained personnel here have the know-how of resolutions, colors
and after print effects that can be seen on either flex or vinyl medium. The purpose of both
COREL DRAW and PHOTOSHOP software is as follows:

COREL DRAW:

 Corel draw software is used to produce line work

 Line work is a term used at Adsells, It means the boundaries of the material to be cut
 To make a sketch like picture, consisting of only boundaries. E.g. a cone line work will
be the boundary sketch of cone.
 The files are COREL DRAW files and are detectable and readable by cutting machines
such as ESKO and MULTICUT.
 Used to make out shapes or different pictures and also to cut out letters
 Line work made is forwarded directly to the relevant machine

ADOBE PHOTOSHOP:

 A quite popular software that is used for design and formatting pictures.
 Used mainly to set out dimensions of pictures received from client that are to be printed
out
 Also, colors of pictures can also be set as to give a good look on the material used.
 Formatting logos and pictures on the artwork received by the client on clients request.
The picture comes in form of layers.
 Each layer is a different picture or an identifiable object on the artwork.
 Thus the objects can be moved and set as told by the client executive responsible for
carrying out the job.
 The finalized designs are then forwarded to relevant machines in the printing department
that is then printed out.

36
 Purpose of design department is thus as follows:

 To provide support to the client executive and give recommendation on the work if
necessary.
 To fix and set up the design or line work and then make it ready to get it cut or
printed out.
 If the outcome of the artwork on a print out isn‘t as required by the client, the colors
are set up by the design personnel and then a proof is prenticed out
 Proof is a small test print that is used to check that the colors are right and are
approved from the client. After that, the main job is executed.

Seaming Department:

The seaming department is partially outsourced at Adsells. They work on flex skins. The need of
seaming department arises because when the large skins are printed out of the printer they aren‘t
as one but are actually printed in pieces. Those pieces are then joined together to make them as
one. This work is done at seaming department.

37
The other work at seaming department is the tailoring job. The skins that need tailor work to
make them able to tie up to the surface on which they must be attached, are taken up to the
seaming department. The person doing this work is on contract bases and is called for the job
only. Because the work seldom comes, and not regularly like the other jobs, that why the tailor
isn‘t permanently hired by Adsells.

Commercial
The commercial is the core business side of the organization that operates and outdoors and
manages the business processes with the clients or any other relevant government or private
agency. Commercial area focuses on building long term relationships with business entities. It
caters their needs and
bonds a relationship that
benefits in the long run.
Commercial practices
include teaming up with
client. To do the work
with their coordination
and also with the
government agencies and
contract holding
authorities that are played for renting their services by the company. Such authorities are
government agencies that hold a specific region of the city. If any advertisement is to be done
there, their consent is required and they are played for that advertisement accordingly. Also,
every time costs aren‘t changed for the client. Most of the things are fixed up in their price for
regular clients. Thus, meeting and coordinating with clients and fixing up of prices and their
increments also comes in this category. This category is divided into outdoor media
management, client services and finance department.

38
Outdoor Media Management:
Out of home advertising (or OOH advertising, OOH Media) is advertising that reaches the
consumer while they are outside the home.

Out of home advertising is focused on marketing to consumers when they are "on the go" in
public places, in transit, waiting (such as in a medical office), and/or in specific commercial
locations (such as in a retail venue). OOH advertising formats fall into four main categories:
billboards, street furniture, transit, and alternative. Billboard advertising is a traditional OOH
advertising format, but there has been significant growth in digital OOH (digital billboards and
place-based networks) in recent years. Street furniture is made up of formats such as bus shelters,
news racks, mall kiosks, and telephone booth advertising. This form of OOH advertising is
mainly seen in urban centers. Additionally, this form of advertising provides benefits to
communities, as building and maintaining the shelters people use while waiting for the bus.

Transit advertising is typically advertising placed on anything which moves, such as buses,
subway advertising, truck side, food trucks, and taxis, but also includes fixed static and
electronic advertising at train and bus
stations and platforms. Airport
advertising, which helps businesses
address an audience while traveling, is
also included in this category.
Municipalities often accept this form
of advertising, as it provides revenue
to city and port authorities.

Street furniture, transit, and alternative

media formats comprise 34 percent of
total outdoor revenue in the US for example. Some of these formats have a higher percentage of
national ads than traditional billboards.

Thus managing the media on which advertisement is to be done, e.g. bus stop, kiosks,
billboards etc come in the outdoor media management area. There are government entities and
contractors involved in this process of advertisement.

39
There are two types of OMM; Digital out of home and non digital out of home.

Digital out of home (DOOH) refers to dynamic media distributed across placed-based networks
in venues including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas
stations, convenience stores, barber shops, and public spaces. PQ Media defines DOOH by two
major platforms, digital place-based networks (DPN) and digital billboards & signage (DBB);
DOOH networks typically feature independently addressable screens, kiosks, jukeboxes
and/or jumbotrons. DOOH media benefits location owners and advertisers alike in being able to
engage customers and/or audiences and extend the reach and effectiveness of marketing
messages. It is also referred to as Digital Signage.

Non-digital out-of-home refers to other types of media distributed across physical

spaces. These are:

 Aerial Advertising - Towing banners overhead of beaches, events and gridlock traffic via
a fixed wing aircraft

 Airship Advertising - An airship can provide one of the physically largest out-of-home
advertising platforms.

 Billboard bicycle - Billboard bicycle is a new type of mobile advertising in which a bike
tows a billboard with an advertising message. This method is a cost efficient, targeted,
and environmentally friendly form of advertising.

 Bulletin - Bulletin billboards are usually located in highly visible, heavy traffic areas such
as expressways, primary arteries, and major intersections. With extended periods of high
visibility, billboard advertisements provide advertisers with significant impact on
commuters. This is the largest standard out of home advertising format, usually
measuring at 11x48 in overall size.

 Bus advertising - Firmly establish brand awareness and generate quick recall with high
profile exposure near point of purchase locations.

 Commuter rail display - Reaches a captive audience of upscale suburban commuters.

Additionally, reaches lunch-time patrons, shoppers and business professionals.

40
 Compark advertising - ComPark is
a device used for car park
advertising; which is placed onto
the parallel lines of a bay and is
able to gain instant exposure from
motorists that have just parked their
vehicle. The ComPark also serves
as a guide to assist motorist in
adhering to the parking bay size.

 Lamppost banner advertising -

Lamp columns are sited
everywhere, allowing advertisers
and events to use banners to target
precise geographical locations and
create massive promotional
awareness.

 Mobile billboard - Mobile

billboards offer a great degree of flexibility to advertisers. These advertisements can
target specific routes, venue or events, or can be used to achieve market saturation. A
special version is the inflatable billboard which can stand free nearly everywhere. This
product can also be used for outdoor movie nights.

 Postcards - Free advertising postcards available in venues such as cafes & bars, arts &
cultural institutions, universities and high schools. Postcards are taken from a specially
designed display unit with signage indicating the postcards are free for the general public
to take.

 Poster - Target local audiences with these billboards, which are highly visible to
vehicular traffic and are ideal for the introduction of new products/services. Marketers
use posters to achieve advertising objectives and increase brand awareness by placing

41
 multiple units in strategic
locations while lowering the
cost per thousand impressions.
This is a standardized poster
format, typically measuring
12'3" x 24'6"; formally known
as a 30-Sheet Poster.

 Premier panel - Premiere panels combine the frequency and reach of a poster campaign
with the creative impact of a bulletin.

 Premier square - Bright top and bottom illumination on a premiere panel provide extra
impact after dark.

 Street advertising - The use of pavements and street furniture to create media space for
brands to get their message onto the street in a cost-effective approach.

 Taxi advertising - Taxi advertising allows advertisers to highlight their products, whether
brand awareness, or a targeted message, directly to areas where people work, shop, and
play.

 Wallscape - Wallscapes are attached to buildings and are able to accommodate a wide
variety of unusual shapes and sizes. These billboard advertisements are visible from a
distance and provide tremendous impact in major metro areas.

 Other types of non-digital OOH advertising include airport displays; transit and bus-
shelter displays; headrest displays; double-sided panels; junior posters; and mall displays.

42
Client Services

Client Services department is one of the most important department of Adsells. In this the
executives and managers are constantly in link with the clients and taking on orders and jobs as
the client wishes. They does the starting work and tell other departments what to do on a job.
Client services department is also called the marketing department of Adsells.

No advertising campaign goes from storyboard to sales driver by itself. The client
services manager is the ad agency executive who guides the campaign-building process. From
client communications and work flow to budgets and billing, client services managers have many
responsibilities. Most client services managers start their careers as entry-level assistant account
executives, learning the ropes with a shorter list of responsibilities on a limited number of
accounts.

Agency Role
Client services managers connect an agency's creative efforts with advertisers‘ needs, from
leading a first meeting on a new account to researching media outlets for a campaign. They
maintain relationships with executives of client businesses, oversee the agency‘s account team
across all disciplines and develop strategies for clients. In short, the client services manager is
accountable for all aspects of the delivery of work to the client. But the account leader‘s role
goes beyond merely giving a client what he wants. Client services managers are problem solvers
who analyze markets and help advertisers develop business goals for their goods and services.

Daily Routine
Every day is different for client services managers, but routine tasks include updating status
reports for clients, receiving creative changes from clients, relaying those changes to creative

43
staff and supervising the account‘s finances. Daily responsibilities involve maintaining and
growing client relationships, and managing client expectations — for example, keeping them
realistic about timelines for delivering campaigns. Research is also part of the account leader's
job. Whether a client makes tractors or sells clothes, the manager must become an industry
expert. An account manager's day might start with a client meeting to discuss a new app. Next
up: Sending another client a rough cut of a TV spot, getting feedback on the ad, making final
changes and shipping it for an air date. A brainstorming session for a client who wants to
increase sales in a specific category might be on the agenda, as well. Account leaders also
schedule store walks to check out clients‘ competition, write up their findings and share them
with clients. They also review magazine and newspaper articles for new trends several times a
day.

Characteristics
Client services managers share specific personality and work traits. They can juggle multiple
client needs while maneuvering sudden changes of direction in the marketplace. They're
organized. People skills are also a must, because they interface with many personalities in many
disciplines. Diplomacy is key as well — account leaders must work through differences between
creative staff and clients. Also important are curiosity and an interest in keep up with new
technologies and trends and how they affect a client‘s business. Finally, the ability to foster a
healthy work-place culture is important, because agency employees work long hours and face
tight deadlines.

Managing the relationship with clients is one of the most important tasks for an advertising
agency. The average client-agency relationship in 2013 lasted just three years, compared with
seven years in 1983, according to the digital agency Leveling. Consultant Avid Dan, writing in
―Forbes,‖

Contract
A contract governs the relationship between agency and client. Clients appoint advertising
agencies to provide services for a period of time, typically a year. They allocate budgets, which
agencies use to deliver predetermined services. To meet their contractual requirements and
manage the relationship with clients, agencies put an account management structure in place and
agree on reporting procedures.

44
Account Management
The account management team
is the primary link between
client and agency. Depending on
the size of the agency, the team
may include an account director,
account executives, account
coordinators and assistant
account executives. Account
directors typically are
responsible for the overall
management of a team assigned to a particular client while other team members manage the day-
to-day relationship, according to the American Association of Advertising Agencies.

Campaign Briefing
At the beginning of a project, the account director and other members of the account team meet
the client‘s representatives, who may include a marketing director, communications director,
marketing manager, product manager, brand manager or advertising manager. The account team
agrees on campaign objectives with the client, setting expectation levels for the agency‘s
performance.

Campaign Management
While the agency is developing its creative and media proposals for the campaign, account
executives maintain regular day-to-day contact with the client team. They arrange meetings to
present proposals or communicate via email or telephone. At each stage, account executives
issue progress reports that note any approvals or changes to the campaign. Reporting ensures that
both parties are aware of the decisions taken during the project.

Campaign Review
After the campaign has run, the complete agency-client team meets to discuss the results. They
review performance against campaign objectives, assessing factors such as response to
advertisements, changes in consumer attitudes towards the company or increase in sales
attributable to the campaign.

45
Agency Review
To ensure that the relationship is working smoothly, senior members of the account management
team meet clients at intervals to discuss agency performance. They may meet quarterly, for
example, to review factors such as campaign results, costs against budget and any necessary
changes to strategy. They may also review the performance of individuals working on the
account to ensure that personality issues do not damage the overall relationship.

Finance & Accounts:

Finance & accounts department at Adsells plays an important role. To manage the business
finances and recording of all the inventory levels is the job of accounts and finance department.
Stock are of the utmost importance to the business, Getting low and out of stock is the most
undesired position for this business. Thus, keeping a record of all the raw materials and supplies
and recording them appropriately is the job of this department. Moreover, making budgets,
managing expenditures and giving a picture of business status with the financial statement is the
job of finance and accounts department. Likewise other organizations, this department also plays
the generic role. The generic role is as follows:

The activities expected from a finance department cover a wide range from basic
bookkeeping to providing information to assisting managers in making strategic decisions. What

46
to expect from your finance department will depend largely on factors such as how much
involvement the owner/manager has in the organization.

At the base level, your finance department will be responsible for all the day to day transactional
accounting for the business. This will include the tracking of all transactions and the
management of any government reporting. In very small owner-managed businesses this role is
often filled by a family member with accounting experience. An outside accounting firm is
usually used for annual financial statements and returns. In larger organizations this role will
extend right through to preparing the financial statements with an external auditor engaged for
assurance purposes.

The finance department is also responsible for management of the organization‘s cash flow and
ensuring there are enough funds available to meet the day to day payments. This area also
encompasses the credit and collections policies for the company‘s customers, to ensure the
organization is paid on time, and that there is a payment policy for the company‘s suppliers. In
most organizations there will be some form of forecast prepared on a regular basis to
systematically calculate the ongoing cash needs.

Where there are cash needs beyond the day to day working capital, the finance department is
responsible for advising and sourcing longer term financing. Financing may be obtained though
bank or private lender debt or, in applicable firms, share issues to private investors. If the
organization is ready to target angel investors or venture capitalists the finance department will
be key in preparing the documents required for these presentations and may work with outside
consultants on a company valuation. In larger firms considering public share offerings the
finance department will assist with the preparation of the offering documents but will likely also
use outside consultants to advise on this complicated process.

With the must-do‘s taken care of, the finance department can now start to contribute to the
management and improvement of the operations by measuring and reporting regularly on key
numbers crucial to the success of the organization. Management accounting information is
information that managers can use to monitor the operations and decide where further attention
may be required. It will likely include some non-financial information and should be
communicated to managers in a way that is easy to understand. In smaller owner-managed
businesses this resource, though extremely important, is often overlooked or ignored.

