An Analysis of the Soft Drink Marketing in Bangladesh

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.