Success through Social Media Promotion: A Study on Akij Food and Beverage Ltd

Abstract

FMCG industry has always an intention to produce a large number 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 drink. 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 the 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 Ontorer Dak, 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. Nowadays Mojo more interested in promotion through social media.

MOJO has the most popular promotional activity which is MOJO Pitha Utshob. And this activity held in many different districts to promote the cultural value. In every Program mojo live on Facebook show the life of Pitha Utsob through Social Media 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 they do by social media.