EU Eco-label Marketing for Products 2007ec.europa.eu/environment/archives/ecolabel/pdf/marketing/pres_emp... · EU Eco-label Marketing for Products 2007 Brussels ... Soap and shampoos

1

EU Eco-label Marketing for Products 2007

Brussels7 December 2007

Andreas Scherlofsky

Final report

Andreas ScherlofskyVienna, project management

PPT

Interim report

o Report copyo Data Annexo CD-ROM

2


Vilma Eri, Péter Szuppinger, Doris Halim, Katalin VargaCES - Center for Environmental Studies; Hungary, Budapest

Andreas Scherlofsky, Rainer Stifter

Energon - Energie- und Umweltmanagement GmbH, Wien, AT

Joanna TkaczykPolish Centre for Testing and Certification(sub-contractors)

Monika Pribylová > Jan PavlikEnviros s.r.o. Czech Republic, Prague(in cooperation with Cleaner Production Centre SK)

Cécile des Abbayes > Tanja Muenchmeyer

BIO Intelligence Service S.A.France, Ivry-Sur-Seine

Demi Theodori > Ckees van OijenIVAM UvA BV - dept. Chemical RisksNetherlands, Amsterdam

Maria Menounou >Stavros Tsourtis SPEED DEVELOPMENT

Greece, Athens

Nick PaxevanosECPA, Denmark, København

Cooperation stopped, Budget reserved for 2008in Norway

Ernst Leitner, Stefan Tauchhammer,Susanne Schlaffer, Ingrid Gaßner

G&L Werbe- & Verlags GmbH, Wien, AT

Dagmar DiwokACTA. Milano, IT

EMP team 2007

Partner in NO


Coverage 2008

Focus country

Country with sectoral coverage

Partner head office

Co-coverageAsia

Partner with sectoral approach

This year the secotral coverage will be widened by cooperation workshops for lubricants, textiles, acquisition and synergy of label integration

Coordination

3


PL?PCTC 2007

Retails, Promotion

Company acquisition

NO > quitNOPartner for NO

DK + Far EastDKEPCA

GR, CY

EU-wide lub.

CZ, SK

HU, PL

FR + ES

RO + (IT)

AT, EU

Coveredcountries

GRSPEED

NLIVAM

CZENVIROS

HUCES

FBIO IS

ITACTA

ATEnergon/G&L

Home officePartner

Focus of country and work


Basic materials updates + new basics (Mguide, press kit, platform)Market research(data base (new focusses)Contacting (follow-up + new)Press workEvents & WorkshopsPilots for promotion (EU, CZ ..)

Performance development+ „Results“

Basic materials

Market research / data baseContactingPress workEvents & workshopsPromotion (EU, DK)

Basic work +start of performance

Project TASKS

2006 2007

4


IVAMEU

7

Soaps and sham

poos

4

promotion

RETA

ILER &

C

onsumer

WO

RK

13EU21124

GPP

ENVIROSCZ

SPEEDCY

..Energon/G&LDE

EPCADK

ES

SK

RO

PL

NOR

IT

HU

GR

FR

AT

Covered

country

Print and copying

Paper

Hard floor

coversENVIROS

ACTA

?

.

Lubricants

ACTA

CES

Tissue Paper

+det.

+det.

Allpurpose

cleaners

.

Bed m

attresses

.

Textiles

BIO IS

CLOCKWORK

SPEED

BIO IS

Energon/G&L

Partner

Product groups 2007

Focus Synergy PotentialSoaps and shampoos (7)Textiles (3)Print and copy paper (2)Bed matressess (2)Lubricants (EU)


Press work

Big and international events

Retailer & licence holder

Acquisition package

Basic materials

P.M.Comm./Quality Dev.Reporting/Docum.

4321Steps2007

strategy 2007

roll-up +5

P-folder07

Poster +5

CZ: Tesco Events

strategy 2008

National press workInternational press work<<<

Int. reportReport 07

EUROPROPRE

Additional market research

Stara Lesna Congress

Contacting, mailings,on-site meetings,

Workshops

Trade f.Ried

Marketing guideAcquiguide/ppt

ExpofilTexWorld

Ankara workshop

Press package Soaps&Shampoos

Project webplatform

m2m1 m3

applications

T. f.Graz

Info cover

Info exchange

5

Basic materials

Big international trade fairs

International cross-marketing and press work

Central Tasks


Basic materials - international

Adaption per year

6


Promotion tools – national adaptationRoll-up: EN, FR, ES, PL

Poster: EN, DE, FR, ES, PL, CZ, RO, TR

Adhesive labels

Logo: EN, DE, FR, ES, IT, RO, SK, TR

Marketing GuideProductionTranslations

Promotion Set


Marketing Guide - revised

• For licence holders and interested companies• Basic version in EN (EU dissemination)• Translations

marketing

7

Project and acquisition tools

Marketing Guide 1. draft 30/7 > 2. draft 1/12Press-kit text March/July + cover draft for 2008Project material platform 2007: mail-exchange > web server 2008Acquiguide/standard PPT Draft revised 2007 > basic version 2008

