Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
Helpdesk
Update aboutOn-Going Promotion Activities
EU Marketing Management GroupBrussels June 15th, 2004
BIO Intelligence Service+ 33 1 56 20 28 [email protected]
EC – European Ecolabel Helpdesk2
Content of the presentation
1. E-catalogue www.eco-label.com
Reminder: products information online
New development n°1: Translation in 11 languages
New development n°2: Product information online
2. Information and promotional material
3. Promotion activities
EC – European Ecolabel Helpdesk3
Reminder: information online on the e-catalogue
Information on eco-labelled products: pictures, description, company logo, retailers’ list
EC – European Ecolabel Helpdesk4
New development n°1: Translation in 11 languages
The e-catalogue has been translated in Danish, Dutch, English, Finnish, French, German, Greek, Italian, Portuguese, Spanish andSwedish.
Please check your language version on www.eco-label.com
EC – European Ecolabel Helpdesk5
New development n°2: Product information online - Diagnostic -
Initial situation of the e-catalogue
21
111
37 empty
Total number of fact sheets= 169partially
complete
complete
Lot of missing informationHeterogeneous information online and not systematically
checkedOnly 45 fact sheets with retailers listHolders contact info database not up to date
EC – European Ecolabel Helpdesk6
Example of an empty fact sheet (1/2)
EC – European Ecolabel Helpdesk7
Example of an empty fact sheet (2/2)
EC – European Ecolabel Helpdesk8
New development n°2: Product information online - Tasks undertaken by the Helpdesk -
Update of holders contact information database
Development of the e-catalogue
Products description
Companies description
Pictures and logos
Retailers list (where eco-labelled products are sold)
EC – European Ecolabel Helpdesk9
New development n°2: Product information online - Methodology implemented -
1. More than 200 personalised e-mails to each Flower holder
2. More than 170 personal phone conversations with each Flower holder (technical department, marketing department, sales department)
3. About 100 additional e-mails to those having not replied
EC – European Ecolabel Helpdesk10
New development n°2: Product information online - Difficulties faced -
Some Flower holders are not interested in updating their information online
Technical persons don’t always know where their products are sold
We got in touch with sales and marketing departments
Flower holders producing for retailers (private labels) prefer to keep their retailers list confidential (consumers can contact them directly for further information)
EC – European Ecolabel Helpdesk11
New development n°2: Product information online - Good results reached to date -
Initial situation Situation today (Mid June)
21
86 fact sheets with retailers list
Holders contact information database updated
partiallycomplete
37 empty 19
61
89
111
complete
EC – European Ecolabel Helpdesk12
Example of a complete fact sheet (1/3)
EC – European Ecolabel Helpdesk13
Example of a complete fact sheet (2/3)
EC – European Ecolabel Helpdesk14
Example of a completed fact sheet (3/3)
EC – European Ecolabel Helpdesk15
New development n°2: Product information online - Next step -
To be doneTry to obtain as many complete fact sheets as
possible
Methodology suggested (to be discussed with MMG)CBs establish another direct contact with remaining
holders (more efficient: native language, existing relationship)
Information transferred to Helpdesk who puts them online
EC – European Ecolabel Helpdesk16
Content of the presentation
1. E-catalogue www.eco-label.com
2. Information and promotional material
Pins
Information material
3. Promotion activities
EC – European Ecolabel Helpdesk17
Flower pins
DiagnosticFlower pins used to be available and seemed to be
appreciated by CBs and holdersNo gadget is available to be handed out during fairs…Pins production is easy and cost-reasonable
Proposal (to be validated by MMG)
Production of 3 000 pins
Cost: 1 320 euros
EC – European Ecolabel Helpdesk18
Information material - Diagnostic (1/2) -
Existing material
- Existing fact sheets: no need to be updated- Fact sheets to be developed for new PGs- Concept to be revised?