Looking forward, the finance department will work with managers to prepare the organization‘s
budgets and forecasts, and to report back on the progress against these throughout the year. This
information can be used to plan staffing levels, asset purchases and expansions and cash needs,

47
before they become necessary. Some organizations often ‗plan‘ by the seat of their pants, while
organizations know it is important to have some idea of where you want to go before you start
going there.

Finally, the finance department should be called upon to provide information to assist managers
in making key strategic decisions, such as which markets or projects to pursue or the payback
periods for large capital purchases. The finance department can often contribute an objective
perspective based on special financial assessment techniques.

In summary, some organizations know the finance department should be considered a resource to
assist managers in the running of the business. With the growing popularity of outsourced
finance departments, it is possible for even small businesses to have access to all of the benefits
of a full finance department, through part time professionals, at a fraction of the cost of
employing a full time finance department.

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 Management Style

As an Advertising agency;

Adsells is an advertising agency on a

basic level. It works on clientele based
relationship with its customers. While,
An advertising agency or ad
agency or advert agency is a service
based business dedicated to creating,
planning, and handling advertising (and
sometimes other forms of promotion) for
its clients. An ad agency is generally
independent from the client (it may be an
internal department or even an internal
agency) and provides an outside point of
view to the effort of selling the client's products or services. An agency can also handle
overall marketing and branding strategies and sales promotions for its clients.
Typical ad agency clients include businesses and corporations, non-profit
organizations and government agencies. Agencies may be hired to produce commercials,
radio, Online Advertising, out of home advertising, Mobile Marketing and AR Advertising as
part of an advertising campaign.

Client Based Relationship:

The client-agency relationship starts when a client appoints an advertising agency for making his
add It continues till the ad agency provides satisfactory services to him. Such a relation should
always be cordial. There should be a mutual trust, confidence and understanding between the two
parties. It is so, since, the primary objective of both sides is same, i.e. to make a successful
advertising campaign.
 Lack of mutual trust will be harmful to both parties. It is, therefore, necessary to maintain
good relations between the client and ad agency as follows:
 Meaningful two-way communication is required to maintain a friendly client-agency
relationship.

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  Both parties should take special efforts to maintain a cordial relationship.
 The approach of give-and-take is required to keep relations over a longer period.
 Mentioned below are some significant guidelines (grouped under three categories) to
maintain a cordial client-agency relationship in advertising:

Guidelines followed:
Adsells put their clients at the top most priority. Clients look at Adsells for their advertising and
branding needs. Adsells‘ business work on their clientele relationship. The theory of customer
relationship management works best in this kind of business. The client is always right. Adsells
work as an agency work its clients and earn their business with their trust and performance
among their clients. Following are the guidelines on which Adsells work on promoting their
businesses and building long term relationship with their clients.

 Treat the client with coutesy and never hurt its ego.

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  Provide all relevant information to the client about the expenditures and material to be
used in the advertising.
 Don‘t unnecessarily bargain on costs with the clients.
 Fulfill the job as desired by the client, if there is any changes that need to be made, take
the approval of the client and then executer it
 Don‘t unnecessarily add costs to the advertising gross expenditure. This may raise costs
and can be problematic for the client.
 Provide feedback to the client on the work done. If anything is remaining, complete the
job at hand within stipulated time as time is of great essence and use in the advertising
industry.
 Reduce disputes to a minimum
 Finalize in advance the charges for an advertising campaign that both parties come at an
agreement.

Impact on employees:

As told earlier, Adsells has a clientele type of relation in conducting its business activities.
Adsells works as an agent for its clients and executes their advertising an branding jobs for them.
It get all type of fabrication and branding tasks from clients on regular and seasonal bases. Thus,
client comes first for Adsells which has an impact on company culture and best practices
followed by its employees. Thus keeping this in view following are the effects on employees:

 The most prior thing for employees managing customer accounts is the client satisfaction

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  The employee has free will and allowed to use its own creativity to fulfill the demands of
the clients.
 Client satisfaction comes at first than the costs of the company.
 Not only satisfaction is kept in focus but also retention
 Clients are the entities that generate business for Adsells, satisfying and retaining them
comes first. For that, the accounts manager can go through certain R&D processes to
provide customer with the best choice for its advertisements.
 Even one time dissatisfaction of any client isn‘t acceptable. Clients generate a lot of
business for Adsells. Working below expectations for them can hurt the company quite
badly as clients has always an alternative and they too can‘t afford mistakes in
advertising.
 Production, execution, feedback must be timely and done in quality and efficient manner
as to get up the with expectations of clients or better to even surpass them.

Thus, employees at Adsells are highly motivated for customer satisfaction and building long
term relationships with client. They work on the principles of customer relationship management
and know that their success lies in the client‘s satisfaction and if they achieve that, it can result in
their career success too.

Client’s of Adsells:
Adsells is the biggest outdoor advertising agency working all over Pakistan. It is also the leading
and oldest agency in operation. Adsells have the privilege for having many national and
multinational businesses as its clients. Adsells also have won quite many awards for its quality
production and management practices. Following are the clients of Adsells :

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53
Thus of almost having a portfolio of 40 big national and multinational clients, Adsells is
responsible of satisfying all those big clients with best managerial practices and requires great
keen and interest in its clients satisfaction.

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 Production Facilities

Introduction:
Production department lies at the heart of Adsells. Without its working Adsells isn‘t able to do
what it does and also what it does in the best way. Because production is so important in Adsells
thus to keep the competitive edge up, Adsells has acquired the latest production equipment and
has the largest capital base in Pakistan. The machines are able to do what others cant and this
gives Adsells its competitive advantage. Moreover, with automation and technology, the
company has also acquired certification in them and gives training to its employees yearly.
Adsells also focuses on technology up gradation both hardware and software, It is constantly in
search of finding opportunists of up gradation that will help boost up its production and
efficiency levels.

With machines and technology of latest level, Adsells also have certified engineers,
mechanics, technicians and operators. The company takes care and cares for the maintenance of
all the machines to keep them working at their best level. It has hired mechanics that have
certification in those specific machines them to keep working on their optimum levels.

Place in the cycle:

The production facilities comes in the second place in the business and job execution cycle of
Adsells. The first is the client services department that gets the orders from clients. The machines
keep working day and night to cater the increasing and constant demands of the clients and thus
require extreme care and maintenance.

Hierarchy:
The production department at Adsells covers almost quarter of the employee base. The
production department works as the heart of Adsells that caters the needs of all the advertising
and branding jobs. Adsells have made a strong workforce that is constantly at work at the
company. There are two shifts for employees at production, One day and one night in most
cases. The machines are constantly at operation and they are deemed to fulfill the regular and

55
constant needs of the clients. The following is the hierarchy of employees at the production
department.

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Machines:
Following are the machines currently in use by Adsells:

DURST RHO 600 FLATBED UV PRINTER

Retail Solutions is proud to be the first company in Pakistan using the Durst RHO 600 Flatbed
UV Printer.
This is the perfect solution for printing high resolution images directly onto rigid substrates
without the need for mounting or laminating. Large or smaller format, the Rho presents massive
opportunities for both indoor and outdoor graphic applications.
The Rho uses UV cured CMYK inks that are instantly dry, waterproof, weather resistant and
environmentally safe (no volatile organic compounds). Better yet, direct to substrate images and
graphics won‘t shrink, peel or de-laminate. And the range of substrates, both rigid or roll, is vast.
The materials include Acrylics, Cards, Tiles, Canvas, PVC, ACM - Aluminum Composite
Material, Stone, Textiles, Foam boards, Glass, Ply wood, Corrugated products, Corel, Wood,
Vinyl‘s, Perforated products, Lexan, Steel, Papers and so many more...

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KONGSBERG - IXL 24

Adding the Esko Kongsberg to our Division gives

Retail Solutions an Edge!
Printing large is great but doesn't do much when
you cannot cut shapes needed on a consistent basis.
Thus the reason the Kongsberg i-XL-24 was added
to our division. We can cut, score and route almost
any material we can print on with extreme
accuracy, thanks to the addition of the i-cut camera
system.

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  Kongsberg i-XL-24 Specs:
 Max Stock Size: 60" x 120"
 Max substrate thickness – 1"
 Cutting Method: Variety of blades for substrates and a router for dense substrates
 Misc: scoring head for scoring materials.

The purpose for which this machine is used for are:

 Basically, it‘s a cutter that can cut out shapes and letters out of materials.
 The materials that can be cut by it are foam board, acrylic, MDF wood board etc.
 This is used to cut out shapes out of different things that is used for advertising
purposes.
 Also, the signage solution has a great use of this machine as it is used to cut out
letters that are used in banners and logos on the outside of any outlet for example,
McDonalds letters are cut out by this machine.

MULTICAM ROUTERS FOR PRECISION CUTTING

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Retail Solutions has precision cutting routers for different materials, including MDF, Acrylics,
ACM for varied thickness. Featuring high performance digital AC servos coupled to a precision
machined and hardened helical rack and pinion drive system, these are available in standard sizes
up to 80‖ by 240‖. These are powerful, high production machines capable of 24/7 operation.
Router Applications.

As can be seen in the picture, the machine is being used to cut out shapes from MDF wood board
and its mostly used for cutting out from hard wood.

 Sign and graphics fabrication

 3 dimensional (sign, plastics, wood, molds, etc.)
 Cabinet making, furniture, general woodworking manufacturing
 Store fixture, display manufacturing
 Solid surface machining
 Non-ferrous sheet metal machining (aluminum, brass, copper, zinc)

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VACUUM FORMING IN LAHORE & KARACHI

Vacuum forming, commonly known as vacuforming, is a simplified version of thermoforming,

whereby a sheet of plastic is heated to a forming temperature, stretched onto or into a single-
surface mold, and held against the mold by applying vacuum between the mold surface and the
sheet. The vacuum forming process can be used to make most product packaging, speaker
casings and even car dashboards.

VUTEK 3360EC

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Printing on Flexible Substrate, Acrylic, ACM, SS directly
Vutek has been the industry standard for years, and its Ultraview II 3360 superwide digital
printer offers the best image quality and highest productivity in its class.
Our 8-color printer can print up to 126‖ wide by any length, at a resolution of up to 360 dpi. We
print on a wide variety of media including vinyl, pressure sensitive film, paper, mesh, and
textiles.
Retail Solutions has 6 Vutek printers installed across our network in multiple regions.

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The purpose of Vutek is as follows:

 To print out large flex skins that are used for outdoor advertising and as billboard harding
skins.
 To print out vinyl of large sizes that are used for indoor branding and retail solutions.
 Also vinyl printed out from vutek is of large size. It is ls also used as skins on walls, also
called wall branding.

HP SCITEX XL 1500 FOR LARGER FORMAT PRINTING

HP Scitex prints faster and provides unprecedented ink coverage. It prints outdoor signage at
industry-leading speeds as well as high-quality indoor signage with this innovative, 5m printer
that can also print to multiple narrower rolls.
Retail Solutions has 3 HP Scitex printers installed across our network in multiple regions.

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ROLAND ROUTERS, PRINTERS & LAMINATORS

Retail Solutions uses Roland Routers, Printers & Laminators combined or separately give us the
ability to print for both outdoor and indoor in high quality and great speed.
The quality of these Roland Printers is unmatched if compared with other printers printing on the
mediums they print best in. They have 4 Laminators, 4 Roland Printers and 2 Plotters installed
across their network in multiple regions.

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As seen from the picture, Roland printer is being used for printing out small flex and vinyl prints
at Adsells. As compared to vutek it prints out high quality vinyl and flex skins and it also serves
the same purpose as of vutek prints. Roland has high quality finish than vutek and is good choice
for printing out small mediums such as of dimesnsion 22‖x22‖ etc.

JETI PRINTERS

Prints up to 10‘6‖ wide without

paneling, 600 dpi technology
with an up to 6 year outdoor
durability. Prints a large variety
of banner stocks, pressure
sensitive vinyl, backlit flex face,
and more! Adsells‘ Jeti comes
with the exclusive back-lit camera
technology which produces perfect
back lit images.
They have multiple Jeti machines
installed across our network in multiple
regions.

There are two jeti printers at Adsells,

One for large size printing and other

for small size printing.

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PAINT BOOTHS

Retail Solutions, has over the time

adopted the use of hi-tech vaccuum-
sealed paint booths in order to avoid all
sorts of dust, air and unwanted particles
between the paint and the mediums.
This practise is only used to paint hi-end
vehicles, etc. but we felt the need that
our customers deserve the highest
quality in compliance with the
international standards.

The purpose of paint booth is as follows:

 The finished gondolas are made of

wood and has plastic material used
on them too.
 To paint them with finest quality
and long lasting colors paint booth
is used.
 In this gondolas and other stands
and racks are first cleaned with
chemicals and then paint is applied
on them. After paint is applied, a
chemical is used on the paint to
make it hard and give it strength for
long lasting effects.

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Laser cutter:

This machine lies next to the Kongsberg esko multi cut and is also used for the same purpose.
But the difference between the two machines is the mechanism of cutting, quality and precision.
The characterics of laser cut machine is as follows:

 Uses laser cutting technology to provide high precision and quality cutting.
 Laser cutter can cut all the materials that can also be cut by the Esko machine but the
difference lies in quality and precision.
 Laser cut cannot cut paper material, as the paper burns out due to heat of laser.
 Can be used for:
 MDF lasani wood
 Acrylic
 High Impact

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 Wood and foam board.
 Alpolic sheet

Wood Cutter:

This is a general purposes wood cutter. A round cutter is used in it as seen in the picture and
wood is being cut by it. This serves the purpose to cut wood in smaller pieces that can then
be mounted on esko or laser cutter for cutting out shapes and letters from it.

The material and medium bought first are large in sizes. They come as sheets. Thus, the
sheets are cut in smaller sizes as needed and then they are mounted for line work cutting.

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  To provide a prior cut of a rectangular or square size usually comprising a part of the
whole sheet.
 This cut sheet can then be used on esko, multi cam or laser cutter for cutting out
shapes and letters.
 The mounted medium can be foam board, acrylic, MDF lasani, wood and alpolic
sheets.

Thermal Bender

As the name suggest, this machine is used as a bender for various mediums such as plastic, foam
board, PVC etc. The mechanism is heat on which the material such as plastic is mounted first on
the machine and closed in it. Then the machine melts the part to be bended and bends it used die

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as used on the machine. After that the material is cooled down and a firm shape is made of the
material. The following are the purposes of this machine.

 To provide bending needs for different advertising purposes mainly outdoors.

 Giving shapes to different hard materials such as plastic and foam board.
 The shapes are usually curved as the die used in the machine curver the material, also this
is the main purpose of the machine ; to curve or bend different materials.

