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
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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 had recently completed successfully the floating process in the stock market and those who have major exporting activity, are promising candidates. The same applies to those with yarn divisions.
Textile manufacturers conducted had a conservative attitude towards European Eco-label, as due to fashion their product range changes constantly. They consider the criteria are not flexible, the scheme is rather expensive and the European Eco-label procedures slow. Still, leather outfit manufacturers (met at the exhibition) refer to production stages and processes before their own line, as happens in product category footwear.
Synergia Public Relations 8 Synergies in cooperation and coordination with stakeholders where achieved when European Eco-label was presented to companies producing yarn, polo shirt, dyed and bleached textile products. Business-to-business communication links were welcomed and developed.
In trade exhibitions the European Eco-label was exposed to 225 Manufacturers of women's clothes and leather outfit, covering geographically all industrial zones of Greece as well as 20.000 visitors, merchants and traders from all over the country. Feedback on the above tool showed that a significant number of textile manufacturers had a positive attitude and lots of information about Eco-TEX Label. They consider its criteria flexible and possible to be achieved and the cost logical. After the info given, two of them planned to subscribe in 2001. They agree to examine and also include in the same business plan application and tests for European Eco-label.
Manufacturers with fabric divisions show great interest on European Eco-label scheme. Following our contacts we were informed that the criteria have been submitted to the chemical engineers of the company and the decision is estimated by March 2001. Meanwhile, companies' representatives intended to contact with ASAOS.
The importers from other European countries do not consider themselves as strong retailers and feel weak to push or demand such an award from the manufacturer. They consider the concept very interesting but have no will to proceed.
During our study we contacted the new division for textiles of ELKEDE Technology and Design Center SA, which is already a multiplier and operates an accredited leather division. The textile division acts as consultant to textile manufacturers. It shows specific interest for three textile manufacturers to whom they had presented the European Eco-label with material supplied by Synergia PR. Among those only one could meet the criteria (a bed-linen manufacturer), who eventually decided to proceed the national scheme of the main exporting country.
Synergia Public Relations 9 2. Footwear
GENERAL: 8-10 significant manufacturers produce 10 million pairs / year of good quality leather shoes. 20% of it is exported. Still, 25 million pairs / year are imported among which only 25% is leather shoes.
THE STUDY: In trade exhibitions the European Eco-label was exposed to 235 shoe manufacturers who proved to have adequate interest and were very concerned on costs, although they manufacture high quality and expensive products. The skepticism comes from the short life cycle of their products due to fashion.
The Boxer, standard classic model for men of Fidas manufacturer is a very Promising candidate with strong will by the top management. The product is completely hand made and no glue is used at any production stage.
Limited number of other manufacturers in the field are interested in European Eco-label scheme and they examine the competence of production lines previous to their own.
Synergia Public Relations 10 3. Bed mattresses
GENERAL: An increasing market with portion of imported materials. The manufacturing sector covers a need of appr. 9,2 million pieces used simultaneously. Significant number of stakeholders have followed the ad hoc working group meetings organized in Athens, for the preparation of the criteria proposal for this certain product group. We consider it as being the most well informed sector about the European Eco – Label scheme.
THE STUDY: 25 bed mattresses' manufacturers were conducted through survey, exhibitions and interviews with executives.
Bed Mattresses is an expanding market with manufacturers viewing exports as a leading marketing opportunity and Olympic Games Athens 2004 as a motive. The sector is quite informed about European Eco-label and gathers high potentiality, especially among the few big manufacturers. The significant portion of imported materials in many cases is a barrier as many of those come from countries where labeling is difficult.
Potentiality of candidates at a first glance seems adequate but Olympic Games Athens 2004 Environmental Policy influences positively their attitude towards European Eco-labeling and increases the number of candidates in short term.
Medium size manufacturers found the concept interesting but other priorities keep the management's attention on 2001.
Synergia Public Relations 11 4. Paints and varnishes
GENERAL: An industrial sector with more than 70 years tradition. Most of the manufacturers (appr. 10 producers) are installed in Attiki, Macedonia and Thrace regions.
THE STUDY: The sector as a whole is technologically updated and has a long history in modern management and marketing techniques and consider - by majority- that they can meet the criteria for European Eco-label. Still, observing Berling's awarded product they think that not much is to be gained marketing wise. Those with developed environmental policy are the most likely candidates viewing the European Eco-label as an additional factor to complete the environmental corporate image.
Manufacturers of paint materials - dye stuff value the business synergies that will occur with their customers. This is especially true with dyestuff for textiles in general, where the stakeholders are willing to cooperate in order to obtain the European Eco-label.
