EU Eco-label Marketing for Products 2007

Transcription

1 EU Eco-label Marketing for Products Project & central tasks KickOff in Brussels EMP team 2007, Rainer Stifter Energon - Energie- und Umweltmanagement GmbH, Wien, AT Ernst Leitner, Stefan Tauchhammer, Susanne Schlaffer, Ingrid Gaßner G&L Werbe- & Verlags GmbH, Wien, AT Dagmar Diwok, Paolo Colpo ACTA. Milano, IT CLOCKWORK Vilma Eri, Péter Szuppinger, Doris Halim, Katalin Varga CES - Center for Environmental Studies; Hungary, Budapest Nick Paxevanos ECPA, Denmark, København Frithjof Clausen Clockwork Production, Oslo, Norway Maria Menounou, Georgia Diamantakou SPEED DEVELOPMENT Greece, Athens Véronique Monier, Corentine Mazingue-Desailly, Cécile des Abbayes, BIO Intelligence Service S.A. France, Ivry-Sur-Seine Demi Theodori IVAM UvA BV - dept. Chemical Risks Netherlands, Amsterdam Monika Pribylová, Monika Bílková, Pavol Škamla Enviros s.r.o. Czech Republic, Prague (in cooperation with Cleaner Production Centre SK)

2 Coverage 2007 focus country focus contacts partner Task split Partner Home office Covered countries Acquis. Promotion Energon/G&L A ACTA IT IT + RO BIO F FR, BE or ES CES HU HU, PL ENVIROS CZ CZ, SK IVAM NL EU-wide lub. SPEED GR GR, CY Valor & Tinge DK DK, SE, NO EPCA DK DK, EU, Far East CLOCKWORK NO NO

3 Project TASKS Basic work and start of performance Basic material Market research / data base First contact waves > SHORT LIST Press work Events & workshops Promotion Cooperation (EU, DK) Results Performance & quality development Basics update and completion New Basics: (press kit, web platform, MarketingGuide for licence holders Contact waves (follow-up) New acquisition focus work Press work Events & Workshops Promotion Cooperation Covered country A B CY CZ DK F GR HU IT NOR PL S SK EU BIO IS SPEED ENVIROS Valør & Tinge BIO IS SPEED CES partner Energon, G&L ACTA Valør & Tinge CES Valør & Tinge ENVIROS IVAM Product group focus 2006 Cleaning (all purpose, hand dishwashing), Household appliances (refrigerators, washing machines), Tissue paper Textiles, Indoor paints and varnishes Bed mattresses, Indoor paints and varnishes Textiles, Indoor paints & varnishes Lubricants Proposed focus product groups Textiles Bed mattresses 5 Paints and varnishes 6 Hard floor covers Cleaners: - det. f. sanitary facilities - det. f. dish-washing, - All purpose cleaners To be updated Children clothes (textiles), Bed mattresses P.O.S.-Focusses Textiles, Bed mattresses, Copying paper, Lubricants textiles/mattresses (7+5) Cleanders, Bed mattresses Paints/Hard floor cov. (6+1) Soil improvers, Washing machines, Dishwashers, Indoor paintings, Hard floor coverings Cleaners/tissue paper (4+3) Paper (Tissue, Copying), Textiles, Cleaning products Children clothes E-appliances (textiles) (3) Detergents, Lubricants Tissue paper, Paints & varnishes (2) Textiles Copying paper (2) Textiles, paints & varnishes Soil improvers (1) - 4 Household appliances (cleaning) - washing m., - refrigerators, - dishwashers - PCs, Laptops Tissue Paper Print & copy papier? 3 Lubricants IVAM: Acquisition activities in selected EU countries, synergy action in F (ev. A) Soil improvers 1 Copying Paper FIX 2

4 Task split Central tasks Sectoral (EU-wide) Regional tasks Kick-off and continuous coordination ( 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) 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 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 Workday split EMP workday split 2006 GR, CY AT FR, BE IT SK, CZ HU, PL DK, SE, NO IVAM (EU) Central Tasks (EU) 2006 AT GR, CY FR, BE IT CZ, SK HU, PL DK, SE, NO IVAM (EU) Central Tasks TOTAL AT (p&v) GR, CY HU, PL DK NO EU (lubricants) EU (TV, ) Central Tasks TOTAL 2007 draft FR, BE or ES IT (retailer), RO CZ (retailer), SK