Consumer guide (‘Info-kit’)- General consumer leaflet- 9 Product Family fact sheets
Consumers
- Not easily readable- Not marketing oriented
Business fact sheets- General business leaflet- 15 Product Group fact sheets- Application guide
Producers / Retailers
- Marketing oriented- Multi targets
The Eu Eco-label – Your Guide to Greener Products
Consumers / Producers / Retailers
CommentsMain existing materialTarget
EC – European Ecolabel Helpdesk19
Information material - Diagnostic (2/2) -
Existing material (contd.)
Priority = to have adapted and attractive information material for producers / retailers
Some CBs express the need for an ‘info-kit’ whichcan be adapted to each stakeholder profile beforebeing handed out
EC – European Ecolabel Helpdesk20
Information material - Helpdesk recommendations (1/4) -
Product Group Fact Sheete.g. Laundry Detergents
Product Group Fact Sheete.g. Laundry Detergents
Product Group Fact Sheete.g. Laundry Detergents
Product Group Fact Sheete.g. Laundry Detergents
Product Family Fact Sheete.g. Cleaning Products
General Informationfor Consumers
Product Group Fact Sheete.g. Laundry Detergents
Product Group Fact Sheete.g. Laundry Detergents
Product Group Fact Sheete.g. Laundry Detergents
Product Group Fact Sheete.g. Laundry Detergents
Product Group Fact Sheete.g. Laundry DetergentsGeneral Information
for Producers/Retailers
FOLDER
Flower Information kit “à la carte”
EC – European Ecolabel Helpdesk21
Information material - Helpdesk recommendations (2/4) -
Flower Information kit “à la carte” in 2004New conceptVisual identity SloganFolderGeneral information leaflet for producers / retailersProduct Group fact sheets for “our” PGs
Flower Information kit “à la carte” in 2005Product Group fact sheets for all other PGsInformation material for consumers (not necessarily
Helpdesk task)
EC – European Ecolabel Helpdesk22
Information material - Helpdesk recommendations (3/4) -
General Information for Producers / Retailers
What is theFlower?
5 application steps
Productgroups
Web sites
CBs contact information
Costs anddiscounts
Good reasonsfor applyingfor the Flower
VERSORECTO
EC – European Ecolabel Helpdesk23
Information material - Helpdesk recommendations (4/4) -
PG Fact SheetLaundry detergents
What is the Flower?
Table presenting the criteria
Laundry Detergentsproduct group
Web sites
VERSORECTO
EC – European Ecolabel Helpdesk24
Content of the presentation
1. E-catalogue www.eco-label.com
2. Information material
3. Promotion activitiesTextilesDetergentsPaintsFootwearTourist accommodationPublic purchasersOthers
EC – European Ecolabel Helpdesk25
Promotion activities for Textiles PG - Diagnostic (1/2) -
Scope: Home textiles + Baby & Children’s wear + Women’s wear + Men’s wear
Current development of the Flower: significant # of holders (53) in 13 MSs
Existing marketing initiatives
Dk: marketing activity (2002 – network group)
Which follow-up implemented?
Fr: co-operation between CB and organisation delivering ecotex label
Other MSs?
Target = potential holders in Dk
Target = potential holders in Fr
EC – European Ecolabel Helpdesk26
Promotion activities for Textiles PG - Diagnostic (2/2) -
2 main categories of products exist in the textile sector
High quality products (control of the supply chain)
Lower quality products (products in bulk for supermarkets)
EC – European Ecolabel Helpdesk27
Promotion activities for Textiles PG - Strategy recommended for 2004-05 -
Offer side: focus on
Home textiles
Women’s wear
Baby & Children’s wear
Demand side
Consumers: increase awareness through Flower campaign
Public purchasers: increase awareness
EC – European Ecolabel Helpdesk28
Promotion activities for Textiles PG - Helpdesk activities in 2004 -
X
Visit to the « Prêt-à-Porter » fair(Sept 3-6, 2004 - Paris, Fr) The biggest European women ready-to-wear show1200 exhibitors; visitors = about 43 000 trade
buyers
To bedone
On-goingDone
StatusActivity
XPRAEDT’s fortnightly newsletter « This week in Brussels »
XX
Co-operation with European Service Pass-Flower logo online (www.europeanservicepass.com)
-Flower presence on European Service Pass boothin all major International and Eu Textiles fairs
Target = potential holders in Eu
EC – European Ecolabel Helpdesk29
www.europeanservicepass.com
EC – European Ecolabel Helpdesk30
Promotion activities for Textiles PG - Possible 2005 activities (to be decided at a further stage) -
Possible fairs (either visit or booth)Prêt-à-Porter•Women ready-to-wear•Sept 2005 – Paris, FrHeimTextil•Home and commercially used textiles•12-15 January 2005 – Frankfurt, DPitti Imagine Bimbo•Clothing and accessories for children and teenagers•January or June 2005 – Florence, It
EC – European Ecolabel Helpdesk31
Promotion activities for Detergents PG - Diagnostic (1/2) -
4 PGs: All purpose cleanersDetergents for dishwashersHand dishwashing detergentsLaundry detergents
Current development of the Flower: few holders (16-8-10-7) in 6 MSs
Existing marketing initiatives
Fr: on-going marketing activity
Other MSs?
