Consumers Preferences towards MOJO
Prepared by :
Molla Ashiqul Haq 123-013-1660
Shohan Akon Sunny 123-111-2060
Nazmul Islam 123-126-0660
Md. Fazle Rabbi 123-124-8060
Mofakkir Hossain Chowdhury 123-103-9060
Prepare for :
Dr. Deena P. Forkan, Associate Professor
North South University
Acknowledgement
At the beginning of our acknowledgement section of this research paper, we must show my
gratitude to the Almighty Allah for giving us enough courage and strength to prepare the
research paper in due time. Without His continuous blessing it wouldnt be possible to finish this
research paper for us.
Our humble gratitude must also be for our honorable faculty Dr. Deena P. Forkan for her
continuous support and instructions, which helped us to carry our work forward. Her guidelines
were so effective and obvious that it made our work easier and direct us to the right way. Its
only her contributions, for which we never got lost our focus while working on this research
paper.
Thanks must also go to some of our friends who helped us in developing my questionnaire for
survey and also to collect the primary information. Its only for them that we became able to
finish our work in such a short time.
Last but not the least; We must thank the honorable respondents, who willingly helped us
through filling out the questionnaire by spending their valuable time. Its only their
thoughtfulness and honesty that helped us to prepare an authentic research paper.
Abstract
Our research topic is the Consumers Preferences Towards MOJO. It is a product of Akij Food
& Beverage Industry (AFBL) which is under Akij Group of Industries. MOJO launched in the
market in April, 2006. In the beverage industry, Mojo became very popular immediately after it
launching. we chose MOJO as to do a research over the product to figure out its current market
standing and consumers responses towards MOJO. In our research paper we are intending to
figure out the consumers preferences towards MOJO. Later, we built up a survey questionnaire
in order to do some primary research structuring on the facts of our research and did a survey on
target people to find out the authenticity of those facts. After that we brought up some of the
secondary data and converted them into related information in order to support my hypothesis
and primary findings. At the ending part we tried to match our finding from those sources with
the claim we had made and figured out whether the hypothesis is right. After figuring out the
consumer preferences towards MOJO through the research, we suggested some
recommendations to improve the MOJOs preferences among the consumers.
Table of content
Topic Page No.
Introduction:
This research will attempt to study the Consumer Preference Towards MOJO. It is a 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 14
th
April, 2005
targeting the youth of Bangladesh who like the Bangladeshi trends. All these years MOJO is
operating satisfactorily in the market place and competing well with other competitors. People
prefer MOJOs pricing but it needs to improve its image in status and quality issues. However,
still now MOJO has the chance to recover its own position because target customers are potential
and have not lost their belief structure for MOJO. After figuring out the consumer preferences
towards MOJO through the research, we will suggest some recommendations to improve the
MOJOs preferences among the consumers.
We will do the test marketing mix of the particular brand of Akij Food & beverage Industry
which is MOJO. As we have mentioned before that Akij Group has many different brands in
their Food & Beverage Industry, but we have chosen MOJO, the cola drink, as our particular
brand since compared to other brands it is most popular and extensive. Our motive is to test the
consumers responses towards this brand and the current market standing of the brand. We have
further narrowed down the topics as for testing the marketing mix of MOJO brand.
Background:
company profile
Akij Group
History of Akij Group stretches back to later part of the forties. In its infancy, the Group
started in humble way with jute trading which was known as the golden fiber of the country,
earning highest amount of foreign exchange.
The Group has plans for setting up more projects. The projects are already in pipeline.
Foreign investors have shown keen interest in joining with us for joint ventures. The matter is
under our active consideration and will hopefully soon mature. This will also help the nation's
economy growth and will create job opportunities to various professionals.
Composition of Akij Group of Companies Ltd:
Akij Jute Mills Ltd.
Akij Match Factory Ltd.
Akij Food & Baverage Ltd.
Akij Cement Company Ltd.
Dhaka Tobacco Industries
Akij Textile Mills Ltd.