During our study we have ascertained that one of the companies visited has a strong potential for obtaining the European Eco-label if properly encouraged as its products are used generally in other product categories of the present project.
Synergia Public Relations 12 B. Consumers
As awareness of European Eco-label concept and logo (European Flower) is extremely low to the above target, communication actions were realized using sponsorships.
1. Posters on City Buses
Successful Presentation of European Eco Label communication goals resulted to cooperation with the national organization of Athens' city buses.
Free advertisement space was gained on buses back windows
- 120 Lines were covered in south and west areas
- 1030 Posters were positioned on equal number of buses
- 147 Posters were positioned on equal number of ticket offices in north areas
- Duration of promotion 25 April to 20 May 2000
South and West areas are mainly residential centers exceeding 1.300.000 people
According to statistics of the national organization of city buses ( OASA ETHEL) , approx. 5.000 passengers per day per line use the public buses. 500.000 passengers viewed thus European Eco Label posters daily.
The activity is considered efficient to increase awareness and recognition of the European Flower for the consumers. Still, it is one way communication.
Synergia Public Relations 13 2. Posters in Underground stations
Successful presentation of European Eco Label communication goals resulted from the cooperation with the National Organization of Athens Transport.
Free advertisement space was gained on ticket offices' windows
European Eco-label Awareness was enhanced. - 20 underground stations x 2 ticket offices per station (ILPAP - Line 1). - 42 Posters were placed - 1.100.000 passengers, general public - consumers, are travelling daily and were exposed to the European Eco-label symbol (data given by the National Org. of Athens Transport, Dept. of Statistics on August 2000. Overlaps are not measured) - 16 days was the duration of the promotion (16 to 31 July)
ILPAP - Line 1 connects Athens south and north districts through city center; Pireus Port and Kifissia suburb, which are both residential and commercial centers.
The activity was sponsored by ILPAP concerning the free advertising space offered and by Synergia PR concerning the manpower used.
3. Leaflet
- 2 pages - 4 color - 10x20.5 cm -10.000 pieces - messages addressed to manufacturers and consumers It was distributed in the exhibitions , included in the press kits and the folders of the seminars
4. Poster
- 4 color - 60 x 40cm -3.000 pieces - messages addressed to consumers It was positioned on city buses and ticket offices, decorated the seminars on tourism's rooms , included in the press kits
Synergia Public Relations 14 5. Publicity (phase I)
Since February 2000 Synergia PR Media department prepared and sent out Þ 3 press releases and visual material distributed to 25 media, newspapers and magazines with national circulation. The content covered the following news: European Eco Label is promoted in Greece European Flower will meet you in the House and Garden 2000 exhibition Your steps are guided by European Flower - Hellenic Shoe Fair Þ 2 press releases and invitations to 15 local media communicating the seminars on tourism ( Crete- Thessaloniki) Þ 1 press kit to 8 media (weekly papers and magazines) with extensive information concerning the European Eco Label Scheme advantages and characteristics , the national competent body role ( ASAOS), the criteria for product categories to be promoted, Commission's 6 page booklet "The European Eco Label at a Glance" .
The above activities resulted to • 27 features in national and local press • 6 presentations in local TV stations • 5 presentations in national radio stations
Synergia Public Relations 15 C. Media
1. Trade Magazines
1.1Textiles
Plektiki Drasi - Greek Magazine on textiles and production techniques
♦ Issued quarterly ♦ Circulation of 10.500 copies ♦ January - March issue was an edition, focusing on T-shirts and cotton fabrics ♦ Info and Visual Material prepared and sent by the Media Department of Synergia PR ♦ European Eco-Label was presented covering 3 full pages in Greek (approx. 2100 words and symbol of the European Flower)
1.2 Footwear
Derma + Vima - Greek Shoe Magazine May 2000.
♦ Issued Once a Year on the Occasion of Equivalent Exhibition. ♦ Info and Visual Material prepared and sent by the Media Department of Synergia PR ♦ European Eco- Label was presented covering 2 full Pages in Greek + English Language (approx. 1400 words and photos of the European Flower).
