LISTE DES PROPOSITIONS DE PROGRAMMES DANS LE CADRE DU REGLEMENT (CE) N° 501/2008 POUR LA PROMOTION DANS LES PAYS TIERS
RESULTATS DE L’EXAMEN DES PROPOSITIONS DE PROGRAMMES 2009
- PARTIE 1: PROGRAMMES ACCEPTES
Novembre 2009 TABLE DES MATIERES 1
PROGRAMMES ACCEPTÉS PAYS
ORGANISATIONS PROPOSANTES
PRODUITS
Multipays (EL + RO)
DELKOF + Romconserv
Fruits et légumes transformés
4
EL
KIN. BIO - PRCERS
Produits biologiques
23
EL
EAS Rethymnon
AOP, IGP et STG
40
FR
BNIC
Spiritueux
56
IT
Consorzio di Garanzia dell’ Olio Extravergine di Qualitá
Olive
97
IT
FEDERDOC
Vins
108
IT
Consorzio Tutela formaggio Asiago DOP
Formaggio Asiago DOP, Speck Alto Adige IGP
118
LT
AGPIA
Spiritueux
129
PL
SRWRP
Viandes bovines et porcines
143
PT
CVRVV
Vins
156
2
PAGES
PROGRAMMES ACCEPTES
3
IDENTIFICATION OF THE PROGRAMME Member State(s):
Greece (coordinator) and Romania
Title of the programme:
”Promotion and information actions on European processed fruits and vegetables to Third Countries (Russia, Ukraine, Norway, Argentina)”.
Competent Authorities:
1
Greek Ministry of Rural Development and Food
2. Romanian Ministry of Agriculture, Forestry and Rural Development Proposing organisation(s):
1. DELKOF 2. ROMCONSERV
Implementing body(ies):
Not yet selected
Type of measure:
mixed
Product(s):
Processed fruit and vegetables
Targeted countries:
Russia, Ukraine, Norway, Argentina
Duration:
3 years
Total budget:
2.957.460€
Proposal received on:
30.6.2009
ELIGIBILITY CRITERIA Respect of deadline for presentation by MS:
Yes
Implementing body(ies) selected by a competitive procedure
N/A
Written and signed commitment to co-financing by MS
Yes
Written and signed commitment to co-financing by the proposing organisation(s)
No
The programme is a coherent set of actions?
Yes
Actions not linked to origins or private brands, with the exception of designations under Community rules
Yes
Product(s)/target countries are eligible
Yes
Compliance with the relevant guideline(s)
Yes 4
OPINION OF THE MEMBER STATES Confirmation of conformity with national and Community legislation
Yes
Link between proposed actions and other national/Community information/promotion actions
No
Confirmation by the MS of the representation of the proposing organisation in the relevant sector(s)
Yes
Confirmation by the MS of the technical and financial effectiveness of the proposing organisation
Yes
Confirmation by the MS of the technical and financial capacity and effectiveness of the implementing body
N/A
DESCRIPTION OF THE PROGRAMME : Objective(s): – to reinforce the market position in the target countries – to enhance the penetration of European products in target markets – To inform target groups on the comparative advantages of the products in terms of quality, safety and food hygiene – to stimulate the improvement of the image of European products in the target countries. Strategy: The programme strategy was formulated based on: – The objectives of the programme and the special characteristics of the target groups and the mixed character of marketing applied – The current market situation and competition in the target countries and the special characteristics and advantages of the promoted products, Based on these lines the strategy of the programme aims to promote the products in question, improve their image, to inform the target groups by implementing the actions in a coherent and efficient manner In this framework three sets of goals can be defined that are determining the strategy of the programme: – Sales grown goals (market share) – Promotion goals (consumption, image) – Information goals (product awareness by target groups) 5
The programme includes actions developed primarily in the capitals of the targeted countries where target groups are more open to these products and their characteristics. These cities are the best place for the dissemination of ideas and new products to the rest of the country. Target group(s): – Households / consumers – Catering operators – Importers / Distributors / Wholesalers and Retailers – Opinion leaders Themes: – The guaranteed quality provided by the EU food products. – The strict measures of the EU food safety system in all procedures “from farm to table”. – The advantages of EU labelling of food products. – The image of the EU products. Aspects covered:
quality safety of food specific production methods nutritional values health impacts labelling animal welfare standards respect for the environment image of Community products Community systems for PDO/PGI/TSG or organic products graphic symbols for remote regions Community system of QWPSR, geographical indication or reserved traditional indications for wine or spirits
Messages to be conveyed: – Quality European processed food products (quality) – Safe European processed food products (food security) – European processed fruits and vegetables from Europe for every use (image of products / knowledge about the products) – Confidence in the European processed fruits and vegetables (labelling) 6
Actions, including their scope/volume and a provisional timetable: 1.
2.
Electronic media 1.1.
Logo of the programme. It will be designed in four languages (Russian, Ukrainian, Spanish, Norwegian) by taking into consideration the elements of the promoted products which determine their identity, the special features of the targeted countries and each target group and will be the main communication tool of the programme. It will be used in all communication media (4000 € for each country).
1.2.
Website. The creation of a website aims to inform all the target groups and to promote a clear image of the EU quality, safety and image of food products. It will include: (a)a section presenting the products, (b)a section with information about the sector and the European, the Romanian and the Greek production, (c)a section that will be regularly updated informing about the programme and the actions, (d)information database, (e)newsletter and (f)conversation forum (20.000€).
1.3.
DVD. 20.000 copies will be distributed during the exhibitions, the PR activities and the special events and will serve the objectives of the programme. The cost includes design and production.(24.000€)
Printed material 2.1.
Promo Dossier: 5.000 organizers will be distributed in exhibitions, visits, thematic dinners and business missions, and will include a pen, a diary, a notebook, and a calculator with the logo of the programme (50.000€, 10€ each)
2.2.
Information brochures: 150.000 copies of 8-pages coloured information brochures, with dimensions 20x20 cm, will be printed on illustration paper of 115gr, and will be translated into the four languages. They will be distributed during exhibitions, PR activities, thematic dinners, business missions and distributions.
2.3.
Recipes: 150.000 couloured brochures which will include local and international recipes based on the products of interest, they will be printed in the four languages of the target countries and distributed in exhibitions, PR activities, thematic dinners, business missions and distributions (10x50cm, color, illustration paper, 115g).
2.4.
Folders will include the printed material and the DVD. 20.000 units, (A4, hard paper, 150g) will be distributed during exhibitions, PR activities, thematic dinners and business missions.
2.5.
Posters: 1.000 posters (50x70 cm,150g) will be printed and put in central spots in order to support the events, such as exhibitions, etc. They will promote the image of the products, the messages of the programme, the logo and the EU dimension of the programme.
7
3.
promotional materials
Russia
Ukraine
Norway
Argentina
total
DVDs
6000
4000
4000
6000
20000
Trade fairs
5500
3600
3600
5500
18200
PR Visits
200
200
200
200
800
Thematic dinners
200
100
100
200
600
Missions on presentations
100
100
100
100
400
Organiser
2000
1000
1000
1000
5000
Trade fairs
1500
600
600
600
3300
PR Visits
200
200
200
200
800
Thematic dinners
200
100
100
100
500
Missions on presentations
100
100
100
100
400
8-pages brochure
50000
30000
30000
40000
150000
Trade fairs
9500
4600
4600
9500
28200
PR Visits
200
200
200
200
800
Thematic dinners
200
100
100
200
600
Missions on presentations
100
100
100
100
400
Distribution
40000
25000
25000
30000
120000
Folder
6000
6000
4000
4000
20000
Trade fairs
5500
3600
3600
5500
18200
PR Visits
200
200
200
200
800
Thematic dinners
200
100
100
200
600
Missions on presentations
100
100
100
100
400
Posters
300
200
200
300
1000
Recipes
50000
40000
30000
30000
150000
Trade fairs
9500
4600
4600
9500
28200
PR Visits
200
200
200
200
800
Thematic dinners
200
100
100
200
600
Missions on presentations
100
100
100
100
400
Distribution
40000
25000
25000
30000
120000
Trade fairs 3.1.
Trade fairs in Russia:
– World Food Moscow, (www.world-food.ru) participation every year with stand of 75 sq.m.,, 4 days duration, audiovisual media, decoration, interpretation2persons, administrative support-1 person, advertisement in the catalogues(2) and brochures (1) of the trade fair,500 invitations, (September of 1st, 2nd,3rd year) 8
– Prodexpo, (www.prod-expo.ru), two participations with stand of 65 sq.m. 4 days duration, audiovisual media, decoration, interpretation-2persons, administrative support-1 person, advertisement in the catalogues (2) and brochures (1) of the trade fair, 750 invitations, (4rth trimester of 2nd,3rd year) 3.2.
Trade fairs in Ukraine:
– World Food Ukraine, (www.worldfood-Ukraine.com), one participation with stand of 85 sq.m. 4 days duration, audiovisual media, decoration, interpretation2persons, administrative support-1 person, advertisement in the catalogues (2) and brochures (1) of the trade fair, 500 invitations, (3rd trimester of the 1st year) 3.3.
Trade fairs in Argentina:
– Alimentaria Mercosur , (www.alimentariaexpo,com,ar), one participation with stand of 55 sq.m. 4 days duration, audiovisual media, decoration, interpretation2persons, administrative support-1 person, advertisement in the catalogues(2) and brochures (1) of the trade fair, 500 invitations, (2nd trimester of the 2nd year) – Sial Mercosur, (www.sialmercosur,com,ar), one participation with stand of 75 sq.m. 4 days duration, audiovisual media, decoration, interpretation-2persons, administrative support-1 person, advertisement in the catalogues(2) and brochures (1) of the trade fair, 750 invitations, (3rd trimester of the 2nd year) 3.4.
Trade fairs in Norway:
– Gress Messe, (www.messe.no/no/prosjekt/GRESS, ), one participation with stand of 65 sq.m. 4 days duration, audiovisual media, decoration, interpretation2persons, administrative support-1 person, advertisement in the catalogues(2) and brochures (1) of the trade fair, 750 invitations, (4th trimester of the 3rd year) 4.
PR Actions 4.1.
Visits in production facilities. In total 12 visits with the objective to increase sales through the direct contact of target groups’ representatives from the four target countries with the products, with the production methods that are used, with the ability and productivity of the proposing organizations and the European standards (42 persons in total, 3 days).
9
Visits to Greece
No of groups
No of participants
Russia
5
42
Ukraine
2
14
Norway
1
6
Argentina
2
12
Russia
1
7
Norway
1
6
total
12
97
Visits to Romania
4.2.
4.3.
Thematic Dinners concern the conduct of special meetings among executives of the proposing organizations and selected representatives of the target groups. 16 dinners of 15 participants will take place at the target countries having as objective the sales increase. Target country
Presentations of themes
Russia
12
Ukraine
6
Norway
6
Argentina
4
Business Missions. In total 16 business missions for two days will be organized aiming to the contact of members of the organizations and the entrepreneurs of the targeted countries as well as the presentation of the products.
10
5.
Presentations of themes
Russia
9
Ukraine
3
Norway
2
Argentina
2
Promotion 5.1.
6.
Target country
Distributions of products will take place in sales points of the four capital cities in order to introduce the products to the consumers and also inform them about their characteristics and their use in daily nutrition. Target country
POS no
Promotional days
Russia
75
300
Ukraine
20
80
Norway
20
80
Argentina
20
100
135
560
Advertisement 6.1.
Whole page advertisements (26 in total) will be published in the national printed media of each targeted country. They will be coloured, A4 size, including clear messages about the quality and the strict standards of the EU production of processed food products.
11
Target country
1st year
2nd year
3rd year
Total
Russia
3
3
3
9
Ukraine
4
0
0
4
Norway
0
0
3
3
Argentina
0
10
0
10
Total
7
13
6
26
The advertisements will be placed in the following press for each country:
6.2.
Target country
Magazines
Journals
Russia
Pivo/Zhisn, Afisha, Bolshoy Gorod, Itogi, Ogonoyok, World of super market, Domovoy, Gazeta
Pravda, Izvestia, Pravda, Argumenty i Fakty, Vedomosti, Kommersant, St. Petersburg Times,
Ukraine
Drinks Plus, Ukraine Observer, Viva
Ukravinska, Pravda, Fakty, Visokive Zomok, Segodnya, Kiyv Post
Norway
Henne, Tique, Trendmagasinet, Kvinnedorsjning, Det Nye, Scream, Aperitif, Spirit, Eva, Familien, Nord
Aftenposten, Dagbladet, Verdens Garg, The Norway Post, Bergens Tidende, Stavanger, Aftenvlad, Bergensavisen, Osloposten, Sunnmorsposten, Adresseavisen
Argentina
Gente, Para ti, Luna, Mia, Ahora Mama, Revista Noticias, Analisis de Actualidad
Clarín, Buenos Aires Herald, La Prensa, LA Razón, La Capitai, Pagian 12, La Nación, El Cronista, Ambito Financiero, Claramente
Advertorials of 600-800 words will be given by executives of the proposing organization to magazines and newspapers (20 in total) where they will provide information about the objectives and the actions of the programme the products of interest emphasizing on quality and food safety, as well as the presentation of European products and their position in the market.
12
Target country
1st year
2nd year
3rd year
Total
Russia
2
2
2
6
Ukraine
5
0
0
5
Norway
0
0
3
3
Argentina
0
6
0
6
Total
7
8
5
20
The aforementioned press will be used for the placement of the advertorials. Anticipated impact: – The improvement of the image of European processed fruits and vegetables products and their connection with the quality/safety of foods – Increase of demand and the enlargement of the products’ market share of in the particular countries
Methods of appreciation of the impact: – An "ad hoc" methodology is described for the measurement of the impact and effectiveness of the programme by providing measurement indices and methods for each objective and action. – The method aims to evaluate the effectiveness of the actions of the programme and of the programme as a whole in each target market for the target groups and the programme's objectives. – A table that correlates the objectives, target groups, actions of the programme and specific tools that will be used for this purpose is provided. On that basis quantitative and qualitative indicators are set for each objective and action such as imports volumes, market share, internet portal visitors' number, No of visitors in trade fairs, published articles and no of members of the target groups for this programme.
13
ASSESSMENT BY THE MEMBER STATE/MEMBER STATES: General interest of the programme:
26/30
Quality and effectiveness of the programme:
33/40
European dimension:
8/10
Cost/efficiency:
15/20
14
Budget by action:
Table 1 – Annual Total Budget Actions 1
Electronic media
1st year
2nd year
3rd year
total
30.000,00
16.200,00
13.800,00
60.000,00
8.000,00
4.000,00
4.000,00
16.000,00
1.1
Logo of the Programme
1.2
Website
10.000,00
5.000,00
5.000,00
20.000,00
1.3
DVD
12.000,00
7.200,00
4.800,00
24.000,00
152.500,00
72.300,00
56.200,00
281.000,00
Promo Dossier
30.000,00
10.000,00
10.000,00
50.000,00
Information brochures
64.000,00
32.000,00
24.000,00
120.000,00
2.3
Recipes
48.000,00
24.000,00
18.000,00
90.000,00
2.4
Folders
10.000,00
6.000,00
4.000,00
20.000,00
2.5
Posters
500,00
300,00
200,00
1.000,00
160.880,00
287.900,00
201.860,00
650.640,00
79.000,00
74.500,00
71.500,00
225.000,00
0,00
68.400,00
61.600,00
130.000,00
81.880,00
0,00
0,00
81.880,00
2 2.1 2.2
3
Printed material
Trade fairs
3.1
World Food Moscow
3.2
Prodexpo
3.3
World food Ukraine
3.4
Alimentaria Mercosur
0,00
60.000,00
0,00
60.000,00
3.5
Sial Mercosur
0,00
85.000,00
0,00
85.000,00
3.6
Gress Messe
0,00
0,00
68.760,00
68.760,00
124.580,00
128.580,00
130.700,00
383.860,00
4
PR Actions
15
4.1
4.2
4.3
5 5.1
Visits in production facilities Russia
29.000,00
29.000,00
29.000,00
87.000,00
Ukraine
28.000,00
0,00
0,00
28.000,00
Norway
0,00
0,00
29.000,00
29.000,00
Argentina
0,00
18.000,00
0,00
18.000,00
Russia
14.000,00
14.000,00
14.000,00
42.000,00
Ukraine
15.000,00
0,00
0,00
15.000,00
Norway
0,00
0,00
18.000,00
18.000,00
Argentina
0,00
26.000,00
0,00
26.000,00
Russia
20.940,00
20.940,00
20.940,00
62.820,00
Ukraine
17.640,00
0,00
0,00
17.640,00
Norway
0,00
0,00
19.760,00
19.760,00
Argentina
0,00
20.640,00
0,00
20.640,00
Promotion
218.760,00
228.320,00
228.760,00
675.840,00
Thematic Dinners
Presentations Missions
Distributions Russia
6 6.1
0,00 120.000,00
120.000,00
120.000,00
360.000,00
Ukraine
98.760,00
0,00
0,00
98.760,00
Norway
0,00
0,00
108.760,00
108.760,00
Argentina
0,00
108.320,00
0,00
108.320,00
95.000,00
125.000,00
91.500,00
311.500,00
Advertisement Whole page advertisements
0,00
16
6.2
Russia
30.000,00
30.000,00
30.000,00
90.000,00
Ukraine
36.000,00
0,00
0,00
36.000,00
Norway
0,00
0,00
36.000,00
36.000,00
Argentina
0,00
65.000,00
0,00
65.000,00
Interviews
0,00
Russia
12.000,00
12.000,00
12.000,00
36.000,00
Ukraine
17.000,00
0,00
0,00
17.000,00
Norway
0,00
0,00
13.500,00
13.500,00
Argentina
0,00
18.000,00
0,00
18.000,00
781.720,00
858.300,00
722.820,00
2.362.840,00
644,60
705,20
555,60
1.905,40
117.258,00
128.745,00
108.423,00
354.426,00
Total for actions (1) 7
Costs of performance guarantee
8
Fees of implementing body (15%)
9
Measurement of results of actions (3%)
23.451,60
25.749,00
21.684,60
70.885,20
Total of direct costs for the programme (2)
923.074,20
1.013.499,20
853.483,20
2.790.056,60
55.384,45
60.809,95
51.208,99
167.403,40
978.458,65
1.074.309,15
904.692,19
2.957.460,00
10
Overheads (6%) TOTAL FOR PROGRAMME
17
Co-financing plan: Financial Plan Greece Financial Contribution
EU
1st Year
2nd Year
3rd Year
TOTAL
€
%
€
%
€
%
€
%
325.250,30
50,0%
443.506,12
50,0%
303.035,56
50,0%
1.071.791,97
50,00
130.100,12
20,0%
177.402,45
20,0%
121.214,22
20,0%
428.716,79
20,00
195.150,18
30,0%
266.103,67
30,0%
181.821,33
30,0%
643.075,18
30,00
650.500,59
100,00
887.012,24
100,00
606.071,11
100,00
2.143.583,94
100,00
50% Member State 20% Proposing organisation 30% Total
Financial Plan Romania Financial Contribution
EU
1st Year
2nd Year
3rd Year
TOTAL
€
%
€
%
€
%
€
%
163.979,03
50,0%
93.648,46
50,0%
149.310,54
50,0%
406.938,03
50,00
98.387,42
30,0%
56.189,07
30,0%
89.586,32
30,0%
244.162,82
30,00
65.591,61
20,0%
37.459,38
20,0%
59.724,22
20,0%
162.775,21
20,00
327.958,06
100,00
187.296,91
100,00
298.621,08
100,00
813.876,06
100,00
50% Member State 30% Proposing organisation 20% Total
18
Financial Plan Total Financial Contribution
1st Year
2nd Year
€
%
489.229,33
50,0%
Member States
228.487,54
Proposing organisations Total
EU
€
3rd Year
TOTAL
%
€
%
€
%
537.154,58
50,0%
452.346,10
50,0%
1.478.730,00
50,00
23,4%
233.591,52
21,7%
210.800,55
23,3%
672.879,61
22,80%
260.741,79
26,6%
303.563,05
28,3%
241.545,55
26,7%
805.850,39
27,20%
978.458,65
100,00
1.074.309,15
100,00
904.692,20
100,00
2.957.460,00
100,00
50%
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: Programme eligible:
Yes
First observations to be communicated to MS: Competent authority In application of 9.5 of Commission Regulation 501/2008, in the case of programmes aimed at third countries, the individual Member States shall ensure that the national or regional measures they undertake are in agreement with measures part-financed under Regulation (EC) No 3/2008 and that the programmes submitted complement national and regional campaigns; complementary information is needed concerning this point. With reference to the evaluation methodology, the document "Evaluation Questions" (AGRI/63454/2007) has not been taken into account for the evaluation of programmes. Proposing organisation Provide further information that would justify the development and the interest to develop the programme to the markets of Argentina and of Norway. Trade fairs: provide clarifications on the basis ever which the calculation of costs for the transport of samples and for the advertisements undertaken for the trade fairs.
19
Visits to production areas: The invitation of groups to visit production regions should be limited only to opinion leaders and the participation of professionals has to be reduced. The proposed number of invitations is considered excessive for each year and it has to be limited to 5 persons per year from each target country and for each country per year. Therefore the budget of this action has to be reduced and adapted accordingly. The budget for action No 4.1 for Argentina does not match the budget in the budget table and therefore this difference should be clarified. Thematic dinners: Provide clarifications on who and what is the cost analysis (provide the basis on the calculation of costs) of the transport and of the accommodation costs for this action for each country. The themes for presentation are also needed. POS actions: Concerning the POS actions the description and clarifications of the cost analysis is needed on the following: (a)
Volume of samples for each POS action in each target country and their description
(b)
Transport cost of samples
(c)
Cost or organisation and follow up.
(d)
Transport costs for executives of the organisations
(e)
Names of POS locations (stores, centers and others)
(f)
The budget foreseen for this action in Argentina differs 100€ from the budget appearing in the budget table.
The documentation foreseen by annex I and II of the application form has not been sent as follows: – Annex 1: Signed statement from proposing organisation(s) undertaking to honour its (their) financial commitments for the duration of the programme. – Annex 2: Signed statement from the proposing organisation(s) certifying that the programme is not receiving any other financial assistance from the EU. The applicant organisations with letters (Romanian: ref protocol No 7689-2.9.2009, Greek: ref protocol No238508-3/9/2009) provided information that covered the observations and requested clarifications of the Commission.
20
OPINION OF THE COMMISSION SERVICES: Quality of the programme: (coherence between strategy and objectives, quality of actions)
good
European dimension / added value:
good
Impact forecast and assessment methods:
Yes
Cost-effectiveness of the programme: (relation between total cost and anticipated impact) Points awarded by MS:
good 82/100
Priority awarded by MS:
4/8
External consultant’s opinion:
N/A
21
CONCLUSIONS The programme provides a coherent set of actions. Observation(s) : Recommendation(s) : To be accepted
22
IDENTIFICATION OF THE PROGRAMME Member State(s):
Greece
Title of the programme:
"Promotion and information actions on organic farming products to Third Countries (Russia, Norway, United Arab Emirates)".
Competent Authority(ies):
Greek Ministry of Rural Development and Food
Proposing organisation(s):
Association of bio-product producers
Implementing body(ies):
Not yet selected
Type of measure:
mixed
Product(s):
Organic farming products
Targeted countries:
Russia, Norway, United Arab Emirates
Duration:
3 years
Total budget:
3.500.000
Proposal received on:
30.6.2009
ELIGIBILITY CRITERIA Respect of deadline for presentation by MS:
Yes
Implementing body(ies) selected by a competitive procedure
N/A
Written and signed commitment to co-financing by MS
Yes
Written and signed commitment to co-financing by the proposing organisation(s)
Yes
The programme is a coherent set of actions?
Yes
Actions not linked to origins or private brands, with the exception of designations under Community rules
Yes
Product(s)/target countries are eligible
Yes
Compliance with the relevant guideline(s)
Yes
23
OPINION OF THE MEMBER STATES: Confirmation of conformity with national and Community legislation
Yes
Link between proposed actions and other national/Community information/promotion actions
Yes/No
Confirmation by the MS of the representation of the proposing organisation in the relevant sector(s)
Yes
Confirmation by the MS of the technical and financial effectiveness of the proposing organisation
Yes
Confirmation by the MS of the technical and financial capacity and effectiveness of the implementing body
N/A
DESCRIPTION OF THE PROGRAMME : Objective(s): The program has the following primary objectives: – To strengthen the market share of the European organic products in the target countries. – To enhance the penetration of European organic products in the target markets – To strengthen the image of European organic products in the target countries. – To encourage and support the organic product consumption. – To increase the demand for Greek and European products of organic farming. Specifically: Strategy: The programme strategy will be based on a continuous evaluation of its development following the realization of the programme actions. The programme is concentrated in the major cities and in particular in the capitals of each target country since it was evaluated that this part of the population is more open to new product and ideas. The programme is focused on the promotion of organic farming method advantages and it will use the messages of the bio campaign of the EU as a vehicle for the achievement of the objectives. The programme is promoting a large list of organic products and it is mainly focused on the enlargement of organic farming substrate of the population for the target groups via which the products will welcomed. Target group(s): – Consumers in general
24
– Children in educational establishments – Importers / Distributors / Wholesalers and Retailers – HORECA sector – Nutritionists – Opinion leaders Themes: – Quality and Food safety – Special production methods and organic farming products – Labelling – Image of the European products Aspects covered:
quality safety of food specific production methods nutritional values health impacts labelling animal welfare standards respect for the environment image of Community products Community systems for PDO/PGI/TSG or organic products graphic symbols for remote regions Community system of QWPSR, geographical indication or reserved traditional indications for wine or spirits
Messages to be conveyed: – All messages will be in accordance with the main categories of messages used by EU for the promotion campaign for organic products and appear on the website http://ec.europa.eu/agriculture/organic/toolbox/messages-slogans el, according to the set terms of use. The messages will respect the national laws of the target countries.
