Marketing Plan

Topics: Marketing, Coca-Cola, Soft drink Pages: 10 (3125 words) Published: July 15, 2013
Marketing Plan of Mojo

Executive summary:
This project is about a whole marketing plan of 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 cores 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 to survive in the market. 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 marketing plan such as product development, marketing strategy, concept development, segmentation, market evaluation, promotion, consumer behavior analysis and SWOT analysis etc, this project or research has found out some drawbacks and recommended some affective strategies to recover those issues successfully.

Table of Content

1. Executive Summary…………………………………………………0 2. Current market situation…………………………………..……….2 3. Opportunities and threats…………………………………………..5 4. Objectives……………………………………………………….…...6 5. Marketing strategies…………………………………………….….7 6. Action program……………………………………………………..11 7. Budget……………………………………………………………….12 8. Control……………………………………………….……………...12 9. References……………………………………………………….......14

2. Current market situation:
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. On the basis of 4P’s (Product, Price, Place and Promotion) analysis of Marketing Mix we can have the idea about Mojo’s current market situation. By analyzing 4P’s we have found some information about current market situation that is given below respectively with 4p’s- Product:

A survey says, the total consumers’ attitude toward RC Cola is 54.65 & Mojo Cola is 55.78. (Here less signifies positive). Its Quality = 20%,
Health= 8%
Calorie= 7%
Thirst Relieve= 12%
Taste =20%
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. Price:

Also the price of Mojo is not good enough, and the taste of Mojo drink does not satisfy the customers. The price is 15% satisfactory with the market. That’s why unfortunately this product failed to fill up the requirement of customers. The five 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.
Place:
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. Promotion:

In today’s competitive environment, having the right product at the right place in the right place at the right time may still not be enough to be successful. Now it’s current Prestige =18% in the market. Effective communication with the target market is essential for the success of the product and business. Promotion is one of the 4P’s of the marketing mix designed to inform the marketplace about who you are, how good your product is and where they can buy it. Promotion is also used to persuade the customers to try a new product, or buy more of an old product. But in current market situation we can see that Mojo drink does not use it promotion widely. A...


References: * www.google.com
* www.wikipedia.org
* www.studymode.com
* www.mojomarketplan.com
* www.akijgroupmojo.blogspot.com
* www.scribd.com
* masteringmultimedia.wordpress.com
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