Iron and cloth printer

As a part of retail solutions, this machine is used for only one material; cloth. It is used to iron
out cloth and shirt and to print on them. The prints are screen printed and then heated to give the
paint long lasting imprint on the shirt. The shirts made are a part of retail solution the company

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provides. The shirts are used for advertising purposes or branding. They can be given at
giveaways and be used by the company‘s own employees but that purpose solely depends on
client‘s usage.

Screen Printer

The screen printer is used for etching out prints on various cut out materials. The materials can
be acrylic, foam board, high impact etc. When the cut out is obtained from the router cutters, for
etching out marks and painting on them, it is taken to the screen printer and the machine is used
to etch marks on the cut out material.

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There are two machines currently at use by Adsells for screen printing. One is large and
automated that yield high quality prints and obviously raises the cost for the client. The other one
is manual and also used for the same purpose but differs in quality of the print.

The other difference is the size of printing. If a large printout is required then the automated
screen printer is used for that. If the medium used is of small size, then it can be done manually.
Also, the number factor comes into play too. Automated machine is used to yield high number or
quantity of printouts. Manual is used if only a few is needed.

Workforce and capital utilization:

Workforce and capital utilization works as a leverage for a company. The company can save
costs and improve its price competitiveness by managing its expenses and costs and finding the
lowest cost per unit that it can yield out of its current status. Adsells greatly utilizes its workforce
and capital. The employees at production department are constantly busy at work. Almost no
department sits idle because there are always jobs and things carried out of different campaigns
and advertisement plans by the clients.

As told earlier, Adsells workforce has shifts. The company keeps busy day and night to fulfill the
orders and demands of the clients. It in no way affords delays and exceeding stipulated
deadlines. The printing department is busy all the time. Most of the work is related to this
department because it caters medium and short term advertisement needs such as banners, flex,
vinyls etc that are used for advertisement or marketing campaigns. So, there are strict shifts for
employees at printing department. The machines constantly are kept at work.

Thus, Adsells is working almost under full utilization level of its equipment and machineries and
is greatly leveraging its costs. Moreover, Adsells is the leading outdoors advertiser in Pakistan
and its competitors aren‘t any due to their low scale business and low size. Also, other businesses
in the market doing the same work hold a very little market share and their nature isn‘t such as of
Adsells. All the big national and multinational businesses are the clients of Adsells. Thus being a
leader in the industry and working under full utilization capacity, Adsells is using its resources in
the most efficient, effective and cost saving method.

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 Marketing Mix
The marketing mix definition is simple. It is about putting the right product or a combination
thereof in the place, at the
right time, and at the right
price. The difficult part is
doing this well. Adsells is
an advertising agency. It
services its customers and
fulfills there orders. It is
based on client agency
relation and strives for
fulfillment of its client‘s
orders and jobs. It is more
of a service company then
of a manufacturing
company. Though it also
manufactures and have
products for satisfying
client‘s advertising demands but it does more of a service oriented business.

Having quite a history and expertise in outdoor advertising, retail solutions and media
management, Adsells gives its expert service to its valuable clients. Whether its in form of
executions, advertising campaign or in expert advice of how to execute a certain campaign,
Adsells work as a one stop solution for its clients. It gives its expert service to its clients. The
client just place their orders and brief the company‘s executives that how to execute the job and
at what locations within what time period. Adsells does the work in its own manner while
complying with client‘s standards and procedures. Thus being this type of business Adsells
manages 7ps of marketing mix.

The trend is changing now. Now businesses that are in manufacturing process solely. Have their
own products and distribute them through their own channels and reach the end consumer,

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previously focused on 4ps of marketing mix. But as the competitiveness is increasing in the
market, more and more competitors are entering the market and every company and business is
trying to build up its core competencies and advantages. So, business that previously worked on
4ps now are focusing the 7ps. The reason is that they have to improve their supply chain and its
process. Focusing and improving the business processes will help the company in many for both
financial and performance matters. The products will improve, the costs will be lowered and
brought down to the optimum levels and inventory and stocks will be better managed and the
company will have less chances of being out of stock. Thus, either the company is product
oriented or service oriented, with the changing trend, it should focus and manage its 7ps of
marketing and build them up to be sound and powerful tools for controlling the product and
service deliverable quality.

So, the 7 generals Ps of marketing are as follows:

 Product
 Price
 Promotion
 Place
 People
 Physical evidence
 Process

Let‘s check how these Ps fit in for Adsells.

The Adsells Mix:

Product:
A product is an item that is built or produced to
satisfy the needs of a certain group of people.
The product can be intangible or tangible as it
can be in the form of services or goods.

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You must ensure to have the right type of product that is in demand for your market. So during
the product development phase, the marketer must do an extensive research on the life cycle of
the product that they are creating.

A product has a certain life cycle that includes the growth phase, the maturity phase, and the
sales decline phase. It is important for marketers to reinvent their products to stimulate more
demand once it reaches the sales decline phase.

In developing the right product mix, Adsells keep the following points in its mind:

 What does the client want from the service or product?

 How will the customer use it?
 Where will the client use it?
 What features must the product have to meet the client‘s needs?
 Are there any necessary features that you missed out?
 Are you creating features that are not needed by the client?
 What‘s the name of the product?
 Does it have a catchy name?
 What are the sizes or colors available?
 How is the product different from the products of your competitors?
 What does the product look like?

Products/Services offered:
WINDOW GRAPHICS:

Company outrivals in the design and implementation of window graphics. We have facilitated
numerous companies in mounting window graphics. Adsells uses 3M, Avery and Sabriflex
materials for unblemished results.

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VEHICLE GRAPHICS

Adsells has worked with all the major multinational companies operating in Pakistan including
Coca Cola and Telenor for providing vehicle graphics. The company is presently responsible for
branding and maintaining the fleet of major multinational and national companies.

PETROLEUM SIGNAGE

Adsells has closely worked with PSO and Shell to supply them with petrol pump signage. Today
the company has succeeded in installing signage exceeding 350 in number, all over country.

OUTDOOR ADVERTISING

Adsells offers best outdoor advertising facilities in Pakistan making it the first choice for national
and multinational companies. With its web based OOH management tools, Adsells provide
clients with one window solution for planning, executing, monitoring and post analyzing of their
OOH campaigns. Adsells network is in the major towns of Pakistan supports seamless and quick
executions of planned campaigns.

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SHOP SIGNAGE

Adsells is the biggest provider of shop signage on national basis. With their 9 offices in different
cities we ensure roll out of massive shop signage campaigns within a matter of days. Our three
print facilities in Karachi, Lahore and Islamabad cater to the printing requirements for that in
South, Center and North.

Shop Merchandising:
Thee have dedicated shop merchandising teams which have delivered Coke Red and Unilever
Perfect Store projects on national basis.

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PORTABLE STANDS

At Adsells, they not only import promotional stands but they develop portable stands in house as
well to facility display requirements of their customers on premises and on exhibitions as well.

EXHIBITION STALLS

Another feather in the cap of Adsells, the company specializes at building and placing exhibition
stalls.

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EVENT ADVERTISING

The Company has organized number of concerts for brands like Pepsi, Coca Cola, Wateen,
Telenor and Warid to mention a few. Adsells has successfully conducted the launching
ceremonies and sales conferences for various companies. Some of the names are Honda, Wateen,
Zong, Telenor and Suzuki.

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INFLATABLES ADVERTISING

Adsells also deals in inflatable advertising merchandise. We provide giant replica advertising for
outside advertising. Being a leader in outdoor advertising we also specialize at designing,
making and running an impactful outdoor advertising campaign mainly focused on inflatables.
The huge, blown up advertising replicas of the product ensure more than a glance from the
public when at display. Adsells has provided such inflatables to number of leading companies
including Pepsi, Warid and Engro so far.

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RACKS & STANDS

Adsells, offer wire bended, powder coated, vacuum foamed and injection molded stands to meet
the advertising needs of our client. Adsells has a vast experience at handling shipment and
placement of such stands as well.

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DIGITAL PRINTING
Adsells excels at providing the best outdoor digital printing. Adsells has the leading large format
printing setup in Pakistan with a capacity of printing over 200,000 square feet a day. Our
excellent quality and wide range of products is endorsed by 3M, Avery and Sabriflex alike.

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Competitive Edge:

ONE STOP SOLTUTION

Adsells is more than an Advertising company, striving to understand customer goals and
challenges to provide them with best possible solutions. Being a pioneer in advertising industry,
we offer decades of experience by working with numerous prestigious brands and a wide
network of services extending national borders. We believe in providing a one stop solution by
offering a tailored approach to match every client‘s need at affordable rates. We consistently
innovate to compete with the changing market dynamics.

Adsells harbors strong reputation in advertising industry through unmatched quality and
phenomenal executions in constrained time lines that has transformed ideas into reality. We
consider every client as an asset to the organization and would be obliged to be your business
partner.

AWARDS

Asian Print Awards

Adsells won the silver medal at the 11th Asian Print Awards 2013 in Malaysia for Digital
Outdoor Large Format and Signage.

HP Print Excellence Awards

HP Excellence Awards 2012 have announced Adsells as the winner in both of their categories;
Transit Graphics and Outdoor Advertising. Both of the categories were filled with entries by
Adsells and won the first prizes in both of the falls. HP printing proved that Adsells is recognized
internationally. Sunsilk Nano Technology in Transit Graphics and Surf excel X Factor in
Outdoor Advertising. Both of the campaigns were executed put by Unilever through Adsells.

Asia OOH Awards 2012 - China

Asia OOH Awards were held in China demanding the most innovative campaigns executed so
far in 2012 by the marketing agencies. Adsells won the Bronze prize in the category of the
"campaign". Clear Shampoo in 2012 was executed as one of the innovative campaigns from

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Unilever; Adsells's major client in KLI and other various other towns nationwide. the bottle
replicas and flyover brandings done in Karachi laid a great impact that it is honored by the Asia
OOH Award as in Campaign Category for its overall wonderful performance.

Appreciation Award by Engro Foods

Strength Through Partnership 2006-07. Appreciation Award by Engro Foods to Adsells for our
valuable contribution to overall business development.

3M Award
Adsells has been awarded the 3M 10 Year Relationship Award.

International HR Conference
Adsells has been awarded the International HR Conference award in 2008.

Mobilink Team Award

Awarded in recognition for Adsells services to Mobilink and being part of the International
Roaming Project Team, Mobilink.

Vendor Appreciation Award

Appreciation by our clients is the highest achievement to us. Mobilink appreciated our efforts
towards them in the form of this award.

Creativity Execution Excellence Award

In 2004, Pepsi awarded us for our creativity execution.

Global Partner:
Allen International is a London-based creative brand and retail
design company. Allen International has worked with more than 400
clients around the world from Mexico to Singapore, Iceland to Saudi
Arabia – Allen International is a global partner of Adsells, where
both companies share their experience in the respective markets.

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Price:
The price of the product is basically the amount that a
customer pays for to enjoy it. Price is a very important
component of the marketing mix definition. It is also a
very important component of a marketing plan as it
determines your firm‘s profit and survival. Adjusting the
price of the product has a big impact on the entire
marketing strategy as well as greatly affecting the sales and
demand of the product.

This is inherently a touchy area though. If a company is new to the market and has not made a
name for them yet, it is unlikely that your target market will be willing to pay a high price.
Although they may be willing in the future to hand over large sums of money, it is inevitably
harder to get them to do so during the birth of a business.

Pricing always help shape the perception of your product in consumers eyes. Always remember
that a low price usually means an inferior good in the consumers eyes as they compare your good
to a competitor. Consequently, prices too high will make the costs outweigh the benefits in
customer‘s eyes.

These points are kept in mind by Adsells when pricing their products:

 How much did it cost you to produce the product? This also is formed by the adding all
the prices of the materials and things used in the advertising item e.g a standee, or a
cutout model.
 What is the customers‘ perceived product value? Would the client accept the price or not?
 Do you think that the slight price decrease could significantly increase your market share
and also the demand of the product presenting to the client.
 Can the current price of the product keep up with the price of the product‘s competitors?
 To keep up a reasonable profit margin on the price, obviously each business is run by the
profit motive. If this doesn‘t fulfill then business won‘t be able to carry on.

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Promotion:
Promotion is a very important component of marketing as it can boost brand recognition and
sales. Promotion is comprised of various elements like:

 Sales Organization
 Public Relations
 Advertising
 Sales Promotion

Advertising typically
covers
communication
methods that are
paid for like
television
advertisements,
radio commercials,
print media, and
internet advertisements. In contemporary times, there seems to be a shift in focus offline to the
online world.

Public relations, on the other hand, are communications that are typically not paid for. This
includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.

Word of mouth is also a type of product promotion. Word of mouth is an informal

communication about the benefits of the product by satisfied customers and ordinary individuals.
The sales staff plays a very important role in public relations and word of mouth. It is important
to not take this literally. Word of mouth can also circulate on the internet. Harnessed effectively
and it has the potential to be one of the most valuable assets you have in boosting your profits
online. An extremely good example of this is online social media and managing a firm‘s online
social media presence.

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Adsells does have a sound market image and share present among all big companies. It greatly
benefits from word of mouth and direct marketing efforts. For this Adsells does the following.

 How can you send marketing messages to your potential buyers? Teams are setup at
Adsells and meetings are arranged with companies personnels that are thought to be
potential buyers of Adsells products and services.
 When is the best time to promote your product?
 Will you reach your potential client and buyers through certain ads?
 Is it best to use the social media in promoting the product?
 What is the promotion strategy of your competitors? How do they act in the market.

Place:

Placement or distribution is a very important

part of the product mix definition. You have
to position and distribute the product in a
place that is accessible to potential buyers.
This comes with a deep understanding of
your target market. Understand them inside
out and you will discover the most efficient
positioning and distribution channels that
directly speak with your market. There are
many distribution strategies, including:

 Intensive distribution
 Exclusive distribution
 Selective distribution
 Franchising

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For distribution strategy, Adsells doesn‘t need to work because the orders are listed at the
company through the clients by any wireless medium. Thus product distribution is done mainly
through courier service or Adsells gets the execution done at client‘s given choice of place.

People:
Of both target market and people directly related to the business. Thorough research is important
to discover whether there are enough people in your target market that is in demand for certain
types of products and services.

The company‘s employees are important in

marketing because they are the ones who
deliver the service. It is important to hire
and train the right people to deliver
superior service to the clients, whether they
run a support desk, customer service,
copywriters, programmers…etc.

When a business finds people who

genuinely believe in the products or
services that the particular business creates, it‘s is highly likely that the employees will perform
the best they can. Additionally, they‘ll be more open to honest feedback about the business and
input their own thoughts and passions which can scale and grow the business.

