PENYULUHAN INOVASI PACKAGING DAN BRANDING PADA UMKM SEBAGAI UPAYA MENINGKATKAN PEMASARAN DAN NILAI JUAL LAPIS KETAN

Abstract

This community service activity aims to enhance the marketing and sales value of Lapis Ketan products for MSMEs in Tanjung Manis Village through innovation in packaging and branding. The background of this activity is the challenge faced by MSMEs in marketing their products due to a lack of innovative packaging and effective branding strategies. To address this issue, this activity is designed to provide education and training to MSME actors on attractive packaging design techniques and branding strategies that align with the characteristics of the product and market. The implementation methods include a series of in-depth counseling sessions, practical workshops on packaging design, and intensive mentoring in the application of branding strategies. The results of this activity show a significant improvement in the understanding and skills of MSME actors regarding packaging and branding innovations. The impact of this training is reflected in the creation of more innovative packaging and more appropriate branding strategies, increased competitiveness of Lapis Ketan products in the market, increased sales, and strengthened brand awareness among consumers.