Internship Report

MBA Marketing Management

Allama iqbal open university Islamabad

Submitted by:

Nasir Mehmood
Roll No: P-500791
Registration No: 04-PRN-0159
“Jamal House”
No.1244 Block 4 Milltat Road
Colony Amanat Ali Rahim Yar Khan
Tel: 0685884661 Cell: 03216705100
E mail: nasirmetme@gmail.com

2
Best Chemicals Corporation
(AGRO DIVISION)
23-D Block “W” Gulshan-e-Iqbal Rahimyar Khan

3
Tel. 068-5883800 ,5883900 Fax: 5883901

4
 Acknowledgement

I am gratified with the core of our heart to “Almighty God” who made it
possible to complete this project lucratively.

I am take this opportunity to full great pleasure to our teacher Mr.

Umair Sajjad and our friend Mr. Aamir Farooq (MBA Marketing from
Islamia University Bahawalpur), for their continuous encouragement
support and lead toward the project.

I would also like to highly acknowledge and appreciate Mr. Hashim

Abbasi Sales Manager of Best Chemicals Corporation for his continuous
assistance, personal attention, encouragement and support which
made us more eligible to be confident about this project

I am highly thankful to Mr. Sultan Malik (Franchiser of the Best

Chemicals Corporation in Rahim Yar khan) for providing useful
information about the product and its market impact.

5
 Page No.

1 Introduction……………………………………………………….. 07

2 Objective of Studying the organization ……………………….

09

3 Overview of the organization…………………………………… 11

o Brief History ………………………………………………. 11

o Nature of the organization ……………………………… 11
o Business Volume …………………………………………. 13
o Profile of employees……………………………………… 15

o Product Lines ……………………………………………... 21

4 Organizational Structure ………………………………………… 17

o Main Offices………………...…………………………….. 17
o Marketing Operation……………………………………… 19

5 Structure of the Marketing Department

o Number of employee working in

the Marketing Department……………………………… 15
o Marketing Operation……………………………………… 19

6 Function of the Marketing Department……………………….. 23

o Marketing Strategy……………………………………….. 24
o Product Planning, Development & Management…….. 24
o Pricing Strategy……………………………………………. 25

o Promotional Strategy……………………………………… 26

7 Critical analysis of the theoretical concepts

relating to practical experience i.e. relate the
theoretical concepts with your practical
experience during your internship with the
marketing Department……………………………………………… 32

o Success and failure of different products

of the organization in the market along with reasons... 32

6
 o Major competitors of the organization…………………… 33
o Future prospect of the organization…………………….. 33

8 Short falls / weaknesses of the marketing department………35

o Critical analysis of the management patterns

Of the organization with reference to marketing
Operation weak area which need to be improved……..
35

9 Conclusions & recommendation for improvement……………..

40
10 Reference sources used……………………………………………. 43
11 Annexes………………………………………………………………. 42

7
 Introduction

8
In the past business based on only producing goods & sell them
to customers, No business strategies can be make for customer
attraction & satisfaction.
Now these days business trend has been dramatically changed
due to development in means of communication & technology.
The World has become “Global Village”. In the sense of Marketing
numbers of techniques can be used to attracting / retaining /
convincing / satisfying the valuable, loyal customers.
The purpose of internship in Best Chemicals Corporation
Marketing Department to develop/enhance my technical
expertise in relevant field. By appearing as internee in Marketing
Department of Best Chemicals Corporation I learn about various
techniques like
• Product Development
• Product Planning
• Product Pricing
• Product Placement
• Product Promotion
• Etc

During Internship tenure I visited upper Sindh & lower Punjab

territories, I also learned about the marketing functions &
strategies.

9
 Objective of Studying the organization

10
Main objective of studying organization is to enhance technical
expertise in the field of marketing. Some are the others objectives are:

 To learn about Marketing operation

 To learn about Marketing Strategies
 To learn about Pricing Strategies
 To learn about 4p’s
 To learn about implementation of marketing tools/techniques as
well as
- Advertising
- Personal Selling
- Public Relation
- Sales Promotion

Cotton Wheat & Vegetables

11
 Brief History
The Best Chemicals Corporation is private firm registered with
registrar of firms Bahawalpur as per A.O.P. (Act)

12
In 2000 they started their business as pesticides distributor by
registering a firm with the name of Best Chemicals Corporation
Rahim Yar Khan. In 2005 they shaped their business in franchisee
form by the name of “CARAVAN” and giving technical how
know & services to the farmers & dealers.

