Pendampingan Dan Pengembangan Manajemen Pemasaran Produk UMKM Melalui Strategi Branding Di Desa Mranggonlawang Kabupaten Probolinggo

Abstract

Micro, Small and Medium Enterprises (MSMEs) are an important milestone for a country by looking at its economic resilience. In this era, the biggest challenge that will be faced by MSMEs in Indonesia is the ability of their human resources to adapt to increasingly sophisticated technological advances. In Mranggonlawang, there are several MSMEs with big potential to be developed, such as: Finza Cookies and Cake and Cemal Cemil by Dian, both MSMEs are selling various kinds of snacks. Based on the interview and observation results of MSME owners, there are several obstacles they face in running their business, such as lack of information about product marketing strategy, lack of information regarding product branding and making a good brand logo for their products. This socialization attempts to help strengthen the marketing strategy for featured products so that they can compete in the market. Logo making is containing the value, equity, and differentiator of a product from one another. With product branding socialization and assistance in the logo-making, this community service activity can help MSMEs create product brands with the aim of developing and selling more products and raising brand awareness among the customers.