25
Actions, including their scope/volume and a provisional timetable: 1.
2.
Promotion with electronic media 1.1.
Creation of an internet site: The creation of a website aims to inform all the target groups and to promote a clear image of the EU organic farming system, quality, safety and image of food products. It will include: (a) section presenting the products, (b)a section with information about the sector and the European system of organic food and farming (link to EU organic farming site), (c) section that will be regularly updated informing about the programme and the actions, (d) library, (e) newsletter and (f) conversation forum. The site will be available in the languages of target countries and English. Visitors will be requested to fill in questionnaires.
1.2.
DVD design and production: Design, development and production of 30.000 DVDs. They will be distributed during the trade fairs, Promotion and PR activities (1,5 € per DVD).
1.3.
Video Clip production: It will present the production procedures of organic farming till the bio products are available on sale. It includes editing, script, directing, producing, editing, narration and subtitling in the 3 languages o the target markets.
Participation in Trade fairs 2.1.
Trade fairs in Russia (5 participations): – World Food Moscow - Participation with specially designed and constructed stand of 100 sq.m., 2 interpreters, administrative support-2 persons, decoration and audiovisual media use, 1000 invitations, advertising of the participation in catalogues, participation every year, – Prodexpo - Participation with specially designed and constructed stand of 50 sq.m. , 3 interpreters, administrative support-3 persons, decoration and audiovisual media use, 1500 invitations, advertising of the participation in catalogues, 2nd and 3rd year.
2.2.
Trade fairs in UAE (3 participations): – Gulf Food - Participation with specially designed and constructed stand of 90 sq.m., 2 interpreters, administrative support-2 persons, decoration and audiovisual media use, 1000 invitations, advertising of the participation in catalogues and magazines, participation every year.
3.
Promotional materials 3.1.
Creation of logo: the logo will be created for the purposes of the programme and it will determine their identity, the special features of the targeted countries, produced in all languages of the programmes and English, and be acceptable by the target groups of the programme.
26
4.
3.2.
Posters: 500 posters will be produced (300 in Russian, 100 in Norwegian, 100 in Arabic and English), dimensions 50x70 cm, illustration paper, weight 150g, Cost: 1000€ /500 pieces.
3.3.
8-pages information brochures: Information Brochures. 180.000 copies (120.000 in Russian, 30.000 in Norwegian, 30.000 in Arabic and English), 8-pages color, with dimensions 20x20 cm, illustration paper, weight 115g,. They will be distributed during trade fairs, PR activities, thematic dinners, presentations and distributions. Cost; 0,6€ /piece
3.4.
Folders: 30.000 folders A4 in hard paper (20.000 in Russian, 5000 in Norwegian, 5.000 in Arabic and English)They will use as supporting tool along with the printed material and the DVD and will be distributed during trade fairs, PR activities, thematic dinners and presentations. Cost; 15000€/ 30000 pieces .
Promotion Actions 4.1.
4.2.
Eco – Corners: A Promotion and information campaign will be realized in sales points for 600 days in Russia (200 days per year), 100 days in UAE and 100 in Norway, Tasting and distribution of samples, distribution of information material, projection of programme's messages, market survey among consumers and satisfaction survey are the main activities that will be performed during the action. Estimated number of consumers: 65000. Action parameter
Russia
UAE
NORWAY
Eco-corner days
600 (200 every year)
100 (3rd year)
100 (2nd year)
No of stands
25
10
25
No of persons
2
2
1
supervisor
Yes
Yes
Yes
samples
40.000
15.000
15.000
questionnaires
40.000
15.000
15.000
brochures
60.000
20.000
36.000
Organic Products Festival: Organisation of two open 2 days Bio fests in Moscow and Oslo on the promotion of organic products' consumption through the communication of programme messages. . It will be held once, on the 2nd year with outdoor advertising of the event, 4 TV references to the event, invitations, advertising flyers will be distributed, ad-hoc stand for product tasting, catering, administrative support with personel and 27
audiovisual media, telephone follow up and live music. The action will take place during the second year. Action parameter
Russia-Moscow
Oslo -Norway
Outdoor advertising
14
8
Ref to TV shows
5
-
flyers
200.000
50.000
Promotion products
5.
stands
for 20
20
Audiovisual media
yes
yes
Event staff
20
20
invitations
3000
1000
Advertising 5.1.
Twenty two (22) full page, color advertisements will be published in the national printed media of the targeted country. They will include clear messages about the quality and the strict standards of the EU production for bio products. More than 2000000 estimated readers. 1st year No of advertisements
2nd year No of advertisements
3rd year No of advertisements
Russia
4
4
4
UAE
0
0
5
Norway
0
5
0
total
4
9
9
List of names of the press and magazines is presented for this action for each target country. 5.2.
Thirty articles-advertorials will be published in the selected newspapers and magazines in order to multiply impact of messages to be communicated. More than 200000 readers. 1st year No of 28
2nd year No of
3rd year No of
advertorials
advertorials
advertorials
Russia
4
12
4
UAE
0
0
5
Norway
0
5
0
total
4
17
9
List of names of the press and magazines is presented for this action for each target country. 5.3.
6.
Five presentations and references of the programme messages and products in morning TV Shows. Presentations and special themes in popular TV shows in Russia will be realized in the third year. The goal is to enhance impacts produced during the first years of the programme and support the promotion campaign (Eco corners) during its realization and they will be addressed to more that 3000000 expected viewers.
Public Relations 6.1.
Three scientific Conferences (one in each country) will be held in each target country.The action aims the approach of 200 scientists from the target groups and it aims the publication of articles and references in the press. At least three specialists will participatein each conference with title "organic products - way of life". Results of conferences will be published to the programme's website and a special digital version will be issued in DVD.
6.2.
Five visit groups of selected importers / distributors / wholesalers / journalists (40 in total) will be realized in order to reinforce the results emerged during each year from implementation of the programme. They will be hosted in Greece for 5 days and they will get acquainted with the organic production areas in Greece. 1st year No of groups/ participants
2nd year No of groups/ 3rd year No of groups/ participants participants
Russia
1/5
1/5
1/5
UAE
0
0
1/5
Norway
0
1/5
0
total
1/5
2/10
2/10
29
6.3.
Five thematic meetings with 50 participants (importers / distributors and wholesalers) will be realized in the target countries in order to present bio products to potential audience among the target groups members. They will be held in restaurants and more than 50 professional will participate. 1st year No of 2nd year No of thematic 3rd year No of thematic presentations/No of thematic presentations/No of presentations presentations/No of presentations presentations Russia
1/10
1/10
1/10
UAE
0
0
1/10
Norway
0
1/10
0
total
1/10
2/20
2/20
6.4. Distribution of information material: 4000 information kits will be sent including invitations to the events of the programme will be realized in order to personalize and achieve the involvement of the receivers. More than 50% of them is expected to respond positively and participated in the scheduled activities. 2nd year No information 3rd year No of thematic kits presentations/No of presentations
1st year No information kits Russia
800
800
800
UAE
0
0
800
Norway
0
800
0
total
800
1600
1600
6.5. Information campaigns at schools: fifteen (15) information events in public or private schools and technical faculties in Moscow, Russia and Oslo, Norway in coordination with the national authorities of competent ministry of Russia and of Norway will be organized. The objective is to increase public awareness among young people on organic products and stimulate the demand. 6.6. Missions of producers for product presentations: organized presentation of members of the organisation of will participate and conduct meetings with professionals of the target group in the target countries where they will present the products. 3 missions of 10 people each for the Russia, 1 mission of 10 people for the market of UAE and 1 mission of 8 people for the market of Norway and more than 100 presentations will be scheduled.
30
7.
Travel Costs
– 2 trips in Russia-three trips in Norway-two trips in UAE. Anticipated impact: – To strengthen the image of EU products in target countries, – To strengthen the bio product demand and consumption in these countries,
Methods of appreciation of the impact: – A particular methodology is described for the measurement of the impact and effectiveness of the programme. – The method aims to evaluate the effectiveness of the actions of the programme and of the programme as a whole in each target market for the target groups and the programme's objectives. – In order to achieve this there is a table that correlates the objectives, target groups, actions of the programme and specific tools that will be used for this purpose. On that basis quantitative and qualitative indicators are set for each objective and action such as imports volumes, market share, internet portal visitors' number, No of visitors in trade fairs, published articles and no of members of the target groups for this programme.
ASSESSMENT BY THE MEMBER STATE/MEMBER STATES: General interest of the programme:
23/30
Quality and effectiveness of the programme:
24/40
European dimension:
3/10
Cost/efficiency:
5/20
31
Budget by action:
€ Actions
1st year
2nd year
3rd year
total
1
Promotion with electronic media
110.000
0
0
110.000
1.1
Design and creation of Website
20.000
0
0
20.000
1.2
DVD design and production
45.000
0
0
45.000
1.3
Video Clip production
45.000
0
0
45.000
2
Participation in trade fairs
204.500
281.500
274.000
760.000
2.1
World Food Moscow
113.000
108.000
109.000
330.000
83.000
77.000
160.000
Prodexpo Gulf Food
91.500
90.500
88.000
270.000
3
Promotional materials
136.000
0
0
136.000
3.1
Logo design
12.000
0
0
12.000
3.2
Posters
1.000
0
0
1.000
3.3
8-pages information brochures
108.000
0
0
108.000
3.4
Folders
15.000
0
0
15.000
32
4
Promotion Actions
180.000
700.000
260.000
1.140.000
4.1
Eco - Corners Russia
180.000
180.000
180.000
540.000
Norway
0
70.000
0
70.000
UAE
0
0
80.000
80.000
Russia
0
300.000
0
300.000
Norway
0
150.000
0
150.000
5
Advertising
56.000
153.500
158.500
368.000
5.1
Advertisements
36.000
68.500
71.000
175.500
Russia
36.000
36.000
36.000
108.000
Ukraine
0
32.500
0
32.500
UAE
0
0
35.000
35.000
Articles-Advertorials
20.000
85.000
42.500
147.500
Russia
20.000
60.000
20.000
100.000
Ukraine
0
25.000
0
25.000
4.2
5.2
Organic Products Festival
33
UAE
0
0
22.500
22.500
5.3
TV Shows
0
0
45.000
45.000
6
Public relations
77.000
127.500
150.500
355.000
6.1
Scientific Conferences
40.000
30.000
25.000
95.000
Russia
40.000
0
0
40.000
Ukraine
0
30.000
0
30.000
UAE
0
0
25.000
25.000
Missions for presentations
15.000
35.000
33.000
83.000
Russia
15.000
15.000
15.000
45.000
Ukraine
0
20.000
0
20.000
UAE
0
0
18.000
18.000
Thematic presentations
6.000
11.500
10.500
28.000
Russia
6.000
6.000
6.000
18.000
Ukraine
0
5.500
0
5.500
UAE
0
0
4.500
4.500
Distribution of information material
4.000
8.000
8.000
20.000
6.2
6.3
6.4
34
6.5
Information campaigns to schools
0
20000
50000
70.000
Russia
0
0
50.000
50.000
Norway
0
20.000
0
20.000
Producers presentations
12.000
23.000
24.000
59.000
Russia
12.000
12.000
12.000
36.000
Ukraine
0
11.000
0
11.000
UAE
0
0
12.000
12.000
Travel Costs
6.240
11.880
12.360
30.480
Total Budget for actions (1)
769.740
1.274.380
855.360
2.899.480
8
Costs of performance guarantee
548
961
479
1.988
9
Fees of implementing body 13%
100.066
165.669
111.197
376.932
10
Measurement of results of actions
23.092
38.231
25.661
86.984
Total Budget of direct costs for the programme
893.446
1.479.242
992.696
3.365.385
Overheads 4%
35.738
59.170
39.708
134.615
TOTAL BUDGET FOR PROGRAMME
929.134
1.538.412
1.032.404
3.500.000
6.6
7
11
35
Target Country
Year 1
Year 2
Year 3
total
RUSSIA
707152
978140
676206
2361498
NORWAY
55827
450967
0
506794
UAE
166204
109304
356197
631705
36
Co-financing plan: Financial Contribution
1st Year €
2nd Year %
€
3rd Year %
€
TOTAL %
€
%
EU
464.592
50
769.205
50
516.202
5
1.750.000
50
Member State
185.836
20
307.682
20
206.480
2
700.000
20
Proposing organisation
278.755
30
461.523
30
309.721
3
1.050.000
30
Total
929.184
100 1.538.411
100 1.032.404 100
3.500.000
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: – Total turnover of the kinopraxia : 31.8 million€ – Complementarity with EU bio-campaign due to the use of the bio-campaign messages and link to EU site for organic farming. Programme eligible:
Yes
First observations to be communicated to MS: (1)
The competent authority should provide information on the agreement between the proposed programme and the national and regional measures on promotion for wine if exists within the framework of article 9(5) of Commission Regulation (EC) no 501/2008.
(2)
In accordance with article 8(1) of Regulation (EC) No 3/2008 the programmes that are proposed by several Member States or providing measures into several third countries have priority over programmes that are limited to single proposing organisations or single target markets.
(3)
Provide additional justification on the selection of the target countries.
37
100
The following clarifications are needed for the conclusion of the examination on the cost efficiency of the actions: (a)
Action No 2: Advertising for the trade fairs which catalogues and press,
(b)
action No 4: part 4.1:eco-centers, duration of each promotional day, supervisor, locations and names of supermarkets or other, description of samples to be used, part 4.2: 200.000 flyers (description)
(c)
Action No 4.2: bio festival in Moscow: size of outdoor advertising, the basis of cost calculation for the samples and their transport and of the catering expenses foreseen.
(5)
For action No 5, the size of advertorials, the determination of media used for advertisements and advertorials among the presented ones are needed for the evaluation of the cost efficiency of the programme.
(6)
Concerning action No 5.3 provide the names of the TV emissions where it is planned reference to the programme.
(7)
For the action No 6- Scientific conferences, provide the number of participants. The travel expenses of the representatives of the organisation is covered by the general costs. This expenditure is not eligible
(8)
With reference to action No 6.2 the invitation of groups to visit production regions should be limited only to opinion leaders and the participation of professionals has to be eliminated. The proposed number of invitations has to be limited to 5 persons per year from each target country and for each country per year. Therefore the budget of this action has to be reduced and adapted accordingly.
(9)
Provide the justification for the presentations in schools in Russia and in Norway. The themes to be developed and a detailed description of the action are not present and it has to be provided.
(10)
In application of 9.5 of Commission Regulation 501/2008, in the case of programmes aimed at third countries, the individual Member States shall ensure that the national or regional measures they undertake are in agreement with measures part-financed under Regulation (EC) No 3/2008 and that the programmes submitted complement national and regional campaigns; complementary information is needed concerning this point. Provide any relative information.
The applicant organisation with its letter of ref A/195368/3.8.2009 provided information that covered the observations and requested clarifications of the Commission.
38
OPINION OF THE COMMISSION SERVICES: Quality of the programme: (coherence between strategy and objectives, quality of actions)
good
European dimension / added value:
good
Impact forecast and assessment methods:
Yes
Cost-effectiveness of the programme: (relation between total cost and anticipated impact) Points awarded by MS:
good 55/100
Priority awarded by MS:
5/5
External consultant’s opinion:
N/A
CONCLUSIONS The programme is complying with the rules of the Regulation. Observation(s) :
Recommendation(s) : To be accepted
39
IDENTIFICATION OF THE PROGRAMME Member State(s):
Greece
Title of the programme:
«Information and promotion actions for the Protected Designation of Origin (PDO) Cheese of Crete, (PDO Graviera Kritis, PDO Xinomizithra Kritis) in the markets of United Arab Emirates and Saudi Arabia»
Competent Authority(ies):
Ministry of Rural Development and Food
Proposing organisation(s):
Union of agricultural Rethymnon (coordinator)
co-operations
of
Union of agricultural co-operations Mylopotamos-Kriaras S.A.
of
Gypari Bros Ltd. Tyrokomiki Amariou Douroudoudaki Manolaki Aikaterini Implementing body(ies):
Not yet selected
Type of measure:
mixed
Product(s):
PDO Graviera Kritis PDO Xinomizithra Kritis
Targeted Member States:
United Arab Emirates -Saudi Arabia
Duration:
3 years
Total budget:
1.223.993 €
Proposal received on:
30.3.2009
_____________________________________________________________________
40
ELIGIBILITY CRITERIA Respect of deadline for presentation by MS: Implementing body(ies) selected by a competitive procedure
Yes Not yet selected
Written and signed commitment to co-financing by MS
Yes
Written and signed commitment to co-financing by the proposing organisation(s)
Yes
The programme is a coherent set of actions?
Yes
Actions not linked to origins or private brands, with the exception of designations under Community rules
Yes
Product(s)/target countries are eligible
Yes
Compliance with the relevant guideline(s)
Yes
OPINION OF THE MEMBER STATES(S) Confirmation of conformity with national and Community legislation Link between proposed actions and other national/Community information/promotion actions
Yes No
Confirmation by the MS of the representation of the proposing organisation in the relevant sector(s)
Yes
Confirmation by the MS of the effectiveness of the proposing organisation
Yes
Confirmation by the MS of the technical capacity and effectiveness of the implementing body
N/A
DESCRIPTION OF THE PROGRAMME : Objective(s) : The penetration of the PDO cheeses of Crete into the Saudi Arabia and UAE food markets, and more specifically in: - the Super Market chains, - the catering market,
41
- the provision of clear and succinct information to consumers regarding the PDO cheese characteristics.
Strategy : The strategy, that will by used to achieve the objectives set, will include two stages. During the first stage, actions will aim to the penetration of the products into the market (super markets, channels to the catering area). In the second stage, when the products have sufficiently entered the super markets and hotels/ restaurants, promotional actions towards the final consumer will be taken. Target group(s) : The target groups, according to the above strategy, will be as follows: In the first stage (penetration stage), the target group will be enterprises involved in the trade of cheese or other food products. Such enterprises can be: - Importers, distributors and wholesalers of food products. - Super market chains - Businesses from the catering area. In the second stage, the target group will be the final consumers Themes : The main issues which will tackle the problem are: - Search for potential importers / distribute - Presentation of the products to the potential business partners - Selection of the proper business partners (importers distributors) and elaboration of a detailed penetration plan, as well as a detailed product promotion plan. - Lunching of the products into the markets concerned. - Realization of product promotion action aiming to make the products known to the final consumers.
Aspects covered: The aspects which are covered in the steps of the proposed programme include: - Safety of food 42
The marking of EU DOP products and the importance of this marking - Nutritional values The tasty and the organoleptic properties of these traditional products. - Origin The place of origin of the products - Quality Hygiene and environmental products related to sheep and goat breeding in Crete. - Specific production methods The conformity of the DOP cheese from Crete to all to all EU production and quality control standards. - Health impact Mediterranean nutrition and relevant health aspects.
Messages to be conveyed : The messages aimed for promotional purposes of the cheese products are: - Tasty traditional products - Products meeting all hygiene and safety food standards - Products included in Mediterranean Nutrition. - Products come from a clean natural environment - The Product’s place of origin is Crete, with a long tradition in making high quality cheese.
Actions, including their scope/volume and a provisional timetable: The works and the actions of the programme for the promotion in the market are almost the same in UAE and Saudi Arabia. The works and the actions described in the following. A. Market research a1) Market research in the area of food trade enterprises (importers, distributors, super market domain, catering)
43
a2) Consumer survey a3, a4, a5, a6) Research for measuring the efforts of the programme actions
B. Preparation of actions b1) Production of product information material b2) Publications of announcements in newspapers b3) Sending invitations and informative material for the product presentation event.
C. Product presentation c1) One-day event for the presentation of the PDO cheeses of Crete to businessman and managers of enterprises involved in the food trade or catering businesses c2) Two-day seminar to students of the Culinary School (only in UAE)
D. Participation in Gulf food exhibition d1) Sending invitations and informative material d2) Participation in Food exhibition (Gulfood in UAE and Food hotel Arabia in Jeddah and Saudi Agriculture in Riyadh
E. Business meetings e1) Presentation of the products (PDO cheeses of Crete) to important enterprises which did not attend the presentation event or the exhibition. e2) Business meetings with enterprises interested in the products. e3) Invitation of business delegation to Crete e4) Second round of business meetings. Selection of business cooperation’s and setting the relevant business agreements
F. Launching the products into the market through the local business partners All the above actions’ A – F belong to the first stage of the programme. The aim is to penetrate the cheese products into the food market. 44
The actions described below (G - I) belong to the second stage of the programme. The aim is to promote the products to the final consumers. G. Distribution of printed product information material in retail shop Printed product information material will be distributed to people visiting MALL type trade centers, or other significant retail shops places. H. Promotion advertising via press Published advertisement, or distribution of printed promotional material in newspapers or proper magazines. I. Product sampling in super markets Free samples of products will be given to consumers in selected super markets. The quantitative data of program actions and the indicative time schedule of the above described action (A – I) are shown in the next diagram for the two countries.
45
QUANTITATIVE DATA OF PROGRAM ACTIONS Move / Action of the Program
Time action
Quantities and action quality
Move 1: Research Action 1.1 : Market research about dairy products and specially about cheese
Action 1.2 : Research about the cheese consumption Action 1.3 : Research of measurement the expected impact for the program
a1
Number of research : 2 (1 UAE and 1 S. Arabia)
Number of dairy or cheese importers, distributors, super market will be interviewed : 20 for each research
Number of research : 2 (1 UAE and 1 S. Arabia)
Number of phone interview: 2.000 (1.000 UAE and 1.000 S. Arabia)
a2
a3, a4,
The research will assessment 24 actions such as : Participation in exhibitions, Advertisements in press, Distribution of promoting material, Presentation – information event, Seminars in culinary school, Announcement in press and food magazines
a5
Move 2 : Public relations Action 2.1 : Presentation – information event Action 2.2 : Announcement in press and food magazines Action 2.3 : Seminars in culinary school
b3, c1 b2
Events : 3 (1 UAE – Dubai and 2 in S. Arabia – Jeddah and Riyadh)
Number of assists at each event : 150 - 180
Announcements : 3 (1 UAE and 2 in S. Arabia)
Number of readers : 150 – 180 thousands
c2
Seminars : 1 (UAE)
Number of participation : 50
Move 3 : Trading assignments Action 3.1 : Business meetings
e1, e2,
Business meetings : 7
e3, e4
Number of participation in each meeting : 50
Prospectus will print : 15.000
Number of events that the prospectus will distribute : 22 (such as 4 exhibitions, 7 Business meetings, 2 presentation evens, 1 seminar, 4 promo campaigns, 4 distribution
Move 4 : Promotion and advertisement Action 4.1 : Production of promoting material (prospectus) b1
46
prospectus) Action 4.2 : Distribution of promoting material (prospectus)
Points that the distribution will done : 10
Days that the distribution will done: 10
Times that the action will done : 4
G
Action 4.3 : Advertisements in press and food magazines
H
Action 4.4 : In – store distribution of cheese samples
Newspapers and magazines of advertisement : 4
Total advertisement publish : 20 Points that the distribution will done : 10
Days that the distribution will done: 10
Times that the action will done : 4
The action includes communication acts to invite business men to the exhibition such as phones, mails & e-mails, fax.
