Report On

AKIJ GROUP
 Bangladesh University of Business and Technology

Course title: Marketing Management

Course code: MKT 302

Submitted by
Group Name: Magnet
Members Name ID
Sumaiya Howladar 18191101034
(Group Leader)
Md. Kaisar Mahmud 18191101096
Md. Nasir Uddin 18191101139
Md. Sakib Hossain 18191101144

Intake: 47th
Section: 03
Program: BBA
Bangladesh University of Business and Technology

Submitted To
Mr. MD. Shafat Al Rafaee
Lecturer
Department of Marketing
Bangladesh University of Business and Technology

Date of submission: 14th July 2021

Letter of Transmittal

July 14, 2021

Mr. MD. Shafat Al Rafaee

Lecturer
Department of Marketing
Bangladesh University of Business and Technology

Subject: Submission of report on “Akij Group -A Study on MOJO”

Sir,
It is my pleasure to submit the report, which is done as a part of academic Curriculum, to you
for your kind evaluation. The report is prepared on “Akij Group -A Study on MOJO”. I have
put my best effort in preparing this report and to make it a worthy one.
If any confusion arises or any further explanation is needed, I will be readily available to
explain the matter to you.

--------------------------------
Group name: Magnet
Intake: 47
Section: 03
Program: BBA

Bangladesh University of Business and Technology

Acknowledgement

At first, I express my gratefulness to almighty Allah as I have completed this report on the
topic “Akij Group -A Study on MOJO”. I would also like to thanks my honorable supervisor
MD. Shafat Al Rafaee, Lecturer, Department of Marketing, Bangladesh University of
Business and Technology for whom I have prepared this report. I would like to acknowledge
and extend my heartfelt gratitude to him because of his vital encouragement, support and
assistance.
Executive Summary

The purpose of this report is six fold- analysis of SWOT and STPD of MOJO carbonated soft
drink of Akij Food and Beverage Limited, 4P’s and Branding and Promotional strategies of
this unit and their Competitive analysis, and the Problems and Suggestions of MOJO.

First Moving Consumer Goods (FMCG) industry has always an intention to produce a large
number of goods and offer these goods at low cost to final consumers. Akij Food and
Beverage Limited (AFBL) is one of the renowned FMCG Company in the domestic
marketplace of Bangladesh. AFBL has verities types of good for their target group. Among
many goods, MOJO- carbonated soft drink is one of the best products of AFBL that was
launched in 14th April 2006.

For AFBL, MOJO plays a great role in the marketplace and able to acquire a great portion of
market share. Now with its tagline “ONTOR IS ON” and most recent one “MY LIFE MY
MOJO” MOJO has captured a great brand value in the marketplace. To ensure that is has
differential effect on the consumer mind, MOJO uses various positioning strategies including
big ideas like engage individual part of life, USP like bearing local heritage and culture with
fusion, and elements like culture, heritage, life style.

To communicate with the consumers, MOJO follows some general promotional strategy.
Most popular promotional activities are – MOJO Pitha Uthsob, MOJO Pohela Boishak,
MOJO Ontorer Dak, MOJO Ticket Is On, MOJO Humba Is ON, MOJO Jhal Fest etc. To
reach the actual and potential consumers, AFBL becomes live on Facebook to show the life
of PithaUtsob, MOJO PohelaBoishak etc. Beyond the positioning and promotional strategies
MOJO’s brand equity also evaluated on perceived quality, impression, taste, brand
association, and brand loyalty. Bases on the findings, several recommendations are forwarded
that have the practical implications.
Table of Content

Particular Page
Letter of Transmittal 03
Acknowledgement 04
Executive Summary 05
Introduction 07
Company Profile 09
Product Profile (MOJO) 13
SWOT Analysis of MOJO 14
Marketing Mix Strategies (4P’s) 15
Segmentation, Target, Positioning, Differentiation Strategy 19
Branding and Promotional Strategies with applied illustration 21
Competitive Analysis 24
PROBLEMS & SUGGESTIONS (MOJO) 26
Conclusion 28
INTRODUCTION

Origin of the Report

While doing the Consumer Behavior course; our course instructor Ms. Kohinoor Biswas
assigned us to do a term paper on the consumer behavior and marketing strategy of a product.
Through a lottery our instructor gave us the topic “MOJO Cola” on which we have conducted
our total term paper.
Objectives
The main objectives of the term paper is to -
1. Find out the consumers belief, attitude and behavior about MOJO cola
2. Find out the segmentation and target market
3. The market positioning
4. Recognizing the consumers learning and perception
5. Building a strong marketing strategy for MOJO Cola.

