Bangladeshi Soft Drinks Market

Soft Drings Executive Summary The purpose of this term paper was to focus on carbonate beverages (Pepsi and Mojo Cola). Theterm paper represents the different types of marting activites at a lower dumbfoundtaken by some(prenominal) products tohold customers of BangladeshThis report similarly gives an overview of beverage industry in Bangladesh and also an overview ofPepsi and Mojo dopes pargonnt companies. Akij Food & drinkable Ltd. has been established at a beautiful site Krishnapura, Dhamrai ofcapital of Bangladesh. It has arrest with the best regimen & beverage in Bangladesh. There be discordant types of drink.Mojo is the scrape piss of skunk, Lemu is the brand name of puke and Speed is the brand name ofenergy drink. Immediately after the introduction of the brand it became very popular among itsconsumer because of the high quality and intensive dispersion in some(prenominal) nook and box seat of thecountry. Checky Monkey is the brand name of banana chips prod uced from this factory. It also isbecoming popular chips in Bangladesh. Most of our Raw materials pay back from various foreigncountries. The quality is very strictly controlled. At every stage, non standard products are rejected. On the new(prenominal) hand Pepsi Co. is a multinational company.Originated in The USA Carolina in 1898. Since indeed it has been able to stay in competition with its biggest rival Coca-Cola. Pepsi, now is aworldwide brand and consumed by millions of people. Pepsi was introduced in Bangladesh byTranscom Group. As a corporate citizen Pepsico believes it has a state to contribute to thequality of life in our communities. Transcom Beverage Ltd has put into action this philosophythrough reliever of social agencies, projects and programs and the scope of this support is considerableand it has non been difficult to blend with this philosophy since the TRANSCOM theme alsofollowed such a corporate ideologyChapter1 1. 1 INTRODUCTION (Beverage industry of Ba ngladesh) After independence of Bangladesh the food habit of people has been changed a lot. Besides our conventional food consumer of Bangladesh like to take western food also after 1980s. As a result ofglobal commercializeing this was not too grueling for the consumers. Different foreign food companies wereestablished in Bangladesh. Beverage industry is one of them. But more interestingly we dontknow beverage is also our cultural food because beverage doesnt mean yet carbonated drinks.Yoghurt, soup and lacchi are also beverage of our own tradition which consumed for the last 100years in Bangladesh. But carbonated beverage is new in Bangladesh and today our research is oncarbonated beverage market in Bangladesh and consumer reaction to it. Carbonated beverage entered into our market in the later fiber of 1980. At that time in that respect were onlyfew companies in Bangladesh. But by the change of time and western culture influences itsbecome very popular in Bangladesh. By year 2000 more than 12 Beverage Company operatingbusiness in Bangladesh and approximately of them are foreign companies. Bangladesh Beverage 2006)At present thither 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 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. capital of Bangladesh Beverage Industries Ltd 17.Sunny Foods and Beverage Ltd. 18. Tabani Beverage Co. Ltd. 19. K. Rahman and Company 1. 2 Akij Food & Beverage Ltd Akij Food & Beverage Ltd. has been established at a beautiful site Krishnapura, Dhamrai ofDhaka. It has come with the best food & beverage in Bangladesh. There are various types of drink. Mojo is the brand name of sess, Lemu is the brand name of Lemon and Speed is the brand name ofenergy drink. Immediately after the introduction of the brand it became very popular among itsconsumer because of the high quality and intensive distribution in every nook and corner of thecountry.Checky Monkey is the brand name of banana chips produced from this factory. It also is becomingpopular chips in Bangladesh. Most of our Raw materials come from various foreign countries. The quality is very strictlycontrolled. At every stage, non standard products are rejected. 1. 3 Transcom Beverage limited On the basis of an exclusive Franchise for Bangladesh from Pepsico USA, TBL acquired threemodern bottling plants at Dahaka, Chittagong and Bogra from BBIL Dhaka Chittagong and NBIL,Bogra in serve 2000. TBL manufactures the famous range of beverages-Pepsi, 7up, Mirinda.As a corporate citizen Pepsico believes it has a responsibility to contribute to the quality of life in ourcommunities. TBL has put into action this philosophy through support of social agencies, projectsand programs and the scope of this support is extensive and it has not been difficult to blend withthis philosophy since the TRANSCOM group followed such a corporate ideology. Chapter2 2. 