Number of participate in exhibition in UAE : 2 (in Dubai)
I
Move 5 : Participation in events – exhibitions Action 5.1 : Preparation of participation in events and exhibitions Action 5.2 : Participation in exhibitions in UAE Action 5.2 : Participation in exhibitions in Saudi Arabia
d1 d2 d2
Number of visitors at the stand : 1.000 Number of participate in exhibition in S. Arabia : 2 (1 in Riyadh and 1 in Jeddah) Number of visitors at the stand : 1.000
47
Diagram 1: INDICATIVE TIME SCHEDULE OF ACTIONS IN UAE A. a1 a2 α3, α4, α5 Β b1 b2 b3 C c1 c2 D d1 d2 Ε e1 e2 e3 e4 F G H I
Sep Oct Noe Dec Jan Feb Mar Apr May Jou Jul 2009 2010
Aug Sep Oct Noe Dec Jan Feb Mar Apr May Jou Jul Aug Sep Oct Noe Dec Jan Feb Mar Apr May Jou Jul Aug Sep 2011 2012
48
Diagram 2: INDICATIVE TIME SCHEDULE OF ACTIONS IN SAUDI ARABIA A. a1 a2 α3, α4, α5 Β b1 b2 b3 C c1 c2 D d1 d2 Ε e1 e2 e3 e4 F G H I
Sep Okt Nov Dec Jan Feb Mar Apr May Jun Jul 2009 2010
Aug Sep Okt Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2011 2012
49
Anticipated impact: To inform target groups on the products and EU quality standards The increase of the demand for European wine that have an added value for all the companies of the sector. At a programme level, the methodology for the analysis of the countable and uncountable indicators will lead to qualitative and quantitative conclusions about the activities impact on: - The involved actors and the partial interested target groups of the programme - The socio-economic environment, the local, regional and national market of the product - The consumption and drink habits of the members of the target Questionnaires will be used for this purposes and import /export /sales data. ASSESMENT BY THE MEMBER STATE General interest of the programme:
27/30
Quality of the programme:
35/40
European dimension:
8/10
Cost/efficiency:
18/20
50
Budget by action :
€ ο
ACTIONS
ο
1 year
Market research
ο
2 year
60.000
3 year
Total
0
0
60.000
Public relations
78.500
8.500
0
87.000
Trading assignments
105.500
0
0
105.500
Promotion – advertisement
124.500
291.000
178.500
594.000
Participation in event – exhibitions
120.200
47.700
0
167.900
Total (1)
!Syntaxfe hler, )
!Syntaxfe hler, )
!Syntaxfe hler, )
!Syntaxfehl er, )
Expenses for good execution guarantee
102
73
37
212
Salaries of the execution organisation (15%)
63.531
45.136
23.205
131.872
6. Measurement of the results of the moves (3%)
14.661
10.416
5.355
30.432
Total of direct costs for the programme (2)
566.994
402.825
207.097
1.176.916
General expenses (3%) (3)
22.680
16.113
8.284
47.077
General total
589.674
418.938
215.381
1.223.993
Co-financing plan : € FINANCING PARTICIPATION
1st YEAR €
2nd YEAR %
€
3rd YEAR %
€
TOTAL %
€
%
European Community (not exceeding50%)
294.837
50
209.469
50
107.690
50
611.996
50
Member state
117.935
20
83.788
20
43.076
20
244.799
20
Proposing organisation (at least 20%)
176.902
30
125.681
30
64.614
30
367.198
30
TOTAL
589.674
100
418.938
100
215.381
100
1.223.993
100
51
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION a) General remarks to be taken into consideration for evaluation 1. In application of Article 1 of Council Regulation 3/2008), the actions included in the programme must not be brand-oriented nor incite the consumption of a product on grounds of its specific origin. 2. In application of Articles 7(1) and 9 of Council Regulation 3/2008), the Member States concerned shall check that the programme offers value for money. 3. 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. 4. 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. 5. In application of Article 9(3) of Commission Regulation 501/2008, programmes submitted shall comply with the guidelines for promotion on the internal market and must contain sufficient detail to comply with the rules applicable and enable their cost/benefit to be evaluated. 6. 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 and Third countries shall be given priority. 7. In application of 8.2 (c) of Commission Regulation 501/2008, the programmes shall contains sufficient detail to enable their compliance with the applicable rules and their cost/benefit ratio to be evaluated; 8. 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 9. In application of 9.3 of Commission Regulation 501/2008, in the case of programmes aimed at third countries, the individual Member States shall ensure that the national or regional measures they undertake are in agreement with measures part-financed under Regulation (EC° No 3/2008 and that the programmes submitted complement national and regional campaigns.
b) Comments concerning the different aspects of the proposal 1. The proposed programme is a 3 year of EUR 1.223.993 for the promotion of cheese. The major part of cheese production in Crete is hard cheese (7.000 tons in 2008) of which Graviera of Crete is the most important product (5.800 tons in 2008). A significant quality (2.050 tons in 2008) of Graviera of Crete is produced by 9 cheese manufacturers under conditions which allow for certification as ‘Product of Denominated Origins’ (PDO). One more cheese product “Xynomizithra” of Crete has been also recognized as a PDO product. However the production of this cheese (117 tons in 2008) is considerably lower than 52
Graviera of Crete. These PDO cheese products of Crete are currently sold only to the Greek market, but as the possibilities of potential production can be significantly increased, efforts for the promotion of exports have been recently initiated in potential export markets . The proposed program is supported by 6 big producers of PDO cheeses of Crete which cover 76% of total production of P.D.O. Graviera of Crete and 100% of the production of P.D.O. Xynomizithra of Crete. Saudi Arabia and the United Arab Emirates (U.A.E.) have been selected as the target markets of the proposed programme (strong demand for quality cheese products; no products with the quality and the organoleptic characteristics of the proposed cheese products; traditional consumption of dairy products made of sheep or goat milk; selling prices for cheese products with favourable potential); The programme is well structured and based on good market analysis of the potential target countries; research and elaboration of the proposal having been done with the assistance of two consulting firms( mentioned here below) that have been engaged for assistance initiation and follow up of the proposed programme. 2. It is a programme initiated by one member state, providing for measures in third countries, and in principle has partially the benefit of the "priority" foreseen by the article 8(1) of Council Regulation 3/2008; 3. The budgeted amounts for several "Actions" of the proposal as presented here below , do not provide necessary analytical cost element resources (cost per unit) and where possible eventual "proforma offers" that have been taken into account for the budgeted amounts but simply total annual amounts, and many of the above need more explicit presentation for their precise objective as follows: N.B It has to be underlined that according to an annex of the file, the budgeted costs for several Actions here below have been based on the cost elements provided by a consulting firm called "International Media Ideas" that has been engaged as "responsible to execute the promo plan" for the proposal, and the same concerns the "market research" based on cost elements presented by another consulting firm "Market and Investment Consultants LTD. However, all necessary cost elements used for the presented budgeted should be submitted in full detail permitting a proper verification and evaluation of the proposal. In application of Article 9(3) of Commission Regulation 501/2008, programmes submitted shall comply with the guidelines for promotion on the internal market and must contain sufficient detail to comply with the rules applicable and enable their cost/benefit to be evaluated.
53
Action 1.1 : Market research on dairy products and specially cheese:
EUR 25.000
Action 1.2 : Market Research about the cheese consumption:
EUR 10.000
Action 2.1 : Presentation – information event:
EUR 63.500
Action 2.2 : Announcement in press and food magazines:
EUR 15.000
Action 2.3 : Seminars in culinary school:
EUR
Action 3.1 : Business meetings (United Arab Emirates):
EUR 41.500
Action 3.1 : Business meetings (Saudi Arabia):
EUR 64.000
Action 4.2 : Distribution of promoting material (prospectus):
EUR 221.000
Action 4.3 : Advertisements in press and food magazines:
EUR 140.000
Action 4.4 : In – store distribution of cheese samples:
EUR 217.000
8.500
As a result, the evaluation of the cost efficiency of the programme actions and the programme coherence cannot be undertaken, as further information is missing in order to provide an overall value of them, and to comply with the requirements of Articles 7.2 of Commission Regulation 3/2008 and Articles 8.2(c) of Commission Regulation 501/2008; 4. The budget of the programme should also be structured and presented by separate distinctive sub budgets by target country; 5. The 'indicative schedule of actions should be restructured as no potential action could be possible before year 2010 according to the Commission decisional procedures; 6. To be also noted the presence of a detailed and precise market analysis concerning the food sector in the target countries in this family of products in line with article 1§2 of Commission Regulation 501/2008; 7. 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 or Third countries shall be given priority; the programme submitted can be given than partial priority; 8. Measurement of results (EUR 34.032) the proposal is followed by a series of information data concerning the measurement of the results by research during and after the programme and a evaluation methodology with many parameters to measure the impact of the campaign", which is insufficient, as the document "Evaluation Questions" (AGRI/63454/2007) has not been taken into account for the evaluation of programmes as well as their preparation for submission to the Commission; 9. In application of 9.3 of Commission Regulation 501/2008, in the case of programmes aimed at third countries, the individual Member States shall ensure that the national or regional measures they undertake are in agreement with measures part-financed under Regulation (EC) No 3/2008 and that the programmes submitted complement national and regional campaigns; complementary information is needed concerning this point. 54
N.B. Clarifications were received on the above observations and the complementary elements of information provided have covered the aforementioned observations (letter of the Greek authorities dated 3/9/2009 n°238508 ARES n°229614 du 08/09/2009) .
Programme eligible:
YES
First observations to be communicated to MS:
OPINION OF THE COMMISSION SERVICES Quality of the programme: (coherence between strategy and objectives, quality of actions)
Average/good
European dimension / added value: It presents a certain added value in this domain as it promotes high quality European products in third countries markets Cost-effectiveness of the programme : (relation between total cost and anticipated impact)
Average
Points awarded by MS:
88/100
Priority awarded by MS:
2 /5
External consultant’s opinion:
n/a
CONCLUSIONS Observation(s) : N.B. Clarifications and appropriate modifications were received on the above observations (letter of the Greek authorities dated 3/9/2009), and the complementary elements provided have covered the aforementioned observations ("Note for the file"CM D(2009)277545 dated 22/9/ 2009) . Recommendation(s) : Final - To be accepted
55
IDENTIFICATION DU PROGRAMME: Etat(s) membre(s):
République Française
Titre du programme:
Programme de promotion de l’indication géographique Cognac cofinancé par l’Union européenne et la France sur les territoires des Etats-Unis d’Amérique, de la Russie et de la Chine.
Organisme compétent:
FRANCE AGRIMER.
Organisation proposante:
Bureau National Interprofessionnel du Cognac.
Organisme(s) d’exécution:
SOPEXA sur les 3 marchés.
Type de mesure:
mixte
Produit:
Eau-de-vie de vin avec appellation d’origine contrôlée Cognac.
Etats ciblés:
USA, Russie et Chine.
Durée:
36 mois.
Budget total:
2.400.000 €
Proposition reçue le:
30 juin 2009 par courriel (Ares 156218 3/7/2009)
CRITÈRES D’ÉLIGIBILITÉ : Respect du délai de présentation du programme par EM:
oui
Organisme(s) d’exécution sélectionné(s) par une procédure compétitive
oui
Engagement écrit et signé pour le cofinancement par EM
oui (30%)
Engagement écrit et signé pour le cofinancement par l’/les(s) organisation(s) proposante(s)
oui (20%)
Le programme est composé d’un ensemble d’actions cohérentes
oui
Actions non liées à l’origine ou aux marques privées, à l’exception des désignations basées sur réglementation communautaire
oui
Le(s) produit(s)/pays cible(s) sont éligibles
oui
Conformité à /aux ligne(s) directrice(s)
so
Avis de l’Etat membre/des etats membres : Confirmation du respect de la législation nationale et communautaire :
oui
Lien des actions proposées avec d’autres actions nationales et/ou communautaires d’information/de promotion (par EM)
non
Confirmation de la représentativité de(s) l’organisation(s) proposante(s) du/des secteur(s) concerné(s)
oui
Confirmation de l’efficacité technique et financière de(s) l’organisation proposante(s)
oui
Confirmation de la capacité technique et financière de l’organisme d’exécution
oui
56
DESCRIPTION DU PROGRAMME : Objectifs: 1. Développer l’identité du Cognac 2. Promouvoir le concept d’indication géographique
Stratégie : Informer sur les valeurs uniques de l’Appellation Cognac Former et informer toute la chaîne économique sur la notion d’IG et sur le Cognac Mettre à l’esprit le Cognac et lui donner une image contemporaine (Profiter des événements RP France pour maximiser les retombées presse) S’appuyer sur le Cognac Summit comme exemple de consommation de Cognac contemporaine Dans le cadre des négociations en cours avec les autorités russes et chinoises, développer une action pédagogique sur l’IG Cognac et le rôle de l’interprofession.
Cibles: a. Presse spécialisée, économique et grand public b. Professionnels du marché (Importateurs, distributeurs, acteurs on et off-trade) c. Autorités (sauf USA)
Thèmes: 1) Les valeurs uniques de l’IG Cognac. 2) Les garanties offertes par l’IG et les modalités pratiques mises en œuvre pour en garantir l’authenticité. 3) La reconnaissance officielle de l’IG par la Chine.
57
Aspects couverts:
Qualité, Sécurité alimentaire, Méthodes de production spécifique, Image des produits communautaires, Systèmes communautaires AOP/IGP/STG, Indications géographique pour les vins ou boissons spiritueuses.
Messages à communiquer : 1. Le Cognac, une IG spiritueuse européenne emblématique au processus d’élaboration singulier, 2. Faire connaître la gamme des Cognacs et la diversité des modes de consommation, 3. Le Cognac, un spiritueux soumis à des règles de production, de contrôle et de traçabilité rigoureuses qui en garantissent l’authenticité 4. Les IG sont un modèle économique garantie de qualité et de sécurité
Actions par pays, y inclus leur portée/volume et calendrier prévisionnel : 1) USA (62,5%)
2ème année
3ème année
22 800 €
22 800 €
22 800 €
68 400 €
Honoraires action 1 Sopexa
9 040 €
9 040 €
9 040 €
27 120 €
Action 1 BNIC
9 590 €
9 590 €
9 590 €
28 770 €
Honoraires action 1 BNIC
2 574 €
2 574 €
2 574 €
7 722 €
44 004 €
44 004 €
44 004 €
132 012 €
ACTIONS
1ère année
Total
USA Action 1 USA Action 1 Lancement de la campagne CBC
Total Action 1 USA
58
Action 2 USA Action 2 Education des sommeliers américains
31 200 €
31 200 €
31 200 €
93 600 €
Honoraires action 2 Sopexa
26 250 €
26 250 €
26 250 €
78 750 €
Action 2 BNIC
7 368 €
7 368 €
7 368 €
22 104 €
Honoraires action 2 BNIC
2 111 €
2 111 €
2 111 €
6 333 €
66 929 €
66 929 €
66 929 €
200 787 €
Action 3 Education mixologistes / barmen
95 000 €
95 000 €
95 000 €
285 000 €
Honoraires action 3 Sopexa
50 020 €
50 020 €
50 020 €
150 060 €
Action 3 BNIC
8 050 €
8 050 €
8 050 €
24 150 €
Honoraires action 3 BNIC
2 112 €
2 112 €
2 112 €
6 336 €
155 182 €
155 182 €
155 182 €
465 546 €
Action 4 Education professionnel On & Off Trade
40 000 €
40 000 €
40 000 €
120 000 €
Honoraires action 4 Sopexa
18 760 €
18 760 €
18 760 €
56 280 €
Action 4 BNIC
23 150 €
23 150 €
23 150 €
69 450 €
6 036 €
6 036 €
6 036 €
18 108 €
87 946 €
87 946 €
87 946 €
263 838 €
Total Action 2 USA
Action 3 USA
Total Action 3 USA
Action 4 USA
Honoraires action 4 BNIC Total Action 4 USA
59
Action 5 USA Action 5 Bureau de presse USA
35 000 €
35 000 €
35 000 €
105 000 €
7 710 €
7 710 €
7 710 €
23 130 €
15 080 €
15 080 €
15 080 €
45 240 €
3 918 €
3 918 €
3 918 €
11 754 €
61 708 €
61 708 €
61 708 €
185 124 €
45 000
45 000
45 000
135 000 €
9 340 €
9 340 €
9 340 €
28 020 €
Action 6 BNIC
0€
0€
0€
0€
Honoraires action 6 BNIC
0€
0€
0€
0€
54 340 €
54 340 €
54 340 €
163 020 €
470 109 €
470 109 €
Honoraires action 5 Sopexa Action 5 BNIC Honoraires action 5 BNIC Total Action 5 USA
Action 6 USA Action 6 Voyages professionnels
presse
Honoraires action 6 Sopexa
Total Action 6 USA
Total des actions
et
470 109 € 1 410 327 €
L'action N 1 (9,4%) consiste à lancer la campagne lors de la conférence annuelle du magazine "Cheers Magazine" fin janvier à Miami. Sponsoring fee, présence d'une table éducationnelle comportant plusieurs spiritueux IG (calvados, Grappa, Sambuca, Cognac) avec brochure et kit pédagogique .Un évènement satellite avec bar sera mis en place dans une suite de l'hôtel et deux "mixologistes" (spécialistes du cocktail) donneront toute info sur les IG des produits. Le coût annuel de cette action est de 31.840 €, dont 9.040 € (39,6%) d'honoraires. Il y est en outre précisé que deux professionnels du proposant s'y déplaceront d'où coût supplémentaire annuel de 12.164€ dont 2.574€ d'honoraires (30%). Commentaires: Aucune explication n'est donnée sur le montant des honoraires de l'organisme d'exécution contrairement à ce qui est prévu à l'annexe III B.1 du contrat (coût horaire par catégorie de personnel, par action, par mois en indiquant la durée de prestation, le coût unitaire et le coût total) 60
Le proposant propose de se déplacer à deux personnes à Miami. La dépense du proposant consiste en frais de voyage et de séjour et distribution de 500 dossiers d'information et test tubes. La participation du proposant à l'action n'est pas justifiée et les frais de voyage/séjour et les honoraires forfaitaires présentés (non conformes par ailleurs à l'annexe III B.1.3 du contrat) ne sont donc pas éligibles. Le proposant peut par contre inclure ses frais de voyage dans les frais généraux à concurrence de 4% des coûts directs pour le programme. L'action N 2 (14,2%) consiste à éduquer les sommeliers-professionnels de boissons alcoolisées en restauration, en collaboration avec l'ASA, "American sommeliers association", lors de trois séminaires annuels à NY, LA et SF. A 50 par année/ville, 450 sommeliers seraient ainsi formés (15%) Le coût annuel de cette action est de 57.450 €, dont 26.250 € (84,1%) d'honoraires. Il y est en outre précisé que un professionnels du proposant s'y déplacera dans les trois villes d'où coût supplémentaire annuel de 9.479 € dont 2.111€ d'honoraires (30%) " Commentaires Voir action 1 L'action N 3 (33,0%) consiste en l'Education de mixologistes et barmen de bars à cocktails en partenariat avec "Beverage Alcohol Resource". Cela consiste en la création d'une plateforme pédagogique on-line, une certification de "Cognac Connoisseur" aux internautes réussissant un test, un séminaire qui se tiendra à NY (Mini Summit). Le coût annuel de cette action est de 145.020 €, dont 50.020 € (52,7%) d'honoraires. La dépense annuelles consiste en la création de la plateforme e-learning (44.000 €), création et production Vidéo (27.000€), création et mise en place du quizz (12.900 €), séminaire pour lancer le test à NY (8.000€). Il y est en outre précisé que un professionnel du proposant se déplacera à NY d'où coût supplémentaire annuel de 10.162€ dont 2.112€ d'honoraires (30%). Commentaires Voir action 1 Il n'est par ailleurs pas justifié pourquoi les dépenses de création de la plateforme elearning, de création et production Vidéo et de création et mise en place du quizz se répètent tous les ans. L'action N 4 (18,7%) s'adresse aux Professionnels on-Trade/Off-Trade/Importateurs/ Distributeurs et se déroule annuellement en juin au Javits Exhibition Center à NY. Cela consiste à y créer un pavillon, un BarTenderClinic, un Cognac Lounge Organiser, et organiser des séminaires de formation et 2 e-mailings. Le coût annuel de cette action est de 58.760 €, dont 18.760 € (46,9%) d'honoraires. La dépense annuelle consiste en la location d'espace et matériel, rémunération de personnel, décoration.
61
Il y est en outre précisé que deux professionnels du proposant s'y déplaceront avec 1500 dossiers d'information et test tubes d'où coût supplémentaire annuel de 29.186€ dont 6.036€ d'honoraires (30%). Commentaires Voir action 1 L'action N 5 13,1%) consiste à créer un bureau de presse à NY pour véhiculer l'info, répondre/réagir aux questions de presse et entretenir des contacts avec les opérateurs (18.080 €/an). Il y est aussi prévue l'organisation de séminaires et dégustations, notamment au Tales of the Cocktails à la Nouvelle-Orléans (16.920 €/an). Le budget annuel prévu est de 42.710 € dont 7.710 d'honoraires de l'OE.(22%) Il y est en outre précisé qu'un professionnel du proposant se déplacera à La NO avec 1000 dossiers d'information et test tubes d'où coût supplémentaire annuel de 18.998€ dont 3.918€ d'honoraires (30%). Commentaires Voir action 1 Les nuits d'hôtel de l'OE à la Nouvelle-Orléans sont comptabilisés à 200€/nuit au lieu de 180€/nuit L'action N 6 (11.6%) consiste à faire venir 18 journalistes+3 accompagnateurs par an à Cognac à l'occasion d'évènement particuliers en janvier, juillet et septembre de chaque année. Le coût annuel de cette action est de 54.340 €, dont 9.340 € (21%) d'honoraires. Cette dépense se compose de frais de voyage en avion: (21x1200=25.200€) et en train: (2.700 €), Hôtel (7.500€), repas (7.200€) et location voitures (2.400€). Il n'y pas de dépense du proposant. Commentaires Aucune explication n'est donnée sur le montant des honoraires de l'organisme d'exécution contrairement à ce qui est prévu à l'annexe III B.1 du contrat (coût horaire par catégorie de personnel, time-sheets, etc) Les repas sont comptabilisés à 113€/jour au lieur de 90€.