NAME AND ADDRESS OF THE COMPANY

“ BEST CHEMICALS CORPORATION”

23-D Block W Gulshan Iqbal Rahimyar Khan
Tel. 0685883800-5883900 Fax. 0685883901

NAME OF DIRECTORS

• Muhammad Iqbal Ahmad Qureshi

• Malik Arshad Nawaz
• Malik Farooq Ahmad

They have membership of following associations

i) Pakistan Crop Protection Association Lahore ( PCPA )
ii) Chamber of Coherence & Industry Bahawalpur
Best Chemicals Corporation is registered in the following
provinces of Pakistan.
i) Punjab
ii) NWFP
iii) Sind

13
Overview of Caravan Franchisee Shop

14
 Nature of the organization
The Best Chemicals Corporation is private firm registered with
registrar of firms Bahawalpur as per A.O.P. (Act)

 Business Volume
Business volume of the Best Chemicals Corporation

Years MRPs Sales Volume Net Sales Volume Rs.

Rs.
2003 145,364,666.62 105,264,456.48
2004 112,352,634.01 94,321,055.32
2005 156,023,620.25 125,364,550.06

15
  Profile of Employees

Sr.N Name of Designatio Qualificati Experience

o. Employees n on
Manager C.A. Inter, 10 years
1 Mr. Mushtaq Ahmad
Finance MBA Finance
B.A. Arts 25 Years
2 Mr. Abdul Karim Admin Officer
3 Mr. Ghulam Ghous Store Officer B.A. Arts 15 Years

16
 Rahimyar
Khan
Mr. Muhammad Store Officer B.Com 06 Years
4
Idrees Hyderabad
National M.Sc. Agri 12 Years
5 Mr. M. Hashim Abbasi Sales Entomology
Manager
Sales Officer B.Sc Agri 10 Years
6 Mr. Sultan Malik Plant
RYK
Pathology
Sales Officer M.Sc. Agri 05 Years
7 Rao Muslim Raza
KNP Entomology
8 Mr. Gul Draz Khan
Sales Officer F.A. 12 Years
Zahirpir
Area Sales M.Sc. Agri 05 Years
9 Mr. Azam Malik Manager Plant
Alipur Protection
Area Sales B.Sc. Agri 10 Years
10 Mr. Shoukat Dherojo Manager Entomology
Ghotki
Sales Officer B.Sc. Agri 04 Years
11 Mr. Sana Ullah
Mirpur Mathel Entomology
12
Mr. Masood Iqbal Sales Officer B.Sc. 02Years
Khan Deharki
Mr. Riaz Ahmad Salse Officer M.Sc. Agri 10 Years
13 Plant
Soomro Jarwar
Protection
14 Mr. Mumtaz Ahmad
Packing B.A. 05 Years
Manager
15 Mr. Mumtaz Nawaz
Sales Officer M.Sc. Agri 02 Years
Sanghar Entomology
Sales Officer B.A. Arts 02Years
16 Mr. Ghulam Murtaza
Shahdad Pur
Mr. Nawaz Hussain Sales Officer B.Sc. Agri 04 Years
17
Hakro Hyderabad Entomology

17
 Organizational Structure

Chief Executive

18
 Director Sales & Marketing

Sales Manager Finance/ Accounts Manager

Area Manager Admin. Officer

Sales officer W/H Officer

Territory officer W/H Officer II

Area Sales
Assistant

Field Officer

Field Officer II

19
 Numbers of employees working in the marketing
Department

There are 15 permanent staff members employing in Best Chemicals

Corporation working in sales and marketing functions. And at least 30
temporary sales staff performing their duties in the field of sales and
marketing during cotton season. Their duties provide best field
services to the farmer’s.

