marketing plan of mojo

EXECUTIVE SUMMERY

This report attempts to study the consumers’ behavior for a particular cola brand, MOJO. It is brand of Akij Food and Beverage Ltd., a sister concern of prominent group of companies of Bangladesh, Akij Group. In the year 2007 MOJO was the market challenger in Bangladeshi cola market with a sales of about 52 crores BDT. The brand was launched in 14th April, 2005 targeting the youth of Bangladesh who like the Bangladeshi trends. All those years MOJO is doing satisfactory in the market place and competing well with RC Cola). People prefer MOJO’s pricing but it has to improve its image in status and quality issues. However, still now MOJO has the chance to recover its own position because 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, this report has found out some drawbacks and recommended some affective strategies to recover those issues successfully.

1.0 INTRODUCTION 1.1 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

A REPORT ON CONSUMER BEHAVIOR ON

instructor gave us the topic “MOJO Cola” on which we have conducted our total term paper.

1.2 ObjectivesThe 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.

1.3 ScopeThe 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, learning, memory and lifestyle and their behavior about MOJO Cola.

1.4 Methodology

Nature of studyThis term paper is an exploratory type of study.

Primary SourcesThis 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 MethodConvenient sampling where especially students and friends have

participated

Information Collection InstrumentStructured questionnaires including demographic factors, consumer’s

belief, attitude and behavioral factors for the respondentsSample Size100 samples have been taken to do the survey.

Secondary SourcesThrough visiting the website, collecting brochure and information from their

office the secondary data have been collected. In this term paper 100 consumers were interviewed for this purpose.

Analysis TechniqueStatistical techniques (SPSS) were used to analyze the collected

information.

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Presentation of InformationWe have used graphs including pie chart,

bar diagram to present the information.

Preparation and Submission of ReportThis report has been prepared and

submitted to the honorable instructor Mrs. Kohinoor Biswas under whom we have done this term paper.

1.5 LimitationThere are some limitations that we faced

while doing this term paper is:

1. Only 100 interviewees have been taken into consideration while preparing the report which is not a good sample to provide any strategy.

2. Most of the interviewees are from different private universities.

3. Lack of in-depth understanding of certain terms and concepts to the interviewed people.

4. Inadequate knowledge of interviewed people about the product MOJO Cola.

5. Age variation is very low as respondents are most of young people.

2.0 COMPANY PROFILE

Mission, Vision, Goal and Objective

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VisionAny company’s vision is actually the dream

to which the company always strives to reach where it may become possible or not. Here it is also not apart for Akij Group. Expanding the business in the abroad fully and becoming one of the market leaders internationally- this company thinks in this way as a part of their vision.

MissionThe mission of Akij Group is to be the

market leader by 2009 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.

GoalThe 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.

ObjectiveThe objective of Akij Group is to provide

the quality products and services in such a form that the customers demand.

StrategyThe 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.

2.2 Akij GroupHistory 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 our numerous clients have led our 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,

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leather processing and real-estate business are in operation, catering jobs for more that 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.

AKIJ GROUP

Akij Jute Mills Ltd.

Akij Match Factory Ltd.

Akij Food & Baverage Ltd.

Akij Cement Company Ltd.

Dhaka Tobacco Industries

Akij Textile Mills Ltd.

Akij Particle Board Mills Ltd.

Akij Printing & Packaging Ltd

Akij Corporation Limited.

Composition of Akij Group of Companies Ltd.

2.3 Akij Jute Mills Ltd.AKIJ JUTE MILLS LTD. a unit of Akij Group is a 100% export oriented Jute

yarn Industry catering to the need to carpet manufacturers and other end users of jute yarn all over the world. Apart from being a member of a leading industrial group of Bangladesh, the mill is run by a team of qualified and highly experienced professionals whose principle objective is customer satisfaction. In respect of production the mill is one of the largest in Bangladesh producing about 20,000 Metric Tons of Jute yarn annually. The mill is creating jobs to over 3,000 people most of them are destitute females of the locality.

Their Specialty1. Hydrocarbon free/Vegetable oil treated Jute yarn on demand. 2. We use the world's finest hard district Jute in our batch. 3. We maintain strict shipment schedule. 4. We do not compromise when it comes to quality and we may most humbly claim that we are the cleanest Jute mill in the world.

For more information visit http://www.akijjute.com/

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2.4 Akij Match Factory Ltd.Akij Match Factory Ltd. has been

established in the year 1992 at a beautiful site near Muktarpur Ghat on the bank of river Sitalakshaya. It is a fully automatic match factory which produces 100% Carborized high quality safety matches. Dolphin is the brand name of the matches produced from this factory. 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. Most of the raw material comes from various parts of Bangladesh by river. The river Shityalakhkha flows next to the factory and facilitates transportation greatly. Some of the wood used to make match sticks comes from Pakistan.

A cutter with a circular saw cuts the logs into 15” portions. The bark is taken off the portions and these are then put through the peeling machine which peels layers of wood off the log. These layers are chopped into the rough shape and size of match sticks. As these sticks are usually quite moist, they are dried. Carburization and treatment with other chemicals such as Boric acid occurs at this point. This is to ensure that the match sticks don’t break when ignited and that their quality is preserved even in highly humid conditions. The chemically treated sticks are polished in two stages to give them uniform proportions.

The quality is very strictly controlled. At every stage, non standard products (wood layers or sticks) are rejected. However, these are not wasted. The sticks, wood layers and any other scrap wood goes to be recycled in AKIJ Particle and Hardboard Mills. The faults in the rejected matches are dealt with and these are packed manually.

The bulk of the matches are packed by rotary packers and these go directly to the market

2.5 Akij Food & Baverage Ltd.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. There are various types of drink. MOJO is the brand name of cola, Lemu is the brand name of Lemon and Speed is the brand name of energy drink. 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.

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Checky Monkey is the brand name of banana chips produced from this factory. It also is becoming popular chips in Bangladesh. Most of our Raw materials come from various foreign countries. The quality is very strictly controlled. At every stage, non standard products are rejected.

2.6 Akij Cement Company Ltd.AKIJ Cement has established a foot hole in the cement market.

Encouraged by consumers’ response and confidence AKIJ Cement is in the process of expanding its capacity by many folds. Once completed however, this factory will be quite incomparable. From unloading the raw materials at the jetty to loading the finished product onto boats, all the stages are to be automated and computer controlled.

