INTERNSHIP REPORT

NAME: RAFIA NIHAL

ID: 20161-20447
CONTACT NUMBER: 0300-3723077
MAJOR FIELD: MARKETING
1.1 Organization: RG BLUE COMMUNICATIONS
Duration: 22nd July – 30TH August, 2019

1.2 Report based on: option 1 (theories learned in academics and their applications)
1.3 Due date of the report: 13th September, 2019
1.4 Report submitted on: 31st August, 2019

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2. TABLE OF CONTENTS

S.NO CONTENTS PAGE #

1 3. Introduction of RG Blue Communications pvt ltd 3

3.1 Organization volume 3

3.2 Associations 3-4

3.3 Services provided 4-5

2 4. Department information 6

4.1 Department functions 6

4.1 Functions related to corporate objectives 6-7

4.2 Work done 7-8

3 5.1 Department name 9

5.2 Application of theories learned 9-10

5.3 New concepts learned 10-11

4 6. Recommendations 11

5 7. Conclusion 11

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3. INTRODUCTION OF RG BLUE COMMUNICATIONS PVT
LTD:

RG Blue communications pvt ltd is Pakistan’s newly established and highly renowned
advertising agency. It enjoys a reputation of being eminent creative and “out of the box”
thinkers. RG Blue communications pvt Ltd is a professionally administered and integrated
marketing communications company, providing a vast array of media and marketing
solutions to its clients.

RG Blue Communications pvt Ltd was established in 2006 by two advertising professionals
namely, Khalid Saleem and Umer Jawed. Since then, it has catered many strong clients and
had become a major player in the communication and advertising industry.

At RG Blue Communications, a highly professional and dedicated team works on

accelerating their clients’ reputation in the local and global market and meeting the clients’
business objectives. This exhibits their core work values that at RG Blue they don’t believe
in communications just for communications sake, rather they focus on planning and
implementing campaigns that generate solid benefits for their clients.

3.1 ORGANIZATION VOLUME:

Number of Workers:
Their main office is located in Karachi. There are approximately 42 employees along with an
exclusive creative development team of about 24 members.

Gender Distribution:
RG Blue Communications pvt Ltd believes in providing equal opportunities to everyone
regardless of gender, race, caste or religion.

3.2 ASSOCIATIONS:
All Pakistan Newspaper Society (APNS)
It is recognized by All Pakistan Newspaper Society- a society which regulates advertising
and newsprint.

Pakistan’s Broadcaster Association (PBA)

It is a member of Pakistan’s Broadcaster Association- a public service broadcaster, it was
formerly known as the Voice of Pakistan. It was started as Radio Pakistan.

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 ALIBABA Express:
RG Blue communications is Alibaba Express’s official business partner in Pakistan since
2018. This gives the exporters based in Karachi the opportunity to take advantage of
Alibaba’s local support.

3.3 SERVICES PROVIDED BY RG BLUE COMMUNICATIONS

PVT LTD:
The company offers a wide range of services and business solutions to its clients.
A business solution can be defined as “a combination of ideas used to help a company
achieve its objectives. It corrects the deficiency of the missing needs in a business.”

Following are the main services provided by the company:

1. Advertising:
It can be defined as “promoting and announcing a product or service using a public
platform.” The company enjoys a good reputation of making creative advertisements. They
focus on communicating the big idea behind a client company to its viewers in shortest time
possible. The process of developing an advertisement for a client consists of the following
crucial steps:

Client’s consultancy related market research media planning advertisement

2. A/V solutions:
It is defined as “electronic media processing visual and sound both together such as web
streaming, video conferencing and live broadcast services”. RG Blue communications
focuses on developing attractive and high quality visuals for its clients. A/V is a technique
frequently used by the client company to have a one on one interaction with
customers/viewers. For example: via question and answer videos on Facebook or company’s
website.

3. Corporate communications:
It is defined as “a set of activities that are used to develop and maintain corporate identity or
brand image.” RG Blue communications provides its services in corporate communications.
It guarantees in developing a strong and desired image for the client company by
implementing their expertise and knowledge in building a strong brand image.

