EMP 2006 projectec.europa.eu/.../ecolabel/pdf/marketing/2006emp_summary.pdf · 2015-08-11 · DK...

EMP 2006 projectEU Eco-label Marketing for Products (acquisition)

EU Eco-label Board Marketing Group Meeting 4.4.2006, Brussels, Andreas Scherlofsky

Team and project

Andreas ScherlofskyRainer Stifter

Energon - Energie- und Umweltmanagement GmbH; A, Wien

Monika Prybilowa, Vlasta Švejnohová, Pavol ŠkamlaENVIROS, Environment, energy and business consultings.r.o. CZ, Praha

Cécile des Abbaye, Véronique Monier, Corentine Hermite

BIO Intelligence Service S.A.F, Ivry-Sur-Seine

Demi Theodori, Ckees van OijenIVAM UvA BV - dept. Chemical RisksNL, Amsterdam

Stella Alexopolou, Maria Menounou, Eleni Karatoliou

SPEED DEVELOPMENT GR, Athens

Anette PetersenValør & Tinge A/S; DK Copenhagen

Dagmar Diwok, ACTAIT, Milano

Vilma Eri,Péter Szuppinger, Doris Halim, Katalin VargaCES - Center for Environmental Studies; HU, Budapest

Ernst Leitner, Stefan Tauchhammer, Ingrid Gaßner,

Susanne SchlafferG&L Werbe- & Verlags GmbH; A, Wien

The EMP’06 project team

Andreas Scherlofsky, Project Management

Project 040406

Project objectives and results

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)

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


Project 040406

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)


Project 040406

Covered countries

DK, NOR, (S)

GR, CY

EU (lubricants)

A

CZ, SK

HU, PL

F, B

IT

A

Covered countries

DKValor & Tinge

GRSPEED

NLIVAM

AG&L

CZENVIROS

HUCES

FBIO.IS

ITACTA

AEnergon

Home officePartner

• Central tasks and national tasks• Know-how exchange• Tourism project and Product project• Experience and follow-up

Project synergy

formerprojectexperience

follow-uppreparation


Project 040406

Focussed product groups

213341651-5

?

FIX

Paints and varnishesBed mattresses, Indoor paints and varnishesSPEEDCY

-Textiles, Indoor paints and varnishesBIO ISB

-Textiles, Indoor paints & varnishesENVIROSCZ

-Children clothes, Bed mattressesValør & TingeDK

EU

SK

S

PL

NOR

IT

HU

GR

F

A

Covered

country

Copying Paper

Soil improvers

Hard floor covers

-Textiles, paints & varnishesENVIROS

?Children clothes (STILL NOT CONFIRMED)Valør & Tinge

- - -Detergents, Tissue paper, Paints & varnishes CES

?

Lubricants

- - - - -

- - - -

-

Household appliances

(cleaning) -washing m

., -refrigerators, -dishw

ashers-P

Cs, Laptops

- - --Paper (Tissue, Copying), Textiles, Cleaning productsACTA

Soil improvers, Washing machines, Dishwashers, Indoor paintings, Hard floor coveringsCES

Tissue Paper

- - -

-

Cleaners:

-det. f. sanitary facilities-det. f. dish-w

ashing,-A

llpurposecleaners

Bed m

attresses

-

TextilesC

lothing

LubricantsIVAM

Children clothesValør & Tinge

Cleanders, Bed mattressesSPEED

Textiles, Bed mattresses, Copying paper, LubricantsBIO IS

Cleaning (all purpose, hand dishwashing), Household appliances (refrigerators, washing machines), Tissue paperEnergon, G&L

Proposed focus product groups partner

IVA

M: A

cquisition activities in selected EU countries, synergy action in F (ev. A

)


Project 040406

project steps and structure

1. Adjustment & strategy

2. Preparation phase

3. Performance phase

Retailer activities

4. Finish and follow-up

Company contacts

Media service

Presentations at events

Closing activities

Final report (draft 20.10.) 5.12.

Acquiguide

Concept 2007/2008

Keyholder, event & media agreements

Identification of high potential applicants

Starter-kit, press-kit & argumentation

Interim report(15.5. > EU)

Project concept,team & kick-off

Allover contract23.12.05

CB agreements(mid Feb.)

