Keywords
Product rebranding
Coffee
Abstract
The potential of Besowo Village as a coffee producer is not only utilized by residents as coffee growers but also processed into a product. One of them is Roro Coffee which is a coffee MSME in Kraja Hamlet, Besowo Village. This business has obstacles in terms of stagnant marketing and no product development. Several of these obstacles were the background for the Group A Collaborative KKN Team in initiating the " Roro Coffee Product Rebranding" program. This program aims to improve the brand image of MSME Roro Coffee and attract the target market so that the marketing reach is wider. This program uses the ABCD ( Asset Based Community Development) approach , which is an approach based on asset and potential utilization. The rebranding program carried out resulted in; First, product innovation in the form of a special Vietnam drip as an effort to develop Roro Coffee products. Second, updating and improving the packaging and logo to make it more attractive and contemporary. Third, making NIB and halal certification as business legality. The results of this program have significance and have a good impact on the Roro Coffee MSMEs in Besowo Village and have a sustainable impact on the coffee business because they can improve the product image and expand marketing reach with assistance from the innovations that have been carried out.
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