Target = potential holders in Fr
EC – European Ecolabel Helpdesk32
Promotion activities for Detergents PG - Diagnostic (2/2) -
PG with high visibility for consumers
Key role of retailers to develop the offer
Significant market share of retailers private labels
Market structure
Large producers•Low interest in the past•Situation seems to evolve (AISE, Unilever, P&G)SMEs (in particular those producing for private
labels)•Numerous
EC – European Ecolabel Helpdesk33
Promotion activities for Detergents PG - Strategy recommended for 2004 -
Offer side
SMEs, in particular those producing for private labels for retailers: focus
Large producers: re-initiate contact
Demand side
Consumers: increase awareness through Flower campaign
Public purchasers: increase awareness
EC – European Ecolabel Helpdesk34
Promotion activities for Detergents PG - Helpdesk activities in 2004 -
XMeeting with AISE
XPR through PLMA(Scanner, online Scanner Newsletter)
To bedone
On-goingDone
StatusActivity
XContact with Unilever and P&G
Followup
X
Visit to PLMA (1) show(May 26, 2004 - Amsterdam, NL)-Direct contact with 30 SMEs (producers) -Database
Target = potential holders in Eu
(1) Private Label Manufacturers Association
EC – European Ecolabel Helpdesk35
Promotion activities for Detergents PG - Possible 2005 activities (to be decided at a further stage) -
Possible fairs
Booth at PLMA show•May 2005 – Amsterdam, NL•To reach not only exhibitors (SMEs as producers) but also visitors (large producers and retailers)
Visit to International Cleaning fair•September 2005 – Berlin, D
EC – European Ecolabel Helpdesk36
Promotion activities for Paints PG - Diagnostic -
Scope: indoors paints and varnishes
Current development of the Flower: significant # of holders (38) in 9 MSs
Existing marketing initiatives
Dk & Sw: marketing activity (2003 – build-up of a product panel as a dialogue forum)
Which follow-up implemented?
Other MSs?Target = potential holders in Dk & Sw
EC – European Ecolabel Helpdesk37
Promotion activities for Paints PG - Strategy recommended for 2004 -
Focus on demand side
Architects as prescriptors
Consumers through Flower campaign
Professional users
Public purchasers
EC – European Ecolabel Helpdesk38
Promotion activities for Paints PG - Helpdesk activities in 2004 -
XProfessional users (UNIEP)Exploration of the interest of a mailing (throughUEAPME)
To bedone
On-goingDone
StatusActivity
X
Indoors architects awareness increaseExploration of what can be done (implementation in 2005) (e.g. ACE – Architects’ Council of Europe, The Architectural review, ACN – Architecture Centre Network, Green Building Policies Network…)
Target = demand side in Eu
EC – European Ecolabel Helpdesk39
Promotion activities for Paints PG - Possible 2005 activities (to be decided at a further stage) -
Possible fairs
Building International Show BATIMAT•November 7-12, 2005 – Paris, Fr•500 000 visitors (architects, craftmen, building companies, material producers, local institutions)
EC – European Ecolabel Helpdesk40
Promotion activities for Footwear PG - Diagnostic -
Scope: sport shoes, occupational, children’s, men and women’s town, specialist shoes for cold, casual, fashion and indoor
Current development: few holders (7) in 2 MSs (It, Dk)Existing marketing initiatives
Dk: marketing activity (2002 – network group)Which follow-up implemented?
