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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.

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 dont know beverage is also our cultural food because beverage doesnt 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 its 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 Ltd 3. Abdul Monem Limited 4. K.Rahman and Company 5. Eastern Beverage Industries Ltd. 6. Sanowara Drinks and Bev. md. Ltd. 7. Asia Business Ltd. 8. Desh Beverage Co. Ltd. 2

9. Northern Beverage Ltd. 10. National Beverage Industries Ltd. 11. Bridge Corporation Limited 12. Tezarat Enterprise 13. Southern Beverage Ltd. 14. K.Rahman and Company 15. Bangladesh Beverage Ind. Ltd. 16. Dhaka Beverage Industries Ltd 17. 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.

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
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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.

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
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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.

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
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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 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 Factors
Age 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.

MARKETING MIX: 4PS 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 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 its 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 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 companys 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.
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Advertising Strategy
Advertising is a challenging factor for Akij Groups 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 peoples 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 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 peoples attention. MOJO cola know this and they are concentrating on it. The two most critical job of packaging are:

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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.

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.
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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.

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: Litre ---------- Tk 14/ Litre ---------- Tk 25/12

1 Litre ---------- Tk 45/2 Litre ---------- Tk 75/-

Pepsi (Information):

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
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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 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

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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. 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
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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 Geographic


World Region Country Cities Density Climate Asia Bangladesh All major cities of Bangladesh Urban Hot & Dry

Data

Demographic
Age Gender Family size 14-30 Male, Female 1-2, 3-4, 5+

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Family lifecycle Income Occupation Education Religion Race Nationality

Married, Unmarried Tk.10,000+ From middle class to upper class Schools, Colleges, Universities Major religion of Islam, Christianity and Hinduism and small percentage of others. Asian Bangladeshi

Psychographic
Social class Lifestyle Middle class, Upper class Actualizes, Fulfilled, Believers, Achievers, Strivers, Experiences makers and Strugglers.

Behavioral
Occasions Benefits User status Loyalty Status Readiness Stage Parties, Birthdays, Sports and Regular Occasions Quality, Taste First time user Strong Aware, Interested

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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.

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Distribution
Pepsi undergoes massive distribution all around the country. The distribution channel plays an important role in the companys 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.

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.

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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-ofthe-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/]

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]

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Pricing policy

Despite having many competitors, Pepsi is charging high price in comparison to local competitors like Mojo. Litre ---------- Tk 18/ Litre ---------- Tk 30/1 Litre ---------- Tk 55/2 Litre ---------- Tk 90/-

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. Litre ---------- Tk 30/1 Litre ---------- Tk 55/Though Pepsis offering differentiation by offering Pepsi Diet it is not charging premium price. The price of Pepsi Diet is same as Pepsi Cola.
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Thus, Pepsi is having competitive advantage over Akijs 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. 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.

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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. 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

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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 Mojos 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.

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.

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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 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.

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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.

Conclusion
Mojo
People prefer MOJOs 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, names 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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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.

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