liste des propositions de programmes dans

Transcription

LISTE DES PROPOSITIONS DE PROGRAMMES DANS
LE CADRE DU REGELEMENT (CE) N° 501/2008
– MODIFIE PAR LE REGLEMENT (UE) N° 1085/2011
POUR LA PROMOTION SUR LE MARCHE INTERIEUR ET
DANS LES PAYS TIERS
RESULTATS DE L'EXAMEN DES
PROPOSITIONS DE PROGRAMMES 2013
- PARTIE 1 : PROGRAMMES ACCEPTES
Mars 2013
1
PROGRAMMES ACCEPTES
TABLE DES MATIERES
PAYS
ORGANISATIONS PROPOSANTES
PRODUITS
DE + IE
VHM + BORD BIA + BBZ
+ NL
EL +
RO
DAIRY
PAGES
3
15
Union of PDO/PGI producers + SCSSCS
PDOPGITSG
BE
VLAM
FRESH F&V
24
BG
BAAP
EGGS
38
CZ
CMSM
DAIRY
54
IE
BORD BIA
FRESH F&V
69
EL
Union of legal entities - KAVALA
FRESH F&V
78
EL
ARO3MA producers
MEAT
89
EL
Union of legal entities - Fed. Coop. bioproducers
ES
INTERACEITUNA
ES
ORGANIC
97
OLIVE
107
OIAO
OLIVE (TC)
117
ES
OIAO
OLIVE (MI)
133
FR
BNIC
SPIRIT
141
IT
FEDERDOC + IVSI
MEAT + WINES
151
LT
BFO
ORGANIC
164
LT
LFIC
BEEF & PIG & VEAL
174
LT
LDA
DAIRY
183
NL
SBH
HORTIC
195
NL
ZLTO
MEAT
209
NL
SKV
MEAT
226
NL
BIONEXT
ORGANIC
236
PL
UPEMI
BEEF&PIG&VEAL
249
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IDENTIFICATION OF THE PROGRAMME
Member State(s):
The Netherlands (leading MS), Ireland, Germany
Title of the programme:
Discover Farmhouse Cheese
Competent Authority(ies):
NL: Ministerie van Economische Zaken, Landbouw en
Innovatie
IE: Department of Agriculture, Food and the Marine
DE: Bundesanstalt für Landwirtschaft und Ernährung
(BLE)
Proposing organisation(s):
NL: Bond van Boerderij –Zuivelbereiders (BBZ)
IE: Bord Bia,
DE: Verband für handwerkliche Milchverarbeitung im
ökologischen Landbau e.V. (VHM)
Implementing body(ies):
not yet selected
Type of measure:
Mixed (information + promotion)
Product(s):
Dairy products and cheeses produced on farms
Targeted Member States:
The Netherlands, Ireland, Germany
Duration:
3 years
Total budget:
1.440.579 €
Proposal received on:
26/11/2012 (by e-mail)
ELIGIBILITY CRITERIA
Respect of deadline for presentation by MS:
Yes/No
Implementing body(ies) selected by a competitive procedure
Written and signed commitment to co-financing by MS
(Irish commitment missing)
n.a.
Yes/No
Written and signed commitment to co-financing by the proposing
organisation(s)
Yes/No
The programme is a coherent set of actions?
Yes/No
Actions not linked to origins or private brands,
with the exception of designations under Community rules
Yes/ No
Product(s)/target countries are eligible
Yes/No
Compliance with the relevant guideline(s)
Yes/ No
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OPINION OF THE MEMBER STATES(S)
Confirmation of conformity with national and Community legislation
Yes/No
Link between proposed actions and other national/Community
information/promotion actions
Yes/No
Pilot programme running in NL (03/03/2010 –02/03/2013). Results from 2 first years feed
into this new proposal.
Confirmation by the MS of the representativeness of the proposing organisation
in the relevant sector(s)
Yes/No
Confirmation by the MS of the effectiveness of the proposing organisation
Confirmation by the MS of the technical capacity and effectiveness of the
implementing body
Yes/No
n.a.
DESCRIPTION OF THE PROGRAMME :
Objective(s):
This programme has one common objective in The Netherlands, Ireland, Germany and Spain
which is to increase the awareness and consumption of farmhouse cheeses / dairy
products among consumers in general, focussing in particular on children and adolescents,
especially girls aged 8 to 13, women of different age groups and elderly people.
This objective is further broken down into four common sub-objectives:
1. Inform target groups on the unique character and origin of all dairy products and cheeses
produced on the farm.
2. Restore the relationship between farmer and citizen and educate citizens about the origin
of food (dairy and cheeses)
3. Establish a regular role for farmhouse dairy and cheese in consumer cooking
4. Stimulate sales and influence buying behaviour
Country specific objectives:
The Netherlands: Increase of 5% in consumption of farmhouse dairy/cheese in the target
groups and a 10% increase in product awareness, after the campaign.
Ireland: Increase in consumption of farmhouse cheese by 10% year on year. 10% increase in
product awareness, after the campaign.
Germany: Increase of 10% in consumption of farmhouse dairy/cheese in the target groups and
a 10% increase in product awareness, after the campaign.
Strategy:
Story telling is a central theme in the campaign. The story of farmhouse cheese / dairy
products and stories of individual farmhouse cheese producers play a major role in the
campaign.
Milk and milk products produced on the farm meet consumer trends such as authenticity,
sophistication and provenance. For most consumers, milk is ‘just milk’ and a low interest
product (the same being applicable to basic milk products and cheeses). However, farmhouse
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cheeses / dairy products are specialty products with limited availability and often command a
price premium. Buying farmhouse cheeses / dairy products makes it worth paying attention to
the product. The story is worth listening to and will be remembered.
The rationale is that all dairy products and cheeses produced on the farm as a collective carve
a niche in the dairy sector. This niche has great power in strengthening the image of and
attitude towards milk, milk products and cheeses.
Chain partners, for example distributors and wholesalers, in all Member States will be able to
‘plug in’ their own activities (without being part of the programme and thus without European
co-finance) on the basis of the generic promotion campaign. This programme gives farmers,
wholesalers, retailers and specialty shops tools to further promote farmhouse cheese / dairy
products on their own level.
Target group(s):
Consumers in general, focusing in particular on:

