A brand is a way for a company to influence its customers.

It is born and exists in the

minds of people (Lischer B. 2020). Common Language Marketing Dictionary defines a
brand as a set of concepts that shape people's perceptions of the product, service,
company, or person (AMA Dictionary 2020). The founder of Amazon, Jeff Bezos, says it
even better: "Your brand is what other people say about you when you're not in the room."
(William A. 2020).
Overview of the Rice Market
Rice is the fundamental principal food for about half of the world’s population, and it
supplies 20% of the calories consumed worldwide. Rice consumption increases with
population. In the 21st century, a large increase in population is anticipated. Most of the
increase will occur in Asia and Africa, where the population lives on rice. In Ghana, the
economy spent over USD560millin importing rice a year while total rice consumption
stands at 1.4million metric tonnes in 2022 according to the Ministry of Food and
Agricuture
Similarly, according the Ministry Of Food and Agricuture, 2010 and 2020 the country’s rice
imports hit a staggering USD8 billion. This show a high dependency on import of staples
like rice.
Target Audience and competitors Analysis
Consumption: Rice is a primary food source for more than half of the world's population,
particularly in Asia and Africa. Consumption patterns vary across regions, with different
types of rice (e.g., long-grain, medium-grain, short-grain) being more popular in different
parts of the world. Global consumption of rice has seen a slight increase over the last
several years. In the 2021/2022 crop year, about 520 million metric tons of rice were
consumed worldwide, up from 437.18 million metric tons in the 2008/2009 crop year.
Target market will be household consumers and business organization in both local and
international market

Rice is a highly traded commodity globally. Some countries produce more than they
consume and become net exporters, while others import rice to meet domestic demand.
Thailand, Vietnam, India, and the United States are among the significant rice-exporting
countries.
Competition is one of the most inevitable forces in today’s business world. No matter what
a firm is,
big or small, it has competitors in the industry and the strategies of these competitors
affect the process of formulating strategic plans
A competitive analysis shows the existing brand of rice on the Ghanaian market
Lele rice, Abena rice Gino Thai Jasman rice, Royal Aroma Vietman rice Bella rice, Royal
Umrella rice, My Deer rice, Fourtune rice K-75 rice Uncle Sam rice, Obaa rice, Millient rice
Emerald rice Cindy rice and many other.
Pricing
The rice market can be subject to price fluctuations due to factors such as weather
conditions affecting crop yields, changes in government policies, and international trade
dynamics. Price volatility can have significant implications for food security, particularly in
countries heavily reliant on rice as a staple food.
The 5kg rice comes in at different prices depending on the kind of brand. The price range
is GH450 to GHS950. For example, 50kg lele rice is GH460 and 50kg Gino is GHS695

Brand Name; "MaQ Gold Rice’

MaQ Gold Rice is a locally produced long-grain rice that offers exceptional quality and
taste. Sourced from the finest rice paddies in Ghana, our rice is carefully cultivated,
harvested, and processed to ensure the highest standards of purity and flavor
 MaQ Gold Rice have varieties such 1. Extra-Long Grain: MaQ Gold Rice boasts an
extra-long grain length, making it perfect for a wide variety of dishes.
2. Aromatic Flavor: With a delightful aroma that fills the kitchen, our rice enhances the
overall dining experience.
3. Fluffy Texture: Cooks up light and fluffy, ensuring a delightful mouthfeel with every
bite.
4. Versatile: Whether you're cooking traditional rice-based dishes, exotic recipes, or rice
salads, MaG Gold Rice is the ideal choice.
5. Naturally Nutritious: Packed with essential nutrients and minerals, our rice promotes a
healthy diet.
Join the countless home cooks, chefs, and rice enthusiasts who trust MaG Gold Rice for
its consistent quality and unparalleled taste

Packaging
MaQ Gold Rice comes in eco-friendly packaging that preserves its freshness, ensuring
you enjoy the same great taste from the first serving to the last.
MaG Gold Rice comes in biodegradable and recyclable packaging materials, reducing
plastic waste and its impact on the environment. Our packaging is designed to keep the
rice fresh while being kind to the planet.
. Elevate your culinary creations with the finest rice available and make every meal a
memorable experience.
Try MaG Gold Rice today and discover the difference in every grain
Rice is used to prepare to many dishes in African and around the worth. Some of the dish
are

Rice Dishes:
Rice is a versatile ingredient used to prepare numerous dishes in Africa and around the
world. Some popular rice dishes include:
Jollof Rice (a West African rice dish cooked with tomatoes, onions, and spices)
Fried Rice (a stir-fried rice dish with vegetables, eggs, and often meat or seafood)
Biryani (an aromatic rice dish, often made with meat, nuts, and spices)
Paella (a Spanish rice dish with saffron, vegetables, and various meats or seafood)
Sushi (a Japanese dish of vinegared rice combined with raw fish or other ingredients)
Waakye (combination of cooked rice and beans, usually cowpeas or black-eyed peas,
cooked together with millet or sorghum leaves, which give the dish its characteristic
reddish-brown hue)
These dishes represent just a small portion of the countless ways rice can be prepared
and enjoyed across different cultures and cuisines.