4. Planning/ strategy:
Planning a marketing strategy can be defined as “the process of developing and
implementing marketing plans to obtain a competitive edge in the niche market.” RG Blue
communications helps Client Company in building strategies that every brand needs to reach
to its customers’ mind and dictating a market direction for a brand.
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5. Digital:
Digital refers to social media marketing. RG Blue communications offer its services for
social media marketing using platforms such as Facebook, Instagram, twitter etc. In this
digital age, they are well aware of the opportunities these social sites provide and utilizing
them in order to gain maximum customer reach for their client company. They offer carousal
ads, newsfeed posts, arrange competitions, short videos etc. on social media. The frequency
of posts uploaded varies depending upon client’s preference, usually its 1 post every other
day.

6. Event management:
RG Blue communications provides corporate event management services. A corporate event
can be defined as “An event that is sponsored by the company for its employees, business
partners, clients and potential clients.” Prior to any event, the dedicated team at RG Blue
gains first hand market insights and extensive know-how about the company and its
objectives. They are focused on delivering an once-in-a-lifetime experience for client’s
brand.

7. Media planning and buying:

RG Blue Communications offers its services in developing a media plan for advertisements
of a particular marketing message and launching it on suitable media platforms. Media
buying refers to them buying and negotiating ad space across the intended media channels.
They do a market research on different channels (newspaper, tv channels, social media etc.)
that which will be appropriate for target audience and within the designated client’s budget.
Their main goal is to ensure that right message is delivered to the right consumers in a
shortest time possible.
Following are the steps that goes into developing a media plan.

Conducting market research establishing media objectives budgeting

Selecting vendors negotiating and buying monitoring ad performance

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4. DEPARTMENT INFORMATION:
Department: Creative
Supervisor’s name: Shaza Hassany
Designation: Creative executive
Duration: 22-July-2019 to 30-August-2019

4.1 FUNCTIONS OF CREATIVE DEPARTMENT:

Following are the main functions of creative department in RG Blue Communications pvt ltd.

 Creative department is responsible for managing complete advertising campaigns for

the clients.
 Generating creative ideas for the campaigns.
 It is responsible for developing and finalizing the advertisement for the clients.
 Graphic designing, film and audio production also come under the umbrella of
creative department.
 Concept, copy and script writing for the posts related to campaigns.
 It is responsible for developing marketing plans and strategies for clients.

CREATIVE DEPARTMENT WORKFLOW:

Client briefing Brief discussion with creative director Media work begins
Creative work begins Proposal presented to the client Discussion with brand team
Client’s approval Printing and output presentation Final display of ad campaign

FUNCTIONS OF CREATIVE DEPARTMENT RELATED TO

COMPANY’S CORPORATE OBJECTIVE:
 RG Blue Communication’s corporate objective is to become a prominent name in
business solutions providers. It wants to stand true to its promise of delivering a creative
and imminent marketing plan that brings the brand’s vision to life. Creative department
plays a vital role in achieving this objective. The department is responsible for drafting a
marketing plan, finalizing and managing it.
 RG Blue Communications strives to retain its clients and gain their trusts. This is made
possible only because the creative team never fails to deliver extraordinary campaigns.
 The company commits to strictly following the deadlines. Creative team streamlines its
workload accordingly in order to stand true to company’s commitments.

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  The company pledges to strictly follow practices and create contents that are accepted
under PAA and Government of Pakistan. Creative team has outlined its creative
parameters only within these rules and regulations.

