EU Eco-label Marketing for Products

Transcription

1 EU Eco-label Marketing for Products Kick Off 2008 Brussels Andreas Scherlofsky Kick Off 2008 (finale grande) 1. Strategy/tasks 2008 (proposals) 2. KICK OFF: Discussion and fixation 3. Contracts / task lists till 30/1/08 4. Performance and Reporting

2 Andreas Scherlofsky Structure of this presentation 1. Project intro 2. Central tasks 3. Sectoral tasks 4. Regional tasks A. Project Intro

3 Andreas Scherlofsky General conclusion and cluster analysis Slowly but steady in progress about 1 billion EURO about 2000 products 308 (4/06)> 473 (9/07) 3 key product clusters (covering 80%) Andreas Scherlofsky Weekness Analysis > Strategy Situation low recognition level products not placed products not listed by retailers no information/motivation/message consumers don t know where EL products are available Too less products at point of sales (P.O.S.) awarded companies do not use or advertise EUEL logo Argumentation mistakes There are national materials nobody else knows (some of them re-invent the wheel, some are more specific than the general EU ones) Incomplete EUEL integration with national Ecolabel Strategy Promotion, media work (costs!) Placement support (crowners,..) and P.O.S. promotion cooperation LILO (Listing Lobbying) with retailers Media work (campaigning) P.O.S. brochure/webinfo Ecolabel cooperation More acquisition (and promotion) Marketing Guide, Consultancy/Motivation/Best practice Acquisition trainings/workshops National/EU workshops Internet platform for materials Synergy workshops, national integration strategies

4 Andreas Scherlofsky Targets of EMP Acquisition > new applicants Raise of visibility by Press work Promotion (P.O.S., trade fairs, events) Licence holder communication Key stakeholder lobbying Retailer Andreas Scherlofsky EMP team 2008 Andreas Scherlofsky, Rainer Stifter Energon - Energie- und Umweltmanagement GmbH, Wien, AT Ernst Leitner, Stefan Tauchhammer, Susanne Schlaffer, Ingrid Gaßner G&L Werbe- & Verlags GmbH, Wien, AT Vilma Eri, Katalin Varga CES - Center for Environmental Studies; Hungary, Budapest Nick Paxevanos ECPA, Denmark, København Dagmar Diwok ACTA. Milano, IT Ecolabelling Norway Catrhine Elger Ecolabelling Norway, Oslo Aikaterina Filochiou SPEED DEVELOPMENT Greece, Athens Tanja Muenchmeyer, BIO Intelligence Service S.A. France, Ivry-Sur-Seine Ckees van Oijen IVAM UvA BV - dept. Chemical Risks Netherlands, Amsterdam Jan Pavlik Enviros s.r.o. Czech Republic, Prague (in cooperation with Cleaner Production Centre SK) Joanna Tkaczyk Polish Centre for Testing and Certification (sub-contractors)

5 Andreas Scherlofsky Coverage 2008 Asia Focus country Country with sectoral coverage Coordination Partner with sectoral approach Partner head office Co-coverage This year the secotral coverage will be widened by cooperation workshops for lubricants, textiles, acquisition and synergy of label integration Andreas Scherlofsky Strategy of the Year Basic work + start of performance Basic materials Market research / data base Contacting Press work Trade fairs & workshops Promotion (EU, DK) Performance development + first applications additional Updates, adaptation new basics (Mguide, platform) Follow-up contacts P.O.S. events Inquiries 2008 Acquisition finish, synergy and key tools Strategic focus Acquisition quality and application results (coaching/workshops, AcquiGuide) Project and label synergy Finish and application of key tools (Marketing Guide, Acquisition & Synergy Guide

6 Andreas Scherlofsky 2008 Steps P.M. Comm./Quality Dev. Reporting/Docum. strategy 2008 m1 m2 Int. report Report 08 m3 Basic materials Project materials: P-Folder, Poster, Roll-up, Web-platform,.. Key tools: Marketing Guide, Acquiguide, P.O.S. tools P.O.S.-Guide? Application Contacts Acquisition and Synergy Workshops CZ AT Retailer & licence holder work P.O.S. activities Events Trade fairs 1 2 Media work International press work National press work B. Central Tasks Project Management, Strategy, Administration Basic materials, Big international trade fairs

