SUKKUR BEVERAGES PVT. LTD.

INTERNSHIP REPORT (6 WEEKS)

SUBMITTED BY:
AHMED ALI

CMS I-D:
(013-21-0171)

DEPARTMENT:
BBA-VIII (MARKETING)

DATE: 05/06/2025

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Table of Contents
ACKNOWLEGEMENT:............................................................................................................... 3
EXECUTIVE SUMMARY:............................................................................................................ 4
INTRODUCTION TO REPORT:....................................................................................................5
INTRODUCTION:................................................................................................................... 5
MISSION STATEMENT:..........................................................................................................5
VISION STATEMENT:.............................................................................................................5
OVERVIEW OF HIERARCHY:......................................................................................................6
WHAT I LEARNED:.................................................................................................................... 6
DIFFERENT DEPARTMENTS OF SALES & MARKETING IN SBL:...................................................6
MEM DEPARTMENT:.............................................................................................................6
KEY ACCOUNTS & TRADE MARKETING DEPARTMENT:.........................................................9
MRD DEPARTMENT:........................................................................................................... 11
GTM DEPARTMENT:............................................................................................................. 14
ANALYSIS:............................................................................................................................... 15
SWOT ANALYSIS:.................................................................................................................... 15
RECOMMENDATIONS:............................................................................................................16
PROJECT INVOLMENT AND MY CONTRIBUTION:......................................................16
CONCLUSION:.....................................................................................................................17

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ACKNOWLEGEMENT:
This internship has been an invaluable experience, offering me the chance to understand the
real world and market practices beyond the classroom and theoretical knowledge. I have
gained a deep understanding of the office and market environments, and my interpersonal
skills and self-confidence have improved significantly.

I am grateful to the CDC department of Sukkur IBA for providing this fantastic opportunity
and to all the managers at SBL for their dedicated guidance and outstanding supervision. And
also express my gratitude towards my supervisor Sir Sarmad Bhatti. Such a great supervisor.
Their support has allowed me to seamlessly blend theoretical knowledge with practical
experience, making this report possible.

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EXECUTIVE SUMMARY:
This report highlights the practical application of theories learned in the classroom, fulfilling
the summer internship requirement for Sukkur IBA students. I had the opportunity to intern at
Sukkur Beverages PVT. LTD., gaining firsthand experience in various business operations.
The first part of this report provides general information about the company, gathered from
both primary and secondary sources. The second part offers a detailed overview of all
departments at SBL, with a special focus on marketing. My rotation-based internship allowed
me to understand how different departments work together to achieve the company's goals.
During my internship, I developed a range of valuable skills. I gained market insights by
conducting fieldwork and surveys, engaging directly with consumers to understand their
preferences. I also participated in Eid bundling campaigns and displays. which provided
practical experience in promotional activities. Additionally, I improved my technical skills by
working with various industry software and tools.

Over the past decades, Pakistan has seen rapid growth in sectors like Automotive, Telecom,
and IT, with the beverage industry also making significant strides. Many people are now
considering it as a promising career option. This report shows how theoretical concepts
translate into real-world practices, providing deep insights into industry dynamics, skill
development, and career opportunities in the beverage sector.

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INTRODUCTION TO REPORT:
INTRODUCTION:
Sukkur Beverages, a well-known franchise of PepsiCo, stands as a beacon of quality and
innovation in the beverage industry. The owner of this franchise is Syeda Lagari Located in
the heart of Sukkur, this facility is renowned for its state-of-the-art production lines,
advanced quality control measures, and efficient logistics systems. Committed to delivering
the finest beverages, Sukkur Beverages adheres to stringent PepsiCo standards, ensuring that
every product meets the highest benchmarks of taste and safety. With a dedicated team of
skilled professionals and a robust operational framework, Sukkur Beverages plays a pivotal
role in bringing the refreshing and iconic flavors of PepsiCo to consumers. This unwavering
dedication to excellence not only drives the company's success but also contributes
significantly to the local economy and community development. The following are brands of
PepsiCo i.e. Pepsi, 7 up, Miranda, Mountain Dew, Aquafina, Slice Juice. There are different
department like: HR, Procurement, finance, IT and sales and marketing. Within sales and
marketing, it is further divided into six departments: MEM, GTM, MRD, sales and
marketing. The franchise also works on the sustainable development goals. Their initiates of
the sustainability are: Provide quality of education, health care like blood donation, solar
plant, reduced the consumption of water.