Two fix swing cranes will unload the clinker and gypsum and put them on a belt conveyer to be put into storage. These are then loaded into the ‘bins’ and measured by two belt scales before entry to the ball mill grinder. This allows the ratio of clinker and gypsum to be controlled. From there the ground cement goes to the vortex separators by the means of a bucket elevator and chain conveyer. The vortex separator separates coarse and fine cement by using high pressure. The fine cement is the finished product whereas the coarse cement needs to be ground again. The fine cement is stored in silos and intricately controlled conditions. This cement goes to the packing machine by a screw conveyer and from there to the jetty by a belt conveyer.

The factory is equipped with air filters in order to minimize pollution and recycle any cement that is suspended in the air. The entire production process is computer controlled and there are sensors to monitor various factors at regular intervals. The level of automation reduces dependence on staff and risk of human error. The software controlling the machines allows engineers to view progress on a computer stimulated model of the factory. It also reports problems and permits fine control of every stage.

The laboratory is not only involved in quality control but also on improving the cement to being the best brand available. As well as equipment to determine chemical properties of the product, there is apparatus to measure physical factors both before and after the cement has set.

2.7 Dhaka Tobacco IndustriesDhaka Tobacco Industries came to the fold of Akij Group in late seventies

when Government has decided to disinvest and hand over the Factory to private sector from the nationalized sector. The Factory is located at Morkun near Tongi and lot of investment into MEN & Machineries has turned the Factory in to a Modern cigarette producing unit. It employs about 1,200 people who works in a congenial atmosphere to deliver right quality to satisfy the million of Smokers’ taste and needs.

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Currently, Dhaka Tobacco industries produce eight brands of cigarettes. These are Navy, Legend White, Five Star, Red & White, K2, Surma and Diamond. Approximately one billion cigarettes are produced per month by the company’s factory in Tongi, Gazipur.One hundred million of the Navy brand are exported quality and are sold in Dubai, London. In storage, the tobacco is kept in air-conditioned and moisture controlled rooms where its perfection can be maintained for up to two years.

The bales of processed tobacco are sliced in uniform sizes and ground. This is stored in the blending silos in specific ratios. The tobacco (lamina) is moistened, cut and dried. Some of the excess stem produced in National Leaf is also used. It is fed into a conditioner using auto feed. Then, it is cooled and stored in silos to be processed further when necessary. A stem roller is used to flatten the stem so that it is ready to be cut first by the cutter and then by a millicutter. It is moistened using steam in low pressure and dried to attain the desired level of humidity. At this point the lamina and stem come together in the mixing cylinder where chemicals are added. There are different silos for each blend and the cut tobacco is stored in these. Four Rotary feeders are involved in transporting this to the secondary manufacturing department.

A Molin’s Plug making machine makes filters. The filter making machine is capable of making plugs of different length and dia. There are cigarette making machines of various brands and speeds. Recently, the company has invested in Molmac Mark 9 machines. They are equipped with a system to remove ferrous material and stems from the tobacco supplied to the machine. In addition, there is an automatic system of weight and density control to maintain uniformity. Focke Hinge Lid Packers are used for packing cigarettes.

Quality Test Module is used to test the circumference of cigarettes and filters using a laser mike head, the total ventilation with closed

ventilation zone and the pressure drop in cigarettes is a completely encapsulated condition. The percentage of moisture, nicotine and sugar in various blends is found using the Infralab TM Gauge. A Tobacco Oven determines the total oven volatile content of tobacco and stems. There are a variety of other installations to measure both physical and chemical properties, with the most impressive being a latest smoking machine.

The machines run around the clock except on Friday when most of the maintenance work is done. The well disciplined environment and efficiency of this factory has caused man multinational companies to offer us deal to manufacture their product in order to supply the subcontinent.

2.8 Akij Textile Mills Ltd.

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Akij Textile Mills Limited (ATML) is a sister concern of Akij Group. Since 1998 Akij Textile has been operating its business by supplying excellent quality Yarn primarily in the export market. The yarns produced by ATML are sold to the export oriented knit & woven garments industry. ATML’s production capacity is around 50 tons per day - 25 tons combed & carded from Ring Spinning, 20 tons from Schlafhorst Autocoro & 5 tons from BD Rotors. The mill can produce all yarn counts from Ne 6/1 to Ne 100/1. The counts mostly being produced are Ne 20/1 to Ne 40/1 combed & carded 100% cotton yarn from Ring Spinning, Ne 6/1 to Ne 26/1 from Schlafhorst Autocoro machine and Ne 7/1 to Ne 16/1 from BD Rotors. The blow rooms are equipped with Vision Shields - foreign fiber (contamination) detectors. From the process of bale breaking to the packaging of yarn, everything is done with automation & state -of - the -art- technology.

Quality is of utmost significance and is therefore very carefully controlled. Beside other routine equipment to measure various properties of the cotton, sliver and yarn, the lab is equipped with a H.V.1 spectrum. It is used to check the suitability of the cotton from each bale and according to the results, the bale would either be accepted or rejected. The software in the machine is able to select the bales which do not meet the set standards and compile a list of them automatically. The Uster T4 is used to test sliver, roving and yarn. It measures thickness variation per kilometer. Frequent samples are taken and tested meticulously. The level of computerization of the machines on the factory floor also means that their performance can be monitored from the lab.

For more information visit http://www.akijtextile.com/

2.9 Akij Particle Board Mills LtdAkij Particle & Hard Board Mills Ltd. has come with the best particle board

in Bangladesh. It started business in the year 2001 & already she has created a place in the market for improved quality. The factory is situated at Torraghat in Manikgonj District on the bank of the river Kaliganga.

Akij Particle Board is a Timber substitute three-layer board made of wood chips. The objective is to produce and supply international standard Particle board to meet the demand of Architect, Interior Designers & Furniture Manufacturers in the country. With the guidance of Honorable M.D. Sheikh Akij Uddin, Akij Particle & Hard Board Mills Ltd. will maintain quality and better service to satisfy her valued customers and users.

Due to the high levels of humidity in Bangladesh, wood is not a long lasting building material unless it is of the best quality and is excellently treated. However, good quality wood is very expensive and often acquired through the illegal eradication of forests which has led to

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many species becoming scarce. The rate at which objects made of wood need to be replaced is greater than the rate at which most trees grow. Particle boards are longer lasting, less expensive and greener alternative of wood. A lot of the scrap wood produced by various factories in the group is recycled to be particle boards.

