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Development and implementation of a marketing and promotion ...

Source: ec.europa.eu
Topic: Promotion

Sort Desciption: Cost included in the project Development and implementation of a marketing and promotion strategy for the eco-label in Catalonia Spain (ECOCAT) or ...

Content Inside: DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECO-LABEL IN CATALONIA SPAIN (ECOLABEL-CAT) B4-3040/2001/324181/MAR Final Report February 2003 Randa Group S.A. c/ Cardenal Vives i Tut 41 entl. 12 08034 Barcelona (Spain) Tel. + 34 932800258 Fax. + 34 932053744 medioambiente@randagroup.es www.randagroup.es ECOLABEL-CAT Final Report ECOLABEL-CAT Final Report Table of contents 0. EXECUTIVE SUMMARY.6 1. BACKGROUND AND OBJECTIVES.8 2. DEVELOPING THE MARKETING PLAN.10 2.1. The EU ecolabel in Catalonia (internal analysis).10 2.2. The situation in Catalonia (situational analysis) .11 2.2.1. Producers (market supply).12 2.2.2. Consumers (market demand) .17 2.2.3. Other existing ecolabels (competition) .23 2.3. Problems and opportunities perceived by the stakeholders in Catalonia .27 2.4. Objectives of the marketing strategy.33 2.5. Marketing strategy for different target groups.33 2.6. Action plan .36 3. IMPLEMENTING PROMOTION ACTIVITIES PER TARGET GROUP .45 3.1. GENERAL PUBLIC .45 3.2. PUBLIC AUTHORITIES AND ENTITIES .51 3.3. MANUFACTURERS .53 3.4. RETAILERS.55 3.5. ENVIRONMENTAL AND CONSUMERS ASSOCIATIOINS / CONSUMERS.56 3.6. MASS MEDIA.56 3.7. AWARE AND/OR MULTIPLIER COMPANIES.57 4. CONCLUSIONS.60 4.1. Lessons to be drawn from the implemented market strategy.60 4.2. Recommendations for a longer term marketing strategy.61 ANNEXES.65 ECOLABEL-CAT Final Report Annex I: Interviewed persons.1 Annex II: Dissemination at Bioconstruction Fair.2 Annex III: Joint SETAC Europe and ISIE Meeting.3 Annex IV: Ecolabel Focus Groups.4 Annex V: Ecolabel Conference .5 Annex VI: Dissemination material created by Competent Body.6 Annex VII: Published articles .7 Annex VIII: Environmental Management Seminar .8 ECOLABEL-CAT Final Report ECOLABEL-CAT Final Report 0. EXECUTIVE SUMMARY The project DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE E ...

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