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									   Training of Trainers
transfer of capacity on eco-labelling to national experts
            14 - 18 September, InWEnt Bonn


                             UNEP/EC project
“Enabling developing countries to seize eco-label
                              opportunities‚




      The project is carried out with funding from the European Union and
      the Federal Ministry for Economic Cooperation and Development (Germany)
Module C



Marketing Eco-labelled Products

    Ernst Leitner & Martin Lichtl
    Learning Objectives

• Get comprehensive understanding of a
  new green way of selling products
• Get an overview on general trends and
  discussions
         Agenda Module C
09:00−9:45    Basics in Eco-marketing                                          Ernst Leitner / Martin Lichtl
                   Green marketplace
                   Ongoing trends in consumer behaviour
                   Consumer types
                   The style of eco-marketing: emotions or facts?
9:45−10:30    Key elements for successful Eco-label marketing                  Ernst Leitner
                    Set up a partner network
                    Below the line marketing
                    Cross-marketing
                    Point of Sale presence
10:30−11:00   The use of practical tools                                       Ernst Leitner
                   EU Ecolabel marketing guide
                   EU Ecolabel acquisition guide
11:00−11.15   Coffee Break
11:15−12:15   Group Exercises: Develop a consumer profile and cost-efficient   Ernst Leitner
              marketing strategies on textiles, footwear, TV and paper.
12:15−12:45   Best practice story Blue Angel, Germany                          Martin Lichtl
12:45−13:15   Best practice story “Peaceful2gether”                            Ernst Leitner
13.15−13.30   Wrap-up session                                                  Ernst Leitner / Martin Lichtl
Module C



           Part A

    Basics in Eco-Marketing
        Overall Goals

•   System Marketing
    −    Gain knowledge about the promotion of an
         eco-labelling scheme
•   Product marketing
    −    Gain know-how for marketing of eco-labelled
         products
•   Acquisition
    −    Provide techniques to targeted acquisition
    −    Assisting companies in the application process
        Why marketing?

•   Marketing know-how is necessary to sell goods
    & services successfully
•   With the appropriate strategy and the right mix
    you do not waste time and money!
    −   Up to 50% of the product price goes to marketing!
    −   This includes advertising, promotion, distrib., profit
•   With marketing you gain your customer’s trust
    (build up a customer relationship)
       Based on a strong customer loyalty
            A clear marketing-mix

•       Plan your marketing in detail, implement the
        activities at the right time and control it
           Set milestones
•       Marketing needs understandable and
        transparent objectives
        −   Only clear objectives can be verified!!!
•       Gather information as much as possible
        −   Habits of consumers
        −   Income, gender, education, age ....
    •   Identify all the benefits
        −   Environmental, Health
Instruments


    Product
    Product          Distribution
                     Distribution


              Customer


 Communication
 Communication           Pricing
                         Pricing
    Product

Firstly
• You need a marketable product or service
  which satisfies the needs of somebody,
  there must be recognizable benefits
• In terms of eco-marketing: decide to
  launch an organic product, energy-saving
  product, or a long-durable good.
    Distribution

Secondly
• You need to plan a distribution channel
  how to reach your customer, by retailers or
  direct sales (with face-to-face contacts)
• In terms of eco-marketing: delivery by rail
  or trucks (offer a climate compensation)
    Pricing

Thirdly
• You have to set a price – high level or
  discount level (mass market)
• In terms of eco-marketing: eco-products
  do normally cause higher production
  costs, for that reason the retail or shop
  price is above traditional products, find
  arguments for that (= env. benefits)
     Communication

