Post on 04-Oct-2018
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
PART 2.- PROMOTIONAL ACTIVITIES
1. ADVERTISING IN THE MEDIA ...................................................................................................................................2
1.1. NEWS ON INTERNET..........................................................................................................................................2
1.2. ARTICLES IN SPECIALIST PUBLICATIONS.......................................................................................................2
1.3. TELEVISION NEWS.............................................................................................................................................3
2. TRADE FAIRS AND CONGRESSES..........................................................................................................................4
2.1. ECOMED-POLLUTEC - ENERGY AND THE ENVIRONMENT FAIR ...............................................................4
2.2. PROMA - INTERNATIONAL ENVIRONMENT FAIR ..........................................................................................4
3. WORKING SESSIONS AND FORUMS.......................................................................................................................5
3.1. OFFICIAL CHAMBER OF COMMERCE AND INDUSTRY OF MADRID..............................................................5
3.2. OFFICIAL CHAMBER OF COMMERCE, INDUSTRY AND NAVIGATION OF BILBAO.......................................7
3.3. OFFICIAL CHAMBER OF COMMERCE OF ZARAGOZA....................................................................................9
3.4. OFFICIAL CHAMBER OF COMMERCE OF TOLEDO.......................................................................................11
3.5. EDUCATIONAL SESSIONS...............................................................................................................................123.5.1. EDUCATIONAL SESSIONS AT THE COLLEGE OF INDUSTRIAL ORGANISATION..................................................12
3.5.2. EDUCATIONAL SESSIONS AT THE COMILLAS POLYTECHNIC UNIVERSITY ........................................................12
4. PUBLISHING OF PROMOTIONAL MATERIALS ......................................................................................................13
4.1. DESIGN, PUBLISHING AND DISTRIBUTION OF INFORMATIVE LEAFLETS .................................................13
4.2. DESIGN, PUBLISHING AND DISTRIBUTION OF A PROMOTIONAL POSTER ...............................................13
4.3. PROMOTIONAL FLAG.......................................................................................................................................14
4.4. GUIDE-MANUAL ON APPLICATION OF THE EUROPEAN ECOLABEL ..........................................................14
5. DISTRIBUTION OF PROMOTIONAL MATERIALS...................................................................................................15
6. PILOT CAMPAIGN AT LEROY MERLÍN...................................................................................................................18
7. DEBATE CLUB - FUNDACIÓN ENTORNO ..............................................................................................................26CONSUMPTION AND NEW ENVIRONMENTAL POLICIES ..................................................................................................26
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 2 of 27
1. ADVERTISING IN THE MEDIA
1.1. NEWS ON INTERNET
At the beginning of the project, in January 2001, PRESS RELEASES were published in various
Internet News Forums (“Intec Urbe digital. nº 536” , “Proyectos Químicos digital. nº 343”). These web
publications are very widely read in the professional sectors and the number of subscribers in Spain is
very high, this constituting a fast means of spreading news that is much valued by the professionals.
Communications were received from some people interested in receiving more information on the
project (ASPAPEL, University of Barcelona).
1.2. ARTICLES IN SPECIALIST PUBLICATIONS
In March 2001 an article was published in “Revista Emprendedores nº 42”. This nationally distributed
publication is aimed at the Economics and Business sectors and has a circulation of 146,000 copies.
In May 2001, Aenor published an article in “Revista PYME Internacional nº 38”, a publication that is
put out by the Madrid Institute for Development in collaboration with Euro-Info-Centro.
Coinciding with the Working Session at the Chamber of Madrid, an article was published in the June
2001 edition of “Comercio Industria nº 26”, an official publication by the Chamber of Commerce and
Industry that is distributed to all the companies in the Madrid area that belong to the Camber.
In July, “Boletín del Reciclaje nº 5, a periodic publication by the Centre for Recycled Products, which
reports to the Council of the Environment of the Community of Madrid, published an article on the
advantages of Ecolabel implementation.
