III. Phase 2: Projection 2001-2004 - European...

TN SOFRES Consulting _____________________________________________________________________________________________________________________________________________________________________ 67.Investigation of the Market Impact and Penetration of the European Eco-label over the years 1992-2000 and 2001-2004 (December 2001)

III. Phase 2: Projection 2001-2004


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The following table describes the conceptual frame used to assess thesuccess of the EU Eco-label:� Definition of success criteria for the EU Eco-label

� Means to improve the success of the Eco-label

� Assessment indicators of success

(see also working plan at http://europa.eu.int/ecolabel)


CCoonncceeppttuuaall ffrraammee ttoo aasssseessss tthhee ssuucccceessss ooff tthhee EEUU EEccoo--llaabbeellSUCCESS CRITERIA MEANS ASSESSMENT INDICATORS

Fina

lity

Environmentalimprovement

� LCAs/LCIs to establish the eco-label criteria� Market studies to set the eco-label thresholds� Improvement analysis

� Suitability of the PGs− Relevance (nature & magnitude of the associated environmental

impacts)− Potential (potential environmental benefits)− Steeribility (extent to which the PG can be influenced by eco-

labelling)� Use of the label in public & private procurement (use of the eco-

label as a standard)Adequacy with thedemand of themarket= Being a marketingtool formanufacturers &retailers (in order toincrease the supplyof labelled productsby manufacturers &retailers)

� A business & marketing strategy− A sector-based & geographical approach− Understanding of the power relationship between actors− Identification of catalysts1 & multiplication effects

� Presentation of the eco-label criteria as strong & clear salesargument towards the consumers (differentiation purchasingcriteria, improvement of the marketability of the product, selectednew product groups as 'try-out' product groups for retailers,necessary flexibility on fees in such product groups where turn-overis not a key business feature or benchmark)

� Number of companies awarded (manufacturers, retailers)� Impact on the image of the companies awarded� Number of shelves in stores with eco-labelled products� Range effect (assortment of labelled products, product families)� Level of environmental concern of the purchasers

Level of development� Marketing actions towards manufacturers and retailers (seminars,

collaboration with professional organisations, etc)� Number of products labelled� Number of articles labelled� Market shares of labelled products

Sponta-neousnotoriety

� Pull communication strategy, through general media (newspapers,direct mailing, attachments to specialised magazines, TV…)

� Communication towards NGOs

� % of European consumers which recognise the EU eco-label logo− as a label of environmental excellence− as the EU eco-label

Get

Mom

entu

m

Visibility(toincreasethedemandbyconsumers)

On theshelves

� Push communication strategy, by retailers in stores to influence thepurchasing process (merchandising, proximity information…)

� Leaflets� Merchandising

− Number of stores where eco-labelled products are sold− Number of promotional actions per year in the stores

Resu

lts

Growing path

� Resources� Allocation of resources between the different stages of the eco-

label life-cycle (to initiate a virtuous circle)

� Annual growth rate of the number of ACs� Ex-factory sales value of the labelled articles� Number of new PGs per year and related growth� Budget and staff

1 Retailers through their own-brand products, powerful NGOs, SMEs…


In addition to these success criteria, the self –financing may be another one for the MSs and the CBs for which developing the Flower is not only a matter for publicservice but which have commercial objectives. In that case, the self-financing may be reached through the increase of the fees revenues (increase of the number ofcompanies awarded, increase of the number of LPs per ACs…) as well as the development of other revenues (sponsoring, alliances with other stakeholders…)2.

