Marketing Plan on Pran Beverage LTD Maxx Cola

1. Executive Summary
MaxxCola is the first-ever local carbonated soft drink in Bangladesh from Pran
Beverage Ltd which is available in all local stores and restaurants around the country.
Pran Maxx Cola first came out in 2008. Since then its growing its popularity among
the consumers and gradually its capturing a significant market share in Beverage
Industry. MaxxCola guarantees a complete risk free drink and it doesnt add any
artificial colors, any sugar and MaxxCola uses natural mineral water.
MaxxCola continuously try harder to make the consumers cheerful though the
products, culture and frequent communication. Pran MaxxCola have a full dedicated
support family consists of Expert technical support and maintenance, 7-days a week,
364 days a year. It has round the clock service call to ensure you optimum drink
quality every time.
MaxxCola is a whole new level of drink which can be afforded easily. The colors are
stronger and with good reason these products only have the finest quality, premium
ingredients. When we take off the cap and we will smell the difference as the aroma
of perfectly blended ingredients and flavor essences set you up for impression of an
incredible cola experience. For a nontraditional cola experience MaxxCola is worth
trying.

Page 1

Marketing Plan on Pran Beverage LTD Maxx Cola

2. Introduction
Background of the study
The following assignment was assigned by the course teacher of Marketing Management,
Prof. Dr. Serajul Hoque, as an academic requirement.
Objective of the study
This assignment is about Creating and Implementing Promotional Strategies of a Product.
The purpose of the study is to help us to design and carry out effective promotional strategies
during launching of a product. Moreover, it will enable us how to apply different promotional
strategies in context of real market scenario.
Methodology
Sampling Method
There are two types of sampling method:
1. Non-Probability Sampling
2. Probability Sampling
Non-Probability Sampling:
Non-Probability Sampling is a non-random and subject method of sampling where the
selection of the population elements comprising the sample depends on the personal
judgment or the discretion of the sampler.
There are four primary types of non-probability sampling methods:
i.
ii.
iii.
iv.

Availability Sampling
Quota Sampling
Purposive Sampling
Snowball Sampling
Page 2

Marketing Plan on Pran Beverage LTD Maxx Cola

Probability Sampling:
The idea behind this type is random selection. More specifically, each sample from the
population of interest has a known probability of selection under a given sampling scheme.
There are four categories of probability sampling:
i.
ii.
iii.
iv.

Simple Random Sampling

Systematic Sampling
Stratified Random Sampling
Cluster Sampling

From the above mentioned sampling method, we have used one of the non-probability
sampling methods, that is, Availability Sampling method.
Availability Sampling is a method of choosing subjects who are available or easy to find.
This method is also sometimes referred to as haphazard, accidental, or convenience sampling.
The primary advantage of the method is that it is very easy to carry out, relative to other
methods. A researcher can merely stand out on his/her favorite street corner or in his/her
favorite tavern and hand out surveys. There are some advantages to this design - it is easy to
do, particularly with a captive audience,

Area Sampling

Area sampling is a method of sampling when no complete frame of reference is available.

The total area under investigation is divided into small sub-areas which are sampled at
random or by some restricted random process. Each of the chosen sub-areas is then fully
inspected and enumerated, and may form a frame for further sampling if desired. This method
is used when a complete frame of reference is not available.

Page 3

Marketing Plan on Pran Beverage LTD Maxx Cola

In our sampling procedure, we have chosen the students of our university from a section of
3rd batch of Faculty of Business as our area sampling.

Sampling Size

Sampling size (n) is the number of sampling units which are to be included in the sample. In
our sampling procedure, the sampling size (n) used in our survey is 30 numbers of
respondents.

Sources of Information

There are two methods of collecting data:

1) Primary data collection method.
2) Secondary data collection method.

In this assignment, we used both of the primary and secondary data sources. The collection of
data from the respondents that we have taken through survey using questionnaire is primary
data. It is because it has been collected for the first time for the purpose of this assignment.
The data that we have taken from the internet, books, and other subsidiary sources (i.e. the
data that have used for second time) is secondary data.

Limitation of the Study

It is costly to make and print advertisement.

It is difficult to prepare and design print ads due to lack of skill.

It is time-consuming and also difficult to collect the data.

The study is based on sampling, so we cannot get the exact result.

The information given by the customers may be misleading.