7 Andreas Scherlofsky Team 2008 central tasks W. Andreas Scherlofsky Ernst Leitner Stefan Tauchhammer Susanne Schlaffer Ingrid Gaßner Project Management, Concept, Synergy & label integration, Administration, Production of Materials Nick Paxevanos Acquisition Quality (Coaching & Workshops) Andreas Scherlofsky Best practice - Flower event Graz Stand Local quiz game Prizes: EL products Cooperation with bakery chain and newspaper Info posters Stand quiz game wheel product samples Apples with green cards P.O.S. list

8 Andreas Scherlofsky Flower artists attracting people Andreas Scherlofsky Basic materials - international

9 Andreas Scherlofsky Basic tools for adaptation Roll-up: EN, FR, ES, PL Logo: EN, DE, FR, ES, IT, RO, SK, TR Promotion Set Poster: EN, DE, FR, ES, PL, CZ, RO, TR Marketing Guide Production Translations Adhesive labels Andreas Scherlofsky Marketing Guide For licence holders and interested companies Basic version in EN (EU dissemination) Translations marketing

10 Andreas Scherlofsky Tools for acqusition quality and labelling synergy Acquisition Guide How to implement and improve acquisition Examples Checklist translations Promotion materials Hangers? Bags?? Acquisition Labelling synergy & coaching acquisition workshops Acquisition quality workshops with partners and CBs (contact strategy, role play, argumentation, Application workshops for interested companies (partner cooperation for lubricants and textiles Synergy workshops with CBs and Ministries for Ecolabel integration Andreas Scherlofsky Project platform for material exchange Project Server for all project materials Up- and downloads Press releases ppt presentations Promotion tools, posters Logos,

11 Andreas Scherlofsky Big international trade fairs 2006 IFA Funkausstellung Berlin TEXWORLD Paris 2007 EUROPROPRE Paris TEXGATE Istanbul Graz Herbstmesse Andreas Scherlofsky Next steps STEP TIME Identify 2 big international trade fairs Jan/Feb Fix contracts and task lists Jan Production demand check Jan Production and delivery (basics) Feb Performance start Feb

12 Andreas Scherlofsky C. Sectoral and regional tasks EPCA: IVAM: GUL/EN: ENVIROS: PCBC: CES: ACTA: SPEED: BIOIS: EL NOR: Textiles Lubricants AT CZ, SK PL HU RO, IT GR, CY FR, ES NO

13 Acquisition in Denmark/Asia and partner support EPCA Nick Paxevanos Project report 2007 Activities Research! Embassies, textile associations, Internet, prior context! Contacting companies (acquisition) Mailing, informing, Danish contacts Sending material on water treatment (WWT)! Selecting companies from response and information received about WWT

14 Project report 2007 Activities! Confirming information received! Guide and support How to prepare application Useful advice for saving time and money Problem solving Project report 2007 Results Asian companies! Malaysia: Penfabric, cotton/polyester Application complete, licence soon very important company! Indonesia, Bangladesh, India and Vietnam. Present situation and future expectations

15 Project report 2007 Results Danish companies! Bestseller: Status! R&H Bangladesh,! New applications: Jyden-India? kemotextil Bangladesh? Wernerfeldt Vietnam? Lanowool NZ? Strategy 2008 Acquisition:! Continue support for companies! Contact EU delegationin China for a possible seminar/workshop! Inform interested Danish companies about Asian companies Cooperation:! Partner countries / textiles group / acquisition / workshop-training: PL, CZ, FR! Ecolabelling Denmark/bestseller

16 Result estimation 2008! 2 Asian application completed and licences granted! 2 further Asian applications?! 2 Danish applications?

17 Ckees van Oijen IVAM UvA BV Amsterdam Lubricants EU-wide EU Ecolabel Lubricants Promotion and Acquisition IVAM Ckees van Oijen Team Team Ckees van Oijen IVAM UvA BV Amsterdam Lubricants EU-wide Ckees van Oijen Hildo Krop Fleur van Broekhuizen

18 Ckees van Oijen IVAM UvA BV Amsterdam Lubricants EU-wide Network Partners Competent Bodies EMP project partners Laboratories Policy makers Producers Of base oils, additives and lubricants Endusers Ckees van Oijen IVAM UvA BV Amsterdam Lubricants EU-wide Results by the end of 2007 Stakeholders addressed and actively involved Lubricant companies base oils/additives screened on compatibility applied for EU Eco-label, involved in R&D List of laboratories Conditions created for screening products on compatibility with EU Eco-label 4 articles Poster at 5th Euro Fed Lipid Congress