2 The planned long-term financing will be discussed by the EUEB, the MS and the Commission, see working plan.


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The quantification of medium term realistic success goals for the EUeco-label is based on:� The historical assessment (1992-2000) of some indicators of success (see

phase I)

� Benchmarking with most dynamic competent bodies regarding the EUscheme development

� The general goal of making the EU Eco-label a successful EU brand (e.g. n°3of type I labels in 2004-05 or the goals of the Community working plan)

TN SOFRES Consulting ________________________________________________________________________

Investigation of the Market Impact and Penetration of the European Eco-label ove

PPaasstt ddeevveellooppmmeenntt aanndd mmeeddiiuumm tteerrmm ttaarrggeettASSESSMENT INDICATORS 1992 – 2001 DEVELOPMENT OCCURRED IN THE M� Annual growth rate of

the number of ACsBenchmark with the 5 very dynamic MSs� Continuous development over years

− Fr: 30 to 60%− Sv: 15 to 20%

� Development within a short period of time− Dk: 140 to 250%

− It: 140%− ESC: 170%

Benchmark with all MSs till mid-2001Nb of ACs

� 2 strong PGs Textile productsIndoor P&V

3225

� Number of strong PGs

� 2 PGs with highpotential

Soils improversTissue paper

76

� Annual growth rate ofthe number of LPs5

� Annual growth rate ofthe LPs ex-factorysales value

� Budget and staffdevoted to promotionactivities

Benchmark with the 5 very dynamic MSs� 20 to 60% of the staff� 20 to 80% of the budget

� Number of new PGs /year

Benchmark with all MSs� In average, between 1993-2001, +1.9 PGs / yr

3 weighted by the number of ACs between 1992- 2001 in each of the 3 groups of MSs4 the target of 4 existing PGs is based on the projection of the present situation, using the targ5 the number of products labelled is very dependent of the definition of the term “products” b

In 5-6 years

In 2

_____________________________________________________________________________________________ 72.r the years 1992-2000 and 2001-2004 (December 2001)

ss ooff ssoommee iinnddiiccaattoorrss ooff ssuucccceessssSS REALISTIC MEDIUM-TERM TARGETS FOR THE EU SCHEME (END 2004)

Group G1 of thevery dynamic

(70% of the ACs)

40%

Group G2 ofrelative dynamic

MSs(23% of the ACs)

20%(about 1 new AC

per year)

Group G3 oflate comers

(7% of the ACs)

5%

Average3 at the European level33%

MSs withACs

61034

At least 5 to 6 strong PGs, on which:− 4 existing PGs4

− 2 new PGs well chosen

A 'strong' PG = a minimum of 20 ACs in Europe, split betweenat least 3 MSs

35%

A little more than the annual growth rate of the ACs, due to 2effects:� the increase of the nb of ACs (+33% targeted in average)� the nb of LPs per AC (which can be expected to increase

due to the improved confidence of ACs)35%

(the same as for the number of LPs)

At least 50% of staff and budget

Indicative target for 2004: at least 1 person equivalent in allMSs

about 2 new PGs per year, i.e. 22 PGs in 2004

eted growth rates of ACs per group of MSs (G1= 40%; G2= 20%; G3= 5%)y the CBs and ACs


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Using the conceptual frame presented above, the following table:� recapitulates the quantitative medium term targets set up above completed

with qualitative ones,

� gives the projections for long term targets for the EU scheme: where shouldthe EU eco-label be in 10 years from now i.e. around twenty years after itscreation in 1992.


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REALISTIC TARGETSSUCCESS CRITERIA

MEDIUM TERM (2004) LONG TERM (10 YEARS, 2011)

Fina

lity Environmental

improvement

� 5 to 6 strong PGs (a strong PG = a minimum of 20 ACs in Europe,split between at least 3 MSs)

� Public procurement: use of the eco-label criteria in calls fortender

� Private purchasing: use of the eco-label criteria as abenchmark of environmental excellence

� 10 strong PGs (a strong PG = a minimum of 20 ACs inEurope, split between at least 6 MSs)

� Industry: impose new environmental standards andencourage environmental innovation

Adequacy with thedemand of themarket= Being a marketingtool formanufacturers &retailers (in order toincrease the supplyof labelled productsby manufacturers &retailers)

� All relevant manufacturers and retailers should be aware of theeco-label

� Big retailers have to be won to enable a quick penetration� More complete PG families (DIY, electric and electronic

appliances, clothes, home decoration, stationary material…)