See Annex I: “Articles in Specialist Publications: Intec Urbe digital. nº 536, Proyectos Químicos digital.
nº 343, Revista Emprendedores nº 42-Marzo 2001, Revista PYME Internacional Nº38,
Revista Comercio e Industria nº 26, Boletín del Reciclaje nº 5”
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 3 of 27
1.3. TELEVISION NEWS
Various television reports were broadcast as a result of the activities carried out at the Club Debate:
� TELEVISIÓN ESPAÑOLA. NINE O’CLOCK NEWS
The news bulletin issued on Sunday 11th November included a 60-second report on
sustainable consumption, with a short interview on the ECOLABEL with Mr. Fernando
Arteche, Director of the NOVOTEC Environmental Division.
� EXPANSIÓN TELEVISIÓN
Informative report including presentation of the main conclusions if the Debate Club’s
session on “Consumption and New Environmental Policies”.
� LOCALIA TELEVISIÓN
News programme including presentation of the main conclusions if the Debate Club’s
session on “Consumption and New Environmental Policies”.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 4 of 27
2. TRADE FAIRS AND CONGRESSES
Taking advantage of NOVOTEC’s participation in International Fairs organised in Spain, Ecolabel
promotion activities were carried out from the NOVOTEC stands.
Given that these Trade Fairs occurred practically at the beginning of the project, advantage was taken
to perform initial surveys and prepare in-house designed material for diffusion, since no promotional
material had yet been received from Brussels (infokits, leaflets, pins and tee shirts)
The Ecolabel promotion performed was based on direct information provided y the NOVOTEC
personnel to visitors to the stand. They were also given the material we had prepared for this
purpose.
2.1. ECOMED-POLLUTEC - ENERGY AND THE ENVIRONMENT FAIR
Barcelona, 7th to 10th February 2001
Num of exhibitors: 785 (representing 27 countries)
Num of Visitors: 20,002
See Annex II “ECOMED-POLLUTEC”
2.2. PROMA - INTERNATIONAL ENVIRONMENT FAIR
Bilbao, 27th February to 3rd March 2001
Num of exhibitors: 250 (total 417 firms)
Num of Visitors: 7,466
See Annex III “PROMA”
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 5 of 27
3. WORKING SESSIONS AND FORUMS
3.1. OFFICIAL CHAMBER OF COMMERCE AND INDUSTRY OF MADRID
TECHNICAL SESSION on “Ecological Marketing, the European Ecology Label”
Date: Madrid, 25th April 2001
Organised by: Official Chamber of Commerce and Industry of Madrid
Sponsored by: Council of the Environment of the Community of Madrid.
Business Confederation of Madrid CEIM-CEOE.
25th APRIL 2001
PRESENTATION
D. LUIS PEIRÓ MONTIEL
Chairman of the Energy and the Environment Commission
Official Chamber of Commerce and Industry of Madrid.
D. FRANCISCO FLUXÁ CEVA
Chairman of the CEIM Industry and the Environment Commission
D. LUIS HERNÁNDEZ MARTÍN
Director General for Environmental Education and Discipline
Council for the Environment of the Community of Madrid
MODIFICATIONS TO REGULATIONS ON ECOLABELLING
DÑA. ANA RODRÍGUEZ ROLDÁN
Sub-Directorate General for Environmental Impact and Prevention of Risk
Ministry of the Environment
THE ECOLABEL IN THE COMMUNITY OF MADRID
D. ROBERTO RODRÍGUEZ-SOLANO SUÁREZ
Coordinator of the Directorate General for Environmental Education and Discipline
Council for the Environment of the Community of Madrid
ECOLABEL PROMOTION INITIATIVES
D. JUAN GROS ESTER
NOVOTEC CONSULTORES, S.A.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 6 of 27
ENVIRONMENTAL COSTS TO THE COMPANY AND THEIR PROFITISATION
Moderator: D. JUAN MANUEL CABREJAS PORTILLO
Vice-Chairman of the CEIM Industry and the Environment Commission
DÑA. ROSA ARCE RUIZ
Director of Environmental Management. Industrial Organisation Business School – EOI.