Press release and ppt

Press release and standard ppt

8

21 Feb. 2007 Paris, TEXWORLD Lenzing textile congressPresentation: EU Ecolabel for Textile products

22-23 March 2007 Ankara, EU Ecolabel conference (EU TAIEX with Turkish Ministry)Presentation 1: Best practice EU Ecolabel for Textile productsPresentation 2: Best practice Marketing for the EU Ecolabel

Participations in international events

27-29 March 2007

International trade fair in FR

• providing information on the Flower to visitors;• distributing brochures and information material to visitors; • meeting EU Ecolabel holders who also had a stand at the fair;

9


Flower event Graz with promotion setStand

Stand quiz game wheelproduct samples

Local quiz gamePrizes: EL productsCooperation with bakery chain and newspaper

Apples with green cardsInfo posters

P.O.S. list


Flower artists - attracting people

10

Regional activities 2007 and outlook 2008

For more details please see Strategy 2008 and the result & outlook paper

Activities and results 2007 - 1

1 Asian application lodged, 1 Asian application started2 Asian applications expected to start2 Danish applications started2 Danish applications expected to start

Contacting and accompanying of selected companiesResearch, information, guide and support27-29/9/2007, TEXGATE Istanbul, contact textile representatives

DK + Asia(EPCA)

Increase of awareness, information of potential stakeholders.The number of visitors CB’s webpages about Ecolabel in the Czech republic has been increased since TESCO event.

CB seminar 22.3., 50 partic.Retailer research + selectionContacts and concept TESCOParticipation in 4Habitat fairTESCO promotion event (3 TESCO stores – 2 in Prague, 1 in OstravaPresswork; The advertising in newspapers “24 hodin” and “Metro” . Continued very good cooperation with Czech CB

CZ (ENVIROS)

Awareness raising at two large Austrian retailers. As a result, 1 Swiss supplier to Austrian retailers interested in certifying various cleaning products.

Acquisition: Contacting of supermarket and chemistry chains in Austria and Germany for soaps & shampoos and similar products. Key-meetings with 2 large Austrian retailers, 1 key meeting with a large Austrian producer of chemical productsEvents: Ecolabel event at Rieder MessePress work: Press contacts Austria (Soap & shampoos)

AT/DE (Energon and G&L)

Increase of awareness, information of potential stakeholdersOne workshop at Nicosia for the soaps and One for all purpose cleaners

CY (SPEED)

Lobbying impact at events, cooperation with licence holders (motivation),New and updated promotion, information and presentation tools

Big and international events:27-29/3/2007, EUROPROPRE Paris22/3/2007TAIEX workshop in Ankara, Marketing presentation15-17/10/2007, Stara Lesna Marketing presentation2/2/2007, TEXWORLD Paris, presentation at Lenzing congress27-29/9/2007, TEXGATE Istanbul, contact textile representatives30/9-8/10/2007, Big Ecolabel event at the Grazer HerbstmessePress work: Soap and shampoos article in SÖFW 5-2007New and updated basic materials: 7 Logo versions, 4 Roll-up versions, 7 poster versions, 3 project flyer versions, big quiz game wheel cover, quiz game questions, quiz game tip-on cards, quiz-game prizes, greenCard, give-aways, info posters, standard presentations and exchange, press cover, email and letter background header, adhesive labels, P.O.S. list AT,

EU

Results end of 2007Activities 2007Country

11


1 company decided to applyIncreased awareness

Acquisition: 59 companies contacted, on-site consultancy for 3 companiesMedia work: Press release on the new criteria for soaps and shampoos published on the website of the Hungarian news agency, the Center for Environmental Studies, article on the EU Ecolabel in the professional journalOlaj - szappan-kozmetika (i.e. Oil-Soap-Cosmetics) is in the printing house, another in the professional journal of the paper industry is accepted for pubication in February 2008Info materials: 50 copies of the Hungarian version of the EU Eco-label “Cleaning up” brochure for consumers Other awareness raising activity: preparatory steps to start selling ecolabelled cleaning products in the Green Niche store of Ecoservice (a Hungarian environmental NGO).

