The
various functions performed by a label
are as follows:
1. Describe the Product and Specify
its Contents: Let us look at some of
the labels of the products used by us
in our day to day life. The label on the
package of a local tea company
describes the company as ‘ Mohini Tea
Company, an ISO 9001:2000 Certified
Company’; a popular brand of Prickly
Heat Powder, describes how the
product provides relief from prickly
heat and controls bacterial growth and
infection, giving caution forbidding its
application on cuts and wounds.
2. Identification of the Product or
Brand: The other important
function performed by labels is to
help in identifying the product or
brand. For example, the brand name
of and product, say Biscuits or
Potato Chips imprinted on its
package helps us to identify, from
number of packages, which one is
our favourite brand. Other common
identification information provided
by the labels include name and
address of the manufacturer, net
weight when packed, manufacturing
date, maximum retail price and
Batch number.
3. Grading of Products: Another
important function performed by labels
is to help grading the products into
different categories. Sometimes
marketers assign different grades to
indicate different features or quality of
the product. For example, a popular brand of Hair Conditioners comes in
different categories for different hair, say
for ‘normal hair’ and for other
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 attention and
give reason to purchase. We see many
product labels providing promotional
messages for example, the pack of a
popular Amla Hair Oil states, ‘Baalon
mein Dum, Life mein Fun’.
5. Providing In formation Required
by Law: Another important function
of labeling is to provide information
required by law. For example, the
statutory warning on the package of
Cigarette or Pan Masala, ‘Smoking is
Injurious to Health’ or ‘Chewing Tobacco is Injurious to Health’. Such
information is required on processed
foods, drugs and tobacco products. In
case of hazardous or poisonous
material, appropriate safety-warning
need to be put on the label.