The wood is put into the Kolckaner drum chipper to be made into small pieces and then into the Maier flaker. By this time, the wood is reduced to very small chips. A hammer-mill is used to crush these chips and then pair of coupled driers dry them. A refiner is used to make the chips even finer and a screener separates the various sizes of chips. Coarse and fine chips are put into separate silos. These are separately weighed by two batch-weighers and put into the glue blender where they are mixed with glue, paraffin wax and hardener. Each is blended separately and the fine and coarse chips receive different amounts of the chemicals. These blended chips then go to the former and come out of its three outlets. The first and third one is for the fine chips and the second for coarse chips. As a result a three layered, reinforced particle board is produced with fine particles on the external layers and a layer of coarse chips inside. There is an online moisture meter in the forming machine. An automatic weighing scale is involved in the quality control of the boards which are 4feet x 12feet.The thickness currently in production are 19mm and 12 mm. From the forming machine, the boards go to the Diffenbachger autopress and then to edge trimming, sanding and master sanding. Some of the boards are also veneered with woods such as teak.

2.10 Akij Printing & Packaging Ltd.APPL is one of the biggest printing &

packages in Bangladesh. The most modern and sophisticated technology of APPL have ensured our high quality printing and packaging including the best quality wide format digital printing system in Bangladesh. Situated in Tongi and Navaran, two factories provide almost all the packaging required by the group. Besides this, they also provide packaging for other companies. The

paper needs to be slit and trimmed before printing. Goebel Optima 2000 are multiple slitters; they are able to work with paper, board and film.

There are various types of printing machines. The Heidelberg Speed master CD102 does four colors offset printing. It is capable of printing 45,000 impressions per shift. There is a Gravure 7 color printing machine capable of printing 150 m per minute. Some of the ‘stations’ may be shut off to enable images of smaller numbers of color to be printed with this machine.

The printed media are then cut to the appropriate sizes by easily programmable machines. These then go through the folding and gluing process. There are wet and dry laminating machines for waterproof packaging. These factories are engaged in advertising and not only

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printing posters. A state of the art new printing machine is able to print front-lit, back-lit and other types of signs on a variety of media.

2.11 Akij Corporation LimitedA 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.

Dhaka Tobacco Industries:Dhaka Tobacco Industries came to the fold of Akij Group in late seventies

when Government decided to disinvest and hand over the Factory to private sector from the nationalised sector. The Factory is located at Morkun near Tongi and lot of investment on MEN & Machineries has turned the Factory into a Modern cigarette producing unit. It employs nearly 1,200 people who work in a congenial atmosphere to deliver right quality to satisfy the million of smokers’ taste and needs. DTI is trying its best to deliver “Zero Defects” product.

Dhaka Tobacco Industries has been contributing considerable amount of revenue to the government exchequer and also providing employment since its inception. In the financial year 2005-2006, the Company contributed Tk. 1002.58 crore to the government exchequer as duty and VAT. During the current financial year (2006-2007) DTI’s contribution to the government exchequer will be to the tune of Tk. 1050.00 crore.

Products of Dhaka Tobacco Industries:

High Segment:a) Castle Full Flavor b) Castle Lights Presently DTI enjoys more than 10% market share in this segment.

Medium Segment: a) NavyPresently DTI are contributing 48% market share in this segment.

Lower Medium Segment:a) Sheikh White b) Real Presently DTI are enjoying more than 80% market share in this segment.

Low Segment:

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a) Five Star b) K-2 c) Surma & d) Red & White DTI’s market share in this segment is about 50%.

Akij Match Factory LimitedAkij Match Factory Ltd. was established in the year 1992 as a state of art

factory at a beautiful site near Muktarpur Ghat on the bank of river Sitalakshaya. It is a fully automatic match factory which produces 100% carborised high quality safety matches. Dolphin is the brand name of the matches produced from this factory. Immediately after the introduction of the brand it became very popular among its consumer because of the high quality and intensive distribution network in every nook and corner of the country. Most of the raw material comes from various parts of Bangladesh by river. The river Shityalakhkha flows next to the factory and facilitates transportation greatly. Presently AMFL enjoys more than 60% market share.

Akij Zarda (Chewing Tobacco) Factory LimitedAkij Zarda Factory Ltd. is producing 4 different types of Zarda to full fill the

needs of different consumers in diversified taste. Different types of Zarda produced by AZFL are as follows: 1) Special Patti (99): Pack Size - a) 50gm b) 25gm c) 12.5gm, 2) Golden Patti (Surovi) (55): Pack Size - a) 50gm b) 25gm c) 12.5gm, 3) Akiz Zorda (Beli) (44): Pack Size - a) 50gm b) 25gm c) 12.5gm and 4) Vhiza Patti (33): Pack Size - a) 25gm b) 10gm.

Government Award for ExportFor outstanding performance in export, the company achieved “The

National Export Trophy-2001 (Gold)” for Navy Special Filter Cigarette export and “The National Export Trophy (Silver)” for hand made cigarette (popularly known as bidi) export as well as a pioneer employment provider with employment strength of 60,000 staff and officer in different categories.

MarketingGovernment ban on tobacco and anti tobacco campaign has induced our

marketing team to become innovative in their marketing strategies. Marketing operations at Akij Corporation Ltd. includes a range of activities like Brand Management, Trade Marketing and Distribution and Marketing Research.

Human ResourceThe Human Resource department is responsible for developing and

sustaining a workforce for Akij Corporation Ltd. There is separate HRD wing for ACL for running day to day administrative work of Marketing Department.

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Contact Akij Group of Companies

Akij Chamber73, Dilkusha Commercial Area Dhaka - 1000, BangladeshPhone :( +880-2)9563008-9, 7169017-8 Fax :( +880-2)9564519 e-mail:[email protected]

PRODUCT PROFILE

Product: MOJO Cola

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.

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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.

ManufacturingAs a member of the Akij Food & Beverage,

MOJO is manufactured in the factory which is situated in Krishnapura, Dhamrai, Dhaka, Bangladesh.

PackagingThe beautiful and colorful packaging of

MOJO attracts the customer. It consists of red, white, black, blue, yellow, and green and so on. It includes some everyday aspects of our day-to-day life such as rickshaw, truck are plying on the road, building, football, cricket ball, cell phone, antenna, electric wear, a boy with a guitar. The size of bottle (specially the 250 ml) and can is handy which the customers like most. The packaging also includes the ingredients of MOJO. The word MOJO has been written in both English and Arabic.

Pay off lineThe pay off line for MOJO is “It’s inside u”.