MISSION STATEMENT:
"At Sukkur Beverages, our mission is to refresh and uplift communities by delivering high
quality, innovative beverages that bring joy to every moment. We strive to create memorable
experiences and foster meaningful connections through our diverse range of products.
Committed to excellence and sustainability, we aim to exceed customer expectations while
contributing positively to the well-being of society and the environment."

VISION STATEMENT:
"Our vision at Sukkur Beverages is to be the beverage industry leader, recognized globally
for our commitment to quality, innovation, and customer satisfaction. We aspire to enrich
lives by offering convenient and refreshing beverage choices that inspire moments of
happiness and refreshment. Guided by integrity and a passion for excellence, we aim to shape
the future of the beverage industry by continually evolving and adapting to meet the ever-
changing needs of consumers and society."

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OVERVIEW OF HIERARCHY:
The hierarchy of the Sukkur Beverages pvt. Ltd. is organic. There are different departments
like: Sales & Marketing, IT, Finance, Production, HR, and also others. If I talk about the
Sales & Marketing department there is sub-department. MEM department (head is Zahid
Abbas), Key account and trade Marketing department (head is Mohsin), MRD department
(head is Yasir Hasnain) and GTM department (head is Abdul Haleem Mahar).

WHAT I LEARNED:

DIFFERENT DEPARTMENTS OF SALES & MARKETING IN SBL:

MEM DEPARTMENT:
a) PURPOSE- HOW THIS DEPARTMENT SUPPORTS SALES:
PURPOSE:
The head of the MEM department is Zahid Abbas. The basic and core purpose of the
MEM department is to collect the complaints of their customers and resolve these
complaints regarding chiller and Visi cooler. This department check and resolve the
issues and complaints of their customers
SUPPORTS TO SALES:
If these works properly so, the sales can be increased. Therefore, the management
divided this department into the three: cooler deployment, complaints process and
Resolution and Accompany technician. These three have the key importance to
increase the sales. so, the sales can be increased. The customers of shopkeepers want
to buy the PepsiCo brand so, sales of company as well as shopkeepers increased.
b) ON FIELD COOLER DEPLOYMENT- NEW INJECTION PROCESS:
There is software used in the issuance of new cooler that is “SBL live”. From this
software, easily know the customers have need of new cooler.
PROCESS OF NEW COOLER INJECTIONS:
 Firstly, shopkeepers request for cooler when they have need of it.
 These are following things which are in mind of the issue solvers. Like: the
location of the outlets, duration of the opening of the outlet, either the outlet is
his own or rented, if rented then investigate the owner of the shop either he is
fraud or not.

