Internship Report 2019
Internship Report
HAPAG LLOYD
Submitted by: Tara Tabbassam John
ID.NO:20161- 20544
Submission Date: 31TH AUGUST’19
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Internship Report 2019
GENERAL INFORMATION
Name: Tara Tabbassam John
ID: 20161-20544
Email Address: [email protected]
Major Field: MARKETING
Organization: Hapag Lloyd
Duration: From: 3rd -May-2019 TO 3ND –September -2019
Report based on: OPTION 1
Due date of the report: 16th September ‘19
Report submitted on: 3rd September ’19
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TABLE OF CONTENTS
S.NO CONTENTS PG.NO
1. About the company 4-5
Vision
Mission
2. Internship Details 6
3. Department functions 6-8
Internal communication
External Communication
Social Media Campaigns
CSR activity
Research Work
4. My tasks in Department 9-16
1.Developing and Updating the content of News And Media
2.Newsletter Development
3.Research
4.Presentation work
5.Field Work
6.Other work done during the internship
5. Relevant Courses at IoBM 16-17
6. New theories learned at IoBM 17
7. Recommendations 17-18
8. Turnitin Plagiarism 18
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About the company
237 modern ships, 11.9 million TEU (Twenty-foot Equivalent Unit) transported per year, around
12,800 motivated employees in 399 offices in 128 countries. Hapag-Lloyd is a leading global
liner shipping company and a powerful partner for you.
Hapag-Lloyd offers a fleet with a total capacity of 1.7 Million TEU, as well as a container stock
of approximately 2.6 million TEU including one of the world’s largest and most modern reefer
container fleets. A total of 118 liner services worldwide ensure fast and reliable connections
between more than 600 ports on all the continents.
Hapag-Lloyd belongs to the leading oceancarriers for the trades Transatlantic, Middle East, Latin
America and Intra-America.
The owners of Hapag-Lloyd, as of June 30, 2019 are CSAV (27.5%), Klaus Michael Kühne
(incl. Kühne Holding AG and Kühne Maritime GmbH (26.2%), HGV Hamburger Gesellschaft
für Vermögens- und Beteiligungsmanagement mbH (13.9%), Qatar Investment Authority
(14.5%), the Public Investment Fund on behalf of the Kingdom of Saudi Arabia (10.2%), plus a
free float of 7.7 % (percentages have been rounded and the free float includes institutional
shareholders with a shareholding of less than 5%).
MISSION
To be one of the most admired pharmaceutical companies in Pakistan
To be amongst the fastest growing healthcare companies
VISION
Martin Dow is a Corporate Force that is positioned to create long term value for the
society and its stakeholders
VALUES
To treat every employee with dignity & respect and create a culture of continuous
learning & growth
To develop a long term & transparent relationship with our business associates by
entering into value added ventures which are mutually beneficial
To share the benefits of our success with the communities and be socially responsible
To nurture talent & enhance teamwork
Martin Dow group companies:
Martin Dow Limited (Karachi-Pakistan)
Martin Dow Marker Ltd(Karachi-Pakistan)
Seatle (Pvt) Limited(Lahore-Pakistan)
Martin Dow Pharmaceuticals(Meymac-France)
Martin Dow Healthcare(Gien-France)
Martin Dow develops and markets innovative medicines to enhance health outcomes for patients
and providers. The therapeutic areas it covers are:
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Internship Report 2019
Anti-Infective
Neuropsychiatry
Rheumatology and Orthopedics
Pain Management
Pediatrics
Gastroenterology
Cardiology
Endocrinology and Diabetes
Dermatology
Martin Dow import Active Pharmaceutical ingredients (API’s) from Europe, Japanese, Indian
and Chinses locations that helps them produce millions of innovative medicines every year. In
turn, they are holding all their suppliers to their high standards of excellence and investing
strongly in individuals, procedures and technology to ensure Martin Dow’s quality that the
consumer expects. Supplier standards at Martin Dow are as follows:
1) CGMP Compliance
2) EDQM (Certificate of Suitability)
3) WHO Certificate
4) USFDA Certificate (Food & Drug Administration)
Martin Dow has following strategic partners who help them create value, bring innovation and
growth in their business:
Biocodex
Riemser
Teijin
Meda AB
Roche
Martin Dow high quality products are commonly recognized in the nations with high
development in the pharmaceutical industry. Martin Dow is proud to be an exporter to countries
like Afghanistan, Sri Lanka, Myanmar, Vietnam and Cambodia. Some of the prominent brands
of MDL with high growth and commendable performance include Diatrol, Esomax, Inspra,
Felbex, Moksecure, Musidin, Prelin, Riplan and Safepram.
