PPSW Jakarta through the program Estungkara Since 2022, he has been providing assistance to the Chinese ethnic women's group Benteng in Belimbing Village, Tangerang Regency. The group Chinese ethnic women Benteng in Belimbing Village through independent economic efforts or groups through the Eternal Red Lantern Cooperative has had a number of community products, such as food, syrup and starfruit jam, and knitting crafts. These products are usually also used for daily needs and also for community traditional ceremony celebrations.
PPSW Jakarta encourages efforts to develop this business unit through branding training to improve the quality and market reach of Cina Benteng products. This training is the first time it has been conducted, and PPSW Jakarta sees this as important so that community products can improve and be reached by a wider public.
"Through this training, we provide material on the introduction of what branding is, how to package a message to introduce a product to the market, and how to maintain market loyalty so that they will continue to buy. This is also part of an effort to increase public acceptance of the Cina Benteng group through an economic approach," said Iqbal Yusti Ekoputro, Co Director of PPSW Jakarta during the training.
Through this training, the Benteng Chinese women's group learned how to strategize how to brand a product in order to strengthen business identity, increase brand value, introduce the business to the wider community, encourage purchasing decisions, build consumer trust, and increase customer loyalty.
"The Benteng Chinese women's group has unique characteristics from the group itself, so through this training, the community can build its own pride in the products they build so that the identity itself can emerge from the community itself," added Iqbal.
Mothers from the Benteng Chinese ethnic community enthusiastically participated in this activity. This training was attended by around 20 participants who came from mothers who were members of the cooperative. Through this training, they have a picture of the future of building their sales products and their community to reach a wider market.
"With this training, I now know more about what a brand is, and I also know how to strengthen branding for marketing, especially for trading businesses in the salted egg sector," said Mrs. Lanny, one of the training participants.
