helpdesk update about on-going promotion...

Helpdesk

Update aboutOn-Going Promotion Activities

EU Marketing Management GroupBrussels June 15th, 2004

BIO Intelligence Service+ 33 1 56 20 28 [email protected]

EC – European Ecolabel Helpdesk2

Content of the presentation

1. E-catalogue www.eco-label.com

Reminder: products information online

New development n°1: Translation in 11 languages

New development n°2: Product information online

2. Information and promotional material

3. Promotion activities


Reminder: information online on the e-catalogue

Information on eco-labelled products: pictures, description, company logo, retailers’ list


New development n°1: Translation in 11 languages

The e-catalogue has been translated in Danish, Dutch, English, Finnish, French, German, Greek, Italian, Portuguese, Spanish andSwedish.

Please check your language version on www.eco-label.com

http://www.eco-label.com/

http://www.eco-label.com/


New development n°2: Product information online - Diagnostic -

Initial situation of the e-catalogue

21

111

37 empty

Total number of fact sheets= 169partially

complete

complete

Lot of missing informationHeterogeneous information online and not systematically

checkedOnly 45 fact sheets with retailers listHolders contact info database not up to date


Example of an empty fact sheet (1/2)


Example of an empty fact sheet (2/2)


New development n°2: Product information online - Tasks undertaken by the Helpdesk -

Update of holders contact information database

Development of the e-catalogue

Products description

Companies description

Pictures and logos

Retailers list (where eco-labelled products are sold)


New development n°2: Product information online - Methodology implemented -

1. More than 200 personalised e-mails to each Flower holder

2. More than 170 personal phone conversations with each Flower holder (technical department, marketing department, sales department)

3. About 100 additional e-mails to those having not replied


New development n°2: Product information online - Difficulties faced -

Some Flower holders are not interested in updating their information online

Technical persons don’t always know where their products are sold

We got in touch with sales and marketing departments

Flower holders producing for retailers (private labels) prefer to keep their retailers list confidential (consumers can contact them directly for further information)


New development n°2: Product information online - Good results reached to date -

Initial situation Situation today (Mid June)

21

86 fact sheets with retailers list

Holders contact information database updated

partiallycomplete

37 empty 19

61

89

111

complete


Example of a complete fact sheet (1/3)


Example of a complete fact sheet (2/3)


Example of a completed fact sheet (3/3)


New development n°2: Product information online - Next step -

To be doneTry to obtain as many complete fact sheets as

possible

Methodology suggested (to be discussed with MMG)CBs establish another direct contact with remaining

holders (more efficient: native language, existing relationship)

Information transferred to Helpdesk who puts them online




2. Information and promotional material

Pins

Information material

3. Promotion activities


Flower pins

DiagnosticFlower pins used to be available and seemed to be

appreciated by CBs and holdersNo gadget is available to be handed out during fairs…Pins production is easy and cost-reasonable

Proposal (to be validated by MMG)

Production of 3 000 pins

Cost: 1 320 euros


Information material - Diagnostic (1/2) -

Existing material

- Existing fact sheets: no need to be updated- Fact sheets to be developed for new PGs- Concept to be revised?

Consumer guide (‘Info-kit’)- General consumer leaflet- 9 Product Family fact sheets

Consumers

- Not easily readable- Not marketing oriented

Business fact sheets- General business leaflet- 15 Product Group fact sheets- Application guide

Producers / Retailers

- Marketing oriented- Multi targets

The Eu Eco-label – Your Guide to Greener Products

Consumers / Producers / Retailers

CommentsMain existing materialTarget


Information material - Diagnostic (2/2) -

Existing material (contd.)

Priority = to have adapted and attractive information material for producers / retailers

Some CBs express the need for an ‘info-kit’ whichcan be adapted to each stakeholder profile beforebeing handed out


Information material - Helpdesk recommendations (1/4) -

Product Group Fact Sheete.g. Laundry Detergents




Product Family Fact Sheete.g. Cleaning Products

General Informationfor Consumers





Product Group Fact Sheete.g. Laundry DetergentsGeneral Information

for Producers/Retailers

FOLDER

Flower Information kit “à la carte”



Flower Information kit “à la carte” in 2004New conceptVisual identity SloganFolderGeneral information leaflet for producers / retailersProduct Group fact sheets for “our” PGs

Flower Information kit “à la carte” in 2005Product Group fact sheets for all other PGsInformation material for consumers (not necessarily

Helpdesk task)



General Information for Producers / Retailers

What is theFlower?

