Transcript Standards und Labels von Verpackungen

Kyiv – April 24, 2013
Green Marketing: Ecolabel
”Training: Development of sustainable
consumption and production in Ukraine"
lichtl 2013
Introduction to Ecolabelling - International Standards
………………………………………………………………………………………………………………………….
•
An ecolabel according to ISO standard (International organization for Standardization)
is a label that identifies environmentally preferable products or services within a
specific category
•
ISO 14024 type I label are:
•
Standardization became necessary because of the growing market on eco-labels,
claims and (self-)declarations
 voluntary, market based programs
 the multiple criteria set based on life cycle considerations
 awarded by an impartial third party
………………………………………………………………………………………………………………………………….
Blue Angel – The world’s first ecolabel
………………………………………………………………………………………………………………………….
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What is the Blue Angel‘s Message?
………………………………………………………………………………………………………………………….
Blue Angel products have a better environmental
performance, better health protection and are superior
in use and handling compared to similar products.
Tradition: Established in 1978 - the first ecolabel
worldwide
ISO 14024 Type I Label:
• A voluntary, market based programs
• the multiple criteria set based on life
cycle considerations
• awarded by an impartial third party
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Blue Angel Statistics
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13.000 Products and Services
1.260 Companies
113 Product categories
From surveys, we know that 76 percent
of the population recognises the Blue
Angel. 39 percent of consumers pay
attention to the eco-label when making
purchases. *
*Source: * study “Environmental Awareness 2010”
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Blue Angel – credible and competent thanks to….
………………………………………………………………………………………………………………………….
1. The Federal Ministry for the Environment, Nature
Conservation and Nuclear Safety – is the owner of the
label and regularly informs the public of the decisions of
the Environmental Label Jury.
2. The Federal Environment Agency – develops the
technical criteria for the Basic Award Criteria for the Blue
Angel and acts as the office of the Environmental Label
Jury.
3. The Environmental Label Jury – is an independent
decision-making body composed of representatives from
environmental and consumer associations, trade unions,
industry, trade, crafts, local authorities, science, media,
churches and federal states.
4. The RAL gGmbH – organises and holds the expert
hearings. It is also responsible for reviewing applications
and awarding the eco-label on the basis of the existing
award criteria for products and services.
………………………………………………………………………………………………………………………………….
Environmental Label Jury
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Agenda
1. Brand and sustainability communications
2. An ecolabel as a marketing tool
3. Example: Blue Angel communications
4. Learnings and conclusions
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1. Brand and
sustainability communications
An ecolabel is a brand
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Goals of marketing communications
1. Acceptance by end-users (consumers, public
procurement)
2. Acceptance by marketing & sales leaders in
companies that the eco-label will be an effective
marketing & sales tool (“Eco-label sells”)
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Brand communication
What is a brand?
- typically: corporate or product brand
- wider sense: collective brand (eco label)
- brand image: clear unique profile
- trust -> orientation
- social: prestige and symbol for lifestyle
- need: awareness
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The relevance of brands
„How important is a brand for the success of your company?“
62%
60%
53%
40%
25%
16%
20%
0%
0% 0%
3% 1%
2% 2%
2% 4%
1
2
3
4
1999 (n=128)
Ratingskala mit 1 = not important
21%
9%
5
6
7
2005 (n=95)
7 = very important
PWC/GfK/Sattler/Markenverband (2006): Praxis von Markenbewertung und Markenmanagement
..., Frankfurt.
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The relevance of brands
Blindtest
Open Test
65%
51%
44%
23%
12%
5%
...
tastes better
...
tastes better
don‘t know
...
tastes better
...
tastes better
don‘t know
Chernatony/ McDonald (1992): Creating Powerful Brands, Oxford, S. 9..
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The relevance of brands
VW Sharan
Price: 26.500 €
Sales: 22.171
Price: 24.350 €
Sales: 13.368
Meckes/Gehring 2006 unter Bezug auf Simon-Kucher & Partners
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Sustainability communication
The difference
- Moral claims: Credibility
- Different wording and symbols
- Different tools: advertising, POS, PR?
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Trend: the green consumer
• High sensitivity on health issues = environmental
pollution
• Interest and knowledge in sustainable issues like
climate change, water pollution, social standards, etc.
• Growing transparency: Active NGOs and web 2.0
information
• Critical consumption attitudes
• Higher income and education, urban
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Green Public Procurement - GPP
•
Eco-label has become an important orientation aid for environmentally
procurement of the public authorities in Germany.
•
They often use eco-label criteria for calling for bids.
•
Criteria of type I ecolabel as the “Blue Angel” provide a scientifically well
founded and legally valid basis for Green Public Procurement. European
procurement law allows expressly the use of ecolabel criteria (Art. 23
para. 6 Directive 2004/18/EC).
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2. An ecolabel as a marketing tool
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Benefits of Ecolabelling
Benefits for companies
- To demonstrate the company‘s commitment on environmental issues
- To communicate the good environmental performance of their products
- A market tool supported by the labeling scheme partners
Benefits for consumers
- Easy way of recognizing environmentally friendly products and services
- A third part proved information they can trust
- No need to deal with every single detail
- A guideline and orientation in everyday life
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Perspective of consumers
- Information efficiency:
Radical reduction of information
versus
information overkill
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Perspective of consumers
POS/Packaging-Info
Online-Info, Fact
sheets
Document
of Criteria
Little interested
consumers
Interested
consumers
Plain Logo
Eco-shopper
ExpertKnowhow
Target group: Who do
you want to talk to?