ECOLOGICAL MARKETING
D. JOSÉ V. CALOMARDE
Professor of the Department of Business Studies
University of Alcalá de Henares.
ECOEFFICIENCY. TOOLS FOR PRODUCT LIFE CYCLE ANALYSIS
DÑA. RAQUEL ARANGUREN DÍEZ
Fundación Entorno, Empresa y Medio Ambiente.
EXPERIENCES
D. FERNANDO GARCÍA MONTALBO
Sustainable Designs
D. VICENTE PRADA GÓMEZ
Landecolor, S.A.
DISCUSSION
Attending: 58
Diffusion: Publishing of Leaflets distributed by mail to companies in the Community of Madrid
See Annex IV: Working Session at the Chamber of Commerce of Madrid
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 7 of 27
3.2. OFFICIAL CHAMBER OF COMMERCE, INDUSTRY AND NAVIGATION OF BILBAO
TECHNICAL SESSIONS on “Ecodesign, Ecological Marketing and the European Ecolabel”.
Date: 3rd July 2001
Organised by: Official Chamber of Commerce, Industry and Navigation of Bilbao andNOVOTEC
Sponsored by: Official Chamber of Commerce of Bilbao and NOVOTEC
3rd JULY 2001
PRESENTATION
D. IGNACIO Mª ECHEBERRÍA MONTEBERRÍA
Chairman of the Chamber of Commerce, Industry and Navigation of Bilbao.
SITUATION OF ECODESIGN IN THE AUTONOMOUS COMMUNITY OF THE BASQUE COUNTRY
EXPERIENCES AND FUTURE TRENDS
D. JOSÉ MARÍA FERNÁNDEZ
IHOBE
THE EUROPEAN ECOLABEL: THE EUROPEAN REGULATION
DÑA. ANA RODRÍGUEZ ROLDÁN
Ministry of the Environment
Sub-Directorate General for Environmental Impact and Prevention of Risk
PROCEDURE FOR AWARDING OF THE EUROPEAN ECOLABEL
D. PABLO TABOADA
AENOR. Product Certification Division
EUROPEAN ECOLABEL PROMOTION INITIATIVES
D. JUAN GROS
NOVOTEC CONSULTORES, S.A.
ECOLOGICAL MARKETING
D. JOSÉ V. CALOMARDE
Professor at the Department of Business Studies
University of Alcalá de Henares.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 8 of 27
THE POINT OF VIEW OF THE CONSUMER
D. CARLOS ARNÁIZ
Representative for the Environment
Spanish Consumers Union. UCE
DISCUSSION AND CLOSE
D. NICOLÁS GAMINDE
Member of the Chamber of Commerce, Industry and Navigation of Bilbao.
Representative of ACLIMA.
Attending: 77
Diffusion:
• Publication of 3 advertisements – call in the press with the largest circulation in the Basque
Country.
Daily newspaper El Correo Español (126,900 copies)
Daily newspaper Deia (49,000 copies)
Daily newspaper El Mundo (14,505 copies)
• Personalised letters signed by D. José de la Rosa, Assistant Director General of the Chamber of
Commerce, to 800 companies in the Autonomous Community of the Basque Country.
Direct costs chargeable to the project:
- Call in the Press: 901.52 € (150,000 pts)
- Travel expenses of participants: 811.13 € (134,960 pts)
- Hospitality costs (meals): 424.01 € (70,550 pts)
See Annex V: Session at the Chamber of Commerce of Bilbao
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 9 of 27
3.3. OFFICIAL CHAMBER OF COMMERCE OF ZARAGOZA
TECHNICAL SESSION on “The European Ecolabel. A Marketing Instrument”.
