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 2018, 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 “ONTOR IS ON”. MOJO own a great brand value in
the marketplace. For this, MOJO has huge promotional activities. Most popular promotional
activities are – MOJO Pitha Uthsob, MOJO Pohela Boishak, 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 Consumers value.
MOJO has most popular promotional activity which is MOJO Pitha Utshob. 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 awaren