 Marketing Operation

20
Marketing operation conducted on Best Chemicals Corporation by
procedural way which describe on mentioned below.

Step 1st: Gathering information & marketing demand

Step 2nd: Scanning the marketing environment
Step 3rd: Analyzing consumer market and buyer behaviour
Step 4th: Analyzing business markets and business buying behaviour
Step 5th: Dealing with competition
Step 6th: Managing product lines
Step 7th: Managing Marketing Channels
Step 8th: Designing marketing Strategies
Step 9th: Managing marketing channels
Step 10th: Managing Retailing, Wholesalers
Step 11th: Managing Integrating marketing communication
Step 12th: Managing advertising, sales promotion and public selling
Step 13th: Managing the sales force
Step 14th: Managing Direct marketing
Step 15th: Managing Order Placement
Step 16th: Order approval
Step 17th: Invoiced & Delivered to party

21
Products Portfolio– Best Chemicals Corporation

22
Sr. Price
Pack
No Product Name Rs.
Size
.
1 Imidacloprid 25 % WP 250 gm 140
Acetamiprid 20% SL 130
2 (Megamos) 250 ml
3 Cypermethrin 10 % EC Ltr 190
4 Deltamethrin 2.5 % EC 750 ml 450
5 Alpha Cyper 05 EC Ltr 230
6 Lambdacyhalothrin 2.5 % E.C. Ltr 190
7 Esfenvalerate 5 % E.C. Ltr 230
8 Profenofos 50 EC (Randas) Ltr 330
9 Cholrpyrifos 40 % EC Ltr 320
10 Buprofezin 25 % WP 1 kg 190
11 Triazophos 40 E.C. Ltr 220
12 Methamidophos 60 % SL Ltr 180
13 Bifenthrin 10% E.C. 500 ml 450
14 Cartap 4 G 09 Kg 270
15 Zabardast Zink 21 % 03 Ltr 230
16 Singhar ( Micronutrient) 500 ml 62
17 Fighter Ltr 616
18 Timer 1.9 EC 400 ml 450

23
24
 Function of Marketing Department

 Marketing Strategy
A marketing strategy serves as the foundation of a marketing plan. A
marketing plan contains a list of specific actions required to
successfully implement a specific marketing strategy. An example of
marketing strategy is as follows: "Use a low cost product to attract
consumers. Once our organization B.C.C., via our low cost product,
has established a relationship with consumers, our organization will sell
additional, higher-margin products and services that enhance the
consumer's interaction with the low-cost product or service."
A good marketing strategy should integrate an organization's
marketing goals, policies, and action sequences (tactics) into a
cohesive whole. The objective of a marketing strategy is to provide a
foundation from which a tactical plan is developed. This allows the
organization to carry out its mission effectively and efficiently.

B.C.C., adopt the following marketing strategies

 Cost leadership
 Product differentiation
 Market segmentation
Deals with the firm's rate of
 New product development and business model innovation.

25
Cost Leadership:
BCC adopt the cost leadership strategy for attracting & retaining
customers. A product like “Micronutrient 500 ml ” company
produce with low cost using quality ingredients likewise Zink Sulfate 20
%Ec , Nitro 2.5 Ec.

Product Differentiation:
By using differentiation within products Best Chemicals Corporation
make a lot of difference with others competitors. E.g. A product
“Megamos 250 ml” company make differentiate it with competitors
by developing his innovative features like its Labeling , Packaging.

Market Segmentation:
By segmenting the market Best Chemicals Corporation achieving its
desired objective. Company segmenting market in new territories like a
rounding Rahim Yar Khan City / Towns / Villages. Directly meet with
farmers.

