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Kyiv – April 24, 2013

Kyiv – April 24, 2013. lichtl 2013. Green Marketing: Ecolabel ”Training: Development of sustainable consumption and production in Ukraine" . Introduction to Ecolabelling - International Standards.

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Kyiv – April 24, 2013

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  1. Kyiv – April 24, 2013 lichtl 2013 Green Marketing: Ecolabel”Training: Development of sustainable consumption and production in Ukraine"

  2. Introduction to Ecolabelling - International Standards • An ecolabel according to ISO standard (International organization for Standardization) is a label that identifies environmentally preferable products or services within a specific category • ISO 14024 type I label are: • voluntary, market based programs • the multiple criteria set based on life cycle considerations • awarded by an impartial third party • Standardization became necessary because of the growing market on eco-labels, claims and (self-)declarations

  3. Blue Angel – The world’s first ecolabel

  4. What is the Blue Angel‘s Message? Blue Angel products have a better environmental performance, better health protection and are superior in use and handling compared to similar products. Tradition:Established in 1978 - the first ecolabel worldwide ISO 14024 Type I Label: • A voluntary, market based programs • the multiple criteria set based on life cycle considerations • awarded by an impartial third party

  5. Blue Angel Statistics 13.000 Products and Services 1.260 Companies 113 Product categories From surveys, we know that 76 percent of the population recognises the Blue Angel. 39 percent of consumers pay attention to the eco-label when making purchases. * *Source: * study “Environmental Awareness 2010”

  6. Blue Angel – credible and competent thanks to…. • 1.The Federal Ministry for the Environment, Nature Conservation and Nuclear Safety – is the owner of the label and regularly informs the public of the decisions of the Environmental Label Jury. • The Federal Environment Agency – develops the technical criteria for the Basic Award Criteria for the Blue Angel and acts as the office of the Environmental Label Jury. • 3. The Environmental Label Jury – is an independent decision-making body composed of representatives from environmental and consumer associations, trade unions, industry, trade, crafts, local authorities, science, media, churches and federal states. • 4.The RAL gGmbH – organisesand holds the expert hearings. It is also responsible for reviewing applications and awarding the eco-label on the basis of the existing award criteria for products and services.

  7. Environmental Label Jury

  8. Agenda Brand and sustainability communications An ecolabel as a marketing tool Example: Blue Angel communications 4. Learningsand conclusions

  9. 1. Brand and sustainability communications An ecolabel is a brand

  10. Goals ofmarketingcommunications Acceptance by end-users (consumers, public procurement) Acceptance by marketing & sales leaders in companies that the eco-label will be an effective marketing & sales tool (“Eco-label sells”)

  11. Brand communication What is a brand? typically: corporate or product brand wider sense: collective brand (eco label) brand image: clear unique profile trust -> orientation social: prestige and symbol for lifestyle need: awareness

  12. „How important is a brand for the success of your company?“ 62% 60% 53% 40% 25% 21% 20% 16% 9% 4% 3% 2% 2% 2% 1% 0% 0% 0% 1 2 3 4 5 6 7 1999 (n=128) 2005 (n=95) The relevance of brands Ratingskala mit 1 = not important 7 = very important PWC/GfK/Sattler/Markenverband (2006): Praxis von Markenbewertung und Markenmanagement ..., Frankfurt.

  13. The relevance of brands Blindtest Open Test 65% 51% 44% 23% 12% 5% ... tastes better ... tastes better ... tastes better ... tastes better don‘t know don‘t know Chernatony/ McDonald (1992): Creating Powerful Brands, Oxford, S. 9..

  14. The relevance of brands VW Sharan Price: 26.500 € Sales: 22.171 Price: 24.350 € Sales: 13.368 Meckes/Gehring 2006 unter Bezug auf Simon-Kucher & Partners

  15. Sustainability communication The difference Moral claims: Credibility Different wording and symbols Different tools: advertising, POS, PR?

