Assignment

On
“MOJO COLA”

Prepared by:
Moshiur Rahman ID# 03810473
Iftekherul Alam ID# 03810401

Date of Submission: October 24, 2009

Prepared for:
Mr. Mizanur Rahman
Course Instructor,
MKT 605 (Marketing Communication)

Stamford University, Bangladesh

 1. Who is the target market? How do you know?
Answer: The main target of this ad is village people who lives in so far away from cities,
age group of 16-16 above. Actually this ad is not focusing only age. Although customers
of mojo cola can be kids aged or can be 50 +. This bill board ad is more specifically
targeted at the people who are living in rural area. Geographic segmentation is highly
focused in this ad. This is clean from the product with unique symbol and appeal shown
and never used in the bill-board, “Mojo antore antore”. Which is used for young group of
people living in Dhaka city other citis in their previous ad, but this time they are targeted
rural people.

2. What are the main message of the ad. (Positioning) ?

Answer: The main message of the ad is to tell the target market that Mojo Cola has
already started its journey from city to rural area. They will reach very soon.
Familiarizing the board with rural people & creating product differentiation based on
packaging, pricing, quality that ensure the taste of mojo cola are the main messages of the
ad.

Since the earlier mojo has introduced with urban people, mojo cola is the sign of youth &
for the up coming generation. It gives a clear message of brand FAMILIARITY TO THE
TARGET MARKET. The ad also indicates that mojo cola is going to capture rural area
in future which is clearly reflected when a car is on the boat & started its journey by
river.

Mojo Cola also wants to emphasize this drinks not only for urban people, lower income
people, those who work hard they can also drink mojo cola.

3. Is the ad in the right medium given the target market? Why?

Answer Mojo’s packaging of bottle & its out look not only have got enough attention
from customers but also its board ad, posters, leaflet, mini posters is very much effective
in drawing attention of the target market & generating product awareness. In addition, as
a cost effective way of developing message posters can easily get the message to a rural
people which a large section of the target market falls, as well as bill board is a good
medium for this ad.

4. What design elements have they used to get target markets attention?
Answer: Firstly, the main design elements used in this ad is the red color which
indicating mojo itself as well as the car which is on a boat its also paint like mojo, this car
is the symbol of city, (urban people), on the other hand the boat is the symbol of village
people which grabs target markets attention, creates an interest in them and encourages
them to go into the ad.

Secondly, the contrast between red, blue & white colors, the balance between the left &
right sides and the coherence used in portraying the pictures make the ad more appealing
& interesting.

5. Are the visual clear?

Answer: Yes, the visual are very clear because the use of only three colors (blue, white &
red) makes the ad more transparent & distinct. Moreover, the placement of the boat in the
middle, a small car on the boat & the product itself left side of the ad use of the variation
in the intensity of red, blue & white colors make all the visuals crystal as well as
attractive. How ever, the complexity of the visuals might make the viewers a bit
confounded to comprehend the main message of the ad quickly.

6. Is the ad easy to understand?

Answer: No, at first glance the ad seem to be difficult to understand, even though it
creates curiosity among the target market who views the ad. It is high context ad as the
portrayal of a boat started its journey & a car is on a boat gives more indirectly a message
to the target market, although mojo is available in city but it will grab the market of rural
area in future. The average people who will view the ad will face difficult in
understanding the implied message instantaneously.
Moreover, a big amount of space used to introduced the product as big letter head line
“Mojo antore antore” is used for this ad. In addition, the ad leaks of some basic
information on product features that can help to understand the ad. So, the ad is not very
easy to understand.

However, when the viewers goes into the ad & gives a close look at the product & the
headline he/she will be to understand the ad. Thus, the ad is considered to be moderately
difficult.

7. Is there effective branding?

Answer: There is moderately effective branding in the ad. This is because that a big letter
head line instead of small head line is used and also a very big amount of space is used to
portray the product. As a whole, the ad focuses more on drawing the pictures of two
things boat & car instead of drawing product headlines, although a big letter headline is
exist on the ad but they are more focusing on portrait/ portray. They used in drawing
bold headline (Mojo antore antore) in the upper right corner, big size product in left side
corner make branding a little bit effective.

8. Is the ad memorable ? Why?

Answer: Those who see the ad more closely, definitely this ad is memorable. Intriguing
portraits of boat, car & the product help draw the attention of the target market & make
tem more curious & bring them to the details of the ad. All these things make the
memorable to the target market. Moreover, the interesting and unique portrayals of three
things product itself, a boat, mojo car and boat man standing on the boat. All these thing
helps the ad being memorable.

9. Do you think the ad is effective? Why?

Answer: The ad is not so much effective. Although it instantly draws the attention of the
target market & makes the ad memorable, it focus on the portrayals of a product, a boat
& a car instead of products unique features. It is true they are focusing on big
letterheadline & also brand name but the ad carries a very high message which is very
difficult to understand on part of average target market.