19 Ckees van Oijen IVAM UvA BV Amsterdam Lubricants EU-wide Conclusions Barriers: costs and time Facilitate push & pull (GPP) Patience, perseverance, diplomacy Managing networking Prepare for sustainability Ckees van Oijen IVAM UvA BV Amsterdam Lubricants EU-wide Strategy for 2008 = results Stakeholder data base Contacts with key organisations To understanding EU Eco-label Lubricants criteria To discuss revision of EU Eco-label criteria (in 2009) Assisting of companies To apply the EU Ecolabel criteria to lubricant components Positive list of base oils and additives Demo-projects Media work / generating publicity Continue supporting Dutch authorities To set requirements for sustainable procurement Identify and attend key events To disseminate information and continue networking Contribute to EMP partner workshops: GR, RO

20 Promotion and Acquisition in Austria G&L / Energon Stefan Tauchhammer Stefan Tauchhammer Team 2008 Andreas Scherlofsky strategy Stefan Tauchhammer, implementation Ernst Leitner, implementation

21 Stefan Tauchhammer Situation - Acquisition main focus on soaps & shampoos Approach: Find RETAILERS to bet on their strategy on the Flower rather than trying to convince producers. Method: Send postal information & make follow-up calls to get appointment - Press work for soaps & shampoos - Lobbying work at various Austrian and German perfumery associations Stefan Tauchhammer Activities Acquisition main focus on soaps & shampoos Approach: Find RETAILERS to bet on their strategy on the Flower rather than trying to convince producers. Method: Send postal information & make follow-up calls to get appointment - Press work for soaps & shampoos - Lobbying work at various Austrian and German perfumery associations

22 Stefan Tauchhammer Result & Conclusion major company meetings: 2 with big retailer chains, 1 with a major perfumery producer - Press article launched on Soaps & Shampoos criteria in most important special interest magazine - Perfumery associations promised to inform members Stefan Tauchhammer Strategy and steps acquisition & synergy workshop together with national eco-label ( ) > argumentation, logo integration acquisition workshops with VKI/Ministry (textiles, Soaps & shampoos/cleaners) - Press Lobbying: Meeting with basket of EL products to selected journalists of key media - P.O.S. activity with major Danish textile producer with several outlets in Austria - Follow-up contacts from 2007 (2-3 on-site meetings) - Marketing Guide: Translation and distribution

23 Stefan Tauchhammer Result expectation New license holders in Austria - Increased awaress for the Flower in the public by press work and marketing activities

24 EU Ecolabel - Marketing for Products EU Ecolabel Marketing for Products 2007 Czech and Slovak Republic Jan Pavlík EU Ecolabel - Marketing for Products

25 ENVIROS TEAM Czech Republic Monika Přibylová August 2007 Jan Pavlík Project coordinator Jaroslav Vích Project management Monika Bílková Assistant Kristýna Kohoutová Assistant Czech CB Agency for environmentally friendly products (AEFP) at at CENIA Source of information, institutional partner EU Ecolabel - Marketing for Products Czech Competent Body Agency for environmentally friendly products (AEFP) at CENIA is responsible for: - Awarding the national and EU Ecolabel - Supporting development of national directive and translation of EU directives - Promoting Ecolabel - Providing web pages Excellent cooperation between our team and CB EU Ecolabel - Marketing for Products

26 Czech EU Ecolabel activities National Ecolabel system was introduced by GD 1994 National Ecolabel program for products developed by MoE Current situation awarded products National Eco-label since 1994: 53 product groups 197 licenses 89 companies The Flower: 2 textile producing companies EU Ecolabel - Marketing for Products Our Strategy in 2007 Based on poor response from producers, we confirmed the focus more on: customers & shops/traders The project activities: participation on specialized fair cooperation with selected retail chain EU Ecolabel - Marketing for Products

27 Completed activities in 2007 Identification and selection of retailers groups/chains for promotion activities Identification of key trade fairs for promotion of Ecolabel Promotion event at 4Habitat Fair ( The fair is focused on children, seniors, gardeners and families in general) Promotion in three TESCO stores in Prague and Ostrava) Press work, workshops in cooperation with CB EU Ecolabel - Marketing for Products TESCO promotion event 7 days in 3 TESCO stores (2 in Prague, 1 in Ostrava) promotion tents with EU Ecolabel materials, give-aways supplied by CB etc. Article on Flower News Questionnaires about Ecolabel were filled in by TESCO customers: Three main questions completed with statistical data Do you know the Ecolabel? Do you buy Ecolabel products? Obtained information moves me to buy Ecolabel products? EU Ecolabel - Marketing for Products