Fourthly
• Communicate information about your products
  by advertising, PR, Sales Promotions etc.;
  find a unique selling proposition
• In terms of eco-marketing: find ways and
  messages to communicate your customers on
  the eco-friendlyness of your products,
  get your eco-labelled product sexy, find an
  environmental claim (no green-washing)
            Define a target market
•       Develop a target market and avoid divergence
        losses
        −    Regional market, mass market or market niche ...
        −    Find the appropriate consumer
    •   Marketing takes place in a dynamic
        environment. Things changes!
        −    There are enabling/disabling forces (political,
             competitive, legal, technological, sociocultural)
    •   Positive example: Eco-innovation initiative
        CIP by EU-EACI
            Funding scheme for eco-friendly products
        Local or global economy

•   Give local productions a higher preference!!!!
•   Advantages:
    −   Reduce CO2-emissions
    −   Fair distribution of income
    −   Improvement of local economies
        (LED= Local economic development)
            Brand marketing

•       Develop a unique image for your product
•       Create a professional brand awareness
•       Advantages:
        −   Helps to develop a better customer-relationship
        −   Better listing in search engines
    •   Approach green consumers with green brands
        −   Understand that green branding affects consumer
            purchasing decisions in some countries differently
            (e.g. Germany 30%, France 14%)
Brand marketing
        Green Marketplace

•   Green market is more than a niche
    −   Upcoming opportunity and challenge for our
        economies
•   Figures for Europe
    −   Turnover € 227 billion, Turnover 2.2% of GDP
    −   Create 3.4 Mio. Jobs
•   Figures for US
    −   NMI estimates 420 Billion Dollar by 2010
    −   Of that 117 Billion for pers. health, 10.5 b. for life-st.
•   Figures for AT
    −   LOHAS -segment up to 30%
        Consumer segmentation

•   An adequate communication strategy needs to
    identify target groups
•   Trends: Homing, Luxury and simplicity in
    industrialised countries  increasing preference
    of luxury combined with high quality
    −   Faith Popcorn is claiming a new pattern of
        consumption for middle class with a simple lifestyle
    −   LOHAS = Lifestyle of Health and Sustainability, a
        new trend with ‚Super‛-Consumers
        The NMI LOHAS-Model

•   US-research institute NMI developed a model
    to classify consumers, based on their attitudes
    towards health and sustainability
    −   In use since 2002
    −   Helps manufacturers to understand the green
        marketplace and to design appropriate marketing
        strategies
    −   Developed for US market, but expanded outside
                     LOHAS Segmentation
Percentage of U.S. Adults


                                                                 UNCONCERNED
CONVENTIONALS                                                    - Unconcerned about the
- Practical                                                        environment and society
- Interested in LOHAS
  behavior when they can
                                                 UNCONCERNED
  make a difference to their                         16%
  budget also                                                    LOHAS
                                 CONVENTIONALS
                                      26%                        - Active stewards of the environment
                                                                 - Dedicated to personal and
                                                         LOHAS     planetary health
                                                          17%
                                                                 - Lifestyle-oriented
                                                                 - Heaviest purchasers of green and
                                                                   socially-responsible products
                                      DRIFTERS   NATURALITES
                                        24%
                                                     17%
                                                                 NATURALITES
 DRIFTERS
                                                                 - Secondary target for many
 - Good intentions, mixed action                                   mainstream LOHAS products
 - Trendy and engaged in green                                   - Personal health is their primary
 - Price sensitive                                                 motivation
                                                                 - More likely to use LOHAS-related
                                                                   consumables (compared to
Source: NMI LOHAS Consumer Trends Database ®                       durables)
     The TGI Model

•   TGI is a global network of single-source market
    research survey from 60 countries across 6
    continents
•   The consumer types are ranking between
    engaged greens and green rejecters
TGI Segmentation
             Engaged Greens are
              passionate green
              consumers
             Green Supporters care
              about the environment,
              but won’t make big
              sacrifices
             Neutral Greens awaits
              effective benefits
             Green Cynics are
              doubtful of env. init.
             Green Rejecters are
              disengaged
   Comparison NMI-TGI models

