Pendampingan Branding Madu Kelulut melalui Pendekatan Green Marketing sebagai Upaya Keberlanjutan Usaha di Kelurahan Lempake, Kecamatan Samarinda Utara, Kota Samarinda, Kalimantan Timur

Abstract

The Rawat Hijau Business Group in Lempake Subdistrict, North Samarinda, is a community of stingless bee farmers with the potential to develop products based on green consumerism. This group boasts advantages such as a natural location and the enthusiasm of its young generation, but they face challenges in production and marketing aspects. This Community Service Program aims to assist the group in enhancing the competitiveness of their stingless bee honey products through the implementation of Green Marketing strategies. The implementation method uses a participatory approach with the following stages: socialization, training (Good Manufacturing Practices, development of Standard Operating Procedures, branding and digital marketing), technology adoption, mentoring, evaluation, and sustainability strategies. The program is carried out over three months, from June to September 2025. The results of the program include improved understanding and skills of the partners in production and marketing aspects. The socialization activity resulted in an agreement on the implementation schedule. Good Manufacturing Practices training increased knowledge of production standards and motivation for certification. Training on the development of Standard Operating Procedures produced an operational guideline document. Branding and marketing training led to an agreement to use the "Rawat Hijau" brand and develop brand identity. It is hoped that this program will enhance product competitiveness and support the sustainability of the Rawat Hijau stingless bee honey business group.