Scope
The term paper having a great deal of issues has provided us a wide range of scope of doing
survey, analyze, interpret and providing strategies. Here we have included consumer’s belief
perception, analysis of SWOT and STPD of MOJO carbonated soft drink of Akij Food and
Beverage Limited, 4P’s and Branding and Promotional strategies of this unit and their
Competitive analysis, and the Problems and Suggestions of MOJO.

Methodology
Nature of study
This term paper is an exploratory type of study.
Primary Sources
This term paper has been done on both primary and secondary information. Through the
survey using questionnaire we have collected primary data according to which we have given
some important strategies. It includes the questions about the demographic, cultural,
behavioral factors. It also considers the belief and attitude toward different colas in the
market (MOJO, coke, Pepsi).

Sampling Method
Convenient sampling where especially students and friends have participated
Information Collection Instrument
Structured questionnaires including demographic factors, consumer’s belief, attitude and
behavioral factors for the respondents
Secondary Sources
Through visiting the website, collecting brochure and information from their office the
secondary data have been collected.
Presentation of Information
We have used graphs including bar diagram to present the information.
Preparation and Submission of Report
This report has been prepared and submitted to the honorable instructor Mr. MD. Shafat Al
Rafaee under whom we have done this term paper.

Limitations:
Though I knew and had access to much information, but there are still some important
things which I couldn’t get hold of and they didn’t prefer to disclose. Certain limitations
while conducting the study are as follows:
 Inadequate information of related field
 Work pressure of executives restricted this report from being more detailed and
analytical.
 Lack of integration among all departments
 Time consuming as there was less information in web search and the tenure of the
internship program was very short.
 Competitors‟ information could not be gathered due to their privacy policy.
 Age variation is very low as respondents are most of young people.
Company Profile

Background

A sister concern of Akij Group, Akij Corporation Limited is the most organized distribution
company in the country. Akij Group is country’s one of the leading business conglomerates.
Initially Akij Corporation Limited was known as Amin Enterprise and started its operation in
1992. In June 1997 Amin Enterprise was renamed as Aminuddin Enterprise Limited and in
2001 Aminuddin Enterprise Limited was again renamed as Akij Corporation Limited. Akij
Corporation Limited is responsible for the marketing and distribution of three industries of
Akij Group namely Dhaka Tobacco Industries, Akij Match Factory Limited and Akij Zarda
(chewing tobacco) Factory.

History of AKIJ Group

History of AKIJ Group stretches back to later part of the forties. In its infancy, the Group
started in humble way with jute trading which was known as the golden fiber of the country,
earning highest amount of foreign exchange.
AKIJ Group's ceaseless efforts with dynamic management and support from their numerous
clients have led their Group in diversifying its business activities. In the second phase, the
Group went into manufacturing handmade cigarettes popularly known as bidis. This sector
gave a real boost to the revenue earning of the Group as well as making a substantial
contribution to government exchequer. With the passage of time, the Group undertook new
ventures and presently there are 15 units of industries under its umbrella like cigarettes,
handmade cigarettes, printing & packaging, textiles, hand board, pharmaceutical, leather
processing and real-estate business are in operation, catering jobs for more than 32,000
people in various categories.
The Group has plans for setting up more projects. The projects are already in pipeline.
Foreign investors have shown keen interest in joining with us for joint ventures. The matter is
under our active consideration and will hopefully soon mature. This will also help the nation's
economy growth and will create job opportunities to various professionals.
AKIJ Group is also involved in socio-cultural activities. The Group has been operating a
sizeable orphanage free of charge in district town. The Group has also acquired a modern
mother & children hospital previously owned by Save the Children (UK). The hospital is
being operated as a non-profitable concern by Ad-Din Welfare Trust.

Contract address:

AKIJ Chamber
73, Dilkusha Commercial Area
Dhaka - 1000, Bangladesh
Phone: (+880-2)9563008-9, 7169017-8
Fax: (+880-2)9564519
e-mail: info@AKIJ.net

Mission and Vision of AKIJ Group of industries:

In this era of mass production, as it is very hard to stand out with one product, AKIJ Group
focuses on making the best in all sectors.
Any company’s vision is actually the dream to which the company always strives to reach
where it may become possible or not. AKIJ Group is not something different. Expanding the
business in the abroad and becoming one of the market leaders internationally are the visions
of Akij Group.
The mission of Akij Group is to be the market leader through their best effort, suitable and
competitive marketing strategy and the consumers support. Now they are in the position of
challenger and their vision focuses on those missions, goals and objectives which will make
them able to be the leader from the challenger to the leader in the market.
Goal
The company’s goal is to maximizing the market share in their every categorized business
including Akij Food & Baverage Ltd, Akij Cement Company Ltd, Dhaka Tobacco Industries,
Akij Textile Mills Ltd and Akij Particle Board Mills Ltd.
Objective
The objective of Akij Group is to provide the quality products and services in such a form
that the customers demand.
Strategy
The company always believes in pull strategy rather than push strategy. They first of all find
out the customers demand about how, when, where, and what type of product ad services
they want. Then according to that they provide their services at the right place and in the right
time.
Owners and Board of Directors:

Owner of AKIJ Group

Founder Chairman: Sheikh AKIJ Uddin

Current Chairman: Mr. Sk. Nasir Uddin

Board of Directors

Chairman:

Mr. Sk. Nasir Uddin

Managing Director:

Mr. Sk. Bashir Uddin

Corporate Director:

Sk. Jamil Uddin

Sk. Shamim Uddin

Sk. Jashim Uddin

Profile of AKIJ Group:

Enterprises under AKIJ Group

 Business Enterprises:
 AKIJ Bidi Factory Ltd.
 AKIJ Cement Company Ltd.
 AKIJ Computer Ltd.
 AKIJ Corporation Ltd.
 AKIJ Food & Beverage Ltd.
 AKIJ Institute of Technology.
 AKIJ Jute Mills Ltd.
 AKIJ Match Factory Ltd.
 AKIJ Online Ltd.
 AKIJ Particle & Hard Board Mills Ltd.
 AKIJ Pharmaceuticals Ltd.
 AKIJ Printing & Packaging Ltd.
 AKIJ Real Estate Ltd.
 AKIJ Textile Mills Ltd.
 AKIJ Zarda Factory Ltd.
 Ad-Din Hospital (Philanthropic).
 Dhaka Tobacco Industries (Cigarettes).
 Dhaka Tobacco Industries (Leaf).
 Navaron Printing and Packages Ltd.
 S.A.F Industries Ltd.
Product Profile

Product (MOJO)

It has been a long time that Akij Food & Beverage Ltd. has been established at a beautiful
site Krishnapura, Dhamrai of Dhaka. It has come with the best food & beverage in
Bangladesh. Among its beverages (Lemu, Speed & MOJO); MOJO is the most popular drink
among the young people as well as the children for its fantastic packaging, TVC and good
taste.

 MOJO was launched on 14th April, 2005 at Pohela Baishakh. Introduction of the

brand MOJO became very popular among its consumer because of the high quality
and intensive distribution in every nook and corner of the country. MOJO focuses on
mainly young people who like the enjoyment and fun. The word “MOJO” has come
from the word “Moja” (tasty). From the very beginning of its launching the company
has provided subsequent and continuous heavy advertisement through different mess
media. It has also given free samples to the target market. It also did an exclusive road
show and their exposing to the customers during the Trade Fair 2006 was very much
gorgeous. As a part of its success it can be mentioned here that during this recent year
the company earned 54 crore only selling the MOJO where 52% of total sale has been
made in Dhaka city. That means it has been very much popular in Dhaka city than any
other division. The ingredients that are used to make the MOJO are- Refined Sugar,
Carbon Dioxide, Natural Flavor, Caramel Color, Acidulate, Caffeine etc.

Nutrition facts per 100 ml are –

 Energy = 43 k cl.
 Fat = 0.00 gm
 Protein = 0.00 gm
 Carbohydrate = 10.5 gm
SWOT Analysis of MOJO

SWOT analysis involves the finding of a firm’s strength, weakness opportunities, and threats.
It helps to evaluate firm’s strategies to exploit its competitive advantages or defend against its
weakness. Strength and weakness involve identifying the firm’s internal abilities or lack
thereof. Opportunities and threat includes external situation such as competitive forces
discovery and development of new technologies, government regulations and domestic and
international economic trends. AFBL create a SWOT analysis for MOJO to know their
position in the market.

The SWOT analysis is given below:

1. Strength:
 Available distribution of 250 ml pet bottle.
 Competitive price.
 Good market share.
 Strong advertisement.
2. Weakness:
 Lack of branded fridge in market.
 Lack of branded fridge in market.
 Brand acceptability.
 Less number of product visibilities at outlets.

