Tag Archive for: manajemen program komunikasi

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Pandemic Way: Branding and Marketing of Local Products with International Taste

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Branding and marketing local products are the key to successful sales during a pandemic. Covid-19 has indeed hit micro, small and medium enterprises. But other than that, collaboration is a new trick rather than getting dizzy with the competition.

“I don’t see the similarity of products as competition. I recommend diligently monitoring at distribution locations,” said Dwi. “Even though there are many similar products in distribution locations, I don’t think it’s time for competition but collaboration,” said Dwi Karti Handayani, founder of Wedang Uwuh UMKM, by June 12, 2021. The UMKM is named Den Bagus. Dwi is speaking on an online seminar on the task activity in the commercial communication project management course at the Department of Communications, UII.

Dwi Karti was a speaker in a webinar on branding and product marketing during the pandemic, together with Den Bagus and eight projects. Eight Project is one of the creations of the students of the course. They choose Eight Project as the name.

“Who knows if we can’t meet the export demand, we can fulfill it by collaborating with other similar products,” added Dwi Karti. According to Dwi Karti, “For me, it’s unique in the packaging. Then, when people have repeated orders, we will talk about customer loyalty.”

This event uses a flash sale technique. Flash Sale encourages viewers to make direct purchases while getting discounted prices.

Flash sale Den Bagus and den ayu specifically for products with specific characteristics. Call it red ginger, which has higher properties, and ginger emprit, which is spicier.

In addition, there is also a processed product that is more popular during the pandemic, namely Wedang Uwuh Jakute. Jakute is an Indonesian abbreviation of ginger turmeric, temulawak or commonly called empon-empon in Indonesia. The combination of the benefits of empon-empon.

“This is the most sought after by buyers. There are friends whose products are sought by French buyers,” said Dwi Karti. “Our products are widely known abroad. There is a noni drink. My mother used this drink to take this and her back pain recovered,” She added, giving testimony.

According to Dwi Karti, these local products are essential and of high quality. For example, the Den Ayu noni product no longer smells bad. It is packaged instantaneously. Similar products also have a special drink (Wedang) product for red rosella. “Instant packaging and wrapping, the packaging is pressed so that it is not easily damaged,” She added.

 

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Penjenamaan dan Pemasaran Produk Lokal Rasa Internasional

Reading Time: 2 minutes

Penjenamaan (branding) dan pemasaran (marketing) produk lokal adalah kunci penjualan sukses pada masa pandemi. Covid-19 memang telah memukul usaha mikro kecil menengah. Namun selain itu, kolaborasi adalah trik baru ketimbang pusing dengan kompetisi.

“Saya nggak melihat kesamaan produk sebagai persaingan. Saya menganjurkan untuk rajin memantau di lokasi-lokasi distribusi. Meskipun di lokasi distribusi banyak produk yang sejenis, saya berpikir tidak jamannya lagi kompetisi tapi kolaborasi,” kata Dwi Karti Handayani, pendiri UMKM Wedang Uwuh, dengan jenama Den Bagus pada 12 Juni 2021, sebagai kegiatan tugas dalam mata kuliah manajemen project komunikasi komersil.

Dwi Karti menjadi pembicara dalam Webinar branding dan marketing produk di masa pandemi, bersama den bagus dan eight project. Eight Project adalah salah satu kreasi mahasiswa yang mengambil mata kuliah itu. Para mahasiswa ini mengambil nama kelompok Eight Project.

“Siapa tahu kalau kita tak dapat memenuhi permintaan ekspor, kita bisa memenuhinya dengan kolaborasi produk lain sejenis,” imbuh Dwi Karti. Menurut Dwi Karti, “Kalau saya ini uniknya di kemasan. Nah baru nanti kalau orang sudah repeat order baru kita bicara loyalitas pelanggan.”

Acara ini menggunakan teknik flash sale. Flash Sale mendorong pemirsa melakukan pembelian langsung sekaligus mendapat potongan harga.

Flash sale denbagus dan den ayu khusus pada produk-produk dengan karakteristik tertentu. Sebut saja seperti jahe merah yang khasiatnya lebih tinggi, dan jahe emprit yang lebih pedas.

Selain itu ada pula produk olahan yang lebih populer di masa pandemi adalah wedang uwuh jakute. Jakute adalah kependekan dari jahe kunir temulawak atau biasa disebut empon-empon. Gabungan dari manfaat empon-empon.

“Ini yang paling banyak dicari pembeli. Ada teman yang produknya dicari pembeli Prancis,” kata Dwi Karti. “Produk kita sudah banyak dikenal luar negeri. Ada wedang mengkudu. Ibu saya dulu konsumsi ini backpainnya (sakit punggung) pulih,” tambahnya memberi kesaksian.

Menurut Dwi Karti, produk lokal ini penting dan bermutu tinggi. Misalnya, produk mengkudu Den ayu sudah tidak bau. Ia dikemas instan. Produk serupa juga ada produk wedang khas untuk rosela merah. “Kemasan instan dan wrapping, dipress kemasannya sehingga tidak mudah rusak,” imbuhnya.