Mkt101 Term Paper (Mojo vs Pepsi)

Executive Summary

The purpose of this term paper was to focus on carbonated beverages (Pepsi and Mojo Cola).

The term paper represents the different types of marketing activites undertaken by both products

to hold customers of Bangladesh

This report also gives an overview of beverage industry in Bangladesh and also an overview of

Pepsi and Mojo cola's parent companies.

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. 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.

On the other hand Pepsi Co. is a multinational company. Originated in The USA Carolina in

1898. Since then it has been able to stay in competition with its biggest rival Coca-Cola. Pepsi,

now is a worldwide brand and consumed by millions of people. Pepsi was introduced in

Bangladesh by Transcom Group. As a corporate citizen Pepsico believes it has a responsibility to

contribute to the quality of life in our communities. Transcom Beverage Ltd has put into action

this philosophy through support of social agencies, projects and programs and the scope of this

support is extensive and it has not been difficult to blend with this philosophy since the

TRANSCOM group also followed such a corporate ideology.

1

INTRODUCTION

(Beverage industry of Bangladesh)

After independence of Bangladesh the food habit of people has been changed a lot. Besides our

traditional food consumer of Bangladesh like to take western food also after 1980s. As a result of

global marketing this was not too hard for the consumers. Different foreign food companies were

established in Bangladesh. Beverage industry is one of them. But more interestingly we don’t

know beverage is also our cultural food because beverage doesn’t mean only carbonated drinks.

Yoghurt, soup and lacchi are also beverage of our own tradition which consumed for the last 100

years in Bangladesh. But carbonated beverage is new in Bangladesh and today our research is on

carbonated beverage market in Bangladesh and consumer reaction to it.

Carbonated beverage entered into our market in the later part of 1980. At that time there were

only few companies in Bangladesh. But by the change of time and western culture influences it’s

become very popular in Bangladesh. By year 2000 more than 12 Beverage Company operating

business in Bangladesh and most of them are foreign companies. (Bangladesh Beverage: 2006)

At present there are 19 beverage companies operating business in Bangladesh. They are:

1. Transcom Beverage Ltd.2. Sun Crest Beverage Industries Ltd3. Abdul Monem Limited4. K.Rahman and Company5. Eastern Beverage Industries Ltd.6. Sanowara Drinks and Bev. md. Ltd.

2

7. Asia Business Ltd.8. Desh Beverage Co. Ltd.9. Northern Beverage Ltd.10. National Beverage Industries Ltd.11. Bridge Corporation Limited12. Tezarat Enterprise13. Southern Beverage Ltd.14. K.Rahman and Company15. Bangladesh Beverage Ind. Ltd.16. Dhaka Beverage Industries Ltd17. Sunny Foods and Beverage Ltd.18. Tabani Beverage Co. Ltd.19. K.Rahman and Company

Akij Food & Beverage 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.

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.

3

Transcom Beverage limited:

On the basis of an exclusive Franchise for Bangladesh from Pepsico USA, TBL acquired three

modern bottling plants at Dahaka, Chittagong and Bogra from BBIL Dhaka; Chittagong and

NBIL, Bogra; in March 2000. TBL manufactures the famous range of beverages-Pepsi, 7up,

Mirinda. As a corporate citizen Pepsico believes it has a responsibility to contribute to the quality

of life in our communities. TBL has put into action this philosophy through support of social

agencies, projects and programs and the scope of this support is extensive and it has not been

difficult to blend with this philosophy since the TRANSCOM group followed such a corporate

ideology.

OBJECTIVE OF THE STUDY

This term paper would focus on market segmentation, marketing mix, consumer attitudes

towards beverage drinks of Bangladesh (i.e. Mojo and Pepsi). It should be noticed that this report

has been made in the context of Bangladeshi market and different segmentations and

promotional activites analyzed in this report are solely based on the Bangladeshi consumers’

perspective. E.g. It will differ from country to country. If Mojo becomes multinational and goes

to countries like K.S.A, Libya, The U.S.A, The U.K. Then the current activities undertaken by

Mojo has to be changed in order to stay in worldwide competition. Because, cultures vary from

country to country.

