Segmentation
Targeting and Positioning
5.0 Segmentation of Mojo
Akij group has segmented according to the
homogenous segmentation where the consumers
represent the same type of demographical, psycho graphical, cultural and
social factors. Their attitude, status and lifestyle focuses on same
perspective. According to the following factors the segmentation of MOJO has
been done-
5.1 Age
MOJO’s primary target was only the young
generation where the age may vary from 16-27.
But it is not limited within this age. It has also spread out among the
children noticeably as well as the people above 27 years.
5.2 Gender
Both young boys and girls are the target market
for the MOJO. Itis not specially made for any
particular gender what actually happens for any type of cola drink.
5.3 Occupation
Occupation is not clearly
defined for the target market of MOJO; however where the age varies within the
young generation as well as children so it can easily be understood that most of them
will be whether student or doing any job or business.
5.4 Income
Actually MOJO has emphasized on the lifestyle and behavior of consumers more rather than the income. They think that it is really affordable to buy a MOJO (especially 250 ml) for their target market where their income is minimum 5000 and for the students it may be less than that.
Actually MOJO has emphasized on the lifestyle and behavior of consumers more rather than the income. They think that it is really affordable to buy a MOJO (especially 250 ml) for their target market where their income is minimum 5000 and for the students it may be less than that.
5.5 Location
Almost all the places of
urban and rural area are under the MOJO’s
distribution. Especially in each and every part of the Dhaka
and Chittagong city MOJO is available. The company has emphasized
on Dhaka where more than half of total sales (52%) comes
from only Dhaka.
5.6 Social Class
MOJO is targeted for the
upper part of the lower class, middle class, upper middle class, and lower part of the upper class of the
society.
5.7 Lifestyle
The targeted market of MOJO
is basically young generation who like gossiping, chatting, hanging with
friends, making fun, watching movies,
listening music etc. MOJO has also focused on their customer’s lifestyle in
product, advertising and packaging.
5.8 Personality
The customers of the MOJO are mostly action oriented people which include especially the experiences. It also focuses the personality of the status oriented people including achievers and strivers.
The customers of the MOJO are mostly action oriented people which include especially the experiences. It also focuses the personality of the status oriented people including achievers and strivers.
6.0 Target Market of Mojo
6.1 Age
Age is the major determinants in targeting the
consumers. MOJO reflects the Bangladeshi
culture and it represents youth. From our survey, we have found that MOJO is most preferred in the age group between
20-25 years (85% of 100). Moreover, the least MOJO preference comes
from two age groups: 25-35 years and 35-45 years, about 1%.
6.2 Sex
Beverage is used for thirst-quenching purpose
and this product is gender neutral, meaning there is no such kind of obligation
to consume the product for male or female. However, from our survey outcome, we’ve found that 71% of the consumers are male and
29% are female from 100. All the respondents are from urban location.
6.3 Occupation & Income
Consumers’ purchasing pattern, lifestyle and
status largely depend on their occupation and average monthly income of the
family. The social class of the target
respondents was determined by their income or taking from family. MOJO
is a low involvement product and itis good
enough to consume by upper and middle class. From the survey respondents, students are the most who
purchase MOJO and their income level
is less than 5000 taka. Business people, private service personnel and other earning people consume less amount of MOJO
although their income is comparatively high than the students
7.0 Brand’s Position of Mojo
In this stage we have
selected “MOJO” for segmenting, targeting and positioning and we have kept this
name” Mojo” out of the
selection criteria. The motive was to see whether people recommend MOJO
or not. The survey questionnaire reveals that out of 100, Zam-zam cola
comes instantly in the mind of 9% prospect and so for others 9%. Pepsi cola
gains 28% attention and the highest responses captured by coca cola 54%.
7.1 Winning
value proposition of Mojo
A Value Proposition is the sum of the net benefits that your customer receives upon purchasing your product or service at a given price. Your customer is constantly measuring it against your competitors’ offerings. This stage we have selected Mojo for describing winning value proposition. From our perspective Mojo gives two winnig value propositions-
7.1.1 The same for less: Offering “the same for less” can be a powerful value proposition.
At this stage mojo gives the same benefit to its competitor brands. A 250ml pet
bottle of mojo is 15 taka but it’s one of the first competitor PEPSI’s 250ml
pet bottle is 18 taka also a 500ml pet bottle of mojo is 25 taka and PEPSI
500ml pet bottle is 30 taka. So mojo gives same benefit at fewer prices.
7.1.2 The less for much less: Few people can afford the very best product
for their needs. So Accept this people “the less for much less” is important.
We have already discussed that mojo gives the lowest price compare to other
brands and it’s benefit and quality as not as good like coca-cola and PEPSI.