Children and adolescents, especially girls aged 8 to 13

Women of different age groups

Elderly people
Themes:
The basic themes that will be communicated through all actions in each market are
naturalness, taste and nutritional value. In addition to these themes, the programme will
communicate sub-themes which include:
 Farmhouse dairy products are produced using artisan production practices
 Farmhouse dairy products are from the farm including the great personal story of the
producer
 Farmhouse dairy products are tasty and versatile
 Farmhouse dairy products are convenient
 Farmhouse dairy products offer great variety in products
Aspects covered:
quality
safety of food
specific production methods
nutritional values
health impacts
labelling
animal welfare standards
respect for the environment
image of EU products
EU system of PDO/PGI(TSG and organic products
Messages to be conveyed:
The main messages are both rational and emotional. On the level of individual Member
States, the campaign will involve similar messages but tailored to the specifics of the market.
1. NL, IE, DE: Farmhouse dairy products and cheeses are healthy, natural and tasty
products that have carefully been produced on the farm.
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2. NL, DE: Transparency: for farmhouse dairy products and cheeses the whole chain is in
one hand.
3. NL, DE: Farmhouse dairy products and cheeses offer great variety for consumption of
milk and milk products.
4. IE, DE: Farmhouse cheeses have been produced using artisan techniques.
5. IE: Farmhouse cheeses are convenient (easy to buy and prepare) and inspire passion
around meals. They offer consumers sophistication and authenticity.
6. NL: Raw milk ‘Boerenkaas’ is always unique in taste and protected by the EU as a TSG,
the special type of ‘Boerenkaas’ ‘Boeren-Leidse kaas met sleutels’ is protected as a PDO.
Actions, including their scope/volume and a provisional timetable:
The Discover Farmhouse Cheese Programme consists of a total of seven actions that are
globally the same in The Netherlands, Ireland and Germany. Costs and certain sub-actions
will vary across countries.
Note: Bord Bia is waiving all fees for implementation of actions; consequently Irish action
costs are often considerably lower.
1) Information on the internet and social media and educational materials for schools
One central page for the whole programme ‘www.discoverfarmhousecheese.eu’ with links to
the three participating country websites. IE and DE will take over NL design, Twitter and
facebook activities in all three countries.
NL, IE, DE: info on farmhouse dairy products, list of all producing farms, recipes, agenda of
programme activities, tool to book farm visits (also for schools) ( action 4 ), three short
films (produced by NL adapted to DE), educational material for schools (developed in DE,
adopted to NL and IE), tweets via Twitter, facebook, cooperation with www.kaas.nl (only
NL), creating a logo for farmhouse products (only DE)
National NL website will be www.boerderijzuivel.nl, same as the pilot programme's website.
Estimated visitors over 3 years: NL: 325.000, IE: 91.000, DE: 225.000
Budget: NL: 154.060 €, IE: 7.515 €, DE: 76.100 €
Total: 237.675 €
2a) October Month of the Farmhouse Cheese
This action is part of the current pilot programme in NL. As it proved very successful it will
be adapted to all three target countries.
NL, IE: Implication of farmers, wholesalers, farmers markets and above all specialty shops to
promote October as the month of farmhouse cheese. Promotion material for POS similar in all
3 countries ( action 3), competition for "best farmhouse cheese counter". Promoted on
website, social media and press work, aiming at a maximum of free publicity ( actions 1, 6).
NL: Focus on "Boerenkaas TSG", "Oktober Boerenkaasmaand" will be topic of one of the 4
modules on kaas.nl ( action 1).
DE: 2 events with topic "farmhouse cheeseplates" per year + 1 event promoting the "cheese
route" www.milchundkaesetrasse.de per year, cheese tastings ( action 2b) take place in
same period to optimise media coverage, farm visits ( actions 4) will be promoted to
consumers
Estimated contacts over 3 years: NL: 450 participating shops/farmers + 45.000 consumer
contacts, IE: 300 participating POS + 10.500 consumer contacts, DE: 2.200 filled evaluation
forms/contacts
Budget: NL: 52.845 €, IE: 32.448 €, DE: 37.800 €
6
Total: 123.093 €
2b) Event: Competition for best tasting products
This action was successfully tested in the current pilot programme in NL. It will be integrated
into the NL and DE part of the programme.
NL: "Cum Laude" competitions for "Boerenkaas TSG" cheeses and other farmhouse cheeses.
Award winning products will be honoured on special "cum laude" event and will be available
in speciality shops after competition. "Cum Laude" module on www.kaas.nl ( action 1).
DE: Public Choice Award (consumers) and Farmhouse Cheese Judging & Competition
(professionals) All farmhouse dairies invited to participate. Results published on
www.kaesepruefung.de , press and media work ( action 6).
Estimated contacts/results over 3 years: NL: 375 participating dairies/45 award winning
cheeses/375 shops selling award winning cheeses + 75.000 direct consumer contacts,
DE: 9 events + 11.250 consumer contacts + 180 articles + 10% - 20% rise in sales for award
winning cheeses (DE)
Budget: NL 99.675 €, DE 34.800 €
Total: 134.475 €
3) Recipe cards and consumer leaflets
Creation and production of recipe cards and consumer leaflets. Joint NL/IE/DE production
whenever possible.
Number of items over 3 years: NL: 36 different recipe cards, 660.000 copies total, IE: one
consumer leaflet, reprinted annually, 180.000 copies in total, DE: 24 different recipe cards,
720.000 copies in total
Budget: NL 85.920 €, IE 9.153 €, DE 54.000 €
Total: 149.073 €
4) Farm Visits
This action was successfully tested in the current pilot programme in NL. Consumers and
school classes meet the farmers and listen to their stories. Farm visits will be promoted during
all other actions.
NL, IE, DE: two-hour visits of consumers and school classes from March to October to
experience origin, storytelling and taste of farmhouse cheese. DE: also in-school workshops
by cheese producers
Estimated contacts over 3 years: NL: 7.500 visitors/300 farm visits, indirect impact estimated
much higher as visitors will become true "ambassadors", IE: 3.600 visitors/120 farm visits,
DE: 120 farm visits
Budget: NL 90.000 €, IE 27.000 €, DE 46.850 €
Total: 163.850 €
5) Consumer tastings in POS + materials for specialty shops
Consumer tastings of farmhouse cheese / dairy is crucial to the success of this programme as
it is on taste that farmhouse products are differentiated. Results from the current programme
in The Netherlands show that once consumers hear the story of farmhouse cheese and taste
the product, sales increase substantially and – even more important – consumers repeat their
purchases.
Tastings of farmhouse cheese organised in POS (supermarkets) throughout the whole
programme in all countries. NL: tastings include "Boerenkas TSG". DE: tastings in
specialised smaller shops instead of supermarkets.
Estimated contacts over 3 years: NL: 350 per tasting, 157.500 in total + sales of farmhouse
cheese multiply by 4 during tasting period, IE: 300 per tasting, 138.600 in total + sales of
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farmhouse cheese multiply by 4 during tasting period, DE: 85 per tasting / 2.550 in total +
increased sales
Budget: NL 193.050 €, IE 121.021 €, DE 34.800 €
Total: 348.871 €
6) PR Campaign
NL: 7 big hooks for press/year, 5 press releases/year + 115 variations for local media, press
contacts to be invited to different events, clipping service, IE: 5 big hooks for press/year, at
least 5 media mailers and 5 press releases/year + 1 cooking event for journalists per year +
competition and prizes, clipping service DE: 22 press releases per year, monitoring of articles
by Google Alerts
Estimated number of publications over 3 years: NL: 225 publications, print value of 300.000
€, IE: 210 publications, print value 360.000 €, 18.000 followers on FB and twitter, DE: 600
publications
Budget: NL 50.280 €, IE 95.700 €, DE 40.800 €
Total: 186.780 €
Anticipated impact:
The overall objectives for the three countries as well as most performance indicators on the
level of actions are the same. Hence, the Netherlands, Germany and Ireland also propose very
similar methods to evaluate the impact of the programme and the results of actions. In the
following, the methods used for the Irish part of the programme will be explained in more
detail. The approaches for evaluation by the Netherlands and Germany are very similar.
Three independent, external agencies will be asked to send in a tender for measuring the
overall impact of the programme, in particular consumer awareness of farmhouse cheese. This
survey will be nationally representative and will allow for a statistically robust evaluation as
well as the ability to isolate key target groups from the wider population for subgroup
analysis.
The methodology for this survey is a telephone omnibus service which interviews a sample of
n=1,000 adults across Ireland in a nationally representative survey. An omnibus survey
means that questions on the Discover Farmhouse Cheese programme are included alongside
other survey questions, which means that the cost of the research can be shared which keeps
costs to a minimum.
Key metrics include:
 Product awareness
 Attitudes to farmhouse cheese
 Regularity of role for farmhouse cheese in meal repertories
It is expected that the effects on household demand for farmhouse cheese can be monitored by
data from Kantar Worldpanel at no cost to the programme.
NL: It is expected that the effects on household demand for farmhouse cheese can be
monitored by reference to GfK ConsumerScan Panel, but only if data can be obtained at no
cost to the Programme (if dairy industry has a subscription to these figures, data on farmhouse
cheese will be provided by NZO / Productschap Zuivel free of charge)
In addition, specific targets on the level of actions are defined for all actions for all countries.
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ASSESMENT BY THE MEMBER STATE
General interest of the programme:
22/30 (NL), 24/30 (IE), 26/30 (DE)
Quality of the programme:
32/40 (NL), 32/40 (IE), 37/40 (DE)
European dimension:
08/10 (NL), 9/10 (IE), 10/10 (DE)
Cost/efficiency:
Budget by action :
17/20 (NL), 18/20 (IE), 19/20 (DE)
€
BUDGET SUMMARY TABLE - TOTAL PROGRAMME (EUROS)
Break Down of Actions
Action 1: Information on website(s) and social media, incl. production of 3 films
Action 2A: October Month of the Farmhouse Cheese
Action 2B: Event: competition for best tasting products
Action 3: Recipe cards/ consumer leaflets
Action 4: Farm Visits
Action 5: Consumer tastings / POS material for specialty shops
Action 6: PR Campaign
Total for actions excl. Implementation by proposing body
Action 7: Implementation by proposing body
Total for actions incl. implementation by proposing body (1)
Costs for performance guarantee (estimate)
Total Programme (€)
YEAR 1 YEAR 2 YEAR 3 TOTAL
85.415
63.930 48.830
198.175
31.431
30.231 30.231
91.893
34.025
34.025 34.025
102.075
31.691
55.091 55.091
141.873
48.550
50.050 49.550
148.150
113.277 112.397 113.297
338.971
59.060
63.860 63.860
186.780
403.449 409.584 394.884 1.207.917
44.590
47.560 43.750
135.900
448.039 457.144 438.634 1.343.817
0
0
0
Fees for implementing body (max 15% of total costs for actions not implemented
by proposing organisation (The Netherlands: integrated in actions)
0
Measurement of results of actions (max 3%, year 3 max 5%)
13.441
Total direct costs for the programme (2)
461.480
Overheads (max 5% of (2)
15.454
TOTAL FOR PROGRAMME
476.934
BUDGET SUMMARY TABLE - THE NETHERLANDS, IRELAND AND GERMANY
TOTAL FOR PROGRAMME
9
YEAR 1
48.340
13.615
26.825
28.640
29.000
65.750
16.760
228.930
11.400
240.330
-
7.210
247.540
11.807
259.347
0
0
13.714 21.931
49.087
470.858 460.565 1.392.904
16.320 15.901
47.675
487.178 476.467 1.440.579
The Netherlands
YEAR 2 YEAR 3
59.210
44.110
13.615
13.615
26.825
26.825
28.640
28.640
29.000
29.000
64.300
63.000
16.760
16.760
238.350 221.950
13.800
11.400
252.150 233.350
-
7.564
259.714
12.296
272.010
TOTAL
151.660
40.845
80.475
85.920
87.000
193.050
50.280
689.230
36.600
725.830
-
11.667
26.441
245.017 752.271
11.681
35.784
256.698 788.055
Germany
31.000
4.000
4.000
39.000
6.200
6.200
6.200
18.600
7.200
7.200
7.200
21.600
0 23.400 23.400
46.800
10.550 12.050 11.550
34.150
4500
9.100 11.300
24.900
10400 15.200 15.200
40.800
69.850 77.150 78.850 225.850
33.190 33.760 32.350
99.300
103.040 110.910 111.200 325.150
0
0
0
0
0
0
0
0
3.091
3.327
5.560
11.979
106.131 114.237 116.760 337.129
3.647
4.024
4.221
11.891
TOTAL FOR PROGRAMME
109.778 118.261 120.981 349.020
6.075
720
720
7.515
11.616 10.416 10.416
32.448
0
0
0
0
3.051
3.051
3.051
9.153
9.000
9.000
9.000
27.000
43027 38.997 38.997 121.021
31900 31.900 31.900
95.700
104.669 94.084 94.084 292.837
0
0
0
0
104.669 94.084 94.084 292.837
0
0
0
0
0
3.140
107.809
0
TOTAL FOR PROGRAMME
107.809
10
Ireland
0
2.823
96.907
0
96.907
0
0
4.704
10.667
98.788 303.504
0
0
98.788 303.504
Co-financing plan: €
CO-FINANCING
EU
The Netherlands,
Ireland and Germany
SUBTOTAL
YEAR 1
€
%
238.467
50
238.467
50
YEAR 2
€
%
243.589
50
243.589
50
476.934
487.178
100
100
YEAR 3
€
%
238.233,50
50
238.233,50
50
476.467
100
TOTAL
€
%
720.289,50
50
720.289,50
50
1.440.579
100
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION
Remarks:
 All proposing organisations (PO) are members of the Network of European Farmhouse
Cheesemakers www.farmhousecheese.eu. This is where the idea for a joint programme
came up. Further projects are in planning stage. The current proposal could serve as the
basis for a third country programme, promoting EU farmhouse dairy in the USA.
 Every MS is responsible for controls and checks in its country. There will be a
monitoring group meeting once per year in the Netherlands.
 Part of the programme will be implemented by the three POs themselves. In addition,
every PO will select its own implementing body (IB).
 The first two annual reports of the Dutch pilot project are joined to the proposal showing
promising results. Most successful actions were taken over in new proposal
Motivation for the programme:
Consumption of milk and milk products in all three participating countries are below
government recommendations. Although farmhouse dairy products only represent a very
small quantity of total dairy consumption, dairy produced on the farm offers a lot of
opportunities to stimulate dairy consumption as a whole. The connection with the farm offers
the opportunity to convey the story of the people and the passion behind the products through
storytelling. Methods of production are fully transparent and consumers get a clear insight in
11
sustainable production methods, animal welfare, quality assurance, and traceability aspects.
The wider dairy industry will also benefit from the halo effect of this programme.
Programme eligible:
Yes/No
First observations to be communicated to MS:
In application of Article 8(2)(c) of Commission Regulation (EC) No 501/2008, programmes
should contain sufficient detail to enable their compliance with the applicable rules and their
cost/benefit ratio to be evaluated. The Member States and the proposing organisations are
invited to complete the programme presentation with the following missing elements:
Remarks concerning the whole campaign:
- The campaign needs SMART objectives. The intended increases in consumption and
awareness have to be formulated in a quantitative manner for each target country.
- Please describe more in detail how the EU dimension of the programme will be
communicated.
- Please provide clarification why Spain is mentioned on page 98 in the following sentence
"From this one-page website, consumers can simply click on the specific websites for The
Netherlands, Ireland, Germany and Spain".
Country specific remarks:
- Ireland: A written and signed commitment for co-financing for the financial contribution of
the Irish Member State needs to be submitted (91.051 €).
- Ireland: Confirmation is needed that the contribution of the Association of Irish Farmhouse
Cheesemakers (CAIS) is 30.701 € (as stated in the declaration provided by CAIS) and not
28.567 € as stated by Bord Bia in Annex 1b.
- Germany: The last page of the evaluation memorandum including the scoring scale
regarding the general interest, the quality and effectiveness, the EU dimension and the costeffectiveness of the programme needs to be submitted by the German Member State.
Action specific remarks:
- Action 1:
The Netherlands: More information is necessary as to the content and the form of the 4
modules planned in cooperation with www.kaas.nl . Will they take the form of separate
subpages, pop-ups, newsletters? Will they be accessible throughout the whole programme or
during certain periods? Programme related content must not include the mentioning of any
brands, i.e. the banner of brands displayed on the bottom of the start page of www.kaas.nl
must not be included in the content related to the campaign.
Germany: Please provide more details about the planned logo for farmhouse dairy products
and explain which conditions will apply for its use. Note that prior authorisation has to be
obtained from the Commission for any use of co-financed promotion material outside the
scope of the campaign.
Clarification also needs to be provided for budget item "completing operations for the logo in
all subdivisions". What does it include?
For all three countries, more information needs to be provided on the content of the social
media campaign on twitter and facebook. Will the campaign have its own facebook page? Or
will it be advertised via banners?
12
- Action 2a and b:
The Netherlands: Provide explanation as to budget item "event organisation "De Vierhuizen"
and "Bureau Ambacht" in budget table on page 53. Have these two organisations already been
chosen for the implementation of this specific action?
Germany: How many contacts do you expect for actions 2a) and 2b)? Do the numbers 2.200
and 11.250 on page 91 and 92 refer to total contacts or total evaluation forms filled? Should
they refer to total contacts, the cost per contact for action 2a would equal 17,20 € which
would require a detailed justification as to the cost-effectiveness of the measure (cost per
contact in the Dutch part for the same measure equals 1,17 €).
Please also provide confirmation that costs budgeted for cheese for tasting (15kg à 15€ per
kilo) are production costs.
-Action 4:
Germany: VHM needs to provide clarification as to the number of direct consumer contacts
for the farm visits. Total farm visits are 120. What is to be understood by total number of
actions (=45) on page 94? Estimating the number of participants per farm visit at 25 (same as
in The Netherlands) and the number of students per class at 30, total contacts for this action
would sum up to ca. 120*25+20*30= 3.600. However, on page 95, total number of direct
consumer contacts sums up to 22.500.
-Action 5:
Germany: VHM needs to provide clarification as to the number of direct consumer contacts
for tastings. Does the number 2.550 on page 96 refer to total contacts or total evaluation forms
filled? Should it refer to total contacts, the cost per contact would equal 13,60 € which would
require a detailed justification as to the cost-effectiveness of the measure (cost per contact in
the Dutch part for the same measure equals 1,23 €).
-Action 6:
Ireland: A more detailed breakdown of budget item "PR agency fee" in budget table on page
72 is required.
13
OPINION OF THE COMMISSION SERVICES
(coherence between strategy and objectives, quality of actions)
good/average/poor
European dimension / added value:
good/average/poor
Impact forecast and assessment' methods
good/average/poor
Cost-effectiveness of the programme :
good/average/poor
Cannot be definitely assessed as quantitative objectives only exist on level of actions
Points awarded by MS:
79/100 (NL), 83/100 (IE), 92/100 (DE)
Priority awarded by MS:
1/6 (NL), 2/2 (IE), 1/1 (DE)
External consultant’s opinion:
to be accepted
CONCLUSIONS
Observation(s) :
A letter requesting additional information was sent to the Dutch authorities on 09/01/213
(Ares(2013)18791, copy also sent to German and Irish authorities). The Dutch authorities
submitted their reply on 29/01/2013 by e-mail and by mail on 05/02/2013
(Ares(2013)144315). The Commission's observations were taken into account and
satisfyingly addressed, see note to the file.
Recommendation(s) :
- To be accepted
- To be accepted provided that the above observations are taken into account
- To be rejected
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IDENTIFICATION DU PROGRAMME:
Etat(s) membre(s):
EL (coordinator), RO
Titre du programme:
EUREKA: Discover Europe's treasures
Organisme(s) compétent(s):
Greek ministry of Agriculture and Food
Romanian ministry of Agriculture
Organisation(s) proposante(s):
Consortium of producers
(Kourellas/Konstantopoulos/Arosis/Vivlia Chora)
represented by Kourellas (EL) and Sonimpex Topoloveni
Srl (RO)
Organisme(s) d’exécution:
Not yet selected
Type de mesure:
information/promotion/mixte
Produit(s):
PRO/PGI/STG
Etat membre(s) ciblés:
Switzerland, Norway, Russia
Durée:
3 years
Budget total:
4.180.110€
Proposition reçue le:
15/11/2012
CRITÈRES D’ÉLIGIBILITÉ :
Respect du délai de présentation du programme par EM:
Organisme(s) d’exécution sélectionné(s) par une procédure compétitive
Implementing body not yet selected
oui/non
oui/non/NA
Engagement écrit et signé pour le cofinancement par EM
oui/non
Engagement écrit et signé pour le cofinancement par
l’/les(s) organisation(s) proposante(s)
oui/non
Le programme est composé d’un ensemble d’actions cohérentes
oui/non
Actions non liées à l’origine ou aux marques privées,
à l’exception des désignations basées sur réglementation communautaire
oui/non
Le(s) produit(s)/pays cible(s) sont éligibles
oui/non
Conformité à /aux ligne(s) directrice(s)
oui/non
15
AVIS DE L’ETAT MEMBRE/DES ETATS MEMBRES :
Confirmation du respect de la législation nationale et communautaire :
oui/non
Lien des actions proposées avec d’autres actions nationales
et/ou communautaires d’information/de promotion (par EM)
oui/non
Confirmation de la représentativité de(s) l’organisation(s) proposante(s)
du/des secteur(s) concerné(s)
oui/non
Confirmation de l’efficacité technique et financière
de(s) l’organisation proposante(s)
oui/non
Confirmation de la capacité technique et financière
de l’organisme d’exécution
oui/non
DESCRIPTION DU PROGRAMME :
Objectif(s) :
1. Improvement of the image of PDO/PGI products as high quality products +50%.
2. Increase of the demand for PDO/PGI products +20%.
Stratégie :
The strategy has been drawn in accordance to the guidelines of the EU Regulations, by taking
into consideration the objectives, themes and duration of the Programme, the available human
and funding resources, the characteristics of the target groups,
The current situation of target markets, the intrinsic characteristics of the products and the
modern methods and techniques for information and promotion actions and the evaluation of
the actions results. The Programme is realistic and has been designed by taking into
consideration all the factors of the market, the import policy and the legislation of the target
countries, the available time and resources.
The products will be promoted through the information of all target groups about the
European quality specifications, the intrinsic characteristics of the products, the tradition of
the production areas and the knowhow of the producers. Modern and popular marketing tools
will be used. Through specialised actions and regular communication there will be
strengthening of the cooperation with the major players of the market. The Programme’s
actions are complementary and adhesive.
The communication strategy of the programme will be dynamic, flexible and organised, based
on the special characteristics of the target groups.
In order to achieve high impact, the Programme has been strategically designed to focus on
major urban centres of the target countries, while the advertisement actions will take place on
national scale.
Cibles :
1. Consumers (age groups: 18-35, 35-60)
2. Distributors (importers, wholesalers, retailers)
3. Opinion Leaders (specialised journalists, distinguished professionals of the food sector)
16
Thèmes :
1.
2.
3.
4.
European quality standards
Food safety
Promotion of the Community logos - Labelling
Image of European products
Aspects couverts:
qualité
sécurité alimentaire
méthodes de production spécifique
aspects nutritionnels
aspects sanitaires
étiquetage
bien-être des animaux
respect de l’environnement
image des produits communautaires
systèmes communautaires AOP/IGP/STG
produits biologiques
symboles graphiques pour les régions ultrapériphériques
vins avec appellation d’origine protégée ou indication géographique
protégée, vins avec indication de la variété à raisins de cuve
The exact products to be promoted are:
Olives:
Kalamata olives (PDO)
Konservolia Atalanti (PDO)
Konservolia Piliou (PDO)
Konservolia Stelidas (PDO)
----------------------------------------------Beans:
Fasolia Gigantes Kastorias (PGI)
Fasolia Gigantes Florinas (PGI)
Fasolia Plake Florinas (PGI)
Cheese:
Feta (PDO)
Kefalograviera (PDO)
Kaseri (PDO)
Batzos (PDO)
Manouri (PDO)
Anevato (PDO)
Wine:
Paggaion Wines (PGI)
Jam:
Magiunul de Prune de Topoloveni (PGI)
17
Messages à communiquer :
Main message to be communicated: “Eureka: Discover Europe’s Treasures”
Other messages:
- I know where they are produced; I know what I consume
- Product-with European identity
- Natural products with tradition and history
Actions, y inclus leur portée/volume et calendrier prévisionnel :
The programme foresees the implementation of the following actions:
ACTION 1: Communication campaign
1.1 Creation of a visual identity (10.000 €)
1.2 Drafting and distribution of press releases related to the other actions of the programme.
48 press releases in total (24 RU, 12 NO and 12 CH) with a cost of 24.000€, ie 500€ per
press release.
ACTION 2: Electronic campaign
2.1 Website in 6 languages (EL, RO, NO, RU, FR, DE), total cost 16.000€
2.2 Social media: creation and feed of twitter and facebook accounts (3000 contacts
expected) price 48.000€
ACTION 3: Printed material
3.1 Information brochure of 12 pages available in 4 languages (RU, NO, FR, DE); 40.00
copies for RU and 11.250for NO and CH for a total cost of 25.000€.
3.2 Recipes brochure, 8 pages in colour in 70.000 copies and in 4 languages. Cost 35.000€
ACTION 4: Promotion in sales points
4.1 promotion of the products concerned in selected selling points in all target countries. It is
foreseen to carry out this activity as follows:
Russia: 40 selling points X 5 days (=200 days) for EL and 10 selling points X 4 days (40
days) for RO.
Norway: 10 selling points X 5 days (50 days) for EL and 10 selling points X 4 days (40 days
for RO.
Switzerland: 10 selling points X 4 days (40 days) for EL and 10 selling points X 5 days (50
days) for RO.
The total cost of this action is 2.100.000€.
ACTION 5: Public relations
5.1. Visits to production areas: Proposing organisations will invite and accompany opinion
leaders and journalists to the production areas in Greece and Romania; It is expected that
64 persons from all 3 target countries will be invited over the 3 years. Total cost 86.000€
5.2 other events, in the form of food and wine tastings. They will target representatives of the
trade industry, chefs, sommeliers etc as well as journalists with the aim to inform and
present the products; the cost will be 156.000€
ACTION 6: Participation in fairs
6 participations in fairs are foreseen, 4 in Russia (World food Moscow X1, Prodexpo X3)
and 2 in Switzerland (IGEHO X2-HORECA, gastronomy). Total cost is 390.000 €
18
ACTION 7: Advertising
There will be advertisements in newspapers and journals of national readership in all 3
countries.
Russia: Chef Art, Gastronomy, Business Lady, Russian Food & Drinks, Chief
Norway: Lev landlig, Mat & Helse, Aperitif
Switzerland: Neue Zürcher Zeitung, Sonntagsblick, Gastro Journal
Total cost: 144.000€
ACTION 8: training seminars
8.1 Food and wine workshops
Workshops of 1 day addressing the food professionals on how to combine foods and wine and
learn their special characteristics and production methods. There will be 3 workshops per
country per year in the capitals of the 3 countries and big cities. Total cost 168.000€
ACTION 9: Business delegations
Business to business meetings with representatives of the proposing organisations and
professionals of the target countries. 1 Meeting per country per year= in total 9 business
delegations. Each trip will last for 4 days. Total cost: 107.000€
Impact prévisible :
This section has not been answered.
Méthodes d’appréciation de l’impact :
An evaluation study will be conducted at the end of every year of the Programme.
The measurement of results includes (a) quantitative assessment of the actions (collection of
quantitative data and correlation to the anticipated results), (b) qualitative evaluation (based
on the questionnaire which will project the satisfaction of participants in the actions) and (c)
measurement of the impact of each action, to each target group, in each country, in each year.
The questionnaires will be addressed to all target groups and will be filled in during the
exhibitions and the promotion actions. They will be used as a means to collect data regarding
the habits and preferences of the consumers, the level of knowledge of all target groups about
the European quality framework, their opinion about the PDO/PGI products.
EVALUATION DE L’ETAT MEMBRE/DES ETATS MEMBRES :
Intérêt général du programme :
24/30
Qualité et efficacité du programme :
37/40
Dimension européenne :
Coût/efficacité :
7/10
15/20
19
BUDGET RECAPITULATIF :
€
ACTION
1. Communication campaign
Year I
18.000
Year II
8.000
Year III
8.000
TOTAL
34.000
2. Electronic campaign
26.000
19.000
19.000
64.000
3. Brochures and recipes
60.000
0
0
60.000
700.000
700.000
700.000
2.100.000
79.000
84.000
79.000
242.000
6. Exhibitions
125.000
140.000
125.000
390.000
7. Advertising
48.000
48.000
48.000
144.000
8. Training Seminars
56.000
56.000
56.000
168.000
37.000
1.149.000
37.000
1.092.000
33.000
1.068.000
107.000
3.309.000
172.350
163.800
160.200
496.350
6.500
6.500
6.500
19.500
2.500
2.400
1.600
2.500
2.400
1.600
2.500
2.400
1.600
7.500
7.200
4.800
34.470
32.760
32.040
99.270
1.368.800
1.302.200
1.272.500
3.943.500
82.128
78.132
76.350
236.610
1.450.928
1.380.332
1.348.850
4.180.110
4. Promotion at points of sales
5. Public Relations
9. Business missions in target countries
Total for actions (1)
Costs of performance guarantee
Fees of implementing body (15% of (1),
Annex III, point B.1.2 of the contract)
Travel expenses
Russia
Norway
Switzerland
Measurement of results of actions (maximum
3% of (1), Annex III, point C.5 of the
contract)
Overheads 6% of (2), Annex III, point A.2 of
the contract)
TOTAL FOR PROGRAMME
6.480
7.140
5.760
19.380
PLAN DE FINANCEMENT EN EURO :
PART-FINANCING
EU
MEMBER STATES
PROPOSING
ORGANISATIONS
TOTAL
YEAR I
725.465
322.468
402.995
%
50
25
25
YEAR II
690.167
308.995
381.170
%
50
25
25
YEAR III
674.425
302.720
371.705
%
50
25
25
TOTAL
2.090.057
934.183
1.155.870
%
50
25
25
1.450.928
100
1.380.332
100
1.348.850
100
4.180.110
100
RÉSULTAT DE L’EXAMEN D’ÉLIGIBILITÉ ET DE LA QUALITE:
Remarques :
 The main objective of the programme is the increase in awareness of the quality products
by 50% after 3 years. Nevertheless, the current level of awareness is not described.
Therefore we have no basis for comparison in order to measure the impact.
 The strategy of the programme is not sufficiently detailed. For example, the proposing
organisation has not explained the logic behind the presentation in one programme of
cheese, beans, olives, wine and jam. What is the link among these products and what is
the added value of promoting them together in one programme? The same goes for the
selection of Romania as partner, what is the link between the programmes proposed by
Greece (cheese, wine, beans, olives) and the one proposed by Romania (jam)?
 The market analysis is not correctly compiled as it does not make reference to the
penetration of the specific products concerned by the programme. For example, it does
not mention the market share of the feta cheese in the three markets; it only presents
20
generic figures about imports of cheese from other countries. As a consequence, after the
end of the programme it will be impossible to measure the impact of the programme on
the imports or sales of feta cheese in the three countries as there will be no basis for
comparison.
 The messages presented are simply slogans, the actual message has not been developed
sufficiently and the description of all actions lacks detailed content (structure of website
and publications, messages to be presented during fairs).
 The evaluation methods presented concern exclusively the measurement of the success of
the actions. The proposing organisation has not explained how they will measure the
impact of the programme on the market in order to ensure that the objectives have been
met.
 Action 2.1 website: the expected number of visitors is not mentioned; therefore it will be
impossible to measure the success of this action.
 Action 2.2 social media: the cost of this action is excessive, given that the platforms are
available for free and the only real costs are fees for 1 person to work part time in order to
upload messages and manage the accounts and the cost of translation of short messages.
 Action 4 selling points: it is important to specify how many persons are expected to be
affected by this action and what is the estimation of the proposing organisation
concerning the percentage of those targeted that will actually be convinced to buy the
product. Given the cost, a separate SMART analysis for this action is necessary.
 Action 5.2 food and wine tastings: number of expected participants not specified
 Action 6: fairs: expected number of visitors not mentioned
 Action 7; Advertising: expected number of readers not mentioned;
 Action 8.1: how many persons will these seminars target?
 Actions 5.2 and 8.1: there are categories of staff costs labelled 'Responsible for PR',
'Event manager', 'secretariat': these costs should be included in the fees of the
implementing body or in the overheads (if are carried out by personnel of the proposing
organisation). Additionally, in several actions there are fees for speakers/experts. If these
belong to the proposing organisations, their cost must be included in the overheads. If
not, it is necessary to explain who these experts are and how they will be chosen.
 Foreseen impact: the section has not been answered correctly.
Eligibilité du programme :
oui/non
Premières observations à communiquer à l’EM :
See above 'remarques'
21
AVIS DES SERVICES DE LA COMMISSION :
Qualité du programme:
bonne/moyenne/non adéquat
(cohérence entre stratégie et objectifs, qualité des actions)
Dimension / valeur ajoutée européenne:
bonne/moyenne/non adéquate
Impact prévisible et méthode(s) d’appréciation de l’impact: Oui/non (demandé comme
partie des observations).
Coût efficacité du programme:
(relation entre coût total et impact prévisible)
Points donnés par EM:
83/100
Priorité donnée par l’Etat membre
Avis du consultant externe:
5/5
Le consultant externe a proposé le rejet du programme.
CONCLUSIONS:
Observation(s)
The competent authorities sent the proposal to the Commission services with letter (ref:
ARES(2012)1447082 of 5/12/2012).
The Commission examined if the proposal is in conformity with the requirements of Council
Regulation (EC) No 3/2008 and Commission Regulation (EC) No 501/2008.
As a result of this examination the Commission sent a list of observations to the competent
authorities with letter (ref: ARES(2012)1530927 of 20/12/2012 and ARES(2013) 19404 of
9/1/2013.
The competent authorities provided a list of clarifications and additional information as a
reply to the letter with the observations of the Commission services with letter (ref:
ARES(2013)194486 of 14/2/2013 and ARES(2013) 76357 of 22/01/2013).
In general lines the clarifications provided have covered the observations of the Commission
and therefore the programme can be accepted.
A few doubts still remain concerning the strategy of the programme. The level of awareness
of the PDO/PGI products in the three target countries is still unknown according to the
proposing organisations, and therefore they propose to carry out a special survey at the
moment of the start of the programme. This, nevertheless, should have been done already,
before proposing the programme.
The proposing organisations invoke the lack of detailed statistics on the specific products. At
the same time, in the evaluation section of the programme, they declare that they will base
themselves on national export statistics of PDO/PGI products. It appears, therefore, that such
statistics do exist.
After a first look the programme appears to be a collage of products not really linked to eachother, involving two Member States without a strong explanation on the choice of products to
be promoted and the logic behind the cooperation.
Studying the subject more deeply, it appears that this programme deserves to be accepted for
co-financing despite the shortcomings, for the following reasons:
22
(1) At a time of severe economic crisis in both countries, the programme will help to secure
outlets for the products in markets which are not only mature, but present a strong
potential for consolidation of the demand in quality products in the coming years.
(2) The products put forward for promotion although appearing to be irrelevant to each other
(cheese, beans, olives, wine, vegetables), they do constitute a basket of products (south
European-Mediterranean quality products with strong tradition and exquisite taste). This
answers the concerns of the external consultant who has advised the Commission to
reject the programme.
(3) The programme has a strong European message capitalising on the existence of the
"heavy artillery" of EU products, the PDO/PGI products.
(4) The programme allows access to the market for the only existing registered PDO/PGI
product from Romania (Magiun de Topoloveni) which cannot be an object of promotion
on its own (Reg 501/2008 not allowing the promotion of only one PDO/PGI product).
(5) The proposing organisations are serious producers with experience in promotion of
products outside the EU.
(6) The programme will be used as a vehicle for strengthening the cooperation between the
two member States and will function as an incentive for similar initiatives in the future.
For the above reasons it is proposed to accept this programme for Community co financing.
Recommandation(s)
[- à accepter
- à accepter sous réserve des observations ci-dessus
- à rejeter ]
23
Etat membre:
Belgique (Flandre)
Titre du programme:
Campagne de promotion des pommes de terre fraîches
Organisme compétent:
Vlaamse Overheid – Departement Landbouw en Visserij
Organisation proposante:
VLAM – Vlaams
Visserijmarketing vzw
Boondoggle
Type de mesure:
Produit:
pommes de terre fraîches
Etat membre ciblé:
Belgique
Durée:
36 mois
Budget total:
1 170 000 euros
30/11/2012
Centrum
voor
Agro-
oui/non
Organisme d’exécution sélectionné par une procédure compétitive
oui/non
n.a.
l’organisation proposante
oui/non
oui/non
à l’exception des désignations basées sur réglementation
communautaire
oui/non
Le produit/pays cibles sont éligibles
oui/non
Conformité aux lignes directrices
oui/non
24
en
oui/non
oui/non
Confirmation de la représentativité de l’organisation proposante
du secteur concerné
oui/non
de l’organisation proposante
oui/non
oui/non
Objectif(s) :
Rétablir l'image de marque et promouvoir la consommation, ou freiner le recul, de la pomme
de terre fraîche chez les jeunes (18-45 ans) en Flandre
- mettre en avant la grande diversité d'usages de la pomme de terre, la richesse de sa
composition
- rompre le lien négatif associant la pomme de terre avec l'image de "cuisine de grand-mère"
- chasser l'idée préconçue selon laquelle la pomme de terre n'est pas pratique (il faut du temps
pour l'éplucher avant de la cuire)
- redresser l'idée selon laquelle elle est moins raffinée et moins adaptée à l'accueil d'invités
- combattre le préjugé selon lequel elle fait grossir et le fait que beaucoup de régimes
diététiques en vogue la déconseillent.
Les atouts incitant à lancer cette campagne sont le retour aux sources d'une cuisine plus
traditionnelle, moins sensible à l'exotisme et aux produits nouveaux, l'accent toujours plus
marqué mis sur une manière variée et équilibrée de manger de tout, avec une diversité et une
variation satisfaisantes, le retour en faveur de l'acte de cuisiner, illustré notamment par la
vogue des livres, des programmes culinaires (concours notamment), et sur le fait que la
préparation des pommes de terre est aujourd'hui beaucoup plus rapide à la faveur de la mise
sur le marché, avec une vogue toujours plus grande, de pommes de terre transformées,
aisément et rapidement prêtes à l'utilisation, avec le four à micro-ondes.
Dans cette situation incertaine du marché, des menaces plus spécifiques pourraient encore
aggraver la tendance: une recherche toujours plus marquée du temps libre incitant à se
détourner de préparations réputées exiger plus de temps de travail, alors que les sollicitations
pour les loisirs se font de plus en plus pressantes et variées. L'image de marque du produit,
réputé peu valorisant et exigeant en temps (épluchage, préparation…), le moindre besoin en
calories lié à une vie plus sédentaire et à un travail plus à domicile et moins exigeant en force
physique, surtout avec la crise économique actuelle. Surtout, le dédain plus marqué parmi les
jeunes générations est susceptible de s'étendre par contagion aux propres enfants des jeunes
d'aujourd'hui, lorsque ceux-ci s'installeront et fonderont une famille.
25
L'importance économique de la culture de la pomme de terre est particulièrement sensible en
Flandre, avec 46 600 ha en 2001. La consommation a atteint un pic en 2008, à 31,6 kilos/tête,
correspondant à une période de crise économique où on est plus souvent chez soi. Depuis, la
consommation s'est à peu près stabilisée (29,9 kilos en 2011/12). Elle est consommée en
moyenne chaque jour dans 25% des foyers flamands. La consommation des produits
concurrents (riz, pâtes) est stable ou en léger progrès. Les pommes de terre gardent la 1° place
(72,5% en 2008 mais 70,6 en 2011-12), le recul étant partiellement compensé par le succès
croissant des produits pré-transformés. On note toutefois que les jeunes jusque 30 ans
consomment 60% et les aînés jusque 64 ans 76%, le niveau le plus bas étant atteint chez les
personnes seules. Cette situation de marché a déterminé très directement les buts de la
campagne, et son public cible.
Les objectifs fixés sont SMART et quantifiés – voir ci-après l'impact attendu et la mesure
envisagée pour celui-ci.
Stratégie :
Il ne s'agit pas de populariser la pomme de terre, qui est un produit très connu en Flandre
(90% des consommateurs en achètent au moins une fois par an et elle est un ingrédient
essentiel de l'alimentation. L'objectif est en revanche d'accroître la consommation dans
certains sous-groupes, les observations montrant clairement une différenciation du niveau de
consommation selon l'âge, la situation de famille. La stratégie suivie lors de précédents
programmes a donc été modifiée en conséquence.
La campagne vise à souligner que la pomme de terre est chez elle dans toutes les cuisines:
étudiants, célibataires, familles avec de jeunes enfants, étrangers vivant en Flandre. Elle est si
diverse, si variée que chacun peut véritablement se préparer avec elle un repas à son goût, et
cela, en ayant ou en n'ayant pas beaucoup de temps disponible, beaucoup ou peu d'ingrédients
disponibles, une cuisine équipée ou simplement un micro-ondes. Elle est en somme mise en
exergue comme un aliment passe-partout, un ingrédient qui a sa place dans la cuisine
moderne (i.e. d'aujourd'hui, variée et équilibrée) Elle cible sur les 18-45 ans pour qui l'image
de marque de la pomme de terre est plus négative mais qui représentent un potentiel de
consommateurs important, à court comme à long terme. Il est impératif de familiariser ces
jeunes à la consommation du produit si on veut qu'ils l'utilisent lorsqu'ils auront eux-mêmes
une famille. Le groupe visé se composant de divers sous-groupes typés, des actions
spécifiques s'adresseront à ces sous-groupes et elles fourniront le prétexte à parler de la
pomme de terre de manière adaptée en touchant ainsi la totalité du public de la Flandre.
Outre une stratégie claire pour les 3 années, la campagne comprend également un "fil rouge",
qui indiquera clairement que les actions appartiennent toutes à la même campagne. La ligne
directrice tout au long des 3 ans sera: La pomme de terre: chez elle dans chaque cuisine.
Chaque année, une nouvelle préparation à base de pommes de terre sera présentée; elle sera
adaptée à la situation de chaque sous-groupe, tout en s'intégrant dans le style de vie de
l'ensemble du groupe-cible. Seront ainsi développées: une recette pour les étudiants (la
pomme de terre Boem), pour les célibataires (la Patate Romantique, pour les étrangers en
Flandre (la Patate della Mamma).
Les spots TV réalisés dans le cadre de la campagne suivront un schéma unique; ils seront dans
cette optique réalisés dans un style unique et aisément reconnaissable.
Ce qui fera aussi de cette campagne un tout spécifique, et pas une succession d'actions
éparses, ce sera chaque année un volet interactif à destination d'un sous-groupe spécifique.
Cette action collera de près au mode de vie des sous-groupes concernés.
26
Cibles :
1. le groupe-cible principal est constitué par les consommateurs âgés de 18 à 45 ans et, plus
particulièrement à l'intérieur de ce public, les étudiants, les célibataires, les étrangers vivant
en Flandre
Dans le cours de la campagne, des actions viseront ces sous-groupes comme point de départ
pour communiquer de manière novatrice et originale vers l'ensemble du groupe. Les créneaux
de communication utilisés seront profilés de manière à viser l'ensemble du groupe-cible à
travers les sous-groupes spécifiques.
Thèmes :
1. La pomme de terre: chez elle dans chaque cuisine
2. La pomme de terre: chez elle dans une alimentation saine et variée
Aspects couverts:
qualité
aspects sanitaires
étiquetage
Les pommes de terre s'imposent dans chaque cuisine
- grande variété de modes de préparation, de recettes et de variétés de pommes de terre
- avec des pommes de terre on peut confectionner des recettes de tous les jours aussi bien que
des plats surprenants, parfaitement adaptés pour les petits repas entre amis et en famille
- la préparation des pommes de terre n'a pas besoin de beaucoup de temps. Il existe beaucoup
de recettes rapides et de modes de préparation à base de pommes de terre.
Les pommes de terre s'imposent dans une alimentation saine et variée
- les pommes de terre sont un produit alimentaire sain, riche en principes nutritifs et en
vitamines, sans matière grasse et avec peu de calories
- les pommes de terre ne font pas grossir
La campagne se déroulera chaque année selon un ensemble d'actions différentes qui visent
toutes à atteindre les objectifs poursuivis, en termes de marketing comme de communication.
Leur but est d'améliorer l'image de marque de la pomme de terre parmi le groupe-cible. Au
moyen d'un spot-TV et d'une action opérationnelle, l'objectif est de mettre en lumière les
possibilités nombreuses offertes par les pommes de terre. Ces actions, parallèlement aux
bannières, doivent orienter vers le site web où on trouvera de nouvelles recettes innovantes et
originales pour accommoder les pommes de terre.
27
1. Coûts de conception
Ils comprennent les coûts annuels pour l'élaboration du concept de communication, tant
stratégiquement que créativement (compte tenu que chaque année la campagne prend une
tournure différente, des coûts de conception sont facturés chaque année). Ces coûts sont repris
pour chaque action et feront l'objet d'un décompte sous forme de time sheet.
Concept stratégique : le planificateur stratégique, en lien avec le directeur créatif et le
directeur comptable, définira la stratégie de la campagne. Les incitations ainsi données
serviront de base pour le concept créatif en première phase et pour toute la campagne dans
une phase suivante. Par année, ils coopéreront à concurrence de 38,40h (à 150€), 4h (170€) et
4h (130€).
Concept créatif: en lien avec le directeur créatif, l'équipe créative (directeur artistique,
copywriter et directeur comptable) développera plusieurs angles d'attaque basés sur les idées
de la stratégie de communication. A ce stade, il s'agira de pistes créatives générales, pas de
textes concrets ni d'images précises. Une de ces pistes sera retenue comme base pour la
campagne et sera travaillée plus intensément, et les images de campagne et copies des
diverses actions seront approfondies en parallèle. Cette manière d'opérer doit garantir que la
phase stratégique et la phase créative soient menées de manière constante, ce qui implique les
prestations suivantes : directeur artistique (4()h/an, 130€ par année), copywrighter (40h/an,
130€), directeur créatif (8h/an, 170€), directeur comptable (8h/an, 130€). Budget total : 59
280€ en 3 fois 19 760€,
Action 1 : campagne TV
Pour atteindre un maximum de personnes du groupe-cible, 3 spots TV différents sont prévus,
un par an selon des thèmes différents. Dans un souci de rationaliser les coûts ces spots seront
tous produits en année 1 (2 sont budgétisés en année 1, le 3° en année 2) ; chacun durera 30
secondes et ils seront construits sur les thèmes suivants : un élément de la vie quotidienne d'un
groupe déterminé de personnes appartenant au groupe cible, où les pommes de terre semblent
ne pas être chez elles. La situation mettra en évidence pourquoi ces personnes ont besoin d'un
type particulier de préparation de pommes de terre. La réponse est donnée par une recette
spécifique et originale. Le spot indique brièvement comment le plat est préparé, avec un
renvoi vers le site web
En année 1 Boem Patat développera la situation d'un étudiant moyen, aimant sortir, dormir
beaucoup, devant aller aux cours, épris de vie sociale, avec peu de temps pour cuisiner. La
recette consiste en une cuisson rapide au micro-ondes, en écrasant ensuite les pommes de terre
et en les revêtant d'un accompagnement. En année 2, Patat Romantique visera un célibataire
standard, n'aimant pas trop cuisiner seul, manger seul et nettoyer. La personne seule ne veut
pas passer trop de temps à cuisiner, d'où une recette pas trop compliquée mais surprenante :
de la purée avec une sauce et du jambon cru. Année 3 : Patat della Mama : à destination de
familles italiennes vivant en Flandre et mangeant peu de pommes de terre, gardant encore
étroitement le lien avec la cuisine de la mamma chez eux et consommant donc avant tout des
pâtes, sous diverses formes ; une bonne manière de concilier les pommes de terre avec la
cuisine italienne : des tranches de pommes de terre au pesto.
Le budget total de cette action s'élève à 99 821 € 31, dont 59 351 € 97 pour la production des
spots, qui seront réalisés en août 2013.
28
Action 2 bannières
Le lancement de la campagne ne se fera pas seulement par les spots TV mais aussi par des
bannières online différentes chaque année et dans des formats différents. En année 1, 4
formats différents seront créés (2 designs de base et 2 designs flash), en année 2 5 formats (2
de base, 2 flash et une page splash) et en année 3 2 formats (flash et design). Le coût hors
médias (cf action 4) fluctue selon les années et les formats, pour un total de 9 650 €
(réalisation chaque année en septembre).
Action 3 : action opérationnelle
Chaque année une action opérationnelle différente sera lancée; elles s'adressent à un segment
spécifique du groupe-cible plus vaste des 18-45 ans. Par l'originalité de chaque action, VLAM
espère également générer une publicité gratuite qui mettra le groupe-cible entier en contact
avec l'action.
En année 1, le stand Boem Patat, genre de friture mobile, mais avec des pommes de terre au
lieu des frites; ce stand circulera pendant la période de la campagne entre les 3 grandes cités
universitaires de Flandre (Gand, Louvain et Anvers), chaque fois 4 jours dans 4
emplacements différents. Les étudiants pourront y déguster gratuitement les Patates Boem et
du même coup découvrir la facilité et la rapidité de cette recette. Ils pourront en outre
emporter un dépliant avec différentes recettes qu'ils pourront immédiatement réaliser. Cette
action sera annoncée par la station étudiante Guido, créée en 1991 et qui s'est imposée comme
l'outil de référence en matière de contact avec les étudiants et les jeunes, avec son magazine,
son site web et son stock d'adresses mail. Pour cette action, on fera appel à des affiches A 3
dans les restaurants universitaires, cafés, campus et autres endroits fréquentés par les
étudiants : 250 emplacements sur, els 3 villes seront ainsi réservés. Une page d'annonce dans
le Magazine Guido (6 nċ par an), tiré à 45 00o0 ex. et diffusé dans les grandes cités
universitaires de Belgique. Un mailing à 15 000 adresses par ville et des bannières sur le
portail www.guido.be (160 000 visiteurs mensuellement) sont également prévus.
En année 2, coopération avec le site dating; Patat romantique est le plat par excellence où des
hommes et femmes seuls peuvent échanger leurs coordonnées dans un petit repas chez eux.
On peut toucher ces solitaires surtout sur les sites web de dating, en coopération avec. le plus
grand site du genre en Flandre, avec de plus une bonne réputation. Par des bannières sur ce
site et des mails aux personnes inscrites à sa Newsletter, VLAM entend promouvoir Patat
Romantique. Sur le site web, les visiteurs pourront voir la recette et auront immédiatement la
chance de pouvoir convier quelqu'un à un diner chez elles, avec pour menu la Patat
romantique. En outre, les visiteurs peuvent s'inviter eux-mêmes à une Patat Romantique.
L'annonce de cette action se fera sur el site web. Les frais de cette action sont repris sous
l'action 4 Médias.
En année 3, Patat delivery vise à créer, comme les pizzerias, un service de livraison à
domicile pour, les Patat della Mamma; Pendant 2 semaines d'octobre 2015, VLAM instaurera
son propre service de distribution. Par des bannières et des affiches les consommateurs seront
orientés vers les pages de commande sur le site web www.aardappeLbe; on pourra y indiquer
quel jour et à quelle heure on souhait être servi et une authentique vespa italienne viendra au
jour et à l'heure indiqués livrer à domicile ; Dans la foulée du spot TV de l'année 3, cette
action se concentrera sur les endroits de Flandre où vivent des Italiens et le service se limitera
aux principales villes de ce secteur, pour des raisons budgétaires. Ce service sérja annoncé par
affiche dans le secteur 'J concerné (outdoor, 20 m2, 10 m2 et 8m2, 3(rpanneaux, 15 à Anvers
et 15 dans 5 villes voisines. Coût de l'opération 121 552, 46 € dont 55 199,46 en année 1 et 66
453, 00 € en année 2.
29
4. Plan médias
Sous cette rubrique sont repris les coûts d’émission du spot TV de 30 secondes, des bannières
et de l’affichage (les coûts de production sont repris dans la rubrique spécifique).
Année 1, campagne TV : diffusion du spot 4 semaines (oct.-nov. 2013) sur 6 stations (Eén,
Canvas, 2BE, Vier, Vijf et Vitaya). Cible prioritaire de ces spots : les responsables des achats
de 18 à 45 ans. Le GRP (gross rating point : pourcentage du groupe-cible atteint par le spot
TV, multiplié par le nombre de fois que ce spot est émis) en année 1 est fixé à 248. L’OTS
(occasion de voir) s’élève à 3,3. Facebook : en oct.-nov., une annonce sera placée pendant 8
semaines sur Facebook pour attirer l’attention sur la campagne. Package Guido : en octobre
la campagne du stand Boem Patat sera annoncée par Guido via divers canaux (affichage,
magazine, e-mailing et bannières). NB : tous ces éléments de Guido sont achetés sous forme
de forfait ; le prix est ainsi meilleur marché qu’en cas de souscription d’actions isolément.
Année 2, campagne TV : diffusion du spot 4 semaines (oct.-nov. 2013) sur 6 stations (Eén,
de 18 à 45 ans. Le GRP en année 2 s’élève à 240 et l’OTS atteint 3,2. Facebook : en oct.-nov.,
une annonce sera placée pendant 8 semaines sur Facebook pour attirer l’attention sur la
campagne. Coopération avec Rendez-vous : en octobre 2014 la campagne Patat Romantique
sera annoncée par divers moyens (e-mailing et bannières) par Rendez-vous.
Année 3, campagne TV diffusion du spot 4 semaines (oct.-nov. 2013) sur 6 stations (Eén,
de 18 à 45 ans. Facebook : en oct.-nov., une annonce sera placée pendant 6 semaines sur
Facebook pour attirer l’attention sur la campagne. Le GRP pour l’année 3 est de 235 et l’OTS
de 3,1. En oct. 2015 la campagne Patat delivery sera annoncée dans les villes citées plus
avant.
Le budget total s’élève à 730 896 € 23 (année 1 : 238 593 € ; année 2 : 252 756, 23 € ; année
3 : 239 547 €). Sur ce total, la Tv représente 621 429 €, l’Online 37 350 et les actions
opérationnelles 72 117, 23 €)
5. Site web
Le site web actuel www.aardappel.be continuera et l’accent restera porté sur les recettes. Il
n’y aura que quelques changements sur le lay out pour donner au site la même allure et la
même tonalité qu’à la campagne. Le logo de patapas et les couleurs seront adaptés, le reste
demeurant inchangé (ces modifications interviendront au début de la campagne, en oct. 2013).
Le site actuel n’est assurément pas encore vieilli et peut encore utilement servir quelques
années, rendant ainsi inutile l’investissement dans un site totalement neuf. Outre ces
adaptations superficielles, le site sera annuellement complété avec des éléments de la
campagne en cours.
Portée : avec ce site, VLAM obtient depuis quelques années des résultats appréciables:
environ 7 000 visiteurs par mois (hors campagne) et espère poursuivre ces résultats avec la
nouvelle campagne. Vu la multiplication des sites de recettes, un léger accroissement du
nombre de visiteurs n’est peut-être pas facile à atteindre. Pendant les mois sans campagne, le
trafic est entre autre généré par l’émission d’une recette de la semaine à environ 14 000
abonnés. En campagne (oct.-nov.) VLAM espère porter le nombre de visiteurs à 30 000 par
mois. Le budget total est de 27 060 € (année 1 : 12 620 ; année 2 : 7 220 € ; année 3 : 7 220
€), se subdivisant entre 22 560 pour les adaptations et 4 500 pour l’hébergement. Outre les
adaptations en début de chaque action annuelle, le site sera complété chaque semaine par une
nouvelle recette.
30
Action 6 Recettes
Les recettes demeurent la manière idéale d’inciter les gens à préparer davantage de pommes
de terre et/ou d’une autre manière. Sur le site actuel figurent déjà plusieurs recettes novatrices
et surprenantes ; pourtant VLAM entend développer de nouvelles recettes dans la campagne :
chaque année de nouvelles recettes seront ainsi créées (30 en année 1 et en année 2, 25 en
année 3). VLAM a veillé à ce qu’il y ait assez de recettes suivant le thème de la campagne :
Boem Patat, Patat Romantique, Patat della Mamma, mais aussi d’autres recettes quotidiennes.
Elles seront utilisées comme recettes de la semaine et diffusées à environ 14 000 abonnés puis
placées sur le site web www.aardappel.be Le coût par recette est de 335 €, soit 28 475 € au
total (10 050 en année 1, et en année 2, 8 375 en année 3), aux mois de septembre 2013, 2014
et 2015.
Dans les frais de l’organisme d’exécution sont comptées toutes les activités en rapport avec
l’accompagnement des spots TV et la comptabilité générale ainsi que le suivi quotidien de la
campagne. Ces frais seront justifiés sur base de time-sheet, pour un total de 63 165 € (35 175
€ en année 1, 21 055 en année 2, 6 935 € en année 3).
Impact prévisible et méthodes d’appréciation :
Objectifs de marketing : il s’agit de défendre la part de marché des pommes de terre fraîches
face aux pâtes alimentaires et au riz dans la consommation à domicile. L’impact sera mesuré à
partir des données du GIK Panel Service, un bureau d’enquête auquel VLAM est lié par
contrat pour ces données. L’attitude d‘achat du Belge est analysée de manière continue par le
panel GIK, composé de 5 000 familles. Ces chiffres peuvent, être clivés selon l’âge et la
situation personnelle, ce qui permet d’analyser plus finement la consommation de pommes de
terre fraiches au sein du groupe-cible, ainsi que l’efficacité de la campagne tant auprès du
groupe cible retenu que des sous-groupes éventuels.
Objectifs de communication : Les pommes de terre restent en tête dans l’esprit du Flamand,
mais en comparaison avec les pâtes alimentaires et le riz, elles sont considérées comme
habituelles et n’offrant rien de spécial, au point d’être proposées moins souvent que les pâtes
et le riz à des invités. La campagne proposée par VLAM est une campagne d’image de
marque, pour orienter plus positivement l’image des pommes de terre. Concrètement, les
objectifs de communication visés pour la fin de la campagne (en 2015), au sein du groupecible des 18-45 ans, sont : manger des pommes de terre est de notre époque, moderne : 40 à
45% (35% en 2011) ; préparer des pommes de terre ne prend pas beaucoup de temps (65%
contre 57% en 2011) ; cuisiner des pommes de terre permet beaucoup de diversité : 75%
contre 72% en 2011. Ici, le, pourcentage de départ étant déjà franchement élevé, on attend
juste une petite progression. Les pommes de terre sont une source naturelle de vitamines et de
matières nutritives : 70% (en 2011, on était à 71%, ce qui représente une légère chute, mais
comme les pommes de terre sont souvent proscrites dans les régimes alimentaires en vogue
sous prétexte qu’elles feraient grossir, c’est là un défi réaliste.
Ces objectifs de communication seront analysés annuellement sur base d’un questionnaire
online en fin de campagne (fin novembre). Le bordereau d’enquête qui mènera cette
évaluation est InSites Consulting, un bureau disposant d’un vaste panel de consommateurs et
avec qui VLAM coopère depuis des années pour évaluer ses campagnes. L’échantillon
représentatif se compose de 500 consommateurs, en tenant compte de la représentativité par
groupe-cible. En outre, un échantillon représentatif sera constitué par sous-groupe cible.
31
Actions
Les actions de la campagne feront elles aussi l’objet d’une évaluation annuelle, en fin de
chaque phase de campagne. Cette évaluation aura lieu en même temps que celle des messages
et actions de communication, par le même bureau d’enquête, InSides Consulting, et avec le
même échantillon représentatif. La liste des questions portera notamment sur la perception,
spontanée et assistée, de la campagne et des actions opérationnelles, sur le ton de la
campagne, sa perspicacité, sa crédibilité, sur les messages diffusés, en notoriété spontanée et
assistée. Outre cette évaluation sur base d’un questionnaire online, des résultats seront
également donnés sur l’évaluation des médias (V ; bannières, facebook…), la portée, le
nombre de vues, de clicks.
Impact attendu : TV : sur base du plan média actuel, VLAM escompte atteindre annuellement
75% du groupe-cible par an. Bannières : en année 1, en coopération avec Guido), le pan
stipule que la campagne pourra par ce biais atteindre 190 000 impressions ; en année 2, en
coopération avec rendez-vous.be, il prévoir 1 600 000 impressions (à partir de 13 000
visiteurs individuels). La campagne Facebook devrait pouvoir, avec le budget prévu,
enregistrer 7500 clicks sur le site www.aardappel.be. L’évaluation des visiteurs du site web
(unique), de la durée de connexion, du nombre de pages consultées, des pages les plus
fréquemment lues… est également prévue. L’impact attendu pendant les mois sans campagne
est en moyenne de 7 000 visiteurs sur le site web. Pendant les mois de l’action (oct.-nov.)
VLAM espère porter ces chiffres à 30 000 visiteurs, soit 60 000 pour la campagne entière.
L’analyse des chiffres de fréquentations actuels du site qu’on peut également attendre dans les
années à venir des visiteurs qualitatifs sur le site, càd des visiteurs qui lisent en moyenne 5
pages par visite et restent en moyenne 3 minutes.
24/30
34/40
Coût/efficacité :
Total :
7/10
16/20
84/100
32
1 170 000 €
Actions
Concept
Concept stratégique
Planificateur stratégique
Directeur créatif
Directeur comptable
Concept créatif
Directeur artistique
Copywriter
Directeurs créatifs
Directeur comptable
Action 1 TV
Action 1.1 Pré-production spot TV
Recce + prep
Année 1
Année 2
Année 3
Total
€
19.760,00
€
6.960,00
€
5.760,00
€
680,00
€
520,00
€
12.800,00
€
5.200,00
€
5.200,00
€
1.360,00
€
1.040,00
€
19.760,00
€
6.960,00
€
5.760,00
€
680,00
€
520,00
€
12.800,00
€
5.200,00
€
5.200,00
€
1.360,00
€
1.040,00
€
19.760,00
€
6.960,00
€
5.760,00
€
680,00
€
520,00
€
12.800,00
€
5.200,00
€
5.200,00
€
1.360,00
€
1.040,00
€
59.280,00
€
20.880,00
€
17.280,00
€
2.040,00
€
1.560,00
€
38.400,00
€
15.600,00
€
15.600,00
€
4.080,00
€
3.120,00
€
66.547,54
€
1.366,66
€
1.100,00
€
33.273,77
€
683,33
€
550,00
€
€
€
-
€
99.821,31
€
2.049,99
€
1.650,00
€
266,66
Casting
Action 1.2 coûts production spot TV
Cast
Equipe
Equipement
Art department
Locations
Action 1.3 Coûts post-production TV
Personnel
Offline edit
Online edit
Transfers
Studio son
Action 1.4 Autres coûts spot TV
Assurances
Musique
Droits de production
€
39.567,98
€
2.200,00
€
20.394,66
€
5.946,66
€
7.206,66
€
3.820,00
€
9.479,98
€
3.166,66
€
1.200,00
€
3.500,00
€
166,66
€
1.446,66
€
16.132,92
€
666,66
€
4.500,00
€
10.966,26
33
€
133,33
€
19.783,99
€
1.100,00
€
10.197,33
€
2.973,33
€
3.603,33
€
1.910,00
€
4.739,99
€
1.583,33
€
600,00
€
1.750,00
€
83,33
€
723,33
€
8.066,46
€
333,33
€
2.250,00
€
5.483,13
€
€
€
€
€
€
€
€
-
€
399,99
€
59.351,97
€
3.300,00
€
30.591,99
€
8.919,99
€
10.809,99
€
5.730,00
€
14.219,97
€
€
€
€
€
€
€
€
€
-
€
4.749,99
€
1.800,00
€
5.250,00
€
249,99
€
2.169,99
€
24.199,38
€
999,99
€
6.750,00
€
16.449,39
Action 2 Bannières
Action 2.1 Copie
Action 2.2 Production bannières
Design de base
Design autres formats
Flash de base
Flash autres formats
Project management
Design splash page
Flash development
Project management
Action 3 Action opérationnelle
Action 3.1 CreationStand Boempatat
Action 3.2 Organisation
Equipe Boempatatkraam
Catering Boempatatkraam
Project management Boempatatkraam
Equipe distribution Patat
Catering Patat Distribution
Action 3.3 Création POS (dépliant, affiche)
Copy
Design
Shooting
Action 3.4 DTP POS (dépliant, affiche)
DTP de base
DTP autres formats
HR et livraison
Action 3.5 Frais d'imprimerie POS
Affiche
Dépliantt
Billboard
Action 3.6 Page Online
Copy
Design
€
2.055,00
€
€
2.055,00
€
575,00
€
230,00
€
540,00
€
360,00
€
350,00
€
€
€
-
€
5.885,00
€
260,00
€
5.625,00
€
575,00
€
230,00
€
540,00
€
360,00
€
350,00
€
2.300,00
€
720,00
€
550,00
€
1.710,00
€
€
1.710,00
€
575,00
€
115,00
€
540,00
€
180,00
€
300,00
€
€
€
-
€
9.650,00
€
260,00
€
9.390,00
€
1.725,00
€
575,00
€
1.620,00
€
900,00
€
1.000,00
€
2.300,00
€
720,00
€
550,00
€
55.199,46
€
10.000,00
€
32.564,46
€
17.607,20
€
11.233,06
€
3.724,20
€
€
€
4.095,00
€
520,00
€
575,00
€
3.000,00
€
540,00
€
270,00
€
180,00
€
90,00
€
8.000,00
€
2.000,00
€
6.000,00
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
€
66.453,00
€
€
36.000,00
€
€
€
€
18.500,00
€
17.500,00
€
6.095,00
€
520,00
€
575,00
€
5.000,00
€
540,00
€
270,00
€
180,00
€
90,00
€
8.118,00
€
2.000,00
€
4.000,00
€
2.118,00
€
15.700,00
€
1.300,00
€
€
121.652,46
€
10.000,00
€
68.564,46
€
17.607,20
€
11.233,06
€
3.724,20
€
18.500,00
€
17.500,00
€
10.190,00
€
1.040,00
€
1.150,00
€
8.000,00
€
1.080,00
€
540,00
€
360,00
€
180,00
€
16.118,00
€
4.000,00
€
10.000,00
€
2.118,00
€
15.700,00
€
1.300,00
€
34
€
€
€
€
-
€
€
€
€
-
2.760,00
€
1.840,00
€
3.600,00
€
3.600,00
€
2.600,00
2.760,00
€
1.840,00
€
3.600,00
€
3.600,00
€
2.600,00
€
238.593,00
€
206.143,00
€
12.450,00
€
20.000,00
€
252.756,23
€
207.143,00
€
12.450,00
€
33.163,23
€
239.547,00
€
208.143,00
€
12.450,00
€
18.954,00
€
730.896,23
€
621.429,00
€
37.350,00
€
72.117,23
Action 5.2 Hosting
€
12.620,00
€
11.120,00
€
1.500,00
€
7.220,00
€
5.720,00
€
1.500,00
€
7.220,00
€
5.720,00
€
1.500,00
€
27.060,00
€
22.560,00
€
4.500,00
Action 6 Recettes
€
10.050,00
€
10.050,00
€
8.375,00
€
28.475,00
Total actions
€
404.825,00
€
328.945,00
€
343.065,00
€
1.076.835,00
€
35.175,00
€
28.240,00
€
10.400,00
€
3.120,00
€
5.520,00
€
9.200,00
€
6.935,00
€
5.635,00
€
1.300,00
€
21.055,00
€
14.120,00
€
5.200,00
€
1.560,00
€
2.760,00
€
4.600,00
€
6.935,00
€
5.635,00
€
1.300,00
€
6.935,00
€
€
€
€
€
€
6.935,00
€
5.635,00
€
1.300,00
€
63.165,00
€
42.360,00
€
15.600,00
€
4.680,00
€
8.280,00
€
13.800,00
€
20.805,00
€
16.905,00
€
3.900,00
Mesure des résultats des actions
€
7.500,00
€
7.500,00
€
7.500,00
€
22.500,00
Coûts totaux directs du programme
€
447.500,00
€
357.500,00
€
357.500,00
€
1.162.500,00
Frais généraux
€
2.500,00
€
2.500,00
€
2.500,00
€
7.500,00
Total général du programme
€
450.000,00
€
360.000,00
€
360.000,00
€
1.170.000,00
UX design
Back-end
Front-end
Testing & suivi
Action 4 Médias
Action 4.1 TV
Action 4.2 Online
Action 4.3 Action opérationnelle
Action 5 Website
Action 5.1 Adaptations
Honoraires de l'organisme d'exécution
Accompagnement spot TV
Accompagnement TV-production (art director)
Accompagnement TV-production (concept copy)
Accompagnement TV-production (production
manager)
Accompagnement général
Gestion financière
Gestionnaires financiers
Directeur financier
35
Les coûts unitaires figurent dans le programme, des exemples en sont donnés sous le point
concernant les actions ci-dessus.
PLAN DE FINANCEMENT EN EURO : 1 170 000 €
Cofinancement
UE
Etat membre
Année 1
€
225.000,00
€
-
IProposant
Total
%
Année 2
%
Année 3
%
Total
%
50
0
€180.000,00
€
-
50
0
€180.000,00
€
-
50
0
€585.000,00
€
-
50
0
€225.000,00
50
€180.000,00
50
€180.000,00
50
€585.000,00
50
€450.000,00
100
€ 360.000,00
100
€360.000,00
100
€1.170.000,00
Dimension communautaire du programme
Ce programme vise à promouvoir la consommation d’un produit qui représente, depuis
plusieurs siècles, une vaste partie de l’agriculture, et de la culture, européenne. Les pommes
de terre ont auprès des jeunes générations une image de banalité et sont de ce fiat moins
utilisées. La campagne vise à souligner le vaste éventail de possibilités offertes par les
recettes et les modes de préparation, afin de stimuler par ce biais l’utilisation du produit. La
pomme de terre s’intègre en outre parfaitement dans une alimentation saine et équilibrée ; elle
est riche en vitamines et minéraux, ne renferme aucune graisse et peut donc être considérée
comme un amaigrissant, et ce alors même que la pomme de terre se voit accoler une
réputation médiocre dans divers régimes alimentaires populaires. La campagne peut ainsi
aider également à améliorer la santé des citoyens européens en leur montrant qu’ils peuvent
préparer à partir de pommes de terre des plats appétissants, surprenants et sains. Cette
campagne ne faisant en aucun cas référence à l’origine géographique du produit, l’accent ne
portera pas sur la pomme de terre « flamande » L’intention est de diriger le consommateur à
une consommation plus fréquente, indépendamment de l’origine du produit. Si l’on considère
qu’en Belgique une partie importante de l’offre dans les supermarchés provient d’autres pays
membres, on peut considérer que c’est en même temps la production d’autres pays membres
qui bénéficiera des retombées de ce programme.
Remarques :
La sélection de l'organisme d'exécution s'est déroulée de manière satisfaisante, et se trouve
décrite avec précision dans le programme transmis à la Commission (procédure, calendrier,
nombre et identité des soumissionnaires, contenu de l'offre). L'autorité nationale compétente a
en outre mentionné, dans son formulaire de demande, un lien informatique donnant accès au
site où figurent les pièces relatives à cette sélection. (article 8, paragraphe 3, et 12, paragraphe
2, du R 501/2008)
oui/non
Ce programme est très professionnel, argumenté de façon concrète et précise ; il suscite peu
de questions ou demandes de précisions, remarques ou objections. VLAM a une approche très
expérimentée et constitue un interlocuteur régulier de nos services, normalement sur le plan
de la mise en œuvre de programmes de promotion. Le rapport qualité/prix/efficacité des
actions est bien souligné et exemplaire, facilité il est vrai par l’homogénéité de l’échantillon
visé, géographiquement comme sociologiquement, ainsi que par la très grande densité de
population concernée, sur cet espace restreint.
36
100
Impact prévisible et méthode(s) d’appréciation de l’impact:
oui/non
86/100
un seul programma transmis
non disponible
CONCLUSIONS:
Sur la base de la première analyse et de la discussion en groupe de sélection, les points
suivants demandent des précisions ou des compléments:
- préciser la valeur approximative en € de la production de pommes de terre donnée par
ailleurs en tonnages
- préciser comment ont pu être établis les chiffres cités de 160 000 visiteurs (site
www.guido.be) et de 250 000 (www.rendez-vous.be)
- Patate delivery: donner plus de détails sur la mise en place concrète, les prix pratiqués, la
date de sélection des intervenants, le type de contrat éventuel, le mode de rémunération. Que
recouvre la somme de 17 500 € pour Catering ?
- dans l'action Boempatat préciser comment est organisé le crew catering, qui fait quoi ?
Dans le timing TV, en année 3, des spots sont prévus en novembre alors que les actions ont
lieu en octobre. Quel peut être l'intérêt d'une parution après coup ?
- dans le calcul de l'impact les enquêtes sont prévues fin novembre, immédiatement après
l'action. Cette proximité ne risque-telle pas de fausser les résultats et les conclusions à en
tirer ?
- dimension européenne: les éléments cités ne sont pas très convaincants quant à la dimension
européenne de ce programme, et ne justifient pas la notation de 7/10 donnée à cet aspect. Il
conviendrait de renforcer l'argumentaire à cet égard.
D'autre part, l'attention est attirée sur le fait que, dans l'évaluation du programme, la note en
point 1.2 est sur 10 et non sur 20, ce qui amène à corriger la notation d'ensemble de l'Etat
membre face à ce programme (annexe II, p 12).
Une lettre (réf D (2012) 1758192 a été envoyée à l'Etat membre le 19 décembre 2012 pour
solliciter les précisions et compléments d'information ci-dessus. Une réponse a été reçue en
date du 22/01/2013 (Ares 74337), apportant tous les éclaircissements souhaités et
permettant ainsi de recommander l'adoption du programme en l'état.
Recommandation
- à accepter
37
Member State(s):
BULGARIA
“LOOK @ the EGG”
Ministry of Agriculture and Food, Republic of Bulgaria
Bulgarian Association of Agricultural Producers (BAAP)
Not applicable as yet
Type of measure:
Information
Product(s):
EGGS
Romania (RO), Greece (EL)
Duration:
24 months
Total budget:
1,893,126 euro
30/11/2012
Yes/No
not applicable
Yes/No
organisation(s)
Yes/No
Yes/No
Actions not linked to origins or private brands
Yes/No
Yes/No
Yes/No
38
Yes/No
Yes/No
Confirmation by the MS of the representativeness of the proposing
organisation in the relevant sector(s)
Yes/No
Confirmation by the MS of the technical and financial effectiveness
of the proposing organisation
Yes/No
Confirmation by the MS of the technical and financial capacity and
effectiveness of the implementing body
not applicable
Objective(s)
The information programme on eggs for human consumption focuses to achieve the following
objective: To explain the meaning of the codes and the traceability system of eggs in order to
guarantee consumers, the best and the safest choice.
Strategy :
In order to best achieve the objective of the programme the programme measures and
activities need to reach the prospective targeted groups in the selected targeted countries in a
specific and appropriate manner. The programme strategy is oriented based on the following:
To follow a co-ordinated and interactive approach between all activities (strengthening the
main messages of the information campaign and utilizing widely in all the project 2 actions,
updating on quarterly base the website, providing as much comprehensive information on
marking of eggs and traceability system in EU);
Use a broad spectrum of channels to deliver information with maximum audience delivery
(such as popular websites for advertising, newspaper and magazines with high level
readership in the target countries);
To send understandable, adequate and expressive messages (the convened messages will
be easily understandable and able to attract all the consumer categories and all age groups);
Fully address consumer information needs in order to create consumer confidence
(consumer confidence and interest will be stressed by several activities that will involve
opinion multipliers such as the seminars, the culinary school for the young consumers and
the POS information activities. These actions aim to develop consumer interest and
understanding regarding egg marking and traceability systems).
The implementation of the programme follows a large and coordinated set of instruments and
measures aimed at reaching the whole consumer audience in the targeted countries while
simultaneously focusing on specific (ex. child adapted) and thematic (ex. traceability
seminars) information campaigns. The implementation measures will be united by a slogan
and logo of the programme capable to underline the programme objective and to attract the
attention of the target groups.
The implementation strategy combines different means of provision of information. On one
side there will be prepared a set of standard information tools (like printing materials, POS
information, seminars and culinary school) to disseminate general information. On another
39
side, there will be prepared a set of interactive and proactive instruments (like interactive
internet page with egg tracker and other things) to promote the awareness of specific targeting
groups. In this way the strategy of the programme intends to actively involve the consumer to
be not only information user but also and mainly pro-active discoverer, learner and
participant.
The target groups are the central points of the programme strategy. In order they to be reached
in most effective manner they will be put in four different roles – they will be supplied with
information, they will be involved in proactive actions, they will be exposed to interactive
activities and they will be asked to consider the information received. The activities and the
actions are designed in such manner as to fulfil these four roles. Besides, the activities and the
actions may display multiple effects combining some of the consumer roles. The dynamic
assembly of the target group, their roles and the activities and the action they will be involved
in will be put in place in different stages (point of sales, home and family) using different
instruments (printed materials, electronic channels, advertisements and media) with the aim to
accomplish results.
Target group(s) :
In principle, the consumption of eggs forms part of the usual daily/weekly diet for the great
majority of consumers independent of their background. Normally, the egg presents a
common consumer food product and is present in many food recipes. Thus, everybody is a
potential buyer of eggs. For that reason, all people and consumer need to be informed about
the new eggs marketing standards, labelling and packaging. Targeting all consumers is
indispensable in order to achieve the programme objectives to explain the meaning of the
egg’s code and the traceability system.
Cooperation between consumer associations and producers becomes more vital in the sigh of
a quality efficient food chain results on common issues such as food safety and quality.
Consumer association involvement is crucial on short supply chain goal and new EU
agricultural approach on consumer awareness and (consumption) habits incubators.
In particular:
Women: The persons primarily responsible for household purchases most concerned
category on weekly and everyday purchasing for the families and their personal needs. The
majority of them still care about meal preparation and food/housing product selection.
Women additionally are more proactive in collaborating for surveys and in social activities
in supermarkets or public places. Women are more capable in distinguishing food brands
and product peculiarities and are still slightly more concerned on food quality, nutritional
value and food security. To target specific actions and information for women, giving them
simple and effective tools to recognize and select the product means to catch the
consumption drivers and, at the same time, to reach the citizen attention because mothers
are the educational/social pillar of the families.
Young people and children: Special attention will be given to the young people and
children at age of 8-15. At this age the children are very curios and open to learn,
especially trough some action that could catch their attention such as mail out sandwichmen, internet web portal and social networks. The egg (and also the hen) is very often a
story player and the children are familiar with it; they take it as a food, but they also play
with it at home and at a school. So, it is a good opportunity to use their familiarity to
extend the scope of knowledge in a natural way. Moreover, the code of the egg is capable
of being playing with. Thus, a sustainable consumer behaviour and awareness will be
incubated at an early age. Providing information in an interesting way guarantees that they
will become lifelong aware consumers in the future.
40
Themes :
The egg’s code significance – what tells the egg’s code to the consumer by the numbers and
the letters printed on it in compliance with the Commission Directive 2002/2/EC
Traceability – how the egg’s producer is identified by the code, how the eggs travel across
the EC, what control measures are put in place to guarantee food safety
The egg quality – EU producers have been committed for quality and safety by showing
always their own firms codes
A) The significance of the EGG CODE
Code for the farming method
0 Organic productions
1 Free range
2 Barn
3 Cages
Code for the Member State of registration
AT Austria
ES Spain
BE Belgium
FI Finland
BG Bulgaria
FR France
CY Cyprus
HU Hungary
CZ Czech Republic
IE Ireland
DE Germany
IT Italy
DK Denmark
LT Lithuania
EE Estonia
LU Luxembourg
EL Greece
LV Latvia
MT Malta
NL Netherlands
PL Poland
PT Portugal
RO Romania
SE Sweden
SI Slovenia
SK Slovakia
UK United Kingdom
Barn - 02
In the barn system the eggs come from hens able to move freely inside the house. The
maximum stocking density is 9 hens per square metre of useable floor space. Perches for the
hens must be installed to allow 15 centimetres of perch per hen. Litter must account for one
third of the ground surface and is used for scratching and dust bathing. One nest box per five
hens or communal nests, at the rate of 120 birds/m² of floor area, is provided.
Enriched cages - 03
The eggs come from hens reared in enriched cages. The enriched cage provides 750cm² per
bird along with a nest box for the birds to lay their eggs in, perching space for the birds to
sleep on and a scratching area to perform natural behaviours. Food is supplied in troughs
fitted to the cages and an automatic water supply is provided. The units are kept at an even
temperature and are well ventilated. Lighting provides an optimum day length throughout the
year. The usage of un-enriched cages for rearing laying hens has been prohibited in EU as
from 1.1.2012.
C) Traceability
Each producer inside EU receives unique identification number and is registered by the
national authority responsible for food safety control. This record system allows tracking back
every egg in the EU back to his producer. Inside EU a food safety control system is put in
place and both, the national food safety authority of the exporting EU member state and the
national food safety authority of the importing EU member state, have responsibility to do
inspections on eggs at every place of production, transport and distribution. They control the
laying hens’ welfare conditions, the eggs packaging and labelling and the eggs quality.
41
Aspects covered :
quality
food safety
labelling
animal welfare
environment
Messages to be conveyed :
- EU eggs. Mark the difference!
- EU eggs coded for your choice.
- EU eggs, labelled for your safety.
Measure 1 - Information materials
The following Information materials intend to support the entire campaign with the combined
use of images, colours, text, movement and sound. The information materials are considered
important as they will present relevant information to consumers about eggs. This will be
done by utilizing strong and memorable messages. The various activities listed below aim to
be accomplished in the first two quarters of the first phase as indicated in detail in the
accompanying table.
Programme Logo
Leaflets
Website
Short Film
Gift give-aways
Egg sets and egg timers
Re usable fabric shopping bags
Measure 2 - Information Measures
The various information measures listed will disseminate the main programme messages by
aiming to give the programme target groups relevant and useful information in order to aid
them in making informed decisions about their consumer choices. The following activities are
scheduled for the third quarter of the first phase to the third quarter of the second phase.
POS information actions to consumers in shopping malls and or supermarkets
Mail out/hand out of leaflets for the World Egg Day (second Friday of October)
Seminars
Culinary schools
Measure 3 - Advertising Measures
Advertising in specialised food or “of interest” magazines which are focussed to the target
groups play an important role in modern society, as it is well known that multiple media
channels affect public opinion and general trends. The following advertising activities will be
implemented during the second part of the first phase and during the second phase of the
programme.
Online internet advertising
Advertising in specialized food magazines and women’s press
42
INFORMATION MEASURES:
Leaflets = over 400,000 consumers reached;
Website = approximately 50,000 consumers reached;
Short Film = over 150,000 consumers reached only from the programme activities; YouTube
has the possibility to increase this substantially
Gift Giveaways = 5,000 gift sets given to programme participants/consumers;
INFORMATION ACTIONS:
POS = potentially up to 100,000 consumers reached;
Mail Out = over 200,000 consumers reached;
Seminars = 400 consumers;
Culinary School = 400 young consumers;
ADVERTISING ACTION:
- Online Internet ads = up to 18,000,000 visualization/consumers reached (15,000,000 in
Romania; and 3,000,000 consumers in Greece);
- Ads in specialized magazines and newspapers = 2,500,000 people reached (1,420,000
Greece and 1,070,000 Romania).
It is conservatively expected that the programme activities will reach approximately over
22,000,000 million consumers over the life of the project.
In this huge amount of people, 22 million has to be considered that there could be people
reached several times by different programme activities.
Anticipated impact:
The foreseeable impact of the programme relates directly to the objective.
To explain the meaning of the egg codes and the traceability system of eggs in order to
guarantee consumers, the best and safest choice
It is estimated after 2 years project over 35% of Greeks and Romanians will be reached and
informed of project activities. The percentage is a demographic estimation according to the
amount of citizens living in capital urban areas.
The project impact on overall increase in confidence on marking of eggs for human
consumption and awareness on the meaning of the code and the European traceability system
is estimated to improve to over 15%. The actual results on the forecasted improvement in
general perception and confidence on EU code will be checked with the questionnaires and in
the qualitative feedback collected at each stage of the project (in POS, seminars, culinary
schools etc).
Foreseeable effects of consumer awareness through the project activities after the two years