� Eco-label as a 'standard' for the products marketed� Eco-label as a fashion of benchmarking 'sustainable

consumption'

Level ofdevelopment

� Labelled products (LPs): + 35% per year, at least for some keyMSs6

� Market share of LPs: at least 1% for 3 or 4 PGs in each MS

� To move towards the full theoretical potential formarket penetration of the eco-label (between 1%and 30% depending on the PGs and the criteriaselectivity)

Get

Mom

entu

m

Visibility(toincreasethedemandbyconsumers)

Sponta-neousnotoriety

� Progressive increase of consumers awareness (enough PGstoday to largely inform consumers)

� At least 50% of consumers recognise the logo as alabel of environmental excellence

� 40% of consumers consider the EU eco-label inpurchasing behaviour

6 a few sudden and some more gradual spill over effects from certain key countries to others may be expected depending on product groups in question and if such effects are

observed and actively promoted by EUEB stakeholders


On theshelves

� To refine and distribute the kit to assist retailers in theircommunication in stores

� Retailers autonomously act in their communication instores on promoting the EC label

Resu

lts

Growing path

� Awarded companies (ACs): + 33% per year, at least for somekey MSs2 (e.g. 40% in the very dynamic MSs, 20% in the relativedynamic MSs and 5% in the others)

� Ex-factory sales value of the LPs: + 35% per year� Nb of new PGs per year: at least 22 by 2004 (2 new ones per

year)� Budget and staff devoted to promotion: at least 50% in all MSs

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The purpose of the scenario analysis is to assess which level of resources and their allocation isnecessary to reach the realistic targets. Three scenarii, A-B-C, differing on the level of resources andtheir allocation, have been discussed with 4 competent bodies.

LEVEL OF RESOURCES ALLOCATION OF RESOURCESScenario ACurrent level of resources

A.1Current resources allocation

A.2Higher part of resources

dedicated to marketing activitiesScenario BDoubling EC resources

B.1Doubling the staff

B.2Doubling the budget

Scenario CDoubling all resources (EC+MSs)

C.1Current resources allocation

C.2Higher part of resources

dedicated to marketing activities

� None of these 3 scenarii is appropriate to reach the realistic targets set up till 2004:


• Scenario A: maintaining all the resources at their current level but dedicating a higher part to promotionactivities would have a good impact in the most dynamic countries but not in the late comers.

• Scenario B: doubling the EC resources would allow to develop e.g. some marketing activities but will notovercome all the bottlenecks existing at the CBs level.

• Scenario C: doubling all the resources is not only unrealistic as said by several CBs (particularly in the mostdynamic countries where resources level is already significant) but probably not necessarily to achieve therealistic targets set up7.

7 Note that the last sentence should not be misinterpreted: a doubling of all resources e.g. scenario C would definitely push the scheme in all MSs. It would help to achieve even

more in terms of market penetration than the realistic targets only.


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� At that stage, two general principles can be identified to reach the realistic targets:• A better allocation of the resources to develop promotion and marketing activities: at least 50% devoted

to these activities in all MSs, with staff having the required skills.• A level of resources which can stay close to the current one in some MSs, but with a significant increase in

the MSs with today less than 1 m/yr (in order to allow sufficient promotion to be carried out, to catch up in'professional business appearance' and, for the CBs which are concerned, to strive for the long-term aim ofself financing8).

� These principles have to be adapted to the specific situation in each MS, taking into account:• The existing level of resources.

Several CBs have already a significant level of staff resources, which is not necessary to increase in order toimprove the EU scheme development.On the contrary, some of them have almost no resource allocated to the EU scheme.

• The promotion activities already performed.In the case of MSs where a national label exists, the EU eco-label often benefits from the promotionactivities performed for the national scheme. In few cases, the notoriety of eco-labels is such that thedevelopment of the offer (new PGs) constitutes the priority.

