Promotion of Crayon Painting Made of Natural Colors with Competitive Advantage Strategy

In the era of increasing environmental awareness, eco-friendly products, such as painted crayons made of natural colors, are becoming an attractive option for consumers, especially parents who care about the health of their children. However, the challenge in promoting this product is how to differentiate it from conventional products made of synthetic materials. This research aims to develop an effective promotional strategy for natural color painted crayons by taking advantage of their competitive advantages, as well as increasing brand awareness among consumers. The methods used in this study include SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by the product. Furthermore, a promotional strategy is designed based on the results of the analysis, focusing on educational, entertainment, promotional, and inspirational aspects. The results of the study show that promotional strategies that prioritize education about the benefits of natural products, as well as building strong relationships with consumers through social media, can increase brand awareness and differentiation from competitors. Engaging and interactive content also contributes to increased engagement with the audience. This research makes an important contribution to crayon manufacturers of natural color painting in formulating effective marketing strategies. By leveraging competitive advantages and responding to market needs, manufacturers can increase market share and support the sustainability movement.