1.3 Paint and Varnishes
Colour and Decoration - Greek Magazine on paints and varnishes
♦ Issued Twice a Year ♦ Circulation of 8500 copies ♦ Summer 2000 issue was a special edition, dedicated to the 10-year anniversary of the magazine ♦ Info and Visual Material prepared and sent by the Media Department of Synergia PR ♦ European Eco-Label was presented covering 5 full pages in Greek (approx. 3000 words, photos and symbol of the European Flower)
Synergia Public Relations 16 1.4Tourism
Man and Tourism: Magazine - Newsletter on tourism, North Greece
♦ Issued every two months by "Xenios College" ♦ Circulation 8000 copies ♦ Info and Visual Material prepared and sent by the Media Department of Synergia PR ♦ European Eco-Label on tourism was presented covering 1 full page (approx. 700 words and symbol of the European Flower) on July-August 2000 issue
1.5 Environment
Sustainable Development ("Αεϊφόρος Ανάπτυξη"): Magazine on environment
♦ Issued quarterly by Ypsilon Scientific Society for Development ♦ Circulation 14.000 copies ♦ Info and Visual Material prepared and sent by the Media Department of Synergia PR ♦ European Eco-label theme was presented on the cover ♦ European Eco-Label was presented covering 2 full pages (approx. 1200 words, photos and symbol of the European Flower) in October 2000 issue
Synergia Public Relations 17 2. Consumers' Media - Press Cuttings, phase II
In July 2000 Synergia PR Media Department developed a publicity program on European Eco-label for consumers mainly Press release and visual material distributed to 20 media, newspapers and magazines with national circulation. Visits and/or telephone calls to thirty media representatives of all categories
Journalists who correspond on the Ministry of Environment were targeted. The response was reserved concerning the number of features but impressive concerning the size and the content. Synergia PR decided to conduct a Media Audit in order to comprehend the relevant attitude.
2.1 Media Audit
Synergia PR, Media Dept. co-operated with a research institute in order to implement the audit.
• A six-question questionnaire was prepared.
• Twelve national Media were selected
• Interviewees were selected among decision makers in the media hierarchy
• The total duration of the audit was of 10 days
Analytical definitions per target
Environment chief editors: • The environmental issue is - in general - grand and the decision to report on is taken mainly according to its political value. • The ministry runs all constructions concerning "Athens 2004". Those issues are the most interesting ones currently. • We would like to receive more information on consumers' behavior regarding the European Eco-label awarded products. Also, to receive comparative information on market shares, in order to understand better the consumer's attitude. • The existence of the European Eco-label scheme was recently visible on the occasion of the Ministry of Development financial support project to candidates. • There is no continuity on the issue as far as we are informed. • It is a tool with greater significance to consumers than to the environment overall benefit.
Synergia Public Relations 18 • Business chief editors: • The issue is interesting because is about products and it deals with the behavior of the enterprises. • The Ministry of Environment and the Competent Body (ASAOS) should give out a concrete and organized documentation through the Internet. • We would like to know what motives - marketing support - exist for the companies in order to adopt the European Eco-label. • We learned about European Eco-label through the information material sent by Synergia PR. • The content is considered interesting news because it is tangible and measurable.
• Trade editors: • The issue is very interesting because it concerns the evolution and the development of the field. • Trade and industry organizations should have co-operated with ASAOS in order to promote the issue more in the field. • We would like to know about the public opinion campaigns and the market education programs conducted or to be conducted in the future. • The issue was known through the information material sent by Synergia PR. • Textiles and Tourism industries need promotion and support. The European Eco-label Scheme may be used as important vehicle towards this direction.
Main conclusions
Journalists covering environmental issues showed adequate interest. The length of the features may be considered limited (80 - 250 words). The media attitude towards European Eco Label concept is reserved.
On the contrary,
Journalists covering business and trade issues showed great interest. The features were synthesis (over 350 words). The Media attitude towards European Eco Label concept is enthusiastic.
Synergia Public Relations 19 2.2 Publicity evaluation
Date Circulation Equivalent Opinion Length Adv. Value Political Press Adesmeftos Typos 7/10 8000 380.000 + B Vradini 6/11 5000 1.470.000 + R Kathimerini 2/3 65.000 600.000 + R Financial Press Kerdos 6/4 24.000 550.000 + R Express 22/10 28.000 3.160.000 + S Nautemporiki 30/9 40.000 1.630.000 + R Trade magazines Plektiki Drasi MAR 2000 2.000 450.000 + S Bima & Derma MAI 2000 7.000 840.000 + S Xroma & Diakosmisi JUN 2000 8.500 + S Aiforos Anaptiksi DEC 2000 8.000 + S Tourismos & JUL 2000 8.000 220.000 + S Anthropos
B= Brief, R= Report, S= Synthesis
Synergia Public Relations 20 D. Olympic Games, Athens 2004
In this section of the study, the promotion of the European Eco-label through the Olympic Games of Athens 2004 is examined:
"Athens 2004" has developed a complete action concerning the environment and has close co-operation with DG XI. The environmental strategy and policy of Athens 2004 connects to European Eco-label products:
• Use of Olympic Games 2004 as a vehicle for the promotion of the European Eco-label brand and symbol
• Purchase and use of products awarded with European Eco-label scheme
Present situation - Factors with important role
A) "Athens 2004 Supplies Regulation", has been developed by the organizing committee and sealed by the Ministers' Council. Additionally, the environmental standards and equivalent prerequisites have been included in the sponsoring and licensing programs.
