REBRANDING UMKM KERANJANG BAMBU TO BAMBU SEBAGAI UPAYA PENGEMBANGAN PRODUK EKSPOR DI PASAR ASEAN

Abstract

Every province in Indonesia has bamboo crops, either grown wildly or grown in plantations, because Indonesia is a large bamboo producing country. Anyaman bamboo is one of Indonesia’s traditional products and has great potential to be developed and exported. PT Putri Tropika Karya performs rebranding on bamboo basket products from the company Keranjang Bambu To Bambu. Rebranding includes the creation of new brands, product logos, taglines, packaging, and brochures. The aim of this program is to increase the productivity of the company, reach international markets, improve marketing, and brand awareness. The result of the implementation of the export product development program is to meet the demand from ASEAN countries, expand the range of available products by adding basket variants, extend the market coverage of export products to the ASEAN region, enhance the understanding for partners in basic financial records, allowing them to easily track business progress and set company guidelines, add partner insights to provide partners with valuable knowledge to leverage market opportunities, thereby encouraging sustainable product innovation and market expansion for partners. This study uses a qualitative approach with case studies. The outer part of the program is the enhancement of relationships between partners, the provision of some ideas for innovation, the safety of production processes, branding, social media accounts, and the improvement of product packaging.