Akij Particle Board Mills Ltd.
Akij Printing & Packaging Ltd
Akij Corporation Limited.
Vision
Any companys vision is actually the dream to which the company always strives to
reach where it may become possible or not. Here it is also not apart for Akij Group. Expanding
the business in the abroad fully and becoming one of the market leaders internationally- this
company thinks in this way as a part of their vision.
Mission
The mission of Akij Group is to be the market leader by 2009 through their best effort,
suitable and competitive marketing strategy and the consumers support. Now they are in the
position of challenger and their vision focuses on those missions, goals and objectives which will
make them able to be the leader from the challenger to the leader in the market.
Goal
The companys goal is to maximizing the market share in their every categorized
business including Akij Food & Baverage Ltd, Akij Cement Company Ltd, Dhaka Tobacco
Industries, Akij Textile Mills Ltd and Akij Particle Board Mills Ltd.
Objective
The objective of Akij Group is to provide the quality products and services in such a form
that the customers demand.
Strategy
The company always believes in pull strategy rather than push strategy. They first of all
find out the customers demand about how, when, where, and what type of product ad services
they want. Then according to that they provide their services at the right place and in the right
time.
Akij Food & Baverage Ltd.
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. 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 of energy drink. Immediately after the introduction of the brand it became very
popular among its consumer because of the high quality and intensive distribution in every nook
and corner of the country.
Checky Monkey is the brand name of banana chips produced from this factory. It also is
becoming popular chips in Bangladesh. Most of our Raw materials come from various foreign
countries. The quality is very strictly controlled. At every stage, non standard products are
rejected.
Product profile
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 (Lemu, 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 14
th
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 crore 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.
3.2 Manufacturing
As a member of the Akij Food & Beverage, MOJO is manufactured in the factory which
is situated in Krishnapura, Dhamrai, Dhaka, Bangladesh.
3.3 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.
3.4 Pay off line
The pay off line for MOJO is Its inside u.
3.5 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.
3.6 Nutrition
Nutrition facts per 100 ml are-
Energy = 43 k cl.
Fat = 0.00 gm
Protein = 0.00 gm
Carbohydrate = 10.5 gm
Areas to be Studied:
In our research we are going to examine to what extent the consumer value the Mojo drink. As
we know that there are 4Ps in the marketing mix and hence we will evaluate the MOJO brand
according to the marketing mix of 4Ps. To do so, we will be looking for the answers of these
areas:
1 Product: Quality; Color attractiveness; Logo; Brand Image.
2 Price: Whether the price of MOJO brand is affordable or not.
3 Place: Whether it is available in the market or not.
4 Promotion: Advertising; Discount; Sponsored Program; Environmental
Responsibility.
Hypothesis:
H1: Consumers of Bangladesh are now showing more interest towards MOJO rather
than other foreign cola drinks, because in our country a lot of local cola brands are
there but amongst all we think that Mojo is different in terms of its unique taste
and availability. But most important reason is because MOJO is a national
product.
Methodology:
I) Primary Data Collection
Questionnaire Design
A questionnaire will be developed based on the Servuction model. The model will included
questions covering inanimate environment, contact personnel, service provider, rules and
regulations. A Likert scale can be used to question the respondents on the five point scale. The
respondents will be asked to rate on the scale between Strongly Agree and Strongly Disagree.
Data Collection Method
Questionnaire survey will be used to collect the data. The questionnaire will be pre-tested in
order to maintain proper wording, length and sequencing of the questions. The data will be
collected from the young generation who actually consume a large amount of soft drinks and
convey different opinion about them (students of the NSU) and different retailers who finally sell
the product to consumers.
Sample Selection
To select the sample we will use non-probabilistic sampling method and which is convenient
sample. A sample size of 50 respondents will be used to conduct the research.
II) Secondary Data Collection
For our secondary data, we are planning to use the resources of the newspaper archives at the
library. For searching the internet we will use standard search engines like Google and Yahoo as
well as the websites of Statistical Bureau and other relevant organization.