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  So, the shopkeepers have to talk with PSR for the issuance of cooler. Also,
with TSR OR TSM. And they visit the shop anytime they want for the
observe.
 If the outlet has only one month then ignored the application of the
shopkeeper, but if the location is feasible of the sales then issuance of the
cooler is possible. Location plays great role.
 If the outlets have done with 6 months to 1 year, and shopkeeper demand for
the cooler they see the potential of business.
REQUIREMENTS:
Then going to legal documentation, history of owner, NIC of owner, witness
requirements. Affidavit where all the terms and conditions of the issuance of cooler is
mentioned, and also in case of damage or theft of cooler also mentioned over there.
After filling of the Affidavit then two forms of sales that would be done by the
company named as sales staff undertaking (include: outlet name, number and address)
and distributor undertaking (include: NIC, Witness, bill).
c) COMPLAINTS PROCESS AND RESOLUTION:
I leant the complaints and process and solution. He is using SBL live software.
Basically, he is on the call center. Taken the complaints through call and he directly
put the complaints related to MEM department to the oracle software. And mentioned
send this concern area technician so, where technician can resolve. And he also calls
to technician asked regarding the complaints which is in the level 2 and level 3.
d) ACCOMPANY TECHNICIAN:
I visited the many shops of Sukkur about 8 different shops with Mr. Qurban. Such a
great technician. The way he deals was very impressive. He cleared each and every
point to the complainers.
 Another which I learned the application which he used was CMS SBL app. He
deals with complaint according to list which was in app. He resolves the
complaint taken the photo of issue and shop and sent it to app and locked the
complaint. Furthermore, he also told me the levels of complaint like: level one
(the complaints mostly, compressor and gas issued. Means, the total system is
based on application.

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 e) REPAIR WORKSHOP:
I spent one day with Mr. Aness. I learned from him about the gate pass. How the
technicians used the parts and take out from the company. They have application
named as ORACLE. From this application they maintained the inventory. Here, I also
learned the inventory management system and process. The inventory is based on the
sessional index because the company is beverages based and taking the average of
previous year for the forecasting. All are based on the applications.

TOOLS & SOFTWARE:

SBL Live, SBL sis, SBL CMS, Oracle and ERP.

PURPOSE OF THE SOFTWARE:

I. SBL LIVE: Reporting tool.

II. SBL SIS: Data entry tool.

LEARNING OUTCOMES:

 Learn the software and applications used by the MEM department.

 How to take the complaints, entered that complaints in the applications or software,
and how that complaints can be solved by the technicians.
 Learn the gate pass and its procedure.
 Learn about the inventory management.
 Learn how to deal with customers.
 Learn about the sessional index demand of brand. (seasonal forecasting demand by
comparing the previous year demand.

FEEDBACK AND IMPROVEMENT:

 Software and applications must be updated on the off day of the MEM department
otherwise issue came during the locked of complaints.
 One area must be divided into two technicians in order to they give more efficient and
effective work.
 Franchise provide mobile phone to the technician because the storage of technician
mobile is almost full. In order to mitigate this issue.
 Technicians also report the misuse of the chiller and Visi cooler to the head.

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KEY ACCOUNTS & TRADE MARKETING DEPARTMENT:
a) PURPOSE:
The core purpose of the key accounts & trade Marketing Department at Sukkur
Beverages limited PepsiCo, is build and maintain strong relationships with their key
clients, enhance the growth of the revenue, build the good client relations, make the
client retention, best level of negotiations. This department also conduct market
analysis for the developing the promotional strategies and support the sales team. This
department also work to boost up the customer satisfaction, increase sales and
achieves the marketing objectives
b) INSTORE EXECUTION:
In-store execution means to implement in the marketing and also merchandising
strategies in the outlet that help in the increase of the sales. In-store execution include:
product placement, Merchandising, promotional Activities and sometimes
compliance. The purpose of the in-store execution to increase the sales of the product
and show how to build the brand loyalty.
c) EID BUNDLING:
Eid bundling activities done in the Sukkur region, in three Utilities stores, three
outlets of Dolphin, two outlets of Icon by Ghori and one outlet of Bin-Safeer. The
activity designed in this way with purchase of the three 1.5 liters bottles and get one
free bottle of 500ML Zero Pepsi bottle. This activity would be beneficial for the sales.
Through Eid bundling SBL promote the new brand of Zero Pepsi (zero sugar cold
drink for the diabetes and health conscious customers). In the activity, customers
attraction to the offer, health conscious and diabetes customers also engaged,
customers attraction, and those inventories which are not sellout from long period. So,
in this way sales can be increased.
d) DISPLAYS:
The display is also way or strategy for the customers attraction, catching customers
towards the products. There different types of displays of the products like: tower,
floor display, window display and many more. While our display will remain same
throughout the all outlets. That was tower display, simply we take three bottles and
wrap it with Zero Pepsi 500ML and make tower. In the result It would be attractive.

