EXECUTIVE SUMMERY

This report attempts to study the consumers’ behavior 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). People prefer MOJO’s pricing but it has to improve its image in status and quality
issues. However, still now MOJO has the chance to recover its own position because
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.

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 INTRODUCTION
Origin of the Report:
While doing the Principal of Marketing course; our course instructor Dr.
Md. Mesbah Uddin assigned us to do a term paper on the consumer behavior of a
product. We choose “MOJO Cola” on which we have conducted our total term
paper.
Objectives
The main objectives of the term paper are to -
1. Find out the consumers belief, attitude and behavior about MOJO cola
2. Find out the segmentation and target market
3. The market positioning
4. Strength & Weakness of the Brand from an Image Perception
5. Strength & Weakness of the product and service
6. Factors influence Consumer Buying Pattern
7. Building a strong marketing strategy for MOJO Cola.
Scope:
The term paper having a great deal of issues has provided us a wide range
of scope of doing survey, analyze, interpret and providing strategies. Here we have
included consumer’s belief perception, learning, memory and lifestyle and their
behavior about MOJO Cola.

Methodology:
Nature of study
This term paper is an exploratory type of study.
Primary Sources
This term paper has been done on both primary and secondary information.
Through the survey using questionnaire we have collected primary data according
to which we have given some important strategies. It includes the questions about
the demographic, cultural, behavioral factors. It also considers the belief and
attitude toward different colas in the market (MOJO, coke, Pepsi).

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Secondary Sources
Through visiting the website, collecting brochure and information from
their office the secondary data have been collected.

Presentation of Information
We have used graphs including pie chart, bar diagram to present the
information.

Limitation
There are some limitations that we faced while doing this term paper is:

1. Only 100 interviewees have been taken into consideration while preparing
the report which is not a good sample to provide any strategy.
2. Most of the interviewees are from different private universities.
3. Lack of in-depth understanding of certain terms and concepts to the
interviewed people.
4. Inadequate knowledge of interviewed people about the product MOJO
Cola.
5. Age variation is very low as respondents are most of young people.

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Strength and Weakness of the Brand from an image
Perspective:

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 (Lemon, 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 became very popular among its consumer because 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 “MOJO” has come from the
word “Moja” (tasty). 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 crores only selling the MOJO where 52% of total sale has been made in Dhaka
city. That means it has been very much popular in Dhaka city than any other division.

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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 guitar. 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 “It’s inside u”.

Ingredients:
The ingredients that are used to make the MOJO are-

1. Refined Sugar,
2. Carbon Dioxide,
3. Natural Flavor,
4. Caramel Color,
5. Acidulate,
6. Caffeine etc.

Nutrition:
Nutrition facts per 100 ml are-

 Energy = 43 k cl.

 Fat = 0.00 gm

 Protein = 0.00 gm

 Carbohydrate = 10.5 gm

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Strength and Weakness of the product and service:

The Self-Concept of MOJO:

According to our survey, the target consumer of MOJO is colorful, changing, non-
traditional, indulgent, informal and spontaneous. Therefore, the brand that portrays
the similar self-concept like the target consumers’ has the chance of getting high
approval from them. Consumers always like the brands or products similar to their
self-concept. Furthermore, the interaction between product image and self-concept
is situation specific.

How MOJO fits with?

MOJO is striving to portray the same self-concept
similar to their target consumers. The use of
bright colors (i.e. red, indigo, white etc.) in logo,
bottling and ads represents its colorful nature. Use
of DJ with traditional Baul musicians represents
their non-traditional image. Presentation of sports
and item like cricket ball, football symbolizes the
youth.

Fitting into Life Style:

According to the VALS2 system, it can be roughly said that the target consumer of
MOJO are the experiencers. They are young, vital, enthusiastic and impulsive. As
the VALS2 is not properly appropriate for our country there may be some
contradictories.

How MOJO fits with them?

MOJO perfectly fits into the lifestyle of the
young. As they lead a non- traditional, seek
variety, fun full life, are always on the move
the convenience of the MOJO perfectly suits

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their colorful life. The MOJO is also best suited while they go on trips, which is
outdoors recreation and have added as with MOJO in a hand and scarf
(handkerchief) on head give them the image of youth.