Sp: INESCOP Life-project (2002-05) (web site, information material, participation to Eu fairs…)
Other MSs?
Further exploration of INESCOP activities is necessaryto identify activities for Helpdesk (if any)
Target = potential holders in Dk
Target = shoes and leather producers in Eu
EC – European Ecolabel Helpdesk41
Promotion activities for Tourist Accommodation- Diagnostic (1/2) -
Current development: few holders (4) in 3 MSs (Sw, Gr, Au)
Existing marketing initiatives
Specific marketing-oriented web site available(www.eco-label-tourism.com)
On-going marketing activity at Eu level (EC contract to be renewed in June 2004): fairs (It, D), info material, tour operators…
Life project pre-selected (Mediterranean region)
UEAPME information meetings (May 2004 - Rome, It; October 2004 - Sp)
Target = potential holders in Eu
EC – European Ecolabel Helpdesk42
Promotion activities for Tourist Accommodation- Diagnostic (2/2) -
Existing marketing initiatives (contd.)
Introduction of the Tourist Accommodation Eco-label on olympic games (on-going EC contract)
Fr: Diagnostic operations (2004)
Other MSs?
Further exploration of on-going activities is necessaryto identify activities for Helpdesk (if any)
Target = potential holders in Fr
EC – European Ecolabel Helpdesk43
Promotion activities for Public Purchasers- Diagnostic (1/3) -
A lot of on-going initiatives
Green procurement web sites (Eu or national levels)E.g. European Green Procurement web site anddatabasehttp://europa.eu.int/comm/environment/green_purchasing/cfm/fo/greenpurchasing/index.cfm
•100 product categories•Easy-to-read presentation of all eco-labelling criteriaexisting in Eu (Flower and national labels)
EC – European Ecolabel Helpdesk44
European Green Procurement web site and databasehttp://europa.eu.int/comm/environment/green_purchasing/cfm/fo/greenpurchasing/index.cfm
EC – European Ecolabel Helpdesk45
European Green Procurement web site and databasehttp://europa.eu.int/comm/environment/green_purchasing/cfm/fo/greenpurchasing/index.cfm
EC – European Ecolabel Helpdesk46
Promotion activities for Public Purchasers- Diagnostic (2/3) -
A lot of on-going initiatives (contd.)
ICLEI•Buy It Green (BIG) Network•Procura+ Campaign•EcoProcura Conference« Greening of Public Procurement » EC initiative at the
Eu level (guide, network)Green procurement guides…
EC – European Ecolabel Helpdesk47
Promotion activities for Public Purchasers- Diagnostic (3/3) -
A lack of information material about the Flower targetingpublic purchasers
What public market regulation allows to do
Ready-for-use paragraphs to be inserted in calls for tenders
Helpdesk recommendations: develop information material about the Flower targeting public purchasers (can not be done in the framework of theexisting Helpdesk contract)
EC – European Ecolabel Helpdesk48
Promotion activities for Public Purchasers- Helpdesk activities in 2004 -
Further discussion with ICLEI to establish co-operationand see how to use existing networks
EC – European Ecolabel Helpdesk49
Promotion activities for Public Purchasers- Possible 2005 activities (to be decided at a further stage) -
Introduction of Flower links on public procurement websites (necessary to wait for targeted information material to be available)
CBs contact existing public procurement and green procurement web sites in their countries to have the Flower logo online
EC – European Ecolabel Helpdesk50
Other possible activities
« Eco-fairs »E.g. Valeriane (September 3-5, 2004 – Namur, B)
Marjolaine (November 6-14, 2004 – Paris, Fr)Search for booths which would accept to have
information material about the Flower (NGOs, Ministries for Environment…)
CBs represent the Flower at « eco-fairs »? (Helpdesk has no more resources to do it)