• The consumer awareness and EU eco-label notoriety.Promotion and marketing activities are all the more necessary since the consumer awareness and the EUeco-label notoriety is low in the country.

• The CB status.The development of marketing activities requires some specific skills in the field of products promotion andselling. They are likely to be more easily found in private companies (certification agencies) or dedicated

8 Note that today hardly any public label is close to self-financing (no international brand with a comparable scope to the one of the Flower).


organisations (eco-labelling structure) than in public organisation (ministries). In the case of the CBs as partof a ministry, the most appropriate means will be to sub-contract the marketing actions to a specialisedcompany (thus to increase the budget rather than the staff).


� The priority regarding resources has thus to be defined according to the MS profile as follows.

PRIORITY REGARDING RESOURCES (SCENARIO D)STAFF BUDGET

MS PROFILIncrease of the

total level

Increase of thepart devotedto promotion

activities

Increase oftotal level

Increase of thepart devotedto promotion

activities

OTHERPRIORITY(DEVELO-PMENT OF

PGS)

Relatively importantresources with a highconsumer awareness andpromotion activities alreadywell developed (ex: Dk)

�

Relatively importantresources with a lowconsumer awareness and alow EU scheme notoriety(ex: Fr, It)

�

(for some CBs)�

�

(for some CBs)�

Medium level of resources � � � �

Low level of resources � �

CBs with no specific skills inproducts promotion/selling(ministries …)

� �


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� Apart from the resources, several marketing issues still need to be addressed by the EUEB members inthe near future. There are linked to the characteristics of the ‘Eco-label’ product and of its market.The market of the ‘Eco-label’ product that the EUEB has to ‘sell’ is characterised by:• a level of both the offer (of eco-labelled products) and the demand still low today,• a demand at three levels:

− the demand of the Eco-label logo by producers,− the demand of the Eco-label logo and of eco-labelled products by retailers9,− the demand of eco-labelled products by consumers / professional purchasers.

Thus the development of both the offer and the demand involves the three types of actors:producers, retailers and consumers. The marketing strategy has to be demand-oriented, with its threelevels.Considering the limited resources of the EUEB, its marketing actions have to be cost-limited butsufficiently well defined to create several multiplying effects through the pressures that each typeof actors can bring on the two others10 (see figure on next page).In the countries where the large retail sector is well developed, the aim is also to transfer a part of thepromotion / communication actions to retailers. This idea is to have them include the EU scheme in

9 as distributors, they may be interested in eco-labelled products and as producers of private label products, they may be interested in the

Eco-label logo10 the type of pressures that the actors can bring on the others will depend on the specificities of each country: power level of the retailer

sector, power level of NGOs, level of environmental awareness, structure of the market (large companies and SMEs)…

12


their local communication in stores, where the impact on the consumer at the moment of hispurchasing act is known to be strong.

� Considering the producers and retailers side of the demand, these two types of stakeholders havetheir own marketing strategies. One of the most important lever for the EU Eco-label development willbe to use the marketing strategies of these key actors. The aim is to assist them in integrating the EUEco-label as one of 'their' elements giving them ownership of a European idea and a new brand. In aprevious study we have already highlighted the general will of some retailers to develop their privatelabels and their market shares. This is supported through communication efforts on criteriadifferentiating the own brands from national brands and upgrading the image of own brands. Wehave also underlined the need for putting together a professional 'package'. It is important

EUEB Retailers

ConsumersProfessional

1

1

Producers

1 2


understanding the Flower logo as a possible price differentiation criterion. The final introduction of theEuro this year takes place against a background of tough price competition among retailers11.

11 see TN SOFRES Consulting report 'Development of a strategy for the promotion of the European Ecolabel award scheme', December 1998 at

http://europa.eu.int/ecolabel, background material, second marketing study on F, E and the UK, p.54 where we already mentioned this usingan example in € and FF.


