Peningkatan Daya Saing Produk Unggulan UD Dua Berlian Melalui Diversifikasi dan Brand Identity “Kerupuk Aneka Ikan”

Abstract

The potential of natural resources, especially in coastal areas, offers the potential for development into processed products. One approach is to diversify fish-based products and develop brand identity, creating superior products with regional characteristics. UD Dua Berlian, located in Puger Kulon Village, Puger District, Jember Regency, is an MSME specializing in marine fish sales. This community service activity aims to optimize marine product namely fish into superior product “assorted fish crackers” with high competitiveness and creating a new market through brand identity to increase creativity and partner income. The solution was chosen based on the result of comprehensive discussion between the community service team and partner which was deemed capable of solving the problem. The material was provided through discourse and discussion, and followed by training. The result of the development activity were the diversification of fish based product into “assorted fish crackers” and brand identity as a product characteristic. UD Dua Berlian efforts in create new product innovative namely “assorted fish crackers” supported brand identity, was considered to influence consumer purchasing decision so through this activity community servicet partner could produce product were able to compete with similar product in the market. Community service activity and mentoring of sustainable were the first step for partner to develop their business and empower the surrounding community to be more productive will be increase the income of both parties.