SESSION 4 : Making And Labeling Relevant Knowledge
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| Relevant Knowledge refers to Symbol, design, distinctive, coloring used for recognizinguuct in the retail store. The marking may be classified as Brand mark and Tradeproductmark. Marking the Drond mark is that part of a brand which can be recognized but is not utter able.Trade mark is a legal right to protect a brand name or a brand mark used by manymarketers to assure the customers that they are purchasing an authentic brand at aright time. It is registered with Government order, the Trade and Merchandise MarksAct 1958. Hence, the brand names, which are registered with government, are calledas Trademarks. Brand The various types of markings are- 1. ISI mark 2..3. FPO MarkAgmark FPO SANMEN OF The use of ISI mark ensures the quality of product. The Indian Standard Institutecertifies the quality of product and ISI marking became popular with setting up ofBureau of Indian Standard in 1986. The Food Processing Order (FPO) mark is provided in the rules framed under thePrevention of Food Adulteration, Act, 1954. The mark is mainly used for food itemslike jam, pickles, sauces, squashes etc. The Agmark is used for agriculture products and is issued by authorities constitutedunder the Agricultural Produces (Grading and Marking) Act 1937. C. Descriptive Label: It provides maximum information about product to theconsumer. It gives information on composition, usage, storage, colour, price,date of manufacturing, expiry date etc. Private Labels Brand owned not by a manufacturer or producer but by a retailer or supplier who getsits goods made by a contract manufacturer under its own label is called private label.It is also called as private brand. Products (or services) which are generallymanufactured or provided by one company under another company's brand are knownas private labels branding. Eg., A bottle of Kroger's Favorite ketchup is made by thename brand company Red Gold and labeled with the grocer's name. Private Label Growth Consumers' search for value is changing the way companies do business. Retailers areputting greater pressure on manufactures and consumer product companies areCompeting against their own brands. Manufactures face a squeeze on several fronts Retailers are putting pressure on manufactures in several ways: • Rationalizing product ranges to reduce complexity • Simplifying the shopping experience • Freeing up shelf space for their own private label ranges • Negotiating harder with consumer products companies to help achieve globalcustomer relationships (i.e., a single price for a product across markets) • Pressuring supply chains to cut iinventories Hequesting sustainabi lity information on products Retailers Resporses Regarding Private Labels ) Valueseeking behavior is here to stay • Consumers want value. But remember, value extends beyond pricing to include wider aspects of consumer interactions and the shopping experience. •Some companies aim for value by accepting returns of sale products in exchange for credit towards the purchase of a new product i) Collaboration is the counterbalance to retailer power RetailerS require consumer products manufacture rs to share the pressure theyare facing from value-seeking consumers. • In turn, the response from manufacturers is increasingly to invest incollaboration, as part of combined efforts with retailers to deliver overallcategory growth. •Consumer collaboration can mean different things to different people.iti) Outsourcing category managernent- the new symbiosis Despite the emergence of direct-to-consumer channels, manufactures still needretailers for their market presence. And because retails carry so many SKUs,they need manufactures to provide information about customer interactionwith particu lar brands. •Retailers often outsource retail category management to chosen suppliers onwhom they rely for strategic recommendations and insights-a practice knownas "category captainship." • The manufacturer, in turn, gains the advantage of a closer relationship withthe retai ler and access to the retailer's shopper experience and insight.. Weexpect this trend to continue. iv) Steady march of private label . Retailers are competing directly with those brands with their own private labelofferings. .Private label share is the highestin the grocery segment. Retailers there planto increase market share. . Historically, private label penetration has been lower in emerging markets thanin the deve loped world. However, it is set to increase as global retailers WiLtheir own brands move to emerging markets. Manufactures' response - inves tment and innovation Consumer products companies are increasing advertising to help their brands. . But as consumers continue to see value in private labels. manufactures Tate pressure to do more than the usual advertising to Support their brands. New strategies include increasing consumer Gaining in-depth consumer insights, such as how they engage with the companiesoroducts, are an increasingly necessary part of meeting Consumers' desire for greatermore broadly defined value. This is equally true when engaging with retailers and collaboratively as when going head-to-head competitively. Labeling Equipments Labeling equipments are classified in to four groups which are as under: Pressure Sensitive Labeling Equipment Pressure Sensitive Labeling Machines er engagement with the brand. Custom manufactured label applicators for putting self-adhesive labels onto a varietyOf container shapes and sizes. Print & Apply Label Applica tors This type of label applicator is often used on pharmaceutical, food, household, andhealth & beauty products. Publication Labeling Equipment A Pressure sensitive Labelling Machine A Printer/Applicator labeling machine enables a bar code, text, graphics, time, date,and consecutive numbering to be printed in crisp, clear images and applied on theproduct with precision accuracy. RFID Label Applica tors A Publication Labeling Machine applies front-page note advertising or preprintedaddress labels at high speeds to newspapers and other publications. This labeling Capabilities of this RFID-Enabled Labeling Equipment include direct and indirectapplications, label design software, database management software, and custommiddleware and network solutions. |