62
Planning prévisionnel des actions
Toutes ces actions peuvent se résumer comme suit: Former et informer toute la chaîne économique : - Proposer un plan de formation intensif auprès des prescripteurs (barmen, sommeliers, restaurateurs, écoles hôtelières…) en utilisant notamment le cd-rom pédagogique - Proposer des formations auprès des distributeurs / grossistes / Off Trade…) - Participer à des salons professionnels (à définir) - Envoyer massivement de la documentation - Développer notamment des outils ou modules adéquats de formation (site internet, dossiers d’info…) - Imaginer des mini Summit auprès des prescripteurs (« vendange days ») Mettre à l’esprit le Cognac et lui donner une image contemporaine - Profiter des événements RP France pour maximiser les retombées presse - International Cognac Summit (inviter plus de prescripteurs du pays) - La « Part des Anges » (inviter des journalistes et collectionneurs/acheteurs) - Maximiser les voyages presse en France - Envoyer massivement un dossier de presse - Imaginer des Mini Summits auprès de la presse
63
S’appuyer sur le Cognac Summit comme exemple de consommation de Cognac contemporaine - Participer à des bar shows (Tales of the cocktails…) - Animer des groupes de mixologistes et de barmen pour les former - Participer à son rayonnement de modes de consommation apéritifs - Envisager un éventuel plan média B to B
1) Russie (18,75%)
1ère année
ACTIONS
2ème année
3ème année
Total
RUSSIE Action 1 RUSSIE Action 1 Campagne de relations presse
38 500 €
38 500 €
38 500 €
115 500 €
Honoraires action 1 Sopexa
19 050 €
19 050 €
19 050 €
57 150 €
2 360 €
2 360 €
2 360 €
7 080 €
0€
0€
0€
0€
59 910 €
59 910 €
59 910 €
179 730 €
24 500 €
24 500 €
24 500 €
73 500 €
12 710 €
12 710 €
12 710 €
38 130 €
4 710 €
4 710 €
4 710 €
14 130 €
0€
0€
0€
0€
41 920 €
41 920 €
41 920 €
125 760 €
Action 1 BNIC Honoraires action 1 BNIC Total Action 1 RUSSIE
Action 2 RUSSIE Action 2 Formation du professionnel et séminaires Honoraires action 2 Sopexa Action 2 BNIC
tissu
Honoraires action 2 BNIC Total Action 2 RUSSIE
64
Action 3 RUSSIE Action 3 Dynamisation des tissus BtoB
1 000 €
1 000 €
1 000 €
3 000 €
840 €
840 €
840 €
2 520 €
Action 3 BNIC
0€
0€
0€
0€
Honoraires action 3 BNIC
0€
0€
0€
0€
1 840 €
1 840 €
1 840 €
5 520 €
Action 4
6 500 €
6 500 €
6 500 €
19 500 €
Honoraires action 4 Sopexa
2 400 €
2 400 €
2 400 €
7 200 €
Action 4 BNIC
1 844 €
1 844 €
1 844 €
5 532 €
0€
0€
0€
0€
10 744 €
10 744 €
10 744 €
32 232 €
Action 5 Coopération d’experts administratifs à Cognac
0€
0€
0€
0€
Honoraires action 5 Sopexa
0€
0€
0€
0€
15 310 €
15 310 €
15 310 €
45 930 €
0€
0€
0€
0€
15 310 €
15 310 €
15 310 €
45 930 €
Honoraires action 3 Sopexa
Total Action 3 RUSSIE
Action 4 RUSSIE
Honoraires action 4 BNIC Total Action 4 RUSSIE
Action 5 RUSSIE
Action 5 BNIC Honoraires action 5 BNIC Total Action 5 RUSSIE
65
Action 6 RUSSIE Action 6 Mission de coopération à Moscou
0€
0€
0€
0€
Honoraires action 6 Sopexa
0€
0€
0€
0€
Action 6 BNIC
14 950 € 14 950 €
Honoraires action 6 BNIC Total Action 6 RUSSIE
Total des actions
0€
14 950 € 0€
14 950 € 14 950 €
144 674 €
144 674 €
0€ 14 950 €
144 674 €
44 850 € 0€ 44 850 €
434 022 €
L'action N 1 (41,4%) consiste à lancer la campagne par une conférence de presse /dégustation à l'hôtel Metropol à Moscou (16.750€), actualiser et promouvoir le site internet en Russe (15.500€) et développer un partenariat avec Gastronom, magazine cuisine (6.250€) pour 6 insertions. Le coût annuel de cette action est de 57.550 €, dont 19.050 € (49%) d'honoraires. Il y est en outre précisé que un professionnel du proposant s'y déplacera avec 100 dossiers d'information et test tubes d'où coût supplémentaire annuel de 2.360€ ( pas d'honoraire). Commentaires: Aucune explication n'est donnée sur le montant des honoraires de l'organisme d'exécution contrairement à ce qui est prévu à l'annexe III B.1 du contrat (coût horaire par catégorie de personnel, par action, par mois en indiquant la durée de prestation, le coût unitaire et le coût total) Le proposant propose de se déplacer à Moscou. La dépense du proposant consiste en frais de voyage et de séjour et distribution de dossiers d'information et test tubes. La participation du proposant à l'action n'est pas justifiée et les frais de voyage/séjour ne sont donc pas éligibles. Le proposant peut par contre inclure ses frais de voyage dans les frais généraux à concurrence de 4% des coûts directs pour le programme. L'action N 2 (29,0%) s'adresse aux opérateurs et consiste à élaborer et diffuser un carnet de dégustation, organiser deux séances par an de formation dans les écoles du vin et deux autres dans le cadre de la conférence/lancement. Le coût annuel de cette action est de 37.210 €, dont 12.710 € (52%) d'honoraires. Il y est en outre précisé qu'un professionnel du proposant s'y déplacera deux fois par an avec 150 dossiers d'info et test tubes d'où coût supplémentaire annuel de 4.710€ ( pas d'honoraires). 66
Commentaires: Voir action 1. L'action N 3 (1,3%) s'adresse aux professionnels, presse et officiels russes et consiste à élaborer et diffuser 2 newsletters/an. D'où dépense de 1.840 € dont 840 d'honoraires. Pas de dépense du proposant. L'action N 4 (7,4%) s'adresse aux journalistes et prescripteurs et consiste à faire venir 4 personnes par an à l'occasion du "International Cognac Summit". Dépense totale de 10.744€ dont 2.400€ d'honoraires OE. L'action N 5 (10,6%) s'adresse à 10 experts administratifs des autorités russes et consiste à les sensibiliser aux produits IG en les faisant venir à Cognac. La dépense de 15.310€ consiste en frais de voyage et de séjours. Cette action est totalement exécutée par l'OP, sans demande d'honoraires. Commentaires: Cette action s'adresse à des experts de l'administration russe, en vue de les sensibiliser à une meilleure protection de l'IG. L'action menée par le proposant est à la limite de l'action d'information et vise à faire reconnaître l'IG dans l'Etat-cible. L'action N 6 prévoit 4 missions annuelles à Moscou de deux personnes de l'OP pour vérifier auprès des autorités russes comment est assurée la protection de l'IG Commentaires Le proposant propose de se déplacer à Moscou. La dépense du proposant (14.950€) consiste en frais de voyage et de séjour et distribution de dossiers d'information et test tubes. Cette action s'adresse aux experts administratifs. L'action menée par le proposant (vérifier comment est assurée la protection de l'IG) n'est pas une mesure d'information/promotion et n'est donc pas justifiée. Pour les actions 5 et 6, la direction B, C et M ont été consultées comme suit: Dans un programme d'information/promotion Pays tiers (R(CE)501/2008) soumis par la France, il existe deux actions dont les cibles sont les experts administratifs de Chine et Russie. La première action consiste à faire venir ces personnes dans la zone de production pour les sensibiliser aux produits dotés d'une IG et aboutir ainsi à "la mise en place d'outils permettant d'assurer le suivi, le contrôle et la protection des IG" sur leur territoire. La deuxième action consiste à envoyer des experts de l'organisation proposante à Pékin et à Moscou en vue de vérifier "les outils mis en œuvre pour assurer la protection des IG". A part les questions d'éligibilité de ces actions, est-il de votre point de vue acceptable et pertinent que des actions soient menées par des privés, dans le 67
cadre d'un programme cofinancé par la Commission, auprès d'administrations pays tiers en vue d'améliorer la protection d'IG communautaires sur leur territoire? Réponses: B1, B3: We support the activities of GI holders to register and protect their products. BNIC have been very active and have recently managed to have their GI published for opposition in China. BNIC action may promote a better bottom up consensus on our policies. Thus we do not see any reason to oppose to this specific action. Therefore, in principle we do not see a problem with the activities proposed by France. However, expert legal opinion should be given by the relevant units (M1, C3) En date du 7/8/2009, prise de position plus nuancée du chef d'unité de la B3, comme suit D'une manière générale, comme l'indique Giulio, le sujet de la protection des IG en Russie est un sujet important pour nous, mais doit être évalué au cas par cas. Le BNIC a eu un rôle important dans le passé pour défendre le concept de protection dans les pays tiers et a préparé le terrain pour nos accords bilatéraux. Toutefois, j'aurais un certain nombre de réserves au financement de cette action. 1. Nous sommes en train de discuter avec les autorités russes sur l'idée d'un accord de protection des IG, dans le cadre des négociations sur le nouvel accord de partenariat. C'est un sujet complexe, il y n'y a pas encore de ligne claire du côté russe (intérêt de protéger la vodka, sensibilité d'une partie de Ministère de l'agriculture pour le concept IG et son rôle positif dans le développement rural, mais intérêts divergents de certaines industries). Le projet du BNIC cofinancé par l'UE pourrait donner l'impression que le BNIC parle au nom de l'UE sans que l'on puisse contrôler le contenu des discussions. Je préfèrerais que l'on soit plus avancé dans nos discussions formelles sur un possible accord IG avant de financer ce type de visite. 2. Même si l'action du BNIC pourrait avoir une retombée positive pour l'ensemble des IG, il n'en reste pas moins que l'action est ciblée sur le Cognac. Il serait préférable que les actions de ce type soient portées par une administration nationale ou un organisme représentant la défense des IG d'une manière plus large, et élargir la visite à d'autres produits, participation à des séminaires….. 3. Le financement de l'invitation de fonctionnaires de l'administration russe dans la région dans la région de Cognac est, dans le principe, un moyen de montrer les effets économiques de la protection d'un IG sur une région. Par contre, je ne pense pas que nous serions autorisés à accepter ce type d'invitation tout frais payés émanant d'un lobby en tant que fonctionnaires européens, donc il ne me semble pas souhaitable de financer ce type de démarche auprès d'une administration d'un pays tiers. De plus, le problème est ici de montrer aux russes comment surmonter l'abandon du terme Cognac en Russie, pas de voir la plus value engendrée par la protection du terme Cognac… 4. D'après ce que je comprend, cette action n'est qu'une petite partie du programme de promotion présenté par le BNIC. Il serait donc sage de refuser cette action en particulier, 68
qui pourrait être financée par le BNIC sur ses fonds propres, comme il l'a fait jusqu'à présent. M1. D'un point de vue formel, la M1 ne voit aucune objection à mettre en œuvre l'action "mission de coopération" en Chine et Russie. Elle considère par contre que l'action "venue des experts administratifs dans la zone de production" (et par extension des journalistes et autres opérateurs) se heurte à la formulation de l'article 6.2 et l'annexe II.B du R (CE) 501/2008 (action menée dans les pays tiers). Le considérant 11 du règlement évoque toutefois de manière plus abstraite les "programmes visant les pays tiers", ce qui permettrait d'englober aussi cette l'action. C3: pas d'objections Expert externe: doutes sur l'opportunité de financer ces actions. Discussion: Bien qu'il n'y ait aucune objection formelle provenant de la direction B, de la C3 et du droit agricole, ces actions peuvent difficilement être cofinancées dans le cadre d'une activité de promotion. Une possibilité existe toutefois dans le cadre d'une activité d'information, particulièrement pour l'action de venue des experts administratifs dans la région de l'IG, surtout que cette action remplace pour la Chine et la Russie l'action de venue de journalistes prévue pour les Etats-Unis. Suite à la prise de position du CdU B3 du 7/8/2009, Il est ici proposé de refuser l'action de venue des experts administratifs dans la région de l'IG car dans le cadre des négociations sur le nouvel accord de partenariat portant sur la protection des IG, il est indiqué que les actions de ce type soient menées par une administration nationale ou un organisme représentant la défense des IG d'une manière plus large. Il est aussi proposé de refuser l'action "mission de coopération" menées par le proposant auprès des administrations des pays tiers Parce qu'il ne s'agit pas d'une action de promotion/information et parce que les dépenses de contrôle et protection sont, dans le R (CE) n° 110/2008, à charge des Etats membres ou des opérateurs.
69
Planning des actions
Campagnes 2010 / 2011 et 2011/2012 En fonction de l’impact et des résultats, du première exercice, les campagnes seront renouvelées à l’identique ou adaptées le cas échéant. Toutes ces actions peuvent se résumer comme suit: Former et informer toute la chaîne économique - Proposer un plan de formation intensif auprès des prescripteurs (barmen, sommeliers, restaurateurs, écoles hôtelières…) en utilisant notamment le cd rom pédagogique. - Proposer des formations auprès des distributeurs / grossistes / Off Trade…) - Participer à des salons professionnels (Prodexpo…) - Envoyer suffisamment de documentation - Développer éventuellement des outils ou modules adéquats de formation (site internet, dossiers d’info…) - Imaginer des Mini Summit auprès des prescripteurs (« vendanges day ») Mettre à l’esprit le Cognac et lui donner une image contemporaine - Profiter des événements RP France pour maximiser les retombées presse - International Cognac Summit (inviter des prescripteurs et journalistes du pays) - La « Part des Anges » (inviter des journalistes et collectionneurs/acheteurs) -
Initier des voyages presse en France 70
-
Envoyer des dossiers de presse
- Imaginer des Mini Summit auprès de la presse (« vendange days »)
2) Chine (18,75%) 1ère année
2ème année
3ème année
22 811 €
22 811 €
22 811 €
68 433 €
Honoraires action 1 Sopexa
7 700 €
7 700 €
7 700 €
23 100 €
Action 1 BNIC
3 790 €
3 790 €
3 790 €
11 370 €
0€
0€
0€
0€
34 301 €
34 301 €
34 301 €
102.903 €
29 000 €
29 000 €
29 000 €
87.000 €
15 530 €
15 530 €
15 530 €
46.590 €
3 250 €
3 250 €
3 250 €
9.750 €
0€
0€
0€
0€
47 780 €
47 780 €
47 780 €
143 340 €
ACTIONS
Total
CHINE Action 1 CHINE Action 1 Lancement Conférence de presse
Honoraires action 1 BNIC Total Action 1 CHINE
Action 2 CHINE Action 2 Formation professionnel
du
Honoraires action 2 Sopexa Action 2 BNIC
tissu
Honoraires action 2 BNIC Total Action 2 CHINE
71
Action 3 CHINE Action 3 Association gastronomique / Concours Barmen / SIAL / materiel
18 689 €
18 689 €
18 689 €
56 067 €
Honoraires action 3 Sopexa
11 770 €
11 770 €
11 770 €
35 310 €
2 165 €
2 165 €
2 165 €
6 495 €
0€
0€
0€
0€
32 624 €
32 624 €
32 624 €
97 872 €
Action 4 Coopération d’experts administratifs à Cognac
0€
0€
0€
0€
Honoraires action 4 Sopexa
0€
0€
0€
0€
13 480 €
13 480 €
13 480 €
40 440 €
0€
0€
0€
0€
13 480 €
13 480 €
13 480 €
40 440 €
Action 5 Mission de coopération à Pékin
0€
0€
0€
0€
Honoraires action 5 Sopexa
0€
0€
0€
0€
Action 3 BNIC Honoraires action 3 BNIC Total Action 3 CHINE
Action 4 CHINE
Action 4 BNIC Honoraires action 4 BNIC Total Action 4 CHINE
Action 5 CHINE
Action 5 BNIC
17 320 € 17 320 €
Honoraires action 5 BNIC Total Action 5 CHINE
Total des actions
17 320 €
51 960 €
0€
0€
0€
0€
17 320 €
17 320 €
17 320 €
51 960 €
145 505 €
145 505 €
145 505 €
436 515 €
72
L'action N 1 (23,6%) consiste à lancer la campagne par une conférence de presse à Pékin et Shanghai (12.478€), actualiser et promouvoir le site internet en Chinois (4.444€) et développer un publireportage à insérer dans Food&Wine (5.889€). Le coût annuel de cette action est de 30.511 €, dont 7.711 € (33,8%) d'honoraires. Il y est en outre précisé que deux professionnels du proposant s'y déplaceront d'où coût supplémentaire annuel de 3.790€ (pas d'honoraire). Commentaires: Aucune explication n'est donnée sur le montant des honoraires de l'organisme d'exécution contrairement à ce qui est prévu à l'annexe III B.1 du contrat (coût horaire par catégorie de personnel, par action, par mois en indiquant la durée de prestation, le coût unitaire et le coût total) Le proposant propose de se déplacer à Pékin et Shanghai. La dépense du proposant consiste en frais de voyage et de séjour. La participation du proposant à l'action n'est pas justifiée et les frais de voyage/séjour ne sont donc pas éligibles. Le proposant peut par contre inclure ses frais de voyage dans les frais généraux à concurrence de 4% des coûts directs pour le programme. L'action N 2 (32,8%) s'adresse aux opérateurs et consiste à élaborer et diffuser un CD-rom pédagogique et à organiser deux séances par an de formation à Shanghai, Pékin et Canton. Le coût annuel de cette action est de 44.530 €, dont 15.530 € (57%) d'honoraires. Il y est en outre précisé que un professionnel du proposant s'y déplacera deux fois par an d'où coût supplémentaire annuel de 3.250€ ( pas d'honoraire). Commentaires: Voir action 1. L'action N 3 (22,4%) s'adresse aux professionnels et consommateurs lors du SIAL à Shanghai et consiste en des démonstrations culinaires (6.000€), organisation d'un concours du Meilleur cocktail avec déplacement à Cognac pour le lauréat (9.189€) et matériel d'information.(3.500€). Le coût annuel de cette action est de 30.459€, dont 11.770 € (63%) d'honoraires. Il y est en outre précisé qu'un professionnel du proposant s'y déplacera une fois par an d'où coût supplémentaire annuel de 2.165€ (pas d'honoraire). Commentaires: Voir action 1. L'action N 4 (9,3%) s'adresse à 8 experts administratifs des autorités chinoises et consiste à les sensibiliser aux produits IG en les faisant venir à Cognac. La dépense de 13.480€ consiste en frais de voyage et de séjours. Cette action est totalement exécutée par l'OP, sans demande d'honoraires. 73
Commentaires: Cette action s'adresse à des experts de l'administration chinoise, en vue de les sensibiliser à une meilleure protection de l'IG. L'action menée par le proposant est à la limite de l'action d'information et vise à faire reconnaître l'IG dans l'Etat-cible. L'action N 5 prévoit 4 missions annuelles à Pékin de deux personnes de l'OP pour vérifier auprès des autorités Chinoises comment est assurée la protection de l'IG. La dépense du proposant (17.320€) consiste en frais de voyage et de séjour. Commentaires Le proposant propose de se déplacer à Pekin. La dépense du proposant (17.320€) consiste en frais de voyage et de séjour et distribution de dossiers d'information et test tubes. Cette action s'adresse aux experts administratifs. L'action menée par le proposant (vérifier comment est assurée la protection de l'IG) n'est pas une mesure d'information/promotion et n'est donc pas justifiée. A propos des actions 4 et 5, voir commentaires faits pour la Russie pour actions 5&6
Planning des actions
Toutes ces actions peuvent se résumer comme suit: Former et informer toute la chaine économique - Former et informer sur le Cognac - Proposer un plan de formation intensif auprès des prescripteurs (barmen, sommeliers, restaurateurs, écoles hôtelières…) en utilisant notamment le cd-rom pédagogique. - Proposer des formations auprès des distributeurs / grossistes / Off Trade… 74
- Envoyer suffisamment de documentation - Développer éventuellement des outils ou modules adéquats de formation (site internet, dossiers d’info…) Mettre à l’esprit le Cognac et lui donner une image contemporaine - Profiter des événements RP France pour maximiser les retombées presse International Cognac Summit (inviter plus de prescripteurs du pays) La « Part des Anges » (inviter des journalistes et collectionneurs/acheteurs) - Envoi de dossiers de presse - Tester d’autres modes de consommation dont cocktail (notamment le Cognac Summit) - Tester la réceptivité de ce cocktail dans quelques établissements ciblés pour identifier son potentiel =>Attirer l’attention des différents intervenants du marché à la problématique de l’Appellation et des IG => Informer sur les garanties offertes par l’IG et les modalités pratiques mises en œuvre pour en garantir l’authenticité.
Impact prévisible et méthode(s) d’évaluation: Les mesures de l'impact des actions sont prévues pour chaque action, adaptées au type d'action. L'évolution plus générale de la notoriété et de la connaissance des Indications Géographiques dont l'IG Cognac sera évaluée par le suivi d'un baromètre qualitatif (même questionnaire régulier aux cibles) complété des aspects quantitatifs de la cible touchée. Le programme a été construit de telle sorte qu’il puisse répondre au maximum de questions posées par le document DG AGRI 63454/2007 FR. Etant entendu que = le projet (de cette ampleur) n’aurait jamais vu le jour sans ce programme d’aide le programme cible exclusivement des professionnels (prescripteurs et journalistes) la durée du programme est relativement longue (3 ans) Le questionnaire annuel et de fin de programme permettra une évaluation factuelle des évolutions de perceptions auprès des professionnels (prescripteurs et journalistes). La cible du programme est les professionnels des spiritueux (journalistes et prescripteurs) quel que soit le marché. Elle est, en terme de nombre, limitée mais avec un potentiel démultiplicateur important.. Le programme permet donc de toucher un nombre suffisant de 75
professionnels pour faire bouger les positions (perceptions et connaissance de la notion d'Indication Géographique, et de l'IG Cognac…). D'un calcul approximatif, 254 mio d'habitants pourraient être touchés indirectement par la campagne. Annuellement, la notion d’impact individuel des actions permettra de prendre les décisions correctives si nécessaire (et dans les limites du règlement) et d’être ainsi orienté vers une meilleure efficience pour les années suivantes. Le programme a pour vocation d’améliorer l’image des produits communautaires et la connaissance de leur labellisation. L’amélioration de la connaissance des AOC par le consommateur se fera au travers de la bonne connaissance des professionnels. Pour les USA, l’objectif d’une progression de 10% par an pour la cible sur les items de la connaissance semble être un objectif ambitieux et réaliste. Soit + 33,1% d’amélioration de la connaissance à la fin du programme. Concernant la « motivation à recommander » et l’évolution des achats, l’objectif fixé est une progression annuelle de 5% soit une augmentation de 15,8% à la fin du programme. Pour la Chine et la Russie, les objectifs sont les suivants = Connaissance + 5% par an soit 15,8% à la fin du programme « Motivation à recommander » et achat = 3% soit 9,3% à la fin du programme. Enfin la bonne complémentarité du programme européen par rapport aux actions du BNIC pourra être appréciée pour la Russie et pour les USA, notamment dans l’immersion proposée à Cognac aux journalistes et prescripteurs pendant l’International Cognac Summit et la Part des Anges. Les objectifs chiffrés attendus sont audacieux mais semblent atteignables au vu des tendances actuelles sur ces marchés et pourront avoir une influence sur la demande futures des spiritueux européens. Ce programme permettra de pallier au manque d'autre programme soutenu par l'Etat Membre pour les spiritueux sur les pays tiers. Il n'y a donc pas de risque de redondance d'aide concernant ce type de produit. En détail, l’impact du programme sera mesuré de la manière suivante : -
Point 0 au début du programme Les professionnels (dont le nombre est défini pour chaque action) o les importateurs o les distributeurs o les cavistes / détaillants o la restauration et bars à cocktails 76
o les sommeliers et les mixologistes o les barmen o les écoles spécialisées pour l’industrie de bars o les journalistes spécialisés (prescripteurs de diffusion et créateurs de notoriété) o les leaders d’opinion de cette filière seront interrogés sur les aspects suivants :
Leurs perceptions des spiritueux bénéficiant de sigles de qualités européens (tendances sur les 5 dernières années, leur place chez les consommateurs américains)
Leurs niveaux de connaissance de l’AOC cognac
Leurs motivations ou freins pour recommander les spiritueux IG / AOC/ AOP / AOC Cognac
Leurs attentes par rapport à des entreprises européennes qui fournissent des spiritueux européens
L’évolution récente de leurs achats et les raisons de ces choix
Chaque année et en fin de programme, le point sera fait sur l'impact des actions sur la même cible. Une évaluation permanente des actions mises en œuvre dans le cadre du programme sera mise en place. Elle permettra de fournir des informations pratiques pour un meilleur suivi et une plus grande efficacité dans la mise en œuvre des actions à venir. Ces évaluations intermédiaires seront réalisées à la fin de chaque action. Outre la bonne exécution des actions et la vérification de leur dimension européenne, elles devront notamment reprendre les éléments d’impacts suivants = -
Nombre de contacts (y compris liés aux retombées presses) ayant signifié la notion la notion IG / A.O.P. / AOC
-
Nombre de contacts avec dégustation (cocktails, dégustation…)
-
Nombre contacts avec formation (Ambassadeur passant au minimum 1 heure avec des prescripteurs et ou consommateurs).
77
EVALUATION DE L’ETAT MEMBRE/DES ETATS MEMBRES : Intérêt général du programme :
25,4/30
Qualité et efficacité du programme :
28,4/40
Dimension européenne :
7/10
Coût/efficacité :
15,2/20
III. BUDGET & PLAN DE FINANCEMENT BUDGET RÉCAPITULATIF :
2 400 000€
CF PLAN DE FINANCEMENT EN ANNEXE.
