EMP 2006 project EU Eco-label Marketing for Products (acquisition) EU Eco-label Board Marketing Group Meeting 4.4.2006, Brussels, Andreas Scherlofsky
Team and project
The EMP 06 project team Andreas Scherlofsky Rainer Stifter Energon - Energie- und Umweltmanagement GmbH; A, Wien Ernst Leitner, Stefan Tauchhammer, Ingrid Gaßner, Susanne Schlaffer G&L Werbe- & Verlags GmbH; A, Wien Dagmar Diwok, ACTA IT, Milano Stella Alexopolou, Maria Menounou, Eleni Karatoliou SPEED DEVELOPMENT GR, Athens Cécile des Abbaye, Véronique Monier, Corentine Hermite BIO Intelligence Service S.A. F, Ivry-Sur-Seine Vilma Eri, Péter Szuppinger, Doris Halim, Katalin Varga CES - Center for Environmental Studies; HU, Budapest Anette Petersen Valør & Tinge A/S; DK Copenhagen Demi Theodori, Ckees van Oijen IVAM UvA BV - dept. Chemical Risks NL, Amsterdam Monika Prybilowa, Vlasta Švejnohová, Pavol Škamla ENVIROS, Environment, energy and business consultings.r.o. CZ, Praha
Project objectives and results Project objective is to develop and realise a cost effective 1. strategy to 2. attract new applicants and to 3. increase the visibility of the EU Eco-label at the market in at least 12 countries Results will be companies having started the application procedure to get the EU Eco-label companies interested in the application of the EU Eco-label Strategy and project management tools for follow up acquisition activities2006/2007 (strategy, acquiguide)
The basic situation Recognition of the EU Eco-label: in DK at medium level, in other countries low but continually rising Competition: In some countries strong regional Eco-labels (Nordic Swan, national Eco-labels in A, CZ, HU and SK etc.) possibility of synergy and cooperation Synergy potential of Eco-labels depending on the target market of the products:. Products for EU market > preference for EU Eco-label. Products for regional/local markets > pref. for regional Eco-labels Slightly rising demand on Eco-label products (for instance caused by eco-procurement rules)
Covered countries Partner Home office Energon A A ACTA BIO.IS CES ENVIROS G&L IVAM SPEED Valor & Tinge IT F HU CZ A NL GR DK IT F, B Covered countries HU, PL CZ, SK A EU (lubricants) GR, CY DK, NOR, (S)
Project synergy Central tasks and national tasks Know-how exchange Tourism project and Product project Experience and follow-up follow-up preparation former project experience
Focussed product groups Covered country partner Proposed focus product groups Textiles Clothing Bed mattresses Paints and varnishes Hard floor covers Cleaners: - det. f. sanitary facilities - det. f. dish-washing, - All purpose cleaners Household appliances (cleaning) - washing m., - refrigerators, - dishwashers - PCs, Laptops Tissue Paper Lubricants Soil improvers Copying Paper FIX A B BIO IS Textiles, Indoor paints and varnishes - CY SPEED Bed mattresses, Indoor paints and varnishes CZ ENVIROS Textiles, Indoor paints & varnishes - DK Valør & Tinge Children clothes, Bed mattresses - F GR HU IT NOR PL S SK EU Energon, G&L BIO IS SPEED CES CES Detergents, Tissue paper, Paints & varnishes - - - Valør & Tinge Children clothes (STILL NOT CONFIRMED)? ENVIROS Textiles, paints & varnishes - - -? - - - - ACTA Paper (Tissue, Copying), Textiles, Cleaning products - - - - - - - - - Valør & Tinge IVAM Cleaning (all purpose, hand dishwashing), Household appliances (refrigerators, washing machines), Tissue paper Textiles, Bed mattresses, Copying paper, Lubricants Cleanders, Bed mattresses Soil improvers, Washing machines, Dishwashers, Indoor paintings, Hard floor coverings Children clothes Lubricants - - - - 1-5 5 6 1 4 3 3 1 2 IVAM: Acquisition activities in selected EU countries, synergy action in F (ev. A)?