Products' life circle funds may also be exploited in co-operation with sponsors and suppliers aiming to increase the development and use of Eco-friendly products and procedures to the Organization.
Vast changes (increase) in the market shares of the products are not estimated but the added value on awareness and promotion of the scheme is assured.
The promotion of all European Eco-label product categories is visible and products of European manufacturers do have a growing opportunity up to 2004.
The limited number of European Eco-label products and the price - cost of purchase are barriers that cannot be ignored as budgets have their limits.
Synergia Public Relations 21 B. A Recycling and Waste management System has already been developed and is applied at the "Athens 2004" offices, relying mainly on employee participation.
By using environmentally friendly recyclable materials, "Athens 2004" demonstrates an active concern in environmental stewardship.
Thus, white office paper (printer and photocopier), other paper products (newspapers, magazines, various printed matter, packaging materials etc.) as well as aluminum can, plastic and glass bottles, are separated at the "source" in special cardboard bins.
The objective is to reduce the volume of waste generated by the Company, which is perforce conveyed to sanitary landfills, and at the same time to maximize the benefits of recycling these materials.
Company employees, on their part, actively participate with an Eco-friendly attitude that sets an environmental policy example that the local businesses can adopt.
Within the framework of the Environmental Strategy and Policy, "Athens 2004" has decided to implement a complete recycling program for the materials that will be used by athletes, spectators, "Olympic Family" representatives and the media during the 2004 Games at every competition venue, while it seeks to have this program applied more widely in the city, through co-operation with the government. According to this Strategy, the principles governing the selection of materials, systems and products that will be purchased with the responsibility of "Athens 2004", both during preparation, and primarily during the Games are:
• To reduce the use of PVC ( wherever and whenever it can be substituted by similar materials)
• To minimize packaging needs (it should be noted that a large percentage of waste is packaging materials)
• To avoid using is or materials containing toxic substances or the harm the stratosphere's ozone layer (solvents, CFCs etc.)
• To prefer hard wearing products, which can be recycled
Synergia Public Relations 22 Special emphasis is placed on paper consumption management, given the fact that consumption during the Olympic Games has increased dramatically in recent years, creating multiple severe problems to the environment. It is notable that during the 1992 Games, in Barcelona, 37 million pages were used to issue the results of the various sports and in Atlanta 45 million pages. On the other hand in Nagano, Japan, during the Winter Olympic Games, owing to a program to limit paper consumption, a 25% reduction was achieved compared compare to the corresponding consumption in Lilehamer.
"Athens 2004" intends to minimize the use and the abuse of paper. This will be achieved through extensive use of electronic communications and "data file" exchange system has been developed, each of which would require tens or even hundreds of pages of paper for each copy.
Even in cases where paper remains indispensable, the Organizing Committee has elected to purchase paper based on "environmentally friendly" specifications, such as:
1. Its origin (sustainable development lumber)
2. On its percentage on recycled raw material
3. On how it is processed (unbleached paper, use of non-toxic ink, etc.)
At the same time, all the venues and during all stages of use, an extensive program of planned and organized paper recycling will be applied, which beyond resulting in benefit to the environment, mask financial sense for "Athens 2004" and the Olympic Games as a whole.
Synergia Public Relations 23 C. Commercial Enterprises, and more generally the commercial sector, are encouraged to apply the environmental principles that have been outlined in categories such as:
• Information related to the environmental characteristics of the products
• Selection and development of products
• Refrigeration substances and equipment which do not affect the ozone layer
• Logistics and transportation of products (vehicles with low levels of emission, re-usable packaging for transportation, etc.)
The application of the above principles by Greek companies in retail, wholesale and import trade, as well as other representative carriers, can contribute positively to improving the quality of the environment and by extension to the successful organization and completion of the Olympic Games of 2004.
