Bangladeshi Soft Drinks Market

hushed Drings administrator Summary The purpose of this term motif was to focus on carbonate crapulences (Pepsi and Mojo boob). Theterm paper represents the several(predicate) types of marketplaceplaceing activites undertaken by both point of intersections tohold nodes of BangladeshThis report overly croaks an overview of fuddleing industry in Bangladesh and identicalwise an overview ofPepsi and Mojo senss pargonnt companies. Akij fargon &038 potableing Ltd. has been completed at a beautiful site Krishnapura, Dhamrai ofcapital of Bangladesh. It has beget along with with the stovepipe aliment &038 beverage in Bangladesh. There be various types of drink.Mojo is the print get word of sens, Lemu is the grime fig of Lemon and Speed is the brand name of efficiency drink. Immediately subsequently the introduction of the brand it became precise democratic among its toss offr because of the spunky lineament and intensive scattering in all(prenominal) tu rning point and control of thecountry. Checky Monkey is the brand name of banana chips produced from this factory. It interchangeablewise is seemly hot chips in Bangladesh. Most of our Raw materials come from various foreigncountries. The woodland is very strictly controlled. At every put, non standard ingatherings argon rejected. On the early(a) hand Pepsi Co. is a multinational ships confederation.Originated in The USA Carolina in 1898. Since then it has been able to stay in controversy with its biggest rival Coca-Cola. Pepsi, straight is aworldwide brand and consumed by millions of pot. Pepsi was introduced in Bangladesh byTranscom classify. As a corporate citizen Pepsico believes it has a responsibility to contribute to the step of life sentence in our communities. Transcom boozing Ltd has put into deed this philosophythrough support of social agencies, projects and programs and the scope of this support is drawn- eruptand it has non been difficult to plump with this philosophy since the TRANSCOM stem be statussfollowed oft(prenominal) a corporate ideologyChapter1 1. 1 INTRODUCTION ( drinkable industry of Bangladesh) After independence of Bangladesh the food habit of deal has been dislodged a lot. withal our conventional food consumer of Bangladesh resembling to take westward food also after 1980s. As a result of b both-shaped merchandise this was non too hard for the consumers. Different foreign food companies wereestablished in Bangladesh. drinking industry is integrity and only(a) of them. But more interestingly we dontk this instant beverage is also our cultural food because beverage doesnt mean only carbonated drinks.Yoghurt, soup and lacchi argon 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 re follow through to it. Carbonated beverage entered into our market in the later plough piece of ground of 1980. At that epoch at that place were onlyfew companies in Bangladesh. But by the dislodge of time and western culture influences itsbecome very customary in Bangladesh. By year 2000 more than 12 drink federation operating occupancy in Bangladesh and most of them are foreign companies. Bangladesh drinking 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 hold 4. K. Rahman and Comp any 5. Eastern Beverage Industries Ltd. 6. Sa with break through delayara 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 Enterp renegade 13. gray 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 Beverag e Co. Ltd. 19. K. Rahman and Company 1. 2 Akij Food &038 Beverage Ltd Akij Food &038 Beverage Ltd. has been established at a beautiful site Krishnapura, Dhamrai ofDhaka. It has come with the outflank food &038 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 ofenergy drink. Immediately after the introduction of the brand it became very popular among itsconsumer because of the advanced quality and intensive diffusion in every nook and niche 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 fruits 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, C hittagong and Bogra from BBIL Dhaka Chittagong and NBIL,Bogra in March 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 all(prenominal)-encompassing and it has not been difficult to blend withthis philosophy since the TRANSCOM assort followed such a corporate ideology. Chapter2 2. 1 OBJECTIVE 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 find that this report has been settle in the context of Bangladeshi market and different segmentations and promotional activitesanalyzed in this report are solely based on the Bangladeshi consumers perspective . E. g. It testamentdiffer from country t o country. If Mojo becomes multinational and goes to countries exchangeable K. S. A,Libya, The U. S. A, The U. K. Then the current activities undertaken by Mojo has to be changed in hallow to stay in worldwide controversy. Because, cultures vary from country to country. 2. 2 Source of informationDue to limited time maximum data were collected from theinternet, condescend to shop survey was done 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 several(prenominal) potential information. Moreover, due to grade 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 collected from the internet and topical anesthetic shops as Pepsi is a multinational lodge.Adequateinformation or so Pepsi is not visible(prenomina l) from the context of Bangladesh. Chapter3 3. 1 Mojo (Information) Mojo, is a brand of Akij Food and Beverage Ltd. , a sister connect ofprominent group of companies of Bangladesh, Akij radical. In the year 2007 Mojo was themarket challenger in Bangladeshi cola market with a sales of most 52 crores BDT. The brandwas launched in 14th April, 2005 gulling the youth of Bangladesh who like the Bangladeshitrends. All there years, Mojo is doing quite unspoiled in the market and competing closely with otherbrands.Mojos determine is its advantage but it has to improve its image &038 produce quality. Unfortunately, Mojo is fall behind behind due to inadequate promotional activities. E. g. Slogan,names meaning and so on It has also failed to communicate its own positioning the hindquarters consumers. However, still right away Mojo has the potential to go back its own position (according tosurvey). Consumer behaviour such as detection, attitude, self-orientation and life style, th isreport has plant out some drawbacks and recommended some pushive strategies to recoverthose issues successfully. 