Md.

Fazlee Rabbi ID: 092051043 Mirna Rahman ID: 102051093

Sanjoy Kumer Roy ID: 093052004 Kajali Das ID: 093051010

Company Profile

Akij Food and Beverage Ltd. Brings Quality in Life.

Marketing Brief:-

Products of AFBL
Akij food &Beverage limited started their journey officially on July 2006 with three products but within this four year company able to add lot of products on its rosters. The products which are offering now by the company are given below:
Product Category Cola Brand Name MOJO Size 150ml can, 250ml pet and can, 500ml pet, 1 liter pet, 2 liter pet. Cloudy Lemon Lemu 150ml can, 250ml pet and can, 500ml pet, 1 liter pet, 2 liter pet. Clear Lemon Energy Drink Drinking water Juice Milk Malt Beverage Clemon Speed Spa Frutika (Mango, Red grape, Red orange) Farm Fresh UHT milk Wild Brew 250ml pet and can 500ml pet, 1 liter pet, and 2 liter pet. 250ml pet and can 500ml pet, 1 liter pet, 2 liter pet 250ml pet, 1 liter. liter tetra pack. 250ml can.

Brand name: MOJO COLA a Akij Food & Baverage Ltd company. Country's fast rate market capturing cola brand. Product category: The product MOJO cola has come with the following variations in the market 250 ml bottle 500 ml pet bottle 1000 ml or 1 liter & 2 liter bottle 150 ml & 250 ml can The MOJO Cola has been made with a proper technology. So there is no chance to occur fluctuation in taste. History of 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. 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. Business Philosophy Akij Group diversified their business in Food & Beverage industry because in Bangladesh we have 14 corers people. It is large market size to serve and food is required continually for the population. Akij food & beverage want to serve quality food for their target market. In cola industry, there are many local & foreign companies. Akij want to be local unique cola producer with the same quality of foreign company. For this purpose AFBL produces cola for young target group who like to live stylis life. Main slogan of AFBL is Brings Quality in Life. AFBL has its own marketing & sales department in Akij chamber. The functions of this department are very wide and dynamic. Main functions performed by this department are: Product development Raw material sourcing Find out or create market for its product Price set up

Packaging development Developing communication strategy Preparing sales forecast Maintain sales management in the field Keeping record of sales and stock Collection & analysis of competitors information

Beside these, it performs a number of activities to conduct their day-to-day business. Under marketing & sales department, a Brand team performs the key role of real marketing. Objectives: Mojo affects the consumers information processing process 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. Challenges: Make habitant of young and teen age customers towards MOJO. Reducing the competitors market share. Introducing attractive product for rural consumers. Maintain our existing users as dependably into MOJO. Market segment: Age: MOJOs 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 spreaded out among the children noticeably as well as the people above 27 years. Gender: Both young boys and girls are the target market for the MOJO. It is not specially made for any particular gender what actually happens for any type of cola drink. Occupation: Occupation is not clearly defined for the target market of MOJO; however where the age varies within the young generation as well as children so it can easily be understood that most of them will be whether student or doing any job or business. Income: Actually MOJO has emphasized on the lifestyle and behavior of consumers more rather than the income. They think that it is really affordable to buy a MOJO (especially 250 ml) for their target market where their income is minimum 5000 and for the students it may be less than that. Location: Almost all the places of urban and rural area are under the MOJOs 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 Class: MOJO is targeted for the upper part of the lower class, middle class, upper middle class, and lower part of the upper class of the society. Niche Market: MOJO will try to cover canteen and institutional sales, different events, club ceremony in towns.

Budget We have plan and estimate for E-media 50, 00, 000 TK., for Press Media 20, 00, 000 TK., for Billboard 15, 00, 000 TK. And for Sampling & Branding 15, 00, 000 TK. over the whole year. Tentative massage The MOJO Cola has been targeted for the young generation is designed for fun loving young adults. Street/road Show & Concerts - all are used for promotion of MOJO, Sponsorship of different special event such as reunion, MOJO has also gone for an innovative idea during this Cricket World Cup Cricket. They have also made the worlds largest cricket bat (70 feet), which has created a big attraction of the target customers. SWOT Analysis: Strength: Know Brand Experienced Management Fully Automated Machine Trained & skilled employee Good Network

Weakness: Low in variety No fixed target set up yet to SR for Cola Lack of highlighting in general & super store (for customer) Outcome from this product does not permit huge investment.

Media strategy: Mojo is trying to expose itself to its target market through various means. They are: TV: Mojo has placed TV ads quite frequently in the early stage mainly during its launching. It continued with new TV ad there after. At present funny ad are sown in on going cricket world cup. Newspaper: Mojo Company placed its ads in various newspapers. Billboards: Some (not that much) billboards have been put up. Shop sign: Probably the most used way by Mojo for getting exposure. A lot of shop signs over the name board of the respective shops. The colorful shop signs are a good way to get exposure.