      NMI-Model                  TGI-Model


LOHAS             17   10   Engaged Greens


Naturalites       17   20   Green Supporters


Drifters          24   40   Neutral Greens


Conventionals     26   20   Green Cynics


Unconcerned       16   10   Green Rejecters
    Some further theses

Thesis I: Eco-Adopters will act as green
 ambassadors
   - Demonstrate willingness for environm. actions
Thesis II: Women are more likely to buy eco-
 products
   - More aware of health and environm. issues
Thesis III: The lovos are on the move
   - LOVOS = Lifestyle of Voluntary Simplicity
        Trends of Consumers

•   Demographic changes have been apparent and
    influence the sales of products
    −   Singles: up to half of all households are singles
    −   50plus: this group is increasing very fast
    −   Family with kids: growing demand of env.-friendly
        products (compare Danish Baby Flower campaign):
        issues are comfort, safety standards, funct.
        Consumer behaviour

•   Homing: Consumers attach more importance on
    their home, familiarity and security
•   Luxury and simplicity: increasing preference of
    luxury combined with high quality
    −   Faith Popcorn is claiming a new pattern of
        consumption for middle class with a simple lifestyle
    −   LOHAS = Lifestyle of Health and Sustainability, a
        new trend with ‚Super‛-Consumers
        Trends of Materials

•   Is plastic out?
•   The use of natural resources became an
    upward trend!
    −    Wood: Solid wood (Example Team7), FSC, PEFC
    −    Textiles: organic cotton is a trend,
         example Lenzing (Top-ranking worldwide) with
         viscose fibres
     Green Entrepreneur

•   Is thinking of a new idea or opportunity in
    business
•   Combines personal obligation to environment
    and economic development
•   Takes into account that products will have an
    influence on next generations
•   Open-minded to social issues
•   Initiates a positive change
        Media Relations

•   Identify homogenous dialogue groups and
    initiate a vital dialogue
•   Disseminate information for …
    −   Potential licence holders: Additional value,
        criteria, application process, costs, facts & figures,
        success stories
    −   Public purchasers: Additional value, criteria, how
        to use criteria, facts & figures, success stories
    −   Consumers: Additional value for consumers
        (health, environment, etc.), success stories
    −   Licence holders: How to market the label, success
        stories, facts & figures
  Style of Eco-Marketing




rational            emotional
     Old style: Facts & figures

Environment as a serious problem:
•   Scientific proof
•   Credibility
•   Text, text, text, figures and hard facts
     Old style: Facts & figures
Success of this communication approach:
•   Effective with consumers being highly involved
    in environmental issues and products
•   Seeking vast information about new trends and
    new problems to confirm their attitudes and
    life-styles


Failure of this approach:
•   No awareness with low involved consumers
•   They turn to more attractive media
    presentations
     New style: Emotions
Works more like conventional brand
  communication:
•   Create positive emotions and fascination going
    with the environmental product or theme
•   Presenting attractive, colourful and modern
    lifestyles
•   Pictures instead of long text, fancy events and
    videos
     New style: Solutions
Success of this communication approach:
•   Focus on solutions and not so much on the
    environmental problems
•   Optimistic view: fascination of sustainability
•   New technologies which are developed e.g. in
    solar energy, new concepts for housing and
    traffic, smart and sustainable products
     Credibility Management
How to avoid ‚green washing‛
•   Positive emotions and solutions in the focus,
    but problems have to be mentioned
•   Eco-label is granting credibility
•   Third-party endorsement: alliances in
    communication with NGOs and state
    organisations which have a lot of credibility in
    the view of the public.
Module C



            Part B

   Key Elements for successful
      eco-label marketing
        Marketing Process

•   Plan your marketing as a systematic process
    −   Assessing opportunities and threats (SWOT)
    −   Determining objectives and strategies
    −   Steps of implementation
    −   Control of the entire process
•   Your plan needs to be confirmed by all relevant
    decision makers
•   Enhance your plan with a quality management
    system (QMS)
    −   QMS improves the organizational culture
    −   Meet the stakeholder’s perception at best
      SWOT ANALYSIS
                Helpful                    Harmful
           To achieve the objective   To achieve the objective
origin
Internal




