ADVISOR: MR.

TARIQ ALVI

PRESENTED BY: Syed Ali Imran Shah FAO8 - MBE - 009

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY Defence Road , Off Raiwind Road , Lahore

Acknowledgement

I would like to express my gratitude to all those who gave me the possibility to complete this report. I want to thank the Department of sales of Eye Television Network Limited for giving me permission to commence this report in the first instance, to do the necessary work and to use departmental data.

I have furthermore to thank the region general sale manager Mr. Kashif Masood Sethi

I am deeply indebted to manager sales Mr. Syed Muhammad Ali Shah and MR. Aurangzaib whose help, stimulating suggestions and encouragement helped me during compilation of this report.

My internship coordinators Mr. Imran Khoosat, Miss Ayesha Asghar and Mr. Kashif Mahmood from the Department of sales supported me in my report writing work. I want to thank them for all their help, support, interest and valuable hints.

Executive Summery
During the summer 2010 I did my internship at Eye Television Network Limited at the Lahore region office in sales department. The mandatory internship in MBA program is very beneficial to have exposure of how things go really in the market. Being a student who wants to make a mark in marketing field, the best place to gain the practical understanding of the marketing was to do internship in sales department Eye television network which can be regarded as one of the most dynamic organization of media industry currently in Pakistan.

I am proud to work as an internee with Eye television network limited and this exposure will surely help me in my future assignment as a marketing professional. With concern/cooperation of higher management and perfect working environment with immense corporation/support of the staff of all departments especially in sale department facilitated in making my internship a wonderful learning experience in all aspects.

This report consists of various detailed information about introduction and overview of the organization, organizational structure, Internship plan, structure of marketing and sales department, functions of marketing and sales department

Table of Content

01. Overview of the organization Brief History Vision and Mission Statements Nature of the organization Operating Results Brand Portfolio of the organization Product Portfolio Strategies of branding used by the organization List of main clients List of main competitors 02. Organizational Structure Organizational Hierarchy Chart Number of Employees Main Offices Introduction of All Departments 03. Plan of internship program 04. Training Program 05. Structure of marketing department Department Hierarchy Number of employees work in marketing department 06. Structure of sales Department Department Hierarchy Number of employees work in sales department 07. Functions of sales department Sales Methodology Sales return procedures 08. Customer service department Techniques of retaining the clients Techniques of attracting new customers 09. Critical Analysis 10. SWOT Analysis 11. Reference and sources

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Overview of the organization

Brief History

The concept behind Eye Television Network Limited is to provide quality entertainment programming, with a predominant focus on females, with the rapidly changing media scenario in Pakistan. Eye Television Network Limited was planned along with a group of like-minded people and a decision was taken to hire the services of a professional consultant to work on the feasibility and setup of the organization. ETNL is listed in Karachi stock exchange. ETNL launched four channels one by one, Hum TV launched in 2005, Masala TV launched in 2006, and Style 360 launched in 2008 and Oye TV recently launched in 2009. Vision statement

Inspired by the finest cultural, cooperative and creative values to present content which entertains and enriches audiences

Mission statement

To enable the organization of outstanding content on subjects of interest and relevance to a range of audience while use the best professional practices and ensuring long term continuity Nature of the organization

Eye Television Network Limited is an electronic media based company. The concept behind EYE TV is to provide quality entertainment programming, with a predominant focus on females. ETNL has four channels Hum TV is family entertainment based channel, Masala TV cooking based channel and specially

focus on females, Style 360 fashion glamour and life style based channel and Oye TV youth based channel.

Operating Results

The growth in terms of revenues and profit after taxation for the company in the last three and half years since its inception has been phenomenal. Net revenues for the year ended June 30, 2009 were Rs. 1.116 billion as compared to Rs. 909 million last year recording a 22.7% growth in net revenues over last year. The profit after tax of the company sourced to Rs. 241 Million as compared to Rs. 225 Million of last year showing a growth 7.1% in net profit after tax over last year. Earning per share for the year ended June 30, 2009 was Rs. 4.82 as compared to Rs. 4.51 last year.

