Packaging and Branding Strategy Training to Improve the Quality and Marketing of Stick and Dodol Susu Products

Packaging plays an important role because it is able to accommodate and protect the product when it is distributed. In addition, packaging also functions as a marketing tool. Packaging can be an attraction that can increase sales of a product and influence product branding.

This was revealed by a Lecturer at the Faculty of Animal Science, Universitas Brawijaya (Fapet UB), Dr. Premy Puspitawati Rahayu when explain about packaging and branding strategy training. She and the community service team consisting of Dr. Aris Sri Widati (Fapet), Dr. Khotibul Umam Al Awwaly (Fapet), Dr. Abdul Manab (Fapet), and  Vindhya Tri Widayanti (Fakultas Teknologi Pertanian) provided counseling to the Gunung Kawi V farmer group, Tutur District, Pasuruan Regency. The aim is to improve the quality and marketing of milk sticks and dodol produced by the UMKM Farmer Group of Gunung Kawi V.

Premy said that the packaging carried out by MSMEs there was still carrying out ordinary packaging using plastic materials of unknown type. In addition, there has been no effort for product branding. So packaging training is needed to maintain the quality of dodol milk and milk sticks for a longer period of time. As well as branding to attract consumer attention and expand marketing by utilizing social media and e-commerce.

“We hope that after participating in this training the members of the Gunung Kawi V UMKM Farmer Group can increase their knowledge about packaging which can maintain the quality and shelf life of the product.” said Premy

“Eye-catching packaging, branding strategies through social media and e-commerce can attract public interest and increase purchasing power. he concluded (tim/dta)