8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
1/18
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
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
2/18
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
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
3/18
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.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
4/18
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.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
5/18
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)
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
6/18
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.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
7/18
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.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
8/18
Review: Endorsement Labeling
Advantages and disadvantages:
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.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
9/18
Review: Product Marking
Typically used for regulators
Indicates compliance. Not consumers oriented.
Can give informed consumersconfidence.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
10/18
Review: Product Marking
Advantages and disadvantages:
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.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
11/18
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
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
12/18
Review: Package Marking
Advantages:
Provides the most direct way to reachthe intended audience
Can influence the purchasing process Indicate appropriate applications
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
13/18
Review: Package Marking
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.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
14/18
In Summary
There are no easy answers, or perfect
label.Mixing of regulator or conformance mark
and consumer label can be a difficultproposition.
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
15/18
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?
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
16/18
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
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
17/18
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?
8/4/2019 Jose Frazier Gomez - Product and Packaging Chennai India 2009
18/18
Thank you for your attention!Questions?
mailto:[email protected]:[email protected]:[email protected]:[email protected]Top Related