28 Strategy for 2008! Follow up excellent cooperation with CB! Continue customer oriented promotion! Aim this promotion event to the specific target group! Cooperate with Organic food promotion groups! Participation on Biostyl fair in March, in cooperation with CB Results expected! Increasing the visibility and awareness about Ecolabel! Improvement of cooperation between retailers and producers of Ecolabel materials EU Ecolabel - Marketing for Products At the end Example of our cooperation with TETA drugstore chain Hot news On the end of December the CB started negotiation with number of heat pumps producers! QUALT Rakovník company (detergents producer for Kaufland retail store) has asked for information about the Flower EU Ecolabel - Marketing for Products

29 ENVIROS TEAM Slovak Republic Monika Přibylová August 2007 Jan Pavlík Project coordinator Jaroslav Vích Project management Monika Bílková Assistant Marianna Škrípová - Meleková Assistant Slovak CB Slovak Environmental Agency (SAŽP) Source of information, institutional partner EU Ecolabel - Marketing for Products Slovak Competent Body Slovak Environmental Agency ( SAŽP) at Ministry of Environment (MoE) is responsible for: - Awarding the national and EU Ecolabel - Supporting development of national directive and translation of EU directives - Promoting Ecolabel - Providing web pages Only average cooperation between our team and CB EU Ecolabel - Marketing for Products

30 Slovak EU Ecolabel activities Act no. 217/2007 Coll., on Ecolabel, introducing EU Ecolabel National Program on Eco-label for Current situation awarded products National Ecolabel since 1997: 21 product groups 114 licences 12 companies The Flower: 0 applicants EU Ecolabel - Marketing for Products SK Strategy in 2007 The CB suggested to continue with focus on the product groups and proposed the following product groups for 2007 promotion activities for: Bed mattresses Hard floor covering Copy and graphic paper Soaps and shampoos The project activities: acquisition activities aimed on selected product groups presentation in conference in Stará Lesná EU Ecolabel - Marketing for Products

31 SK: Completed activities in 2007 Preliminary research of Mattresses, Hard floor covering, Copy and graphic paper, Soaps and shampoos product groups producers and their contacting From 15th to 17th October participation on international conference Voluntary tools for Environmental policy and Ecoinnovation in Congress center Academia, Stará Lesná, High Tatras, Slovakia. Generally all important Slovak authorities, CB, universities etc. were taken a part. As a guest of ENVIROS Mr. Andreas Scherlofski from ENERGON Wien held a presentation aimed on our promotion activities under Ecolabel products project EU Ecolabel - Marketing for Products SK Strategy for 2008! Carry out some customer oriented promotion in some retail store! Aim this promotion event to the specific target group! Contact and cooperate with Organic food promotion groups! Contact producers in building industry (concrete mixtures etc.) Results expected! Increasing the visibility and awareness about Ecolabel! Improvement of cooperation between retailers and producers of Ecolabel materials! At least 1 new applicant in building industry sector EU Ecolabel - Marketing for Products

32 Team synergy! Workshop on European level aimed on CB s and key stakeholders! Cooperation with Hungarian project (Center for Environmental Studies) in TESCO promotion event (share contacts and experiences)! Marketing and acquisition guides EU Ecolabel - Marketing for Products Thank you for your attention. Jan Pavlík, ENVIROS s.r.o. jan.pavlik@enviros.cz EU Ecolabel - Marketing for Products

33 Joanna Tkaczyk, Warszaw PL Promotion and Acquisition in Poland PCBC Joanna Tkaczyk Joanna Tkaczyk, Warszaw PL Team 2008 Joanna Tkaczyk Tamara Michalak Wojciech Włodarczyk

34 Joanna Tkaczyk, Warszaw PL The current situation Ecolabel is still not known Ecolabel is almost unknown in Poland Small number of producers interested But the Polish Population is interested* 46 % ready to pay more for eco-products 51% ready to change lifestyle to improve environment only 20% see too much attention for eco-issues Conclusion and challenge Producers more difficult to convince (no sales argument) Strategy: in the beginning inform consumers about the meaning of the logo and to convince producers to use it at the same time with a very limited budget * source: Target Group Index, biggest Polish consumer research Joanna Tkaczyk, Warszaw PL ACQUISITON Consultancy for three companies Activities 2007 EVENT INTEGRATION GPP Conference: Criteria for EU Ecolabel in context of GPP Training course Environmental Technics : EU Ecolabel criteria for selected product groups Eco fair POLECO, Poznań: MEDIA WORK Articles and advertisements in professional journals: - Rynki chemiczne (Chemical markets) - Biznes i Ekologia (Business and Ecology) - ABC Jakości (ABC News) Web presentation EU Ecolabel criteria in the context of GPP on the website of the Office of Public Procurement INFORMATION Printing of 4000 Ecolabel leaflets Starting in Sept. 2007!