Therefore mojo gives the less for much less.
The
positioning statement for Mojo-
“Mojo Antore Antore”
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8.0 Segmentation of Frutika
'Frutika'. The three varieties of juice are-- mango, red grape and red
orange. Frutika juices have zero preservatives and no artificial coloring,
which helps maintain the pure taste of fruit in
these products;
They do not contain conservators, neither
colorant. The quality of juice concentrated of Frutika is excellent and very
recognized. It is very appreciated by his organic character.
8.1
Demographic Segmentation
The segmentation on frutika
is made on the basis of variety of objects-
8.1.1 Age:
Frutika is focusing mostly under the age category under demographic segmentation. It is mainly concentrating on the needs and wants of the young generation. They prefer juices specially from school to university students.
Frutika is focusing mostly under the age category under demographic segmentation. It is mainly concentrating on the needs and wants of the young generation. They prefer juices specially from school to university students.
8.1.2 Occupation:
Secondly, occupation is another factor. A house wife sitting at home will not consume frutika but the husband working outside may consume something very fresh and pure that will make him feel good after such long tiring work.
Secondly, occupation is another factor. A house wife sitting at home will not consume frutika but the husband working outside may consume something very fresh and pure that will make him feel good after such long tiring work.
8.1.3 Income:
If we go in more depth,
income may also be a considerable factor. Affluent people or with high income
groups may prefer juice anytime they want to have or may feel very convenient
to have. Others will not even think of buying a juice considering it as an
extra expense. Sometimes in special cases they may consume when they fall short
of water.
8.2 Psychographic
segmentation
8.2.1 Life
style:
The lifestyles of people may also affect the consumption pattern of a juice. A busy working person may not even think of buying it when he feels thirsty. He would rather prefer to bring water from home for emergency. In contrast, young generation studying at universities may get a habit of a juice at the end of their classes that makes them fresh and makes them energetic to continue for the rest of the day.
The lifestyles of people may also affect the consumption pattern of a juice. A busy working person may not even think of buying it when he feels thirsty. He would rather prefer to bring water from home for emergency. In contrast, young generation studying at universities may get a habit of a juice at the end of their classes that makes them fresh and makes them energetic to continue for the rest of the day.
8.2.2 Social
Class:
It may also refer to social class which includes upper class, lower class or middle class. Frutika is generally demanded by upper-middle class groups who like to have a juice on an exhausting day after working so hard in their particular job or education field whereas upper class may prefer other drinks instead of a juice and consider having juice as a prestige issue that is available at reasonable prices.
It may also refer to social class which includes upper class, lower class or middle class. Frutika is generally demanded by upper-middle class groups who like to have a juice on an exhausting day after working so hard in their particular job or education field whereas upper class may prefer other drinks instead of a juice and consider having juice as a prestige issue that is available at reasonable prices.
8.3 Behavioral
Segmentation
8.3.1 Occasion:
It may also follow behavioral segmentation where frutika may be preferred on occasions. For example when a picnic is held from an institution it may serve food to the students along with a bottle of frutika juice. This is done to energise the students and make them feel fresh after such a long and tiring journey. This is also a good promotional way of reaching to the customers.
It may also follow behavioral segmentation where frutika may be preferred on occasions. For example when a picnic is held from an institution it may serve food to the students along with a bottle of frutika juice. This is done to energise the students and make them feel fresh after such a long and tiring journey. This is also a good promotional way of reaching to the customers.
8.3.2 User
Status:
Also, sometimes there are such groups of customers who like to try new things. After continuously purchasing a juice of other brand, a variety one of a good brand will be very good as well. On this thought they may chose to try the new product. These customers may or may not last for a long time and if they last, they will become the loyal customers of the company.
Also, sometimes there are such groups of customers who like to try new things. After continuously purchasing a juice of other brand, a variety one of a good brand will be very good as well. On this thought they may chose to try the new product. These customers may or may not last for a long time and if they last, they will become the loyal customers of the company.
