The Anatomy of Brand Elements of MOJO

 
In this ever so competitive era, brands are having a real tough time trying to get a hold of a little piece of the consumers' minds. New companies launch new products ever so frequently which leads to further more brands for the consumers to choose from in order to satisfy their needs. Moreover, the ratio of needs compared to the number of product options available to satisfy those needs is much lower. To add to this, the development of technology has enabled consumers to have access to all the options available to them and relevant information at the palm of their hands. This is where brand elements come in; brand elements help to build brand equity so that consumers choose a brand over the others. Now, talking about the market of Bangladesh, many brands are competing in the beverage industry. Competing against international brands like CocaCola, Pepsi, etc. MOJO, a product of Akij Food and Beverages Limited (AFBL), has shown a commendable performance by being the number one local beverage brand in this industry. It will not be wrong to say that the correct strategizing of brand elements has played a vital role in this. 

Brand Name

To infuse awareness, positive attitude towards the brand, and a strong, favorable & unique association with the brand, MOJO has used offensive strategy to build its brand equity. The name MOJO is derived from the Bengali word “moja”. As the brand name is short, simple, easy to pronounce and remember, unique and interesting, the consumers can easily relate it to the notion of fun which creates more awareness for the brand and also ensures recall, word of mouth (WOM) and association. On the other hand, the brand name MOJO is flexible and legally protected, thus implementing defensive strategy to leverage brand equity.

Logo

The logo, simple, verbal and creative, includes the brand name itself with a context of city life, representing the brand and helping urban youth to relate to, recall and recognize the brand; vibrant colors including red in abundant ensures attention and gives off the energetic, fun and lively vibe to the brand just like its personality. 

Evolution of MOJO's logo over time

Communications displaying the fun youth oriented personality of MOJO

Tagline, Slogan and Jingle

MOJO uses a short fascinating tagline of “ontore ontore” meaning the idea is to reside in hearts. The current campaign “Ontor is ON” has received huge response as it not only uses another brand element, a jingle, which is very catchy and enjoyable, but also the slogan “Ontor is ON” is very interesting and can be easily used in various casual conversations as promoted by the campaign. The lively jingle ensures enhanced brand awareness, attention and identification.

Casual usage of the slogan

The catchy jingle can be set as cell tunes

Packaging

MOJO has introduced a new packaging design which is more handy but somewhat falls in the mainstream bottle designs; so,  it is functional, but low on aesthetic dimensions. 

Recommendation 

MOJO incorporates most of the notion of brand elements successfully, however, it would only add to the brand equity if the packaging could be more aesthetic and uniquely identifiable. The word MOJO could have other offensive meanings in various cultures, hence should be made transferable across borders. Also, introduction of an animated brand character with human characteristics, positive looks, and a story of its own, would further enhance the brand equity and resonance, taking MOJO to higher heights. 

Reference

Advertising Archive Bangladesh. (2015, June 1). Mojo tvc bamboo is on [Video File]. Retrieved from https://www.youtube.com/watch?v=4UGtaJ8Dm_8
 
Mojo. [ca. 2015] In Facebook [Fan page]. Retrieved June 12, 2015, from https://www.facebook.com/mojomasti?fref=ts

Product & specification. (n.d.). Retrieved from http://www.akijfood.com/Default.aspx?Page=Mojo&MenuId=2001

RFL Plastics Ltd.

RFL Plastics Ltd. started out with simple everyday household plastic objects, their main competition being from the non-brand plastic manufacturers in the market. At that time, there were no brands manufacturing plastic goods. Hence it was comparatively new for consumers to consider a brand in this category for just household objects. Hence, RFL did not only have to penetrate the market but also attract consumers towards them.  Arriving on the challenge lying ahead, RFL devised intensive marketing communication to gain consumers’ attention, which proved to be effective.

Today RFL have come a long way since their inception, ruling over 70% of the market share. RFL has truly entered consumers’ minds and convinced them about RFL’s quality. But just having quality product is not enough in this competitive market. What really makes the difference is how a company reaches the target market and informs them about the brand. And for that, RFL uses a wide range of marketing communication tools to commute the consumers about their products, which have been discussed below.

