EU Eco-label Marketing for Products 2006 - PowerPoint PPT Presentation

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EU Eco-label Marketing for Products 2006

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  1. EU Eco-label Marketing for Products 2006 … with outlook at 2007 Brussels 12.12.2006 Andreas Scherlofsky, ENERGON

  2. EMP team 2006

  3. National coverage 2006

  4. Product group focus 2006 IVAM: Acquisition activities in selected EU countries, synergy action in F (ev. A) • P.O.S.-Focusses • textiles/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)

  5. Task split * tasks subject to regional differences

  6. Workday split

  7. 2006 2007 strategy 2007 strategy 2008 Sub-report Strategy 06 Proposal Result assess. Result assess. m1 m0 Report 06 Report 06 Int. report Int. report m3 draft draft m2 draft draft P-folder P-folder starter-kit Acquiguide/ppt Poster +5 poster P-site applications P.O.S.-Guide roll-up +5 2 roll-up press-kit Marketing guide press-kit Work- shops Pre-filteringContacting > Short lists Final acquisition CB adjust- ment CB adjust- ment Work- shops Basic Research Pre- filtering Final acquisition research new p.g. Northern countries DK, SE, NO CZ IT IFA CeBIT ? ? ExpofilTexWorld EUROPROPRE ? International press work International press work National press work National press work

  8. Central tasks • Basic materials • Big international trade fairs • International cross-marketing and press work

  9. Basic materials

  10. 2007 new UP-DATE: Project flyer Project poster (+5) Roll-up (+5) DEVELOP: Acquiguide with standard ppt Basic press-kit NEW: O Marketing Guide O Press envelope O Project website

  11. PARIS: 2 International textile fairs 18-21 September 18780 visitors from 108 countries (86% international) ExpoFIL 19-22 September 1,300 exhibitors and attracting 50,000 professional visitors from 110 countries

  12. BERLIN: IFA 2006 1 050 exhibitors from 32 countries and 225.000 visitors (35% from abroad) Partners

  13. Cross marketing Experience with internal lobbying for EU Eco-label and use of the label EU Eco-label = key message 2006/2007 Press conferences and trade fairs all over the world

  14. International press work 21.9.06 Paris Lenzing press conference with textile press from UK, USA, FR, DE, PT, ES etc. 1.-6.9.06 Berlin Press package, meeting with Sharp PR agency in Berlin

  15. Press release and ppt

  16. Regional and sectoral tasks • Regional acquisition • Sectoral acquisition • Product marketing cooperation (with licence holders and retailers)

  17. Strategy national acquisition Sectoral acquisition International marketing cooperation national cooperation With retailers/licence holders

  18. Results overview

  19. ENERGON / G&L in At and EU TEAM ACTION AT: contact research Contact calls Mailing + emailing Phone calls Article Andreas Scherlofsky, Rainer StifterEnergon - Energie- und Umweltmanagement GmbH. Austria, Wien TV contacts EU at IFA Berlin Ernst Leitner, Stefan Tauchhammer,Susanne Schlaffer, Ingrid GaßnerG&LWerbe- & Verlags GmbHAustria, Wien Sectoral acquisition E-appliances EU-wide

  20. ACTA in IT TEAM ACTION contact research Contact emails and calls Info packages Press release and webinfo 2 workshops with companies (paper, cleaners) in Nov. with CBs Presentations and seminars with universities Contacts and interviews in supermarkets Dagmar Diwok et. al.ACTAItaly, Milano FOCUS change to retailer events

  21. SPEED in GR and CY TEAM ACTION Stella Alexopoulou, Maria Menounou, Eleni Karatoliou SPEED DEVELOPMENT Greece, Athens Production and contact research 2 workshops in Cyprus (info + ppt) Info packages Press release and webinfo Key stakeholder contacts Company contacts Press work ECOTEC + press release HACI

  22. Valør & Tinge in DK, SE and NOR TEAM ACTION DK: Info packages, Press work, Contact research, Direct mails, phone calls and meetings NOR: 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) Anette PetersenValør & Tinge A/S. Denmark, København New partner in SE ?

  23. BIO IS in FR and BE TEAM ACTION FR+BE: Contact research and database building Info packages Company mailings (in FR with reply card) phone calls workshop with AFNOR (textile) 11 Nov. + Paris: Textil fairs in September with Energon and Lenzing (incl. acquisition) Véronique Monier, Cécile des Abbayes, Corentine Hermite BIO Intelligence Service S.A. France, Ivry-Sur-Seine From BE to ES ?

  24. ENVIROS in CZ and SK TEAM ACTION Market research Contact research Contacting key stakeholders Contacting companies Press work (1 article for CB, 1 article in ASPEKTY) in June etc. Monika Pribylová, Vlasta Švejnohová, Pavol Škamla ENVIROS, Environment, energy and business consultings.r.o. Chech Rebulik, Praha

  25. CES in HU and PL TEAM ACTION Market research Company research Company mailings and phone calls Key stakeholder contacts Visit of 16 retailer shops (2 interviews) Press work > newsletters and websites Vilma Eri, Péter Szuppinger, Doris Halim, Katalin Varga CES - Center for Environmental Studies; Hungary, Budapest

  26. IVAM in EU (lubricants) TEAM ACTION Market analysis and contact basis Key stakeholder contacts Company contacts in Europe, Lubricant folder, info flyer and questionair Press release Presentation on Tribology Conference in Vienna, Green chemistry workshop in Mamaia, RO and ELGI conference in Prague Meeting with Dutch Ministry engineers, Blue Angel Meeting with Greek CB Demi Theodori IVAM UvA BV - dept. Chemical Risks Netherlands, Amsterdam

  27. Change proposals Going 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

  28. 2 representatives Special media Production(potential) events Production(licence holders) Distribution(P.O.S. retailers) Consumers CBs Target group strategy 1 mass media Schools, NGOs 3

  29. Project controlling • Documents • Contact protocol • Controlling sheet

  30. 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

  31. What‘s up to be done ? • In the project • EU-wide

  32. Our next project steps • Report 2006 (final version) • Decision on focus 2007 (countries, target groups, product groups) • Partner tasks in detail in adjustment with national CBs

  33. „Wish list“ • 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

  34. Need for market research 90 89 87 83 65 36 ? ? ? ? ? ? 8 13 ? ? ? ? ? ? ? 5 NO CZ SK HU PL GR ES DE EU Eco-label 2004 • each 2nd year; all Europe, all EL; • recognition & knowledge & image • In general + in special target groups • supported or free recognition? EU Eco-label 2005 5 National Eco-labels ?

  35. Thanks Brussels 12.12.2006