THE BRANDING STRATEGY OF MAKING PAPER CLAY PRODUCTS AS AN UTILIZATION OF PAPER WASTE

GABRIEL, FELYCIA and Yuwono, Elisabeth Christine and Yusuf, Vanessa (2023) THE BRANDING STRATEGY OF MAKING PAPER CLAY PRODUCTS AS AN UTILIZATION OF PAPER WASTE. In: International Conference On Media And Communications (ICMC) In Southeast Asia 2023, 08-03-2023 - 08-03-2023, Surabaya - Indonesia.

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Abstract

The massive use of paper in human life has led to the accumulation of a huge amount of paper waste. This accumulation of paper waste is at risk of filling landfills, polluting the environment, and causing pollution due to improper processing of paper waste. Handling this paper waste problem can be made into an innovative business opportunity where paper waste can be made into paper clay. This paper clay will later be able to become a home decoration craft that has aesthetic value so as to increase the selling value while reducing and utilizing paper waste. The research method that will be used is qualitative which analyzes the strategy of how this business can compete in the current digital era by using appropriate branding and digital promotion strategies using ssocial media and online sales platforms.

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