4.2 WORK DONE AT RG BLUE COMMUNICATIONS:

RG Blue Communications pvt ltd gave me the opportunity to work with their creative
department. There, I worked under the supervision of Shaza Hassany, Creative Executive. I
was fortunate enough to learn many new skills and improve my present skills. New tasks
were assigned to me on daily basis by different supervisors. Each day I got to learn new
tactics and strategies related to advertising and social media marketing.
Following were some of the tasks I was assigned:

1) I got to work on script writing and mood boards for short advertisements for NADRA’S
new campaigns. The aim of this campaign was to promote and spread awareness about
various hassle-free services it offers. NADRA’s campaign was focused on following
features:
 NADRA smart national identity card (SNIC)
 Afghan citizen card
 E-toll
 Features of online registration
 NADRA verisys – an online verification system

2) I conducted a detailed online research for a case study on MAKEUP CITY. The purpose
of this case study was to document its success and how it was able to expand nationwide
in such a short time. This task helped me improve my researching skills. I studied
following aspects regarding MAKEUP CITY:
 brands it offers
 its locations
 marketing strategies
 Store layouts etc.

3) I, along with my supervisor worked on the big idea for diamond mattress advertisement.
The idea was to depict mattress as a source of comfort and peace. I was asked to come up
with three scenarios depicting that the mattress is giving comfort to a stressed out person.
This task boosted my creative thinking and writing skills.

4) I was assigned to develop a story board for title cover of diamond jumbolan’s annual
report and its dividers. The big idea behind it was that jumbolan insulations will keep you
safe even in the harshest weathers. In this task, I was taught to develop mood boards and
storyboards.

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5) I worked on Eid ul Adha and Independence Day campaigns for Hamdard Carmina. I was
responsible for writing content for Facebook posts and developing mood boards. This
helped me improve my marketing and content writing skills.

6) Developed mood boards for Rooh Afza for their upcoming Eid and Independence Day
campaigns.

7) Caption writing for Eid and Independence Day Facebook campaigns for Bona Papa baby
diapers. The aim was to make posts interactive. I arranged a competition on Facebook
which was “strike a pose with Bona Papa.” Parents were asked to upload Eid pictures of
their babies wearing Bona Papa diapers. Picture with maximum likes was selected as
winner. This helped me learn new marketing strategies on how to keep customers
engaged.

8) Worked on Eid and Independence Day campaigns for Nana Smarty baby diapers. The
campaigns were based on social media Facebook and Instagram posts. My task was to
draft 15 Facebook and Instagram posts each, the posts were to be uploaded every other
day.

9) I was assigned to do online a research for Engro Polymer on various factors that affect
employee motivation. Once the factors were identified, I was asked to come up with
different activities that can be carried out by Engro polymer in order to boost employee
motivation. The activities I suggested were :
 In house motivational speaker session
 Learning club
 Themed office days
 Employee survey/feedback forms
 Free healthy lunches

10) Conducted an in-house survey on employees who use bikes. The aim of this survey was
to probe the employees about which characteristics of bike tyre they value the most. This
was carried out to get a basic starting idea for an advertisement of diamond tyre. I was
able to conclude the following features that users want their tyres to have:
 Grooves- well designed and pointy
 Long life- having 4 tube wires
 Shouldn’t slip
 Strong grip- smooth drive
 Smoothly goes over bumps/ flexible

11) Worked on description writing of newly launched perfumes under the brand name
FA’RA. I was assigned to associate a personality with each perfume based on its
ingredients and write a background story and characteristics related to its personality.

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5. THEORIES LEARNED IN ACADEMICS AND THEIR
APPLICATION:
5.1 DEPARTMENT: Creative

5.2 APPLICATION OF THEORIES:

I was able to apply some of the following theories during my internship that I learned at
IoBM.

1. Business Research:
In course Methods of Business Research, I was taught how to carry out qualitative
and quantitative researches in great detail. During my internship, I was assigned two
researches related to customer insights for bike tyres and employee engagement
activities. Working on these researches provided me the opportunity to apply the
knowledge that I received from my course and gain first-hand experience.

2. Marketing:
During my Principles of Marketing course at IoBM, I learned in detail about new
marketing strategies and developing a marketing plan. Working at RG Blue
communications has helped me develop more in this field. I developed a marketing
plan for Bona Papa baby diapers using social media based on the theories I learned.