D. Energy consumption is a significant concern for "Athens 2004". Promoting the use of "Renewable Sources of Energy" (R.S.E.) as well as systems for rational use and saving of energy in the works in preparation for the Olympic Games, and especially for the Olympic Village, is a goal of the highest priority for the Center for Renewable Energy Sources (CRES). The CRES has the necessary technical know how to be able to play a substantial role in the organization of a genuinely Green 2004 Olympics, which limit or eliminate (according to the circumstances) the emissions of pollutants.
Conclusively, "Athens 2004"
• Prepared, worked on and is willing to promote the concept of Green Olympics to highest level possible.
• Acts as a multiplier and an educator of the Eco-label messages.
• Influences greatly manufacturers and importers, who act as suppliers and/or sponsors.
Synergia Public Relations 24 Recommendations - How to influence interaction and synergies
As "Athens 2004" is environmentally orientated, fully prepared and organized, the benefits for the European Eco-label products will arise from ASAOS, which needs to develop a more practical marketing oriented approach. This will activate synergies between "Athens 2004", Hellenic potential candidates and European manufacturers.
• ASAOS needs to communicate closely with "Athens 2004" in order to facilitate the cooperation with the European Eco-label products manufacturers in all categories (European) • ASAOS has to act as a multiplier to manufacturers' associations and candidates in the product categories with high potentiality and opportunities (Greece)
Synergia Public Relations 25 E. Tourism Sector
The promotion of the European Eco-label through the Tourism Sector, especially through the hotels
Tourism Sector seems to be and can act as a multiplier to the whole scheme concept and promotion, especially the Hotel Sector. For this reason Tourist Organizations were contacted and the European Eco-label scheme was presented and ideas on possible action plan were exchanged with the Organization's representation. For the sake of the study four steps were followed:
Step 1
Interviews and Meetings were held with Tour Operator and Hotel Associations as well as the Hellenic Tourism Organization in order to identify the opportunities on the European Eco-label Scheme and products awarded with.
Step 2
Seminars were organized in cooperation with local unions and authorities aiming to motivate the tourist sector and hotels representatives of two important areas (Chalkidiki and Crete)
Step 3
The results from questionnaires distributed to participants of seminars and on mailing lists on tourism. The profile of the interviewees was general managers and owners of distinguished class hotels. 56 questionnaires were collected.
Step 4
Three trade media representatives and opinion leaders commented on the issue during personal interviews
Synergia Public Relations 26 Present situation
In order to understand the environment the following should taken into consideration
• No statutory frame or legislation exists to regulate environmental behavior in the Tourist Industry.
• Incoming tourism counts 11.000.000 tourists who visit Greece every year (Statistics Dept. of the Hellenic Tourism Organization, 1997). This number is increasing steadily by 11% per year.
• More than 75% of incoming tourism make their booking through tour operators
• The majority of the hotels in Greece are full by 54-55%.
Other factors, which influence the development of the Tourist sector and the interaction between multipliers are:
The private sector has often been prompt and eager to fill the gaps that legislation leaves, especially the international hotel chains and the higher classification hotels. Studies from Tourist Associations have been submitted to the Greek National Tourist Org. and Ministry of Environment concerning Regional Environmental Files, giving priority to the areas of high concentration.
Sustainable Tourism grows constantly but it is met as a "niche" market with high cost. Despite this, in the last two years it has been observed that Greek tourists show great interest on "Eco" and Sustainable Tourism. The figures change and the screen is reformed approximately every six months.
The hotel classification is currently changing, inviting new criteria, which consist of the services offered and the environmental behavior (optional). The above criteria will realistically apply when the Investment and Development law frame is adapted. Over and above, the allocation of the third EE funds invests on tourism 270 billion GRD and another 300 billion from the private investments.
Synergia Public Relations 27 Main findings:
The Tourism Sector has much to benefit from the promotion of the European Eco-label Awarded products as it can provide a recognizable distinction mainly among European tourists.
European Eco-label Scheme acts as an upgrading factor for those hotels, which are willing to prove their competence to the new trends.
The investment on European Eco-label products (and friendly environmental attitude) is in general estimated to have a mid-term return.
European Eco-label Awarded products have much prospect within Sustainable Tourism.
Tourist industry is fundamentally price concerned on every level as the customers' primary criterion for bookings is the cost.
Synergia Public Relations 28 Opportunities to be capitalized - Recommendations:
• HATTA is willing to ask hotels to purchase European Eco-label Awarded products in order to promote them and distinguish them with the European Flower in the brochures.
• HATTA is willing to influence positively the members who create and sell tourist programs in European countries, supporting them with manuals and facilities catalogues.