4

Source of information: Due to limited time maximum data were collected from the internet,

shop to shop survey was done in order to estimate the sales of these beverages.

Limitation: The major drawback while preparing this report was inadequate time; as a result

the report lacks some potential information. Moreover, due to class schedule clash in depth

research on the topic was hampered. Some informations were not disclosed by Mojo dealers

(Palashi, Azimpur) as they considered these informations to be confidential. Information on

Pepsi was gathered from the internet and local shops as Pepsi is a multinational company.

Adequate information about Pepsi is not available from the context of Bangladesh.

5

Mojo (Information):

Mojo, is a 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 there years, Mojo is doing quite good in the market and competing

well with other brands. Mojo's pricing is it's advantage but it has to improve its image &

product quality. Unfortunately, Mojo is lagging behind due to inadequate promotional

activities. E.g. Slogan, name's meaning etc. It has also failed to communicate its own

positioning the target consumers. However, still now Mojo has the potential to recover its

own position (according to survey). Consumer behaviour such as perception, attitude, self-

orientation and life style, this report has found out some drawbacks and recommended some

affective strategies to recover those issues successfully.

Market Situation

Mojo is not far behind in order to anticipating the current market situation. After being in

the introduction stage for a short period of time Mojo is successfully now in the growth

stage and doing well for its good eminence and unique marketing effort. With the

intention of increasing sale and obtaining market share Mojo is targeting and creating a

well company position into the market. To collect information regarding market, service

performance, competition and distribution Mojo is always developing promotional

strategies, campaigns and carrying out market surveys. 14 April 2010, Mojo arranged a

fair and the duration was three days. It was held on field of Pranthapoth. They welcomed

6

the Bangla year 1417 very nicely. Because who had a bottle of Mojo, then that person

got the entry in the concert without any ticket.

Target Market

Most of the soft drink companies are now targeting the young generation and indeed this is the

best target for any soft drink companies. Keeping this thing on mind Mojo has decided to target

especially the young generation along with the people from various types of socio-economic

classes. Akij Group is now offering extensive distribution channel in order to capture and make

sure the proper distribution of Mojo so that young generation can easily avail it where ever they

are in the country. Last time we saw in Mojo advertise that an old couple were sharing a bottle of

Mojo. So, they cleared that it is not only a product for the young people but also their target is

also senior citizens. Though Mojo is hardly preferred by Old aged people.

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 FactorsAge

Age 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%.

Sex

Beverage 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.

7

MARKETING MIX: 4P’S OF MOJO

5.1 Product

The 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.

Other Factors

Meaning of MOJO

Meaning 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.

Competition

Soft drink market always offer high level of competition among companies. Because,

soft drink is a fast moving consumer good and its demand always fluctuate based on

8

several reasons (E.g. Taste, weather conditions, etc.). It included the degree of competition and

intensity of competition. So in that case both the degree and intensity of competition are very

high for Mojo. Because the market it was operating was already touched by big companies such

as Coke, Pepsi, Royal Crown Cola. Surprisingly, these giant companies are considering Mojo, as

a ravenous competitor in the market. So it’s a good news for Mojo that competitors like “Coca

Cola, Pepsi” are thinking about Mojo consciously. It is because Mojo has already grabbed good

portion of Bangladeshi beverage market share. Mojo believes that they have the strong

distribution power, creative marketers, financial power and quality to grab competitions market

share as well as increase their own selling. Before preparing the term paper we made a brief

market survey and we saw that in every popular market of Dhaka city, wholesalers are very

active and demand is very high.

Distribution

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.

