Submitted by: Saniya Sheikh

INTERNSHIP Student ID: 20171-22490

REPORT
 1. COMPANY DETAILS

Name: Saniya Sheikh

ID No.: 20171-22490
Major Field: Marketing

1.1. Organization where internship was served: Shield Corporation Limited

Duration: From 21st February 2019 to 5th April 2019

1.2. Report based on Option 2

1.3. Due date of the report 20th April 2019

(2 weeks after the successful completion of internship)

1.4. Report submitted on 6th April 2019

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2. TABLE OF CONTENTS

1. COMPANY DETAILS ................................................................................................................................................... 1

2. TABLE OF CONTENTS ................................................................................................................................................. 2
3. DEPARTMENT DETAILS............................................................................................................................................. 3
3.1. SHIELD CORPORATION LIMITED.............................................................................................................................. 3
Introduction......................................................................................................................................................................... 3
Key Function of the Marketing Department ......................................................................................................................... 4
Contribution Towards Corporate objectives ......................................................................................................................... 4
3.2. WORK DONE DURING INTERNSHIP PERIOD ......................................................................................................... 4
1. Content Writing for upcoming book series .................................................................................................................. 4
2. Feeder Volume Analysis ............................................................................................................................................. 4
3. Website Evaluation and gathering content for website revamp ..................................................................................... 5
4. Market visits............................................................................................................................................................... 5
5. Dental hospital visit .................................................................................................................................................... 5
6. Research for new product development ....................................................................................................................... 5
7. Providing assistance in making list of winners for the marketing campaign “Lucky to London” ................................... 5
8. Presentation of work to supervisor .............................................................................................................................. 5
4. THEORIES LEARNED IN ACADEMICS AND THEIR APPLICATION ...................................................................... 6
4.1. DEPARTMENT .......................................................................................................................................................... 6
4.2. CONCEPTS LEARNT BEING APPLIED ................................................................................................................... 6
5. CONCLUSION .............................................................................................................................................................. 7
Reference ................................................................................................................................................................................ 8

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3. DEPARTMENT DETAILS

Department: Marketing
Supervisor’s Name: Raheel Gill
Designation: Group Brand Manager
Duration: 6 weeks

3.1. SHIELD CORPORATION LIMITED

Introduction
Transpak Corporation Limited was incorporated in 1975. The name of company was changed in 2003 as
Shield Corporation Limited. By virtue of its competent team & diversified range of products Shield
remains one of the leading brands in Oral and Baby Care segments of Pakistan.
Baby care portfolio
Shield baby care covers products range and accessories that provides great value for the money while
Blessings offers premium baby toiletries, feeding range and accessories. With the lion’s share in baby
feeding products, Shield is the market leader in Pakistan.
Oral care portfolio
Includes a diverse range of toothbrushes and toothpaste customized for individual needs.
‘Care’ is the core of spirit, which has made Shield a recognized household name in Pakistan. This
approach has been the cardinal element of every managerial decision incorporated, at every step of the
way, directed towards the ultimate goal of ‘Customer Care’. This care-oriented approach succeeded
through commitment to the principle of continual improvement, understanding the consumer behavior and
robust quality vigilance by our qualified quality personnel and technologists.
The management at Shield firmly believes in doing business with a purpose. Shield is always seeking
opportunities to contribute towards society by supporting worthy causes and by carrying out activities,
which add value to the lives of people coming in contact with the company in any capacity. Further,
fostering education and knowledge is the area of our increased focus, where management wants to play a
meaningful role.
A reasonable part of the marketing budget is allocated to support and conduct activities, which contribute
towards betterment of education and knowledge. Besides, every care is taken in designing all corporate
communication to ensure that they always uphold our cultural, social and moral values.

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Key Function of the Marketing Department
Main functions of the marketing department include:
1. Devising marketing strategies.
2. Designing, planning and execution of marketing campaigns.
3. Responsible for sponsorships, new product development, brand building and brand management.
4. Another function is conducting market research and working on increasing trade visibility.

Contribution Towards Corporate objectives

The functions of marketing department relate to the corporate objectives by:
1. Providing quality products to the consumers.
2. Launching new promotional and advertising campaigns to increase brand awareness and recall.
3. Conducting detailed market research to understand market trends, competitors, sales analysis,
brand visibility and availability analysis.
4. Carrying out consumer surveys to better understand the insights and know their perception which
helps them to improve the brand image.

3.2. WORK DONE DURING INTERNSHIP PERIOD

I was appointed as a marketing intern. The work I performed includes:

1. Content Writing for upcoming book series

I worked on researching and writing content for Pregnancy Guide, Oral Hygiene and Nutrition guide.
The content was in a book form in language simple and easy to understand. The books are for masses
which includes customers from SEC B, C, D. It took me 3 weeks to get done with all the content
researching and writing.