5 application steps

Productgroups

Web sites

CBs contact information

Costs anddiscounts

Good reasonsfor applyingfor the Flower

VERSORECTO



PG Fact SheetLaundry detergents

What is the Flower?

Table presenting the criteria

Laundry Detergentsproduct group

Web sites

VERSORECTO




2. Information material

3. Promotion activitiesTextilesDetergentsPaintsFootwearTourist accommodationPublic purchasersOthers


Promotion activities for Textiles PG - Diagnostic (1/2) -

Scope: Home textiles + Baby & Children’s wear + Women’s wear + Men’s wear

Current development of the Flower: significant # of holders (53) in 13 MSs

Existing marketing initiatives

Dk: marketing activity (2002 – network group)

Which follow-up implemented?

Fr: co-operation between CB and organisation delivering ecotex label

Other MSs?

Target = potential holders in Dk

Target = potential holders in Fr


Promotion activities for Textiles PG - Diagnostic (2/2) -

2 main categories of products exist in the textile sector

High quality products (control of the supply chain)

Lower quality products (products in bulk for supermarkets)


Promotion activities for Textiles PG - Strategy recommended for 2004-05 -

Offer side: focus on

Home textiles

Women’s wear

Baby & Children’s wear

Demand side

Consumers: increase awareness through Flower campaign

Public purchasers: increase awareness


Promotion activities for Textiles PG - Helpdesk activities in 2004 -

X

Visit to the « Prêt-à-Porter » fair(Sept 3-6, 2004 - Paris, Fr) The biggest European women ready-to-wear show1200 exhibitors; visitors = about 43 000 trade

buyers

To bedone

On-goingDone

StatusActivity

XPRAEDT’s fortnightly newsletter « This week in Brussels »

XX

Co-operation with European Service Pass-Flower logo online (www.europeanservicepass.com)

-Flower presence on European Service Pass boothin all major International and Eu Textiles fairs

Target = potential holders in Eu


www.europeanservicepass.com


Promotion activities for Textiles PG - Possible 2005 activities (to be decided at a further stage) -

Possible fairs (either visit or booth)Prêt-à-Porter•Women ready-to-wear•Sept 2005 – Paris, FrHeimTextil•Home and commercially used textiles•12-15 January 2005 – Frankfurt, DPitti Imagine Bimbo•Clothing and accessories for children and teenagers•January or June 2005 – Florence, It


Promotion activities for Detergents PG - Diagnostic (1/2) -

4 PGs: All purpose cleanersDetergents for dishwashersHand dishwashing detergentsLaundry detergents

Current development of the Flower: few holders (16-8-10-7) in 6 MSs


Fr: on-going marketing activity

Other MSs?



Promotion activities for Detergents PG - Diagnostic (2/2) -

PG with high visibility for consumers

Key role of retailers to develop the offer

Significant market share of retailers private labels

Market structure

Large producers•Low interest in the past•Situation seems to evolve (AISE, Unilever, P&G)SMEs (in particular those producing for private

labels)•Numerous


Promotion activities for Detergents PG - Strategy recommended for 2004 -

Offer side

SMEs, in particular those producing for private labels for retailers: focus

Large producers: re-initiate contact

Demand side

Consumers: increase awareness through Flower campaign

Public purchasers: increase awareness


Promotion activities for Detergents PG - Helpdesk activities in 2004 -

XMeeting with AISE

XPR through PLMA(Scanner, online Scanner Newsletter)

To bedone

On-goingDone

StatusActivity

XContact with Unilever and P&G

Followup

X

Visit to PLMA (1) show(May 26, 2004 - Amsterdam, NL)-Direct contact with 30 SMEs (producers) -Database


(1) Private Label Manufacturers Association


Promotion activities for Detergents PG - Possible 2005 activities (to be decided at a further stage) -

Possible fairs

Booth at PLMA show•May 2005 – Amsterdam, NL•To reach not only exhibitors (SMEs as producers) but also visitors (large producers and retailers)

Visit to International Cleaning fair•September 2005 – Berlin, D


Promotion activities for Paints PG - Diagnostic -

Scope: indoors paints and varnishes

Current development of the Flower: significant # of holders (38) in 9 MSs


Dk & Sw: marketing activity (2003 – build-up of a product panel as a dialogue forum)

Which follow-up implemented?