This is a secret, ―internal‖ competitive advantage a business can have over other competitors
which can inherently affect a business‘s position in the marketplace.

People are at the heart of Adsells. They are the one that gets the business done at each and every
place. From the starting of order acceptance till the execution of such orders effectively, people
are involved. Advertising agencies mainly are people and labor intensive organizations. It gives
and motivates its people with right compensation and benefits that it can possibly give because
the satisfied employees are the ones that bring success to the business.

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Process:
The systems and processes of the organization
affect the execution of the service. So, you
have to make sure that you have a well-
tailored process in place to minimize costs.

It could be your entire sales funnel, a pay

system, distribution system and other
systematic procedures and steps to ensure a
working business that is running effectively.

Tweaking and enhancements can come later to ―tighten up‖ a business to minimize costs and
maximize profits. The process at Adsells is that takes it to success. Each stage is documented and
kept in record. Adsells have to keep its stock in view and record. It can‘t afford to get out of
stock of any material at any cost. Thus improving and keeping the system tight is the dire need of
the business. Without following the system that Adsells has made, not a single job can be
executed. The system will be explained further.

Physical Evidence:
In the service industries, there should be physical evidence that the service was delivered.
Additionally, physical evidence pertains also to how a business and its products are perceived in
the marketplace.

It is the physical evidence of a business‘ presence and establishment. A concept of this is

branding. For example, when you think of ―fast food‖,
you think of McDonalds. When you think of sports,
the names Nike and Adidas come to mind.

You immediately know exactly what their presence is

in the marketplace, as they are generally market
leaders and have established a physical evidence as

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well as psychological evidence in their marketing. They have manipulated their consumer
perception so well to the point where their brands appear first in line when an individual is asked
to broadly ―name a brand‖ in their niche or industry.

Adsells have built a sound existence in the market. There is only one big outdoor advertising
agency. That is, Adsells. You can easily tell that any outdoor advertising and branding of any big
business such as McDonalds‘, Coke, Pepsi, and Nestle etc is done by whom. When you see and
billboard carrying an advertisement of COKE you can easily tell that it is executed by Adsells.
Thus, it has earned quite an image and good will in market place.

Adsells Sales Procedures:

It must be clear up till now that what Adsells actually does and in what form. Getting a sale and
executing it is the ultimate goal at Adsells. There are two types of sales procedures at Adsells.
One is the cash sale and the other is the credit sale.

Both are different in their process and nature. Also cash and credit sale target their own segment
of customers. Adsells have divided the two types of channels for convenience and easy to keep
in record. Also, the types of customer are different for both of them. To cover up a bigger market
segment and to target consumers with varying needs. Adsells has devised these two channels that
are explained below:

CASH SALE:

The Cash sale is targeted to small customers. These customers

are individuals or sometimes very small businesses such as of
partnership and sole proprietorship that are looking for outdoor
advertising means for their business. These type of customers
pay cash at the spot and their job is executed. They mostly
themselves take the item with them and delivery isn‘t needed
by the company. These customers bring their artwork with
them and their artwork is formatted in front of them in the design department as they say the

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design person to do so. Then their job is forwarded to the printing department where after
sometime they collect their item(s). The channel flow is as below:

Cash Item
Payment Artwork
customer Job is Collected
done by processed
Placed printed by the
customer by Adsells
Order client

A job order is prepared for the cash client in the CASH CLIENT category in Adsells ERP
system. The job order is then processed as usual and the job is carried out.

CREDIT SALE:

This is the main and biggest channel of sales

for Adsells. All the big companies are in this
category and B2B transactions are made in it.
Both multinational and national companies
work with Adsells on credit terms. The
company placed its order with Adsells in
client services department. From there, the job
is then carried out depending on its nature
whether it is a fabrication job or a printing
job. Credit terms are set by Adsells with
respect to each client. The terms also depend
on the customer and the job. This makes a difference in quoting the prices with the client by
Adsells. Credit sale forms the largest income channel for Adsells. Adsells is usually in the B2B

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business with the companies as its clients. It has opened up cash sales channel for covering small
business and proprietors.

The usual flow of credit sale channel is below:

Fabrication
Artworks if any
Client Job order Job carried Payment
are settled passed to
Places order made out received
up fabrication
dept.

 The client first places the order with Adsells. It tells the deadlines and the items to be
made by Adsells. Also the Artworks in High resolution are sent on CD by the client or
through internet.
 The client executive reviews and gets briefing on the job by the client. The executive gets
the job order with all the items and their details of preparing printed out. The job order is
made through the ERP system of Adsells.
 The job order gets posted in the system and finalized for processing.
 The job order is taken to the relevant department of which the job is. In case of printing
department; artworks are review and their resolutions and other properties are set as per
the client needs.
 The job is then forwarded to the printing department or the production department as per
the job listed on the job order.
 The job is then executed within the company. The items listed on the job order are
completed
 If the job is to be executed by Adsells, then job order is also given to fabrication or
pasting department. Their team gets the job executed.
 The items listed on the job order are meant to be couriered sometimes at the client‘s
choice of place. The job order then is given to the dispatch department which then courier
the item.

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  Payment is usually collected after the execution of the job. This depends on the terms set
by the client.

The job can be new or regular for the client executive. In both cases following flows are
follows:

NEW JOB (NEW CLIENT )

Costs
Order Costing Terms of Paym ent
quoted Artworks Job
place at done for payment made by
with the Processed executed
Adsells the job are set client
client

REGULAR JOB ( REGULAR CLIENT)

Payment
Order Place at Artworks
Job executed made by
Adsells processed
client

The main difference lies in the fact that for new job, costing has to be done by Adsells and
quoted to the client due to the unknown and new nature of the job. This is also done with the
clients that deal seldom with Adsells. The costs are quoted first. While for a regular job with a
regular client prices already known by both parties or they can be quoted if the nature of the job
is such that it demands pricings e.g. fabrication jobs. But the payments are made afterwards in
both cases.

Payment Procedure:
The payment procedure is done with the assistance of finance and accounts department. Invoices
are made for the jobs executed by Adsells. They are made from the job order that was entered in
the system for that particular job. After that all the relevant documents are attached the invoice
that hold and confirm the authenticity of the job. These invoices are sent to the client where the

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client pays the company through cheque. When the payment is made the cherub is sent to the
finance department where it is collected and entered in the system that payment has been made
for that particular job and its balance is nullified.

The process for payment is as follows:

Invoices JVC Receieving D/C Invoices Payment

made attached attached attached sent received

 JVC is the job verification certification. It is made by the client that the said job has been
executed by Adsells in the said manner by the client. This is a certification the verified
that the job if performed by Adsells in a satisfactory manner.
 Receiving is taken by client is something is dispatched at the said premises by the client.
The place can be the warehouse or any outlet of the client. Receiving is taken there and
signed by the authorized person at that place.
 D/C is Delivery Chillan. It is a document made by Adsells‘ Dispatch department. It
verified that listed items has been courier or dispatched by Adsells on the listed date.
When something is sent by Adsells through courier its D/C is always made and signed by
the client.

Pricing:
Pricing is the process of determining what a company will receive in exchange for its product or
service. Pricing factors are manufacturing cost, market place, competition, market
condition, brand, and quality of product. Pricing is also a key variable in microeconomic price
allocation theory. Pricing is a fundamental aspect of financial modeling and is one of the four
Ps of the marketing mix. (The other three aspects are product, promotion, and place.) Price is the
only revenue generating element amongst the four Ps, the rest being cost centers. However, the

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other Ps of marketing will contribute to decreasing price elasticity and so enable price increases
to drive greater revenue and profits.

Pricing is the manual or automatic process of applying prices to purchase and sales orders, based
on factors such as: a fixed amount, quantity break, promotion or sales campaign, specific vendor
quote, price prevailing on entry, shipment or invoice date, combination of multiple orders or
lines, and many others. Automated systems require more setup and maintenance but may prevent
pricing errors. The needs of the consumer can be converted into demand only if the consumer
has the willingness and capacity to buy the product. Thus, pricing is the most important concept
in the field. of marketing, it is used as a tactical decision in response to comparing market
situation. Price is the attached value given to a quantity of goods and services

PRICES MUST CONTAIN

A well chosen price should do three things:

 Achieve the financial goals of the company (i.e. profitability)

 Fit the realities of the marketplace (will customers buy at that price?)
 Support a product's market positioning and be consistent with the other variables in
the marketing mix

Price is influenced by the type of distribution channel used, the type of promotions used, and the
quality of the product

Price will usually need to be relatively high if manufacturing is expensive, distribution is

exclusive, and the product is supported by extensive advertising and promotional

a low cost price can be a viable substitute for product quality, effective promotions, or an
energetic selling effort by distributors

From the marketer's point of view, an efficient price is a price that is very close to the maximum
that customers are prepared to pay. In economic terms, it is a price that shifts most of the
consumer economic surplus to the producer. A good pricing strategy would be the one which
could balance between the price floor (the price below which the organization ends up in losses)
and the price ceiling (the price be which the organization experiences a no-demand situation).

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Pricing Procedure:
The Procedure for pricing at Adsells differs in two ways.

 For job that is print based and is regular in nature. The cost is entered in the system on
per sq. ft bases. E.g. 100 R.S per square feet. The larger the print the larger will be the
price value
 For jobs that are fabrication related, cost sheet is made. It is made by the R&D
department. The prices of each item used in the final product are summed up in the total
price of the product to be made. The cost sheet is also attached to the job order for job
execution.
 Also prices are formed by keeping a 20% -40% profit margin in each item.
 Some prices of items are fixed. These include the printable media such as vinyl and flex.
 For items such as standees, cutouts stands and signage. Prices are summed up according
to the items used in the final product. The summed up prices are the final price for the
item.

Distribution Procedure:
Adsells, as the nature of the business, doesn‘t have to worry about its distribution procedure.
Adsells have its own execution team named as pasting and fabrication teams. These teams get
the job executed at client‘s stated place. If the item such as any flex, banner or vinyl printout is to
be sent to any place as per client‘s request. Then it is dispatched by the dispatch department to
the location whether in the city or outstation. Sometimes, the things to be dispatched are taken by
the execution teams if they have to go to the same place thus saving costs of courier service.

The procedure is as follows:

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 Job order to Team alignment Execution
fabrication/pasting

Or if the item is to be dispatched then,

Job order D/C made Item(s)

to dispatch for item(s) dispatched

 As can be seen from the flows, job order at the relevant place is necessary in each case. If
the item is to be dispatched, the job order is given to the dispatch department, Or if the
job is to executed by Adsells then job order is given to the fabrication or pasting
department as per the item needs.
 Adsells doesn‘t take the responsibility of items once they are dispatched to the client in
usual case. The dispatching of things is done by Courier Company. While Adsells makes
sure that the items to be dispatched are carefully packed and are safe for travel. E.g. items
such as standees and cutouts stands are also dispatched. They may be dispatched in
assembled position or in parts. That decision lies with the dispatch department.

Promotional Policy:
In marketing, the promotional mix describes a blend of promotional variables chosen by
marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It
is believed that there is an optimal way of allocating budgets for the different elements within the
promotional mix to achieve best marketing results, and the challenge for marketers is to find the
right mix of them. Activities identified as elements of the promotional mix vary, but typically
include the following:

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Advertising is the paid presentation and promotion of ideas, goods, or services by an identified
sponsor in a mass medium. Examples include print ads, radio, television, billboard, direct mail,
brochures and catalogs, signs, in-store displays, posters, mobile apps, motion pictures, web
pages, banner ads, emails.

Personal selling is the process of helping and persuading one or more prospects to purchase a
good or service or to act on any idea through the use of an oral presentation, often in a face-to-
face manner or by telephone. Examples include sales presentations, sales meetings, sales training
and incentive programs for intermediary salespeople, samples, and telemarketing.

Sales Promotion is media and non-media marketing communication used for a pre-determined
limited time to increase consumer demand, stimulate market demand or improve product
availability. Examples include coupons, sweepstakes, contests, product samples, rebates, tie-ins,
self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Public relations or publicity is information about a firm's products and services carried by a third
party in an indirect way. This includes free publicity as well as paid efforts to stimulate
discussion and interest. It can be accomplished by planting a significant news story indirectly in
the media, or presenting it favorably through press releases or corporate anniversary parties.
Examples include newspaper and magazine articles, TVs and radio presentations, charitable
contributions, speeches, issue advertising, seminars.

Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits
to communicate directly to the customer, with methods such as mobile messaging, email,
interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters,
and outdoor advertising.

Corporate image campaigns have been considered as part of the promotional mix.

Guerrilla marketing tactics are unconventional ways to bring attention to an idea or product or
service, such as by using graffiti, sticker bombing, posting flyers, using flash mobs, doing viral
marketing campaigns, or other methods using the Internet in unexpected ways.

Product placement is paying a movie studio or television show to include a product or service
prominently in the show.

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Adsells being an advertising agency deals in B2B transactions. It uses direct marketing to target
its target clients. Adsells marketing department maintain the relations with existing clients and
foresees the market that what the potential clients still are laying in the market. It has a marketing
team that meets with the clients and advertises company‘s products and services.

Moreover, Adsells website (live.adsells.biz) advertises company‘s products and services on it.
The client that need to see about its advertising needs will look up in the catalogue on the
website and may give a call to the company or directly contact with the client executive for order
placement.

This, Direct marketing and personal selling are adopted by Adsells.

Client Dealings:
Adsells core part of business is its clients dealings. That is how does it deals with its clients and
cater their varying needs? Adsells is a pioneer in outdoor advertising business. One of the main
pillars in its success lies with its client dealings. Adsells marketing executives know the value of
client relations with the company and they can‘t afford to have any negative effect on the
relation. They are determined to strengthen the bonds between the clients and the company.
Moreover, accounts managers also evaluate the relation with the clients and do whatever is
needed to strengthening the relation. One of the task to fulfill this objective is to complete the
client‘s jobs in the stipulated time and execute it in more than a satisfactory manner. A happy
client for Adsells means a promising and growing business. The fruits for a successful relation
lie in the following points:

 Agreement about goals and objectives. Knowing the objectives, goals and vision of
advertising leads to good advertising. Clients should have vision about the objectives
they want to achieve. They should know and communicate to the agency what they
should be focused on and what are the principal values they stand for.
 Communication. Communication and information exchange helps to learn about the
client, its management style and culture. Agencies and clients with long-lasting
relationships have generally better communication and fewer disagreements. There may

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 always be disagreements about the creative side of advertising, but communication may
help to overcome this obstacle.
 Evaluation of results. Evaluation should be based on emotional and also financial
criterion. It should be executed jointly and lead to the conclusions and implications for
the future.
 Trust and honesty. The agency should be informed about the client‘s objectives,
priorities and SWOT analysis, and therefore expectations should be adjusted and the
situation honestly discussed. Simultaneously the agencies should inform their clients
about the current state of work and results. This information exchange should take place
throughout the cooperation
 Personal chemistry and fit. Having personal and friendly relationships makes agencies‘
work more effective and more enjoyable and also shortens the relationship distance for
the client

When there is a relation between two entities, then there lie some expectations towards each
other. Such expectations are following

Expectations:

Agencies’:
 Be enthusiastic and straightforward
 Have an ambition to be a good client
 Involve management
 Change people not agency
 Make good use of agency‘s resources
 Provide good feedback and recognition
 Treat the agency like a strategic thought partner
 Consider advertising vital for business success

Adsells expects its client to be straightforward and take full interest in the job. After all, the
briefing about the job is to be done by the client. The client is expected to be straightforward in
telling the requirements. The client should also hold its virtue. It should throw at the agency what

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it can take and shouldn‘t expect the impossible. The client should involve its management team
with the agencies‘ team to complete the job in a better way. If there is some kind of problem
lying in relationship then people should be changed whether on the client side or agency side.
The agency shouldn‘t be changed as to build a long lasting relation.