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 e) KEY ACCOUNTS VISIT:
The key accounts are defined as the high and valued clients of the company. That
could be contribute potentially in the revenue and long-term growth. Managing these
accounts played a great role in the satisfaction and loyalty. The total key accounts are
130, out of them 21 are directly served from plant in Sukkur. All are based on the
COD (Cash on Delivery) not on credit. The key accounts have high potential volume
customers so, key accounts of SBL are: icon by Ghori, Dolphin, Bin-Safeer, Sindhri
(exclusive sell Pepsi brands) Visited these key accounts during Eid bundling.
 LMT (Local market trade) they don’t sell the exclusively Pepsi like Bin
Safeer, Seven Eleven. LMTS are served by distributors.
 Company pay the monthly rents to the LMT for the selling.
 Also paid the rents for the display and gondola.
 EVENTS:
The key accounts also worked on the event like: job fairs at Sukkur IBA University,
Sadhu Bela non-Muslims events, Chrisms event, Holi, Anwar shah mela, Lal Shahbaz
Urs, Sachal Sarmast Urs, and also many others.
 OBJECTIVES OF TRADE MARKETING:
 Generate new customers.
 Generate customers (it includes visual elements of the brands, signage (colors,
paints, boards, standees and many others).
 Counter brandings.
f) MEETING CUSTOMERS:
Meeting with customers were good experience. In the market there are different types
of the customers I found. Some are attracting towards the Eid bundling offer and
some are not. Because the activity can’t give the result in the very low time.

LEARNING OUTCOMES:

 Learn how to make Eid bundling with different strategies.

 Learn how to display the bundling during different events. And I learn regarding the
display of the Eid.
 Learn about the sales strategy
 Learn how to promote the new product and launching of new product during the
coming event.

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  Lean how to engage the customers in the offer.
 Lean how to make the display more attractive.
 Learn about the negotiating skills and marketing analysis of the products and
activities.

FEEDBACK AND IMPROVEMENT:

 Different types of display can be made.

 Used different types of colors in the display for more attractive.
 Little bit touch of digital integrations.
 Used different types of strategies of bundling.
 After the activities get the feedback of customers.

MRD DEPARTMENT:
INTRODUCTION:

The market and research department (MRD) Supports the sales departments (retail audit).
The Assistant Manager is Safeer Hussain (He leads the marketing department). There is
market research executive (Operational supervisor), three team leaders (seniors MRO),
Market Researcher (Seven MROS), Company vehicles that include three drivers and three
vehicles.

a) PURPOSE – HOW THIS DEPARTMENT SUPPORTS SALES:

PURPOSE:
The purpose of the marketing research and development department is to Retail Audit
(exclusivity, out of stock outlets, chiller utilizations and some others)
SUPPORTS TO SALES:
MRD supports to the sales in this way that provide the data of the market, market
share, retail audit to sales department. In this way MRD department supports to sales.
b) CORE RESPONSIBILITIES:
1. RETAIL AUDIT:
The most recent survey obtained a detailed list of the active outlets. And also, the area
is divided into urban and rural. In urban area included: mashallah, colonies, towns,
roads, shopping centers and on the other side rural area included: roads, shops,
chowks and villages.
 OUTLETS DETAILS:
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 I. OUTLET NAME:
II. OUTLET OWNER NAME:
III. OUTLET OWNER CELL NO.:
IV. OUTLET STATUS:
a) PEPSI MIX
b) PEPSI EXCLUSIVE
c) PEPSI OTHER MIX
d) COKE MIX
e) COKE EXCLUSIVE
f) OTHER MIX

V. REGION AND ZONE: There are 8 regions and 16 zones.

1) Sukkur region, two zones: Sukkur & Rohri.

