EU Eco-label Marketing
for Products 2006
… with
outlook
at 2007
Brussels
12.12.2006
Andreas Scherlofsky,
ENERGON
Andreas
Scherlofsky
EMP team 2006
Andreas Scherlofsky,
Rainer Stifter
Energon - Energie- und
Umweltmanagement GmbH. Austria, Wien
Ernst Leitner, Stefan Tauchhammer,
Susanne Schlaffer, Ingrid Gaßner
G&L Werbe- & Verlags GmbH
Austria, Wien
Dagmar Diwok
ACTA
Italy, Milano
Stella Alexopulou, Maria Menounou,
Eleni Karatoliou
SPEED DEVELOPMENT
Greece, Athens
Véronique Monier, Cécile des Abbayes,
Corentine Hermite
BIO Intelligence Service S.A.
France, Ivry-Sur-Seine
Vilma Eri, Péter Szuppinger,
Doris Halim, Katalin Varga
CES - Center for Environmental Studies;
Hungary, Budapest
Anette Petersen
Valør & Tinge A/S.
Denmark, København K
Demi Theodori
IVAM UvA BV - dept. Chemical Risks
Netherlands, Amsterdam
Monika Pribylová,
Rita Ramos
Enviros s.r.o.
Czech Republic, Prague
Andreas
Scherlofsky
National coverage 2006
Partner
Home
office
Covered
countries
Energon/G&L
A
AT, (EU)
ACTA
IT
IT
BIO
F
FR, BE
CES
HU
HU, PL
ENVIROS
CZ
CZ, SK
IVAM
NL
EU (lubricants)
SPEED
GR
GR, CY
Valor & Tinge
DK
DK, SE, NO
Andreas
Scherlofsky
Product group focus 2006
CZ
ENVIROS
Textiles, Indoor paints & varnishes
DK
Valør & Tinge
Children clothes (textiles), Bed mattresses


F
BIO IS
Textiles, Bed mattresses, Copying paper, Lubricants


GR
SPEED
Cleanders, Bed mattresses
HU
CES
Soil improvers, Washing machines, Dishwashers, Indoor paintings, Hard floor
coverings
IT
ACTA
Paper (Tissue, Copying), Textiles, Cleaning products
Valør & Tinge
Children clothes (textiles)
PL
CES
Detergents, Tissue paper, Paints & varnishes
S
Valør & Tinge
Textiles

SK
ENVIROS
Textiles, paints & varnishes

EU
IVAM
Lubricants
NOR
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
6
1
4
3
3











7
FIX
Bed mattresses, Indoor paints and varnishes
Copying Paper
SPEED

Soil improvers
CY


IVAM: Acquisition activities in selected EU countries, synergy action in F (ev. A)
Textiles, Indoor paints and varnishes
-
Lubricants
BIO IS
Tissue Paper
Print & copy papier
B
-
Household appliances
(cleaning) - washing m.,
- refrigerators,
- dishwashers
- PCs, Laptops
Cleaning (all purpose, hand dishwashing), Household appliances (refrigerators,
washing machines), Tissue paper
Cleaners:
- det. f. sanitary facilities
- det. f. dish-washing,
- All purpose cleaners
Energon, G&L
Hard floor covers
A
Proposed focus product groups
Paints and varnishes
Bed mattresses
Textiles
Covered
country
partner

