BAYERO UNIVERSITY KANO

FACULTY OF COMMUNICATION

DEPARTMENT OF MASS COMMUNICATION

COURSE:

TECHNIQUES OF ADVERTISING

CODE:

MAC 3202

GROUP:

SIX (6)

ASSIGNMENT:

Develop a comprehensive written report outlining the brand’s identity,

target audience and a detailed strategy to effectively reach and engage
that audience. Be sure to include key advertising tactics and
considerations.
 GROUP MEMBERS

S/N NAME REG NO S/N

1. Ozomarisi Abdulraheed CMM/19/MAC/00941

2. Raheem Mueezdeen CMM/19/MAC/00943

3. Amina Muhammad Sani CMM/19/MAC/00944

4. Maryam Sani Yahaya CMM/19/MAC/00945

5. Junaidu Shehu CMM/19/MAC/00946

6. Charity Silas CMM/19/MAC/00947

7. Faizah Suleiman CMM/19/MAC/00948

8, Fatima Umar Shehu CMM/19/MAC/00950

9. Umar Mariam Hafsat CMM/19/MAC/00951

10 Usman Amina Baba CMM/19/MAC/00952

Table of Contents
 1. Introduction 1

2. Company Overview 2-4

3. Understanding Our Ideal Customers: Creating Buyer Personas 5-6

4. Rice Bites vs. Competitors: A Flavorful Showdown 7-8

5. SMART Objectives for Rice Bites 9 - 11

6. Crafting the Rice Bites Brand: Flavor Meets Wholesomeness 12 - 14

7. Rice Bites Marketing Strategy: Crafting Crave-Worthy Connections 15 - 16

8. Conclusion and Recommendations: Savor the Journey 17 - 18

Join us at Rice Bites—a place where taste meets well-being!

"Rice Bites: A Nutrient-Packed Delight"

Introduction

Welcome to Rice Bites, where flavor meets nutrition! Our delightful rice cakes are carefully

crafted with a blend of wholesome ingredients, each contributing to a delicious and satisfying

treat. Located strategically on Zoo Road, opposite Ado Bayero in Kano State, we're accessible to

anyone within the state and beyond.

In this report, we'll explore the key components of our rice cakes, their nutritional values, and the

benefits they offer. Whether you're a health-conscious individual or simply craving a tasty snack,

Rice Bites has something for everyone. Let's dive into the details and discover why our bites are

more than just a snack—they're a wholesome experience.

Rice Bites: Crafting Wholesome Delights

Company Overview

Rice Bites emerged from a passion for creating delectable treats that nourish both body and soul.

Our journey began with a simple idea: to transform everyday ingredients into bites of joy. Here's

a glimpse into who we are:

History

Founded in 2023 by culinary enthusiasts, Rice Bites quickly gained popularity for its innovative

approach to rice-based snacks. Our commitment to quality and flavor has been unwavering since

day one.

Mission

At Rice Bites, we strive to redefine snacking. Our mission is to provide wholesome, nutritious

options that satisfy cravings without compromising health. We believe that every bite should be a

delightful experience.

Vision

We envision a world where snacks are not just empty calories but a source of vitality. Rice Bites

aims to be a household name, synonymous with guilt-free indulgence.

Values

1. Nutrition First: We prioritize health without sacrificing taste.

2. Creativity: Our kitchen is a canvas, and our chefs are artists.

3. Community: We foster connections through shared love for good food.

4. Sustainability: We tread lightly on the planet, sourcing responsibly.

SWOT Analysis

Let's assess our position:

STRENGTHS

-Unique Recipe: Our rice cakes blend tradition with innovation.

- Prime Location: Situated on Zoo Road, we're accessible to all.

- Diverse Menu: Beyond rice cakes, we offer a variety of snacks.

WEAKNESSES

- Limited Marketing: We can enhance our brand visibility.

- Production Capacity: Meeting demand during peak hours.

OPPORTUNITIES

- Health Trends: Growing interest in nutritious snacking.

- Collaborations: Partnering with local cafes and markets.

THREATS

- Competition: Other snack vendors in the area.

- Ingredient Costs: Fluctuations impact our margins.

Why Rice Bites?

1. Nutrient-Rich: Our rice cakes are packed with vitamins, fiber, and protein.

2. Flavor Explosion: From classic to exotic, each bite surprises.

3. Feel-Good Snacking: Satisfy cravings guilt-free.

Join us at Rice Bites—a place where taste meets well-being!