project steps and structure Jan / Feb Mar / Apr May / Apr / Jun / Jul / Aug / Sep Oct 1. Adjustment & strategy 2. Preparation phase 3. Performance phase 4. Finish and follow-up Allover contract 23.12.05 Identification of high potential applicants Company contacts Closing activities Project concept, team & kick-off Keyholder, event & media agreements Retailer activities Final report (draft 20.10.) 5.12. CB agreements (mid Feb.) Starter-kit, press-kit & argumentation Media service Acquiguide Task split and contracts Interim report (15.5. > EU) Presentations at events Concept 2007/2008 project ppt (kick-off, revised ) Prefinancing 30% Interim payment 40% Balance payment
The task split between central & regional units in general Central tasks Lubricants EU-wide Regional tasks * Kick-off and continuous coordination (email and internet phonr Overall Management: concept, coordination and administration Starter-kit (1) Box: design, production, overview form (2) Basic designs, text (engl.) + production: box editorial, project flyer, standard ppt, poster, roll-up, EU activities: international networking, cross marketing and participation at 2 big events (with national partners) (DG, EUEB, head quaters, EU retailers) Press-kit: article (engl.) + checklist Press work EU-wide media: database, contacts, service and clipping Reporting, concept/acquiguide (with partners) EU-wide 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 Documentation and reporting Starter-kit adaptation 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 reg. press work database, press-kit: regional adaptation/translation contacts, service and clipping Documentation and reporting * tasks subject to regional differences
Central Tasks
Tools and Acquiguide STARTER-KIT Tool for acquisition project management PRESS-KIT Tool for acquisition project management POSTER & ROLL-UP Tool for acquisition project management ACQUIGUIDE Tool for acquisition project management Standard PRESENTATION ppt for initial presentations of acquisiteurs for companies and key stakeholders PROJECT FOLDER
Starter-kit = Box with 1. 1. Editorial letter 2. 2. Commission decision, and and Business fact fact sheet 3. 3. Application guide ( 5 ( 5 steps ) ) and and Application pack 4. 4. Green procurement flyer, consumer guide ( Your shopping choices ) and and Consumer brochures (Info-kit) 5. 5. CD-ROM with with all all materials of of all all guide-lines 6. 6. Flower News, give give aways, It s an anchor in mind and application help for handing it out to highly interested company representatives; 13 per country
Roll-up, poster & flyer Poster A1 regional translations Roll-up 87 x 206 cm 2 items in English roll-up system Project flyer free for translation layout masters free for further national printing
Acquiguide CONTENT: Project Management How to analyse the situation CHECKLISTs Identification of (high potential companies, key stakeholders, events, media) Development of the appropriate strategy The acquisition process Edging the arguments, Preparation of the tools CHECKLISTs: meeting, presentation, discussion, arguments, negotation, phone call Continuous improvement a tool for successful acquisition project management
Standard presentation CONTENT (powerpoint transperencies): Welcome, overview Regulation and scheme System (DG, EUEB, CBs, ) Criteria (mandatory/optional) The way to the Eco-label (application procedure) Cost and benefit (arguments) Fee EU and CB support (marketing) Awarding event and how to use the logo efficiently Support (national CB, consultants,..) Emotional plea Basic version in English, translated by partners
Cooperation of the partners with the national CB s
The role of the national CB s Decision of product group focus Integration into the national EU Ecolabel program Information exchange, coordination National print and web info Cooperation/organisation/participation at key events, media work, acquisition Technical and administrative application
Thanks and let s have a good Cooperation!
Strategic approach
3 strategic key-dimensions Marketing benefit Image, recognition, sales impact of the Eco-label > improvement by commercials, promotion etc. Market penetration density of Eco-labelled products on strategic P.O.S. > improvement by acquisition optimum level minimum level Eco-efficiency Quality and product range of criteria > improvement by criteria harmonisation For For being being successful successful the the eco-label eco-label needs needs to to focus focus on on three three key key driving driving factors. factors. If If one one is is below below the the minimum minimum level level also also the the others others will will not not improve. improve. (GUKA (GUKA - - Strategy) Strategy)
Acquisition = work for P.O.S. density minimum treshold ecolabelled eco-products products The necessity of eco-label penetration: For the consumer and for the policy the ideal would be to face reliable eco-labels on all eco-products. If only some of them are labelled, the label will loose it s meaning for orientation and consumers will loose the trust. (GUKA --Strategy)