Objecetives & Issues

The promotional campaign can undertake 3 types of objectives:

1. To inform,

2. To persuade

9

3. To remind.

In the case of Mojo, the campaign will basically focus on persuasion, since MOJO

is in maturity stage of its life cycle and will try to spread out its current perception in urban

youthful lives. The advertising objective for MOJO is to persuade the target audience to make a

purchase and to obtain 8% increase in sales. Now a day, Mojo is not a new product. And for that

reason, previously the company’s target was to make positioning about Mojo because it was a

new product and please try it. But now Mojo is in growth stage; so it is trying to maximize the

market share and retaining the market share is also important here.

Advertising Strategy

Advertising is a challenging factor for Akij Group’s Mojo. As the sales of Mojo highly relies on

advertising. It has to be done in such a way which is convincing, attractive to people, which will

run on people’s mind 24/7. Developing an effective advertising and promotional campaign must

select the right spokesperson to deliver a convincing message and the appropriate channels or

media. As part of the development of the advertising strategy of Mojo, all the advertising

campaigns will try to communicate the same message to meet the advertising objective as set and

discussed previously. Their main slogan is “Mojo Ontor e Ontor e” and for that reason they

always try to make every ad including this slogan.

Stimulus Characteristics

Logo

The 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 feeling

10

All 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.

Packaging

Packaging 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 Attention

The 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 Meaning

The 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 behavior. Learning about MOJO Cola is for the most part low involvement

learning state of affairs.

11

Controls

Just like all other companies Mojo is also very much concern about controlling their

monetary and operating cost. That is why every month Mojo conduct Quality assurance

survey, Sales figure monitoring, Feedback from Retailers and Sales force not only by

their employees but also by students from different universities by offering exclusive

incentives and gift items. They evaluate their inventory, quality, acceptance of Mojo from

different perspectives. By keep checking these things Mojo can stay in the market by not

only minimizing their cost and expense by also maximizing their revenue and profits. We

know its very much time consuming and expense become high, but to know the current

situation the company must do it.

Social responsibilities

Akij group of industries not only concern about increasing their sales, capture market share and

gaining profit but also concern to do something for the social betterment. Through out their

campaign Mojo has always been the pioneer in order to come across to help old, orphanage and

homeless street children. The Group has been running a considerable 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.

12

Pricing policy:

The pricing policy of Mojo has been done very carefully. Mojo has many

competitors (e.g. Coca Cola, Pepsi) in the market. Compared to them Mojo has set price

reasonably. The pricing of Mojo is discussed below:

¼ Litre ---------- Tk 14/-

½ Litre ---------- Tk 25/-

1 Litre ---------- Tk 45/-

2 Litre ---------- Tk 75/-

Pepsi (Information):

13

Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina

in 1898 by Caleb Bradham, who made it at his home where the drink was sold. It was later

named Pepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe.

Bradham sought to create a fountain drink that was delicious and would aid in digestion and

boost energy.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse.

That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce

bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield

was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing,

invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was

then used over the next two decades. In 1926, Pepsi received its first logo redesign since the

original design of 1905. In 1929, the logo was changed again.

In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy - in

large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a

result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Eight

years later, the company went bankrupt again. Pepsi's assets were then purchased by Charles

Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained

soda fountains. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give

him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup

formula.

On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered the

opportunity to purchase the Pepsi-Cola company and it declined on each occasion.

Ingredients: In the United States, Pepsi is made with carbonated water, high fructose corn syrup,

caramel color, sugar, Phosphoric acid, caffeine, citric acid and natural flavors. A can of Pepsi (12

14

fl ounces) has 41 grams of carbohydrates (all from sugar), 30 mg of sodium, 0 grams of fat,

0 grams of protein, 38 mg of caffeine and 150 calories. The caffeine-free Pepsi-Cola contains the

same ingredients but without the caffeine.

The original Pepsi-Cola recipe was available from documents filed with the court at the time that

the Pepsi-Cola Company went bankrupt in 1929. The original formula contained neither cola nor

caffeine.

