Understanding Application Of Marketing Essay Paper.
Packaging and labeling in marketing have become quite significant as they are one of the
ways companies use to ensure customers notice their products. With increased importance placed
especially on self-service marketing, the role of packaging and labeling is becoming quite
significant. Packaging refers to the physical appearance of a given product when consumers see
them while labels are informative components of packaging. Understanding Application Of Marketing Essay Paper.A number of documented reports indicate that some suppliers have tried misleading consumers on labeling, packaging and country
of origin of products. Such acts are against the law. This paper is an essay that demonstrates
one’s theoretical understanding and practical application of Marketing using the provided topic.
Essay Question
Labelling and packaging has been becoming a very important aspect of marketing. Identify
some of the recent issues in labelling, packaging and country of origin in Australia. Students
need to go through the current news and media to get the information about this area. Understanding Application Of Marketing Essay Paper.
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Body
In Australia, for instance, new country of origin, packaging and labeling system come
into force on 1 July 2016 under the Australian Consumer Law (ACL) requiring all suppliers to
label, package and indicate the country of origin of their products (Dimara and Skuras 2005, 90).
On the 1 July 2016, a new country of origin food labeling system commenced in Australia. The
government announced new labeling systems, especially for Australian food. This law applies to
all types of food offered for retail in Australia including those sold in markets or stores, vending
machines or online in addition to those sold in other places like restaurants, cafes, schools, food
provided by caterers, or those in take-away shops (Berman and Sherrin 2009, 488). Understanding Application Of Marketing Essay Paper. Since the passing of such a law, consumers are now seeing new labels in grocery outlets and supermarkets.
It is important to note that even though the Australian government passed a law requiring all
businesses to label, package and indicate the country of origin of their products last month,
businesses will have a transition period of up to two years to change or adopt new means of
packaging and labeling. This is to comply with the new law before it comes into full force or
becomes mandatory on 1 July 2018 (Jared and Mark 2015, n.p). Understanding Application Of Marketing Essay Paper.
According to Berman and Sherrin (2009: 489), labeling and packaging, especially on
food products is considered to be very important as consumers are well aware and conscious
while making their own purchases. Marketing of such food products is carried out by
highlighting the packaging and labeling of the food products. Since majority of consumers are
becoming more conscious, companies, whether big or small willing to market and promote their
goods while seeking to achieve a competitive advantage need to label, package, and indicate the
country of origin of their products. Reports show that consumers are increasingly getting more
conscious regarding a host of issues such as their health and foods they consume among others.
It is for this reason that nearly every country across the globe is coming up with laws and
regulations regarding the packaging and labeling and packaging of products. Australia is one
such country that is working tirelessly to improve their packaging and labeling of food products.
In the current modern Australian society, packaging and labeling are an essential part of the daily
life as it comes with real benefits for all Australians (Dimara and Skuras 2005, 93). Understanding Application Of Marketing Essay Paper.
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Globalism and modernization have altered consumer’s perception and eating habits of
majority of Australians. These habits have highly influenced packaging and labeling of different products in Australia. Media reports in Australia indicate that many consumers do not have
sufficient knowledge regarding different types of products and this is the reason that pushed the
government to introduce regulation on packaging and labeling to avoid unforeseen incidents.
There are a number of recent issues that took place in Australia as published in Sydney
Morning Herald and The Australian which pushed the Australian government and more so the
Food regulatory commission to take serious actions on matters to do with packaging, labeling,
and country of origin. Understanding Application Of Marketing Essay Paper.Even though such actions were put in place in order to help consumer become more aware of what they are consuming, other happenings in Australia forced the
government to pass regulatory bills on matters to do with food labeling, packaging and country
of origin. For instance, an article that appeared on The Sydney Morning on August 8, 2015 titled,
“Labeling liars: how Australian food is hot property: How counterfeiting is hurting Australian
food here and overseas” left many Australians in shock as it highlighted how Australian
Trademarks are manipulated and substandard goods being sold in the market. Other media
personalities in Australia such as Michael Moore and Mike Daube (2015, n.p) did argue that
Australian brands and foods are being copied with same labeling and packaging done by
majority of Chinese companies. Understanding Application Of Marketing Essay Paper.