Cash Flow Statement

Balance Sheet

Income statement

Statement of Changes in equity

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Brand portfolio of the organization

Eye Television Network Limited brand portfolio

Hum TV (Family entertainment based channel)

MASALA TV(cooking based channel)

Style 360 (fashion glamour and life style)

OYE TV (youth based channel)

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Product portfolio

As it has been mentioned that Eye television network has four TV channels catering to different viewers, here are the product portfolios in terms of programming of these channels:

Hum TV product portfolio (programming)

Soaps Serial Sitcoms Music shows Cooking shows Informative programs

Style 360 product portfolio (programming)

Art and Culture related programs Live style related programs Entertainment related programs Fashion related programs Health & beauty

Masala TV product portfolio (programmimg)

Outdoor cooking show Live cooking shows Magazine style shows Fillers

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OYE product portfolio (programming)

Music oriented Information oriented Talk shows Life style and fashion oriented comedy and humor oriented Fun oriented Sports oriented Public service content

Brand Strategy

Eye Television Network Limited used product line strategy with the help of different programs with different names. Product line strategy is very beneficial for every organization. Television channels used product line strategy. List of main clients Nestle Pakistan limited Coca cola export corporation Bata QARSHI industries private limited Hamza oil mills (SUFI) Service industries private limited Pak electron private limited Mayfair industries Atlas Honda limited Telenor Pakistan Warid Pakistan Bank Alfalah

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List of main competitors

Here is a list of the main competitors of Eye TV network limited: HUM TV direct competition

GEO entertainment ARY Digital

HUM TV indirect competition

TV ONE Indus TV

Style 360

No direct competition Masala TV direct competition

ARY ZOUQ

No indirect competition

OYE

Direct Competition

AGG TV

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Indirect Competition

Oxygen Play TV ARY Music MTV Pakistan G ka boom Indus music

Organizational Structure

Administration Department

Human Resource Department Marketing Department

Eye Television Network Limited

Transmission Department

Sales Department Production Department

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Number of employees

Eye television network limited has approximately 500 employees.

Main offices

Eye television network has three offices

1. Head office in Karachi 2. Regional office in Lahore 3. Regional office in Islamabad

Introduction of all departments

Marketing department

Consisting of leading market professionals of the industry, who are graduates from top business schools of Pakistan, the marketing department perform all the function from need identification to development, launch and post launch, all strategic decisions are made based on authentic information and research. Identifying the target market, effectively communicating to them and building the image of the brand as well as the companies, is the job of the professionals running the marketing at eye television network limited.

Human Resource department

Eye Television Network Limited understands the need of a professional resource. This includes both the infrastructure and the personnel. The team of ETNL is therefore as important as the content of the channel. ETNL has employed the

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best people in the industry. Besides the existing professionals ETNL is also developing a new generation of professionals. New entrant are hired and trained by professionals for their personal and professional growth. At ETNL a team of professionals with passion and zeal for the media work for better results. This passion is the guiding light for all our endeavors and the forces that keeps us together and propels us forward.

The credibility of employees is determined by how they interact with each other, by the contributions that are made from their diversity, by the synergy of their teamwork, and by a job well done.

Production department

ETNL provide advanced opportunities in the areas of production, postproduction, photography, and interactive media production. Eye television network limited produces different kinds of programs like soap, serial, sitcoms and talk shows in its own production house named as Moomal productions.

Eye television network limited Chairperson Miss Sultana siddiqui is a leading director/ producer running her own production house under the name of Moomal productions private limited. She is the recipient of several awards including PTV silver jubilee Award for best producer and PTV Award for best private producer. The president of Hum TV, she is the first women in south Asia to be heading a television channel.

Mr. Duraid Qureshi is the chief executive officer of Moomal production private limited, one of the leading production houses in Pakistan producing for private channels as well as PTV. He is also the founder executive of eye entertainment, one of the most successful media marketing companies in Pakistan. Moomal production produced lot of programs and these programs are quite popular in public with the help of these programs Eye television getting high

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ranking. THORI SI KHOSHYAN, and DIL DIYA DEHLEEZ are quite popular soaps, JANNAT, QISSON KI CHADAR, ISHQ JUNOON DEWNGHI, NOOR PUR KI RANI and AASHTI are popular series and MANCHALAY, PROBLEM NO PROBLEM are very interesting sitcoms these programs are play on Hum TV. Masala TV is dominant channel in Pakistan. Masala programs are cooking based programs with expertise chefs (MAZAYDAR ZAIQA, GHAR KI BAAT, MIRCH MASALA, HANDI COOK LIKE A CHEF, and AMINAS CAF AND LIVE @ 9) and Masala programs are quite popular. Finance and Accounts

The finance and accounting department at Eye television network limited are responsible for the total financial management of different business of the company. From the usual financial statements and sheets to risk and portfolio management, the team ensures that every rupee coming into and out of the companys pocket is properly documented and audited. Sales Department

Eye television network limited sale department are responsible for business development, business expansion, Client retention, execution and credit recovery. Sales department perform all these function efficiently for getting more revenue for the organization and develop integration with clients and their associate agencies while using both push and pull strategies.

