An Evaluation of Promotional Activities of Mojo

Abstract

FMCG industry has always intention to produce large amount of goods and offer these goods at low cost to final consumers. AFBL is one of the renowned FMCG Company in the domestic marketplace of Bangladesh. AFBL has verities types of good for their target group. Also they ensure the quality product for their consumers. Among many goods, MOJO is one of the best product of AFBL house. It’s a carbonated soft drinks. MOJO started its journey in 14th April. In 2006, AFBL will celebrate its birthday in upcoming April 14, 2018. MOJO plays a great role in the marketplace and able to acquire a great portion of share of the market. Now the recent tagline of MOJO is “My Life My Mojo”. MOJO own a great brand value in the marketplace. For this, MOJO has huge promotional activities. Most popular promotional activities are – MOJO PithaUthsob, MOJO PohelaBoishak, MOJO Ticket Is On, MOJO Humba Is ON etc. To communicate with the consumers, MOJO follows some general promotional strategy. Those are advertising, direct marketing, and sales promotion. Basis on the promotional activities the promotional strategy can be changed for better to capture the consumer’s value. MOJO has most popular promotional activity which is MOJO PithaUtshob. And this activity held in many different districts to promote the cultural value. Through promotional strategy AFBL try to reach the actual and potential consumers. Through a questionnaire and post evaluation process I tried to show that how the promotional strategy impacts on brand awareness.