The marketing strategies of companies integrate the following new elements characterising the endof the 90th and mostly the beginning of the new millennium:• the increasing importance of environmental considerations through consumers,• the development of markets, initiatives and concerns (from companies and consumers):

− bio-products,− fair trade,− sustainable development,− companies rating on the basis of ethical and environmental consideration,− integrated products policy.

With limited resources, the EU scheme has to take advantage of these dynamics and tie in withthem.

� In that context, several cost-limited marketing actions could be implemented by the EUEB, for whichsignificant results can be expected.The following four sections list some of them, each section corresponding to one main objective:• being attractive to producers and retailers (demand side),• increasing the visibility of the Eco-label (demand side),• benefiting from other initiatives (demand side),• optimising the use and the impact of the resources dedicated to the eco-labels (offer side).

Because the product groups selection is essential to attract producers and retailers, this issue isaddressed in the first section hereafter.


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� As for the product groups selection, the working plan recently adopted by the EUEB has alreadybegan to elaborate a methodology. It consists in a multi-criteria methodology with three categoriesof questions to answer to help for the selection:• environmental questions,• market related questions,• other related issues (health and safety issues, existing PG in national schemes…).We would like to insist on the importance of the market related questions. As shown above, theyhave to deal with the three levels of demand:• producers,• retailers,• consumers.

� First of all, the interest of consumers.It is interesting to indicate the example of the German national eco-label, Blue Angel. In 1998, tocelebrate its 20 years of experience, the German eco-labelling scheme realised a survey near its 286applicants. In particular they were asked for the various reasons for using the environmental label.The results, by rank of importance, were as follows12:• Fulfil customer expectations and improve product’s market chances (equal),

12 “20 Years of experience of the German Environmental Labeling Scheme: Blue Angel”, Federal Environmental Agency.

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______________________________________________________________________________________________________________________________________________________________ 87.pact and Penetration of the European Eco-label over the years 1992-2000 and 2001-2004 (December 2001)

rate image, environment,

tive advantages,equirements,petition.

duct groups with the consumers’ expectation in mind is thus essential to interesttailers. Furthermore, at that stage where the EU scheme still suffers from an of visibility near consumers, what is at stake is how to hold the attention of the

ield, it is well known that the perception that consumers have of a product is veryt only (or not necessarily) linked to the actual specificities of the product itself.bel, it means that the product groups where the consumers expect to find eco-ecessarily the less environmental friendly ones proven on a scientific basis.ortant to accept that some PGs might be chosen by the EUEB more to attract solve a severe environmental problem.roduct for consumers?’ is an issue which has not been addressed yet. A surveyU countries will be able to bring useful information about it.

den of a given PG

icallyHigh

(scientifically

Lowperception by

Highperception by

PGs to hold theconsumers’ attention PGs to

improve theenvironment


� The selection of new product groups has also to take into account the two following considerations:• the range effect: retailers will communicate in stores only if the eco-labelled products can create

a sufficient range effect, i.e. if there are enough product groups in the assortment of labelledproducts thorough the store13.

• retailers’ own brand products: the choice of product groups where the market share of privatelabel products is significant will meet with the interest of retailers as producers.

As far as the range effect is concerned, the following table presents the main PGs families in stores,first for general goods then for do-it-yourself products. A PGs family may be assimilated to an aisle (ora part of an aisle) in a store.Several PGs are indicated for each PG family, corresponding to different shelves (or parts of shelves)in an aisles.From the retailer’s point of view, the range effect which has to be achieved to justify acommunication in store is at the aisle level. This table could then be used by the EUEB to integratethat criterion in the prioritisation procedure.When applying this table to the existing and on going PGs, one can deduce that a range effectbegins to appear, but only in four aisles:• kitchen appliances,• house care products,• paper products,• clothing.

13 A sufficient space occupied by eco-labelled products in shelves is also necessary to allow consumers to easily identify them(shelf-space

presence effect).


The new PGs will have to be selected in the future in order to create range effect in other PGsfamilies14.