               Strengths                Weaknesses
origin
External




            Opportunities                   Threats
Marketingmgmt and QMS
                                         Mission Statement

        SWOT /
  SITUATION ANALYSIS
                                                  Quality

                       MARKETING
                       OBJECTIVES
                                            Review
                          MARKETING
                          STRATEGIES



REVIEW /                 ACTION PLAN /
CONTROL                  MARKETING MIX


           IMPLEMENTATION




                                                  Source: www.euecolabel.eu
        Marketing Plan

•   Develop your plan over several years
       Set milestones
       Identify a defined market segment with targeted
        consumers
•   Allocate sufficient financial and organ. resources
•   Set up a network of partners
       Identify key stakeholders
•   Develop information tools
•   Start media relations
•   Start communication with presentations
         Phases of Development
Year 1                                   Year n                      Year n



                 Scheme Marketing

                                                  Active Marketing
  Kick off                                        with eco-label products
                 Acquisition
                 of Applicants



   Preparation   Pioneer phase:                   Penetration phase:
                 -Find first movers               - Increased number of products
                 -Start pilots / tests            - Strong product marketing
                 -Cluster strategy                  (campaigning)

                            € .....                              €€€ .....
             Example ELTAS
Number of
EU Eco-labelled accommodations

     3,000
                                                                Optimistic scenario
     2,600

     2,200
                                                                       Realistic scenario
     1,800

     1,400              Pioneer            Penetration              Sustainability

     1,000
                                     334 TAs/2009
       600
                                                                Pessimistic scenario
       200

         0
      Mid-2003                    2008                   2013                          2018
        Stakeholders

•   Are a party who have a ‚stake‛ or a claim in
    some aspects of a product
•   Stakeholders have – potential – influence in
    many areas
       Control key resources
       Strong political influence
•   They often interact in a complex product supply
    chain
       Likely/unlikely taking actions
       Likely/unlikely forming co-operations
  Types of Stakeholders
   Internal                    External
Stakeholders                 Stakeholders

               Suppliers                      Society

Employees                                     Media

                                            Government
 Manager       Company,
               Institution
                                             Creditors
 Owners
                                            Shareholders
               Customers
                                     NGO‘s, Environm.

                                                   www.wikipedia.org
         Types of Stakeholders
                                   Potential

                      High                              Low

                  Stakeholder # 1              Stakeholder # 2
          High   Strong supportive               Supportive
                     Strategy:                      Strategy:
                    Committing                       Involve
Action
                 Stakeholder # 3               Stakeholder # 4
                    Indifferent                Non-supportive
          Low
                     Strategy:                      Strategy:
                      Monitor                        Defend




                                          Source: Abe Bakhsheshy, David Eccles School of Business
        Types of Stakeholders
                                   Potential

                        High                        Low

                    Stakeholder # 1            Stakeholder # 2
                   Strong supportive             Supportive
• The main criteria to check are:
         High
                       Strategy:            Strategy:
    Does the keyst. control key
                      Committing   resources?Involve
    Is
  Action there a strong political influence?

    Does the keyst.Stakeholder # 3 take action? # 4
                       likely/unlikely       Stakeholder
                         Indifferent         Non-supportive
    Does the keyst. likely/unlikely form co-operation with us?
              Low
                          Strategy:             Strategy:
    Does the keys. likely/unlikely form coalition with others?
                           Monitor               Defend
    Is there an existing communication channel?
    …..
           Five key success factors
            For eco-label product marketing 2008
                              MEDIA RELATIONS
                              Provide articles,
                              AV-media, Advertorials
                                                             Success is…
                                                             - High brand recognition
                                                             - High availability at P.O.S.
RETAILER RELATIONS,
SYNERGYPARTNERS                                              - Sales factor
P.O.S. Promotions, Events

