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Development of a Strategy for the Promotion of the European Eco-Label Scheme in Greece

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Development of a Strategy for the Promotion of the European Eco-Label Scheme in Greece DEVELOPMENT OF A STRATEGY FOR THE PROMOTION OF THE EUROPEAN ECO-LABEL SCHEME IN GREECE FINAL REPORT CONDUCTED BY Public Relations January - December 2000 CONTENTS I. Executive summary - General Conclusions 4 II. Background and Objective 6 1. Analysis of the Hellenic environment 6 2. Product categories selected 7 3. Companies selected by product category 7 III. Progress Report - Actions Implemented per target group 8 A. Manufactures - Potential Candidates 1. Textiles (έκθεση interim report meetings) 8 2. Footwear 10 3. Bed mattresses 11 4. Paints and varnishes 12 B. Consumers 1. Posters in city buses 13 2. Posters in Underground Stations 14 3. Leaflets 14 4. Poster 14 5. Publicity 15 C. Media 1. Trade Magazines 1.1 Textiles 16 1.2 Footwear 16 1.3 Paint and Varnishes 16 1.4 Tourism 17 1.5 Environment 17 2. Consumers Media - Press Cuttings 18 2.1 Media Audit 18 2.2 Publicity evaluation 20 D. Olympic Games 2004 Present situation - Factors with important role 21 Recommendations - How to influence interaction and synergies 25 E. Tourism Sector The promotion of the European Eco-label through Tourism Sector, especially through the hotels 26 Present situation 27 Main findings 28 Opportunities to be capitalized 29 IV. Forward Action plan - Recommendations 30 ../.. Synergia Public Relations 2 … CONTENTS Appendix I Research Results 33 Appendix II Companies selected by category 35 Appendix IV 36 List of Media and Journalists contacted Synergia Public Relations 3 Ι. Executive summary - General Conclusions The project was initiated with the purpose • To overview the Hellenic market situation referring to manufacturers' attitudes towards the European Eco-label. In particular, to examine the possibility of specific product categories (textiles, footwear, bed mattresses, paints and varnishes) to award the European Eco-label and thus, products and the eco-label to grow in the national and international market. • To examine and develop a strategy for the promotion of the European Eco-label in Greece so that potential candidates would be informed and stimulated accordingly. In addition to the above, the study was to look more closely • At the promotion of the European Eco-label in the Tourist Sector, focusing on hotels • To identify the opportunity of promoting the European Eco-label through the Olympic Games Athens 2004. Synergia PR established direct contacts with more than 150 manufacturers, opinion leaders and other multipliers from the product categories, in order to define the awareness of the European Eco-label scheme and the possible interest for application. The systematic evaluation of the information gathered from the market survey, which was conducted, led to a strategy which was developed to contact targeted public opinion leaders, media representatives and NGO's representatives in order to increase awareness on the European Eco-label and its advantages - benefits to the consumers. The Tourist Sector, especially the hotels can act as multipliers for the European Eco-label Scheme. Hotel owners and leading professional organizations noted that no statutory frame or legislation exists to regulate environmental behavior but the private sector is eager to fill in the gaps. It should be noted, that the national Competent Body could have played a certain role in liaising with the various tourist organisations. As a matter of fact, today, the relations amongst them are weak and the lack of co-operation inhibits the further process of European Eco-labelling penetration. The Olympic Games Athens 2004 offers an opportunity for the promotion of products awarded the European Eco-label mainly based on the Environmental Strategic Policy, which has been developed and put to action. Barriers may arise from the sponsorship's contracts but still, environmental criteria have been included in the final evaluation. Synergia Public Relations 4 From the companies interviewed scepticism was prevalent as to what direct benefit the Eco-label would have on their market strategies mainly because of low awareness. On the contrary, the exporting companies had examined different national schemes valid in the markets to which they export, expecting a direct effect in the increase of their sales. Additionally, they felt a deep satisfaction for the support and information they had from relevant national bodies. The trade media received the European Eco-label information and news with enthusiasm. Their interest was obvious with the articles released during the period of the study. The consumer's media responded positively only when focusing on manufacturer's news but not when receiving environmental issues. The NGO's and the environmental