3. Opportunities:
 Tag with Hotel, restaurant, and cafeteria.
 Increase brand image and acceptability.
 Focus on higher SKU.
4. Threat:
 Retailer based activation by competitor.
 Increase RGB consumption.
 Coke offer 400 ml pet bottle at BDT 25.
 Brand acceptability.
 Threat of substitute product like isotonic water, sports drink, energy drinks,
and juice.
Marketing Mix Strategies (4P’s):
Product:
Akij Food and Beverage Ltd believe in providing optimum quality products to value its
customers. All the high-tech machineries and factory site is established to enhance the
capability to satisfy consumer needs in a profound quality processed manner. The product
MOJO cola has come with the following variations in the market

Product Category Brand Name Size

 250 ml pet bottle.

 250 ml CAN
Cola Mojo  500 ml pet bottle
 1000 ml or 1 liter pet bottle.
 2000 ml or 2 liter pet bottle

Table: Product size of MOJO

The product MOJO cola first came with the various product sizes in the market like 250 ml
bottle, 500 ml bottle, 1 liter, and 2 liter bottle. Although the company was launched with
various sizes and quantities, now it is focusing more on 250 ml bottle and it is massively
producing it. Thus, MOJO Cola has been made with a proper technology. So there is no
chance to occur fluctuation in taste. The cola drinks contain a very strong taste which can
compete with the market leader Coca- Cola as well as Pepsi. The following attributes helps a
product to added extra value:
I. Brand: Mojo has a good brand image in local market. Immediately after the
introduction of the brand it became very popular among its consumer because of the
high quality and intensive distribution in every nook and corner of the country.
II. Packaging: The packaging of the product is very attractive because of its color
combination which is majority red. AFBL is the first company to introduce full silver
bottle packaging and this makes its product more attractive than other competition
brands. The two most critical job of packaging are:
 Capture Attention: The colorful packaging catches the attention instantly.
 Convey Meaning: The colorful packaging convey the meaning that Mojo is a
youthful product.
III. Quality: AFBL brings quality in life. MOJO contain following qualities:

 Serviceability: The service system is efficient, competent, and convenient.

The consumers of MOJO deserve safe, refreshing and high-quality products,
and MOJO works hard to meet the highest standards of product safety and
quality. It is the goal to offer safe and refreshing beverages to all of the
consumers around the country.
 Performance: Already shows good performance in the local market.
Price:
The price of the product is very much affordable to the target market. The pricing policy of
Mojo has been done very carefully. Mojo has many competitors (e.g. Coca Cola, Pepsi) in the
market. The pricing of Mojo is discussed below:

Product Category Brand Name Size Price

250 ml pet bottle BDT. 18

250 ml CAN BDT. 30

Cola Mojo 500 ml pet bottle BDT. 30

1000 ml or 1 liter BDT. 50

pet bottle
2000 ml or 2 liter BDT. 85
pet bottle

Table: Pricing of MOJO

Compare to MOJO: Pepsi (500 ml @ BDT 30, 1000 ml @ BDT 60), and Coke (600 ml @
BDT 35, 2250 ml @ BDT 100) set high price to some extent. The wholesale rate for MOJO
250 ml (1 case= 24 pieces) is 315 taka. The wholesalers take TK. 0.5 - TK. 1.5 and retailers
take TK. 2.00 - TK. 2.5 as profit. So, Compared to the competitors‟ product, the price is
similar enough to encourage the target market to shift their brand towards MOJO.

Place:
Akij Food and Beverage Ltd considered having one of the best distribution channels around
the country. This profound distribution channel was specially been made to make the
beverage products available to the consumer in each and every part of Bangladesh. By
inheriting the advantage, AFBL is able to use the wide network distribution channel to
promote and provide its products in each and every niche across the country. The strongest
point of MOJO is their intensive distribution channel. They make this thing possible because
Akij Group of industries especially their beverage sector has a profound logistic and supply
chain management system. So they can easily go to door to door of their target consumers.
They believe that delivering products to consumer hands is not sufficient or convenient
enough that is why for near future betterment they are trying to develop their distribution
channel in such manner that they can easily make their potential customer in to actual
customer. And we must say that the dealer of a particular territory is really expert and the do
their job on the time. The graphical presentation of MOJO‟s distribution channel is shown
below:
 1.  Factory

2.  Warehouse

3.  Dealers point

4.  Retailer

Figure: Distribution Strategies

The production of MOJO from AFBL‟s factory is stored in the ware house. For Dhaka, the
ware house is at Panthapath (AFBL office). Then the distribution department at AFBL
allocates the products to the dealers around the country. After the products are delivered from
the warehouse to the distribution point, the distributing companies accordingly distribute
them among the retailers to be sold to the final consumer. Here, the distribution companies
are individual entities who are considered to be the business partner of AFBL. AFBL has
segmented the entire Bangladeshi market into 9 regions and 27 areas for its distribution
purpose. This region and area are shown in below:

Region Age
Dhaka South Dhaka-1, Dhaka-3, Zinzira, Narayanganj.
Dhaka North Dhaka-2, Dhaka-4, Gazipur, Narshingdi.
Mymensingh Mymensingh, Tangail.
Chittagong Chittagong-1, Chittagong-2, Chittagong-3
Comilla Comilla, Chandpur, Noakhali.
Sylhet Sylhet, Moulavibazar.
Jessor Jessore, Khulna, Kustia.
Barishal Barishal, Faridpur.
Bogra Bogra, Rajshahi, Rangpur, Dinajpur

In these regions, there are more than 800 distributing company who perform the distribution
of MOJO. All the companies are well trained and associated with the AFBL‟s products,
business policies and strategies

Promotion:
The MOJO Cola has been targeted for the young generation is designed for fun loving
young adults. To establish a product in market companies need to promote their product in
front of the target customer. Now a day advertisement has become the war field for the
marketers. MOJO cola is also trying to fight with their competitors in the field of
advertisement. Nevertheless, we all know that good advertisement is necessary to establish a
product. Catchy advertisement can ensure the success in the battlefield. After launching
MOJO cola trying to establish itself in the market and some of the cases they succeed.

 Radio Today & Radio Furti,

 Television
 Newspaper
 poster, shop signs & Billboards,
 Street/road Show & Concerts - all are used
for
 promotion of MOJO,
 Sponsorship of different special event such as
reunion,
 Free sampling of MOJO has been done in
many Universities as operant conditioning to
motivate the people to make the second purchase.
 MOJO has also gone for an innovative idea during this Cricket World Cup Cricket.
They have also made the world’s largest cricket bat (70 feet), which has created a big
attraction of the target customers.

Promotional Activities:

 MOJO Pitha Utsob.

 MOJO Pohela Baishakh
 MOJO Ticket is on.
 MOJO Intra University Football.
 MOJO Utvot Offer.
 MOJO Humbaa in on.
 MOJO Ontor is on (Thematic campaign).
 MOJO NotunJama Offer.
 MOJO Car TumiKar.
 MOJO FM Dosti.
 Ontorer Daak
 My life, My Mojo (Thematic campaign)
 Most familiar Campaign Percentage
120%
100%
100%
80%
60%
40% 35%
19% 20% 18%
20% 5% 1% 3%
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Most familiar Campaign Percentage

Segment
ation, Target, Positioning, Differentiation Strategy
Segmentation Strategies:
At present, market is not a single homogenous group. Mass markets are breaking up into
dozens of mini markets each with its own special needs. Market segmentation is a technique
based on the recognition that every market consists of potential buyers with different needs
and different buying behavior. Akij food and beverage has segmented according to the
homogenous segmentation where the consumer represents the same type of demographical,
psycho graphical, cultural and social factors. Their attitude, status, and lifestyle focuses on
same perspective. According to the following factors the segmentation of MOJO has been
done-
 Age: Primary target of MOJO is only the young generation where the age may vary
from 15-30. But it is not limited within this age. It has also spread out among the
children noticeably as well as the people below 40 years.
 Gender: Both young boys and girls are the target market for the MOJO. It is not
specially made for any particular gender what actually happens for any type of cola
drink.
 Occupation: Occupation is not clearly defined for the target market of MOJO;
however where the age varies within the young generation as well as children so it
can easily be understood that most of them will be whether student or doing any job
or business.
 Income: Actually MOJO has emphasized on the lifestyle and behavior of consumers
more rather than the income. They think that it is really affordable to buy a MOJO
(especially 250 ml) for their target market where their income is minimum 5000 and
for the students it may be less than that.
 Lifestyle: The targeted market of MOJO is basically young generation who like
gossiping, chatting, hanging with friends, making fun, watching movies, listening
music etc. MOJO has also focused on their customer’s lifestyle in product, advertising
and packaging.
 Location: Almost all the places of urban and rural area are under the MOJO‟s
distribution. Especially in each and every part of the Dhaka, Chittagong, and Comilla
MOJO is available. The company has emphasized on Dhaka where only more than
half of total sales (58%) comes from Dhaka.
  Social Cass: MOJO is targeted for the upper part of the lower class, middle class,
upper middle class, and lower part of the upper class of the society.