14 The new possible PGs mentioned in the working plan contribute to increase the range effect of the kitchen appliances aisles and to create a

range effect in the building materials family.

Highconsumers’expectation

Improvementof therange effect

Significantmarket share of

retailers’ ownbrand products

Priorityproductgroups

A survey about:What isan eco-product

for consumers?

House care productsLaundry careToiletriesKitchen appliancesKitchen accessoriesTextile productsEntertainmentBuilding materialsElectrical fittingsLightingFixingsGardening... NB: the product families where a range effect already exists are in bold

TN SOFRES Consulting _____________________________________________________________________________________________ 90.Investigation of the Market Impact and Penetration of the European Eco-label over the years 1992-2000 and2001-2004 (December 2001)

� Main general goods (except food goods) by aisles / shelves in storesNB: Existing Product group in bold characters/ *On-going or possible PG

Aisles Product Groups Existing PG On goingPG Possible PG

Textile ProductsClothing Gloves*, bags, purses Gloves

Socks Textile productsTights Textile productscloths Textile products

Footwear Footwear FootwearBoot and shoe products

Home Table cloths Textile productsNapkins Textile productsSheets Textile products

Entertainment & electronic devicesLeisure Books*, newspaper* Printed paper

productsToys* Toys

CD- Audio - Blank Mini Discs and DiskettesVideo Blank Video Tape

Cameras and FilmCDs -DVDVideos

Appliances Video recordersDVD playersTelevisions TVsCamcorders & camerasHi-Fi systems & separatesSmall audio productsGaming & music keyboards

Computers PCs, laptops & organisers Personal &portablecomputers

PC peripheralsPC accessories (ink, paper*) printing paper

Phones Phones & faxesMobile Phones

Furniture Bedrooms mattresses furnitureKitchen* furnitureLiving room* furnitureOffice* furniture

Stationery School & office stationeries Copying paper Printing paper,converted paperproducts

House care Air fresheners / purifiersProducts Binliners and refuse sacks* Rubbish / plastic

bagsCarpet cleaners, stain removersDishwasher Products Detergents for

dishwashersDisinfectantsHousehold GlovesHousehold MatsInsect Killers



Kitchenproducts(contd)

Kitchen and Bathroom Cleaners All purposecleaners andcleaners forsanitary facilities

Washing Liquid-powder-tablets Hand dishwashingdetergents

Washing Up EquipmentWindow Cleaner All purpose

cleaners andcleaners forsanitary facilities

Kitchenaccessories

Cookware

Crockery and TablewareLunchboxes and Picnic AccessoriesMatches, Firelighters and BBQEquipmentOven Dishes and RoastersWater FiltersKitchen Storage

Laundry care BleachCleaning cloths, spongers, dusters,wipeCleaning EquipmentWash Day Laundry Aids Laundry

detergentsToiletriesBody care Face and Body Creams / Lotions

Cleansers, Toners and Make UpRemoversCotton Wool (Cosmetic)

Hair care 2 In 1 Shampoos and ConditionersHair AccessoriesHair Brushes and MirrorsHair Colorants and LotionsHair ConditionersHair ShampoosHair Styling Mousses, Gels, Wax andSerum

Hygiene Denture CareProducts Deodorant

Liquid SoapMouth Wash/Rinses/SpraysSoapToothbrushesToothpaste and Polishes

Make-up Lipstick, Lipliner and Lip BrushesMake-up and Make-Up AccessoriesNail Care and Nail Polish



Toiletries (continued)Paper-products

Panty Liners

Sanitary Towels and SanitaryProductsTamponsToilet Tissue Tissue paper

products

Tissues Tissue paperproducts

Kitchen towels Tissue paperproducts

Eau deToilette

Body Sprays and Eau De Toilette

Shaveproducts

Men's Aftershave and Fragrances

Razor Blades and CartridgesRazors


� Main « Do it Yourself » products by aisles / shelves in stores

Aisles Products Groups Existing PG On going PG Possible PGBathroom Bath Mats

Bathroom StorageBathroom TapsCurtains & ScreensShower AccessoriesShowersToilet AccessoriesTowel Radiators