Market Situation

Pepsi Cola is a reknowned brand all over the world. Its demand is increasing each year. Pepsi is

in competition in Bangladesh for many years. Its major competitiors are Coca Cola, RC Cola and

now Mojo is progressing in competition. The main of Pepsi just like any other beverage

company is to make supernormal profit by increasing sales. Not only that, Pepsi carries out

promotional activities throughout the year.

“Transcom Beverages Ltd (TBL), the franchisee of PepsiCo International, has won the “Bottler

of the Year Award” for 2009 in PepsiCo International Annual Conference in recognition of its

outstanding business results.

Latifur Rahman, chairman and managing director of TBL, received the award from Sanjeev

Chadha, regional CEO of PepsiCo, and Katrina Kaif, an Indian film actress, at a function in

Thailand recently, said a statement.

Transcom Beverages, which won the award for the third time, bottles, distributes and markets all

PepsiCo brands such as Pepsi, 7up, Mirinda, Mountain Dew, Slice, Diet Pepsi and 7up Light in

Bangladesh.

Present on the occasion from TBL were Arshad Waliur Rahman, director, Golam Quddus

Chowdhury, executive director and CEO, and Khurshid Irfan Chowdhury, general manager.

15

Tejinder Khurana, country manager of PepsiCo International, and Goutam Bhattacharjee,

territory development manager of TBL, were also awarded with “Ring of Honour” for their

performances in 2009.” [Daily Star: Sunday, January 24, 2010]

Target Market

Just like any other beverage competitor in Bangladesh, Pepsi's main target is young generation as

soft drinks are mainly preferred by youths. Despite local competition Pepsi has maintained its

reputation by chargining relatively high price. Within last fifteen years Pepsi has reached the

peak by offering extensive distribution channel in order to make sure the proper distribution of

Pepsi so that people can easily avail it where ever they go. Pepsi customers are mostly young

group between the ages of 14 to 30 and also target at school, colleges, universities, home,

restaurant, hotel and stores.

Market Segmentation

Segmentation Variables Data

Geographic

World Region Asia

Country Bangladesh

Cities All major cities of Bangladesh

Density Urban

16

Climate Hot & Dry

Demographic

Age 14-30

Gender Male, Female

Family size 1-2, 3-4, 5+

Family lifecycle Married, Unmarried

Income Tk.10,000+

Occupation From middle class to upper class

Education Schools, Colleges, Universities

Religion Major religion of Islam, Christianity and Hinduism and small percentage of others.

Race Asian

Nationality Bangladeshi

Psychographic

Social class Middle class, Upper class

Lifestyle Actualizes, Fulfilled, Believers, Achievers, Strivers, Experience’s makers and Strugglers.

Behavioral

17

Occasions Parties, Birthdays, Sports and Regular Occasions

Benefits Quality, Taste

User status First time user

Loyalty Status Strong

Readiness Stage Aware, Interested

Positioning

Beverages

Soft Drinks: Pepsi, Coca-Cola, Royal Crown Cola

Juices: Pulpy, Nestle, Fruito

Local Drinks: Mecca Cola, Mojo Cola

Energy Drinks: Red Bull, Power

Competion

Pepsi has many rivals in the market. Pepsi considers Coca Cola and Royal Crown Cola as their

biggest competitiors. However in recent years local carbonated drinks like Mojo Cola and Mecca

Cola, etc are giving tough competitions to giant beverage companies like Pepsi and Coca Cola.

18

Distribution

Pepsi undergoes massive distribution all around the country. The distribution channel plays an

important role in the company’s success. Pepsi has distributors in all districts. Due to lack of data

the distribution process of Pepsi cannot be discussed.

Objectives and issues

Pepsi is in its maturity stage. Meaning, everyone knows about this beverage. All it has to do is

remind people to consume this drink. The main objective of Pepsi is to make profit by the

incrememnt in sales. By means of organizing concerts/trade fairs, Pepsi informs people about the

product.