implementation
43
Forecasted potential increase in confidence in Eggs marking and traceability systems in both Countries
due to project implementation.
The increase in confidence is achievable based on information from Euro barometer press release (6,
July 2012) were it states ‘More than 90% of European citizens find quality and price an important
factor’ but quality (65%) is the main concern. Additionally European consumers are able to recognize
EU quality labels (24% were able to recognize the organic logo) and more than the majority, the 57%
are confident of the EU level of food security. Once the project messages reach the target groups, this
group of consumers will potentially become opinion multipliers.
These outcomes can potentially produce further positive impacts on consumption especially
in Greece as in this economic crisis any increase in the consumption of eggs will also be
attributed to eggs being an important source of protein at a considerably lower price than
other sources of protein for example (meat or fish).
Measurable: The expected impacts on the overall foreseen awareness will be described and
broken down action by action here below:
Evaluation of the Programme
All processes related to the evaluation of the proposed information programme: “Look @ the
egg” – will be conducted by an independent body that will be selected on proven experience
and technical capability and professional experience of the staff and the experts know how.
Regarding technical capacity and professional experience of the evaluators it will be assessed
on the basis of expertise, knowledge, efficiency, experience and reliability on these criteria:
- Expertise in data collection,
- Experience in the management of different survey tools and data interpretation,
- Excellent reporting and analysis skills.
The overall objective of the EU programme ‘Look at the egg’
To explain the meaning of the egg codes and the traceability system of eggs in order to
guarantee consumers, the best and safest choice
The evaluation mission follows the EU guidelines expressed in the ‘European Commission
Green Paper on promotion measures and information and promotion measures for agricultural
products’. Hence they are structured in the following steps: Identify, monitoring, evaluating
results and reporting.
Identification
This is the initial phase expressed by an analysis of social and demographic indicators as well
as the analysis of the general context, the demand situation and the market trends.
Weight of consumer purchasing/per capita
The marketing trends/changes/economical drivers and the target group attentiveness to the
project activities
The analysis and the aim of each activity
General perception and attractiveness of eggs and project impacts in local markets
44
The evaluation will focus on the specific target groups:
Women: The persons primarily responsible for household purchases most concerned
category on weekly and everyday purchasing for the families and their personal needs.
Young people and children: Special attention will be given to young people and children
between ages of 8-15.
The project evaluation and the drafting of the evaluation reports will be implemented by an
external evaluation body in accordance with the Regulations 3/2008 and 501/2008. The
general evaluation of the project will focussed on the following criteria:
The coherence between the implemented actions and the objectives foreseen in the
501/2008 annex;
Programme actions and their cost effectiveness in relation to target groups and the social
habits of the target Countries;
General and specific impact assessment of the actions;
Increase in consumer awareness and confidence on the marking of egg and European
traceability systems;
Impact assessment within the European egg market (in particular focussed on Balkan and
Eastern Mediterranean area).
Monitoring
A questionnaire will be the main instrument for the qualitative analysis collection.
The questionnaire will consider the following parameters in order to fulfil the quantitative and
the qualitative requirements of the evaluation:
Awareness of traceability and marking schemes, proficiency and confidence in egg
selection
Interest/ buyability
The following steps will be considered:
1. How the questionnaire is going to be administered
2. Formulation of the questions, language testing
3. Questionnaire lay-out/printing
4. Pre-test questionnaire
5. Follow up and review
6. Collection, storage and data entry of result
7. Analysis, reporting and review
8. Recommendations and conclusions
Evaluating results and reporting
The reporting will occur according to the timetable of the programme and appropriate
recommendations will follow as is usually the case in such programmes. The Interim report
will be discussed at programme Monitoring Group meetings where necessary changes as
required or that are appropriate will be made to the programme activities.
The project evaluation is expected to have the following reporting phases:
First Programme Year
Design Phase (questionnaires and interviews)
Data Collection and Analysis
First Phase Interim Report
Second Programme Year
Questionnaires and interviews
Data Collection and Analysis
45
Final Report, Results & Recommendations
ASSESMENT BY THE MEMBER STATES
26/30
32/40
European dimension:
Cost/efficiency:
9/10
18/20
46
Budget by action :
€
Co-financing plan : €
47
Following the reply (14/2/2013 ARES 199303) to a letter of remarks, the final values of the
budget in the programme are these:
Budget in Euros (€) on a Year - by - Year basis
MEASURES
Activity
Activity
Activity
MEASURE 1 - INFORMATION MATERIALS
Design and production of Information Materials
1.1.1 Logo
1.1.2 Leaflets
1.1.3 Website
1.1.4 Short Film
1.2 Design and production of gift giveaways
1.2.1 Egg Sets and Egg Timer
1.2.2 Fabric shopping bags
MEASURE 2 - INFORMATION ACTIONS
2.1 POS information actions
2.2 Leaflet distribution (World Egg Day)
2.3 Seminars
2.4 Culinary School
MEASURE 3 - ADVERTISING ACTIONS
3.1 Online - Internet Advertising
3.2 Advertisements in Press
TOTAL FOR ACTIONS (1)
5 - Travel Expenses Inc. Accommodation Costs
(Contract Article 15 Annex III § B.2.2)
PLANNED BUDGET (€)
1st YEAR 2nd YEAR
Total
322,350
322,350
202,350
202,350
12,000
0
12,000
128,250
0 128,250
28,400
0
28,400
33,700
0
33,700
120,000
120,000
90,000
0
90,000
30,000
0
30,000
328,500 328,500 657,000
205,800 205,800 411,600
43,000 43,000
86,000
48,500 48,500
97,000
31,200 31,200
62,400
195,700 390,800 586,500
75,700 151,200 226,900
120,000 239,600 359,600
846,550 719,300 1,565,850
6,800
6,800
13,600
6 - Fees of implementing body 13%
110,051 93,510 203,561
7 - Measurement of results of actions 3%
25,397 21,580
46,977
8 - Costs of performance guarantee
4,000
4,000
8,000
TOTAL DIRECT COSTS FOR THE PROGRAMME (2)
992,798 845,190 1,837,988
9 - Overheads 3%
29,784 25,354
55,138
TOTAL PROGRAMME BUDGET
1,022,582 870,544 1,893,126
48
Budget in Euros (€) on a Country - by - Country basis
MEASURES
Romania
Activity
MEASURE 1 - INFORMATION MATERIALS
1.1 Design and Production of Information
materials
1.1.1 Logo
Total
161,175
161,175
322,350
101,175
101,175
202,350
6,000
6,000
12,000
1.1.2 Leaflets
64,125
64,125
128,250
1.1.3 Website
14,200
14,200
28,400
1.1.4 Short Film
16,850
16,850
33,700
1.2 Design and production of gift giveaways
60,000
60,000
120,000
1.2.1 Egg sets & Egg Timer
45,000
45,000
90,000
1.2.2 Fabric shopping bags
15,000
15,000
30,000
321,900
202,800
40,900
47,000
31,200
230,300
335,100
208,800
45,100
50,000
31,200
356,200
657,000
411,600
86,000
97,000
62,400
586,500
Activity
MEASURE 2 - INFORMATION ACTIONS
2.1 POS information actions
2.2 Leaflet distribution (World Egg Day)
2.3 Seminars
2.4 Culinary Schools
Activity
Greece
3.1
Online - Internet Advertising
103,900
123,000
226,900
3.2
Advertisement in press
126,400
233,200
359,600
713,375
852,475 1,565,850
TOTAL FOR ACTIONS (1)
5 - Travel Expenses Inc. Accommodation Costs
6,800
6,800
13,600
6 - Fees of implementing body 13%
92,739
110,822
203,561
7 - Measurement of results of actions 3%
21,402
25,575
46,977
(Contract Article 15 Annex III § B.2.2)
8 - Costs of performance guarantee
TOTAL DIRECT COSTS FOR THE PROGRAMME (2)
9 - Overheads 3%
TOTAL PROGRAMME BUDGET
FINANCIAL
CONTRIBUTION 100%
1st PHASE
4,000
838,316
25,148
863,464
4,000
8,000
999,672 1,837,988
29,990
55,138
1,029,662 1,893,126
2nd PHASE
TOTAL
€
%
€
%
€
%
European Union
511,291
50
435,272
50
946,563
50
Member State
306,775
30
261,163
30
567,938
30
Proposing Organisation
204,516
20
174,109
20
378,625
20
1,022,582
100
870,544
100
1,893,126
100
TOTAL
Remarks:
1. In application of Article 7(1) of Council Regulation 3/2008, the Member States concerned
shall examine the suitability of proposals for programmes and shall verify their conformity
with the said Regulation, the guidelines drawn up and the relevant specifications. They
shall also check that the programme offers value for money.
49
2. In application of Article 1(2) of Commission Regulation 501/2008, "programme" means a
coherent set of operations of a scope that is sufficient to contribute towards improving
information about, and sales of, the products concerned.
3. In application of Article 8(2) of Commission Regulation 501/2008, the programmes
submitted shall contain sufficient detail to comply with the applicable rules and enable
their cost/benefit ratio to be evaluated.
4. In application of Article 16(2) of Commission Regulation (EC) No 501/2008, the Member
States shall use the model contracts provided by the Commission.
5. In application of Article 19(1) of Regulation 501/2008 an annual report must contain an
evaluation of the results obtained.
However,
1) there is no satisfactory justification of the selection of the target markets of this
information programme (Greece, Romania), in particular according to all the
information provided it is not clear whether there is any particular need to do
information actions in these two specific markets; the fact that there is a presence of
Bulgarian eggs in these markets is not a sufficient justification in a purely information
campaign (it would have been a very positive factor in a proposal for a "mixed" or
"promotion" campaign, however please note that campaigns for eggs labelling can only
have an information character); information like the one provided on p. 35 "according to
the general information of Greek egg sector" or on p. 40 the sentence starting with
"While in Romania…" are not sufficient; moreover there is for instance an attempt to
provide some more information like on p. 33 (table concerning awareness of Romanian
customers), but it seems that this research relates to overall labelling of food products
and not specifically eggs, and it relates to only one aspect – animal welfare, but not
other qualities of the food products/production; proven and unambiguous information
(like representative public opinion polls or own statistical research, specialist press
articles, results of any previous information campaigns etc.) about the current
insufficient level of knowledge about the marking of eggs in these two markets should
be provided so that this information campaign can be justified;
2) the objectives of the programme are not SMART because their indicators are not clearly
expressed and because these indicators would be checked against an unknown starting
point, making it impossible to ascertain the added value of this information programme;
it is assumed that the confidence and awareness would increase "to over 15%" (p. 62)
but the initial level of confidence and awareness is not known (it is only "assumed",
unrealistically, that there is virtually no knowledge (p.63) in both markets); in any case,
it is not clear if the 15% is an "increase" of a certain level of knowledge, or if it's that
15% of the target groups' population (that is a "share") would become more aware about
the labelling (and then – by how much?, in which way?) – please explain these elements
very carefully;
3) the evaluation method on p. 67 is not sufficiently elaborated: a pre-test would take place
which may check the level of knowledge about eggs' marking, but it would be
performed on a very limited number of observations (25 RO, 15 EL – if these are the
sample sizes, they have to be sharply increased so that drawing a reliable statistical
conclusion is feasible) on persons of unknown background (are these customers of the
target groups?), moreover there is no proposal for questions to be included in the test
which may show how the measurement of the awareness could be quantified, p.37 and
66 - the number of observations planned (320 in Romania and 180 in Greece for each
phase for all target groups) would not be enough for drawing reliable statistical
conclusions, a higher number of observations per year and per target group should be
50
planned; on the whole the assessment of the impact of the programme cannot reliably
take place through the evaluation method presented in the current shape of the proposal
– please adjust all the shortcomings mentioned;
4) there is confusion regarding the target groups of the programme: on p. 37 "young
households" and "women – adult consumers" are mentioned, whilst on page 41 these
are "consumers and their associations" and more specifically "women" and "young
people and children" – it should be clarified this difference and explain which
associations are going to be targeted, and if all target sub-groups will be members of
those associations; finally, in some actions the targeted groups differ from the ones
above, as for instance on p. 52 there are "elderly households", on p. 54 there are
"authorities", "stakeholders" etc., on p. 57 these are "students". This confusion in the
current stage of the proposal results in a general lack of coherent strategy throughout the
whole programme – please specify carefully and coherently the target groups in all parts
of the programme and check that actions planned are efficiently aimed at these target
and that these target groups are foreseen by the Guidelines of Regulation 501/2008;
5) Travel expenses including accommodation costs are foreseen in the overall budget of
the programme, its detailed description, especially a justification in which way it would
be related to the given actions of the programme is necessary to treat these costs as
eligible;
6) The Community dimension of the programme should be exposed more in the messages,
making the target groups aware that the high quality of the promoted products is
achieved also thanks to the stringent EU requirements concerning their quality. It needs
to be specified how the objectives, messages, themes and actions contribute to a
European dimension of the overall campaign and how added value is created at
European level. The evaluation method of the programme should contain a way of
assessing an expected increased awareness of the target groups about the added-value
brought by the European standards of production. The EU dimension of the programme
on p. 69 should be focussed more on the information towards consumers instead of
production data. Finally, please make sure that diffusion of correct and clear
information on the more stringent EU requirements concerning laying hens in enriched
cages of January 2012 (p. 29) plays a prominent role in the messages and in the results
measurement of the programme;
7) Several of the actions included in the programme do not sufficiently explain their
content, or their adequacy to the objectives and target groups set, the messages to be
conveyed or the means and staff required for their implementation. In particular, the
following shortcomings have been identified:
- on p. 48 the way the internet users would be encouraged to visit the website of the
campaign should be explained better, especially given the assumed number of 70.000
users;
- on p. 49 the "production control and agency liaison" cost should be broken down more in
detail (for instance by being based on time-sheets and not on a lump sum);
- on p. 50 three gift items per participant seem a lot – the added value of giving three gifts
(and not just one or two) should be explained.
- on p. 52 the items "booking of POS" and "advertising in POS shopping magazines and/or
local media" should be described in more details;
- on p. 54 the background of the speakers should be provided, and if it is personnel of the
Proposing Organisation these fees are not eligible and would have had to be included in
the overheads; finally it is questionable whether the indicated "speakers fees including
travel costs" are justified, as firstly most of the speakers are local and secondly the
presentations provided by the experts are short (p.56) – please explain this item; the item
51
"logistic implementation promo materials and equipment including transportation" cost
seems to be missing;
- on p. 55 and 56 the seminar agendas should be further clarified, in particular are the two
seminars per country going to be the same as it seems from the information presented on
p. 55-56 or will they have different agendas as stated on p. 54;
- on p. 57 the level of the salary for testimonial would require a much better explanation in
order to be justified, otherwise its reduction would be necessary; moreover the transport
of the samples towards the schools is not indicated and a confirmation that they'd be
purchased at factory prices is missing; the number of culinary schools interventions per
country and per year as well as the number of culinary students should also be clarified
better;
- on p.59 there is no information on the timing, frequency, size of the banners and adverts,
moreover it is not clear if the chosen websites will effectively reach and inform the target
groups of the programme, given the age and various geographic origins of their users.
- several unit costs in the programme should be justified better or reduced given that they
may be considered as exaggerated: overall cost of logo creation for 12.000 EUR (p. 45),
unit costs of egg sets and bags (p. 50), the overall cost of one promo day above 2.000
EUR (p.52); in culinary schools the use of the auditoriums could be negotiated for free or
at a reduced fee (p. 57);
Programme eligible:
Yes/No
The programme can be accepted
good/average/poor
yes
(relation between total cost and anticipated impact)
good/ average / poor
85/100
2/2
The external consultant pronounces himself in favour of requesting additional information for
this proposal; as compared to the previous similar proposal from this association the German
market is not included anymore which was a costly and unjustified target choice in this
Bulgarian proposal; moreover he is of the view that there is a visible necessity of information
about labelling and new EU production requirements in these markets that would however
require an improved factual justification (existing data or pre-test); a positive commercial
effect on eggs' sales may also take place, but it would be an indirect and secondary effect of
this strictly information campaign;
52
CONCLUSIONS
Observation(s) :
The programme can be accepted provided that sufficient additional information is provided.
The Proposing Organisation has provided all required clarifications. (communications of
13/2/2013 and 14/2/2013).
Recommendation(s) :
[- To be accepted
- To be rejected]
53
Member State(s):
Czech Republic
Quality European Milk Products
Czech Payments Agency (SZIF)
Czech and Moravian Dairy Association (CMSM)
Agropromotion SPRL
Type of measure:
mixed
Product(s):
dairy products
Russia and Ukraine
Duration:
36 months
Total budget:
3,864,048 EUR
29/11/2012
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
54
Yes/No
Yes/No
organisation in the relevant sector(s)
Yes/No
Confirmation by the MS of the technical and financial effectiveness
of the proposing organisation
Yes/No
Confirmation by the MS of the technical and financial capacity and
effectiveness of the implementing body
Yes/No
Objective(s)
To increase the consumption and the awareness of EU milk products regarding quality and
variety
Strategy :
In order to best achieve the programme objective the measures and activities need to generate
the attention required in order to create the “WANT” the “NEED” for the target groups to
consume these milk products. This is called the “PULL STRATEGY”.
The consumer in a pull market strategy is the main player of purchasing; The consumer
requests the product and "pulls" it through the delivery channel, this strategy will be necessary
when entering a new market such as (Ukraine) when the demand in the beginning is uncertain
or when as in Russia, new consumers are going to be involved by project actions.
In order to increase the consumer expectation a number of actions will be developed actions
such as:
Advertising and mass media promotion
Customer relationship management
Sales promotions, discounts and degustation
The programme will focus on the following:
To have an approach of synergy and coordination between the programme activities,
To use broad spread channels of information with maximum audience,
To utilise understandable, and expressive messages in the campaign,
To utilize similarities culinary habits in order to join a wider range of public and increase
the positive effects of the actions,
To fully address the consumer information needs in order to create consumer confidence.
The logo will be a visible driver for all the programme activities and, able to be remembered
and identified by all target groups. The focal point of the information and promotion
campaign will be the consumer as driver of socio-cultural changes and as a consumer able to
fulfil his/her dietary requirements, with high quality products, product ease and product
variety while being fully informed about the products available.
After an initial period of designing and producing information materials, the program will run
several activities in tandem in order to reach consumer target groups (Ads in public places
55
POSs and magazines Ads). This repetitive marketing strategy aims to have the effect of
repetitive recognition and familiarity of the products to the consumers.
It will be a programme task to reach also other stakeholders that are involved in HORECA
sector or in food retail sector in order to guarantee the maximum effectiveness of the
programme purposes in increasing the awareness and the knowledge on the varieties of EU
Milk products in the aim of increasing purchasing of promoted products. The effectiveness
will be supported by the implementation of thematic dinners, exhibitions and conferences at
the same time of the exhibition period and missions to manufacturing places. Even national
representatives (Embassy and consular staff) will be involved in order to have the maximum
support and to guarantee the EU highest profile and visibility.
The programme budget will be distributed based on two main criteria business and
demography. Over the three phases of the programme the total budget allocated will be
allocated approximately 75% to Russia and 25% to Ukraine (3:1 Ratio). This criterion takes
into account the demographic ratio (143 million Russian inhabitants and 46 million
inhabitants Ukraine) and the corresponding economic ratio (GDP per capita).
As Russia is the biggest worldwide country and the economic dynamism of some other cities
far away from the ‘Russian Core’ are showing positive trends, it will be a programme
challenge to rally activities in 2 cities: Moscow and St Petersburg that are the national
business and social trend drivers. On the contrary, in order to achieve the maximum benefit
with the budget, as Kiev is Ukrainian business core and the centre for European network in
the Country, the majority of the activities in Ukraine will be put in place in the capital. Some
adjustments/assessments will be considered along the programme implementation always
trying to follow the 3:1 ratio (with some corrective adjustments in budget spending in favour
of Russia). These criteria are established in such way according to the power of purchasing of
local citizens of target countries, the economic trend of each target country and the higher
tendency of Russian people to purchase European milk products.
Target group(s) :
Main target groups:
Young consumers
Secondary target groups: retailers, journalists, HORECA, supermarkets.
Themes :
The wide variety of milk products make possible a tasty choice for every meal
In the daily regime we need 2/3 portions of dairy products but both in Russia and in Ukraine
dairy consumption is still far below this requirements. Selecting dairy products and varying
the selection of products will bring further enjoyment and raise the consumption.
High quality milk products
Europe has a long tradition of making high quality milk products worldwide; the EU is also
the first exporter worldwide of the best and most famous milk products. European milk
products have always been synonymous of taste and quality. The EU has always strived to put
in place regulations to ensure to consumers high standards in food security.
Variety and availability
Milk products have the value of having excellent and nutritious taste. As a bonus there are
many varieties in the market that cater for various meals and discerning palates.
Great taste and convenience
56
All milk products have beneficial nutritional characteristics for all ages and target group
categories. Convenient packaging makes it easy to find and enjoy.
Aspects covered :
quality
food safety
nutrition aspects
labelling
A good meal always has a dairy taste
Try EU milk products and notice and taste the difference
A wide variety with the best quality guaranteed: EU dairy
Try the difference, enjoy the European dairy varieties
You deserve the best quality, enjoy EU dairy
Turn your day into an EU dairy day!
EU dairy, quality and taste you deserve
MEASURE 1 – INFORMATION ACTIONS
These measures will help and support all the other activities, they will carry, the messages, the
information and the insignia that will be used during the programme implementation.
Website: it is possible to assume that at least 50,000 visitors will get informed by the
programme, the product and the other general information by the programme website. In
order to reach the amount it is calculated that at least 45 people a day will visit the website
and since the information will be in the target Countries Languages and English, the
international dimension of the website will give the possibility to other European and
international consumer to check the website information.
MEASURE 2 – PROMOTION ACTIONS
The promotion actions are valuable actions able to reach directly people and they could be
easy measurable:
The POS involve the attention of several people in the singled out supermarket, considering
that at least 450 persons per day will receive the brochures but more than this amount will see
the VIDEO displayed in the supermarkets, the programme insignia and the stands during the 5
days of the activity; for the exhibition it is even easier because in the exhibitions furnish the
figures for each exhibitions.
POS information actions to consumers in shopping malls /supermarkets = it is foreseen to
reach around 250,000 people (people participating actively to the POS activity and people
assisting or having seen the stand in the targeted supermarkets);
Participation in fairs/trade exhibitions: 600,000 people
Events/conferences - programme launch: 160 persons (VIP people, information multipliers)
57
The advertising activities are the easiest way for reaching the wide public, the attentiveness of
the target person changes according individual interest of the personal interest for a particular
issue, the readiness of the person itself and the time that each person has for seeing the
advertising understanding the contents and, eventually develop an interest.
Ads in specialised food magazines and women’s press = 15,353,760 for Russia and 2,604,216
for Ukraine= 17,957,976 in total. In order to have reasonable figures of people effectively
reached, it is considered just the number of subscriptions of the magazine where it is
scheduled to display the advertising; this is a very effective instrument because the person
has, potentially, all the time for understanding the content and developing an interest.
Outdoor Advertising on Billboards and/or City Light Boxes= billboards very popular
instruments of advertising in those countries and with the city lights, are indispensable tools
for reaching a wider range of people. The criteria utilized for billboard effectiveness it was
already explained in the action. In order to have reasonable figures all the data of this
instrument it is utilized as a model the figures of the annual utilization of the public transport
per each target city divided by a thousand.
Billboards: 10,390,000 people
City lights: 3,400,000 people
Inserts of brochures in press: 315,000 people (only by direct contact) 12
MEASURE 4 – PUBLIC RELATIONS ACTIONS
In these activities even it will be involved only a limited number of people, these people will
be opinion multipliers and mainly stakeholders of food sector able to introduce the promoted
products in the supermarkets of the all country and able to sensitize public opinion in
changing opinion and to get interested in pursuing the products
Thematic Dinners 225=25 x9
Mission to the manufacturing sites 36=6x 6
Culinary Schools 280= 70 x 4 times
According to the above mentioned figure, it is possible to estimate that around 33 million
people will have the possibility of getting informed or joined by at least one of the programme
activity. Since the majority of the actions will be implemented in the big cities and the
programme main target groups are the people living in the target cities there is the possibility
that the same person will be involved in several actions, so it is reasonable to consider the
final 33 million by two, it is possible to say that the figures assumed preliminarily are fairly
correct both for the awareness and the potential consumption.
About the consumption: it has to be highlighted that these positive results could be achieved
only by a coordinated commitment that does not only belong to the programme but in general
to the local institutions in order to remove the eventual trade barriers Additionally it will
depend on the proactivity of all stakeholders involved in the process in order to liaise with
local traders and supermarkets managers for placing the products in local supermarket
shelves.
Achievable: the programme is based on a MIX of information and promotion measures and
activities which aim to see the programme objective reach their potential.
Varying information tools will catch the different target groups (young, women and elderly
people) giving update information on the produce characteristics, suggestion on consumption,
58
varieties in the flavours and the traditional EU quality. The activities will consider different
target groups habits, culture, cooking behaviour and information media. The website will be
realised to give update information, sharing information, suggestions and recipes and it will
provide consumer services on the implementation of the programme activities and it will be a
privilege instrument of information especially for young generations. For the other target
group a series of initiatives and information are going to be implemented.
Relevant: advertising tools for the programme are result and target groups oriented and
suitable to achieve programme objectives.
Time bound: this programme will be implemented within 3 phases for 36 months supports the
implementing of the measures and the activities for the expected impact on the awareness and
varieties of European quality milk products, reinforcing the interest and the consumption and,
at the same time, the variety in consumption of milk products. The activities are well detailed
and considered for an actual time of implementation in the programme time schedule.
Anticipated impact:
The foreseeable impact of the programme relates directly to the objectives and what the
estimated results of the objectives will be. The programme objective is:
To increase the consumption and awareness of EU high quality milk products and the
varieties available to consumers.
59
30/30
37/40
European dimension:
Cost/efficiency:
7/10
20/20
60
Budget by action :
€
61
Following the reply from the Czech authorities to a letter of remarks, the final values of the
62
63
Remarks:
In application of Article 7(1) of Council Regulation 3/2008, the Member States concerned
with the said Regulation, the guidelines drawn up and the relevant specifications. They shall
also check that the programme offers value for money.
In application of Article 1(2) of Commission Regulation 501/2008, "programme" means a
coherent set of operations of a scope that is sufficient to contribute towards improving
In application of Article 4(1) and (3) of Commission Regulation 501/2008, all information
and/or promotion messages passed on to consumers and other target groups under
programmes shall be based on the intrinsic qualities of the product concerned or its
characteristics. Any reference to the effects on health of consuming the products concerned
shall be based on generally accepted data. Messages referring to such effects must be
acceptable to the national authority responsible for public health.
In application of Article 8(2) of Commission Regulation 501/2008, the programmes submitted
shall contain sufficient detail to comply with the applicable rules and enable their cost/benefit
ratio to be evaluated.
In application of Article 9(2) of Commission Regulation (EC) No 501/2008, the Member
States shall check programmes aimed at third countries among others against the following
criteria: consistency between the strategies proposed and the objectives set, the quality of the
proposed measures and their likely impact in increasing demand for the products concerned.
In application of Article 19(1) of Regulation 501/2008 an annual report must contain an
However:
 the objectives of the programme are not SMART, they are not defined in a clear way:
concerning the increase of "awareness" it is presented as the number of persons in the
target groups that will be simply reached by the programme – this is not a correct approach
and what should be measured is the expected increase of awareness about the products
assessed through surveys on a statistically relevant population in each target group;
concerning the sales, they are presented as an average increase of the dairy market, all
products included, in the target countries and it is not clear to which extent these increases
would be due to the effects of the programme (as it promotes only three dairy products:
mlecne pomazanky ze smetany – cheese spread, tvarohove dezerty – cheese desserts,
jogurty - yoghurts) and to which extent the three products to be promoted in the
programme would be part of this increase; the measurement of the increase of sales of the
three promoted products must take place and the expected increase should be high enough
to justify the value for money of the programme; the forecasts on p. 84-85 make a general
assumption about possible overall EU level of exports of all dairy products, with one
average price per volume, to the target markets at the end of the programme, and this is not
enough to justify the value for money of this proposal as it doesn't concern the products to
be promoted and it refers to EU and not Czech exports levels, which isn't a realistic and
specific assumption;
 the market study doesn't contain satisfactory and up-to-date information (production levels,
levels of exports to the target markets) about the specific products to be promoted, which
wouldn't allow to assess the value for money of the programme at the current stage; only
for the cheese desserts and yoghurts some data are provided (p. 16) on Czech production
64
volumes till 2010 or 2011 – cheese spreads are not mentioned in the table; please provide
the most up-to-date information for each promoted product (volumes of current Czech
production, and values too – here provide for instance the available market prices in EUR
for each product in the last three years, provide also for each target market the current
Czech levels of exports, in volume; failure to provide them or providing data that show too
low levels of production/value and exports of the three promoted products combined will
result in non retaining the programme; if the information from the page 87 that no retailer
in Ukraine offers Czech dairy products nowadays is maintained, please indicate the
expected increase in absolute values of the Czech dairy products in this market after the
end of the programme, as a measurement of 5% increase against a zero starting point is not
feasible; still concerning the clarifications about the indicators, please note that on p. 84 a
"0,5%" increase is indicated, whilst on p. 87 a "5%" increase is mentioned;
 the evaluation method has to be adjusted so that it doesn't simply measure the mere
execution of the actions foreseen in the programme, but the effects of these actions on the
awareness and/or consumption concerning the promoted products; in particular please
review and adjust the following elements: indicate the number of observations (sample
size) to be performed in each country in each target groups so as to measure the level of
increase of the awareness; explain how the increase of sales/consumption will be measured
for each promoted product, and please base your calculations on a clearly stated starting
point for each target market and product promoted; explain how the measurement of the
increases of sales can be made only on the basis of questionnaires; explain why you are not
planning to use national statistical data or data provided by the producers in the sector to
assess these increases, otherwise take such a possibility into account; in addition to what is
presented on p. 92 provide more details on the content of the questionnaires to be used,
indicate how the answers to these questions can be quantified so as to be able to perform a
measurement of the increase of the awareness, in order to achieve this you may also
consider quantifying such observations as increased "3-times-a-day consumption",
"knowledge about variety of EU products and their quality", "perception of dairy as a
common, not luxury products" (see p. 45 – goals of the programme); finally provide
explanation about the sample sizes for the test, the table on p. 94 provides very low
numbers of observations that must be way higher in order to provide reliable statistical
conclusions, moreover they have to be also performed on the primary target group of
"consumers";
 since the promoted products still have to be introduced in the local distribution chains (or
in any case their presence is not demonstrated at the current stage of the proposal), it is
equally necessary to measure right from the start the gradual penetration of the target
market by the promoted products in the duration of the programme – please provide details
about these measurements; moreover please explain why it is mentioned on p. 45 that the
short-term strategy will involve customers and will have a positive impact on consumption,
and that the medium- and long-term strategy foresees supporting a stable presence of the
promoted products in the distribution – it is deemed necessary to work most intensively on
assuring the necessary offer of products already in the short-term, along with the actions
aimed at individual customers;
 it has to be explained better and thoroughly demonstrated that the actions of the
programme aimed at the secondary target group of professionals (especially conference for
the start of the programme, fairs, visits to production sites, PR actions) will bring an effect
in the form of availability of the three promoted products in the local distribution chains;
 action "culinary schools" p. 83 - in the context of a necessity of penetrating the market and
of increasing sales and awareness in the target groups, please provide a much better
strategic justification for this action; please explain how the video registering of the event
65
will be used after the action; on p. 46 from the description of the goal of the action an
efficient leverage effect on sales and awareness in the target group "younger people" as a
whole cannot be clearly seen);
 Please note that all information and/or promotion messages passed on to consumers and
other target groups under programmes shall be based on the intrinsic qualities of the
product concerned or its characteristics. Any reference to the effects on health (for instance
p. 45, where "zdravotni efekty" are mentioned) of consuming the products concerned shall
be based on generally accepted data. Messages referring to such effects must be acceptable
to the national authority responsible for public health. The messages concerning health
impact of the promoted products may require special authorization of the national health
authorities. Moreover any reference to the national origin of the product should be avoided,
in particular please take it into account when planning the main content of the
advertisement materials (the draft logo on p. 58 has the Czech flag in it for instance, which
is not allowed).
 Travel expenses including accommodation costs are foreseen in the overall budget of the
programme, its detailed description, especially a justification in which way it would be
related to the given actions of the programme are necessary to treat these costs as eligible;
 The Community dimension of the programme should exposed more in the messages,
making the target groups aware that the high quality of the promoted products is achieved
also thanks to the stringent EU requirements concerning their quality. It needs to be
specified how the objectives, messages, themes and actions contribute to a European
dimension of the overall campaign and how added value is created at European level. The
evaluation method of the programme should contain a way of assessing an expected
increased awareness of the target groups about the added-value brought by the European
standards of production;
Moreover take into account the following:
- on p. 58 it is not clear why "definition and understanding of the conditions of attaining
the goal" by the logo for 1.500 EUR is necessary;
- given the high level of expenditure (p. 60) for the brochures (overall production costs of
356.250 EUR) it is required to provide more details about their expected layout and
content, and a thorough justification concerning the groups targeted (who, how many) by
this action;
- costs of "delivery" of the brochures are mentioned twice, once on p. 60 and once on p.78,
please justify this;
- please explain how the target groups will be encouraged to visit the website of the
campaign (p. 61);
- p. 62 – please explain what is meant by: "4 days of filming and two of editing" for 3.900
EUR total, 10 items of "graphics and special effects" for a total of 2.800 EUR and "2
DVD originals" for 400 EUR total;
- on p. 63 please correct the indication of the cost for "transport and storage" for a total of
3.400 EUR;
- on p. 64 please describe much more in detail the action, especially the items "packages of
promoted products" ("baleni"), "information carriers" ("informacni nosice") and "stands"
("stojany"), from the description of the action there is some confusion between "printing"
and "manufacturing" some of those items – please clarify; moreover provide a precise
number of these items to be used for the other actions of the programme, and what types
and quantities of products would packed in the "packages", how they would be handed
66
out for tastings (if other items like forks or spoons are necessary), and on which
occasions in the programme they would be distributed;
- given the important overall cost of the fairs in the programme, it is necessary to provide
more details about the stand, its size, standard, layout, position in each fairground etc.
Moreover please provide the background of the four professionals coming from Czech
Republic on each fair, please adjust the cost of hostesses to the average local market
prices on p. 67, please note that insurance costs are not eligible for co-financing, they
have to be removed on pp. 71, 72, please explain how frequent the voice announcement
will be and where and how big the adverts in the local media will be;
- the following costs on p. 73 have to be justified or lowered: support of secretaries and
hostesses (230 EUR), buffet and drinks for 95 EUR per person, "other additional logistics
costs" for 350 EUR; moreover provide the times, places of the conferences and the size
of the conference room and its standard, finally explain where and how many
"publications of articles on actions in newspapers/magazines" will take place;
- on p. 75-76 more details have to be provided on the chosen magazines and given the high
overall expenditure it is not acceptable to assume that the costs of the action are
"tentative" ("orientacni vypocet");
- on p. 77 the sizes, place and length of the presence of the external adverts have to be
provided;
- on p. 78 please justify the fact that brochures would be given out to any customer, and
not only to those who buy more specialized magazines more related to this promotion
programme; the assumed quantities to be distributed are high (35.000 brochures per each
of the 5 selected newsagent boots) and need a very thorough justification;
- on p. 79 please explain the sub-action "participation in the place of the event" ("ucast v
miste konani") for 1.450 EUR;
- on p. 80 the unit cost of the dinner has to be decreased to a justified level, well below 175
EUR; explain where and how many "publications of articles on events" will take place;
- on p. 82 provide the background and the selection criteria of the participants that are to
go on the missions to the production sites, explain why you mention "consumers" up on
the page 82 if these are supposed to be professionals and opinion makers, and finally
explain how you are going to monitor their opinion-influencing role after their come
back to their home countries;
- on p. 83 – please explain where and how many "publications of articles on events" will
take place and lower the accommodation price to a reasonable level;
- please note that the action "culinary schools" cannot mention "Czech" high quality dairy
products (p. 83), as the promotion of national origin of the promoted products is not
allowed and the origin should only play a secondary role;
- p. 84 please break down more in detail the cost of the action for 7.500 EUR;
- please confirm that all products to be distributed for tastings in the whole programme
will be delivered at factory prices;
 the annex 3 (in English) of the application contains not enough descriptive information
about the actions of the programme – please adjust this element;
 the units used in the tables on pp. 20-22 are not indicated (currencies, exact numeric
values, weight);
67
 on p. 5 of the Annex 3 (in English) of the proposal it is mentioned that "programme
activities will address the above consumption styles as they represent people living in the
largest cities in both Russia and Ukraine" – please explain more in detail how it will be
achieved for all these consumption styles, and whether this is a valid assumption since in
the main version of the programme in Czech language (p.55) such statement is not
included (only a list of consumer behaviours is presented);
Programme eligible:
Yes/No
The programme can be accepted.
good/average/poor
good/average/poor
Impact forecast and assessment methods:
Yes/No
Cost-effectiveness of the programme:
94/100
1/1
not applicable
CONCLUSIONS
Observation(s) :
The programme can be accepted provided that all the above observations are taken into
account and a clarification is provided to the questions made by the Commission services
concerning various points of the programme, indicated above. Failure to provide satisfactory
explanations or information to all the above listed remarks will result in not retaining the
proposal because it will be in breach of the articles of the Regulations 3/2008 and 501/2008
presented right before the Commission's remarks.
The Proposing Organisation has provided all required clarifications. (communication of
18/1/2013).
Recommendation(s) :
[- To be accepted
- To be rejected]
68
Member State(s):
Ireland
"Just Add Mushrooms"
Department of Agriculture, Food and the Marine
Bord Bia
Note yet selected
Type of measure:
mixed
Product(s):
mushrooms
United Kingdom and Ireland
Duration:
3 years
Total budget:
€2,729.597
30.11.2012
Yes
n/a
Yes
organisation(s)
Yes
Yes
Yes
Yes
Yes
69
Yes
No
Yes
Yes
implementing body
n/a
Objectives:
- Objective 1: To increase penetration amongst 25 – 45 years households from 78.0% to
80.0% by 2015 (UK) and from 81.3% to 87.6% (Ireland)
- Objective 2: To increase the frequency of mushroom purchase amongst 25 – 45 years
households from 14.9 to 16.0 by 2015 (UK) and from 23.9 to 25.0 (Ireland).
- Objective 3: To increase the understanding that mushrooms count as one of your 5-a-day of
fruit and vegetables by 3-5% each year until 2015. By the end of the three year programme
this understanding is estimated to grow up to 15%.
Strategy :
The strategy is to increase penetration and frequency of purchase among younger households
in the UK and Ireland by implementing a three year communications programme which uses
the power of recommendation to get across the nutritional, taste, versatility and value
credentials of mushrooms. This is designed to take advantage of the progress being made by
current EU cofinanced activity in support of mushrooms. While building on this success and
maintaining critical momentum, it will address the newly identified problem of falling
penetration among the core target group. It is also intended as a means to achieve media
efficiencies across the two markets.
Despite the fact that overall sales of mushrooms have been largely stable over the past ten
years, and have shown some growth in the last two years, a problem has been identified in
that fewer households in the younger age groups (under 45 yrs) are buying mushrooms. The
problem extends to both households with no children and households with children meaning
that there is a serious risk of the mushroom eating habit not being carried forward robustly to
upcoming generations.
The programme strategy is intended to tackle this problem directly. It does so by focusing on
the inherent attributes of mushrooms (nutrition, taste, versatility and value) and engaging the
target group through a creative approach and direction of media funds which is informed, and
driven by, the power of recommendation. The social media phenomenon in the UK and
Ireland is essentially about consumers talking to other consumers and amplifying key media
messages. It is well supported by consumer studies that information about a product or service
carries more credibility if it is received as a recommendation rather than, at the other extreme,
a hard sell. Indeed there has been a significant shift in patterns of trust in recent years. When
it comes to shopping, consumers increasingly report that they trust the recommendations of
70
friends and family above all other sources. One aim of the programme will be to encourage
consumers to say good things about mushrooms to each other. For this to happen, information
about mushrooms will need to be provided in an easy-to-recommend format.
Target group(s) :
Primary
 UK and Ireland households where the meal preparer is under the age of 45 years.
Secondary
 Doctors and nutritionists – to harness the power of recommendation which they can
pass on to their patients and the public.
 Mass caterers – remind them of the many benefits of mushrooms and encourage them
to
 incorporate them into their repertoire.
 Children in educational establishments – through their teachers
Themes :
1. Nutrition
2. Taste and versatility
3. Value
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
image of Community products
Community systems for PDO/PGI/TSG
organic products
graphic symbols for remote regions
wines with a protected designation of origin or a protected
geographical indication, wines with an indication of the wine grape
variety.
Rational messages
 Eating 80g mushrooms counts as one of the Government’s recommended ‘5-a-day’
quota
 Mushrooms are a source of B-vitamins and minerals
 Mushrooms are a source of anti-oxidants
 Mushrooms are excellent value for money
 Mushrooms are naturally low in calories
 Mushrooms are naturally low in fat
 Mushrooms are full of anti-oxidants
 Mushrooms are a source of folic acid
 Mushrooms are a source of potassium
71
Emotional messages
 Mushrooms are well worth recommending
 Mushrooms are a tasty and nourishing addition to any family meal
 Mushrooms are always an enhancement and a great fall-back for the meal preparer
 Mushrooms can inspire passion around a meal
All product claims will comply directly with Article 4(3) of Commission Regulation (EC) No
501/2008 and Directive 2000/13/EC requirements.
Three key actions have been identified to deliver a cost efficient and cohesive programme of
activity:
1. Magazines will reach the core target group of women aged 25 – 45 years
2. Digital advertising enables the messaging to engage with the core younger audience who
are frequent users of the internet as well as our secondary audiences.
3. PR and Trade press: PR will amplify the paid for media space and add credibility to the
programme as well as influencing advocacy amongst the media. Trade titles provide an
opportunity to target doctors, nutritionists, teachers and mass caterers in a very cost
efficient manner.
All actions will be delivered over a three year period to drive a change in perception and
increase household penetration in the under 45 years age group.
Anticipated impact:
26/30
35/40
European dimension:
Cost/efficiency:
8/10
18/20
72
Budget by action :
€
ACTIONS
(for UK & Ireland)
Magazines UK
Ireland
Digital advertising UK
Ireland
PR & Trade press UK
Ireland
Total for actions UK (1)
Ireland (2)
Total for Actions (3)
Fees of implementing body
(maximum 13% of (1) UK
(maximum 13% of (2) Ireland
(maximum 13% of (3) Total
Measurement of results of actions
(maximum 3% of (1)) UK (5% in last
year)
(maximum 3% of (2)) Ireland 5% in
last year
(maximum 3% of (3))Total 5% in
last year
Total direct costs for the
programme UK (4)
programme Ireland (4)
programme Ireland (4)
Overheads (maximum{3/5 internal
market} {4/6 third countries} % of
(4)
Total for programme
1ST YEAR
€
261,807.86
29,692.14
224,560.45
25,183.80
214,003.63
24,637.07
700,371.94
79,513.01
779,884.95
0
91,048.35
2ND YEAR
€
261,807.86
29,692.14
224,560.45
25,183.80
214,003.63
24,637.07
700,371.94
79,513.01
779,884.95
0
91,048.35
10,336.69
10,336.69
3RD YEAR
TOTAL
€
€
261,807.86
785,423.58
29,692.14
89,076.42
224,560.45
673,681.35
25,183.80
75,551.40
214,003.63
642,010.89
24,637.07
73,911.21
700,371.94 2,101,115.82
79,513.01
238,539.03
779,884.95 2,339,654.85
0 0.00
91,048.35
273,145.06
10,336.69
31,010.07
101,385.04 101,385.04 101,385.04
304,155.13
21,011
21,011
35,019
77,041
2,385
2,385
3,976
8,746
23,397
23,397
38,994
85,787
812,431.45 812,431.45 826,438.89
2,451,302
92,235.09
92,235.09
93,825.35
278,295.54
904,666.54 904,666.54 920,264.24 2,729,597.33
0.00
0
0
0
904,666.54 904,666.54 920,264.24 2,729,597.33
73
ACTIONS
(for UK)
Magazines Media
Production
Total for Action
Digital advertising Media
Production
Total for Action
PR production
Trade press
Total for Action
Total for Actions
Fees of implementing body (maximum
13/15% of (1)
(maximum 3% of (1))
market} {4/6 third countries} % of (2)
Total for programme
ACTIONS
(for Ireland)
Magazines Media
Production
Total for Action
Digital advertising Media
Production
Total for Action
PR production
Trade press
Total for Action
Total for Actions
13/15% of (1)
(maximum 3% of (1))
market} {4/6 third countries} % of (2)
Total for programme
1ST YEAR
€
244,425.26
17,382.60
261,807.86
193,093.75
31,466.70
224,560.45
162,713.43
51,290.20
214,003.63
700,371.94
0
91,048.35
2ND YEAR
€
244,425.26
17,382.60
261,807.86
193,093.75
31,466.70
224,560.45
162,713.43
51,290.20
214,003.63
700,371.94
0
91,048.35
21,011
21,011
3RD YEAR
TOTAL
€
€
244,425.26
733,275.78
17,382.60
52,147.80
261,807.86
785,423.58
193,093.75
579,281.25
31,466.70
94,400.10
224,560.45
673,681.35
162,713.43
488,140.29
51,290.20
153,870.60
214,003.63
642,010.89
700,371.94 2,101,115.82
0 0.00
91,048.35
273,145.06
35,019
77,040.91
812,431.45 812,431.45 826,438.89 2,451,301.79
812,431.45 812,431.45 826,438.89 2,451,301.79
1ST YEAR
€
27,760.74
1,931.40
29,692.14
21,687.50
3,496.30
25,183.80
18,079.27
6,557.80
24,637.07
79,513.01
0
10,336.69
2ND YEAR
€
27,760.74
1,931.40
29,692.14
21,687.50
3,496.30
25,183.80
18,079.27
6,557.80
24,637.07
79,513.01
0
10,336.69
3RD YEAR
€
27,760.74
1,931.40
29,692.14
21,687.50
3,496.30
25,183.80
18,079.27
6,557.80
24,637.07
79,513.01
0
10,336.69
TOTAL
€
83,282.22
5,794.20
89,076.42
65,062.50
10,488.90
75,551.40
54,237.81
19,673.40
73,911.21
238,539.03
0.00
31,010.07
2,385
2,385
3,976
8,746.43
92,235.09
92,235.09
93,825.35
278,295.54
92,235.09
92,235.09
93,825.35
278,295.54
74
CO-FINANCING
YEAR I
%
YEAR II
%
TOTAL
%
50
YEAR
III
460,132
EU
452,333
50
452,333
50
1,364,799
50
MEMBER STATE
0
0
0
0
0
0
0
0
PROPOSING
ORGANISATION
TOTAL
452,333
50
452,333
50
460,132
50
1,364,799
50
904,667
100
904,667
100
920,264
10
0
2,729,597
100
Remarks:
1) In application of Article 1 of Council Regulation (EC) No 3/2008 measures should not be
brand oriented or encourage the consumption or encourage the consumption of any
products on the basis of its specific origins.
2) In application of Article 6(1) of Council Regulation (EC) No 3/2008 lays down that only
trade and/or inter-trade organisation(s) representing the sector(s) concerned in one or
more Member States or at Community level shall draw up proposals for information and
promotion.
3) In application of Article 7(1) of Council Regulation (EC) No 3/2008 lays down that
Member State(s) concerned shall examine the suitability of proposals for programmes
and shall verify conformity with this Regulation, the guidelines drawn up under Article 5
and the relevant specifications. They shall also check that the programme offers value for
money.
4) In application of Article 7.2 of Council Regulation 3/2008, the Commission services have
to be able to verify that proposed programme offers value for money
6) In application of Article 9 of Council Regulation 3/2008, the Member States concerned
shall check that the programme offers value for money.
7) In application of Article 1(2) of Commission Regulation 501/2008, "programme" means
a coherent set of operations of a scope that is sufficient to contribute towards improving
8) In application of Article 4(1) of Commission Regulation 501/2008, all information and/or
promotion messages passed on to consumers and other target groups under programmes
shall be based on the intrinsic qualities of the product concerned or its characteristics.
9) Article 4(3) of Commission Regulation (EC) No 501/2008 lays down that any reference
in messages to be disseminated to the effects on health of consuming the products
concerned shall be based on generally accepted scientific data. Messages referring to such
effects must be acceptable to the national authority responsible for public health. A trade
or inter-trade organisation as referred to in Article 6(1) of Regulation (EC) No 3/2008
which proposes a programme shall keep a list available for the Member State concerned
and the Commission of the scientific studies and the opinions of authorised scientific
institutions on which the messages in the programme referring to effects on health are
based.
10) In application of Article 8(1)3rd paragraph of Commission Regulation (EC) No 501/2008
lays down that programmes shall be submitted in a form prescribed by the Commission
and be available on its website.
75
11) In application of Article 8(2)c of Commission Regulation (EC) No 501/2008 lays down
that programmes contain sufficient detail to enable their compliance with the applicable
rules and their cost/benefit ratio to be evaluated.
12) In application of Article 8(3) of Commission Regulation (EC) No 501/2008 lays down
that for the purpose of implementing its programmes, each proposing organisation shall
select one or more implementing bodies by an appropriate competitive procedure
validated by the Member State concerned.
Programme eligible:
Yes/No
The organization is still running a second programme for mushrooms in the market of the
United Kingdom. The dissemination of messages and information on mushrooms at the same
time within the same period could create confusion to the target groups. In addition the results
of the same campaign are not known till the end of the programme. It should be clarified how
this campaign will avoid this effect in relation to the campaign that is already running. It is
also required that the competent authority provides its view on the issue taking into account
that the previous campaign has not yet finished.
Actions
Concerning action 1, further detailed information should be provided that will cover the
number of ads every year, clarifications if ads will be of different content and which themes
will be addressed in every ad. Furthermore further information should be provided on costs of
copywriters, creative partners, copywriter, creative partner/art director and art director as well
as for the definition of magazine space costs.
With reference to action 2 clarifications should be provided on costs related to rich media ads,
pay and click (detailed cost description).
In action 3 clarifications should be provided to cover more details on the cost description of
each separate sub-action such as the quantities of recipes, persons contacted and what kind,
target group coverage, number of mails, locations and number of participants for events,
press releases and press contacts and all other necessary information to provide a good basis
for the evaluation of the action. A detailed listing and description for each sub-action should
be provided.
Budget
A more detailed budget for each target country should be submitted to provide a distinction
between the different sub-actions which will be undertaken in the markets of Ireland and the
United Kingdom. In addition it is presented that the fees of the implementing body will be
calculated on an hourly basis. In accordance with the requirements of the contracts the
presentation of the fees should be done on the basis of timesheets broken down by measure,
month, type of staff and person. Therefore the cost of the implementation of the action should
meet this requirement.
The budget for the market of Ireland corresponds to approximately 12% of the total budget
while the rest of the budget is allocated to the market of the United Kingdom. Could you
please explain the reasons behind this distribution of the budget between the two countries.
76
Yes
provided
good
good/average
87/100
2/2
n/a
CONCLUSIONS
The programme provides a coherent set of actions.
Observation(s) :
The competent authority should examine and approve the implementing body fees in
accordance with the rules described in the annex of the contract.
Recommendation(s) :
- To be accepted
77
Member State(s):
Greece
“Information provision and Promotion actions on
asparagus on the internal market, and in particular in
Greece, France and Germany".
Ministry of Rural development and Food
Association of Legal Persons (Association of
Cooperatives of Kavala-coordinator)
Note yet selected
Type of measure:
mixed
Product(s):
Asparagus
Greece, France, Germany
Duration:
3 years
Total budget:
2.920.000 €
30.11..2012
Yes/No
n/a
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
78
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
n/a
Objective(s)
 To increase 3% on average the sales of asparagus in Greece, France and Germany,
every year.
 To inform 2.500.000 consumers in Greece, 3.000.000 in France and 3.000.000 in
Germany every year.
Strategy :
The strategy of the program was formulated based on:
a) The objectives of the program, b) The special characteristics of the target groups, c) The
current market situation and competition in the target countries, d) The special
characteristics and advantages of the European vegetables (asparagus), d) The modern
techniques of promotion and information provision, e) The use of the most modern
methods and tools for the evaluation of the results. Based on these lines the strategy of the
program aims to:
 The promotion of products in a sectorial level.
 The improvement of the image of the products and the strengthening of the demand
for these products, according to the directing lines of the EU.
 The implementation of coordinated actions, strategies and transition of messages to all
target countries.
In this framework, the program strategy will be determined by the completion of three set of
goals:
 Information goals a) increase of consumer knowledge regarding European asparagus,
b) increase of public awareness to consume more vegetables, c) projection of
competitive advantages of European vegetables and d) public awareness on European
vegetables and mainly on European asparagus in terms of consumer’s safety.
 Promotion goals a) to promote the consumption of vegetables, especially asparagus
and b) increase of market share of the European asparagus in the targeted countries.
Sales growth goals
 Increase of exports and sales of European asparagus
79
Target group(s) :
 Consumers in general.
 Young people and children
 Housewives and families
 Age group: 35 +, middle aged, elders
 Mass caterers.
 Nutritionists and doctors
 Opinion leaders and journalists
Themes :
 The increase of consumption of vegetables
 The guaranteed quality provided by the EU vegetable products.
 The strict measures of the EU food safety system in all procedures “from farm to
table”.
 The information on the specific production methods of vegetables regarding the
implementation of assured production schemes.
 The advantages of EU labelling of food products.
 The image of the EU vegetable sector.
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
organic products
variety.
 Consume fresh vegetables and specially asparagus
 Production with respect to assured production schemes.
 Products are natural and fresh
 Quality
 Safety
 Enjoyment
80
1.1 Website Development
The website of the programme “information provision and promotion measures in the internal
market (Greece, German and Italy)” that ran from October 2009 until October 2012,
http://www.freshasparagus.gr/main.html, will be adapted and translated in the languages of
the new target countries (French). The website will be structured into specific sections that
will enable the user to navigate with ease. These sections will be: (a) section presenting the
product, (b) section with information about the sector of European and Greek production, (c)
section that will be regularly updated providing information about the project and the actions
(d) library and (e) newsletter. Implementation time: 1st trimester of the 1st year.
1.2 Production of DVD for use in the exhibitions (short version DVD)
The short version DVD will be of 4-5 minute duration and will be used during the exhibitions.
It will be short and concise, so as to convey its messages effectively to the visitors of the
exhibitions. The cost includes design, editing, narration and adaptation to the languages of the
countries. One (1) master DVD will be produced for each country, since this DVD will not be
distributed but will remain under the possession of the proposing organization.
Implementation time: 1st trimester of the 1st year
2. INFORMATION PROVISION ACTIONS THROUGH PRINTED MATERIAL
2.1 Posters
The objective of the posters is information provision, promotion and advertisement of the
messages of the program in the language of each target-country. The posters will promote the
image of the products along with the messages, the logo as used in the previous promotional
program of asparagus, and the EU dimension of the project. The posters will be used as
supportive means of communication especially for the actions “Point-of-sale information
action to consumers” in Greece. (Greece 200 posters, France 50 posters, Germany 50 posters).
Implementation time: 1st trimester of the 1st year.
2.2 12-page information brochure
The 12-page information brochure (coloured, 20x20cm, illustrated paper of 115gr) will be
reproduced in 50.300 copies in the three languages of the target-countries. The distribution of
the 12-page information brochure aims to provide information to the target groups in the
actions. (Greece 9100 leaflets, France 26100 leaflets, Germany 15100 leaflets). The cost
includes also the cost of design, production of sketch, binding and translation into the
languages of the target countries; Implementation time: 1st trimester of the 1st year.
2.3 Folders
The folder will be used as supporting tool, enclosing one 12-page information brochure and
one DVD. The folders will be distributed accordingly. (Greece 3100 folders, France 3100
folders, Germany 3100 folders). Implementation time: 1st trimester of the 1st year.
2.4 2page information brochure (flyer)
The flyer (coloured print, (17x25cm), illustrated paper 115gr) will be reproduced in 90.000
copies in order to inform the consumers during the Point-of-sale information action to
consumers. The flyer will contain the key messages to be disseminated to target groups, the
logo and the slogan for the program. . (Greece 90.000 leaflets). The unit cost includes also the
cost of design, production of sketch and binding. Implementation time: 1st trimester of the 1st
year.
81
3. PROMOTION ACTIONS
3.1 -3.3 Participation in exhibitions
The participation in the following exhibitions is planed:
 One (1) participation in DETROP, in Thessaloniki, Greece (60sq.m., 4 days, event on
tasting)
 Two (2) participations in IFDEX in Athens, Greece, (60sq.m., 3 days, event on tasting)
 One (1) participation in SIAL, Paris, (60sq.m., 5 days, event )
 Two (2) participations in MEDFEL, Perpignan, France, (60sq.m., 3 days)
 Three (3) participations in FruitLogistica, Berlin, (60sq.m., 5 days, event on tasting)
3.4 Point-of-sale information action to consumers in Greece
The product will be presented in 8 different supermarkets (20 points of sales for 6 days in
total, 120 promotional days). The selected days will be Friday Monday and Saturday. 250
samples will be distributed in each point of sales. The action employs 20 promoters, 2
supervisors, special clothing for the promoters and training, distribution of 100 questionaires
in each point of sales..
4. ADVERTISING ACTIONS
4.1 Whole page advertisements in magazines
Forty five (45) full page advertisements will be published in the national printed media of
each targeted country and in particular, fifteen (15) in Greece, fifteen (15) in France and
fifteen (15) in Germany. They will be 4-c colored, including logo slogan of project and clear
messages about the quality and the strict standards of the EU production of vegetables. The
advertisements will be placed in the following magazines.
 Greece: Gourmet, Olive, Gastronomos, Real Taste,
 France: Cuisine Actuelle Hors serie, Vie Pratique Gourmand, ,Gala Gourmand, Guide
cuisine,Cuisine Actuelle,
 Germany:Jamie, Saveurs, Bild Berlin.
4.2 Article placements in magazines
Articles will be published in magazines (about 800 words), including the logo and the slogan
of the program along with texts or tributes based on the messages of the program. These
messages will be addressing to specific target groups or to the general public. The articles can
be either a single advertisement or a combination of photographs and text-article (advertorial).
The subject of the articles can be narratives by producers or quality issues and the European
standards for the production of vegetables and especially asparagus. The articles will be
published in the magazines presented previously, as they are considered the most important
and popular in the target countries (9 articles I each country).
4.3 Production of TV Spot (commercial)
A TV spot will be produced in order to advertise the European asparagus on TV. It will be of
15’’ duration and broadcasted in Greek TV stations. The messages of the program will be
included in the TV spot.
4.4 Broadcasting the TV spot in TV stations in Greece.
During the first, second and third year of program, the TV spot will be broadcasted two
hundred and ten (210) times in TV channels in Greece.The channels and TV programs that
will broadcast the TV spots were chosen based on evaluation factors such as, the overall
profile and popularity of channels, the impact of the TV programs to the target audience, the
relevance of the TV programs and its presenters to the product, the cost / benefit analysis and
the opportunity provided by the channels for extra publicity, e.g. through other media owned
82
by the same association. Based on the criteria such as , viewing and GRP’s, quality Criteria
such as Food shows, affinity index and efectiveness (CPR, cost). (TV channels shares
SKAI 20%, NET 15%, STAR 25%, MEGA 40%, Broadcasts per year
70, weeks
3–
4, month
March ), According to the above table, approximately 2.500.000 people will
see the spot about six times every year.
4.5 Tributes in TV programs
During every year of the program, special tributes are planned to be realised and broadcasted,
manly in the morning zone, in TV programs in the three target countries. The aim of the
tributes is to trigger the interest of the consumers, manly women, regarding consuming
European asparagus. The channels and TV programs that will host the tributes will be chosen
based on evaluation factors such as, the overall profile and popularity of channels, the impact
of the TV programs to the target audience, the relevance of the TV programs and of the
presenters to the food sector, the cost / benefit analysis, the opportunity provided by the
channels for extra publicity, e.g. through other media owned by the same association.
 Greece: (STAR - MEGA CHANNEL)
 France: CHANNEL MIX (FRANCE 2 - NT1 CHANNEL)
 Germany: TV BERLIN- BON GUSTO CHANNEL
5. PUBLIC RELATION ACTIONS
5.1 Invitations to opinion leaders
The aim of this action is to invite and accommodate selected opinion leaders in Greece, so as
to meet the products (asparagus), the way that they are produced, the productivity of the
Proposing Organizations, and the overall framework of European standards under which
asparagus are produced. In specific, three (3) invitations will be addressed to opinion leaders
from each target country [(3 invitations) X (2 Countries) =6 invitations overall]. In each one
of those invitations six persons will be invited to spend three days in Greece. They will be
accommodated in 4**** Hotel and they will visit the production fields of the Proposing
Organizations. A special program for accommodation and transportation will be organized.
6. TRAVEL AND ACCOMMODATION COSTS
In order for the Implementing body (bodies) to prepare, manage, follow up and implement the
actions, it is necessary to perform the following eighteen (18) trips for the whole duration of
the proposed program
 6 trips inside Greece (two per year)
 6 trips to France (two per year)
 6 trips to Germany (two per year)
Anticipated impact:
The study will be based on the analysis of measurable indicators which will measure, evaluate
and compare:
 The affinity of activities combined to the targets of the project.
 The effectiveness of activities per objective.
 The efficiency concerning the expected results.
 The intensity of activities concerning the country and the period of realization.
The measurable indicators that will be used for the extraction of conclusions are distinguished
in qualitative and quantitative.
Qualitative indicators:
 Image Improvement / Placement of the product in the market / Increase in sales
83
Quantitative indicators:
 Image Improvement / Placement of the product in the market: /Familiarization of
respective businessmen regarding the qualitative specifications of European products
25/30
37/40
European dimension:
Cost/efficiency:
7/10
17/20
84
Budget by action :
€
ACTIONS
1
Action 1: Electronic Media Actions
1.1 Website (re-development and
modifications)
1.4 Production of short version DVD
2
Action 2: Printed Material Actions
2.1 Posters
2.3 Folders
2.4 2page information brochure (flyer)
3
Action 3 - Promotion Actions
3.1 DETROP, Thessaloniki
IFDEX, Athens
3.2 SIAL, Paris
MEDFEL, Perpignan, France
3.3 FruitLogistica, Berlin
3.4 Point-of-sale information action to
consumers in Greece
4
Action 4 - Advertising Actions
4.1 Full page advertisements in magazines
4.2 Article placements
4.3 Production of TV Spot
4.4 TV spot Broadcasting
5
Action 5 - Public Relations Action
Invitations to opinion leaders
5
TOTAL OF ACTIONS (1)
6
Travel Costs
7
8
Fees of implementing body (13%)
9
(3%)
TOTAL OF DIRECT COSTS FOR THE
PROGRAMME (2)
10 Overheads (3%)
TOTAL COST OF THE PROGRAMME
1st Year
2nd Year
3rd Year
TOTAL
12.500
6.000,00
3.000
3.000,00
3.000
3.000,00
18.500,00
12.000,00
6.500,00
146.790,00
1.800,00
90.540,00
13.950,00
40.500,00
344.500,00
0,00
62.000,00
0,00
51.000,00
62.500,00
169.000,00
0,00
0,00
0,00
0,00
0,00
0,00
357.000,00
58.000,00
0,00
67.500,00
0,00
62.500,00
169.000,00
0,00
0,00
0,00
0,00
0,00
0,00
344.500,00
0,00
62.000,00
0,00
51.000,00
62.500,00
169.000,00
6.500,00
146.790,00
1.800,00
90.540,00
13.950,00
40.500,00
1.046.000,00
58.000,00
124.000,00
67.500,00
102.000,00
187.500,00
507.000,00
391.500,00
107.500,00
51.000,00
25.000,00
70.000,00
138.000,00
20.000,00
20.000,00
915.290,00
14.200,00
4.635,06
118.987,70
27.458,70
366.500,00
107.500,00
51.000,00
0,00
70.000,00
138.000,00
20.000,00
20.000,00
746.500,00
14.200,00
4.300,00
97.045,00
22.395,00
366.500,00
107.500,00
51.000,00
0,00
70.000,00
138.000,00
20.000,00
20.000,00
734.000,00
14.200,00
4.300,00
95.420,00
22.020,00
1.124.500,00
322.500,00
153.000,00
25.000,00
210.000,00
414.000,00
60.000,00
60.000,00
2.395.790,00
42.600,00
13.235,06
311.452,70
71.873,70
1.080.571,46 884.440,00 869.940,00 2.834.951,46
32.417,14
26.533,20 26.098,20 85.048,54
1.112.988,60 910.973,20 896.038,20 2.920.000,00
Budget table per target market
Target market
Greece
France
Germany
Total cost of actions (1)
per year
Year 1
466.730,00
229.930,00
218.630,00
915.290
Year 2
370.500,00
190.500,00
185.500,00
746.500
85
Year 3
374.500,00
174.000,00
185.500,00
734.000
Total
1.211.730,00
594.430,00
589.630,00
2.395.790
CO-FINANCING
YEAR I
%
YEAR II
YEAR III
%
TOTAL
%
EU
556.494
50
455.487
50
448.019
50
1.460.000
50
MEMBER STATE
222.598
20
182.195
20
179.208
20
584.000
20
PROPOSING
ORGANISATION
TOTAL
333.897
30
273.292
30
268.811
30
876.000
30
1.112.989
100
910.973
100
896.038
100
2.920.000
100
Remarks:
1) In application of Article 1 of Council Regulation (EC) No 3/2008 measures should not
be brand oriented or encourage the consumption or encourage the consumption of any
only trade and/or inter-trade organisation(s) representing the sector(s) concerned in
one or more Member States or at Community level shall draw up proposals for
information and promotion.
and shall verify conformity with this Regulation, the guidelines drawn up under
Article 5 and the relevant specifications. They shall also check that the programme
offers value for money.
4) In application of Article 7.2 of Council Regulation 3/2008, the Commission services
have to be able to verify that proposed programme offers value for money
5) In application of Article 9 of Council Regulation 3/2008, the Member States
concerned shall check that the programme offers value for money.
6) In application of Article 1(2) of Commission Regulation 501/2008, "programme"
means a coherent set of operations of a scope that is sufficient to contribute towards
improving information about, and sales of, the products concerned.
7) In application of Article 4(1) of Commission Regulation 501/2008, all information
characteristics.
8) In application of Article 8(1)3rd paragraph of Commission Regulation (EC) No
501/2008 lays down that programmes shall be submitted in a form prescribed by the
Commission and be available on its website.
9) In application of Article 8(2)c of Commission Regulation (EC) No 501/2008 lays
down that programmes contain sufficient detail to enable their compliance with the
applicable rules and their cost/benefit ratio to be evaluated.
In view of the above articles the competent authority of Greece has proceeded the application
to Commission services.
Programme eligible:
Yes/No
86
Objectives
1) How is it possible to attain the same objective of 3% while the budgets allocated in the
different target markets varies?
Market situation
2) In the description of the market situation there is not a clear description what is
consumption of asparagus for each targeted market and what are the reasons on which
it is justified that a promotion campaign is necessary to provide an increase in its
consumption in these particular markets based on the rules of the promotion
Regulations (EC) No 3/2008 and (EC) No 501/2008.
3) The organization of the Association of Cooperatives of Kavala is currently a partner in
the multi-country programme on the promotion of fruits (kiwis) and vegetables
(tomatoes and cucumbers) approved under decision C(2012)4334 for the markets of
Germany, Slovakia, Poland and the Czech Republic as well as a proposing
organization for the programme approved under decision C(2009)5583 on the
promotion of asparagus in the markets of Greece, Germany and Italy. The second
programme is completed on 19 October 2012 and the evaluation and final reports have
not yet been sent to the Commission services.
4) The organization has presented on page 37 of the proposal the justification for the
continuation of the programme. However the previous programme had as target
markets Germany, Italy and Greece. The new programme targets the markets of
Greece, France and Germany. It is also presented that the market of Italy is losing
weight for asparagus to the contrary to the other two targeted markets of the
programme. In addition it is questionable and not justified under the current
description why the market of Italy was substituted from the market of France.
Furthermore France is a strong producer of asparagus and this is not taken into
account in the presented analysis. The presented justification for the continuation of
the programme needs further clarifications to provide a solid basis of justification for
the continuation of the programme.
Actions
5) With reference to action 1.1 it is not clear why the budget for the French markets on
the construction and maintenance of the internet site is higher than the budget
allocated in the other markets.
6) What is the added value of the use of DVDs.
7) The description of action 3.4 provides a series of details on the development of the
action. However it is not clear what is the planned timing hours and days for each
point of sales in each supermarkets. This makes unclear the costs of the action and the
evaluation of these costs should be clarified.
Budget
8) The distribution of the budget among the target markets is disproportionate between
Greece and the other target countries. Taking into account the market size for each one
the budget is unevenly distributed and the cost efficiency, the added value and the
value for money of the whole programme is under question. Provide further
clarifications.
EU dimension
9) The EU dimension of the programme is not clear and it is limited since there is no
reference to any EU policies and objectives in relation to the objectives, messages,
themes and actions of the campaign. Provide clarifications.
87
Evaluation method
10) The presented methods and indicators should be better defined in order to provide a
solid basis for the evaluation of the programme impact and results. In particular the
presented indicators should correspond to each objective and provide the measurement
of the target set for each objective; for example 3% increase of consumption. In
addition the basis for the calculation of the indicators is not provided. The actual
methods for the measurement of the impact on consumption levels of asparagus and
image improvement of the product. Provide clarifications.
Promotion of EU products
A method is presented
good
86/100
good
2/5
positive
CONCLUSIONS
The programme provides a coherent set of actions towards the accomplishment of the
presented set objectives.
Observation(s) :
Although the programme is proposed to be accepted due to its content and value certain
shortcomings as mentioned above should be followed with particular attention such as the
competition for the award of the contract organized by the proposing organization due to the
similarities this proposal has with another of the same series in order to safeguard the interests
of the EU. Furthermore a close follow up should be undertaken on risks on double financing
for common actions during the implementation.
Recommendation(s) :
- To be accepted
88
Member State(s):
Greece
Information and promotion measures for ARO(3)MA beef
meat on the internal market (Greece – Cyprus)
Group of Producers of ARO(3)MA
Note yet selected
Type of measure:
mixed
Product(s):
Quality beef Meat – ARO(3)MA meat
Greece - Cyprus
Duration:
3 years
Total budget:
1.998.509 €
30.11.2012
Yes/No
N/A
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
89
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
N/A
Objective(s)
 Objective and thorough information on the rules of the national quality scheme
“Quality Meat” and on ARO(3)ΜΑ meat,
 Stimulation of the demand and consumption for Quality Meat and especially for
ARO(3)MA Meat.
Strategy :
ARO(3)MA Meat consists of a special breading process for the production of beef or veal
meat containing Omega – 3 fatty acids. It is a result of a Research Programme of the
Aristotelion University of Thessaloniki (Faculty of Veterinary). The patent “ARO(3)MA
Meat” is recognized (No. 1006561, Date. 06.10.2009, International Classification A23K 1 /
18, A23L 1 / 314) by the Agency of Industrial Property. The Group of ARO(3)MA Meat
producers have the exclusive right for the production of ARO(3)MA Meat and they are
registered in the National VOLUNTARY LABELLING SYSTEM FOR BEEF and BEEF
PRODUCTS (Quality Meat).
The strategy has been formulated in the base of the following factors: the specifications of
ARO(3)MA Meat and the National Quality Meat Scheme; the SMART objectives foreseen;
the market and markets trends of the member stated targeted; the characteristics and the needs
of the target groups; the technical capacity and the human resources of the proposing
organization; its financial capacity and the available sources of finance; the duration of the
programme; the aspects covered and the messages to be conveyed; the most updated and
successful marketing tools and channels and the methodology for the measurement of results.
The dynamic information and promotion campaign is based on three axis: a dynamic
communication strategy, a comprehensive action plan and a specific evaluation system which
include also self assessment techniques. Main goal is to realize a dynamic information and
promotion campaign for QUALITY MEAT and specifically ARO(3)MA Meat that is
produced under the strictest European quality specifications.
The Communication strategy will be aggressive, dynamic, flexible and well structured in
order to meet with the objectives foreseen. The communication channels that have been
chosen are already tested and are considered the most suitable ones. The action plan and the
measures that include have been designed taking in consideration the SWOT analysis of each
90
market, the products to be promoted and the objectives foreseen. The mixed types of
measures that have been chosen combine the informative and promotion character in order to
multiply impact and achieve the results. Both communication strategy and the action plan will
be assessed and evaluated throughout the implementation period in order to maximize their
effectiveness and their quality. The measurement will be based on the indicators set in order
to be in position to have accurate assumptions on the impact of the programme and its results.
Target group(s) :
 Consumers and Persons responsible for household purchases
 Specific target groups