Understanding Our Ideal Customers: Creating Buyer Personas

Demographic Criteria

Our ideal customers at Rice Bites span various demographics. Let’s break it down:

1. Age Group: Primarily adults aged 25 to 45 who appreciate wholesome snacking.

2. Gender: Equally appealing to both men and women.

3. Location: Locals in Kano State, as well as visitors passing through Zoo Road.

4. Occupation: Office workers, students, and health-conscious individuals.

Psychographic Criteria

Understanding their mindset and preferences:

1. Health Enthusiasts: Seek nutritious options without compromising taste.

2. Foodies: Appreciate culinary creativity and unique flavors.

3. Busy Professionals: Need quick, satisfying snacks during work hours.

4. Socializers: Enjoy sharing food experiences with friends and family.

Behavioral Criteria

How they interact with our brand:

1. First-Time Visitors: Curious about our offerings.

2. Repeat Customers: Loyal fans who return for their favorite bites.
3. Word-of-Mouth Advocate: Share their Rice Bites experience with others.

4. Online Shoppers: Order via our website or delivery platforms.

Geographic Criteria

Our reach extends beyond Kano State:

1. Local Audience: Residents of Kano State.

2. Travelers: Passing through Zoo Road.

3. Online Community: Nationwide and international customers.

Customer Journey Map

1. Awareness: Spot our vibrant sign on Zoo Road or hear about us through word of mouth.

2. Consideration: Visit our cozy cafe, explore the menu, and sample Rice Bites.

3. Decision: Fall in love with our flavors and become a regular customer.

4. Loyalty: Share their Rice Bites experience on social media, bringing in new visitors.

At Rice Bites, we cater to diverse tastes, ensuring that every customer finds their perfect bite!
Rice Bites vs. Competitors: A Flavorful Showdown

Competitive Landscape

In the bustling world of rice brands, Rice Bites stands tall, but let's explore how we fare against

our competitors:

1. 365 Organic (Whole Foods)

- Quality Issues: Some users report quality concerns, including bugs and stale smell.

- Taste: Unfortunately, their rice tends to be bland and chewy.

- Verdict: Ranked as our least favourite competitor.

2. 817 Elephant

- Packaging: Gorgeous packaging, but does the flavor match the aesthetics?

- Jasmine Rice: Falls short—smells like plastic even after cooking.

- Texture: Slightly stickier than good basmati.

- Promise: Claims a "melt in your mouth" experience.

- Overall: Misses the mark on aroma and taste.

3. Lundberg Family Farms

- Ingenuity: Offers over 15 rice varietals, including rice cakes and thin stackers.

- Diverse Menu: Goes beyond traditional rice offerings.

- Strength: A brand stepping up its game in creativity.

Positioning Statement

Rice Bites: Crafting Wholesome Delights

We position ourselves as the intersection of flavor and nutrition. Our rice cakes blend tradition

with innovation, offering a delightful experience for health-conscious foodies. With a prime

location on Zoo Road, we cater to locals and travelers alike. Rice Bites—a place where taste

meets well-being!

Join us on this flavorful journey!

SMART objectives for Rice Bites to guide our growth and measure success:

1. Specific: Define clear and precise goals.

2. Measurable: Establish quantifiable metrics to track progress.

3. Achievable:Set realistic targets within our capacity.

4. Relevant: Align objectives with our brand’s vision and strategy.

5. Time-Bound: Assign deadlines for achieving each goal.

SMART Objectives for Rice Bites

1. Increase Foot Traffic

- Specific: Attract 20% more walk-in customers to our cafe.

- Measurable: Track daily footfall using our point-of-sale system.

- Achievable: Implement targeted promotions and improve signage.

- Relevant: Boost overall revenue and brand visibility.

- Time-Bound: Achieve by the end of Q3, 2024.

2. Online Sales Growth

- Specific: Increase online orders by 30%.

- Measurable: Monitor website traffic and order volume.

 - Achievable: Optimize our online menu and enhance user experience.

- Relevant: Tap into the growing e-commerce trend.

- Time-Bound: Achieve by the end of Q2, 2024.

3. Customer Loyalty Program

- Specific: Launch a loyalty program to retain existing customers.

- Measurable: Track repeat visits and program sign-ups.

- Achievable: Develop a simple points-based system.

- Relevant: Strengthen customer relationships.

- Time-Bound: Launch by the start of Q2, 2024.

4. Social Media Engagement

- Specific: Increase Instagram followers by 500.

- Measurable: Monitor follower count and engagement metrics.

- Achievable: Regularly post high-quality content and engage with followers.

- Relevant: Boost brand awareness and reach.

- Time-Bound: Achieve by the end of Q1, 2024.

5. Cost Control

- Specific: Reduce ingredient costs by 10%.

- Measurable: Track expenses related to raw materials.

- Achievable: Negotiate better deals with suppliers.

- Relevant: Improve profitability.

- Time-Bound: Achieve by the end of Q4, 2024.