Task split and contracts

Jan / Feb Mar / Apr May / Apr / Jun / Jul / Aug / Sep Oct

project ppt (kick-off, revised )

Interim payment

40%

Pre-financing

30%

Balancepayment


Project 040406

The task splitbetween central & regional units in general

Lubricants EU-wide

Documentation and reporting

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

Central tasks

EU activities: international networking, cross marketing and participation at 2 big events

(with national partners)(DG, EUEB, head quaters, EU retailers)

Regional tasks *

Starter-kit(1) Box: design, production, overview form(2) Basic designs, text (engl.) + production:

box editorial, project flyer, standard ppt, poster, roll-up,

Press-kit: article (engl.) + checklistPress work EU-wide media: database, contacts, service

and clipping

Reporting, concept/acquiguide (with partners)

Kick-off and continuous coordination (email and internet phonr

Overall Management: concept, coordination and administration Starter-kit adaptation

reg. press workdatabase, press-kit:

regional adaptation/translation contacts, service and clipping

Documentation and reporting

EU-wide acquisition:(different depending on national situation)

Basic research on facts, potential applicants, events and key stakeholders > data base;

key stakeholder contacts and preparation of presentations;

presentations, participation at events, direct contacts with companies

* tasks subject to regional differences


Project 040406

Central Tasks


Project 040406

Tools and Acquiguide

STARTER-KITTool for acquisition project management

PRESS-KITTool for acquisition project management

POSTER & ROLL-UPTool for acquisition project management

PROJECT FOLDER

ACQUIGUIDETool for acquisition project management

Standard PRESENTATION … ppt for initial presentations of acquisiteurs for companies and key stakeholders


Project 040406

Starter-kit = Box with …

1. Editorial letter

2. Commission decision, and Business fact sheet

3. Application guide (“5 steps …”) and Application pack

4. Green procurement flyer, consumer guide (“Your shopping choices…”) and Consumer brochures (Info-kit)

5. CD-ROM with all materials of all guide-lines

6. Flower News, give aways, …

1. Editorial letter

2. Commission decision, and Business fact sheet

3. Application guide (“5 steps …”) and Application pack

4. Green procurement flyer, consumer guide (“Your shopping choices…”) and Consumer brochures (Info-kit)

5. CD-ROM with all materials of all guide-lines

6. Flower News, give aways, …

It’s an “anchor in mind” and application help

for handing it out to highly interested company representatives;

13 per country


Project 040406

Roll-up, poster & flyer

Poster A1regional translations

Bed mattresses

Cleaning machine

Roll-up87 x 206 cm

2 items in Englishroll-up system

© layout masters free for further national printing

© layout masters free for further national printing

Project flyerfree for translation


Project 040406

Acquiguide

CONTENT:Project ManagementHow to analyse the situationCHECKLISTs „Identification of“ (high potential companies, key stakeholders, events, media)Development of the appropriate strategyThe acquisition processEdging the arguments, Preparation of the toolsCHECKLISTs: meeting, presentation, discussion, arguments, negotation, phone callContinuous improvement

a tool for successful acquisition

project management

a tool for successful acquisition

project management


Project 040406

Standard presentationCONTENT (powerpoint transperencies):

Welcome, overviewRegulation and schemeSystem (DG, EUEB, CBs, …)Criteria (mandatory/optional)The way to the Eco-label (application procedure)Cost and benefit (arguments)FeeEU 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

Basic version in English,

translated by partners


Project 040406

Cooperation of the partners with the national CB‘s


Project 040406

The role of the national CB‘s

• Decision of product group focus• Integration into the national EU Eco-

label program• Information exchange, coordination• National print and web info• Cooperation/organisation/participation

at key events, media work, acquisition• Technical and administrative

application


Project 040406

Thanks and let‘s have a good Cooperation !


Project 040406

Strategic approach


Project 040406

3 strategic key-dimensions

Market penetrationdensity of Eco-labelled products on strategic P.O.S.> improvement by acquisition

Eco-efficiencyQuality and product range of criteria> improvement by criteria harmonisation

Marketing benefitImage, recognition, sales impact of the Eco-label> improvement by commercials, promotion etc.

For being successful the eco-label needs to focus on three key driving factors.If one is below the minimum level also the others will not improve.(GUKA® - Strategy)

For being successful the eco-label needs to focus on three key driving factors.If one is below the minimum level also the others will not improve.(GUKA® - Strategy)

minimum level

optimum level


Project 040406

eco-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)

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)

Acquisition = work for P.O.S. density

eco-labelled

minimum treshold

products

EMP 2006 projectec.europa.eu/.../ecolabel/pdf/marketing/2006emp_summary.pdf · 2015-08-11 · DK...

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Transcript of EMP 2006 projectec.europa.eu/.../ecolabel/pdf/marketing/2006emp_summary.pdf · 2015-08-11 · DK...