Geography
Continent Asia
Country Bangladesh
City Dhaka
Size/Population Approximately 16 Crore
Demography
Gender Male and Female
Age Basically 15 to 30, Below 40
Income Minimum 5000
Occupation Students, Businessman, Professional.
Psychographic
Social class Middle class, Upper middle class
Behavioral
Occasions During Ramadan, In times of result published
User Status Potential users, Regular users
Benefits Better service & quality
Attitude toward product Positive

Table: Segmentation of MOJO

Targeting Strategies:
Age is the major determinants in targeting the consumers. MOJO reflects the Bangladeshi
culture and it represents youth. MOJO is most preferred in the age group among 15-30.
Evaluating the resources, MOJO target Dhaka city followed by Chittagong, Sylhet and other
cities. By targeting middle class and upper middle class people, MOJO capture a huge
market. MOJO is a low involvement product and it is good enough to consume by middle
class and upper middle class people.
Positioning Strategies:
“MOJO” is using position defense strategy as it builds superior brand power and making the
brand almost impregnable. MOJO offers highly differentiated product from others and
achieving a distinctive place in consumer mind.
Differentiation
 Channel differentiation:
The delivery service is very convenient and almost available in every store. They have
vast distribution coverage throughout our city and the brand is itself so well known
that automatically stays in the minds of customers. The product mainly aims at
providing the best purest juice at an affordable price in its nearest destinations that has
proved to be successfully true.
 Image differentiation:
The extensive advertisement of MOJO creates more awareness for the consumers and
in this way grabs a wide range of customers around the country. Each advertisement
 uses different appeal that creates a brand image and hence loyal customers are
created. It has been a successful product that has a high demand in the market and
acquires huge market share.
 Winning value proposition of Mojo: A Value Proposition is the sum of the net benefits
that your customer receives upon purchasing your product or service at a given price. Your
customer is constantly measuring it against your competitors’ offerings. This stage we have
selected Mojo for describing winning value proposition. From our perspective Mojo gives two
winning value propositions-                                   
 The same for less: Offering “the same for less” can be a powerful value
proposition. At this stage mojo gives the same benefit to its competitor brands.
A 250ml pet bottle of mojo is 15 taka but it’s one of the first competitor
PEPSI’s 250ml pet bottle is 18 taka also a 500ml pet bottle of mojo is 25 taka
and PEPSI 500ml pet bottle is 30 taka. So mojo gives same benefit at fewer
prices.
 The less for much less: Few people can afford the very best product for their
needs. So accept this people “the less for much less” is important. We have
already discussed that mojo gives the lowest price compare to other brands
and it’s benefit and quality as not as good like Coca-Cola and PEPSI.
Therefore mojo gives the less for much less.
Branding and Promotional Strategies with applied illustration
Brand Equity of MOJO:
When people speak of “brand equity” they mean the public’s valuation of a brand. It acts
as a framework for understanding the power of consumer’s emotions in relationship to
company’s positioning.
MOJO’s brand equity reflects the marketing effect to distinguish product from others as a
value proposition. It tries to align what it says about the brand in advertising with what it
actually delivers. Though it came to the market in 2006 but as a local brand it got
familiar in 2008. From then to now approx. 13 years, it continuously communicates with
the customer to recall and hold the brand image. During that span of time RC cola also
tried to capture the same market share but MOJO for its brand equity generates more
money by making it memorable, easily recognizable and superior in quality and
reliability.
Brand Awareness: The brand MOJO was 1st introduced to its target audience through
the frequent advertisement “Asmane Pakha Melo-Antore Antore”.With the sound of
that theme song the youth could get easily exhilarated and distinguish the brand MOJO.
Recognition: Most of the people at young age in Bangladesh now easily relate strong
association with MOJO and customers become familiar with the brand and recognize it
in a store or elsewhere.
Recall: Every year MOJO increases the familiarity of the brand through repeated
exposure. MOJO generally assesses the recall percentage by asking their customer to
mention some competitive carbonated soft drinks to know which brand comes first as
Top of Mind Awareness (TOMA).
Preference: When a consumer has a good experience with MOJO, it becomes the
preferred choice. MOJO 250ml is highly preferred for young generation. From the
competitor analysis of internal source, we came to know that MOJO is now ranked as 3 rd
in cola category.
Loyalty: After a series of good brand experiences, users not only recommend it to
others, it becomes the only one they will buy and use in that category. Some retailers
prefer MOJO as it gives free product rather than Pepsi or Coca-Cola. Some customers
also relate their emotion n for a local brand with culture and heritage.