Brand positioning is an important part of identifying and establishing a brand. The whole
concept of finding an identity for your brand will be
found through positioning. Brand positioning can be defined as the act where the
core idea of a brand that it stands for in the minds of customers, is specified and outlined.
(Chunwalla, 2009, 201; Keller, 2013, 98.) Kotler, Wong & Armstrong. (2005)
represent the complexity of a brand and what factors to consider and think about
when positioning a brand.
Brand Positioning
MaG Gold Rice will position the brand by emphasizing on being environmentally friendly,
promoting sustainability, and minimizing its impact on the planet. We have taken great care
in every step of the rice production process to ensure that our rice is not only of the highest
quality but also contributes positively to the environment.
Sustainable Farming Practices: Our rice is grown using sustainable and Eco-friendly
farming methods. We prioritize organic and natural techniques, reducing the use of
chemical fertilizers and pesticides, and implementing water-efficient irrigation practices.

Renewable Energy: We have invested in renewable energy sources to power our rice
processing facilities. By using solar and wind energy, we aim to minimize our carbon
footprint and reduce reliance on non-renewable resources.

Water Conservation: We implement water-saving measures throughout the rice cultivation

process, from field to processing. By prioritizing efficient water usage, we aim to contribute
to water conservation efforts.

Biodiversity Protection: Our commitment to protecting biodiversity involves maintaining

natural habitats around our rice paddies, fostering a healthy ecosystem for local wildlife
and supporting pollinators.

Carbon Offset Initiatives: We are actively involved in carbon offset initiatives to mitigate our
carbon emissions and promote a greener future.
Empowering Farmers: Our commitment to CSR extends to the welfare of the farmers. We
support them by providing training, tools, and resources to enhance their agricultural
practices and livelihoods. Additionally, we pay fair prices for their crops, ensuring that they
receive a just and stable income.
Fighting Hunger: Harvest Goodness is dedicated to combating food insecurity. We believe
that everyone deserves access to nutritious food. Through partnerships with food banks
and NGOs, we donate a portion of our rice to those in need, helping to alleviate hunger in
undeserved communities.

By choosing MaG Gold Rice, you not only get the finest quality rice but also play a part in
supporting environmentally friendly practices and the conservation of our planet's precious
resources.

Join us in making a positive impact on the environment while savoring the delicious and
sustainable goodness of MaG Gold Rice Together, let's nurture the Earth and create a
more sustainable world for future generations.
Brand Mantra
”Brand mantra, also known as a brand essence ore core brand promise. A brand
mantra is a short three- to five-word expression of the most important aspects of a
brand and its core brand associations, the enduring ”brand DNA” and the most important
aspects of the brand to the consumer and the company.” (Keller, 2013, 39) .The brand
Mantra will be Brand"Harmony in Grain, Care for Earth" Mantra

MaG Gold Rice: Brand Slogan ‘Discover the difference in every grain’

Brand logo

Logos are a prominent feature of a diverse array of direct andindirect communication

vehicles ranging from packaging,promotional materials, and advertising to uniforms,
businesscards, and letterheads (Bottomly and Doyle, 2006;Henderson and Cote, 1998;
Janiszewski and Meyvis, 2001)
 The brand Logo for MaQ Gold Rice with be natural and earthy colors for the logo to
reinforce the brand's environmentally conscious image. Consider shades of green for the
leaf and water droplet, representing nature and sustainability. Combine it with brown or
beige for the rice grain, symbolizing the natural origin of the product.

Branding Process for MaG Gold Rice: Overview of the Rice Market

Rice is a staple food for nearly half of the global population, providing 20% of the world's
calorie consumption. As the world's population continues to grow, rice consumption is
expected to increase, especially in regions like Asia and Africa, where rice is a primary
food source. In Ghana, rice consumption is significant, with annual imports reaching over
USD 560 million and total consumption reaching 1.4 million metric tonnes in 2022,
indicating a high dependency on rice imports.

Target Audience and Competitors Analysis:

The target audience for MaG Gold Rice will be household consumers and business
organizations in both local and international markets. Rice consumption varies across
regions, with different types of rice being popular in different parts of the world. The rice
market is highly competitive, with various brands like Lele Rice, Abena Rice, Gino Thai
Jasman Rice, and many others already present in the Ghanaian market.

Pricing:

The rice market is subject to price fluctuations due to factors like weather conditions,
government policies, and international trade dynamics. The price of MaG Gold Rice will be
positioned based on its quality and unique selling points, with a price range of GH450 to
GHS950 for a 5kg bag.

