The Universitas 17 Agustus 1945 Surabaya team identified several marketing communication challenges at Pawon Mba Ning. The business did not have an active business social media account, lacked a consistent brand identity, had limited knowledge of registering products on e-commerce platforms such as Shopee and GoFood, and faced difficulties in creating persuasive product descriptions.
These challenges have become increasingly relevant amid Indonesia’s growing digital economy. The article notes that MSMEs contribute 60.51 percent to national gross domestic product, while Indonesia’s e-commerce transaction value reached USD 62 billion in 2023. The growth of the digital market presents significant opportunities for culinary MSMEs, although digital literacy and technology-based marketing communication remain important challenges.
The mentoring program was conducted through a participatory approach over one month. The business owner was directly involved in identifying marketing needs, developing visual identity, receiving e-commerce training, implementing the new strategy, and evaluating the results. This approach allowed the owner to gain practical experience rather than simply receiving theoretical information.
The first stage involved field observation and interviews with the owner to identify the business’s marketing communication needs. The team then assisted in developing a new logo. The process included discussing the brand concept, selecting colors and typography that reflected the character of a home-based culinary business, and finalizing a logo suitable for product packaging and digital profiles.
The next stage focused on digitalization. The business owner received hands-on training in registering and managing a Shopee Food account, including uploading product photographs, writing menu descriptions, setting prices, and simulating the receipt and processing of digital orders. The assistance also covered the business’s presence on GoFood.
The program resulted in significant changes in how Pawon Mba Ning communicated its products to consumers. Before the mentoring program, the business did not have a standardized visual identity, making it more difficult for consumers to recognize the brand amid Surabaya’s competitive culinary market. Following the intervention, the new logo was applied to product packaging and digital profiles to create a more professional and consistent brand appearance.
The adoption of e-commerce platforms represented another major change. Before digitalization, Pawon Mba Ning’s marketing communication mainly reached neighbors and close personal networks. After receiving assistance, its digital channels created opportunities to reach a broader consumer base across Surabaya, particularly families and office workers.
The team also installed a physical promotional banner at the business location to connect online and offline marketing. The banner featured the new logo, information about signature products such as Kediri-style Nasi Pecel, and information showing that customers could now order products through e-commerce applications. This strategy was designed to increase physical visibility while informing existing customers about the availability of online ordering.
According to Prayogo and colleagues from Universitas 17 Agustus 1945 Surabaya, strengthening visual identity, digitalizing distribution channels, and integrating online-to-offline communication were the three main achievements of the Pawon Mba Ning mentoring program. These strategies created clearer marketing messages, diversified communication channels, and expanded the potential consumer audience.
The activity also demonstrates the importance of development communication in supporting the resilience and growth of micro-enterprises. A structured participatory approach can help MSME owners adapt to technology through gradual, hands-on learning. Beyond improving the professional appearance of the business, digitalization provides Pawon Mba Ning with a stronger foundation for developing more consistent marketing activities.
The authors also identified competitive advantages in Pawon Mba Ning’s products, including authentic Kediri-style pecel seasoning and affordable prices. These strengths are now supported by a stronger brand identity and more effective marketing channels. Moving forward, the business owner is encouraged to maintain service quality on digital platforms and explore paid promotional features to maximize future growth opportunities.
0 Komentar