Page 4

Marketing Plan on Pran Beverage LTD Maxx Cola

Literature review
Vision
Any companys vision is actually the dream to which the company always strives to
reach where it may become possible or not. Here it is also not apart for Akij Group.
Expanding the business in the abroad fully and becoming one of the market leaders
internationally- this company thinks in this way as a part of their vision.
Mission
The mission of Akij Group is to be the market leader by 2009 through their best
effort, suitable and competitive marketing strategy and the consumers support. Now
they are in the position of challenger and their vision focuses on those missions, goals
and objectives which will make them able to be the leader from the challenger to the
leader in the market.
Goal
The companys goal is to maximizing the market share in their every categorized
business including Akij Food & Baverage Ltd, Akij Cement Company Ltd, Dhaka
Tobacco Industries, Akij Textile Mills Ltd and Akij Particle Board Mills Ltd.
Objective
The objective of Akij Group is to provide the quality products and services in such a
form that the customers demand.
Strategy

Page 5

Marketing Plan on Pran Beverage LTD Maxx Cola

The company always believes in pull strategy rather than push strategy. They first of
all find out the customers demand about how, when, where, and what type of product
ad services they want. Then according to that they provide their services at the right
place and in the right time.
Akij Group
History of Akij Group stretches back to later part of the forties. In its infancy, the
Group started in humble way with jute trading which was known as the golden fiber
of the country, earning highest amount of foreign exchange. Akij Groups ceaseless
efforts with dynamic management and support from our numerous clients have led
our Group in diversifying its businessactivities. In the second phase, the Group went
into manufacturing handmade cigarettes popularly known as bidis. This sector gave a
real boost to the revenue earning of the Group as well as making a substantial
contribution to government exchequer. With the passage of time, the Group undertook
new ventures and presently there are 15 units of industries under its umbrella like
cigarettes, handmade cigarettes, printing & packaging, textiles, hand board,
pharmaceutical, leather processing and real-estate business are in operation, catering
jobs for more that 32,000 people in various categories. The Group has plans for
setting up more projects. The projects are already in pipeline. Foreign investors have
shown keen interest in joining with us for joint ventures. The matter is under our
active consideration and will hopefully soon mature. This will also help the nations
economy growth and will create job opportunities to various professionals. Akij
Group is also involved in socio-cultural activities. The Group has been operating a
sizeable 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.
Akij Group
Akij Jute Mills Ltd.
Akij Match Factory Ltd.
Akij Food & Baverage Ltd.

Page 6

Marketing Plan on Pran Beverage LTD Maxx Cola

Akij Cement Company Ltd.

Dhaka Tobacco Industries
Akij Textile Mills Ltd.
Akij Particle Board Mills Ltd.
Akij Printing & Packaging Ltd
Akij Corporation Limited.
Composition of Akij Group of Companies Ltd.
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.
Product profile
Product:
MOJO Cola It has been a long time that 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. Among its beverages (Lemu,
Speed & MOJO); MOJO is the most popular
drink among the young people as well as the
children for its fantastic packaging, TVC and
good taste.
MOJO was launched on 14th April, 2005 at Pohela Baishakh.
Introduction of the brand MOJO it becames very popular among its consumer because
Page 7

Marketing Plan on Pran Beverage LTD Maxx Cola

of the high quality and intensive distribution in every nook and corner of the country.
MOJO focuses on mainly young people who like the enjoyment and fun. The word
MOJOhas come from the word Moja. From the very beginning of its
launching the company has provided subsequent and continuous heavy advertisement
through different mess media. it has also given free samples to the target market. It
also did an exclusive road show and their exposing to the customers during the Trade
Fair 2006 was very much gorgeous. As a part of its success it can be mentioned here
that during this recent year the company earned 54 crore only selling the MOJO
where 52% of total sale has been made in Dhaka city. That meansit has been very
much popular in Dhaka city than any other division. Manufacturing
As a member of the Akij Food & Beverage MOJO is manufactured in the factory
which is situated in Krishnapura, Dhamrai, Dhaka, Bangladesh.
Packaging
The beautiful and colorful packaging of MOJO attracts the customer. It consists of
red, white, black, blue, yellow, and green and so on. It includes some everyday
aspects of our day-to-day life such as rickshaw, truck are plying on the road, building,
football, cricket ball, cell phone, antenna, electric wear, a boy with a guiter. The size
of bottle (specially the 250 ml) and can is handy which the customers like most. The
packaging also includes the ingredients of MOJO. The word MOJO has been written
in both English and Arabic.
Pay off line
The pay off line for MOJO is Its inside u.
Ingredients The ingredients that are used to make the MOJO are1. Refined Sugar,
2. Carbon Dioxide,
3. Natural Flavor,
4. Caramel Color,
5. Acidulant,
6. Caffeine etc.
Nutrition Nutrition facts per 100 ml are

Energy

= 43 kcl.

Page 8

Marketing Plan on Pran Beverage LTD Maxx Cola

Fat

Protein

= 0.00 gm

Carbohydrate

= 10.5 gm

= 0.00 gm

3. Situation Analysis
In the Situation Analysis we have to understand the customer perception, who is the buyer of
our product, the perceived value of our product.