Martin Dow showcases strong corporate social responsibility towards the society. It works in
three areas which are health, education and environment. Martin Dow believes that whatever it
has earned, it has to pay back to the society too.
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Internship Details:
Department: Corporate Communication & CSR
Supervisor’s Name: Ali Shuja
Designation: Manager
Duration: 6 weeks
Department functions:
The corporate communication department of Martin Dow is one of the most important
departments because it works to increase the credibility of the company. The main Function of
the department is to enhance the corporate brand equity of the company. The department tends to
develop a brand connection so that even if the consumer doesn’t use the product still he/she is
aware of the brand. The department tends to communicate the brand persona and emotional
benefits to its target audience. There are two main functions of the departments which are as
follows:
Internal communication
The corporate communication departments functions to provide a better learning and work
environment to its employees. It tends to tell the stakeholders about the brand image of the
company that how is the company doing, what the growth percentage is and what the areas of
improvement are. The department arrange various internal activities and sessions to improve the
work life of the employees at Martin Dow.The various activities include Eid celebrations,
International women’s day celebrations, independence day celebrations, calcium awareness
session, employee professional development session, Bastille day, world cancer day etc.He
department make sure that employees are given opportunities to learn and grow but also feel
them self connected with the company. Equal balance of social and work life is provided by the
department as per the company policy. All of the activities and sessions tend to increase the
employee engagement and productivity.
External Communication
The department function is to communicate with Consumers, HCP, media, corporate
organizations, regulatory authorities, government etc.It is one of the essential function of the
department to aware the media about the big news such as the acquisition of manufacturing
facilities in France etc.It really essential to be on the news so that consumers and all other
corporate organizations can know which pharmaceutical company has laid its foundation in
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france.The department organizes various corporate and social events(externally) to communicate
with its target audience and to show their prominent presence in the pharmaceutical industry
amongst the corporate organizations. Some of the events organized by the department are :
Karachi Literature festival , International Publics art festival ,Karachi Down syndrome festival ,
Pakistan Summit , Leaders in Islamabad conference , IBA career fair’19 , World autism day
etc.All of these events were either sponsored by Martin Dow or Martin Dow participated in
them. The department has to make sure how Martin Dow is going to appear on a certain event.
The decisions from the backdrop to the content displayed at the events are all managed by the
corporate communications department. The current ongoing project on which the department is
working is the DUHS-DICE which will be held in October. Dow University of Health and
Sciences in collaboration with Distinguished Innovations Collaboration and Entrepreneurship
(DICE) Foundation organizes All Pakistan DUHS-DICE Health Innovation Exhibition .The idea
of the event is to bring innovative concepts and new inventions in health industry as well as to
motivate academia, entrepreneurs, expatriates and government to promote this platform and to
create a positive image of Pakistan. Since Martin Dow is the title sponsor of the event, it’s the
departments function to decide various things which include: Promotion plan, coverage, place
given at the event, who is going to speak at the DICE session from martin down group, how will
the name of Martin Dow appear on the promotion pamphlets of DICE, what activities will be
done at the booth etc.
