1
EU Eco-label Marketing for Products 2006
… with outlook at 2007
Brussels12.12.2006
Andreas Scherlofsky, ENERGON
Andreas Scherlofsky
Vilma Eri, Péter Szuppinger, Doris Halim, Katalin VargaCES - Center for Environmental Studies; Hungary, Budapest
Andreas Scherlofsky, Rainer Stifter
Energon - Energie- und Umweltmanagement GmbH. Austria, Wien
Véronique Monier, Cécile des Abbayes, Corentine Hermite
BIO Intelligence Service S.A.France, Ivry-Sur-Seine
Monika Pribylová, Rita RamosEnviros s.r.o.Czech Republic, Prague
Stella Alexopulou, Maria Menounou, Eleni Karatoliou
SPEED DEVELOPMENT Greece, Athens
Demi TheodoriIVAM UvA BV - dept. Chemical RisksNetherlands, Amsterdam
Dagmar DiwokACTA
Italy, Milano
Anette PetersenValør & Tinge A/S. Denmark, København K
Ernst Leitner, Stefan Tauchhammer,Susanne Schlaffer, Ingrid Gaßner
G&L Werbe- & Verlags GmbHAustria, Wien
EMP team 2006
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Andreas Scherlofsky
National coverage 2006
DK, SE, NO
GR, CY
EU (lubricants)
CZ, SK
HU, PL
FR, BE
IT
AT, (EU)
Covered countries
DKValor & Tinge
GRSPEED
NLIVAM
CZENVIROS
HUCES
FBIO
ITACTA
AEnergon/G&L
Home officePartner
Andreas Scherlofsky
213341657
FIX
Paints and varnishes
Bed mattresses, Indoor paints and varnishesSPEEDCY
Textiles, Indoor paints and varnishesBIO ISB
Textiles, Indoor paints & varnishesENVIROSCZChildren clothes (textiles), Bed mattressesValør & TingeDK
EU
SK
S
PL
NOR
IT
HU
GR
F
A
Covered
country
Copying Paper
Soil improvers
Hard floor covers
Textiles, paints & varnishesENVIROS
TextilesValør & Tinge
- - -Detergents, Tissue paper, Paints & varnishes CES
?
Lubricants
- - - - -
- - - -
-
Household appliances
(cleaning) -washing m
., -refrigerators, -dishw
ashers-P
Cs, Laptops
- - -Paper (Tissue, Copying), Textiles, Cleaning productsACTA
Soil improvers, Washing machines, Dishwashers, Indoor paintings, Hard floor coveringsCES
Tissue PaperPrint &
copy papier
- - -
-
Cleaners:
-det. f. sanitary facilities-det. f. dish-w
ashing,-A
llpurposecleaners
Bed m
attresses
Textiles
LubricantsIVAM
Children clothes (textiles)Valør & Tinge
Cleanders, Bed mattressesSPEED
Textiles, Bed mattresses, Copying paper, LubricantsBIO IS
Cleaning (all purpose, hand dishwashing), Household appliances (refrigerators, washing machines), Tissue paperEnergon, G&L
Proposed focus product groups partner
Product group focus 2006
IVA
M: A
cquisition activities in selected EU
countries, synergy action in F (ev. A)
P.O.S.-Focussestextiles/mattresses (7+5)Paints/Hard floor cov. (6+1)Cleaners/tissue paper (4+3)E-appliances (3)Lubricants (2)Copying paper (2)Soil improvers (1)
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Andreas Scherlofsky
Task split
Sectoral (EU-wide)
Documentation and reporting
LUBRICANT acquisition:Basic research on facts,
potential applicants, events and key stakeholders
> data base; preparation of texts and tools; key stakeholder contacts and preparation of presentations;presentations, participation
at events;direct contacts with companies
Press work (key magazines): identification, texts, contacts,
clipping
Central tasks
EU activities: international networking, cross marketing and participation at 2 big events
(with national partners)(DG, EUEB, head quaters, EU retailers)
Regional tasks
Starter-kit(1) Box: design, production, overview form(2) Basic designs, text (engl.) + production:
box editorial, project flyer, standard ppt, poster, roll-up,
Press-kit: article (engl.) + checklistPress work EU-wide media: database, contacts, service
and clipping
Reporting, concept/acquiguide (with partners)
Kick-off and continuous coordination (email and internet phonr
Overall Management: concept, coordination and administration Starter-kit adaptation
reg. press workdatabase, press-kit:
regional adaptation/translation contacts, service and clipping
Documentation and reporting
EU-wide acquisition:(different depending on national situation)
Basic research on facts, potential applicants, events and key stakeholders > data base;
key stakeholder contacts and preparation of presentations;
presentations, participation at events, direct contacts with companies
* tasks subject to regional differences
Andreas Scherlofsky
Workday split
EMP workday split 2006GR, CYAT
FR, BE
ITSK, CZ
HU, PL
DK, SE, NOIVAM (EU)
Central Tasks (EU)
270TOTAL
67Central Tasks
38IVAM (EU)
35DK, SE, NO
20HU, PL
20CZ, SK
20IT
24FR, BE
26GR, CY
20AT
2006
274TOTAL
69Central Tasks
3817
EU (lubricants)EU (E-Applic.)
