MOJO Case Study

1. From our study we found that AFBL core target consumers are youth where the
age may vary from 16-27. For that Mojo gives there concentration on the youth
highly. So, there is available distribution of 250 ml. bottle but there is rare
availability of 2 litter bottles which is a huge factor that Mojo don’t present in the
family events.
2. Mojo does the everything but they didn’t focus on the main sector. Now a days ,
we didn’t see the advertisement on tvs like before also they are very much weak
in social media marketing where todays youth highly active in social media. Also,
the look of mojos bottle is pretty much backdated considering the others.
3. When Mojo introduced to the market they have the 88 percent market share but
than instantly coca cola introduced 250 ml. bottle to the market. After that Mojo
cant get its position again because they cant make the proper changes that they
want to do for capturing the market again. The reason behind coca cola reducing
the popularity of Mojo, coca cola is take their decisions instantly and correctly
which Mojo cant.
4. YES, Mojo can accessible to all over the country also, in restaurants & cafes
because the taste of Mojo is very rich. The another good sight of Mojo, that is the
local company product. The only thing is need to do by AFBL is use that
opportunity to the market. Also they need to redecorate their look of bottle , make
new tvcs and do social media marketing . Also, they need to run a campaign to
create people awareness to use local products.
5. That’s true that people prefers coca cola instead of Mojo because coca cola is an
multinational brand and its gain peoples trust from the beginning also its
marketing approach very much good. From all over the world people know about
coca cola. Its difficult to compete with coca cola but to create consumers
preference Mojo need to rebuild some of there strategy like they need to launch a
campaign that’s called ‘DESHER JONNO where they need to attracts peoples to
buy the local product. By that campaign they will focus peoples mind also raise
emotional attract to Mojo. Also they need to ensure there product availability in
the each and every shops, restaurants and cafes all over the country.
6. To get brand consideration among its target consumers Mojo needs to confirm
there product availability in each and every shop of the market. They need to get a
high profile brand ambassador to promote Mojo. They need to ensure people see
and know about Mojo in every moment.
7. Through its activities Mojo known as an trendy brand. Its not necessary that
trendy brand must need to compete with multinational brand but in terms of Mojo
it need to compete because its major competitors are from multinationals.
RECOMMENDED SOLUTION
# Mojo needs to ensure that there product must available in the each and every
part of Bangladesh in 250 ml., 500 ml, 1 litter and 2 litters bottle.
# They need to change the shape of there bottles and bring some uniqueness on
thire leveling.
# They can run a new camping named DESHER JONNO to promote Mojo as a
local companies product and easily can raise a huge fan base for Mojo.
# They need to made some new tvcs and run them effectively. Also Mojo need to
give huge concentration on the social media marketing.