Labelling and packaging: An important aspect of marketing


Labeling and packaging is an important part of marketing for business. An attractive label and good packaging scheme ensures that the product and services offered by the company are effective and up to the mark as claimed through advertisements. This way a proper image of the company depends on the kind of labeling and packaging done on the products which are sold in the market. However the ethical implications are also required to be made on these prodcuts so that they could achieve up to the mark of the standards set by the local administration. That is the labels and packging should be made such that it not only saves the product from the outer environment but also ensures the safe and healthy delivery to the customers. Furthermore the information written on the label should consists of all the vital information which the customers should be made aware. Therefore packaging and labeling is an important task which needs attention of the manufacture to take steps in the right direction.

Present day scenario in the Australian continent:

Aldi, Hoyt’s and Master of species are among the three companies in manufacturing oreganos who have not complied with the required regulations regarding the presence of oregano in their products. These companies often market there products following aggressive marketing techniques to affect the decision making of the customers. Therefore the presence of the oreganos in the manufactured output was found at 10% in Master of spices, 11% in Hoyt’s and26% in Aldi stonemill. This shows that the companies in Australia are not fulfilling their claims spread through marketing. Until the oregano test made by the UK consumer group these companies were offering the oregano powder with the marketing techniques such as posters, internet, follow up, referral networks and other aggressive techniques. However after the reports published in the local newspaper Aldi which is one of the companies offering 26% of the oregano spices offered full refunds to their customers. These companies claimed that they had not idea how this mediterranian herb got adulterated with olive and sumac leaves. The government agencies claimed that the printed label that indicated the presence of 100% oregano was the cause of misleading fact to the customers.  In another similar report which came out in year 2013, found out the presence of horsemeat in the frozen beefburgers which was supposed to be sold to European customers. Recently the coconut milk was removed from the markets on reports of supplying undeclared cow’s milk.  These facts shows that the organizations in Australia are not following ethical values and standards for manufacturing products. Instead they place various false claims to the public about the product quality and dependability while marketing them. These actions results in misleading the public and results in fraud case against the public by the manufacturer who were unable to fulfilled the labeled and claimed pre-requisites promised at the time of marketing their goods (Han, 2016).

It is therefore advised by the government regulations to make product labeling in a very careful method. The product labeled for the purpose of marketing should apply the mandatory restrictions and information standars as per the Food Standards Code. That is the any false claim, deceptive information or misleading quotes to the customers could lead to an invitation of the government implications. Therefore it is highly recommended by the government regulatories to place the goods with the packages consisting of the information regarding origin of country, chemical products, certification and other required information that matters (, 2014).

The second case of unethical application of marketing was observed in Supabarn and the Real juice company. The company actually produced apple and craneberry juice. While marketing and labeling the products the company claimed to have used apples direct from the fresh farm land of New South Wales are in the Griffith region. However after careful study and research in the matter by government bodies it was found that the company actually used the reconstituted apple juice concentrate which was imported from china. Similarly another product of the company that is cranberry juice was also marketed with a wrong message in which it was claimed to have no added sugar or artificial flavor. These marketing stunts were used to impress the enlightened public which avoids sugar and artificial flavor. However this claim was also found to be false attempt  as it was found the juice consisted of huge quantities of added sugar and other preservatives and additives. This way the claims of the company while marketing and labeling its products need to be done carefully otherwise it attracts government regulatory authorities attention. Therefore the attention of such government bodies is followed by various kinds of interaction and evaluations in which testing of the product quality, output and other matters are reviewed. Therefore efforts are required to be taken to decrease the chances of false trading through marketing and labeling of products with unfair claims that actually misguide the public (Kelly, 2015).

This way the food labeling and product safety laws are facing jeopardy under the present business condition in Australia. The country has observed various law broken down by the manufacturing and sales company of Australia. The TPP or the Trans-Pacific partnership agreement is further adding to the problems of the country. That is the businesses in the country are making imports of goods items that are cost effective in other countries but fall much beyond the required quality levels. Therefore through this new agreement the Australian businesses has been exploiting the business terms and conditions based on ethics by offering low quality products and services to its customers (Esther, 2016)


Labeling and packaging should follow the preset conditions made by the government regulations with the view to meet all the requirements and prerequisites. This way efforts are required to be made by the Australian corporates to fulfill the regulatory requirements so that the claims made in the advertisement can be fulfilled. This promise fulfillment helps in gaining the trust of the public and ensure their regular purchase for company products and services. Therefore through effective labeling and packaging the customer loyalty and faith is ensured such that the competitor cannot take the advantage and the new entrant cannot effect the outcome. Also the ethics are required to be followed in the label and package process so that the correct information can be revealed to the customers, so that they could make the decision of purchase based on the true and factual information. Misleading the customers through false claims will only attract problems and issues to the company.