1

EU Eco-label Marketing for Products 2006

… with outlook at 2007

Brussels12.12.2006

Andreas Scherlofsky, ENERGON

Andreas Scherlofsky

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

Andreas Scherlofsky, Rainer Stifter

Energon - Energie- und Umweltmanagement GmbH. Austria, Wien

Véronique Monier, Cécile des Abbayes, Corentine Hermite

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

Monika Pribylová, Rita RamosEnviros s.r.o.Czech Republic, Prague

Stella Alexopulou, Maria Menounou, Eleni Karatoliou

SPEED DEVELOPMENT Greece, Athens

Demi TheodoriIVAM UvA BV - dept. Chemical RisksNetherlands, Amsterdam

Dagmar DiwokACTA

Italy, Milano

Anette PetersenValør & Tinge A/S. Denmark, København K

Ernst Leitner, Stefan Tauchhammer,Susanne Schlaffer, Ingrid Gaßner

G&L Werbe- & Verlags GmbHAustria, Wien

EMP team 2006

2

Andreas Scherlofsky

National coverage 2006

DK, SE, NO

GR, CY

EU (lubricants)

CZ, SK

HU, PL

FR, BE

IT

AT, (EU)

Covered countries

DKValor & Tinge

GRSPEED

NLIVAM

CZENVIROS

HUCES

FBIO

ITACTA

AEnergon/G&L

Home officePartner

Andreas Scherlofsky

213341657

FIX

Paints and varnishes

Bed mattresses, Indoor paints and varnishesSPEEDCY

Textiles, Indoor paints and varnishesBIO ISB

Textiles, Indoor paints & varnishesENVIROSCZChildren clothes (textiles), 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

TextilesValør & 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 PaperPrint &

copy papier

- - -

-

Cleaners:

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

ashing,-A

llpurposecleaners

Bed m

attresses

Textiles

LubricantsIVAM

Children clothes (textiles)Valør & 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

Product group focus 2006

IVA

M: A

cquisition activities in selected EU

countries, synergy action in F (ev. A)

P.O.S.-Focussestextiles/mattresses (7+5)Paints/Hard floor cov. (6+1)Cleaners/tissue paper (4+3)E-appliances (3)Lubricants (2)Copying paper (2)Soil improvers (1)

3

Andreas Scherlofsky

Task split

Sectoral (EU-wide)

Documentation and reporting

LUBRICANT 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

Andreas Scherlofsky

Workday split

EMP workday split 2006GR, CYAT

FR, BE

ITSK, CZ

HU, PL

DK, SE, NOIVAM (EU)

Central Tasks (EU)

270TOTAL

67Central Tasks

38IVAM (EU)

35DK, SE, NO

20HU, PL

20CZ, SK

20IT

24FR, BE

26GR, CY

20AT

2006

274TOTAL

69Central Tasks

3817

EU (lubricants)EU (E-Applic.)

35DK, SE, NO (2?)

23HU, PL

23CZ (retailer), SK?

19IT (retailer)

24FR, BE or ES

23GR, CY

3AT (p&v)

2007 draft

4

Andreas Scherlofsky

32

Press work

EventsCeBITPREP

Retailer & licence holder package

Acquisition package

Basic materials

P.M.Comm./Quality Dev.Reporting/Docum.

432141Steps2007

Proposal

Int. report draft

m1 Report 06

m2

Strategy 06

DK, SE, NO

strategy 2007

draft

Pre-filteringContacting > Short lists

Basic Research

m0

P-folder

2 roll-up

posterstarter-kit

Marketing guide

Acquiguide/ppt

P-site

press-kitP.O.S.-Guideroll-up +5

P-folder

Poster +5

press-kit

2006

Northern countriesCZIT

m3

strategy 2008Result

assess.

International press work

National press work

International press work

National press work

Sub-report

Int. report draft

Report 06draft

Result assess.

Final acquisition

research new p.g.