9.0 Target market of Frutika
The target market of Frutika is basically a
wide range of customers of similar group. This is because through various
promotional offers the juice’s variety can be made and quality can be improved
but not new customers are hard to attract. More often, they keep on offering
different flavors of juices to make it more tasty and unusual unlike its
competitors. From the lunching of the product Frutika Juice has come up with
novelty promotional campaign in order to grab the market share. It also tried
to make available the product in the market through their effective
distribution channel. However, the price charged by it is relatively higher
compared to the competitors. In the research, it is actually important to find
out the consumer’s perception about the taste, price, promotion, packaging,
availability of Frutika Juice. It cannot be neglected- the importance of
promotion, packaging, availability of any product. In this competitive market,
to stay ahead of competitors; it is very important how a marketer actually
position his/her product in the target customer’s mind. Therefore, AFBL must
give more emphasis on their marketing. The normal complain obtained from all
now-a-days is the excessive heat we are facing this season and a cold drink
specially a mango, orange or grape juice can make a difference to satisfy
consumers’ thirst. In this regard, we have taken our attention to the drinks
segment and have chosen Frutika for the research as it’s having increasing
share in the market now. Juice has huge market in Bangladesh, but the promotion and
packaging of Frutika Juice is quite different from all other companies. Frutika
is the brand name of juice of Akij group, which is the parent company of it. By
promotion we mean that it is a communication process with the public in an
attempt to influence them toward buying marketer’s products or services.
Promotion involves disseminating information about a product, product line,
brand, or company.
10.0 Positioning of Frutica
With the various types of flavors and tastes
and very attractive packaging with different colors according to the flavours
along with the special attributes of Frutika, it tries to attract customers or
create a position in customer’s mind. They concentrate on the marketing mix.
Also the design and the logo of frutika make it look more attractive than the
other brands.
11.0 Differentiation of
Frutica
11.1 Channel
Differentiation:
The delivery service is very convenient and almost available in every store. They have vast distribution coverage throughout our city and the brand is itself so well known that automatically stays in the minds of customers. The product mainly aims at providing the best purest juice at an affordable price in its nearest destinations that has proved to be successfully true.
The delivery service is very convenient and almost available in every store. They have vast distribution coverage throughout our city and the brand is itself so well known that automatically stays in the minds of customers. The product mainly aims at providing the best purest juice at an affordable price in its nearest destinations that has proved to be successfully true.
11.2 Image
differentiation:
The extensive advertisement of Frutika creates more awareness for the consumers and in this way grabs a wide range of customers around the country. Each advertisement uses different appeal that creates a brand image and hence loyal customers are created. It has been a successful product that has a high demand in the market and acquires huge market share.
The extensive advertisement of Frutika creates more awareness for the consumers and in this way grabs a wide range of customers around the country. Each advertisement uses different appeal that creates a brand image and hence loyal customers are created. It has been a successful product that has a high demand in the market and acquires huge market share.
11.3
Winning value proposition for Frutica
More for
Less:
Frutika also has a winning value proposition where it is serving the best quality and benefits at lower prices unlike its other competitors. It’s successful in providing the most reliable, pure and fresh juice at a reasonable price at convenient locations.
Frutika also has a winning value proposition where it is serving the best quality and benefits at lower prices unlike its other competitors. It’s successful in providing the most reliable, pure and fresh juice at a reasonable price at convenient locations.
The positioning statement for frutika- “Ektu beshi pure”
16.0
Requirement for effective Segmentation
To be maximally useful, market segments of
MOJO must exhibit four characteristics:
16.1 Measurability
The degree to which the size and purchasing power of the segments can be measured. When akij groups market planners segmenting and targeting their market, they had total control over their product. So measurability is already proved by Akij group’s proposed marketing strategy.
The degree to which the size and purchasing power of the segments can be measured. When akij groups market planners segmenting and targeting their market, they had total control over their product. So measurability is already proved by Akij group’s proposed marketing strategy.
16.2 Substantiality
- The degree to which the segments are large and/or profitable enough. A segment should be the largest possible homogeneous group worth going after with tailored marketing programme. In our segmentation part we have said that akij group segment their market on basis variable on which they have selected only the youth group for serving the Mojo cola. Like Mojo cola Akij have selected almost the largest possible section.
- The degree to which the segments are large and/or profitable enough. A segment should be the largest possible homogeneous group worth going after with tailored marketing programme. In our segmentation part we have said that akij group segment their market on basis variable on which they have selected only the youth group for serving the Mojo cola. Like Mojo cola Akij have selected almost the largest possible section.
16.3 Accessibility
A degree to which the segment can be effectively reached and served. All of the customers of Akij group are live in the country they are not the people who lives in outside country or socialize a lot so market segment product are accessible.
A degree to which the segment can be effectively reached and served. All of the customers of Akij group are live in the country they are not the people who lives in outside country or socialize a lot so market segment product are accessible.
16.4 Actionability
The degree to which effective programs can be formulated for attracting and serving the segments. All the time Akij group broadcast some attractive and enthusiastic advertising and their marketing strategy is also well popular that is why they will be the largest company in Bangladesh.
The degree to which effective programs can be formulated for attracting and serving the segments. All the time Akij group broadcast some attractive and enthusiastic advertising and their marketing strategy is also well popular that is why they will be the largest company in Bangladesh.