1 verifiable OF THE STUDY This term paper would focus on market segmentation, marketing mix, consumer attitudes towardsbeverage drinks of Bangladesh (i. e.Mojo and Pepsi). It should be noticed that this report has beenmake in the context of East Pakistani market and different segmentations and promotional activitesanalyzed in this report are solely based on the Bangladeshi consumers perspective . E. g. It willdiffer 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 underway activities undertaken by Mojo has to be changed in roam to stay in worldwide competition. Because, cultures vary from country to country. 2. 2 S ource of informationDue to limited time maximum data were collected from theinternet, surf to shop survey was through with(p) in order to estimate the sales of these beverages. 2. 3 Limitation The major drawback while preparing this report was inadequate time as a resultthe report lacks some potential information. Moreover, referable to class schedule clash in depthresearch 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 was gathered from the internet and local anesthetic shops as Pepsi is a multinational company.Adequateinformation about(predicate) Pepsi is not open from the context of Bangladesh. Chapter3 3. 1 Mojo (Information) Mojo, is a brand of Akij Food and Beverage Ltd. , a sister concern ofprominent group of companies of Bangladesh, Akij Group. In the year 2007 Mojo was themarket ch each(prenominal)enger in Bangladeshi cola market with a sal es of about 52 crores BDT. The brandwas launched in 14th April, 2005 tar confirming the youth of Bangladesh who like the Bangladeshitrends. completely there years, Mojo is doing quite good in the market and competing strong with otherbrands.Mojos pricing is its advantage but it has to meliorate its image & product quality. Unfortunately, Mojo is lagging behind repayable to inadequate promotional activities. E. g. Slogan,names meaning etc. It has also failed to get its own spot the tar sire consumers. However, still now Mojo has the potential to recover its own position (according tosurvey). Consumer behaviour such as perception, attitude, self-orientation and life style, thisreport has found out some drawbacks and recommended some affective strategies to recoverthose issues successfully. 3. 2 Market SituationMojo is not far behind in order to anticipating the contemporary market situation. After being inthe introduction stage for a short period of time Mojo is successfully n ow in the growthstage and doing well for its good annotation and unique marketing effort. With theintention of increasing sale and obtaining market share Mojo is targeting and creating awell company position into the market. To collect information regarding market, serviceperformance, competition and distribution Mojo is always evolution promotionalstrategies, consorts and carrying out market surveys. 4 April 2010, Mojo arranged afair and the duration was three days. It was held on field of Pranthapoth. They welcomedthe Bangla year 1417 very nicely. Because who had a bottle of Mojo, then that persongot the entry in the concert without any ticket. 3. 3 Target Market Most of the blue-blooded drink companies are now targeting the upstart generation and indeed this is the besttarget for any soft drink companies. Keeping this thing on mind Mojo has decided to targetespeci whollyy the young generation along with the people from various types of socio-economicclasses.Akij Group is now offering extensive distribution channel in order to capture and get throughsure the proper distribution of Mojo so that young generation cigarette easily avail it where ever they arein the country. drop dead 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 alsosenior citizens. Though Mojo is hardly preferred by Old aged people. PROFILE OF THE TARGET MARKET Cola drinks normally follow an undifferentiated marketing dodge to target their consumer.Keeping this fact in mind, we conducted a sample survey by selecting random sample fromdifferent places. The following password will attempt to analyze the profile of the target marketbased on the sample group. 3. 4 Demographic Factors Age Age is the major determinants in targeting the consumers. MOJO reflects the Bangladeshi cultureand it represents youth. From our survey, we cod found that MOJO is most preferred i n the agegroup between 20-25 years (85% of 100). Moreover, the least MOJO preference comes fromdeuce age groups 25-35 years and 35-45 years, about 1%. SexBeverage is employ for thirst-quenching purpose and this product is gender neutral, meaning there isno such kind of obligation to consume the product for male or female. However, from our surveyoutcome, we admit found that 71% of the consumers are male and 29% are female from 100. Allthe respondents are from urban location. MARKETING MIX 4PS OF MOJO5. 