Balanced Scorecard

Our objectives align with our vision of being a wholesome snacking destination. We’ll regularly

assess progress and adjust strategies as needed. Rice Bites—a journey toward flavor and well-

being!
Crafting the Rice Bites Brand: Flavor Meets Wholesomeness

Brand Identity

At Rice Bites, our brand identity reflects our essence. It's the heart of who we are:

1. Logo: Our logo features stylized rice grains forming a smiling face—a nod to both our core

ingredient and the joy our bites bring.

2. Colors: The black and muted carton color create an aesthetically polished yet inviting, earthy

look that aligns with the rice cake brand’s premium natural positioning.

3. Fonts: A blend of “Akranim” (for freshness) and Aboreto (for warmth).

Brand Promise

"Nourishing Delights, One Bite at a Time"

We promise to create snacks that not only tantalize taste buds but also nourish your body. Every

Rice Bite embodies this commitment.

Brand Voice

Our voice is friendly, approachable, and informative. We speak like a knowledgeable friend who

shares culinary secrets and celebrates food.

Brand Personality

1. Wholesome: We're the friend who encourages you to choose the salad over fries.

2. Creative: Our kitchen is an artist's studio, where rice becomes art.

3. Inclusive: Everyone's welcome at our table—vegans, omnivores, and flavor enthusiasts.

Brand Story

Once upon a time, in the heart of Kano State, a group of food lovers gathered. They dreamed of a

place where rice wasn't just sustenance but a canvas for creativity. And thus, Rice Bites was

born. Our bites tell stories—of sun-kissed grains, secret spices, and shared laughter. Come, taste

the tale!

Visual Style Guide

1. Logo:
2. Colors:

- Business Name: #000000 (Black)

- Background colour: #F0CF90 (Beige)

- Slogan: #000000 (Black)

- Icon colour #000000 (Black)

3. Fonts:

- Heading: Akranim

- Body: Aboreto

Messaging Framework

1. Tagline: "Flavorful Wholesomeness"

2. Slogan: "Where Rice Takes a Delicious Twist"

3. Value Proposition: "Rice Bites—More Than Just a Snack"

At Rice Bites, we invite you to savor every moment—one wholesome bite at a time!
Rice Bites Marketing Strategy: Crafting Crave-Worthy Connections

Product

1. Rice Cakes: Our star product—crispy, gluten-free, and available in delightful flavors.

2. Variety Bites: Diversify with quinoa bites, chia seed clusters, and more.

3. Custom Orders: Let customers create their own flavor combinations.

Price

1. Affordability: Position Rice Bites as an accessible indulgence.

2. Value Bundles: Offer combo deals for families and groups.

3. Loyalty Discounts: Reward repeat customers.

Promotion

1. Social Media: Regular posts showcasing our bites, behind-the-scenes kitchen moments, and

customer stories.

2. Tasting Events: Pop-up stalls at local markets and events.

3. Collaborations: Partner with fitness influencers for health-focused promotions.

Place

1. Cafe: Our cozy cafe on Zoo Road—where magic happens.

2. Online Store: Seamless ordering via our website and delivery platforms.

3. Local Markets: Reach customers beyond our cafe.

Marketing Mix Model

1. Budget Allocation:

- 40%: Social media ads and influencer collaborations

- 30%: Local events and tastings

- 20%: Online store optimization

- 10%: Traditional print ads (local newspapers)

2. Marketing Calendar:

- Q1: New Year, New Bites! Launch health-focused campaign.

- Q2: Mother’s Day Specials—celebrate moms with unique flavors.

- Q3: Summer Fun—promote refreshing bites for hot days.

- Q4: Festive Flavors—holiday-themed rice cakes.

Positioning Statement

”Rice Bites: Where Flavor Meets Wholesomeness”

We’re not just a snack; we’re a wholesome experience. Join us on this flavorful journey!

At Rice Bites, every bite tells a story.

Conclusion and Recommendations: Savor the Journey

In this report, we’ve explored the flavorful world of Rice Bites—where wholesome ingredients

come together to create delightful snacks. Let’s recap our key findings:

1. Ingredients: Our rice cakes blend rice, milk, sugar, eggs, butter, banana, flavor, cocoa, and

baking powder. Each component contributes to taste and nutrition.

2. Nutritional Value: From protein-packed eggs to fiber-rich bananas, Rice Bites offer a

balanced snack.

3. Health Benefits: Weight management, nutrient retention, and improved digestion—all in one

bite.

Recommendations for Future Growth

1. Expand Menu: Introduce more exotic flavors—think mango sticky rice or matcha-infused

bites.

2. Educate Customers: Highlight the health benefits of each ingredient through engaging

content.

3. Collaborate: Partner with local gyms or wellness centers for joint promotions.

4. Online Presence: Optimize our website for seamless ordering and showcase our story.
Call to Action

Visit Rice Bites today! Experience the fusion of flavor and wholesomeness. Share your Rice

Bites moments on social media using #RiceBitesJoy.

Let’s savor every bite een together!