Prof. Dr. Naili Farida, M.Si (Professor at Business Administration Department, Faculty of Social and Political Sciences, Universitas Diponegoro) and Prof. Vincent Didiek Wiet Aryanto, Ph.D. (Professor at Dian Nuswantoro University) presented as guest lecturers in the Guest Lecturer of the Department of Business Administration, Faculty of Social and Political Sciences Undip with the theme “Small and Medium Enterprises or SMEs Branding Strategy) and moderated by dr. Ngatno, M.M. (Lecturer at the Undip Business Administration Department), Tuesday (17/5).

“The advantages of selling your product in the marketplace, visitors or potential buyers are available, the category of goods is super complete, being the first destination for online buyers, the most complete online selling facility, safe and easy to manage, and fast payments to sellers. Meanwhile, the weakness is that the more people sell, the more difficult it is for our shop to be seen and the higher the competition. If you want to appear on the front page, you have to make an advertisement or pay,” said Prof. Vincent.

He also conveyed several ways that Online SMEs could do to penetrate the global market, including becoming a Seller on the Global eCommerce platform, such as Alibaba Group (Alibaba.com, Inamall.tmall.hk, Aliexpress), Ebay Global, Amazon Marketplace, and Etsy. Or selling directly to the target market country through Facebook Pages and FB Ads, Instagram and IG Ads, websites and Google, as well as email marketing. Meanwhile, the coping strategy was changing the way of thinking, capturing new opportunities in the midst of limitations and challenges, as well as being enthusiastic, tenacious, and never giving up.

While Prof. Dr. Naili Farida, M.Sc. discussed the Implementation of Communal Branding at Small and medium enterprises of Batik Bakaran Pati. According to her, it was difficult to market the Bakaran Wetan and Bakaran Kulon batik products with cheap selling prices and to have a trademark. So, the products were categorized as commodity products.

“In the Law of Republic of Indonesia Number 15 of 2001 concerning Brands, it is stated that a brand is a sign in the form of an image, name, word, letters, numbers, colour arrangement or a combination of elements that have distinguishing features and are used in trading goods or services,” she explained.

“While Communal Branding is the concept of a specialized brand community and has a bond that is not based on geographical ties, but rather on a set of social relationship structures among fans of a particular brand,” concluded Prof. Naili. (Lin-PR)

Source: undip.ac.id