Building CladdingMaterials Covering& DeckingComponents Door Furniture

Doors* Buildingcomponents

InsulationLaddersMouldingsRoofing AccessoriesTimberTrailersWindows* Building

componentsElectrical Back BoxesFittings Batteries

Cables and AccessoriesChimes & DoorbellsComputer & NetworkingAccessoriesExtensionsFuse Boxes & AccessoriesPlugs & AdaptorsSocketsSwitches & DimmersTV Accessories

Lighting Ceiling & Wall LightsLight Bulbs Light bulbsCeiling ShadesLampsLight FittingsOutdoor LightingSpotlights

Fixings Adhesives & SealantsHingesHooks & EyesNailsNuts & BoltsOther FixingsPicture FixingsScrewsTapes


Aisles Products Groups Existing PG On going PG Possible PGFlooring Floor Protection& Tiles Flooring Tools & Other

Radiator CoversCarpetsLaminate Flooring Hard floor

coveringsWooden Flooring Hard floor

coveringsCeramic Floor & wall TilesGrouts & AdhesivesOther Floor TilesTile Trims & Bath SealsTiling Accessories

Gardening Autumn Tidy Up& Leisure Barbecues

BulbsGarden BuildingsGarden FurnitureGarden Hand ToolsGarden OrnamentsGarden Power ToolsGarden TimbercareGeneral Plant CareGeneral Plant FeedGrass & Lawn CareLawnmowersOutdoor Lighting & HeatingPest ControlPotsPressure WashersRose & Flower CareSeedsSoil Conditioners Soil improversWeedkillers

Hand Tools Building ToolsChiselsDoweling ToolsElectricians ToolsFilesHammersKnives & CuttersLevelsMeasuresPliersRivetsSafety & AccessoriesSawsScrewdriversStaplingStorageTool KitsWire BrushesWood Work ToolsWrenches


Aisles Products Groups Existing PG On going PG Possible PGHeating & Central HeatingCooling Cooling* Air conditioning

Fire AccessoriesFiresHeaters

Home & Clothes DriersMirrors

Storage Picture Frames & PinboardsShelving Storage

Home AlarmsSecurity CCTV (camera & TV)

Child SafetyDoor SecurityFire SafetyHome AutomationWindow Security

Kitchenappliances

Cookers & microwaves* Small Householdelectricalequipment

Laundry & ironing* Small Householdelectricalequipment

Small kitchen products* Small Householdelectricalequipment

Vacuum cleaners* Vacuumcleaners

Cooling & Heating* Air conditioningDishwashers DishwashersFreezersFridge Freezers RefrigeratorsFridges RefrigeratorsWashing Machines Washing

MachinesPainting & Fillers & plastersDecorating Dust Sheets

Other Painting & DecoratingToolsPaint BrushesPaint PadsRollers & AccessoriesSpecial Paint Effect ToolsStripping ToolsThinners & CleanersPaints Indoor Paints

and varnishesVarnishes, furniture care Indoor Paints

and varnishesPlumbing Central Heating & Hot Water

CylindersRadiatorsCopper Pipes & AccessoriesGas FittingsPipe FittingsToilet FittingsWater Tanks


Aisles Products Groups Existing PG On going PG Possible PGPower Air ToolsTools Batteries

Bench ToolsCircular SawsCorded & cordless DrillsDrill AccessoriesJigsawsPlanersPower Tool CaseRoutersSafety & AccessoriesSandersScrewdriversWorkbenches

Wallpapers Accessories (Paste & Adhesives)Stickers and BordersWallpapers

Car Tyres* Tyresproducts Care car

AccessoriesExisting Product group / *On-going or possible PG


� Another issue to be attractive to producers and retailers concern the offer that the EUEB can maketo them, which has to integrate:• attractive arguments aiming at convincing them that the EUEB adopts a professional approach,

not only scientifically based but also (and mostly) market-oriented, in particular in the productgroups selection procedure (which has to meet companies’ marketing strategies - see above);

