Marketing of Food & Beverage Products- a Study on Akij Group

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MARKETING OF FOOD AND BEVARAGE PRODUCT
A STUDY
ON

AKIJ GROUP

( SPECIALY MOJO SOFT DRINKS )

[pic]

Submitted To
DR Professor Shawqatul Meher
Faculty Of Business Administration.
Ex- Dean.
Southern University, Bangladesh.

Submitted By

Fatema Begum

ID-136 A4 02

4th Batch

Program-MBA

Major-Marketing.
Southern University, Bangladesh.

.

.

Contents
1.0 Introduction1
1.1 Origin of the Report5
1.2 Objectives5
1.3 Scope5
1.4 Methodology5
1.5 Limitation6
2.0 Company Profile7
Mission, Vision, Goal and Objective7
2.2 Akij Group8
2.3 Akij Jute Mills Ltd.9
2.4 Akij Match Factory Ltd.9
2.5 Akij Food & Baverage Ltd.10
2.6 Akij Cement Company Ltd.11
2.7 Dhaka Tobacco Industries11
2.8 Akij Textile Mills Ltd.9
2.9 Akij Particle Board Mills Ltd 10
2.10 Akij Printing & Packaging Ltd.11
2.11 Akij Corporation Limited11
Product profile17
Segmentation & Target Market19
Marketing Mix: 4p’s of MOJO20
DISTRIBUTION CHANNEL23
Profile of the Target Market23
Demographic Factors23
Other Factors26
External influences on MOJO cola consumption29
Relevant Cultural values30
Non-verbal communication30
Promotion Strategy31
Consumers’ perception & MOJO31
CONSUMERS’ LEARNING & MOJO34
CONSUMERS’ MEMORY & MOJO37
Consumers’ Attitude toward MOJO38
Congruence with Self-Concept & Life Style: MOJO40
Motivating Consumers: MOJO & Competitors41
Drawback42
Promotion & MOJO42
PRESENT Promotional Scenario OF MOJO42
Suggestive Promotional Tools44
conclusion46
Reference 46

1.0 Introduction

1.1 Origin of the Report

While doing the marketing practice; our course instructor assigned me to do a term paper on the consumer goods and marketing strategy of a product.I did a study on“MOJO Cola”- a soft drink manufactured by Akij Group and conducted the total term paper.

1.2 Objectives

The main objectives of the term paper is 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. Recognizing the consumers learning and perception
5. Building a strong marketing strategy for MOJO Cola.

1.3 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.

1.4 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 I have collected primary data according to which I 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).

Sampling Method
Convenient sampling where especially students and friends have participated

Information Collection Instrument
Structured questionnaires including demographic factors, consumer’s belief, attitude and behavioral factors for the respondents
Sample Size
50 samples have been taken to do the survey.

Secondary Sources
Through visiting the website, collecting brochure and information from their office the secondary data have been collected. In this term paper 50 consumers were interviewed for this purpose.

Analysis Technique
Statistical techniques (SPSS) were used to analyze the collected information.

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

Preparation and Submission of Report
This report has been prepared and submitted to the honorable instrutor DR Professor Shawkautul Mehar under whom I have done this term paper.

1.5...
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