Factores Influence Consumer’s Buying Pattern:

The Market Scenario:

MOJO was launched in 14th April, 2005 on the Bangla
Nobobarsha for the youth who follows Bangladeshi trends.
The vision of MOJO was quality product. At that time,
there were three strong competitors in the market. Coca-
Cola was the market leader and ruling the market with its
strong brand name and quality product. Pepsi was the
challenger and competing in the market with its aggressive marketing strategy. RC Cola
was just threatening the market leaders with it are at the root distribution channel,
successful TVC, sales promotion and innovation. Cola market was totally packed.
Success for a newly born brand like MOJO was shadowed with haze. Having the aim of
becoming the market leader of Bangladesh’s cola market MOJO started its voyage. The
achievements are quite acceptable for MOJO. Within the time of two years (2005 to
2007), it has become the market challenger.

Consumption Statistics of MOJO

In year 2017 Highest Sales Achievement : 54%
Total Sales (Bangladesh) : 52 Crore BDT
Total Sales (Dhaka) : 52%-54% (approx.)

Motives of Buying:

The basic motive for consuming cola is smoggy. Actually, there is no particular motive
behind having a cola. Some consumer consume cola to enhance self-esteem, some for
quenching thirst, some as social drinks and some for habit. On the other hand, all
company is offering almost same types of cola, but consumer preferring one brand to
another. The logic behind this fact is the taste, price, quality, status; according to the
consumers.

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At present, MOJO is trying to motivate its consumers with standard quality product at a
relatively low price. It is also trying to motivate the consumer by promoting their cultural
and nationality to build loyal customer base.
The cultural factors play significant role for the consumption pattern of any product. If
the product does not go with the culture with target market, then the consumers of that
culture will not consume the product. It is true that the purchasing pattern of a man, living
in a culture will be influenced by the language, demographics, values and non-verbal
communication (cultural factors).

Relevant Cultural values:

The important values that affect the purchase and consumption of MOJO Cola are:
Self-concept
The self-concept is totality of the individual’s thoughts & feelings about himself or
herself. It is include the product or service one buys, how the buyer uses, how the
consumer think about the product or service and how one feels about them. Here we
found that people who are having MOJO Cola is thinking that it is for fun and enjoy.
Some people think something else.

Status
Status is one of the cultural values that effect the purchasing of any people of any culture.
It is good point to measure the purchasing pattern of a man. MOJO Cola less expensive
soft drink (beverage) comparing to others brands. The target market of MOJO Cola is
people aged 15-30. Most people believe that MOJO Cola is not a prestigious soft drink
comparing with others in the market. However, those who drink MOJO Cola believe that
it is a prestigious soft drink.

Traditional
MOJO Consumers are not too much traditional but conscious about culture. They want to
have MOJO Coal and fun together. Some consumers are traditional as well.

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Non-verbal communication:
MOJO Cola is using color as its way of non-verbal communication. It uses the color
white, red, blue, pink and other color in its logo, products, and advertisements. The blue
color for male and pink for females. The name MOJO cola reminds few words in the
consumers mind. From our survey, we see that the name MOJO cola is pleasant according
to many people.

Gender Role:
Cola is always a unisex product. Almost same percentage of man and women consume
cola as soft drinks. However, due to the product’s color and assertiveness image, cola is
consumed more by the men than women.

Group Influence:
Choosing soft drinks is more or less an individual matter. When people go to buy a soft
drinks, it is seen that different people chooses different drinks. People purchase drinks for
themselves but when they are gathered/make party together they buy what their friends
like.

Types of influence:
Only informational influence might be present in the choice of drinks. Informational
Influence used when MOJO cola came in the market. The best example of that is
distributing free sample of MOJO cola in various place. Those who done in it and was
impressed recommended it to other group members.

Degree of Reference Group Influence:

It is an able to be seen and non-necessary thing. Therefore, the reference group influence
should have been high in both product and brand. Nevertheless, the influence is low in
terms of beverage. It is an exception.

Promotion Strategy:
Although the reference group influence is low, so MOJO Cola can go for printed media,
electronic media, and push strategy and below the line strategy. They can use Road Show,
Free Sampling, and Musical show and so on.

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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.

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.

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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
succeeds 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
‘It’s 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.

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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.