Brand Name "MaQ Gold Rice":

MaG Gold Rice is a locally produced long-grain rice known for its exceptional quality and
taste. Sourced from Ghana's finest rice paddies, it undergoes careful cultivation,
harvesting, and processing to maintain the highest standards of purity and flavor. The
brand offers various varieties, including Extra-Long Grain, Aromatic Flavor, Fluffy Texture,
Versatility, and Nutritional Value.

Packaging:

MaG Gold Rice is packaged in eco-friendly materials to preserve its freshness and
minimize its impact on the environment. The biodegradable and recyclable packaging is
designed to keep the rice fresh while promoting sustainability.

Popular Rice Dishes:

Rice is a versatile ingredient used in various dishes worldwide, including Jollof Rice, Fried
Rice, Biryani, Paella, Sushi, and Waakye, among others.

Brand Positioning:

The brand positioning of MaG Gold Rice emphasizes its commitment to being
environmentally friendly and promoting sustainability and offering quality but affordable
rice. The brand focuses on sustainable farming practices, renewable energy usage, water
conservation, biodiversity protection, carbon offset initiatives, empowering farmers, and
fighting hunger through donations.

Brand Mantra:

The brand mantra of MaG Gold Rice is "Harmony in Grain, Care for Earth," encapsulating
its core brand promise of providing quality rice while taking care of the environment.

Brand Slogan:

The brand slogan for MaG Gold Rice is "Discover the Difference in Every Grain,"
highlighting the unique qualities and taste of the rice.

Brand Logo:

The brand logo for MaG Gold Rice features natural and earthy colors, such as shades of
green for the leaf and water droplet, representing nature and sustainability. It is combined
with brown or beige for the rice grain, symbolizing the natural origin of the product. The
logo reinforces the brand's environmentally conscious image.

By following this branding process, MaG Gold Rice aims to establish a strong presence in
the rice market, appealing to conscious consumers who value both quality and
environmental responsibility.
Brand Image: Owl
Owls are often associated with wisdom, intelligence, and co-consciousness. Their
nocturnal lifestyle can be linked to the idea of working towards a sustainable future. An owl
as a brand image suggest that the rice product is of high quality, affordable, and aligns
with environmentally responsible practices.
Brand Promotion
Kapferer (1998) claimed that a holistic one was the only successful solution to Branding:
"Branding means much more than simply giving the outside world a brand name and
signaling
that such a product or service has been marked with an organization's logo and imprint.
Brands
are a direct result of market segmentation and product differentiation policy."
A similar definition has Kotler (2000) mentioned Branding as "a major issue in product
strategy." The communication approach succeeded in exposing the brand and building a
brand
profile, as the brand was just part of the product.
MaG Gold Rice will market the brand through the following

Social Media Campaign

Captivating Visuals: Create stunning images and videos showcasing the premium quality
of our MaG Gold Rice rice. Highlight its long grain, unique aroma, and soft texture that
sets it apart from ordinary rice varieties.

Influencer Partnerships: Collaborate with food influencers, chefs, Farmers and nutritionists
to create engaging content featuring our MaG Gold Rice. Their expertise and credibility will
add value to the promotion and attract a wider audience.
Recipe Contest: Run a recipe contest on social media, inviting users to submit their
innovative dishes using our MaG Gold Rice. Offer exciting prizes for the best entries,
encouraging participation and user-generated content.

In-Store Promotions

Eye-catching Displays: Design attractive displays at supermarkets and grocery stores that
showcase our Premium MaG Gold Rice, along with images of delicious rice-based dishes.

Sampling Sessions: Conduct in-store sampling sessions where shoppers can taste cooked
MaG Gold Rice prepared with various flavors. This allows them to experience the
exceptional taste and texture firsthand.

Bundle Offers: Offer bundle deals that include our MaG Gold Rice with complementary
products like exotic spices or high-quality cooking oil. This can entice customers to try our
rice along with other items they may need for cooking.

Television Commercials

Emotional Appeal: Create a heartwarming TV commercial that emphasizes the role of rice
in bringing families together during mealtimes. Showcase the emotional connection people
have with food and how our MaG Gold Rice adds to those special moments.

Celebrity Endorsement: Feature a popular celebrity , Best Farmer of the year or well-
known chef in the commercial, highlighting their love for our MaG Gold Rice and how it
elevates their culinary creations.

Online Advertising

Google Ads: Utilize Google Ads to target users searching for premium rice varieties,
directing them to our website or online store.

Social Media Ads: Launch targeted ads on platforms like Facebook, Instagram, and
Twitter, reaching audiences who have expressed interest in cooking, food, or healthy
eating.

Sponsorship. Sponsor activities like Farmers day celebration,Educational programs,

hospitals and Sporting activities both local and international.

All the promotion tools will emphasize the exceptional quality, aromatic flavor, and health
benefits of our MaG Gold Rice Rice. Creating a strong emotional connection with
consumers and highlighting the unique selling points will help in effectively promoting the
product and increasing its market visibility. The promotional activities will however be
adopted to meet the of diverse cultures in every country.