The agency should use its resources in an efficient manner. Also, client is expected to use the
agencies resources efficiently also. It is the client that gets the resources from the agency thus, it
should waste it whether it‘s in form of time or material.

Agency requires that client sends its feedback about the job completed and recognize agencies
efforts. The agency is to be treated like a business partner which Adsells currently is enjoying an
being the biggest advertisers in Pakistan. Advertising is necessary for client‘s business success.
The agency should execute it in the best way and notify anything that is necessary or requires
changing in it to the client.

Clients’
 Creativity and high service quality
 Quality of people assigned to account
 Willingness of agency to apply recommendations and critique
 Trustworthiness
 Range of services offered

The client expects the agency to do quality work and in the manner that the client has told the
agency to do so. The agency works on client‘s orders and should execute in the same way as
client requires. The client expects that the agency will give priority to the client‘s job and will
employ its best resources for job execution.

Also, the agency is required to follow all the recommendations of the client. The relation‘s main
strength lies in the trust. Both from the client and the agency, the trust is in form of expectations
that the work done will be in timely manner and in quality terms and procedures. And lastly
clients expect Adsells to be a ONE STOP SOLUTION as it advertised. It should fulfill all the
varying needs of client.

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Shared Expectations:
 Agreement about goals and objectives
 Communication skills
 Evaluation of results
 Cooperation and honesty
 Personal chemistry and fit

The shared expectations are well explanatory as above so doesn‘t need much explanation.
These are the mutual expectations of clients and the agency that needs to be met for a strong
bonding between both entities and to keep the work flow as fluid as possible.

Dealing Process:

The dealing process with the clients by the company is as follows:

Job Weekly
SOP Feedback Payments
executions Meetings

This process is followed by company in dealing with its clients.

SOP

SOP are standards of procedures. These are the terms and procedures related to job executions
that are followed by the executive. They are decided and formed in a meeting and are to be
followed till they aren‘t changed. SOP affect the job executions and payment process

JOB EXECUTION
After job procedures are decided, job executions are done based on that procedures. The cycle of
job execution remains the same within the company.

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WEEKLY MEETING

A weekly meeting is done with the clients. This is to ensure that the jobs are being done
smoothly and the client doesn‘t have any complaint regarding to the work performed by Adsells.
Any things regarding the job and campaign are discussed with the accounts manager or
executives in the meeting. If the client has any kind of problem, it is also discussed with the
Adsells personnel and the solution of these problems are sought out between the two and
procedure of work for future is also modified or kept the same as per needs.

FEEDBACK:

Mentioned in the SOP, Adsells‘ executives have to give the feedback for the work done to the
clients. This is usually in form of a power point presentation with the picture of the site where
the job is executed. Usually feedback is given to the client in 2 or 3 days after the execution of
job. Feedback is necessary for the client as it keeps them up to date that the job is performed as
was deemed by the client.

PAYMENTS:

Clients have to pay Adsells for the jobs done at the end because the client deal on credit channel
with the company. Payments are received when the invoices are sent to the client. This is done
monthly. Monthly payments are collected by the company from all the clients. A target of
recovery is made by the company top management and those targets are met by the executives
and account managers. For payments, the client has to be notified during the meeting and kept
assured of payments to be made by them.

Regular vs. Non regular clients:

Clients are of two types based on the frequency of orders they place. The regular clients are those
that frequently place their orders with the company. There nature is well known to the
executives. Handling them and standard of procedures are well knows by the client and the
executives that manage their account. Regular clients doesn‘t need to be set up at every job with
respect to their dealing policy. The policies and procedures are already set up. Payment policy is

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also already decided. They just place their order with the company and their job is executed in a
timely and routine manner.

Whereas, clients that do not work frequently with Adsells are non regular clients. These clients
are that seldom place an order with the company. Their nature of dealing and SOP are unknown
to the Adsells‘ executives. For dealing with them the job has to be started when the procedure of
execution and payment has been decided by both parties. E.g. if the client wants to brand an
outlet, costing will be done and quoted to the client, after that payment policy is made. That
depends upon client and the account manager.

When all the prior details are set up and agreed with the client the job is then executed in a
normal manner, just like it‘s done with the regular client.

The difference only lies with the standards that are made. Regular clients have policies and
procedures all set up. Non regular clients as they occasionally work with Adsells have to have
their procedure for job set up prior to its starting at Adsells.

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 Company Accounting System

Accounting Procedure:

SALES:
Accounting Process: Sales and Revenue

The company earns its revenue from following four sources:

Signage

Retail Solutions

Taxation

Outdoor Media Marketing

SIGNAGE AND RETAIL SOLUTION

Signage generally includes Flex Printing and Branding of shops. Clients with their requirements
contact Client Services (CS) department and issue request for Quotation. CS shall arrange a
meeting with client to assess their needs and to agree terms of sale with the client. Meetings shall
be conducted by CS personnel in accordance with the hierarchy established:

Limit Personnel Involved

Upto Rs. 1 million Head CS with CS team member
More that Rs. 1 million to Rs. 5 million BUD and Head CS
Above Rs. 5 million CCO & BUD with Head CS

On the basis of list of locations provided by the client, CS team shall conduct a survey of the
work to be completed and establish an estimate of the price of project in excel or Word format.
An estimate of the price shall also be obtained from production staff. On the basis of estimate,
Quotation shall be prepared by CS personnel and submitted to the client.

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After successful award of project, Performa Invoice shall be prepared and sent to the client. The
Performa Invoice shall document all the terms and conditions, expected Invoice Price and
expected date of delivery. On the basis of Performa Invoice, Client shall issue Purchase Order
(PO) which may be based on quantities/sq. ft. / amount.

After receipt of PO from the client, approval of relevant authority shall be obtained to initiate
project. Approval shall be obtained in accordance with the aforementioned hierarchy and after
necessary approval, new Project is initiated in ERP by Group Account Manager (GAM). All
details regarding PO including PO number should be entered in ERP to initiate a project. In case
where PO is not received from the client, project may be initiated on the basis of Performa
Invoice. It shall be ensured that value of project should match with the PO of the client.

Once all details regarding PO of new project are entered in ERP, the system shall allow creation
of job orders.

After completion of printing job, printing staff shall mark completion tick in ERP system and if
the job requires fabrication work then the goods shall be transferred to Fabrication Department.
Relevant Staff in printing department shall prepare Goods Transfer Note (GTN) in system in
triplicate for transfer of goods from printing department to fabrication department.

Original Copy: Printing Department

Second Copy: Fabrication Department

Third Copy: Accounts Department

GTN shall be signed by Printing Head and GTN along with Goods shall be transferred to
Fabrication Department where Fabrication Head shall sign the GTN on the receiving area. After
completion of fabrication work, job completion tick shall be marked by relevant fabrication
personnel.

After completion of job, Job Order Completion shall be prepared by CS staff wherein CS staff
shall inspect the goods and prepare the goods for dispatch.

Delivery Challan (DC) shall be prepared by gate keeper on the basis of goods dispatched.

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OUTDOOR MEDIA MARKETING:

RENTALS

TAXATION

Rebrand

Accruals & Provisions:

POLICY: ACCRUALS AND PROVISIONS

SCOPE:

This policy covers all accounting aspects of provisions and accruals which are required at the
end of each accounting period.

A checklist shall be prepared by Manager Finance which shall include list of all accounts where
provision is required. At the end of month, Manager Finance & Accounts shall review the
checklist and provide a reasonable estimate of the provision that is required to be incorporated in
accounts.

Accounting Journal Entry shall be recorded for each of such head. Manager Finance & Accounts
shall post following entry in accounts:

Provision for bad debts:

Dr. Bad Debts

Cr. Provision for Doubtful Debt

Provision for obsolete inventory or inventory where NRV is less than its cost:

Dr. Obsolete Inventory

Cr. Provision for Obsolete Stock

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Provision for stores & spares:

Dr. Obsolete Stores & Spares

Cr. Provision for Obsolete Stores & Spares

At the time of actual expense, following entries shall be recorded:

Dr. Provision for doubtful debt

Cr. Accounts Receivable

ACCRUALS:

Accruals are liabilities to pay for expenses which have been incurred however; payment for such
expenses was not made. Based on accrual basis of accounting, accrual for all expenses is
required at the month end which have been incurred however, no payment in respect of such
expenses have been made.

Manager Accounts & Finance shall prepare a checklist of expenses where accrual is required to
be incorporated in the monthly accounts. Manager Accounts & Finance at the end of month shall
review the checklist and estimate the amount of accrual that is required to be incorporated in the
monthly accounts. Accrual may be based on the expense of previous month or it may be based
on the expense of the same month of previous year.

Manager Accounts & Finance shall record the following entry in accounts at the end of the
month:

Dr. Expense A/C (All relevant Expense Accounts)

Cr. Expense Payable A/C

At the time of receipt of invoice / utility bills, the above entry shall be reversed and a new entry
shall be recorded to reflect actual amount of expense:

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 Dr. Expense Payable (Estimated Amount)

Cr. Expense A/C (Estimated Amount)

Dr. Expense A/C (Actual Amount)

Cr. Expense Payable A/C (Actual Amount)

ASSETS ACQUIRED ON LEASE:

Lease can be classified into following:

Finance Lease

Operating Lease

FINANCE LEASE:

In case of finance lease, a liability shall be recorded in the General Ledger equal to fair value of
asset or minimum lease payment, whichever is lower. Where an asset is acquired on finance
lease, following entry shall be recorded in accounts:

Dr. Asset subject to finance lease

Cr. Liability against assets subject to finance lease

The current portion of total liability against asset subject to finance lease shall which is to be
paid within 12 months shall be included in the General Ledger ―Current Portion of Liability
against assets subject to finance lease‖.

OPERATING LEASE:

In case of operating lease, no liability shall be recorded in the accounts, however; an amount
equal to monthly rental shall be included in the accounts and following entry shall be recorded.

Dr. Lease Rentals

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 Cr. Lease Rentals Payable

At the time of actual payment of lease rental to the leasing company, following entry shall be
recorded in the accounts:

Dr. Lease Rentals Payable

Cr. Bank A/C

Advance Policy:
ADVANCES TO SUPPLIERS / VENDORS:

During the course of business any amount paid to supplier / vendor before supply of goods /
services shall be recorded under the account head of ―Advances to suppliers‖. The amount of
―Advances to suppliers‖ shall be included in the current assets of the company.

The request for making advance payment to supplier shall be initiated by Procurement
Department. The request for advance payment shall be initiated on ―Supplier Advance Form
(SAF)‖ at the time of raising PO to respective supplier. SAF shall be signed and approved by
approving authority as defined in the approving matrix.

After necessary approval, SAF shall be sent to Financial Controller. FC shall approve the SAF
and forward the SAF to Manager Funds for processing of payment. Manager Funds shall prepare
a cheque and forward the cheque to Payable & Expense Executive. Payable & Expense
Executive shall prepare bank payment voucher (BPV) and post the following entry in the system:

Dr. Advance to Supplier

Cr. Bank

Cr. Withholding Tax

The cheque shall be handed over to relevant party and acknowledgement of the receiving party
shall be obtained.

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The amount of advance to supplier shall be adjusted against the supplier‘s invoice and following
entry shall be recorded:

Dr. Raw Material A/C

Cr. Advance to Supplier

ADVANCE TO EMPLOYEES:

Where an employee requires advance for travelling or other business purposes, the employee
shall prepare a request on Employee Advance Request Form (ARF). ARF shall include the
reasons of advance and shall be approved by relevant department head. ARF after necessary
approval shall be sent to finance department where it shall be approved by Manager Finance.
ARF shall be forwarded to Manager Funds for disbursement of funds to relevant employee.
Manager Funds shall transfer the amount to the employee‘s account or make advance payment
through cash and acknowledgement of the employee shall be obtained at the time of
disbursement of amount to employee. Payable & Expense Executive shall prepare Bank Payment
Voucher / Cash Payment Voucher and following entry shall be recorded in the system.

Dr. Advance to Employees

Cr. Bank A/C

The relevant employee shall provide the supporting documents to finance department for
clearance of advance given to employee. No advance shall be adjusted without proper
documentary evidence. At the time of adjustment of advance, following entry shall be recorded
in the system:

Dr. Expense A/C (Relevant Expense Ledger)

Cr. Advance to Employees

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Bank Payments:
Business Process: Bank Payments/Bank Receipts/Bank Reconciliation Statements

Scope:

The purpose of this policy is to define the scope and procedure for payments to be made through
banking channel by cheque, demand draft, pay order or through telegraphic transfer for supply of
goods, services, government taxes, levies or any other legal or statutory payments.

The objective is to define the payment procedure, the documentation required, approving
authorities, checks and controls and to show the accounting treatment in the Company‘s books of
accounts.

Payment Instrument:

Payments shall be made by the following instruments:

Crossed Cheques

Pay Orders

Demand Draft

PAYMENT REQUEST FORM:

On the due date of payment, accounts payable executive on the basis of Purchase Invoice and
other purchase documents i.e. Supplier‘s Invoice, Pay Order (PO), Purchase Requisition (PR),
Goods Receipt Note (GRN), Purchase Invoice (PI) and Inward Gate Pass (IGP) shall prepare
Bank Payment Note (BPN) which shall contain following information:

Vendors‘ Name

Gross Invoice Amount

Withholding tax

Ney payment value

Accounts code with description of debits and credits

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Manager Funds shall prepare a cheque for payment to party and withholding tax shall be
deducted under applicable provisions of the Income Tax Ordinance, 2001. Accounts payable
executive shall prepare Bank Payment Voucher (BPV) and approval of Manager Finance is
obtained on BPV.

