INTERNSHIP REPORT

Name: Moiz Ali Siddiqui ID No. 20211-30743 Semester: 5th Major Field: Marketing

1.1. Organization where internship was served: Abbott Duration: From 20-7-2023
to 30-8-2023

1.2. Report based on (Tick) Option 1 ___________________ Option 2 _________________

1.3. Due date of the report 14-9-2023 (2 weeks after the successful completion of internship)

1.4. Report submitted on 12-9-2023

Table of Contents

Introduction of the Company:..................................................................................................................3

MISSION:...............................................................................................................................................3
VISION:..................................................................................................................................................3
OBJECTIVE:...........................................................................................................................................3
CORE VALUES:.....................................................................................................................................4
Department:...............................................................................................................................................4
Functions of the department and how they are related to corporate objective:........................................4
Work performed by internee:...................................................................................................................5
Designing:...............................................................................................................................................5
Taglines and brand messaging:................................................................................................................6
Presentation:............................................................................................................................................6
Agency:...................................................................................................................................................6
MEDLOCK:............................................................................................................................................6
Learned theories applied during internship:...........................................................................................7
Computer concepts and applications:......................................................................................................7
Marketing management (push and pull) :................................................................................................7
Marketing management (Positioning) :....................................................................................................8
Principle of management (Delegation) :..................................................................................................8
New theories learned:................................................................................................................................9
Golden circle theory:...............................................................................................................................9
Different marketing techniques:..............................................................................................................9
Recommendation:......................................................................................................................................9
Introduction of the Company:
Abbott Laboratories is a multinational American medical equipment and health care firm
headquartered in Abbott Park, Illinois. In 1888, Chicago physician Wallace Calvin Abbott
created the company to develop recognised pharmaceuticals; now, it sells medical gadgets,
diagnostics, branded generic medicines, and nutritional items. In 2013, it spun out its research-
based pharmaceuticals business as AbbVie.

Founded in Pakistan on July 2, 1948, Abbott Laboratories (Pakistan) Limited (the Company) is a
public limited company whose shares are traded on the Pakistan Stock Exchange. Its registered
office is located at Hyderabad Road, Landhi, Karachi, directly across from the Radio Pakistan
Transmission Centre. The company's main business activities include the production, import, and
marketing of pharmaceutical, nutritional, diagnostic, diabetes care, hospital, and consumer
products based on research.

As of 2021, the firm's divisions are:

1. Nutrition:Pediatric nutrition (e.g., Similac, Isomil, and Gain), Adult Nutrition (e.g.,
Ensure and ZonePerfect) and special dietary needs (e.g., Glucerna and Juven)
2. Diagnostics:core lab, molecular, point of care, rapid diagnostics and Informatics
3. Medical devices: rhythm management, electrophysiology, heart failure, structural heart,
neuromodulation, diabetes care
4. Established Pharmaceuticals:branded generic drugs sold exclusively in developing
markets.

MISSION:
To deliver consistently superior products and services which contribute significantly to improve
the quality of life of consumers.

VISION:
To be the most admired healthcare company in Pakistan.

OBJECTIVE:
LIVE YOUR BEST LIFE, NOW AND IN THE FUTURE
CORE VALUES:

Abbott adhere to the highest standards of governance, integrity, ethics and transparency. Abbotts
core values of Pioneering, Achieving, Caring and Enduring are the foundation of our identity
and define how we operate and serve our stakeholders.

Department:
 Department: Marketing (EPD)
 Supervisor’s name: Naqi Mehdi
 Designation: Product Manager
 Duration: six weeks.

Functions of the department and how they are related to corporate objective:

The marketing department at Abbott Pakistan likely performs the following functions:

 Market Research and Analysis: This involves gathering and analyzing data on
customer preferences, market trends, competitor activities, and other relevant
information. This helps the company understand the market dynamics and make informed
decisions.
 Product Development and Management: The marketing team may work closely
with product development teams to identify market needs, shape product features, and
plan launches. They might also be involved in the lifecycle management of products.
 Branding and Positioning: They are responsible for establishing and maintaining a
strong brand presence in the market. This includes creating brand identity, messaging,
and ensuring consistency across various channels.
 Promotions and Advertising: This function involves designing and executing
marketing campaigns, advertisements, and promotional activities to reach the target
audience and create awareness about Abbott's products.
 Sales Support: The marketing department provides support to the sales team by
providing them with the necessary tools, materials, and information needed to effectively
sell Abbott's products.
 Regulatory Compliance and Communication: In the pharmaceutical industry,
adherence to regulatory guidelines is crucial. The marketing team ensures that all
promotional materials and activities comply with local and international regulations.
  Customer Relationship Management (CRM): They may manage customer
databases and implement CRM systems to track and analyze customer interactions. This
helps in understanding customer behavior and preferences.
 Market Segmentation and Targeting: The marketing team identifies specific
segments within the market and tailors marketing efforts to address the unique needs and
preferences of each segment.
 Public Relations and Stakeholder Management: This involves managing
relationships with various stakeholders, including healthcare professionals, regulatory
bodies, and advocacy groups.
 Market Expansion and New Market Entry: The marketing department may play a
role in identifying opportunities for expansion into new markets or launching products in
existing markets.
Now, how these functions relate to corporate objectives can be explained as follows:

 Revenue Growth: Effective marketing strategies can lead to increased sales and
revenue, aligning with the company's objective of financial growth.
 Market Share Expansion: By identifying and targeting specific market segments, the
marketing department can help Abbott Pakistan increase its market share.
 Brand Equity and Reputation: A strong brand and positive reputation are critical for
any company. The marketing department's efforts in branding and PR contribute to
achieving this objective.
 Compliance and Ethical Practices: Ensuring regulatory compliance in marketing
activities is essential for maintaining the company's reputation and trust among
stakeholders.
 Customer Satisfaction and Loyalty: Through CRM and targeted marketing efforts,
the department can work towards enhancing customer satisfaction and building long-term
relationships, which aligns with the objective of customer retention.
 Innovation and Product Development: The marketing team's involvement in
product development ensures that products meet market needs, which is aligned with the
company's objective of continuous innovation.

Work performed by internee:

Designing:
Certainly! The task involves the creative design and production of a diverse range of marketing
materials. This includes eye-catching posters that can be displayed in various locations,
attention-grabbing standees to enhance brand visibility, decorative side walls and side wings to
create immersive brand experiences, and informative patient awareness leaflets. These materials
are carefully crafted to not only visually represent our brand but also effectively communicate
our message to the specific target audience we aim to reach. Each piece of marketing material is
designed with precision and creativity to ensure it captures the essence of our brand and
resonates with our intended audience, ultimately driving brand recognition and engagement.

Taglines and brand messaging:

Taglines and brand messaging are pivotal components of a company's marketing strategy. They
entail the art of skillfully formulating a compelling and uniform message that deeply connects
with the intended audience. This process goes beyond mere words; it encapsulates the very
essence of the brand, encapsulating its core values, mission, and the distinctive principles it
upholds. This resonant message serves as a beacon, guiding customers towards a meaningful
understanding of what the brand represents and the unique value it offers in the market. It's the
beacon that sets the brand apart in the crowded marketplace, leaving an indelible impression on
the minds of consumers.

Presentation:
The paragraph outlines a process involving the creation of distinct presentations tailored for
different audiences, namely doctors, pharmacists, and products. These presentations are carefully
aligned with ABBOTT's Brand IQ. This entails not only structuring the content but also
extracting and incorporating relevant, meaningful information. Additionally, the presentations
are enriched with appropriate visuals and images to enhance engagement and convey the
intended message effectively. This meticulous approach ensures that each presentation resonates
with its specific audience while maintaining brand consistency.

Agency:
Collaborating with professional design agencies to meticulously plan and execute events,
ensuring a harmonious fusion of creative concepts for optimal results. This involves engaging in
productive ideation sessions, where ideas are synergized to achieve the desired outcome.
Additionally, a critical part of this process includes the thorough collection and evaluation of
bids from various agencies, ensuring a cost-effective and well-rounded selection that aligns with
the project's goals and budget constraints

MEDLOCK:
This paragraph outlines an innovative approach tailored for LSPs (local speaker programs). It
involves incorporating a case study-based game as part of the program following the doctor's
session. Additionally, it includes the crucial steps of generating PSA (Physician Services
Agreement) agreements with the participating doctors to ensure project confidentiality.
Furthermore, the process involves signing a contract that gains mutual consent from both the
doctors and their respective employers, emphasizing a collaborative and secure partnership
between all stakeholders.

Learned theories applied during internship:

Computer concepts and applications:
Taking the "Computer Concepts and Applications" course, I've learned valuable skills that have
significantly enhanced my ability to create presentations, bid sheets, and PSA agreements. Here's
how this course has been instrumental in these tasks:

 Mastering Microsoft PowerPoint: In this course, I gained a deep understanding of

Microsoft PowerPoint, which is invaluable for creating presentations. I've learned how to
structure slides effectively, use templates, incorporate multimedia elements like images
and videos, and add transitions for a polished presentation.
 Excel Skills for Bid Sheets: Excel is a crucial tool for creating bid sheets. I've
learned how to create organized spreadsheets for pricing, calculations, and data analysis.
Functions like SUM, AVERAGE, and IF have become second nature, helping me create
accurate and professional bid sheets.
 Word Processing Proficiency: Microsoft Word is an essential part of my toolkit for
creating documents. Thanks to this course, I can now format documents professionally,
manage margins and page layouts, create tables, use headers and footers, and incorporate
styles for consistent and professional-looking documents.