3. Brand Management:
During my Brand Management course, I learned about the different strategies that
are used to maintain good relationships with the product’s target market. I, along with
my supervisor and her team worked on reviving NADRA’S image as a hassle free
service provider. This task was related to improving brand image of NADRA. I was
able to relate many learned theories to real life experience.

4. Organizational Behavior:
In my course Organizational Behavior, I was taught about different organizational
environments and how diversity plays a major role in it. During my internship, I
witnessed a working environment having diverse workforce, people belonging to
different educational backgrounds, different cultures, sects and religions. I was able to
interact and communicate with each of them easily and effectively.

5. Customer Insights:
In the course Consumer Behavior, I learned about how to gauge customer’s
preferences, buying patterns and how consumer makes decision about his needs and
wants. I was able to apply this while conducting an in-house survey to gain customer

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 insights regarding their bike tyres. The aim of the survey was to pinpoint the qualities
customers search for while buying bike tyres.

6. Content Writing:
During my internship, I got the opportunity to do a lot of content writing for various
campaigns and brands. For this, I was required to have firm grip over grammar and
vocabulary. The course, Academic English helped me improve my writing skills and
taught me how to articulate my thoughts and ideas. In this course, I learned about
different writing styles and patterns. This was very helpful in drafting a marketing
plan for Bona Papa baby diapers.

7. Improved Communication:
At IoBM, I was trained how to have professional communications. I used to attend
meetings to observe how things work and write meeting’s minutes. In course like
Persuasive and Analytical writing, I was taught basic corporate ethics and dos and
don’ts in a corporate environment. This also helped me clear my interview and
proceed with induction process smoothly.

8. Presentation Skills:
At IoBM, I gave many presentations for different courses. This helped me enhance
my presentation skills and boost my confidence. This taught me how to make
attractive PowerPoint presentations as well. These skills that I learned were very
helpful while presenting for the researches I did. I was able to present in front of the
whole department confidently and to express my opinion.

5.3 NEW CONCEPTS LEARNED

During my internship at RG Blue Communications pvt ltd, I got the opportunity to
learn following new concepts:

1. Mood boards:
A mood board can be defined as, “A collage of images which gives insights about
the basic idea behind an advertisement.” This was the very first task I received.
Mood boards are prepared after a story for an advertisement is finalized, in order
to make it easy for others to understand. Later this mood board is sent to the client
for approval.

2. Social media marketing tools:

During Nana Smarty Eid and Independence Day campaigns, I learned about
different social media marketing tools such as boosting Facebook and Instagram
ads, buying online ad spaces, carousals and short videos. I learned about the

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 technicalities such as what demographics to select, what time to choose, what
audience etc.

3. PowerPoint:
There are many tools and functions of PowerPoint that I was unaware of. My
supervisor guided me and taught me about different PowerPoint’s tools and
functions. I was able to implement new techniques learned while working on
different campaigns, mood boards and presentations. This helped me make my
presentations more attractive and appealing to the audience.

4. Public Relations:
I learned how to develop public relations during my internship tenure. I have
achieved this by writing social posts, arranging online competition, web posting and
communicating through the social media tools. This area has helped me develop and
improve my English writing skills even more.

6. RECOMMENDATIONS:
1. The first recommendation I would like to give is that RG Blue Communication’s
website is not very active. They don’t update it as frequently as they should. It is
an ad agency and communication is a part of the business. Websites are an
important mode of communication for it. I would say, not having an active
website creates a negative image for clients.

2. The company also doesn’t give much importance to market survey. Market survey
is done only for few campaigns and ads. There is only one employee to do
research work. Due to this, market research becomes limited. Market survey plays
an important role in identifying customer’s insights. The agency should hire more
employees for research work.

7. CONCLUSION:

Working with RG Blue Communications gave me rich experience of working in a

marketing agency. During my internship period, I was assigned many tasks that were to
be completed efficiently and creatively. Moreover, I was able to apply the knowledge I
gained during my courses at Institute of Business Management into assigned tasks. I was
fortunate enough to be given this opportunity where I learned a lot and grew as an
individual.

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