Building Brand Equity of MOJO through Promotional Campaign – A Study of AFBL

Abstract

The purpose of this report is threefold: first, to conduct an analysis of AKIJ Food and Beverage Limited's MOJO carbonated soft drinks positioning strategy; second, to conduct an analysis of this unit's promotional strategy and their effectiveness; and third, to conduct an analysis of MOJO's brand equity's effectiveness. The goal of the fast-moving consumer goods (FMCG) sector has always been to provide ultimate customers with a wide variety of products at reasonable prices. If you're looking for a well-known FMCG company in Bangladesh, go no further than AKIJ Food and Beverage Limited (AFBL). AFBL offers a wide range of products suitable for their customer base. In addition to its many other great products, AFBL's MOJO carbonated soft drink, introduced on April 14, 2006, stands out as particularly noteworthy. Market share is very important to AFBL, and MOJO has helped the company gain a substantial amount of market share. MOJO's brand value has skyrocketed because of the success of the slogans "ONTOR IS ON" and "MY LIFE MY MOJO." MOJO uses many different positioning strategies, such as "big ideas" like "engage individual part of life," "unique selling propositions" like "bearing local heritage and culture with fusion," and "elements like culture, heritage, and life style," to guarantee that it has a distinct impact on the minds of consumers. MOJO has a broad promotional approach to reach its target audience. MOJO Pitha Uthsob, MOJO Pohela Boishak, MOJO Ontorer Dak, MOJO Ticket Is On, MOJO Humba Is ON, MOJO Jhal Fest, etc., are among the most well-known of MOJO's many promotional events. AFBL goes live on Facebook to reach existing and future customers by showcasing daily activities of PithaUtsob, MOJO PohelaBoishak, etc. The value of the MOJO brand was calculated by taking into account not just its positioning and marketing tactics, but also consumer opinions on the product's quality, appearance, flavor, associations, and loyalty. Several suggestions with real-world ramifications are put up on the basis of the results.