Final acquisition

CB adjust-ment

CB adjust-ment

CeBIT

EUROPROPRE

IFA

ExpofilTexWorld

applications

Pre-filtering

?

?

?

Work-shops

Work-shops

Andreas Scherlofsky

Basic materials

Big international trade fairs

International cross-marketing and press work

Central tasks

5

Andreas Scherlofsky

> UPDATES> IMPROVEMENTS> NEW

2007Standard layoutsProject flyer (EN, GE, GR, HU)+ Lubricant version Starter-kit box + editorial+ national info packagesRoll-up (2)Posters (EN, FR, GE)Basic press-kit ( )Acquiguide/Standard ppt ( )Tip-on cardT-Shirt

2006

Basic materials

Andreas Scherlofsky

DEVELOP:Acquiguide with standard pptBasic press-kit

UP-DATE:Project flyerProject poster (+5)Roll-up (+5)

NEW:O Marketing GuideO Press envelopeO Project website

2007 new

6

Andreas Scherlofsky

18-21 September18780 visitors from 108 countries (86% international)

ExpoFIL19-22 September1,300 exhibitors and attracting 50,000 professional visitors from 110 countries

PARIS: 2 International textile fairs

Andreas Scherlofsky

1 050 exhibitors from 32 countries and 225.000

visitors (35% from abroad)

Partners

BERLIN: IFA 2006

7

Andreas Scherlofsky

EU Eco-label = key message 2006/2007Press conferences and trade fairs all over the world

Cross marketing

Experience with internal lobbying for EU Eco-label and use of the label

Andreas Scherlofsky

21.9.06 ParisLenzing press conference with textile press from UK, USA, FR, DE, PT, ES etc.

1.-6.9.06 BerlinPress package, meeting with Sharp PR agency in Berlin

International press work

8

Andreas Scherlofsky

Press release and ppt

Andreas Scherlofsky

Regional acquisition

Sectoral acquisition

Product marketing cooperation (with licence holders and retailers)

Regional and sectoral tasks

9

Andreas Scherlofsky

Strategy

Sectoral acquisition

International marketing cooperation

national acquisition

national cooperationWith retailers/licence holders

Andreas ScherlofskyResults overview

8 (DE, NL, GR, CH, UK etc.), 260 mails, 20 pers. Contacts(FI, FR)2> LUB

?17 TV producers (most in GE, some in IT, NL, TK, FL, UK

(EL, UK)2> TV

3 det.21 det., tissue pap., 0SK

16 tissue pap., 60 det., 37 text.soil (2), clean. (1)3PL

workshopworkshop prep.tex1NOR

011 det., 12 paper, 19 furnituretex (11), tiss. (10), footware (9), clean. (25), p&v (7), copy pap. (5), hf cov. (3), soil (2),

72IT

7 det., 1 p&v14 det., 15 p&vcleaner (2), soil, tex4BE

5 bed mat., 8 p&v6 bed mat., 18 p&v0CY

1 p&v24 p&v/tex.tex 1CZ

13 text., 2 lubr.203 text., 54 copying pap., 40 lub.

p&v (14), soil imp. (13), cleaners (13), tex (5), tissue pap, light b.

48FR

2 text.10 licence holders, 19 text/bed.mat.

text. (27), p&v (5), cleaners (8), bed mat. (2), light bulbs, soil, copy pap.,

45DK

1(max. 8) p&v, 1(max.5) soil, 3 hard cov.

63 from 6 p.g.0HU

1 p&v9 bed mat., 9 allp.cleanersp&v (7), bed mat. (5), dishwasher, text.

