Eric-SBM

docx

School

UniversitÃ della Calabria *

*We aren’t endorsed by this school

Course

541

Subject

Marketing

Date

Nov 24, 2024

Type

docx

Pages

Uploaded by SuperHumanJayPerson528

MKT 541 STRATEGIC BRAND MARKETING WINTER 2023 PROJECT ASSIGNMENT Pizzaman-Chickenman Eric

Table of Contents Table of Contents ............................................................................................................................. 1 1.0 BRAND AUDIT ............................................................................................................................. 2 1.1 Introduction to Brand Audit ................................................................................................... 3 1.2 Purpose and Objectives .......................................................................................................... 3 1.3 Steps for Conducting Brand Audit .......................................................................................... 4 2.0 Brand Overview .......................................................................................................................... 4 2.1 History and Evolution ............................................................................................................. 4 2.2 Vision, Mission, and Values .................................................................................................... 5 2.3 Company Culture and Values ................................................................................................. 5 3.0 Applying SCORE's Framework for Pizzaman-Chickenman ......................................................... 6 4.0 Mental Map ................................................................................................................................ 9 5.0 Brand Inventory ......................................................................................................................... 9 6.0 Brand Concept Map ................................................................................................................. 13 7.0 Digital Inventory for Pizzaman-Chickenman ............................................................................ 13 8.0 Perceptual Map ........................................................................................................................ 16 Bibliography ................................................................................................................................... 16

1.0 BRAND AUDIT 1.1 Introduction to Brand Audit A brand audit provides a thorough assessment of a company's opportunities, threats, strengths, and weaknesses in the marketplace, acting as a diagnostic check-up for the health of the brand. It explores the core of a brand, examining its visual identity, messaging, market positioning, and customer perc eption to determine how well it aligns with corporate goals. By means of a methodical investigation of diverse touchpoints, such as marketing tactics, customer feedback, and competitor analysis, a brand audit reveals insights that are essential for improving customer engagement, honing brand strategy, and cultivating sustained growth and significance in a constantly changing industry. 1.2 Purpose and Objectives The purpose of conducting a brand audit for Pizzaman-Chickenman is to gain a comprehensive understanding of the restaurant's current brand image, identify areas for improvement, and develop strategies to strengthen its position in the market. This audit will help Pizzaman- Chickenman achieve the following:  Enhanced brand awareness and visibility: Increase brand recognition and reach new customers across various channels.  Improved brand perception: Strengthen brand image and establish a positive reputation among customers.  Increased customer engagement: Foster deeper connections with customers and build brand loyalty.  Enhanced marketing effectiveness: Optimize marketing strategies and campaigns for better results.  Improved competitive advantage: Identify and leverage unique selling propositions to stand out in the market.  Sustainable growth: Develop a roadmap for long-term success and ensure Pizzaman- Chickenman remains competitive in the ever-changing food industry.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

The aim of the brand audit for Chickenman is to thoroughly assess and examine different aspects of the restaurant's perception, positioning, and brand identity. Gaining understanding of its current position, advantages, disadvantages, opportunities, and threats will help with strategic decision-making to improve its market presence, customer loyalty, and brand equity. 1.3 Steps for Conducting Brand Audit Using SCORE’s 10-step framework, we have;  Know what you’re measuring.  Assess your external marketing materials.  Review your business website.  Review your social media data.  Survey your customers.  Survey people in your target demographic who aren't customers.  Survey your employees.  Evaluate your competitors' brands.  Review your results.  Monitor your progress. 2.0 Brand Overview 2.1 History and Evolution CEQA Food and Beverages Ghana Company Limited, commonly recognized as Pizzaman- Chickenman, operates as a fast-food establishment in Ghana. It offers a variety of food items including pizza, chicken, Ghanaian jollof, and fried rice, serving customers in both Accra and Kumasi. Chickenman started as Pizzaman with the sales of pizza in slices in 2018 January. It started in a rented apartment located opposite the Sharp Kids Academy at Kotei-Kumasi in the Ashanti region of Ghana. This venture was started by 2 students Namely Christian Boakye Yiadom and Ebenezer Essuman-Amankwah who read BSc Actuarial Science and BSc Mathematics