• the assurance that the fees will be well used. For instance, the creation of a fund for marketingpurposes to which a part of their fees would be allocated would certainly contribute to that;

• the provision of useful information such as consumers’ perception (producers and retailers will bevery sensitive to the supply of this kind of information);

• the provision of materials to assist them in their communication (internally and in stores) and staffawareness: leaflets, articles to be integrated in their own materials, training sessions of purchasersand sellers…;

• information regarding the communication and promotion action plan set up by the EUEB, at theEuropean level as well as at the national level.


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� Organisation of or participation to large events, such as:• professional fairs (e.g. PLMA15 annual fair),• fairs opened to consumers (fairs on environmental issues…),• thematic events in stores on a short period (imitating the ‘white textile month’, wine fairs…). For

instance, the feasibility of an event such as ‘the week of the eco-products’ could be considered.

� Public relations with press (specialised and non specialised) and media. By keeping in touch withjournalists and providing them with articles and other materials (state of development of the Eco-label, success stories of the EU scheme as well as national eco-labels, places where the eco-labelledproducts can be bought…), this means could be impactful without having to spend large amountsof money for European or national communication campaigns.

15 Private Label Manufacturers Association: the European association gathering the producers of retailers’ own brands products

EUEB

Producers

Retailers

Publicrelations(media,press)

Largeevents

ConsumersProfessional


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� To reference the Eco-label in all relevant Internet sites (green purchasing, sustainabledevelopment…).

� To develop public and private procurement.

� To set up bridges with the other tools of the IPP (mutual recognition, explicit reference of the Eco-label in the other tools, facilitated attribution of the eco-label if the company is engaged in anotherIPP procedure and vice-versa, much stronger links to EMAS/ISO 14001 and other labels…).

� To inform rating companies and investment fund already integrating ethical and environmentalcriteria about the Eco-label.

TN SOFRES Consulting ____________________________________________________________________________________________________________________________________________________________________100.Investigation of the Market Impact and Penetration of the European Eco-label over the years 1992-2000 and 2001-2004 (December 2001)

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� To finally clarify the complementary role of each EUEB stakeholder.The phase II interviews have highlighted our impression that the role of the Commission and whatshould be its main priorities in the new scheme are still not clear to some CBs. Some CBs expect theCOM to be an overall leader in the development of the scheme and its priority should be to increasethe notoriety of label logo (promotion and marketing). On the other hand, some other CBs insisted onthe priority for the COM to develop the number of product groups whereas marketing activitiesshould be carried out mainly or entirely at the national level. The Commission argues that thecomplementary roles of the EUEB and the Commission acting as its secretariat are now graduallybetter understood after the establishment of the EUEB in late 2000. The six-month presidency and themanagement groups should further improve the good team-spirit within the new EUEB that has forinstance also contributed to the revision and establishment of more product groups and moremarketing efforts since 1999.

� To encourage co-operation with national eco-labels: promotion materials, contact with stakeholders.

� To share experiences and resources between CBs, e.g. CBs geographically close, with similarities intheir market (producers, retailers…).

� To facilitate the criteria setting procedure, in order to reduce the resources dedicated to that taskand its duration, e.g.: addressing horizontal issues common to many PGs, share of data with otherlabels about PG environmental impacts….

� To mobilise external budgets, such as LIFE projects.


� To develop harmonised tools and databases necessary to monitor the scheme:• the achievements and market share of labelled products as well as the resources dedicated to the

EU scheme,• the places where the eco-labelled products are sold (stores, Internet),• the evolution of the consumers’ perception about eco-products,• the evolution of the notoriety of the Eco-label towards different targets (producers, retailers,

consumers, private and public purchasers, media),• the evolution of the merchandising of eco-labelled products in stores.

III. Phase 2: Projection 2001-2004 - European...

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