Promotional Strategies:
MOJO started campaign of their cola drink through fun and entertaining communications.
“ONTORE ONTORE” was the first tagline of MOJO. Now the tagline is “My life my mojo”.
It grabs its market share within a few years. It also created a lot of attention among people.
Coke is the market leader of cola industry in Bangladesh. When you are competing with a
market leader, you should have a very strong promotional strategy. You also need to focus on
your budget and try to increase your brand equity. The promotional strategy of MOJO in
shown below:
Advertising: AFBL has done their researches before advertising. For example: Sampling
Test, Product development, Focused group discussion. They also use task objective method
for determining advertising budget such as they determine advertising budget to reach the
specific goals they have outlined for the advertising campaign. As already MOJO create a
positive brand image in youths mind so their advertising campaign strategies call for heavy
spending upfront in order to win long-term customers. For any kind of advertising issue
Adcomm Ltd.; Grey and Addon (Agency) works with AFBL. For any promotional campaign
of MOJO, AFBL generally use three types of advertisement tools.

I. Newspaper Advertisement: MOJO uses different newspaper of Bangladesh to

promote any kind of promotional campaign or activities.
II. Billboard Advertisement: To reach their consumers
they use billboard in different roads of Bangladesh.
 III. Electronic media Advertisement: MOJO uses different Bangladeshi television
channels like Ntv, Rtv, Banglavision, Baishakhi TV, Channel I etc. to promote their
campaign. In 2015, MOJO cola gave a
funny ad (Bamboo is on) in almost every
Bangladeshi channel and the purpose
was Bangladesh VS India One day
cricket 2015 Series. As MOJO’s target
customer is young aged people, so they
have running a program named MOJO
FM DOSTI at DHAKA FM 90.4. This is
a popular program and MOJO grab the
attention of young generation in an easy
way.

IV. Direct marketing: As it is the era of internet, Mojo manages gave special importance
to promote the campaign through their Facebook page (@mojomasti), YouTube, and
their official website.
V. Sponsor of the shop: They became the sponsor of the by making the shop sign. They
covered many shops, which helps them to expose their self. The colorful shop sign is
the most important thing, which helps them to make them expose.

VI. Sales promotion: Different companies use different method to promote their product.
Mojo make sales promotion by different types of sampling and point of purchase
display to promote their product. For example: To promote “MOJO UTVOT OFFER”
campaign, Mojo visit all the main roads across Bangladesh with 3 camels for sales
promotion. Also MOJO successfully launched different project based marketing
promotions. For example the campaigns like MOJO: Eider Chand Offer, Bucher offer,
Big Bat Wish etc. Made a great and positive impression on public for MOJO. Local
customers welcomed these types of innovative marketing ideas.
VII. Road Shows: When they first came in the
market, they arranged road shows in some
prestigious universities in Bangladesh. Frequent
road shows can be effective for them. During
world cup football and cricket they arranged
world cup mania.

VIII. Social Awareness Campaign: MOJO along with DMP Dhaka Metropolitan
Police token initiative to create road side awareness by giving message at zebra
crossing, foot over bridge to the passer-by.
IX. Consumer Promotion:
 MOJO Ticket is on offered per hour 10 tickets of plane, AC bus, and
launch at Ramadan through Unicode message.
  MOJO Notun Jama Offer to 100 people was run through SMS sending.

+
 MOJO Car Tumi Kar offered gift package on every 500 ml, 1 liter, 2-
literMOJO pet bottle and an attractive car to the lucky bottle cap holder.

Competitive Analysis:

MOJO:
Mojo is competing with two international brands Coca-Cola and Pepsi and with few local
brands RC Cola, Pran Maxx Cola, Virgin, Uro Cola and Color Cola. Let’s consider its
two-giant competitor.
COCA COLA:
Cola-Cola is advanced in liter pack and enjoying urban premium segment of consumers
due to its long heritage and brand image. Introducing 250 ml pack against MOJO was the
biggest threat for MOJO to compete with as there is huge refrigerator placement,
consumer promotion, shop branding, and sticker posting at CNG etc.
PEPSI:
Pepsi is trying to grow and taking strategy to compete with Coca-Cola. It also introduced
PACK (250 ml) against MOJO 250 ml with aggressive pricing strategy Tk. 16. It too
invests in extensive promotion like refrigerator placement, hop branding, sales promotion
etc.
 250 ml contribution
35% 33%
31% 31%
30%