19

Advertising strategy

Advertising is an important issue for Pepsi. It's competitors undertake massive advertising to

dominate in market. Equally, Pepsi does the same thing for survival. Most of Pepsi's advertising

is Indian. Meaning, Indian ads are translated in Bangla. By doing so, Pepsi is able to advertising

cost. The main aim of Pepsi has always been to deliver a convincing message via media. Pepsi

uses television, newspaper, billboards as its advertising medium.

Controls

“Quality

At every level of Pepsi-Cola Company, we take great care to ensure that the highest standards

are met in everything we do. In our products, packaging, marketing and advertising, we strive for

excellence because our consumers expect and deserve nothing less. We promise to work toward

continuous improvement in all areas of our organization.

At every step of our manufacturing and bottling process, strict quality controls are followed to

ensure that Pepsi-Cola products meet the same high standards of quality that consumers have

come to expect and value from us. We also follow strict quality control procedures during the

manufacturing and filling of our packages. Each bottle and can undergoes a thorough inspection

and testing process. Containers are then rinsed and quickly filled through a high-speed, state-of-

the-art process that helps prevent any foreign material from entering the product. Additional

quality control measures help to ensure the integrity of Pepsi-Cola products throughout the

distribution process, from warehouse to store shelf.” [Extracted from http://www.pepsi.com/]

20

Social responsibilities

“Environmental Support

Pepsi and the entire PepsiCo family embrace our responsibility to be good stewards of our

planet's natural resources. We begin by understanding our environmental footprint and then work

to find ways to reduce it. We're focused on Energy, Water and Waste - areas where we know we

can make the greatest difference.”

[Extracted from http://www.pepsi.com/faqs.php?section=environmental_support]

Pricing policy

Despite having many competitors, Pepsi is charging high price in comparison to local competitors like Mojo.

¼ Litre ---------- Tk 18/-

½ Litre ---------- Tk 30/-

1 Litre ---------- Tk 55/-

2 Litre ---------- Tk 90/-

21

Product differentiation

In Bangladesh Pepsi offers product differentiation in comparison to Mojo cola by

offering Pepsi Diet in the market. From this side Mojo is a little weak because these days most

people are health conscious, diabetes patients, etc. They prefer Pepsi Diet which does not contain

sugar.

Pepsi Diet is available in two sizes. ½ Litre ---------- Tk 30/-

1 Litre ---------- Tk 55/-

Though Pepsi’s offering differentiation by offering Pepsi Diet it is not charging premium price.

The price of Pepsi Diet is same as Pepsi Cola.

Thus, Pepsi is having competitive advantage over Akij’s Mojo Cola.

Swot Analysis:

Mojo Cola:

Strengths:

Brand image: Akij group is already a established brand name. So there already exists a

strong brand image of the company. So if we launch any product under this brand name then it

automatically accept by the consumers.

Quality: Most of their raw materials come from various foreign countries. The quality is very

strictly controlled. At every stage, non standard products are rejected. So we can say that how

well they are aware about their products quality.

Strong distribution network: Akij group has a strong distribution network and this is

one of the most strongest competitive advantages for them. They make product available all over

the country through their strong distribution channel of retailers and whole sellers.

22

Weakness:The weakest point of akij group is that if any product sells fall due to poor quality then it will

also affect the other products of other brands.

Opportunity:Increasing demand: As people are engaging more in taking beverage product, the demand is

increasing day by day for this kind of product category.

Threat:Akij group have a number of competitors especially under Akij Food & Beverage Ltd such as

Pran juice, Shezan juice, Acme juice. This competition is very high and works as a threat for

Akij Food & Beverage Ltd.

Pepsi:

The strengths, the weaknesses, the opportunities and the threats of Pepsi.

1. The advantages of Pepsi-Cola

1) Firstly, Pepsi has stayed in this market for almost one century. So they are so experienced and stationed in people's mind deeply. Now no one doesn't know the brand Pepsi-Cola Whenever the name Pepsi is heard, people will conjure up the image of fresh and cool drink.