Social Media and Campaigns
Social media which include face book, instagram, LinkedIn and twitter are all managed by the
department. Ongoing events and updates (internal and external) have to be communicated timely
to the internet audience. There are three websites which are completely managed by the
department. The department needs to make sure all the content on the website is updated timely,
what content has to be posted (includes pictures also), which website requires change in outlook
etc.He social media has to be updated with the various occasions with a proper template picture
and text such as world cancer day, world heart day, world aids day etc.He department develops
campaigns according to the occasion to engage the audience. For example if its worlds heart day
,on face book there has to be a good content video , message from Martin Dow and information
for general awareness of the audience. This is done to engage the customers and consumers so
that they feel connected all the time.
CSR Activity
Martin Dow has a firm believe that whatever it earns it has to pay back to the society. Another
function of the department is to look after the corporate social resposibilty.It has organized
various CSR activities which includes Martin Dow’s collaboration with Indus Hospital, Karachi,
has installed the state-of-the-art Total Lab Automation system that is likely to increase the
overall capacity and efficiency to perform diagnostic analysis , Martin Dow congratulated the
highest achievers at the 9th Convocation of DOW University of Health Sciences upon receiving,
M. Jawed Akhai (Founding Chairman - Martin Dow Group) award, shields & certificates, Martin
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Dow Group with I AM Karachi is proud to play it's part in making a greener Karachi by
inaugurating vertical gardens at KPT Interchange, Karachi. The department successfully covers
the three segments of CSR which are health, education and environment.
Research Work
The department has to conduct researches on the ongoing events, diseases, potential
opportunities (technological innovations) in the country that can be linked to pharmaceutical and
the healthcare groups. These researches help them to design their social media campaigns more
effectively. The research tells them the potential gap in the industry, what competitors are doing,
how they can tap new segments etc. Recent researches that were conducted are:
The place of pharmaceuticals in digital world and role of artificial intelligence
Probiotics
HIV/AIDS
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My tasks in the department
1. Developing and updating the content of News and Media
Martin Dow has a tab named news and media on its website where all events are yearly updated
with the event pictures and details. Throughout the internship I had to write the content for those
events and select the pictures that will be uploaded on the website. I covered 15 events through
my internship period. All of these events were held in 2019.I was given database of pictures for
all the events. I had to choose template picture and the other pictures which will appear once the
audience clicks on the template picture. Furthermore template text and the details of the event
were written by me. I had to select the template picture and text and get it approved by my
supervisor which was further given to the creative’s department. I had to make word document
for each of the event which has the chosen pictures of the event and details of the event that will
be uploaded on the website. All of the word documents were approved by my supervisor. After
the approval the pdf of all the documents was given to IT with the template text and picture to be
updated on the website. I also had to suggest the headlines for the news and media page. The
events which I worked on were:
1. Martin Dow Group co-host Pakistan Pavilion at the World Economic Forum
2. Martin Dow Group presented IBA Career Fair’19
3. Martin Dow Group supports the strengthening of Pakistan-USA bilateral relations.
4. Martin Dow sponsored the International Public Arts Festival 2019.
5. Martin Dow Group sponsored Karachi Down Syndrome Carnival
6. Martin Dow sponsored the Karachi Literature Festival 2019.
7. Martin Dow Group joined hands with PEF as their Event Partner for the fund raiser.
8. Martin Dow co-hosted the 3rd consecutive Leaders in Islamabad Business Summit.
9. Martin Dow Group co-hosted a Dialogue with Australian High Commissioner
10. Martin Dow Group celebrated the World Autism Day
11. Martin Dow Group welcomes the French Ambassador at Martin Dow Group head office
12. Martin Dow Group supported the Qaumi Mushaira to keep the essence of poetry alive.
13. Martin Dow Group co-hosted the second edition of Pakistan Summit.
14. Martin Dow Group felt privileged to be the founding partner of the 4th Pakistan Pharma
Summit.
15. Martin Dow Group exhibited at Vita Foods
All of the above mentioned events are successfully updated on the website after all the approvals.
The evidence for the above mentioned work is: Go to the website martindow.com click on
news and media tab 2019 events
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http://martindow.com/news-media/
2. Newsletter
Martin Dow is coming up with a newsletter for the first time in the history of Martin Dow.I was
given the task that I had to suggest names for the newsletter and the content of the newsletter.