PLAN DE FINANCEMENT EN EURO : COFINANCEMENT
ANNEE I
%
ANNEE II
%
ANNEE III
%
TOTAL
%
UE
400 000
50
400 000
50
400 000
50
1 200 000
50
ETAT MEMBRE
240 000
30
240 000
30
240 000
30
720 000
30
PROPOSANT
160 000
20
160 000
20
160 000
20
480 000
20
TOTAL
800 000
100
800 000
100
800 000
100
2 400 000
100
BUDGET USA 2009/2012
2ème année
3ème année
22 800 €
22 800 €
22 800 €
68 400 €
Honoraires action 1 Sopexa
9 040 €
9 040 €
9 040 €
27 120 €
Action 1 BNIC
9 590 €
9 590 €
9 590 €
28 770 €
Honoraires action 1 BNIC
2 574 €
2 574 €
2 574 €
7 722 €
44 004 €
44 004 €
44 004 €
132 012 €
ACTIONS
1ère année
Total
USA Action 1 USA Action 1 Lancement de la campagne CBC
Total Action 1 USA
78
Action 2 USA Action 2 Education des sommeliers américains
31 200 €
31 200 €
31 200 €
93 600 €
Honoraires action 2 Sopexa
26 250 €
26 250 €
26 250 €
78 750 €
Action 2 BNIC
7 368 €
7 368 €
7 368 €
22 104 €
Honoraires action 2 BNIC
2 111 €
2 111 €
2 111 €
6 333 €
66 929 €
66 929 €
66 929 €
200 787 €
Action 3 Education mixologistes / barmen
95 000 €
95 000 €
95 000 €
285 000 €
Honoraires action 3 Sopexa
50 020 €
50 020 €
50 020 €
150 060 €
Action 3 BNIC
8 050 €
8 050 €
8 050 €
24 150 €
Honoraires action 3 BNIC
2 112 €
2 112 €
2 112 €
6 336 €
155 182 €
155 182 €
155 182 €
465 546 €
Action 4 Education professionnel On & Off Trade
40 000 €
40 000 €
40 000 €
120 000 €
Honoraires action 4 Sopexa
18 760 €
18 760 €
18 760 €
56 280 €
Action 4 BNIC
23 150 €
23 150 €
23 150 €
69 450 €
6 036 €
6 036 €
6 036 €
18 108 €
87 946 €
87 946 €
87 946 €
263 838 €
Total Action 2 USA
Action 3 USA
Total Action 3 USA
Action 4 USA
Honoraires action 4 BNIC Total Action 4 USA
79
Action 5 USA Action 5 Bureau de presse USA
35 000 €
35 000 €
35 000 €
105 000 €
7 710 €
7 710 €
7 710 €
23 130 €
15 080 €
15 080 €
15 080 €
45 240 €
3 918 €
3 918 €
3 918 €
11 754 €
61 708 €
61 708 €
61 708 €
185 124 €
45 000
45 000
45 000
135 000 €
9 340 €
9 340 €
9 340 €
28 020 €
Action 6 BNIC
0€
0€
0€
0€
Honoraires action 6 BNIC
0€
0€
0€
0€
54 340 €
54 340 €
54 340 €
163 020 €
470 109 €
470 109 €
Frais de garantie de bonne exécution
700 €
700 €
700 €
2 100 €
Mesure des résultats. des actions (maximum 3 % de (1), annexe III, point C.5 du contrat)
12 000 €
12 000 €
12 000 €
36 000 €
Honoraires mesure des résultats des actions
14 000 €
14 000 €
14 000 €
42 000 €
Total des coûts directs pour le programme (2)
496.809 €
496.809 €
496.809 €
1 490487 €
Frais généraux (maximum [3/5 march. Inter.][4/6 pays tiers] % de (2), annexe III, point A.2 du contrat)
3 191 €
3 191 €
3 191 €
9 573 €
500 000 €
500 000 €
500 000 €
1 500 000 €
Honoraires action 5 Sopexa Action 5 BNIC Honoraires action 5 BNIC Total Action 5 USA
Action 6 USA Action 6 Voyages professionnels
presse
et
Honoraires action 6 Sopexa
Total Action 6 USA
Total des actions
TOTAL DU PROGRAMME
80
470 109 € 1 410 327 €
CHINE 2009/2012
1ère année
2ème année
3ème année
22 811 €
22 811 €
22 811 €
68 433 €
Honoraires action 1 Sopexa
7 700 €
7 700 €
7 700 €
23 100 €
Action 1 BNIC
3 790 €
3 790 €
3 790 €
11 370 €
0€
0€
0€
0€
34 301 €
34 301 €
34 301 €
102 903 €
29 000 €
29 000 €
29 000 €
87.000 €
15 530 €
15 530 €
15 530 €
46.590 €
3 250 €
3 250 €
3 250 €
9.750 €
0€
0€
0€
0€
47 780 €
47 780 €
47 780 €
143 340 €
Action 3 Association gastronomique / Concours Barmen / SIAL / materiel
18 689 €
18 689 €
18 689 €
56 067 €
Honoraires action 3 Sopexa
11 770 €
11 770 €
11 770 €
35 310 €
2 165 €
2 165 €
2 165 €
6 495 €
0€
0€
0€
0€
32 624 €
32 624 €
32 624 €
97 872 €
ACTIONS
Total
CHINE Action 1 CHINE Action 1 Lancement Conférence de presse
Honoraires action 1 BNIC Total Action 1 CHINE
Action 2 CHINE Action 2 Formation professionnel
du
tissu
Honoraires action 2 Sopexa Action 2 BNIC Honoraires action 2 BNIC Total Action 2 CHINE
Action 3 CHINE
Action 3 BNIC Honoraires action 3 BNIC Total Action 3 CHINE
81
Action 4 CHINE Action 4 Coopération d’experts administratifs à Cognac
0€
0€
0€
0€
Honoraires action 4 Sopexa
0€
0€
0€
0€
13 480 €
13 480 €
13 480 €
40 440 €
0€
0€
0€
0€
13 480 €
13 480 €
13 480 €
40 440 €
Action 5 Mission de coopération à Pékin
0€
0€
0€
0€
Honoraires action 5 Sopexa
0€
0€
0€
0€
Action 4 BNIC Honoraires action 4 BNIC Total Action 4 CHINE
Action 5 CHINE
Action 5 BNIC
17 320 € 17 320 €
Honoraires action 5 BNIC
17 320 €
51 960 €
0€
0€
0€
0€
17 320 €
17 320 €
17 320 €
51 960 €
145 505 €
145 505 €
145 505 €
436 515 €
Frais de garantie de bonne exécution
200 €
200 €
200 €
600 €
Mesure des résultats. des actions (maximum 3 % de (1), annexe III, point C.5 du contrat)
3 795 €
3 795 €
3 795 €
11 385 €
Total des coûts directs pour le programme (2)
149 500 €
149 500 €
149 500 €
448 500 €
Frais généraux (maximum [3/5 march. Inter.][4/6 pays tiers] % de (2), annexe III, point A.2 du contrat)
500 €
500 €
500 €
1 500 €
150 000 €
150 000 €
150 000 €
450 000 €
Total Action 5 CHINE
Total des actions
TOTAL DU PROGRAMME
82
RUSSIE 2009/2012
1ère année
ACTIONS
2ème année
3ème année
Total
RUSSIE Action 1 RUSSIE Action 1 Campagne de relations presse
38 500 €
38 500 €
38 500 €
115 500 €
Honoraires action 1 Sopexa
19 050 €
19 050 €
19 050 €
57 150 €
2 360 €
2 360 €
2 360 €
7 080 €
0€
0€
0€
0€
59 910 €
59 910 €
59 910 €
179 730 €
24 500 €
24 500 €
24 500 €
73 500 €
12 710 €
12 710 €
12 710 €
38 130 €
4 710 €
4 710 €
4 710 €
14 130 €
0€
0€
0€
0€
41 920 €
41 920 €
41 920 €
125 760 €
1 000 €
1 000 €
1 000 €
3 000 €
840 €
840 €
840 €
2 520 €
1 840 €
1 840 €
1 840 €
5 520 €
Action 1 BNIC Honoraires action 1 BNIC Total Action 1 RUSSIE
Action 2 RUSSIE Action 2 Formation du professionnel et séminaires
tissu
Honoraires action 2 Sopexa Action 2 BNIC Honoraires action 2 BNIC Total Action 2 RUSSIE
Action 3 RUSSIE Action 3 Dynamisation des tissus BtoB Honoraires action 3 Sopexa Total Action 3 RUSSIE
83
Action 4 RUSSIE Action 4
6 500 €
6 500 €
6 500 €
19 500 €
Honoraires action 4 Sopexa
2 400 €
2 400 €
2 400 €
7 200 €
Action 4 BNIC
1 844 €
1 844 €
1 844 €
5 532 €
0€
0€
0€
0€
10 744 €
10 744 €
10 744 €
32 232 €
Action 5 Coopération d’experts administratifs à Cognac
0€
0€
0€
0€
Honoraires action 5 Sopexa
0€
0€
0€
0€
15 310 €
15 310 €
15 310 €
45 930 €
0€
0€
0€
0€
15 310 €
15 310 €
15 310 €
45 930 €
Action 6 Mission de coopération à Moscou
0€
0€
0€
0€
Honoraires action 6 Sopexa
0€
0€
0€
0€
Honoraires action 4 BNIC Total Action 4 RUSSIE
Action 5 RUSSIE
Action 5 BNIC Honoraires action 5 BNIC Total Action 5 RUSSIE
Action 6 RUSSIE
Action 6 BNIC
14 950 € 14 950 €
Honoraires action 6 BNIC Total Action 6 RUSSIE
0€ 14 950 € 14 950 €
84
14 950 € 0€
0€ 14 950 €
44 850 € 0€ 44 850 €
Total des actions
144 674 €
144 674 €
144 674 €
434 022 €
Frais de garantie de bonne exécution
200 €
200 €
200 €
600 €
Mesure des résultats. des actions (maximum 3 % de (1), annexe III, point C.5 du contrat)
3 800 €
3 800 €
3 800 €
11 400 €
Total des coûts directs pour le programme (2)
148 674 €
148 674 €
148 674 €
446 022 €
Frais généraux (maximum [3/5 march. Inter.][4/6 pays tiers] % de (2), annexe III, point A.2 du contrat)
1.326 €
1.326 €
1.326 €
3.978 €
150 000 €
150 000 €
150 000 €
450 000 €
TOTAL DU PROGRAMME
TOTAL GENERAL 2009/2012
ACTIONS
1ère année
2ème année
3ème année
Total des actions dont Actions Sopexa
760.288 € 410.000 €
760.288 € 410.000 €
760.288 € 410.000 €
dont honoraires SOPEXA %
191.120 €
191.120 €
191.120 €
dont Actions BNIC dont honoraires BNIC
142.417 € 16.751 €
142.417 € 16.751 €
142.417 € 16.751 €
% Frais de garantie de bonne exécution
1.100 €
1.100 €
1.100 €
3.300 €
Mesure des résultats. des actions (maximum 3 % de (1), annexe III, point C.5 du contrat)
33.595 €
33.595 €
33.595 €
100.785 €
Total des coûts directs pour le programme (2) Frais généraux (maximum [3/5 march. Inter.][4/6 pays tiers] % de (2), annexe III, point A.2 du contrat)
794.983 €
794.983 €
794.983 €
2.384.949 €
5.017 €
5.017 €
5.017 €
15.051 €
TOTAL DU PROGRAMME
800.000 €
800.000 €
800.000 €
2.400.000 €
Total 2.280.864 € 2.280.864 € 1.230.000 € 573.360 € 46,61% 427.251 € 50.253 € 11,76% 0,20%
4,42%
0,63%
85
RÉSULTAT DE L’EXAMEN D’ÉLIGIBILITÉ ET DE LA QUALITE: Remarques :
Eligibilité du programme :
oui
Premières observations à communiquer à l’EM : La partie de programme exécutée par le proposant dans les pays-cibles consiste principalement en frais de voyage et de séjour. La participation aux différentes actions n'est pas clairement définie et ces dépenses devraient donc être comprises dans le maximum 4% de frais généraux. Par ailleurs, pour les actions USA exécutées par le proposant, ce dernier compte des honoraires forfaitaires de 30% alors que l'annexe III B.1.3 du contrat prévoit de présenter ceux-ci sur base des travaux réellement effectués, conformément au point B.1.1. Les honoraires de l'organisme d'exécution ne sont pas justifiés sur la base du coût horaire, par action, par mois, par catégorie de personnel et par personne, en reprenant la durée de la prestation, le coût horaire et le coût total comme prévu à l'annexe III B.1.1 du contrat. Ces honoraires représentent en moyenne 46,6 % du coût des actions et jusqu'à 84,1% du montant de l'action 2 USA, sans présenter la moindre justification de ces montants. Une interrogation restée sans réponse était apparue à ce propos au moment de la sélection de l'organisme d'exécution. L'EM est prié de fournir les prévisions temps/coûts horaires justifiant ces honoraires, tout en communiquant son analyse sur le niveau des honoraires demandés. Les actions 4 Chine et 5 Russie s'adressent à des experts administratifs des pays-cibles en vue d'améliorer la protection de nos IG dans ces pays. Cela consiste à les faire venir dans la région de production pour les sensibiliser et les informer de l'importance de la protection des dénominations de qualité. Ces actions sont à exclure de ce programme car dans le cadre des négociations sur le nouvel accord de partenariat portant sur la protection des IG, il est indiqué que les actions de ce type soient menées par une administration nationale ou un organisme représentant la défense des IG d'une manière plus large. Les actions 5 Chine et 6 Russie consistent à vérifier comment est assurée la protection de l'IG dans ces pays. Il ne s'agit pas de dépenses d'information ou de promotion et ces dépenses ne sont donc pas éligibles. De toute façon, en ce qui concerne les indications géographiques, les dépenses de contrôle et protection prévues par le R (CE) n° 110/2008 sont à charge des Etats membres ou des opérateurs. Pour l'action USA n° 3, veuillez expliquer les raisons pour lesquelles les dépenses de création de la plateforme e-learning, création et production Vidéo, création et mise en place du quizz et séminaire pour lancer les tests se répètent tous les ans. Si besoin, réduire les montants prévus pour les années 2 et 3. Pour l'action n° 6 USA, les nombre doit être limité à 6 journalistes par année, sans accompagnateur. Il faut en outre préciser à quels journaux ils appartiennent.
86
Pour les USA, au coût de mesure des résultats (12.000€/an) sont ajoutés des honoraires (14.000€/an) ce qui porte la dépense au-delà du maximum de 3% prévu. L'Etat membre est prié de ramener cette dépense dans les limites prévues. Certains coûts d'hôtel et de repas dépassent les maxima prévus (180€ et 90 € ou 120 € et 80 € pour les actions qui se déroulent sur le marché intérieur). L'Etat membre est prié de ramener ces dépenses dans les limites prévues à l'annexe III B.2.2 du contrat standard. Conformément à l'article 9 point 5 du règlement (CE) n° 501/2008, l'Etat membre est prié de nous assurer de la concordance des actions prévues dans ce programme avec les actions nationales ou régionales prévues, ainsi que de la complémentarité de ce programme avec les campagnes nationales ou régionales. Pour le rendre conforme à l'annexe II du contrat, le budget global a du être reconstitué et se présente comme suit: Total des actions dont Actions Sopexa
760.288 € 410.000 €
760.288 € 410.000 €
760.288 € 410.000 €
2.280.864 € 2.280.864 € 1.230.000 €
dont honoraires SOPEXA %
191.120 €
191.120 €
191.120 €
dont Actions BNIC dont honoraires BNIC
142.417 € 16.751 €
142.417 € 16.751 €
142.417 € 16.751 €
% Frais de garantie de bonne exécution
1.100 €
1.100 €
1.100 €
3.300 €
Mesure des résultats. des actions (maximum 3 % de (1), annexe III, point C.5 du contrat)
33.595 €
33.595 €
33.595 €
100.785 €
Total des coûts directs pour le programme (2) Frais généraux (maximum [3/5 march. Inter.][4/6 pays tiers] % de (2), annexe III, point A.2 du contrat)
794.983 €
794.983 €
794.983 €
2.384.949 €
5.017 €
5.017 €
5.017 €
15.051 €
TOTAL DU PROGRAMME
800.000 €
800.000 €
800.000 €
2.400.000 €
573.360 € 46,61% 427.251 € 50.253 € 11,76% 0,20%
4,42%
0,63%
87
AVIS DES SERVICES DE LA COMMISSION : Qualité du programme:
bonne
(cohérence entre stratégie et objectifs, qualité des actions) Dimension / valeur ajoutée européenne:
bonne
Impact prévisible et méthode(s) d’appréciation de l’impact: Coût efficacité du programme:
Oui bonne
(relation entre coût total et impact prévisible) Points donnés par EM:
76/100/
Priorité donnée par l’Etat membre
1/1
Avis du consultant externe:
Positif
Doute concernant la possibilité de financer dans le cadre de la promotion les actions ayant pour cibles les experts administratifs des PT.
CONCLUSIONS 1: Observation(s)
Recommandation(s) - A accepter sous réserve des observations ci-dessus
CONCLUSIONS 2 (10/9/2009): Observation(s)
Analyse de la réponse reçue en date 4/9/2009. L'Etat membre réduit le programme de 2.400.000 € à 2.371.821 € en corrigeant certaines dépenses de séjour, en supprimant les honoraires du proposant pour les actions exécutées par ce dernier et en supprimant les honoraires sur la mesure des résultats. Les honoraires de l'organisme d'exécution sont documentés par grilles de coûts horaires par type d'activité et par une prévision concernant le nombre d'heures nécessaires. 88
Pour l'action 3 USA, l'EM reconnaît que les dépenses de développement prévues la première année ne sont pas nécessaires les années suivantes. Au lieu d'en réduire les montants, il prévoit une nouvelle action d'achat d'espace pour "utiliser le budget dégagé". Les frais de voyage et de séjour du proposant dans les endroits où se déroulent les actions sont maintenus sans fournir d'explication convaincante. De même pour les événements à Cognac où le nombre de journalistes n'est pas réduit à 6 comme demandé. Les actions visant les experts administratifs Chinois et Russes ont été maintenues en les présentant de façon différente ("sensibiliser et informer de l'importance des dénominations de qualité" et "vérifier comment est assurée la protection des IG dans ces pays" sont remplacés par "fournir une explication technique du produit").
Recommandation(s) Le Budget ci-dessous à été reconstitué par la D4 en tenant compte aussi des modifications demandées dans notre lettre du 7/8/2009 ARES(2009)201149 Budget USA ACTIONS
1ère année
Total des actions
2ème année
3ème année
TOTAL
398.308
326.713
326.713
1.051.734
dont actions Sopexa
236.350
189.450
189.450
615.250
dont honoraires Sopexa
114.473
89.778
89.778
294.029
dont actions BNIC
47.485
47.485
47.485
142.455
dont honoraires BNIC
0
0
0
0
48%
47%
47%
48%
Total honoraires % Action 1 USA Action 1 Lancement de la campagne CBC
22.800
22.800
68.400
Honoraires action 1 Sopexa
9.040
9.040
9.040
27.120
Action 1 BNIC
6.610
6.610
6.610
19.830
0
0
0
0
38.450
38.450
38.450
115.350
Total Action 1 USA
% recalculés sur base actions SOPEXA p 23-24
22.800
Honoraires action 1 BNIC
Pages du détail des coûts dans projet initial
89
correction D4 (exclusion voyage OP)
Action 2 USA Action 2 américains
Education
p 24-26 des
sommeliers
Honoraires action 2 Sopexa Action 2 BNIC
Honoraires action 2 BNIC Total Action 2 USA
31.200
31.200
31.200
93.600
26.250
26.250
26.250
78.750
1.815
1.815
1.815
5.445
0
0
0
0
59.265
59.265
59.265
177.795
Action 3 USA
correction D4 (exclusion voyage OP)
p 26-28
Action 3 Education mixologistes / barmen
95.000
48.100
48.100
191.200
La proposition d'utiliser la réduction des coûts pour achat d'espace est refusée
Honoraires action 3 Sopexa
50.020
25.326
25.326
100.672
Réduction proportionnelle
6.510
6.510
6.510
19.530
0
0
0
0
151.530
79.936
79.936
311.402
Action 3 BNIC
Honoraires action 3 BNIC Total Action 3 USA
Action 4 USA
p 28-31
Action 4 Education professionnel On & Off Trade
40.000
40.000
40.000
120.000
Honoraires action 4 Sopexa
18.760
18.760
18.760
56.280
Action 4 BNIC
19.530
19.530
19.530
58.590
0
0
0
0
78.290
78.290
78.290
234.870
Honoraires action 4 BNIC Total Action 4 USA
Action 5 USA Action 5 Bureau de presse USA Honoraires action 5 Sopexa Action 5 BNIC
Honoraires action 5 BNIC Total Action 5 USA
Correction D4 (exclusion voyage OP)
correction D4 (exclusion voyage OP)
p 32-33 35.000
35.000
35.000
105.000
7.710
7.710
7.710
23.130
13.020
13.020
13.020
39.060
0
0
0
0
55.730
55.730
55.730
167.190
90
correction D4 (exclusion voyage OP)
Action 6 USA Action 6 Voyages presse et professionnels
12.350
12.350
12.350
37.050
2.693
2.693
2.693
8.078
Action 6 BNIC
0
0
0
0
Honoraires action 6 BNIC
0
0
0
0
15.043
15.043
15.043
45.128
398.308
326.713
326.713
1.051.734
Frais de garantie de bonne exécution
2.100
2.100
2.100
6.300
Mesure des résultats. des actions (maximum 3 % de (1), annexe III, point C.5 du contrat)
9.800
9.800
9.800
29.400
Honoraires mesure des résultats des actions
0
0
0
0
le
410.208
338.613
338.613
1.087.434
Frais généraux (maximum [3/5 march. Inter.][4/6 pays tiers] % de (2), annexe III, point A.2 du contrat)
16.408
13.545
13.545
43.497
Honoraires action 6 Sopexa
Total Action 6 USA
Total des actions
Total des coûts programme (2)
directs
pour
TOTAL DU PROGRAMME
426.616
352.158
352.158
1.130.932
105.500
105.500
105.500
316.500
dont actions Sopexa
70.500
70.500
70.500
211.500
dont honoraires Sopexa
35.000
35.000
35.000
105.000
dont actions BNIC
0
0
0
0
dont honoraires BNIC
0
Total honoraires %
50%
correction D4 (limité à 6 journalistes/an) réduction proportionnelle
OK
2,80%
OK
4,00%
limité à 4%
CHINE Total des actions
-
50%
0 50%
50%
Action 1 CHINE Action 1 Lancement Conférence de presse
p 36 - 37 22.811 €
22.811 €
22.811 €
68.433 €
7.700 €
7.700 €
7.700 €
23.100 €
Action 1 BNIC
0€
0€
0€
0€
Honoraires action 1 BNIC
0€
0€
0€
0€
30.511
30.511
30.511
91.533 €
Honoraires action 1 Sopexa
Total Action 1 CHINE
% recalculés sur base actions SOPEXA
91
correction D4 (exclusion voyage OP)
Action 2 CHINE
p 38 -39
Action 2 Formation du tissu professionnel
29.000 €
29.000 €
29.000 €
87.000 €
Honoraires action 2 Sopexa
15.530 €
15.530 €
15.530 €
46.590 €
Action 2 BNIC
0€
0€
0€
0€
Honoraires action 2 BNIC
0€
0€
0€
0€
44.530
44.530
44.530
133.590 €
Total Action 2 CHINE
Action 3 CHINE
p 39 - 43
Action 3 Association gastronomique / Concours Barmen / SIAL / matériel
18.689 €
18.689 €
18.689 €
56.067 €
Honoraires action 3 Sopexa
11.770 €
11.770 €
11.770 €
35.310 €
Action 3 BNIC
0€
0€
0€
0€
Honoraires action 3 BNIC
0€
0€
0€
0€
30.459
30.459
30.459
91.377 €
Total Action 3 CHINE
Action 4 CHINE Action 4 Coopération administratifs à Cognac
correction D4 (exclusion voyage OP)
p 43 0€
0€
0€
0€
Honoraires action 4 Sopexa
0€
0€
0€
0€
Action 4 BNIC
0€
0€
0€
0€
Honoraires action 4 BNIC
0€
0€
0€
0€
d’experts
0
0
0
0€
Total Action 4 CHINE
Action 5 CHINE
correction D4 (exclusion action)
p 43 - 44
Action 5 Mission de coopération à Pékin
0€
0€
0€
0€
Honoraires action 5 Sopexa
0€
0€
0€
0€
Action 5 BNIC
0€
0€
0€
0€
Honoraires action 5 BNIC
0€
0€
0€
0€
0
0
0
0€
Total Action 5 CHINE
correction D4 (exclusion voyage OP)
92
correction D4 (exclusion action)
Total des actions
105.500 €
105.500 €
105.500 €
316.500 €
Frais de garantie de bonne exécution
200
200
200
600
Mesure des résultats des actions (maximum 3% de (1), annexe III, point C.5 du contrat)
3.165
3.165
3.165
9.495
108.865
108.865
108.865
326.595
4.355
4.355
4.355
13.064
113.220
113.220
113.220
339.659
110.094
110.094
110.094
330.282
dont actions Sopexa
70.500
70.500
70.500
211.500
dont honoraires Sopexa
35.000
35.000
35.000
105.000
dont actions BNIC
4.594
4.594
4.594
13.782
0
0
0
0
50%
50%
50%
Total des coûts directs pour le programme (2) Frais généraux (maximum [4/6 pays tiers] % de (2), annexe III, point A.2 du contrat) TOTAL DU PROGRAMME
3,00%
limité à 3%
4,00%
limité à 4%
RUSSIE Total des actions
dont honoraires BNIC Total honoraires %
50%
Action 1 RUSSIE
p 48
Action 1 Campagne de relations presse
38.500
38.500
38.500
115.500
Honoraires action 1 Sopexa
19.050
19.050
19.050
57.150
1.100
1.100
1.100
3.300
0
0
0
0
58.650
58.650
58.650
175.950
Action 1 BNIC
Honoraires action 1 BNIC Total Action 1 RUSSIE
Action 2 RUSSIE 24.500
24.500
24.500
73.500
Honoraires action 2 Sopexa
12.710
12.710
12.710
38.130
1.650
1.650
1.650
4.950
0
0
0
0
38.860
38.860
38.860
116.580
Honoraires action 2 BNIC Total Action 2 RUSSIE
correction D4 (exclusion voyage OP)
p 48 - 50
Action 2 Formation du tissu professionnel et séminaires
Action 2 BNIC
% recalculés sur base actions SOPEXA
93
correction D4 (exclusion voyage OP)
Action 3 RUSSIE
p 50-51
Action 3 Dynamisation des tissus BtoB
1.000
1.000
1.000
3.000
840
840
840
2.520
Action 3 BNIC
0
0
0
0
Honoraires action 3 BNIC
0
0
0
0
1.840
1.840
1.840
5.520
Honoraires action 3 Sopexa
Total Action 3 RUSSIE
Action 4 RUSSIE
p 51 - 52
Action 4
6.500
6.500
6.500
19.500
Honoraires action 4 Sopexa
2.400
2.400
2.400
7.200
Action 4 BNIC
1.844
1.844
1.844
5.532
0
0
0
0
10.744
10.744
10.744
32.232
Honoraires action 4 BNIC Total Action 4 RUSSIE
Action 5 RUSSIE Action 5 Coopération administratifs à Cognac
p 52 d’experts
0
0
0
0
Honoraires action 5 Sopexa
0
0
0
0
Action 5 BNIC
0
0
0
0
Honoraires action 5 BNIC
0
0
0
0
Total Action 5 RUSSIE
0
0
0
0
Action 6 RUSSIE
correction D4 (exclusion action)
p 53
Action 6 Mission de coopération à Moscou
0
0
0
0
Honoraires action 6 Sopexa
0
0
0
0
Action 6 BNIC
0
0
0
0
Honoraires action 6 BNIC
0
0
0
0
Total Action 6 RUSSIE
0
0
0
0
94
correction D4 (exclusion action)
Total des actions
110.094
110.094
110.094
330.282
Frais de garantie de bonne exécution
200
200
200
600
0,14%
Mesure des résultats des actions (maximum 3% de (1), annexe III, point C.5 du contrat)
3.280
3.280
3.280
9.840
2,98%
ok
113.574
113.574
113.574
340.722
4.543
4.543
4.543
13.629
4,00%
limité à 4%
118.117
118.117
118.117
354.351
Total des coûts directs pour le programme (2) Frais généraux (maximum [4/6 pays tiers] % de (2), annexe III, point A.2 du contrat) TOTAL DU PROGRAMME
TOTAL PROGRAMME COGNAC ACTIONS
1° ANNEE
2° ANNEE
3° ANNEE
TOTAL
Total des actions
613.902
542.307
542.307
1.698.516
dont actions Sopexa
377.350 €
330.450 €
330.450 €
1.038.250 €
dont honoraires Sopexa
184.473 €
159.778 €
159.778 €
504.029 €
%
48,89%
48,35%
48,35%
48,55%
dont actions BNIC
52.079 €
52.079 €
52.079 €
156.237 €
dont honoraires BNIC
0€
0€
0€
0€
%
0€
0€
0€
0€
Total honoraires / Total actions %
ns
ns
ns
ns
Frais de garantie de bonne exécution
2.500 €
2.500 €
2.500 €
7.500 €
Mesure des résultats des actions (maximum 3% de (1), annexe III, point C.5 du contrat)
16.245 €
16.245 €
16.245 €
48.735 €
Total des coûts directs pour le programme (2)
632.647 €
561.052 €
561.052 €
1.754.751 €
Frais généraux (maximum [4/6 pays tiers] % de (2), annexe III, point A.2 du contrat)
25.306 €
22.442 €
22.442 €
70.190 €
TOTAL DU PROGRAMME
657.952 €
583.495 €
583.495 €
1.824.942 €
1° ANNEE
2° ANNEE
3° ANNEE
TOTAL
UE
328.976
291.748
291.747
912.471
50,00%
ETAT MEMBRE
197.386
175.048
175.048
547.483
30,00%
PROPOSANT
131.590
116.699
116.699
364.988
20,00%
657.952
583.495
583.495
1.824.942
COFINANCEMENT
TOTAL
non significatif 0,45% 2,87%
4,00%
95
ok
Ce budget a été proposé à l'Etat membre par lettre 234880 du 11/09/2009 qui l'a accepté par lettre ARES261670 du 2/10/2009
CONCLUSIONS FINALE (12/10/2009): - À accepter à concurrence de 1.824.942 €
96
IDENTIFICATION OF THE PROGRAMME Member State(s):
Italy
Title of the programme:
Consorzio dell'extravergine
Competent Authority(ies):
MiPAAF
Proposing organisation(s):
Consorzio di Garanzia dell'olio extra vergine di oliva di qualità
Implementing body(ies):
SCS Group (for India), proposing organisation (12%)
Type of measure:
information/promotion/mixed
Product(s):
olive oil
Targeted countries:
India, China (cancelled)
Duration:
3 years
Total budget:
1.807.047 €
Proposal received on:
1/7/2009
ELIGIBILITY CRITERIA Respect of deadline for presentation by MS:
Yes/No
Implementing body(ies) selected by a competitive procedure
Yes/No
Written and signed commitment to co-financing by MS
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
97
OPINION OF THE MEMBER STATES Confirmation of conformity with national and Community legislation
Yes/No
Link between proposed actions and other national/Community information/promotion actions
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
Yes/No
DESCRIPTION OF THE PROGRAMME : Objective(s): – Improve the knowledge of consumer behaviour by main actors of the supply chain – Increase consumption by those already consuming olive oil and stimulate trial by new consumer groups within similar social classes – Offer easy access to essential information on nutritional characteristics, health effects, organoleptic and quality characteristics of olive oil – Improve product awareness by direct involvement of target groups in the learning process Strategy: The strategy chosen is a development of a series of coordinated actions aiming at specific targets to build awareness and stimulate multiplying effects in dissemination of product knowledge. Target group(s): – Opinion makers (journalists, restaurant workers, chefs, gastronomes, nutritionists) – Distributors, importers, buyers – Cooks, hotel and restaurant workers, students of gastronomy schools – Consumers of the age group 18-40 with propensity to innovate and experiment Themes: – Nutritional and health-related characteristics of olive oil and of its various categories
98
– Correct use of olive oil and its various categories in local, exotic (Italian) and fusion cuisine – Different categories and commercial qualities of olive oil recognised by the EU – Correct storage and distribution of olive oil – Production processes, technologies and relations with organoleptic, chemical and physical qualities of olive oil – Food security linked to the production and distribution process in the EU – Sensorial analysis of main defects and merits of olive oil and extra virgin olive oil Aspects covered:
quality safety of food specific production methods nutritional values health impacts
Messages to be conveyed: The content of messages will be the following:
Nutritional and health-related characteristics of olive oil which contribute to healthy and balanced diet
Use of different types of olive oil in local, Mediterranean and fusion cuisine
Different categories and commercial qualities of olive oil recognised by the EU
Certification systems guaranteeing quality of production
Actions, including their scope/volume and a provisional timetable: 1.
