Brand strengthening and product diversification: A development strategy assistance for micro enterprises

Abstract

In Indonesia Micro, Small, and Medium-Sized Enterprises (MSMEs) is still growing up. However, MSMEs continue to confront several challenges, the government and academic community are working to develop answers to these issues. One of the prospective business areas in the surrounding university is microbusiness in the field of serving breakfast. “Warung Lontong Ni Yul” is one of the breakfast vendors in the Kapalo Koto district, which surrounds the Andalas University at Padang campus. Because there are so many comparable booths, the Warung Lontong Ni Yul has to have an advantage in order to attract more customers. Community service activities are carried out from November to December 2022 at the Warung Lontong Ni Yul by assisting them in efforts to strengthen brands and product diversification. After discussions with owner, the shop's name was changed to "Lapau Minun Pagi." The consideration is that the name has a traditional Minangkabau impression, let alone incorporates the term 'lapau,' which distinguishes it from its competitors. Products are also diversified by adding new potential menus as breakfast, such as from the existing menu pical, and new bubur kampiun combination; the brand new menu such as lontong gulai paku, lontong gulai tauco, sate, lontong pical kuah sate, kerupuk kuah and add new menu for drinks such as tea, coffee, milk tea, milk coffee, and other instant drinks. Assisting methods and processes are discussed.