1
2
Andreas
Scherlofsky
Task split
Central tasks
Sectoral (EU-wide)
Regional tasks
Kick-off and continuous coordination (email and internet phonr
Overall Management: concept,
coordination and administration
Starter-kit adaptation
EU activities: international networking, cross
marketing and participation at 2 big events
(with national partners)
(DG, EUEB, head quaters, EU retailers)
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-kit: article (engl.) + checklist
Press work EU-wide media:
database, contacts, service
and clipping
Press work (key magazines):
identification, texts, contacts,
clipping
Starter-kit
(1) Box: design, production, overview form
(2) Basic designs, text (engl.) + production:
box editorial, project flyer, standard ppt,
poster, roll-up,
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
Reporting, concept/acquiguide (with partners)
Documentation and reporting
* tasks subject to regional differences
Andreas
Scherlofsky
Workday split
2007 draft
2006
EMP workday split 2006
AT
20
AT (p&v)
3
GR, CY
26
GR, CY
23
GR, CY
FR, BE
24
FR, BE or ES
24
AT
IT
20
IT (retailer)
19
FR, BE
CZ, SK
20
CZ (retailer), SK?
23
HU, PL
20
HU, PL
23
DK, SE, NO
35
DK, SE, NO (2?)
35
IVAM (EU)
38
EU (lubricants)
EU (E-Applic.)
38
17
DK, SE, NO
Central Tasks
67
Central Tasks
69
IVAM (EU)
TOTAL
IT
SK, CZ
HU, PL
Central Tasks (EU)
270
TOTAL
274
2006
Steps
P.M.
Proposal
Comm./Quality Dev.
Reporting/Docum.
1
3
Subreport
m1
m0
2007
2
Strategy 06
Andreas
Scherlofsky
draft
4
Result
assess.
Int.
report
m2
draft
1
2
strategy
2007
Report
06
3
draft
m3
4
Result
assess.
Int.
report
draft
strategy
2008
Report
06
P-folder
P-folder
starter-kit
Acquiguide/ppt
poster
Basic materials
P-site
2 roll-up
press-kit
Poster +5
P.O.S.-Guide
roll-up +5
Marketing guide
press-kit
Acquisition
package
CB
adjustment
Basic
Research
Pre-filtering
Contacting > Short lists
Workshops
CB
adjustment research
Final acquisition
applications
Prefiltering
new p.g.
Retailer &
licence holder
package
Events
CeBIT
PREP
Press work
Final acquisition
Northern countries
CZ
IT
DK, SE, NO
IFA
Workshops
CeBIT
?
?
Expofil
TexWorld
International press work
National press work
?
EURO
PROPRE
International press work
National press work
Andreas
Scherlofsky
Central tasks
 Basic materials
 Big international trade fairs
 International cross-marketing
and press work
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
Andreas
Scherlofsky
Andreas
Scherlofsky
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
Andreas
Scherlofsky
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
BERLIN: IFA 2006
1 050 exhibitors from 32
countries and 225.000
visitors (35% from abroad)
Partners
Andreas
Scherlofsky
Andreas
Scherlofsky
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
Andreas
Scherlofsky
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
Andreas
Scherlofsky
Press release and ppt
Andreas
Scherlofsky
Regional and sectoral tasks
 Regional acquisition
 Sectoral acquisition
 Product marketing cooperation
(with licence holders and retailers)
Strategy
national acquisition
national cooperation
With retailers/licence holders
Andreas
Scherlofsky
Andreas
Scherlofsky
Results overview
area
licence holders
sept. 06
AT
4
det. (3), soil imp. (1)
15 houshold appl, 30 clean., 2
PC, 1 tissue pap.
1 p&v (1 housh.appl. + 1 tissue
pap. in GE)
GR
14
p&v (7), bed mat. (5), dishwasher,
text.
9 bed mat., 9 allp.cleaners
1 p&v
HU
0
63 from 6 p.g.
1(max. 8) p&v, 1(max.5) soil, 3
hard cov.
DK
45
text. (27), p&v (5), cleaners (8), bed
mat. (2), light bulbs, soil, copy pap.,
10 licence holders, 19
text/bed.mat.
2 text.
FR
48
p&v (14), soil imp. (13), cleaners
(13), tex (5), tissue pap, light b.
203 text., 54 copying pap., 40
lub.
13 text., 2 lubr.
CZ
1
tex
24 p&v/tex.
1 p&v
CY
0