35DK, SE, NO (2?)
23HU, PL
23CZ (retailer), SK?
19IT (retailer)
24FR, BE or ES
23GR, CY
3AT (p&v)
2007 draft
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Andreas Scherlofsky
32
Press work
EventsCeBITPREP
Retailer & licence holder package
Acquisition package
Basic materials
P.M.Comm./Quality Dev.Reporting/Docum.
432141Steps2007
Proposal
Int. report draft
m1 Report 06
m2
Strategy 06
DK, SE, NO
strategy 2007
draft
Pre-filteringContacting > Short lists
Basic Research
m0
P-folder
2 roll-up
posterstarter-kit
Marketing guide
Acquiguide/ppt
P-site
press-kitP.O.S.-Guideroll-up +5
P-folder
Poster +5
press-kit
2006
Northern countriesCZIT
m3
strategy 2008Result
assess.
International press work
National press work
International press work
National press work
Sub-report
Int. report draft
Report 06draft
Result assess.
Final acquisition
research new p.g.
Final acquisition
CB adjust-ment
CB adjust-ment
CeBIT
EUROPROPRE
IFA
ExpofilTexWorld
applications
Pre-filtering
?
?
?
Work-shops
Work-shops
Andreas Scherlofsky
Basic materials
Big international trade fairs
International cross-marketing and press work
Central tasks
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Andreas Scherlofsky
> UPDATES> IMPROVEMENTS> NEW
2007Standard layoutsProject flyer (EN, GE, GR, HU)+ Lubricant version Starter-kit box + editorial+ national info packagesRoll-up (2)Posters (EN, FR, GE)Basic press-kit ( )Acquiguide/Standard ppt ( )Tip-on cardT-Shirt
2006
Basic materials
Andreas Scherlofsky
DEVELOP:Acquiguide with standard pptBasic press-kit
UP-DATE:Project flyerProject poster (+5)Roll-up (+5)
NEW:O Marketing GuideO Press envelopeO Project website
2007 new
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Andreas Scherlofsky
18-21 September18780 visitors from 108 countries (86% international)
ExpoFIL19-22 September1,300 exhibitors and attracting 50,000 professional visitors from 110 countries
PARIS: 2 International textile fairs
Andreas Scherlofsky
1 050 exhibitors from 32 countries and 225.000
visitors (35% from abroad)
Partners
BERLIN: IFA 2006
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Andreas Scherlofsky
EU Eco-label = key message 2006/2007Press conferences and trade fairs all over the world
Cross marketing
Experience with internal lobbying for EU Eco-label and use of the label
Andreas Scherlofsky
21.9.06 ParisLenzing press conference with textile press from UK, USA, FR, DE, PT, ES etc.
1.-6.9.06 BerlinPress package, meeting with Sharp PR agency in Berlin
International press work
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Andreas Scherlofsky
Press release and ppt
Andreas Scherlofsky
Regional acquisition
Sectoral acquisition
Product marketing cooperation (with licence holders and retailers)
Regional and sectoral tasks
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Andreas Scherlofsky
Strategy
Sectoral acquisition
International marketing cooperation
national acquisition
national cooperationWith retailers/licence holders
Andreas ScherlofskyResults overview
8 (DE, NL, GR, CH, UK etc.), 260 mails, 20 pers. Contacts(FI, FR)2> LUB
?17 TV producers (most in GE, some in IT, NL, TK, FL, UK
(EL, UK)2> TV
3 det.21 det., tissue pap., 0SK
16 tissue pap., 60 det., 37 text.soil (2), clean. (1)3PL
workshopworkshop prep.tex1NOR
011 det., 12 paper, 19 furnituretex (11), tiss. (10), footware (9), clean. (25), p&v (7), copy pap. (5), hf cov. (3), soil (2),
72IT
7 det., 1 p&v14 det., 15 p&vcleaner (2), soil, tex4BE
5 bed mat., 8 p&v6 bed mat., 18 p&v0CY
1 p&v24 p&v/tex.tex 1CZ
13 text., 2 lubr.203 text., 54 copying pap., 40 lub.
p&v (14), soil imp. (13), cleaners (13), tex (5), tissue pap, light b.