Market research
The proposing organisation plans to conduct a qualitative and quantitative research to identify the objectives and critical points to better define the current and potential market characteristics. The study will approach the market by first confronting the olive oil to other vegetable oils, to continue with a detailed definition of the market for olive oils. The research will comprise: - 10 focus groups in 5 cities (New Delhi, Mumbai, Chennai, Bangalore, Hyderabad, Ahmedabad, Calcutta) - 2.500 interviews of consumers and 125 interviews of operators from the sector to take place in the above mentioned cities
99
2. Trips to Italy Trips to major production centres in Italy for journalists are planned. 5 persons per year + 1 winner of the national contest will be indentified and invited to a 1-week tour. Each group will be accompanied by an expert and visits will be complemented by training courses.
3. Advertising campaign The following range of activities is proposed under this action: – press conference (1 per year) – press work (writing of press releases and advertorials, updating the mailing lists of opinion makers, contacts with press, organisation of smaller events to support other programme actions); a so called media promotion is envisaged including conclusion of contracts with press agencies; a visual identity manual will be produced – workshop with guided tasting (1st year only) – TV advertising: the proposing organisation plans to produce 8 cooking shows with famous chefs, each 22-minute long, which will be distributed through New Delhi Television Limited (NDTV) and its specialised life-style channel NDTV Good Times; each show will be advertised for 10 days using 30' spots; afterwards, each show will be repeated once – print advertising: 10 magazines distributed nation-wide have been identified, which speak about healthy nutrition and are read mostly by women of the upper-middle social class; 34 advertisements per year will be published with recipes and texts about nutritional aspects of olive oil
4. Training for schools, restaurant workers A programme of 3-day seminars in schools for hotel workers (a list of 6 schools is proposed) and chef clubs is proposed to take place in New Delhi, Calcutta, Mumbai and Chennai. Seminar participants will compete in creating a best fusion recipe. In total, 200 students and teachers per year will participate in this action.
5. Training for buyers 10 persons will be chosen and invited to participate at this course, tailored for buyers and distributors. The following themes will be presented to them: product characteristics, ways of use, correct stocking and distribution, international and national norms related to the product. There will be 3 2-day courses per year (a total of 30 persons per year will participate in this action).
100
6. Fairs 3 fairs per year have been identified for participation, taking place in New Delhi, Mumbai and Bangalore. A 36 sqm stand will be set up, brochures and a kit for detection of rancid will be distributed; A team of experts form the proposing organisation will guide the visitors to taste different types of quality olive oil products.
7. Website The following content is proposed for the website: recipes, Horeca section dedicated to oil tasting, expert advice concerning beneficial properties of extra virgin olive oil, photo gallery with comments on international actions and initiatives in the olive oil sector, forum, newsletter, e-card function.
8. Press office The activity, which will be implemented by the proposing organisation, consists of the following tasks: drafting of texts on olive oil for the advertising campaign, website and for other programme activities, verification of the activity of market research carried out by the implementing body, contacts with operators and cooking schools in relation to the activity "Trips to Italy", definition of content for training courses.
Anticipated impact: Increase of market share of olive oil of European origin, also by substitution of other fats commonly used
Increase of knowledge of the concept of objective quality of olive oils
Increase of knowledge of specialised operators of the capacity to recognise the individuality of different olive oils from different European production regions and select the best gastronomic combinations (fish, salad, frying)
Increase of knowledge relative to the European system of classification and labelling
Increased diffusion of the European enogastronomical culture linked to the concept of quality A set of indicators is proposed for each target country and following targets are mentioned: – Increase of imports from the EU: 10 % per year or more – Increase of use in the Horeca channel: 1 % in the first programme year, 3 % in the second and 5 % in third
101
Methods of appreciation of the impact: A method for appreciation of impact is not presented, but the proposing organisation presents a table with numerical indicators of impact for each of the programme activities (number of participants, number of visitors, number of articles published, etc). They also propose a control procedure, which however consists of supervising the work of the implementing body and not to measurement of impact.
ASSESSMENT BY THE MEMBER STATE/MEMBER STATES: General interest of the programme:
28/30
Quality and effectiveness of the programme:
40/40
European dimension:
10/10
Cost/efficiency:
18/20
102
Budget by action: ACTIONS
Year I
Year II Year III
TOTAL
Share
Market research
60.490
0
0
60.490
3,9%
Trips to Italy
29.880
29.880
29.880
89.640
5,8%
Advertising campaign
262.160
195.660
195.660
653.480
42,4%
Training for schools, restaurant workers
65.900
65.900
65.900
197.700
12,8%
Training for buyers
44.240
44.240
44.240
132.720
8,6%
Fairs
84.350
84.350
84.350
253.050
16,4%
Website
25.920
8.000
8.000
41.920
2,7%
Press office
52.792
30.375
30.375
113.542
7,4%
TOTAL MEASURES
625.732
458.405
458.405
Performance guarantee
1.418
1.418
1.418
4.255
Implementing body's fees
60.831
48.970
48.970
158.770
10,3%
Measurement of results
18.772
13.752
13.752
46.276
3,0%
TOTAL DIRECT COSTS
706.753
522.545
522.545
Overheads
21.150
17.026
17.026
55.203
TOTAL
727.904
539.571
539.571
1.807.047
* - share of total costs of measures **- share of total direct costs
103
1.542.542 100,0%
1.751.843 100,0% 3,2%
Co-financing plan: YEAR I
%
YEAR II
%
YEAR III
%
TOTAL
EU
363.952
50%
269.786
50%
269.786
50%
903.523
MEMBER STATE
145.581
20%
107.914
20%
107.914
20%
361.409
PROPOSING ORGANISATIONS
218.371
30%
161.871
30%
161.871
30%
542.114
TOTAL
727.904
100%
539.571
100%
539.571
100%
1.807.047
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: The member state shall give information pertinent to Article 9(5) of Commission regulation 501/2008: "In the case of programmes aimed at third countries, the individual Member States shall ensure that any national or regional measures they undertake are in agreement with measures part-financed under Regulation (EC) No 3/2008 and that the programmes submitted complement national and regional campaigns." What is the national strategy for the target markets of this programme? This programme proposal actually presents two separate programmes, each taking place on one market and implemented by a different implementing body. There are no synergies between the two programme parts which are presented as completely separate from one another, even though the list of activities for each country is identical. However, this is not reflected in activity descriptions and programme costs. It is noted that the description relating to the activities in China is much less detailed and offers not enough justification to enable the estimation of its cost effectiveness. It is proposed to remove the activities implemented in China. The following budgetary aspects are not in line with the model contract: The proposing organisation chose to present the fees of the implementing body on the basis of the work actually carried out. Hourly work for planning, implementation and coordination of activities, as well as travel, accommodation and subsistence expenses for the representatives of the implementing body are thus included in the cost of actions. A flat-based fee cannot be applied on these costs. This applies to the majority of the activities presented in this programme proposal; Travel, accommodation and subsistence costs for members of the proposing organisation to participate at meetings with the implementing body should be treated as overheads of the proposing organisation and not included in costs of actions; According to Article 8 of the Commission regulation 501/2008, the programmes submitted shall contain sufficient detail to enable their compliance with the applicable rules and their cost/benefit ratio to be evaluated. However, the presentation of costs in this proposal is not adequate; in many cases the proposing organisation does not present unit costs and number of units. 104
There is no justification for an important number of amounts (Example: budget for the advertising campaign on page 82 – no details on the costs for translation (10.000 euro per year – how many pages?), rent of room (15.000 per event – where, what type of room?), print and audiovisual material (4.000 euro per year – which material, how many copies, details on content?), promotion to media (6.000 euro per year – no description of the activity, no. of working hours, what is supposed to be the result of this activity?), why is there 2.500 euro per year for the creation of the TV campaign if the creation was done in the 1st year, why is there additional 5.000 euro per year for the production of TV-shows if the shows were produced in the 1st year, layout and translations appears for the second time – 5.000 euro per year – no details. A similar situation is encountered in other budgets (Example on page 111 – budget for advertising campaign in China): It is not known how many press events will be organised and where, which newspapers and magazines will be chosen for the advertising campaign, what kind of advertisements will be produced, the media plan (choice of media, no. of ads, timing, length or size of ads, etc.). Budget presents sums which are not justified by the number of units and unit costs (PR work, events, creation of material and production of a documentary – for all these activities, only total sums are presented in the budget). The cost efficiency of the activity is poor. In relation to the activity of market research, only focus groups and face-to-face interviews can be accepted for co-financing, not the collection of statistical and other economic market data which have to be collected and known at the moment of the preparation of the programme proposal and design of the activities. The cost-efficiency of this activity should be improved. The commercial aspect of the trips to Italy should have been limited by inviting journalist only. The cost efficiency of this activity is poor (6.900 euro per participants from India, 7.500 for those from China). Who are the experts and tutors who will accompany the group and receive a fee? Fairs: from the budget presented for China (p. 120), it is not clear if it relates to 1 fair per year or 3, as explained in the text. It is not clear how many people from Italy will travel to China to work on the stand, the length of each fair. In case of certain costs, costs are not justified by presenting unit costs and costs per unit or no. of units not in line with the description of the activity are used. A creation of a separate website for each target country is proposed with different contents, which is not acceptable because of higher costs and the fact that the same message should be transmitted on both target markets. Concerning the material to be produced for different events, there is no indication of the type of material (for example, for brochures – no. of pages, format etc). When translations are involved, there is no indication on how many pages will need to be translated (p. 86, 95, 111, 114, 122). Under activity title "press work and external relations", the proposing organisation plans a series of activities, implemented by its own staff and related to the organisation of other activities, such as trips to Italy, market research, training courses. It envisages costs which should be covered either by overheads (tasks of coordination and management according to the model contract) or included in the budget of those activities to which they relate. The 105
impression is that this artificially increases the cost of individual activities, otherwise implemented by the implementing body. With reference to the evaluation methodology, the document "Evaluation Questions" (AGRI/63454/2007) should be taken into account for the evaluation of programmes as well as their preparation for submission to the Commission. In particular for the presentation of the method of measurement of impact this document should have been taken into account. According to the proposing organisation, impact assessment will consist of verifying the implemented actions and supervising the work of the implementing body, and not to real measurement of results. For example, the proposing organisation includes reporting to national authorities and collection of time sheets compiled by the implementing body staff as the "control" part of the measurement of results. In addition, the proposing organisation proposes a list of quantitative parameters by activity; however, these are more related to the correct implementation of the activities according to the plan. Furthermore, the budget dedicated to impact assessment is not presented in a separate table and only total amounts per year are known. Quantitative parameters related to programme objectives should have been proposed and a method conceived for their measurement. Besides the analysis of statistical data on imports of olive oil, there is only one parameter linked to programme objectives to be measured by a questionnaire given to target groups. However, no details are given concerning this questionnaire (sample size, type of questions, when and where will it be conducted and by whom, budget). Programme eligible:
Yes/No
First observations to be communicated to MS: Programme could become eligible if the part referring to China is removed and complements of information submitted for activities taking place in India. OPINION OF THE COMMISSION SERVICES: Quality of the programme: (coherence between strategy and objectives, quality of actions)
good/average/poor
European dimension / added value:
good/average/poor
Impact forecast and assessment methods:
Yes/No
Cost-effectiveness of the programme: (relation between total cost and anticipated impact)
Points awarded by MS:
good/average/poor
96/100
Priority awarded by MS:
1/7
106
External consultant’s opinion: Too expensive, Chinese part poorly prepared
CONCLUSIONS Observation(s) : All questions were answered adequately by the member state and the proposing organisation (letters with additional information Ares(2009) 236047 and Ares(2009) 268992). The Chinese part was removed and the budget reduced.
Recommendation(s) : To be accepted
107
IDENTIFICATION OF THE PROGRAMME Member State:
Italy
Title of the programme:
DOP&IGP: The Wine Taste of Europe
Competent Authority:
Ministero Politiche Agricole, Alimentari e Forestali
Proposing organisation:
Federdoc
Implementing body:
ZOWART
Type of measure:
mixed
Product(s):
Wines with a protected designation of origin or a protected geographical indication, wines with an indication of the wine grape variety
Trageted countries:
USA, Japan
Duration:
3 years
Total budget:
2.463.688
Proposal received on:
1/7/2009
ELIGIBILITY CRITERIA Respect of deadline for presentation by MS:
Yes/No
Implementing body(ies) selected by a competitive procedure
Yes/No
Written and signed commitment to co-financing by MS
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
108
OPINION OF THE MEMBER STATES Confirmation of conformity with national and Community legislation
Yes/No
Link between proposed actions and other national/Community information/promotion actions
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
Yes/No
DESCRIPTION OF THE PROGRAMME : Objective(s): The main objective is to increase the presence of European PDO/PGI wines, which are subject of the promotional campaign, on target markets. Other objectives include: – Promote the image of EU PDO/PGI wines with target groups – Inform operators and consumers about the community law defining rules on production, quality indications, labelling and marketing guaranteeing quality and traceability of EU wine – Consolidate and increase presence of EU PDO/PGI wines on the target markets – Inform consumers about the variety, quality and productions conditions of PDO/PGI wines subject of the campaign – Increase knowledge of community logos for EU PDO/PGI wines – Market wines in distribution channels with high added value
Strategy: Inform target groups about the aspects of the new CMO wine linked to quality characteristics of EU PDO/PGI wines, promotion of European wine culture, and to intrinsic qualities of community products with origins strictly connected to ancient traditions far from mass production. The position on the US market will be consolidated and the position on the emerging Japanese market acquired with the strategy of creating various occasions to meet the target groups and transfer the main messages with emphasis given to the differences between the European production and production from the "New World". 109
Target group(s): – Journalists – Importers – Restaurant owners – Food&beverage managers – Sommeliers – "Wine educators" – Purchasing managers (retail and Horeca) – Final consumers
Themes: – New CMO wine – Labelling rules, how to read labels – Quality certification rules – Traceability along the production chain – EC designation of PDO and PGI wine regions – PDO and PGI wines product qualities – Sensorial analysis – Information on EU wine growing – Matching food and wine Aspects covered:
quality safety of food specific production methods labelling respect for the environment image of Community products Wines with a protected designation of origin or a protected geographical indication, wines with an indication of the wine grape variety 110
Messages to be conveyed: The content of the messages will be the following: – Explain the reasons for adopting the new CMO wine: safeguarding of quality European wine products from the point of view of their designations and presentation – Offer to target groups the instruments for interpretation of the new community rules with strict rules on production, quality indications, labelling and marketing, which guarantee to consumers quality and traceability of products offered – Information on PDO/PGI wines, their production regions, controls through the entire production chain Actions, including their scope/volume and a provisional timetable: (1)
Press conference
The proposing organisation plans to organise 2 press conferences per year in USA (the following cities will be covered in 3 years: New York, Chicago, Miami, San Francisco) and 1 in Japan (Tokio). 50 presences per event are envisaged, comprising journalists and other opinion makers, operators from the wine distribution sector, food&beverage managers, "wine educators". (2)
Wine tasting
6 events in the US and 2 in Japan will be organised during 3 years; they will target distributors, restaurant workers, journalists, food and beverage managers, sommeliers, "wine educators", purchasing managers from the retail and Horeca sectors. The events will be organised in prestigious locations with different rooms equipped with tables representing approx. 150 wine producers per event presenting their products. Participants will be engaged in a free tasting with support by interpreters. Promotional material will be distributed by hostesses. (3)
Tasting courses
A total of 6 events will be organised in the US and 2 in Japan. Operators from the sector will be educated on tasting theory and techniques, guided by a famous journalist or expert from the sector. The focus will be put on value of denominations of origin and the importance of product traceability. (4)
Wine show workshop
This activity will be organised during the 2nd programme year in Tokio. It consists of a free tasting of a large number of PDO/PGI wines. It will be supported by a guided tasting given by a famous journalist who will give more detailed information on the products presented.
111
(5)
Training courses for sommeliers, chefs, buyers, operators
The proposing organisation plans to organise, in cooperation with local sector associations, educational seminars for professionals from the sector. Information about the product will be given, with a special focus on "pluses for sale" of EU PDO/PGI wine. Attention will be given also to theory and degustation techniques. 7 events will be organised during 3 programme years – 6 in the US, 1 in Japan. (6)
Trips to Italy
Activity consists of organising trips to Italy for journalists from the two target countries. Each programme year, there will be 6 trips for 6 participants (one per target country and year) to production sites in different seasons in order to present different production phases. (7)
Fairs
The following fairs have been identified to distribute the informational material and to propose tasting of EU PDO/PGI wines: Vinitaly Miami, Vinitaly, U.S. Tour (tour of 3 cities), Vinitaly Japan. (8)
Website
Federdoc proposes the following content for the website: presentation of programme contents, dynamic database of PDO/PGI wines, information on EU products and their traceability. (9)
Newsletter
The newsletter will be sent 4 times per year to participants of various actions, those invited to events and those registered on the website. (10)
DVD
A DVD will be produced and distributed to all participants of various events. A short version (2-3 min) will be produced and projected at the beginning of each event. (11)
Information material
The proposing organisation envisages producing a brochure and a CD-ROM which can be updated via the website. Anticipated impact: Proposing organisation presents the current and targeted situation in terms of sales of PDO/PGI wine from Italy. A value increase of 9% in planned for the US and 2.5% for Japan. In addition, they present the numbers of direct and indirect contacts.
112
Methods of appreciation of the impact: Closed questionnaires compiled by participants of various events will be used to assess the qualitative results of programme's activities. In addition, statistical data will be analysed related to sales, as well as related to website visits.
