UNS — The Research Group (RG) Agribusiness Management and Innovation Faculty of Agriculture (FP) Universitas Sebelas Maret (UNS) Surakarta held training for product innovation, product packaging, and digital marketing on Wednesday (28/7/2020). The event was held through Zoom Meeting and YouTube live stream, attended by participants from various regions in Indonesia. The invited speakers were the faculty member of Agribusiness Program FP UNS, Erlyna Wida Riptanti, M.P., R. Kunto Adi, M.P., and Isti Khomah M.Si.
Erlyna Wida Riptanti, M.P. delivered material on product development to increase business opportunity. There are many components of product development, among others changes in consumer tastes, efficiency, deterioration of company performance and the desire to improve product quality. The decline of the bargaining position in facing raw material suppliers, spare parts, and components also encourage product development. Other factors such as stronger competitors, technology changes, and shorter product lifecycles also contribute to the process.
Broadly, product development ideas come from external and internal sources. The internal sources are the part of research and development of firm consultant, salespeople, management, and employees, while external sources refer to market tendency. There are many alternatives to product development for example product modifications, addition of new features, or preform creative and innovative modification on the existing products in the market. Erlyna also explained that many obstacles will be found in developing a product, for example, lack of ideas, intense market competition, the role of the government, and financing.
Isti Khomah discussed digital marketing as an addition to product development in her session. Product development, according to R. Kunto Adi, can be implemented through product packaging. A good product packaging will attract consumers and will build product identity which will be remembered by consumers. Quality packaging is also important to protect the product quality and ensure consumer satisfaction. Good packaging will facilitate storage, transportation, and placement when displaying a showroom or shop display. Packaging usually is made from paper, glass, metal, plastic, and composites. Non-toxic, waterproof, and heat resistant, are the requirements of good packaging. Humas UNS
Reporter: Bayu Aji Prasetya
Editor: Dwi Hastuti