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 occurfluctuation in taste.The cola drinks contain a very strong taste which can compete with the marketleader Coca- Cola and RC cola. Other Factors Meaning of MOJO Meaning of MOJO is the idea or feeling the respondent corroborate straightway after hea ring the name oranalyzing it. To 60% respondents, MOJO means fun or enjoyment. To 14% it means nothing. Inaddition, 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 degraded moving consumer good and its demand always fluctuate based onseveral reasons (E. . Taste, weather conditions, etc. ). It included the degree of competition andintensity of competition. So in that case both the degree and intensity of competition are very highfor Mojo. Because the market it was operating was already touched by big companies such asCoke, Pepsi, Royal Crown Cola. Surprisingly, these whale companies are considering Mojo, as aravenous 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 ginger snapbed good portionof Bangladeshi beverage market share.Mojo believes th at they have the strong distribution power,creative marketers, financial power and quality to grab competitions market share as well asincrease 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 veryhigh. Distribution The strongest point of MOJO is their intensive distribution channel. They make this thingpossible because Akij Group of industries especially their beverage field has a profoundlogistic and supply chain management system.So they can easily go to door to door oftheir target consumers. They believe that delivering products to consumer hands is notsufficient or convenient bounteous that is why for near future betterment they are trying todevelop their distribution channel in such manner that they can easily make theirpotential customer in to actual customer. And we essential say that the dealer of a particularterritory is really expert and the do their job on the time. Objecetives & Issues The promotional campaign can undertake 3 types of objectives1. To inform,2. To persuade3. To remind.In the case of Mojo, the campaign will basically focus on persuasion, since MOJOis in maturity stage of its life pedal and will try to spread out its current perception in urbanyouthful lives. The advertising objective for MOJO is to persuade the target audience to make a leveraging and to obtain 8% increase in sales. Now a day, Mojo is not a new product. And for thatreason, previously the companys target was to make positioning about Mojo because it was a newproduct and please try it. But now Mojo is in growth stage so it is trying to maximize the marketshare and retaining the market share is also important hereAdvertising Strategy Advertising is a challenging factor for Akij Groups Mojo. As the sales of Mojo highly relies onadvertising. It has to be done in such a way which is convincing, attractive to people, which willrun on peoples mind 24/7. Developing an effective advertising and promotional campaign mustselect the right spokesperson to deliver a convincing message and the appropriate channels ormedia. As part of the development of the advertising strategy of Mojo, all the advertisingcampaigns will try to communicate the same message to meet the advertising objective as nock anddiscussed previously. Their briny logan is Mojo Ontor e Ontor e and for that reason they alwaystry 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 theaged people. Therefore, this helps them to get a good result. Soul feeling All the multinational soft drink companies-showing advertisements are made abroad. In thiscase, MOJO cola differentiated themselves. They are making the ads in our country, as they wantto be the cult brand. As they are, doing this so people can feel that it is our cola and I am buyingmy soft drink th at in terms help them to feel good.Therefore, people have a soft corner for them intheir 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 Capture Attention The brilliant packaging catches the attention instantly. mass like colorful things and they go forcolorful 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 thebrand with colors, which have a meaning, is sensible. That gives people meaning and they went forit. 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 largelylearned behavior. Learning about MOJO Cola is for the most part low involvement learningstate of affairs. Controls Just like all other companies Mojo is also very much concern about dogmatic theirmonetary and operating cost.That is why every month Mojo conduct Quality assurancesurvey, Sales figure monitoring, Feedback from Retailers and Sales force not only bytheir employees but also by students from different universities by offering exclusiveincentives and gift items. They evaluate their inventory, quality, acceptance of Mojo fromdifferent perspectives. By keep checking these things Mojo can stay in the market by notonly minimizing their cost and expense by also maximizing their revenue and realises. Weknow its very much time consuming and expense become high, but to know the currentsituation the company must do it.Social responsibilities Akij group of industries not only concern about increasing their sales, capture market share andgaining profit but also concern to do something for the social betterment. Through out theircampaign Mojo has always been the pioneer in order to come across to help old, orphanage andhomeless street children. The Group has been phone line a considerable orphanage free of charge indistrict town. The Group has also acquired a modern mother & children hospital previously ownedby redeem the Children (UK). The hospital is being operated as a non-profitable concern by Ad-DinWelfare Trust. Pricing policyThe pricing policy of Mojo has been done very carefully. Mojo has somecompetitors (e. g. Coca Cola, Pepsi) in the market. Compared to them Mojo has set pricereasonably. The pricing of Mojo is discussed below ? Litre - Tk 14/- ? Litre - Tk 25/-pic 1 Litre - Tk 45/- 2 Litre - Tk 75/- Chapter4 4. 