14GR

1 p&v (1 housh.appl. + 1 tissue pap. in GE)

15 houshold appl, 30 clean., 2 PC, 1 tissue pap.

det. (3), soil imp. (1)4AT

Potential of interested companiesContacts 2006Product groups / countrieslicence holders

sept. 06area

10

Andreas Scherlofsky

ENERGON / G&L in At and EU

Ernst Leitner, Stefan Tauchhammer,Susanne Schlaffer, Ingrid GaßnerG&L Werbe- & Verlags GmbHAustria, Wien

Andreas Scherlofsky, Rainer StifterEnergon - Energie- und Umweltmanagement GmbH. Austria, Wien

AT:contact researchContact callsMailing + emailingPhone callsArticle

TV contacts EU at IFA Berlin

TEAM ACTION

Sectoral acquisition E-appliances EU-wide

Andreas Scherlofsky

ACTA in IT

Dagmar Diwoket. al.ACTAItaly, Milano

contact researchContact emails and callsInfo packagesPress release and webinfo2 workshops with companies (paper, cleaners)

in Nov. with CBs Presentations and seminars with universitiesContacts and interviews in supermarkets

TEAM ACTION

FOCUS change to retailer events

11

Andreas Scherlofsky

SPEED in GR and CYStella Alexopoulou,Maria Menounou, Eleni Karatoliou SPEED DEVELOPMENT Greece, Athens

Σύµβουλοι Ανάπτυξης AE

Α ΒΕ Ρ ΩΦ 3 0 • 1 0 4 3 3 ΑΘΗΝ Α • ΤΗΛ : 2 1 0 8 2 1 4 4 0 7 • F A X : 2 1 0 8 2 2 5 7 5 5 • E m a i l : s p e e d @ s p e e d . g r

ΠΡΟΣ:

….

Υπόψη: Γενικού ∆ιευθυντή

Αθήνα, 20.09.2006

ΘΕΜΑ : ECO LABEL σε επιχειρήσεις παραγωγής στρωµάτων

Αγαπητέ κύριε Γενικέ,

Θα θέλαµε, µε την παρούσα επιστολή, να σας ενηµερώσουµε για τις ενέργειες προώθησης του EU Flower σε επιλεγµένους κλάδους προϊόντων. Συγκεκριµένα, η ΕΕ έχει αναθέσει σε οµάδα Ευρωπαίων Συµβούλων, στην οποία µετέχει και η εταιρεία µας ενέργειες προώθησης του Ευρωπαϊκού Οικολογικού Σήµατος. Οι ενέργειες αυτές περιλαµβάνουν παρουσιάσεις σε ηµερίδες, άρθρα και δηµοσιεύσεις σε περιοδικά, έκδοση ενηµερωτικού υλικού στα Ελληνικά και αρχική ενηµέρωση ενός αριθµού επιχειρήσεων οι οποίες έχουν ενδιαφέρον για την εφαρµογή του Οικολογικού Σήµατος.

Σε σχέση µε το Ευρωπαϊκό Οικολογικό Σήµα στις επιχειρήσεις παραγωγής στρωµάτων ύπνου, σας στέλνουµε συνηµµένα το παρακάτω ενηµερωτικό υλικό:

o Fact_bedmattresses_2002_en.pdf : Ενηµερωτικό φύλλο της ΕΕ στα Αγγλικά

o l_23620020904el00100015.pdf: Απόφαση της ΕΕ σχετικά µε τα κριτήρια απονοµής του οικολογικού σήµατος στα στρώµατα

Στη διάθεσή σας, για οποιαδήποτε περαιτέρω πληροφορία ή διευκρίνιση.

Με εκτίµηση

Μαρία Μενούνου,

Χηµικός Μηχανικός, ΜSc

Συντονίστρια Έργου

TEAM

ACTION

Production and contact research2 workshops in Cyprus (info + ppt)Info packagesPress release and webinfoKey stakeholder contactsCompany contactsPress work ECOTEC + press release HACI

Andreas Scherlofsky

Valør & Tinge in DK, SE and NOR

Anette PetersenValør & Tinge A/S. Denmark, København

TEAM ACTION

DK: Info packages, Press work, Contact research,Direct mails, phone calls and meetingsNOR: Oslo workshop (June), Programme, contact research & materials for Seminar 2007(training, ppt, test, programme)SE: Phone conference, Stockholm seminar in Sept. (materials, programme, preparation) and press wor (2 articles for industry newsletter)

New partner in SE ?