35 Joanna Tkaczyk, Warszaw PL Results 2007 Before project started: 4 licences (9 products), 1 hotel, 1 growing media, 7 detergents 3 new applicants Soaps & shampoos (2): Vacuum cleaners (1): All purpose cleaners (x): Increase of awareness Joanna Tkaczyk, Warszaw PL Strategy 2008 PL Project strategy as a part of the Overall strategy for Poland. Project budget PL Other Funding

36 Joanna Tkaczyk, Warszaw PL OVERALL STRATEGY PL Direct Communication + Campaign! Producers > phone calls and mailings! Campaign in media targeted to educated and eco-minded consumers! Contact producers before campaign to make them aware of the promotion Joanna Tkaczyk, Warszaw PL OVERALL STRATEGY PL Message! For consumers: Ecolabel helps to find eco-products! For producers: Ecolabel logo is a sales proposal:! statistics from Target Group Index! examples from other countries! the first applicants will have the best effect, others will have to follow to keep competence

37 Joanna Tkaczyk, Warszaw PL news channel for well educated with high income ( Polish CNN/BBC BBC )! Package with 75 spots 15% spot emission morning peak 25% spot emission - daytime 25% spot emission - afternoon 35% spot emission evening peak! Reach People! net OVERALL STRATEGY PL TVN 24 (broadcast , 7000 Production net) Źródło: AGB Nielsen Media Research, grudzień 2007; TG: All 4+ Joanna Tkaczyk, Warszaw PL OVERALL STRATEGY PL Internet Banner campaign Eco services > special target group! page views 2800 net! Information about Ecolabel 900! Presentation in discussiongroups 1300 zł! Quiz game tip-on card! Total: : 5000 net

38 Joanna Tkaczyk, Warszaw PL! ing from leading business portals! Target goup would be management! e! Price 3200 net OVERALL STRATEGY PL s to Managers one of the most effective form of advertising in internet with high h clickrates Joanna Tkaczyk, Warszaw PL OVERALL STRATEGY PL Calls to Marketing Managers! Two months calling of trained people to 100 Marketing Managers! Price: : 5650 net

39 Joanna Tkaczyk, Warszaw PL OVERALL STRATEGY PL Total costs of overall strategy for Poland! Television TVN 24 : 23000! Internet: 8200! Direct Marketing: 5650 Joanna Tkaczyk, Warszaw PL Steps 2008 within EMP Project ACQUISITION - 2 conferences Quality and Ecology including Ecolabel Press Conferences - Consultancy for 5 companies Stand at POLEKO fair - Ecolabel participation in branch fairs (focus: Textiles, IT technology, cleaning) *Within additional budget

40 Joanna Tkaczyk, Warszaw PL Steps 2008 within EMP Project INCREASE OF VISIBILITY - Articles/ads in branch journals and Banner - Campaign in ecological services (Quiz game) - Translation and Printing of Marketing-Guide, - Project folders and brochures - ECO SPOT Campaign All-Polish Media Campaign with participation of 11 radio broadcasting stations; Production of the TV spot Joanna Tkaczyk, Warszaw PL Investing in Ecolabel in Poland Opportunities! Poland is a big market with about 38 Million consumers! Media are still cheap compared to Wetsern Europe! The competition of other ecological labels is still small! The sensitivity of consumers for environmental aspects is growing fast

41 Joanna Tkaczyk, Warszaw PL Result expectation 2008 in PL - 5 applications - Increase of awareness of the Ecolabel among public and industry - Increase of visability on the market - Availability of information material for consumers, producers and the press

42 Marketing for Products HUNGARY Center for Environmental Studies Vilma Eri Környezettudományi Központ Center for Environmental Studies GR Results in 2007 Contacting 59 companies in 2007 Increased interest: 8 companies said they consider applying in 2008 or consider ecolabel criteria in their product development 3 publications Statement of intent from the Eco-service Foundation to sell EU ecolabelled products in their Green Niche shop Környezettudományi Központ Center for Environmental Studies GR