48FR
2 text.10 licence holders, 19 text/bed.mat.
text. (27), p&v (5), cleaners (8), bed mat. (2), light bulbs, soil, copy pap.,
45DK
1(max. 8) p&v, 1(max.5) soil, 3 hard cov.
63 from 6 p.g.0HU
1 p&v9 bed mat., 9 allp.cleanersp&v (7), bed mat. (5), dishwasher, text.
14GR
1 p&v (1 housh.appl. + 1 tissue pap. in GE)
15 houshold appl, 30 clean., 2 PC, 1 tissue pap.
det. (3), soil imp. (1)4AT
Potential of interested companiesContacts 2006Product groups / countrieslicence holders
sept. 06area
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Andreas Scherlofsky
ENERGON / G&L in At and EU
Ernst Leitner, Stefan Tauchhammer,Susanne Schlaffer, Ingrid GaßnerG&L Werbe- & Verlags GmbHAustria, Wien
Andreas Scherlofsky, Rainer StifterEnergon - Energie- und Umweltmanagement GmbH. Austria, Wien
AT:contact researchContact callsMailing + emailingPhone callsArticle
TV contacts EU at IFA Berlin
TEAM ACTION
Sectoral acquisition E-appliances EU-wide
Andreas Scherlofsky
ACTA in IT
Dagmar Diwoket. al.ACTAItaly, Milano
contact researchContact emails and callsInfo packagesPress release and webinfo2 workshops with companies (paper, cleaners)
in Nov. with CBs Presentations and seminars with universitiesContacts and interviews in supermarkets
TEAM ACTION
FOCUS change to retailer events
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Andreas Scherlofsky
SPEED in GR and CYStella Alexopoulou,Maria Menounou, Eleni Karatoliou SPEED DEVELOPMENT Greece, Athens
Σύµβουλοι Ανάπτυξης AE
Α ΒΕ Ρ ΩΦ 3 0 • 1 0 4 3 3 ΑΘΗΝ Α • ΤΗΛ : 2 1 0 8 2 1 4 4 0 7 • F A X : 2 1 0 8 2 2 5 7 5 5 • E m a i l : s p e e d @ s p e e d . g r
ΠΡΟΣ:
….
Υπόψη: Γενικού ∆ιευθυντή
Αθήνα, 20.09.2006
ΘΕΜΑ : ECO LABEL σε επιχειρήσεις παραγωγής στρωµάτων
Αγαπητέ κύριε Γενικέ,
Θα θέλαµε, µε την παρούσα επιστολή, να σας ενηµερώσουµε για τις ενέργειες προώθησης του EU Flower σε επιλεγµένους κλάδους προϊόντων. Συγκεκριµένα, η ΕΕ έχει αναθέσει σε οµάδα Ευρωπαίων Συµβούλων, στην οποία µετέχει και η εταιρεία µας ενέργειες προώθησης του Ευρωπαϊκού Οικολογικού Σήµατος. Οι ενέργειες αυτές περιλαµβάνουν παρουσιάσεις σε ηµερίδες, άρθρα και δηµοσιεύσεις σε περιοδικά, έκδοση ενηµερωτικού υλικού στα Ελληνικά και αρχική ενηµέρωση ενός αριθµού επιχειρήσεων οι οποίες έχουν ενδιαφέρον για την εφαρµογή του Οικολογικού Σήµατος.
Σε σχέση µε το Ευρωπαϊκό Οικολογικό Σήµα στις επιχειρήσεις παραγωγής στρωµάτων ύπνου, σας στέλνουµε συνηµµένα το παρακάτω ενηµερωτικό υλικό:
o Fact_bedmattresses_2002_en.pdf : Ενηµερωτικό φύλλο της ΕΕ στα Αγγλικά
o l_23620020904el00100015.pdf: Απόφαση της ΕΕ σχετικά µε τα κριτήρια απονοµής του οικολογικού σήµατος στα στρώµατα
Στη διάθεσή σας, για οποιαδήποτε περαιτέρω πληροφορία ή διευκρίνιση.