2) Daharki region, two zones: Daharki and Kandkot.
3) Rahmir Yar Khan region, two zones: Rahmir Yar Khan & Sadiqabad.
4) Shikarpur region, two zones: Shikarpur & Jacobadad.
5) Larkana region, two zones: Larkana & Shadakot.
6) Khairpur region, two zones: Khairpur & Gambat.
7) Naushahro region, two zones: Naushahro Feroz & Ranipur.
8) Nawabshah region, two zones: Nawabshah & Pacca chang.

C) CATEGORY:

SSRB: (Single serve returnable bottle), it is for the single person, included: 250ml, 345ml,
500ml

MULTI-SERVE: Serve the bottle more than one person, included: 1litre, 1.5litre, 2.25litre.

LRB: (Litre returnable bottle). For many persons but returnable. Now it is not available
because of the expense of glass. More expensive than plastic bottle.

CSD: (Carbonated soft drink) it included: Pepsi, 7up, Miranda, Mountain Dew.

NCB: (Non-Carbonated bottle) it included: Slice and Aquafina.

ENERGY: Only one that is Sting.

SPORT DRINK: This drink is used by the sports men and women, included: Gatorade drink.

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d) VERIFY DISTRIBUTION INVOICES:
Means the verifications of the Bills, rate and quantity of the cases. In case the
distributors overcharge in the rate then the company will take the actions.
e) VERIFY INVOICES TYPES:
Basically, three types of invoices.
1) DIGITAL INVOICE:
Through using App (Marketing Insight), those who used digital invoices there is extra
incentives for them. (1 case = 1rupee incentive)
2) ROUGH PAPER:
It is just piece of paper that would be normal.
3) COMPANY PAPER:
This paper is provided by the company.
f) SIGNAGE VERIFICATION:
The purpose of the Signage verification is that to the availability of the products.
Different types of Signage verifications some are given:

01-Wall Paint (Mono & Plan)

02- Unlit Boards
03- Backlit Boards
03- Front lit Boards
04- OWV (One-way Vision)

g) OUTLETS VISIT:
I visited the outlets of the Khan Wahan, taking the 10 samples from the universe. The
process is to firstly, greetings to the outlet owner then take the permission from him.
Then start the procedure of questionnaire. Fill the online form from the app Market
Insights. That data could be locked in the data. Before it the process done in the paper.

TOOLS & SOFTWARE:

MARKET INSIGHT:
The MRD department used the Market Insight software for the market research and user-
friendly application. This would helped in the calculate the purity of chiller, integrate
and ultimate goal is to calculate the market share.

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LEARNING OUTCOMES:

 Learn about the channels.

 Learn the research form filling.
 Calculate the purity and integrity of the chiller.
 Visited the outlets to learn how to conduct the market research.
 Learn how to use the Market Insight Software.

GTM DEPARTMENT:

PURPOSE – HOW THIS DEPARTMENT SUPPORTS SALES:

PURPOSE:

The core purpose of the GTM department (go to market) is planning regarding sales, set PJP
route, beat planning and order taking.

SUPPORTS TO SALES:

It supports in this way that they set the PJP route, in order to make the work ease for the pre-
seller. And give the planning regarding sales. in this way it supports in the sales.

a) PJP Planning & Verification:

PJP planning (permanent journey plan) & verification is very important. GTM department
assigned project to identify the duplicates outlets through CNICS, then identified and
separated the actual and duplicate outlets. At the same time identified the abnormal
CNICS.

TOOLS & SOFTWARE: GTM is using BIRT software.

PURPOSE OF THE SOFTWARE:

The purpose of BIRT software is to generate the report. There are different reports like sales,
distributors and many more.

