Marketing of Food & Beverage Products- a Study on Akij Group
MARKETING OF FOOD AND BEVARAGE PRODUCT
A STUDY
ON
AKIJ GROUP
( SPECIALY MOJO SOFT DRINKS )
[pic]
Submitted To
DR Professor Shawqatul Meher
Faculty Of Business Administration.
Ex- Dean.
Southern University, Bangladesh.
Submitted By
Fatema Begum
ID-136 A4 02
4th Batch
Program-MBA
Major-Marketing.
Southern University, Bangladesh.
.
.
Contents
1.0 Introduction 1 1.1 Origin of the Report 5 1.2 Objectives 5 1.3 Scope 5 1.4 Methodology 5 1.5 Limitation 6
2.0 Company Profile 7 Mission, Vision, Goal and Objective 7 2.2 Akij Group 8 2.3 Akij Jute Mills Ltd. 9 2.4 Akij Match Factory Ltd. 9 2.5 Akij Food & Baverage Ltd. 10 2.6 Akij Cement Company Ltd. 11 2.7 Dhaka Tobacco Industries 11 2.8 Akij Textile Mills Ltd. 9 2.9 Akij Particle Board Mills Ltd 10 2.10 Akij Printing & Packaging Ltd. 11 2.11 Akij Corporation Limited 11
Product profile 17
Segmentation & Target Market 19
Marketing Mix: 4p’s of MOJO 20
DISTRIBUTION CHANNEL 23
Profile of the Target Market 23 Demographic Factors 23 Other Factors 26
External influences on MOJO cola consumption 29 Relevant Cultural values 30 Non-verbal communication 30 Promotion Strategy 31
Consumers’ perception & MOJO 31
CONSUMERS’ LEARNING & MOJO 34
CONSUMERS’ MEMORY & MOJO 37
Consumers’ Attitude toward MOJO 38
Congruence with Self-Concept & Life Style: MOJO 40
Motivating Consumers: MOJO & Competitors 41
Drawback 42
Promotion & MOJO 42
PRESENT Promotional Scenario OF MOJO 42
Suggestive Promotional Tools 44 conclusion 46
Reference 46
1.0 Introduction
1.1 Origin of the Report
While doing the marketing practice; our course instructor assigned me to do a term paper on the consumer goods and marketing strategy of a product.I did a study on“MOJO Cola”- a soft drink manufactured by Akij Group and conducted the total term paper.
1.2 Objectives
The main objectives of the term paper is to - 1. Find out the consumers belief, attitude and behavior about MOJO cola
A STUDY
ON
AKIJ GROUP
( SPECIALY MOJO SOFT DRINKS )
[pic]
Submitted To
DR Professor Shawqatul Meher
Faculty Of Business Administration.
Ex- Dean.
Southern University, Bangladesh.
Submitted By
Fatema Begum
ID-136 A4 02
4th Batch
Program-MBA
Major-Marketing.
Southern University, Bangladesh.
.
.
Contents
1.0 Introduction 1 1.1 Origin of the Report 5 1.2 Objectives 5 1.3 Scope 5 1.4 Methodology 5 1.5 Limitation 6
2.0 Company Profile 7 Mission, Vision, Goal and Objective 7 2.2 Akij Group 8 2.3 Akij Jute Mills Ltd. 9 2.4 Akij Match Factory Ltd. 9 2.5 Akij Food & Baverage Ltd. 10 2.6 Akij Cement Company Ltd. 11 2.7 Dhaka Tobacco Industries 11 2.8 Akij Textile Mills Ltd. 9 2.9 Akij Particle Board Mills Ltd 10 2.10 Akij Printing & Packaging Ltd. 11 2.11 Akij Corporation Limited 11
Product profile 17
Segmentation & Target Market 19
Marketing Mix: 4p’s of MOJO 20
DISTRIBUTION CHANNEL 23
Profile of the Target Market 23 Demographic Factors 23 Other Factors 26
External influences on MOJO cola consumption 29 Relevant Cultural values 30 Non-verbal communication 30 Promotion Strategy 31
Consumers’ perception & MOJO 31
CONSUMERS’ LEARNING & MOJO 34
CONSUMERS’ MEMORY & MOJO 37
Consumers’ Attitude toward MOJO 38
Congruence with Self-Concept & Life Style: MOJO 40
Motivating Consumers: MOJO & Competitors 41
Drawback 42
Promotion & MOJO 42
PRESENT Promotional Scenario OF MOJO 42
Suggestive Promotional Tools 44 conclusion 46
Reference 46
1.0 Introduction
1.1 Origin of the Report
While doing the marketing practice; our course instructor assigned me to do a term paper on the consumer goods and marketing strategy of a product.I did a study on“MOJO Cola”- a soft drink manufactured by Akij Group and conducted the total term paper.
1.2 Objectives
The main objectives of the term paper is to - 1. Find out the consumers belief, attitude and behavior about MOJO cola