ASSESSMENT BY THE MEMBER STATE/MEMBER STATES: General interest of the programme:
30/30
Quality and effectiveness of the programme:
36/40
European dimension:
10/10
Cost/efficiency:
19/20
Budget by action: ACTIONS
Year I
Year II
Year III
TOTAL
Press conference
30.450
30.450
30.450
91.350
4,3%
Wine tasting
240.600
160.400
240.600
641.600
30,3%
Tasting course
62.550
41.700
62.550
166.800
7,9%
0
36.200
0
36.200
1,7%
Training
62.800
94.200
62.800
219.800
10,4%
Fairs
164.250
164.250
164.250
492.750
23,2%
Incoming
74.700
74.700
74.700
224.100
10,6%
Website
31.000
10.000
10.000
51.000
2,4%
Newsletter
15.000
4.750
4.750
24.500
1,2%
Video
39.300
0
0
39.300
1,9%
Print material
64.700
34.700
34.150
133.550
6,3%
TOTAL MEASURES
785.350
651.350
684.250
2.120.950
Wine show workshop
113
Share
100,0%
Performance guarantee
9.000
0
0
9.000
Implementing body's fees
94.242
78.162
82.110
254.514
12,0%*
Measurement of results
8.733
8.733
8.733
26.200
1,2%*
TOTAL DIRECT COSTS
897.325
738.245
775.093
2.410.664
Overheads
19.634
16.284
17.106
53.024
TOTAL
916.959
754.529
792.200
2.463.688
2,2%**
* - share of total costs of measures **- share of total direct costs Co-financing plan: € YEAR I
%
YEAR II
%
YEAR III
%
TOTAL
EU
458.480
50% 377.265
50% 396.100
50% 1.231.844
MEMBER STATE
183.392
20% 150.906
20% 158.440
20%
492.738
PROPOSING ORGANISATIONS
275.088
30% 226.359
30% 237.660
30%
739.106
TOTAL
916.959 100% 754.529 100% 792.200 100% 2.463.688
Budget by target country: Target country USA Japan Total
Total costs of measures % 1.450.259 68,4% 670.691 31,6% 2.120.950 100%
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: The proposal is a continuation of a programme ended in 2006. Two previous proposals for continuation were refused in 2007 and 2008 (reason: no coherent set of actions, poor cost efficiency). 114
Evaluation of results of the programme concluded in 2006 comprises only qualitative impressions of the proposing organisation. A description of results in terms of sales, increase of distribution, published articles in target countries should also be included. Reporting for the mentioned programme was adequate. Programme proposal presents no market research for PDO//PGI wines from Europe and Italy, as only an analysis of the level of imports/exports of wine in general is presented. A more detailed analysis would be necessary to get an impression of the current position and of the objectives of this programme in terms of sales. The member state shall give information pertinent to Article 9(5) of Commission regulation 501/2008: "In the case of programmes aimed at third countries, the individual Member States shall ensure that any national or regional measures they undertake are in agreement with measures part-financed under Regulation (EC) No 3/2008 and that the programmes submitted complement national and regional campaigns." What is the national strategy for the target markets of this programme? In particular, the member state should communicate the list of programmes for promotion of wine in third countries, co-financed under Commission Reg. 555/2008. The following details should be furnished to justify the unit costs of certain activities: – Wine tasting: details concerning the location of the event, cots for room rent (45.000 € per event) and shipping of wines (8.000 € per event) – the proposing organisation should present offers and give examples of locations, present unit costs and number of units for shipping of wine; – Same details as the above should also be furnished for wine show workshop: details on room rent (20.000 €) and shipping of wine (4.000 €); – For all activities comprising invitation management, the costs of these should be scaled down, especially in case of events with higher number of participants; economies of scale should be taken into account and estimates based on cost per unit are not acceptable for design and printing of invitations since the variable component of these costs is relatively low; – For all activities where a presence of an opinion maker from the sector is envisaged (fee 5.000 € per event), a profile of these persons should be presented, possibly with examples; – Concerning the activity "Educational courses", present details for the sub-activity "final test and ceremony, buffet" and justify the cost of room rent; – Present the profile of persons invited as "opinion leaders from the sector" who will moderate the various events (cost per event 5.000 €) and give concrete examples; – Concerning the participation at fairs, the following details should be presented along with the number of units and unit costs: size of stand, duration of event, type and size of catalogue publication, details on shipping of products (quantities), details on the mailing activity (detailed activity description); Events calendar on p. 55 entails 3 events per year while the description and the budget of the activity comprise 5 events per year – this discrepancy should be corrected; 115
– Newsletter: justify the costs relating to the creation by presenting the number of units and unit costs; costs for graphical realisation, typesetting seem too generous; explain in detail the nature and quantities of material to be purchased; – DVD: in a recently approved promotional programme on the internal market, production of a DVD has been accepted for co-financing; it is estimated that the video produced in the framework of the above mentioned programme can be used with only a minor investment into adaptation; – Promotional material: production costs seem too high in comparison with similar projects financed so far and the expenditure for typesetting of the brochure and editing of the CDROM in the 2nd and 3rd years is not justified if only a reprint of the original version of both materials is planned; How many copies will be produced in English and how many in Japanese? More details should be given on the content of the CD-ROM. – Measurement of results: – How many questionnaires will be compiled? – For the activity "Trips for journalists", the number of published articles should be taken into account as one of the main results of the activity; – Costs for measurement of results should be further justified: for example, 3.100 euro is excessive for printing of questionnaires. Justify the unit costs for human resources and the number of working days (10 days for the coordinator, 9 days for the expert from the sector, 32 days for researchers, 4 days for a psychologist, 12 days for programming of software); it has to be taken into account that a very similar analysis will take place in the framework of the internal market programme, this means that the foundations of the research will not be built from scratch and that the number of units for human resources should be revised downwards. – In addition, parameters for measurement of results should be defined for missing actions (fairs, newsletter, video and print material) and targets set for parameters for which the quantitative targets have not been set (for example: no. of published articles for the actions "Press conference" and "Trips for journalists to Italy"); With reference to the evaluation methodology, the document "Evaluation Questions" (AGRI/63454/2007) should be taken into account for the evaluation of programmes as well as their preparation for submission to the Commission. In particular for the presentation of the method of measurement of impact this document should have been taken into account. Programme eligible:
Yes/No
First observations to be communicated to MS: See remarks above.
116
OPINION OF THE COMMISSION SERVICES: Quality of the programme: (coherence between strategy and objectives, quality of actions)
good/average/poor
European dimension / added value:
good/average/poor
Impact forecast and assessment methods:
Yes/No
Cost-effectiveness of the programme: (relation between total cost and anticipated impact) Points awarded by MS:
good/average/poor 95/100
Priority awarded by MS:
2/7
External consultant’s opinion: Positive with reservations: more details necessary, quantitative objectives to be set, improve the method for evaluation of results
CONCLUSIONS Observation(s) : All questions were answered adequately by the member state and the proposing organisation (letters with additional information Ares(2009) 236047 and Ares(2009) 268941).
Recommendation(s) : To be accepted
117
IDENTIFICATION OF THE PROGRAMME Member State(s):
ITALY
Title of the programme:
"The protected, registered and guaranteed products of the European Union, Speck Alto Adige IGP and Asiago DOP, examples of the high quality products protected in Europe- summary of results".
Competent Authority(ies):
MIPAAF
Proposing organisation(s):
Consorzio Tutela formaggio Asiago DOP
Implementing body(ies):
Colangelo & Partner Public Relations
Type of measure:
mixed
Product(s):
Formaggio Asiago DOP Speck Alto Adige IGP
Trageted countries:
North America USA
Duration:
24 months
Total budget:
918.296,50 euros
Proposal received on:
30/6/2009 (Ares 156218 3/7/2009)
- reply sent by DG AGRI on: 07/08/2009 (ARES 200318) - 2nd version sent by MIPAAF dated 4/9/09 (ARES 236054 and ARES 254896) - reply sent by DG AGRI on 29/09/2009 (ARES 256414) - final version by MIPAAF on 5/10/2009 (ARES 268953) ELIGIBILITY CRITERIA Respect of deadline for presentation by MS:
Yes
Implementing body(ies) selected by a competitive procedure
Yes
Written and signed commitment to co-financing by MS
Yes
Written and signed commitment to co-financing by the proposing organisation(s)
Yes
The programme is a coherent set of actions?
Yes
Actions not linked to origins or private brands, with the exception of designations under Community rules
Yes
Product(s)/target countries are eligible
Yes
Compliance with the relevant guideline(s)
Yes
118
OPINION OF THE MEMBER STATES Confirmation of conformity with national and Community legislation
Yes
Link between proposed actions and other national/Community information/promotion actions
Yes
Confirmation by the MS of the representativeness of the proposing organisation in the relevant sector(s)
Yes
Confirmation by the MS of the technical and financial effectiveness of the proposing organisation
Yes
Confirmation by the MS of the technical and financial capacity and effectiveness of the implementing body
Yes
DESCRIPTION OF THE PROGRAMME : Objective(s): - Create greater interest for high quality, protected products from Europe such as speck Alto Adige IGP and Asiago DOP cheese; - Maintain awareness and disseminate the concept of European protected products with a specifying marketing strategy; - Educate the American consumer about the quality of Asiago DOP cheese and speck alto Adige IGP and highlight the differences between protected food products from Europe and domestically produced imitations; - Inform about the production areas of both products; - Stimulate increased distribution and consumption of speck Alto Adige IGP and Asiago DOP cheese; - Consolidate the results and expand the scope and target markets within target country; - Consider the intrinsic value of the products and promote their attributes for a healthier diet; - Provide consumers with deeper information about the EU and Italian quality, control certification and food safety measures.
Strategy: Work through each level of the distribution chain: importer, distributor/wholesaler and retailer/restaurateur. A "push-pull" strategy will be applied. It consists of:
119
Push: both products are pushed through the distribution channel through various marketing communications activities including public relations, trade advertising and trade show participation. Pull: Interest for both products will be 'pulled' from consumers through various marketing communications activities including public relations, promotions and other events targeting the consumers. This strategy will be adopted in the continuation of the preceding program, however with modifications aiming at: - better educating distributors, retailers and restaurateurs through informational DVDs and specific educational materials, - improving the information available to consumers with the goal of eliminating misleading information about the DOP and IGP certification system, - expanding geographically the program in order to make it become like a 'national campaign'. The Programme will be executed utilizing different communication channels: − Contacts with journalists and opinion leaders (public relations) − Events for identified target audiences − Advertisements in target trade and press − Creation of a website with ample information about the campaign and its objectives All actions have been identified (both in their operational realization and timing aspects) in order to achieve the maximum impact on the target groups and the overall population.
Target group(s): import sector distribution sector consumer and institutional sector
Themes: Point out the importance of specific concepts such as: •
traceability
120
•
control of production chain in terms of food safety, nutritional values and the high quality standard of the European certificated products
Communicate the European policies that govern the agriculture sector Promote the positive relation between the DOP/IGP quality system, care for the environment, food safety plus the health and the well-being of animals Disseminate the technical aspects of production Stress the importance of nutritional values/security of certified products, in comparison with non-certified products.
Aspects covered:
quality safety of food specific production methods nutritional values health impacts labelling animal welfare respect for the environment image of Community products Community systems for PDO/PGI/TSG or organic products Graphic symbols for remote regions
Messages to be conveyed: The messages communicated in the previous campaign will be enhanced with more information with specific reference to: a. The quality of protected European agricultural products - key to a healthy, balanced diet b. The European quality control system and food safety - focus attention on safety certificates c. Awareness for the protection labels - more information on how the system works and what the labels mean in terms of quality and food safety d. The production methods of the European quality products Speck Alto Adige IGP and Asiago DOP cheese - introduce the strict production standards, rigorous quality control and conservation checks The above messages all contribute to create a correlation between quality, safety, the European quality certification system and consumer's security and welfare.
121
Actions, including their scope/volume and a provisional timetable: 1.Secrétariat and Informative Material: euros142.585,00. It represents 17,82 % of the total costs for actions amounting at 800.500,00. It will be carried out in a continuous way during the implementation of the Programme, in order to generate interest and awareness in target audiences. Public relations actions will also be ongoing and proactive. It consists of: - Secretariat - Realization and up-to-dating of WEB site; - Internet advertising; - Consumer's guide; - Informative DVD; - Gadgets: pens and shopping bags; - Brochures, Poster and Roll up (for the Fair's participation).
2. Advertising campaign: euros 242.000,00. It represents 30,23 % of the total costs for actions amounting at 800.500,00. It will run on a regular (monthly) basis and will be carried out in both years. It consists of: - publication of advertisements in trade and consumer magazines spread all over the country, targeting consumers, importers, distributors and retailers. It will be scheduled according to the main activities of the Programme.
3. Conferences, Seminars and meetings with the target groups: euros195.915,00. It represents 24,47 % of the total costs for actions amounting at 800.500,00. It will be carried out in both years and consists of: - Organisation of events in top restaurants in the selected cities. Members of the identified target audiences - journalists, opinion leaders, importers/distributors, institutional representative - will be invited to attend. During the course of the evenings the informative materials of the campaign will be distributed and the objectives of the campaign will be communicated. In addition, the products that are object of the campaign will be sampled (offered by the proponent Bodies for free). - Participation at national specialty food trade shows: summer and winter Fancy Food respectively in New York and San Francisco 122
4. Specific Events : euros 220.000,00. It represents 27,48 % of the total costs for actions amounting at 800.500,00. This action will be carried out in the 2 years and it consists of: -In store promotions with active sampling days: informative materials will be distributed and consumers will have the opportunity to try the products that are object of the program. The events directed to demonstrate/train/inform the public are coordinated in order to avoid duplication of activities and/or prevent protracted periods of inactivity. The informative materials will be distributed at all events, promotions and trade shows. Anticipated impact: 1) An increased awareness for the European DOP/IGP quality control system amongst target consumers in the USA. 2) An expected ancillary result of the program will also be an increase in the export of both products that are object of the promotion. 3) Residual benefits of increased awareness of the European DOP/IGP quality control system as well as of actual exports of both products will last well beyond the end of the two year campaign. In the context of the program there is an operational plan regarding the execution of the objectives, key data and other activities related to the evaluation of the effectiveness of the program. Methods of appreciation of the impact: The final report and evaluation of the previous programme C-2005-PT-037-IT will be the base (ex-ante evaluation) for the comparison and analysis of the results that will be achieved in the first and second year of this programme. The proposed principal data to be collected are: number of contacts reached through the advertising campaign number of contacts obtained though the website activity reports and clip books resulting from public relations and press activities number and type of people that participate in the promotions, restaurant tasting events and seminars results and feedback from the in store promotions and days of tasting surveys conducted by the "agency" (see our remarks concerning "evaluation activity) in order to gauge the effectiveness and visibility of the campaign export trends for the products that are object of the campaign. 123
The financial resources for the evaluation activities are 5.000,00 € for each year therefore it means that they will be carried out in both years of the programme. The ex-post evaluation will be carried out by the Implementing Body. ASSESSMENT BY THE MEMBER STATE/MEMBER STATES:
85/100
General interest of the programme:
26/30
Quality and effectiveness of the programme:
33/40
European dimension:
8/10
Cost/efficiency:
18/20
TOTAL
85/100
Budget by action: ACTION
Year I
Year II
TOTAL
1. Public Relation and Informative Material
96.500,00
46.085,00
142.585,00
2. Advertising campaign
108.000,00
134.000,00
242.000,00
3. Conferences, Seminars and meetings with the target groups
93.725,00
102.190,00
195.915,00
4. Specific Events
110.000,00
110.000,00
220.000,00
TOTAL for actions (1)
408.225,00
392.275,00
800.500,00
Measurement of results
5.000,00
5.000,00
10.000,00
Implementing Body (max 13% of (1 ) )
41.322,50
39.727,50
81.050,00
TOTAL DIRECT COSTS (2)
454.547,50
437.002,50
891.550,00
Overheads (max 4% of (2))
13.636,42
13.110,08
26.746,50
TOTAL for the PROGRAMME
468.183,92
450.112,58
918.296,50
(max 3% of (1) )
124
Co-financing plan: CO-FINANCING
YEAR I
%
YEAR II
%
TOTAL
%
EU
234.091,96
50
225.056,29
50
459.148,25
50
MEMBER STATE
93.636,79
20
90.022,52
20
183.659,30
20
PROPOSING ORGANISATION
140.455,18
30
135.033,77
30
275.488,95
30
TOTAL
468.183,92
100
450.112,58
100
918.296,50
100
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: The programme is well-structured and costs are quite analytically indicated although some modification/integration is needed for its approval. For details, see "First observations to be communicated to MS". The programme doesn't benefit from the priority given according to art. 8(1) of Council Regulation n° 3/2008 but it benefits from the preference given according to Art. 10(1) of Commission Regulation (EC) N° 501/2008. Programme eligible:
Yes/No
First observations to be communicated to MS: After the evaluation of the first version of the proposal, a letter was sent to MIPAAF indicating that the following points remained open and the related observations needed to be take into account. MIPAAF forwarded the complements of information required on 4/9/2009 and on 5/10/2009. After each version of the proposal received, a dossier note was drafted. Questions to the MS/ ANSWERS : 1) The member state shall answer Questions from 17 to 21 of Attachment I related to the Implementing Body and its technical and financial capacity and effectiveness./ DONE 2) The member state shall give information pertinent to Article 9(5) of Commission regulation 501/2008 and it shall ensure that the programme is in agreement with measures part-financed under Regulation (EC) No 3/2008 and that it complements national and regional campaigns./DONE
125
Questions to the proposing organisation/ ANSWERS: 1) Provide a list in which each of the specific objectives achieved in the former programme is quantified. This step is necessary because it will allow the evaluation of the results of the new programme by comparing the data resulting from it with the initial values (=final results of the previous programme). The global objectives indicated at page 109 look very appropriate but they need to have a numerical value that quantifies them objectively, they need to be SMART./ The information was provided. 2) Provide a detailed budget for measuring of results./ The information was provided. 3) It should be guaranteed conformity with art. 5 (1) of Commission Regulation (EC) No 501/2008 that concerns compliance with the legislation applicable in the target Country. /The information was provided. 4) Provide precise and clear information regarding who will carry out the in itinere evaluation. /The information was provided. 5) The "Communication centre" (Action 1), the same as in the previous programme, carries out activities that are typical and already included in the tasks of the Implementing Body. However, at page 12 of the preceding programme, it is clearly stated that the costs related to the Communication centre "are included in the Implementing Body fee".It is charged as a monthly "impegno forfetario" of 4.000 euro during the whole programme (96.000, 00 in total) and it is indicated that the related costs of what will be actually executed will be defined and justified in the future It is evident that this amount (96.000, 00) must be deducted because already included in the 92.700,00 euros total for two years of activity of the Implementing Body (in the old programme it amounted at 95.832,00 euros for three years. All the activities that they describe in the additional information provided can thus be considered as "planning, implementation and management costs of measures to be implemented" and thus to be included in the fees of the IB. The creation of a list of journalists and opinion makers can be considered as an activity part of eligible information or promotion measures BUT in the case of this proposal, it is not related to any specific action described in the program (i.e. organisation of press conferences, travels for journalists, preparation of basket of products for tasting etc.). The "elaborazione, realizzazione e diffusione di cartelle stampa" can also be considered as an activity part of eligible information or promotion measures BUT it is not related to any specific action described in the program (i.e. organisation of conferences etc.). It must be underlined that each event (action 3 and 4) contains specific costs "materiale informativo specifico" in its budget. Therefore the costs related to the "Communication centre" must be considered as fees of the IB. /The related cost ( euros 96.000,00) was deleted. 6) The cost "Realizzazione tecnica" (Action 1), that is 500,00 euros charged to Guida al consumatore (Action 1) for the 2nd year is similar to the cost "elaborazione testi" already charged therefore it must be deleted./ The related cost (euros 500,00) was deleted.
126
7) Provide us with the agenda of events (city and type of events) foreseen for next year, surely already available by now, regarding events organized by trade associations tied to the food sector (Action 3.2)./ The related cost ( euros 20.000,00) was deleted.
8) In the co-financing plan contained in the programme, the amount due by the Proposing Organisation is wrongly indicated as 315.057,30. The correct figure is 315.087,30./The correction was made 9) At page 86 of Annex A the total number of publications in the first year is 16 and not 14. Related figures are correct. / The correction was made 10)The indication: "Community system of QWPSR, geographical indication or reserved traditional indications for wine or spirits" must be removed from the list of "aspects taken into consideration" in Appendix B because not related to the programme./The correction was made
127
OPINION OF THE COMMISSION SERVICES: Quality of the programme: (coherence between strategy and objectives, quality of actions) European dimension / added value:
good average
Impact forecast and assessment methods:
Yes
Cost-effectiveness of the programme: (relation between total cost and anticipated impact) Points awarded by MS:
average 85/100
Priority awarded by MS:
5/7
External consultant’s opinion: Favourable provided the results of previous programme are stisfactory
CONCLUSIONS: See above "First observations to be communicated to MS".
Observation(s) : The programme is interesting and well-structured. Products are worthy. Objectives are appropriate and properly quantified by the attribution to each of them of a numerical value that will allow to define them objectively for comparison and evaluation. All the remarks above indicated have been taken into account and the requested documents sent to the EC.
Recommendation(s) : To be accepted
128
IDENTIFICATION OF THE PROGRAMME Member State(s):
Lithuania
Title of the programme:
Increasing the notoriety and promotion sales of spirit drinks with geographical indication and traditional description in the third countries
Competent Authority(ies):
Lithuanian Agricultural Products and Food Market Regulation Agency
Proposing organisation(s):
Alkoholiniais gerimais prekiaujanciu imoniu asociacija (Association of Companies Trading in Alcoholic Beverages) - AGPIA
Implementing body(ies):
not selected yet
Type of measure:
information/promotion/mixed
Product(s):
Spirit drinks with geographical or reserved traditional indication: in particular "trauktine", bitter "Trejos devynerios", Original Lithuanian vodka
Targeted countries:
China, USA, Israel
Duration:
3 years
Total budget:
€ 2.344.617
Proposal received on:
30.06.2009
ELIGIBILITY CRITERIA Respect of deadline for presentation by MS:
Yes/No
Implementing body(ies) selected by a competitive procedure
N/A
Schedule and terms of reference for the tender provided Written and signed commitment to co-financing by MS
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)
N/A 129
OPINION OF THE MEMBER STATES Confirmation of conformity with national and Community legislation
Yes/No
Link between proposed actions and other national/Community information/promotion actions
Yes/No
Confirmation by the MS of the representativeness of the proposing organisation in the relevant sector(s)
Yes/No
The association represents 90% of production 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
DESCRIPTION OF THE PROGRAMME : Objective(s): 1. To increase the notoriety of EU spirit drinks with geographical indications, old production traditions and high quality on the markets of third countries concerned; 2. To continue opening the USA and Israel markets, opening up the Chinese market for export of selected EU spirit drinks with geographical indication. Strategy: China: to initiate exports and distribution in selected regions (provinces of Heilongjiang, Guangdong and Hainan; Municipalities of Beijing, Shanghai) by promoting high quality, diversely flavoured and tradition based selected sprit drinks with geographical indications; large fair presence during the 1st year USA: to increase the notoriety of EU spirit drinks with geographical indication targeting in particular emigrants from Eastern European countries and local citizens in the states with the greatest potential (Texas, California, New Jersey, Illinois and New York) with the development of distribution channels and orientation to retailers, especially to specialised shops; Israel: to increase the notoriety of EU spirit drinks with geographical indication and export through expansion into the kosher market promoting cultural aspects, of flavours variety and targeting retailers in order to reach consumers In the USA and Israel, gradual increase of programme intensity in the 2nd and 3rd year Target group(s): - Professionals: importers, distributors, wholesalers and retailers ("off-trade") - Consumers 130
Themes: - EU spirits are produced according to a common strict EU system of quality standards; - EU spirits with geographical indications are subject to superior high quality and production requirements and legal regulation; - EU spirits with geographical indication are authentic and have a deep production tradition; - "EU promotes spirits with geographical indication, therefore producers of those spirits are strong and perspective partners for companies of selected countries" Aspects covered:
quality safety of food specific production methods nutritional values health impacts labelling animal welfare standards respect for the environment image of Community products Community systems for PDO/PGI/TSG or organic products graphic symbols for remote regions Community system of geographical indication or reserved traditional indications for spirits
Messages to be conveyed: See themes Actions, including their scope/volume and a provisional timetable: 1. PR actions: publication of advertorials in newspapers China: from the second year (12 articles) and third year (16 articles) USA: articles aimed at i) professionals and buyers in magazines such as Beverage Media and Beverage Industry News (15 articles in all) and ii) consumers in the market segments of Lithuanian and Russian speakers through magazines such as Vakarai, Amerikos Lietuvis, Bomond or Kurier (90 articles in all). Israel: publications chosen according to the results of the previous programme in consideration of a ratio of price and reach of target groups; 105 articles in all (60 in the business press; 45 in the consumer/lifestyle press)
131
2. Advertising (not in China) USA: advertisements in the Lithuanian and Russian press as well as in lifestyle publications and equivalents on average every month and in the business press each quarter (continuing the pattern of the previous programme) – 94 advertisements in all; radio ads 65 units (1 unit =week of 5 spots a day = 35 spots) Israel: in the press (60 ads) and radio advertising (180 units) mainly directed at consumers 3. Promotion activity and tasting: directed towards consumers Total of 535 actions at a total cost of €950.000 (of which €490.000 for gadgets) (average price per action: € 1775) In the USA and Israel, some of these tastings will be special events (European Beverage Days), where visitors can taste the products, participate in lotteries or other games, with special stands, prizes, presents, etc. China: from second year, with doubled intensity in the 3rd year, in hyper- and supermarkets: Century Mart, Lianhua, Carrefour
USA: mainly in sales points (4/5th) as well as in restaurants and bars, building up on the previous programme
Israel: mainly in local supermarket as well as in, restaurants and bars
132
4. Business presentations directed to the search of potential partners and strengthening the present business relations. It will include the provision of detailed information, handouts and other advertising materials, product tasting,... Total of 18 actions at a cost of € 149.924 (or € 8.329 per action) China: in order to spread information about EU high quality spirit drinks with geographical indication and to develop partnerships with professional in order to develop exports. 20-30 company representatives are targeted per event
USA: for spirit drinks professionals in order to increase the interest towards EU spirit drinks with geographical indication and develop sales
Israel: in order to strengthen existing business relations, search and develop new export opportunities with potential partners: tastings, awarding of handouts and gifts. 15-20 company representatives are expected per event
5. Exhibitions, fairs and international events: Participation in 20 fairs for a total cost of € 614.205 (of which €120.330 for gadgetry) (average cost per fair : € 30.710) China: Participation in most popular events. During the first year it is planned to participate in SIAL in order to build up on the participation in the EU stand the last 2 years
USA: Participation in 5 main regional exhibitions and international events 133
Israel: participation in Issrafood (Tel Aviv) - the major and most effective exhibition
Note: the production of gifts and gadgets is included in the cost of each measure Recap. table of gadget costs: (as modified) Type
Unit cost
Tastings
Business Pres.