Press and opinion leaders

Restaurants /foodservice sector (hotels etc)

Distributors and their associations

Chefs and future chefs
Themes :
 National Quality Scheme (Quality Meat),
 Food safety and animal welfare,
 Image of EU products.
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
organic products
variety.
 Quality meat assures a specific production method and controls that are stricter than
the usual legislation,
 Quality meat products have specific characteristics of higher quality in comparison
with common trade rules,
 The National “Quality Meat” Labelling scheme is transparent and reassures the full
traceability of the products,
 With the labelling of meat, consumer can recognize quality products, their origin and
their intrinsic features.
91
1. Electronic media
1.1. Programme’ Concept – Programme identity and visualization. 8.000 euro
1.2. Website – key information tool for dissemination through the internet of the key
messages, aspects covered and programmes objectives. In two versions (Greek –
English).
1.3. Social networking – Development, maintenance and function of accounts in Social
media (Facebook – Twitter) and diffusion of news, reports and information focusing
on programme’s objectives.
2. Printed Material
2.1. Information brochures – main communication tool providing all the necessary
information based on the identity, the key messages and aspect to be covered. 50.000
pc, two folds illustrated hard paper, in Greek. To be distributed during promotion
actions and exhibitions. (Greece 37.500 pcs, Cyprus 12.500 pcs)
2.2. Recipe brochure – 4 fold brochure – 50.000 pc – that will present recipes for a
balanced diet based on ARO(3)MA meat along with useful information on the
nutritious facts. To be distributed during promotion action as it mainly addresses to
consumers.
(Greece 43.750 pcs, Cyprus 6.250 pcs)
2.3. Apron ARO(3)MA – Kitchen Aprons (PVC, waterproof and recyclable) will be
distributed during We try ARO(3)MA information days for consumers. 10.000 pcs.
3. Exhibitions
Participation in three (3) international Trade Fairs in Greece and Cyprus.
 DETROP (2nd phase) with a special constructed stand of 65sqm and on going tasting
event, 4 days.
 IFDTEX (1st and 3rd phase) with a special constructed stand of 65sqm and an ongoing
tasting event, 4 days.
 International Fair of Cyprus (annually) with a special constructed stand of 50sqm and an
on going tasting event, 4 days.

4. Promotion actions – Three different types of promotion actions that combine information,
training, education and promotion goals.
4.1. Presentations / Tasting for specialists. Organization of six (6) events addressing to
journalists and opinion leaders, distributors and their associations and nutritionists.
 Three (3) events in Greece (Thessaloniki, Athens(2)),
 three events in Cyprus (Nicosia (2), Larnaka).
They will be combined with the participations in trade fairs. 600 members of the target
groups.
4.2. “We try ARO(3)MA” information days for consumers – Information campaigns in
annual base (180 days in total) in collaboration with the largest supermarkets chains
(Carrefour and Sklavenitis) in Greece (10 points X 6 days each / annually).
Distribution of free samples and tasting of ARO(3)MA Meat, distribution of
information and recipe brochures. Realized in Athens(5 POS), Thessaloniki (2 POS),
Larissa (1 POS), Patras(1 POS) and Piraeus 5 ( POS).
4.3. Seminars for Chefs / restaurants – twelve (12) 2 days seminars in collaboration with
culinary educational institutes in Greece (Athens, Thessaloniki) and Cyprus (Nikosia).
900 chefs / caterers and future chefs are expected to be informed about Quality Meat,
ARO(3)MA Meat and trained in recipes based on ARO(3)MA Meat.
92
5. Advertising Actions
5.1 Ads – Publication of 33 ads in the most readable newspapers and their culinary
magazines in Greece and Cyprus. The advertising campaign will support promotion
actions and participation in fairs.
 Greece: Real news (4), Ethnos (4), Kathimerini (4), Vima (4), Proto thema (4)
 Cyprus: Fileleftheros (7), Simerini (4), Politis (4).
5.2. TV advertising – Production of TV spot (20’’) and 600 appearances in the major TV
stations in Greece that are also broadcasting in Cyprus, increasing that way the
efficiency of the action. TV advertising will facilitate and support the promotion
actions (We try ARO(3)MA days), increasing awareness and maximizing actions
impact.
 Greek channels: NET (120 spots), MEGA (90 spots), SKAI (90 spots),ANT1 (90
spots), ET3 (120 spots), ALPHA (90 spots).
5.3. Presentations in TV Culinary Shows – 21 special presentations (seven (7) annually in
Greece and three (3) in Cyprus) dedicated to Quality Meat and ARO(3)MA Meat in
collaboration with famous TV Culinary shows.
Greek channels: MEGA (3 emissions), SKAI (2 emissions),ANT1 (2 emissions).
Cypriot channels: SIGMA ( 2 emissions), PIK1 (1 emission).
Travel accommodation and subsidence costs – Provisional costs for the implementing
organization are included in the actual cost of actions. Greece (9 trips in total) – Cyprus (6
trips in total)
Anticipated impact:
Programme is expected to achieve the following impact as they will emerge through the
realization of the actions and the measurement of their results.
 Improvement of consumers awareness on the national Quality System.
 Increase of the preference of Quality Meat products and specifically of ARO(3)MA
meat
The foreseeable impact will be measured - evaluated based on the change in the following
indicators:
 Selection of beef and veal meat indicator (quality / certification). The goal is the
increase by 200% in comparison to the 2008 levels (according to a market survey
conducted by the Ministry of Agriculture and Food in Greece for “Consumers
preferences on quality animal products”
 Certified beef and veal producers indicator – based on the Quality Meat Register
regarding the National “Quality Meat” Labelling scheme ( increase by 50% in relation
to the 2011 levels
 Producers of ARO(3)MA meat indicator – Increase of producers with ARO(3)MA
system to 15 in Greece and Cyprus
 Quality Meat consumption indicator – increase of sales by 30% of certified “Quality
Meat” in Greece and Cyprus.
The evaluation will be carried out by an “independent” body. i.e. one having no direct
involvement in the implementation, management and financing. Terms of references will be
specified, determining the criteria for selecting the external evaluator. that should have the
following competences: (a) experience in evaluating similar campaigns; (b) a good track
record; (c) research skills (human resources - technical skills) and (d) a commitment to quality
93
and deadlines. The evaluation carried out annually at the end of each phase, will have two
main objectives: a) to assist the implementation, monitoring its consistency and coherence
with the objectives and b) measure the expected results and answer the key evaluation
questions. The evaluation will provide to stakeholders (proposing organizations,
implementing body(s) and competent national and European authorities) with a timely,
objective analysis of the effectiveness and relevance of actions realized as well as with, if
possible, alternative methods for achieving the expected results.
26/30
39/40
European dimension:
7/10
Cost/efficiency:
18/20
Budget by action :
€
ACTION
Year I
Year II
Year III
TOTAL
1. Electronic Media
19.000
7.000
7.000
33.000
2. Printed Material
75.000
0
0
75.000
3. Exhibitions
78.000
74.000
78.000
230.000
4. Promotion Actions
242.000
242.000
242.000
726.000
5. Advertising Actions
212.000
192.000
192.000
596.000
626.000
515.000
519.000
1.660.000
2.440
2.000
2.160
6.600
13/15% of (1), Annex III, point B.1.2, to the
contract)
81.380
66.950
67.470
215.800
2.700
2.700
2.700
8.100
18.780
15.450
15.570
49.800
731.300
602.100
606.900
1.940.300
Overheads (maximum [3-5 internal market]
[4-6 third countries] % of (2), Annex III,
point A.2, to the contract)
21.939
18.063
18.207
58.209
Travel, Accommodation and subsidence
costs
Measurement of results of actions (maximum
3% of (1), Annex III, point C.5, to the
contract)
TOTAL BUDGET OF THE
PROGRAMME
753.239
94
620.163
625.107
1.998.509
Target
markets
Greece
Cyprus
Total Budget
Year 1
Year 2
Year 3
613.571
139.668
753.239
499.756
120.407
620.163
504.597
120.510
625107
Total budget per
target market
1.617.924
380.585
1998509
CO-FINANCING
YEAR I
%
YEAR II
YEAR III
%
TOTAL
%
EU
376.620
50
310.081
50
312.554
50
999.255
50
MEMBER STATE
150.648
20
124.033
20
125.021
20
399.702
20
PROPOSING
ORGANISATION
225.971
30
186.049
30
187.532
30
599.552
30
TOTAL
753.239
100
620.163
100
625.107
100
1.998.509
100
Remarks:
1) In application of Article 1 of Council Regulation (EC) No 3/2008 measures should not be
brand oriented or encourage the consumption or encourage the consumption of any
2) In application of Article 6(1) of Council Regulation (EC) No 3/2008 lays down that only
trade and/or inter-trade organisation(s) representing the sector(s) concerned in one or
more Member States or at Community level shall draw up proposals for information and
promotion.
and shall verify conformity with this Regulation, the guidelines drawn up under Article 5
and the relevant specifications. They shall also check that the programme offers value for
money.
4) In application of Article 7.2 of Council Regulation 3/2008, the Commission services have
to be able to verify that proposed programme offers value for money
5) In application of Article 8(1) of Council Regulation 3/2008, programmes submitted by
more than one Member State or providing for actions in more than one Member State
shall be given priority.
6) In application of Article 9 of Council Regulation 3/2008, the Member States concerned
shall check that the programme offers value for money.
7) In application of Article 1(2) of Commission Regulation 501/2008, "programme" means
a coherent set of operations of a scope that is sufficient to contribute towards improving
8) In application of Article 4(1) of Commission Regulation 501/2008, all information and/or
promotion messages passed on to consumers and other target groups under programmes
shall be based on the intrinsic qualities of the product concerned or its characteristics.
10) In application of Article 8(1)3rd paragraph of Commission Regulation (EC) No 501/2008
lays down that programmes shall be submitted in a form prescribed by the Commission
and be available on its website.
11) In application of Article 8(2)c of Commission Regulation (EC) No 501/2008 lays down
that programmes contain sufficient detail to enable their compliance with the applicable
rules and their cost/benefit ratio to be evaluated.
95
In view of the above articles the competent authority of Greece has proceeded the application
to Commission services.
Programme eligible:
Yes/No
Themes
It should be clarified on how the theme referring to the image of EU products will be
addressed in the campaign. In which actions this will appear and it will be presented.
Actions
Concerning action 4.2 the distribution of samples should be further clarified with the
provision of information on the type of sampling, the qualitative and quantitative description
of the samples in relation to the development of this action.
Evaluation method
The starting points for each indicator should be clarified in relation to the evaluation of the
impact for the campaign. The market situation should be taken into account on this point. The
description of the statistical methods employed for the evaluation of the impact should be
provided.
EU Dimension
Further information should be provided on how the campaign will address the EU dimension
throughout the messages, themes and actions of the programmes.
good
Promotion of EU products
90/100
1/5
Positive
CONCLUSIONS
The programme provides a coherent set of measures.
Observation(s) :
Recommendation(s) :
- To be accepted
96
good
Member State(s):
Greece
Information provision and Promotion actions on fruits and
vegetables of organic farming on the internal market and
in particular in Netherlands, Sweden and Germany.
Competent Authority :
Association of Legal Persons (National Association of
Cooperatives of bio producers-coordinator)
Note yet selected
Type of measure:
mixed
Product(s):
Organic farming Fruits and vegetables
Netherlands, Sweden, Germany
Duration:
3 years
Total budget:
2.926.000,00 €
30.11.2012
Yes/No
N/A
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
97
Yes/No
Yes/No
organisation the relevant sector(s)
Yes/No
Yes/No
implementing body
N/A
Objective(s)
 To increase 3% on average the sales of organic farming products in Netherlands,
Sweden and Germany, every year.
 To provide information to 2.000.000 consumers in Netherlands, 2.000.000 in Sweden
and 3.000.000 in Germany every year.
Strategy :
The strategy of the program was formulated based on:
a) The objectives of the program, b) The special characteristics of the target groups, c) The
current market situation and competition in the target countries, d) The special
characteristics and advantages of the European organic farming products, d) The modern
techniques of promotion and information provision, e) The use of the most modern
methods and tools for the evaluation of the results.
Based on these lines the strategy of the program aims to:
 The promotion of products in a sectorial level (European organic farming products).
 The improvement of the image of the products and the strengthening of the demand
for these products, according to the directing lines of the EU.
 The implementation of coordinated actions, strategies and transition of messages to all
target countries.
In this framework, the program strategy will be determined by the completion of three set of
goals:
Information goals a) enhance consumer awareness of the labelling, including the Community
logo for organic products, b) provide comprehensive information and broaden awareness of
the benefits of organic farming, in particular with regard to environmental protection, animal
welfare, maintenance of the countryside and development in rural areas, c) provide
comprehensive information on the content and the functioning of the Community rules on
organic farming, and d) encourage individual producers, processors and
producer/processor/retailer groups not yet taking part in organic farming to convert to this
production method; encourage retailers, retailer groups and restaurants to sell organic
products.
98
Promotion goals a) to promote the consumption of organic farming products, and b) increase
the market share of the European organic farming products in the targeted countries.
Sales growth goals
Increase of exports and sales of organic farming products.
Target group(s) :
Consumers in general, consumer associations and specific subgroups of consumers
(Housewives and families, middle aged, elders)
 Opinion multipliers
 Distributors (supermarkets, wholesalers, specialized retailers, caterers, canteens,
restaurants)
 Teachers, young people and children
 Opinion leaders and journalists (including nutritionists)
Themes :
 The increase of consumption of organic farming products
 The guaranteed quality provided by the EU organic farming products.
 The strict measures of the EU food safety system in all procedures “from farm to
table”.
 The advantages of EU labeling of organic farming products.
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
organic products
variety.