The cheque shall be signed by authorized signatories in accordance with the limits specified. The
signed cheque shall handed over to party either by accounts department or through procurement
department and acknowledgement of the party‘s representative should be obtained for record
purposes.

Following entry shall be passed at the time of posting of Bank Payment Voucher:

Dr. Creditor

Cr. Bank

Cr. Withholding tax

At the time of payment of withholding tax, following entry should be recorded:

Dr. Withholding tax

Cr. Bank

WITHHOLDING TAX:

Withholding tax deducted shall be deposited by the expense executive in the Government
Treasury with 15 days of deduction of tax.

At the end of the financial year, withholding tax certificate shall be issued to suppliers on the
prescribed format.

CHEQUE BOOKS:

All the cheque books containing signed and unsigned cheques shall be in possession of Manager
Funds who shall be the custodian and shall be responsible for its safety and security.

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All cheques shall be signed by at least two authorized signatories in accordance with the limits
specified.

All BPV shall be maintained in a separate file.

BANK RECEIPTS:

Serially pre-numbered Receipt Book in triplicate shall be maintained at Head Office as well as in
all regions for following department:

White Copy of Client/Payer

Blue copy for finance department

Yellow copy for cashier

On receipt of payment either in cash or cheque, a receipt shall be issued by the collection office
for record and data entry into the Accounting System. Each receipt shall contain following:

Date of collection

Name of payer/customer

Nature of collections i.e. Advance, Receivables etc

Job / Project against which the amount is received

Cheque / Pay Order number with details

Amount of collection

Recipient‘s signature

It should be ensured that acknowledgement should be obtained from the person delivering the
cheque or cash.

The receipt shall be jointly signed by one from originating department and Manager Funds.

In case of collection is made in cash, Cash Receipt Note (CRN) shall be printed which shall be
signed by the Accounts Executive and cashier.

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The CRN shall be made in duplicate where one copy shall be given to the client or staff who
deposits the cash while other copy remains in accounts department for record and reference.
Following entry shall be passed at the time of CRN:

Dr. Cash in Hand

Cr. Relevant Asset/Liability Account

In cash of collection in cash, Bank Receipt Note shall be prepared and following entry is
recorded in the system:

Dr. Bank Account

Cr. Customer Account

All bank collections should be deposited in the Bank on the same day or in case collections are
received after banking hours these shall be deposited on the next working day through deposit
slip. All Deposit slips should be attached with relevant vouchers as supporting evidence.

BANK RECONCILIATIONS:

The Manager funds shall obtain bank statements from Banks at each month end. Manager Funds
shall assign duty of accounts officer to prepare bank reconciliations on monthly basis. Balances
as per bank statement and General Ledger of Bank Accounts should be reconciled to identify any
missing and incorrect entries.

All the outstanding items appearing in the Bank Reconciliation Statement shall be cleared
immediately by passing the journal entries. General Ledger of Bank Account shall be debited
and credited according to the nature of transaction.

Bank reconciliation statement shall be signed by Manager Funds and approved by Accounts
Manager.

Any unclear entry in the Bank Statement shall be addressed to the bank for clarification or
correction.

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The process of clearing of reconciling items shall be completed by the end of 1st week of each
month.

Fixed Assets:
System Documentation: Fixed Assets

Scope:

This policy deals with the Financial and Accounting aspects of Acquisition, recording, transfer,
disposal, write off, physical verification and method of depreciation of Fixed Assets.

ACQUISITION OF FIXED ASSETS:

Capital Assets are acquired under following options:

Own Purchase: Assets acquired through cash or bank payment

Finance Lease: Lease financing arrangement through bank or leasing company.

Operating Lease:

Own Purchase:

Own assets purchased shall be classified as Free Hold and shall be depreciated under straight
line/reducing balance method.

Finance Lease:

Assets purchase under finance lease shall be classified as Assets under Finance Lease and shall
be depreciated using straight line/reducing balance method.

CATEGORIES OF FIXED ASSETS:

Fixed Assets are classified into the following categories:

Tangible Fixed Assets

Intangible Fixed Assets

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Tangible Fixed Assets:

Tangible fixed assets are those assets whose existence can be seen/measured and are broadly
classified into:

Land

Building

Plant & Equipment

Furniture & Fixtures

Vehicles

Computers

Office Equipment

Intangible Fixed Assets

Intangible Fixed Assets are those assets which do not exist physically but carry financial and
market values and appear as a source of competitive advantage for the company and generally
include:

Computer Software

Copyrights

Cost to Capitalize:

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The following costs incurred on purchase of fixed assets shall be capitalized and shall be
included in the cost of Fixed Assets:

Invoice Value of Fixed Assets

Customs and excise duty

Non-adjustable income and sales tax

Freight or transportation cost

Installation cost

Any other cost directly related to the purchase of fixed assets

ACQUISITION OF FIXED ASSETS:

A request for purchase of Fixed Assets shall be raised by relevant department on Capital
Expenditure Form (CEP). CEP should be approved by the relevant Department Head. CEP shall
be forwarded to procurement department (other than IT Equipment) where procurement
department shall obtain quotations from at least three vendors / suppliers in respect of fixed asset
to be acquired. Procurement department shall prepare comparative statement of quotations
obtained and shall present the comparative statement along with CEP to approving authority for
approval.

Limit Approving Authority

Below Rs. 200,000 Procurement Director
Above Rs. 200,000 and below Rs. CFO and Procurement
500,000 Director
Above Rs. 500,000 Chairman

After approval of relevant approving authority for the purchase of fixed asset, Purchase Order
(PO) shall be generated from the system and forwarded to supplier to deliver required fixed
asset.

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A copy of PO along with approving note shall be forwarded to Accounts Department, where
Fixed Asset Executive shall post the following entry in the General Ledger.

Dr. Initial Entry – Fixed Asset

Cr. Fixed Asset Control Account

On delivery of Asset, Inward Gate Pass (IGP) shall be prepared by the gate keeper.
Acknowledgement of receipt of fixed asset shall be obtained on the IGP from the person
delivering the fixed asset. The Fixed Asset shall be delivered to Manager Admin where Manager
Admin shall inspect the fixed asset and prepare a Fixed Asset Inspection Report (FIR).

The supplier‘s invoice, Fixed Asset Inspection Report and IGP shall be sent to Accounts
department, where Fixed Asset Executive match the invoices with PO and shall post the
following entry in the system:

Dr. Fixed Asset (Relevant Class of Fixed Asset)

Cr. Initial Entry – Fixed Asset

Dr. Fixed Asset Control Account

Cr. Supplier A/C

Fixed Asset Executive shall record the particulars of Fixed Asset in Fixed Asset Register (FAR)
and assign an asset tag number to the fixed Asset. Fixed Asset Executive shall forward the
documents to payable executive where payable executive shall prepare a bank payment note and
forward the note to Manager Funds for payment to supplier. Manager Funds shall prepare the
cheque and payable executive shall post Bank Payment Voucher in the system and following
entry is recorded.

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 Dr. Supplier A/C

Cr. Bank A/C

WRITE OFF / DISPOSAL OF FIXED ASSET:

Fixed assets which have become obsolete or beyond economic repair, lost or destroyed shall be
written off from the books of accounts.

A written request for the disposal/write off of asset shall be initiated by relevant department on
Asset Disposal Form (ADF). Request for write off / disposal shall be sent to Fixed Asset
Executive. Fixed Assets Executive shall prepare a note for disposal of fixed assets. The note
shall include particulars of fixed assets e.g. Date of Purchase, Purchase Price, Net Book Value
and present it to the Manager Accounts & Finance for approval.

After approval, the fixed assets executive shall request the Manager Admin to make
arrangements for the disposal of fixed assets. Manager Admin shall obtain at least three
quotations from market and shall prepare a note (comparative statement) and send it to the Fixed
Assets Executive. Fixed Assets Executive shall obtain approval from Finance Manager and
request the Manager Admin to dispose of the asset to selected party.

On receipt of cash from the party, following entry shall be recorded in the system:

Dr. Cash/Bank Account

Cr. Disposal Account

Dr. Accumulated Depreciation

Cr. Disposal Account

Dr. Disposal Account

Cr. Fixed Asset Account

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FIXED ASSET REGISTER:

A register shall be placed in record that will identify all assets of the company. The fixed asset
register shall be used to reconcile all fixed assets of the company with the assets appearing in the
balance sheet and shall include following:

Date of Purchase

Cost of Asset

Accumulated Depreciation

Depreciation for the period

Net Book Value

Asset Tag Number

Location of the Asset

Date of Retirement

PHYSICAL VERIFICATION:

It should be ensured that physical verification of asset should be conducted at least annually at all
locations to reconcile physical assets with the assets appearing in record. During the physical
count a report shall be prepared for all excess/lost fixed assets for proper investigation and
resolution.

DEPRECIATION POLICY:

FIXED ASSET TAGGING GUIDELINES:

All fixed assets of the company should be appropriately tagged to identify their existence.
Following guidelines should be followed in tagging all assets of the company.

The company has following departments:

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Retail Solutions

Signage

Outdoor Media Management

Accounts & Finance Department

Human Resource

Administration

Information Technology

Supply Chain

Fixed Asset tags should be designed according to departments and regions i.e.

Inventory:
System Process: Purchase and Payable

The operations of company are segregated into following units:

 Signage
 Retail Solutions
 Outdoor Media Management
 Taxation

SIGNAGE / RETAIL DEVELOPMENT:

Signage generally include screen and flex printing, fabrication and shop signage work while
Retail Solutions generally includes manufacturing of wooden racks and gondola.

Documents involved in the process:

 Material Requisition Form

 Purchase Requisition

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  Purchase Order
 Inward Gate Pass
 Goods Receipt Note
 Supplier Invoice
 Store Issuance Note
 Store Issue Return Note
 Job Order Completion Note
 Delivery Challan Note

PROCEDURE:

The client issues Request for Quotation (RFQ) regarding specific project. CS team shall arrange
a meeting with client to assess their needs and to establish the basis of quotation. Meetings shall
be conducted by CS personnel in accordance with the hierarchy established:

Limit Personnel Involved

UptoRs. 1 million Head CS with CS team member
More that Rs. 1 million to Rs. 5 million BUD and Head CS
Above Rs. 5 million CCO & BUD with Head CS

CS team shall conduct a survey of the work and establish estimate price of project in excel or
Word format. An estimate of the price shall also be obtained from technical department. On the
basis of estimate, Quotation shall be prepared by CS team member and shall be approved by
competent authority.

Once the project is successfully awarded, CS team shall obtain Purchase Order (PO) from client
and shall issue Performa Invoice to the client. Performa Invoice shall document all the terms and
conditions of Sale and the agreed rate/quantity of work to be completed along with expected
completion date of work.

After receipt of PO from the client, approval in accordance with above mentioned hierarchy shall
be obtained to initiate project.

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CS personnel shall obtain as estimate of the materials to be used in the project and other costs
from the technical department. Relevant personnel at technical department shall prepare Bill of
Quantity (BOQ) and forward the BOQ to Deputy Manager Budgeting and Control for approval.
After approval of BOQ, CS personnel shall initiate a project in ERP system and attach approved
BOQ in ERP system.

Production in-charge shall prepare Material Requisition Form (MRF) in ERP system and forward
the MRF to store department. It shall be ensured that quantity on MRF should not be more than
material as per BOQ. On the receipt of MRF, store in-charge shall check availability of materials
in stores. If there is shortage of material in stores, store in-charge shall prepare Purchase
Requisition (PR) in ERP to request Procurement Department to purchase required materials.

On the basis of PR, Procurement Officer in Procurement Department shall raise ERP based
Purchase Order (PO) to the supplier. Supplier shall be selected from the Approved Suppliers List
(ASL). PO shall be generated on the basis of pre-determined rates agreed with the supplier. PO
shall be signed by the person raising PO and shall be approved as per following hierarchy.

Amount Relevant Authority

Less than Rs. 150,000 Procurement Head
More than Rs. 150,00 but less than Procurement Director
Rs. 600,000
More than Rs. 600,000 Procurement Director & Financial Controller

 PO shall be raised in triplicate i.e.

 Original Copy: Vendor
 2nd Copy: Finance & Accounts Department
 3rd Copy: Procurement Department

On the receipt of purchase order by accounts department, following entry shall be recorded by
Payable & Expense Executive in the system:

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 Dr. Initial Entry – Raw Material

Cr. Purchase Control Account

After receipt of material on gate, Inward Gate Pass (IGP) is prepared by gate keeper in ERP
system and material is forwarded to store along with IGP. Acknowledgement of person
delivering the material shall be obtained on IGP.Store In-charge shall take delivery of materials
and prepare Goods Receipt Note (GRN) in ERP. GRN is prepared in triplicate.

Original Copy: Store Department

2nd Copy: Accounts Department

3rd Copy: Procurement Department

On the basis of GRN received in accounts department, accounts payable executive shall post
following entry in the system:

Dr. Raw Material A/C – Stock in Hand

Cr. Initial Entry – Raw Material

In case of partial receipt of materials from suppliers, remaining amount in Initial Entry – Raw
Material shall either be reversed or cleared on receipt of remaining material from suppliers.

If the quantity of material received from supplier as per GRN is less than the quantity
requisitioned in PO, accounts payable executive shall post following entry:

Dr. Purchase Control Account

Cr. Initial Entry – Raw Material

The supplier shall send the invoice to Finance & Accounts department where relevant personnel
shall match the invoices with Purchase Requisition, Purchase Order, GRN and IGP and shall
prepare purchase invoice and record the following entry in the system

Dr. Purchase Control Account

Cr. Supplier Account

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MATERIAL ISSUANCE:

On the basis of MRF, Store In-charge shall raise Store Issuance Note (SIN) in ERP. System
generated SIN is signed by Store and Production In-charge. Signed/Approved copy of SIN shall
be sent to Accounts department where accounts executive matches the SIN with system
information and post the following entry in the system.