Amongst the various names suggested, the name that was chosen was MPRESSIONS.I had to
prepare a presentation on the newsletter and present it to my supervisor. The headline that I
wrote for the newsletter was successfully approved which was “We believe in having
Mpressions that are not meant to be broken, ones with strong identity that represents our
distinction in the industry. We take pride in the Mpressions we create within and outside Martin
Dow that helps us create greater impact in the community around us.”This task was carried
throughout my internship period.
The contents of the newsletter suggested by me were:
• Talk about what the newsletter is about
• Message from Editorial team and acknowledgement for contributors
• Philosophy behind the newsletter and the connection with Martin Dow Group (How we
reinvented the Mpressions)
• 2 pages dedicated to the legacy of the Founding Chairman M. Javed Akhai covering his
success story and leadership
• Informal message from Chairman’s Desk highlighting Mpressions means to him and a
general message
• Chairman Ali Akhai to share the way-forward on the basis of Founding Chairman’s
legacy
• Half page will be designated for Group MD/ CEO – Mr. Javed Ghulam Mohammad.
• Half page for CEO & MD, MDM – Mr. Anis Shah
• All Group Directors & Directors would be requested about their success stories
Mpressions Serving the Community
• This section will be designated to highlight CSR initiatives that lead to prominent
recognition in the market. Will have a special report attached highlighting key projects of
Martin Dow. It will also highlight our work through images. This will have three
sections:
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Health:
• Indus hospital Total Lab Automation
• International Conference For Patient Safety 2018
• World Autism Day
• Karachi Down Syndrome Carnival
Education:
• Martin Dow Campus of Green Crescent Trust (GCT)
• IBA Convocation
• International Public Arts Festival by I AM Karachi
• Dow University of Health Sciences Convocation
• AIESEC's National Planning Summit
• Professional Educational Foundation Fundraiser
• Bannu School Renovation
Environment:
• I AM Karachi Vertical Gardens
Popular Affairs will feature events that have profound impact such as:
o World Economic Forum
o Leaders in Islamabad
o Pakistan Summit
o PPMA Summit
o ICPS
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Engagements will feature events such as:
o IBA Career Fair
o Karachi Literate Festival 2019
o Karachi Eat
o Tehzeeb Foundation
o City Sessions
o Qaumi Mushaira
o CPHI
o Vita Foods
Celebrating Diversified Mpressions
o Internal engagements (Post internal engagement activities)
o Eid Milan Parties
o Bastille Day Celebrations
o Independence Day Celebrations
o Women's Day
o Francophonie Day
o Christmas
o Nauroz
o Cricket tournament
The Art of Mpressions
o This section is dedicated to Marketing and it will focus on Group Marketing Activations
& Product Launches
o Trainings
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o Seminars/marketing activities
o Annual Sales Conferences
3. Research
To remain competitive and to UN tap the potential gaps in the industry I had to carry out
different researches for different purposes as directed by my supervisor. The research work had
to be presented in the form of PowerPoint slides to my supervisor. The researches that I worked
on are as follows:
Place of pharmaceuticals in the digital world and role of artificial intelligence
A detailed research was carried out. This research was carried out to understand that what new
innovations have been discovered on the digital platforms , how different pharmaceuticals are
using the digital platform to enhance their business and competitiveness , What MartinDow can
do to remain competitive , how digital platform has made the work easy for doctors and patients
etc.
One idea was selected from my presentation on which Martin Dow has started working on. In
my presentation, I talked about “the migraine experience” which was a campaign by GSK.GSK
has used VR technology to make the non-sufferers of migraine to go through the pain which a
migraine suffered actually goes through. The idea was to understand what migraine exactly looks
like to a migraine patient which in turn will develop empathy amongst the people.
My supervisor was really inspired by this idea. He asked me to further research on the topic that
who owns this migraine experience , why was it initiated and is it possible for us to execute it.