43 Status of EU Ecolabel Awards by the End of 2007 Number of ecolabel awarded companies Number of ecolabel awarded producers Number of ecolabel awarded products* 2 1 4* Improved Conditions for Further Marketing of the Ecolabel: Green Procurement National Action Programme to be submitted to the government soon Hungary has one licence holder that helps raising awareness and provides arguments to acquisition *Without tourist accommodation Környezettudományi Központ Center for Environmental Studies GR Proposed Strategy Equal focus on demand-side and supply-side efforts 1. Acquisition - Contacting interested companies of the selected product groups: cleaning products, paper products, indoor paints and varnishes product groups from previous years Additionally: bed mattresses (?), textiles (?), hard floor coverings? 2. Awareness raising Környezettudományi Központ Center for Environmental Studies GR

44 Awareness Raising Strategy Participation at Greenfair (budget?) Organising Ecolabel events similar to TESCO in CZ Working with Green Niche shop of the Eco-service Foundation Convincing retail companies for ecolabel marketing Co-operation with the only Hungarian licence holder Media work (new awards and their positive business results) Translating the Ecolabel Newsletter Participation in the EMP project s international acquisition workshop Use Marketing Guide Környezettudományi Központ Center for Environmental Studies GR Expected Results Increased awareness about the EU ecolabel of both producers and consumers Extended media presence of the ecolabel making the ecolabel, the ecolabelled products and their producers moe visible 2 additional awards? Környezettudományi Központ Center for Environmental Studies GR

45 Dagmar Diwok ROMANIA, ITALY Promotion activities in ITALY and ROMANIA ACTA Dagmar Diwok Dagmar Diwok ROMANIA, ITALY Activities ITALY - Function as a connection point for regional CBs and supply of networking support, particularly on the issue of GPP - Organisation of a workshop on Green Public Procurement and the EU- Ecolabel for protected areas

46 Dagmar Diwok ROMANIA, ITALY Activities ROMANIA - Participation at a cycle of conferences all over RO (promotion of EU-Ecolabel with stakeholders, public administration and consumers - Continuous contact and support to Romanian CB regarding translation of documents, transfer of information and press work - Cooperation with working groups of Ministry of Environment (GPP, Chemical Risk Management) Dagmar Diwok ROMANIA, ITALY Result & Conclusion 2007 ITALY - Good relation with regional CBs, function as helpdesk (EU Ecolabel information in Italy) ROMANIA - Creation of basis network of stakeholders, press and public administration > organisation of events and product groups seminars (also financial support) - Identification of priorities (lubricants, availability of products in supermarkets, consumer information) - Good press relations

47 Dagmar Diwok ROMANIA, ITALY Dagmar Diwok Team 2008 Dagmar Diwok ROMANIA, ITALY Situation Romania - EU Ecolabel is still a new concept - need of clearly recognizable and serious certification - Many firms produce for export to EU market > interest for getting eligible for GPP and other tenders)

48 Dagmar Diwok ROMANIA, ITALY Challenges Romania - Language barrier: To less materials translated > more support for applying companies (who?) - Availability of consultants: not in Romania > need to come from outside + Training )courses for technical universities already requested) - Costs: yearly license fee is perceived as too high (interim solution for new member countries?) Dagmar Diwok ROMANIA, ITALY Situation Italy - EU Ecolabel is already well present (tissue, detergent and DIY) - stakeholders and regional CB s need more networking and support for product marketing - Need for trade fair synergies

49 Dagmar Diwok ROMANIA, ITALY Strategy 2008 ROMANIA - Raise availability of products - Better knowledge of the certification to both consumers and stakeholder organizations - Organization of specific seminars with partners: lubricants, evt. textiles ITALY - Continuation of networking ( helpdesk ) Dagmar Diwok ROMANIA, ITALY Steps Romania - lubricant event (with stakeholder) in Bucharest in synergy with project partner lubricants (april-may 2008) - Follow up on interested firms from Interaction with big supermarket chains (Auchan, Careefour, Billa, Castorama) > list more Ecolabel products (tissue paper, dishwashing detergent etc.) - Presence at trade fairs (ECO ZONNE in Cluj in September) - Participation at relevant events (workshops, seminars) and teaching of seminars at Polytechnic University in Bucharest (international engineering) = in synergy with LOT 7 partners