• SETE is very concerned about the cost of the European Eco-label Awarded products. Still, it believes that the European Flower will be a competitive advantage among hotels and is willing to educate accordingly its' members.
• SETE states the overall environmental policy needs to co-exist with the purchase of European Eco-label awarded products. Otherwise the public could be confused. The co-operation of local authorities is essential in order to implement the control system.
• GNTO enhances changes and improvements in Athens area hotels until 2002 in order to meet successfully the challenges of the Olympic Games of 2004. Direct contact with hotels in the area to promote the use - consumption of the European Eco-label products.
• GNTO is currently promoting a framework that will upgrade the quality of services among the small and mid sized business on national level. The sensitization of the targeted group on European Eco-label scheme is estimated to support the effort. Develop the close cooperation with ASAOS in order to create a realistic frame for the benefit of the environment and the support of European Eco-label product manufacturers.
• GNTO is running presently a pilot program aiming to lengthen the tourist season on year-round basis in selected areas. The program is conducted in co-operation with national and regional tourist associations and can include European Eco-label awareness through the same communication channels.
• ASAOS needs to develop interactions and influence positively national tourist organizations and associations. Presentations and follow-up would be supported be consultants, especially in cases where ISO 14000 and other environmental schemes exist.
Synergia Public Relations 29 IV. Forward action plan- Recommendations
From the overall study, the knowledge and experienced gained, recommendations can be summarized as follows:
A) ASAOS
INCREASE BENEFITS FOR APPLICANTS: It should create motives for new applicants and increase visibility and awareness of the Eco-label scheme. This will be enhanced by all Marketing and Public Relations efforts as well as direct communication with candidates by sector and product categories
MAKE APPLICATION PROCEDURE MORE APPLICABLE
ASAOS being a Government institution can use national associations like ELKEDE in the testing procedures to increase cost benefits and reduce time for testing. Candidates need to be facilitated on the process which seems more familiar and flexible when applicable (even partially) nationally.
TO KEEP THE SYNERGIES ON
It is important to keep the synergies on, between the lines of production e.g. dyestuff to yarns - yarns to heavy clothing. The Marketing Department of Athens University of Economics and Business as well as the Aegean University, Dept. of Environment are very interested to develop studies in cooperation with consultants and manufacturers. These projects are funded nationally as well as on a European level. Synergia PR Consultants is working on it, in order to assure the continuation of the European Eco-label promotion.
IMPROVE INTERACTION AND COOPERATION BETWEEN VARIOUS PLAYERS
Use as multipliers and motivate national associations and Unions in al product categories to promote and enhance the Eco-label, especially in the tourism sector, the textile - clothing industry and the footwear industry.
INTENSIFY LINKS BETWEEN European Eco-label & OTHER ENVIRONMENTAL SCHEMES
Synergia Public Relations 30 Companies with ISO 14000 should be first in the line for the Eco-label. ASAOS having the authority of a governmental body is the only one that can press so that European Eco-label will become a part of the government's suppliers contracts prerequisites (e.g. as "Athens 2004" has done)
FOLLOW UP ON POTENTIAL CANDIDATES
From the combined meetings and interviews 20 from all product categories selected, have the qualifications to meet the European Eco-label criteria. Due to the fact that one manufacturer had two divisions and another is NGO consultant representing 3 companies, it is valid to suppose that at least 25 applications could be realized. Out of those, 8 are expected to continue the process directly with ASAOS.
It is important to keep the synergies on, between the lines of production e.g. dyestuff to yarns - yarns to heavy clothing.
B) Marketing and Public Relations Efforts
To be undertaken by a private company with possible cooperation of a University or an equivalent body presentation of the European Eco-label kit
PRESENTATION OF ECO-LABEL KIT
A European Eco-label presentation kit should be developed in order to be presented to potential candidates comprising all possible information and advantages.
VISIBILITY OF ECO-LABEL TO CONSUMERS
Enhance the awareness and visibility to all targets. The aim is to educate the consumers to seek the Eco-label and act as pressure groups to the manufacturers, thus, motivate them to adopt the scheme.
Sponsorship schemes in trade exhibitions and free advertising space should be used to support the above. The implementation of the present study proved that cooperation with various government and private bodies was efficient to utilize sponsorship scheme in order to penetrate on product categories selected and public opinion.
Sponsorship schemes in trade exhibitions and free advertising space will support the above
Continuation of publicity involving also editors and media persons will increase the awareness
FLOW INFORMATION FROM BRUSSELS
Synergia Public Relations 31 To keep publicity going it is important to have a continuous flow of information from Brussels relating to all product categories and covering stories and news from all state members. News releases and other documentary to be sent directly to journalists and media representatives, which have been informed about European Eco-label scheme during the study.
