D Design and Implementation of Marketing Mix Strategy (4P) as an Effort to Increase the Competitiveness of "Rojo Karaq" Delanggu Products
Keywords:
broken rice, rojolele, 4p, marketing mix, packagingAbstract
The potential of broken rice (menir), a side product of Rojolele rice milling in Delanggu Village, is processed into borax-free crackers by a women farmers' group in the village. Despite possessing a unique product quality and being recognized as a premium product, there is a need for innovation in packaging and marketing strategies to enhance its competitiveness in an increasingly competitive market. The MBKM team of D3 Agribusiness of the Vocational School at Universitas Sebelas Maret conducted training and mentoring sessions for the women farmers' group affiliated with Sanggar Rojolele. The objective is to provide solutions, evaluations, and improvements to address the challenges faced by the women farmers' group in Delanggu Village, taking a step towards extending the product's shelf life through effective and attractive packaging, thus enhancing the product's competitiveness in a broader market. The method used in this community service was Participatory Rural Appraisal (PRA). The stages of the activity included training socialization, analysis of the 4P marketing strategy, mentoring, and evaluation through consumer satisfaction surveys on Rojolele crackers. This serves as the basis for continuous product improvement. Through training and assistance from the MBKM team of D3 Agribusiness of the Vocational School of UNS, the women farmers' group in Delanggu Village has been able to improve the packaging quality and develop more targeted marketing strategies (4P) for Rojolele cracker products. Through packaging rebranding, competitive pricing, product diversification, and online promotion, both direct and online sales of Rojo Karaq products can reach a wider market.
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