eu eco-label marketing for products 2007
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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
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Andreas ScherlofskyVienna, project management
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
Andreas ScherlofskyVienna, project management
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
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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
Andreas ScherlofskyVienna, project management
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
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Andreas ScherlofskyVienna, project management
IVAMEU
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Soaps and sham
poos
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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)
Andreas ScherlofskyVienna, project management
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
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Basic materials
Big international trade fairs
International cross-marketing and press work
Central Tasks
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Basic materials - international
Adaption per year
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Andreas ScherlofskyVienna, project management
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
Andreas ScherlofskyVienna, project management
Marketing Guide - revised
• For licence holders and interested companies• Basic version in EN (EU dissemination)• Translations
marketing
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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
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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;
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Andreas ScherlofskyVienna, project management
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
Andreas ScherlofskyVienna, project management
Flower artists - attracting people
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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
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Activities and results 2007 - 2
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)
Results end of 2007Activities 2007Country
Activities and results 2007 - 3
- 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)
Results end of 2007Activities 2007Country
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Conclusions
Andreas ScherlofskyVienna, project management
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
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Thank you
Brussels7.12.2007