Product Planning, Development & Management

Product Planning
Product Planning is the ongoing process of identifying and articulating
market requirements that define a product’s feature set.
Best Chemicals Corporation marketing department set the plans for
product regard to:
Annual Polices (Likewise BCC announced)

“ Umerah Package Scheme “

“ Murree Tour Scheme “
“ Khusbakht Scheme “
“ Thai Tour Policy “

Product Management
Product is a function within a company dealing with the day-to-day
management and welfare of a product or family of products at all
stages of the product lifecycle.
The product management function of Best Chemicals Corporation is
responsible for
o Defining the products in the marketing mix.
o Defining new products and gathering product requirements
o Defining product business criteria including
o managing costs

26
 o Securing internal resources for product team
o Translating feature requirements into engineering
specifications
o Working across all functions to bring a product to launch
Leading teams to ensure execution towards product
objectives
o Defining supportability requirements
o Promoting the product internally across all functions
o Promoting the product externally with press, customers,
and partners
o Bringing new products to market
o Product differentiation
o Product positioning and outbound messaging
o Product Life Cycle considerations
o Product portfolio management

 Pricing strategies
There are many ways in which the price of a product can be
determined, the following are the foremost strategies that Best
Chemicals Corporation like to use.
Pricing Schedule
All prices can be withdrwan at any time without any prior notice
Competition based pricing
Best Chemicals Corporation developedSp competition based Net prices for
to Speci
the
Sr. products. The following tableInv.define the process
eci S Net in which
Carav al BCC
Seaso
Pack al pec Price nal
No Insecticides
calculate their product price Size
for farmers%/ dealers
Pric
ial in annual bases. Farme
W/O
an Farm
. e with et
age Dis GST r Price
GST Price
Dis
15 %
250
1 Imidacloprid 25 % WP gm 160 18 29 131 151 170 186
Acetamiprid 20% SL 250
2 (Megamos) ml 195 18 35 160 184 208 226
3 Cypermethrin 10 % EC Ltr 240 18 43 197 226 256 278
750
4 Deltamethrin 2.5 % EC ml 340 18 61 279 321 362 394
5 Alpha Cyper 05 EC Ltr 224 18 40 184 211 239 260
Lambdacyhalothrin 2.5
6 % E.C. Ltr 236 18 42 194 223 251 274
7 Esfenvalerate 5 % E.C. Ltr 320 18 58 262 302 341 371
Profenofos 50 EC
8 (Randas) Ltr 360 18 65 295 339 384 418
9 Cholrpyrifos 40 % EC Ltr 360 18 65 295 339 384 418
10 Buprofezin 25 % WP 1 kg 215 18 39 176 203 229 249
11 Triazophos 40 E.C. Ltr 320 18 58 262 302 341 371
Methamidophos 60 % SL 261
12 Ltr 27225 18 41 185 212 240
500 406
13 Cure 1.8 EC ml 350 18 63 287 330 373
500
14 Bifenthrin 10% E.C. ml 425 18 77 349 401 453 493
 Promotional Strategy
Promotion:

Promotion is the means to promote the companies’ product in order to

enhance sales. Best Chemicals Corporation uses various means to
promote its products, promoting a product requires various techniques
and tools to enhance and to attract customers to buy the company’s
products. BCC not only tries to attract the customers through ads but
also to retailers and wholesalers by giving them handsome profit
margins. Every possible and effective Medias are used for the
promotion of the BCC Products including print, electronic, broadcast
and FM radio.

Media Promotions of BCC Products

• Personal selling
• Sales promotion
• Mass selling

Personal Selling:

Personal selling or door to door selling means that the sales persons of
the company go from door to door where they convince people to buy
their products. This mode of selling is not used in the cities but to a

28
 limited scale in villages where awareness of BCC Products is needed to
be created.
Area Sales Assistant & Field Officer Best Chemicals Corporation
perform their duties in different territories across the Sindh, Punjab in
order to attracting, retaining or satisfying consumers / farmers needs.

Sales Promotion:

Best Chemicals Corporation is very active in sales promotion of the

BCC Products. Sales promotion is the mode of promotion in which the
company gives incentives to customers to buy its products like two in
the price of one, free extra quantity, buy four get one free, lucky
draws, gifts hampers, surprise gifts etc. This mode of activity has
generated excellent as far as sales and awareness of BCC Products
were concerned
BCC produced following incentive scheme for customer
attraction.
- Free sampling to dealers
- Bonus Packs for consumers
- Lucky draw scheme
- Etc.