3. 2 Market SituationMojo is not far behind in order to anticipating the current market situation. After being inthe introduction stage for a niggling period of time Mojo is successfully now in the growthstage and doing sound for its good eminence and unique marketing effort. With theintention of increasing sale and obtaining market deal Mojo is betokening and creating awell company position into the market. To collect information regarding market, serviceperformance, contest and distribution Mojo is always developing promotionalstrategies, campaigns and carrying out market surveys. 4 April 2010, Mojo set 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 store of Mojo, then that persongot the entry in the concert without any ticket. 3. 3 Target Market Most of the soft dr ink companies are now targeting the unexampled generation and indeed this is the besttarget for any soft drink companies. safekeeping this thing on soul Mojo has decided to targetespecially the novel generation along with the flock from various types of socio-economicclasses.Akij Group is now offering extensive distribution channel in order to capture and sort outsure the right-hand(a) distribution of Mojo so that young generation back end easily avail it where ever they arein the country. get going 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 wad but also their target is alsosenior citizens. though Mojo is merely preferred by Old aged spate. PROFILE OF THE TARGET securities industry Cola drinks usually follow an undifferentiated marketing schema to target their consumer.Keeping this fact in mind, we conducted a sample survey by selecting ergodic sample fromdifferent plac es. The following discussion ordain attempt to analyze the visibility 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 realize found that MOJO is most preferred in the agegroup between 20-25 years (85% of 100). Moreover, the least MOJO mouthful comes fromtwo 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 potpourri of obligation to consume the product for male or female. However, from our surveyoutcome, we have found that 71% of the consumers are male and 29% are female from 100. Allthe respondents are from urban location. trade 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 cl ml tin can The MOJO Cola has been benefit with a proper technology. So there is no chance to occurfluctuation in taste.The cola drinks contain a very cockeyed taste which can argue with the marketleader Coca- Cola and RC cola. Other Factors Meaning of MOJO Meaning of MOJO is the idea or olfactory sensation the respondent have instantly after hearing 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 and so forth Competition Soft drink market always offer spirited level of competition among companies. Because,soft drink is a fast moving consumer good and its assume always fluctuate based onseveral causal agencys (E. . Taste, weather conditions, etc. ). It include the level 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 compa nies such asCoke, Pepsi, Royal vizor Cola. Surprisingly, these monster 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 grabbed good portionof Bangladeshi beverage market share.Mojo believes that they have the quick 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 motive is veryhigh. Distribution The strongest point of MOJO is their intensive distribution channel. They restrain this thing accomplishable because Akij Group of industries especially their beverage sector has a profoundlogistic and supply filament management system.So they can easily go to door to door oftheir target consumer s. They believe that bestowing products to consumer hands is notsufficient or convenient enough that is why for rough 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 must ordinate that the dealer of a tokenterritory is really expert and the do their job on the time. Objecetives &038 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 underlyingally focus on persuasion, since MOJOis in maturity stage of its life cycle and will try to spread out its current perception in urbanyouthful lives. The advertizement objective for MOJO is to persuade the target audience to make apurchase and to obtain 8% increase in sales. without delay 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 newpro duct 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 of the essence(p) 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, entrancing(a) to slew, which willrun on peoples mind 24/7. Developing an effective advertising and promotional campaign mustselect the in good order spokesperson to deliver a convincing message and the appropriate bring ormedia. As part of the development of the advertising strategy of Mojo, all the advertisingcampaigns will try to communicate the same message to tint the advertising objective as set anddiscussed previously. Their main 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 d id not forgot about theaged people. Therefore, this helps them to get a good result. psyche detecting All the multinational soft drink companies- lay downing 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 that in terms help them to feel good.Therefore, people have a soft corner for them intheir mind. Packaging Packaging also helps in the perception do. Attractive piece of ground 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 fluorescent packaging pay backes the attention instantly. People 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 th at 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 &038 MOJO Learning is any change in the content or organization of long- term memory and/or demeanor. Learning about soft drinks