HIV/AIDS
The other research that I carried out on was on HIV/AIDS for the purpose of designing a relevant
social media campaign. The research was to be presented in the PowerPoint form with pictorial
depiction too. The topics that were covered are:
What is HIV/AIDS
Causes , Symptoms , Treatment
HIV in Pakistan
HIV in Sindh (particularly)
What are NGO’s , government and WHO doing about the prevalence of HIV/AIDS
It’s really essential to engage the target audience through the various ongoing problems in the
country so therefore it becomes necessary to have deep understanding about them.
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PROBIOTICS
A précised research was carried out on Probiotics. Research was presented in PowerPoint slides
form. The areas covered:
What are Probiotics?
What are the top brands of Probiotics?
Search about all the pamphlets, campaigns, brochures that have been made on Probiotics.
The research was inspired by the initiative taken by Sanofi.Sanofi has started a campaign on
radio which is based on the advantages of Probiotics. Through this insight, Martin Dow feels that
since it also has brands of Probiotics, it must be doing a campaign to remain in the corporate
race.
4. Presentation work
Apart from the above mentioned presentations, I was given two more presentations to prepare.
14th AUGUST PRESENTATION:
It has to include all the activities which Martin Dow is going to do for 14TH August. I was given
a brief by my supervisor about all the activities and was asked to improvise them accordingly. I
also had to give ideas what other things can be done for 14th august. The idea that was given by
me was the graffiti on the outside wall of Martin Dow.The graffiti will convey a story related to
Pakistan. It has never been done. The idea got overwhelming response from my supervisor.
CSR PRESENTATION:
This presentation was made for the purpose of orientation of the new hirings.The presentation
has to include the history of Martin Dow , the functions of CSR , what it has been doing in the
internal and external communication since years and What are the projects it is currently working
on.
5. Field Work
I carried out a survey on the brand Lexotinal. I had to gather data regarding the sales of the
product, how much sales are generated through prescription and how much sales are generated
through over the counter. The purpose for this survey was to help in the designing of the future
campaign. I had to visit different chemist shops. The areas covered were civil hospital, Gulshan
and Shah Faisal due to time limitations.
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6. Other work done during the internship
Martin Dow releases French Day supplement every year. I was given the task to write the
content for two sub headings in the supplement. The topics I wrote on were: Quality at
Martin Dow Group and Operations of Martin Dow in France.The content was approved
and published in the supplement. The other task was to suggest headline for French day
supplement.
The suggested headlines were:
1. The Era of flowering and evolution
2. The Era of evolution and growth
3. The Era of borderless communication
4. The Era of evolvement of relationships
5. The Era of growing and developing together
I had to search for ten best online health communities on facebook.This was essential so
that Martin Dow can also bring itself on the platforms that are highly influential on
digital medium. The sites that were selected from my research and further given to the
agency for further authentications were:
1. Marham
2. Pak Health And Beauty Tips
3. Keto Fit Pakistan
4. Aap Ki Dietitian
5. Ketogenic Diet Pakistan BY Fareeha Jay
6. Peace.Mind.Body® by Momal Asif
Martin Dow is introducing a new tab on its website which is titled as Research and
Development.I was given the task to write the content for the research and development ,
as well as suggest title image for the this particular tab. Furthermore, they tend to change
their current title picture for the tab titled PRODUCT.I had to search a lot of websites for
the pictures. I use to shortlist the pictures and they were further sent to my supervisor for
approval.
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Martin Dow Group is proud to be the title sponsor of 5thAll Pakistan DUHS-DICE,
Health Innovation Exhibition 2019 and congratulates DICE foundation for successfully
providing platform for our youth to showcase their hidden talent and encourage
entrepreneurship across Pakistan.I was given the task of to write the speech for Javed
Ghulam Muhuammad (Group MD &CEO) for the event .The speech was suppose to be
published in the DUHS-DICE Journal too. The speech was successfully written after
certain improvisations told by my supervisor.
I had to develop a word document of all the internal events that have been held till date.
