Product Development and Branding Strategy to Enhance the Export Competitiveness of Bengkalis Pineapple

Abstract

This study aims to formulate effective product development and branding strategies to enhance the export competitiveness of Bengkalis pineapple (Ananas comosus). Pineapple is one of Indonesia’s key tropical fruit commodities with significant export potential, yet its competitiveness remains constrained by limited value-added processing, inconsistent product quality, and weak global branding. This research adopts a qualitative descriptive approach using secondary data synthesized from fifteen recent scientific journals (2021–2025) that address product innovation, supply chain efficiency, value addition, and international market strategies for pineapple-based products. The results highlight the importance of adopting sustainable product innovations, circular bioeconomy principles, and integrated branding efforts to strengthen market positioning. The findings are expected to support the development of strategic policies for local agribusiness stakeholders and promote Bengkalis pineapple as a globally competitive export commodity. Additionally, this research provides a conceptual perspective that links innovation, sustainability, and marketing as interconnected elements for building regional competitiveness. The expected outcome is a strategic guideline that can help local producers and policymakers optimize the potential of Bengkalis pineapple within global export markets.