Other MSs?Target = potential holders in Dk & Sw


Promotion activities for Paints PG - Strategy recommended for 2004 -

Focus on demand side

Architects as prescriptors

Consumers through Flower campaign

Professional users

Public purchasers


Promotion activities for Paints PG - Helpdesk activities in 2004 -

XProfessional users (UNIEP)Exploration of the interest of a mailing (throughUEAPME)

To bedone

On-goingDone

StatusActivity

X

Indoors architects awareness increaseExploration of what can be done (implementation in 2005) (e.g. ACE – Architects’ Council of Europe, The Architectural review, ACN – Architecture Centre Network, Green Building Policies Network…)

Target = demand side in Eu


Promotion activities for Paints PG - Possible 2005 activities (to be decided at a further stage) -

Possible fairs

Building International Show BATIMAT•November 7-12, 2005 – Paris, Fr•500 000 visitors (architects, craftmen, building companies, material producers, local institutions)


Promotion activities for Footwear PG - Diagnostic -

Scope: sport shoes, occupational, children’s, men and women’s town, specialist shoes for cold, casual, fashion and indoor

Current development: few holders (7) in 2 MSs (It, Dk)Existing marketing initiatives

Dk: marketing activity (2002 – network group)Which follow-up implemented?

Sp: INESCOP Life-project (2002-05) (web site, information material, participation to Eu fairs…)

Other MSs?

Further exploration of INESCOP activities is necessaryto identify activities for Helpdesk (if any)

Target = potential holders in Dk

Target = shoes and leather producers in Eu


Promotion activities for Tourist Accommodation- Diagnostic (1/2) -

Current development: few holders (4) in 3 MSs (Sw, Gr, Au)


Specific marketing-oriented web site available(www.eco-label-tourism.com)

On-going marketing activity at Eu level (EC contract to be renewed in June 2004): fairs (It, D), info material, tour operators…

Life project pre-selected (Mediterranean region)

UEAPME information meetings (May 2004 - Rome, It; October 2004 - Sp)



Promotion activities for Tourist Accommodation- Diagnostic (2/2) -

Existing marketing initiatives (contd.)

Introduction of the Tourist Accommodation Eco-label on olympic games (on-going EC contract)

Fr: Diagnostic operations (2004)

Other MSs?

Further exploration of on-going activities is necessaryto identify activities for Helpdesk (if any)



Promotion activities for Public Purchasers- Diagnostic (1/3) -

A lot of on-going initiatives

Green procurement web sites (Eu or national levels)E.g. European Green Procurement web site anddatabasehttp://europa.eu.int/comm/environment/green_purchasing/cfm/fo/greenpurchasing/index.cfm

•100 product categories•Easy-to-read presentation of all eco-labelling criteriaexisting in Eu (Flower and national labels)


European Green Procurement web site and databasehttp://europa.eu.int/comm/environment/green_purchasing/cfm/fo/greenpurchasing/index.cfm



A lot of on-going initiatives (contd.)

ICLEI•Buy It Green (BIG) Network•Procura+ Campaign•EcoProcura Conference« Greening of Public Procurement » EC initiative at the

Eu level (guide, network)Green procurement guides…



A lack of information material about the Flower targetingpublic purchasers

What public market regulation allows to do

Ready-for-use paragraphs to be inserted in calls for tenders

Helpdesk recommendations: develop information material about the Flower targeting public purchasers (can not be done in the framework of theexisting Helpdesk contract)


Promotion activities for Public Purchasers- Helpdesk activities in 2004 -

Further discussion with ICLEI to establish co-operationand see how to use existing networks


Promotion activities for Public Purchasers- Possible 2005 activities (to be decided at a further stage) -

Introduction of Flower links on public procurement websites (necessary to wait for targeted information material to be available)

CBs contact existing public procurement and green procurement web sites in their countries to have the Flower logo online


Other possible activities

« Eco-fairs »E.g. Valeriane (September 3-5, 2004 – Namur, B)

Marjolaine (November 6-14, 2004 – Paris, Fr)Search for booths which would accept to have

information material about the Flower (NGOs, Ministries for Environment…)

CBs represent the Flower at « eco-fairs »? (Helpdesk has no more resources to do it)

helpdesk update about on-going promotion...

Documents