Branding strategies to strengthen the competitiveness of Temanggung robusta coffee

¹ Doctor., Associate Professor, Faculty of Agriculture, Department of Agribusiness Universitas Sebelas Maret, Indonesia.
² Doctor., Associate Professor, Faculty of Agricultur e, Department of Agricultural Extension and Communication, Universitas Sebelas Maret, Indonesia.

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Temanggung robusta coffee has a unique taste profile (a specialty coffee) and has received recognition for Geographical Indication (GI) standards by the Indonesian government. However, this uniqueness has not been widespread. Branding strategies are needed to introduce uniqueness and increase the coffee's competitiveness. This study aims to formulate a Temanggung robusta coffee branding strategy. The method used is the qualitative approach. Data was collected with in-depth interviews, FGD, observation, and secondary data studies. The research involved 33 informants, including farmers, Communities Protecting Geographical Indications of Temanggung Robusta Coffee (MPIG-KRT), government officials, buyers, consumers, young entrepreneurs' associations, academics, and researchers. SWOT analysis is used to formulate branding strategies, and strategy priority determination is used with the Quantitative Strategic Planning Matrix. The results showed that there are four alternative strategies, including 1) increasing focus on the characteristics and credibility of Temanggung robusta coffee, 2) improving the institutional function of farmer groups, MPIG-KRT, and Prima Jaya Cooperative, 3) strengthening the Temanggung robusta coffee brand with GIs standard through pioneering coffee-based agrotourism, 4) increasing the role between stakeholders in supporting the branding of Temanggung robusta coffee. The priority strategy is increasing focus on the characteristics and credibility of Temanggung robusta coffee.