                                                                                 CLUSTER STRATEGY
                                                                                 - Product density




        GPP
        Focus on environmentally-friendly                  LICENCE HOLDERS
        products                                           - Best practice marketing

                                            Source: www.euecolabel.eu, EU eco-label Marketing Project for Products 2008
     Set up a partner network

•   Social Network is a structure of nodes
•   Networks extend social connections
•   Social networks often exercise strong
    influence on the attitude of persons
    or organisations
•   Enables to forward green ideas
•   Dynamic networks can be highly
    successful as long as there is a control   Source: Wikipedia
     Synergy workshops
•   Synergy workshops have proven as a very
    useful way of communication
•   Use synergy workshops to motivate key
    stakeholders
•   Use synergy workshops to improve
    acquisition techniques
•   Organise synergy work-
    shops with retailers
•   Provide an exchange of
    interests amongst licence
    holders
     Below-the-line marketing

•   Classical campaigns put millions of dollars in
    TV-commercials
•   Below-the-line marketing contacts cost a split of
    a TV or paid-ad contact
•   Focusing mainly on below-the-line must be
    established properly to be effective
•   In the long run, classical measures cannot be
    replaced by below-the-line marketing
Example ATL-BTL
           Above-the-line coverage:
           Target: 25 % of total population
   100 %
           ATL covers 50% with costs for 50%,
           25 % divergence loss (half costs)
            guaranteed coverage
   75%     Marketing mix with ads, TV-
           commercials, radio, billboards

   50%

           Below-the line coverage:
           Target : 25% of total population
   25% =   BTL covers 25% with costs for 25%
  Target    unguaranteed coverage
           Internetmarketing, mailings, direct
           communication …
     Low-budget means

•   Organise Direct Mails with highly targeted lists
    of addresses
•   Use two-way communication
•   Participate in key stakeholder seminars
•   Provide numerous customer response channels
•   Keep abreast of latest development by keeping a
    dialogue with customers
•   Invest in Surveys
•   Find co-operation partners ...
    Internet tips

There are numerous ideas how to use the internet:
• Put your URL everywhere
• Submit sites at search machines, directories
• Blogging
• Pay per click
• Establish a free on-line-newsletter
• Podcasting or newsfeeds
• Viral marketing
• Online press activities
• ......
        Win with Cross Marketing

•   Cross Marketing is a partnership of companies
    with the objective to bundle common resources
•   Check your key stakeholders and clarify possible
    co-operations
       Licence holders, retailers, NGO’s, media, ....
•   Criteria for Cross Marketing
       Win-win-situation
       Common interest
       Balanced input of resources
       Commitment based on a written contract
          Example Cross-Marketing
Promotion 2007 „Sleep healthier in your hotel“:
  • Promotion in Lifestyle magazine „Healthy living!“
    Win a weekend in Tyrol, AT, (with a free stay in the
    Hotel Bergkranz, Stubai)
  • Co-op partner Hotel-chain Landidyll
  • Co-op partner JOKA – Mattress producer
  • Co-op partner Lebensart, Lifestyle magazine
  • Co-op partner Leiner, retailer (seller of mattresses)
  • 3.000 readers sent a coupon to the magazine
           Example Cross-Marketing

 Promotion „Sleep healthy in your hotel“ 2007:
The benefits:
   • Promotion in Lifestyle magazine „Healthy living!“
• For Joka: a presentation in the newspaper, and a financial profit by selling
      Win a weekend in Tyrol (with hotel was equipped
  mattresses for the entire hotel (the a free stay in the totally with environ.
      Hotel Bergkranz, Stubai)
  friendly mattresses, one mattress is about 1,000 EURO)
   • Co-op partner Hotel-chain Landidyll
• For the hotel: new mattresses at a special discount rate (one free mattress
   • the hotel owner) plus – Mattress producer
  for Co-op partner JOKAa free presentation in the magazine
• For the hotel chain: a perfect Lifestyle magazinetheir hotels (approx 25
   • Co-op partner Lebensart, presentation that in
  hotels) guests are able to sleep in eco-friendly mattresses
   • Co-op partner Leiner, retailer (seller of mattresses)
• For the magazine: a interesting story plus a free weekend for their readers
   • 3.000 readers sent a coupon to the magazine
• For the retailer: promotion in the newspaper; they distributed the magazine
  in their outlets (in the mattresses corner)
• For the Eco-label: cheap and very efficient advertising activity
     Point-of-Sale Presence