12

Andreas Scherlofsky

BIO IS in FR and BE

Véronique Monier, Cécile des Abbayes, Corentine HermiteBIO Intelligence Service S.A.France, Ivry-Sur-Seine

TEAM ACTION

FR+BE:Contact research and database buildingInfo packagesCompany mailings (in FR with reply card)phone callsworkshop with AFNOR (textile) 11 Nov.

+ Paris: Textil fairs in September with Energon and Lenzing (incl. acquisition)From BE to ES ?

Andreas Scherlofsky

ENVIROS in CZ and SK

Monika Pribylová, Vlasta Švejnohová, Pavol ŠkamlaENVIROS, Environment, energy and business consultings.r.o. Chech Rebulik, Praha

TEAM ACTION

Market researchContact researchContacting key stakeholdersContacting companiesPress work (1 article for CB, 1 article in ASPEKTY) in June etc.

13

Andreas Scherlofsky

CES in HU and PL

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

TEAM ACTION

Market researchCompany researchCompany mailings and phone callsKey stakeholder contactsVisit of 16 retailer shops (2 interviews)Press work > newsletters and websites

Andreas Scherlofsky

IVAM in EU (lubricants)

Demi TheodoriIVAM UvA BV -dept. Chemical RisksNetherlands, Amsterdam

TEAM ACTION

Market analysis and contact basisKey stakeholder contactsCompany contacts in Europe,Lubricant folder, info flyer and questionairPress releasePresentation on Tribology Conference in Vienna, Green chemistry workshop in Mamaia, RO and ELGI conference in PragueMeeting with Dutch Ministry engineers, Blue AngelMeeting with Greek CB

14

Andreas Scherlofsky

Change proposalsGoing ahead with national acquisition (a) final contacts + (b) new p.g.

Extend sectoral acquisition: lubricants + E-Appliances

Extend product promotion cooperation (with retailers/licence holders) in DK, CZ and IT

? Eventually focus reduction in some countries (AT, SK, North) > to balance extentions and to strengthen focusses in other fields

Andreas Scherlofsky

Target group strategy

Schools,NGOs

Schools,NGOs

mass mediamass media

CBs

1

Specialmedia

Specialmedia

eventsevents

2

3

Production(licence holders)

Production(licence holders)

Distribution(P.O.S. retailers)

Distribution(P.O.S. retailers) ConsumersConsumers

representativesrepresentatives

Production(potential) Production(potential)

15

Andreas Scherlofsky

Documents

Contact protocol

Controlling sheet

Project controlling

Andreas Scherlofsky

Partner controlling sheet

(xls)

Budget as contracted

Task overview, automatically actualising, Type in changes and its reason

Articles in print and web media

Work days (´total amounts in table 2) Extra expenditure paid from extra budget

16

Andreas Scherlofsky

In the project

EU-wide

What‘s up to be done ?

Andreas Scherlofsky

Report 2006 (final version)

Decision on focus 2007 (countries, target groups, product groups)

Partner tasks in detail in adjustment with national CBs

Our next project steps

17

Andreas Scherlofsky

EU-wide: Intensify umbrella advertising/promotion(campaigning + activation of licence holders)

EU-wide: Intensify market research

CB: integration of national and EU Eco-label promotion

DG: Give-aways for retailer cooperation

„Wish list“

Andreas Scherlofsky

EU Eco-label 2004

National Eco-labels

5 EU Eco-label 2005

65

36

89

5

NO CZ SK HU PL GR ES DE

13 ? ? ? ?

?

83

? ? ?

90

8

87

?

?

?

?

?

?

each 2nd year; all Europe, all EL; recognition & knowledge & imageIn general + in special target groupssupported or free recognition?

Need for market research

18

Thanks

Brussels12.12.2006