A brief introduction of the branch/head office where I did my internship

Regional office in Lahore

1. Sales department

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Acquire business from the market for the better business volume and growth of the organization. Sales department struggles hard to win and retain best customers for the organization. 2. Admin Department Administrate all the functions of the organizations. 3. Production department Produce and record different programs like entertainment, music, dramas and talk shows. Stating and ending dates of my internship

Names of the departments in which I got training and duration of my training

In Sales department 27-07-2010 to 7-09-10

Training Program Detail description of the operations performed by the department I worked in

Business Development Business expansion Client retention Execution Credit recovery

Detail description of tasks assigned to me

To have an overview of the organization and its functions To have a detailed insight into the functions of the organization To critically evaluate the functions performed by sales department

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Structure of Marketing Department

Department hierarchy Director Marketing

General Manager Marketing

Marketing Manager (Karachi)

Assistant Manager

4 Marketing Executives

Eye television network marketing department structure is vertical and decentralized.

Number of employees working in the marketing department

Ten employees work in marketing department.

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Structure of sales department

Department Hierarchy Vice President Sales

National Sale Manager

Manager Sales (Karachi)

Regional General Manager Sales (Lahore)

Regional General Manager Sales (Islamabad)

Assistant Manager

Manager Sales

Manager Sales

Two sales Executives under each Assistant Manager

Sales executives

Sales executive

Number of employees working in sales department

Six employees are working in sale department:

1. Mr. Kashif Masood Sathi (Regional General Manager Sales North) 2. Mr. Syed Muhammad Ali Shah (Manager Sales Hum and Oye TV) 3. Mr. Aurangzaib (Manager Sales Masala TV and Style 360) 4. Mr. Imran Khoosat (Sales Executive Hum and Oye TV) 5. Miss Aysha Asghar (Sales Executive Masala and Style 360) 6. Mr. Syed Muhammad Nadeem Bukhari (Recovery Executive)

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Sales Operations

1. Business development 2. Business Expansion 3. Client Retention 4. Execution 5. Credit Recovery

Functions of Sales Department

Sales methodology

Eye Television network use sale pitching methodology to attract and retain the customers. Sales pitch is a planned presentation of a product designed to initiate and close a sale of the same product. A sales pitch is essentially designed to be either an introduction of a product to an audience who knows nothing about it, or a descriptive expansion of a product or service that an audience has already expressed interest in. Sales professionals prepare and give a sales pitch, which can be either formal or informal, and might be delivered, in any number of ways.

Sales Return procedure

In electronic media no concept of sales returns because its business nature is totally different from the business of tangible products. Television channels play the different companies advertisement on credit basis. In future if any client not pays promised amount to television channel then television channel has no procedure to return the advertisement.

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Customer Service Department

Technique of retaining the customers

Offering up to the mark services Value added services

Techniques of attracting new customers

Eye television network Limited (ENTL) sales peoples attract new customers, ENTL learned all the techniques that push customers into making a decision, but when youre pushing your customers, its easy to feel rejected before you even get started. Chasing customers is tiring its way more fun when they chase you.

Sale department present the proper presentation and good rating to attract the new customers. Organized the lot of festivals and also do the ATL (Above the line) and BTL (Below the line) activities for getting new customers. Critical Analysis

Success & failure of different products of the organization in the market along with reasons

As you know in electronic media there is no concept of the tangible products like FMCG. Eye television network limited play different interesting programs on its four channels for the viewers. ENTL tries to produce best programs with interesting, attractive and exciting stories. These programs cover different types of stories about peoples lives, affairs, poverty, honesty, dishonesty and comedy programs. These programs are very popular among the viewers. Hence our organization holds a strong position in todays competitive media market.

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SWOT Analysis
Strengths

Known and popular faces on the screen are on board with eye TV network.

HR department is efficient in hiring qualified, professional and experienced peoples to improve the organizations efficiency.

Eye television network limited is financially strong organization because this is the first media company listed in Karachi stock exchange with authorized capital of PK Rs. 700,000,000.

Eye television network limited has a large number of potential clients.

Weaknesses

Most of times eye TV has to face distribution issues caused by the local cable operators, this is because of the weakness at the distribution departments end

Opportunities

Target the niche market Masala TV is a dominant channel in Pakistan market

Threats New Entrants Change in political environment Change in market environment Rising influence of Indian media industry in Pakistan

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References and sources www.hum.tv www.masalatv.tv www.style360.tv www.pemra.gov.pk

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