organizations would like to support the European Eco-label scheme but practically their capability to inform and influence is limited mainly because they lack access to the communication tools. As the Hellenic market is controlled by the manufacturers and their sales outlets (wholesalers, direct local representatives, franchisers) pressure on them to adopt the European Eco-label can only come from the general public through its opinion formers. The criteria to obtain the European Eco-label by category play an important role in manufacturers' final decision and although considered inflexible and strict, textiles and footwear are the most promising. A barrier seems to arise also because of the consumer's confusion and belief that no credible evaluation method exists on Eco-labelling (in general). In the present project the cooperation with public and private organisations was encouraged with beneficial results to the European Eco-label communication and proved the will exists to be linked with the scheme. Synergia Public Relations 5 II. Background and Objectives 1. Analysis of the Hellenic environment The objective of the whole under taking was to develop a strategy to make known the existence of the European Eco-label to the general public and assist companies to obtain the European Eco - label award in the Greek market. Synergia PR consultants consider that the promotion of the European Eco- label scheme to Greek producers – manufacturers, importers – distributors, is an important task with great impact for the company itself, the consumer, the country and Europe. European Eco label awarded to products of companies listing to Athens Stock Exchange Market is an excellent asset. New markets are opening for Greece to the Balkan area (through the investment of 16 million Euro, the country makes up to the end of 2000) and to the Southern countries as well. These huge markets need to be explored mainly by the competitively differentiated products. The meaning of “ecological” product, which is friendly to the environment with less trace that pollute, is necessary to be explained and communicated because great confusion exists. Task force publics need to be stimulated in order to play different roles and at the end achieving the sole aim: increase attraction , participation and acceptance for the European Eco-label scheme and minimizing to the lowest possible level relevant costs of obtaining the label. No national scheme exists, meaning lack of education of consumers and of producers. The manufacturers – producers in the most cases act as distributor and as retailer as well. This means that decision influence to the producer, in most cases comes from the end user – the consumer as shown in figure 1. GOs ASAOS MOTIVES NGOs MEDIA CHAMBERS PRODUCER CONSUMER COMMUNICATION OF TOOLS COMMERCE CONSUMERS + MOTIVES ENVIRONMENT ASSOCIATIONS Synergia Public Relations 6 2. Product categories selected According to the aims of the project the following product categories have been selected for promotion: TEXTILES FOOTWEAR BED MATTRESSES PAINTS & VARNISHES In addition to the target of manufacturers, the above categories would also apply in the study for the promotion of European Eco-label through hotels. 3. Companies selected by product category The European Eco – label scheme was presented to 20 companies representing four product categories (textiles, footwear, bed mattresses, paints and varnishes). Synergia Public Relations 7 III. Progress Report - Actions Implemented per product category and targets A. Manufactures Participation in exhibitions, presentation in exhibition catalogue, advertisement, distribution of information material, presentations and interviews with top executives of potential candidates were the main activities for the promotion of the European Eco-label on that sector. 1 Textiles GENERAL: A shrinking sector but still strong in exports. It used to be a traditional manufacture sector but the latest years efforts are taken to modernize and develop technologically all the productive chain from raw material to end product. All large manufacturers make a high investment for the research and development of new products. The term «new» in the industry characterizes mostly the qualitative changes viewing mainly the Eco concept. The business opportunity has been realized by the sector because the Game and Haute Game ranges (varieties) markets are already saturated. This means that although not many large manufacturers exist the opportunity for European Eco – labeled scheme products is visible and high. THE STUDY: Awareness and knowledge concerning European Eco-label scheme criteria and benefits was found to be very limited throughout the whole field. Companies with complete environmental policy, which had implemented ISO 14000 and other environmental schemes had received no information what so ever. Among the above, specially those who
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