Date: 15th November 2001
Organised by: Official Chamber of Commerce of Zaragoza and NOVOTEC
Sponsored by: Official Chamber of Commerce of Zaragoza and NOVOTEC
15th NOVEMBER 2001
OPENING OF THE SESSION
D. JAVIER RICO GAMBARTE
Chairman of the Chamber
INTRODUCTION TO THE SUBJECT
D. ADOLFO RUIZ ARBE
Director of the Department of Economy and Industry of the Chamber
THE EUROPEAN ECOLABEL: THE EUROPEAN REGULATION
DÑA. ANA RODRÍGUEZ ROLDÁN
Ministry of the Environment
Sub-Directorate General for Environmental Impact and Prevention of Risk
EUROPEAN ECOLABEL PROMOTION INITIATIVES
D. JUAN GROS
Manager of Studies and Public Administration
NOVOTEC CONSULTORES, S.A.
ECOLOGICAL MARKETING
D. JOSÉ V. CALOMARDE
Professor at the Department of Business Studies
University of Alcalá de Henares.
ECODESIGN
D. JOAN RIERADEVALL
Professor of Ecodesign at ELISAVA (UPF) and
of the Department of Chemical Engineering (UAB)
SUMMARY AND CONCLUSIONS. DISCUSSION
D. ADOLFO RUIZ ARBE
Director of the Department of Economy and Industry of the Chamber
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 10 of 27
Attending: 40
Diffusion:
• Publication of 3 advertisements – call in the press with the greatest circulation in ARAGON.
Heraldo de Aragón (62,500 copies)
� 12th December 2001
� 14th December 2001
El Periódico de Aragón (14,700 copies)
� 12th December 2001
• Mailing by D. Adolfo Ruiz Arbe, Director of the Department of Economy and Industry of the
Chamber to companies in the Autonomous Community affected by the Ecolabel.
See Annex VI: Session at the Chamber of Commerce of Zaragoza
Direct costs chargeable to the project:
- Travel expenses of participants: 991.27 € (164,933 pts)
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 11 of 27
3.4. OFFICIAL CHAMBER OF COMMERCE OF TOLEDO
SUBJECT-SPECIFIC SESSION on “European Ecolabelling. Current Situation and Perspectivesfor the future”. Within the Series of Subject Specific Sessions on Quality, the Environment and the
Prevention of Occupational Risk.
Date 15th November 2001
Organised by: Official Chamber of Commerce of Toledo
Sponsored by: Official Chamber of Commerce of Toledo
Council of Communities of Castilla-La Mancha
Euro-Info-Centre
Participant: Fernando Arteche
Director of the Environmental Division of NOVOTEC Consultores
See Annex VII: Session at the Chamber of Commerce of Toledo
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 12 of 27
3.5. EDUCATIONAL SESSIONS
3.5.1. EDUCATIONAL SESSIONS AT THE COLLEGE OF INDUSTRIAL ORGANISATION
• Master in Business Administration (MBA) at the Industrial Organisation Business School (EOI)
in Seville.
Date: 5th April 2001.
Duration of the Seminar 2 hours
Delivered by: NOVOTEC
• Master in Legal, Economic and Social Organisation of the Environment (MOJESMA) at the
Industrial Organisation Business School (EOI) in Seville.
Date: 23rd April 2001.
Duration of Seminar: 5 hours
Delivered by: NOVOTEC
3.5.2. EDUCATIONAL SESSIONS AT THE COMILLAS POLYTECHNIC UNIVERSITY
• Programme within the Course for Technicians in Environmental Management
Date: 9th May 2001 and another scheduled for May 2002
Duration of Seminar: 5 hours
Delivered by: NOVOTEC
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 13 of 27
4. PUBLISHING OF PROMOTIONAL MATERIALS
4.1. DESIGN, PUBLISHING AND DISTRIBUTION OF INFORMATIVE LEAFLETS
NOVOTEC has collaborated actively with the Environmental Promotion and Information Service of the
Community of Madrid in the design, publishing and distribution of informative leaflets in the
Community of Madrid.