Consume European organic farming fruits and vegetables
Production with respect to assured production schemes.
Products are natural and fresh
Quality
Safety
Enjoyment
Actions
1. INFORMATION PROVISION ACTIONS THROUGH ELECTRONIC MEDIA
1.1 Website (re-development and modifications)
The website of the programme “EU safe, Fresh simply Best…” that runs in Russia and
Ukraine since April 2012, http://www.eusafeorganics.gr/, will be adapted and
99
translated in the languages of the new target countries (Dutch, Swedish and German).
The website will be structured into specific sections that will enable the user to
navigate with ease. These sections will be: (a) section presenting the products, (b)
section with information about the sector of European and Greek organic farming, (c)
section that will be regularly updated providing information about the project and the
actions (d) library and (e) newsletter. Implementation time: 1st trimester of the 1st year
1.2 Production of DVD for use in the exhibitions (short version DVD)
The short version DVD will be of 4-5 minutes duration and will be used during the
exhibitions. It will be short and concise, so as to convey its messages effectively to the
visitors of the exhibitions. The cost includes design, editing, narration and adaptation
to the languages of the countries. One (1) master DVD will be produced for each
country, since this DVD will not be distributed but will remain under the possession of
the proposing organization. Implementation time: 1st trimester of the 1st year
2. INFORMATION PROVISION ACTIONS THROUGH PRINTED MATERIAL
2.1 Posters
The objective of the posters is information provision, promotion and advertisement of
the messages of the program in the language of each target-country. The posters will
promote the image of the products along with the messages, the logo as used in the
previous promotional program “EU safe, Fresh, simply best…”, and the EU dimension
of the project (300 poster, illustration paper, 50x70 cm, colour, 150 g).
The 12-page information brochure (coloured, 20x20cm, illustrated paper of 115gr)
will be reproduced in 35.300 copies in the three languages of the target-countries
(Sweden 11100 pieces, Netherlands 9100 pieces, Germany 15100 pieces).
2.3 Folders
The folder will be used as supporting tool, enclosing one 12-page information
brochure and one DVD (3100 folders in each country, colour, A4, hard paper).
3. PROMOTION ACTIONS
3.1 -3.3 Participation in exhibitions
The participation in the following exhibitions is planed:
Three (3) participations in BioVak, Zwolle in Netherlands (2 days, 60 sq. m., January)
One (1) participation GastroNord, Älvsjö, Sweden (4 days, 60 sq. m., April)
Two (2) participations in Mitt kok, Stockholm (4 days, 60 sq. m., November)
Three (3) participations in BioFach, Nuremberg (4 days, 60 sq. m.)
During every year of the program, special tributes are planned to be realised and
broadcasted, manly in the morning zone, in TV programs in the three target countries.
The aim of the tributes is to trigger the interest of the consumers, manly women,
regarding organic farming and the European agricultural products that are cultivated
under organic farming. The channels and TV programs that will host the tributes are
the following:
Sweden : TV 4-TV 8 CHANNEL
9 special tributes (3 every year)
Germany : TV BERLIN-BON GUSTO CHANNEL
Netherlands : RTL 7 - RTL 5 CHANNEL
100
4. ADVERTISING ACTIONS
4.1 Whole page advertisements in magazines
Thirty six (36) full page advertisements will be published in the national printed media
of each targeted country and in particular, twelve in each country. The advertisements,
will be whole page, 4-colored, including logo slogan of project and clear messages
organic farming and European agricultural products produced under organic farming.
The advertisements will be placed in the following magazines (12 ads in each
country).
No. Netherlands
Sweden
Germany
1
DELICIOUS
GOURMET
JAMIE
2
PLUS
DN SONTANG
SAVEURS
3
CULINAIRE
HEMMETS
BILD
COLOGNE
4
BILD BERLIN
4.2 Article placements in magazines
Twenty seven articles will be published in magazines (about 800 words), including the
logo and the slogan of the program along with texts or tributes based on the messages
of the program. These messages will be addressing to specific target groups or to the
general public. The articles can be either a single advertisement or a combination of
photographs and text-article (advertorial). The articles will be published in the
magazines presented previously, as they are considered the most important and
popular in the target countries (9 articles in each country).
4.3 Production and translation of TV Spot
Three TV spots will be produced in order to advertise the European organic farming
products. It will be of 15’’ duration and broadcasted in TV channels in the three target
countries. The messages of the program will be included in the TV spot.
4.4 Broadcasting the TV spot in TV channels
During the first, second and third year of program, the TV spot will be broadcasted in
TV channels in the three target countries as followed:
 60 spots in Netherlands (20 per year)
 105 spots in Sweden (35 per year)
 105 spots in Germany (35 per year)
5. PUBLIC RELATION ACTIONS
5.1 PR contacts with the media
This action refers to the organisation of events and contacts with key people and
professionals that play a significant role and have influence in their organisations such
as HoReCa representatives, school/college canteen managers, chef association
representatives, specialised journalists, importers, traders, distributors etc. Key media
and advertising executives and journalists represent the most important market share
and informing this group of stakeholders gives added value to the campaign and helps
to be more effective in the market. It is considered appropriate that these events take
place during the time of major exhibitions in the target countries. It could be foreseen
that collaboration with local household associations and mass catering associations is
desirable in order to keep strong contacts in order to strengthen stakeholder networks.
In total, three Events/PR contacts with media will be organised, one in each country,
every year.
101
5.2 Invitations to opinion leaders
The aim of this action is to invite and accommodate selected opinion leaders in
Greece, so as to meet the producers of organic farming products. In specific, three (3)
invitations will be addressed to opinion leaders from each target country [(3
invitations) X (3 Countries) = 9 invitations overall]. In each one of those invitations
six persons will be invited to spend three days in Greece. They will be accommodated
in 4**** Hotel and they will visit the production fields of the proposing organizations.
A special program for accommodation and transportation will be organized.
6. TRAVEL AND ACCOMMODATION COSTS
In order for the Implementing body (bodies) to prepare, manage, follow up and implement
the actions, it is necessary to perform the following eighteen (18) trips for the whole
duration of the proposed program
 6 trips to Netherlands
 6 trips to Sweden
 6 trips to Germany
Anticipated impact:
The study will be based on the analysis of measurable indicators which will measure,
evaluate and compare:
 The affinity of activities combined to the targets of the project.
 The effectiveness of activities per objective.
 The efficiency concerning the expected results.
 The intensity of activities concerning the country and the period of realization.
The measurable indicators that will be used for the extraction of conclusions are distinguished
in qualitative and quantitative.
Qualitative indicators:
1. Image Improvement
2. Placement of the product in the market
3. Increase in sales
Quantitative indicators:
1. Image improvement
2. Placement of the product in the market:
3. Familiarization of respective businessmen regarding the qualitative specifications of
European products
24/30
37/40
European dimension:
Cost/efficiency:
8/10
15/20
102
Budget by action :
€
TABLE - 2 : ANALYSIS OF THE PROPOSED PROGRAMME ACTIONS' BUDGET PER YEAR
ACTIONS
1st Year
2nd Year
3rd Year
TOTAL
15.000
3.000
3.000
21.000,00
1
Action 1: Electronic Media Actions
1.4
Website (re-development and
modifications)
Production of short version DVD
2.
Action 2: Printed Material Actions
2.1
Posters
1.800,00
0,00
0,00
1.800,00
2.2
12-page information brochure
63.540,00
0,00
0,00
63.540,00
2.3
Folders
13.950,00
0,00
0,00
13.950,00
3.
Action 3 - Promotion Actions
341.000,00
341.000,00
341.000,00
1.023.000,00
3.1.
1
3.1.
2
3.1.
2
3.1.
3
3.2.
1
3.2.
2
3.2.
3
4
BioVak in Zwolle, Holland
56.000,00
56.000,00
56.000,00
168.000,00
GastroNord, Älvsjö
0,00
62.000,00
0,00
62.000,00
Mitt kok, Stockholm
62.000,00
0,00
62.000,00
124.000,00
BioFach, Nuremberg
Tributes in TV programs in
Netherlands
Tributes in TV programs in Sweden
Tributes in TV programs in Greece in
Germany
Action 4 - Advertising Actions
61.000,00
61.000,00
61.000,00
183.000,00
54.000,00
54.000,00
54.000,00
162.000,00
54.000,00
54.000,00
54.000,00
162.000,00
54.000,00
54.000,00
54.000,00
162.000,00
344.000,00
309.000,00
309.000,00
962.000,00
4.1
88.000,00
88.000,00
88.000,00
264.000,00
4.2
Full page advertisements in
magazines
Article placements in magazines
51.000,00
51.000,00
51.000,00
153.000,00
4.4
Production of TV Spot
35.000,00
0,00
0,00
35.000,00
4.5
Broadcasting the TV spot
170.000,00
170.000,00
170.000,00
510.000,00
5
Action 5 - Public Relations Action
104.250,00
104.250,00
104.250,00
312.750,00
5.1
PR contacts with the media
Invitation to opinion leaders distributors
TOTAL OF ACTIONS (1)
74.250,00
74.250,00
74.250,00
222.750,00
30.000,00
30.000,00
30.000,00
90.000,00
883.540,00
757.250,00
757.250,00
2.398.040,00
6
Travel Costs
15.200,00
15.200,00
15.200,00
45.600,00
7
4.650,30
4.400,00
4.400,00
13.450,30
8
Fees of implementing body (13%)
(3%)
TOTAL OF DIRECT COSTS FOR
THE PROGRAMME (2)
Overheads (3%)
TOTAL COST OF THE
PROGRAMME
114.860,20
98.442,50
98.442,50
311.745,20
26.506,20
22.717,50
22.717,50
71.941,20
1.044.756,70
898.010,00
898.010,00
2.840.776,70
31.342,70
26.940,30
26.940,30
85.223,30
1.076.099,40
924.950,30
924.950,30
2.926.000,00
1.1
5.2
9
10
9.000,00
3.000,00
3.000,00
15.000,00
6.000,00
0,00
0,00
6.000,00
79.290,00
0,00
0,00
79.290,00
103
Market
Sweden
Germany
Netherlands
Total budget
Year 1 (€)
298.980
305.180
279.380
883.540
Year 2 (€)
264.750
263.750
228.750
757.250
Year 3(€)
264.750
263.750
228.750
757.250
Total (€)
828.480
832.680
736.880
2.398.040
FINANCIAL PLAN
1st Year
2nd Year
FINANCIAL
CONTRIBUTION
€
%
€
%
European Union
538.050 50 462.475 50
Member State (Greece) 215.220 20 184.990 20
Proposing Organisation 322.830 30 277.485 30
TOTAL
1.076.100 100 924.950 100
3rd Year
€
%
462.475 50
184.990 20
277.485 30
924.950 100
TOTAL
€
%
1.463.000 50
585.200
20
877.800
30
2.926.000 100
Remarks:
1) In application of Article 1 of Council Regulation (EC) No 3/2008 measures should not
be brand oriented or encourage the consumption or encourage the consumption of any
only trade and/or inter-trade organisation(s) representing the sector(s) concerned in
one or more Member States or at Community level shall draw up proposals for
information and promotion.
and shall verify conformity with this Regulation, the guidelines drawn up under
Article 5 and the relevant specifications. They shall also check that the programme
offers value for money.
4) In application of Article 7.2 of Council Regulation 3/2008, the Commission services
have to be able to verify that proposed programme offers value for money
5) In application of Article 9 of Council Regulation 3/2008, the Member States
concerned shall check that the programme offers value for money.
6) In application of Article 1(2) of Commission Regulation 501/2008, "programme"
means a coherent set of operations of a scope that is sufficient to contribute towards
improving information about, and sales of, the products concerned.
7) In application of Article 4(1) of Commission Regulation 501/2008, all information
characteristics.
8) In application of Article 8(2)c of Commission Regulation (EC) No 501/2008 lays
down that programmes contain sufficient detail to enable their compliance with the
applicable rules and their cost/benefit ratio to be evaluated.
9) In application of Article 8(3) of Commission Regulation (EC) No 501/2008 lays down
that for the purpose of implementing its programmes, each proposing organisation
shall select one or more implementing bodies by an appropriate competitive procedure
validated by the Member State concerned.
In view of the above articles the competent authority proceeded the application to the
Commission services.
104
Programme eligible:
Yes/No
Market study
A table that will clearly cover the consumption in weight and value for all organic products
which are promoted in the programme for the last three years in the target markets should be
provided. Furthermore the potential of the programme should also be covered in this respect.
Objectives
Clarifications should be provided on the objectives of the programme; The provision of
information on organic farming and its comparative advantages as presented in page 99 of the
proposal should be further clarified. The provision of information and promotion of EU
organic farming rules (EU legislation) should be further clarified to show the EU dimension
of the programme and the added value of the programme for EU organic farming. This should
cover the principles and objectives of the guidelines as described in the annex of the
Regulation (EC) No 501/2008.
Actions
In action 1.4 on the production of short DVDs it is not presented the number of short DVDS
produced for the purposes of the programme and what cost. Clarifications should be provided.
What is the added value of the use of DVDs.
In action 4.3 the description of the production of TV spots does not present any justification
on the difference of cost between the production of the different spots for the targeted
countries between Germany (25.000 €) Netherlands (5.000 €) and Sweden (5.000 €).
In action 5.1 further information is needed for the presented costs of translation and the
publications on the events. Provide clarifications.
The cost on advertising are the same every year. These costs should differentiate every year
depending on a series of parameters. Provide clarifications.
Evaluation method
In the evaluation method there is reference to samples. However these samples are not
described in the programme and there is no information on their qualitative parameters and
quantities. Provide information to clarify this point. The time intervals for the evaluation
should be clarified together with the indicators. Provide clarifications.
The presented methods and indicators should be better defined in order to provide a solid
basis for the evaluation of the programme impact and results. In particular the presented
indicators should correspond to each objective and provide the measurement of the target set
for each objective; for example 3% increase of consumption. In addition the basis for the
calculation of the indicators is not provided. Provide further information to cover these issues.
What is the statistical method that will be used for the evaluation of the progress of the
consumption in the targeted markets? What is the method that will be used for the analysis of
the information on questionnaires to conclude on the progress of the second objective?
EU dimension
It is not clear how the programme will address the EU dimension of organic farming
throughout the campaign. Clarifications should be provided on how the campaign will present
information and promote the EU policies on organic farming throughout the campaign and in
particular through the messages, themes and actions.
Competent authority
The competent authority should provide further information and confirm that the proposing
organisation has the necessary and technical capacity to implement the proposed measures
effectively. Provide the required information.
105
promotion of EU products
Yes
good
85/100
good
3/5
positive
CONCLUSIONS
The programme provides a coherent set of actions towards its objectives.
Observation(s) :
Although the programme is proposed to be accepted due to its content and value certain
shortcomings as mentioned above should be followed with particular attention such as the
competition for the award of the contract organized by the proposing organization due to the
similarities this proposal has with another of the same series in order to safeguard the interests
of the EU. Furthermore a close follow up should be undertaken on risks on double financing
for common actions during the implementation.
Recommendation(s) :
- To be accepted
106
Etat membre:
Espagne
Titre du programme:
Promotion des olives de table dans le Marché Interne:
Espagne, France et UK
Ministerio
Ambiente
Interprofesional de la Aceituna de Mesa
(INTERACEITUNA)
Tactics Europe
Type de mesure:
Produit:
Olives de Table
États membres ciblés:
Espagne, France, Royaume Uni
Durée:
36 mois
Budget total:
5 .170.386,19 euros
29/11/2012
de
Agricultura,
Alimentación
y
Medio
oui/non
oui/non
oui
oui/non
oui/non
oui/non
oui/non
oui/non
107
oui/non
oui/non
oui/non
oui/non
oui/non
Objectif(s) :
Les marchés ciblés étant différents, les objectifs poursuivis par le programme dans chacun des
marchés le sont aussi.
Objectifs pour l'Espagne:
Objectif Principal: Arrêter la diminution dans la consommation d'olives de table en Espagne
(diminution de 17% dans les dix dernières années)
Objectifs spécifiques:
Moderniser l'image du produit, familiariser les jeunes pour créer de nouvelles habitudes de
consommation, stimuler la consommation dans l'horeca (diminution de 37% dans les dix
dernières années)
Objectifs pour la France:
Objectif Principal: Arrêter la diminution dans la consommation d'olives de table en France
(diminution de 16% dans les dix dernières années) et développer une image positive des
olives de l'UE de manière à renverser la tendance à importer des olives de pays non UE.
Objectifs pour UK:
Faire comprendre que les olives de table sont aussi un élément de la Diète Méditerranéenne,
faire découvrir le produit afin d'encourager sa consommation.(20.000 tonnes annuelles vs.
53.000 en France et 130.686 en Espagne).
Stratégie :
Espagne:
Impliquer les leaders des chefs cuisiniers nationaux (20 chefs dans les 17 Communautés
Autonomes) pour créer de nouvelles formes de consommation
Pour freiner diminution consommation dans l'Horéca, Information et Promotion dans les
Ecoles hôtelières. Les étudiants de la dernière année deviendront nos jeunes prescripteurs et
pourront proposer les nouvelles propositions de consommation dans tous les restaurants du
pays.
Pour freiner la chute consommation dans les foyers (responsables de 25-45 ans):
développement d'une campagne avec des moyens conventionnels.
Etendre, promouvoir et populariser la consommation avec des évènements dans les
principales villes espagnoles, actions on-line et relations publiques.
108
France:
Accent mis dans la nouvelle manière de consommer olives de table à travers grands
évènements dans principales villes, notamment à travers des cours de cuisine, très à la mode;
S'adresser aux jeunes, futurs consommateurs à travers Facebook, Twitter en donnant une
image moderne du produit
UK:
Utilisation de chefs connus pour donner confiance et familiariser le public avec le produit,
hands-on cooking, évènements éducatifs, livre de recettes, écoles hôtelières, internet, réseaux
sociaux, relations publiques.
Cibles :
 Responsable achats foyer (personnes 25-45 ans : total de 15.700.251 personnes en ES,
16.309.4170 en France, 20.460.000 UK)
 Futurs consommateurs (8-10 ans)
 Au Royaume Uni consommateurs ABC1 prêts à payer pour des produits de qualité
 Etudiants dernière année Ecoles hôtelières
 Opinion leaders (chefs spécialisés, medias généraux et spécialisés, webs, blogs)
Thèmes :
1. Promouvoir les aspects moins connus des olives de table:
Ingrédient de la diète méditerranéenne, grande diversité, versatilité, aspects de nutrition
(valeur calorique 150 pour 100 grammes), caractéristiques organoleptiques, aspects
sociaux (famille, entre amis, moments de partage)
2. Introduire de nouveaux usages:
"Olivetuning" New culinary concept: Original Dressings
Le consommateur pourra faire l'expérience très créative de mélanger des saveurs,
couleurs, textures afin d'assaisonner les olives.
Le concept "Aceituning" sera traduit en France: MIX'N'OLIVE et au UK: OLIVE IT !
Aspects couverts:
qualité
aspects sanitaires
étiquetage
109
Espagne
1. Medias conventionnels
Objectif: couvrir 25% de la cible. 68 insertions dans des Magazines (16 en 2014, 26 en
2015, 26 en 2016) ½ page verticale couleur dans le top 5 ranking des magazines people
(Hola, Semana, 10 minutos) féminins (Vogue, Glamour, Elle, Woman), gastronomie
(Cocina Fácil) pendant les mois d' avril, mai et juin (mois où recommencent les apéritifs
pris en terrasse)
2. Edition et Broadcast du Guide assaisonnement "Olive dressings guide"
Réunion dans une publication les 60 manières plus représentatives d'assaisonner les olives
dans le marché national. 20 grands chefs seront sélectionnés et chacun proposera 3
"Assaisonnements d'auteur". 117.000 guides (15x18 cms) de 68 pages
Diffuser ce guide aux moyens de communication, restaurants et consommateur final dans
toutes les actions du programme.
3. Ecoles de Cuisine
Impliquer au moins 40% des élèves en dernière année des 134 écoles hôtelières qui
existent en Espagne.
Dans une 60aine d'écoles (estimées sur les 134 invitées): Compétition sur
l'assaisonnement des olives. Un Kit pour y participer (posters, guides, brochures, dossiers
techniques) leur sera distribué. 1 finaliste par Communauté Autonome sera invité à l'Acte
de la Finale Nationale à Madrid (75 personnes invitées)
4. Ateliers dans les écoles "Pratique du Olivetuning"
Familiariser les enfants de 8-10 ans avec les olives et leurs différentes façons d'être
assaisonnées, les informer sur les bienfaits de leur consommation et réaliser des
démonstrations. 140 ateliers par an, 50 enfants /atelier. Théorie, pratique, distribution
matériel éducatif. Dans 6 provinces (Madrid, Sevilla, Extremadura, Valencia-AlicanteMurcia, Málaga-Granada, Zaragoza-Navarra)
Action qui coïncidera dans le temps avec le "Olivetuning Tour" pour synergies et
meilleure répercussion médiatique.
5. Olivetuning Tour:
Un bus décoré +stand (voir page 65 de la proposition) avec les images de la campagne
parcourra pendant 6 semaines (de mardi à samedi inclus) 6 provinces (1/semaine). Villes
moyennes (50.000 à 120.000 habitants); Octobre-Novembre en même temps que ateliers
dans les écoles. Activités proposées: show cooking , conférences informatives , concours
assaisonnement, distribution matériel. Personnel nécessaire: chef, nutritionniste,
conducteur, 2 personnes promotion, coordinateur.
6. Actions On-Line:
Micro site "elaceituning.es", création d'une app (iOs6 Apple et Android pour Smartphone)
d'assaisonnements, Facebook, Twitter, You Tube
7. Plan Relations Publiques
Création d'un bureau de presse
110
France
1. Livre de Recettes
Livre avec 10 recettes, par10 chefs des 10 principales villes (toutes les régions sont
représentées). 170.000 unités. Annoncé dans plusieurs magazines (Régal, Santé Magazine,
Maison Créative, Détours en France)
2. Mix'N'Olives Road Show
3 jours de leçons de cuisine (30 min.) dans 4 grandes villes/an. Dans "l'Atelier des chefs",
France leading cooking school. 2 jours pour le grand public (10 leçons par jour), 1 jour
réservé aux médias. 1.200 participants et 200 journalistes/an.
3. Ecoles de Cuisine
10 grandes écoles de cuisine participeront à un concours national basé sur des recettes sur
les olives.
4. Voyages de presse
Chaque année, 5 journalistes seront invités à une région de production, comme Séville.
5. The Press Tour
Press Tour innovant qui est directement organisé dans les bureaux des journalistes pour
mobiliser des journalistes clé qui sont très pris dans leur agenda. 1h de performance dans
les bureaux des principaux groupes de presse. 144 journalistes de 72 médias différents
sont visés.
6. The Olive Kitchen at Cuisinez Fair
"Cuisinez" est l'évènement leader en France en matière de Food& Drink (60 chefs
célèbres, 250 exposants, 35.000 visiteurs) a lieu à Paris pendant 4 jours du mois d'octobre
tous les ans. Stand avec cuisine équipée. Leçons de cuisine.
7. Medias conventionnels
Achat d'espace, publi-reportages, médias nationaux et régionaux (14 en total).
8. Actions On-Line et Réseaux Sociaux
Site www.mixnolives.com, video webs, Facebook Twitter. 6 online banners sur le site
web Marmiton www.marmiton.org= 300.000 visiteurs/jour.
UK
1. Réseaux Sociaux et Activités digitales
Website, Facebook, Twitter, You Tube canal, e-newsletters
2. Livre de Recettes
Beau livre qui sera offert comme prix aux participants aux différents évenements; 80
pages, 220x219mm detaille, 40 rectettes, 20 photos de qualité. 10.000 unités.
111
3. Catering College Olive Competition
Concours dans 50 établissements catering colleges (jeunes chefs) qui ont de l'influence sur
l'industrie du catering. Accord de partenariat avec le leader en industrie du catering
Caterer & Hotelkeeper. 10 finalistes seront invités à la finale à Londres.
4. Tour Régional Olives
Evènements dans des écoles régionales de cuisine de jeudi à samedi, avec des grands
chefs comme Omar Allibhoy et José Pizarro. 12 personnes, théorie et pratique. Pour
sélectionner les participants, campagne Relations Publiques un mois avant dans la région
(entretien chefs dans les radios locales, presse locale).
5. Voyages de presse
1 voyage de presse /an pendant 3 jours dans région productrice. 5 personnes
6. Videos Recettes
Afin d'éduquer les consommateurs avec des recettes informatives et fun avecun chef
célèbre. 9 videos (2-3 minutes) contenant 3 suggestions faciles et rapide de servir des
olives. On line, blogs, social media channels.
7. Publicités
Dans Observer, Food monthly, Delicious Magazine, BBC GoodFood, Food and Travel,
Good Housekeeping, easy Living, Olive, Healthy Food Guide, Top Sante, Zest. 15
publicités au total. 8.760.000 contacts attendus.
8. Bureau de presse de la Campagne
Pour soutenir la campagne O'Live It dans toutes ses initiatives. Concours en ligne.
Analyse très détaillée (pages 140-149 du programme) en ce qui concerne les impacts de
chacune des actions mais l'objectif principal du programme "Freiner la diminution de la
consommation " n'a pas été chiffré , ce qui rend difficile de mesure l'impact global du
programme après les 3 ans de campagne.
Dimension Communautaire:
L'olive de table est un produit principalement européen. La production de l' Espagne, Grèce,
Italie, Portugal et France représente 32% de la production mondiale. Augmenter les
connaissances sur le produit et promouvoir sa consommation sera utile pour tous ces Etats
Membres, et notamment contribuera a lutter contre la concurrence grandissante des olives en
provenance de la Turquie, Argentine ou Egypte. Il n'est pas assez connu que les olives de
table sont aussi un des ingredients de la Diète Méditerranéenne.
112
€
RESUMEN GENERAL
2013/2014
5.7.1.- ESPAÑA TOTAL
5.7.1.1.- MEDIOS CONVENCIONALES ( * )
2014/2015
52.680,00 €
B) DIFUSIÓN DE LA
"GUÍA ALIÑOS DE ACEITUNA"
24.690,00 €
740.063,00 €
740.063,00 €
2.209.896,00 €
154.296,50 €
244.943,50 €
244.943,50 €
644.183,50 €
77.370,00 €
19.890,00 €
19.890,00 €
117.150,00 €
19.890,00 €
B) ACTO FINAL NACIONAL
92.460,00 €
19.890,00 €
24.690,00 €
46.755,00 €
5.7.1.3.- ESCUELAS DE HOSTELERÍA
A) LANZAMIENTO CONCURSO
DE ALIÑOS
TOTAL
729.770,00 €
5.7.1.2.- EDICIÓN Y DIFUSIÓN
A) EDICIÓN DE LA
2015/2016
9.666,00 €
46.755,00 €
9.666,00 €
37.089,00 €
46.755,00 €
37.089,00 €
140.265,00 €
28.998,00 €
9.666,00 €
111.267,00 €
37.089,00 €
79.173,50 €
79.173,50 €
79.173,50 €
237.520,50 €
5.7.1.5.- "ACEITUNING TOUR"
180.492,00 €
180.492,00 €
180.492,00 €
541.476,00 €
5.7.1.6.- ACCIONES ON-LINE
102.610,00 €
99.610,00 €
99.610,00 €
301.830,00 €
5.7.1.4.- TALLERES ESCOLARES
"PRACTICA EL ACEITUNING"
A) DESARROLLO MICROSITE
5.000,00 €
B) APP ALIÑOS (MÓVILES)
2.000,00 €
2.000,00 €
9.000,00 €
8.000,00 €
8.000,00 €
16.000,00 €
C) COMMUNITY MANAGEMENT
33.310,00 €
32.610,00 €
32.610,00 €
98.530,00 €
D) CAMPAÑA ON-LINE
49.800,00 €
51.000,00 €
51.000,00 €
151.800,00 €
E) PRODUCCIÓN FORMATOS ON-LINE
14.500,00 €
6.000,00 €
26.500,00 €
6.000,00 €
5.7.1.7.- PLAN DE
RELACIONES PÚBLICAS
69.073,00 €
64.199,00 €
64.199,00 €
197.471,00 €
5.7.1.8.- CREATIVIDAD
20.000,00 €
5.000,00 €
5.000,00 €
30.000,00 €
729.770,00 €
740.063,00 €
740.063,00 €
2.209.896,00 €
REMUNERACIÓN ORGANISMO EJECUCIÓN PRODUCCIÓN (13%)
74.811,56 €
64.365,54 €
64.365,54 €
203.542,64 €
REMUNERACIÓN ORGANISMO EJECUCIÓN MEDIOS (7%) ( * )
10.800,76 €
17.146,05 €
17.146,05 €
45.092,86 €
815.382,32 €
821.574,59 €
821.574,59 €
2.458.531,50 €
SUBTOTAL ESPAÑA
TOTAL ESPAÑA
RESUMEN GENERAL
2013/2014
5.7.2.- FRANCIA TOTAL
5.7.2.1.- LIBRO DE RECETAS
A) DISEÑO GRÁFICO Y CONTENIDO
18.000,00 €
B) IMPRESIÓN
45.000,00 €
2014/2015
TOTAL
427.686,50 €
429.042,50 €
429.042,50 €
1.285.771,50 €
63.000,00 €
10.000,00 €
10.000,00 €
83.000,00 €
18.000,00 €
10.000,00 €
72.710,00 €
5.7.2.2.- MIX'N' OLIVES ROAD SHOW
2015/2016
65.000,00 €
10.000,00 €
72.710,00 €
72.710,00 €
218.130,00 €
A) ESCUELAS DE COCINA, DECORACIÓN
Y MATERIAL DE COCINA
53.470,00 €
53.470,00 €
53.470,00 €
160.410,00 €
B) PERSONAL Y MATERIALES
19.240,00 €
19.240,00 €
19.240,00 €
57.720,00 €
69.420,00 €
5.7.2.3.- CONCURSO ESCUELAS HOSTELERÍA
A) RECLUTAMIENTO ESCUELAS, CHEFS
Y JURADO
42.820,00 €
B) INFRAESTRUCTURA Y MATERIALES
26.600,00 €
69.420,00 €
42.820,00 €
26.600,00 €
9.410,00 €
5.7.2.4.- VIAJES DE PRENSA
35.446,50 €
A) GESTIÓN, TOP CHEFS Y BAR MAN
24.600,00 €
24.600,00 €
24.600,00 €
10.846,50 €
10.846,50 €
10.846,50 €
- €
5.7.2.6.- LA COCINA DE LAS ACEITUNAS
EN LA FERIA CUISINEZ
45.356,00 €
-€
27.814,00 €
27.814,00 €
-€
17.542,00 €
17.542,00 €
125.000,00 €
5.7.2.7.- MEDIOS CONVENCIONALES (*)
145.000,00 €
52.700,00 €
5.7.2.8.- ON - LINE Y REDES SOCIALES
79.800,00 €
9.410,00 €
28.230,00 €
35.446,50 €
106.339,50 €
73.800,00 €
32.539,50 €
45.356,00 €
A) UBICACIÓN
41.700,00 €
208.260,00 €
128.460,00 €
26.600,00 €
9.410,00 €
35.446,50 €
5.7.2.5.- EL TOUR DE PRENSA
69.420,00 €
42.820,00 €
90.712,00 €
55.628,00 €
35.084,00 €
145.000,00 €
415.000,00 €
41.700,00 €
136.100,00 €
A) WEB
12.300,00 €
1.300,00 €
1.300,00 €
14.900,00 €
B) DIFUSIÓN ON-LINE
40.400,00 €
40.400,00 €
40.400,00 €
121.200,00 €
SUBTOTAL FRANCIA
REMUNERACIÓN ORGANISMO EJECUCIÓN PRODUCCIÓN (13%)
REMUNERACIÓN ORGANISMO EJECUCIÓN MEDIOS (7%) ( * )
TOTAL FRANCIA
427.686,50 €
429.042,50 €
429.042,50 €
1.285.771,50 €
39.349,25 €
36.925,53 €
36.925,53 €
113.200,31 €
8.750,00 €
10.150,00 €
10.150,00 €
29.050,00 €
475.785,75 €
476.118,03 €
476.118,03 €
1.428.021,81 €
113
RESUMEN GENERAL
2013/2014
5.7.3.- TOTAL REINO UNIDO
5.7.3.1.- REDES SOCIALES Y
ACTIVIDAD DIGITAL
2014/2015
2015/2016
TOTAL
290.806,50 €
290.498,79 €
290.061,64 €
871.366,93 €
39.203,50 €
32.958,50 €
32.958,50 €
105.120,50 €
A) PÁGINA WEB
14.738,20 €
8.493,20 €
8.493,20 €
31.724,60 €
B) FACEBOOK, TWITTER Y YOUTUBE
15.862,30 €
15.862,30 €
15.862,30 €
47.586,90 €
8.603,00 €
8.603,00 €
8.603,00 €
25.809,00 €
C) BOLETÍN DIGITAL
5.7.3.2.- LIBRO DE RECETAS
DE LA ACEITUNA
81.143,00 €
- €
- €
81.143,00 €
5.7.3.3.- CONCURSO DE LA ACEITUNA
EN ESCUELAS DE HOSTELERÍA
70.993,00 €
70.993,00 €
70.993,00 €
212.979,00 €
A) ORGANIZACIÓN DEL CONCURSO
B) RECLUTAMIENTO
C) EVENTO FINAL
D) ACTIVIDAD EN MEDIOS
45.812,50 €
45.812,50 €
45.812,50 €
137.437,50 €
7.694,50 €
7.694,50 €
7.694,50 €
23.083,50 €
15.612,50 €
15.612,50 €
15.612,50 €
46.837,50 €
1.873,50 €
1.873,50 €
1.873,50 €
5.620,50 €
- €
5.7.3.4.- TOUR REGIONAL DE LA
ACEITUNA
49.960,00 €
A) COSTE DEL TOUR
B) ACTIVIDAD CON LOS MEDIOS
5.7.3.5.- VIAJES DE PRENSA
5.7.3.6.- VIDEO RECETAS
5.7.3.7.- PUBLIRREPORTAJES
(*)
49.335,50 €
49.335,50 €
624,50 €
624,50 €
99.920,00 €
98.671,00 €
1.249,00 €
28.917,00 €
9.639,00 €
9.639,00 €
9.639,00 €
28.727,00 €
28.727,00 €
28.727,00 €
86.181,00 €
21.233,00 €
58.353,29 €
57.916,14 €
137.502,43 €
39.868,00 €
119.604,00 €
39.868,00 €
5.7.3.8.- CAMPAÑA GABINETE DE
PRENSA
49.960,00 €
39.868,00 €
24.978,50 €
24.978,50 €
24.978,50 €
74.935,50 €
B) CONCURSOS
5.222,50 €
5.222,50 €
5.222,50 €
15.667,50 €
C) MASTER CLASS CON MEDIOS
6.545,00 €
6.545,00 €
6.545,00 €
19.635,00 €
D) KITS DE PRENSA
3.122,00 €
3.122,00 €
3.122,00 €
9.366,00 €
A) FOTOGRAFÍAS DE RECETAS
290.806,50 €
290.498,79 €
290.061,64 €
871.366,93 €
REMUNERACIÓN ORGANISMO DE EJECUCIÓN PRODUCCIÓN (13%)
35.044,56 €
30.178,92 €
30.178,92 €
95.402,40 €
(*)
1.486,31 €
4.084,73 €
4.054,13 €
9.625,17 €
327.337,37 €
324.762,44 €
324.294,68 €
976.394,50 €
SUBTOTAL REINO UNIDO
REMUNERACIÓN ORGANISMO DE EJECUCIÓN MEDIOS (7%)
TOTAL REINO UNIDO
PLAN DE FINANCEMENT:
21/30
32/40
Coût/efficacité :
Total :
6/10
12/20
71/100
114
Remarques :
L'objectif principal du programme est de réduire la tendance décroissante de la consommation
(17% pendant les 10 dernières années) mais cet objectif de réduction n'est pas du tout chiffré,
ce qui rendra impossible de mesurer l'efficacité du programme une fois fini.
En opposition avec le manque d'objectifs généraux quantifiés, il y a dans la proposition de
programme, énormément de données sur les contacts prévus pour chaque action. Attention
cependant à bien évaluer le nombre de contacts pour avoir un rapport coût/contact intéressant
mais aussi des résultats atteignables lors de l'évaluation de chaque action.
D'autres précisions ou justifications sont également nécessaires pour que ce programme soit
accepté:
Actions ES:
- action "talleres escolares": certaines villes ont été choisies pour cette activité alors qu'elles
représentent les zones où les productions d'olives sont les plus importantes. Justifier que le
choix de ces villes est judicieux compte-tenu des objectifs.
- action "aceituning tour": même remarque que point précédent sur le choix des villes (p. 61).
- action "creatividad": p. 76, la description de l'action manque et l'explication fournie dans le
tableau budgétaire correspondant n'est pas claire.
Actions FR:
- action road show : p.85, les frais de personnel incluent-il ceux du personnel de
l’organisation proposante? Si oui, ils doivent être enlevés car ils sont inéligibles.
- action concours écoles d’hôtellerie : p. 89, justifier la différence de coûts entre « cena et
almuerzo » (50 EUR) et « cena y comida » (200 EUR). L’un a lieu en province et l’autre à
Paris mais ceci ne justifie pas cette différence de prix.
- action voyages de presse : p. 92, les coûts de cette action sont calcules pour 7 personnes (5
journalistes et 2 organisateurs). Qui sont ces deux organisateurs ? Font-ils partie de
l’organisation proposante ? Si oui, ces coûts sont inéligibles. Par ailleurs, ces coûts
n'apparaissent pas dans l'action voyages de presse organisés pour le Royaume-Uni. Justifier
les coûts pour le transport en taxi et bus (250 EUR par jour) ainsi que les repas.
- action on-line : préciser où auront lieu les week-ends pour les gagnants du concours. Si c’est
en Espagne, justifier le prix de 1.500 EUR par personne. Expliquer en quoi consiste
l’activité on-line intensive (3.400 EUR). Ceci n’est pas inclus dans les coûts d’actualisation
journalière (12.000 EUR/an) ?
Actions UK :
- action concours dans les écoles d'hôtellerie: p. 123, préciser où auront lieu les week-ends
pour les gagnants du concours. Si c’est en Espagne, justifier le prix de 1.500 EUR par
personne/ week-end.
- action tour régional: p. 126, justifier le coût de cette action pour 12 personnes.
- action voyages de presse : justifier coûts pour le transport en taxi (312.25 EUR) ainsi que les
repas.
115
oui/non
Premières observations à communiquer à l'Etat Membre:
Voir ci-dessus « Remarques » (reprises telles quelles dans la lettre d’observations envoyée).
oui/non
71/100
Priorité donnée par l’Etat membre:
2/3
Avis du consultant externe:« Ma recommandation est d’accepter le dossier mais en
demandant au préalable aux Agences de retravailler certaines des actions. »
CONCLUSIONS:
Observation(s)
Par lettre du 14/01/2013 (ARES(2013)40220), les services de la Commission ont demandé à
l'organisme proposant de répondre aux observations mentionnées ci-dessus.
La réponse a été reçue le 12/02/2013 par email et le 14/02/2013 par courrier (ARES(2013)
196220). Dans celle-ci le demandeur a fourni une réponse satisfaisante à tous les points
soulevés. Légère modification du budget global. (5.173.811, 21 euros passe à 5.170.386, 19
euros), un nouveau formulaire incluant les modifications a été soumis dans les délais prévus.
Recommandation(s)
[- à accepter
- à rejeter ]
116
Etat(s) membre(s):
Espagne
Titre du programme:
Promotion de l'huile d'olive dans les pays tiers
Ministerio de Agricultura, Alimentación y Medio
Ambiente
Organización Interprofesional del Aceite de Oliva Español
Publicis Comunicación España S.L.
Type de mesure:
Produit(s):
huile d'olive
Etat [membre(s)] ciblés:
Inde et Indonésie
Durée:
36 mois
Budget total:
4.947.213,19 EUR
29 novembre 2012
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
117
oui/non
oui/non
oui/non
oui/non
oui/non
Objectif(s) :
To inform the local population about the product, its benefits and its uses; find the way to
introduce Olive Oil in day to day recipes in a natural way.
To educate consumers in the use of a fat that is not yet very popular in the countries targeted
in order to achieve a gradual popularization of the product and an increase in consumption in
the midterm.
Stratégie :
The strategic approach for this programme is based on the communication objectives set:
 Inspire current users to increase frequency of use (educate and inspire).
 Create awareness among non-users in order to encourage purchases (educate and tasting)
 Recruit “influencers”, key to defend the product and capture the main consumer (educate
and recruit).
 Communicate the main messages of the campaign in a unique and convincing way.
It is important that, as part of the messages to communicate, those that help to achieve
fulfilment of the objectives set are prioritised:
 A healthier alternative.
 Olive Oil is a “good” monounsaturated fat.
 Details on types of Olive Oil and its uses.
 (Extra virgin, virgin, Olive Oil).
 The role of Olive Oil in the Mediterranean Diet.
Creative Concept:
The proposal is based on the development of an idea and look & feel for the global campaign
that can be used and adapted to activities in the local markets, giving a consistent design style
and a tone that can be easily recognized. This makes sense from continuity as well as a cost
point of view.
We want these people to become defenders of Olive Oil and that they help generate notoriety
around this idea and spread it.
In order to achieve this we challenge them via a strong concept: “Join the Olive Oil
Revolution”.
We invite consumers to face the challenge and form part of the revolution with the objective
of making a positive change in their health and in the way they cook.
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This encourages people to take advantage of the benefits of Olive Oil and to change the way
they cook.
Cibles :
The target is divided into two differentiated groups: final consumer and prescribers.
 People who take the purchasing decision: mainly people aged between 25 and 45 years,
with children or will have children, with special emphasis on women of class A+, A- and
B.
 Opinion leaders (those in the gastronomic sector, kitchen managers, restaurateurs and
journalists), general and specialized press (gastronomy, women and different types),
cooking and restaurant/catering students.
Thèmes :
Olive Oils and highlighting:
 Definition and typology
 Values
 Benefits
 Uses
Aspects couverts:
qualité
aspects sanitaires
étiquetage
 Health benefits to be derived from the consumption of Olive Oil based strictly on the
allegations permitted by the EU.
 Advantages of the consumption of Olive Oil as the healthiest fat.
 Main characteristics of Olive Oil. General information on its history, how it is obtained, its
role in the Mediterranean Diet, its behaviour and performance in the kitchen.
 Advice on its use. We are dealing with a natural product, of ancient tradition, versatile
and, therefore, ideal for a modern and tasty cuisine, it can be easily used in any kitchen of
the world.
 The commercial categories of Olive Oil.
 The gastronomic qualities and organoleptic characteristics of the extra virgin Olive Oil
(aroma and taste) present different nuances depending on the variety, the earth where it is
grown, the harvests, the PDO/PGI, etc; this diversity offers a wide range of gastronomic
sensations and possibilities.
 The modernisation of the image of a product with a long tradition and an important cultural
dimension.
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INDIA
Creativity adapted to Indian market
In this phase of the campaign, the strategy and creativity of the global campaign will be
adapted to the needs of the Indian market.
Activities focused on the consumer – ATL
Our choice of media is based on:
 Our targets media consumption habits: TV - reach 88% (100), Newspapers – reach 62%
(111), Magazines – reach 21% (116), Radio – reach 34% (128), Internet – reach 0,8%
(158, just measuring Google, Facebook & Yahoo).
 The setting of a series of communication objectives: build equity, engage, educate &
driving TOM.
- Television
A spot of 40” will be developed to build the story of benefit of the category as well as two
reduced versions of 30” and 15” to build frequency. All of them will support the claim of the
campaign “Join the Olive Oil Revolution”.
Our target is based in 34.743.000 females of 25-44, with a medium and high status, living in
Metros and 10-40 lac towns (Source: TGI 2010).
TV used to drive awareness with a mix of general entertainment (GEC), mainly in the launch
stage and a combination of GEC & niche channels in the sustenance campaign (a total of 19
channels). The launch stage will last 5 weeks and the sustenance will take place during 4
weeks (9 weeks in total).
We will schedule a total of 5.078 spots during the 1st year in different (a total of 15.234 spots
in the 3 years) TV channels covering the main Indian cities (Mumbai, Calcutta, Delhi,
Chennai, Bangalore, Hyderabad, Pune, Ahmedabad plus other smaller cities).
The GRP’s objective in the first wave is 6.092,91 what means a total of 18.278,73 GRPs in
the whole program.
The channels selected for the TV media planning are: Colors Viacom 18, Foodfood, Sony
Max, UTV Movies, Movies Now, Sony Pix, WB, TLC, NDTV Good Times, CNN IBN,
Times Now, Sun TV, VIJAY, ETV, Sun News, Z Kannada, TV9 Karnataka, TV5 News and
News 9.
The number of total contacts that will be achieved are 123.764.830 during the 1st year with a
total of 371.294.490 contacts in the whole program (source: TAM – Television Audience
Measurement).
- Print
It is a tool that has good affinity with our target. The selection is made according to our
target’s interest and suitableness of the content.
In the press plan mainly magazines and newspapers in English have been chosen. This makes
a total of 63 inserts during four months.
The magazines selected for the planning are: Cosmopolitan, Femina, Women’s Era, HT
Brunch (Del+Mum Ntl), Women’s Health, Prevention, Readers Digest, Health and Nutrition
and India Today Women with 4 inserts in each magazine (a total of 36 inserts during the 1st
year that means 108 inserts in the whole programme).
These magazines have a monthly, fortnightly and weekly frequency. The format used is a full
colour page.
Regarding to newspapers, the main editions in English have been selected to cover the most
relevant regions of the country: Mumbai (29% reach), Delhi (39% reach), Pune (10% reach),
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Chennai (14% reach), Ahmedabad (8% reach), Hyderabad (28% reach) plus other small cities,
with 27 inserts in total 1st year (3 in each newspaper) and 81 inserts in the whole programme.
Source: IRS Q2 2012.
The size of the inserts will be 400 (square cms).
All of the print inserts will be placed in RHP (right hand page).
The number of total contacts that will be achieved are 1.000.000 during the 1st year with a
total of 3.000.000 contacts in the whole program (Source: IRS Q2 2012).
- Radio
The actions in radio will be carried out in two waves of two weeks duration each (a total of 4
weeks activity); with adverts Monday to Friday in the time frames of maximum audience (on
the way to and from work) with 12 daily ads.
The total number of radio ads in the whole programme is 5.760.
The radio stations selected are Radio Mirchi, Radio City and Suryan.
We will have radio presence in the main cities: Delhi (738.239 impacts), Mumbai (543.436
impacts), Bangalore (280.541 impacts), Kolkata (324.117 impacts), Hyderabad (222.963
impacts), Chennai (371.524 impacts), Ahmedabad (169.688 impacts), Pune (389.547
impacts).
The number of total contacts during the 1st year (2 waves) will be 3.040.054 with a total of
9.120.162 impacts in the whole programme (Source: IRS 2012).
Activities focused on the consumer – BTL
In these actions the consumer will be reached via the experience which allows us to obtain an
impact of greater quality that permits a direct and nearly personalized communication.
Six different activities will take place.
The first 3 actions (Presence in the shopping center & Live sampling) will be developed in
one of the most relevant malls (for our target) selected in the 8 biggest cities of the country:
These shopping centres’ per city are as follows: Delhi (Shipra Mall, Indirapuram), Mumbai
(Rmall, Mulund), Bangalore (Garuda Mall, Ashok Nagar), Kolkata (Forum Mall,
Bhawanipur), Hyderabad (Hyderabad Central, Punjamhutta), Chennai (Chennai City Center,
Mylapore), Ahmedabad (Alpha One Mall, Vastrapur), Pune (SGS Mall, Moledina Road).
- Presence in shopping centers.
Special tasting and promotion of the product will take place during a weekend (2 days).
Stands (10 x 10 meters) will be installed inside the shopping centre where chefs will prepare
dishes with Olive Oil. Passers-by will be able to try the product.
- Live sampling
Professional chefs will prepare different European and Indian dishes using Olive Oil inside
the supermarket. Customers will be able to try the different dishes. This activity will take
place during 2 days (weekend) in each city.
- Advertising on malls
Different communication formats inside the 8 malls to achieve visitors’ attention: 10 floor
graphics, 2 lift branding and 2 standees at the mall entrance.
- Outdoor advertising
An OOH circuit of 300 faces in Mumbai (along the city) to achieve more impacts.
- BTL Materials
Production of the materials that will support the “Presence in the Shopping Centre”, “Live
sampling” and “Roadshow” activities: 5.000 information booklets, 5.000 docket folders,
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320.000 information leaves (8 models x 40.000 units), 5.000 recipe booklets, 80.000
satisfaction questionaries and 5.000 paper bags.
- Roadshow
Programmed circuits where the product is released to the client through direct experiences. A
car will drive through the 8 mains cities, during 1 day, stopping in several places to distribute
information.
The number of total contacts during the 1st year will be 384.000 with a total of 1.152.000
impacts in the whole programme.
Activities focused on the consumer - Digital
- Facebook Fan Page
Development, managed by a Community Manager that will moderate, carry out follow ups,
upload content, review comments from fans and add dynamism in order to obtain quality
content.
- App for Facebook
An interactive recipe book that users will be able to follow step by step when cooking (this
app will be developed by Indonesia and will be used by both countries to optimize costs).
- Digital Media Purchase:
Several banners will be place on different sites according to our target. The selected websites
are:
o Times of India, with a total of 12.800.000 impressions along the 1st year (800.000
impressions distributed in 2 days -interstitial format- & 12.000.000 impressions
shared in 30 days -fixed format-).
o Yahoo, with a total of 8.500.000 impressions during the first year of activity
(5.000.000 impressions distributed in 30 days –click to expand format in internal
pages, 1.500.000 impression distributed in 15 days –click to expand format in
magazines- & 2.000.000 impressions shared in 30 days – ROS – LREC Banner).
o Google, with a total of 38.511.111 impressions in the first year of activity (2.400.000
impressions distributed in 30 days –search-, 36.111.111 impression distributed in 30
days –contextual format).
o Facebook, through premium advertisement, a total of 4.400.000 impressions will be
achieved along 30 days.
o Nexzenpro, using conventional banners, we will have 66.666.667 impressions in the
1st year distributed in 30 days.
The total number of impressions during the 1st year will be 130.877.778 impressions in the
1st year, with a total of 392.633.334 impressions in the whole programme.
The total number of clicks in the 1st year will be 100.000 what means 300.000 clicks in the
total programme.
Actions orientated to the consumer and opinion leaders - PR
5.000 information dispatches (folder + information leaves) will be sent to the different
communication channels/communicators, informing of the “revolution” and how it will
change the Indians’ way of cooking. Through this action we will gain predisposition of the
communicators to inform about the product through their communication paths. The real
individuals we expect to achieve are 4.000 considering the possibility of not reaching a 20%.
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INDONESIA
Creativity adapted to Indonesian market
As in the Indian market, this phase of the campaign will be to adapt the strategy and creativity
of the global campaign to the Indonesian Market’s needs, in order to achieve the required
goals and reach the target group.
Activities focused on the consumer – BTL
Three events will take place in this market in order to educate our future consumers and let
them the opportunity of experience the product. Each of them will be developed during one
day.
- “Healthy food goes to schools”
This event will be a demonstration to mothers and children on how to use Olive Oil in
Indonesian Cuisine. A team contest will take place so winners will go into the second stage,
the “cooking contest”.
It will be done in three schools, and there will be 12 couples (father/mother and
son/daughter). This activity will be recorded in videos to be then uploaded on Facebook, and
the top four from each school will be voted and will go to the next stage.
The total number of impacts achieved in the 1st year of activity will be 2.600 individuals,
considering those that attend and participate in the demonstrations plus those that discover the
event though Facebook.
The total number of individuals to be reached in the total programme will be 7.800.
- “Healthy cooking with Olive Oil” Contest
There will be 12 teams of 2 people (4 of each previous school activity), who will receive
several ingredients in order to cook a dish (under the condition “sine qua non” use Olive Oil
in all dishes). A much known chef in Indonesia, Bara Pattiradjawane, will evaluate the
different cooked dishes and will select the winners.
All videos will be uploaded to Facebook in order to vote the best dishes. Only the top 6 will
go on to the next stage. This activity will be developed in La Piazza Area center along 1 day.
There will be 12 teams of 2 people (4 of each previous school activity), who will receive
several ingredients in order to cook a dish (under the condition “sine qua non” use Olive Oil
in all dishes). All videos will be uploaded to Facebook in order to vote the best dishes. Only
the top 6 will go on to the next stage.
The number of total contacts during the 1st year through this activity will be 2.000 (including
participants & Facebook users) with a total of 6.000 impacts in the whole programme.
- Talk show & Bazaar “Healthy foods for healthy life”
In a city centre supermarket in Jakarta (La Piazza Area), a communication on healthy foods
and Olive Oil benefits will take place. A well know chef and a nutritionist will explain the
Olive Oil’s benefits.
Meanwhile in other areas of the shopping mall, “the Bazaar” (simultaneous to the talk show),
the 6 contestants will have to cook their recipes and the audience and nutritionist will try them
and evaluate them choosing the 3 best which will reach the final stage.
The number of total contacts during the 1st year in this activity will be 2.100 (including
participants & Facebook users) which represents a total of 6.300 impacts in the whole
programme.
Activities focused on the consumer – Digital
- Social Networks
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Facebook Fan Page and Twitter development, these sites will be managed by a Community
Manager who will moderate, carry out follow ups, upload content, review comments from
fans and add dynamism in order to obtain quality content. These pages will include links to
videos of the BTL activities, so that they can select their favorites. These pages will achieve
3.432 Facebook fans in the first year of the campaign (3 years). Note that these users will see
repeatedly our pages along the campaign.
- App for Facebook
An interactive recipe book that users will be able to follow step by step when cooking (this
app will also be used by the Indian market to optimize costs).
- Bloggers, forums and celeb tweets
6 successful bloggers (related with cooking and a healthy life style) will made references to
the programme activities and the category along 5 months. With this actions will achieve to
increase the knowledge of category and a targeting for our activities and programme.
o Rian Prihatini Kusuma- www.kulinerwisata.com
o Pramastri Sisimaya - www.im-happymom.blogspot.com
o Isnuansa Maharni - www.isnuansa.com
o Eka Ria Desmawati Situn - www.ceritaeka.com
o Winda Puspita - www.gulanyaulali.blogspot.com
o Mubarika Darmayanti - www.mubarika-darmayanti.com
- Digital Media purchase
Several banners will be place on different sites according to our target. The selected websites
are:
o Facebook Social ads with a total of 514.284 contacts during the first year (514.284
impressions split in 3 months – fixed banner)
o Yahoo with a total of 87.984 contacts along the first year (in 2 weeks – standard
flash banner)
o Sajinansedap with a total of 171.428 contacts in the first year (1 month – standard
flash banner)
o GDN totalising 514.284 contacts during the first year (3 month – standard flash
banner)
o Kompass with a total of 87.414 contacts along the first year (in 15 days – standard
flash banner)
o Detik with a total of 174.828 contacts in the first year (87.414 impressions in 15
days, in two sections of the website – standard flash banner)
o Viva totalising 87.414 contacts during the first year (in 15 days– standard flash
banner)
o Idblognetwork with a total of 171.428 contacts along the first year (1 month –
standard flash banner)
During the three years it will be achieved a total of 5.427.192 contacts.
In addition to these banners several keywords will be bought to appear in the sponsored
search results on Google.
Below please find the programs profitability analysis and the repercussion foreseen
from a communication point of view.
The profitability analysis is shown by indicators of profitability following you:
 Cost / unit of production
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
Cost / estimated value of production
Analysis cost / unit of production:
To perform the analysis, start from the official production data of the 2011/12 campaign.
SPAIN:
Last data available on virgin Olive Oil production 2011/12 from the Ministry of Agriculture,
Food and Environment (published by the Olive Oil Agency from the date of 31/08/2012):
Estimated production 2011/12 in Spain = 1.611.291,4 tonnes
(Source: “AAO Report about Olive Oil market. Campaign 2011/2012. MAGRAMA.)
EUROPEAN UNION:
Last data available of the virgin Olive Oil production forecast 2011/12 of the Consejo
Oleícola Internacional:
Estimated production 2011/12 in EU = 2.180.700 4 tonnes
(Source: IOC. November, 2011)
For calculations of profitability is necessary, firstly to update this estimate by correcting the
IOC production estimates for Spain for this campaign (1,347,400 t) and the actual data
produced (1,611,291.4 tons). This represents an upward revision of the estimate of €
263,891.4 rising, so the provisional estimate of European production would stand at
2,444,591.4 t (data we collect in the following table).
SPAIN
EU*
Production 2011/12 (tons)
1.611.291,40
2.444.591,40
Secondly we consider the annual cost of the program submitted information and promotion on
the Olive Oil in third countries. In our case the maximum annual cost, for the first program
year, amounting to a sum of € 1.770.597,12
From this data we see that the "cost per unit of production" would be, for each of the parties
as detailed below:
Ratio to the
Production
SPAIN
EU*
of the program
to UE
1,10
0,72
0,55
0,36
Relation €/t
to Member State
0,05
to the proponent
0,49
Analysis cost / estimated value of production:
As a second indicator of the profitability of the program included the ratio of cost against the
value of program production.
For this purpose we calculate the estimated value of production. This estimate is lower, i.e.
considering the data of the Ministry of Agriculture, Food and Environment on the average
price in the campaign originated in 2011/12 for "lampant Olive Oil" (the category of lesser
value in Olive Oil), which stands to date (for lack of a week for the season finale) at € 163.30
/ 100 kg. That is, the actual average production exceeds this figure as part of the categories of
Olive Oils is priced above this value means.
In the absence of official data on average prices in origin producers from other Member
States, we considered the average prices at home in Spain, which are usually the lowest in the
European market, so the real value of European production will be at consequently and in any
case, higher than determined in this estimation.
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Production 2011/12 (tons)
SPAIN
EU*
Estimated
Maximun annual maximun ratio between
minimun value of
cost of the
the cost of the program
the production
program (€)
and the estimated value
(€)
of the production (%)
1.611.291,40 2.631.238.856,20 €
1.770.597,12 €
0,067
2.444.591,40 3.992.017.756,20 €
1.770.597,12 €
0,044
In short, the profitability indicators of the program indicate that the maximum annual cost of
the program would be less than 0.067% of the total value of production for the campaign
Spanish 20011/12, also the maximum annual cost of the program would be less than 0.044%
of the value European production total for the season 20011/12.
These data show an excellent cost / benefit ratio of the program presented.
The foreseeable impact from the communication point of view will be initially assessed with
different sources and will be determined with different evaluation methods.
Evaluation method:
The quantification of the data is determined by the number of direct contacts that are
estimated in view of each type of activity:
 Activity in ATL media (offline: television, magazines, radio ...): the quantification is based
on the number of foreseen contacts according to the media’s sources.
 Internet Performance: quantifying through data from the number of impacts as per the
allocated budget for the action.
 Performance related to BTL actions (events): to assess the contacts during the different
events we take into consideration number of flyers (or graphic material that will be handed
out) and the number of visitors in the malls during the events happening.
 Press office activities: the quantification will be determined by the audience level that the
programme has in the media.
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Year 1
Scope
Year 2
Impact cost
Scope
Year 3
Impact cost
Scope
Impact cost
INDIA
7.5.1: Creativity adaptated to the Indian Market
7.5.2: Oriented action to consumer - ATL
123.764.830
0,0050 €
123.764.830
0,0042 €
123.764.830
0,0042 €
1.000.000
0,2242 €
1.000.000
0,2214 €
1.000.000
0,2186 €
3.040.054
0,0341 €
3.040.054
0,0341 €
3.040.054
0,0341 €
7.5.3.1.- Malls presence
96.000
0,4804 €
96.000
0,4804 €
96.000
0,4804 €
7.5.3.2.- Live tasting
96.000
0,2162 €
96.000
0,2162 €
96.000
0,2162 €
7.5.3.3.- Malls branding
96.000
0,1305 €
96.000
0,1305 €
96.000
0,1305 €
96.000
0,2078 €
96.000
0,2078 €
96.000
0,2078 €
130.877.778
0,0005 €
130.877.778
0,0005 €
130.877.778
0,0005 €
4.000
0,7065 €
4.000
0,7065 €
4.000
0,7065 €
7.5.7.1.- Event 1 "Healthy food goes to school" (3 schools)
*Including facebook impacts.
2.600
9,5508 €
2.600
9,5543 €
2.600
9,5543 €
7.5.7.2.-Event 2 "Cooking contest "Healthy cooking with Olive
Oil"" *Including facebook impacts.
2.000 11,3333 €
7.5.7.3.-Event 3 "Talk show& Food Bazaar "Healthy foods for
healthy life" *Including facebook impacts.
2.100
7.5.2.2.- TV
7.5.2.3.-Press
*By market characteristics these numbers are tentative, will
update later.
7.5.2.4.-Radio
7.5.3: Oriented action to consumer - BTL
7.5.3.4.- Outofhome advertising
7.5.3.6.- Road show
7.5.4: Oriented action to consumer - Digital
7.5.4.1.-Banners (impression measurement)
7.5.5: Oriented action to consumer and opinion leader - RRPP
7.5.5.1.- Public relations action
INDONESIA
7.5.6: Creativity adaptated to the Indonesian Market
7.5.7: Oriented action to consumer - BTL
7,8577 €
2.000 11,3374 €
2.100
7,8605 €
2.000 11,3374 €
2.100
7,8605 €
7.5.8: Oriented action to consumer - Digital
3.432 17,3482 €
7.5.8.1.- Facebook fans
7.5.8.2.- Banners(impression measurement)
IMPACT TOTAL
1.809.064
260.889.858
0,0572 €
3.604 14,9342 €
1.809.064
260.890.029
0,0605 €
3.784 14,2231 €
1.809.064
260.890.210
The cost/impact of the BTL actions is higher but the quality of the impact is also superior. It
is very important to carry out this type of actions in our campaign as our goal is to educate the
consumer and create product awareness.
The total number of impacts in the 1st year of activity will be 260.889.858 individuals with a
total programme number of contacts of 782.670.097.
INDIA
 TV: the qualitative results of this media are measured through TAM (Television Audience
Measurement – measures the audience data on Indian TV)
 Other conventional media sources (press and radio): measured through data offered by IRS
(Indian Readership Survey). This is the most important constant study worldwide with a
sample of approximately 250.000 homes in India. As well as readers pursuit it also
analyses other media information, in this particular case, on radio.
 BTL Actions: in order to measure the efficiency of these actions we will carry out
questionnaires in situ to those who pass by/attend the event. It will include general profile
127
0,0605 €
and buying habits questions and questions about the event and the chances of buying Olive
Oil in the future
Important Note: Indian market peculiarities
The Media Universe in India is in constant change (TV, Press and Digital)
This means that the data reading in India (now being estimated for several months before the
implementation of the media plan) is a complex matter due to constant programme planning
chances (especially on TV channels).
Channel rankings are constantly changing and do not function as in Europe. The scope of
each channel depends mostly on the programme planning available when measuring.
You must consider that the media plan presented must be reviewed and readjusted to dates
closer to the execution so it adapts to the programme planning but always fulfilling the fixed
goals.
For example: The Indian Premier League is due to start in April and it will have a huge
impact on media, Press, TV, PPRR …
The Scope and Cost for years 2 and 3 are based on reference and information from year 1 due
to continuous changes in programme planning.
Campaign Post-test:
There will be a post-test, Omnibus format, in order to evaluate the results:
 Brand awareness of the campaign.
 Recap on advertising elements of the campaign.
 Recap on media on which the campaign has been seen.
 Suggested insight of the ads that have been part of the campaign.
 Main message that has been sent through de campaign.
 Product profile: Interviewee’s perception of the product based on values broadcasted
through the campaign.
 Buying habits: buying, frequency, use …
INDONESIA
The measurement of results for this programme will be done with the following tools:
 Alexa Rank: traffic ranking based on 3 months data archiving of millions of Alexa tool
users and data obtained by them through diverse data sources. (Combining page views and
users). Bloggers have been selected through this tool and will take part of the digital action
and will help measure how many times “Olive Oil” has been mentioned by them and read
by their followers.
 Google Rank: a web raking measuring system used by Google.
 Facebook: we will have a community manager that will manage and accurately send
reports on data provided by Facebook. The information on the weekly or monthly reports
will be:
o Changes in number of followers (increase or decrease).
o Unique users.
o Percentage of active followers (those who click “Like”, comment or share).
o People who talk about our web and go viral.
 Twitter: we will have a community manager that will manage and accurately send reports
on data provided by Twitter. The information on the weekly or monthly reports will be:
o Changes in number of followers (increase or decrease).
o Number of re-tweets.
 BTL actions: we will use two measuring action tools:
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o On spot questionnaire to the participants. General profile and buying habits questions
will be made, as well as questions about the event and the chances of buying Olive
Oil in the future. They will be redirected to the Facebook fan page.
o As actions will be filmed and uploaded on the fan page on Facebook, another
measuring tool will be the number of “like” that the videos get.
In regard to years 2 and 3, the estimated scope and cost will be based on year 1 data.
23/30
22/40
Coût/efficacité :
8/10
12/20
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BUDGET RECAPITULATIF APRES MODIFICATIONS :
5.7. ACTION
YEAR 1
INDIA
5.7.1: Creativity adapted to Indian market
5.7.2: Action oriented to the consumer- ATL
5.7.2.1.: TV
5.7.2.1.1. Producction TV
5.7.2.1.2. TV Media Purchase
5.7.2.2. Press
5.7.2.2.1. Press production
5.7.2.2.2. Press Media Purchase
5.7.2.3. Radio
5.7.2.3.1. Radio Production
5.7.2.3.2. Radio Media Purchase
Action 3: Action oriented to the consumer- BTL
5.7.3.1. Production and activation
5.7.4.: Action oriented to digital consumer- Digital
5.7.4.1. Production material for digital actions according to media plan:
aprox 9 formatos
5.7.4.2. Digital media purchase
5.7.5: Actions oriented to consumers and influencers-P.R.
INDONESIA
5.7.6: Creativity adapted to Indonesian Market
5.7.7: Action oriented to consumer - BTL
5.7.7.1.- Event 1 "Healthy food goes to school" (3 schools)
5.7.7.2.- Event 2 "Cooking contest "Healthy cooking with Olive Oil""
5.7.7.3.- Event 3 "Talk show& Food Bazaar "Healthy foods for healthy life""
(2 días)
5.7.8: Action oriented to consumer - Digital
5.7.8.1. Digital Media production and maintenance Social Media
5.7.8.2. Purchse digital media
TOTAL ACTIONS INDIA + INDONESIA
TOTAL DIRECT COSTS FOR THE PROGRAMME
Fee of implementing body (13%)
Measurement of results of actions (3%)
OVERHEADS (4%)
TOTAL FOR PROGRAMME OLIVE OIL 2013-15
€
YEAR 2
YEAR 3
TOTAL
1.215.727,09
1.101.695,09
1.098.910,09
3.416.332,28
20.000,00
6.000,00
6.000,00
32.000,00
941.719,00
841.687,00
838.902,00
2.622.308,00
117.504,00
496.400,00
20.262,00
496.400,00
20.262,00
496.400,00
11.035,00
213.160,00
8.245,00
213.160,00
5.460,00
213.160,00
2.880,00
100.740,00
2.880,00
100.740,00
2.880,00
100.740,00
158.028,00
1.489.200,00
0,00
24.740,00
639.480,00
0,00
8.640,00
302.220,00
181.500,00
181.500,00
181.500,00
544.500,01
181.500,00
181.500,00
181.500,00
544.500,01
69.682,00
69.682,00
69.682,00
209.046,00
2.700,00
2.700,00
2.700,00
8.100,00
66.982,00
66.982,00
66.982,00
200.946,00
2.826,09
2.826,09
2.826,09
8.478,27
233.041,04
6.000,00
230.285,50
3.000,00
230.285,50
3.000,00
693.612,04
12.000,00
64.000,04
64.023,00
64.023,00
192.046,04
24.832,17
22.666,67
24.841,08
22.674,80
24.841,08
22.674,80
74.514,32
68.016,28
16.501,20
16.507,12
16.507,12
49.515,44
163.041,00
163.262,50
163.262,50
489.566,00
94.052,00
68.989,00
94.273,50
68.989,00
94.273,50
68.989,00
282.599,00
206.967,00
1.448.768,14
1.331.980,59
1.329.195,59
4.109.944,32
235.422,90
7.000,00
184.959,86
43.463,04
218.946,89
7.000,00
171.987,48
39.959,42
218.501,29
7.000,00
171.625,43
39.875,87
672.871,09
21.000,00
528.572,76
123.298,33
57.950,73
53.279,22
53.167,82
164.397,77
1.742.141,76
1.604.206,71
1.600.864,71
4.947.213,19
PART FINANCING
1st YEAR
EU
871.070,88 €
Member State
Proponent
TOTAL
87.107,09 €
783.963,79 €
1.742.141,76 €
%
50%
5%
45%
100%
2nd YEAR
%
3rd YEAR
%
TOTAL
%
50%
802.103,36 €
50%
800.432,36 €
50%
2.473.606,59 €
80.210,34 €
5%
80.043,24 €
5%
247.360,66 €
721.893,02 €
45%
720.389,12 €
45%
2.226.245,93 €
45%
100%
4.947.213,19 €
100%
1.604.206,71 €
100%
1.600.864,71 €
Remarques :
La Commission prend note du fait que trois sociétés ont répondu à l'appel d'offres publié en
vue du choix de l'organisme d'exécution et que l'Etat Membre responsable a vérifié
l'exactitude et la légalité de la procédure compétitive. Le tableau récapitulatif de l'évaluation
est néanmoins manquant, contrairement à ce qui est indiqué dans le chapitre 3.1., et doit être
ajouté.
130
5%
Les marchés cibles sont bien décrits et il apparait qu'il y a des opportunités importantes dans
chacun de ces pays. Des données sur les importations en valeur dans ces pays manquent et
doivent être ajoutées.
Les objectifs ne sont pas SMART et doivent être quantifiés pour chacun des pays cibles (par
exemple, en fixant des volumes et valeurs d'import d'huile d'olive, des parts de marché, etc.).
Sans objectifs généraux quantifiés, il n'est ultérieurement pas possible d'évaluer l'impact final
du programme.
Selon le modèle de contrat, annexe 1, chapitre B.1.2, le pourcentage appliqué pour la
rémunération de l'organisme d'exécution doit être 13% et non 15%.
Pour l'analyse d'impacts, évaluer le rapport coûts/augmentation exports dans chacun des pays
cibles à partir des objectifs quantifiés.
accepté:
- Actions 5.7.1. et 5.7.6. : justifier le besoin de ces actions puisque le programme parait déjà
bien défini. Justifier également le coût pour chaque année.
- Action 5.7.2.1.2. : clarifier la durée des différentes phases (4 ou 5 semaines par an?).
- Action 5.7.2.2. et 5.7.2.2.1.: clarifier le nombre de photos par année et vérifier les nombres
de "AAFF" et "adaptaciones revistas".
- Action 5.7.2.3.1.: préciser si les deux campagnes radio par an seront différentes de celles
des autres années.
- Actions 5.7.3.1., 5.7.3.2. et 5.7.3.6.: expliquer les différences de coûts unitaires utilisées
pour chaque action ou homogénéiser pour ces trois actions. Justifier les quantités unitaires
budgétées.
- Actions 5.7.3.2.: clarifier le lieu des dégustations de vin. Seront-elles organisées dans des
supermarchés (comme indiqué sous 5.7.3.2) ou dans des centres commerciaux (cf. 5.7.3.)?
Si elles seront organisées dans des centres commerciaux, quelle est la différence de cette
action avec l'action 5.7.3.1.?
- Action 5.7.3.3.: préciser "en un momento cercano de la compra". Quand auront lieu ces
actions?
- Action 5.7.3.4.: pourquoi Mumbai a été choisie pour cette action et non pas Delhi alors que
d'après les données présentées sous 5.7.2.1.2. Delhi semble avoir un "univers" plus grand
que Mumbai?
- Action 5.7.3.5.: justifier les quantités unitaires.
- Action 5.7.3.6.: où auront lieu les Road-shows? Quelles en seront les durées?
- Action 5.7.7.: où auront lieu ces activités? Toutes à Yakarta? Les coûts liés à la gestion de
ces évènements correspondent-ils à des coûts du personnel de l'organisme proposant? Si
oui, ils ne sont pas éligibles et doivent être retirés du budget.
- Action 5.7.8.1.: détailler/justifier les coûts de "gestion de redes sociales", l'application FB
et du video filler. Par ailleurs, la description de l'application FB est manquante et doit être
rajoutée.
- L'évaluation post-ante pour l'Inde (post-test campaña) doit être décrite dans plus de détails;
le nombre de personnes interrogées doit notamment être stipulé ainsi que le type de
131
questionnaire utilisé. Il en est de même pour les questionnaires in-situ des actions BTL en
Indonésie.
oui/non
Oui/non
65/100
3/3
Le budget total (5,028 millions d’€ sur 3 ans) est important. La contribution sollicitée auprès
de la Commission l’est également : 2,514 millions d’€ (50%). Le secteur de l’huile d’olive
mérite un soutien. Le potentiel représenté par les marchés ciblés (Inde et Indonésie) est
important et mérite d’être approché et testé. La stratégie créative proposée par l’Agence est
séduisante, me semble bonne et PUBLICIS est un réseau reconnu et sérieux.
Aussi, ma recommandation est plutôt favorable à l’acceptation du dossier, en demandant
toutefois au préalable certains aménagements substantiels, à savoir l’incorporation et le
renforcement d’actions à destination des cibles prescripteurs (tant économiques que
d’opinion), différenciées sur les deux marchés.
CONCLUSIONS:
Observation(s)
soulevés.
Recommandation(s)
[- à accepter
- à rejeter ]
132
Etat membre:
Espagne
Titre du programme:
Promotion de l'huile d'olive dans le Marché Interne
Ministerio de Agricultura, Alimentación y Medio
Ambiente
Organización interprofesional del Aceite de Oliva Español
Tactics Europe
Type de mesure:
Produit:
Huile d'olive
Etat membre ciblé:
Espagne
Durée:
36 mois
Budget total:
5 988 350,40 euros
29/11/2012
oui/non
oui/non
oui
oui/non
oui/non
oui/non
oui/non
oui/non
133
oui/non
oui/non
oui/non
oui/non
oui/non
Objectif(s) :
- Encourager l'achat et consommation de l'huile d'olive
- Améliorer l'information et l'appréciation du consommateur, surtout des nouveaux
consommateurs plus jeunes et des enfants, futurs consommateurs potentiels.
- Renforcer la présence de l'huile d'olive dans les medias, en mettant en valeur ses bienfaits et
ses différents usages.
Faire connaître l'huile d'olive extra vierge comme le produit de plus haute qualité des toutes
les huiles d'olive.
- Attirer l'attention sur la versatilité de l'huile d'olive dans les cuisines à travers le monde.
Stratégie :
La campagne se basera sur des expériences afin de former et informer le consommateur. Le
but est que dans chaque foyer il y ait les différents types d'huile d'olive.
- Actions directes et proches des gens, avec des moyens conventionnels afin de garantir une
bonne couverture mais avec des formats non conventionnels
- Création d'expériences gastronomiques dans les restaurants et écoles hôtelières
- Nous allons envahir l'Espagne de carts "Huiles d'olive. TOUTE UNE EXPERIENCE" Dans
les rues principales, musées, foires, marchés gastronomiques, plages on pourra goûter et
apprendre sur les différents goûts et arômes des Hdo.
- Actions éducatives dans les écoles afin que tout enfant fasse ses propres expériences
- Approcher les visiteurs étrangers dans les restaurants, Paradores, Bus touristiques, carts
- Augmenter la présence des Hdo dans les moyens de communication
- La semaine des HdO avec l'activité phare "Expérience Vierge Extra" dans les cuisines du
monde
- Création du "Canal d'Expériences" sur Internet, réseaux sociaux, campagnes display
- Information régulière de tout le secteur de nos Expériences.
Cibles :
1. Consommateur final: personnes entre 25 et 45 ans (population de 15.700.521 personnes),
jeunes parents de famille ou futurs parents de famille, surtout les femmes. Enfants
2. Prescripteurs: Leaders d'opinion (gastronomes, chefs cuisine, restaurateurs, journalistes,
bloggeurs, médecins, nutritionnistes, pédiatres, educateurs.
134
Thèmes :
Définition et typologie des différentes Huiles d'Olive
Valeurs
Bienfaits
Usages
Aspects couverts:
qualité
aspects sanitaires
étiquetage
Présenter les différentes qualités gastronomiques et organoleptiques de l'huile d'olive extra
vierge en fonction des variétés, des terrains de culture, des récoltes, la production écologique,
les AOP/IGP etc.
Promouvoir la Diète méditerranéenne par ses bénéficies sante, équilibre, variété des goûts
Avantages de la consommation des HdO comme la graisse la plus saine (allégations permises
par l'UE)
Créer une culture des HdO en modernisant l'image d'un produit de longue tradition et en
informant sur les catégories commerciales des HdO
Avantages de la présence d'HdO en bouteille dasn les salles de restaurants (avec une
information utile de l'étiquette)
Concept créatif : "Avoir 4 ou 5 variétés d'Huile d'Olive dans ta cuisine te fera vivre des
expériences uniques !"
Trouver l'HdO parfaite pour chaque moment, chaque plat deviendra une expérience unique !
Apprendre, savoir choisir et profiter des HdO est toute une expérience !
Préparer le pays à vivre des nouvelles et intenses expériences (de saveur, couleur, textures,
arômes).
135
ACTIONS
1. MEDIA
Collaboration avec le grand chef Karlos
Arguiñano/TV/Magazines
2. ACTIONS DANS LES RESTAURANTS ET LES
ECOLES HOTELIERES
3. ACTION BTL CARTS
4. ACTIONS TOURISTES
5. ACTIONS d'INFORMATION dans les ECOLES
6. RELATIONS PUBLIQUES
7. SOCIAL MEDIA
8. ACTIONS DE COMMUNICATION AU
SECTEUR
9. PRODUCTION AUDIOVISUELLE ET
GRAPHIQUE
BUDGET TOTAL: 5.275.791,00
1.865.437,30
452.437,00
1.012.290,00
442.265,00
348.560,00
578.407,00
325.538,37
26.856,00
224.000,00
1. MEDIA:
 120 shows de Karlos Arguiñano (mai et juin), 24 integrations, 2.600.000 banner
impressions, display and skin formats in www.hogarutil.com (visites de la page web
8.000.000) 8 sponsorship/year , recipes in magazine Semana. 8.462.581 contacts/year.
Per year: 53,9 Grp's, 4,5 OTS, coverage of 12%
 TV :56 passes (18/année1 et 19-19)) de 45 secondes dans des shows très populaires, au
moment des infos météo, du Lotto. GRp 239,0 4,5 OTS, coverage 41%
 Magazines: articles ½ page couleur avec tous les messages de la campagne dans
magazines très populaires (10minutos, Lecturas, Semana, Elle, telva, Saber Vivir, Hola)
2. ACTIONS DANS LES RESTAURANTS ET LES ECOLES HOTELIERES
 Restaurants: actions informatives pour les chefs, le personnel de salle, les clients et les
médias. Signature d'un accord de collaboration avec la Fédération espagnole des Hôtels
et restaurants pour utiliser leurs canaux de communication: publicités dans leur
magazine, dans leur site web, e-newsletter et interviews, 5.000 e-mailings. Formation de
10 ambassadeurs qui visiteront 400 restaurant/ans de 6 villes principales afin de former
le personnel et les clients. Distribution de matériel informatif et décoratif et échantillons
pour dégustation. 3.134.100 contacts directs.
 Ecoles hôtelières: 25 écoles. (Janvier-Juin)100 professeurs et 1.000 étudiants /an
3. ACTION BTL CART:
50 carts dans les grandes villes à des points stratégiques, musées, plazas, rues
commerciales, plages, marchés gastronomiques, events. 3 jours /semaine pendant 13
semaines. Dégustations pour inciter à avoir 3-5 bouteilles différentes à la maison.
Distribution de 585.000 livres "cuisines du monde recettes" (24 pages). 1.755.000 contacts
directs.
4. ACTIONS TOURISTES
 Actions dans les Paradores (94 en total): dedicated olive oil cart au lunch et au dîner,
365 jours/an. Découverte de 4 principales huiles d'olive. Distribuition du livre 799.000
unités "cuisines du monde (12 pages"). Contacts directs 6.564.000
 Actions dans les bus touristiques: à Madrid et Barcelone. 5 bus/ville seront peints avec
notre image de la campagne (graphique de 18m2) et circuleront pendant 28 jours.
Chaque passager recevra des mains d'une hôtesse un échantillon avec 3 variétés d'hdo
136
(56 .000 échantillons par an). 168.000 contacts directs et 840.000 contacts (personnes
qui voient le bus dans la rue).
5. ACTIONS d'INFORMATION dans les ECOLES:
300 Expérience workshops dans des écoles de 8 villes /an. Enfants ciblés: 6-8 ans ainsi que
leurs professeurs et parents. Matériel éducatif comprenant une vidéo interactive, un manuel
pour les professeurs (500 unités), brochures pour les enfants (30.000) et un guide pour les
parents (30.000 unités 12 pages).
6. RELATIONS PUBLIQUES:
 Bureau de presse pour soutenir et diffuser chacune des actions prévues pendant la
campagne et générer des nouvelles d'autres évènements intéressants concernant l'huile
d'olive. Cible: leaders d'opinion des medias conventionnels, spécialisés et on-line
(presse générale, économique, féminine et masculine, tourisme, commerce, enfants,
bien-être, sports, nutrition/santé). 40.000.000 contacts pour fin campagne.
 The Olive Oil week
 Kick off Event
 Olive Oil Ambassador Chef et Oilve Oil ambassador reporter
 Special action medical group
7. SOCIAL MEDIA
 Développement d'un Microsite
 Facebook, Twitter, You Tube (activités que fera le Ambasador reporter)
 App: création d'une application gratuite pour Smartphones qui peut être téléchargée
online et à travers les codes BIDI implantés dans les matériaux de la campagne
 Advertising Banners in social media
8. ACTIONS DE COMMUNICATION AU SECTEUR:
Une communication en bonne et due forme et moment sera envoyée à l'industrie et à toute
la chaîne d'opérateurs, institutions et administrations également, informant de tous les
évènements liés à la campagne. 4 digital newsletter/an envoyée à 10.000 adresses et 3
printed newsletter /an.
9. PRODUCTION AUDIOVISUELLE ET GRAPHIQUE:
Création d'un vidéo-clip de 1-2" avec des personnes célèbres qui deviendront des
ambassadeurs de l'huile d'olive. Broadcasted sur Internet (social media, et canal You
Tube).
12 experience –videos d'1 min (4/an) avec des acteurs professionnels qui parleront de leurs
expériences avec la consommation des huiles d'olive.
L'analyse de performance économique du programme donne un très bon ratio coût/bénéfice
En prenant les données de production d'huile d'olive pour 2011-12: Espagne : 1.611.291,40
Tm, UE: 2.444.591,40 Tm.
En prenant le coût annuel du programme (année 2 ou 3): 1.997.525,95 euros
Par rapport à la production en Espagne, le coût du programme est de 1.24 euros par Tm de
produit(0.62 euros pour l'UE, 0.06 pour l'EL, 0.56 pour le proposant)
Un deuxième indicateur de l'efficience économique de ce programme est la relation entre le
coût annuel du programme et la valeur estimée de la production: Prix moyen de la campagne
20111/12 pour la catégorie de moins de valeur "olive oil lampante": 163,30 euros/100kg, on
arrive à un pourcentage de 0.08
137
Impact prévisible:
Etude de Base du Marché:
Enquête telephonique 1.000 (personnes 25-45 ans)/an
Actions dans restaurants: 25 enquêtes aux chefs de cuisine /an à la fin de l'action
Action BTL Carts: 400 questionnaires/an population espagnole + 100 touristes etrangers qui
aient participé à l'action
Action ecoles: 50 questionnaires aux Directeurs école /professeurs année 2 et 3
Action La Semaine des Huiles d'Olive: 500 questionnaires/an participants action
Dimension Communautaire:
Elle est très longuement argumentée dans la proposition sur base des données sur le tourisme
en Espagne.
BUDGET: €
1. MEDIA
Collaboration avec le
grand chef Karlos
Arguiñano/TV/Magazines
2. ACTIONS DANS LES
RESTAURANTS ET LES
ECOLES HOTELIERES
3. ACTION BTL CARTS
4. ACTIONS
TOURISTES
5. ACTIONS
d'INFORMATION dans
les ECOLES
6. RELATIONS
PUBLIQUES
7. SOCIAL MEDIA
8. ACTIONS DE
COMMUNICATION AU
SECTEUR
9. PRODUCTION
AUDIOVISUELLE ET
GRAPHIQUE
BUDGET TOTAL
ACTIONS:
Couts performance
garantie
Frais Organisme
d'exécution (8,69%)
Mesure Résultats (1,42%)
Total coûts directs du
Programme
Frais généraux (3%)
Total Programme
Année 1
608.697,75
Année 2
628.369,94
Année 3
628.369,94
1.865.437,30
146.677,00
152.880,00
152.880,00
452.437,00
330.530,00
145.970,00
340.880,00
148.147,50
340.880,00
148.147,50
1.012.290,00
442.265,00
54.560,00
147.000,00
147.000,00
348.560,00
207.297,00
185.555,00
185.555,00
578.407,00
112.965,25
8.856,00
106.286,56
9.000,00
106.286,56
9.000,00
325.538,37
26.856,00
140.000,00
42.000,00
42.000,00
224.000,00
1.755.553,00 1.760.119,00 1.760.119,00 5.275.791,00
7.000,00
7.000,00
7.000,00
21.000,00
153.078,91
152.603,38
152.603,38
458.285,67
25.000,00
25.000,00
25.000,00
75.000,00
1.940.631,91 1.944.722,38 1.944.722,38 5.830.076,67
52.666,59
52.803,57
52.803,57
158.273,73
1.993.298,50 1.997.525,95 1.997.525,95 5.988.350,40
138
PLAN DE FINANCEMENT :
COFINANCIACIÓN
UE
Estado Miembro
Proponente
TOTAL
AÑO 1
996.649,25 €
99.664,93 €
896.984,32 €
%
50%
5%
45%
AÑO 2
998.762,98 €
99.876,30 €
898.886,67 €
%
50%
5%
45%
AÑO 3
998.762,98 €
99.876,30 €
898.886,67 €
%
50%
5%
45%
TOTAL
2.994.175,21 €
299.417,53 €
2.694.757,66 €
%
50%
5%
45%
1.993.298,50 € 100% 1.997.525,95 € 100% 1.997.525,95 € 100% 5.988.350,40 € 100%
16/30
32/40
Coût/efficacité :
Total :
5/10
13/20
73/100
Remarques :
oui/non
Les objectifs du programme ne sont pas quantifiés ce qui implique que l'impact prévisible
décrit ne concerne que le résultat de chaque action et non la consécution des objectifs
généraux, tels que l'augmentation quantifiée de la consommation, ou des ventes par catégories
d'huile.
Il y a beaucoup de données très précises sur les contacts établis par action mais pas d'objectifs
globaux en termes de résultats finaux du programme. Or l'évaluation d'impact finale devra
analyser si les objectifs quantifiés du départ ont été atteints.
Justifier pourquoi l'organisation proposante a choisi de ne pas cibler d'autres pays du Marché
Intérieur et de rester uniquement dans le marché national.
La dimension européenne et par conséquent la valeur ajoutée européenne est faible étant
donné que le marché ciblé est uniquement l'Espagne malgré le fait qu'une action concerne
également les touristes étrangers (p. 106 et 107, il est estimé qu'environ 150 millions de
personnes seront impactées par ce programme pour l'Espagne vs.7,5 millions pour les
touristes). D'autre part, les avantages liés aux modes de production européennes ainsi que
ceux relatif à la consommation d'huile d'olive européenne ne sont pas suffisamment mis en
avant.
accepté:
- p. 65, le salaire pour les hôtesses est fixé à 400 EUR pour 28 jours, soit 14,28 EUR/jour.
Ceci semble très bas. En effet p. 83, les hôtesses sont rémunérées 125 EUR/jour. Justifier.
- p. 66, 69, 70 et 71, le nombre de professeurs est indiqué comme étant de 500, hors p. 67, il
est indiqué 600 ateliers. Expliquer ou rectifier.
- p. 71, justifier les coûts correspondants à la vidéo (15.800 EUR), distribution de matériels
(3.300 EUR) et cours de formation pour les moniteurs (7.700 EUR).
139
- p. 87, justifier les coûts de participation in situ (1.800 EUR chacun).
- p. 90, clarifier le nombre de "displays", "dosieres técnicos" et "estuches de prestigio" (par
an: 6, 16 et 16 respectivement comme indiqué dans le budget ou bien 10, 20 et 20 comme
indiqué dans la liste des matériels?).
- p. 97, justifier le coût de développement de l'application pour portable (11.800 EUR).
- p. 101, justifier les coûts correspondants au vidéoclip (75.000 EUR), aux vidéos (10.500
EUR chacune) et au graphisme (23.000 EUR).
/moyenne/non adéquat
oui/non
73/100
1/3
Avis du consultant externe: « ma recommandation est plutôt favorable à l’acceptation du
dossier »
CONCLUSIONS:
Observation(s)
soulevés.
Recommandation(s)
[- à accepter
- à rejeter ]
140
Etat(s) membre(s):
FR
Titre du programme:
Programme d'information et de promotion de l'indication
géographique Cognac sur les territoires des Etats-Unis, de
la Russie et la Chine.
France AGRIMER
Bureau National Interprofessionnel du Cognac (BNIC)
SOPEXA
Type de mesure:
Produit(s):
Spiritueux avec IGP (Cognac)
Etat membre(s) ciblés:
USA, RU, CN
Durée:
3 ans
Budget total:
2.298.591€
30/11/2012
oui/non
oui/non
oui/non
oui/non
oui/ non
à l’exception des désignations basées sur réglementation
communautaire
oui/non
oui/non
oui/non
141
oui/non
oui/non
oui/non
oui/non
oui/non
Objectif(s) :
 Promouvoir la qualité des produits dotés d'une IG;
 Accroitre les connaissances des produits IG européens en prenant pour fer de lance l'IG
Cognac. Le programme prévoit une augmentation de la connaissance des produits IG par
15% en EEUU et 8% en Chine et en Russie;
 Améliorer la notoriété et l'image du produit
Stratégie :
Une stratégie qui vise les professionnels du secteur dans les 3 pays en utilisant les moyens
suivants:
 Formation via une plateforme d'information e-learning
 Séminaires/séances de formation
 Participation aux salons professionnels
 Organisation de mini évènements/dégustations
 Développement d'un réseau de mixologistes
Cibles :
 Restaurateurs, barmen, sommeliers, mixologistes
 Importateurs/distributeurs
 Journalistes
 Leaders d'opinion
Thèmes :
 Les valeurs uniques des Indications Géographiques Européennes et notamment de l'IG
Cognac (la première IG européenne reconnue
 Les conditions d'élaboration du cognac
 Les qualités du produit.
142
Aspects couverts:
qualité
aspects sanitaires
étiquetage
Le message principal "Cognac, un symbole d qualité des IG européennes' portera sur:
 Les valeurs uniques des Indications Géographiques Européennes et notamment de l'IG
Cognac (la première IG européenne reconnue
 Les conditions d'élaboration du cognac
 Les qualités du produit.
1. USA
Action 1: relations publiques/presse: voyage d'éducation en région: voyage de 12 personnes à
cognac (6 journalistes, 3 barmen, 3 formateurs) et bureau de presse; Coût total 82.461 EUR
Action 2: cocktail weeks: séminaires sur l'IG Cognac et atelier de formation ciblant 260
personnes en total pendant l'évènement 'Tales of the Cocktails' qui a lieu à New Orleans.
Présence à 'Portland Cocktail Week' avec cible 100 professionnels du secteur. Cout total:
40.766 EUR.
Action 3: formation des professionnels: En partenariat avec la "guild des sommeliers" 3
séminaires de 2h pour 35 sommeliers en San Francisco, Washington et new York. Wine
bloggers conference avec 300-350 participants. Experience Cognac Summer Camp à Texas et
à Louisville (230 personnes) coût: 74.637 EUR
Action 4: Promotion online: Actualisation et maintenance du 'Portail Experience Cognac,
Community Manager et 3 événemments "Cognac Throwdown". Total cost 114.885 EUR
2. CHINA
Action 1: relations publiques/presse: reportages TV dans des chaines ciblant les
professionnels; création de 4 reportages par an de 20 minutes qui présenteront les
caractéristiques de l'IG Cognac. Voyage d'équipe à Cognac pendant 5 jours. Objectif: 50 moi
de spectateurs; Aussi: voyage des bloggeurs influentes vers le Cognac; coût total de 38.672
EUR.
Action 2: relations presse et Web 2.0: Cocktail dinatoire pour 100 personnes/an
(journalistes/professionnels), 1 ville par année (2013 Canton, 2014 Shanghai, 2015 Beijing).
Action digitale PR: génération d'articles dans la presse généraliste, optimisation de la
présence de l'IG Cognac sur le moteur de recherche Baidu (=équivalent google), bannières
publicitaires. Cout total de 65.662 EUR.
Action 3: formation/éducation (coût total 91.220 EUR)
 Séminaire de formation pour 80 personnes dans 3 villes
143
 Formation pour sommeliers pour 100 personnes lors de la finale nationale du 'Concours
Sommelier' (Shanghai)
 Séminaire de formation salon Interwine Guangzhou 2013: Cible 80 professionnels
 Communauté des formateurs: formation pour 30 personnes avec des ateliers
approfondis et examen ecrit à la fin. 6 personnes seront sélectionnées pour poursuivre
une formation à Cognac à partir de 2014.
Action 4: matériel d'information: 1000 copies d'une brochure sur l'IG Cognac et 500 DVDs;
Cout: 5.706 EUR.
3. RUSSIA
Action 1: Education et réseau de formateurs: 5 formations dans 3 villes (Moscou, Rostov et
Saint-Pétersbourg) et des dégustations permanentes dans le cadre de Moscow Wine Expo.
Création d'un réseau de formateurs de 5 personnes en Russie y compris voyage et
accréditation à Cognac; Cout total de 75.952 EUR.
Action 2: relations publiques/presse: Communiqués de presse (3/an-nombre très réduit mais
en conformité avec nouvelle loi qui interdit la publicité sur les spiritueux), voyage presse (5
personnes) à Cognac, diner de presse à Saint-Pétersbourg pour 45 personnes; Coût total de
35. 642 EUR.
Action 3: Actions digitales: Maintien et réactualisation du site cognac.ru.com, action de
promotion sur les blogs et forums spécialisés, activité facebook avec la page Cognac Maniacs.
Cout total de 68.008 EUR.
Action 4: matériel d'information: brochure 'Cognac' en russe, dossier de presse 'Savour the
spirit of Cognac', USB key, etc (21.660 EUR).
Amélioration de la notoriété et la connaissance sur la GI Cognac de 15% aux USA, 8% en
Russie et 8% en Chine.
Avec indicateurs de suivi, indicateurs de résultat et indicateurs d'impact (voir page 94 du
dossier).
25,6/30
32,5/40
7,83/10
Coût/efficacité :
17/20
144
€
145
146
147
COFINANCEMENT
UE
ETAT MEMBRE
PROPOSANT
TOTAL
ANNEE I
383.100
114.930
268.169
766.199
%
50%
15%
35%
100
ANNEE II
383.100
114.930
268.169
766.199
%
50%
15%
35%
100
ANNEE III
383.100
114.930
268.169
766.199
%
50%
15%
35%
100
TOTAL
%
1.149.300
344.790
804.507
2.298.597
50
15
35
100
Remarques :
Selection of the implementing body: according to the proposing organisation (p.9) the call for
tenders for the selection of the implementing body was published in the OJ and only 1 offer
was received (SOPEXA). The Member State in its evaluation fiche declares that they did not
participate in the tendering procedure, but based on the documents submitted by the prop.
organisation they can assure that the tendering procedure was carried out correctly. This issue
is stressed in the Commissions remarks (see below).
Actions:
Please see section below ' Premières observations à communiquer à l’EM'.
oui/non
I. Remarques générales:
(1) La Commission prend note du fait qu'une seule société a répondu à l'appel d'offres publié
en vue du choix de l'organisme d'exécution et que l'Etat Membre responsable a vérifié
l'exactitude et la légalité de la procédure compétitive.
(2) Le document de présentation ne met pas clairement en évidence les éventuels apports ou
nouveautés de ce programme par rapport au programme précédent. Quels sont-ils?
(3) Comment les prescripteurs, les distributeurs et les mixologistes déjà formés lors du
programme précédent sont–ils pris en compte dans ce deuxième programme?
II. Objectifs:
(1) L’objectif quantitatif est formulé globalement: «augmenter d’ici 2016 le % de
connaissance des IG d’au moins X% par rapport à l’évaluation finale du programme 1».
Quels aspects précis des IG seront concernés par ce degré de connaissance ?
(2)
Pour mieux cerner encore l’efficacité de ce programme, l’organisation proposante
devrait établir pour les 3 années un récapitulatif par catégorie (sommeliers, barmen,
distributeurs, journalistes, bloggeurs, etc….) du nombre de professionnels et leaders
d’opinion formés ou sensibilisés. Ces valeurs pourraient être rapportées au nombre total
estimé de professionnels pour les zones ou les villes concernées.
III. Actions
(1) (USA) Le renouvellement de la plateforme web «ExperienceCognac.com» prévoit-il un
contenu spécifique dédié à la notion d’IG? Sera-t-il fait mention des autres spiritueux
européens bénéficiant d’une IG?
(2) (USA) Actions 'voyages à Cognac' et bureau presse': des coûts pour ce bureau de presse
sont répétés dans le budget et dans les honoraires de SOPEXA (ie 'rédaction
148
communiqués de presse' et 'opportunités presse' sont facturés 2 fois). De même pour
l'action 'site web', la rubrique 'création de contenu' apparait 2 fois.
(3) (USA) Action 'community manager': Cette action n'a pas été décrite avec le détail requis,
quel sera le rôle exact de cette personne et comment sera-t-il (elle) choisi(e) et recruté(e)?
(4) (USA) Experience Cognac Throwdown: Cette action ne fait pas partie de la promotion
web, elle devrait donc faire partie de l'action 3.
(5) (Chine) Action programme TV: Le programme vise les professionnels et non pas le
public en général; pourtant, l'objectif mentionne comme audience un nombre de
50.000.000 personnes. Il est nécessaire de spécifier le nombre de professionnels qui
seront touchés par l'action.
(6) (Chine) Le CD-ROM pédagogique utilisé dans les séminaires de formation prévoit-il un
contenu spécifique dédié à la notion d’IG? Sera-t-il fait mention des autres spiritueux
européens bénéficiant d’une IG?
(7) (Russie) Quel sera le contenu dédié aux IG européennes sur le site cognac.ru.com?
(8) (Russie) Quelle est la liste et le calendrier prévisionnel des actions prévues en année 2 et
3?
IV. Budget
(1) Les coûts et les honoraires pour chaque action sont rigoureusement équivalents en année
2 et en année 3. S’il s’agit des mêmes actions qu’en année 1, des économies devraient
être possible sur les honoraires, notamment au niveau du temps passé pour la conception
des actions, la création, voire la mise en œuvre. De même pour le coût des actions, des
économies d’échelle pourraient être réalisées et permettre une certaine intensification du
programme.
(2) Dans le budget des visites à Cognac, l'organisme proposant n'a pas prévu des coûts de
traduction. Il importe d'expliquer comment ces visites seront effectuées.
Oui/non
83/100
NA (1/1)
L'avis de l'expert externe est annexé. Il propose d'accepter le programme à condition de
recevoir une réponse satisfaisante à un nombre de remarques.
149
CONCLUSIONS:
Observation(s)
Par lettre du 10/01/2013 (Ares 20774), la Commission a transmis à la Représentation
Permanente française les observations ci-dessus.
Par email du 07/02/2013 (ARES 166228), nous avons obtenu la réponse aux observations de
la Commission.
La réponse des autorités françaises est considérée satisfaisante.
Recommandation(s)
[- à accepter
- à rejeter ]
150
Member State(s):
Italy
TOP OF THE DOP
MIPAAF
FEDERDOC, IVSI
ZOWART
Type of measure:
mixed
Product(s):
PDO wines and PDO deli meat
DE, UK, IT
Duration:
36 months
Total budget:
1.650.027,06 EUR
30/11/2012
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
151
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
Objective(s):
The objectives of the programme are in line with the guidelines of the European Community
set out in Regulation 501/08, Regulation (EC) 3/2008, EC Regulation 1085/11 as regards the
sector of European charcuterie and wines with Designation of Origin status and Reg. (EC)
1313/2008, in particular for the wine production sector.
The choice deemed strategic to implement common actions involving both the wine and
quality charcuterie industries arises from a convergence of goals pursued by these two sectors
as well as by the two project promoters. Both Federdoc and I VSI are recognized Institutional
Associations largely representative of their areas of competence, as both of them include
among their purposes the commitment to actively promote and enhance the knowledge and
education to the consumption of Italian wines with a designation status and charcuterie with a
designation status, using appropriate forms of communication, also in cooperation with
private organizations and public authorities of community, national and regional
representation.
The programme involves the implementation of a set of actions through which to achieve the
set goals, and particularly that to raise awareness of the products with a designation status
among professionals in the industry, press, trade and consumers.
The selected Countries, that is Italy, Germany and the United Kingdom, are Countries where
there is already a good knowledge of EU Designations, that's why the main aim of the
programme is to expand and deepen this knowledge so as to counter the advance of products
from the New World, which is becoming increasingly urgent, with a view to maintaining and
conquering other market segments.
The objectives of the project are in line with the EU strategic objectives, whose aim is to
increase the consumption of wine and charcuterie from the EU area through information
campaigns addressed to professionals in the industry and consumers by providing them with
all necessary information relating the varieties, quality and productions of European wines
and charcuterie.
In order to rely on a constant monitoring at the various project stages of how the proposed
goals are developed and achieved, Federdoc and 1VS1 have planned to carry out a "Study on
the degree of knowledge of the PDOs" in the three aforementioned Countries, which will be
entrusted to an independent research and statistical Institute {at the expense of Federdoc and I
VSI and not included in the expenditure budget of this programme). The data will be obtained on
the basis of telephone interviews, at the beginning, during and at the end of the three-year
programme, in order to effectively assess the increase in the degree of knowledge of wines
152
and charcuterie with a Designation of Origin status at the most affected targets. Of course, a
measurement will be made of the results, which will be entrusted to the University of Padua.
For the wine product there are statistical data relating to the Countries targeted by the project,
although they are overall data concerning both table wine and IGT [TGI], DOC [CDO] and
DOCG [CGDO] labels.
Federdoc, through its associated Consortia, which represent 83% of the national production of
wines with a Designation of Origin status, has gathered market growth projections from
surveys and data obtained directly from the companies associated with the Consortia that
already export or sell in Germany, England and Italy.
These are real, and therefore reliable, data, which lead us, in a nutshell, to assume a market
growth for wines which stands between +1.8 and 2% in Germany, +2.5 in England and +0.7
in Italy and a market growth for charcuterie amounting to 2% in Germany, to 3% in England
and 1% in Italy.
More in detail, the programme has as main objective to consolidate and increase the
knowledge of products with a Protected Designation of Origin status through a series of
messages and actions relating to:
a) information on EU legislation, which provides for strict standards relating to production,
quality indications, labelling and marketing, with a view to ensure the quality and
traceability of European wines and charcuterie with a Designation of Origin status;
b) the information on the variety, quality and production of the wines and charcuterie with a
Designation of Origin status concerned by the campaign;
c) dissemination and greater knowledge of the EU logos among consumers through the
dissemination of information materials and numerous PR activities both on television and
in the press;
d) enhancement of DOP [PDO] and IGP [PGI] labels and their typicality, differentiating and
thereby protecting them from possible imitations and abuse, favouring the recognition of
the EU logos among consumers;
e) wide-spread dissemination of information concerning the excellence of European
specialities, the vast panorama of quality charcuterie and wine productions, their
characteristics, nutritional aspects, production methods, control systems and consumer
suggestions;
f) stimulation of the demand for European wines and charcuterie with a Designation of
Origin status, informing consumers and professionals in the industry of the selected
Countries, in the various segments of the supply chain (from distribution and specialized
operators up to the end-consumer) on the intrinsic characteristics of the EU products
involved in the information campaign, as well as on the existence, meaning and
advantages of protection regimes, besides acquainting them with logos, controls and
traceability system.
g) information on the quality aspects of European wine and charcuterie products with a
Designation of Origin status (chemical-physical, organoleptic and visual characteristics,
traceability).
h) education on consumption of DOP [PDO] and IGP [PGI] products.
Strategy :
Information and education constitute a fundamental and forced stage in order that specialised
journalists, sommeliers, chefs and food experts, business operators in the HORECA and retail
industries as well as end-consumers - with the exception of young people and adolescents as
referred to in Council Recommendation 2001/458/EC - become more aware in the culture and
selection of European quality charcuterie and wines, which have to deal more and more with
the fierce competition of products from the "New World".
The strategic approach of the project is therefore to inform the identified targets on all
qualitative aspects relating to European quality wine and charcuterie products (chemical153
physical, organoleptic and visual characteristics, traceability), of the European history and
culture of wine and charcuterie production, of the intrinsic characteristics of EU productions
born from a tradition of authenticity and age-old craftsmanship far apart from mass products.
The key of the informational message is thus the emphasis on the specificities of the
European product, which make it different from any other.
Relations with importers and mass retail chain play a strategically important role, as their
involvement - as a partner in the correct transmission of information on the products
envisaged in the project - allows both the introduction of new products on the selected
markets and their presentation in definitely more suitable way. In order to consolidate the
positions gained so far by quality wines and charcuterie on the markets of Germany, the
United Kingdom and Italy and to conquer new ones, the strategy proposed in this project is to
create more opportunities to meet the identified targets in order to convey a strong and
consistent message to withstand the increasingly fierce competition of products from the
"New World".
So an important strength of this programme lies in the great synergy among European quality
wine and charcuterie products and among the scheduled actions - which allows increasing the
impact of individual information interventions -, in the flexibility to adapt to the targets of the
Countries envisaged in the programme, creating a type of message easy to focus and
memorize and long-lasting in time.
Target groups:
Journalists
Importers
Restaurant managers
Large-scale mass retailing operators
Ho.Re.Ca. channel operators (Hotel, Restaurant, Catering)
Opinion leaders
Top trade operators
End-consumer, except from young people and adolescents referred to in Council
Recommendation 2001/458/EC.
These groups are composed by a majority of men, aged on average from 35 and 40 years,
living and working in the towns where the actions of the programme will be implemented and
with a medium/ high level of education.
Themes:
The topics handled in the programme are the same Federdoc and IVSI carry on in their
institutional activity to promote awareness of Designation of Origin they represent through
information and promotion thereof. In the specific instance, they are:
(1) Regulations concerning wine and charcuterie labelling and on how to read a label through
the elements mandatorily described as provided for by the EU legislation;
(2) Traceability of wine and charcuterie products through the entire production chain and
guarantees of typicality, tradition and control ensured to the end-consumer through the
DOP [PDO] and IGP [PGI] recognitions;
(3) Guarantees relating to the production controls and health guarantees ensured;
(4) Explanation of the quality "Pyramid" of European Designations of Origin and distinctive
elements of the productions specifications of wines and charcuterie with a DOP [PDO]
and IGP [PGI];
(5) Development of the concept of sensory analysis (visual, olfactory and tasting) of the
products to provide the identified targets with the knowledge required for evaluating and
selecting;
154
(6) Nutritional aspects characterizing the production of protected charcuterie to shed light on
the actual nutritional values of each sausage with a DOP [PDO] and IGP [PGI] status.
(7) Wine/charcuterie food pairings.
Aspects covered :
quality
safety of food
labelling
EU specification of regions
European designation of European wines and charcuterie with a
Designation of origin status
The content of the messages is aimed at:
 Providing the identified targets with tools for the interpretation of the EU legislation,
which provides for strict standards relating to production, quality indications, labelling and
marketing, which guarantee for consumers the quality and traceability of the product
offered;
 Strengthening the image of European quality wines and charcuterie through information
and specific illustration of the latter, of their areas of origin, of the controls carried out on
the entire production chain.
 Providing information on the typicality, tradition and quality guarantees through the DOP
[PDO] and IGP [PGI] recognitions in order that consumers and opinion makers can rely as
much as possible on accurate, clear and simple information to fully and properly
understand the importance of brands and EU DOP [PDO] and IGP [PGI] recognitions;
 Providing information on the guarantees relating to the production controls and health
guarantees ensured insured. It is indeed essential to always bear in mind the strict
consumer health guarantee regime, especially in food industry, implemented by the
European Community in order to highlight that the characteristics of gastronomic quality
do not disregard a constant attention to nutritional safety;
 Providing information on the nutritional aspects that characterize the productions of
protected charcuterie and wines so as to shed light on the actual nutritional values of each
sausage and wine with a DOP [PDO] and IGP [PGI] status.
1. Guided tasting seminars : the cost of this action is the following: 407.000 euros
It will take place in DE, UK and IT in the three years.
The target groups of this action are:importers, restaurant managers, journalists, large-scale
mass retailing operators, HORECA channel operators.
It consists of meetings dealing with the subjects that represent the objectives of this
programme.
In particular, information and education seminars for sector operators and press are real
"conferences":
a. about the value of denomination of origin;
b. about the importance of product traceability with guided tasting of
PDO wines and PDO deli meats, directed to different categories of sector operators and
press;
c. to underline the link between PDO wines and PDO deli meats productions and subjects.
155
In order to facilitate PDO wines and PDO deli meats tastings, a popular journalist or opinion
maker will treat all the particular aspects of the chemical-physical and organoleptic product
characteristics for a better knowledge of PDO wines and PDO deli meats.
2. Cooking Show: the cost of this of this action is the following: 385.200 euros
It will take place in DE and UK in the three years.
The target groups are: Wine lovers, foodies, high consumers, television and guide journalists,
HORECA channel and end-consumers.
It consists of a real live performance, which will be presented to the participants, but also
shared on the web and on social networks, in order to reach a wider audience and amplify the
effect of the action. Amaze and innovate, these are the characteristics that will help identify
the most creative chefs of the moment in the selected countries.
The formula is fun: you eat and learn together. The intent is to show what is being cooked,
how to cook, and the best wine to accompany what is cooked. Why choose one product instead
of another? At what temperature should you cook? How do you serve a dish?
Cooking show sessions are one of the most fun and direct ways to educate and inform the
target audience on the choice and combination of wines and European quality charcuterie.
This action will take place over two days and it foresees 100 participants per event.
On Day 1, a video crew will follow the chef while he/she shops in the markets of the selected
cities, where the chef will already begin to choose products to combine with the quality wines
and deli meats for the show cooking on the next day.
Day 2 will be dedicated to realizing the show cooking event. The day will begin with showing
the participants the video from the day before. Afterwards, the chef will begin his culinary
performance. The video crew will also follow all stages of Day 2. The edited video, in all its
parts, will be shown on the web and in social networks, and the news of its posting will be
"tweeted" to "followers".
3. Grand Tasting- Workshop: the cost of this action is the following: 180.000 euros
The target groups are: importers, restaurant managers, journalists, mass-retail purchase
operators, HoReCa channel operators.
Tastings are an integral part of every information project regarding food products if knowledge
of such is to be favored and, therefore, a direct gustatory contact and experience of the targets
involved.
The objective of this action is to have the selected target groups taste the European quality
charcuterie and wines, drawing attention to their chemical and physical organoleptic
characteristics, as well as their history, tradition, and European culture.
A reception area with hostesses who will record the guests attending and distribute the
material prepared for the Grand Tasting participants.
It will take place within a prestigious hotel facility. Inside the meeting rooms where the Grand
Tasting Workshop will be held, stations will be set up. It foresees 200 participants per event.
Interpreters will be available to participants so, if necessary, the explanation given by the
tasting experts will be more "fluid".
4. Gala dinner: the cost of this action is the following: 204.600 euros
The target groups are: opinion leaders, top trade, press.
The action consists of a gala dinner, organized in an exclusive restaurant, in which
participants can enjoy tasting a range of quality European PDO wines and PDO charcuterie.
An "exclusive" environment will be identified as the location.
It foresees 150 participants per event.
156
In collaboration with a highly rated chef, guests will be offered a tasting menu that will
include quality PDO charcuterie with different PDO wine, in order to increase their level of
"multiplication of knowledge" of such products.
5. Participation in fairs : the cost of this action is the following: 360.000
The target groups are: importers, restaurant managers, journalists, food and beverage
managers, sommeliers, "wine educators", mass-retail purchase and HORECA channel
managers,end-consumers.
The action consists of participation in the trade shows "Simply Italian" that will be organized
in UK (London) and in Germany (Munich, Berlin, Frankfurt). It consists of commercial
workshops, related also to other promotional events such as seminars, guided tastings, press
conferences and dinners, that intend to be the most important meeting place between Italian
producers and local professionals, press, opinion leaders and wine lovers.
6.
Incoming journalists from the Countries involved in the programme: the cost of this
action is the following: 117.000 euros
The target group is represented by journalists from UK and Germany.
This action consists of the organization of missions to Italy for journalists coming from
Germany and UK. .
The missions will have the purpose to further amplify the information through a direct
knowledge of the European wine and charcuterie, and in particular of their local, qualitative
and cultural characteristics.
This activity represents a fundamental action since it strengthens the programme objectives.
In fact, it arises an interest from the opinion leaders about the countries in which the other
actions take place, triggering a greater interest in the targeted groups to increase their
knowledge of the promoted products.
7. "SalumiAmo con Bacco": the cost of this action is the following: 149.400 euros
The target groups are: end-consumers, opinion leaders, foodies, wine lovers.
It consists of a series of tasting events that will be organized during the happy hour time,
before dinner, in restaurants/clubs that will be selected among the most known and visited in
each town: a corner will be set up where to perform guided tastings of PDO and PGI and
distribute the information material on the quality of these products and their placement in a
correct and healthy diet.
In order to give greater resonance to the initiatives, opinion leaders and outstanding
institutional personalities will be invited in each host city and the event will be promoted in the
local press in view of involving as many people as possible in the tasting event.
The goal of this initiative is to lead consumers to acquire knowledge on: recognition of the
characteristics of European quality wines and charcuterie through sensory analysis,
wine/charcuterie pairings, quality systems and manufacturing techniques able to ensure
quality, bond of the products with the territory.
8.
Interventions on radio and Tv networks: the cost of this action is the following:
240.000 euros
Today, communication based on sounds and images, such as in radio and television
broadcasts, is becoming increasingly strategic on the European information scene; it will
therefore be useful to promote a wider dissemination of Designations of Origin and
certifications of PDO and PGI products. Information on charcuterie with a PDO and PGI
status and the assignment of a high added value to the circuit of products protected by the EU
will be achieved through the appropriate communication of "plus points", both direct (in
terms of naturalness, nutritional and organoleptic properties, compatibility with current
157
dietary patterns, etc.) and induced (e.g. the factors that are intrinsically linked to the product,
such as history, culture, territory, environment, etc.).
Actions will be concentrated on the main radio and TV media. It will consist of a programme
of measures specially designed to ensure the radio and TV broadcasting of cultural, culinary,
economic, scientific and educational information, to be included in the framework of some
important radio and TV broadcasts, providing where possible for the direct participation in the
interventions by representatives of proposing organisations. Interventions will also involve
the main institutional and scientific stakeholders in the industry. This activity will result in the
production and broadcasting on the main national radio and television channels of special
reports on quality charcuterie. The activity will be aimed at protecting and enhancing the
quality image of quality charcuterie products by encouraging a wider dissemination of
Designations of Origin and their distinctive features. Radio and television reports, either made
in the studio or directly in the place of production, will address the topics of greatest interest,
illustrating the organoleptic, gastronomic and nutritional characteristics along with issues
relating to food safety and the tie existing with tradition and the territory of origin.
The mode of intervention outlined highlights peculiar competitive advantages compared to
the classical dynamics of intervention both with regard to the purely quantitative aspect
(which in itself shows high potential, through the figures of contacts developed thanks to the
coverage of TV and radio media, capable of reaching the general public as well as specific
targets) and to the qualitative aspect, creating a crucial "trust factor". The action will be
directed in particular towards determining an incremental knowledge of fundamental aspects
of specificity related to their respective supply chains and products: special emphasis will be
placed on the description of both technical, scientific and nutritional connotations and of
peculiarities of production sites and processing methods.
It consists of 54 interventions, for a total of 120' of programming. In order to achieve
these results, authoritative experts and testimonials of the "professional" (scientific,
nutritional, institutional, production, etc.) sectors will be made available.
All outputs will be placed at the level of authoritative daily programmes/news media in
the target, properly selected according to their respective editorial compatibility with the
issues to be promoted and to the parallel potential, in terms of absolute and relative
visibility, on the different audience components considered for the action. The type of
broadcasts in which the information interventions on the charcuterie with a PDO and
PGI status are planned is divided into different "Segments", exemplifying their
respective positioning:
SEGMENT A: Rai, Mediaset
SEGMENT B: national radio and TV networks
SEGMENT C: local radio and TV stations and area
9. Information material: the cost of this action is the following: 107.550 euros
This action aims at a wideranging target.
The action involves the realization of material aimed at users of the informational action in the
form of:
- a brochure containing the information on issues relating to European wines and charcuterie
with a PDO PGI status, with photographic material relating to the various products with a
Designation of Origin status and places of origin and maps showing the areas of origin of
such products;
- an USB data storage device (either an USB flash drive or an USB pen drive, ...), a very
small sized mass storage device (only a few centimetres in length and about a centimetre in
width) that connects to a computer via a common USB port, in which data are stored in a
flash memory, typically of the NAND type, contained inside it.
The brochure will be distributed to all targets involved in the project activities.
158
The USB flash drive, being more specifically targeted, will be distributed during the tasting
Seminars, Cooking Show sessions, Grand Tasting sessions. Gala Dinners and the Incomings.
This material, besides being interesting in terms of cognitive accessibility, becomes very
important for journalists, trade and sommeliers. It will enable them to draw inspiration for
their articles and deepen their knowledge on the physical-chemical and organoleptic
properties of wines and charcuterie products with a Designation of Origin status.
On average such editorial vectors remain active (actively accessible) for a minimum of 3
years, thus extending the payback period in terms of communication.
All the materials, branded with the logos of the European Community and the Italian
Republic, will be
produced in the different languages of the Countries concerned.
10. Websites and Social Networks: the cost of this action is the following: 64.800 euros
GERMANY
UK
ITALY
TOTAL
21.600
21.600
21.600
64.8000
This action aims at a widespread target.
The nature of communication is evolving. More and more people like to put information
online, as well as on traditional print. Social networks like Facebook, MySpace, YouTube,
Wikipedia, Flickr, Digg,Twitter, and various industry blogs have generated an unprecedented
interest.
For this reason, the overall objective is to implement actions regarding social media, allowing
readers to directly and interactively connect with the world of Designation of Origin wines
and deli meats.
All this shall occur through consolidated tactics that incorporate digital marketing (social
media) and media tools made up of the communication mix, in order to further improve
product influence and directly reach and involve the target audience.
The creation of a website dedicated to the project, in addition to a direct and global
dissemination of the topics and objectives of the project and of the execution of the actions,
shall also allow for maximum interactive functionality of the work carried out for
participation in the social network.
Anticipated impact:
The specific measures of quantitative impact implemented in the program's actions are those
provided for in the EU guidelines in which it is specified that 'The program must not include
measures that promote particular brands or origins." and excluding young people and
adolescents referred to in Recommendation 2011/458/EC of the Council.
The chosen consumer segments are already targets that are sensitive to quality European wines
and deli meats. The intended objective is to increase consumption of these products and
replace other types of "beverage", such as wine productions from the "new world", and to
struggle against the counterfeiting and imitation of quality wines and deli meats..
On the basis of these considerations, it is believed that the most appropriate indicators for an
estimate of the benefits are the following:
a) number and types of contacts;
b) unit cost per contact, calculated on the basis of the costs of each single action/number of
contacts.
On the basis of this, a list with the forecast of such indicators for each action is provided.
For some of the actions, it is foreseen the use of questionnaires and a set of parameters have
been defined in order to assess the correct implementation of the activities according to the
plan.
159
EVALUATION METHODS
The results of the impact of the actions planned in this program will be analyzed on a
qualitative base by using questionnaires that will be distributed to representative samples.
The analysis will follow "concept tests" and "product tests" typologies.
For each action a list with parameters is set in order to assess the correct implementation of the
activities according to the plan.
87 / 100
27 / 30
35 / 40
European dimension:
10 / 10
Cost/efficiency:
15 / 20
Budget per year by action : €
ACTION
YEAR
TOTAL
132.000
1)GUIDED TESTING
120.000,00
2)PARTICIPATION
IN
SEMINARS
39.000,00
3)INCOMING
FAIRS
49.800,00
4)"SALUMIAMO CON
80.000,00
5)INTERVENTIONS
ON
BACCO"
52.400,00
6)INFORMATION
RADIO and TV
7)WEBSITE
25.200,00
MATERIAL AND SOCIAL
NETWORK
TOTAL for actions (1) 498.400,00
5.000,00
Cost of performance
Implementing body
fees 9%
44.856,00
guarantee
9.968,00
Measurement of resultsof2%
(1)
of
(1)
TOTAL direct costs (2) 558.224,00
Overheads 2,5% of(2))
13.955,60
TOTAL FOR 572.179,60
PROGRAMME
Total of budget
by action
Budget per Country by action : €
I YEAR
II YEAR
132.000
143.000
120.000,00 120.000,00
39.000,00
39.000,00
49.800,00
49.800,00
80.000,00
80.000,00
25.950,00
19.800,00 29.200,00
19.800,00
466.550,00 480.800,00
0
0
41.989,50
43.272,00
9.331,00
9.616,00
517.870,50 533.688,00
12.946,76
13.342,20
530.817,26 547.030,20
III
407.000
360.000,00
117.000,00
149.400,00
240.000,00
107.550,00
64.800,00
1.445.750,00
5.000,00
130.117,50
28.915,00
1.609.782,50
40.244,56
1.650.027,06
TOTAL
GERMANY
UK
ITALY
ACTION
1)GUIDED TESTING
407.000,00 253.000,00 88.000,00 66.000,00
SEMINARS
360.000,00 270.000,00 90.000,00
0,00
2)PARTICIPATION IN FAIRS
117.000,00
58.500,00 58.500,00
0,00
3)INCOMING
4)"SALUMIAMO CON
149.400
24.900,00 24.900,00 99.600,00
BACCO"
5)INTERVENTIONS ON
240.000,00
0,00
0,00 240.000,00
RADIO and TV
107.550,00
35.850,00
35.850,00
35.850,00
6)INFORMATION MATERIAL
7)WEBSITE AND SOCIAL
64.800,00
21.600,00 21.600,00 21.600,00
NETWORK
TOTALE 1.445.750,00 663.850,00 318.850,00 463.050,00
160
COFINANCING PLAN
CO-FINANCING
E.U.
MEMBER STATE
PROPOSING
TOTAL
ORGANIZATION
YEAR I
286.089,80
114.435,92
171.653,88
572.179,60
%
50
20
30
30
YEAR II
265.408,63
106.163,45
159.245,18
530.817,26
%
50
20
30
30
YEAR III
273.515,10
109.406,04
164.109,06
547.030,20
%
TOTAL
50 825.013,53
20 330.005,41
30 495.008,12
30 1.650.027,06
In application of Article 1 (2) of Council regulation 3/2008, "programme" means a coherent
set of operations of a scope that is sufficient to contribute towards improving information
about, and sales of, the products concerned.
In application of Article 7 (1) of Council regulation 3/2008, the Member State shall check that
the programme offers value for money.
In application of Article 8 (2) of the Commission regulation 501/2008, the programme shall
contain sufficient detail to enable its compliance with the applicable rules and its cost/ benefit
In application of Article 9 (2) of the Commission regulation 501/2008, the Member State shall
check, among others: (a) the consistency between the strategies proposed and the objectives
set, (b) the quality of the proposed measures, (c) their likely impact in increasing demand for
the products concerned.
Nevertheless:
The programme presents two different approaches: one targeting the German and British
market and the other targeting Italy. There is no real link between them. The whole
programme is not balanced regarding the mix of proposed actions.
The market analysis is very long and full of useless macro economical details and data the
greatest majority of which have nothing to do with target countries and products of this
programme. For instance, a focused study of the market of the 3 target Countries specifically
referred to wine is missing.
The objectives are redundant and not always coherent between one another and with the
correspondent budget. None of them is SMART, expressed in a quantified manner, thus
making it impossible to estimate the impact of the programme. In fact:
- there is no indication about the current consumer's level of knowledge of the PDO products
and label that would be used as a starting point from which possible measurements might be
done, and no indication about the level of knowledge that the programme means to reach;
- there is no indication about the additional volume of sales targeted.
The socio demographic profile of the target groups of the different markets is not presented
and quantified.
The total cost of the programme is too expensive in relation to the expected results in
Germany and in the UK. The actions Tasting Seminars Walkaround, Grand Tasting
workshop and Gala dinner, in DE and UK, have more or less the same
characteristics/objectives, therefore they might be somehow combined and reduced to two,
thus realising economy of scale that could be invested in reinforcing the budget of the action
"Salumiamo con Bacco", always in DE and UK, targeting a larger public.
Furthermore:
- CV of speakers, cooks and other experts should be provided;
161
The costs for "mailing activity" and "recruiting" are charged to the single actions, where
foreseen, although these amounts must be included in the execution of the action.
-the amounts for hotel accommodation and meals must be indicated separately in the budget
of the actions where such costs are foreseen;
-the cities chosen for "Salumiamo con Bacco" should be selected all over Italy for better
spreading the effects of the action;
-the cost for the realization of the USB key looks too expensive (almost 8 euros each);
-there are no offers to justify the price of room rental (Affitto location) in the actions in which
these costs are foreseen;
-the web activities look too expensive and sites such as My Space (music) and Twitter are not
relevant enough to the effectiveness of the action. These activities must be better described
concerning their content and costs on each chosen support.
- TV (165.000.000) and internet (600.000) indirect contacts are overestimated.
- the total cost of the programme is too expensive in relation to the expected results in
Germany and in the UK, for instance
- the organisation of the show cooking in DE and UK should be better be replaced by the
participation to TV programmes in these two Countries, like it is foreseen for Italy.
- give more information and details on participation to "Simply Italian" events (Action 5)
besides of a necessary justification of the costs per Country.
The impact of " Tasting Seminars Walkaround", "Grand Tasting workshop" and "Show
cooking" is only based on the implementation of the actions themselves and not on the
achievement of the objectives.
The increase in the market share foreseen among the objectives (see page 66 of the proposal)
must be accompanied by an estimation of the increase in the volume of sales expected as a
result of the programme. It would be useful to provide for each action the quantification of the
objectives in relation to target groups.
-The declarations of co-financing and the declarations that the programme does not benefit
from other grants have only been provided by Federdoc therefore IVSI should still provide
them.
Programme eligible:
Yes/No
Please see remarks above
good/average/poor
Yes
87/100
2/5
Yes/No
162
good/average/poor
CONCLUSIONS
Observation(s) :
Please see remarks above and recommendations below.
Recommendation(s) :
- To be accepted.
MIPAAF sent note n. 2179 of 11/02/2013 containing the information and modifications
required in letter sent by AGRI D.4 on 14/01/2013 -ARES (2013) 40183.
AGRI D.4 sent letter ARES (232057) on 21/02/2013 cancelling actions Cooking show (ex
Action 2), Grand tasting workshop (ex Action 3) and Gala Dinner (ex Action 4) from the
amended version of the programme sent on 14/02/2013.
163
Member State(s):
Lithuania
Information and promotion actions for organic farming
products in Lithuania
Lithuanian Agricultural Products and Food Market
Regulation Agency
Baltic Food Organisation (BFO)
Not yet selected
Type of measure:
Information
Product(s):
Organic farming products
Lithuania
Duration:
3 years
Total budget:
2.436.176 €
28/11/2012 (by e-mail)
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/ No
Yes/No
Yes/ No
164
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Objective(s):
Strategy:
The programme seeks to build a long lasting favourable environment for developing an
organic farming product market. This includes building an information system for organic
farming topics, educating professionals and opinion leaders about organic farming, and
simultaneously educating consumers to recognise the EU organic farming logo and to
strengthen their trust in it. The programme is expected to serve as the most important
milestone, which will determine the direction which the Lithuanian organic market will
follow in the future.
Main strategic components:
► Build up a long lasting favourable environment for development of organic farming
products market.
► Direct actions both ways – demand and supply.
► Ensure significant exposure of the programme topic by employing wide range of
information channels (critical importance put on mass media means, focus on most
effective channel – TV) this way reaching critical mass of final consumers.
165
► Create possibilities to deepen knowledge for food sector professionals (the programme is
expected to highlight market potential and remove reservations resulting in more
participants in organic supply chain and wider organic assortment/offer) and enthusiastic
consumers (who are expected to transfer knowledge independently among consumers).
► Involve opinion leaders in all information and training actions in order to generate
additional publicity for the programme and its messages.
Target group(s):
- Professionals; to be understood as participants of organic supply chain (especially other
than production level), i.e. processors, distributors, wholesalers, retailers, catering
establishments, food sector education establishments and their students.
- Opinion leaders
- Consumers: The basis for objectives 2 and 3 is Lithuania's adult urban population which
corresponds to 1,7 million people and makes up 58% of total Lithuanian population
Themes/Messages:
Professionals are not active enough in the organic market in Lithuania therefore the offer is
rather narrow. The programme will encourage professionals with the following message:
- The organic market is a perspective-growing market and the EU organic logo provides a
product competitive advantage in local and foreign markets.
The main factors restricting faster development of an organic market in Lithuania are related
to insufficient knowledge of consumers about how to identify EU organic production, about
the guarantees organic production provides and to a lack of understanding the value added
of organic products. The main message targeting consumers:
- Organic products are natural, suited to modern daily life and a pleasure to consume.
Opinion leaders will be addressed with both of the above messages.
Supporting arguments for advantages of organic products:
- Production methods that particularly respect the environment and animal welfare; organic
farming supports the diversity of agricultural production as well as the maintenance of the
countryside.
- Stringent requirements: products are subject to stringent production and inspection rules,
including full traceability to ensure that products originate from farms under an organic
inspection system.
- Protection & control: use of terms organic, ecological, biological and EU logo is protected
by law; these signs guarantee that products meet strict production criteria and have
undergone stringent checks.
166
Aspects covered:
quality
safety of food
labelling
EU system of organic products
Total budget: 383.549 €
1) Information at Points of Sale (POS)
POS is a very important information channel, especially for mainstream consumers who are
not ready to make additional efforts to find organic products or information about them
elsewhere. Presentations/tastings of products are one of the most effective ways to introduce
products to the market and to get attention of customers. Action includes tastings,
presentations, product displays, events with opinion leaders, audio advertising in POS, video
advertising at checkout counters in POS. Activities taking place in supermarkets and
specialised stores.
2) PR in the media
Seeking to reach a wide audience, BFO plans to implement actions via traditional mass media
means – one of which is public relation actions in press. It is planned to publish 33 articles in
popular newspapers and magazines – 13 in specialized press, 20 in general press. In addition,
a sequence of informational ads is planned to enhance visibility and attract consumer attention
(125 placements during 3 years). Simultaneously, BFO intends to generate additional
publicity for the programme sending out press releases about the current actions of the
programme.
167
3) Written documents (promotion material)
Creation and production of the programme's main promotional leaflets and brochures.
Total budget: 1.306.330 €
4) Audio-visual media
The employment of mass media allows reaching a wide audience. The action includes TV and
radio advertising, indoor and outdoor poster campaigns and online advertising.
5) Long term means (Organic Information Centre)
Includes webpage, telephone help-line and production of one publication for professionals.
The Centre is supposed to continue its activities beyond the duration of the information
campaign.
6) Participation at trade fairs and shows
1 participation at AgroBalt and 6 participations (2 per year) at other specialised fairs.
AgroBalt is the most significant international agricultural exhibition in the Baltic region.
Other fairs include "Saint Casimir's Fair" in Vilnius for folklore products and "Baby Land"
targeting parents.
168
7) Information and training (conferences, seminars)
16 half-day conferences targeting professionals and opinion leaders with 250 participants
each. 22 half-day seminars for opinion leaders and consumers. 13 presentations targeting
professionals taking place at specialised events such as conferences, fairs and other organic
farming sector gatherings with the aim to improve the functioning of the organic supply
chain.
Anticipated impact:
The exact anticipated impact is formulated under point "objectives", see above.
Methods employed to evaluate the impact of the programme are:
► Research on involvement of professionals in supply chain. The aim of the research is to
determine changes in involvement of professionals in the organic supply chain. The research
will be carried out using desk research gathering information from responsible bodies, such as
Ekoagros (certification body), Centre of Agricultural Information and Rural Business
(‘AGRO rinka’), the Ministry of Agriculture, Statistics Lithuania and Eurostat.
The research will be carried out using the same methodology at the end of each 12-month
phase of the programme. The first research was conducted during the preparation of the
application and provides necessary base values for comparison of information before, during
and after the implementation of the programme.
► Consumer survey. The aim of the survey is to measure changes in consumer awareness
(understanding and recognition). Consumer surveys are considered to be the best way to
measure consumer awareness and perception, because consumers are directly questioned
about the matters surveyed. The survey will be carried out by an independent body
(specializing in consumer research) using computer-assisted personal interviews
methodology. The size of the sample is 200 respondents. The questionnaire is designed
specifically for the programme and evaluation of its objectives. Next to answers to
programme specific questions, the results of the survey provide information on sociodemographic characteristics (gender, age, place of residence).
In order to sustain comparability of the results the survey will be carried out using the same
methodology at the end of each 12-month phase of the programme. The first survey was
carried out in August 2012 with the aim to measure consumer awareness before the
programme.
28/30
31/40
European dimension:
07/10
Cost/efficiency:
15/20
169
Budget by action :
€
170
EU
YEAR 1
€
%
468.212
50
YEAR 2
€
%
393.282
50
YEAR 3
€
%
356.594
50
MEMBER STATE
280.928
30
253.969
30
213.956
PROPOSING
ORGANISATION
187.285
20
157.313
20
SUBTOTAL
936.425
100
786.564
100
CO-FINANCING
TOTAL
€
1.218.088
%
50
30
730.853
30
142.637
20
487.235
20
713.187
100
2.436.176
100
Remarks:

According to the proposing organisation BFO this project would be the first of its kind
in Lithuania. There has never been any systematic educational campaign for public
awareness about organic farming or organic products in Lithuania, therefore the
knowledge and beliefs the citizens have are fragmented and not always correct.
 The programme focuses on organic grain products, dairy products, baby food and
beverages which are registered as organic products according to Council Regulation
834/2007.
 BFO is also proposing organisation for two currently running promotion programmes
for wines and spirits.
Programme eligible:
Yes/No
cost/benefit ratio to be evaluated. The proposing organisation is invited to complete the
programme presentation with the following missing elements:
- Objectives: Clarification is required as to which is the exact base of consumers that
objectives 2 and 3 refer to? Is it the whole population or a certain age and/or gender group?
- The document "Assessment of programme risks and economic benefit" which is part of the
annexes includes the following passage: "The programme is expected to raise consumer
awareness about organic farming up to 90 % and identification abilities to 80% of total
population..[…]". However, these objectives are not mentioned in this form in the
application form. Please clarify.
- For practical reasons, please rework the budget tables under points "8. Budget" and "9.
Financing plan" so they only contain amounts rounded to the full Euro.
171
Actions
- It should be clear from the action budgets included under point 5.7 which are the total costs
for each action. Please modify the action budgets accordingly.
- Action 1:
Which retails chains and specialised stores will be chosen? Will they be spread all over the
country or will actions focus on certain geographic areas? Sub action 1.3 (events for opinion
leaders) needs to be described more in detail. For sub actions 1.5 and 1.6 the frequency of
broadcasting of video and audio spots needs to be better explained (e.g. will the audio spots
be broadcasted 100 times in total or 100 times in each shop?). What are the expected net
contacts, i.e. how many members of the target groups will be reached with the POS
activities?
- Action2:
Which publications (general and specialised press) will be chosen? What are the expected
net contacts, i.e. how many members of the target groups will be reached with the PR work?
Sub actions 2.1 and 2.2 need to be described in more detail. Does "article" stand for
"advertorial" (paid advertisement in the form of an article) or will the articles be written by
journalists as a result of press work or will journalists be paid to write articles which will
then be published?
- Action 3:
Please explain more in detail on which occasions the promotion material will be used.
- Action 4:
More detailed information regarding the targeted media is required (names of TV and radio
stations, internet portals) as well as detailed information about the content of internet
advertising. What are the expected net contacts, i.e. how many members of the target groups
will be reached with the audio-visual measures? Please provide the OTS (opportunities to
see) and/or the GPR (gross rating points) for the TV spots. The total costs of the TV
campaign as well as the total costs for creativity and the total costs for broadcasting need to
be clearly stated in the budget.
- Action 5:
More detailed information regarding the content of the web page is required. What are the
expected net contacts, how many members of the target groups will be reached via the
Information Centre and the website?
- Action 6:
What are the expected net contacts, i.e. how many members of the target groups will be
reached via the fair presences?
- Action 7:
More details about the conferences and seminars needs to be provided. How many
participants are expected for the seminars?
172
good/ average /poor
good/ average /poor
good/average/poor
good/average/poor
81/100
3/4
to be rejected
(The Lithuanian organic market is still a niche market, despite growing interest, the actual
demand is still rather low. At the moment no significant market potential in Lithuania can be
seen. Lithuanian organic producer should focus more on export opportunities to market their
products. It is doubtful whether the targeted market (appr. 2.8 m population) has a
considerably high potential to justify an EU-financed promotion campaign for organic
products.)
CONCLUSIONS
Observation(s) :
A letter requesting additional information was sent to the Lithuanian authorities on 11/01/213
(Ares(2013)34734). The Lithuanian authorities submitted their reply on 08/02/2013 by e-mail
and by mail on XX/02/2013 (Ares(2013)). At the request of the Commission, supplementary
information was sent by e-mail on 15/02/2013 (Ares(2013)206492). The Commission's
observations were taken into account and satisfyingly addressed.
Recommendation(s) :
- To be accepted
- To be rejected
173
Member State(s):
Lithuania
Promotion of Baltic region meat products in third
countries
Lithuanian Agricultural Products and Food Market
Regulation Agency
Lithuanian Food Industrialists' Confederation (LFIC)
Not yet selected
Type of measure:
Information and promotion
Product(s):
Fresh, chilled and frozen pig meat, beef and veal; food
preparations based on fresh, chilled and frozen pig meat,
beef and veal products
Russia, China
Duration:
3 years
Total budget:
3.996.041 €
28/11/2012 (by e-mail)
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/ No
Yes/No
174
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Objective(s):
1) To familiarize consumers in target markets with the diversity of meat and meat products
produced in EU, including Lithuania
 increase share of consumers who are aware of EU meat and meat products to 35,1%
(Russia)
 increase share of consumers who are aware of Lithuanian meat and meat products to
24,8% (Russia) and to 20% (China)
2) To educate consumers in target markets on EU, including Lithuanian, meat and meat
products, quality and safety systems
 increase share of consumers qualifying EU meat and meat products as having better
quality than meat and meat products from other countries to 7,8 % (Russia)
 increase share of consumers qualifying Lithuanian meat and meat products as having
better quality than meat and meat products from other countries to 6,5% (Russia) and
to 3% (China)
3) To build image of reliability of meat and meat products produced in EU, including
Lithuania, and increase their consumption in target countries
 increase buying frequency of EU meat and meat products to 30,3 % (Russia
 increase buying frequency of Lithuanian meat and meat products to 19,9 % (Russia)
and to 6% (China)
4) To increase export volumes of meat and meat products from Lithuania to target countries.
 increase in Lithuania's export volumes of meat and meat products to Russia and China
to 104.263.207 € (Russia) and to 20.000.000 € (China)
Target values to be reached after 3 years. Base values from 2012 are provided for all target
values.
Strategy:
Actions planned in the two target countries are very similar, however, their arrangement in
time differs according to specifics of the target countries.
Differentiated strategies for China and Russia:
Russia: As producers of meat products from EU, including Lithuania, already gained market
access to the Russian market, Russian consumers are familiar with EU and Lithuanian meat
and meat products. This means that favourable conditions for targeting the final consumers
have already been established. It therefore makes sense to start targeting final consumers
175
already at the very beginning of the programme. The intensity of actions oriented towards
final consumers is highest in the first year which lays down a stable basis for long term effect
of programme actions. Retail chains and distributors will be targeted with medium intensity
over the whole duration of the programme.
China: As EU exports, including from Lithuania, of meat products to the Chinese market are
still very limited and as Chinese consumers are only distantly familiar with EU meat
products, conditions for directly targeting the final consumers are not favourable. An essential
prerequisite for targeting final consumers is a sufficient supply of products. However the
supply side in China does not yet meet this requirement. Therefore retail chains and
distributors will be primarily targeted at the beginning of the programme. Chinese market of
meat and meat products is gradually opening for EU producers (e.g. agreement signed on
11th of September 2012 between Lithuania and China), thus raising awareness of EU
products among retail chains and distributors. Promotional and informational actions targeted
at retailers and distributors will create background for expanding the assortment of EU meat
and meat products in Chinese markets thus making it more accessible for consumers. Final
consumers will be targeted by gradually raising intensity over the duration of the programme.
The effect of information and promotion actions will last beyond the duration of the
programme and create prerequisites for further opening of target markets for EU and
Lithuanian meat and meat products.
Target group(s):
Main target group: Final consumers (76,9 million consumers in Russia and 572,9 million
consumers in China).
Intermediary target group: Distributors and retail chains.
Geographic target area:
In order to ensure efficient implementation of the programme, three federal districts of Russia
were selected according to acceptable distance from EU borders and GDP. Districts chosen:
Central federal district, Northwestern federal district and Volga federal district (including
Moscow, St. Petersburg) which stand for 60% of Russia's total GDP.
Three regions in China were selected according to their closeness to each other and economic
development. Regions chosen: East China, North China and Northeast China regions
(including Beijing, Shanghai, Guangzhou).
Themes/Messages:
Diversity of meat products produced in EU
 Many of EU meat and meat products are produced in accordance with long-lived
traditions and are ascribed to national heritage
 Because of different traditions in EU countries there are many different techniques of
meat and meat products production, various product categories and unique products to
try
EU meat products quality system
 The manufacturing process and production conditions of EU meat and meat products
are in line with strict rules which are common for all EU members
176
Reliability of EU meat products
 EU meat and meat products offered to consumers are supervised „from farm to table"
 Credibility of information on EU meat and meat products is ensured at EU level
Aspects covered:
quality
safety of food
labelling
Summary of actions by type of communication and target country
Type of actions
Target
country
Participation
in exhibitions
and fairs
Trade visits
Promotion and
presentations
at POS
Direct
communication
Russia
PRODEXPO
Organisation
of
trade
visits
Promotion and
presentations
at POS
China
SIAL China
FHC China
Organisation
of
trade
visits
Promotion and
presentations
at POS
Indirect
communication
Market
research
Public
Relations
Russia
Publication of
articles; nonspecialised
press
China
Publication of
articles;
business
press
Studies of
target
market
Russia
China
Study of
Chinese
market
Programme actions are divided into direct and indirect communication actions. Direct
communication includes distribution of information through any advertising tools that invite
the individual to respond directly to the advertiser (e.g. exhibitions, fairs, tastings at points of
sales, trade visits, etc.). Indirect communication refers to the construction of target groups’
opinion through indirect channels (e.g. promotion material at points of sales, public relations
actions etc.). Direct actions are more likely to reach only those consumers, who actively seek
information, whereas indirect actions expand the audience and allow reaching passive target
groups through much broader coverage and dissemination of information.
1) Exhibitions and fairs
1 participation in Prodexpo (RU), SIAL China (CN) and FHC China (CN) per year with
stands between 24 and 55 sqm. On average, the PO expects contacts with 10 – 15 distributors
and 300 retail representatives per fair participation.
2) Trade visits
Trade visits include meetings with importers, distributors, retailers, and meat industry experts
177
in the target countries. 6 visits per year to Russia and 6-8 visits per year to China. One visit
lasts 9 days as 3 different cities/regions will be visited. 2 participants per visit from Lithuania.
Total budget: 2.506.407 €
3) Presentations at POS
2000 days of tastings/product presentations in POS in total in Russia, 900 days in total in
China. Action in cooperation with different hyper- and supermarkets. Additional promotion
(only material, no tasting) planned in 2800 POS in Russia and 2200 POS in China.
Total budget:172.755 €
4) Public relations
Publication of articles targeting final consumers in Russia (non-specialised press) and retailers
in China (business press). 27 articles in Russia and 18 articles in China.
5) Market study China
1 market study about Chinese market (meat retail sector) during 1st year.
Anticipated impact:
The exact anticipated impact is formulated under point "objectives", see above.
The programme intends to change consumer awareness about EU meat, expects to influence
consumer competence (knowledge about EU meat) and ultimately aims at changing consumer
habits which will result in purchases of EU meat products.
Objectives no. 1 – 3 (see "objectives") will be assessed via consumer surveys on an annual
basis. The survey will monitor the aspects familiarity (of EU/LT meat), knowledge (of EU/LT
meat) and behaviour (purchasing of EU/LT meat). Surveys will be conducted in the target
regions of target countries. The survey will be entrusted to an independent external body.
Sample size will be 1.000 persons in Russia and 300 persons in China per year. Initial surveys
were conducted in October 2012.
Objective no. 4 will be assessed using export statistics from the Lithuanian Department of
Statistics.
27/30
34/40
European dimension:
Cost/efficiency:
8/10
16/20
178
Budget by action:
€
ACTIONS
YEAR 1
Public Relations
Promotion and Presentations at POS
Trade Visits
Exhibitions and Fairs
Market Research
Cost of performance guarantee
Fees of implementing body (maximum 13/15 % of
(1), Annex III point B.1.2 of the contract)
Measurement of results of actions (maximum 3 %
of (1), Annex III point C.5 of the contract)
Overheads (maximum [3/5 internal market] [4/6
third countries] % of (2), Annex III point A.2 of
the contract)
TOTAL FOR PROGRAMME
YEAR 2
YEAR 3
TOTAL
90.038
923.909
72.607
44.359
817.782
61.689
38.358
764.716
61.689
172.755
2.506.407
195.985
141.055
31.858
1.259.467
6.297
163.731
141.055
141.055
1.064.885
5.325
138.435
1.005.818
5.029
130.757
423.165
31.858
3.330.170
16.651
432.923
37.784
31.947
30.175
99.906
1.467.279
1.240.592
1.171.779
3.879.650
44.019
37.218
35.154
116.391
1.511.298
1.277.810
1.206.933
3.996.041
Budget by target country: €
ACTIONS RUSSIA
YEAR 1
Public Relations
Trade Visits
Market Research
the contract)
TOTAL
179
YEAR 2
YEAR 3
TOTAL
66.0334
834.989
28.933
63.285
.
993.241
4.966
129.121
26.356
497.379
28.933
63.285
.
615.953
3.080
80.074
26.356
337.609
28.933
63.285
.
456.183
2.281
59.304
118.746
1.669.977
86.799
189.855
29.797
18.479
13.686
61.962
1.157.125
34.714
717.586
21.528
531.454
15.944
2.406.165
72.186
1.191.839
739.114
547.398
2.478.351
2.065.377
10.327
268.499
ACTIONS CHINA
YEAR 1
Public Relations
Trade Visits
Market Research
the contract)
TOTAL
YEAR 2
YEAR 3
TOTAL
24.004
88.920
43.674
77.770
31.858
266.226
1.331
34.610
18.003
320.403
32.756
77.770
21.002
427.107
32.756
77.770
448.932
2.245
58.361
549.635
2.748
71.453
54.009
836.430
109.186
233.310
31.858
1.264.793
6.324
164.424
7.987
13.468
16.489
37.944
310.154
9.305
523.006
15.690
640.325
19.210
1.473.485
44.205
319.459
538.696
659.535
1.517.690
CO-FINANCING
YEAR 1
€
%
YEAR 2
€
%
YEAR 3
€
%
TOTAL
€
%
EU
755.649
50
638.905
50
603.467
50
1.998.021
50
MEMBER STATE
453.389
30
383.343
30
362.080
30
1.198.812
30
PROPOSING
ORGANISATION
302.260
20
255.562
20
241.386
20
799.208
20
1.511.298
100
1.277.810
100
1.206.933
100
3.996.041
100
SUBTOTAL
Remarks:
Programme eligible:
Yes/No
cost/benefit ratio to be evaluated. The proposing organisation is invited to complete the
programme presentation with the following missing elements:
- Assurance is required that the origin of the products will remain secondary to the central
message of the campaign and to the EU origin of products at all times (see Art 5§2 of Reg
501/2008).
- The budget tables under "8. Budget" (pages 70, 71) need to be revised. The proposing
organisation should use the summary budget table provided in Annex I of the standard
contract. Note that overheads of the proposing organisation are calculated as a percentage of
total direct costs for the programme. Total direct costs are the sum of total action costs plus
costs of performance guarantee, implementing body's fees and evaluation costs. In the case
of third country programmes presented by one Member State, overheads of the proposing
organisation may sum up to 4% of total direct costs.
180
- For practical reasons, please rework the budget tables under points "8. Budget" and "9.
Financing plan" so they only contain amounts rounded to the full Euro.
- The detailed budget of programme actions which is part of the annexes should be part of the
application form and should be included under point "8. Budget".
- Confirmation is required that product samples will be purchased at production costs
whenever feasible.
- Action Exhibition and Fairs
The profile of the persons travelling to the fairs needs to be specified (see "presentation
expenses" on page 2 of detailed action budget). Please note that travel and accommodation
costs for members of the proposing organisation are not eligible as they need to be covered
via the programme's overheads (see: Annex III.A of the standard contract).
- Action Trade Visits
The content of the trade visits needs to be described in more detail. In addition, the profile of
the persons travelling to Russia and China for the trade visits needs to be specified (see
"Trade visits" on page 3 of detailed action budget). Please note that travel and
accommodation costs for members of the proposing organisation are not eligible as they
need to be covered via the programme's overheads (see: Annex III.A of the standard
contract). What are the expected net contacts, i.e. how many members of the target groups
will be reached with this measure?
- Action Promotion and Presentations at POS
Which retail chains and hypermarkets will be chosen in Russia and China? What are the
expected net contacts, i.e. how many members of the target groups will be reached with the
POS activities? How long will the promotion material (stoppers and hangers) be on display
at each store? Please explain briefly what stoppers and hangers look like. Will
tasting/presentations activities be complemented by the promotion activities (in the same
store) or will promotion activities take place elsewhere? What will the distribution of days
of tastings and promotion activities look like, i.e. how many days of tastings/promotion do
you foresee per individual store?
POS actions in China represent 67% of total Chinese action budget and add up to
836.429,85 €. Considering that Lithuania is not exporting any meat to China yet, it is
premature to dedicate such a big share of the Chinese part of the budget to POS measures.
Part of the budget foreseen for POS activities in China should be reallocated to activities
targeting the horeca business, such as caterers, hotels, restaurants, F&B managers.
- Action Public Relations
Which publications (general and specialised press) will be chosen? What are the expected
net contacts, i.e. how many members of the target groups will be reached with the PR work?
Does "article" stand for "advertorial" (paid advertisement in the form of an article) or will
the articles be written by journalists as a result of press work or will journalists be paid to
write articles which will then be published?
- Action Market Study
During the first programme year a market study will be conducted on the Chinese market.
How do you justify that a substantial share of programme activities already takes place
during the first year, in parallel to the market study, before the results of the study are
known?
181
good/ average /poor
good/ average /poor
good/average/poor
good/average/poor
85/100
2/4
to be accepted
(There is a recognizable coherence between strategy and objectives as well as quality of
actions. The marketing activities are consistent with the promotion objective. The programme
actively promotes and informs about EU quality schemes. Lithuanian meat exports can be
quantified with appr. 40. 000 tonnes. Due to the limited size of the Lithuanian meat business
the increase in exports of meat will be not very big. However the programme can contribute
to increase the knowledge about European meat products their quality, safety etc. Meat
exporting companies of other member states can benefit from these measures indirectly.)
CONCLUSIONS
Observation(s) :
A letter requesting additional information was sent to the Lithuanian authorities on
11/01/2013 (Ares(2013)34734). The Lithuanian authorities submitted their reply on
08/02/2013 by e-mail and by mail on 11/02/2013 (Ares(2013)174236). ). At the request of the
Commission, supplementary information was submitted by e-mail on 18/02/2013
(Ares(2013)204992). The Commission's observations were taken into account and
satisfyingly addressed, see note to the file.
Recommendation(s) :
- To be accepted
- To be rejected
182
Member State(s):
LT
Information and promotion campaign for milk products in Russia
Lithuanian Agricultural and Food Market Regulation
Agency
Lithuanian Dairy Association „PIENO CENTRAS"
not yet selected
Type of measure:
Mixed
Product(s):
Milk products: semi-hard cheese, butter, curd, yoghurt,
desserts
2 regions of Russia: Central Federal District (centre
Moscow) and Northwest Federal District (centre St.
Petersburg)
Duration:
3 years
Total budget:
4.993.469 EUR
28/11/2012
Yes/No
to be selected
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
183
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
to be selected
Objective(s):
1. To increase demand for EU dairy products in Russia improving image of EU dairy
products
2. To increase export of EU milk products continuing to exploit export opportunities in
Russia market
Strategy:
Programme strategy is to direct efforts to:
• build and expand network of wholesale/retail partners and build favourability towards EU
milk products seeking that these become strategic in partner's sales assortment;
• create market pull effect by enhancing visibility and building strong image of EU milk
products in the minds of consumers (professionals treated as consumers), ensuring that they
are aware of variety of taste and the level of quality that EU dairy sector can offer.
The strategies directed at professionals and at final consumers are adapted according to the
size of the audience and nature of the interest of each. For consumer segment, the greatest
focus is put on grabbing attention and dissemination of short concentrated messages (mainly
184
via advertising means) and encouraging to try EU milk products (promotion actions). For the
professionals, the main task is to build favourability and motivation to become a partner
therefore the focus is on spreading information and developing business relationship;
advertising acts as a supporting mean.
Two strategy pillars - actions for professionals and actions for consumers - will support each
other and multiply final impact in its scope and continuance. Consumers will feel constant
push and reminder from the professional traders (strategic partners) who will be interested to
focus on EU milk products and keep them in their assortment due to pull from the market
arising from enhanced visibility and favourable image in consumers' minds. Association
expects the Programme to generate approximately €200 million additional export proceeds to
EU exporter in the period of 3 years and the effect will continue to last after the Programme is
implemented.
Target group(s):
- Professionals (wholesalers and retailers).
- Final consumers.
Themes:
Image of EU dairy products
Aspects covered:
quality
food safety
labelling
animal welfare
environment
The themes to be covered and messages to be conveyed were formulated based on the
characteristics of the products and results of the representative consumer survey, conducted
by NORSTAT in September 2012 (initiated by the Association). The survey showed that taste
and quality are the most important criteria in choosing dairy products. Taste as very important
or important was indicated by 93,4% respondents, quality - by 97,3% respondents.
The main message: EU dairy products meet consumer demand for high quality and tasty food.
It emphasizes 2 aspects of EU dairy products - quality and taste - and shapes the image of EU
milk products on these two pillars.
1. High quality of EU milk products is explained by:
• EU food safety policy standards. Regulatory environment in EU sets strict requirements
for high quality and standards. EU rules are applied 'farm to fork', irrespective whether
food is produced in the EU or is imported. EU safeguards food quality in many ways,
such as measures to enhance food safety and hygiene, clear labelling rules, regulations
on animal and plant health and animal welfare, control of pesticide residues and
additives in food and via nutritional information. The approach includes strict
monitoring and control systems.
• Keeping consumers confident about food safety via labelling to:
a) make sure that the food is of the same high standard for all;
185
b) recognise consumer's right to make choices based on complete information
about where food has come from and what it contains.
2. Tasty food aspect is explained by showing a variety of EU dairy products, enabling to
choose products suitable for everyone's preferences. Selected product groups allow
representing wide diversity of products and cover products with deep production traditions
(e.g. curd and cheese) as well as modern products (flavoured curd spreads).
Selection of actions for the Programme is based on experience accumulated over 40 years of
operation in the Russian market.
Actions for professionals. Seeking to achieve long-lasting impact in the market, the
Association will establish a network of strategic partners (wholesalers, retailers) acting in
target regions. The network will be built by actively spreading Programme messages and
information about the Programme itself among market professionals in specialized press and
at important sectorial events. Interested potential partners will be gathered and presented with
the Programme in more detail at special presentation events for professionals, organized by
the Association. Business relationships will be developed and maintained via regular business
meetings with existing and potential partners. The purpose of these actions is to ensure that
EU production would be perceived not as just one among many in partner's assortment, but
would become strategic part of partner's business. It would ensure focus of the partner during
the implementation of the Programme (to grant supply, intermediate with retailers or other
relevant local partners, assist in implementation of the actions) and afterwards. The partners
will transfer the messages of the Programme directly to their customers (distributors to
retailers, retailers to customers) creating push effect further down the supply chain. It is
expected to form a network of at least 12 strategic partners by the end of the Programme.
Actions for consumers. Middle to longer-term impact of the Programme will be strengthened
through actions on customers, which creates market pull effect. These aim to ensure that
consumers are aware of the messages of the Programme. The expected result is better image
of and favourable attitudes towards EU milk products, which would consequently influence
consumption preferences. Actions intended to enhance visibility and build awareness and
knowledge about advantages of EU milk products (outdoor, press advertising; article in press)
as well as actions intended to stimulate and encourage behaving upon this knowledge
(tastings) are planned during the Programme. With the help of the Programme, it is planned to
expand the base of regular consumers in target regions by 3 million people and increase
overall volume of consumption of EU milk products.
186
The main principles of planning actions in time:
• Over duration of the Programme: taking into account that preparation works for
implementation of the Programme would take some time to ensure smooth organisation of
the actions, planned intensity of activities is lowest in the 1st year, 2nd year is planned to
be the most intensive and 3rd year is planned to be slightly slower.
• During the year: actions will intensify in spring and autumn when information noise is
lower and market participants are more active (in summer activity is lower due to holiday
period and winter is devoted for holiday shopping, while the beginning of the year is
usually slow after intense December).
• Coordination of timing of the actions: constant exposure of the Programme messages
(actions each or almost each month) is planned through outdoor advertising, articles in
press for final consumers, and regular business visits for professionals. In more intense
periods (March-May, September-November) actions for consumers are strengthened
adding advertising in press and tastings and consultations at the store; actions for
professionals - with events (presentations, conferences) and articles and advertising in
specialized press.
187
188
Anticipated impact:
Deliverables by the Association within EU context given the financial budget, timing and
foreseen actions are expected as follows:
a) increase share of EU dairy product consumers from 43% to 49% i.e. add ~3 million
consumers over 3 years at €1.38 cost per one consumer;
b) improve revenues by €21 per consumer (from €93 to €114 by 2015), i.e. over €200
million additional incomes to EU dairy exporters and subsequently to farmers over
3 years;
c) additional €26.9 million in export revenues to Lithuanian exporters selling under
EU label;
d) subsequent information and promotion programmes with Member States
contributing to actions and further promotion of EU standards in Russia.
The methods employed for the evaluation of the Programme are (according to the indicators
presented in the table above):
• Consumer survey. It is the most direct way to measure consumer awareness and perception
of EU image as consumers are directly asked questions in a neutral way. Prior to
submitting this application the Association conducted representative consumer survey by
NORSTAT in Central Federal and Northwest Federal Districts of Russia. Main methodical
features were: representative survey, sampling equal to 500 representing structure of the
population according the main demographical characteristics in these regions, interviews
via telephone using questionnaire prepared specially to measure objectives of the
Programme. The survey provides information on:
- Consumption: the share of consumers who regularly consume EU dairy products,
what are the main choosing criteria for consumers who buy EU milk products.
- Attitudes and perception of EU milk products: the share of consumers who agree
that EU milk products are high quality products.
- Awareness: the share of consumers stating that EU milk products are well known in
local market.
189
- Changes of awareness and behaviour before and during the implementation on the
Programme: dynamics of the share of consumers who have heard/seen, bought EU
milk products.
- Cross-analysis of the responses for the questions would allow revealing relations
between changes in awareness and behaviour, between changes in perception of EU
milk products and behaviour.
The survey according to the same methodology will be conducted each year in order to
compare and track the intermediate results with targets set for each year and assess whether
the results are as expected or if some changes should be made in order to improve the impact.
• Desk research. Official EUROSTAT information and information provided by the
Association will be analysed to supplement information received from consumer surveys.
Indicators reflecting achievements of the Programme are:
- Number of partners in Russia.
- Annual export volume and value from Lithuania by product group.
The above evaluations will be performed by independent external body each year in order to
systematically monitor results of the Programme. Interim evaluation reports will be prepared
after 1st and 2nd annual phases of the Programme, i.e. preliminarily in the 4th quarter of
calendar year. Final evaluation report will be prepared within 3 months after the ending of the
Programme.
29/30
34/40
European dimension:
Cost/efficiency:
8/10
18/20
190
Budget by action:
€
1st YR
2nd YR
3rd YR
Budget
In-store information and advertising actions250.775
357.700
267.700
876.175
I.1·
Advertising in retailer's catalogue
20.775
27.700
27.700
76.175
I.2·
Tastings and product consultations
230.000
330.000
240.000
800.000
Other information and advertising actions 461.200
511.200
522.800
1.495.200
II.1· Articles in press
127.600
139.200
150.800
417.600
II.2· Advertising in press
64.800
64.800
64.800
194.400
II.3· Outdoor advertising
268.800
307.200
307.200
883.200
III·
402.120
488.520
419.520
1.310.160
III.l. Presentations to professionals Moscow
59.840
59.840
59.840
179.520
III.2· Presentations to professionals St. Petersburg
56.560
56.560
56.560
169.680
III.3· Business meetings Moscow
26.160
26.160
26.160
78.480
III.4· Business meetings St. Petersburg
10.560
10.560
10.560
31.680
III.5· Conferences (during trade fairs) Moscow
52.740
52.740
52.740
158.220
III.6. Conferences (during trade fairs) St. Petersburg 16.760
16.760
16.760
50.280
III.7· Articles in specialized press
136.000
161.500
136.000
433.500
III.8. Advertising in specialized press
43.500
104.400
60.900
208.800
IV.
Advertising material
159.950
135.900
135.900
431.750
TOTAL ACTIONS
1.274.045 1.493.320 1.345.920 4.113.285
V.
Other direct expenses
213.847
248.932
225.348
688.127
V.l.
10.000
10.000
10.000
30.000
V.2· Implementing body's fee (13%)
165.626
194.132
174.970
534.728
V.3· Evaluation of the results (3%)
38.221
44.800
40.378
123.399
VI.
Actions for professionals
TOTAL DIRECT EXPENSES
1.487.892 1.742.252 1.571.268 4.801.412
Applicant's expenses (4%)
59.516
TOTAL
1.547.408 1.811.942 1.634.119 4.993.469
191
69.690
62.851
192.056
Co-financing plan:
€
1st YR
%
2nd YR
%
3rd YR
%
Total
budget
%
European Union
773.704
50%
905.971
50%
817060
50%
2.496.735
50%
Lithuania
464.222
30%
543.583
30%
490.235
30%
1.498.040
30%
Lithuanian Dairy
Association Pieno
Centras"
309.482
20%
362.388
20%
326.824
20%
998.694
20%
100% 1.811.942
100%
1.634.119 100%
4.993.469
100%
Total
1.547.408
Remarks:
Programme eligible:
Yes/No
1. Origin of the products needs to remain secondary to the central message of the campaign
(see Article 5(2) of Regulation (EC) No 501/2008).
Based on what is mentioned on page 10 under heading '4.1 Products and sectors concerned'
("And even though Europe is a well-known geographical area national identity of products
might serve as binding and persuasive message to promote generic EU brand") combined
with what we read on page 43 under the heading of '7. EU dimension of the Programme'
("Lithuanian Dairy Association believes it can best implement the objectives of the
Programme through national dairy products that fully represent strict EU requirements
and labels") a reminder of the above mentioned article seems in place.
The Proposing Organisation should therefore at all time avoid direct promotion of the
products on the basis of its origin.
2. Small adjustments need to be made to the budget table and the co-financement table
following rounding of numbers. Please make sure that the tables are adjusted accordingly.
For your information we add the parts that need to be corrected:
192
Budget table
V.
Other direct expenses
213.847
248.932
225.348
688.127
V.l. Cost of performance guarantee 10.000
10.000
10.000
30.000
V.2· Implementing body's fee (13%) 165.626
194.132
174.970
534.728
V.3· Evaluation of the results (3%)
44.800
40.378
123.399
38.221
TOTAL DIRECT EXPENSES 1.487.892 1.742.252 1.571.268 4.801.412
VI.
Applicant's expenses (4%)
59.516
TOTAL
1.547.408 1.811.942 1.634.119 4.993.469
69.690
62.851
192.056
Co-financing plan
1st YR
%
2nd YR
%
3rd YR
%
Total
budget
%
European
Union
773.704
50%
905.971 50%
817060
50%
2.496.735
50%
Lithuania
464.222
30%
543.583 30%
490.235
30%
1.498.040
30%
Lithuanian
Dairy
Association
Pieno Centras"
309.482
20%
362.388 20%
326.824
20%
998.694
20%
1.634.119 100%
4.993.469
100%
Total
1.547.408
100% 1.811.942
100%
good/average/poor
Yes/No
193
good/average/poor
89/100
1/4
Positive
CONCLUSIONS
Observation(s):
See note to the file Ares 223753
Recommendation(s):
[- To be accepted
- To be rejected]
194
Etat membre:
Pays-Bas
Titre du programme:
La plante du mois, 2013-2016
Stichting Bloemenbureau Holland
Stichting Bloemenbureau Holland
Organisme d’exécution:
non encore connu
Type de mesure:
Produit:
plantes vivantes et produits de la floriculture
Etats membres ciblés:
Allemagne, France, Royaume-Uni et Pays-Bas
Durée:
3 ans
Budget total:
5 999 972 €
28 septembre 2012
oui/non
(à vérifier ultérieurement)
oui/non
oui/non
Engagement écrit et signé de cofinancement par l'organisation proposante
oui/non
oui/non
oui/non
Le produit/pays cible est éligible
oui/non
oui/non
195
oui/non
oui/non
oui/non
oui/non
oui/non
Objectifs :
L'activité des producteurs de fleurs dans l'UE souffre sous la pression croissante de nouvelles
zones de production en Afrique de l'est et du développement de la production en Amérique
du sud, ainsi que de réorientations dans ses débouchés types. Cette évolution entraîne un
glissement de la production de fleurs coupées vers les plantes, ce qui risque de peser de plus
en plus sur les revenus des producteurs de plantes décoratives Dans cette évolution, un facteur
important réside dans le fait que les moyens de production tels que les serres et leurs
installations techniques ne peuvent être utilisées que pour la production de produits horticoles.
Le marché des consommateurs est en très forte évolution. Une partie croissante des personnes
font usage d'Internet et des médias sociaux; ces évolutions exigent du négoce floricole qu'il
développe un marketing qui colle à ce consommateur changeant. Cette situation se retrouve
avec des nuances minimes d'un pays cible à l'autre et appellent des réponses assez similaires:
les études (Nielsen) montrent que de manière générale les réclames visuelles extérieures sur
Internet et en télévision sont en forte croissance et qu'en revanche les dépenses de publicité
dans les médias imprimés tels que journaux et revues chutent. Il convient donc de mettre
l'accent sur des actions de promotion des ventes recourant aux médias sociaux. Les
campagnes de Bloemenbureau Holland ont pour objectif d'attirer et de retenir les
consommateurs existants et de diffuser le message par les médias sociaux, à travers les
consommateurs eux-mêmes. Il s'agit de mettre à profit le côté positif du style conversation des
médias sociaux. Le marketing sur ces médias est une composante importante des activités; il
permet d'approcher des groupes cibles de manière plus détaillée, avec un message s'adressant
aux intérêts spécifiques de ces groupes différenciés. La campagne "Plante du mois" servira à
cet égard de capteur d'attention, de déclic.
Stratégie :
La principale problématique dans les 4 pays est, compte tenu de leurs forces, de leurs
faiblesses, de leurs opportunités et des menaces qu'ils connaissent, pour l'essentiel la même.
C'est pour cette raison précisément que ces 4 pays ont été retenus comme cibles d'une même
campagne. Même les groupes cibles sont largement similaires, ce qui accroît l'efficacité des
actions. Le Bloemenbureau Holland mène du reste des études de marché permanentes via
notamment des abonnements à des panels de consommateurs. Avec cette campagne, il est
envisagé:
196
- une augmentation structurelle de la demande de plantes d'intérieur en exerçant une influence
positive sur le penchant, l'attitude des consommateurs à l'égard des plantes d'intérieur
- une augmentation structurelle des connaissances des consommateurs sur le contenu de la
palette de plantes d'intérieur. Ceci conduira également tout droit à une augmentation de
l'écoulement.
Dans la stratégie de communication, il est distingué entre trois piliers cohérents qui
contribuent à toucher un niveau aussi élevé que possible de consommateurs, tant sur le plan
quantitatif que qualitatif
- attirer des consommateurs par des campagnes et des activités (offline et online intégrées)
dirigées vers des groupes de consommateurs spécifiques
- la mobilisation des consommateurs intervient via des plateformes Internet orientées par pays
et qui augmentent l'implication de ceux-ci tout en constituant le point de départ du motif
central de campagne. Toutes les activités reviennent à ces plateformes.
- la diffusion du message et l'implication du plus grand nombre possible de consommateurs
dans les actions sont le fait du consommateur lui-même via les médias sociaux. De la sorte
se crée une valeur de conversation; des consommateurs inspirés et motivés servent
d'ambassadeurs pour la diffusion du message. Les relations ainsi nouées avec les
consommateurs sont ensuite continuées via leur réseau social.
Les actions sont complémentaires et créent des conditions favorables à l'intervention de
partenaires privés dans le secteur: commerce de gros et de détail. Ceux-ci sont informés sur
les activités afin de pouvoir y interférer en proposant les différentes sortes de plantes à
l'attention de leurs clients. Via ces partenaires Le Bloemenbureau s'adresse directement aux
consommateurs; la fourniture d'informations sur la campagne à destination des producteurs,
du commerce de gros, de détail et spécialisé veille à ce que les produits soient effectivement
disponibles pour le consommateur. La campagne met les partenaires du marché en situation
de communiquer chaque mois sur des cas concrets avec le client et consommateur, ce qui
conduit à accroître les débouchés. Les motivations, le choix des groupes cibles, la stratégie
retenue et les actions visibles forment de la sorte un tout cohérent et intégré.
Cibles :
Le programme vise 4 catégories distinctes de cibles, qui dans les 4 pays présentent une grande
convergence de traits (milieux cultivés, personnes intéressées à la nature, plutôt
individualistes, en quête d'intimité, acheteur classique avisé, un groupe qui présente des
possibilités de croissance). Ces groupes cibles représentent une grande part du secteur de la
consommation en général, sont sensibles au message de la campagne et évoluent facilement
sur Internet et dans les médias sociaux.
La campagne est d'abord orientée vers le consommateur, mais ne peut aboutir à des résultats
si d'autres maillons de la chaine ne sont pas impliqués dans la campagne de communication
(commerce de gros et de détail).
Thèmes :
Les thèmes à traiter pour toutes les activités de la campagne sont la promotion de
l'écoulement des produits, et la diffusion d'informations, dans la catégorie "plantes vivantes et
produits de la floriculture"
1° les plantes jouent un rôle important dans le penchant croissant pour le "vivant", le
"naturel", le beau et plein de style, l'harmonieux, le puissant, et elles répondent ainsi à une
tendance vers un retour au naturel, à l'ordre naturel, à plus d'harmonie et de détente
2° en mettant en éclairage les 36 sortes différentes de plantes d'intérieur, un assortiment élargi
de ces plantes est souligné, qui sont cultivées dans l'Union européenne et sont disponibles
pour le consommateur
197
3° les plantes accroissent le sentiment de bien-être. Dans la campagne, il n'est pas
explicitement fait appel à ce sentiment, mais il est implicitement fait référence à ces qualités
intrinsèques par la manière notamment dont leur expression visuelle est projetée.
Aspects couverts:
qualité
méthodes de production spécifiques
aspects sanitaires
étiquetage
- les plantes sont disponibles dans une vaste diversité
- elles donnent vie et énergie à votre entourage
- elles adoucissent l'air et ont un effet lénitif
- elles insufflent une nouvelle vie dans les relations des hommes avec la nature et entre eux
- les plantes rétablissent notre lien avec la nature
- les plantes nous rappellent les origines, le développement et l'évolution de la vie
- plus les hommes aiment apprendre des plantes, mieux cela est pour la nature sur terre
La campagne comprend un certain nombre d'activités formant un tout cohérent (un tableau en
annexe donne une description plus en détails de celles-ci, avec leur planification dans le
temps et la géographie, leur nombre, leur prix par unité, selon l'usage habituel). Ces activités
se subdivisent en 6 groupes principaux et sont, pour les 4 pays considérés et pour l'essentiel,
les mêmes sur le plan du contenu. Les budgets détaillés par pays donnent un chiffrage
individualisé. Les montants du budget sont bien souvent différents par pays, en fonction du
contenu, de l'infrastructure, de l'organisation des secteurs dans chaque pays. A noter que,
malgré la différence de population entre les Pays-Bas et l'Allemagne, la France ou le
Royaume-Uni, certains coûts y sont aussi élevés, une partie importante de la dépense étant
constituée par le thème, les photographies, Internet et les médias sociaux, tous domaines où le
nombre d'habitants joue un rôle moindre, voire nul.
La campagne prévoit une action par mois, à partir d'août 2013 et jusque juillet 2016 compris.
Elle est dans ses grandes lignes identique pour chacun des 4 pays, avec toutefois une touche
locale (NB : non définie). Quantités et prix peuvent varier (NB mais rien ne le précise,
chiffres à l’appui, dans la partie descriptive prévue à cet effet). Ces activités ont lieu au niveau
national ; les 3 premières sont dirigées vers le commerce de gros et de détail et servent à
renforcer la notoriété de cette partie de la chaine. Les actions 4 et 5 sont orientées vers le
consommateur. Les consommateurs des 4 pays peuvent prendre une part active à la campagne
via les médias sociaux. Les consommateurs, détaillants et grossistes dans d’autres pays (NB:
lesquels ?) peuvent certes prendre connaissance des actions via Internet ou un média social,
mais ne peuvent participer aux activités cofinancées.
198
Eléments préparatoires (non budgétisés et n’entrant pas en compte) : avant le début des
activités, et en coopération avec (des associations de) producteurs et de négociants, une liste
de 12 produits est dressée, qui seront retenus dans les 12 mois à venir comme « plante du
mois ».Tous les pays ont la même plante du mois.
Action 1 : annonces dans des publications professionnelles s’adressant au négoce de gros
et de détail.
Deux sujets d’annonce différents sont élaborés, pour usage par mois. Ils comportent le logo
obligatoire UE et des textes. La liste des plantes est au préalable largement portée à l’attention
des producteurs et du commerce de gros et de détail, afin qu’ils puissent veiller à assurer une
offre suffisante. Des annonces sont insérées dans des publications du commerce professionnel
des fleurs ; celles-ci permettent de couvrir 100% des points de vente.
Sont prévues pour ces insertions :
Allemagne : Gestalten u. Verkaufen, FDF, Fleurop/Interflora
France : Informations fleuristes, Euroflorist, Fleurop/Interflora
Royaume-Uni : Florist&Wholesale Buyer, Fleurop/Interflora
Pays-Bas : Bloemen&Blad, Fleurop/Interflora.
Action 2 Matériel points de vente pour magasins de vente au détail
Les produits sont photographiés dans différentes compositions faisant appel au goût de
différents groupes cibles. Le matériel photographique ainsi réalisé est utilisé tout au long de la
campagne. Pour le cas d’usages en dehors d’actions spécifiques, ce matériel est revêtu du logo
UE et de textes.
Le matériel en question est conçu pour utilisation sur la surface de vente ; il s’agit
principalement de posters de différentes dimensions. Les commerçants peuvent s’enregistrer
pour participer et peuvent télécharger le matériel (dossiers pdf protégés, non modifiables).
Préalablement au téléchargement ils doivent avaliser une boite avec les conditions, par
laquelle ils s’engagent à ne faire usage du matériel que pour la campagne, et acceptent la
déclaration de copyright interdisant tout usage hors cette campagne. Le matériel est pourvu du
logo UE et de textes.
Action 3 Matériel points de vente pour centrales d’achat commerce de détail
Des roll banners (2,5 m sur 0,8) sont réalisées pour chaque mois, avec le produit du moment ;
elles sont revêtues du logo UE et de textes. Ces roll banners (100 ex par pays, pour les
principaux points de vente) sont en aluminium standard et veerback, avec une couche pressée
de vinyl). Il s’agit de Cash and Carry où le détaillant effectue ses achats, de criées aux PaysBas, en Allemagne et en France et de marchés de gros dans les 4 pays. 1200 bannières sont
confectionnées par pays et par an. Elles servent à aiguillonner les détaillants acheteurs pour
qu’ils participent à l’action et préfèrent la plante du mois pour revente aux consommateurs.
Les gestionnaires des centrales d’achat doivent préalablement déclarer qu’ils n’intégreront pas
de texte personnel ni de prix sur les bannières. Chaque mois, les bannières sont distribuées par
pays aux centrales d’achat concernées. Cette distribution intervient par courrier ; elle ne peut
se faire en une seule fois, par expérience antérieure, car il faut éviter que le personnel des
centrales ne se trompe dans l’affichage du mois, ou n’affiche toutes les bannières en même
temps.
Action 4 Actions de Relations Publiques en direction du consommateur
Chaque mois, un rédacteur spécialisé rédige un document, avec le plus d‘information de base
utiles possible sur la plante du mois : données sur son usage, son image, les teintes
disponibles, les formes disponibles, la taille, l’emplacement idéal, les besoins en eau et en
nutriments et autres notions à connaître sont ainsi traités.
Cette information de base est mise à la disposition via des bureaux de relations publiques
(RP) dans le pays concerné, qui en fait une version nationale, tenant compte des préférences
199
nationales et des conditions du pays. Des articles avec des illustrations sont destinés aux
journaux, revues, sites web, stations radio et tv. Des conseillers en RP dans les 4 pays
conseillent dans la réalisation de ces activités par les bureaux de RP Ils jugent les
formulations élaborées, en termes d’efficacité, et mettent leurs connaissances spécifiques à la
disposition pour optimaliser la campagne. Des collaborateurs du bureau RP de chaque pays
entretiennent de très fréquents contacts avec la rédaction des journaux, revues, stations tv et
radio et des sites web dans l’optique de placer l’information ainsi préparée. Ils répondent à
des questions plus précises, fournissent des informations complémentaires et apportent leur
concours aux actions mettant en œuvre TV et radio en présentant la plante du mois et/ou en
facilitant la captation d’attention dans les programmes radio. Ils fournissent le contenu des
messages sur les médias sociaux, surveillent leur utilisation, réagissent à des déclarations
d’usagers de ceux-ci et donnent, par leur expression personnelle, un contenu et une impulsion
à cette partie de al campane (seeding/ensemencement). Ils assurent le suivi et la recension des
échos dans la presse (coupures).
L’élaboration d’une boite à outils est également prévue. Elle sert d’aide-mémoire pour les
personnes les plus engagées dans le déroulement de la campagne : rédacteurs de rubriques
plantes de la presse écrite, centrales d’achat du commerce de détail etc. Cette boite à outils
prend chaque année une forme différente et peut varier d’un modèle de bureau de campagne à
un calendrier reprenant toutes les informations sur les 12 prochains mois. Elle les aide à
planifier les actions et comporte une partie cd ou USB avec tout le matériel photo et posters
en PDF, revêtus du logo UE et des textes réglementaires. Ces PDF sont protégés. Les boites à
outil sont produites par pays, dans la langue de celui-ci, avec les logos et textes
réglementaires UE.
L’information pour la presse, les communiqués, le matériel photographique produits par un
bureau rp sont envoyés par poste aux rédactions. Toutes les rédactions, à l’expérience, ne sont
en effet pas pourvues d’équipement digital. Il a été constaté que l’envoi par poste est traité
plus sérieusement que de l’information livrée sous forme digitale et qu’elle présente un taux
de succès plus élevé.
Action 5 Internet et médias sociaux
Un site web est au cœur de la campagne ; chaque pays a le sien propre, mais le concept de
chaque site est identique.
Une application Win a Plant sera développée, où les usagers pourront engager un prix en
répondant à quelques questions sur la plante du mois ; le logo et les textes requis y figureront.
Les prix eux-mêmes (en l’occurrence la plante du mois) ne sont pas compris dans le budget.
Le lancement en année 1 sera suivi d’un entretien, et d’éventuelles mises à jour en années 2 et
3.
Une application Plant Quiz sera également développée, où les usagers des médias sociaux
ensemble et les uns contre les autres pourront disputer des jeux ; là encore logos et textes
requis seront présents. Aucun lot matériel ou financier n’est associé. Le lancement en année 1
sera suivi d’un entretien et d’éventuelles adaptations en années 2 et 3.
Le contenu du site web et des médias sociaux seront également assurés. Il est prévu la
production de textes ainsi que leur adaptation parallèle et du rafraichissement de leur contenu.
Production web vidéo. En utilisant les apports des utilisateurs des médias sociaux, de courtes
vidéos seront réalisées chaque mois et mises sur le canal YouTube de la campagne, avec des
liens par ce biais vers les médias sociaux. Il s’agit là d’un concept éprouvé qui donne libre
cours à beaucoup de circulation sur le réseau et soutient ainsi fortement la campagne. Un
éditeur/directeur est chargé de la production des vidéos, à charge pour lui d’en assurer la
présentation et de rassembler les résultats pour les coordonner dans un ensemble à publier
(hors budget).
200
Action 6 Publicité dans les médias.
Pour orienter de nouveaux contacts, et les contacts préexistants, des groupes cibles vers la page
Facebook de la campagne, des annonces seront publiées sur les sites web de toute une série de sites
web de l’actualité, ou féminins, ou de style de vie :
Allemagne : www.brigitte.de, www.gala.de, livingathome.de, Facebook
France www.journaldesfemmes.fr, www.plurielles.fr, Facebook
Royaume-Uni www.dailymail.co.uk, Facebook
Pays-Bas ww.nouveau.nl, www.libelle.nl, www.margriet.nl, www.nu.nl
Au niveau du consommateur, la connaissance sur les plantes d'intérieur et leurs qualités
intrinsèques s'accroît et la propension à l'achat ainsi que l'attachement à ces produits
s'améliorent. Il résulte de cette évolution une amélioration structurelle de la vente de ces
plantes.
Par plante prise isolément, un accroissement de 15% environ au moment où celle-ci est l'objet
de la campagne, par rapport aux ventes de l'année précédente.
Sur toute la durée de la campagne, une augmentation de la demande, pour toutes les plantes
d'intérieur collectivement, et dans les pays concernés par la campagne, de 5% en moyenne.
L'appréciation des résultats se fera sur base de protocoles élaborés par le Bloemenbureau en
coopération avec l'organisation professionnelle spécialisée Productschap Tuinbouw.
Bloemenbureau Holland confie la mesure des résultats à des bureaux spécialisés reconnus, qui
font entre autres appel à des centres d'appel et à des systèmes reliés à Internet pour
questionner des consommateurs de manière ciblée.
Le commerce de gros et de détail sont interrogés par le biais d'une liste de questions adaptées,
dans la mesure où leurs données sont connues, par e-mail et selon un système d'enquête, sur
les résultats quantitatifs et qualitatifs de la campagne.
- une mesure "zéro" en début de campagne, sur l'état des ventes des produits choisis fournit
les données de base avant l'impact attendu de la campagne
- une mesure "zéro" en août 2013 sur la connaissance, les penchants et la propension à l'achat
du consommateur fournit les mêmes données de base
- l'analyse quantitative portera chaque année sur les connaissances, la propension à acheter et
le penchant du consommateur, ainsi que sur son avis quant aux moyens de la campagne
- une analyse sera également menée chaque années sur l'opinion du commerce de gros et de
détail quant aux moyens de la campagne
- une mesure annuelle sera effectuée sur l'écoulement spécifique des articles au centre de
l'action, au niveau du commerce de gros et de détail, via des analyses des données
statistiques des centres de commerce de gros.
- au niveau du consommateur, l'analyse portera sur les quantités supplémentaires vendues
grâce à la campagne. Elle sera menée sur un échantillon représentatif d'interviews tant du
commerce de détail que des consommateurs.
- pour mesurer les changements intervenus dans les ventes de plantes d'intérieur, l'analyse
portera sur l'écoulement par mois et par produit durant la période de l'année précédant
l'action et, par la suite, dans les années concernées, pendant les périodes où l'action se
déroule.
L'impact de la campagne sur la totalité des ventes de plantes est important car la campagne a
une portée qui dépasse de très loin les seules plantes d'intérieur concernées chaque mois.
L'action génère en effet une affluence en magasin d'où résulte une amélioration de la vente
d'autres plantes que celles de la campagne isolément.
Eléments à prendre en compte dans l'analyse dans tous les pays concernés (consommateurs):
facteurs démographiques; notoriété de la plante d'intérieur du mois ; propension à l'achat
201
pendant ces journées et pendant la campagne; notoriété de la campagne; visibilité de la
réclame/des annonces dans le médium concerné; notoriété des spots radio ; notoriété des
posters et autres matériels points de vente ; notoriété des annonces ; notoriété par titre:
médium ; notoriété des sites web ; notoriété de la campagne sur les médias sociaux ;
estimation du matériel de campagne (et remarques éventuelles à ce propos) ; estimation de la
campagne ; influence de la campagne sur le comportement ; changements dans la propension
d'achat selon les incitations de la campagne; valorisation des détails et notoriété dans les
groupes cibles spécifiques ; niveau des dépenses des consommateurs pour la plante du mois et
pour toutes les plantes d'intérieur; changements dans les intentions d'achat.
Eléments à prendre en compte dans l'analyse dans tous les pays concernés (commerce de
gros et de détail):nombre de détaillants participant, nombre de grossistes participant,
connaissances sur l'existence de la campagne et sources de celles-ci, service (paquets de
matériel points de vente reçus, manière d'annoncer, notoriété du site web et visites ; utilisation
du matériel points de vente (quels éléments ont été utilisés, dans quelle mesure), appréciation
sur le matériel ; réactions des clients auprès du détaillant sur les actions et le matériel ; ventes
(% en plus ou en moins), par catégorie de point de vente ; développement de l'affluence en
magasin pendant les actions (par catégorie de point de vente); type de dépenses des clients,
disponibilité à prendre part à la campagne suivante.
Dimension européenne du programme
Le Bloemenbureau Holland est une organisation néerlandaise de marketing au service des
producteurs, du commerce de gros et de détail pour promouvoir la consommation de fleurs
coupées et de plantes d'intérieur. Au niveau du consommateur, il n'est jamais faut référence à
des formulations sur l'origine des produits. L'organisation ne cherche jamais, dans ses
campagnes génériques, à influencer le négoce et les détaillants sur le pays où acheter leurs
fleurs. La raison d'être du Bloemenbureau est de promouvoir un fonctionnement aussi efficace
que possible de la chaine commerciale, et notamment des points de vente de plantes
décoratives. L'influence des comportements, préférences et connaissances sur les fleurs
coupées et plantes décoratives est la méthode choisie pour accroître l'écoulement.
Les producteurs de plantes décoratives de tous les pays où la campagne se déroulera
profiteront de la campagne. Le commerce de détail dans les pays concernés achète des
produits sur les marchés de gros locaux ou directement chez le producteur, ou encore chez des
grossistes importateurs, quoique pas toujours directement d'autres pays. Les plantes d'intérieur
sont relativement peu importées de régions éloignées, du fait des coûts élevés de transport des
plantes. Le principe "local pour local' s'applique donc souvent dans ce secteur.
Les activités soulignent le grand assortiment cultivé dans l'Union. Ceci est dans l'intérêt de
chaque producteur dans les pays concernés, améliorant leur position concurrentielle.
Les actions conduisent à améliorer les possibilités d'opérer de toutes les parties concernées
dans la chaine. C'est la meilleure manière de prévenir de fortes perturbations dans la
production et par là, des troubles sur le marché pour tous les produits de l'horticulture, qui
font usage des mêmes moyens de production. L'accroissement des débouchés dans le cas des
plantes ornementales est la meilleure garantie qu'il reste de la place pour les producteurs de
fleurs coupées et de légumes sous serre. On évite ainsi des interférences entre sous-secteurs de
la profession, et cela permet de maintenir le calme sur le marché.
202
203
204
205
206
PLAN DE FINANCEMENT EN EUROS :
COFINANCEMENT
ANNEE I
%
UE
1 000 165
50%
991 290
50%
0
0%
0
1 000 165
50%
2 000 330
100
ETAT MEMBRE
PROPOSANT
TOTAL
ANNEE II
%
ANNEE III
%
TOTAL
%
1 008 531
50%
2 999 986
50%
0%
0
0%
0
0%
991 290
50%
1 008 531
50%
2 999 986
50%
1 982 580
100
2 017 062
100
5 999 972
100
Remarques :
Le programme est généralement bien orienté, étayé d'éléments précis reflétant la riche
expérience de l'organisation proposante et la forte technicité des actions envisagées. Ce
contexte constitue un a priori favorable à la demande, ce qui n'exclut pas certaines demandes
de précision ou d'éclaircissements portant sur des aspects particuliers de la demande, mais
sans en remettre en question l'économie d'ensemble.
oui/non
- le budget est à retravailler et à rendre plus lisible (répartition annuelle des dépenses
insuffisamment documentée, à calculer en €; Apporter plus de précisions sur les dépenses
envisagées, par exemple le coût unitaire qui figure uniquement dans les annexes et en tout
petits caractères; cette précision est à introduire dans la partie descriptive pour permettre une
analyse en profondeur de leur bien-fondé et du coût/efficacité
- en ce qui concerne les groupes-cibles, est-il possible de préciser le pourcentage de chaque
sous-groupe a atteindre, dans le public total
- apporter plus d'informations et donner des exemples précis sur ce qui est présenté comme "la
touche locale" pour les actions, afin d'en juger correctement la pertinence
- dans l'action "Gagnez une plante", qui paie pour les lots aux participants ?
(cohérence entre stratégie et objectifs, qualité des actions) bonne/moyenne/non adéquat
Oui/non
73/100
4/6
207
CONCLUSIONS:
Observation(s)
Les demandes de rectification ou de précisions ont été apportées, permettant une meilleure
compréhension de la portée et du coût/efficacité de ce programme, dont il est recommandé
l'adoption.
Recommandation(s)
[- à accepter
- à rejeter ]
208
Member State(s):
NL
Project AWARE - Promotion of Sustainably Produced
Pork
Ministry of Economic Affairs, Agriculture and Innovation
Dienst Regelingen
Team Projectsubsidies en Aanbestedingen
Postbus 19530
E-mail: [email protected]
Southern Agricultural and Horticultural Organization
(ZLTO) (Zuidelijke Land en Tuinbouworganisatie)
Onderwijsboulevard 225
5223 DE 's-Hertogenbosch
not yet selected
Type of measure:
Mixed
Product(s):
Fresh, chilled or frozen meat, produced in accordance with
a Community or a national quality scheme
Netherlands
Duration:
3 years
Total budget:
5.560.711 EUR
26/11/2012
Yes/No
to be selected
n.a.
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
209
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
to be selected
Objective(s):
For this program five specific and quantifiable targets were defined that are objectively
measurable:
1. 75% of the consumers know within three years what sustainable produced pork means in
relation to animal welfare and sustainability.
2. 75% of the consumers know within three years that sustainable produced pork exists, and
that this meat is produced with a higher standard for animal welfare.
3. An increase of 10% per year on the image of sustainable produced pork, measured at
consumers, adolescents and children.
4. An increase of knowledge of the production of sustainable produced pork with children,
adolescents and the member of the family who purchases the groceries.
5. In 2011 5-6% of the pork meat consumption per capita (total consumption per capita was
41,4 kg) in The Netherlands was sustainable produced with emphasis on animal welfare.
The target of the so called One Star Concept should be more than 40% after 3 years.
The program supports the implementation of the EU directive 2008/120/EC “The protection
of pigs regarding group housing of sows” and the EU ban on castration of pigs in 2018. These
goals also fit within the new CAP policy 2013 towards a more sustainable food production in
Europe.
The collected information in this program will be used to support the promotion of sustainable
and more animal friendly produced pork meat in other European countries.
Strategy:
The strategy of this program is twofold:
1. Knowledge through education and information.
2. Increasing transparency, by giving consumers and the media the opportunity to see and
experience for themselves how the pork supply chain works and how large the animal
welfare is in the pig sector.
The Proposing Organisation (PO) wants to implement this strategy by using a mix of
communication on production information. In the communication on production information
they place particular emphasis on the increased animal welfare. In addition, they want to
increase the consumer’s knowledge of the good quality systems in the pig sector. Thirdly, the
210
project must teach the consumer, adolescents and children that more sustainable production
methods are used to produce this pork.
The communication strategy will focus on the affective basis for consumers to inform and
involve them on the importance of sustainably produced pork. By seducing the consumer to
have a look in pigsties open to the public (zichtstallen) or viewing movies on the internet, this
project wants to inform the consumer on animal welfare in this sector for sustainably
produced pork.
The communication strategy is divided into three stages:

Agending:
- introducing mass media communication to reach the target audience and thereby
placing the message on the agenda;
- making educational- and informational movies

Informing:
- website with an informative and interactive aspect with as central theme
sustainability and animal welfare;
- PR actions based on facts and statistics;
- information packages and brochures that are being spread through retailers, farmers,
etc.;
- participation at events and conferences.

Activating:
- present at household fair with information on sustainable and animal friendly
production process;
- developing an “App” for the mobile phone, with news;
- specific actions for children and schools, like looking for a new toy for pigs;
- open days for the public at pigsties (zichtstallen);
- creation of internships on pigsties for adolescents.
Target group(s):
Consumers in general and more specific adolescents and children.
PO deliberately choose these target groups in order to inform the demand side in the meat
industry about the existence of sustainable and more animal friendly produced pork.
Therefore PO wants to offer clear information on the sustainable produced pork meat so that
consumers are informed about the production process and particular on the animal welfare
standards which are above legislation (e.g. non castration and space per animal).
By approaching foreign press (fairs) PO aims at a European spillover effect.
Themes:
The following themes will be included in the communication of the program:
1. The methodology of pig farming and the distinguishing characteristics of the production
process of sustainably produced pork
2. The quality of sustainably produced meat is managed through a quality system and the
meat is traceable by consumers
211
These themes are communicated through a combination of communication channels
Aspects covered:
quality
safety of food
labelling
Most important messages are:



Quality system that guarantees a specific production, which exceeds the legal standards.
Waterproof traceability of the origins of the meat.
Labeling which offers consumers the possibility to determine the quality and the origin
and characteristics of the meat.
The following messages will be transmitted:




In the Netherlands, pork is produced in partnership with several parties (pig farmers,
industry, retail and food service operators), which together produce meat which is
sustainable and complies with the non-statutory provisions of the Dutch Society for the
Protection of Animals. In doing so they take into account the society demands and trends
on increasing animal welfare. This quality system is being checked by independent
organisations.
The characteristics and requirements bound to the one-star certification on pork and the
effect on the welfare of the pig.
Consumers can trace the origin of the meat.
The consumer can determine through the label on the meat package that it contains
sustainably produced pork.
1. Development and maintenance online platform
To inform consumers PO intends to put a comprehensive online website in place, which is
inviting and holds a lot of information. The site should be appealing to all audiences. The
website will contain images, videos, information about the pig and production process. In
addition, the site will invite the consumers to have a look in the pigsties open to the public.
In addition, an app will be developed for mobile phones to give consumers information and
the latest news on sustainably produced pork meat. The information for feeding the app can
partly come from the website.
212
Action 1
2 Kokkerelli (content partner & portal: hosting
+ labour costs)
1 Concept development master plan (total
combination of all functionalities within
portal)
1 Content development
1 Monthly content refreshing
1 Inventory & interviews with media partners
1 Making partnerships with media partners
1 Exploitation partnerships
1 Overview / initialisation building portal
1 Functional design building portal
1 Esthetical design portal
1 Technical design portal
1 Development portal
2 Assisting development website & portal.
Delivery of information.
Execute user tests
1 Testing beta version portal
1 1e release beta version portal
1 Execute feedback + testing + bug fixing
1 Acceptation tests portal
1 Release portal
1 Hosting portal
1 Development mobile website
1 Development smart phone/tablet app per
platform
1 Issue analyse external tracking
Total
Hill &Knowlton (TBC)
1
VION
2
To be contracted
3
Year 1
Year 2
Year 3
Total
€ 25.000
€ 25.000
€ 25.000
€ 75.000
€ 19.275
€ 53.600
€ 15.600
€ 7.675
€ 7.680
€ 18.360
€ 13.600
€ 13.600
€ 13.600
€ 6.800
€ 81.600
€0
€0
€ 15.600
€0
€ 5.000
€ 15.000
€0
€0
€ 5.000
€ 5.000
€ 50.000
€0
€0
€ 15.600
€0
€0
€ 15.000
€0
€0
€0
€0
€ 25.000
€ 19.275
€ 53.600
€ 46.800
€ 7.675
€ 12.680
€ 48.360
€ 13.600
€ 13.600
€ 18.600
€ 11.800
€ 156.600
€ 67.250
€ 10.200
€ 3.400
€ 13.600
€ 6.800
€ 3.400
€ 9.000
€0
€ 42.750
€ 2.000
€0
€ 5.000
€0
€0
€ 9.000
€ 25.000
€ 16.500
€ 2.000
€0
€ 2.000
€0
€0
€ 9.000
€0
€ 126.500
€ 14.200
€ 3.400
€ 20.600
€ 6.800
€ 3.400
€ 27.000
€ 25.000
€0
€ 25.000 € 0
€ 25.000
€ 18.150 € 18.150 € 18.150 € 54.450
€ 408.190 € 247.500 € 128.250 € 783.940
2. Developing film
PO will use film to feed the various communication channels. The films will focus on the
welfare of the pig, but also on the production process. The main objective is to create
openness to the public and increasing confidence in de pig sector. Images from webcams will
be used on the website, but also in supermarkets and advertisements.
213
Action 2
3
3
3
3
3
2
2
Planning movie-content (labour
costs)
Selection locations for suitability,
location management etc
Shooting on location (30 days,
material, travel costs, 6 persons)
Final processing (30 working days +
rental costs studio)
Preparation for publication (3 days)
Selection locations local network &
interviews
Guidance shooting days on location.
Control final processing (year 3
partly by partner 1)
Total
Year 1
Year 2
Year 3
Total
€ 2.500
€0
€0
€ 2.500
€ 2.000
€0
€0
€ 2.000
€ 100.000
€ 100.000
€ 20.000
€ 220.000
€ 50.000
€ 25.000
€ 25.000
€ 100.000
€ 10.000
€ 2.000
€ 2.000
€ 14.000
€ 5.000
€0
€0
€ 5.000
€ 15.750
€ 20.750
€ 20.750
€ 57.250
€ 185.250
€ 147.750
€ 67.750
€ 400.750
3. Social network and media
To get society involved and informed about the pig industry and about sustainable produced
pork meat, PO will use social media to target different groups.
In the first year a strategic plan is developed on which networks PO wants to be connected to
and the main messages and the specific communication strategy are set. Also in the first year,
the promotion through social media starts.
In years two and three more will be invested to keep the campaign interactive and attractive.
The networks should remain interested and feed more and new information. An external
organization will help to set up the campaign and manage it.
Action 3
1
1
1
1
1
1
1
1
1
1
2
Media strategy plan
Determine & actualise Q&A's
Pro-active media-approach
Media-approach & support pressevent (max 250p per event)
Design platform (face book page &
widgets)
Month-costs moderation
Definition social media identity
Briefings & debriefings agency's
Training employees (5-10p)
Project management PR-agency
Co-development content for social
media
Total
Year 1
€ 9.700
€ 15.900
€ 16.300
Year 2
€0
€ 7.500
€ 20.000
Year 3
€0
€ 2.500
€ 20.000
Total
€ 9.700
€ 25.900
€ 56.300
€ 16.720
€ 10.000
€ 10.000
€ 36.720
€ 9.800
€ 24.750
€ 11.450
€ 12.800
€ 12.450
€ 36.000
€ 3.000
€ 24.750
€0
€ 2.500
€ 5.000
€ 36.000
€0
€ 24.750
€0
€ 2.500
€ 5.000
€ 36.000
€ 12.800
€ 74.250
€ 11.450
€ 17.800
€ 22.450
€ 108.000
€ 75.750
€ 241.620
€ 26.250
€ 135.000
€ 30.250
€ 131.000
€ 132.250
€ 507.620
214
4. Developing promotional and educational material
Children and adolescents are a target group of the project. To reach them teaching materials
will be developed, that schools can use. In addition, there will be specially developed
promotional material aimed at children or adolescents. This material will be distributed
among the pigsties (‘zichtstallen’), or can be downloaded from the website. This material will
inform children and adolescents and activate those who want to know more about the pig and
the entire chain of production for sustainable produced pork meat.
In the first year, the costs are the highest because PO will develop the strategy and a concept.
The material will also be written. In the second and third year, the material will only be
modified, and extended with new ideas. In addition, the packages for promotional campaigns
will be printed.
Multiple message development workshops will be organized in order to come to effective
messages that work and will be used in all communication activities in relation to teaching
material. Before and during the programme messages and design will be tested on its
effectiveness by the target group.
Action 4
3
3
3
3
1
1
1
1
2
Preparation overview
Communication strategy
Concept development
Production costs (flyer, brochure,
posters etc.)
3 Message development workshops
(25p per workshop)
Preparation documents, incl. 1
feedback round (questionnaire)
Quantitative testing of messages
Qualitative testing of messages
Supplier of material for development
of teaching material.
Co-writing teaching material.
Design teaching material
Total
Year 1
€ 2.500
€ 5.000
€ 5.000
Year 2
€0
€0
€0
Year 3
€0
€0
€0
Total
€ 2.500
€ 5.000
€ 5.000
€ 25.000
€ 44.000
€ 20.000
€ 89.000
€ 10.000
€ 6.500
€0
€ 16.500
€ 8.550
€ 7.175
€ 12.860
€0
€0
€0
€0
€0
€0
€ 8.550
€ 7.175
€ 12.860
€ 32.750
€ 108.835
€ 32.750
€ 83.250
€ 25.250
€ 45.250
€ 90.750
€ 237.335
5. Organization of open days, communication training and accompanying material
To promote the pigsties open to the public (zichtstallen) open days will be organized several
times a year as of Y2. The open days will be advertised in supermarkets (retailers), in schools,
on the website, etc. Consumers will be invited to come and look in the pigsty.
The open days will have additional activities such as special information packages a
nd promotional material; experts will be present to answer questions, special activities for
children and snacks with ingredients of sustainable produced pork meat.
People involved in the campaign who will take up tasks as spokespersons will be offered
mediatraining.
PO foresees to organize at least one open day per quarter each season at the participating
farms.
215
As PO expects a high interest for these days, and the aim is to activate visitors (buy the
product), a professional (marketing & sales) guidance will be necessary on different locations.
Guiding visitors , explaining the production chain, being able to explain differences and
sharing expertise concerning the profession and the industry.
Specifically for the young participants, professionally ‘tailored’ activities will be set up, from
creative games to caretaking and animation. On top of this, the programme will have a
spillover on European level through an aimed approach of the foreign press.
To the staff of the pigsties open to the public (max 3 collaborators per pigsty), communication
training will be given to support them with their new role to provide information to visitors to
their farm. PO will hire a training agency, to develop and give such training.
This communication training will be given every year to the staff of newly added pigsties
which are open to the public. A total of 15 communication training will be given with a
duration of 1 day, preparation of the trainers not included. One training will cost
approximately between €8000,- and €10.000,- al costs included.
Action 5
3
1
3
3
3
2
2
3
3
3
2
2
Planning & location open days
Media training (max 25)
Material (overhead, paper, stable
signs)
Publicity
Travel costs (max 0.19c/km)
Recruitment participants (farmers)
Guidance Open days
Planning communication training
sessions for stable employees
Development training for stable
employees
To execute training (1day per
training, total 15)
Co-development communication
training
Guidance communication training
on location
Total
Year 1
€ 5.000
€ 12.400
Year 2
€0
€ 2.500
Year 3
€0
€ 2.500
Total
€ 5.000
€ 17.400
€ 5.000
€0
€0
€ 8.000
€ 30.750
€ 20.000
€ 20.000
€ 10.000
€0
€ 38.750
€ 20.000
€ 20.000
€ 10.000
€0
€ 38.750
€ 45.000
€ 40.000
€ 20.000
€ 8.000
€ 108.250
€ 2.500
€0
€0
€ 2.500
€ 10.000
€0
€0
€ 10.000
€ 70.000
€ 40.000
€ 40.000
€ 150.000
€ 7.500
€0
€0
€ 7.500
€ 49.250
€ 200.400
€ 51.750
€ 183.000
€ 51.750
€ 183.000
€ 152.750
€ 566.400
6. Design and development of an exhibition stand and networking meetings
Within this program there will be an exhibition stand designed and created, to visit several
fairs each year (Libelle Week, Household Fair, Horecava, etc.).
European journalists will be invited to inform them about the developments on the production
of sustainable produced (in particular more animal friendly) pork meat. European fairs such as
Anuga and Sial will also be targeted.
Each year PO intends to be present at fairs/exhibitions with adapted promotional material.
The costs of renting floor space (and if necessary a booth), but also designing and developing
the material is included in the budget.
216
Once a year a network meeting will be held to bring representatives of the target groups of
the programme together. On the agenda of this network meetings will be discussions on the
results of the programme as well as getting input for the activities at hand.
Action 6
2
2
1
1
3
2
Yearly network meeting (max 250
participants). Rental costs
/catering etc.
Organisation yearly network
meeting labour costs
Fair & action strategy
Project management 4 events p.
year
Stand + floor costs fairs/events
Participation fairs/events
Total
Year 1
Year 2
Year 3
Total
€ 50.000
€ 50.000
€ 50.000
€ 150.000
€ 4.000
€ 5.760
€ 4.000
€0
€ 1.200
€0
€ 9.200
€ 5.760
€ 36.900
€ 70.000
€ 18.750
€ 185.410
€ 36.900
€ 70.000
€ 18.750
€ 179.650
€ 36.900
€ 70.000
€ 18.750
€ 176.850
€ 110.700
€ 210.000
€ 56.250
€ 541.910
7. Advertisements
To reach all goals, the communication of the messages will also be in advertisements. These
ads will be placed in supermarket magazines, magazines for different audiences, and
newspapers. The ads will be inviting and recognizable. An example of an advertisement will
be on the promotion of the open days at the pigsties (‘zichtstallen’).
Depending on the phase of the project, various messages are communicated through
advertisements. Every year there will be costs for the design and the placement of these ads.
The number of ads will depend on the magazine and the chosen strategy. Each year four
separate ads will be developed and published in magazines, newspapers and online.
Action 7
1
1
1
3
2
Advertising strategy
Briefings & debriefings
Advertising &design agency
Project management advertising
agency
Placing costs advertisements (see
specification)
Co-development strategy &
briefings. Delivery information
for advertisements
Total
Year 1
€ 9.600
Year 2
€0
Year 3
€0
Total
€ 9.600
€ 12.000
€ 5.000
€ 2.500
€ 19.500
€ 41.250
€ 41.250
€ 41.250
€ 123.750
€ 375.000
€ 375.000
€ 375.000
€ 1.125.000
€ 21.250
€ 459.100
€ 21.250
€ 442.500
€ 17.250
€ 436.000
€ 59.750
€ 1.337.600
217
Title/medium
Publisher
Opla
ge
Freq
1/1 f.c.
'12
Numb
er
Total
Libelle
Sanoma Media Netherlands
B.V.
43198
9
weekly
25990
6
€
155.940
Home and Garden
B.V.
53323
10 x per
year
4850
15
€ 72.750
Vriendin
Audax Publishing
11538
4
weekly
7550
6
€ 45.300
VROUW
Telegraaf Media Nederland
B.V.
72121
0
weekly
18800
15
€
282.000
RADAR+
Hilversumse Media
Compagnie CV
71972
6 x per
year
6995
6
€ 41.970
Delicious
B.V.
43300
12x per
year
7650
6
€ 45.900
AllerHande (Albert
Heijn)
Albert Heijn Communicatie
2E+0
6
12 x per
year
37400
9
€
336.600
63
€
980.460
Budget
€
1.125.00
0
Vrije ruimte
€
144.540
8. PR activities for professionals and general media
This program has the ambition to change the image in the media about the animal welfare
pigs in the Netherlands and their production. The information focuses directly on consumers
but also on information and consumer organizations, educational institutions and
professionals such as dietitians, caterers and restaurant owners.
Besides of the already existing supermarket channel PO would also like to service other
consumer channels with durable and animal friendly pork (out of home market:
restaurants/hotels, institutional kitchens as hospitals, nursing homes and catering in
companies and in schools). The fame and features of sustainable pork meat will have to be
increased. This requires promotional activities that will be carried out to these groups to reach
and inform them.
Depending on the phase of the programme promotional activities will be planned.
218
Action 8
3
3
2
Promotional actions for professionals
(catering, nutritionist and out of home
markets)
(give-a-ways, advertisements etc)
Professional media activities (articles,
interviews etc.)
Executing professional media
activities
Total
Year 1
Year 2
Year 3
Total
€ 50.000
€ 50.000
€ 50.000
€ 150.000
€ 25.000
€ 25.000
€ 25.000
€ 75.000
€ 30.250
€ 105.250
€ 21.250
€ 96.250
€ 21.250
€ 96.250
€ 72.750
€ 297.750
9. Own Activities
Action 9 is the overview of the different actions of all activities of this program which will be
executed by ZLTO. In addition to the general monitoring of the actions there is the
consultation of the implementation body and the financial handling per action. There are
substantive tasks per action.
Travelling costs are, if applicable for the task, mentioned separately.
Action 9
price p hour = € 80 ,-
Action 1
Action 2
Action 3
Action 4
Action 5
Action 6
Action 7
Action 8
Action 9
Co-development website &
portal. Information delivery.
Excecuting usertests
Selection locations.
Supervise filming days.
Control final processing
Co-development &
compilation content for social
media
Delivery of material for
teaching material.
Co-writing teaching material.
Design.
Recruitement participants.
Guidance open days.
Organisation yearly network
meeting. Participation fairs.
Co-development
communication training.
Guide trainings at locations.
Co-development strategy +
briefings. Delivery
information for
advertisements.
Executing professional media
activities.
Total actions 1 to 9
Year 1
Year 2
Year 3
Total
€ 42.400
€ 34.400
€ 34.400
€ 111.200
€ 24.000
€ 24.000
€ 24.000
€ 72.000
€ 60.800
€ 34.400
€ 38.400
€ 133.600
€ 26.000
€ 24.000
€ 20.000
€ 70.000
€ 20.500
€ 24.500
€ 28.500
€ 73.500
€ 12.250
€ 12.250
€ 12.500
€ 37.000
€ 4.500
€ 4.500
€ 4.500
€ 13.500
€ 8.000
€ 8.000
€ 4.000
€ 20.000
€ 1.000
€ 175.850
167.050
€ 1.000
€ 176.100
167.300
€ 3.000
€ 560.200
533.800
€ 1.000
€ 208.250
199.450
Additional action: Pigsties open to the public
219
(No budget planned.)
In a pigsty (‘zichtstal’) the public can come and see the pigs for free and without an
appointment, with no danger of contamination or disease transmission by direct contact with
the animals. A sort of skybox will be available, allowing the audience to see throughout the
pigsty, without delivering unnecessary stress to the pigs. Currently there are 17 pigsties open
for the public, located throughout the Netherlands. The new pigsties will ensure that the
current network is expanded, aiming for national coverage of four pigsties in every province,
with pigsties also near large cities. This allows the consumer to visit these and close to home
how sustainable and animal friendly pigs are kept, and thereby pork meat is produced, in the
Netherlands.
In total 50 of such ‘zichtstallen’ will be open to the public throughout the Netherlands at the
end of this program. The pig farmers will be approached to sign up as ‘zichtstal’. The order of
the conversion of the pigsties is determined by ZLTO based on their geographical location.
Anticipated impact:
The following studies will be performed to measure the impact of this program:



