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

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.