Mass Selling Best Chemicals Corporation:

In the mass selling, selling to the public is done through

• Advertisement
• Publicity

• Advertisement:

As advertisement is paid mode of promotion in which the company

spends millions of rupees to create awareness of its products. Best
Chemicals Corporation uses advertisements mode enormously. This
mode consists of using Television, Newspapers, Radio.

Other Medium of Advertisement

• Television

The ads are run and rerun constantly during prime time to target the
farmers through (KTN Karachi Television Network). In reality Best
Chemical Corporation dominates the advertisement segment during
prime time viewing time.

29
• Newspapers

For Products, Best Chemicals Corporation advertises in national

newspapers constantly. The main aim of advertising in newspapers is
to reach theses prospective client who don’t watch or listen to
television and radios respectively.

• Radio

Best Chemicals Corporation advertises for BCC Product on radio

channels available in the Pakistan. ( FM 99 ). The mode of radio ads is
chosen so that those who don’t have access or time to watch T.V.
should be able to be aware of BCC Products.

• Public Relations
Public relations is the art and science of managing communication
between an organization and its key publics to build, manage and
sustain its positive image.

Best Chemicals Corporation use marketing public relations (MPR) to

convey information about the products they manufacture or services
they provide to potential customers to support their direct sales
efforts. Typically, they support sales in the short and long term,
establishing and burnishing the corporation's branding for a strong,
ongoing market.
Best Chemicals Corporation also use public-relations as a vehicle to
reach Large Farmers, seeking favorable sales, and other treatment,
and they may use public relations to portray themselves as
enlightened employers, in support of human-resources recruiting
programs.

30
31
Distribution Channels:

The distribution channel placement of Best Chemicals Corporation.

Multan CWH
Filling Plant (Multan)

Warehouse RYK

Warehouse Warehouse Hyderabad

Sukkur

Dealers

Retailer 32 Consumer
33
 Critical analysis of the theoretical concepts relating to
practical experience i.e. relate the theoretical concepts
with your practical experience during your internship
with the marketing Department.

• Success and failure of different products of the organization in the

market along with reasons

Succeeding Products of Best Chemicals Corporation

Followings are the marketing leading products during past few years.

Timer 1.9 EC
Emamectinbezoate

Reasons:
- New Chemistry & Formula
- Result Oriented (Time taken only 12 Hrs)
- Better Quality
- Economical Price
- Good control
- Technical advisory Services to farmers
- Timely Delivery
- Climate environment (favourable)
- Non compete able
- Proper advertisement

34
 - Trail to the large farmers
- Good Sampling Result
- Free sample trail
- Etc.

Failure Products of Best Chemicals Corporation

Followings are the market failures products during past few years.

Buprofezin

Reasons:
- Old chemistry
- Poor Results (Time taken at least 72 Hrs)
- Satisfactory Quality
- High Price
- Poor control
- Technical advisory Services to farmers (Normal)
- Timely Delivery (Normal)
- Climate environment (Unfavourable)
- Comparable products
- Proper advertisement (Null)
- Trail to the large farmers (Null)
- Etc.
Major Competitors of the organization

More than 75 national & generic companies worked as pesticides

distributors in all over the Pakistan. Best Chemicals Corporation has
faced below mentioned competitors relate to their territories.
- Dadajee Corporation
- National Insecticides Chemicals Limited (NICL)
- Target Zari Markaz
- Pak Agro Chemicals
- Sona Agro Chemicals
- Warble Agro Chemicals (Pvt.) Ltd.

35
 - Eva International (Pvt.) Ltd
- United Distributors Ltd.
- Elixir Chemicals (Pvt.) Ltd
- Help Agro Chemicals (Pvt.) Ltd
- RB Avari Chemicals (Pvt.) Ltd
- Pan Pacific (Pvt.) Ltd
- Agri Farm (Pvt.) Ltd
- Quality International (Pvt.) Ltd
- Green Grow (Pvt.) Ltd
- Pak Pansy (Pvt.) Ltd
- Semilan (Pvt.) Ltd
- Etc.
Future Prospect of the Organization

As you know our country is produced agriculture based products. Major

crops are
- Cotton
- Wheat
- Rice
- Sugarcane
- Mangos/Orange
- Etc
All of the said crops have needs to pesticides chemicals for better
production. Best Chemicals Corporation is aimed to make “Green
Pakistan”
by providing better quality & services of the pesticides products. So the
future prospect of the organization is bright.