Consumers perception
The consumer information processing is the main thing that helps consumer to gather
information of specific product. MOJO cola does this 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.
Perception
The first three step of information processing (Exposure, attention, and interpretation)
constitute perception.
Exposure
MOJO is trying to expose itself to its target market through various means. They are:
TVCs At the launching period, MOJO cola went for massive TV ads to expose their
self to their target aspect. After that came with their new TV ads with the current
event. In the time of cricket world cup, they came with their new TV ads, which told
us about the largest cricket bat road show.
Newspaper MOJO cola covered the main daily newspapers of the country. This helps
them to survive in the market.
Billboards Some (not that much) billboards have been put up. However, with the
billboards, they came up with their new offerings and people became aware of it.
Sponsor of the shop They became the sponsor of the by making the shop sign. They
covered many shops, which helps them to expose their self. The colorful shop sign is
the most important thing, which helps them to make them expose.
Page 9

Marketing Plan on Pran Beverage LTD Maxx Cola

Attention
Attention occurs when the stimulus activates one or more sensory receptor nerves and
the resulting sensation go to the brain for processing. MOJO Company tries to gain
attention mainly through the following ways.
Stimulus Factor the Stimulus Factor that MOJO uses are:
Size Big billboards and Shop signs are the best example. This generates response among the
people with the result that people test it and became a loyal customer.
Color & Movement The TV ads are very colorful. The brochures are also so much colorful
which helps MOJO to create response among the target aspect.
Position In newspaper, they place their ads in the front or last page, which is the reason that
it succeed to attract their customer. Most of the time they place their ads at the right hand
corner of the page and that helps to grab the attraction. But most of the time the placement of
their billboards is wrong. For this sometimes they fail to grab the attention of the people.
Slogan Its inside you, as this is a low involvement product so it is good strategy to keep the
slogan short. People think a little while they are purchasing a cola so this easy slogan helps
them create attention.
Individual Factor
When people are thirsty, which is usually short term, people tend to notice and get attracted
by soft drink ads, which present their drinks in an attractive way. By TV, ads and the shop
sign MOJO cola trying to grab the attraction. When people are thirsty then they do not think
what I am drinking they just remember the ads and or see the ad and buy it. Example: Near
the shopping mall, cruddy area such as Stadium etc.
Situational Factors
Program involvement MOJO targets the young generation who are more interested music,
and they are serious making these people aware. By giving sponsorship of underground
concert they and other general concert they creating awareness among the people.
Non- focused attention
Hemispheric Lateralization MOJO is trying to influence the right side of the brain. We know
an image can tell a thousand words. Their imagery representation helps them to create more
response from their target aspect.

Buyers & Target group:

Resellers group: Chain superstores, hotels and restaurants, fast food shop, university canteen, bakery
& confectionary.
Consumers group: All age group, especially young age group, teen age group. Old age people are
also in our consumer group.

Perceived value:
SI. No.

Brand

Attribute
Page 10

Marketing Plan on Pran Beverage LTD Maxx Cola

Mojo cola

Natural flavor, very known brand, export

quality, attractive package

RC cola

Very known brand, pricing advantage, price

liberal

7up

Known brand, liberal price, good taste

Pran max cola

Known brand, policy on credit, local brand

image for class people, pricing advantage,
policy on credit

Virgin

Pricing advantage, policy on credit, more

free offer

SI No.

Brand

% Awareness

Mojo cola

60%

RC cola

75%

7up

65%

Pran max cola

29%

Virgin

45%

4. Market Opportunity and Issues

Strength:

Known brand
Experienced management
Fully automated machine
Trained and skilled employee
Good network

Weakness:

Page 11

Marketing Plan on Pran Beverage LTD Maxx Cola

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 permits huge investment

What steps we will take to reduce the weaknesses:

we will introduce different flavor cola to increase variety

we will use POS materials for super store and general stores
we will promote more for more sale

5. Objectives

To developed market growth.

To increase potential customer.

Consideration of Competitors:
Comp. Brand

RC cola

Pran cola

Virgin

7up

Mojo mixer cola

Brand position

1st

5th

4th

2nd

3rd

Pricing

TK. 450per ctn

TK. 430 per ctn

TK. 470per ctn

TK. 432per ctn

Tk. 447 per ctn

Unit cost

18.75

17.91

19.58

18

18.62

Price position

4th

1st

5th

2nd

3rd

Packaging

Master ctn =24pcs

Master ctn =24pcs

Master ctn
=24pcs

Master ctn =24pcs

Master ctn =24pcs

Distribution

Distributor,

Distributor, and his vehicle

Distributor,
and his vehicle

Distributor,

Distributor, and his

vehicle

Company vehicle support

Company vehicle support

Page 12

Marketing Plan on Pran Beverage LTD Maxx Cola

Advertising

1.
2.
3.