IngredientsThe ingredients that are used to make the MOJO are-

1. Refined Sugar, 2. Carbon Dioxide, 3. Natural Flavor, 4. Caramel Color, 5. Acidulate, 6. Caffeine etc.

NutritionNutrition facts per 100 ml are-

Energy = 43 k cl. Fat = 0.00 gm

Protein = 0.00 gm Carbohydrate = 10.5 gm

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SEGMENTATION & TARGET MARKET

Akij group has segmented according to the homogenous segmentation where the consumers represent 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-

AgeMOJO’s primary target was only the young

generation where the age may vary from 16-27. But it is not limited within this age. It has also spread out among the children noticeably as well as the people above 27 years.

GenderBoth 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.

OccupationOccupation 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.

IncomeActually 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.

LocationAlmost all the places of urban and rural

area are under the MOJO’s distribution. Especially in each and every part of the Dhaka

and Chittagong city MOJO is available. The company has emphasized on Dhaka where more than half of total sales (52%) comes from only Dhaka.

Social ClassMOJO 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.

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LifestyleThe 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.

PersonalityThe customers of the MOJO are mostly action oriented people which

include especially the experiencers. It also focuses the personality of the status oriented people including achievers and strivers.

MARKETING MIX: 4P’S OF MOJO

ProductThe product MOJO cola has come with the following variations in the

market-· 250 ml bottle · 500 ml bottle · 1000 ml or 1 liter bottle · 150 ml can

The 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 and RC cola.

PriceThe three different sizes of MOJO cola have been priced differently.

· 250 ml bottle = 15 Tk. · 500 ml bottle = 25 Tk

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1 liter bottle = 40 Tk. 2 liter bottle =70 Tk

· 150 ml can = 15 Tk.

Here wholesalers take 0.5 -1.5 tk and retailers take 2.00-2.5 tk as profit. Again comparing to the competitors product, the price is low enough to encourage the target market to shift their brands towards MOJO.

PromotionThe MOJO Cola has been targeted for the young generation is designed

for fun loving young adults.· Television, · Newspaper, · Radio Today & Radio Furti, · 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.

PlaceThe distribution of MOJO is strong enough as it is quite available in every

targeted area. To distribute this product the company follows the following distribution channel-

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Manufacturer Wholesaler Retailer Consumer(Number: 148)

For the product availability the customers can get MOJO at any place when they need it. It is seen that this product has been successful to occupy the refrigerators in the outlets so that is found chilled.

DISTRIBUTION CHANNEL

Manufacturer(Akij Food &Beverage Ltd)

Wholesaler/Distributor

(148)

Retailers

(Countrywide)

Figure 1: Consumers of MOJO

PROFILE OF THE TARGET MARKET

Cola drinks usually follow an undifferentiated marketing strategy to target their consumer. Keeping this fact in mind, we conducted a sample survey by selecting random sample from different places. The following discussion will attempt to analyze the profile of the target market based on the sample group.

Demographic Factors

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AgeAge is the major determinants in targeting

the consumers. MOJO reflects the Bangladeshi culture and it represents youth. From our survey, we have found that MOJO is most preferred in the age group between 20-25 years (85% of 100). Moreover, the least MOJO preference comes from two age groups: 25-35 years and 35-45 years, about 1%.

Figure 2: Age

of target

AGE

More than 45

1.0%

35-45

1.0%

25-35 15-20

4.0% 9.0%

20-25

85.0%

SexBeverage is used for thirst-quenching

purpose and this product is gender neutral, meaning there is no such kind of obligation to consume the product for male or female. However, from our survey outcome, we have found that 71% of the consumers are male and 29% are female from 100. All the respondents are from urban location.

Figure 3: distribution of

SEX

female

29.0%

male

71.0%

Gendertarget

customer

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Occupation & IncomeConsumers’ purchasing pattern, lifestyle

and status largely depend on their occupation and average monthly income of the family. The social class of the target respondents was determined by their income or taking from family. MOJO is a low involvement product and it is good enough to consume by upper and middle class. From the survey respondents, students are the most who purchase MOJO and their income level is less than 5000 taka. Business people, private service personnel and other earning people consume less amount of MOJO although their income is comparatively high than the students.

OCCUPATION

Private Service

Other6.0%

Businessman3.0%

3.0%

Student

Figure 4:88.0%

Occupationof target customer

INCOME

More Than 20000

5.0%

10000-15000

4.0%

5000-10000

25.0%

Less Than TK.5000

66.0%

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Figure 5: Income/taking variation of target customer

Favorite PastimeOur survey respondents are giving most of their time in watching TV or

movie for their pastime about 42% and reading books on average about 24%, less time in traveling about 1% and others cumulate about 33% such as hanging with friends, playing outdoor games, computer game or psychological gaming etc.

FAVORITE PASSTIME

Hanging with friends

3.0%

Traveling

1.0%

Playing outdoor game

6.0%

Computer Game or Psy

7.0%

Listening to RadioReading Books

4.0%24.0%

TeleconferencingChatting over net

6.0%7.0%

Watching TV or Movie

Figure 6:42.0%

Favorite pastimeof the target customer

Other FactorsMeaning of MOJOMeaning of MOJO is the idea or feeling the respondent have instantly after

hearing the name or analyzing it. To 60% respondents, MOJO means fun or enjoyment. To 14% it means nothing. In addition, other 26% varies within music or art, sports, thirst passion etc.

MEANING OF MOJO

Means nothing

14.0%

Others

10.0%

Music or Art

1.0%

Sports Fun or Enjoyment

1.0% 60.0%

Thirst

9.0%

Passion

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Figure 7: Target customers’ idea about the meaning of MOJO

Payoff Line Completion“MOJO, it’s inside you”. This payoff line is not well completed by the

respondents. This is happened because of their brand loyalty toward other brands. From 100, 45% respondents completed the line but the major percentage (55) left the slogan uncompleted.

PAYOFF LINE COMPLETION

Completed

45.0%

Uncompleted

55.0%

FigureBeverage

A. 1. Cola B. 1. Cola2. 2. Fruit juice

Lemonade 3.3. Fruit juice Lemonade

C. 1. D. 1. Lemonade Lemonade 2. Fruit juice

2. Cola 3. Cola3. Fruit juiceBeverage (Soft Drinks) ranking creates the flexibility for the target

customersSOFT DRINKS CHOICE

preference.From the people

100ranked cola and fruitjuice. 28% and lesspreferred 80

Per

cent 60

4047

2028

18

0 7 xxvA B C D Page of 44

Group


Figure : Target customers’ soft drinks choice

Figure 9: Soft drinks choice of target group

Cola Brand’s PositionOur report is on “MOJO” cola and we have

kept this name out of the selection criteria. The motive was to see whether people recommend MOJO or not. The survey questionnaire reveals that out of 100, Zam-zam cola comes instantly in the mind of 7% prospect and so for others (9%). Pepsi cola gains 28% attention and the highest response is captured by coca cola (54%).

