Page 318 - Foundations of Marketing

Product, Branding, and Packaging Concepts | Chapter 10 285

Labeling as Marketing
Strategy
Labeling can be an important
part of the marketing strategy.
This label can be attached to
the packaging to communicate
that the product is eco-friendly.
Labeling can include claims
about sustainability as well
as other information that is
potentially valuable to the buyer.

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example, is quite small and displays only the brand name of the fruit and perhaps a stock-
keeping unit number. A label can be part of the package itself or a separate feature attached
to the package. The label on a can of Coke is actually part of the can, whereas the label on
a two-liter bottle of Coke is separate and can be removed. Information presented on a label
may include the brand name and mark, the registered trademark symbol, package size and
content, product features, nutritional information, potential presence of allergens, type and style
of the product, number of servings, care instructions, directions for use and safety precautions,
the name and address of the manufacturer, expiration dates, seals of approval, and other facts.
Labels can facilitate the identifi cation of a product by displaying the brand name in com-
bination with a unique graphic design. For example, Heinz ketchup is easy to identify on
a supermarket shelf because the brand name is easy to read and the label has a distinctive,
crown-like shape. By drawing attention to products and their benefi ts, labels can strengthen
an organization’s promotional efforts. Labels may contain promotional messages such as the
offer of a discount or a larger package size at the same price or information about a new or
improved product feature.
Several federal laws and regulations specify information that must be included on the
labels of certain products. Garments must be labeled with the name of the manufacturer,
country of manufacture, fabric content, and cleaning instructions. Labels on nonedible items
such as shampoos and detergents must include both safety precautions and directions for use.
The Nutrition Labeling Act of 1990 requires the FDA to review food labeling and packaging,
focusing on nutrition content, label format, ingredient labeling, food descriptions, and health
messages. Any food product for which a nutritional claim is made must have nutrition label-
ing that follows a standard format. Food product labels must state the number of servings
per container, serving size, number of calories per serving, number of calories derived from
fat, number of carbohydrates, and amounts of specific nutrients such as vitamins. A product
that has come under fire recently is the printer cartridge. Consumers are pushing for more
disclosure on labels about the amount of ink in each cartridge. Currently, it is difficult for
consumers to compare offerings and prices without knowing the amount of ink contained
in each cartridge. Companies have responded by saying ink does not fall under the Fair

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