Marketing management (push and pull) :

I got the chance to put the push and pull theory that I studied in my Principles of Marketing
Management course to use during my internship at Abbott Pharma. Working together with the
sales staff, the push approach comprised promoting our pharmaceutical items to healthcare
professionals directly. This includes giving them thorough product information, holding training
sessions, and giving out samples. We actively promoted our products in order to increase
demand and raise awareness among medical experts.
The pull approach, on the other hand, emphasized generating customer demand for our goods.
To increase awareness and spark interest among patients and consumers, we employed a variety
of marketing strategies, including internet advertising, social media participation, and patient
education programs.By creating a strong brand image and providing relevant information, we
aimed to pull consumers towards our products and encourage them to request our brand from
healthcare professionals.
 By combining both push and pull strategies, we were able to effectively market our
pharmaceutical products at Abbott Pharma. The push strategy ensured that our products were
readily available and promoted to healthcare professionals, while the pull strategy created
consumer demand and preference for our brand. This approach helped us achieve our
marketing objectives and contribute to the overall success of the company.

Marketing management (Positioning) :

I got the chance to put the positioning theory I studied in my Principles of Marketing course to
use during my internship at Abbott Pharma. My manager gave me the responsibility of coming
up with taglines for our pharmaceutical items. I had to carefully evaluate each product's unique
selling proposition and target market for this work in order to create catchy taglines that would
clearly convey our brand strategy.
I studied the market, identified our rivals, and thoroughly investigated our target market using
the positioning theory. This made it easier for me to comprehend the distinctive qualities and
advantages of our items. Using this information, I created taglines for our pharmaceutical
products that highlighted their distinctive qualities and advantages and positioned them as the
preferred choice for healthcare professionals and patients.
By applying the positioning theory, I was able to create taglines that effectively conveyed the
value and positioning of our products in the market. This exercise not only enhanced my
understanding of brand positioning but also allowed me to contribute to the marketing efforts of
Abbott Pharma.

Principle of management (Delegation) :

I had the chance to put the delegation theory I studied in my Principles of Management course to
use during my internship at Abbott Pharma. One of the learning experiences I experienced was
being given some of my manager's duties. He showed his confidence in my talents by assigning
me duties, giving me the chance to advance my abilities and knowledge. I carefully evaluated my
talents and qualities, as well as the requirements of the duties given to me, using the delegation
principle. This made it possible for me to efficiently manage my workload and rank assignments
according to their urgency and relevance. In addition, I made sure that my boss and I were in
constant communication, asking for advice when necessary, and giving frequent reports on the
status of the tasks we had been given.

By applying the principles of delegation, I was able to handle the additional responsibilities
effectively and contribute to the success of the team at Abbott Pharma. This experience not only
enhanced my professional growth but also strengthened the trust and collaboration within the
workplace.

New theories learned:

Golden circle theory:
During my internship, I had the chance to learn about the Golden Circle theory, which was a new
concept for me. It's all about starting with the "why" before getting into the "how" and "what" of
a business or marketing strategy. By focusing on the purpose and beliefs behind a company or
brand, we can connect with customers on a deeper level and create stronger relationships. This
theory emphasizes the importance of communicating our core values and mission to inspire and
engage our target audience. It was an eye-opening experience that showed me the power of
purpose-driven marketing.

Different marketing techniques:

Compared to other businesses, pharmaceutical companies have particular marketing challenges.
They work in a field that is heavily governed by rules and regulations. Pharmaceutical firms
must concentrate on giving accurate and fact-based information to healthcare professionals and
customers due to the delicate nature of healthcare and pharmaceuticals. To establish credibility
and trust, they frequently depend on scientific evidence, clinical studies, and the
recommendations of healthcare professionals. Targeting certain groups of people, including
physicians, pharmacists, and patients with particular illnesses, is another common practice in
pharmaceutical marketing. Other businesses, on the other hand, have greater latitude in their
marketing plans and are able to concentrate on larger target audiences and innovative advertising
methods. Pharmaceutical firms must balance informed and persuasion marketing while abiding
with legal and regulatory restrictions.

Recommendation:

I would heartily suggest Abbott Pharma to upcoming interns based on my experience there
during my internship. I had several beneficial learning experiences during my internship, which
allowed me to put the theories and concepts I had acquired in my Principles of Management and
Principles of Marketing courses into practice.

I was able to participate in important initiatives and activities at Abbott Pharma because of the
company's helpful and cooperative work environment. The organization showed its dedication to
employee development by delegating tasks to me in a way that allowed me to improve my
knowledge and abilities.
Additionally, the company's emphasis on positioning theory and successful marketing tactics
gave me useful industry knowledge. I had the opportunity to help develop catchy taglines that
emphasized the distinctive selling characteristics of Abbott Pharma's medicinal goods.

Overall, I had a fantastic internship with Abbott Pharma that helped me advance both
professionally and personally. Future interns will undoubtedly profit from the good educational
opportunities and encouraging work environment that the organization offers.