Obesity is becoming a problem in Australia linked to a number of health problems. For
this reason, it is widely recommended that labeling, especially on food products by all companies
should be made mandatory so that customers can work on their concern while making healthy
choices. Such media reports have advocated that it is important for the country to work on
“country of origin” in addition to food labeling as they are closely linked to public health.
Another article published in The Australian by Fraser Kelmeny (2013, n.p) did state that junk
food is the leading cause of obesity among Australians hence the need to come up with stringent packaging and labeling measures to curb this menace. For instance, graphic images in addition to
health related messages are in the pipeline as they are thought to be one of the best measures that
can be used to minimize the consumption of junk food. Understanding Application Of Marketing Essay Paper.
The Australian journal recently carried a report regarding something wrong in the food
chain and it gave detailed description on the way Food Ethics are being destroyed (Laura, 2015:
n.p). Oftentimes, it has been reported that food labels offer little or incomplete information based
on the country of origin. For instance, country of origin may be mentioned but the packaging that
has been done on another country is commonly ignored. Several articles suggest that even
though Australia’s Food and safety standards are one of the toughest and more strict set of
measures across the globe, they still lack consistency (Mike and Michael, 2015: n.p). This then
leaves consumers lacking clear guidelines on how they can go about making informed decisions
on certain food products. Understanding Application Of Marketing Essay Paper.
Due to the above reasons among others, there was an urgent need for the Australian
government to come up with the aforementioned regulations. Food products grown in Australia
are required to be packaged in labels that include a picture or symbol of a kangaroo logo and a
filled bar chart. For those good made in Australia but a huge percentage of ingredients imported
from other countries, the law requires companies to put a kangaroo logo, bar chart and text to
provide additional information about ingredients and origin of such additives found in different
products (Berman and Sherrin, 2009: 490). Understanding Application Of Marketing Essay Paper.The same also applies to products made in Australia
from at least 70% – 90% of Australian ingredients. It is important to note that such rules and
regulations do not apply to food products only but other form of products either manufactured or
imported to Australia. However, much of these regulations involve a significant percentage of
food products either imported or locally produced and consumed in Australia
Recently in Australia, a number of media reports indicated that there were rising concerns
over an outbreak of hepatitis A that was linked to frozen berries. In fact, more than 28 cases of
hepatitis A were reported. This and many other health concerns influenced food and packaging
laws with the federal government under the Industry Minister Mr. Joyce to announce improved
country of origin labeling rules. Understanding Application Of Marketing Essay Paper. Such rules are required to be simple, diagrammatical, and
compulsory and indicate proportionality as to the source of different products. Such moves by
the federal government have however been received differently by different people in Australia.
Lobby groups in the country have received the news positively as they see such moves as the
government’s willingness to fix or put in order the country of origin labeling scheme. On the
other hand though, farmers in the country believe that such regulations will cost them sales in
nearly all the supermarkets in Australia, as more people prefer Australian-grown tinned products
as opposed to those fresh from the farm (O'Donoghue, 2015: 6). Understanding Application Of Marketing Essay Paper.
Conclusion
In a recap, many Australians have for many years been demanding changes to origin
claims found in food labels. Rising cases of obesity and hepatitis amongst other harms brought
about by certain types of products has made the federal government of Australia to toughen and
introduced strict labeling and packaging rules that took effect on 1 July 2016. However, in 2018,
it is expected that all business must comply with such regulations. Even though some people
have been critical of such measures, they have been influential in protecting both the Australian
economy and the consumers in Australia. Consumers can now make informed decisions on what
they are consuming as every product carries some important information on the product. Understanding Application Of Marketing Essay Paper.
Additionally, the Australian economy thrives as fake goods are easily identified and destroyed.
Overall, labeling, packaging and country of origin laws have come at a better time in Australia.
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Bibliography
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Gore, R 2013, 'The sticking points of labeling', Wine & Viticulture Journal, 28, 2, pp. 65-68.
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Magazine, pp. 6-9. Understanding Application Of Marketing Essay Paper.