6 bed mat., 18 p&v
5 bed mat., 8 p&v
BE
4
cleaner (2), soil, tex
14 det., 15 p&v
7 det., 1 p&v
IT
72
tex (11), tiss. (10), footware (9),
clean. (25), p&v (7), copy pap. (5),
hf cov. (3), soil (2),
11 det., 12 paper, 19 furniture
0
NOR
1
tex
workshop prep.
workshop
PL
3
soil (2), clean. (1)
16 tissue pap., 60 det., 37 text.
SK
0
> TV
2
> LUB
2
Product groups / countries
Potential of interested
companies
Contacts 2006
21 det., tissue pap.,
3 det.
(EL, UK)
17 TV producers (most in GE,
some in IT, NL, TK, FL, UK
?
(FI, FR)
60 mails, 20 pers. Contacts
8 (DE, NL, GR, CH, UK etc.), 2
Andreas
Scherlofsky
ENERGON / G&L in At and EU
TEAM
Andreas Scherlofsky,
Rainer Stifter
Energon - Energie- und
Umweltmanagement GmbH.
Austria, Wien
Ernst Leitner,
Stefan Tauchhammer,
Susanne Schlaffer,
Ingrid Gaßner
G&L Werbe- & Verlags GmbH
Austria, Wien
ACTION
AT:
contact research
Contact calls
Mailing + emailing
Phone calls
Article
TV contacts EU at IFA Berlin
Sectoral acquisition
E-appliances EU-wide
Andreas
Scherlofsky
ACTA in IT
TEAM
Dagmar Diwok
et. al.
ACTA
Italy, Milano
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
FOCUS change
to retailer events
Andreas
Scherlofsky
TEAM
Stella Alexopoulou,
Maria Menounou,
Eleni Karatoliou
SPEED DEVELOPMENT
Greece, Athens
SPEED in GR and CY
ACTION
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
Σύμβουλοι Ανάπτυξης AE
ΑΒΕ Ρ ΩΦ 30 10433 ΑΘ ΗΝ Α ΤΗ Λ: 210 8214407  F AX: 210 8225755  E mail :s pee d@s pee d.gr
ΠΡΟΣ:
….
Υπόψη:
Γενικού Διευθυντή
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
Andreas
Scherlofsky
Valør & Tinge in DK, SE and NOR
TEAM
ACTION
DK: Info packages, Press work,
Contact research,
Direct mails, phone calls and meetings
Anette Petersen
Valør & Tinge A/S.
Denmark,
København
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)
New partner in SE ?
Andreas
Scherlofsky
BIO IS in FR and BE
TEAM
Véronique Monier,
Cécile des Abbayes,
Corentine Hermite
BIO Intelligence Service S.A.
France, Ivry-Sur-Seine
From BE to ES ?
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)
Andreas
Scherlofsky
ENVIROS in CZ and SK
TEAM
Monika Pribylová,
Vlasta Švejnohová,
Pavol Škamla
ENVIROS, Environment,
energy and business
consultings.r.o. Chech
Rebulik, Praha
ACTION
Market research
Contact research
Contacting key stakeholders
Contacting companies
Press work
(1 article for CB,
1 article in ASPEKTY) in June etc.
Andreas
Scherlofsky
CES in HU and PL
TEAM
Vilma Eri,
Péter Szuppinger,
Doris Halim,
Katalin Varga
CES - Center for
Environmental
Studies;
Hungary, Budapest
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
Andreas
Scherlofsky
IVAM in EU (lubricants)
TEAM
Demi Theodori
IVAM UvA BV dept. Chemical
Risks
Netherlands,
Amsterdam
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
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
Andreas
Scherlofsky
Andreas
Scherlofsky
Target group strategy
representatives
Production
(potential)
Special
media
mass
media
Schools,
NGOs
events
Production
(licence holders)
Distribution
(P.O.S. retailers)
CBs
Consumers
Andreas
Scherlofsky
Project controlling
 Documents
 Contact protocol
 Controlling sheet
Andreas
Scherlofsky
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
Andreas
Scherlofsky
What‘s up to be done ?
 In the project
 EU-wide
Andreas
Scherlofsky
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
Andreas
Scherlofsky
„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
Andreas
Scherlofsky
Need for market research
90
89
87
83
65
36
?
8
13
5
NO
EU Eco-label 2004
5
?
EU Eco-label 2005
National Eco-labels




?
?
?
?
?
?
?
?
?
CZ
SK
HU
PL
GR
?
?
each 2nd year; all Europe, all EL;
recognition & knowledge & image
In general + in special target groups
supported or free recognition?
?
ES
DE
Thanks
Brussels
12.12.2006