Short falls / weaknesses of the marketing department

During internship I have found various short falls in marketing

department which are describe in below lines.
- Following are the matters for managing the sales team
 Relevant to sales incentive
 Relevant to sales target
 Relevant to promotions
- Following are the Draw backs in policies making
 Relevant to price
 Relevant to product
 Relevant to policies time
 Relevant to polices date
- Following are the promotional facts
 Improper advertisement
 Improper publicity
 Non creative ads

36
  Simple promotional activities
 Low incentive to dealers
 High prices of product
- Others
 Poor time management by sales team
 Improper decision making
 Incomplete presentation to farmers
 Etc

Critical analysis of the management patterns

Of the organization with reference to marketing
Operation weak area which need to be improved

Management "(from Old French ménagement "the Directing",

from Latin manu agere ("To lead by the hand")
characterizes the process of leading and directing all or part of an
organization, often a business, through the deployment and
manipulation of resources
(Human, Financial, Material, Intellectual or intangible).
Management
"The art of getting things done through people."

There are five management functions:

o Planning
o Organizing
o Leading
o Coordinating and Controlling

Management is known by some as "Business Administration",

Marketing management
is a business discipline focused on the practical application of
marketing techniques and the management of a firm's marketing
resources and activities. Marketing managers are often responsible for
influencing the level, timing, and composition of customer demand in a
manner that will achieve the company's objectives.

Activities and functions

Marketing management therefore encompasses a wide variety of
functions and activities, although the marketing department itself may
be responsible for only a subset of these. Regardless of the

37
organizational unit of the firm responsible for managing them,
marketing management functions and activities include the following:

Marketing research and analysis

In order to make fact-based decisions regarding
- Marketing Strategy and design effective,
- Cost-efficient implementation programs,
Best Chemicals Corporation must possess a detailed, objective
understanding of their own business and the market in which they
operate. In analyzing these issues, the discipline of marketing
management often overlaps with the related discipline of strategic
planning.
Traditionally, marketing analysis was structured into three areas:
1) Customer analysis,
2) Company analysis, and
3) Competitor analysis
(So-called "3Cs" analysis). More recently,
It has become fashionable in some marketing circles to divide these
further into Five "Cs":
1) Customer analysis
2) Company analysis
3) Collaborator analysis
4) Competitor analysis and
5) Analysis of the industry Context.

The focus of customer analysis is to develop a scheme for market

segmentation, breaking down the market into various constituent
groups of customers, which are called customer segments or market
segments. Marketing managers work to develop detailed profiles of
each segment, focusing on any number of variables that may differ
among the segments: demographic, psychographic, geographic,
behavioral, needs-benefit, and other factors may all be examined.
Marketers also attempt to track these segments' perceptions of the
various products in the market using tools such as perceptual mapping.

In company analysis, marketers focus on understanding the company's

cost structure and cost position relative to competitors, as well as
working to identify a firm's core competencies and other competitively
distinct company resources. Marketing Managers may also work with
the accounting department to analyze the profits the firm is generating
from various product lines and customer accounts. The company may
also conduct periodic brand audits to assess the strength of its brands
and sources of brand equity.

Marketing management employs various tools from economics and

competitive strategy to analyze the industry context in which the firm

38
operates. These include Porter's five forces, analysis of strategic
groups of
competitors, value chain analysis and others. Depending on the
industry, the regulatory context may also be important to examine in
detail.