2. Feeder Volume Analysis

I was assigned to do Volume analysis for feeders from year 2016- 2019, year on year and channel wise.
My supervisor briefed me about their distribution channel (Premier) and how they operate. For this
assignment I worked on Microsoft Excel in which I got to understand National Dashboard and Pivot table.
The channels I analyzed include; Direct coverage (DC), Local Modern Trade (LMT), General trade (GT),
Wholesale (WS) and Sub Distributors (SD). After Yearly and channel wise analysis I calculated the
percentage change over the years and made a power point presentation of it.

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 3. Website Evaluation and gathering content for website revamp
I was assigned to evaluate current website of shield and competitor; Avent, Pampers, huggies and Colgate.
I evaluated the flaws in the current website and provided suggestion on what needed to be improved.

4. Market visits
I was asked to visit Imtiaz, Chase up and Naheed super store to check for the availability, SKUs and prices
of other brands like Mechico, Care and Camera 2 times.

5. Dental hospital visit

World Oral health day is celebrated on 20th March across Pakistan sponsored by Shield. I was assigned to
visit three dental hospitals located in Karachi as a back check. I was told to take pictures of the health
camp and observe how the Shield’s brand Ambassadors are conducting the activity.

6. Research for new product development

I was assigned to research for Surface cleaning brands and Sanitary napkin brands in Pakistan as a part of
New product development. I had to look in online stores like Daraz to get the information regarding the
SKUs, price points and brand positioning.

7. Providing assistance in making list of winners for the marketing campaign “Lucky to
London”
In this campaign each person was allowed to participate an unlimited amount of times utilizing a new
scratch card from any pack of Shield Diapers. Prize for “Lucky to London” promotion includes a ticket to
London every week and a gold coin (2.5 gm) every day. Lucky draw of gold coin took place daily whereas
the lucky draw of London’s ticket took place every week.
I was asked to assist in making the list of the winners with all the relevant information. The list was made
on Microsoft word with the picture of the winner and their CNIC.

8. Presentation of work to supervisor

After completion of all the tasks assigned to me, I had to present the work to my supervisor. After his
approval I had to mail them that file.

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 4. THEORIES LEARNED IN ACADEMICS AND THEIR
APPLICATION
4.1. DEPARTMENT
Marketing

4.2. CONCEPTS LEARNT BEING APPLIED

The concepts I learned in IoBM which I saw being applied are:
 Management and organizational dynamics
I learned in this course many processes and organizational Behavior, which I observed while working at
Shield.
I observed how people behave in groups as well as individually.
 Marketing Research
This course made me learn the interaction between marketing and research decisions. This course made me
understand clearly the difference between different kinds of research and their applications. Due to this
course I was able to work on designing and executing brand survey to understand consumer perception
regarding Shield.
 Business Communication
This course helped me in writing better content, with the correct grammar and format. I have learnt proper
format of communication through emails which is an essential component of communication in
organizations. It has also helped me in writing the content for my book series by doing proper paraphrasing
and formatting.
 Brand Management
This course helped me learn about how brands work. What is brand equity, identity and values and how
they deliver to stake holders. How each category is handled with different strategy.
 Methods in Business research
This course helped me in understanding fundamental business research in designing and conducting
quantitative and qualitative research. How all of this can be applied to practical problem encountered in
organizations.
 Leadership Ethics and Change
This course made me learn about how organizational leadership matters and how organizations manage
change resistance. In Shield Corporation the COO resigned and it was an awful situation. The CEO has

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now taken the charge and there is increased tension and it’s the time of organizational restructuring. In this
kind of situations how organizations behave, I have learnt in this course.

5. CONCLUSION
Overall Interning at Shield Corporation Limited was a great learning experience that I’ll cherish forever. It
led me to the insight of the organization and how the organization practices are different from academic
learnings. They trusted me with their confidential documents and trusted me with all my capabilities and
learning. I observed employees never stayed back as they always finished their work on time. I got to
work in a professional working environment where I learned about values like; Hard work, integrity,
respect, teamwork and passion. I learnt the ethics of working in a professional environment, I also learnt
to deal calmly with uncertain situations. I made corporate contacts and also learnt to deal with different
people working in a professional environment. Interning here had a positive impact on my soft skills. I
used Microsoft excel, Word and PowerPoint throughout my internship period, which are basic
requirement to work anywhere. It polished my skills and gave me a whole new perspective of corporate
world.

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Reference
https://www.shield.com.pk/corporate/grpcomp/