MULTIPLIERS TASK FORCE
Use - stimulate the influence of strong reputable professional bodies (SETE, HATTA et.) as multipliers (and sponsors) to promote the competitive advantage of the European Eco-label products and pass their messages and values to all interested targets.
Synergia Public Relations 32 Appendix I
1. RESEARCH RESULTS
Main Results of the Research
- 50% of the companies considered European Eco-label scheme important with expectation that the government and NGO 's will intensify their efforts to make European Eco-label scheme well known
- 90% of those asked believe Eco Label will not be a competitive advantage because it has a very low awareness
- 92% of the companies believe that Eco Label is not a marketing or a promotion tool of their products as consumers do not recognize the Label
- 80% of those asked said that their products are not linked with any environmental criteria
- 75% accepted the criteria of the Eco label scheme
- 70% require motivation for the adoption of the Eco Label scheme
- 98% said they will support the Eco Label scheme if proper motivation is given
- As far as the expenses related to gain the license for application 60% said the expenses are acceptable and they pin point a problem a) 70% in the license application b) 20% in testing
- The critical question was what do you require to make the Eco Label attractive in which 70% Improve awareness 60% Reduce fees 54% Educate consumers 38% Set up criteria for marketing 42% Simplify criteria
Company decision makers of Eco Label are
Synergia Public Relations 33 Marketing 60% General Management 25% Development 15%
Conclusions
There is generally a conservative attitude by companies towards Eco Labeling taking into account that a large number of the goods are imported and not produced in Greece.
On the other hand manufacturers do not have any pressure from retailers as they are small mainly family own shops with no strength to influence manufacturers in any way .Thus adopt a wait and see policy for the goods they trade .
Manufacturers are reluctant to consider Eco Label because they do not see any relative marketing advantage to their products. On the contrary they are afraid that the adoption of Eco Label in part of their lines only will affect the sales of other lines of production.
The product groups selected in the present study have low environmental criteria by the consumers thus a very low pressure for adopting the label.
The majority of companies will accept the Eco label criteria if - the fulfillment of numerous Eco Label criteria is clearly defined - the rules of compliance are clearly stated - the testing procedures are simplified.
The survey has clearly shown that consumers awareness is the critical factor to the adoption to the Eco Label scheme
The majority of the companies will support Eco label if consumers awareness is increased to the extend that will affect sales in fact if awareness is increased and proper motivation is given the majority of manufacturers are willing to consider adopting the European Eco Label
Synergia Public Relations 34 Appendix ΙI Companies selected by product category
Companies where the European Eco-label scheme was presented:
TEXTILES: KEHAKI BROS S.A. GALLOP S.A. FANCO S.A. TOP’S S.A. IVATILIS S.A. VARVARESSOS S.A. NEF NEF S.A. FOOTWEAR: FIDAS S.A. (BOXER) CHRISTAKOS S.A. ALMA S.A. PETRIDIS S.A. BED MATTRESSES: PATRONIS S.A (HELLAS STROM) APHROSTROM CYPRUS CANDIA STROM S.A. PAINTS & VARNISHES: VIOCHROM S.A. (IERIDISCYPRUSIMPORTER) ILIOS COTACHEM S.A. VIVECHROM S.A. CHROTEH-GIANNIDIBROS S.A.