Electronic media
Billboard
Poster

1.
2.

Press media
Electronic media

1.
2.

Electronic media
Billboard

1.Electronic
media
2. Billboard
3. Poster
4.Press media

Sales
promotion

1ctn= 4pcs free

1ctn = 5pcs
free

1ctn = 2pcs free

1ctn = 6pcs free

6. Marketing Strategy
Akij group has segmented according to the homogenous segmentation where the
consumers represent the same type of demographical, psycho graphical, cultural and
social factors. Their attitude, status and lifestyle focuses on same perspective.
According to the following factors the segmentation of MOJO has been doneAge
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.

Page 13

Marketing Plan on Pran Beverage LTD Maxx Cola

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.
Espscially 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.
Lifestyle
The targeted market of MOJO is basically young generation who like gossiping,
chatting, hanging with friends, making fun, watching movies, listening music etc.
MOJO has also focused on their customers lifestyle in product, advertising and
packaging.
Personality
The customers of the MOJO are mostly action oriented people which include
especially the experiencers. It also focuses the personality of the status oriented
people including achievers and strivers.

7. 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

Page 14

Marketing Plan on Pran Beverage LTD Maxx Cola

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.
Occupation & Income
Consumers purchasing pattern, lifestyle and status largely depend on their occupation
and average monthly income of the family. The social class of the target respondents
was determined by their income or taking from family. MOJO is a low involvement
product and it is good enough to consume by upper and middle class. From the survey
respondents, students are the most who purchase MOJO and their income level is less
than 5000 taka. Business people, private service personnel and other earning people
consume less amount of MOJO although their income is comparatively high than the
students.
Favorite Pastime
Our survey respondents are giving most of their time in watching TV or movie for
their pastime about 42% and reading books on average about 24%, less time in
traveling about 1% and others cumulate about 33% such as hanging with friends,
playing outdoor games, computer game or psychological gaming etc.
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
Page 15

Marketing Plan on Pran Beverage LTD Maxx Cola

14% it means nothing. In addition, other 26% varies within music or art, sports, thirst
passion etc.
Payoff Line Completion
MOJO, its inside you. This payoff line is not well completed by the respondents.
This is happened because of their brand loyalty toward other brands. From 100, 45%
respondents completed the line but the major percentage (55) left the slogan
uncompleted. Beverage (Soft Drinks) ranking creates the flexibility for the target
customers to express their preference toward the beverage preference. From the
findings, we have experienced that out of 100, 47% people ranked cola focused
beverage group aligned with lemonade and fruit juice. 28% of them prefer cola and
fruit juice beverage group and less preferred is lemonade based beverage group
likings, only 7%.
Cola Brands Position
Our report is on MOJO cola and we have kept this name out of the selection
criteria. The motive was to see whether people recommend MOJO or not. The survey
questionnaire reveals that out of 100, Zam-zam cola comes instantly in the mind of
7% prospect and so for others (9%). Pepsi cola gains 28% attention and the highest
response is captured by coca cola (54%).

8. Positioning
Our position is better condition, because our other brands are now available in the market. So
from our product Mojo cola we want to earn 2cr taka from our sales.

9. Marketing Mix
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 can
Page 16

Marketing Plan on Pran Beverage LTD Maxx Cola

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.
Price
The three different sizes of MOJO cola have been priced differently.

250 ml bottle = 12 tk.

500 ml bottle = 20 tk

1 liter bottle = 35 tk.

150 ml can

= 12 tk.

Here wholesalers take 0.5 -1.5 tk and retailers take 2.00-2.5 tk as profit. Again comparing to
the competitors product, the price is low enough to encourage the target market to shift their
brands towards MOJO.
Promotion
The MOJO Cola has been targeted for the young generation is designed for fun loving
young adults.

Television,

Newspaper,

Radio Today & Radio Furti,

poster, shop signs & Billboards,

Street/road Show & Concerts all are used for

promotion of MOJO,

Sponsorship of different special event such as reunion,

Free sampling of MOJO has been done in many Universities as operant conditioning
to motivate the people to make the second purchase.

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.
Page 17

Marketing Plan on Pran Beverage LTD Maxx Cola

10. Review and Control

Akij Food & Beverage Ltd will have simple, decision friendly, weekly, monthly,
quarterly, and annual reports focusing on
Revenue and unit sales
Expenses

Customer feedback
Market log (Self and competitive major activities)

11.Contingency Plan

Page 18