Written Assignment 1- Urwibutso Enterprise PDF

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Written Assignment 1- Urwibutso Enterprise (Promissing business idea in the far east)...

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URWIBUTSO Enterprise was founded in 1983 by SINA GERARD. What started as one employee brand, “Enterprise Urwibutso now employs more than 400 people1” (Skyline, 2020). With a vision of “being influential through providing excellent made in Rwanda products; being competitive worldwide and Enhance social economic development1,” SINA Gerard started with his signature donuts; Urwibutso donuts and did a brand extension to bring seven more products.

Urwibutso Eses now has eight main produce including juice, flour, biscuit, chili, water, bakery, bread spreads and alcoholic. They are known for producing high quality goods, which are liked by many people in the country and has contributed highly to the country’s economy. The founder, Sina Gerard “won many price in the development of the local economy in Rwanda. Indeed he receives many prices from the President of Rwanda as recognizing what Sina Gerard does in economy of the local people at Nyirangarama2.”

University of Minnesota in the Principles of Marketing defines a brand as “ a name, picture, design, or symbol, or combination of those items, used by a seller to identify its offerings from competitors’ offerings3.” Urwibutso Eses understands the principle of marketing. I remember when I was growing up, we used to see Urwibutso products advertised on television and radio as well. In 2012 their Chili product called Akabanga was the first animated product they advertised on televisions and social medias. It used to play around 8pm on tv which is the time where most families were having dinner. It was fun to watch, engaged all age groups, and at the end of the advert it left the urge in the viewers to purchase it. When I look back I see that their marketing tactics achieved their objective of delivering more chili to Rwandan citizens.

Urwibutso Enterprise has a unique packaging that “protects products from damage, contamination, leakage, and tampering3,” it is also used to enhance “the brand and its benefits, product warnings, and proper use 3.” This brand have primary, secondary and tertiary packaging, which make its products easily accessible anywhere in the country, and in the desired amount. Two of my favorite Urwibutso Eses produce is their juice; Agashya and biscuit; Akarabo. It is no bias saying that Akarabo is my favorite biscuit in Rwanda, not only is it made in sweet potatoes (my favorites) but also it is packaged in a way that protects the biscuit from breaking. It brings joy to hold my biscuit when it is still whole, and their packaging makes my joy complete. They are strategic in the way they pack their products which capture consumer’s attention.

All in all, Urwibutso Enterprise has operated for 38 years now, and has tremendously evolved from serving one product to eight as of today. Processing and delivering quality products remain its mission, and strength that carried it for the past 38 years. You can rest assured knowing that Urwibutso Enterprise is committed to serve you with “God above all; Integrity within our commitment; Innovation; Bring to perfection our work; Reliability.1” You can find its products online, and in stores near you at an affordable price, we look forward to serving you soon.

Reference:

Sinarwanda, (blog post, June 19, 2020). More about Urwibutso Enterprise, an agribusiness firm transforming lives of Rwanda. https://sinarwanda.rw/more-about-urwibutso-enterprisean-agribusiness-firm-transforming-lives-of-rwandans/ 1

Rwandamarket, (profile 47). SINA Gerard Urwibuso Enterprise. http://rwandamarket.rw/profile-47.htm 2

Principles of marketing. (2010). The University of Minnisota. https://open.lib.umn.edu/principlesmarketing/frontmatter/publisher-information/

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