Dr. Work in Progress (Signage/Retail Solutions)

Cr. Raw Materials – Stock in Hand

In case of excess issuance of material from the stores department, the excess material shall be
returned to stores along with pre-numbered Store Issue Return Note (SIRN). SIRN shall be
signed by Production and Store In charge. Store In charge shall raise system generated SIRN
which shall update the inventory record. The store in charge shall send the SIRN to accounts
department for posting in ERP system. Following entry shall be recorded in general ledger:

Dr. Raw Materials - Stock in Hand (Signage/Retail Solutions)

Cr. Work in Progress

On completion of project, Job Order Completion Note (JOC) shall be prepared by Project
Manager in the system which shall be reviewed by CS staff member. CS staff member shall be
responsible for inspecting Goods Manufactured and provide his remarks on JOC. JOC shall be
prepared in triplicate:

One Copy: Production

2nd Copy: Accounts Department

3rd Copy: Gate Keeper

On receipt of copy of JOC at accounts department, payable& expense executive shall post the
following entry:

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 Dr. Finished Goods (Signage/Retail Solutions)

Cr. Work in Progress (Signage/Retail Solutions)

When the goods are dispatched from warehouse, a serially numbered Delivery Challan (DC)
shall be prepared by gate keeper which shall include details of goods dispatched. DC shall not be
prepared unless JOC is accompanied with the goods to be dispatched. DC shall also be prepared
in triplicate:

Original Copy: Store In charge

 2nd Copy: CS Team

 3rd Copy: Accounts Department

On receipt of DC in accounts department, following entry shall be recorded in general ledger:

Dr. Goods in Transit

Cr. Finished Goods

On the basis of invoice send to client, following entry shall be recorded in ERP system:

Dr. Cost of Goods Sold

Cr. Goods in Transit

SERVICE INVOICE:

Vendors are hired by technical department to perform specified tasks. These vendors are hired by
relevant technical departments based on the skills required.

The relevant technical department shall raise a request to hire vendor. After approval of relevant
approving, technical department shall obtain quotations from at least three approved vendors
listed on Approved Vendor List (AVL).

Based on the quotations obtained, relevant technical department in-charge shall select the vendor
offering minimum price. However, if any other basis for selection of vendor is to be used, the

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decision should be documented and approval of competent authority shall be obtained for such
basis.

Once vendor is selected, formal agreement should be established with the selected vendor,
documenting the terms and conditions of the contract and the rates agreed.

On the start of project, Work Order (WO) shall be raised by the Procurement Dept. to the
selected vendor. WO shall be based on the rates agreed and amount of work to be done.

WO shall be raised in triplicate:

Original Copy: Vendor

 2nd Copy: Procurement Department

 3rd Copy: Finance Department

On the receipt of WO in finance department, accounts payable executive shall post the following
entry:

Dr. Initial Entry – Services

Cr. Service Control Account

The vendor shall submit the invoices to technical department as per agreed terms and conditions
for review. After necessary review by Technical In-charge, the invoice shall be sent to
procurement department. Procurement department shall be responsible for verifying the invoice
based on the rates agreed and approval. After necessary approval, the invoice shall be sent to
finance department where accounts payable executive shall post the following entry into the
system:

Dr. Services Account

Cr. Initial Entry – Services

Dr. Service Control Account

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 Cr. Vendor Account

Advance to vendor shall be given on the request of vendor. A request for payment of advance to
vendor shall be initiated by relevant technical department on Vendor Advance Request Form
(VARF). VARF shall be signed and approved by relevant department head. After approval,
VARF shall be sent to procurement department where procurement head verifies the advance
requirement and approve the advance request. VARF shall be sent to accounts and finance
department and approval of Financial Controller shall be obtained. After necessary approval,
accounts payable executive shall prepare a Bank Payment Note to Manager Funds to arrange
advance for the vendor. Manager Funds shall prepare a cross cheque and accounts payable
executive shall prepare Bank Payment Voucher (BPV).

Following entry shall be recorded in accounts:

Dr. Vendor Account

Cr. Bank A/C

REPORTS REQUIRED:

 Accounts Payable Control Account

 Party Wise General Ledger
 System Generated Purchase Orders Raised on Daily Basis
 Status of Purchase Orders i.e. Recorded and Unrecorded

Petty Cash:
System Process: Petty Cash

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Limits of Petty Cash:

Region Amount
Lahore
Karachi
Islamabad
Rahim yar Khan
Faisalabad

Purpose:

The purpose of petty cash is to provide sufficient cash for day to day operations of the company.
The petty cash shall be used for following purposes:

 Workers‘ Wages
 Medical Reimbursement
 Travelling Expense
 Carriage / Transportation Expense
 Entertainment Expense
 Utilities (telephone, electricity, water and gas)
 Advance for travel or other business activities
 Petrol and vehicle running expense
 Repair & Maintenance
 Small purchases not exceeding Rs. 10,000

Petty cash shall not be used for any expense exceeding Rs. 10,000 except transportation charges
and utility bills and all payments exceeding Rs. 10,000 shall be made through cross cheque. In
exceptional cases, approval for payment exceeding Rs. 10,000 should be obtained from Financial
Controller.

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The petty cash limit of each region and head office shall be determined by CFO based on their
requirements. Petty cash at each region shall replenish twice in a week i.e. on Monday and
Wednesday.

The custodian of the Petty Cash shall raise a request for cash on Cash Request Form(CRF). CRF
shall be approved by Regional Managers at regions while in Head Office, it shall be approved by
Manager Finance. CRF shall be accompanied with a summary of total payments made along-
with original bills/invoices and shall be sent to Head Office for processing. CRF after due
verification and posting in ERP by Expense Executive, shall be submitted to Manager Funds for
disbursement of the required amount.

Manager Funds on receipt of CRF, shall arrange the required amount and issue a cheque/online
transfer for the respective Region/Location. On the basis of CRF, Bank Payment Note (BPN)
shall be prepared by Accounts personnel and following entry is recorded:

Dr. Cash in Transit

Cr. Bank A/C

The custodian at regions shall obtain/arrange cash from bank and raise Cash Receipt Note (CRN)
through the system. Following entry is recorded on the basis of CRN:

Dr. Cash in Hand

Cr. Cash in transit

Payment Procedure:

The claimant at Head Office shall prepare Expense Claim Form (ECF) and attach original
invoices duly signed by claimant. Expense Claim Form should be approved by relevant
personnel of the department to ensure it is according to the company‘s policies. The claimant
shall submit the ECF to Account & Finance Department for verification. After verification ECF
should be submitted to cashier for reimbursement in case expense is below than Rs. 10,000.

Where expense is greater than Rs. 10,000, the amount of expense claimed shall be transferred to
employee‘s bank account.

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In case of advance required by any employee for any business purpose, Advance Request Form
(ARF) shall be prepared by the claimant. ARF shall be approved by relevant personnel of the
department and submitted to Accounts & Finance Department for verification and payment.

Analysis of financial statement:

The analysis of financial statement; Income Statement, Balance Sheet and Cash flow is done
below:

Vertical Analysis:

Income Statement:
PROFIT & LOSS STATEMENTS Jun-15
Net Revenue 100
Less:
Cost of Goods Sold (75.07)
Gross Profit 24.93
Less: 0.25
Administrative Expenses -8.01
Selling Expenses -4.86
Operating Profit 12.07
Add: Other Income
Less: Finance Cost -0.08
Profit Before Tax 11.99

Less: Taxation -4.25

Less: WWF -0.25
Profit After Tax 7.49
0.07
Less: Dividends 2.57
Balance brought forward 24.55

ANALYSIS:

Company‘s gross profit holds almost 25% or 1/4th part of total sale revenue. This means that the
cost of goods or the cost that company bears directly on the goods are 75% of the total sales.
That means the company is earning 25% average profit on its sales. The overheads as

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administrative and selling expenses are 8% and 4% respectively. Moreover, after other costs and
taxation the company earns almost 7.5% of profit on its total sales.

The balance brought forward are the retained earning added the current month‘s profit earning
which amounts to 25% of the sales this month.

Balance Sheet:
STATEMENT OF FINANCIAL POSITION Jun-15
ASSETS
NON CURRENT ASSETS
Property, plant and equipment 26
26
CURRENT ASSETS
Inventory 27
Advance & Deposits 2
Receivables 38
Cash and bank 6
74
TOTAL ASSETS 100
CAPITAL AND LIABILITIES
Share Capital & Reserves
Issued, Subscribed and Paid-Up Capital 1
Revaluation Gain -
Share Deposit Money 20
Accumulated Inappropriate Profits 79
Total Equity 52
CURRENT LIABILITIES
Creditors 100
Expense Payables -
Total Liabilities 48
TOTAL EQUITY AND LIABILITIES 100

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ANALYSIS:

Assets:

Fixed assets of the company include its plant, equipment, machineries and its property These are
the sole fixed assets of the company and reported as a whole. Of the total asset company hold,
fixed assets are 26% of them. A more larger portion of assets are covered by current assets of the
company. As the nature of the business, current assets are more important than fixed assets as to
keep the supply chain fluid and seamless.

Inventory holds the 2nd biggest share in current assets amounting to 27% of total assets. The 1st
biggest are the company receivables. As explained before that company operates mainly on
credit channel thus that is why receivables are the largest part of current assets of the company.

Share Capital:

Total equity of the company as compared to its liabilities are 48%. That means the company
covers up its expenses and liquidity needs by getting credit from financial institutions. The
capital from issued shares is only 1%. This is because Adsells is a private company. 20%
investment as share deposit money is the amount that is invested directly by the company‘s
owners. 79% are the retained earnings of the company.

Liabilities:

The liabilities of the company are 52% of the total ‗liabilities and equity‘ and come from only
one channel; bank credits.

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Cash Flow:
CASH FLOWS STATEMENT Jun-15

Cash flow from operating activities

Net Profit before Taxation 139.53
Adjustments for:
Depreciation & Amortization 17.74
Interest 0.92
Operating profit before working capital changes 158.19
Working Capital Changes
(Increase)/decrease in Current Assets (50.13)
Increase/(decrease) in Current Liabilities 45.19
Cash generated from operations (4.95)
Interest Paid (0.92)
Income tax and WWF (52.32)

Net (total) cash generated from operating activities 100

Cash flow from investing activities

Addition of Assets (66.36)

Net cash used in investing activities (66.36)
Cash flow from financing activities
Drawings (29.89)
Share Deposit after adjustment with AOP 0.00
Net cash generated from financing activities (29.89)

Net increase/(decrease) in cash and cash equivalents A+B+C 3.75

Cash and cash equivalents at the beginning of the year 50.24

Cash and cash equivalents at the end of the year 53.98

Analysis:

As clear from the vertical analysis of cash flow statement, the cash generated from company
operations amount to almost 5% of the total cash generated for the month. The biggest channel
of cash generation for the month are from the liabilities that the company takes from banks in

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form of credit, which amounts to almost 45% of the total cash generated. Also 66% of the cash is
invested in assets such as inventory, machinery, tools, supplies etc. Of all the cash generated, the
company remains with 54% cash at the end of financial period. While at the beginning of the
year, cash generated was 50.24% and until June 2015, Cash has been increased by an amount of
3.5% approx. This shows that the company is increasing whilst maintaining its liquidity position
to cover its liabilities and running finances, which depict a good position.

Horizontal Analysis:
The data taken for analysis is of four previous year of the same month. Base year is June 2012.
The analysis performed on the financial statement is as follows:

Income Statement:
Adsells Group of
Companies Actual
PROFIT & LOSS
STATEMENTS Jun-12(base) Jun-13 Jun-14 Jun-15
Net Revenue 100.00 7.83 40.16 22.27
Less:
Cost of Goods Sold 100.00 20.61 56.39 34.80
Gross Profit 100.00 -19.46 5.52 -4.46
Less: 1.00 -25.30 -24.71 -21.86
Administrative Expenses 100.00 -1.69 -10.81 -13.14
Selling Expenses 0.00
Operating Profit 100.00 -29.16 -5.39 -28.49
Add: Other Income
Less: Finance Cost 100.00 626.56 441.02 173.56
Profit Before Tax 100.00 -30.28 -6.15 -28.84

Less: Taxation 100.00 -29.02 -4.31 -26.33

Less: WWF 100.00 -29.02 -4.31 -26.33
Profit After Tax 100.00 -30.99 -7.20 -30.26
1.00 -36.00 -33.79 -42.96
Less: Dividends
Balance brought forward 100.00 975.91 1543.76 2280.53
100.00 52.78 121.26 165.64
100.00 50.78 112.90 146.97

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Analysis:

Revenues: The net revenues in the next year increased by 7.8% as compared to the year 2011. In
the next year there was a sharp increase in revenues reaching almost 40% as compared to the
year 2011. Then they decreased to 20.27%. This shows an increasing trend in the revenues
collected by Adsells.

CGS: Likewise, CGS also show the same pattern as of revenues. First they increased in the year
2013, Then there was a sharp increase in revenues in the year 2014, increasing almost 50% of the
revenues of base year 2011. Then in the current year there is seen a decline and the revenues are
34.8% but conclusively there is also an increasing trend here.

Gross Profit: Gross profits of Adsells decreased by 19% in the next year. This is due to the fact
that the revenues didn‘t increase as much as cost of goods sold. The company faced greater
direct expense on its goods sold than the previous year. Though the company managed to
increase their gross profits greatly in the year 2014 reaching more than 7% of that they were in
2012. Then again in the year 2015, gross profits declined. This shows a cyclical pattern in the
company‘s gross profits.

Operating Profit: Operating profit of the company has been declining as compared to the year
2011. In 2012, they sharply declined by almost 29% then again by 5% and in the current year,
faced a sharp decline of 28% but still a bit higher than the year 2012. This shows that company is
having problems recovering profits from its operations.

Profit After Tax: The final profits of the company are also declining as compared to the year
2011. First the profits declined by 30%. But in the next year they rose, but still less than the year
2011 by 6.15%. In the year 2015, company again faced a sharp decline of 30% as compared to
the year 2011‘s profits. This shows that Adsells earned the highest profit for the year 2011 and is
having problem earning profits after that.

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Balance Sheet:
Adsells Group of Companies Actual
STATEMENT OF FINANCIAL
POSITION Jun-12 (base) Jun-13 Jun-14 Jun-15

ASSETS
NON CURRENT ASSETS
Property, plant and equipment 100% 55 50 93
100% 55 50 93
CURRENT ASSETS
Inventory 100% 26 75 115

Advance & Deposits 100% (88) (74) (53)

Receivables 100% 12 51 50

Cash and bank 100% 61 256 282

100% 6 51 65

TOTAL ASSETS 100% 17 51 72

CAPITAL AND LIABILITIES
Share Capital & Reserves
Issued, Subscribed and Paid-Up
Capital 100% (93) (93) (93)

Revaluation Gain -

Share Deposit Money -

Accumulated Unappropriated
Profits 100% 53 121 166
Total Equity 100% 53 99 130

CURRENT LIABILITIES

Creditors 100% (2) 25 41

Expense Payables 100% (100)

100% (6) 19 35

TOTAL EQUITY AND LIABILITIES 100% 17 51 72

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Analysis:

Inventory: Adsells pays quite attention to its inventory. As, the business has high inventory
turnover rate, it uses and quite quickly due to the nature of the business and needs to be
replenished quite often. Due to that fact and increasing the overall business activity, Adsells has
constantly been increasing its inventory levels. The inventory has seen a steep upward trend over
the past 4 years. In 2015, it rose to almost 115% of the inventory level that it had in 2011. This
means that inventory level increased more than twice.