1 Pepsi (Information) Pepsi was starting line introduced as Brads Drink in New Bern, North Carolinain 1898 by Caleb Bradham, who made it at his home where the drink was sold. It was later namedPepsi Cola, possibly due to the digestive enzyme pepsin and kola nut nuts used in the recipe.Bradhams ought t o 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-ouncebottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfieldwas 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 wasthen used over the next two decades.In 1926, Pepsi received its first logo re design since the archetype 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 inlarge part due to financial losses incurred by speculating on wildly fluctuating sugar prices as aresult of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Eightyears later, the company went bankrupt again. Pepsis assets were then purchased by Charles Guth,the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained sodafountains.He sought to replace Coca-Cola at his stores fountains after Coke refused to give him adiscount on syrup. Guth then had Lofts chemists reformulate the Pepsi-Cola syrup formula. On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered theopportunity 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 flounces) has 41 grams of carbohydrates (all from sugar), 30 mg of odium, 0 grams of fat, 0 gramsof protein, 38 mg of caffeine and 150 calories. The caffeine-free Pepsi-Cola contains the sameingredients but without the caffeine. The original Pepsi-Cola recipe was available from documents filed with the court at the time thatthe Pepsi-Cola Company went bankrupt in 1929. The original formula contained neither cola norcaffeine. 4. 2 Market Situation Pepsi Cola is a reknowned brand all over the world. Its demand is increasing each year. Pepsi is incompetition in Bangladesh for many years. Its major competitiors are Coca Cola, RC Cola andnow Mojo is progressing in competition.The main of Pepsi just like any other beverage companyis to make supernormal profit by increasing sales. Not only that, Pepsi carries out promotionalactivities throughout the year. Transcom Beverages Ltd (TBL), the franchi receive of PepsiCo International, has won the Bottler ofthe Year Award for 2009 in PepsiCo International Annual Conference in perception of itsoutstanding business results. Latifur Rahman, chairman and managing director of TBL, received the award from SanjeevChadha, regional CEO of PepsiCo, and Katrina Kaif, an Indian film actress, at a function inTh ailand recently, said a statement.Transcom Beverages, which won the award for the third time, bottles, distributes and markets allPepsiCo brands such as Pepsi, 7up, Mirinda, Mountain Dew, Slice, Diet Pepsi and 7up Light inBangladesh. Present on the occasion from TBL were Arshad Waliur Rahman, director, Golam QuddusChowdhury, executive director and CEO, and Khurshid Irfan Chowdhury, general conductor. Tejinder Khurana, country manager of PepsiCo International, and Goutam Bhattacharjee, territorydevelopment manager of TBL, were also awarded with Ring of Honour for their performances in2009. Daily Star Sunday, January 24, 2010 4. Target Market like any other beverage competitor in Bangladesh, Pepsis main target is young generation assoft drinks are mainly preferred by youths. Despite local competition Pepsi has maintained itsreputation by chargining relatively high price. at heart last fifteen years Pepsi has reached the peak by offering extensive distribution channel in order to make sure the proper distribution of Pepsi sothat people can easily avail it where ever they go. Pepsi customers are mostly young groupbetween the ages of 14 to 30 and also target at school, colleges, universities, home, restaurant,hotel and stores. . 4 Market Segmentation Positioning Beverages Soft Drinks Pepsi, Coca-Cola, Royal CrownCola Juices Pulpy, Nestle, Fruito Local Drinks Mecca Cola, Mojo Cola Energy Drinks Red Bull, Power 4. 5 Competition Pepsi has many rivals in the market. Pepsi considers Coca Cola and Royal Crown Cola as theirbiggest competitiors. However in recent years local carbonated drinks like Mojo Cola and MeccaCola, etc are giving tough competitions to giant beverage companies like Pepsi and Coca Cola. 4. 