RFL implements mass marketing which includes TVC as well. These TVCs are produced according to feature based rational appeals; the main USP (Unique Selling Proposition) being strength and durability of the products. Most of their TVCs are made with this USP and inherent drama as the focal points of the advertisement, contributing to the major selling idea. Semiotics are used accordingly to make the advertisements lively and entertaining. RFL’s TVCs are executed following the combination of slice of life, dramatization, and humor styles. These ads are even aired on leading Indian channels based on the TRP rates.

The latest campaign for the Unique Bucket is a pure dramatization styled TVC that delivers the message of the immense strength and durability of the product, with actor Omar Sani adding extra points to selective attention, as the main character. The campaign had the same concept for radio advertisement as well. RFL TVCs are mostly humorous and relatable for the consumers, leading to selective attention and retention.

Various print ads that are USP and feature centred as well, including some teasers for the ad.

An active page is run on Facebook (https://www.facebook.com/RFLPlastics) as part of their interactive marketing, with trending and relevant posts running actively. Alongside, they also have a website where consumers can look them up and find information about the brand. RFL introduced an online store during DITF for consumers to surf and shop their products alongside the numerous Best Buy outlets throughout Bangladesh.

RFL caters direct marketing to the loyal consumers who buy in bulk. RFL sends them mail or emails to inform about the new products and designs. RFL website (http://www.rflplastics.com/) provides catalogues as well.

The DITF 2015 had extravagant RFL stalls enhancing sales with the lucrative 20% discount. Currently, at the Chittagong Trade fair, consumers are obtaining 10% discount as sales promotion. 

RFL incorporates a good relation with consumers via various PR (public relation) practices including running a reality competition RFL Homemaker of The Year, targeted to housewives, the major consumers of its products. The success of the show is shown through the many seasons followed. RFL also hosted RFL Inspiring Women Award. 

Continuing its seasonal ads, RFL wishes consumers on occasions ranging from International Women's Day to Eid or Christmas or Durga Puja. The facebook page even consists of posts focusing more on women- the major customers. Besides these, RFL was one of the partners for Star Parivar Awards, contributing to the development of stronger image among consumers. 

RFL even produced ads emphasizing and displaying the augmented benefit of using plastic chair and tables as it saves trees. They brought out ads focusing on the environment as well. RFL even won the Best Brand of Bangladesh Award, adding more to the good light.

Recommendation

Even though RFL have come a long way, they would reach an even stronger bond with consumers if they implemented transformational advertisements executed with emotional appeals. As the brand has been quite established now, it could introduce a belief among consumers to associate with the brand. This would be more useful as feature and benefit based positioning can be copied with time easily by competitors; hence, value based positioning would be more promising.

Reference

 About Us. (n. d.). Retrieved from http://www.rflplastics.com/

Advertising Archive Bangladesh. (2014, December 15). RFL SWR Pipe TVC সবাই কেন তোর মতো হয় না [Video File]. Retrieved from https://www.youtube.com/watch?v=qkgz9yaBzsE&feature=share

Advertising Archive Bangladesh. (2014, December 31). RFL Plastic Chair TVC বৃক্ষ তুমি বেঁচে থাকো [Video File]. Retrieved from https://www.youtube.com/watch?v=lnlJuNshIws&feature=share

Bangladeshi TVC (2014, December 23). Rfl unique bucket tvc [Video File]. Retrieved from https://www.youtube.com/watch?v=DuvaISzpHNw

Rahman, A. (2014, November, 4). Rfl plastics ltd. [Web Log Post]. Retrieved from http://arakash.blogspot.com/2014/11/rfl-plastics-ltd.html

RFL Plastics. [ca. 2015] In Facebook [Fan page]. Retrieved March 16, 2015, from https://www.facebook.com/RFLPlastics

ShareAndCare (2013, December 23). RFL Home maker of the year 2013 chittagong zonal promo [Video File]. Retrieved from https://www.youtube.com/watch?v=6Kf7S8sw0a4