25%

20%

15%

10%

5%
1% 2% 2%
0%
Mojo Coke Pepsi Uro Cola Rc- Cola Mac Cola

Figure: 250 ml contribution

Overall Competitive view:

MOJO COCA COLA PEPSI MAX COLA

Brand Antor is on Taste the Feeling Live for Now Masti Sarabela
Positioning
Communication Follow the trend, Follow the brand Follow the brand Follow the brand
Objectives fusion own style reputation reputation promise

Communication Cultural occasion Sports & Promotes occasion Promotes occasion

agenda occasional
communication
Engagement High Moderate Moderate Average
Page like 381596 107866355 204769 937417
70%
Total Market Share
60%

50%

40%

30%

20%

10%

0%
Mojo Coke Pepsi Rc- Cola

Source: Research and Development Dept. of AFBL

PROBLEMS & SUGGESTIONS (MOJO)
Problems:
From my viewpoint; based on the survey analysis, the following drawbacks were found:
1. MOJO is low on status
2. It is relatively walking behind in the case of quality
3. Insufficient & unorganized communication of the brand itself
4. From the survey we come across that in spite of huge investment in Promotional
campaign the brand equity of MOJO is downward relative to Pepsi and Coca cola
which is a great threat for the brand MOJO. Following reasons can be portrayed
as an identification of the problem.
5. Competitor’s introducing 250 ml cola drink like MOJO made it easy for customer
to switch the brand.
6. On customers demand, MOJO is recently more improved in terms of taste and quality.
But it’s lagged behind the Coca cola and Pepsi for the strong association with the old
brand and not going for purchase MOJO again.
7. Like other competitors MOJO does not provide as much refrigerator or ice cooler
in retail shop which causes less of control on product availability.
8. As AFBL needs to invest in other beverage product like clemon, speed, frutika it
cannot invest more money in MOJO.
9. The service offering Aladin for delivery of beverage product is not well known to
the customer.

Suggestions:
1. People are now health conscious so MOJO must have to increase the quality of their
product.
2. MOJO must have to provide as much refrigerator or ice cooler in retail shop which
will be causes more of control on product availability.
3. AFBL needs to invest more money in MOJO.
4. Promotional tools:
 Billboards: MOJO cola must concentrate on billboard advertising, for this at first they
have to increase the number of billboards around the country. They have to create
billboards with catchy look so that it can grab the attention of the target aspect. They
must make colorful and relevant billboards so that people can find out what they want
to tell them. At last, they have to place the billboards in the right place so that target
aspect can have their full concentrate in it.
 Paper Ads: The number of paper ads should have to be increased. Otherwise, they
cannot make mass people aware about their product. It should also contain high
imagery, relevant with product MOJO cola.
 TVCs: The frequencies of the TV ads have to be increased. People who watch TV
regularly are seeking for innovative things made by the marketers. They pretty much
bored with the traditional ads. So if MOJO cola bring new thing with their ads them it
will be a turning point for their sale. People will get more interest in their product and
as a result, they can be the loyal customer of this product. So TV ads should be
brought with a new format, with more new things so that it can catch the target aspect
with the new ones.
 Sponsorship: Till now MOJO cola make sponsorship of few events like concerts,
nabanno utsav, bangla noboborsho etc. they should include cyber café, canteens of
university, fast food shop and other places where people goes frequently. By doing so
they can be with the target audience and we will find more aware people.
 Sales Promotion: They should in for massive sales promotion to attract people from
other drinks.
 Road Shows: When they first came in the market, they arranged road shows in some
prestigious universities in Bangladesh. Frequent road shows can be effective for them.
During world cup football and cricket they arranged world cup mania, and if they do
so once or twice in a year that will be more helpful for them in the future.
 Retailer Store Ads: They should supply their own refrigerators to the retailers, so
that the drinks can always be kept cool. The supply of drinks should meet up the
demands. If they supply less then people will fail to purchase MOJO cola whenever
they intend to buy them. Therefore, in this field they need to bring their concentration.
 CONCLUSION

People prefer MOJO’s pricing but it has to improve its image in status and quality issues.
Unfortunately, MOJO is lagging behind due
to inadequate communication of its brand
elements like slogan, name’s meaning etc. It
has also failed to communicate its own
positioning to the target consumers.
However, still now MOJO has the chance to
recover its own position because about 70% of
the target customers (according to the survey
result) are potential and have not constructed
their belief structure for MOJO. For some
particular aspects of consumer behavior such
as perception, attitude, self-orientation and
life style etc, those recommended strategies provided with the report will be supportive to
recover those issues successfully if MOJO can apply those suggestive marketing tools.