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INTERNSHIP REPORT
INSTITUTE OF ADMINISTRATIVE SCIENCES – (IAS)
UNIVERSITY OF THE PUNJAB
Name: Ammara Saeed
Roll No: BS-IAS-42-F17
Degree Program: BS MANAGEMENT
Session: 2017-2021
Internship Organization Name: Corporate Engineering ( MAG Group
Branch and Address: 426 / J-3, M-A Johar Town, Lahore, Pakistan
Internship Supervisor: Mehmood Alam
Internship Supervisor Contact Number:
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ACKNOWLEDGEMENT
All the praises are for Almighty Allah who bestowed me with the ability and potential to
complete this internship. I also pay gratitude to the Almighty for enabling me to complete this
internship within due course of time. Words are very few to express my gratitude to my
affectionate parents. I am extremely grateful to all my respected teachers at IAS.
I also appreciate the cordial cooperation from my internship supervisor for his mentorship
throughout the internship session and HR management at MAG Groups for providing me
requisite information and knowledge needed to complete this internship.
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CHAPTER 1: INTRODUCTION TO THE ORGANIZATION
1.1) BRIEF HISTORY
MAG Group of Companies is one of the largest setups that provides value driven services and
various facilities to its clients under one roof. Originally established in 2018, it has extended its
services now to six major cities of Pakistan, Islamabad, Lahore, Multan, Faisalabad, Gujranwala
and Sialkot.
Currently, The MAG Group of Companies is executing its functions under three titles:
MAG Pvt. Limited
MAG Pvt. Limited is working to address the needs of the local market in terms of HVAC
technology and introduce the latest cutting-edge HVAC technologies in local market. In 2020,
the MAG Group launched one of the leading international HVAC brands in Pakistan; Hitachi.
The air conditioning solutions offered by Hitachi fulfills the customized commercial and
industrial needs of the HVAC market. MAG Pvt. Limited is leading this technological revolution
in local industry and is providing its clients the best available Air Conditioning products and
relevant services at their doorstep.
Corporate Engineering
Our Corporate Engineering wing has introduced MAG LEDs and MAG Air Conditioners that
have developed a very good reputation in a considerably short time in the highly competitive
local market. Our vision to maintain the highest possible standards in production, distribution
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and after-sale customer services has paid us back in terms of exceptional reviews from the
experts and our satisfied customers, we are the only company that is offering one-year
replacement warranty on our LEDs to our clients. This truly depicts our focus on maintenance of
quality and customer service.
MAG Organizers
MAG Organizers are a team of professional, innovative and enthusiastic organizers who put
together their professional expertise. MAG organizers have created a unique and proud identity
in event management, local as well as international travel and tourism services, photography, and
digital marketing services as well.
NATURE OF ORGANIZATION:
It is a public interest company.
Organogram of MAG Group
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Number of employees:
There are 50 number of employees at MAG Group.
MISSION
“To provide technical solutions with a unique combination of quality, innovation, creativity &
discipline”
VISION
“Simple solutions with modern technologies”
VALUES
Values of mag includes:
TRUST
LOYALITY
QUALITY PRODUCT
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CUSTOMER CARE AND SERVICE
MAG company makes the buyer seller-bond strong and unbreakable by creating
the values enriched in loyalty, trust and reliability. It attracts the users of their appliances by
providing them with reliable innovative products in budget friendly prices that increases the
trust of the people in the organization. Customer care is the culture of the organization as it
creates the convenience for its customers as much as it can either it may be the case of
installation or the reparations of the appliances.
All these values are created and kept with the help of the workforce, working under the name
of the MAG group to achieve their goals, with all their honesty, integrity and fair play. The
total hierarchy, from bottom to apex, is responsible for their doings.
Goals and objectives of organization
Non financial goals:
To build trust and loyalty for the company.
To build brand equity by providing excellent quality to their customers.
To improve customer satisfaction with customer services.
Financial goals:
To increase revenue by 10% annually.
To increase market share by 15% by the end of 5 years.
Objectives of organization:
To maximize their share in electronics market.
To upgrade the features of their electronics via innovation.
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To provide the affordable quality products, delightful and caring services in
order to satisfy the customers.
To make the effective strategy to ace all the objectives.
Business of organization.
The organization has two more partner companies, Iconic solutions and Hitachi,
from whom they import the appliances and sell them in Pakistan and also provide
the customers the after sale services.
Hitachi cassette air conditioner.
Each business requires a system tailored to its needs. Hitachi provides
solutions that are flexible, from the selection of indoor type and outdoor unit capacity
right through to installation possibilities to suit your building and business best. The
easy-to-use cassette commercial air conditioning systems let the user operate and
manage the climate to benefit both customers and colleagues, as well as energy usage.
Ducted air conditioners.
The indoor ducted unit is designed to fit into ceiling spaces where it supplies
conditioned air through ducting to required rooms.
Ducted systems provide concealed ceiling air conditioning that doesn’t occupy
valuable wall space and air diffusers can be positioned to fit around lighting and
other fixtures.
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Hitachi floor ceiling air conditioners.
It is the floor/ceiling convertible kind of air conditioner that is easy to install. The
efficiencies and slim design of this unit results in cooling that looks and feels good.