POSITIONING100

80

Per

cent

60

54

40

2028

09 9

Zam-zam Cola Pepsi Coca Cola Others

BRAND

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EXTERNAL INFLUENCES ON MOJO COLA

CONSUMPTION

The Culture (the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society) cultural factors play significant role for the consumption pattern of any product. If the product does not go with the culture with target market, then the consumers of that culture will not consume the product. It is true that the purchasing pattern of a man, living in a culture will be influenced by the language, demographics, values and non-verbal communication (cultural factors).

Relevant Cultural valuesThe important values that affect the purchase and consumption of MOJO

Cola are:

Self-conceptThe self-concept is totality of the individual’s thoughts & feelings about

himself or herself. It is include the product or service one buys, how the buyer uses, how the consumer think about the product or service and how one feels about them. Here we found that people who are having MOJO Cola is thinking that it is for fun and enjoy. Some people think something else.

StatusStatus is one of the cultural values that effect the purchasing of any people

of any culture. It is good point to measure the purchasing pattern of a man. MOJO Cola less expensive soft drink (beverage) comparing to others brands. The target market of MOJO Cola is people aged 15-30. Most people believe that MOJO Cola is not a prestigious soft drink comparing with others in the market. However, those who drink MOJO Cola believe that it is a prestigious soft drink.

Traditional

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MOJO Consumers are not too much traditional but conscious about culture. They want to have MOJO Coal and fun together. Some consumers are traditional as well.

Non-verbal communicationMOJO Cola is using color as its way of non

verbal communication. It uses the color white, red, blue, pink and other color in its logo, products, and advertisements. The blue color for male and pink for females. The name MOJO cola reminds few words in the consumers mind. From our survey, we see that the name MOJO cola is pleasant according to many people.

Gender RoleCola is always a unisex product. Almost

same percentage of man and women consume cola as soft drinks. However, due to the product’s color and assertiveness image, cola is consumed more by the men than women.

Group InfluenceChoosing soft drinks is more or less an

individual matter. When people go to buy a soft drinks, it is seen that different people chooses different drinks. People purchase drinks for themselves but when they are gathered/make party together they buy what their friends like.

Types of influenceOnly informational influence might be

present in the choice of drinks. Informational Influence used when MOJO cola came in the market. The best example of that is distributing free sample of MOJO cola in various place. Those who done in it and was impressed recommended it to other group members.

Degree of Reference Group InfluenceIt is an able to be seen and non-necessary

thing. Therefore, the reference group influence should have been high in both product and brand. Nevertheless, the influence is low in terms of beverage. It is an exception.

Promotion StrategyAlthough the reference group influence is

low, so MOJO Cola can go for printed media, electronic media, and push strategy and below the line strategy. They can use Road Show, Free Sampling, and Musical show and so on.

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CONSUMERS’ PERCEPTION & MOJO

The consumer information processing is the main thing that helps consumer to gather information of specific product. MOJO cola does this by exposing them to stimuli, gaining their attention, making those stimuli easy to interpret, making them learn and finally installing the stimuli in the memory of the consumer.

PerceptionThe first three step of information

processing (Exposure, attention, and interpretation) constitute perception.

ExposureMOJO is trying to expose itself to its target

market through various means. They are:TVCsAt the launching period, MOJO cola went

for massive TV ads to expose their self to their target aspect. After that came with their new TV ads with the current event. In the time of cricket world cup, they came with their new TV ads, which told us about the largest cricket bat road show.

NewspaperMOJO cola covered the main daily newspapers of the country. This helps them to survive in the market.

BillboardsSome (not that much) billboards have been

put up. However, with the billboards, they came up with their new offerings and people became aware of it.

Sponsor of the shopThey 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.

AttentionAttention occurs when the stimulus

activates one or more sensory receptor nerves and the resulting sensation go to the brain for processing. MOJO Company tries to gain attention mainly through the following ways.

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Stimulus FactorThe Stimulus Factor that MOJO uses are

SizeBig billboards and Shop signs are the best example. This generates

response among the people with the result that people test it and became a loyal customer.

Color & MovementThe TV ads are very colorful. The brochures are also so much colorful

which helps MOJO to create response among the target aspect.PositionIn newspaper, they place their ads in the front or last page, which is the

reason that it succeed to attract their customer. Most of the time they place their ads at the right hand corner of the page and that helps to grab the attraction. But most of the time the placement of their billboards is wrong. For this sometimes they fail to grab the attention of the people.

Slogan‘It’s inside you’, as this is a low involvement product so it is good strategy

to keep the slogan short. People think a little while they are purchasing a cola so this easy slogan helps them create attention.

Individual FactorWhen people are thirsty, which is usually short term, people tend to notice

and get attracted by soft drink ads, which present their drinks in an attractive way. By TV, ads and the shop sign MOJO cola trying to grab the attraction. When people are thirsty then they do not think what I am drinking they just remember the ads and or see the ad and buy it. Example: Near the shopping mall, cruddy area such as Stadium etc.

Situational Factors Program involvementMOJO targets the young generation who are more interested music, and

they are serious making these people aware. By giving sponsorship of underground concert they and other general concert they creating awareness among the people.

Non- focused attention Hemispheric LateralizationMOJO is trying to influence the right side of the brain. We know an image

can tell a thousand words. Their imagery representation helps them to create more response from their target aspect.

InterpretationInterpretation is the assignment of meaning of sensations. The factors that

effect the interpretation of MOJO are the following:

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Individual CharacteristicsExpectationThe expectations of individuals should

match with the individual interpretation. MOJO cola trying to influence the youth through its color, informal language etc. this type of approach helps them to match with their expectation. People like those things what they expect, so as their approach is good so people found that what they were expecting.

Stimulus Characteristics LogoThe logo of MOJO is attractive and

representing the youth although they did not forgot about the aged people. Therefore, this helps them to get a good result.

Soul feelingAll the multinational soft drink companies-

showing advertisements are made abroad. In this case, MOJO cola differentiated themselves. They are making the ads in our country, as they want to be the cult brand. As they are, doing this so

people can feel that it is our cola and I am buying my soft drink that in terms help them to feel good. Therefore, people have a soft corner for them in their mind.

PackagingPackaging also helps in the perception

process. Attractive package can grab people’s attention. MOJO cola know this and they are concentrating on it.

