MSME Cangkringan Village Group’s Branding and Packaging Literacy as a Product Promotion Effort

Abstract. Micro, Small, and Medium Enterprises (UMKM), an abbreviation for these businesses, play a number of crucial functions in economic development. When Indonesia faced a financial crisis in 1997, MSMEs emerged as a hero in the effort to restore the country’s economy. To accomplish the intended objectives in the administration of SMEs, activities and marketing communications are required. In marketing science, branding is seen as a potent strategy to create distinguishing qualities that set a product apart from competing competitors. By comparing the outcomes of their own products, MSMEs may increase sales and extensively market their products. It may increase market share with this MSME branding, which is also backed by The more advanced the technology, the more effective branding may be as a marketing tool. In addition to boosting sales and introducing items to the public, branding also has the advantage of extending markets via online media and capturing greater market share (Aulia Afra Destrina, n.d.). Based on the results of surveys and observations made about KKN Partners in Cangkringan Hamlet, the MSME does not yet have a strong visual identity and is only known by the people in the Cangkringan area. Hamlet has several MSMEs, including market snack cakes and ethnic chips. Additionally, the hamlet’s current SMEs receive less advertising, which hinders the development of the venture. The goal of this service is to raise brand recognition, which will help the Cangkringan Hamlet MSME brand and boost sales connected with. In this context, the hamlet of Cangkringan will serve as the site for designing the visual identity and promotional materials for MSMEs. Observation, interviews, documentation, and a questionnaire make up the study methodology. Based on the findings of the first investigation, it was determined that the lower middle class is the target market for MSMEs in the hamlet of Cangkringan. Accordingly, the approach employed is to build a visual identity and promote it through the creation of logos and package designs. This plan is anticipated to increase sales of SMEs in Cangkringan hamlet and develop the MSME brand for that community.