Describe the functions of labelling in the marketing of products.

In the marketing process, labelling plays an important role in packaging of the product. Labelling basically provides the information about the product in the form of a tag (in cases of local unbranded products such as rice, wheat, etc.) or graphics (such as a lady applying cream on face for a face-cream).

There are various functions performed by labelling which are as follows:

(i) Description of Use and Contents: The main function performed by labelling is to provide the description about the product regarding its use, application, cautions, content, etc. For example, on the bottle of a shampoo, the contents are written, along with the cautions such as keep away from children below the age of 10. Similarly, on food products such as maggie cuppa mania, a picture of noodles is there describing its appearance. Along with this, the ingredients and procedure of making it is also stated.

(ii) Identification and Differentiation: A label helps in easy identification of the product. It helps the consumers to differentiate their favourable products from other products. For example, in a potato chip product, a man eating potato chips is imprinted for identification. A label also provides other valuable information such as name or address of the manufacturer, net weight, maximum retail price, batch number, etc.

(iii) Standardising and Grading: A label also helps in setting grades for a product. This helps the marketers to classify the product in different categories based on certain specific quality or features. For example, a brand of face-cream comes in different categories such as oily skin, dry skin and normal skin.

(iv) Promotes the Production: An attractive label helps the marketers in promoting the product as well. It helps in attracting more customers towards the product. For example, for maggie noodles, the label says ”Taste bhi, Health bhi”. Herein, label plays an important role in highlighting the product and promoting its sale.

(v) Information Required for Law: Label also provides and mentions the information which are required to be mentioned as per the law. For example, on a packet of tobacco it is written ‘chewing tobacco is injurious to health’.

Label on a product provides detailed information about the product, its contents, methods of use etc. 

The various functions performed by a label are as follows:

1. Describe the Product and Specify its Contents: One of the most important functions of labels is that it describes the product, its usage, cautions in use etc and specify its contents.

2. Identification of the Product or Brand: A label helps in identifying the product or brand e.g., we can easily pick our favorite soap from a number of packages, only because of its label.

3. Grading of Products Labels helps to grade the products into different categories. Sometimes, marketers assign different grades to indicate features or quality of the product e.g., a different type of tea is sold by some brands under Yellow, Red, and Green label categories.

4. Help in Promotion of Products An important function of label is to aid in promotion of the products. A carefully designed label can attract the customer to purchase. So, many labels provide promotional messages, some show discounts or other schemes, etc.

5. Providing Information Required by Law Another important function of labeling is to provide information required by law. e.g., the statutory warning on the package of cigarette or pan masala – ‘Smoking is injurious to health’ or ‘Chewing tobacco causes cancer.’