Receivables: Adsells receivables are also increasing and are showing an upward trend. As to
increase the business activity on the credit channel that is obviously the main business channel
for the company the receivables have risen to over 50% of the value that was in 2011. Both
inventory and receivables show increase in business activity by the company.

Total Assets: Cash also increased for Adsells thus, it is quite obvious that the assets of Adsells
has risen considerably over the past years.

Shares: The shares in the year 2013 were 93% of that of in 2011. A small decrease in paid up
and issued shares of the company is seen. After 2012, the share capital remains constant.

Retained Earnings: Retained earnings of the company also increased quite a lot as compared to
the base year 2011. It became almost 166% higher than that in 2012.

Total Equity: Total equity of the company also increased largely in the past 4 years.

Credit: The liability of the company decreased the next year by 2%. After that, in the year 2014,
again credit was injected into the business to cater the business growth. It rose to 25% then in
2015 to 41% as compared to the year 2012.

Total liability: As only credit source is bank credits for the company thus it follows what is
stated in credit trend.

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Total Liabilities and equity: Total liabilities and equity of the business rose sharply over the
years. Both sides increasing over the past years show that the total overall activity of the business
has risen considerable and the business is on the track of its growth.

Cash Flow:
Adsells Group of Companies Actual
Jun-
PROJECTED CASH FLOWS STATEMENT 12(base) Jun-13 Jun-14 Jun-15

Cash flow from operating activities

Net Profit before Taxation 100 (30) (6) (29)

Adjustments for:

Depreciation & Amortization 100 302 274 532

Interest 100 627 441 174

Operating profit before working capital
changes 100 (24) (1) (21)
Working Capital Changes

(Increase)/decrease in Current Assets 100 (96) (50) (82)

Increase/(decrease) in Current Liabilities 100 (108) (64) (78)

Cash generated from operations 100 (61) (12) (93)

Interest Paid 100 627 441 174

Income tax and WWF 100 (29) (4) (26)

Net (total) cash generated from operating

activities 100 29 15 89

Cash flow from investing activities

Addition of Assets 100 33 (90) 20

Net cash used in investing activities 100 33 (90) 20

Cash flow from financing activities

Drawings 100 1,430 2,230 2,423

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Share Deposit after adjustment with AOP
Net cash generated from financing
activities 100 (1,274) 2,230 2,423

Net increase/(decrease) in cash and cash

equivalents A+B+C 100 (338) (861) (204)

Cash and cash equivalents at the beginning

of the year 100 (20) 28 183

Cash and cash equivalents at the end of the

year 100 61 256 282

Analysis

Profit (after tax): As seen from the income statement, this cash flow statement also depicts the
same pattern. Over the years, the profits of the company are decreasing. Whereas, in 2015, the
company earned 29% less profit as compared to the year 2012.

Interest: Due to the increasing liabilities of Adsells. Payment of intrest has also risen to more
than 4 times as that in 2012.

Current Assets: Current assets that are cash as also declined over the past years. It has
decreased to almost 82% less than that in 2012.

Cash Generation: Cash generation from Adsells business operations has also decreased quite
largely. In 2015 the cash generated from operating activities has decreased to 93% as compared
to the base year.

Drawings: Drawings are the withdrawal of cash from Bank accounts which decreases the
financing income of Adsells. Drawings have increased quite largely over the years. Due to
which, financing income has decreased also.

End Balance: The ending cash balances in all the years show an increasing trend with the fact
that the company is earning less profit. This is due to the financing from banks that the business
takes. This improves the liquidity position of the business in short term but is not a good
situation for long run.

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Ratio Analysis:
Adsells Group of Companies Actual
HORIZONTAL RATIO ANALYSIS Jun-13 Jun-14 Jun-15
PERFORMANCE RATIOS
Gross Profit Ratio 23.83% 24.02% 24.93%
Operating Profit Ratio 13.56% 13.93% 12.07%
Net Profit Ratio 8.41% 8.70% 7.49%
SHORT TERM LIQUIDITY RATIO
Current Ratio 1.41 1.59 1.54
Quick ratio 0.94 1.07 0.98
Working Capital/Total Assets
0.20 0.28 0.26
Return on Assets
0.15 0.16 0.10
Return on Equity
0.30 0.31 0.20
RETURN ON INVESTMENT
Earnings Per Share 2,185 2,939 2,209

Adsells Group of Companies Actual

VERTICAL RATIO ANALYSIS Jun-13 Jun-14 Jun-15

CGS to Sales 76.17% 75.98% 75.07%

Administrative Expense to Sales 10.28% 7.17% 8.01%
Selling Expense to Sales 0.00% 2.92% 4.86%

Analysis:

Gross Profit Ratio: Gross profit ratio of company is quite steady with a small increase over the
span of three years. This means that company is operating adequately. In the current year Gross
profit ratio is almost 25%. This means that company is earning 25% profit on its sales as
compared to the costs of goods that it sales. Also, there is a slight increase in the gross profits in
the previous years and the company is actually maintaining its position.

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Operating Profit Ratio: Operating profit ratio is the amount that is left with the company after
settling the overheads, or administrative expenses of the company. Again there is a slight
increase in company‘s operating profit ratio though it seems that the company is actually
maintaining its operating profits by controlling the administrative and selling expenses that it
incurs.

Net Profit Ratio: Net profit is the amount of profit that remains with the company after all the
expenses and taxation. In the second year there is a small increase in the net profits while in the
current year the profits declined by more than 1%. This means that company is striving to
maintain it‘s net profit. The cause for this can be less recoveries from clients and rise in the GST.

Current Ratio: This tells about the company‘s liquidity position. The company is maintaining
its liquidity and this ratio is almost 1.5 for all the three years on the average. This is a fairly a
good position for the company as it can settle its liabilities when they come due.

Quick Ratio: The quick ratio is a financial ratio used to gauge a company's liquidity. The quick
ratio is also known as the acid test ratio. The quick ratio differs from the current ratio in that
some current assets are excluded from the quick ratio. The most significant current asset that is
excluded is inventory. Thus this ratio on all the three years revolve around the value of 1 and
stays near it. This is quite low as compared to the current ratio. The reason for this is that,
inventory is excluded from this ratio and for Adsells one of the big assets.

Working Capital: Working capital is the amount of assets as compared to the company‘s
liabilities. The assets used in this are the inventory and accounts receivable. And the liabilities
are the current liabilities. Basically, its current assets as compared to current liabilities of the
company. Working capital here is given as a percentage value. Thus working capital of the
company usually ranges from 20 to 25% which is adequate.

Return on Assets: Return on assets shows that how much the company is earning on its total
assets. This again is calculated as a percentage value of the return amount for the three years. It is
lowest in the current year as compared to the previous two years which is 15 and 16 percent. The
reason for this is because the company has expanded and assets have risen considerably while

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sales of the company hasn‘t increased by that much amount thus giving a low return on assets
amount. Though the amount shows a fair picture of the company‘s operations.

Return on equity: This simply measures the sales as compared to the equity of the company.
This value is lower than the previous two years. Currently its 20% for the company meaning that
the company is generating 20% sales as compared to its total equity. This shows a fair picture
also.

EPS: The EPS value for the company is quite good. This is because Adsells is a private
company. The company has lower equity amount as it can‘t float its shares on the stock
exchange. Thus EPS value is quite large and is increasing steadily.

CGS to Sales: This can be said as an inverse of gross profit margin. This ratio tells that what
part of total sales are the costs of goods sold. This is actually to measure the CGS value and to
control the material costs of the company. CGS of Adsells is declining slowly which shows a
good picture that either profits are increasing or company is controlling the costs of its products
and services.

Administrative expenses to sales: This ratio tells that how much are administrative expenses of
the company as compared to its total sales. This is also declining steadily as compared to the
previous years. This shows that Adsells is controlling its costs and trying to improve its sales.

Selling expenses: Selling expenses are those expenses that are incurred by the company to sale
its products e.g. logistics expense, taxations etc. Selling expenses are rising for the company.
This is because of the economy of the company and increased fees and taxations.

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 Training Program
Duration: 1.5 months

Starting date: 8th July

Ending date: 20th August

Working Department: Client Services Department (Marketing Department)

Job Nature: As a client services executive trainee

Designation: Internee

Start:
I started my internship period from 8th of July. After meeting the company‘s HR, I was directed
to client services department. There I went to the client services head and he attached my to the
account manager that was managing McDonald‘s and Khaadi.

Initial Learning:
For the initial learning of the company‘s processes, I explored the company‘s department. It‘s
production area and administrative department. I for the first 2 or 3 days went to the printing
department. The main job is done at this production area. I explored and understood the
machines there. Asked the employees working there about what each machine does and how it
completes the work. Also what‘s the systematic process to complete the job when It comes from
the client. I also explored what are the standards for printing and how much work does the
department gets. From what I learned the printing department works day and night getting the
jobs done.

I also asked my supervisor ( account manager ) about the work being done at Adsells. He guided
my and taught me the procedure of job handling and how to execute a job. What are the
requirement and how to keep the flow of the job within the organization. This got a bit confusing
at the start but I found the system quite easy.

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The System:
The system works on a simple rule as I learned. ―Involve and inform that‘s relevant‖. This means
that, when the job comes from the client. The executives or the manager has to inform all the
department about the job and keep the flow fluid within the company so that the job isn‘t halted
at any point in the organization. The job needs to be checked up regularly as there isn‘t any
problem faced in relation to it. The reason for this is that the job is the responsibility of the client
services executive and should be handled by him.

Critical Points:
 All the jobs that come are the responsibly of the account manager.
 Deadlines are the first priority and should always be met
 Client requirement are never to be ignored
 Quality isn‘t to be compromised at any level.

These are the points on which all the executive operate within the company and knowingly
and unknowingly follow them. The company works as an agent of client and should work as
the client demands them to. The orders of the clients are the responsibility of the accounts
manager and he should manage and resolve any issues arising related to it, if any

The Job Process:

The job process is as follows:

 Client sends the job and the needed details for it. Also artworks are sent through CD
 Job order is printed out. This is necessary to get the job started within the company and is
forwarded to all the relevant department that have a part in that particular job
 The artworks are sent to the design department where they are adjusted and forwarded to
printing department.
 The artworks are printed and executed
 If the job is of fabrication, the job is forwarded to R&D department. R&D heads all the
fabrication of the company. R&D allocated resources for the job

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  Costing sheet is necessary in R&D jobs. It is provided by them according to the materials
used in the job at hand. The costing sheet is attached with the job order,
 Job order is forwarded to fabrication department if the job is to be fabricated by Adsells.

Job order:
Job order is the most important document of the company. It is an internal document that is made
against a purchase order sent by the client. The purchase order has a list of items for the
execution. These are listed on the job order. Also job order contains dimensions of artworks,
media used, machine for job, lamination if any, inks to be used and all the other details that are
related to that job. This job order is forwarded to all the departments that are needed for the
execution of it.

What I did?
I at Adsells after a week of learning and training got my hands on the job and started executing
the jobs as other executives did. The summary of the work performed according to weeks is as
below:

Weeks Work Done

Week 1 Learned the company job handling procedures. What kind of work is done and
how it to be managed. What are the stages of managing a job ordered by client
and how do deal with it from the start ending till execution of the job. What
departments are working in the company and how are they collaborated within the
organization making a fit for the company.
Week 2 Learned how to make a job order through Adsell‘s ERP system. What are the
other option that is useful in ERP system and how to use it. Got the credentials to
log in the system and start job routine within the organization. Started executing
small job e.g getting vinyls and flex done.
Week 3 After getting practice on how the job is done. Started to execute whole campaigns
for McDonald‘s. Did the job whole as othe executives do with the help of
supervisor here and there. Executed advertising campaigns fully such as minions

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 banana shake branding for McDonald‘s when they first launched their banana
shake
Week 4 Visited McDonald‘s outlets for getting the evaluation of work done by the teams
of Adsells. The feedback was to be given to the client. It is a part of SOP. Also, as
a routine work executed jobs that are placed by clients
Week 5 Executed Khaadi‘s jobs and a job of Allied bank for independence day. Also, did
the work on McDonald‘s cone cutout standee for independence day. It was an
exclusive for that day. Also, for the month‘s end payments have to be collected by
Adsells. Thus completed the invoice documentations that are to be sent for
invoicing to the client
Week 6 More jobs from McDonald‘s came. Completed them including happy meal
branding. The branding included backlit translates and happy mean cutout vinyl‘s
to be placed on window. Moreover, orders for vinyl‘s and reflectors keep on
coming randomly from client numerous times in a week for replacing the worn
out displayed advert or a menu item. Executing them is also a priority and they all
come mixed up most of the item except when it‘s a campaign as a whole.
Received the letter of completion of internship at the last day.

NOTE: There wasn‘t any difficulty getting any kind of data relevant to this report. All data was
easily acquired by the company.

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 Conclusion & Recommendation

Conclusion:
Adsells have really automated and set up a traditional type of business that is still in operation
now days. It is the only businesses that has automated itself that much and have acquired the
latest machinery and printers for commercial purpose. Adsells is the leading outdoor advertising
agency that has almost all the big clients currently operating in Pakistan. With offices at 8
different cities in Pakistan, and head office at Lahore, Adsells has really built and laid a wide
network covering all the cities of Pakistan. It is ready to offer it services to its clients almost
anywhere. Adsells is the market leader in giving retails and branding solutions to its clients. It is
the choice for outdoor advertising and retail shop and outlet branding for the clients.

Financially, Adsells is doing well but with an up and down here and there e.g. profitability
getting low. Adsells has made quite a name in the market for itself and is doing quite well.

Recommendations:
Being a market leader in the industry Adsells is doing quite well commercially. It is fulfilling
orders within deadlines and is executing jobs for all its 40 clients equally. Adsells has done a
remarkable job in getting the latest tech and automating its business processes and establishing a
system of doing business within and outside the organization.

One problem that I observed within the company is its employee satisfaction levels. For Adsells,
as of this year 2015, employee satisfaction level is getting low gradually. Reasons are tough job
and low compensation. Also, career ladder doesn‘t have much level. Due to this promotions are
seldom done. Employees are getting increments annually but there had been complaints of low
increments percentages. Thus, employee turnover is getting high gradually and the business is
losing good resources. They need to focus on their employee‘s satisfaction and have to give the
required care to them.

Other than that. The organization is doing completely fine.

149