The two most critical job of packaging are:Capture AttentionThe colorful packaging catches the attention instantly. People like colorful things and they go for colorful things. That is why within a short time MOJO cola got the attention of the target aspect.Convey MeaningThe colorful packaging conveys the meaning that MOJO is a youthful product. Mixing up the brand with colors, which have a meaning, is sensible. That gives people meaning and they went for it.

CONSUMERS’ LEARNING & MOJO

Learning is any change in the content or organization of long-term memory and/or behavior. Learning about soft drinks is a low-involvement learning situation. Consumer behavior is largely learned

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behavior. Learning about MOJO Cola is for the most part low involvement learning state of affairs.

Conditioning

Classical ConditioningMOJO advertisements are using the classical conditioning. The ads show

youthful and fun. So anything we have to get fun with we think of MOJO. MOJO Cola advertisements use an established relationship between a stimulus and response.

Unconditional Stimulus (US)Unconditional Response

(UR)

Conditional Stimulus (US) Conditional Response (CR)

Figure 11: Consumer Learning through Classical Conditioning

After looking a billboard or TV advertisement there will some emotion with the learned information or affective response. When this affective response leads to learning about the product or lead to product trial.

Example # 1

Snap Shot from MOJO’s TVC

Classical Conditioning

As cricket generate a positive response to us, associating cricket with MOJO through TVC can increase the chance of generating the same positive response to the brand

Example # 2

Snap Shot from MOJO’s TVC

Classical Conditioning

As Bakharkhani (traditional food

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of Dhaka) generate a positive response to us, associating Bakharkhani with MOJO through TVC can increase the chance of generating the same positive response to the brand

Operant ConditioningHere the reinforcement plays a grate role in

operant conditioning. Free MOJO was distributed in various places; from there the people taste the MOJO. Therefore, it is operant conditioning here. In order to influence consumers to consume MOJO Cola, the company gives discount for bulk purchase.

Figure 12:Response leads to learning about product

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Example # 3

Newspaper Ad

Operant Conditioning

Encouraging the target customer to participate and win some attractive prizes by consuming MOJO.

This partial consumption can lead to a permanent change in behavior in future

Cognitive LearningCognitive learning of MOJO Cola

encompasses all the mental activities of humans as they work to solve problems or cope with situations of MOJO Cola.

Modeling

Observing the outcome of others’ behaviors and adjusting their own accordingly is known as Vicarious or Modeling. Here involvement will low or high.

General Characteristics of learning

Strength of learningThe following criteria are important to

determine the strength of learning

1. Importance: MOJO is a low involvement product. There the result is less.

2. Reinforcement :Tries to increase the likelihood through good taste and flavor .Here positive reinforcement is associated

3. Repetition: MOJO does not use that much repetition for their ads. They should do it more with their TV ads, newspaper ads, Billboards etc. Otherwise, it may result in extinction.

All these result in good way to strength of learning.

CONSUMERS’ MEMORY

& MOJO

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MemoryIt is the total accumulation of prior learning experience. Memory include

two components1. Short term memory 2. Long –Term Memory

Short-term memoryMaintenance Rehearsal

1. Repetitions of bill boards on the high ways 2. Repetitions of Television commercial (advertisements) 3. Posters

Long –Term MemoryThree types of memory are of interest to the marketers.

1. Semantic Memory: The awareness of the product (MOJO Cola) e.g. MOJO is fun beverage.

2. Episodic Memory: Memory of a sequence of events in which a person participated. In term of MOJO it may be a long drive or rickshaw.

3. Schematic Memory: Different concepts and episodes. The schematic memory of MOJO is presented below.

MOJO

FUN

DRINKS RED RICKSHAWADDA

CHILDPARTY DIFFERENT

NATION

COLAGOODTEST

YOUTHFUL CINEMA SWEET

SONGS REFRESHIN of consumersG

CONSUMERS’ A TOWARD MOJOTTITUDE

Attitude StudyMeasurement of the Cognitive ComponentThe cognitive component consists of the belief that the people have

towards different beverages. To measure the cognitive component of MOJO Cola, we asked people to place their beliefs about MOJO Cola

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and an ideal cola drink in a semantic differential scale’s. In order to evaluate it, we also asked them to place their beliefs about the RC Cola. We thus compare MOJO Cola with RC cola. We then took the simple average of the respondent’s beliefs towards the drinks of RC cola, MOJO Cola and an ideal drink on each factor. The position of these averages on the scale, the weight age of each factor and the results are given below of each type of beverage.

Table 1: MOJO Cola vs. RC Cola

1 2 3 4 5

Sweet Taste ____ _M R_ ____ ____ ____ Bitter TasteLow Priced ____ __M_ ____ ____ ____ High PricedGood Quality ____ __R__ __M__ ____ ____ Bad Quality

Product ProductHealthy ____ ____ __R__ _M___ ____ Unhealthy

Low on Calorie ____ ____ ____ _M_R__ ____ High on CaloriePrestigious ____ _R__ ____ __M__ ____ Low on Status

Thirst Reliever ____ ____ __R__ __M__ ____ Can’t QuenchThirst

Here, M = MOJO Cola,R = RC Cola

Given weight:Price =15%,Prestige =18%,Quality = 20%,Health = 8%Calorie = 7%Thirst Relieve = 12%Taste =20%

Attitude toward MOJO Cola = 55.78Attitude toward RC Cola = 54.65

About the taste is concern, we found that RC is in better position (0.02) than MOJO (0.13). On the other hand, MOJO should not worry about the price because it is comparatively better (0.02) than RC (0.23). Others factors are slightly more or less same, except prestigious factor. From the survey, we found that MOJO (1.03) is lagging behind about the prestigious issue than RC (0.71). Therefore, MOJO should promote its cola in a more prestigious way for its consumers. About the quality concern, MOJO is also lagging behind the RC. The average quality for MOJO is 2.93 and for RC it is 2.86. To compete in the market MOJO has to provide more quality product at this current price level, because the ideal price of cola is low. Consumers felt that MOJO (2.75) is better for thirst relieving comparing with RC soft drinks (2.87) and consumers are happy with the price(2.54) of MOJO soft drinks and we see it matches

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with the ideal price (2.56) level, in contrast RC is lag behind about the price matter (2.79). Regarding the issue of health and calorie the two cola is almost in the same level. That is for MOJO the health and calorie level is 3.24 and 3.2 respectively. In addition, for RC cola the health and calorie level is 3.24 and 3.32 respectively. Calorie level of RC is slightly much than MOJO cola, according to the survey.

