EFFORTS TO INCREASE THE MARKET FOR PULI CRACKER PRODUCTS THROUGH REBRANDING AND HALAL CERTIFICATION

General Background: Micro, Small, and Medium Enterprises (MSMEs) are vital to
economic development, yet many face challenges in expanding their market reach.
Specific Background: The Puli Cracker MSME, owned by Mrs. Makilah, exemplifies
this challenge, as it primarily relies on local orders without strategies for broader market
expansion. Knowledge Gap: A lack of business development skills, particularly in
product packaging, branding, and certification, hinders the potential growth of many
small businesses like Mrs. Makilah's. Aims: This community service project aims to
assist the Puli Cracker MSME in creating packaging stickers, improving product
packaging, and obtaining halal certification to enable market expansion beyond the
local community. Results: Through interviews and observations, the project identified
key areas for improvement, including product labeling, packaging redesign, and halal
certification registration. The implementation stages included creating packaging
stickers, repackaging the crackers, and fulfilling halal certification requirements, all of
which positively impacted the business. Novelty: The project introduced a structured,
step-by-step approach to MSME development, combining product enhancement with
halal certification, which is often overlooked in small-scale enterprises. Implications:
The improvements in packaging and branding, along with the halal certification, are
expected to significantly enhance the marketability and credibility of Mrs. Makilah’s
Puli Cracker, allowing it to reach a wider market. These interventions provide a
replicable model for other MSMEs aiming to grow sustainably and expand their market
share.