  16. Trend: the green consumer High sensitivity on health issues = environmental pollution Interest and knowledge in sustainable issues like climate change, water pollution, social standards, etc. Growing transparency: Active NGOs and web 2.0 information Critical consumption attitudes Higher income and education, urban

  17. Green Public Procurement - GPP Eco-label has become an important orientation aid for environmentally procurement of the public authorities in Germany. They often use eco-label criteria for calling for bids. Criteria of type I ecolabel as the “Blue Angel” provide a scientifically well founded and legally valid basis for Green Public Procurement. European procurement law allows expressly the use of ecolabel criteria (Art. 23 para. 6 Directive 2004/18/EC).

  18. 2. An ecolabel as a marketing tool

  19. Benefits of Ecolabelling Benefits for companies • To demonstrate the company‘s commitment on environmental issues • To communicate the good environmental performance of their products • A market tool supported by the labeling scheme partners Benefits for consumers • Easy way of recognizing environmentally friendly products and services • A third part proved information they can trust • No need to deal with every single detail • A guideline and orientation in everyday life

  20. Perspectiveofconsumers Information efficiency: Radical reduction of information versus information overkill

  21. Perspective of consumers POS/Packaging-Info Online-Info, Fact sheets DocumentofCriteria Little interestedconsumers Interestedconsumers Eco-shopper Plain Logo Expert-Knowhow Target group: Who do you want to talk to?

  22. Perspective of consumers Credibility & trust in sustainable consumption • Ranking of credible eco-players • NGOs • State institutions • Media • Industry/retailers

  23. Perspective of industry Credibility & trust • Ranking of credible eco-players • NGOs • State institutions • Media • Industry/retailers • Industry is gaining credibility for its green marketing • Problem: “collective brand” – limited differentiation

  24. Perspective of industry Entry into new market segments - Growing segment of “green consumers” Public procurement

  25. Additional willingness-to-pay for Blue Angel toilet paper Percentage of intervieweeswhoarewillingtopay x% morefortoiletpaperwiththe Blue Angel Gewichtete ø MZB: 6,45% Empirical study by Prof. Dr. H. Sattler, University of Hamburg, 2010

  26. 3. Examples: How ecolabels are promoted

  27. Instruments to promote a label Scenario Promoted by the competent body of the labelling scheme Promoted by the license holder Marketing cooperation of industry/retail and competent body

  28. Instruments to promote a label Scenario Promoted by the competent body

  29. Website • www.blauer-engel.de • www.blauer-engel-produktwelt.de

  30. Brochures • Weitere Broschüren in Bearbeitung

  31. Media relations

  32. Style: Emotional approach Emotional approach Information & facts approach DocumentofCriteria Little interestedconsumers Interestedconsumers Eco-shopper Plain Logo Expert-Knowhow Target group: Who do do you want to talk to?

  33. Media event • Internationale Funkausstellung, 5. September 2010, Berlin

  34. Promotion

  35. Fair Goodgoods 2011 in Hamburg IFA 2011 in Berlin

  36. Teaching material • Infos und Download unter www.blauer-engel.de/schule

  37. Social Media • www.facebook.com/BlauerEngel • www.twitter.com/UmweltEngel

  38. Instruments to promote a label Scenario Promoted by the license holder

  39. Packaging

  40. Product advertising

  41. Newspaper supplements

  42. Internet shop, website

  43. Internet shop, website

  44. POS communication At stationary sales Shelf stoppers Displays

  45. Instruments to promote a label Scenario 3. Marketing cooperation of industry/retail and competent body

  46. Press relations - VoIP Siemens – First holder of VoIP phones Press eventat Leipzig factoryincludingfactory tour at March 24, 2011 Participants: • Staatssekretärin Ursula Heinen-Esser (BMU) • Dr. Mathias Böttger (Jury Umweltzeichen) • Vera Meyer (Siemens Enterprise Communications GmbH) • Jörg Friedrich (Siemens Enterprise Communications Manufacturing GmbH) • Jürgen Brieskorn (Leiter CTO Office Siemens Enterprise Communications)

  47. Press relations - VoIP Media clippings VoIP

  48. Media relations - IFA Philips IFA (presentationofcertificate) Press eventat Philips boothat IFA, 8. September 2011 Participants • Dr. Susanne Lottermoser, BMU • John Olsen, Leiter TVP/Philips für Deutschland, Österreich und Schweiz • Susanne Heutling, UBA • Andreas Halatsch, UBA

  49. Press relations - IFA Media clippings IFA

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