Jose Frazier Gomez - Product and Packaging Chennai India 2009

8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009

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Product and Packaging Marking;

Comparative and EndorsementLabeling: What Do the Consumer

and the Regulator Need?Jose Frazier Gomez & My Ton

ECO-Asia Clean Development and Climate Program,Bangkok, Thailand

7 April 2009Chennai, India


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Product Marking & Labeling:

Presentation AgendaCovers:

Mandatory and voluntary productinformation

Standardized information, which can bemandatory and/or voluntary

Specialized information: safety,certification

Primarily consumer oriented, but alsouseful for regulators & purchasers


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Marking & Labeling: Purpose

Depending on agency mission:

Inform consumer: product X is betterthan product Y.

Encourage consumer choice: Product Ais energy efficient.

Conformance with requirements:Product is safety tested.

Meets commercial code: Product isregistered with an agency.


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Product Labeling: Definitions

Comparative labeling: presents the

relative performance of a product.Endorsement labeling: presents some set

level of performance.Product marking: A mark, icon or

word/number the product to demonstratecompliance.

Package marking: Specific, required

information on the product package.


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Review: Comparative Labeling

Typically aimed to inform the consumer

of choices between competing products. Provides consumers with relative

performance information:Within the same product group (CFLs)

Within a category (e.g., all lamps)


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Review: Comparative Labeling

Advantages and disadvantages:

Works well if comparing onecharacteristic (efficacy),

Can be used to communicatesome other parameters as well(lifetime, etc).

May not be suitable if you want

to compare many light

sources.


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Review: Endorsement Labeling

Typically used for the same productgroup

and is aimed to either: Inform the consumer of best (or

better) products. Can be based on independent testing.

Often used by third party.


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Review: Endorsement Labeling


Allows for simple comparison ofproducts (endorsed/not endorsed).

Products must meet a set ofcriteria/performance levels to beendorsed.

Choosing the right set of criteria andperformance level can be difficult.

Needs wide coverage to be useful.


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Review: Product Marking

Typically used for regulators

Indicates compliance. Not consumers oriented.

Can give informed consumersconfidence.


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Review: Product Marking


Simple, single purpose indicator.

Can be used in international and/or

regional trading and/or compliance. Applicable only if there is agreement on

performance levels and/or mutualrecognition of test results or markingschemes.


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Review: Package Marking

Used to inform both consumers

and regulators Range from simple: Watt, life,

lumens

To Complex: Color rendering, colortemperature, mercury content

Encompasses endorsement,comparative, and product markingand labeling (EU requirements)

Trade information: Warranty,contacts

Brand Name:

Model/Type:

Lamp Specifications1

Light 900Output lumens

Power 15

Consumption watts

Efficacy3 60lumensper watt

Average 8000Life 2 hours

For lamps of similarlight output, higher

efficacy meansmore energy savings1

when tested at standard testconditions

2rated average life at 50% failure3 The Minimum Efficacy Set

By The Government ForThis Type Of Lamp Is

50 LUMENS PER WATT.

CTRL NO. XXXX-XXXXXX

DEPARTMENT OFE N E R G Y

P H I L I P P I N E S


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Advantages:

Provides the most direct way to reachthe intended audience

Can influence the purchasing process Indicate appropriate applications


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Disadvantages:

The required information may be beyondan average consumer

It can be difficult to determine theintended audience (and vice versa)

Lamps (and their packaging) are gettingsmaller while required information isexpanding.


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In Summary

There are no easy answers, or perfect

label.Mixing of regulator or conformance mark

and consumer label can be a difficultproposition.


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In Summary

The following questions can help:

Who and why?For whom is the label ormark intended for, and why?

Benefit vs. cost?Is the benefit morethan the cost to comply?

Standards or information?Can minimum

performance standards replace some ofthe requirements?


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In Summary

The following questions can help:

Endorse or inform?Endorsement labelschemes can replace the need forcomplex information.

Allowing for innovative communications?Manufacturers need space to present

their own information. What about unintended consequences?

A complex mark may not look as nice at5 mm


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In Summary

On a regional or international scale:

Will creating a specific local requirementpresent a barrier to suppliers enteringyour market and increasing consumercosts?

If harmonizing with an existing scheme

can this scheme work for a product withso many performance criteria?


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Thank you for your attention!Questions?

[email protected]

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Jose Frazier Gomez - Product and Packaging Chennai India 2009

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