• Informative Leaflets aimed at the Consumer “THE EUROPEAN ECOLOGY LABEL,
THE INTELLIGENT PURCHASE”
6,000 copies (2001) + 6,000 copies (2002)
• Informative Leaflets aimed at the Business Sector “THE EUROPEAN ECOLOGY
LABEL, IMPROVE YOUR BRAND IMAGE”
6,000 copies (2001) + 6,000 copies (2002)
See Annex VIII: Informative leaflets in the Community of Madrid
4.2. DESIGN, PUBLISHING AND DISTRIBUTION OF A PROMOTIONAL POSTER
A promotional poster was designed, published and distributed with a view to its reflecting the image of
the project within the promotional campaigns carried out. It was distributed by mailing to Companies
and Official Organisations.
Circulation: 1,000 copies
Direct costs chargeable to the project: 444.75 € (74,000 pts)
See Annex IX: Promotional Poster
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 14 of 27
4.3. PROMOTIONAL FLAG
A large (0.8 x 2.0 m) transportable poster – flag – was designed and published. Along with its
transport structure (tripod), it has served as an announcement for events and sessions, since it is not
fixed and may easily be transported from one site to another.
Direct costs chargeable to the project: 383.45 € (63,800 pts)
See Annex X: Promotional Flag
4.4. GUIDE-MANUAL ON APPLICATION OF THE EUROPEAN ECOLABEL
With additional financing from the Council of the Environment of the Community of Madrid, and
therefore complementary to that received from the European Commission, NOVOTEC is preparing for
the aforementioned Council a Guide explaining the European Ecolabel System, for promotion of the
label in the Autonomous Community of Madrid. This Guide will be published and distributed via the
Council’s Environmental Promotion and Information Service to companies in the Madrid area, and will
also be available to members of the general public requesting it.
Foreseen date of publishing and distribution: May 2002
See Annex XI: Draft Manual on Application of the European Ecolabel by the Council for the
Environment of the Community of Madrid.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 15 of 27
5. DISTRIBUTION OF PROMOTIONAL MATERIALS
The following promotional materials have been distributed by mail and/or private courier services:
✔ Published by the European Union: infokits, posters, leaflets and tee shirts.
✔ Published by the Council for the Environment of the Community of Madrid: informative leaflets
aimed at the Consumer “Ecological Purchasing. the Intelligent Purchase”, and the business
sector “A Commitment to the Environment”.
All this material has been distributed to the following institutions, associations and companies for
distribution among the stakeholders (associate companies, consumers, etc.):
� Directorate General for Food and Consumption of the Community of Madrid
� Council for the Environment of the Community of Madrid
� Council of Chambers of Commerce
� Chamber of Commerce of Madrid
� Chamber of Commerce of Zaragoza
� Chamber of Commerce of Bilbao
� National Institute for Consumption
� 16 Consumer Associations
� 34 Municipal Consumption Services in the Community of Madrid (OMIC)
� Business Confederation of Madrid (CEIM)
� Environmental Consulting Service of the Chamber of Commerce of Madrid (FUNGESMA)
� Business associations and representative companies belonging to sectors for which there are
European Ecolabel awarding criteria or for which such criteria are being developed:
- Spanish Association of Paint and Printing Ink Manufacturers (ASEFAPI)
- Textile Industry Research Association (AITEX)
- Federation of Spanish Footwear Industries (FICE)
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 16 of 27
- National Association of Household Laundry Appliance Manufacturers (ANFEL)
- Association of detergent, cleaning, maintenance and similar product companies
(ADELMA)
- National Association of Pulp, Paper and Cardboard Manufacturers (ASPAPEL)
- National Association of Electronic Industries (ANIEL)
- Association of Soil and Substrate Preparation Companies
- Spanish Association of Small Household Appliance Manufacturers (FAPE)
- Research and Development Association of the Furniture and Similar Product
Industry (AIDIMA)
- Spanish Confederation of Wood Industries (CONFEMADERA)
- Spanish Association of Plastics Industries (ANAIP)
- Multisectorial Association Spanish Electronics Companies (ASIMELEC)
- Spanish Association of Tile, Paving and Ceramic Flooring Manufacturers
(ASCER)
- PHILIPS (representing the light bulb and small household appliances
manufacturing sectors)
- OSRAM (representing the light bulb manufacturing sector)
- FIRESTONE. MICHELIN and PIRELLI (representing the tyre manufacturing
sector)
- SOL-MELIÁ (representing the tourist accommodation sector)
� National Association of Medium-Sized and Large Distribution Companies (ANGED)
� Distributing companies: EL CORTE INGLÉS, LEROY MERLIN, CARREFOUR, EROSKI,
SABECO AND ALCAMPO.