A promising core element of Eco-label marketing is
the co-operation with retailers
    who are willing to promote the Eco-label and
    to place eco-labelled products in the shelves.
A POS-Mix should consider following aspects:
   - A long-term commitment from the retailer to eco-
      labelled goods
   - Establish green product ranges
   - Get the Eco-label visible at the market with crowners,
      displays, posters, pillars etc.
   - Provide Eco-label branded shelf-stoppers
   - Set consumer promotions with give-aways, quiz games
    Guidance system at POS

The German Verbraucher initiated a survey on how
the sales of sustainable goods can be improved.

Together with Quelle, a mail order house, and OBI,
a do-it-yourself retailer, the survey revealed:
   - Better visualization and understandable declaration of
     quality labels
   - The use of a guidance system with coloured signs
     (ceiling, floor) and shelf-stoppers
       Identify product cluster

A good basis for marketing is a cluster analysis
built on products available at POS
   - Helps to allocate personal and financial resources
     efficiently
   - Provides an overview about the POS-density of
     products
Check also the types of markets with eco-friendly
goods
   -   DIY, building chains
   -   Super markets
   -   Home & Garden, furnishing houses
   -   Textile chains, perfumery chains .....
      Cluster Model




Extend the analysis with products of other label schemes     Source: Andreas Scherlofsky, 2009

(national label, FSC, Organic labels, …..
Synergy co-ops are a win-win-situation for all and extends
the range of labelled goods at the market!
         Example POS-Cluster
Main target: Increase the available products at the POS

Campaign: OBI Austria with TV, Print …

Slogan: More than 1,000 environmentally friendly products

POS: With promotion pillars, shelf stoppers etc.
Participating schemes: Austrian Eco-label, FSC,
Blue Angel, Sustainable Weeks
Module C



           Part C

       Practical Tools
     Marketing Guide

•   Is a small booklet for licence holders
    and interested companies
•   Main purpose: make the Flower
    visible on products and in marketing
    communication
•   Target group: mainly SME’s
•   In EN, CZ, FR, GE, GR, PO, ES
•   Attached with a 2-page checklist
•   Downloadable at www.euecolabel.eu
        The M’Guide: Content

•   What are the consumers’ needs?
•   Strategy and arguments
•   How to implement the Flower
    successfully in your marketing
       Packaging and POS
       PR and advertising
       Fairs and promotions
       Office supplies
•   Effective Green Campaigning
    The M’Guide: Arguments

Find key arguments for the EU Ecolabel
• Lower environmental impact
• Strong and reliable criteria, verified by
  independent auditors
• Official certificate from the EU Member
  States & EU Commission
• Contribution to sustainable economy
• Improves quality of life (health aspect)
      The M’Guide:Implementation

•   Use the Flower logo actively
•   Adopt marketing measures at the POS
•   Inform your retailers about the award
•   Launch a press release or organise a
    conference on the occasion of the award
•   Use communication channels from the CB
•   Inform your employees about the award
•   Set a message on your office supplies like
    envelopes, stationery
•   Use promotional material from the CB or EU
    The M’Guide: Campaigning

Effective Green Campaigning with
best practice examples:
• Danish Baby Flower Week,
• Shrink-proof strategy by Lenzing
• A Sharp success
        The M’Guide: Checklist

