Brand Strengthening of Nglanggeran Chocolate Through Digital Marketing and Product Innovation for Market Expansion
Abstract
Griya Cokelat Nglanggeran (GCN) is a village initiative implemented by the Nglanggeran community. It is a collaboration between farmer groups, Purbarasa culinary groups, Nglanggeran tourism groups, and local youth. GCN is located in Nglanggeran Village in the Patuk subdistrict of the Gunungkidul Regency in the Special Region of Yogyakarta. GCN is a center for producing authentic chocolate souvenirs from the Nglanggeran Tourism Village community. It receives support from the Gunungkidul Forestry and Plantation Agency (Dishutbun), the Natural Product Technology Research Unit (BPTBA) LIPI in Yogyakarta, and the Yogyakarta Branch Office of Bank Indonesia to innovate cocoa processing from upstream to downstream, led primarily by the village community. Products offered include chocolate drinks, chocolate banana snacks, chocolate dodol, chocolate bars, and more. The objectives of this community service program are as follows: (1) providing digital marketing education and training to the Nglanggeran Chocolate business group to provide added value and promotional strategies for market expansion, and (2) developing innovations to improve product packaging and increase consumer appeal. This community service activity uses an integrated approach consisting of local government officials, GCN, supermarkets, and university in supporting the success of the activity. A technological approach is specifically carried out in market expansion through digital marketing and product innovation. Marketing channel development involves determining the adequacy of the supply chain and market behavior based on price levels. Consumer evaluation results show that GCN products are still considered practical in product carrying and tasty. Meanwhile, the category is sufficient but could be improved in terms of packaging design. This fostered village activity has a positive impact on science, especially direct learning activities for MSMEs and research that can be carried out according to the activity topic. The benefits for MSMEs will provide easier market access and innovation in packaging improvements.
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