Labels serve several important functions such as identifying products, grading quality, describing key details, and promoting products. They are also an important marketing element. Common labels required on various products include names, ingredients, nutrition information, bar codes, safety warnings, and instructions. However, labels can be misleading if they contain false or deceptive information. Regulations regarding unit pricing, open dating, nutritional labeling, and percentage labeling affect Asian countries and require sellers to provide accurate label details according to local laws.

1. L A B E L I N G
(Labelling)

2. Labeling
- range from simple tags attached to products to complex
graphics that are part of the package
- display of information about a product on its container,
packaging or the product itself

3. Labeling: Functions
◦ Identifies- the name Sunkist stamped on oranges
◦ Grade- Thai fragrant rice “100% Long Grain”
◦ Describe- who, where, when, what, & 2hows
◦ Promote- support its positioning & connect with customers through attractive graphics

4. Labeling: Other Information
For many companies, labels have become an important
element in broader marketing campaigns.

5. Labeling: Pepsi

6. Labeling: Common Required Labels on
Segmented Products
- Garments
Name of the manufacturer
Country of manufacturer
Fabric content
Cleaning Instructions

7. Labeling: Common Required Labels on
Segmented Products
- Foods
Ingredients in common terms
Number of servings
Serving size
Calories per serving
Calories derived from fat
Amounts of specific nutrients
Bar Codes (determines charges for purchases)

8. Labeling: Common Required Labels on
Segmented Products
- Non-edible (shampoo & detergent)
Safety precautions
Instructions
Ingredients

9. Labeling: Common Required Labels on
Segmented Products
- Nutrition Labelling
In standard format for any food product for which a
nutrition claim is made

10. Labeling:

11. Labeling:

12. Labeling:

13. Labeling: Concerns
- 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

14. Labeling: Concerns
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.

15. Labeling: Oreo and Rodeo

16. Labeling: Result
- 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

17. Labeling: As affected (Asian Countries)
- Unit Pricing
- Open Dating
- Grade Labeling
- Nutritional Labeling
- Percentage Labeling

18. Labeling: Unit Pricing, Open Dating & Grade
Labeling
1. Stating the price per unit of standard measure
2. Stating the expected shelf life of the product
3. Rates the quality level of certain consumer goods

19. Labeling: Nutritional Labeling & Percentage
Labeling
4. Stating the nutritional values in the product
5. The percentage of each important ingredient

20. Labeling:
- Unit Pricing - Open Dating

21. Labeling:

22. Labeling: 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.

23. Labeling: 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
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