Question

Explain labeling and the functions it performs in product positioning.

Answer 1

Labeling:

• A product label is a description about the product to make consumer aware about the product he wish to purchase.
• Generally, a label is printed on paper or plastic material and put up on the primary packing of the product.
• Generally, the label provides all information in detail about the product. Details such as weight, size, price, date of manufacturing, ingredients, expiry date, etc. of the product are shown on the label.
• At times, the label also contains the procedure to use the product, its applications, etc. Quite often it also provides directions for opening the packing.
• The label also contains contact details of the company and for complaint and suggestion.

Functions:

• Label helps in identifying the product.
• It gives complete information about the quality and type of the product.
• All information regarding product is provided to the consumer.
• Direction of use of product is given to the consumer.
• It creates attraction for the product which helps in advertisement and personal service.
• It complies with the legal requirement of product packing and providing all the ‘ necessary information to the consumer.