STRATEGI DIFERENSIASI DAN POSITIONING BRAND PRODUK UMKM UNTUK PROMOSI PARIWISATA DAERAH BENGKULU (Penyuluhan pada Kelompok Masyarakat di sekitar Objek Wisata Sungai Suci Kabupaten Bengkulu Tengah)

This community service activity is a follow-up activity that targets groups of entrepreneurs in the
community around the location of the Sungai Suci tourist attraction in the Pondok Kelapa village sub-district, Central Bengkulu district. If in 2019 service activities seek to guide groups of entrepreneurs so
they can think of ideas for making business communication proposals that have the potential to be
funded, then in 2020 this activity is directed to the process of counseling and mentoring entrepreneurs so
that they can recognize the characteristics of Small and Medium Enterprises (MSMEs) products. which is
strived to have packaging that is worthy of sale and has special characteristics to support tourism in the
Holy River area.
The perspective used in this community service activity is marketing communication. The method of
implementing the activities that will be applied in this service is the introduction of the Unique Selling
Proposition (USP) approach which can explain and find the differentiation and brand positioning of MSME
products that are worthy of being marketed to support the promotion of tourism in the Bengkulu area. The
results of this activity are an evaluation of ideas for the types of products to be sold, evaluation of the
packaging design of MSME products that are owned and ready to be promoted, and publication of the
results of service in the journal Servant of the Community, Mercubuana University, Jakarta.