5 Steps Proposal P.M. Comm./Quality Dev. Reporting/Docum. Strategy 06 m Subreport m1 Int. draft report m2 Result assess. draft Report 06 strategy 2007 m3 draft Int. report 3 Result assess. draft 4 strategy 2008 Report 06 Basic materials P-folder starter-kit poster 2 roll-up press-kit P-folder Acquiguide/ppt Poster +5 P-site roll-up +5 Marketing guide P.O.S.-Guide press-kit Acquisition package CB adjustment Basic Research Pre-filtering Contacting > Short lists research new p.g. Final acquisition CB adjustment Prefiltering Workshops Workshops applications Final acquisition Retailer & licence holder package DK, SE, NO Northern countries CZ IT Events CeBIT PREP IFA Expofil TexWorld CeBIT EURO PROPRE???? Press work International press work National press work International press work National press work Central Tasks Basic materials Big international trade fairs International cross-marketing and press work

6 Basic materials 2006 Standard layouts Project flyer (EN, GE, GR, HU) + Lubricant version Starter-kit box + editorial + national info packages Roll-up (2) Posters (EN, FR, GE) Basic press-kit () Acquiguide/Standard ppt () Tip-on card T-Shirt 2007 > UPDATES > IMPROVEMENTS > NEW 2007 Basics UP-DATE: Project flyer Project poster (+5) Roll-up (+5) FINALISE: AcquisitionGuide with standard ppt Basic press-kit NEW: O Marketing Guide O Press envelope O Project website

7 Press release and ppt BERLIN: IFA exhibitors from 32 countries and visitors (35% from abroad) Partners

8 PARIS: 2 International textile fairs September visitors from 108 countries (86% international) ExpoFIL September 1,300 exhibitors and attracting 50,000 professional visitors from 110 countries Cross marketing Experience with internal lobbying for EU Ecolabel and use of the label EU Eco-label = key message 2006/2007 Press conferences and trade fairs all over the world

9 International press work Paris Lenzing press conference with textile press from UK, USA, FR, DE, PT, ES etc Berlin Press package, meeting with Sharp PR agency in Berlin Strategy & Targets/Results Sectoral & national Stakeholder concept Change proposals Result expectations

10 Strategy 2007 national acquisition Sectoral acquisition CLOCKWORK International marketing cooperation national cooperation With retailers/licence holders Target group strategy representatives Production (potential) 1 Special media events 2 3 mass media Schools, NGOs Production (licence holders) Distribution (P.O.S. retailers) Consumers CBs

11 Change proposals 2006 Going ahead with national acquisition (a) final contacts + (b) new p.g. CLOCKWORK Extend sectoral acquisition: lubricants + Extend product promotion cooperation (with retailers/licence holders) in CZ and IT Eventually focus reduction in some countries (AT, SE) Extention on new countries: RO and Far East!! to balance extentions and to strengthen focusses in other fields!! area AT GR HU DK FR CZ CY BE IT NOR PL SK > TV > LUB licence holders sept tex tex (EL, UK) (FI, FR) Results overview Product groups / countries det. (3), soil imp. (1) p&v (7), bed mat. (5), dishwasher, text. etc. text. (27), p&v (5), cleaners (8), bed mat. (2), light bulbs, soil, copy pap., p&v (14), soil imp. (13), cleaners (13), tex (5), tissue pap, light b. cleaner (2), soil, tex tex (11), tiss. (10), footware (9), clean. (25), p&v (7), copy pap. (5), hf cov. (3), soil (2), soil (2), clean. (1) 63 from 6 p.g. 203 text., 54 copying pap., 40 lub. 24 p&v/tex. Contacts houshold appl, 30 clean., 2 PC, 1 tissue pap. 9 bed mat., 9 allp.cleaners 10 licence holders, 19 text/bed.mat. 6 bed mat., 18 p&v 14 det., 15 p&v 11 det., 12 paper, 19 furniture workshop prep. 16 tissue pap., 60 det., 37 text. 21 det., tissue pap., 17 TV producers (most in GE, some in IT, NL, TK, FL, UK 60 mails, 20 pers. Contacts 1 p&v (1 housh.appl. + 1 tissue pap. in GE) 1 p&v 1(max. 8) p&v, 1(max.5) soil, 3 hard cov. 2 text. 13 text., 2 lubr. 1 p&v 5 bed mat., 8 p&v 7 det., 1 p&v 0 workshop 3 det.? Potential of interested companies 8 (DE, NL, GR, CH, UK etc.), 2

12 Project controlling Documents Contact protocol Controlling sheet Partner controlling sheet Task overview, automatically actualising, Type in changes and its reason Articles in print and web media Budget as contracted (xls) Work days ( total amounts in table 2) Extra expenditure paid from extra budget

13 To Do s In the project EU-wide Results overview Decision on focus tasks with DG 2007 (countries, target groups, product groups) Partner tasks & contracts in detail in adjustment with national CBs

14 Results overview 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 Thanks Brussels