6 Distribution Pepsi undergoes big distribution all around the country.The distribution channel plays animportant mapping in the companys success. Pepsi has distributors in all districts. Due to lack of datathe distribution process of Pepsi cannot be discusse d. Objectives and issues Pepsi is in its maturity stage. Meaning, everyone knows about this beverage. All it has to do isremind people to consume this drink. The main objective of Pepsi is to make profit by theincrememnt in sales. By means of organizing concerts/trade fairs, Pepsi informs people about theproduct. Advertising strategy Advertising is an important issue for Pepsi. Its competitors undertake massive advertising todominate in market.Equally, Pepsi does the same thing for survival. Most of Pepsis advertising isIndian. 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 usestelevision, newspaper, billboards as its advertising medium Controls Quality At every level of Pepsi-Cola Company, we take great care to meet that the highest standards are met in everything we do. In our products, packaging, marketing and advertising, we strive forexcellence because our consumers expect and deserve nothing less.We declare to work towardcontinuous improvement in all areas of our organization. At every step of our manufacturing and bottling process, strict quality controls are followed toensure that Pepsi-Cola products meet the same high standards of quality that consumers have cometo expect and value from us. We also follow strict quality control procedures during themanufacturing and filling of our packages. Each bottle and can undergoes a thorough inspectionand testing process. Containers are then rinsed and quickly filled through a high-speed, state-of-the-art process that helps prevent any foreign material from entering the product.Additionalquality control measures help to ensure the integrity of Pepsi-Cola products throughout thedistribution process, from warehouse to store shelf. Extracted from http//www. pepsi. com/ Social responsibilities Environmental SupportPepsi and the entire PepsiCo family embrace our responsibility to be good stewards of our planetsnatural resources. We begin by understanding our environmental footprint and then work to findways to reduce it. Were focused on Energy, Water and Waste areas where we know we can makethe greatest difference. Extracted fromhttp//www. pepsi. com/faqs. php? ection=environmental_support Pricing policy Despite having many competitors, Pepsi is charging high price in comparison to local competitorslike 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 offeringPepsi Diet in the market. From this side Mojo is a little lite because these days most people arehealth 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 Peps i Diet is same as Pepsi Cola Thus, Pepsi is having competitory advantage over Akijs Mojo Cola. Swot Analysis Mojo Cola Strengths Brand image Akij group is already a established brand name. So there already exists astrong brand image of the company. So if we launch any product under this brand name then itautomatically accept by the consumers. Quality Most of their raw materials come from various foreign countries.The quality is verystrictly controlled. At every stage, non standard products are rejected. So we can say that howwell they are aware about their products quality. Strong distribution network Akij group has a strong distribution network and this isone of the most strongest competitive advantages for them. They make product available all overthe 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 willalso affect the other products of other brands. Opportunity Increasing demand As people are engaging more in taking beverage product, the demand isincreasing day by day for this kind of product category. Threat Akij group have a number of competitors especially under Akij Food & Beverage Ltd such asPran juice, Shezan juice, Acme juice. This competition is very high and works as a threat for AkijFood & Beverage Ltd. Pepsi The strengths, the weaknesses, the opportunities and the threats of Pepsi. 1. The advantages of Pepsi-Cola1) Firstly, Pepsi has stayed in this market for nigh one century.So they are so experienced andstationed in peoples mind deeply. Now no one doesnt know the brand Pepsi-Cola Whenever thename 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 competitiveprice. 3) Thirdly. Pepsi is such an experienced powerful global company, Which has a basic of a greatfund. So it has the ability to place an idle sum of money to the promotion. We can see that theadvertisement of Pepsi-Cola is so attractive. It also invited the top famous people to advertise forit. ) 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 biggestadvantage of Pepsi company. It is the most popular one. Pepsi company also produce the Diet-Cola to meet the people whomore concern their health. And it just changes the design of the package of Pepsi-Cola. 2. The disadvantages of Pepsi-ColaBut we cannot consider things just on one side. Still there are some disadvantages existing inPepsi-Cola . A survey suggests that 32% people prefer the package of Pepsi-Cola.So the design ofPepsi-Colas package is not as attractive as Coca-cola. It still needs to be improved. We suggestthat the package needs to be designed more colorful to attract peoples attention. 