� 12 Spanish Companies with products bearing the European Ecolabel.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 17 of 27
� 7 Companies in the paints sector with products bearing the AENOR Environment label (There
are no criteria for the awarding of this label for any other sector common to the European
Ecolabel).
� 26 Town Councils in the Community of Madrid, for distribution to the members of the public.
� Competent Bodies for awarding of the European Ecolabel:
- Directorate General for Environmental Quality of the Generalitat Valenciana
- Consumption Service of the Regional Government of Cantabria
- Council for Agriculture, Water and the Environment. Environmental Quality Service of the
Community of Murcia.
� Clients of the NOVOTEC Environmental Division with business addresses in Madrid (253
companies in all sectors).
As a result of this mailing, certain companies and associations have shown interest and have
requested additional information, along with informative material for distribution among their
associates:
� Spanish Confederation of Consumers and Users (CECU)
� Environmental Quality Service of the Community of Murcia (Competent Body).
� Business Confederation of Madrid (CEIM)
� Town Council of Arganda del Rey (Madrid)
� Textile Industry Research Association (AITEX)
� National Association of Pulp, Paper and Cardboard Manufacturers (ASPAPEL)
� Chamber of Commerce of Zaragoza
� Industrias PROA (Manufacturer of paints with the European Ecolabel)
� Industrias TITAN (Manufacturer of paints with the AENOR Environment label)
Direct costs chargeable to the project: 858.05 € (142,767 pts.)
See Annex XII: Distribution of promotional materials
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 18 of 27
6. PILOT CAMPAIGN AT LEROY MERLÍN
The decision was taken to carry out this Pilot Campaign at Leroy Merlin, since this company, a
specialist in the distribution and sale of DIY materials, was beginning to import from France a paint,
with its own private label, which bore the European Ecolabel. Specifically, it was a Single-Coat Matte
Enamel.
The idea was to carry out a survey among consumers who wanted to buy a paint for interiors in order
to learn whether they knew the Ecolabel, what would lead them to acquire a more environmentally-
friendly product, etc. All the questions would be asked when the consumer was selecting the product
and purchase in question. The process was performed as detailed below.
MARKETING STRATEGY:
The pilot campaign was performed at a Leroy Merlin Sales Outlet in Alcorcón, where a stand was
installed with paints for interiors, among them the Leroy Merlin product.
Campaign: Friday 27th and Saturday 28th July 2001
Location of the Sales Outlet: Alcorcón. Alcorcón is a town with 150,000 inhabitants in the
south west of the metropolitan area of Madrid, just 12 kilometres from the capital. Its
population is made up of a diversity of social classes and it is one of the municipal areas with
the greatest industrial presence. The area of influence of the Sales Outlet also covers a large
part of the south of Madrid.
The consumer information strategy focused on clients going to the shelves to buy this type of
product.
- General information was provided on the European Ecolabel System, what it was about,
its implications and the logotype.
- Direct, specific information was provided on the environmental advantages offered by a
paint for interiors bearing the European Ecolabel, underlining what the Life Cycle Analysis
was for this type of products and the ecological criteria that it had met for awarding of the
label.
- A survey was performed to learn of the opinion of the consumer and his/her purchasing
preferences, this serving to deduce experimentally his/her Purchasing Attitudes and
Behaviour.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 19 of 27
- The respondents were given various promotional materials from both the European
Commission and prepared in house.
Direct costs chargeable to the project:
Given that at that time insufficient material was available, NOVOTEC prepared 300 “DIY” leaflets of its
own.
- Publishing of 300 leaflets on “DIY”, in addition to the promotional material from the
European Commission: 252 € (45,000 pts.)
Resources:
- “Table-stand” for information exhibition
- Promotional posters at the point of sale and the entrance to the Sales Outlet.
