Discuss about the Marketing and Management for Organisational Discipline.
Marketing management is defined as the organizational discipline that mainly focuses on the methodologies and techniques inside the organizations, practical application of marketing orientation and on the management of the marketing activities and resources of an organization (Kotler et al. 2015). The globalization has lead several organizations to market their products and services beyond the borders of their native country and has made the international marketing a common factor in the marketing strategies of every firm (De Mooij 2013). It has been found that the marketing managers are more responsible for influencing the timing, level and composition of the demand of customers.
Nowadays, it has been found that the labeling and packing plays a vital role in the marketing industry as proper labeling and attractive packaging helps an organization to earn more profit by attracting more customers to the firm (Homburg, Kuester and Krohmer 2013). On the other hand, proper packaging helps to protect the products or goods from any breakage or damage, thus, both packaging and labeling plays an important role in running the organization successfully (Perreault Jr, Cannon and McCarthy 2013). However, it has been found that within the country Australia, various issues regarding both labeling and packaging have been identified that affects the marketing sector adversely.
Labeling and Packaging
Labeling is defined as the display of information regarding the particular product on its packaging, container or the product itself (Jobber and Ellis-Chadwick 2012). For various types of customers and industrial products, the extent and the type of information that should be represented by a label is generally governed by the shipping and relevant safety laws.
On the other hand, packaging is defined as the technology that encloses or protects the goods or products from the external environment, any type of breakages or damages for distributing, selling, using and storing them properly. In addition to this, packaging is also referred as the process of evaluating, producing and designing the packages (Wilson et al. 2012). The main functions of packaging are to contain, to protect, to preserve, to inform, to sell and also to transport. In addition to these, packaging promotes the products, provides additional value and differentiation, helps in attracting and also facilitates in purchasing decision.
However, the labeling and packaging have various functions and plays important role in an organization in order to attract more customers and to earn more profit. It has been found that recently various issues regarding the process of labeling and packaging have been identified in Australia.
Issues of Labeling and Country of Origin
There are several issues regarding the packaging and labeling of food products and also the country of origin. Based on the four articles found in The Sydney Morning Herald, Nick Xenophon, Independent Senator for South Australia, The Sydney Morning Herald and Choice respectively, the problems about the food packaging have been analyzed. On the contrary, the problems regarding food labeling and packaging and the country of origin can be better understood.
The first article is regarding the outbreak of Hepatitis A in Australia due to the import of frozen berries. The Abbott government acted as ‘the country of origin’ i.e. the frozen berries were imported from China (The Sydney Morning Herald 2016). The name of this nation is easily found for proper labeling. It has been found that whenever the Australian people suffer due to imported foods, they wanted to know about the country which have imported the food and also about the food. Therefore, Mr. Abbott started to reject labeling of foods and a complete overhaul of testing and stated that it is the food businesses’ responsibility not to provide poison in the food and also not to poison the customers’ minds. Thus, balancing act plays the vital role as it does not hurt the business along with the changes that take place in the present society. The nation’s government planned to put extra requirements in food business which might act as a punishment for the firm by making the life complicated and this might give rise to unreasonable prices. People of the nation wanted tougher laws about the country of origin labeling, as it has been founded that 18 people were attacked by hepatitis A due to the consumption of frozen Patties berries (The Sydney Morning Herald 2016). The reason behind this is that the berries were assumed to be contaminated and were imported from China. The recent labels make the consumers confused and also made uncertain regarding the country of origin. Therefore, the display of labels has been changed and this helps the consumers to differentiate easily between the imported and local ingredients (Foodstandards.gov.au. 2016). However, the display of label that was ‘made in Australia’ was not appreciated by the consumers as it indicates both the food products which have been grown in and outside Australia (The Sydney Morning Herald 2016). Therefore, a compulsory and simple diagrammatic thing was implemented along with it, the percentage of imported ingredients and Australian grown ingredients should be separately mentioned on the labeling of packaging. Therefore, the Greens have been called for tougher laws about the labeling to the Parliament.
The second article is regarding the scandal of food labeling in Australia that has been quoted from Nick Xenophon, Independent Senator for South Australia. Generally the laws of Australia regarding labeling tend to mislead as these do not allow the consumers to know about the origins of food. Presently, the rule for describing a good is ‘Made in Australia’ that means 51% of total value of food products have been transformed in Australia (Nickxenophon.com.au. 2016). It took place with the palm oil as its production causes deforestation in south-eastern part of Asia and causes death of Orangutans. The recent labeling law seemed to be a bad indicator for both consumers and farmers in Australia, as people of Australia prefer more to buy local food than imported ones or the food substances that are mixture of local and imported materials. It has been found that 89% of Australian people believe that local food products are healthier and fresher than imported ones (Nickxenophon.com.au. 2016). Thus, it can be said that the Australian people mainly prefer to purchase and support local food items but the politicians gave in to industry supplicants.
The third article states that almost half of the snack food products that are labeled as ‘natural’ are considered as unhealthy. It has been found that over 60% of Australians prefer to purchase drinks or food that are described as ‘natural’ though the survey has reported that most of the food products labeled ‘natural’ are unhealthy (The Sydney Morning Herald 2016). 331 supermarket foods that are marked as ‘natural’ were analyzed by the public health group LiveLighter and founded that 47% of the food products do not fall into one of five core food category (The Sydney Morning Herald 2016). As per the survey, it has been found that the products like Lollies, chips, muesli bars, biscuits, snack bars, crackers and tomato ketchup were among those products that display the words “nature’s, nature or natural” on their packaging but are unhealthy in actual (Foodlabellingreview.gov.au. 2016). The reason behind this is that the words like “nature’s, nature or natural” might mean less-processed, fewer ingredients in some of the products or made locally. However, it has been found that most of these products contain high in saturated fat, salt and sugar, which are awful for health.
The fourth article is regarding fake oregano in the spice rack. It has been found that Choice has identified food fraud within the supply chain of oregano, where only 5 out of total 12 samples were 100% oregano and remaining was fraud, as they were consisted of sumac leaves and olive leaves (Choice 2016). It has also been reported that in the last year in the U.K., 25% of the samples of oregano were adulterated (Choice 2016). In Australia, sample examination of total 12 different brands of oregano were done by collecting these samples from supermarkets, delis and grocers in Perth, Sydney and Melbourne (Choice 2016). This unique screening test resulted that adulterated oregano are produced by the brands like Master of Spices, Spice & Co, Stonemill, Hoyt’s, Spencers, Menora and G Fresh. It has been found that ingredients other than oregano made up about 50% to 90% of the adulterated samples (Choice 2016). The reason behind this adulteration is still not known but it can be assumed that like the case of saffron fraud, the brands adulterated the oregano to make it a lower quality product and to earn a huge financial gain from this. In addition to this, in order to meet the demand of the customers, adulteration might have taken place or due to crop failure. It has been found that in 2015, people of Australia have spent about $115 million on spices and herbs as per the Retail World Annual Report and Oregano is considered as the staple food in the spice rack for most of the Australians (Choice 2016). Thus, the incidents of adulteration in the food industry should be abolished that take place by holding the hands of labeling and packaging.
Therefore, it can be concluded that the country Australia should modify its laws, rules and regulations regarding labeling and packaging in order to put stop to adulteration. In addition to this, the highlighted words like “natural, nature’s or nature” on the packaging of the food products also cause harm to human health. The laws of Australia regarding labeling should be changed in order to protect the consumers from harmful diseases like Hepatitis A that spread among the Australians due to the import of frozen berries from China. Thus, food businesses should follow all the new laws of labeling in order to maintain a healthy environment within the country.
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