2) Secondly, Pepsi-Cola is not only in high quality, cool and fresh but also have a competitive price. 

3) Thirdly. Pepsi is such an experienced powerful global company, Which has a basic of a great fund. So it has the ability to place an idle sum of money to the promotion. We can see that the advertisement of Pepsi-Cola is so attractive. It also invited the top famous people to advertise for it.

4) Pepsi also compares with the competitors and find their disadvantages to update its own

quality, flavor and also package promptly in order to satisfy the consumers' need. This is the

biggest advantage of Pepsi company.

23

 It is the most popular one. Pepsi company also produce the Diet-Cola to meet the people who

more concern their health. And it just changes the design of the package of Pepsi-Cola.

2. The disadvantages of Pepsi-Cola

But we cannot consider things just on one side. Still there are some disadvantages existing in

Pepsi-Cola . A survey suggests that 32% people prefer the package of Pepsi-Cola. So the design

of Pepsi-Cola's package is not as attractive as Coca-cola. It still needs to be improved. We

suggest that the package needs to be designed more colorful to attract people's attention.

3 .Although in the cola market there are many competitors, Pepsi still has the opportunity to

enlarge its market share because the cola in the market is quite monotonic. Most of the end user

is young people. There are still some people who do not like the taste of the cola. So we can try

to provide some other taste of cola such as adding some lemon juice. We can change the flavor

in order to meet different taste of different people.

4 .As to the threats, all of us know that Pepsi-Cola and Coca-Cola have had the competition for

about 80 years. Although Pepsi-Cola have won several times during this competition, the market

share of Pepsi-cola is a little bit smaller than Coca-Cola. Besides, there are many other

competitors like Mojo.In Mojo’s advertisement we can see the reflection of our culture. It is well

known that Bangladesh is a patriotic nation. So these words can really catch Bangladeshi

people's heart. And these local cola's flavor is more suitable for Bangladeshis. So it cannot be

ignored.

24

Recommendation:

Mojo:

After getting informations from the internet and local shops. It seems that Mojo has certain

lackings. Mojo is local brand so its going to be hard for Mojo to stay in competition with Pepsi.

Mojo can provide offers like “buy one get one free”, “win a car”, coupons, etc. All these

activities will rise interests in people to consume more Mojo in order to get something. By

offering such promotions, Mojo may be able to give tough competitions to Pepsi.

Mojo can persuade people via advertising. E.g. It can convey messages that “Mojo is

Bangladeshi Drink, We Bangladeshis drink our drinks”.

Not only that, motivating employees will help Akij Beverages to reach its peak. E.g. Employees

can be given fringe benefits, promotions, monthly free medical check-up, etc.

SUGGESTIVE 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

25

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 cafe, 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 ill

find more aware people.

Sales Promotion

They should in for massive sales promotion to attract people from other drinks.

Pepsi:

1) Pepsi-Cola should improve the design of the package first. As it is advertised as" the choice of

new generation", the design must be looked young and fresh. So the color should be more sharp

and attractive.

2) As the flavor and ingredients of cola in the market are similar and the most active consumer is

the young people, we can diversify the Pepsi production to meet the different need of the

consumers. That is customer-orientated.

3) Besides the Diet cola for the health conscious people, we can have many other new choices.

For example, we can create a new kind of cola more suitable for children. Maybe we can add the

Vitamins or some nutritious element that are necessary to children. Or we can create a new

flavor like mint-cola.

4) However, pricing should not be reduced to an extent where initial investment cannot be

recovered. So, pricing & finance has to be done carefully.

26

ConclusionMojo

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.

Pepsi

Being in such a tense competition with other beverages, Pepsi-Cola should not take the direct

and tough attack upon any of them. The best wad is to keep a peaceful relationship with it and

always compare with others, We should find their disadvantages and show our advantages on

this aspect. Then by and by, the people would think ours is better Of course the most important

rule is to improve the product, lower the price in comparison to other competitors to meet the

consumers.

27