ACKNOWLEDGEMENT

We would like to take the opportunity to express my sincere thanks to Mr. Maidul Islam,
the Brand officer of Mojo, for his ever-remembering nice and friendly co-operation,
which proved helpful for us. Without his help, it would be quite impossible to complete
this report.

We are grateful to all the employees of marketing department of Akij Group for giving us
this opportunity to conveying this report and he has also given us a very clear concept
about how to work on this report.

Finally, we relay my thankfulness to Afreen Chawdhury, Our course instructor of MKT-

402 (Integrated Marketing Communication) East West University, Bangladesh for his
kind and friendly co-operation, which really helped us a lot in completing and submitting
this report. Without his support, it would not be possible for us to finish this report in
time. We will remain ever grateful to him.

EXECUTIVE SUMMERY
This report attempts to study the Integrated Marketing Communication 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. The report survey says, the total consumers’
attitude toward RC Cola is 54.65 & MOJO Cola is 55.78. (Here less signifies positive).
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, this report has found out some drawbacks and recommended some affective
strategies to recover those issues successfully.

Introduction of the company

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.

2.0 OBJECTIVE OF THE STUDY

As the topic of the assignment suggests, the term paper would focus on understanding
consumers’ attitude towards non-personal communications with the help of the different
types of IMC efforts and activities of Mojo. It should be mentioned here that this report
has been prepared in the context of Bangladeshi market and different segmentations and
promotional activities analyzed in this report are solely based on the Bangladeshi
consumers’ perspective. It means that it will differ country to country. If Mojo becomes a
multinational company and if they like to go Afghanistan then the non-personal activities
will be changed because the perceptions of Afghanis are not similar to Bangladeshi.

3.0 METHODOLOGY OF THE STUDY

The report has been prepared in a very constructive and methodological manner. The
report not only focused on understanding consumer’s attitude toward Mojo but also
planning and describing different IMCs, it is also somewhat analytic.

Primary Source of Information:

The researcher informally interviewed an employee of Mojo and collected some crucial
information regarding the IMC of Mojo. That helped us nicely. Without help of those
people, it was really hard to make a term paper like this.

Secondary Source of Information:

Different secondary information regarding the conceptual implication of the IMC and
information regarding potential competition has been collected from the World Wide
Web as stated in the reference section.

Limitations:
The major limitation while preparing this report was the lack of adequate time; as a result
the report lacks some information. Due to clash of class schedules the coordination of the
researchers was hampered. Some information was not disclosed by the organization
personnel as they regarded them as confidential. Because when we were showing
curiosity about more information of the company then they said us that due to privacy
factor, we can not share information to you.

4.0 CURRENT 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
the Bangla year 1417 very nicely. Because who had one bottle of Mojo, then he or she
got the entry into the concert.

4.1 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 that an
old couple sharing a bottle of Mojo. So, they cleared that it is not a product only for the
young people but also there target is senior citizens.

4.2 COMPETITION
Soft drink market always offer high level of competition among companies. As because
soft drink is a fast moving consumer good and its demand always fluctuate based on
several reasons. 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,
7-up and others old soft drink companies. Now these big companies are consider Mojo,
as a voracious competitor in the market. So it’s good news for Mojo that competitors are
thinking about Mojo consciously. It is because Mojo has already grabbed huge market
share.

Apart from that MOJO has strong local competitors. At present the highest market share
for cola is acquired by Rc cola, which is having more than 30% of the total market share.
Mojo is standing next to Rc cola with a very short margin. 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. We saw there hard work.
Before preparing the term paper we made a market survey and we saw that in every
popular market of Dhaka city, wholesalers are very active and demand is very high.

4.3 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.

5.0 OBJECTS AND ISSUES

Any promotional campaign under IMC can be to achieve three basic kinds of objectives:
1. To inform,
2. To persuade and
3. To remind.
In the case of Mojo, the IMC 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.

6.0 ADVERTISING STRATEGY

Developing and implementing an integrated marketing communications program is
usually a complex and detailed process involving the efforts of many persons. As
consumers generally give little thought to the individuals or organizations that create the
clever advertisements that capture the consumer’s attention, 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. What we have learnt in the every ad of BMW; they try to
include their slogan “the ultimate driving machine” and like that Mojo is try also.

9.0CONTROLS
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.

10.0ADVERTISER’S 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.

11.0 RECOMMENDATION

1. Basically Mojo’s campaigns and outdoor activities focus on Urban and sub-urban
people more than rural peoples. Though their target market is young generation
from all sides of our country but in case of staying in the competitive market they
bound to focuses more on cities. But they must remember that the rural market is
not small. Because if all the competitors can focus on the rural market then why
not Mojo.
 2. Mojo has only one classy jingle so far and still being in the market for years they
are late to come up with something new in terms of making creative ad. But in the
course of Integrated Marketing Communication, we learnt that advertise must be
changed day by day.

Through out our campaign, outdoor activities and TVC we have tried to build a new look
and image for MOJO.

12.0 CONCLUSION

MOJO has always been concerned to grab the attention of the young generation. They
always use fun, laughter, joy, humor in their advertisements. In our TVC we didn’t go
against the conventional MOJO ads but at the same time we introduced a new way of
grabbing the attention of people of different segments. We have connected MOJO with
all sorts of celebration and joyful events. After finishing this report we hope that we have
succeed to portray a study on Promotional Success/failure of “MOJO’