- Flag
- Promotional material
2-page DIY leaflets: 300
Infokits: 100
EU Pins
EU Bags
Personnel:
- Consultants from the NOVOTEC Environmental Division. It was considered essential that
the personnel participating in the campaign should be Specialist Environmental
Technicians, such that the information provided to the Consumer be in keeping with the
objectives of the campaign.
See Annex XIII: Pilot Campaign – Leroy Merlin
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 20 of 27
RESULTS OF THE CAMPAIGN:
No OF INTERVIEWS PERFORMED: 60
A total 60 interviews were held, 32 with women and 28 with men.
The results obtained are shown below:
Question: What criteria do you apply when buying certain products? Rank from 1 to 5 (1 = firstplace).
✒ Ecological Criteria ✒ Confidence in Brand ✒ Special Offers
✒ Quality of Product ✒ Price
The results of the survey are shown in the following figure:
53%
30%25%
27%
20%
37%
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5Ecological Criteria Confidence in Bran Quality of Product Price Special offers
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 21 of 27
As may be appreciated in the previous graph, the main reason underlying purchases, with 53%, is the
quality of the product. Among the most often mentioned in second place are the price and the brand.
Of those mentioned in third place, on the scale of values of the interviewees, are the price and
ecological criteria. The fourth motive for purchasing is clearly environmental criteria, with 25% of the
respondents, while promotions and/or special offers appear in last position.
Question: Which of the following motives would lead you to buy ecological products?
✒ Quality/prestige ofthe product
✒ Image ✒ Active contribution toenvironmentalprotection
✒ Health benefits
✒ Availability athabitual shoppingcentre
✒ Price ✒ Confidence inenvironmentalcharacteristics
✒ Recommendationsby friends
The results of the survey were as follows:
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Qual i ty / Pr estigeof teh pr oduct
Image Active contr i butionto the
envi r onmentalpr otection
Heal ths benef i ts Avai labl i l i ty athabi tual shopping
center
Pr ice Conf idence inenvi r onmental
char acter isti cs
Recomendations byf r i ends
Y ES NO
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 22 of 27
The main conclusions that may be drawn from the previous replies are that the consumers would buy
ecological products if they maintained their quality, if health benefits were identified and if their
environmental advantages were real, in other words if they actually contributed to protecting the
environment. They would also purchase more environmentally friendly products if they were not much
more expensive and if they were available at their normal shopping centres. The interviewees did not
concede much importance to recommendations from friends and they would not be led to buy such
products if they suspected that the promotion were simply an image operation.
Question: Do you normally read the ecological information on the products you consume?
The results of the survey were as follows:
¿D o yo u read with interest the eco lo gical info rmat io n o f the
pro ducts yo u co nsume?
Yes No
As may be observed in the previous figure, the majority of the interviewees do pay attention to the
environmental information included on the products they consume.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 23 of 27
Questions:
✒ Have you ever seen the EuropeanEcolabel before?
✒ Do you know any other voluntaryecolabels?
The results of the survey were as follows:
0%
10%
20%
30%
40%
50%
60%
70%
80%
Have you ever seen the EuropealEco-Label before?
Do you know any other similarvoluntary eco-labels?
Yesno
As may be appreciated, non-awareness of the Ecolabel was very widespread among the respondents.
A slightly higher percentage claimed. however, to know other voluntary ecolabels.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 24 of 27
Questions:
✒ Does the information you have just receivedoffer you sufficient confidence?
✒ Do you believe that products bearingthe European Ecolabel contribute toprotecting the environment?
✒ Do you feel that companies that certify theirproducts are more committed to theenvironment?
✒ Do you consider that the EuropeanEcolabel is an additional sign of aquality product?
The results of the survey were as follows:
0%
20%
40%
60%
80%
100%
120%
Does the information youhave just received offer you
confidence enough?
Do you believe the productswith the european Ecolabeldo protect the Environment?
Do you consider thecompanies that certify its
products are morecompromised with the
environment?
