Abstract:
Since the inception of carbonated soft drinks in 1886, there have been so many varieties of it
around the world each having special appeal towards various taste buds. Nevertheless, it can be
safely said that among many varieties of the mentioned beverage, cola category is the most
successful and most consumed all around the world. International brands like Coca-Cola and
Pepsi are leading this industry in almost every country of the world. However, there are many
local brands who are successfully holding market shares in their respective countries due to not
only product quality and variety but also the major catalyst that plays the role in their successful
growth against giants like Coca-Cola and Pepsi is marketing plan. MOJO is such a brand from
Akij Food and Beverage Ltd. (AFBL) in Bangladesh that has gained quick market share and has
been able to hold their influence with their product and unique and unorthodox marketing
initiatives and thinking.
The core mission of this study is to identify and understand the various marketing endeavors
behind MOJO that has helped them to gain access and expand their market in the challenging
cola category while creating a unique brand recognition for themselves against international and
other local rivals.
This report also focuses on the thought process and data analysis that goes before choosing and
creating effective promotional and marketing strategies and ensuring their proper
implementations. The necessary field data also help create a notion about the effectiveness of
MOJO’s marketing plans in comparison to the competitors. In conclusion, it covers the core
aspects that has helped AFBL to make MOJO a promising brand in the cola category with a
sustainable growth. The study comprehensively depicts the marketing practices of MOJO that
can help understand the successful endeavors of a Bangladeshi brand in a severely competitive
market filled with international competitors along with a few significant local contenders.