Useful checklist to identify your potential
• Product information
       Flower logo is visible on product packaging   Y/N
       Flower is explained in your product catalogues Y/N
       Information available at the product website Y/N
•   External Media media work
       Information available in press releases      Y/N
•   On-site and Point of Sales
       EU Ecolabel door plate & certificate fixed   Y/N
       Price tags show the Flower logo              Y/N
       Staff training in retail-shops organised     Y/N
        Eco-label Ambassadors

•   Strategy which has been used during the LIFE
    Flower Week campaign 2004 by the Danish CB
•   The objective is to attract, involve key
    stakeholders to carry out promotional activities
•   Campaign ambassadors can be appointed to be
    active for the eco-label in schools, stores, at
    public events, as PR-partner etc.
•   They will mainly be recruited from
       licence holders
       environmental and/or consumer organisations,
        NGO’S ...
        Acquisition Guide

•   A handsome tool to approach companies
•   Developed within the framework of an eco-label
    project of the EU Commission 2008
       by Andreas Scherlofsky and Nick Paxevanos
•   The Acqui-Guide provides
       Know-how and strategies
       Tools and checklists
       Basic research and mgmt
       Contacting
       Argumentation-line
       ... the minimum threshold
... in three key dimensions:
  The lowest value is
  the bottleneck of                      2. Brand strength
  the total result!             .. to be raised by continuous multiplyer
                            lobbying, regular campaigns with commercials,
                                  promotion events, and by education


            optimum
            level


        minimum
        level




        1. Criteria strength                                    3. Product density
       .. to be garantueed by strong                           .. can be raised by efficient
     criteria covering a wide range of                            acquisition and retailer
               product groups                                            lobbying
            Acquisition is to get …
   .. a relevant number of Eco-label products into the shelves:
Comparing the number
of all products with that of..


  .. eco-labelled
  products..




           etc.




.. and with the
potential of                               .. we come to the conclusion:
eco-products
                                           We need to raise the number of
                                           EEL products until we achieve a
                                           relevant impact on the market.
         Example POS-Cluster
Main target: Increase the available products at the POS

Campaign: OBI Austria with TV, Print …

Slogan: More than 1,000 environmentally friendly products

POS: With promotion pillars, shelf stoppers etc.
Participating schemes: Austrian Eco-label, FSC,
Blue Angel, Sustainable Weeks
              Tailor your strategy
    Strategy and mix of your acquisition means and measures
    need to be tailored to the specific situation.

                        If …                                              Then ...
.. your CB has a strong staff and differentiated    adjust acquisition and co-operate with the CB, use
mix of measures with campaigns & promotion           the existing tools and materials, adjust with the
and clear acquisition focus and contacts ..          planned promotion
.. the CB offers mainly administrative and          focus on tracing and contacting and convincing new
technical support to potential applicants            applicants and then hand the contact over to the CB
.. your CB is small and just at the beginning of    help building up the EEL capacity and acquisition
building up the marketing..                          system
.. there is a national eco-label ..                 establish synergy with EEL: criteria harmonisation,
                                                     double awarding and double marketing
.. the knowledge and recognition of EEL with        strengthen pull factors: win media and retailers
industry is very low ..                             run your first contacting rounds but don‘t expect to
                                                     much. Next rounds will be more successful.
.. there are many licence holders ..                initiate retailer campaigns and promotion and
                                                     involve licence holders to keep them satisfied
         The way it should run …

                                                             Companies
Criteria & system       +                          +       apply for the EL
                            Acquisition                                           +
          +                                                +         +
                                                                          +
                                                                                       Relevant range
                    +            Multipliers                                           and density of
                               recommend EL                                           products at P.O.S.
                                  branch and NGO
                        +      representatives, schools,
  Multiplier                     media, authorites etc.
                                                                 +                             +
communication                                                                            +
                                                  +        +
                                        +
         +