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Perspective of consumers
Credibility & trust in sustainable consumption
-
Ranking of credible eco-players
1.
2.
3.
4.
NGOs
State institutions
Media
Industry/retailers
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Perspective of industry
Credibility & trust
-
Ranking of credible eco-players
1.
2.
3.
4.
-
NGOs
State institutions
Media
Industry/retailers
Industry is gaining credibility for its green marketing
Problem: “collective brand” – limited differentiation
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Perspective of industry
Entry into new market segments
- Growing segment of “green consumers”
- Public procurement
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Additional willingness-to-pay for Blue Angel toilet paper
Percentage of interviewees who are willing to pay x% more for toilet paper with the Blue Angel
45%
Gewichtete ø MZB: 6,45%
42%
40%
35%
30%
27%
25%
20%
18%
15%
10%
5%
4%
5%
1%
0%
2%
1%
0%
0%
1%
0%
0% mehr 5% mehr 10% mehr 15% mehr 20% mehr 25% mehr 30% mehr 35% mehr 40% mehr 45% mehr 50% mehr mehr als
50% mehr
Empirical study by Prof. Dr. H. Sattler, University of Hamburg, 2010
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3. Examples:
How ecolabels are promoted
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Instruments to promote a label
Scenario
1.Promoted by the competent body of the labelling
scheme
2.Promoted by the license holder
3.Marketing cooperation of industry/retail and
competent body
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Instruments to promote a label
Scenario
1.Promoted by the competent body
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Website
www.blauer-engel.de
www.blauer-engel-produktwelt.de
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Brochures
Weitere Broschüren in Bearbeitung
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Media relations
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Style: Emotional approach
Emotional
approach
Information & facts
approach
Document
of Criteria
Little interested
consumers
Interested
consumers
Plain Logo
Eco-shopper
ExpertKnowhow
Target group: Who do
do you want to talk to?
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Media event
• Internationale Funkausstellung, 5. September 2010, Berlin
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Promotion
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Fair
Goodgoods 2011 in Hamburg
IFA 2011 in Berlin
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Teaching material
Infos und Download unter www.blauer-engel.de/schule
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Social Media
www.facebook.com/BlauerEngel
www.twitter.com/UmweltEngel
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Instruments to promote a label
Scenario
2.Promoted by the license holder
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Packaging
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Product advertising
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Newspaper supplements
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Internet shop, website
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Internet shop, website
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POS communication
At stationary sales
Shelf stoppers
Displays
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Instruments to promote a label
Scenario
3. Marketing cooperation of industry/retail and
competent body
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Press relations - VoIP
Siemens – First holder of VoIP phones
Press event at Leipzig factory including factory tour at March 24, 2011
Participants:
• Staatssekretärin Ursula Heinen-Esser (BMU)
• Dr. Mathias Böttger (Jury Umweltzeichen)
• Vera Meyer (Siemens Enterprise Communications GmbH)
• Jörg Friedrich (Siemens Enterprise Communications Manufacturing GmbH)
• Jürgen Brieskorn (Leiter CTO Office Siemens Enterprise Communications)
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Press relations - VoIP
Media clippings VoIP
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Media relations - IFA
Philips IFA (presentation of certificate)
Press event at Philips booth at IFA, 8. September 2011
Participants
• Dr. Susanne Lottermoser, BMU
• John Olsen, Leiter TVP/Philips für Deutschland, Österreich und Schweiz
• Susanne Heutling, UBA
• Andreas Halatsch, UBA
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Press relations - IFA
Media clippings IFA
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Create platforms
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Create platforms
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Emotions: The Blue Sofa
The world‘s longest virtual blue sofa
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Blue Angel‘s 30th birthday
30 years of Blue Angel
Aktionstag Berlin
Aktionstag in
Tübingen
Oberbürgermeister
Boris Palmer,
Marketing wodtke
GmbH Ulrich Seidel
Senatorin Katrin
Lompscher,
Herlitz PBS AG Silke
Ramelow,
HDE-Geschäftsführer
Stefan Genth,
Stellvertretender
Vorsitzender vzbv Uwe
Hüser
Aktionstag in Kiel
Umweltminister
Christian von
Boetticher,
Oberbürgermeisterin
Angelika Volquartz,
Geschäftsführer
Steinbeis Papier
Glückstadt Michael
Söffge
Aktionstag in
Köln
Bürgermeisterin
Elfi SchoAntwerpes,
REWE-Group
Vorstand Manfred
Esser
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Conclusions
1. Competent Body must do the groundwork: image &
positioning, basic information
2. No awareness building due to low budget.
3. Key role of industry/retail: building awareness based
on large media budgets
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Strategy
Roles & responsibilities
Competent
Body
License
holder / brand
owner
Positioning &
Basic information
Application
S2B-communication
Product advertising including
the eco-label
The campaign:
Credibility
(involve NGOs &
state bodies)
The campaign:
Media power (awareness)
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Agenda
8. Learning and conclusions
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Learnings
- Adapt strategies and instruments of brand
communications
- Credibility is a major challenge
- Emotional approach to get more awareness
- Marketing cooperations with license holders to raise
awareness
- Networking – create platforms to raise awareness
- Apply strategic acquisition of license holders
- Green consumer segments will grow
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Dr. Martin Lichtl
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Fax +49 6192 975 92- 99
Email [email protected]