Optimalisasi Packaging dan Positioning Produk dalam Mendukung Keunggulan Kompetitif Usaha Mikro

Abstract

Micro-businesses play a strategic role in Indonesia’s economy; however, many of them face difficulties in maintaining competitive advantage due to weak marketing strategies, particularly in packaging and product positioning. This community service program aimed to enhance the competitiveness of micro-businesses through the optimization of packaging design and product positioning. The method used in this program was participatory assistance, including problem identification, capacity building, mentoring, and evaluation stages. The activities focused on increasing partners’ understanding of the strategic role of packaging as a marketing communication tool and strengthening product positioning based on unique value propositions and target markets. The results of the community service showed positive changes in partners’ knowledge and perspectives regarding branding and marketing strategies. Improved packaging designs increased product attractiveness and perceived value, while clearer product positioning helped differentiate products in a competitive market. These changes contributed to better market confidence and business sustainability. The findings support marketing and branding theories that emphasize the importance of visual communication and positioning in building competitive advantage. Therefore, optimizing packaging and product positioning can be an effective strategy to encourage socio-economic transformation and sustainable competitiveness of micro-businesses.