50 Dagmar Diwok ROMANIA, ITALY Steps Italy - Promotion of the existing instruments (marketing guide, presentations) with regional CBs and stakeholders - Participation at events and seminars in particular about GPP Dagmar Diwok ROMANIA, ITALY Result expectation 2008 Romania - Better knowledge of the EL among public and industry - Availability of information material for the CB and the press in Romanian language - Better availability of products with the label at least in 2 of the major supermarket chains - Acquisition: possibly the 3 interested products (matress, textiles, laptop computers) and 2 new ones (lubricants, heat pumps)

51 Dagmar Diwok ROMANIA, ITALY Result expectation 2008 Italy - Closer cooperation and networking among the regional CB s regarding fairs and other activities concerning the EU- Ecolabel

52 Katerina Amfilochiou SPEED Development Consultants SA, Athens Acquisition in Greece and Cyprus SPEED Katerina Amfilochiou Katerina Amfilochiou SPEED Development Consultants SA, Athens Team - Experience Katerina Amfilochiou Environmental Scientist Experienced in: RES Thematic tourism EIA Yanna Nikou Chemical Engineer Eleni Karatoliou Secreterial Assistance

53 Katerina Amfilochiou SPEED Development Consultants SA, Athens Product Eco-label overview for Greece No national Eco-label Bed mattresses (5 flowers)! biggest share of the market already awarded Indoor Paints and Varnishes (10 flowers)! biggest share of the market already awarded Textiles (5 flowers)! declining sector in Greece with great economic problems Katerina Amfilochiou SPEED Development Consultants SA, Athens Results for 2007, Greece Results not as expected: no new applications for the textile product group Declining textile market in Greece: many textile industries close down, others are forced to relocate in order to find cheaper labor. LIFE project ( ): Eco-textile already promoted Eco label Not the right time for producers to deal with ecological promotion activities.

54 Katerina Amfilochiou SPEED Development Consultants SA, Athens Strategy for Greece Bed mattresses and indoor paints and varnishes sectors are adequately covered already. Textiles sector is facing many problems and is still out of balance. Local CB and general manager of Hellenic Association of Chemical Industries (HACI) suggest focus on lubricants. Katerina Amfilochiou SPEED Development Consultants SA, Athens Why lubricants... Lubricants is one of the few industrial activities still active in Greece International companies, interested and motivated to have an ecologic profile

55 Katerina Amfilochiou SPEED Development Consultants SA, Athens Bringing products Ecolabel forward Focus on one product group. 1. Determination of key stakeholders, in co-operation with general manager of HATI. 2. Personal Contact with them. 3. Publications advertising Ecolabel on press 4. Organisation of workshop, in co-operation with Greek CB, HATI and synergy cooperation in order to promote the philosophy of Ecolabel but also explain the technical particularities for lubricants. 5. One to one meetings with interested parties, eco-checks Katerina Amfilochiou SPEED Development Consultants SA, Athens Product Ecolabel overview in Cyprus No product Ecolabel awarded yet. New member of the EU: Not familiar with processes Small Country: Not much industrial activity

56 Katerina Amfilochiou SPEED Development Consultants SA, Athens Strategy for Cyprus 2006: Interest expressed from paints and varnishes, bed mattresses 2007: Not much interest from all purpose cleaners, Soaps and Shampoos Proposition: follow up of the 2006 product groups Katerina Amfilochiou SPEED Development Consultants SA, Athens Alternatively... Cyprus is a major touristic destination in the Mediterranean. Local CB and SPEED beleive services Eco-label can be successful: Flower acquisitoins Rise of recognition level of the eco-label

57 Lot 7 Marketing of Products Review 2007 and Strategy 2008 for France and Spain Tanja Muenchmeyer 1 Team 2007 and 2008! The BIO Intelligence team changed in 2007: Tanja Muenchmeyer assumed responsibilities from Corentine Mazingue-Desailly! This will remain the case in

58 Europropre 2007, March 2007! In addition to national strategies, BIO IS had a stand at the Europropre fair in Paris in March 2007! The fair targets the hygiene and cleaning solutions industry! 451 exhibitors, visitors! 1-to-1 conversations with about 250 stakeholders! A number of awarded companies were also exhibiting at the fairand appreciated additional support 3 Review France! Points of focus in 2007:! The new soaps and shampoos product group! Other product groups through GPP! Collaboration with French CB for both groups 1. Soaps and shampoos:! Development of a contact database of French soaps and shampoos producers with 137 contacts! Mailing to these contacts! Workshop in October with 8 participants (in collaboration with the French CB)! Development of satisfaction questionnaire 4