N.B. Here every attributes is scaled in a 5 points scale from upbeat (1) to downbeat (2). So lowest value represents the positive and highest value represents the negative.

Table 2: MOJO vs. Ideal Cola

1 2 3 4 5

Sweet Taste __I__ _M _ ____ ____ ____ Bitter TasteLow Priced ____ _I_M ____ ____ ____ High Priced

Good Quality ____ __I__ __M_ ____ ____ Bad QualityProduct Product

Healthy ____ __I__ ____ _M__ ____ UnhealthyLow on Calorie ____ ____ __I__ __M_ ____ High on Calorie

Prestigious __I__ ____ ____ __M_ ____ Low on StatusThirst Reliever ____ __I__ ____ __M_ ____ Can’t Quench

Thirst

Here, I = Ideal ColaM = MOJO Cola

Given weight:Price =15%,Prestige =18%,Quality = 20%,Health = 8%Calorie = 7%Thirst Relieve = 12%Taste =20%

Attitude toward MOJO Cola = 55.78

If we compare the MOJO’s average results of factors with the result of the Ideal cola, the difference is not enormous. The difference we have seen between Ideal and MOJO is in the issues of health, calorie, prestige, and thirst reliever. Survey’s average result for MOJO in healthiness is 3.24, for calorie is 3.2, for prestige is 3.29 and for thirst-quenching is 2.75. That is, the most of the consumers do not feel that MOJO is related with prestige. In contrast, for ideal coal consumers have shown that they are seeking a little bit prestigious cola (2.26) at a reasonable price. Though the difference between the price of MOJO and Ideal is not varied too much, that is 0.02. However, the level of prestige is a bit lags behind; that is 1.03. So without bothering about the price MOJO need to increase its value regarding the prestigious issue, by showing status oriented advertise. Its also have to be more concern regarding the

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matter of thirst reliever. Because some of consumers are seeking to relieve their thirsty when they are taking any type of cola, and most of our surveyed consumers are feeling that MOJO cannot quench thirst. Therefore, MOJO needs to modify the product composition to relieve the thirst of consumer at a minimum level.

The above analysis shows that the consumers’ belief about RC Cola is more favorable when they talk about price and prestige compare to any other soft drinks.

Measurement of the Affective ComponentThe affective component reflects the consumers’ perception or emotional

reactions towards MOJO Cola. As it is a new product compared to strongly positioned Coca-Cola and Pepsi products, it has not yet built the emotional bondage like them. To measure the affective component, a Likert Scale was used.

The scale along with the total results is shown below:

Table 3: Measurement Affective ComponentStrongly Agree Neither Disagre Strongl

Agree agree nor e yDisagree Disagr

eeI think the quality of MOJO is __8__ __14__ __54__ __16__ __8__goodMOJO promotes Bangladeshiculture __2__ __10__ __56__ __22__ __10__MOJO is convenient 16__ _ 34__ __58__ __8__ __4___

MOJO is good for health __6__ __14__ __32__ __40__ __8__

I like MOJO __14_ __34__ __40__ __8__ __6__

The table clearly shows that MOJO has not positioned itself very positively in the consumers’ mind. Most of them neither Agree nor Disagree about MOJO’s traits but not many of them agree that MOJO Cola is overpriced, which is very good sign. But the best thing that MOJO Cola did, as the survey shows, was make the consumers feel that MOJO is convenient, youthful, non-traditional and fun ,which was one of their objectives. These can thus become a basis for influencing cognation and

creating a

100

From had drunkMOJO last 80 closecompetitor leader,Coca-Cola

60MOJO

frequently.

Per

cen

t

4049

20

17 18 16

0 xxxviiiMojo RC Cola Coca Cola

Page of 44

Other

Brand

LAST COLA CONSUMED


Figure 14: Target Group’s last Consumed Cola

Survey result shows that consumer usually drinks the Coca-Cola (64%), RC Cola (11%) and MOJO (10%) and other brands (15%). If we compare with RC Cola MOJO has a good potential to outdo RC in future. However, MOJO is steel in a poor position with respect to big brands like Coca-Cola and others.

USUAL COLA CONSUMPTION100

80

Per

cent 60 64

40

20

10 1115

0

Mojo RC Cola Coca Cola Other

Brand

Still MOJO has the chance to change the consumers buying behavior. Consumers are not fully sure about their intention toward buying MOJO. 30% of the consumer said they would probably buy MOJO next time and 39% said they might buy. And very few said (less than 10%) that definitely the would buy. It says about 70% consumer are the potential.

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PROBABILITY OF CONSUMINGN NEXT TIME

100

80

Pe

rce

nt 60

4039

30

2019

09

Definitely w ill buy Might Buy Definitely w ill not

Probably w ill buy Probably w ill not bu

Figure 16: Options targetgroup

Attitude Changing Strategies

MOJO can change the attitude of their target consumer by manipulating the marketing mix of the brand. Some proposed strategies are discussed below:

To Change the Cognitive ComponentA common affective approach to change the attitude is to focus on the

cognitive component. MOJO can use the four basic strategies to alter the cognitive structure of consumers’ attitude.

Changing BelieveThis strategy involves shifting beliefs about the performance of the brand

on one or more attributes. Moreover, the research says, belief tends to be consistent with each other’s. Such as many consumers’, believe that MOJO provides low quality and prestige. Now they can change that belief of consumer by stating, ‘We have priced low but provide standard quality.’ or "we promotes your culture, doesn’t it worth much to you?” Those types of statement may change the consumer’s attitude toward MOJO.

Shift ImportanceMOJO can convince the consumers’ that those attributes on which the

brand is relatively strong is more important than other. Such as, they can use the theme, ‘Looking for a convenient & available thirst reliever?’

Add beliefs

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MOJO may try to add belief to consumers’ belief structure. Such as MOJO can promote it self as: ‘The Icon of Bangladesh.’

Change IdealThe final way to change the cognitive

component is to change the perception of the ideal brand or situation. Such as MOJO can try to defocus consumers’ perception on establishing brand by focusing their weak side, like: ‘All colas are pesticide but not we!’

To Change the Affective ComponentIt is increasingly common for a firm to

attempt to influence consumer’s liking of brand without directly influencing either beliefs or behavior. MOJO may use three basic approaches to directly increase affect: Classical Conditioning, affect toward the ad itself and mere exposure.

Classical ConditioningMOJO can pair the stimulus that consumer

like such as music, festivals, sports or Bangladeshi Life Style with the brand name to transfer the same positive affect associated with those stimulus.