LEARNING OUTCOMES:

 Learn the PJP planning & how to set the route

 Learn how to communicate the customers

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FEEDBACK AND IMPROVEMENT:

Shift from MS excel to Power BI.

ANALYSIS:
SWOT ANALYSIS:
1) STRENGTH OF FIRM:
 Strong Brand Recognition.
 Strong leadership.
 Highest Market share than other bottlers.
 An efficient and well-performing supply Chain.
 Strong marketing & sponsorship.
 Customer loyalty.
 Strong financial position.
2) WEAKNESS:
 Unhealthy perception of PepsiCo’s products.
 Over dependence on carbonated drinks.
 Work environment is not feasible for employees.
3) OPPORTUNITES:
 E-commerce and online customers have been increased day by day.
 Health and organic foods beverages market.
 Consumers in developing marketing.
4) THREATS:
 Changing customers preference.
 Intense competition
 Changing Government regulations.
 Temporary sales decreased and facing issues due to Palestine issue.
5) Match strengths with opportunities and develop SO Strategies:
 Leverage Strong Brand Recognition with E-commerce Growth.
 Utilize Strong Leadership to Tap into Health and Organic Beverages Market.
 Capitalize on Highest Market Share to Enter Developing Markets.

6) Match weaknesses with opportunities and develop WO Strategies:

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  Address Unhealthy Perception with Health and Organic Beverage Market.
 Improve Work Environment to Attract and Retain Talent for E-commerce Expansion.
 Create Employee Wellness Programs to Improve Work Environment.
7) Match strengths with threats and develop ST Strategies:
 Utilize Strong Leadership to Navigate Intense Competition.
 Maximize Market Share to Mitigate Impact of Changing Government Regulations.
 Strengthen Marketing & Sponsorship to Combat Intense Competition.
 Leverage Customer Loyalty to Adapt to Changing Preferences and Competition.
8) Match weaknesses with threats and develop WT Strategies:
 Diversify Product Portfolio to Reduce Overdependence on Carbonated Drinks Amid
Intense Competition.
 Improve Work Environment to Retain Talent and Stay Competitive.
 Enhance Product Innovation to Align with Health Trends and Regulatory Changes.

RECOMMENDATIONS:
 Leverage E-commerce Growth.
 Invest in Health and Organic Beverage Market.
 Enhance Work Environment.
 Adapt to Regulatory Changes and Market Dynamics.

PROJECT INVOLVEMENT AND MY CONTRIBUTION:

I conducted a detailed market study to identify critical market gaps that had previously been
overlooked. This internship helped me to create better stock management systems, leading to
more efficient resource allocation. Using valuable customer feedback, I developed practical
recommendations to increase the customer engagement and build brand loyalty, adjusting our
approach to better with our target audience. Additionally, I played a key a role in improving
distribution facilities, leading to better logistical operations and quicker response times to
market changes. Working closely with trade marketing and key accounts during Eid bundling
activities like Eid offers and displays of the stocks. I enhanced their customers engagements
procedures, resulting in more efficient approach to order processing and effective solution of
customers issues. These contributions significant improved internal process and helped to
create more customers-focused and agile company strategy. And work on the PJP routes,
identify the duplicates outlets through checking the CNICS, then identified and separated the

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Actual and Duplicates outlets. At the same time identified sales of outlets and separate the
abnormal CNICS.

CONCLUSION:

In conclusion, my internship at Sukkur Beverages Pvt. Ltd. was eye-opening. It gave me

firsthand experience with real-word market situations and helped me become more flexible
and understand sales and marketing better. I faced and experiences I had have expanded my
career path and given me valuable insights that will help me throughout my career. I am
thankful for the chance to contribute to Sukkur Beverages Pvt. Ltd. and look forward to using
my skills and knowledge in future projects. The guidelines and teamwork at Sukkur
Beverages Pvt. Ltd, have greatly influenced my professional growth and I am excited about
what lines ahead.

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