59 Review 2007 France (cont d) 2. Other product groups through GPP! Development of a contact database of about 100 French public purchasers! Contacts with different public authority networks were established (i.e. the French Association of Eco-Mayors) who disseminated information to their members in their mailings or newsletters! Sending of an informative text about the Flower and GPP and an invitation to the Salon des Maires (a French public authority fair) and the Buy&Care fair 5 Strategy France! Two product groups are the focus of 2008 activities:! Heat pumps! Textiles 1. Heat pumps:! Criteria published in November 2007! Heat pumps industry exists in France and should be informed about the Flower for this product group! Similar methodology as for soaps&shampoos in 2007: development of database!mailing!workshop!questionnaire and follow-up! In collaboration with the French CB 6

60 Strategy and result targets France 2. Textiles! Collaboration with highly motivated and well-connected contact from the Lorraine Chamber of Commerce who sees demand for more information on this product group! New criteria to be voted on in 2008: occasion to contact producers! Similar method as for France: mailing!workshop (synergy with Nick)!questionnaire and follow-up 7 Strategy and result targets France! Result expectations 2008! A minimum of 15 participants to each workshop! At least 1 application by the end of 2008 for each product group 8

61 Review 2007 Spain! Focus on detergents and soaps & shampoos! Collaboration with Catalonian CB for both product groups! Development of database of contacts of 127 detergent and soaps&shampoos producers! Mailing with the invitation to a workshop sent to these contacts! Workshop held in October 2007 by the Competent Body: very successful with 100 participants!! Development of a follow-up questionnaire 9 Strategy and result targets Spain! Further concentration on detergents and soaps & shampoos product groups not necessary (very successful follow-up of CB)! But: Strong information demand from producers of paints & varnishes! Large number of unjustified environmental claims used in this market! Opportunity to market the Flower to the companies using these claims! Methodology! electronical brochure adapted to the market and situation and workshop! Result expectation 2008! 2 additional applications by the end of

62 Cathrine Elger Miljømerking NO Promotion and Acquisition in Norway Ecolabelling Norway Cathrine K. Elger Cathrine Elger Miljømerking NO Situation for the Flower in Norway Two official ecolabels in Norway The Swan: 85% consumer-awareness The EU Flower: 15% consumer-awareness Ecolabelling Norway is the competent body for both labels

63 Cathrine Elger Miljømerking NO Strategic directions Ecolabelling Norway is aiming at transferring the high public awareness of the Swan to the European Flower. To achieve this, the two labels are always presented in combination in all market communication Cathrine Elger Miljømerking NO Overall strategy for Ecolabelling Norway Goals Being the preferred solution for businesses wanting to achieve competitive advantages through an environmental profile Being the most preferred consumer guide for environmentally friendly products How to achieve this? Developing communication that explains the connection between environmental issues and consumption, - and that build awareness and knowledge to the Swan and the European Flower - - with activities and elements aiming at changing consumer behaviour in favour of environmentally friendly products.

64 Cathrine Elger Miljømerking NO Ongoing marketing projects /08 Cathrine Elger Miljømerking NO GOD START - targeting parents

65 Cathrine Elger Miljømerking NO Procurement club - targeting businesses Cathrine Elger Miljømerking NO Cooperation with licence-holders Sales training Argumentation Developing concepts

66 Cathrine Elger Miljømerking NO Campaign: Textiles Oslo fashion week Department stores Cathrine Elger Miljømerking NO Campaign: Interiors and indoor paints

67 Cathrine Elger Miljømerking NO Tasks within EMP project 2008 Discription of action Meeting/Workshop Consultancy of chains P.O.S guide for shops Cathrine Elger Miljømerking NO Tasks within EMP project 2008 Develop a new Marketing package for sport chains Sdfsdf Sdfsdf sdfsdf

68 Cathrine Elger Miljømerking NO Expected results Increased number of labelled products on the marked Increased use of the Swan and the EU Flower labels in businesses marketing communication Increased visibility of the Swan and the EU Flower labels in the distribution chain/in-store Higher consumer awareness and preferences towards environmental labeled products

69 Andreas Scherlofsky Thank you Brussels