In Competitor analysis, marketers build detailed profiles of each

competitor in the market, focusing especially on their relative
competitive strengths and weaknesses using SWOT analysis. Marketing
managers will examine each competitor's cost structure, sources of
profits, resources and competencies, competitive positioning and
product differentiation, degree of vertical integration, historical
responses to industry developments, and other factors.
Marketing management often finds it necessary to invest in
research to collect the data required to perform accurate marketing
analysis. As such, they often conduct market research (alternately
marketing research) to obtain this information. Marketers employ a
variety of techniques to conduct market research, but some of the
more common include:
- Qualitative marketing research, such as focus groups
- Quantitative marketing research, such as statistical surveys

Marketing Strategy
Once the company has obtained an adequate understanding of the
customer base and its own competitive position in the industry,
marketing managers are able to make key strategic decisions and
develop a marketing strategy designed to maximize the revenues and
profits of the firm. The selected strategy may aim for any of a variety
of specific objectives, including optimizing short-term unit margins,
revenue growth, market share, long-term profitability, or other goals.

To achieve the desired objectives, marketers typically identify one or

more target customer segments which they intend to pursue.
Customer segments are often selected as targets because they score
highly on two dimensions:
1) The segment is attractive to serve because it is large, growing,
makes frequent purchases, is not price sensitive (i.e. is willing to pay
high prices), or other factors; and
2) The company has the resources and capabilities to compete for the
segment's business, can meet their needs better than the competition,
and can do so profitably.
Ideally, a firm's positioning can be maintained over a long period of
time because the company possesses, or can develop, some form of
sustainable competitive advantage. The positioning should also be
sufficiently relevant to

39
the target segment such that it will drive the purchasing behavior of
target customers.

Implementation planning

After the firm's strategic objectives have been identified, the target
market selected, and the desired positioning for the company, product
or brand has been determined, Marketing Managers focus on how to
best implement the chosen strategy. Traditionally, this has involved
implementation planning across the "4Ps" of marketing: Product
management, Pricing, Place (i.e. sales and distribution channels), and
Promotion.

Project, process, and vendor management

Once the key implementation initiatives have been identified,
marketing managers work to oversee the execution of the marketing
plan. Marketing executives may therefore manage any number of
specific projects, such as sales force management initiatives, product
development efforts, channel marketing programs and the execution of
public relations and advertising campaigns. Marketers use a variety of
project management techniques to ensure projects achieve their
objectives while keeping to established schedules and budgets.
More broadly, marketing managers work to design and improve the
effectiveness of core marketing processes, such as new product
development, brand management, marketing communications, and
pricing. Marketers may employ the tools of business process
reengineering to ensure these processes are properly designed, and
use a variety of process management techniques to keep them
operating smoothly.

Organizational management and leadership

Marketing management usually requires Leadership of a department

or group of professionals engaged in marketing activities. Often, this
oversight will extend beyond the company's marketing department
itself, requiring the marketing manager to provide cross-functional
leadership for various marketing activities. This may require extensive
interaction with the human resources department on issues such as
Recruiting, Training, Leadership development, Performance appraisals,
Compensation, and other topics.

40
Marketing Operation weak area which need to be
improved

As we have discussed earlier shortfall / weaknesses of the Marketing

Department in Best Chemicals Corporation. I think it should be need to
improvement in relate to following matters.

- Effective Decision making style

- Effective pricing strategies
- Efficient policies making
- Better control on sales team
- Well organized advertisement scheme
- Attractive incentive policies to dealers/customers
- Timely Distribution to customer
- Better utilization of resources
- Etc

41
 Conclusions & recommendation for improvement

In my completely study / survey of pesticides market in the lower

Punjab & upper Sindh ( Cotton Belt)

1) The market behaviour has been tremendously change from

credit to cash basis.

2) Due to large number of multinational , national & generic

companies a perfect competition is available in the market.

3) Buyer ( Dealers & Farmers) are fully aware about the

product, function & prices due to competition of the
market.

Recommendation

It is highly recommended to capture the market by

reducing the marketing expense & increase the sales
volume through attracting large numbers of loyal
customers.

42
43
Overview of Emamectin(Challenge) Bottle Pack

Overview of Zubardast(Zink) Label

44
 Reference
This project has taken this shape after consulting following references

• Marketing Management by Philip Kotler

• Mr. Hashim Abbasi (Sales Manager – Best Chemicals Corporation)

• Mr. Mushtaq Ahmad ( Manager Accounts – Best Chemicals

Corporation)

• Mr. Muhammad Azeem (Tutor AIOU Lahore)

• Internet Browsing

45