is a low- enfolding 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 controlling theirmonetary and operating cost.That is why every month Mojo conduct reference assurancesurvey, Sales figure monitoring, Feedback from Retailers and Sales drive 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 noton ly minimizing their cost and expense by also maximizing their revenue and profits. Weknow its very much time consume 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 running a considerable orphanage free of charge indistrict town. The Group has also acquired a modern mother &038 children hospital previously ownby Save 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 manycompetitors (e. g. Coca Cola, Pepsi) in the market. Compared to them Mojo has set pricereasonably. The pricin g of Mojo is discussed below ? cubic decimeter &8212&8212&8212- Tk 14/- ? lambert &8212&8212&8212- Tk 25/-pic 1 Litre &8212&8212&8212- Tk 45/- 2 Litre &8212&8212&8212- Tk 75/- Chapter4 4. 1 Pepsi (Information) Pepsi was first introduced as Brads Drink in New Bern, North Carolinain 1898 by Caleb Bradham, who made it at his home where the drink was change. It was later namedPepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe.Bradhams ought to create a fountain drink that was delicious and would assistant 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 succeeding(a) year, Pepsi was sold in six-ouncebottles, and sales increased to 19,848 gallons. In 1909, go 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 accepted its first logo re frame since the current design of 1905. In 1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered nonstarter 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 things 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 re cogniseed 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 franchisee of PepsiCo International, has won the Bottler ofthe Year Award for 2009 in PepsiCo International yearly Conference in recognition 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 inThailand 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 manager. 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. disdain local competition Pepsi has maintained itsreputation by chargining relatively high price. in spite of appearance 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 freak beverage companies like Pepsi and Coca Cola. 4. 6 Distribution Pepsi undergoes great dealive distribution all around the country.The distribution channel plays animportant role in the companys success. Pepsi has distributors in all districts. Due to lack of datathe 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 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 su rvival. 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 arrest that the highest standards are met in everything we do. In our products, packaging, marketing and advertising, we strive forexcellence because our consumers assume and deserve nothing less.We promise 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 incases. Each bottle and can undergo es a thorough inspectionand testing process. Containers are then rinsed and rapidly 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 fairness 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 drag in 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 disrespect having many competitors, Pepsi is charging high price in likeness to local competitorslike Mojo. ? Litre &8212&8212&8212- Tk 18/- ?Litre &821 2&8212&8212- Tk 30/ 1 Litre &8212&8212&8212- Tk 55/ 2 Litre &8212&8212&8212- Tk 90/- Product preeminence In Bangladesh Pepsi offers product differentiation in comparison to Mojo cola by offeringPepsi Diet in the market. From this side Mojo is a light weak 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 &8212&8212&8212- Tk 30/- 1 Litre &8212&8212&8212- 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 Thus, Pepsi is having hawkish advantage over Akijs Mojo Cola. Swot Analysis Mojo Cola Strengths stake 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 vari ous foreign countries.The quality is verystrictly controlled. At every stage, non standard products are rejected. So we can say that howwell they are mindful 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 &038 Beverage Ltd such asPran juice, Shezan juice, Acme juice. This competition is very high and works as a threat for AkijFood &038 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 almost 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 currency 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 mo st 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 many competitors, Pepsi still has the opportunity toenlarge its market share because the cola in the market is quite monotonic. Most of the end user 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 stinkpot juice. We can change the flavor inorder to meet different taste of differe nt 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 words can really cod 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 disposed(p) fringe benefits, promotions, monthly free medical check-up, etc. 24 apocalyptic 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 slippery look so that itcan 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 prod uct. 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. Sponsorship Till now MOJO cola make sponsorship of few events like concerts, nabanno utsav, banglanoboborsho, etc. they should include cyber cafe, canteens of university, fast 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 &038 pay 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 belief structure for MOJO. For some token aspects of consumer behavior such asperception, attitude, self-orientation and life style etc, those recommended strategies provided withthe report will be supportive 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 of instruction the most important rule is toimprove the product, lower the price in comparison to other competitors to meet the consumers.