Data Analyze and Interpretation:

Interpretation is the assignment of meaning of sensations. The factors that affect the
interpretation of MOJO are the following:

Individual Characteristics:
Expectation
The expectations of individuals should match with the individual interpretation. MOJO
cola trying to influence the youth through its color, informal language etc. this type of
approach helps them to match with their expectation. People like those things what they
expect, so as their approach is good so people found that what they were expecting.

Stimulus Characteristics:
Logo
The logo of MOJO is attractive and representing the youth although they did not forget
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.

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Packaging
Packaging also helps in the perception process. Attractive package can grab people’s
attention. MOJO cola knows this and they are concentrating on it.
The two most critical job of packaging are:
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.

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

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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 = 15 Tk.
 500 ml bottle = 25 Tk
 1 liter bottle = 40 Tk.
 2 liter bottle =70 Tk
 150 ml can = 15 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,

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  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 world’s largest cricket bat (70 feet), which has
created a big attraction of the target customers
Place:
The distribution of MOJO is strong enough as it is quite available in every targeted area.
To distribute this product the company follows the following distribution channel-

Manufacturer Wholesaler Retailer Consumer

For the product availability the customers can get MOJO at any place when they need it.
It is seen that this product has been successful to occupy the refrigerators in the outlets so
that is found chilled. 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%.

AGE
More than 45

1.0%

35-45

1.0%

25-35 15-20

4.0% 9.0%

20-25

85.0%

Figure 2: Age distribution of target customer

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Gender:
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.

SEX
f emale

29.0%

male

71.0%

Figure 3: Gender distribution of target customer

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.
OCCUPATION
Private Service

6.0%
Other
Businessman
3.0%
3.0%

Student
88.0%

Figure 4: Occupation diversity of target customer

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 INCOME
More Than 20000

5.0%

10000-15000

4.0%

5000-10000

25.0%

Less Than TK.5000

66.0%

Figure 5: Income/taking variation of target customer

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.

FAVORITE PASSTIME
Hanging with friends

3.0%
Traveling

1.0%
Playing outdoor game

6.0%
Computer Game or Psy

7.0%
Listening to Radio
Reading Books
4.0%
24.0%
Teleconferencing
Chatting over net
6.0%
7.0%
Watching TV or Movie

42.0%

Figure 6: Favorite pastime of the target customer

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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.

MEANING OF MOJO

Means nothing

14.0%

Others

10.0%

Music or Art
1.0%

Sports Fun or Enjoyment

1.0% 60.0%

Thirst

9.0%
Passion

5.0%

Figure 7: Target customers’ idea about the meaning of MOJO

Payoff Line Completion

“MOJO, it’s 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.

PAYOFF LINE COMPLETION

Completed

45.0%

Uncompleted

55.0%

Figure 8: Payoff line recall from the target group

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Beverage (Soft Drinks) Choice

A. 1. Cola B. 1. Cola
2. Lemonade 2. Fruit juice
3. Fruit juice 3. Lemonade

C. 1. Lemonade D. 1. Lemonade
2. Cola 2. Fruit juice
3. Fruit juice 3. Cola

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%.

SOFT DRINKS CHOICE

100

80

60
Percent

47
40

28
20
18

0 7
A B C D

Group

Figure 9: Soft drinks choice of target group

Cola Brand’s 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%).
POSITIONING
100

80

60
Percent

54

40

28
20

9 9
0
Zam -zam Cola Peps i Coca Cola Others

BRAND

Figure 10: MOJO’s position in target customers’ mind

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 Recommendation

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 utsab,
Bangla noboborsho etc. they should include cybercafé, canteens of university, fast food
shop and other places where people go frequently. By doing so they can be with the target
audience and we will find more aware people.

Sales Promotion
They should in for massive sales promotion to attract people from other drinks.

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Road Shows
When they first came in the market, they arranged road shows in some prestigious
universities in Bangladesh. Frequent road shows can be effective for them. During world
cup football and cricket, they arranged world cup mania, and if they do so once or twice
in a year that will be more helpful for them in the future.

Retailer Store Ads

They should supply their own refrigerators to the retailers, so that the drinks can always
be kept cool. The supply of drinks should meet up the demands. If they supply less then
people will fail to purchase MOJO cola whenever they intend to buy them. Therefore, in
this field they need to bring their concentration.

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 CONCLUSION
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, 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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