A written report from the presentation "Product: Labeling"

1. University of Southeastern Philippines
Community Development Management
Mintal, Davao City
Written Report for Marketing Management (AgBus 152)
Product: Labelling

2. Labelling
 It ranges from simple tags attached to products to complex graphics that
are part of the package
 It might carry only the brand name or a great deal information.
 Even if the sellers prefers a simple label, the law may require additional
information.
Functions:
1. It identifies the product or brand;
(ex. the name Sunkist stamped on oranges)
2. It might also grade the product;
(ex. Thai fragrant rice is grade labelled 100% Long Grain)
3. It might describe the product: who made it, where it was made, when
it was made, what it contains, how it is to be used, and how to use it
safely;
4. Lastly, it might promote the brand, support its positioning, and
connect with customers through attractive graphics.
For many companies, labels have become an important element in
broader marketing campaigns.
Ex. Pepsi recrafted the graphics on its soft drink cans as part of a
broader effort to give the brand more meaning and social relevance to its
youth audience.

3. Common Required Labels on Segmented Products
 Garments
Name of the manufacturer
Country of manufacturer
Fabric content
Cleaning Instructions
 Foods
Ingredients in common terms
Number of servings
Serving size
Calories per serving
Calories derived from fat
Amounts of specific nutrients
Bar Codes
 Non-edible (shampoo & detergent)
Safety precautions
Instructions
Ingredients
 Nutrition Labelling
In standard format for any food product for which a nutrition
claim is made
Along with its positives, labelling also raises concerns.
 There has been a long history of legal concerns about packaging and
labels.
 Numerous government laws have held that false, misleading or
deceptive labels or packages constitute unfair competition.
 It can mislead customers, fail to describe important ingredients, or fail
to include needed safety warning.
Example: the popular U.S. cookie brand, Oreo had a lookalike made in
Indonesia called Rodeo. However, packaging and labelling laws, and their
enforcement, vary from country to country in the region.

4.  As a result, Asian countries are likely to embrace stricter labelling
standards by adding: unit pricing (stating the price per unit of standard
measure), open dating (stating the expected shelf life of the product),
grade labelling (rates the quality level of certain consumer goods) and
nutritional labelling or percentage labelling (stating the nutritional values
in the product or the percentage of each important ingredient).
 Many nations regulate labelling.
 The most prominent in the United States, for example, is the Fair
Packaging and Labelling Act of 1966, which set mandatory labelling
requirements, encouraged voluntary industry packaging standards, and
allowed U.S. agencies to set packaging regulations in specific industries.
REMEMBER:
The Nutritional labelling laws require sellers to provide detailed nutritional
information on food products. Sellers must ensure that their labels contain all
required information in the countries in which they sell their products.
REFERENCES:
 Marketing Management (5th Edition) An Asian Perspective
By Philip Kotler, et.al.
 Principles of Marketing (Global Edition)
By Philip Kotler & Gary Armstrong
 Packaging and Labelling
By G713-3 ORIGIN, http://www.powtoon/youtube
 Images on google.com