Labeling Need of Labeling Characteristics of Successful International Label International Labeling requirements Consumer perceptions in labeling

1. LABELLING
D E P A R T M E N T O F M A N A G E M E N T S T U D I E S
C E N T R A L U N I V E R S I T Y O F H A R Y A N A ,
S E S S I O N : 2 0 1 9 - 2 0 2 1
INTERNATIONAL MARKETING PRESENTATION
ON
J O Y D E E P S I N G H 1 9 1 1 0 3
L AT I K A M I T TA L 1 9 1 1 0 9

2. LABELING
• It is the act of attaching or tagging labels.
• A label is anything that may be a piece of paper, printed statemen, imprinted metal,
which either an art of package or attached to it, indicating the value of contents of
price of product, name and place of producers or any other necessary information.

3. NEED OF LABELING
Identify the product
Labelling helps in identification of product or brand easily. It prevents substitution of
competitive product.
For example – Maggi noodles or Horlicks are identified by label even by uneducated
people.

4. NEED OF LABELING
Description
Labelling helps in describing the product, size, quality, quantity and method of use.

5. NEED OF LABELING
Grading or product differentiation
Labelling is helpful in grading or differentiating the product according to quality and
features. It can be used for differentiating products among competitors or among own
products.

6. NEED OF LABELING
Product promotions
The graphic design which is used in label helps in attracting the customer to buy the
product.

7. NEED OF LABELING
Legal Compliance
In many countries the guidelines as well
some labelling laws are to be complied to
launch or market product.
For example – in India food items should
comply the FSSAI standards as well as
labelling regulations.

8. CHARACTERISTICS OF SUCCESSFUL
INTERNATIONAL LABEL
Accurate translation
The words on the label must be
accurately translated because the
insignificant errors can cause
compliance issues.

9. CHARACTERISTICS OF SUCCESSFUL
INTERNATIONAL LABEL
Cultural Appropriateness
Even if a label is accurately translated and compliant with local regulations, the
should take care of cultural appropriateness of the label. The label should also be
culturally acceptable and appropriate according to norms, values and beliefs of the
cultural where the product is to be marketed.
Appealing to the target customer
The product labelling should also take care of the target customer and should be
appealing the right customer.

10. INTERNATIONAL LABELLING
REQUIREMENTS
Country of Origin
Many countries mandatorily require product to provide country of origin labelling on
product

11. LANGUAGE

12. NUTRITION INFORMATION

13. INGREDIENTS, ALLERGENS AND
WARNINGS

14. COMPLIANCE MARKS

15. COMPLIANCE FOR ELECTRICAL
PRODUCTS

16. LABEL FORMAT
• Issued by the Bureau of Energy
Efficiency, it indicates the energy
efficiency of the product and its power-
saving potential. Higher the rating;
higher the efficiency, and lower energy
consumption.
• Mandatory appliances that require this
certification include – AC, TV,
refrigerator, electric geysers, LED lamps.
• Those products for which this
certification is voluntary include – ceiling
fans, washing machines, DG sets, LPG
stoves etc.

17. INFORMATIVE SYMBOLS

18. CONSUMER PERCEPTIONS IN
LABELING
Consumers’ perception of symbols and health claims as health-related label messages.
A cross-cultural study, E. Carrillo, S. Fiszman, Liisa Lähteenmäki, P
. Varela, Food
Research International
• Symbols on the package are more important than verbal phrases.
• Symbols without words in the package produce health connotations.
• Verbal claims should be presented in the package as a benefit
Consumer perceptions of nutrition and health claims, Hans C.M. van Trijp, Ivo A. van
der Lans, Appetite
• results indicate that consumer perceptions differ substantially by country and benefit
being claimed but much less by the claim type.

19. CONSUMER PERCEPTIONS IN
LABELING
Influence of front-of-pack labelling and regulated nutrition claims on consumers’
perceptions of product healthfulness and purchase intentions: A randomized controlled
trial, Beatriz Franco-Arellano, Lana Vanderlee, Mavra Ahmed, Angela Oh, Mary L'Abbé,
Appetite
• FOP labelling had significantly stronger influence than nutrition claims on consumers'
perceptions
• In healthier drinks, health star rating and traffic light labelling created a ‘halo’ effect,
which was not observed with warning labels.
• Drinks displaying a disease risk reduction claim were perceived as healthier than
without claim regardless of product's healthfulness

20. CONSUMER PERCEPTIONS IN
LABELING
Consumer preferences for the marketing of ethically labelled coffee, De Pelsmacker,
P
., Janssens, W., Sterckx, E. and Mielants, C. (2005), International Marketing Review
• European government labels, or labels issued by non‐governmental organizations,
preferred over national government endorsed labels.
• Consumers prefer extra information on the package, in addition to a label.

21. CONSUMER PERCEPTIONS IN
LABELING
• In a paper by Hustvedt, G. and Bernard, J.C. (2008), Consumer willingness to pay for
sustainable apparel: the influence of labelling for fiber origin and production
methods. International Journal of Consumer Studies.
• Authors found that consumers value information about the local origin of fibers.
• results show that participants were willing to pay a premium for socks with fibres
produced in Texas, but not for those produced in the US
• Fiber type mattered, with participants requiring a discount once they learned that
socks were made with PLA fiber

22. THANK YOU