New la­bel leg­is­la­tion so­lu­tions

Weekend Argus (Saturday Edition) - - MEDIA& MARKETING - STAFF RE­PORTER

FROM March 31 next year, an ar­ray of acts, reg­u­la­tions, guide­lines and codes aimed at pro­tect­ing the South African con­sumer will come into ef­fect.

For mar­keters, com­ply­ing with these reg­u­la­tions may trans­late to a se­ries of fun­da­men­tal trans­for­ma­tions for their brands, such as re­for­mu­lat­ing prod­uct con­tents or repack­ag­ing an en­tire prod­uct range, both very cost in­ten­sive ex­er­cises.

Stephen Beat­tie, sales and mar­ket­ing man­ager of Py­rotec, spe­cial­ists in pro­vid­ing in­no­va­tive and top on-pack so­lu­tions, says al­though most com­pa­nies are aware of the leg­is­la­tion, many do not know what it en­tails. In many cases, aware­ness has not yet been turned into ac­tion.

For food man­u­fac­tur­ers, the new leg­is­la­tion re­quires de­tailed on-pack dis­clo­sure of prod­uct in­gre­di­ents in­clud­ing spe­cial cri­te­ria, warn­ings and pre­cau­tions for fats and oils, meat and all food ad­di­tives, as well as lists of in­go­ing in­gre­di­ents for com­pound in­gre­di­ents.

“Many food man­u­fac­tur­ers will have to go through the cost-in­ten­sive ex­er­cise of re­for­mu­lat­ing prod­ucts to meet the new le­gal re­quire­ments, but there is also an op­por­tu­nity for brand own­ers to en­hance brand loy­alty through the con­sumers’ new per­cep­tions of their brand’s health and safety cre­den­tials. One of the ways to drive this per­cep­tion is through well-strate­gised on-pack com­mu­ni­ca­tion,” says Beat­tie.

For some man­u­fac­tur­ers and mar­keters, com­ply­ing with all the le­gal re­quire­ments for mar­ket­ing prod­ucts in South Africa de­mands a com­plete redesign of pack­ag­ing, which in­volves high costs.

Ac­cord­ing to Beat­tie this should be viewed as an in­vest­ment: “Brand own­ers can op­ti­mise their com­pli­ance by pro­mot­ing their new pack­ag­ing ben­e­fits to con­sumers. This is an op­por­tu­nity to build brand re­la­tion­ships by pro­vid­ing trusted com­mu­ni­ca­tion that is of value to con­sumers.”

Above-the-line ad­ver­tis­ing of­ten cre­ates the at­ten­tion, in­ter­est and de­sire for a prod­uct. In-store is where the “ac­tion” hap­pens and on­pack is per­fectly po­si­tioned to catch the con­sumers’ eyes. A re­cent study by the Point of Pur­chase Ad­ver­tis­ing In­sti­tute, the global or­gan­i­sa­tion for mar­ket­ing in re­tail, showed that 70% of pur­chas­ing de­ci­sions are made in store and at the point of pur­chase, show­ing that in-store com­mu­ni­ca­tion pro­vides the call to ac­tion for pur­chases.

Nearly three quar­ters of pur­chase de­ci­sions in the FMCG sec­tor are made in-store; and it takes the av­er­age con­sumer just about 0.2 sec­onds to choose one brand over all the rest. “Com­mu­ni­ca­tion about the great ben­e­fits of new prod­uct for­mu­la­tions needs to stand out clearly in the com­pet­i­tive re­tail land­scape,” stresses Beat­tie.

Py­rotec Pack­Me­dia has not only acquired ex­per­tise on the am­bit of the new reg­u­la­tions, but also has tai­lored on-pack so­lu­tions de­signed to help prod­ucts stand out in the re­tail sphere.

The com­pany of­fers a num­ber of on-pack com­mu­ni­ca­tion so­lu­tions, in­clud­ing Aut­oflag and Pro­tag la­bels, which are ideal tools for high­light­ing spe­cial fea­tures and com­mu­ni­cate new launches on-pack. These highly ef­fec­tive, eye-catch­ing pro­mo­tional de­vices raise brand aware­ness and in­crease vis­i­bil­ity on shelf, says Beat­tie.

The com­pany also of­fers Fix-aForm leaflet la­bels which are ideal and cost-ef­fec­tive pro­mo­tional tools for this pur­pose.

The eye-catch­ing de­vice in­creases on-shelf at­trac­tive­ness and pro­vides ad­e­quate space to high­light the spe­cial fea­tures of new prod­uct launches or pack­ag­ing.

Com­pa­nies such as Py­rotec have close in­ter­na­tional links and Beat­tie says SA com­pares favourably with in­ter na­tional best prac­tice, al­though he adds “brand own­ers of­ten have limited bud­get and this can some­times limit in­no­va­tion in our mar­kets”.

He says that mar­keters and brand own­ers should re­alise that while they face far stricter, more en­force­able laws re­lat­ing to mar­ket­ing of their prod­ucts, they should see the change as an op­por­tu­nity to boost their on-pack com­mu­ni­ca­tion and lever­age that into brand ad­van­tage.

re­sponds: If you use “rob” when you mean “steal”, you will be marked in­cor­rect in any English lan­guage school in the world.

If some­one stole a dress from an “un­pro­tected” re­tail out­let, they would be charged with theft, not rob­bery.

The of­fi­cial def­i­ni­tion of “rob” (per Ox­ford English Dic­tio­nary) is

PIC­TURE: JEF­FREY ABRAHAMS

PACK­AG­ING: Rows of bot­tles await la­belling and pack­ag­ing at Fyn­bos Fine Foods.

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