respectively with the immense support of Prince Owusu, who was also a student at Kwame Nkrumah University of Science & Technology (KNUST). After their first contract, which was awarded by the then SRC women’s Commissioner of KNUST namely Miss. Ruth Anku-Gbetanu, a lot of orders came in from other organizations such as the Medical Students Association (KNUST), Social Sciences Students Association, and the National Union of Ghana Students (NUGS_KNUST). News about PIZZAMAN began to spread as it was a bit surprising to see a former Presidential aspirant of the KNUST students Representative Council engaging in a food business. Eventually, the market share grew and there was a need to introduce the selling of full boxes of pizza. The first commercial full box of pizza was sold on 14th April 2018. It then continued from that day until June 2018 where business went on a recess due to financial obstacles. On 7th September 2018, Pizzaman was moved from the apartment in Kotei to a small shop at Ayeduase, opposite the Victory Towers Hostel. From that period, pizza was sold daily. A revenue of GHC12,000 was generated in the first month of operation, which looked promising. October 2018 would have been a great month until there was a student demonstration at KNUST which led to the closedown of the pizzeria since the market was targeted at students during those moments. Pizzaman had a joint venture agreement with Quick Angels GHANA limited. And that was when they came up with Chickenman, a sister brand to pizzaman and they are all under CEQA foods. The idea of chickenman was not to make the pizza overshadow our rice dishes. Pizzaman along the line attracted some innovators, and these people eventually became a part of the team. Miss Kekeli Awume and Mr. Martin Dari. In May 2019, Pizzaman closed down again and came up stronger with a sister Brand Called Chickenman in January 2020. 2.2 Vision, Mission, and Values It is our vision to be the first and leading fast-food chain in Ghana and West Africa at large. Our aim is to make quality and tasty food accessible and affordable.

2.3 Company Culture and Values The culture at Chickenman Company is exceptionally strong, centered around teamwork to reduce stress levels. The company prioritizes promoting schedule flexibility and fosters a welcoming, friendly, and familial atmosphere among coworkers. There's a culture that actively encourages employees to embrace new ideas from colleagues, customers, and stakeholders. Communication stands as a cornerstone within the company, recognized as pivotal for generating and sharing ideas among coworkers. 3.0 Applying SCORE's Framework for Pizzaman-Chickenman 1. Know What You’re Measuring:  Increase brand awareness and visibility in Ghana.  Enhance online reputation and foster positive customer sentiment.  Attract new customers and retain existing ones through loyal engagement.  Strengthen brand position in both pizza and fried chicken market segments.  Showcase the unique offerings and value proposition of Pizzaman-Chickenman. 2. Assess Your External Marketing Materials: Review: Website design, content, and functionality; social media profiles and content; advertising and promotional materials; online reviews and media mentions; local community engagement initiatives. Analyse: Consistency of brand elements, clarity of messaging, effectiveness in conveying brand values and USP, engagement levels, potential for improvement. 3. Review Your Business Website: Evaluate: Website design and user experience, ease of navigation, information available, visual appeal, mobile-friendliness, SEO optimization. Consider: Functionality of online reservation system, accessibility features, content relevance and value to target audience.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

4. Review Your Social Media Data  Analyze key engagement metrics like likes, comments, shares, and reactions to posts.  Evaluate the effectiveness of different content formats (photos, videos, stories) for each cuisine segment.  Identify and connect with relevant influencers who resonate with your target audience. 5. Survey Your Customers  Map the customer journey, identifying all touchpoints and potential pain points.  Conduct surveys and collect feedback to understand customer satisfaction with various aspects of the experience, including food quality, service, ordering process, delivery, and overall value.  Analyze customer complaints and feedback to identify areas for improvement.  Evaluate the effectiveness of customer service and responsiveness to feedback. 6. Survey People in Your Target Demographic Who Aren't Customers: Identify: Potential customers who haven't yet visited or patronized Pizzaman-Chickenman. Understand: Their awareness of the brand, perceptions of its image and offerings, reasons for not choosing Horizon Restaurant. Gain insights: Identify unmet needs and potential opportunities to attract new customers. Step 7: Survey Your Employees Evaluate: Whether employees understand and embody the brand values in their interactions with customers and colleagues. Analyse: Internal communication and employee engagement initiatives that reinforce brand values and culture. 8. Evaluate Your Competitors' Brands:

 Track social media activities of competitors in both the pizza and fried chicken market segments in Ghana.  Benchmark your social media performance and engagement levels against competitors to identify areas for improvement and differentiation.  Analyze successful strategies of your competitors and adapt them to fit your brand and target audience within the Ghanaian context. Step 9: Review Your Results Review: Brand guidelines, logo, tagline, visual elements, tone of voice, messaging consistency across all touchpoints. Evaluate: Effectiveness of brand identity in communicating brand values, differentiation from competitors, and resonating with target audience. Step 10: Monitor Your Progress  Utilize SCORE's reporting tools or other analytics platforms to track key performance indicators (KPIs) and assess the effectiveness of your social media strategies.  Regularly analyze data to gain insights into customer behavior, identify areas for improvement, and optimize your strategies for better results.  Share findings and reports with your team and stakeholders to demonstrate the value of social media marketing and its contribution to achieving Pizzaman-Chickenman's goals. Additional Considerations: Cultural Sensitivity: Adapt your messaging and content to resonate with Ghanaian cultural nuances and preferences for both pizza and fried chicken. Mobile-First Approach: Ensure your website and social media presence are optimized for mobile devices, as mobile penetration is high in Ghana. Delivery Partnerships: Partner with popular food delivery platforms in Ghana to increase accessibility and convenience for both pizza and fried chicken orders.

Community Engagement: Participate in local events and initiatives to build brand awareness and forge connections with the community. Promotional Strategies: Utilize social media platforms to run targeted promotions and offers for both pizza and fried chicken, attracting new customers and encouraging repeat business. By effectively implementing SCORE's framework and tailoring it to the specific context of Ghana, Pizzaman-Chickenman can leverage the power of social media to achieve its goals, build a strong brand identity, and establish itself as a leading player in both the pizza and fried chicken market segments within the country. Remember, social media is a dynamic and evolving space. By diligently monitoring, analyzing, adapting, and innovating, Pizzaman-Chickenman can ensure long-term success in the ever-changing digital landscape. 4.0 Mental Map This mental map can be used to inform various marketing and branding strategies for Pizzaman- Chickenman. By emphasizing these key components and connections, the restaurant can effectively communicate its unique value proposition and attract its target audience. 5.0 Brand Inventory 1. Brand Name and Logo:  Name: Pizzaman-Chickenman

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

 Logo: The golden head of chicken, clearly written 'chicken man' with White and yellow fonts, stylish tagline beneath is the key iconography that represent the brand.  Tagline: "it’s flaming hot" Source: Company website -: https://ceqaltd.com/homepage/ 2. Brand Identity:  Brand personality: Friendly, family-oriented, casual, convenient, value-driven  Brand values: Freshness, quality, affordability, convenience, customer satisfaction  Brand voice: Warm, inviting, enthusiastic, informative 3. Brand Positioning:  Target audience: Families, young adults, students, professionals, children  Unique selling proposition (USP): Combining delicious pizza and flavorful fried chicken under one roof  Competitive advantage: Fresh ingredients, affordable prices, family-friendly atmosphere, convenient delivery options 4. Brand Communication:

 Messaging: Focuses on the convenience, variety, and value offered by Pizzaman- Chickenman  Key messages: "Get the best of both worlds with pizza and fried chicken at Pizzaman- Chickenman!"  "Fresh ingredients, delicious flavors, and affordable prices for the whole family."  "Order online for convenient delivery straight to your door." 5. Brand Assets:  Website: User-friendly website with online ordering functionality and information about the menu, locations, and promotions.  Social media profiles: Active presence on Facebook, Instagram, and Twitter, with engaging content and regular interaction with followers.  Marketing materials: Brochures, flyers, and promotional materials with consistent branding and messaging.  Restaurant signage: Eye-catching and informative signage outside and inside the restaurant.  Employee uniforms: Uniforms that reflect the brand personality and are clean and professional. 6. Brand Perception:  Customer feedback: Generally positive feedback regarding food quality, service, and value.  Online reputation: Overall positive online reviews with some suggestions for improvement.  Public image: Recognized as a family-friendly restaurant offering good value for money. 7. Brand Consistency:  Consistency across channels: Branding elements (logo, messaging, visual identity) are consistent across all communication channels.

 Employee brand awareness: Employees are knowledgeable about the brand and embody the brand personality in their interactions with customers. 8. Brand Differentiation:  Unique selling position: The combination of pizza and fried chicken under one roof.  Competitive analysis: Regular monitoring of competitors and adapting strategies accordingly.  Innovative menu offerings: Regularly introducing new and exciting flavor combinations. 9. Brand Growth Strategies:  Brand awareness initiatives: Social media campaigns, influencer marketing, community engagement programs.  Customer engagement strategies: Loyalty programs, rewards programs, personalized marketing campaigns.  Menu innovation: Introducing new pizzas and fried chicken flavors, seasonal specials, and limited-time offers.  Community engagement: Participating in local events and supporting local causes. 10. Brand Measurement and Evaluation:  Key performance indicators (KPIs): Website traffic, social media engagement, sales figures, customer satisfaction surveys.  Brand tracking surveys: Regularly measuring brand awareness and perception among target audience.  Competitor analysis: Continuously monitoring competitor activity and adapting strategies accordingly. Additional notes:

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

 This brand inventory is a starting point and should be continuously updated as the brand evolves.  Regular brand audits are important to ensure the brand remains relevant and competitive in the market.  Effective communication and collaboration between all stakeholders are crucial for successful brand management. By actively managing and monitoring its brand, Pizzaman-Chickenman can ensure it continues to be a leading player in the Ghanaian food industry. 6.0 Brand Concept Map 7.0 Digital Inventory for Pizzaman-Chickenman 1. Website:  URL: https://www.pizzamanchickenman.com/  Functionality: o Online ordering with secure payment gateway o Menu information with detailed descriptions and high-quality photos o Locations and contact information o Promotions and coupons

o Customer reviews and testimonials o Blog with news and updates o Contact form and online reservation system  Mobile friendliness: Responsive design optimized for mobile devices  SEO: Optimized for search engines with relevant keywords and meta descriptions  Analytics: Tracking website traffic, user behavior, and conversion rates 2. Social Media:  Platforms: Facebook, Instagram, Twitter (Others may be considered depending on target audience)  Profile details: Consistent branding with logo, cover photos, and descriptions  Content: Engaging mix of post types, including: o Images and videos of food o Promotions and special offers o Customer testimonials o Contests and giveaways o Behind-the-scenes content o Local community events  Frequency: Regular posting schedule with a balance between different types of content  Interaction: Responding to comments and messages promptly and professionally  Social media analytics: Tracking follower growth, engagement rates, and reach 3. Online Ordering Apps:  Presence: Listed on popular food delivery apps like Uber Eats, Glovo, Jumia Food (depending on availability in Ghana)  Profile details: Consistent branding and accurate menu information  Delivery fees and promotions: Clearly communicated  Customer reviews and ratings: Monitored and responded to 4. Email Marketing:

 Email list: Collected through website forms and social media promotions  Segmentation: Targeting different segments with relevant content and offers  Email campaigns: Regular newsletters featuring promotions, new menu items, and local events  Email automation: Automated welcome emails, abandoned cart emails, and birthday greetings 5. Online Reviews and Reputation Management:  Presence on major review platforms: Google Reviews, Facebook Reviews, TripAdvisor  Proactive encouragement for customer reviews: Incentives and communication strategies  Responding to reviews: Positive and negative reviews addressed professionally and promptly  Monitoring online sentiment: Identifying areas for improvement based on customer feedback 6. Online Advertising:  Platforms: Paid advertising campaigns on Google, Facebook, and other relevant platforms  Targeting: Specific demographics and interests based on target audience  Budget allocation: Strategic allocation of funds for optimal reach and results  Campaign tracking and optimization: Monitoring performance and adjusting strategies based on data 7. Digital Marketing Analytics:  Tracking key metrics: Website traffic, social media engagement, online ordering conversion rates, customer acquisition costs  Utilizing analytics tools: Google Analytics, social media insights, app analytics  Data-driven decision making: Using insights from analytics to optimize digital marketing campaigns and improve overall online presence

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

8. Online Content Strategy:  Creating high-quality content: Engaging blog posts, social media content, videos, and customer stories  Building brand awareness: Sharing content that resonates with the target audience and promotes brand values  Driving online engagement: Encouraging interaction through contests, polls, and interactive content  Utilizing influencer marketing: Collaborating with relevant influencers to reach a wider audience 9. Customer Relationship Management (CRM):  Collecting and managing customer data: Names, contact information, order history, preferences  Personalized marketing: Tailoring offers and communications based on individual customer preferences  Loyalty programs: Rewarding repeat customers and building brand loyalty  Data security: Ensuring compliance with data privacy regulations 10. Website Accessibility:  Meeting accessibility standards: WCAG 2.1 compliance for inclusivity and user experience  Clear and concise language: Avoiding jargon and technical terms  Navigation and functionality: User-friendly website design for all abilities

8.0 Perceptual Map Bibliography Зозульов, О. В., Globa, M., & Gnitetskyi, I. (2022). Brand audit: Types, Approaches, Methodologies. Marketing Ì Cifrovì Tehnologìï , 6 (2), 86–95. https://doi.org/10.15276/mdt.6.2.2022.7 Dagustani, D., Buchory, H. A., & Satya, M. T. (2015, May). The Internal Branding Process: Base On Brand Audit. In International Conference on Economics and Banking (iceb-15) (pp. 73-79). Atlantis Press. - Bing . (n.d.). Bing. https://www.bing.com/search? q=Dagustani%2C+D.%2C+Buchory%2C+H.+A.%2C+%26+Satya%2C+M.+T. +(2015%2C+May).+The+Internal+Branding+Process%3A+Base+On+Brand+Audit. +In+International+Conference+on+Economics+and+Banking+(iceb-15)(pp.+73-79). +Atlantis+Press.&cvid=0c58bc39823f46b082efcc5f3fc6ce1c&gs_lcrp=EgZjaHJvbWUy BggAEEUYOTIHCAEQ6wcYQNIBBzY0MGowajSoAgCwAgA&FORM=ANAB01&P C=HCTS

Delin, J. (2007). Brand tone of voice. Journal of Applied Linguistics , 2 (1). https://doi.org/10.1558/japl.2005.2.1.1 Ianenko, M., Stepanov, M., & Mironova, L. (2020). Brand identity development. E3S Web of Conferences , 164 , 09015. https://doi.org/10.1051/e3sconf/202016409015 Janonis, V., Dovalienė, A., & Virvilait , R. (2007). ẹ Relationship of brand identity and image. Engineering economics, 51(1) . https://www.semanticscholar.org/paper/Relationship-of-Brand-Identity-and-Image- Janonis-Dovalien%C4%97/d8027943d66c4aada3c1e6ee88379ae0c65611ed . Pizzaman chickenman foods, Great Meal for everyone, love at first bite . (n.d.). AndasMedi. https://ceqaltd.com/homepage/ Pizzamanchickenman . (n.d.). https://www.pizzamanchickenman.com/ Worthington, S., Russell‐Bennett, R., & Härtel, C. E. J. (2009). A tri-dimensional approach for auditing brand loyalty. Journal of Brand Management , 17 (4), 243–253. https://doi.org/10.1057/bm.2009.24

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Eric-SBM

Related Documents