Synergia Public Relations 35 Appendix IV List of Media and Journalists conducted
LIST OF NATIONAL MEDIA AND JOURNALISTS EUROPEAN ECO-LABEL MATERIAL WAS DISTRIBUTED
FINANCIAL PRESS
AKSIA ADDRESS: 39 HALANDRIOU ST. TEL: (+301) 6199400-7 FAX: (+301) 6199430 Mr. MICHALIS MIYIAKIS
EKSIPNO XRIMA ADDRESS: 26 IEROU LOXOU ST. 151 24 MAROUSI TEL: (+301) 6108560-1 FAX: (+301) 6108544-6 Mr. MAKIS YIOMPAZOLIAS
EPENDITIS ADDRESS: 10 DAVAKI ST. 115 26 ATHENS TEL: (+301) 6996000, 6990000 FAX: (+301) 6983724 Mr. VASSILIS KASTAROS
IMERISIA ADDRESS: BENAKI & AGIOU NEKTARIOU 152 35 MATAMORFOSI HALANDRIOU TEL: (+301) 6061000 FAX: (+301) 6014655 Mr. KOSTIS HROSTODOULOU
Synergia Public Relations 36 ISOTIMIA ADDRESS: 178 KIFISSIAS AVE. 152 31 HALANDRI TEL: (+301) 6747881-9 FAX: (+301) 6747893 Ms. LILIAN MARGARITI
NAYTEMPORIKI ADDRESS: 205 LENORMAN ST. 104 25 ATHENS TEL: (+301) 5130605 FAX: (+301) 5146013, 5146035 Ms. ESTA SOTIROPOULOU
HRIMATISTIRIO ADDRESS: 29 VALTETSIOU ST. & HARILAOU TRIKOUPI 106 74 ATHENS TEL: (+301) 3300131, 3839730 FAX: (+301) 3846892 Mr. HRISTOS TSATSARONIS
POLITICAL PRESS
ADESMEFTOS TYPOS ADDRESS: 166 IONIAS AVE. 111 41 ATHENS TEL: (+301) 2112620 FAX: (+301) 2017385 Ms. TSADILA MARO
ADESMEFTOS TYPOS ADDRESS: 218 THISEOS AVE. 176 75 KALITHEA TEL: (+301) 9405888 FAX: (+301) 9407173-4 Mr. TASOS EUAGELLIOU
ATHINAIKI ADDRESS: 3 THETROU ST. 105 52 ATHENS TEL: (+301) 3315250 FAX: (+301) 3314222 Mr. APOSTOLIS MIHALOUDIS
APOGEVMATINI ADDRESS: 12 FIDIOU 106 78 ATEHNS
Synergia Public Relations 37 TEL: (+301) 3818811, 6430011 FAX: (+301) 3809507, 3809876 Mr. NIKOS GRILAKIS
VRADINI ADDRESS: 166 IONIAS AVE. 111 44 ATHENS TEL: (+301) 2113600 –29 FAX: (+301) 2113648-9 Mr. SPYROS NANOS
TO VIMA ADDRESS: 3 HRISTOU LADA 102 37 ATHENS TEL: (+301) 3333555 FAX: (+301) 3239097 Ms. VASO HARALAMPIDOU
ETHNOS ADDRESS: MPENAKI & AGIOU NEKTARIOU 152 35 MATAMORFOSSI HALANDRIOU TEL: (+301) 6061000 FAX: (+301) 6012925 Ms. MARINA NIKOLOPOULOU
ELEYTHEROTIPIA ADDRESS: 10-16 MINOOS 117 43 NEOS KOSMOS TEL: (+301) 9296001 FAX: (+301) 9028023 Ms. HARA TZAVARA
ELEYTHEROS TYPOS ADDRESS: IROOS MATSI & ARHAIOU THEATROU 174 56 ANO KALAMAKI TEL: (+301) 9942430-9 FAX: (+301) 9942956 Mr. ARGYRIS DEMEZIS
KATHIMERINI ADDRESS: SOKRATOUS 57 104 31 ATHINA TEL: (+301) 5299000 FAX: (+301) 5228894 Mr. DIMITRIS LAPPAS Ms. MARIA SIDERI
Synergia Public Relations 38 TANEA ADDRESS: 3 HRISTOU LADA 102 37 ATHENS TEL: (+301) 3333555 FAX: (+301) 3228797, 3241320, 3241332 Mr. ANTONIS RENIERIS Ms. DIMITRA SKOUFOU
AD BUSINESS / BUSINESS TODAY ADDRESS: 74 KIFISSIAS AVE. 115 26 ATHENS TEL: (+301) 6997450-1 FAX: (+301) 6994625 Ms. EFI TSANAKA
MARKETING WEEK / DAILY FAX ADDRESS: 43 PEDELIS AVE. 151 27 MELISSIA TEL: (+301) 6136720 FAX: (+301) 6136723 Mr. DIMITRIS KORDERAS
SIGHRONI DIAFIMISI ADDRESS: 9 SEMITELOU & MIHALAKOPOULOU 115 28 ATHENS TEL: (+301) 7487310-13 Ms. KATERINA GIZIOTH
Synergia Public Relations 39 CONTACTS WITH UNIVERSITIES FOR EUROPEAN ECO-LABEL
Prof. NIKOS MOUSIOPOULOS Dept. of Mechanical Engeniaring ARISTOTELION UNIVERSITY Tel; +3031 996020, +3031 996022
Prof. GEORGE PANIGYRAKIS UNIVERSITY OF ATHENS SCHOOL OF ECONOMICS & BUSINESS (ASOE) [email protected]
Synergia Public Relations 40