3. Although in the cola market there are man y competitors, Pepsi still has the opportunity toenlarge its market share because the cola in the market is quite monotonic. Most of the end substance abuser isyoung people. There are still some people who do not like the taste of the cola. So we can try to provide some other taste of cola such as adding some lemon juice. We can change the flavor inorder to meet different taste of different people. . As to the threats, all of us know that Pepsi-Cola and Coca-Cola have had the competition forabout 80 years. Although Pepsi-Cola have won several times during this competition, the marketshare of Pepsi-cola is a little bit smaller than Coca-Cola. Besides, there are many other competitorslike Mojo. In Mojos advertisement we can see the reflection of our culture. It is well known thatBangladesh is a patriotic nation. So these oral communication can really catch Bangladeshi peoples heart. Andthese local colas flavor is more suitable for Bangladeshis. So it cannot be ignored. Recommendation MojoAfter getting informations from the internet and local shops. It seems that Mojo has certainlackings. 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 activitieswill rise interests in people to consume more Mojo in order to get something. By offering suchpromotions, 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 BangladeshiDrink, We Bangladeshis drink our drinks.Not only that, motivating employees will help Akij Beverages to reach its peak. E. g. Employeescan be given fringe benefits, promotions, monthly free medical check-up, etc. 24 SUGGESTIVE PROMOTIONAL TOOLS Billboards MOJO cola must concentrate on billboard advertising, for this at first they have to increase thenumber 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 thatpeople can find out what they want to tell them.At last, they have to place the billboards in theright 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 peopleaware 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 seekingfor innovative things made by the marketers. They pretty much bored with the traditional ads. So ifMOJO cola bring new thing with their ads them it will be a turning point for their sale.People willget more interest in their product and as a result, they can be the loyal customer of this product. SoTV ads should be brought with a new format, with more new things so that it can catch the targetaspect with the new ones. Sponsor ship Till now MOJO cola make sponsorship of few events like concerts, nabanno utsav, banglanoboborsho, etc. they should include cyber cafe, canteens of university, devalued food shop and otherplaces where people goes frequently. By doing so they can be with the target audience and we illfind more aware people. Sales PromotionThey should in for massive sales promotion to attract people from other drinks Pepsi 1) Pepsi-Cola should improve the design of the package first. As it is advertised as the choice ofnew generation, the design must be looked young and fresh. So the color should be more sharpand attractive. 2) As the flavor and ingredients of cola in the market are similar and the most active consumer isthe young people, we can diversify the Pepsi production to meet the different need of theconsumers. That is customer-orientated. 3) Besides the Diet cola for the health conscious people, we can have many other new choices.Forexample, we can create a new kind of cola more suitable for children. Maybe we can add theVitamins or some nutritious element that are necessary to children. Or we can create a new flavorlike mint-cola. 4) However, pricing should not be reduced to an extent where initial investment cannot berecovered. 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 elementslike slogan, names meaning etc.It has also failed to communicate its own positioning to the targetconsumers. However, still now MOJO has the chance to recover its own position because about70% of the target customers (according to the survey result) are potential and have not constructedtheir judgment structure for MOJO. For some particular aspects of consumer behavior such asperception, attitude, self-orientation and life style etc, those recommended strategies provided withthe report will be supp ortive to recover those issues successfully if MOJO can apply thosesuggestive marketing tools. 6 Pepsi Being in such a tense competition with other beverages, Pepsi-Cola should not take the direct andtough attack upon any of them. The best wad is to keep a peaceful relationship with it and alwayscompare 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 toimprove the product, lower the price in comparison to other competitors to meet the consumers.