Με εκτίµηση
Μαρία Μενούνου,
Χηµικός Μηχανικός, ΜSc
Συντονίστρια Έργου
TEAM
ACTION
Production and contact research2 workshops in Cyprus (info + ppt)Info packagesPress release and webinfoKey stakeholder contactsCompany contactsPress work ECOTEC + press release HACI
Andreas Scherlofsky
Valør & Tinge in DK, SE and NOR
Anette PetersenValør & Tinge A/S. Denmark, København
TEAM ACTION
DK: Info packages, Press work, Contact research,Direct mails, phone calls and meetingsNOR: Oslo workshop (June), Programme, contact research & materials for Seminar 2007(training, ppt, test, programme)SE: Phone conference, Stockholm seminar in Sept. (materials, programme, preparation) and press wor (2 articles for industry newsletter)
New partner in SE ?
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Andreas Scherlofsky
BIO IS in FR and BE
Véronique Monier, Cécile des Abbayes, Corentine HermiteBIO Intelligence Service S.A.France, Ivry-Sur-Seine
TEAM ACTION
FR+BE:Contact research and database buildingInfo packagesCompany mailings (in FR with reply card)phone callsworkshop with AFNOR (textile) 11 Nov.
+ Paris: Textil fairs in September with Energon and Lenzing (incl. acquisition)From BE to ES ?
Andreas Scherlofsky
ENVIROS in CZ and SK
Monika Pribylová, Vlasta Švejnohová, Pavol ŠkamlaENVIROS, Environment, energy and business consultings.r.o. Chech Rebulik, Praha
TEAM ACTION
Market researchContact researchContacting key stakeholdersContacting companiesPress work (1 article for CB, 1 article in ASPEKTY) in June etc.
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Andreas Scherlofsky
CES in HU and PL
Vilma Eri, Péter Szuppinger, Doris Halim, Katalin VargaCES - Center for Environmental Studies; Hungary, Budapest
TEAM ACTION
Market researchCompany researchCompany mailings and phone callsKey stakeholder contactsVisit of 16 retailer shops (2 interviews)Press work > newsletters and websites
Andreas Scherlofsky
IVAM in EU (lubricants)
Demi TheodoriIVAM UvA BV -dept. Chemical RisksNetherlands, Amsterdam
TEAM ACTION
Market analysis and contact basisKey stakeholder contactsCompany contacts in Europe,Lubricant folder, info flyer and questionairPress releasePresentation on Tribology Conference in Vienna, Green chemistry workshop in Mamaia, RO and ELGI conference in PragueMeeting with Dutch Ministry engineers, Blue AngelMeeting with Greek CB
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Andreas Scherlofsky
Change proposalsGoing ahead with national acquisition (a) final contacts + (b) new p.g.
Extend sectoral acquisition: lubricants + E-Appliances
Extend product promotion cooperation (with retailers/licence holders) in DK, CZ and IT
? Eventually focus reduction in some countries (AT, SK, North) > to balance extentions and to strengthen focusses in other fields
Andreas Scherlofsky
Target group strategy
Schools,NGOs
Schools,NGOs
mass mediamass media
CBs
1
Specialmedia
Specialmedia
eventsevents
2
3
Production(licence holders)
Production(licence holders)
Distribution(P.O.S. retailers)
Distribution(P.O.S. retailers) ConsumersConsumers
representativesrepresentatives
Production(potential) Production(potential)
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Andreas Scherlofsky
Documents
Contact protocol
Controlling sheet
Project controlling
Andreas Scherlofsky
Partner controlling sheet
(xls)
Budget as contracted
Task overview, automatically actualising, Type in changes and its reason
Articles in print and web media
Work days (´total amounts in table 2) Extra expenditure paid from extra budget
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Andreas Scherlofsky
In the project
EU-wide
What‘s up to be done ?
Andreas Scherlofsky
Report 2006 (final version)
Decision on focus 2007 (countries, target groups, product groups)
Partner tasks in detail in adjustment with national CBs
Our next project steps
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Andreas Scherlofsky
EU-wide: Intensify umbrella advertising/promotion(campaigning + activation of licence holders)
EU-wide: Intensify market research
CB: integration of national and EU Eco-label promotion
DG: Give-aways for retailer cooperation
„Wish list“
Andreas Scherlofsky
EU Eco-label 2004
National Eco-labels
5 EU Eco-label 2005
65
36
89
5
NO CZ SK HU PL GR ES DE
13 ? ? ? ?
?
83
? ? ?
90
8
87
?
?
?
?
?
?
each 2nd year; all Europe, all EL; recognition & knowledge & imageIn general + in special target groupssupported or free recognition?
Need for market research
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Thanks
Brussels12.12.2006