MAG LEDs.
For 2 years, Mag-LED has been raising bar for energy- efficient Led technology. Its
extensive catalogue of LED products include: modules, solar powered fixtures
provide our customers with an affordable alternatives to outdated traditional
fluorescent or metal halide fixtures.
MAG organizers.
Mag organizers provide event management services as well as décor and designing
services for the events including private parties, corporate events, weddings,
concerts and gatherings etc.
CHAPTER 2: MARKETING MANAGEMENT PRACTICES AT MAG GROUPS
Marketing management at any organization is the support of it. It analyzes the needs
and wants of the customers and focuses on practical application of marketing
techniques inside the organization and on the management of firm’s marketing
resources and activities.
2.1 MARKETING DIVISION
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Marketing teams at MAG Groups include:
Brand and product manager
Marketing researchers
Sales representatives
Advertising and promotion managers
Customer service personnel.
The Marketing environment
Microenvironment at MAG Groups
Factors Examples
Company MAG Groups
Firm’s suppliers Hitachi Air Conditioning
Employees People working at organization
Competitors Haier and Dawlance
Customers Retailers, Buyers
Public General public and customers
Macroenvironment at MAG Groups
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FACTORS EXAMPLES
Demographics Age: 30-60, income: 50,000 and above,
gender: both male and females.
Economic factors Fiscal policies, depreciation in the price
of rupee, tax rate on imports, law
policies and government activities has
affected profit margins.
Socio cultural factors Public intention to go for imported
products for better experience at their
appliances has increased.
Technological factors With development of technology,
Hitachi has improved the efficiency of
production, which has a huge impact on
the financial performance of company.
Marketing mix of MAG Groups:
Marketing Mix analyses the company which covers 4Ps (Product, Price, Place, Promotion) and
explains the MAG Groups’ marketing strategy.
Marketing strategy helps companies achieve business goals & objectives, and marketing mix
(4Ps) is the widely used framework to define the strategies.
Product:
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MAG Groups offer specialty products that consumers spend considerable time, effort and
money to acquire. MAG Pvt. Limited is working to address the needs of the local market in
terms of HVAC technology and introduce the latest cutting-edge HVAC technologies in local
market. In 2020, the MAG Group launched one of the leading international HVAC brands in
Pakistan; Hitachi. In the field of cooling section of electronic products, MAG Groups have
diverse product portfolio in marketing mix. Its products include Hitachi cassette conditioner that
fits in the ceiling of malls, ducted air conditioners, Hitachi floor ceiling conditioners and MAG
LEDs.
Price
MAG Groups focus on value-based pricing as their prices are lower than that of competitors. Its
prices are lower than premium products. They follow competitive marketing strategy by
lowering price a little but doesn’t compensate on product quality. Their main focus is to
penetrate market by offering products at little lower prices than their competitors. As they are
new in the market, their main goal is to gain market share and build consumer base.
Place:
Originally established in 2018, it has extended its services now to six major cities of Pakistan,
including
Islamabad
Lahore
Multan
Faisalabad
Gujranwala
Sialkot.
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The air conditioning solutions offered by Hitachi fulfills the customized commercial and
industrial needs of the HVAC market. MAG Pvt. Limited is leading this technological revolution
in local industry and is providing its clients the best available Air Conditioning products and
relevant services at their doorstep.
Promotional Strategy:
MAG Groups uses push strategy in front of their customers as it is a new brand in Pakistan.
Consumers need to know about this. MAG Groups increases its product awareness both by
traditional methods like printing in newspapers, magazines, hoardings and also on digital
platforms like launching videos on social media sites for the promotion of new products,
launching online campaigns etc. along with these to maintain strong dealer network MAG
Groups coming with new different profitable schemes for dealers, in which they themselves have
margins for dealers and retailers which itself increase the number of sales.
Sales promotion:
Advertising
Online campaigns
Personal selling
PR/publicity
Promotional schemes for retailers
Performance:
CHAPTER 3: TASKS AND DUTIES AT INTERNSHIP
3.1 Function/ Department of Internship
My department at internship in MAG Groups was “Marketing department”. The duties and
responsibilities of marketing department is to plan and execute the conceptualization, pricing,
distribution and promotion of goods, services, or ideas to create exchanges that satisfy
organizational objectives. The marketing department functions include conducting campaign
management for marketing initiatives, producing marketing and promotional materials,
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managing, and monitoring social media, producing internal communications, serving as media
connection, and conducting customer and market research.
3.2 WEEK 1:
CONDUCTING MARKET RESEARCH:
During the first weeks of internship, I was assigned to do market research about the products of
the competitors at Pakistan. During the market visit, I checked the prices and features of the air
conditioners of the competitors, like Haier, Dawlance and Pel. I also did survey in which I
targeted housewives in order to know their reviews about different brands and to know which
brands most the Pakistani people are using. I also observed different media campaigns of the
competitors. As competitor analysis is very important for the growth of a brand. Also I had to
make a report based on my observation and market research. I analyzed that most of the
Pakistani people are, as it is a developing country, they demand the products that are energy
efficient, consume least energy and last longer. In short they demand