At the start of the project a baseline study will be conducted in The Netherlands on the
image in society of sustainable produced pork meat and the production methods.
During the campaign, each year a study will be held and a few months after the end of the
activities of the program, a final study will be conducted.
The effectiveness and impact is measured on the chosen messages in the target groups.
Following are the quantifiable objectives of the programme:
1. 75% of the consumers know within three years what the One Star Concept means in
relation to animal welfare and sustainability.
2. 75% of the consumers know that there is sustainable produced pork with an improved
animal welfare.
3. An improvement of 10% per year of the measured image of sustainable produced pork
meat amongst consumers, adolescents and children.
4. The sales target of the so called One Star Concept – sustainable pork meat - should be
more than 40% after 3 years. The current level (2011) is 5-6% of the pork meat
consumption per capita in The Netherlands.
220
5. Improvement of knowledge on production method of sustainable produced pork meat
(One Star Concept, improved animal welfare) in Europe.
6. Improvement of knowledge on production method of sustainable produced pork meat
amongst children, adolescents and family members who buy groceries, amongst others
through visiting pigsties.
To measure the impact on the goals and main messages within the target groups, an
independent market research organization will be contracted at the beginning of 2013.
The contracted party will have to perform two studies.
One regarding the improved knowledge amongst consumers, adolescents and children
regarding the production process and the existence of sustainable produced pork meat and its
impact on animal welfare. The study in year 1 will be the baseline study.
A second will have to study the image, with an emphasis on the effect on the image amongst
the different target groups. The image study in year 1 will serve as baseline study.
Attainment of objective 4 (sales target) will be measured using the regular study of the
Agricultural Economic Institute.
25/30
25/40
European dimension:
Cost/efficiency:
5/10
14/20
221
Budget by action:
€
Activities
Year 1
Year 2
Year 3
TOTAL
247.500
147.750
128.250
67.750
783.940
400.750
135.000
131.000
507.620
83.250
45.250
237.335
183.000
183.000
566.400
179.650
442.500
176.850
436.000
541.910
1.337.600
96.250
96.250
297.750
167.050
167.300
9,5%
2.093.505
0
0
9,9%
1.681.950
0
0
11,7%
1.431.650
0
0
10,3%
5.207.105
0
0
0%
0%
0%
0%
61.758
<3%
2.155.263
49.618
<3%
1.731.568
71.583
5%
1.503.233
182.959
5.390.064
57.696
<3%
2.212.959
46.153
<3%
1.777.721
39.410
<3%
1.542.643
143.259
<3%
5.533.323
Action 1: Development + maintenance
408.190
online portal
185.250
Action 2: Developing film
Action 3: Develop and start up social
241.620
network and media
Action 4: Developing promotional and
108.835
educational material
Action 5: Organisation of Open Days
200.400
+ accompanying material
Action 6: Fairs and exhibitions +
185.410
network meetings
459.100
Action 7: Advertisements
Action 8: PR activities for
105.250
professional + general media
Action 9: Own activities +
projectmanagement + control all
199.450
actions
Max. 50% of actions (B1.1,1)
Total for the actions (1)
Implementing body's fees (max. 13% of
Actions 1-9; annex III, point B 1.2)
Evaluation of the results of the measures
(max. 3% of actions 1-9 (1), annex III,
point C 5)
Total direct costs for the programme
(2)
Overheads (max. 3% of (2) minus (9)
(=Actions ZLTO), annex III, point A 2)
533.800
TOTAL FOR PROGRAMME
Co-financing plan:
€
EU
Member State
Total
Year 1
Amount
1.106.479,5
0
1.106.479,5
2.212.959
Year 2
% Amount
50 888.860,5
0
0
50 888.860,5
1.777.721
222
Year 3
% Amount
50 771.321,5
0 0
50 771.321,5
1.542.643
Total
%
50 2.766.661,5
0 0
50 2.766.661,5
5.533.323
Remarks:
This proposal is a reintroduced version of the proposal that was refused in July 2012. Main
shortcoming then was the lack of details and unit costs which made a proper assessment of the
cost/benefit ratio very difficult combined with hard to realise objectives.
Following the refusal the PO requested for a meeting during which more explanation was
given concerning the reasons for refusal.
The PO made an effort to take into account the remarks that lead to the earlier refusal though
the current proposal still has some fundamental weaknesses. The proposal is for example too
vague at some points and the objectives appear very ambitious and the cost/benefit ratio
seems rather off balance.
Based on the experience of the PO (see point 3.5 in the proposal) one could expect a more
elaborated and coherent proposal with sufficient details based on previous experiences in
comparable projects.
The European dimension of the programme is quite limited and very indirectly. As the
Member State already correctly indicated in their evaluation (5/10) the impact on EU level is
doubtful.
Programme eligible:
Yes/No
Page 8 of proposal: 170 out of 5.952 pig farms participate in the One Star Concept and
produce 1,25 mio pigs:
-> what is the estimated market value of this subsector?
-> are the above mentioned numbers (170/5.952, 1,25 mio) up to date as they are
the same as the ones mentioned in the June 2012 proposal that was refused?
Page 13 of proposal: Set of objectives appears to be very ambitious:
-> on what basis was the objective of obtaining twice the 75% goal concerning
knowledge amongst consumers set, knowing that there hasn’t been a baseline
study to support it?
-> improving measured image by 10% per year: please explain what is meant with
“measured image”?
-> “An improvement of the knowledge concerning the production of sustainable
produced pork meat”: please precise what will be considered as an
improvement (what are the benchmarks) and explain how this variable will be
measured?
-> how will the objective of improving sales of sustainable produced meat by 35%
over three years be possible with only 170 out of 5952 pig farmers currently
producing One Star Concept pork meat?
Page 18, 20-23 of proposal: Lack of details of certain actions:
-> Action 2 – Development of film material: how are the labour costs related to
the script (‘draaiplan’) calculated?
-> Action 4 – Development of promo material & educational material: provide
more details on ‘Productiemiddelen’ (note: this probably had to be
‘Promotiemiddelen’, ‘means of promotion’ instead of ‘means of production’
what is written now), what are the unit costs, the number of brochures, flyers,
posters etc. that will be produced, what will be the content and set up of these
products?
223
-> Action 5 – Organisation of Open Days & accompanying material:
how many media training sessions will be organised, how will participants be
selected, what will be the content of these training sessions?
according to the description communication training sessions in year 1 are
foreseen for a maximum of 45 collaborators resulting in a cost of approx. 1700
EUR/participant; please explain the cost build up of this price?
provide more details on the co development of the communication training
sessions (7.500 EUR) and the guidance of training sessions on location
(152.750 EUR).
-> Action 6 – Organisation of fair stand & network meetings:
projectmanagement for 4 events a year is foreseen (110.700 EUR): provide
more details on the choice of events; is this projectmanagement only foreseen
for the fairs or are the network meetings included?
provide more details on the costs for participating at fair (56.250 EUR).
-> Action 7 – Advertisements:
explain the double cost of strategy development and briefings (29.100 EUR
and 59.750 EUR) to be performed by two different contracters
more details must be provided in relation to the planning of advertisement
placement in order to assess properly the effectiveness of the approx 20
advertisements a year (period of publishing, choice of title, etc.)
-> Action 8 – PR activities for professional & general media:
in the proposal the following is mentioned in relation to this action: ‘Planning
of promotional activities will depend from the phase of the programme’: this is
too vague and a more detailed action plan for this action is needed.
-> Action 9 – Own activities:
despite some details mentioned in annex 4 in relation to the personnel, more
details must be provided concerning the personnel, their competences,
experience and tasks they will take up in the programme.
Page 23 of proposal: Mistake in table related to action 9:
-> Calculations in table are wrong, totals should be 199.450 EUR, 167.050 EUR,
167.300 EUR and 533.800 EUR.
Page 28 of proposal: European dimension:
-> The claimed European dimension of the proposal is very indirect. Co-financed
programmes normally ought to have a more direct impact at the EU level
though this proposal does not satisfy on this point.
Since the programme's targeted Member State is limited to the Dutch internal
market and further the European dimension is limited to a number of foreign
press contacts during fairs, this aspect of the proposal is not sufficient.
Page 29-30 of proposal: Budget table & co financement table:
-> Following the above mentioned mistake on page 23, the budget table and
accordingly the co-financement table must be corrected.
224
good/average/poor
very indirectly
good/average/poor
69/100
5/6
n.a.
CONCLUSIONS
Observation(s):
On 15/01/2013 a request for additional information was sent to the Dutch authorities (Ares
39864).
By letter of 18/02/2013 (Ares 207035) the requested information was partly provided due to
which the final acceptance of the proposed programme had to be postponed.
On 19/02/2013 an additional oral request for information was expressed towards the Member
State. On 21/02/2013 we received a reply by email (Ares 226692).
A note to the file was edited on 22/02/2013 (Ares 234524) describing the requested
information and the provided replies by the Member State.
Recommendation(s):
[- To be accepted
- To be rejected]
225
Member State(s):
NL
”SKV Kwaliteitslabel” (SKV Quality label)
Dienst Regelingen
Postbus 19530
The Foundation for Quality Guarantee of the Veal Sector
(SKV)
Laan van Vollenhove 3229
Postbus 795
3700 AT Zeist
not yet selected
Type of measure:
Information
Product(s):
Fresh, chilled or frozen meat, produced in accordance with
a Community or a national quality scheme
Netherlands, France, Germany and Italy
Duration:
3 years
Total budget:
348.715,5 EUR
26/11/2012
Yes/No
to be selected
n.a.
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
226
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
to be selected
Objective(s):
To educate consumers, opinion makers and (retail) buyers about the SKV quality system.
Because consumers will get familiar with the SKV quality label they will be ensured that the
food safety is guaranteed.
Strategy:
The strategy of the program is a coherent set of activities to achieve the objective. In order to
meet this strategy SKV will use the SMART principle. Below is shown how these objectives
are met.
1. Specific: the objective is specifically aimed at the target groups that are described in the
project plan. Applied measures are chosen in function of the target group.
2. Measurable: the effect of the programme will be measured during the yearly evaluation
and at the final evaluation at the end of the programme. The result of the programme will
be measured by the familiarity of SKV values amongst the target group.
3. Acceptable: the effects and the expected results are drawn up in collaboration with sector
stakeholders. The effects and expected results are therefore acceptable to the sector.
4. Realistic: the goal is realistic. The campaign aims the limited resources to the right target
group.
5. Time bound: duration of the campaign is 36 months. The goal is that confidence in
controlled veal increases during the campaign. The aim is that during the campaign,
opinion-makers and decision-makers are repeatedly informed on the guarantees of SKV
controlled veal labels.
Target group(s):
1. Distributors and groups of distributors.
2. Journalists and opinion makers.
3. Consumers and consumer associations.
Consumers will be informed by opinion and decision makers, trust in veal will be increased.
Distributors and groups of distributors will be reached by fairs and advertisements.
Consumers that are actively seeking information will be directed to the campaign websites.
Also young consumers will be informed throughout school information. The interest for food
227
safety amongst the consumer is increasing. In addition, the target group journalists and
opinion makers will be informed about the values of the SKV.
Themes:
1. Food Quality. The programme contributes to this theme because it increases knowledge on
how the quality of veal is guaranteed.
2. Food Safety. Food safety refers to the food safety that the SKV guarantees. The SKV
quality label ensures that during the production no forbidden substances are used.
3. Trust. The goal of the campaign ‘SKV Quality Label’ is to increase the trust in controlled
produced veal.
Aspects covered:
quality
safety of food
labelling
Consumers are guaranteed that quality was the primary consideration during the production
and processing of this meat, and that no forbidden growth stimulators are used during
production. Veal producers cooperate voluntarily with the SKV to ensure that they deserve
the SKV quality label. The SKV quality label is a standard for food quality and food safety.
SKV has a limited number of employees for their common activities. SKV cooperates with
Co-More for services as project management, human resources, management and facility. The
staff deployed for this project is the project manager with a tariff rate of 77 EUR.
Following is the description of how this programme will be carried out.
1. Media
There will be a semi-annual newsletter in Dutch, German, Italian, English and French.
Distribution of this newsletter will be done digital and by hard-copy. In addition to the
newsletter advertisements will be placed in different media. The media that are chosen are
media in France, Germany and Italy. Besides the newsletter information brochures are
printed. These brochures will be distributed by affiliates. Also SKV will send press releases to
the international press when there is news about the SKV quality label.
2. Internet
A new campaign website will be developed. This website will be available in 5 languages
(Dutch, German, Italian, English and French). This site can also be used as evaluation tool,
because the numbers of visitors can be measured. Besides the use of a website the campaign
will also make use of social media. For this part a social media script is included. Additionally
a banner for affiliates will be developed.
228
3. Information and education
Part of the campaign is an information package for schools. This can be used for teachers who
want to inform their students about the values of controlled veal. With this part of the
campaign SKV wants to reach young/future customers.
Also journalists from targeted countries will be invited to experience live where the SKV
quality label stands for. Journalists that will be invited are active in retail magazines. They
will be shown how the samples are taken, how the certificate issue works, how the samples
are analysed at the laboratory and which proceedings are required in the office. Included are
costs for a hotel, travelling costs and expenses of 12 hour guidance by a SKV employee.
Every year 3 journalists will be invited. This is an own activity.
4. Fairs
Part of the campaign is attending fairs that are related to the distributors. For these fairs two
different fair packages will be developed, one for the primary sector and one for the retail. For
these fairs a mixed programme was chosen with different fairs to ensure that the different
target groups will be reached. During the fairs an employee of SKV will occupy the stand to
inform the visitors. For budgetary reasons only Dutch fairs will be attended. The following
fairs will be visited: ‘Horeca relatie dagen’ (Hardenberg), ‘Landbouwdagen intensieve
veehouderij’ (Hardenberg & Venray), ‘Gastronomie’ (Utrecht) and ‘Horecave’ (Amsterdam).
This is an own activity.
229
Time table "SKV QUALITY LABEL" Year 1 May 2013 - April 2014
Nr
Action
Pla ce
Pe riod
costs
Advertisements
Eurocarni
Les Marches
Eurocarni
lebensmittelzeitung
Les Marches
italy
France
italy
germany
France
Quarter 2 of 2013
Quarter 2 of 2013
quarter 4 of 2013
quarter 4 of 2013
quarter 4 of 2013
€ 750
€ 1.600
€ 750
€ 17.000
€ 1.600
€ 21.700
May-13
€ 5.000
dec-13
€ 11.125
apr-14
€ 11.125
€ 27.250
1 Media
1.1
Total advertisements
1.2 News letter
Development
1st edition (compose, photography,
illustrations, translation an digital
sending)
2nd edition (compose, photography,
illustrations, translation an digital
sending)
Total newsletter
1.3
Press releases
1.4
Print
news letter (print run 2000 psc A3 folded a4)
Informative printing incuding
development photos, illustrations and
printing (print run double sides a5 10.000
pcs)
Year 1
€ 6.500
dec-13
mrt-14
Year 1
€ 2.000
€ 4.000
€ 59.450
Total print
Total Media year 1
2 Internet
2.1
2.2
2.3
Total Internet year 1
3 Information and education
Develop new site including design, phot's and translation in 5 languages
jun-13
Social media script
jun-13
banner for affliates
jun-13
3.1
Scool information
Total information and education
Netherlands
€ 1.000
€ 1.000
Year 1
€ 30.000
€ 3.333
€ 250
€ 33.583
€ 1.500
€ 1.500
4 Own activities
4.1
4.2
4.3
4.4
4.5
4.6 inform journalists
Horeca relatie dagen
Rent of location
Staff 14 hours/day 3 days77/hour
Fair package retail
Total fair
Hardenberg
Liv
Rent of location
Fair packet sector
Total fair
Hardenberg
Gastronomie
Rent of location
Total fair
Utrecht
Horecave
Rent of location
Total fair
Amsterdam
Liv
Rent of location
Total fair
Venray
travveling costs journalists 3*300
hotel 3*105
Supervision 3*12uur *€77
meals 3*150
total
Total Own activities
sep-13
€ 1.720
€ 3.234
€ 2.000
€ 6.954
okt-14
€ 1.800
€ 3.234
€ 2.000
€ 7.034
nov-13
€ 1.750
€ 3.234
€ 4.984
jan-14
€ 1.750
€ 3.234
€ 4.984
feb-14
€ 1.750
€ 3.234
€ 4.984
€ 900
€ 315
€ 2.772
€ 450
€ 4.437
€ 33.377
Overhead
overhead fairs (transportation, meals)
€ 500
fees
Baseline survey
€ 10.871
€ 2.000
Yearly evaluation
€ 3.837
Total Year 1
€ 145.118
230
time table "SKV QUALITY LABEL" year 2 May 2014 - April 2015
Nr
action
place
pe riod
costs
advertisements
Eurocarni
Les Marches
Eurocarni
lebensmittelzeitung
Les Marches
Italy
France
Italy
Germany
France
Quarter 2 of
Quarter 2 of
Quarter 4 of
Quarter 4 of
Quarter 4 of
1 Media
1.1
2014
2014
2014
2014
2014
News letter
€ 750
€ 1.600
€ 750
€ 17.000
€ 1.600
€ 21.700
Total newsletter
3rd edition (compose, photography, illustrations, translation an digital
41974
sending)
€ 11.125
4rd edition (compose, photography, illustrations, translation an digital
42095
sending)
€ 11.125
€ 22.250
1.3
Press releases
1.4
Print
pcs)
Year 2
€ 6.500
dec-14
mrt-15
Year 2
€ 2.000
Total Media year 2
2 Internet
2.1
2.
Total internet year 2
3 Information and education
€ 1.000
€ 1.000
€ 54.450
Social media script
jun-14
jun-14
3.1
Scool information
Netherlands Year 2
€ 3.333
€ 250
€ 3.583
€ 1.500
€ 1.500
4 Own activities
4.1
4.2
4.3
4.4
4.5
Rent of location
Total fairs
Hardenberg
LIV
Rent of location
Total fairs
Hardenberg
Gastronomie
Rent of location
Total fairs
Utrecht
Horecave
Rent of location
Total fairs
Amsterdam
Liv
Rent of location
Total fairs
Venray
hotel 3*105
meals 3*150
total
sep-14
€ 1.720
€ 3.234
€ 4.954
okt-15
€ 1.800
€ 3.234
€ 5.034
nov-14
€ 1.750
€ 3.234
€ 4.984
jan-15
€ 1.750
€ 3.234
€ 4.984
feb-15
€ 1.750
€ 3.234
€ 4.984
€ 900
€ 315
€ 2.772
€ 450
€ 4.437
Total faown activities
€ 29.377
Overhead
Yearly evaluation
fees
Total actions year 2
€ 500
€ 2.667
€ 6.846
€ 98.923
231
Time table "SKV QUALITY LABEL" year 3 may 2015 - April 2016
Nr
action
place
pe riod
costs
Advertisements
Eurocarni
Les Marches
Eurocarni
lebensmittelzeitung
Les Marches
Italy
France
Italy
Germany
France
Quarter 2 of
Quarter 2 of
Quarter 4 of
Quarter 4 of
Quarter 4 of
1 Media
1.1
2015
2015
2015
2015
2015
1.2 News letter
€ 750
€ 1.600
€ 750
€ 17.000
€ 1.600
€ 21.700
Total news letter
5th edition (compose, photography, illustrations, translation an digital
42339
sending)
€ 11.125
6th edition (compose, photography, illustrations, translation an digital
42461
sending)
€ 11.125
€ 22.250
1.3
Press releases
1.4
Print
pcs)
Year 3
€ 6.500
dec-15
mrt-16
Year 3
€ 2.000
Total Media Jaar 3
2 Internet
2.1
2.2
Total Internet Jaar 1
3. Information and education
€ 1.000
€ 1.000
€ 54.450
Social media script
jun-15
jun-15
3.1
Scool information
netherlands Jaar 3
€ 3.333
€ 250
€ 3.583
€ 1.500
€ 1.500
4 Beurzen
4.1
4.2
4.3
4.4
4.5
Rent of location
Total fair
Hardenberg
LIV
Rent of location
Total fair
Hardenberg
Gastronomie
Rent of location
Total fair
Utrecht
Horecave
Rent of location
Total fair
Amsterdam
Liv
Rent of location
Total fair
Venray
hotel 3*105
meals 3*150
total
Total own activities
sep-15
€ 1.720
€ 3.234
€ 4.954
okt-16
€ 1.800
€ 3.234
€ 5.034
nov-15
€ 1.750
€ 3.234
€ 4.984
jan-16
€ 1.750
€ 3.234
€ 4.984
feb-16
€ 1.750
€ 3.234
€ 4.984
€ 900
€ 315
€ 2.772
€ 450
€ 4.437
€ 29.377
Fees
Yearly evaluation
Final evaluation
Total evaluation
Total year 3
€ 500
€ 6.846
€ 2.667
€ 14.620
€ 17.287
€ 113.543
232
Anticipated impact:
To increase knowledge amongst producers and retail buyers about the SKV quality label.
SKV has included a base line survey to find out how familiar the target groups are with the
SKV guarantees. This baseline survey will be a respondent survey that will be repeated during
the following years.
In the final evaluation this research will be complemented with a study that will examine if
the used tools were suitable for the campaign. It will also be checked if the campaign was
coherent and if the goal of the campaign is met.
Besides these surveys the Communication Commission of SKV will monitor if the planned
actions are carried out at the foreseen moment and next to this planning the Commission will
also monitor the quality of the actions. Results of the campaign will be examined by
evaluating the number of visitors to the campaign website.
21/30
25/40
European dimension:
7/10
Cost/efficiency:
Budget by action:
14/20
€
ACTION
1. Media
Year I
59.450
Year II
54.450
Year III
54.450
TOTAL
168.350
2. Internet
33.583
3.583
3.583
40.749
3 Information & Education
1.500
1.500
1.500
4.500
4. Fairs (own activities)
33.377
29.377
29.377
92.131
127.910
88.910
88.910
305.730
3.837
4.445,5
(final)
10.949,5
(baseline + yearly)
2.667
(yearly)
10.871
6.846
6.846
24.563
142.618
98.423
100.201,5
341.242,5
3.277
2.071
2.125
7.473
145.895
100.494
102.326,5
348.715,5
Evaluation of the results of the
measures (max. 3% of actions 1-4
(1), annex III, point C 5)
Implementing body's fees (max.
13% of Actions 1-3; annex III,
point B 1.2)
programme (2)
Overheads (max. 3% of (2) minus
(3) (=Actions SKV), annex III,
point A 2)
TOTAL
233
Co-financing plan:
€
EU
Member State
Total
Year 1
Amount
%
72.947,5 50
0 0
72.947,5 50
145.895
Year 2
Amount %
50.247 50
0 0
50.247 50
100.494
Year 3
Amount
%
51.163,25 50
0 0
51.163,25 50
102.326,5
Total
174.357,75
0
174.357,75
348.715,5
Remarks:
Programme eligible:
Yes/No
Budgetary plan
1. Evaluation costs for the baseline survey and the final survey are to be considered as
evaluation costs as described in Annex III point C5 of the Standard Contract and
cannot be accepted as separate costs.
2. Budget table and co-financing table must be corrected accordingly.
Detailed description
3. Provide more details on cost build-up for the following actions (unit prices):
-> 1.1 Advertisements; 1.2 Newsletter; 1.3 Press releases;
-> 2.1 Website; 2.2 Social media
-> 4.1 Fair Package Retail; 4.2 Fair Package Primary Sector
Other/Clarifications
4. Text at bottom under heading '4.0 Fairs' saying '3.1 Horeca…' is unclear and doesn't
correspond with what is mentioned in the tables further on:
-> provide more information on the fairs to be attended (content, number of
visitors, target group,…) and correct proposal accordingly.
5. Text 'Own activities' under '8. Budget table' does not correspond with the number of
actions:
-> correct text according to content.
6. A number of errors in the tables with the time schemes need to be corrected (errors
probably due to conversion of Excel tables to Word document):
-> planned period for '1.2 Newsletter' in Y1 and Y3 + for '2. Internet' in Y3;
-> description for Newsletter is incomplete;
-> total internet in Y2 and Y3 mentions twice Y1.
good/average/poor
Yes/No
234
good/average/poor
67/100
6/6
n.a.
CONCLUSIONS
Observation(s):
Introducing remark: only the "Budget by action" table and the "Co-financing plan" contain the
exact numbers. The tables mentioned earlier in the fiche are copies from the initial proposal
which are no longer correct following the additional information as provided by the Proposing
Organisation on the dates indicated hereafter.
On 14/01/2013 a request for additional information was sent to the Dutch authorities
(Ares 40576).
By letter of 18/02/2013 (Ares 207035) the requested information was partly provided
due to which the final acceptance of the proposed programme had to be postponed.
On 19/02/2013 an additional oral request for information was expressed towards the
Member State. On 21/02/2013 we received a reply by email (Ares 226692).
Recommendation(s):
[- To be accepted
- To be rejected]
235
Member State(s):
NL
The Taste of Organic
Dienst Regelingen
Postbus 19530
Bionext
Laan van Vollenhove 3221
3706 AR Zeist
not yet selected
Type of measure:
Mixed
Product(s):
Organic products
Netherlands
Duration:
2 years
Total budget:
507.251 EUR
26/11/2012
Yes/No
to be selected
n.a.
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
236
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
to be selected
Objective(s):
The aim of the campaign is to promote the European logo for organic products and to increase
the demand for organic products. The familiarity with the EU logo for organic products is
very low in the Netherlands: only 2 %. The familiarity of the national logo for organic
products is about 15 %.
Information about the EU logo and the organic production methods are given with the
campaign: The Taste of Organic. In the campaign different methods will be used to inform
• Consumers are informed about the EU organic logo
• Consumers are informed about the benefits of organic agriculture and food
• Consumers experience the organic sector as transparent: they can see with their own
eyes, on an organic farm what organic production means
• Consumers do have confidence in organic products and their producers
• Consumers are encouraged to buy organic products with nice incentives
• Consumers are actually trying and buying organic products
This will result in the following objectives:
1. The familiarity of the EU organic label among Dutch consumers (light users) will
grow from 2% in 2010 to 10% in 2015.
2. 75.000 consumers have visited an organic farm to see what organic production
means.
3. From these consumers a network of 10.000 ambassadors is build, they promote
organic food within their own network (virtual and real).
4. 2 million consumers in the target of light users 25-49 years are reached with an
incentive for buying an organic product during the 2-year campaign.
5. 3 million consumers are reached with mass media messages in 2015.
The campaign will be run in cooperation with (organic) retail, catering, producers and organic
farmers. The project provides information about the production of organic products in Europe,
such as fresh fruit and vegetables, processed fruit and vegetables, dairy products, cheese, eggs
and meat of various animals. Topics to be discussed: specific behavioral needs of animals,
environmental aspects, biodiversity and the preservation of species and natural habitats. The
consumer will be informed about the regulation and control of the organic production
including the right to use the EU organic label. The communication is focused on consumers
and information transmitters (relevant websites, key figures in the industry, magazines).
237
The second aim is sales promotion. This will be focused on the sale of organic products from
European origin. In the ‘Ten days for Organic’ the focus will be on every organic product.
The Open Farm days are on Dutch organic farms, which open their doors to the public: dairy
farms, pig farms, hens, goats, vineyards, greenhouses, and horticulture. The consumer has the
chance to experience all aspects of organic production.
Strategy:
The communication is based on the former experiences of the Dutch Taskforce for Organic
promotion. Nutrition is for most consumers a fairly low-interest topic, they buy what they are
used to buy. In the Netherlands 65% of consumers sometimes buy organic food. This is
actually the case for almost all organic consumers, except for a small group of 1 to 2 percent
who are highly involved. It is difficult to get people involved in a topic they are not involved
in. In these cases only with big communication budgets it is possible to realize a reasonable
range of people.
The proposing organisation (PO) therefore choose the strategy to involve people in activities
that are unique, and with a high 'experience' level. In addition, people will be pushed to try
organic products (with methods like competitive price, good advertising support, good place
in stores, more visibility on the shelf) through the route behaviour -> attitude -> knowledge ->
try and buy -> attitude -> knowledge etc, supported by information from PO and from
ambassadors. In this way the involvement in organic food will be improved and barriers to
buy organic food will be broken down.
Different techniques are to be used: marketing tools (price, product, promotion, positioning),
information (on or near the product in stores, mass media and from ambassadors), organic
events to visit. The whole process leads to higher commitment, the ambassadors play an
important role. The idea behind this is that when a consumer hears a good story or a
recommendation on organic products from someone in your network, it works even better
than a message from a stranger. Confidence in the messenger enhances confidence in the
message.
There is an overall communication campaign designed to inform people about the benefits of
organic products and to encourage them to try an organic product. The encouragement is on
the one hand an attractive price and on the other hand the transparent information (visiting an
organic farm).
The campaign “The Taste of Organic" is based on three main steps.
1. To inform consumers (both light users and heavy users) about organic food and
organic farming (production, method of control). Consumers are informed about
animal welfare, environmental impact of organic food and the effects on the landscape
and biodiversity and the recognition of organic products by the EU organic label.
2. To involve a wide range of consumers (light users and heavy users) to get involved
in organic agriculture and food: to experience the added value on the organic farms by
visiting them. This allows consumers to see how organic food is produced and ask all
their questions to the farmer or grower. Consumers may also harvest at the farm.
3. To stimulate consumers (mainly light users, visiting supermarkets) to buy organic
products through attractive deals and special offers.
The activities are executed in collaboration with farmers and growers, retailers and producers
and manufacturers. This includes a very tight schedule for the activities. Because Bionext
works together with every part of the organic food chain, it is easier to get everything tightly
scheduled. Where possible, the organizations inform their own customers, affiliates and
supporters about the activities. This increases the involvement and ensures a maximum effect,
even if these people do not visit an event.
238
Target group(s):
The programme "The Taste of Organic" is a national campaign in the Netherlands thereby
particularly focusing on the light user of organic products, regardless of his/her residence.
This target group consists of approximately 60 to 70 percent of all consumers aged between
20-49. They mainly do their shopping in the supermarket, make more than average use of
public transport and read specific lifestyle magazines. The heavy user is for a part of the
activities an involuntary and indirect target group, but the message is formulated for the light
user. The heavy user does not need to be convinced, but confirmed in his choice of organic
products.
"Experience"–consumers, these are the consumers that like to participate at the activities at
the organic farms. These consumers are approached in cooperation with the farmers and
growers, NGOs and producers. Within this group are both light users and heavy users. The
group of non-users will almost never participate in such activities and will not quickly be
reached.
Press and (social) media are an intermediate target group. They are encouraged with nice
information to give free publicity for the activities organized.
Themes:
1. Happy animals, with lots of space to play outside and with their tail and beak.
2. Good for nature: no pesticides or artificial fertilizers.
3. Beautiful landscape: a very healthy soil, birds and other little animals are happy to live
there.
4. Transparent: it is clear how the food is produced, which legislation has to be followed and
how the production is controlled by an independent organization.
Aspects covered:
organic products
The overall message of the campaign is: “Do you love good food and a good live for animals
and a well treated nature? Buy organic and you will enjoy nice food”.
In the shop and in malls we add to the message:
if you buy organic, you can in many cases also take advantage of attractive actions
offered (actions to be supplied by the retailers).
At the farm we add to the message:
organic products are carefully produced. See for yourself how well an animal lives on
an organic farm and see for yourself how much care and attention the farmer gives to
the crops, the soil and the environment. Try an organic product fresh from the farm.
Through social media we add:
and share your experiences with your friends and relatives.
In other events:
each situation to determine.
239
ACTIVITIES
Action 1: Campaign 'The Taste of
Organic'
1.a Design of the campaign
1.b Photography
1.c Building campaign website
1.d Building a special website for
the ‘Ten days for Organic’
1.e Promotion pack for the organic
farms
Description
"The Taste of Organic" is the
umbrella campaign and logo for the
entire campaign, with all activities.
Consumers will see the coherence
between the activities within the
campaign
Slogan and logo and campaign are
designed
5 Photos will be made to visualize
the campaign
The campaign website is the central
place where all the information
comes together. Ambassadors,
activities, everything is there
Ten days for Organic will have its
own platform, with all incentives for
buying organic products. There is a
link with the campaign website
Throughout the year 50 organic
farms are open for the public, to
show the reality of organic
production. These farms are well
recognizable from the main street.
On the farm a lot of information is
available about the campaign and
about the specific organic
production method on the farm. The
promotion pack will contain the
following items:
240
When
Costs
Summer 2013
€ 5.000, work done by a
communication bureau
€ 2.500 work done by a
Summer 2013
Summer 2013
Summer 2013
September 2013 – October 2013
April 2014 – October 2014
April 2015 – June 2015
Year 1: € 10.000
Year 2: € 10.000 work done by a
Overall design costs € 5.000,
production costs:
 A3-posters 1.500 items, at € 1,
total costs € 1.500
 Flyer 10.000 items, total costs €
1.100
 On-pack stickers 100.000 items
ACTIVITIES
Description
posters, flyers, on pack stickers,
flags, t-shirts, prints about the
production on the farm, big plates in
the field and t-shirts
When
1.f Mailing costs promo packages to
farms
Annual 50 participating farms will
receive a personalized promotion
pack
September 2013, April 2014,
April 2015
1.g Promotions, contests, and all
other activities to promote the
bigger activities
Incentives for buying organic
products are introduced on the shop
floor, with contests and with tasting
activities. They all are used to
change the shopping habits of
people. Annual 4 actions are done
With facebook, Youtube, twitter and
pinterest the campaign gets extra
exposure and the ambassadors will
inform their network
Consumers will receive a digital
newsletter about the campaign. The
information is also used for
newsletters for relations of Bionext
From September 2013 till June
2015
1.h Social media
1.i Newsletter (8/year)
Action 2: organic magazine as part
of a free of charge national
newspaper
To reach a bigger audience, a free
newspaper will be spread with
information about the EU organic
logo and the activities within the
241
Costs
 Farm flags: 100 items at € 70,
total costs € 7.000
 Information plates-A3: 50 items,
total costs € 900
 Big signs along road: 100 items at
€ 25, total costs € 2.500
 T-shirts: 200 items, at € 10, total
costs € 2.000
Year 1: € 1.250
Year 2: € 1.250, work done by a
Costs per farm € 25
Year 1: € 5.000
communication bureau.
Price per action € 1.250
From September 2013 till June
2015
Year 1: € 2.500
4 x 2013, 8 x 2014, 4 x 2015
Year 1: € 15.000
Price per digital newsletter: € 1.875,
50.000 people will be reached
ACTIVITIES
Description
campaign. Aim is to inform and
connect people to the campaign.
2 a Buying space in the newspaper
4 pages per magazine are bought in
the newspaper. We buy them
ourselves so we can write our own
newspaper-information. The
magazine will be published 2x per
year, and reaches 1.500.000 people
per magazine
2b Writing articles for the magazine, The 4 pages do give information
designing the magazine
about the campaign and the
activities, about the EU organic logo
and about the special propositions
Action 3: Own activities Bionext:
Organic farms open their doors for
Experience yourself: a day at an
the main audience to show the way
organic farm and 'Ten days for
an organic farmer works, 1 weekend
Organic'
in spring ‘Visit an organic farm’
with many organic farms and 10
days campaign ('Ten days for
Organic') in autumn in the
supermarkets and organic stores to
stimulate consumers to buy organic
3.a Experience yourself: a day at an Organic farms open their doors for
organic farm
the main audience to show the way
an organic farmer works, 1 weekend
‘Visit an organic farm’ in spring
3.a.1 Recruit organic farmers, assist To recruit and assist 50 organic
them by organizing activities on the farms which will be open for the
farms
public almost every week.
Recruit 180 organic farms for the
general weekend ‘Visit an organic
242
When
Costs
September 2013, June 2014,
September 2014, June 2015
€ 40.000 for buying the space per
magazine, 4 magazines in total, €
160.000
July & August 2013, April & May € 5.000 work done by a
2014, July & August 2014, April
communication bureau, per
& May 2015
magazine, 4 magazines in total, €
20.000
September 2013 till June 2015
General weekend ‘Visit an
organic farm: 1 weekend in June
2014, 1 weekend in June 2015
Year 1: Bionext 280 hours at € 90
for recruiting and assisting the
farmers.
for recruiting and assisting the
ACTIVITIES
3.a.2 Communication with the
relations of Bionext (consumers,
farmers, producers, traders, retail
etc)
3.a.3 Assistance on the farm (daily
allowance, fixed price € 80)
3.a.4 Small changes to the website
Description
farm’ in Spring where the main
audience can see how an organic
farm works
To inform consumers about the
campaign activities, Bionext will
inform their relations. This will be
done together with the
communication bureau which does
the general communication.
In Spring, 5 consumer messages are
send; 2 messages for gathering the
farmers will be spread to all 1.500
organic farmers in the Netherlands;
4 'farm messages' will be sent to
participating farmers to help them
preparing the 'Visit an organic farm'
and agreements will be made with at
least 2 supermarket chains and 4
organic producers to use their
media-channels to inform
consumers.
For organic farms who do apply for
help there will be the option to get a
volunteer for the day. 20 volunteers
are available each year.
There is already a system where
farmers can register themselves for
an activity. We will improve the
website each year a little bit, and
make clear this website is part of the
general campaign.
243
When
Costs
farmers.
Through the whole campaign, but
more intense during Spring, in the
build-up for the general weekend
in June
Year 1: Bionext 160 hours at €
112,50 for communication with the
relations of Bionext.
relations of Bionext.
Especially during the ‘Visit an
organic farm’ weekend in Spring:
1 weekend in June 2014, 1
weekend in June 2015.
April 2014 and April 2015
Bionext: € 1.600 daily allowance
for the volunteer, 20 volunteers
involved per year.
Bionext: € 5.000 website, small
changes, work done by website
company
ACTIVITIES
3.b ‘Ten days for Organic’
3.b.1 Communication with the
partners of Bionext (farmers,
producers, retail, etc)
3.b.2 Starting event
Description
10 days campaign in autumn in the
supermarkets and organic stores to
stimulate consumers to buy organic.
In the build-up for the ‘Ten days for
Organic’ supermarkets, organic
shops and other shops are recruited
to participate and to communicate
about it. Also producers are
recruited to make nice discounts and
promotions.
300 organic stores and 8
supermarket chains will be asked to
participate; 4 supermarket chains
and 150 organic stores will
participate.
There will be a media-event as a
kick-off for the ‘Ten days for
Organic’. This is done together with
partners of Bionext. The result is a
lot of free publicity at the start of the
‘Ten Days for Organic’.
244
When
Costs
July till September 2013 and
November 2013 till September
2014
relations of Bionext
relations of Bionext
August and September 2013,
August and September 2014
preparation and execution of the
media-event
€ 3.750 external costs
preparation and execution of the
media-event
€ 3.750 external costs
Anticipated impact:
This will result in the following objectives:
1. The familiarity of the EU organic label among Dutch consumers (light users) will
grow from 2% in 2010 to 10% in 2015
2. 75.000 consumers have visited an organic farm to see what organic production
means
3. From these consumers a network of 10.000 ambassadors is build, they promote
organic food within their own network (virtual and real)
4. 2 million consumers in the target of light users 25-49 years are reached with an
incentive for buying an organic product during the 2-year campaign
5. 3 million consumers are reached with mass media messages in 2015.
The first objective is measured in the evaluation study that will be held after the first year of
the campaign and at the end of the campaign. PO will put questions in a research panel, with a
lot of participants. This is important because your sample is only representative if you have
many people in the group. They will be asked for the recognition of the different logos on
food and what people know of the claims of the logo/label. Besides recognition of the logo it
will also be asked what value people attach to the logo, so to determine whether the transfer
of information on what organic stands for, succeeded.
The second objective will be measured on the basis of the number of visitors at organic farms.
This is done by the volunteers on the farms and the participating farmers.
The third objective is to be measured on the basis of the activities on social media (twitter,
facebook, pinterest). Consumers are asked to share their experience with organic food with
friends within this campaign and we can follow this on social media.
The fourth objective, reaching light users with a nice proposition is examined on the basis of
products offered by producers via the website of the 'Ten days for Organic', in combination
with the number of site visitors. Also, the sales data of the supermarkets during 'Ten days for
Organic' will be tracked on the basis of sales per week from supermarkets. This is done in the
Netherlands by an agency that collects these data since years, by receiving all information
from supermarkets. This agency can also monitor whether and by what percentage the
turnover of organic products is increasing during the 'Ten days for Organic', with or without
an special offer.
The fifth objective will be measured on the basis of the number of visitors to websites, the
readers of the magazine and the range of free publicity. This is maintained by the
communication bureau for the general communication activities.
Furthermore, the overall figures for the sale of organic products are used. Only it is unclear
whether the monitor for sustainable food remains during the lifetime of the project. Should
that not be the case, we will search for an alternative.
23/30
28/40
European dimension:
8/10
Cost/efficiency:
16/20
245
Budget by action:
€
ACTIVITIES
Action 1: Campaign The taste of organic
1.a design of the campaign
1.b photography
1.c building campaign website
1.d building a special website for the ‘Ten days for
Organic’
1.e promotion pack for the organic farms (posters, flyers,
on pack stickers, flags, t-shirts, big plates in the field)
1.f mailing costs
1.g promotions, contests, and all other activities to
promote the bigger activities
1.h social media
1.i newsletter (8/year²)
YEAR 1
55.250
5.000
2.500
7.000
7.000
YEAR 2
39.750
3.000
3.000
TOTAL
95.000
5.000
2.500
10.000
10.000
10.000
10.000
20.000
1.250
5.000
1.250
5.000
2.500
10.000
2.500
15.000
2.500
15.000
5.000
30.000
Action 2: Organic magazine as part from a national
newspaper
2 a buying space in the newsletter
2 b writing articles for the magazine, designing the
magazine
Action 3: Own activities: Experience yourself: a day at
an organic farm, Ten days for Organic
3.a. Experience yourself: a day at an organic farm
3.a.1 Recruit organic farmers, assist them by organizing
activities on the farms
3.a.2 Communication with the relations of Bionext
(consumers, farmers, producers, traders, retail etc)
3.a.3 Assistance on the farm (daily allowance, fixed price
80)
3.a.4 Small changes in the website
3.b ‘Ten days for Organic’
3.b.1 Communication with the partners of Bionext
(farmers, producers, retail, etc)
3.b.2 Starting event
Max. 50% of activities (1)
Total for the actions (1)
Implementing body's fees (max. 13% of (1); annex III,
point B 1.2)
90.000
90.000
180.000
80.000
10.000
80.000
10.000
160.000
20.000
85.050
85.050
170.100
25.200
25.200
50.400
18.000
18.000
36.000
1.600
1.600
3.200
5.000
5.000
10.000
22.500
22.500
45.000
12.750
36,9%
230.300
250
18.883
12.750
39,6%
214.800
250
16.868
25.500
38,2%
445.100
500
35.751
13,0%
6.909
13,0%
10.740
13,0%
17.649
Total of direct costs of the program (2)
Overheads (max. 3% of (2), annex III, point A 2)
3,0%
256.342
4.358
5,0%
242.658
3.893
499.000
8.251
TOTAL FOR THE PROGRAM
260.700
246.551
507.251
Evaluation of the results of the measures (max. 3% of (1),
annex III, point C 5)
246
Co-financing plan:
€
Co-financing
EU
Member State
Proposing Organisation (min.
20 %)
Total
Year 1
€
%
€ 130.350 50 %
0
0
€ 130.350 50 %
Year 2
€
%
€ 123.275,5 50 %
0
0
€ 123.275,5 50 %
Total
€ 260.700
€ 246.551
€ 507.251
100%
100%
€ 253.625,5
€ 253.625,5
Remarks:
Bionext was only created in 2011 thereby lacking the requested minimum of 5 years of
experience.
Bionext is however a collaboration of Taskforce Market Development Organic Farming and
Biologica, two Dutch organisations which both have plus 5 year of experience.
Programme eligible:
Yes/No
General
1. The proposal is not clear on how the European logo will be incorporated into the
campaign. The ultimately selected implementing body's attention will have to be drawn to
this key aspect of the campaign.
-> therefore, explain how this incorporation will be done and indicate with more
details how the European logo will be visualized during the campaign.
Objectives & Evaluation
2. "Stimulating the demand for the products" and "improving sales" are part of the objectives
(see page 9 under 4.2 and page 12 under 5.2 of proposal):
-> indicate how the influence of the programme on the sales will be measured.
3. Page 20 of proposal: Expected impact; objective 2 appears to be very ambitious (we
calculated that you would need an attendance of at least 80 persons at each open farm on
each foreseen open day, be it in the permanently open farms or the weekend open farms).
-> provide your opinion on this remark and indicate how the accuracy of the evaluation
- counts by volunteers or the farmers themselves - will be guaranteed.
Actions
4. Page 15 and 18 of proposal: on page 15 it is mentioned that actions in the shops depend on
the retailers; on page 18, actions 3.a.2. and 3.b.1. once again retailer are expected to
participate
-> to what extent is it certain that this important collaborator is willing to invest in the
campaign, and which guarantees did the PO get from them?
5. Page 16 of proposal: Action "1.e Promotion pack for the organic farms"
-> provide unit price for the on-pack stickers.
6. Page 17 and 18 of proposal: "Action 3 – Own activities"; at least three different categories
of personnel (€80/h, €90/h and €112,5/h) will be deployed in action 3
-> provide more details on personnel that will work on action 3 (function, experience,
competences, etc)
247
7. Page 18 of proposal: Action "3.b.1. Communication with the partners of Bionext (farmers,
producers, retail, etc)"; for this action we read the following sentence under
'Description':"300 organic stores and 8 supermarket chains will be asked to participate; 4
supermarket chains and 150 organic stores will participate"
-> are those 4 supermarket chains and 150 organic stores certitudes or are these the set
objective to be reached?
8. Page 19 of proposal: "All actions will take place nationwide. For the executive agency
besides the external costs, hourly labour costs have been added in the budget table."
-> explain what exactly is meant by this.
good/average/poor
Yes/No
good/average/poor
75/100
2/6
n.a.
CONCLUSIONS
Observation(s) :
On 14/01/2013 a request for additional information was sent to the Dutch authorities (Ares
31340).
By letter of 18/02/2013 (Ares 207070) the requested information was provided in a sufficient
manner thereby allowing the final acceptance of the proposed programme.
Recommendation(s):
[- To be accepted
- To be rejected]
248
Member State(s):
Poland
“Tradition and Quality of European Meat”
Agricultural Market Agency
UPEMI
Global Marketing Connections Inc., Partner of Promotion
Sp. z o.o. and Tailor&Baker
Type of measure:
information and promotion
Product(s):
fresh, frozen and chilled pig meat and beef, and processed
meat products from beef and pork
USA, South Korea and Vietnam
Duration:
36 months
Total budget
4,956,861.06 €
29 November 2012
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
249
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
Objective(s)
1. Increase of export of high quality European meat and meat products to the target markets to US by around 3% and to both South Korea and Vietnam by around 5%;
2. Increase to 50% of awareness regarding high quality of promoted products - building a
positive image of European meat and meat based products among target group A and B;
3. Educating potential target groups regarding chances of importing European meat,
including possible distribution channels, law procedures and quality certification.
Strategy :
Campaign’s strategy focuses around two groups of products: fresh, chilled or frozen beef and
pork, and meat products produced from those two kinds of meat (sausages, cooked meats).
Informational and promotional activities will be accommodated for given markets. Campaign
will be aimed for two main market groups: US, and Asia, meaning South Korea and Vietnam.
Both groups will be treated with a different approach. On the US market the activities will be
focused around high quality cooked meats and sausages made from both beef and pork, which
are increasingly popular products there, as well as the meat itself. In case of both Asian
countries activities will focus on by far the most essential meat, which is pork meat, beef, and
additionally cooked meats prepared from both pork and beef. As a result of this division both
informational and promotional materials, including their visual layouts, will be prepared for
those specific groups of promoted products, which will be then used for specific markets.
Other products of lesser value and general interest on given markets for the campaign will
also find their place in all the materials, but won’t be focused at same degree. Target groups
that have been chosen for the campaign are: A. Professionals, B. Opinion leaders and
journalists and C. Consumers. All the activities have been designed while basing on previous
experiences and feedbacks which will allow to achieve maximum effectiveness and reach all
the set aims.
Target group(s) :
TG1 professionals (importers, whiolesalers, distributors, represenatatives of branch
associations, HORECA)
TG2 journalists and opinion makers
TG3: consumers
250
Themes :
1. Stressing the centuries old tradition of meat producing and processing in EU Member
states;
2. Stressing out the high quality of both European meat and meat products, guaranteed by
strict certificates and production standards;
3. Stressing out meat safety issues connected with a set of strict EU standards; "from farm to
fork" approach
4. Availability of EU products, making acquainted with the opportunities for distributing
them
5. Taste qualities
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
1. Due to strict EU standards and centuries old tradition meat produced in EU is of high
quality and safe;
2. Sets of strict breed and production rules, as well as required certificates, result in high
safety level of European meat and meat based products.
3. European meat is a special, very tasty and high quality product
4. Various versions of slogan "European Meat/ Meat from Europe" will be used
5. Reminding that “Tradition and quality of European meat” is a continuation of “Tradition,
Quality and European Taste” and “Table full of flavors” campaigns.
As it has been mentioned before actions that will be carried out during the campaign will have
a different profile depending on whether they are aimed for the US, or the Asian market.
Actions carried out on Korean market will focus around a set of three food industry
exhibitions. These will be: Seoul Food&Hotel 2014 (May), Food Week Korea 2014
(October/November) and Seoul Food&Hotel 2016 (May) – all taking place in Seoul. All of
these exhibitions will take place in the capitol of South Korea – Seoul. This activity will be
aimed at all target groups. Participation includes building 100m2 stand, executing a live
cooking show, providing both informational and promotional materials and carrying out
informational meetings with exhibition visitors. Apart from that, around the exhibition time, a
set of additional events will be executed. In case of Korea these will be a press conference
(group B), and a banquet connected with a seminar (group A&B). The press conference will
be lunched for food and business branch media. As for the banquet connected with a seminar
– it will be prepared for a wide variety of guests, including i.a. representatives of local
authorities, opinion leaders; traders and importers, as well as representatives of meat and meat
processing unions and associations and HoReCa member, and will be aimed to build more
251
positive relationship will all the mentioned groups. During each exhibition a special set
individual meetings with the representatives of target groups A&B is also planned.
All the actions mentioned above will be supported by a public relations campaign and an
advertising campaign in 2 press media titles. Public relations campaign will be focused on
arranging publications and interviews, as well as creating in-depth media reports. Advertising
campaign will help with building the awareness regarding the campaign and the promoted
products among target groups.
Below you’ll find a schedule for all the actions planed in South Korea.
4th quat.
November
May
June
September
April
July
March
XI XII
January
V VI VII VIII IX X
February
III IV
December
II
October
I
August
May
June
April
November
March
September
January
XI XII
February
V VI VII VIII IX X
December
III IV
October
II
July
YEAR III
I
August
June
May
1st quart. 2nd quart. 3rd quart.
April
March
November
January
September
February
XI XII
December
V VI VII VIII IX X
October
III IV
July
ACTIONS
YEAR II
II
August
YEAR I
I
5th quart. 6th quart. 7th quart. 8th quart. 9th quart. 10th quart. 11th quart. 12th quart.
Exhibition
Press Conference
Banquet/Seminar
Public Relations
WWW actions
Informational meetings
Advertising campaign
In case of Vietnam the model is very similar, a part from the fact that two more types of
events have been added. Since the exhibition choice in case of Vietnam is not as big as in case
of Korea, campaign would be taking place only in two exhibitions, during 2nd and 3rd year of
the campaign, and these will be Food&Hotel Vietnam and VietFood & Beverage, both in Ho
Chi Minh City. Since all the main government and other public/branch institutions, with
which good relations are crucial in case of such a campaign, a special separate seminar will
also be organized in Hanoi. It is designed to attract Vietnamese officials, which would be
other way able to join the campaign’s events in Ho Chi Minh City due to a big distance
between the cities (this is based on previous experiences). The other additional event is
European Food Festival, which will be organized in a local and well know restaurant in HCM,
and while targeted at group C, meaning Consumers, it will encourage this group to both visit
the campaign’s stand during the exhibitions and well as to visit the campaign’s site.
Restaurant’s profile will be focused on the enthusiasts of high quality meat and meat dishes.
Below you’ll find a schedule for all the actions planed in Vietnam.
4th quat.
November
May
June
September
April
July
March
XI XII
February
V VI VII VIII IX X
January
III IV
December
II
October
I
August
June
May
April
March
February
January
XI XII
December
V VI VII VIII IX X
October
III IV
November
YEAR III
II
September
July
I
August
June
May
April
March
November
February
September
January
XI XII
December
V VI VII VIII IX X
October
III IV
July
ACTIONS
YEAR II
II
August
YEAR I
I
Exhibition
Press Conference
Banquet VIP
Seminar in Hanoi
European Food Festival
Public Relations
WWW actions
Informational meetings
In case of United States a different set of activities have been chosen. Due to the way the US
market works activities will be focused around three different events. First of them would be a
set of different events in Chicago, which due to its ethnical diversification is a big European
252
products consumer. Chicago activities will consist of press lunch for journalists, seminar for
professionals and individual informational meetings. Second event will be connected with
IDDBA – Dairy Deli Bake Exhibition. This activity will consist of building an exhibition
stand during the fairs, holding a degustation for professionals organized along with IDDBA,
meetings with journalists and individual meetings with professionals. The 3rd and last event
would be participation in MICA’s Congress, which apart from participation in the congress
itself also includes preparing meetings with journalists and professionals.
Apart from this campaign’s design also includes a sponsoring of a popular cooking show –
“Mike Colameco Real Food”, which apart from placing 15 seconds sponsoring shots during
the show (presenting all the branding and info regarding the campaign) would also include
preparing two episodes of the show in Poland, which would focus on high quality of
European meat and the tradition of its production.
As in case of Asia, all these activities and events will be also supported by a press campaign
held in 2 branch magazines, and a banner ad campaign placed on MICA’s website.
Below you’ll find a schedule for all the actions planed in USA.
4th quat.
November
May
June
September
April
July
March
XI XII
January
V VI VII VIII IX X
February
III IV
December
II
October
I
August
May
June
April
March
January
February
XI XII
December
V VI VII VIII IX X
October
III IV
November
YEAR III
II
September
July
I
August
June
May
April
March
November
January
September
February
XI XII
December
V VI VII VIII IX X
October
III IV
July
ACTIONS
YEAR II
II
August
YEAR I
I
Chicago
IDDBA
MICA
Public Relations
WWW actions
Banner campaign
Colameco
There is also a special category of activities, called “shared”, which would be targeted for all
the markets together on same platform. Main such an activity is campaign’s www site, which
would be the main communication platform for all three markets. Frequently updated site will
hold information regarding the campaign itself as well as the local meat markets.
The 2nd main part of the shared category are Study Tours, which will be organized in 2 stages,
1st for the USA, than for both Asian countries. In both cases groups of representatives from
target groups A and B, would be visiting Poland, where during their stay they would be taking
place in seminars and study tours in Meat plants, which will allow them to get familiar with
the high production and breed standard of European meat facilities.
Of course a special set of publications and gadgets will also be produced for all the markets.
As in case of any materials of the campaign they will be specially branded. Publications
would be consisting of special culinary book and branch catalog, as well as folders and
campaign’s letterhead. In case of gadgets that would be i.a. special calendars, magnets with
small notepads, key rings, pens, t-shirts, linen bags, usb sticks and aprons.
253
Below you’ll find a schedule for all shared activities.
4th quat.
November
May
June
September
April
July
March
XI XII
January
V VI VII VIII IX X
February
III IV
December
II
October
I
August
May
June
April
March
January
February
XI XII
December
V VI VII VIII IX X
October
III IV
November
YEAR III
II
September
July
I
August
June
May
April
March
November
January
September
February
XI XII
December
V VI VII VIII IX X
October
III IV
July
ACTIONS
YEAR II
II
August
YEAR I
I
Creation
Preparing information materi.
Chefs
Preparing the www site
WWW site's work
Study Tour
Anticipated impact:
Expected inflows are coherent with objectives set by the campaign, meaning increase of
export of EU-27 in the three years of the campaign:
1. To South Korea:
– pig meat by around 8%, that is in value by around 36 mio EUR
- for beef and the processed meat: by 3%.
2. To Vietnam:
– of pig meat by around 5%, that is in value by around 95.000 EUR.
- of beef and the processed meat: by 3%.
3. To USA
– for the pig meat by 5%, that is in value by around 6,5 mio EUR
- for the processed meat: by 4%.
Only processed beef will be promoted in the US market.
Moreover, building a positive image of European meat and meat based products among target
group A (professionals) and B (journalists and opinion leaders) is another key objective – it is
aimed to obtain a positive perception of European meat among 50% of the controlled target
groups' samples.
Evaluation method
Campaign will be evaluated through an analysis of a given set of data, acquired during
proceeding with mentioned above activities. These are:
- trade flows: statistical data from Eurostat and the Polish National Statistic Office, as well as
direct sectoral information, government institutions, analysis of information posted in local
media, quarterly information on exports from the Polsih Ministry of Economy;
- exhibitions: results of surveys filled on the stand itself and in the whole exhibition hall, data
regarding amounts of distributed materials and any press releases regarding campaigns
stand or campaign itself obtained thanks to the participation in the exhibitions.
- www page: sets of data acquired through page view statistics obtained during the whole
campaign.
- PR activities: media monitoring reports and acquired on a given market.
- study Tours: results of surveys made among the participants, both before and after the study
tours, list of guests and their declamations.
254
Data and analysis will be backed up by sets of photos made during the events, also presenting
all the materials produced for the campaign.
26,2 / 30
29,4 / 40
European dimension:
Cost/efficiency:
8,4 / 10
10,4 / 20
255
Budget by action :
Country
€
Actions
Coherent creative line
WWW Page
Publications
Study Tour
Information materials
Chefs
SUM
Exhibitions
Press conference
Banquets / Seminars
Information meetings
Public Relations
SUM
Exhibitions
Press conference
Seminar in Hanoi
VIP Banquet
Public Relations
SUM
Chicago
IDDBA
MICA
TV Sponsoring
Public Relations
SUM
Shared
South
Korea
Vietnam
USA
TOTAL COST OF ACTIONS
Guarantee's cost for order's proper
execution
Campaign's effectiveness research
Fee - 13%
SUM OF DIRECT COSTS
Proposing Organization's costs - 4%
TOTAL BUDGET NET
YEAR I
YEAR II
YEAR III
Net cost
Net cost
Net cost
SUM
€
28 488,00
€
11 988,00
€
11 988,00
€
52 464,00
€
78 260,00
€
49 060,00
€
49 060,00
€
176 380,00
€
263 340,00
€
206 110,00
€
206 110,00
€
675 560,00
€
57 280,00
€
81 440,00
€
€
138 720,00
€
70 570,00
€
14 100,00
€
14 100,00
€
98 770,00
€
50 000,00
€
50 000,00
€
50 000,00
€
150 000,00
€
547 938,00
€
412 698,00
€
331 258,00
€ 1 291 894,00
€
134 800,00
€
118 200,00
€
134 800,00
€
387 800,00
€
120 700,00
€
120 700,00
€
120 700,00
€
362 100,00
€
26 180,00
€
26 080,00
€
26 080,00
€
78 340,00
€
39 350,00
€
39 350,00
€
39 350,00
€
118 050,00
-
€
8 300,00
€
8 300,00
€
8 300,00
€
24 900,00
€
52 670,00
€
52 670,00
€
52 670,00
€
158 010,00
€
382 000,00
€
365 300,00
€
381 900,00
€
-
€
89 750,00
€
50 750,00
€
140 500,00
€
-
€
92 380,00
€
92 380,00
€
184 760,00
€
100,00
€
16 066,00
€
16 066,00
€
32 232,00
€
51 200,00
€
€
51 200,00
24 300,00
€
48 600,00
12 500,00
€
-
€
24 300,00
€
-
€ 1 129 200,00
€
-
€
-
€
6 250,00
€
6 250,00
€
€
-
€
13 900,00
€
13 900,00
€
27 800,00
€
44 070,00
€
44 070,00
€
44 070,00
€
132 210,00
€
95 370,00
€
286 716,00
€
247 716,00
€
629 802,00
€
105 000,00
€
151 800,00
€
134 800,00
€
391 600,00
€
70 610,00
€
€
-
€
€
€
-
108 340,00
€
147 620,00
€
-
€
-
€
70 610,00
€
-
€
108 340,00
€
97 020,00
62 270,00
€
-
€
53 770,00
€
53 770,00
€
53 770,00
€
377 000,00
€
410 930,00
€
250 840,00
€
62 270,00
€
244 640,00
€
161 310,00
€ 1 038 770,00
YEAR I
YEAR II
YEAR III
SUM
€ 1 402 308,00
€ 1 475 644,00
€ 1 211 714,00
€ 4 089 666,00
€
€
€
€
28 000,00
28 000,00
-
-
€
42 069,24
€
44 269,32
€
36 351,42
€
122 689,98
€
182 300,04
€
191 833,72
€
157 522,82
€
531 656,58
€ 1 654 677,28
€ 1 711 747,04
€ 1 405 588,24
€ 4 772 012,56
€
€
€
€
66 187,09
€ 1 720 864,37
68 469,88
€ 1 780 216,92
56 223,53
€ 1 461 811,77
190 880,50
€ 4 962 893,06
YEAR I
Co-financing
EU
Poland
UPEMI
SUM
YEAR II
YEAR III
SUM
%
€
860 432,19
€
890 108,46
€
730 905,89
€ 2 481 446,54
50%
€
516 259,31
€
534 065,08
€
438 543,53
€ 1 488 867,92
30%
€
344 172,87
€
356 043,38
€
292 362,35
€
992 578,60
20%
€ 4 962 893,06
100%
€ 1 720 864,37
€ 1 780 216,92
€ 1 461 811,77
256
Following the reply from the Polish authorities to a letter of remarks, the final values of the
Country
Actions
Coherent creative line
WWW Page
Publications
Study Tour
Information materials
Chefs
SUM
Exhibitions
Press conference
Banquets / Seminars
Public Relations
SUM
Exhibitions
Press conference
Seminar in Hanoi
VIP Banquet
Public Relations
SUM
Chicago
IDDBA
MICA
TV Sponsoring
Public Relations
SUM
Shared
South
Korea
Vietnam
USA
TOTAL COST OF ACTIONS
Guarantee's cost for order's proper
execution
Campaign's effectiveness research
Fee - 13%
SUM OF DIRECT COSTS
Proposing Organization's costs - 4%
TOTAL BUDGET NET
YEAR I
Co-financing
EU
Poland
UPEMI
SUM
YEAR I
YEAR II
YEAR III
Net cost
Net cost
Net cost
€
28 488,00
€
11 988,00
11 988,00
€
52 464,00
€
78 260,00
€
49 060,00
€
49 060,00
€
176 380,00
€
263 340,00
€
206 110,00
€
206 110,00
€
675 560,00
€
57 280,00
€
81 440,00
€
€
138 720,00
€
70 570,00
€
14 100,00
€
14 100,00
€
98 770,00
€
145 000,00
-
€
45 000,00
€
50 000,00
€
50 000,00
€
542 938,00
€
412 698,00
€
331 258,00
€ 1 286 894,00
€
134 800,00
€
118 200,00
€
134 800,00
€
387 800,00
€
120 700,00
€
120 700,00
€
120 700,00
€
362 100,00
€
26 180,00
€
26 080,00
€
26 080,00
€
78 340,00
€
39 350,00
€
39 350,00
€
39 350,00
€
118 050,00
€
8 300,00
€
8 300,00
€
8 300,00
€
24 900,00
€
52 670,00
€
52 670,00
€
52 670,00
€
158 010,00
€
382 000,00
€
365 300,00
€
381 900,00
€ 1 129 200,00
€
-
€
89 750,00
€
50 750,00
€
140 500,00
€
-
€
92 380,00
€
92 380,00
€
184 760,00
€
100,00
€
16 066,00
€
16 066,00
€
32 232,00
€
51 200,00
€
€
51 200,00
-
€
-
€
-
€
24 300,00
€
24 300,00
€
48 600,00
€
-
€
6 250,00
€
6 250,00
€
12 500,00
€
-
€
13 900,00
€
13 900,00
€
27 800,00
44 070,00
€
44 070,00
€
44 070,00
€
132 210,00
€
€
95 370,00
€
286 716,00
€
247 716,00
€
629 802,00
€
105 000,00
€
151 800,00
€
134 800,00
€
391 600,00
€
70 610,00
€
-
€
70 610,00
-
€
108 340,00
€
-
€
€
-
€
€
147 620,00
€
-
€
108 340,00
-
€
€
97 020,00
62 270,00
€
-
€
53 770,00
€
53 770,00
€
53 770,00
€
377 000,00
€
410 930,00
€
250 840,00
€
62 270,00
€
244 640,00
€
161 310,00
€ 1 038 770,00
YEAR I
YEAR II
YEAR III
SUM
€ 1 397 308,00
€ 1 475 644,00
€ 1 211 714,00
€ 4 084 666,00
€
28 000,00
€
€
€
28 000,00
€
41 919,24
€
44 269,32
€
36 351,42
€
122 539,98
€
181 650,04
€
191 833,72
€
157 522,82
€
531 006,58
-
-
€ 1 648 877,28
€ 1 711 747,04
€ 1 405 588,24
€ 4 766 212,56
€
€
€
€
65 955,09
€ 1 714 832,37
YEAR II
68 469,88
€ 1 780 216,92
YEAR III
%
50%
438 543,53
€ 1 487 058,32
30%
292 362,36
€
991 372,21
20%
€ 4 956 861,06
100%
€
890 108,46
€
730 905,88
€
514 449,71
€
534 065,08
€
€
342 966,47
€
356 043,38
€
€ 1 461 811,77
257
190 648,50
€ 4 956 861,06
SUM
857 416,19
€ 1 780 216,92
56 223,53
€ 1 461 811,77
€ 2 478 430,53
€
€ 1 714 832,37
€
SUM
Remarks:
In application of Article 7(1) of Council Regulation 3/2008, the Member States concerned
with the said Regulation, the guidelines drawn up and the relevant specifications. They shall
also check that the programme offers value for money.
In application of Article 8(2) of Commission Regulation 501/2008, the programmes submitted
shall contain sufficient detail to comply with the applicable rules and enable their cost/benefit
In application of Article 9(2) of Commission Regulation (EC) No 501/2008, the Member
States shall check programmes aimed at third countries among others against the following
criteria: consistency between the strategies proposed and the objectives set, the quality of the
proposed measures and their likely impact in increasing demand for the products concerned.
In application of Article 16(2) of Commission Regulation 501/2008, the member States shall
use the model contracts provided by the Commission.
In application of Article 19(1) of Regulation 501/2008 an annual report must contain an
However:
1. The goal 2 (p.71) of achieving "positive connotations about European meat products
among 50% of the tested population" needs clarification: the starting level of positive
connotations in these target groups is not indicated, and it is not impossible that many of
the presented aspects are already now recognized by more than 50% of the tested target
groups; what should be measured is an increase of awareness about positive connotations
from a starting point assessed by convincing existing information, or by a pre-test; this
awareness improvement should be measured through by a clearly stated percentage
increase; please improve accordingly the objective's indicator and adjust accordingly the
evaluation method for the new way of result's measurement;
2. On p. 203-205 the evaluation method doesn't provide the size of the tested samples in
order to assess the increase of positive connotations, please provide these numbers, and
provide an assurance that the observation made will be enough to draw statistically
relevant conclusions; 100 observations is deemed too little for drawing such conclusions
if it is a single unit of measurement; moreover it is not clear in which way the check of
the improved connotations would take place, please provide examples of questions to be
used in the surveys and the way the improvement would be quantified to assess the
achievement of the percentage objective mentioned above; finally, concerning the
increase of (EU-27) sales to be achieved by the programme, the evaluation method should
focus more on the measurement of the EU-27 meat trade flows and not just the ones from
Poland – which other resources than Eurostat could be used for this purpose?;
3. Although some relevant information is already provided, please specify further (p. 70-71)
in values (EUR) the expected impact of the programme on exported quantities in these
particular trade directions: increase to South Korea for beef and the processed meat by
3%, increase to Vietnam of beef and the processed meat by 3%, and finally increase to the
US market for the processed meat by 4%. Moreover provide additional information in the
market studies about the exports (quantities and values) of processed meat to these
destinations (only information on some exported quantities is given for the US market on
p. 54-55 and it is not clear what are the overall EU-27 levels, in quantities and values).
258
4. Given the past EU exports value of beef to Vietnam (more than double in 2009 against
2011), please explain if the objective of a mere 5% increase in sales in this promising
market is on a sufficient level (p. 67) – please note in this context that the assumed
increase in the previous programme was of 500%.
Moreover:
5. On p. 107-108 the events (especially their length in days and hours) in which the cooks
will be working have to be provided – events have different durations, hence it is not
realistic to assume that their cost will always be 5.000 EUR per unit of service;
6. On p. 110 it is not clear why the years I and II for the action are always 2014, and who the
"speakers" ("prelegenci") would be as their precise background is missing (please note
that representatives of the Proposing Organisation cannot be remunerated in the budget of
the actions, only the 4% overheads can cover their costs); moreover the length of the
study tours should be defined more precisely – if it is assumed that it's possible that a tour
lasts 7 days, what would be the whole programme?, the proposal only describes a 5-day
long tour – every day of the tour has to have a clear purpose and description, and in
general it is not acceptable to assume a varying length of the events to be organized in the
programme; finally, the description of day 5 has to be developed much more (length of
tasting, venues for tastings and presentations etc.). Please provide also a separate budget
for each day of the tour, as the summary budget on p.116 leaves uncertainty as to which
costs are related to which day, and explain in detail what the "remuneration of the
agency" is ("wynagrodzenie agencji"). Please note that the remuneration of the
Implementing Body is foreseen in the 13% fee and no other unjustified fees are allowed.
7. On p. 126 and 150 the background of the "branch experts" as well as of the "speakers" on
p. 130 has to be provided (please see in particular the above remark concerning
representatives of the Proposing Organisation);
8. On p. 118, 144 and 173 the expected page of the advert should be foreseen so as to justify
the value for money of the action;
9. On p. 136, 159, 163 the costs foreseen for a non-defined "local agency" (are these the
agencies from p. 41-42?) have to be better justified, broken down and if necessary
reduced – it is possible to foresee special additional costs for the Implementing Body but
in strict accordance with the provisions of the Annex III, point B 2 ("accommodation and
living expenses") of the standard contract
10. On p. 182 the costs of "purchase of meat for tastings for journalists prepared by cooks" is
repeated twice (once with the same name "purchase" of the sub-action, once with the
name "catering") – please adjust or remove a part of these costs, same type of remark on
p. 187 and 193 where also the purchase of foodstuffs is made three times for the action
according to the current degree of description;
11. On p. 182 - the three costs of "coordination" (for 4.500, 7.500 and 4.000 EUR) have to be
better justified, broken down and if necessary reduced; same type of remark on p. 187,
193 and 197 (last two items "remuneration"); is the mentioned "agency" the one presented
on p.43?
12. Please confirm that meat products for all tastings in the programme will be purchased at
factory prices;
13. Please give a better justification of the quantities of promotional materials to be used in
the programme (p. 103), by providing the planned quantities of each material to be
handed out in the other actions of the programme; a simple distribution across the target
markets is not enough;
259
14. In the English Identification Sheet the following elements are different than in the main
proposal in Polish, adjust them: target groups, description of the evaluation method,
themes, messages to be conveyed;
15. On p. 68 there is clearly a mistake concerning the level of the value of French exports to
Vietnam – please adjust.
Programme eligible:
Yes/No
The programme can be accepted.
good/average/poor
Yes (multi country programme)
yes
good/average/poor
74,4
1/1
no
CONCLUSIONS
Observation(s) :
The programme can be accepted provided that all the above observations are taken into
account and a clarification is provided to the questions made by the Commission services
concerning various points of the programme, indicated above. Failure to provide satisfactory
explanations or information to all the above listed remarks will result in not retaining the
proposal because it will be in breach of the articles of the Regulations 3/2008 and 501/2008
presented right before the Commission's remarks.
The Proposing Organisation has provided all required clarifications. (communication of
6/2/2013).
Recommendation(s) :
- To be accepted
- To be rejected
260

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