HU (CES)

Increase of awareness, information of potential stakeholdersOne workshop at Athens for the textiles groupPress Work: An article “EU ECOLABEL for Textile Products” in the professional journal of the Hellenic Association of Chemical Engineers

GR (SPEED)

Increased awareness among soaps and shampoos producers of the Ecolabel for this product group. Questionnaire results give insight into their reasoning for and against an application. A large number of French public purchasers was explained how the Ecolabel can facilitate green procurement.Please note that results 2007 include the license application ofthe textile company Tisseray et Cie. targeted under this contract in 2006.

1)Database of soaps and shampoo producersMailing draft to CBFollow-up of mailing for workshop on 3 October Satisfaction questionnaire as follow-up1)Database of French public purchasersMailing with GPP information and invitation to the Salon des Maires (Mayor and local authorities fair) Presence at the Salon des Maires

FR (BIO IS)

Increased awareness among soaps and shampoos producers of the Ecolabel for this product group. Questionnaire results give insight into their reasoning for and against an application.

Database of soaps & shampoos and detergent producersMailing draft to CBFollow-up of mailing for workshop Satisfaction questionnaire & analysis

ES (BIO IS)

Increase of awareness workshop in Lombardia; GPP research for available Ecolabel products started in Lombardia and TrentinoContinued assistance to regional CBs regarding their marketing activitiesSupport to regional public administration (Piemont, Tuscany) regarding GPP strategies and the EU Ecolabel

IT (ACTA)



- OEMs addressed on EU Ecolabel lubricants. - 3 articles on EU Ecolabel Lubricants market published (1 in prep.).- Conditions created for screening Vamil-products on compatibility with EU Ecolabel. - Stakeholders active in lubricants market were actively involved. - Lubricant companies applied for the EU Ecolabel, involved in R&D or base oils or additives screened on compatibility with EU Ecolabel criteria. - Poster presentation on “EU Ecolabel Lubricants” at 5th Euro Fed Lipid Congress Gothenburg.- List of competent laboratories for EU Ecolabel Lubricants criteria evaluation.

- Preparing a data base with high profile organizations and OEMs - Generating publicity in magazines in the field of lubricants and their applications- Lobbying for screening Vamil products for compatibility for the EU Ecolabel Lubricants- Contacting relevant stakeholders in the lublicants market and policies - Assisting individual companies with applications for EU Ecolabel Lubricants- Identifying key events for presentations of the EU Ecolabel Lubricants - Preparing of a database of European experts and certified laboratories that can advise users and competent bodies regarding testing and data interpretation.

Lubricants EU-wide (IVAM)

Increase of awareness, information of potential stakeholders

15-17 October 2007, Stara Lesna Eco-politics congress,Cooperation with Slovak CB

SK (ENVIROS)

Increase of awarenessInformation of potential stakeholdersAssistance to CB3 interested firms

Series of workshops all over the country for public administations and stakeholdersMeetings with Chamber of Commerce and other stakeholdersPresence at the ECO-ZONNE fair in ClujCoordination of press activities

RO (ACTA)

3 new licences will be awarded by the end of this year: - for Soaps & shampoos - for vacuum cleaners;- for hand dishwashing detergentIncrease of awareness

Acquisition: Consultancy for two companiesMedia work: (1) Article “EU Ecolabel for Chemical Products and Cosmetics” in professional journal “Rynki chemiczne” (Chemical markets); (2) ½ page Ecolabel info/advertisement in professional journal “Biznes i Ekologia” (“Business and Ecology”; (3) Publication of Presentation on EU Environmental criteria for Ecolabel – in the context of Green Public Procurement on the website of the Office of Public ProcurementInfo materials: printing of 2000 Ecolabel leaflets Events:16/11/2007, Conference „Green Public Procurement – Environmental Aspects in call for tenders procedures”; Presentation on EU Environmental criteria for Ecolabel – in the context of Green Public Procurement” (Office of Public Procurement, Ministry of Economy (about 90 participants)10-13/12/2007, Presentation of EU Ecolabel criteria for selected product groups” on the training course “Environmental Technics” (Polish Centre for Testing and Certification, Warsaw)20-23/11/2007, Ecological fair POLECO in Poznań (4 people promoted Ecolabel)

PL (PCBC)


12

Conclusions


Focus: applications, event and media work + pilots of P.O.S. promotion

More Synergy of partners and CBs including quality improvement (Acquiguide, Workshops)

Production/adaptation of productionsinfo coverMarketing GuidePosters, roll-upsPromotion set

Strengths/Weeknesses-Check and cluster analysis

Conclusions 2007 > 2008

13

Thank you

Brussels7.12.2007

Documents

EU Eco-label Marketing for Products 2007ec.europa.eu/environment/archives/ecolabel/pdf/marketing/pres_emp... · EU Eco-label Marketing for Products 2007 Brussels ... Soap and shampoos