Do you consider theEuropean Eco-label anadditional mark of thequality of the product?
YesNo
In view of these results it may be concluded that most of the respondents believe that the information
they had received was true, that accordingly they considered that products baring the Ecolabel
protected the environment, that companies certifying their products were more committed to the
environment and that the European Ecolabel was indeed a symbol of additional quality in the products
that carried it.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 25 of 27
Question: What organisations should promote the EEL for you as a consumer to feel that youhave greater guarantees?
✒ European Union ✒ Ministry of the Environment ✒ National Institute forConsumption
✒ Autonomous Community ✒ Consumer Organisations ✒ Manufacturers
The results of the survey were as follows:
European Union20%
Ministry of Environment
21%
National Institute of Consuption
18%
Local Goverments14%
Consumers Organizations
15%
Manufacturers12%
In view of the previous results it may be concluded that the Ministry of the Environment and the
European Union are the two institutions that inspire most confidence in the consumer, followed closely
by the National Institute for Consumption, Consumer Organisations and Town Councils. The
respondents agreed that the group inspiring the least confidence for promotion of the Ecolabel was
that of the manufacturers themselves.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 26 of 27
7. DEBATE CLUB - FUNDACIÓN ENTORNO
CONSUMPTION AND NEW ENVIRONMENTAL POLICIES
Date: 8th NOVEMBER 2001
Main Organiser: FUNDACIÓN ENTORNO, EMPRESA Y MEDIO AMBIENTE
THE DEBATE CLUB OF THE FUNDACIÓN ENTORNO, is a forum of great prestige aimed at
professionals in areas related to the environment. It meets at least four times a year to debate
different subjects on each occasion. The sessions of the Debate Club are a multidisciplinary and
independent forum for debate on different aspects and facets of the conflicts that might arise between
industry, society and the environment. The meetings are international and include the participation of
experts from various fields.
In keeping with the latest novelties in environmental policy, the 15th meeting of the DEBATE CLUB,
held in November 2001, focused on a subject that is currently an issue: CDONSUMPTION AND NEW
ENVIRONMENTAL POLICIES.
In view of the great interest that this forum arouses among professionals working in relation to the
environment and the major Spanish companies, it was considered an opportunity to present the
Ecolabel before a particularly interesting target audience.
For this reason, NOVOTEC organised a SMALL EXHIBITION OF PRODUCTS BEARING THEEUROPEAN ECOLABEL and commercialised in Spain, in the annex leading to the hall in which the
Debate Club held its meeting.
The objective of this exhibition was to present to those attending the forum the products that bear the
Ecolabel on the market. It might be stated that the aim was to give a “face and a name” to these
products and to the companies manufacturing them for the experts and potential consumers.
Within the framework of the conferences of the Debate Club, one of the most relevant papers
presented was by D. Mariano González, Deputy Director General for Environmental Impact andRisk Prevention of the Ministry of the Environment, whose intervention described the situation of
the Ecolabel in Spain and its connection with the Integrated Product Policy of the European Union.
Diffusion in the Media was extensive. Although Annex XIV includes a complete dossier of the
diffusion, mention might be made of the appearance on various television channels of news on the
subject.
FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
Page 27 of 27
� TELEVISIÓN ESPAÑOLA. NINE O’CLOCK NEWS ON SUNDAY 11th NOVEMBER2001.
Including an interview with D. FERNANDO ARTECHE, Director of the Environmental
Department of NOVOTEC CONSULTORES, on the European Ecolabel.
� LOCALIA
� EXPANSIÓN DIGITAL
Participants in the exhibition:
� Fábricas Lucia Antonio Betere S.A. (FABLESA)
� Industrias Proa S.A.
� Akzo Nobel Coatings, S.A.
� Productos Ralpe, SL
� F. Flotats, SA
� La Preparación Textil, SA
� Subirats de Filats, SL
� Leroy Merlin
See Annex XIV: Debate Club – FUNDACIÓN ENTORNO, EMPRESA Y MEDIO AMBIENTE
See Annex XV: Press news appearing as a result of celebration of the Debate Club.