The document must consist of the title, details and pictures of the event. The purpose of
the document was to showcase the life at Martin Dow.
Chairman of Martin Dow was supposed to attend an International Distributors
Conference. I was given the speech for the conference (written in English) which was
supposed to be converted into Roman Urdu.
One of the tasks that I was asked to perform was to list down the best online selling
medicine websites. The shortlisted sites were further sent to the agency to evaluate their
performance. The purpose of the search was to make Martin Dow part of such websites
so that it can increase its reach to its target audience.
There are 6 tabs on the Martin Dow website. The names of the tab are: Health, Education,
Environment, About Us, Mission Vision Values and Human Resources. My task was to
collect relevant pictures for these tabs. I was given access to shutter stock and deposit
photos so that the search for the pictures becomes easy. The shortlisted pictures were
further checked by my supervisor and were selected for the update.
I had to design a campaign for their recently launched product named fuvelox. I
suggested that the tagline should be the same but the campaign should be different so that
the audience can relate more. The tagline was “The way out of infection”. It was suppose
to be a promotional document which has to be handed over to the doctors.
I gave ideas for Mental Health Day which is on 10th October. Furthermore I suggested
design for the posters.
Relevant courses learned at IOBM
1. Consumer Behavior
This course helped me in writing content for the News and Media of Martin Dow.It further
helped me in designing the poster for mental health day since this course has taught us how to
design and execute advertisements. This course has helped me in designing social media
campaigns and how to attract the target audience. It also helped me in writing the content for
French day supplement.
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2. Marketing Management
This course helped me while carrying out the survey of the newly launched product fuvelox. The
department which I worked in was responsible for enhancing the corporate brand equity. This
course has given me a deep understanding about brand equity and its importance to the
organization.
3. Brand Management
This course has taught me how a brand book is formed, what is the structure of the book, what
are the contents and how can we make it appealing. All of these concepts helped me while
suggesting ideas for the design of the newsletter, as well as its content. This course has made my
concepts strong regarding the brand architecture, brand persona, brand extensions etc which
helped me throughout my work.
New theories learned at Martin Dow Ltd
All the concepts learned at IoBM were applied during my internship however,
1. I learned a new strategy named OIIC.This acronym stands for Objective, Issue, Insight and
Challenge. This strategy was taught by my supervisor. This strategy has been used by the
department while preparing presentations on research topic. Similarly, I also applied this
strategy when I made different presentations.
2. The other strategy that I learned was the APPLE strategy. The acronym stands for Assertiveness,
Placebo Effect, Persistence, Listening carefully and Eagerness to learn new skills. This strategy is
best suited for success and leadership. It helps to achieve better connections and good results.
3. My presentation skills have been enhanced a lot. Making different presentations and presenting
them to my supervisor has boosted my confidence to another level. I learned how to make the
presentation attractive. I understood the fact that less information on slides and more pictorial
representations makes the presentation meaningful.
4. I learned what factors I have to keep in mind while suggesting taglines. The taglines should be
short, précised, easy to pronounce etc.
5. While writing content, I learned about the key word placement. I never knew that I could write
content for topics but when I was given the task, I received immense appreciation from my
supervisor.
Recommendations
(For the company)
The department I worked with was really easy to cummincate.It portrayed a good healthy working and
learning environment. My ideas were valued and revised. Constant feedback was provided on my work.
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However, these are few changes I would like to recommend:
1. There was no proper seating arrangement for the internee’s. I was being rotated in department
to different places which was not appropriate and convenient. All of the departments were
working together in the same area. The differentiation between the departments was not
possible. Martin Dow should expand its space.
2. The decision making process was very slow. It took few days for my work to get approved. The
communication with the other department was not really effective. Corporate communication
department works hand in hand with creative’s department and marketing department. The
work was done by our end but it was delayed by the other department which was an issue.
Effective communication strategies should be built.
Recommendations for university
Though all the courses learned at IoBM immensely helped me in carrying out all the tasks at the
internship but I believe a little more practical work should be included. Since the corporate world
requires more exposure and experience.
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