Affect toward the Ad/WebsiteThe launching advertisement of MOJO was

liked by all over the country. However, ineffective timing of telecasting and unavailability of products in the retail stores reduced the success. Therefore, it should focus more on those issues to skim the success. There has to be a direct relationship between the promotional message and the selling activities. On the other hand, MOJO should redesign or establish a new separate website and upgrade it frequently to attract and retain the technology conscious or the young consumers.

Mere ExposureAs the repetition of advertisement for low

involvement products, MOJO can increase the liking and subsequent purchase of the brand without altering the initial belief structure.

Therefore, MOJO should focus more on repetitive advertising as it is much behind from its competitors in this issue.

To Change the Affective ComponentBehavior can lead directly to affect or to

cognition or to both simultaneously. Changing behavior prior to changing affect or cognition is based primarily on operant conditioning. MOJO usually follows free samples and price reduction option. Nevertheless, it can also use the other option like Coupons, point-of-purchase displays, tie-in purchase etc. Moreover, the company must ensure a fair distribution system to

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achieve the maximum success and avoid the chance of making the consumer to switch to other brands.

The Self-Concept of MOJOAccording to our survey, the target consumer of MOJO is colorful,

changing, non-traditional, indulgent, informal and spontaneous. Therefore, the brand that portrays the similar self-concept like the target consumers’ has the chance of getting high approval from them. Consumers always like the brands or products similar to their self-concept. Furthermore, the interaction between product image and self-concept is situation specific.

How MOJO fits with?MOJO is striving to portray the same

self-concept similar to their target consumers. The use of bright colors (i.e. red, indigo, white etc.) in logo, bottling and ads represents its colorful nature. Use of DJ with traditional Baul musicians represents their non-traditional image. Presentation of sports and item like cricket ball, football symbolizes the youth.

Fitting into Life StyleAccording to the VALS2 system, it can be roughly said that the target

consumer of MOJO are the experiencers. They are young, vital, enthusiastic and impulsive. As the VALS2 is not properly appropriate for our country there may be some contradictories.

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How MOJO fits with them?MOJO perfectly fits into the

lifestyle of the young. As they lead a non- traditional, seek variety, fun full life, are always on the move the convenience of the MOJO perfectly suits their colorful life. The MOJO is also best suited while they go on trips, which is outdoors recreation and have added as with MOJO in a hand and scarf (handkerchief) on head give them the image of youth.

MOTIVATING

CONSUMERS: MOJO & COMPETITORS

The Market ScenarioMOJO was launched in 14th April, 2005 on the

Bangla Nobobarsha for the youth who follows Bangladeshi trends. The vision of MOJO was quality product. At that time, there were three strong competitors in the market. Coca-Cola was the market leader and ruling the market with its strong brand name and quality product. Pepsi was the challenger andcompeting in the market with its aggressive marketing strategy. RC Cola was just threatening the market leaders with it are at the root distribution channel, successful TVC, sales promotion and innovation. Cola market was totally packed. Success for a newly born brand like MOJO was shadowed with haze. Having the aim of becoming the market leader of Bangladesh’s cola market MOJO started its voyage. The achievements are quite acceptable for MOJO. Within the time of two years (2005 to 2007), it has become the market challenger. In addition, has the vision to be the market leader by the year 2009.

Consumption Statistics of MOJOIn year Highest Sales : 54%2006 Achievement

Total Sales (Bangladesh) : 52 Crore BDT

Total Sales (Dhaka) : 52%-54%(approx.)

Motives of BuyingThe basic motive for consuming cola is

smoggy. Actually, there is no particular motive behind having a cola. Some consumer consume cola to enhance self-

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esteem, some for quenching thirst, some as social drinks and some for habit. On the other hand, all company is offering almost same types of cola, but consumer preferring one brand to another. The logic behind this fact is the taste, price, quality, status; according to the consumers.

At present, MOJO is trying to motivate its consumers with standard quality product at a relatively low price. It is also trying to motivate the consumer by promoting their cultural and nationality to build loyal customer base.

DRAWBACK

From our 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

PROMOTION & MOJOTo 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. Now we try to show how MOJO concentrating on their promotional activities.

PRESENT PROMOTIONAL SCENARIO OF MOJO

In our country, marketers do promotional activities through billboards, TV ads, sponsorship, newspaper ads, sales promotion, point of purchase ads and distribution. In few of the cases, MOJO cola is ahead of the competitors and in few cases, they are not up to the mark. At first, we will describe the cases where MOJO cola is still behind their competitors, what they are doing, and what will change their environment.

BillboardsIn this case, MOJO cola is still

beside of their competitors. We can find out that the percentage of MOJO cola’s billboard ads are very little with compared to their competitors. Around


the country, they failed to bring their concentration on it for this there is little awareness among the people.

As an example in Dhaka city, MOJO cola placed their billboards in some places where it is very tough to attention of the target customers.Paper Ads

At the time of their launching MOJO cola went for the paper ads but now days we rarely see ads of MOJO cola in the newspaper. This field also can be defined as the drawback of the promotional activity of MOJO cola.

TVCsThey are good with their TV ads but they

must increase the number of their ads. Otherwise, people will forget their name.

They are trying to establish their self as a cult brand of our country and their ads also representing it. Therefore, without huge investment in the advertisement, they will fail to grab the attention in the near future and they will suddenly reach to extinction.

Retail Store Ads & OthersMost of retail shops use refrigerators

supplied by Soft Drink Company. The mail condition the retailer faces that they must keep the corresponding soft drink (which company provides refrigerators) first then they can keep some other thing. These refrigerators are posted in a way that the people can easily recognize their brand. However, MOJO does not have such type of arrangement. For this sometimes, we found that MOJO cola is out of the refrigerators to make space for other drinks.

On the other hand, MOJO sponsors very few of the shop sign of the retail stores, cafeterias, restaurants etclike other brands named Coca-Cola, Pepsi etc.

There is a point to add: there was also a demand-supply

disorder at the point of the launching. As a result, it failed to retain the booming demand that occurred due to the successful TVC. Although the product has a moderate demand now a days it is not supplied accordingly. As a result, retailers do nothave the product. Sometimes consumers cannot buy it when they want to, due to shortage of supply.

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SUGGESTIVE PROMOTIONAL TOOLS

BillboardsMOJO 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 AdsThe 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.

TVCsThe 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.

SponsorshipTill 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 PromotionThey should in for massive sales

promotion to attract people from other drinks.

Road ShowsWhen 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

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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.

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marketing plan of mojo

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