                                                                                        Retailers
                                                                              +
                                                                                  +     promote
                                 +
                Consumer                     Consumer and Purchaser                    EL products
              communication                    prefer EL products
      Find your path
                                           Branch newsletters,
                                            events, websites,
                  Branch                        contacts
              representatives


                   Licence                    Workshops
                   holders
                                                          On-site         Follow-up
                  Hot list of        (e)mailing +         meetings         support
                  potentials          phone-call
  Basic
research

                          Key events and branch
                               magazines


                                                    start company
           Retailer strategy: green line         contacting again later
            and POS promotion, GPP
        Get the key persons



Key personnel of
potential applicants:     Key personnel of         Green demand:
• CEO/Product manager     retailers:               • Green consumers
• Quality/Environmental   • General manager or     • Green public
  manager                   product (range)          purchasers
• Marketing/Sales           manager
                                                   • Procurement
  manager/PR              • Central purchaser of     managers of eco-
                            a retailer chain         minded
                          • Marketing manager        companies
                          • POS shop managers        (EMAS, ISO
                            (listing, placement)     14000 etc.)
    A handsome protocol
 Tables in text files
 Calculation files (excel)
 Special workflow
  software
Module C



           Part D

           Exercise
    Marketing Exercise
Goals:
• Identify different types of consumers and
• Find ways to approach them with cost-
  efficient below-the-line marketing
• Four groups for following product groups
   textiles, footwear, TV, and paper
• Choose your home countries!
   Group work: 25’
   Presentations: 20’ (each group 5’ one speaker)
    Exercise − Methods
• Participants work in four groups with
  approx. eight ‚marketers‛.
• Each group chooses one product group.
   Group 1: textiles
   Group 2: footwear
   Group 3: TV
   Group 4: Paper
• Each group identifies one moderator and
  one writer (who takes the minutes)
    Exercise − Initial situation
• You are an international (or national)
  company who enters into a new market
  segment with eco-friendly products.
• Try to assign roles:
   CEO
   Product manager
   Marketing & sales leader
   Environmental manager
    Exercise − Initial situation
• Before starting the group work, define your
  products roughly:
   Textiles, e.g. baby suit (made of organic
    cotton)
   Footwear, e.g. sport sandals (long durable eco-
    leather)
   TV, e.g. LED TV (up to 50% less energy than
    traditional LCD screen)
   Tissue paper, e.g. new product line for hotels
    (paper towels …)
     Exercise − Instructions
• Don’t get lost in discussions on individual
  problems. Try to get out from the problem by
  finding assumptions. If a solution cannot be
  achieved in a short time, the moderator should
  declare a decision.
• To collect contributions from all team members,
  please use the ‚card-method‛. Each member gets
  sufficient small cards (A4/3) to formulate
  keywords. The moderator collects all of them and
  after the group discussion, the writer summarizes
  the main result for the final presentation of the
  moderator.
    Exercise −Procedure
• Part I: Identify your consumers
 A successful communication strategy needs to
 focus on the appropriate consumers. Take into
 account the segmentation models mentioned in
 the chapter ‚Basics in Eco-Marketing‛.

 Define your consumers and try to get a profile of
 the consumption pattern.
 Identify the marketplace at which consumers are
 getting contact with the products.
  Exercise − Procedure
Part II: Find out appropriate marketing
measures
Due to the present financial crisis the marketing
budget has been cut to a minimum. Try to set up
a marketing strategy based on below-the-line-
marketing measures (e.g. cross-marketing co-
operations, internet marketing, PR-activities …)
Formulate 5 top measures (please rank!) how to
sell your products best!
If possible, find an emotional claim how to reach
your consumers!
  Exercise − Presentation
After the group work each moderator presents
the results and a short analysis of the common
process as well as open (unresolved) questions.
Time for each presentation: max. 5 minutes

Clarify following issues:
- Your consumers
- Your marketplace
- Your Top 5 below-the-line-measures
- Your Claim

								
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