Fairs
(€)
units
cost(€)
units
units
cost(€)
units
cost(€)
Gift sellers
43,44
535
23.243
Adv. 1
1,01
53.500
54.232
15.800
16.016
69.300
70.248
Adv. 2
4,34
7.200
31.278
1.430
6.112
8.630
37.390
Adv. 3
10,14
3.200
32.437
370
3.672
3.570
36.109
Flyers
0,29
461.000
133.515
59.500
17.232
520.500
150.747
Bus Gift
49,24
120
5.909
268
16.046
Total
148
cost(€)
10.137
274.705
10.137
Total
48.941
Adv. 1: pen, key chain, notepads, calendars, bags, shot glasses,.. Adv. 2: T-shirt, cap, game, magnet, towel, laser pointer Adv. 3: Pen collections, USB, wallets, table games, desks clock, flask, etc. Anticipated impact: -
Notoriety increase (as modified)
Baseline on selected respondents (USA and Israel: result of previous program evaluation)
134
310.540
Product /Market
USA
Israel
China
Original Lithuanian Vodka
12.75%
52.05%
0%
Trauktin÷
3.1%
12.7%
0%
Trejos devynerios
0.9%
3.2%
0%
USA
Israel
China
Original Lithuanian Vodka
20%
70%
5%
Trauktin÷
10%
40%
5%
Trejos devynerios
8%
20%
5%
Objective: Product /Market
-
Increased sales (as modified)
Baseline: (result of last program evaluation) Year Product /Target market Trejos devynerios
2004 USA Israel 0
420
2005 USA Israel 0
6132
2006 USA Israel
2007 USA Israel
11088 8895,6
0
7241
2008 USA Israel 1026
3402
Original Lithuanian Vodka 50612 15586 13500 73637 29811 90903 55263 186025 64575 173338 Trauktin÷
0
940
0
27266 14190 39854
4005
82009
3636
66679
Objective: Target market
USA
Israel
China
Product group/ year
2010
2011
2012
2010
2011
2012
2010
2011
2012
Trejos devynerios
10000
15000
20000
15000
20000
25000
10000
15000
20000
Original Lithuanian Vodka
80000
120000
160000
220000
330000
440000
30000
50000
70000
Trauktin÷
15000
20000
25000
100000
150000
200000
10000
20000
30000
135
-
Sales points development (as proxy for sales):
Methods of appreciation of the impact: -
Notoriety analysis: questionnaires (as modified)
Planned number of respondents: 21.200 Consumers
-
Business representatives
Fairs
Product presentations
Fairs
Product presentations
USA
3500
5000
400
500
Israel
1000
4000
200
200
China
3000
3000
200
200
Market penetration: development of sales points as a proxy for sales progression
ASSESSMENT BY THE MEMBER STATE/MEMBER STATES: General interest of the programme:
24/30
Quality and effectiveness of the programme:
31/40
European dimension:
5,5/10
Cost/efficiency:
14/20
136
Budget by action (comprehensive): ACTION
Year I
1. PR
Year II
Year III
TOTAL
19.521
51.379
64.903
135.803
2. Advertising
110.447
149.864
192.394
452.705
3. Promotion and tasting
157.383
246.130
327.008
730.521
4. Business presentations
41.201
40.260
40.260
121.721
5. Participation in fairs
188.049
159.118
171.398
518.565
Total for Actions
516.601
646.751
795.963
1.959.315
4.344
4.344
4.344
13.032
67.158
84.078
103.475
254.711
Evaluating the results of the measures (maximum 3%)
15.498
19.402
23.879
58.779
Total direct costs
603.601
754.575
927.661
2.285.837
Overheads (maximum 4%)
15.498
19.403
23.879
58.780
619.099
773.978
951.540
2.344.617
Year I
Year II
Year III
TOTAL
Costs of guarantee
performance
Implementing body’s (maximum 13%)
fees
TOTAL
China ACTION 1. PR
0
9.384
12.048
21.432
2. Advertising
0
0
0
0
3. Promotion and tasting
0
35.484
70.969
106.453
4. Business presentations
15.958
15.761
15.761
47.480
5. Participation in fairs
46.511
23.935
19.956
90.402
Total for Actions
62.469
84.564
118.734
265.767
137
USA ACTION
Year I
Year II
Year III
TOTAL
1. PR
10.108
14.191
18.101
42.400
2. Advertising
50.177
60.661
73.795
184.633
3. Promotion and tasting
79.087
112.009
138.311
329.407
4. Business presentations
11.737
11.738
11.738
35.213
5. Participation in fairs
107.880
100.946
117.205
326.031
Total for Actions
258.989
299.545
359.150
917.684
Israel ACTION
Year I
Year II
Year III
TOTAL
1. PR
9.413
27.804
34.754
71.971
2. Advertising
60.270
89.203
118.599
268.072
3. Promotion and tasting
78.296
98.637
117.728
294.661
4. Business presentations
13.506
12.761
12.761
39.028
5. Participation in fairs
33.658
34.237
34.237
102.132
Total for Actions
195.143
262.642
318.079
775.864
Co-financing plan: CO-FINANCING
YEAR I
%
EU
309.549,50
50
MEMBER STATE
123.819,80
20
PROPOSING ORGANISATION
185.729,70
TOTAL
YEAR II
%
YEAR III
%
TOTAL
%
386.989
50
475.770
50
1.172.308,50
50
154.795,60
20
190.308
20
468.923,40
20
30
619.099
30 232.193,40
100
773.978
138
30 285.462
100
951.540
30 703.385,10
100
2.344.617
100
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: This programme is the purported continuation of a previous programme on the US, Russia, Ukraine, Australia and Israel. A proposal to continue the programme already submitted in 2008 was rejected on the grounds that it lacked a proper evaluation of the previous programme, the market study was too general, it covered too many countries to be effective and did not offer value for money. This time, the products and markets with the greatest potential have been chosen for promotion. Within these markets, specific regions have been identified for promotion. The programme is grounded on a solid – and original –study of the targeted markets based on Euromonitor International data's. The potential in the US and in Israel is justified by the captive Lithuanian and Russian market segment – - already familiar with these products - present in both countries as well as existing distribution agreements. The potential in Israel is enhanced by the Kosher certification of the products concerned. In China the potential is explained by the rapid growth of imported spirit drinks, in particular premium brands. All 3markets enjoy a "premiumisation" (trend towards buying more expensive products) of the demand which is favourable to high end quality products with Geographical Indication. Differentiated strategy and actions are proposed according to the target markets. The programme is compliant with the document 1/07/2008-AGRI/60787/2007-rev.5 and is prepared professionally (a SWOT analysis is provided). It contains a summary of the evaluation of the previous programme, which was notably realised base on 10.000 questionnaires in USA, Israel and Australia. In Israel, 50% of interviewees have seen the advertising related to the programme (which seems quite a high penetration rate) and in the USA, 10%. The programme may have helped kick-jump the exports of Lithuanian spirit drinks from € 2.4 millions in 2005 to € 25.4 millions in 2008 (exports within the EU included). It is plans to use synergies to enhance the long-term impact and significance of the programme: for China, the services of the EU “IPR SME Helpdesk” and the EU Chamber of Commerce are mentioned as well as several Lithuanian initiatives not directly related to the programme; Market Study Summary: (data's 2008) Area
Category
Volume
Global
Spirits
18,7 billions L
China
Spirits
3,8 billions L
China
Brandy, Cognac, Whisky, White Spirits, Rum, Tequilla, Liqueurs
80 millions L (2% Total)
139
China
Vodka
2,5 millions L
China
Herbal Spirits
80 millions L (2% Total)
US
Spirits
1,6 billions L
US
Vodka
502 millions L (31%)
US
Liqueurs
146 millions L (9%)
Israel
Spirits
8,9 millions L
Israel
Vodka
6,1 millions L (73%)
Israel
Liqueurs
210.000 L
The EU dimension as explained is poor: the programme contributes to far-reaching EU political and trade objectives Programme eligible:
Yes/No
First observations to be communicated to MS: The Member State has provided satisfactory answers to the request for supplementary information. The programme should therefore be proposed to be accepted. The total cost of the programme has been brought down from € 2.752.528 to € 2.344.617 without
loss of actions. Theme 4 should be suppressed: the approval of a promotion programme for co-financing is no guarantee of the producers’ reliability Messages should not aim at strengthening the awareness of the member state (p. 30): they should only be based on the intrinsic qualities of the product concerned or its characteristics (Article 4[1] of Regulation [EC] No 501/2008). Similarly, PR information should not aim at improving the image of "national" spirit products as such; and business gifts should not be aimed at informing about Lithuania. Synergies are presented as a crucial factor for the programme to have a significant and longterm impact. Outline planned synergies and provide assurances that said synergies can be developed. Actions: Provide CVs of persons making business presentations; 10 days – 8 nights stay per presentation is excessive: please reduce to strictly necessary duration "experts" for participation in fairs (2 experts per fair except for WSWA: 1): specify role, provide CVs; 10 days – 8 nights stay per presentation is excessive: please reduce to strictly necessary duration according to the length of the fair It is reminded that travel and subsistence costs of members of the proposing organisation are not eligible 140
Other flights may be eligible if in economy class with boarding pass Specify size of press advertisements/advertorials (“PR articles) and length of radio spots, specify radio channels for advertising and reasons of choice, in order to enable the assessment of their cost/benefit ratio (article 8[1] of Regulation No 501/2008) Provide assurance that samples are accounted for at production costs Cost of gadgets and flyers (€623.645) should be reduced at least by half. Some gadgets should also be reduced by a brochure or informative material on the Community Geographical Indications system for spirit drinks; the cost of flyers (€0,87 a piece) is also far too high and should be drastically reduced Budget Global budget should be resubmitted: its presentation is unclear and not according to the form prescribed by the Commission and available from its website or at Annex II of the model contract (Article 8[1] of Regulation [EC] No 2008/501). It includes only a budget per country – no comprehensive budget; implementing body’s fees, applicant’s overheads and cost of results measurement are globalised as “administration expenses” (the costs could be reconstituted with the detailed costs in Annex 9) Evaluation: although objectives are SMART, no figures are provided to allow the measurement of the results (contrary to article 8[1] of Regulation No 501/2008) Provide figures for current exports (baseline) and export objectives at the end of the programme for the products and markets concerned to allow the measurement of results – independently of possible other intervening factors (sales point development is not enough) Previous evaluation and evaluation to be performed for this programme (notoriety analysis): provide precisions on the number of interviewees, their mode of selection, consumers and professionals should be distinguished; which organisation is in charge of carrying it out? Respecify the baseline for the notoriety dimension Provide quantified objective for notoriety increase for each market Provide export progression for each product on each market during previous programme
141
OPINION OF THE COMMISSION SERVICES: Quality of the programme: (coherence between strategy and objectives, quality of actions) European dimension / added value:
good average
Contribution to the dissemination of Community Geographical Indications in third country markets (in line with Commission regulation No 110/2008) Impact forecast and assessment methods:
Yes
Cost-effectiveness of the programme: (relation between total cost and anticipated impact) Points awarded by MS:
good 74,5/100
Priority awarded by MS:
1 out of 1
External consultant’s opinion:
N/A
CONCLUSIONS Observation(s) : The documentation about the competitive procedure for the selection of the implementing body will have to be sent to the Commission in order to enable its assessment Important note: The final budget should be corrected in the contract between the Member State and the proposing organisation since the one that was sent still contains an error due to a confusion regarding the amounts for advertising and "promotion and tasting" in China. However, this does not affect the other totals.
Recommendation(s) : To be accepted
142
IDENTIFICATION OF THE PROGRAMME Member State(s):
Poland
Title of the programme:
The European Table – Tradition, Modernity, Quality
Competent Authority(ies):
Agencja Rynku Rolnego (Agricultural Market Agency)
Proposing organisation(s):
Association of Polish Butchers and Producers of Processed Meat
Implementing body(ies):
to be chosen by tender procedure
Type of measure:
information/promotion/mixed
Product(s):
fresh, chilled and frozen beef, veal and pigmeat, food preparations (European meat)
Targeted countries:
China, South East Asia (Singapore, Thailand), Russia, Ukraine
Duration:
two years (24 months)
Total budget:
3 103 957,66 EUR
Proposal received on:
30 June 2009 (e-mail)
ELIGIBILITY CRITERIA Respect of deadline for presentation by MS:
Yes/No
Implementing body(ies) selected by a competitive procedure
N/A
Written and signed commitment to co-financing by MS
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
143
OPINION OF THE MEMBER STATES Confirmation of conformity with national and Community legislation
Yes/No
Link between proposed actions and other national/Community information/promotion actions
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
Yes/No
DESCRIPTION OF THE PROGRAMME : Objective(s): The objectives are - to build and strengthen awareness among target groups of the high quality of the products offered, produced with the application of the GMP (Good Manufacturing Practices), ISO (Quality management systems – Requirements), HACCP (Hazard Analysis and Critical Control Point) and GHP (Good Hygienic Practice). - an increase in exports from EU States to Third Countries. - a permanent increase in demand of EU products through an adaptation of the tastes and habits of customers in the targeted markets; - to encourage wholesale customers to purchase fresh, chilled and frozen beef, veal and pigmeat, as well as food preparations based on these products also through a better explanation of the availability the EU products and importing possibilities.
Strategy: The main assumptions for the strategy of the programme are: - the creation of a catchy logo and slogan of the campaign which will remind the high quality of the EU products; - several presentations and tastings, an element of utmost importance in the strategy, which will permit to convince the potential customers to try the products, taste them, and include them in the daily diet; - big format outdoor advertising campaign which will reinforce the visibility of the programme; - PR actions, which will enhance mutual trade relations; 144
- creation of a well-positioned internet website in 6 languages which will be a complete platform of information about the programme and the promoted EU products; - publication of information materials, as a complementary action. The campaign will be carried out simultaneously in Third Countries including Ukraine, Russia, China, Thailand and Singapore. The Program “European Table – tradition, modernity, quality” is the follow-up of the previous program „Meat and food preparations based on these products – tradition and taste” extended for new prospective markets.
Target group(s): Group 1
Distributors, business societies, wholesalers, importers, restaurants
Branch associations and federations, chambers of commerce
Cooks and chiefs
Group 2
Consumers from big cities (more than 100.000 inhabitants) between 25-60 years of age
Group 3
Media, journalists, public opinion makers
Themes:
The high quality and production methods of the European meat and food preparations based on these products. Tasty and unique food based on EU meat and its preparations.
145
Aspects covered:
quality safety of food specific production methods nutritional values health impacts labelling animal welfare standards respect for the environment image of Community products Community systems for PDO/PGI/TSG or organic products graphic symbols for remote regions Community system of QWPSR, geographical indication or reserved traditional indications for wine or spirits
Messages to be conveyed: The key message of the information activities directed at the target group I will cover information on production and processing methods that comply with the ISO and HACCP European quality systems. Whereas the key message for the target group II, i.e. consumers, will include information on the high quality and unique taste of meat from the European Union countries. The third target group (journalists) will receive messages on both the production methods and the unique taste of EU meat. Main advertisements will put emphasis on specific and unique flavour of European meat, eg. The European meat is tasty and unique!! Tastings and presentation of good recipes will enhance these messages. Actions, including their scope/volume and a provisional timetable: I ATL ("above-the-line") activities − creating, maintaining, positioning and hosting of a website (www.address.eu) in six languages − promotion in branch magazines by inserting advertisements and articles – each of them 3 times in each target market during each year (in total 12 emissions during two years) II BTL ("below-the-line") activities − outdoor advertising – during fairs, 2 ads 15m2 for each target market; − publications (brochures, catalogues, folders) – 17.500 pieces each, to be distributed during the fairs and products presentations; − public relation activities (one meeting yearly in each target country with the I and II target groups with cooking demonstration and tasting of EU meat dishes, plus one press conference per year per country for the III target group with tasting, moreover media monitoring, press packs)
146
− participation in five (per year) most popular and significant food industry trade fairs in Ukraine, Russia, China, Thailand and Singapore: original 100m2 stand with cooking place and open restaurant area for target groups, permanent tasting, regular cooking demonstrations made by professional chefs, demonstration displayed on a large screen, permanent presentation of promotional film about EU meat − promotional materials and information about EU co-financing (promotional bags, decorated toothpicks, elegant spoons, USB pen drives, MP4 players, phone holders, fork with thermometer, elegant pen and standard pen, film presenting the EU meat, film made on the fairs in the first year and played during fairs in the second year). − direct marketing (direct mailing, e-mailing) − analyses of efficiency of the promotional campaign – direct (questionnaires on fairs) and indirect (internet visits monitoring, analysis of distributed materials, analysis of visits on fairs, analysis of increase of exports to the targeted markets, clipping).
Anticipated impact: − Increased awareness of EU high quality systems and standards of production, − Positive perception of European meat, better knowledge of recipes, resulting in a an increased demand; − Creation and consolidation of a positive image of the European partners as trade partners; − Expansion of outlets, exports from EU are expected to increase, and in particular from Poland they are expected to increase by 20-30% after the end of the program. In particular the Polish exports to Ukraine should double as an effect of the program.
Methods of appreciation of the impact: •
direct assessment – questionnaire to be filled during fairs, for both target groups;
•
indirect assessment – internet (number of visits, which sections etc.) - analysis of the quantities of distributed materials during fairs - analysis of the visitors' impressions during fairs - analysis of the increase of exports to the countries covered by the program (on the basis of statistical data and the data provided by the members of the proposing organization)
147
- analysis of the publications in the media (clipping), information appearing in the sector press. An evaluation of the impact for the actions undertaken in the program "Meat in Europe" (that is to be continued by this proposal) has been done and sent to the EC (e-mail 14/7/09). The assessment of the appreciation actions performed for the previous program is positive.
ASSESSMENT BY THE MEMBER STATE/MEMBER STATES: General interest of the programme:
25/30
Quality and effectiveness of the programme:
27/40
European dimension:
7/10
Cost/efficiency:
Budget by action:
15/20
Summary of budget: 3 103 957,66 €
ACTION
YEAR 1
I. CHINA 1.
2.
YEAR 2
TOTAL
314 897,60
306 517,60
621 415,20
ATL activities
35 080,00
35 080,00
70 160,00
A Promotion in press
35 080,00
35 080,00
70 160,00
BTL activities
279 817,60
271 437,60
551 255,20
A Outdoor advertisement
15 400,00
15 400,00
30 800,00
B Publications
31 530,00
28 150,00
59 680,00
Public Relations (included Media C monitoring)
46 595,60
44 995,60
91 591,20
D Participation in trade fairs
96 897,00
96 297,00
193 194,00
E Promotional materials
19 635,00
16 835,00
36 470,00
F Direct marketing
69 760,00
69 760,00
139 520,00
148
II. SINGAPORE 1.
2.
243 682,60
235 302,60
478 985,20
ATL activities
31 140,00
31 140,00
62 280,00
A Promotion in press
31 140,00
31 140,00
62 280,00
BTL activities
212 542,60
204 162,60
416 705,20
A Outdoor advertisement
15 380,00
15 380,00
30 760,00
B Publications
17 030,00
13 650,00
30 680,00
Public Relations (included Media C monitoring)
47 355,60
45 755,60
93 111,20
102 612,00
102 012,00
204 624,00
E Promotional materials
19 635,00
16 835,00
36 470,00
F Direct marketing
10 530,00
10 530,00
21 060,00
253 728,40
245 348,40
499 076,80
ATL activities
32 140,00
32 140,00
64 280,00
A Promotion in press
32 140,00
32 140,00
64 280,00
BTL activities
221 588,40
213 208,40
434 796,80
A Outdoor advertisement
15 300,00
15 300,00
30 600,00
B Publications
31 530,00
28 150,00
59 680,00
Public Relations (included Media C monitoring)
47 594,40
45 994,40
93 588,80
D Participation in trade fairs
88 654,00
88 054,00
176 708,00
E Promotional materials
19 635,00
16 835,00
36 470,00
F Direct marketing
18 875,00
18 875,00
37 750,00
D Participation in trade fairs
III. THAILAND 1.
2.
149
IV RUSSIA 1.
2.
268 682,60
260 302,60
528 985,20
ATL activities
35 840,00
35 840,00
71 680,00
A Promotion in press
35 840,00
35 840,00
71 680,00
BTL activities
232 842,60
224 462,60
457 305,20
0,00
0,00
0,00
B Publications
31 530,00
28 150,00
59 680,00
Public Relations (included Media C monitoring)
45 887,60
44 287,60
90 175,20
D Participation in trade fairs
96 820,00
96 220,00
193 040,00
E Promotional materials
19 635,00
16 835,00
36 470,00
F Direct marketing
38 970,00
38 970,00
77 940,00
197 388,40
189 008,40
386 396,80
ATL activities
29 940,00
29 940,00
59 880,00
A Promotion in press
29 940,00
29 940,00
59 880,00
BTL activities
167 448,40
159 068,40
326 516,80
0,00
0,00
0,00
B Publications
17 030,00
13 650,00
30 680,00
Public Relations (included Media C monitoring)
35 874,40
34 274,40
70 148,80
D Participation in trade fairs
78 464,00
77 864,00
156 328,00
E Promotional materials
19 635,00
16 835,00
36 470,00
F Direct marketing
16 445,00
16 445,00
32 890,00
29 125,00
18 925,00
48 050,00
A Outdoor advertisement
V. UKRAINE 1.
2.
A Outdoor advertisement
3.
Promotion in electronic channels
150
TOTAL COST OF ACTIVITIES
1 307 504,60
1 255 404,60
2 562 909,20
4.
Costs of contract performance guarantee
5 800,00
5 800,00
11 600,00
5.
Analyses of efficiency of the promotional campaign
39 225,14
37 662,14
76 887,28
6.
Costs of agency
169 975,60
163 202,60
333 178,20
1 522 505,34
1 462 069,34
2 984 574,68
60 900,21
58 482,77
119 382,98
1 583 405,55
1 520 552,11
3 103 957,66
TOTAL DIRECT COSTS
7.
General costs - secretary, accounting, project supervision office, other TOTAL BUDGET
Co-financing plan: PART-FINANCING
YEAR 1
%
YEAR 2
%
European Union
791 702,77
50
760 276,06
50
1 551 978,83
50
Poland
475 021,67
30
456 165,63
30
931 187,30
30
PROPOSING ORGANISATION
316 681,11
20
304 110,42
20
620 791,53
20
TOTAL
1 583 405,55 100
1 520 552,11 100
TOTAL
%
3 103 957,66 100
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: In application of Article 4 par.2 of Regulation 3/2008 in selecting the third countries, account shall be taken of the markets of third countries where there is actual or potential demand. In application of Article 6 par.1 of Regulation 3/2008 the 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 programmes of a maximum duration of three years. In application of Article 7(1) of Regulation 3/2008 the Member State concerned shall examine the conformity of the proposals for programmes with the relevant guidelines and also check that the programme offers value for money. 151
In application of Article 1 par.2 of 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. In application of Article 5 of Regulation 501/2008 characteristics of information and promotion messages for programs aimed at third countries 1. All messages shall be based on the intrinsic qualities of the product concerned or its characteristics. These messages must comply with the legislation applicable in the third countries at which they are targeted. 2. Any reference to the origin of products shall be secondary to the central message of a campaign. However, the origin of a product may be indicated as part of an information or promotion operation in the case of a designation under Community rules or a typical product needed to illustrate the information or promotion measures. In application of Article 9 (5) of Regulation 501/2008 it is specified that the Member States shall check the programmes aimed at third countries in particular against their 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 10 of Regulation 501/2008 priority in selecting programmes aimed at third countries: 1. Among the programmes referred to in Article 6(1) of Regulation (EC) No 3/2008 submitted by several Member States, preference shall be given, in the case of programmes aimed at third countries, to those covering a group of products and placing particular emphasis on quality, nutritional value and food safety aspects of Community production. 2. In the case of programmes involving a single Member State or a single product, preference shall be given to those that emphasize the Community interest in particular in terms of the quality, nutritional value, safety and representativeness of European agricultural and food production. However, the following elements are missing or would require clarification in the programme proposal: - indicate in a compact, clear way the current level of exports to the particular markets for all the types of European product so that the expected increase of sales can be ex-post assessed; furthermore, it is suggested to clearly indicate the possible barriers to entry to the targeted markets and the prospects for a possible improvement of the access to these markets; - indicate the percentage of the representation of the proposing organisation in these sectors in Poland and also the percentage of the national production volume covered by the promoted products;
152
- confirmation that meat processed products (like pâté, salami, sausages, preparation of blood of any animal, extracts and juices of meat, mixtures containing meat offal) will not be subject of promotion; - to clarify why the signed letter of presentation of the Polish programmes for Third Countries indicates that this programme has priority 1/3 whilst in the programme itself it has priority 2/3; - there are two other proposals for promotion programmes in Third Countries coming from Poland in 2009, where all of them concern meat (in one other case – partially, as it is a mix of several products including meat); where the group of common target markets is: China, Russia, Ukraine. The programme proposal (p.32) mentions that "its strategy is in line with the national promotion strategy of the whole meat sector", but there is no explicit information from the Member State whether there is any kind of envisaged correlation/synergy among all those programmes on the mentioned markets, if they were to be accepted. Here follows a series of remarks specific for the sections of the foreseen actions which require clarification: Internet - p.40 - since the proposed programme is the continuation of another one covering the same kind of products, is it not possible to reduce the costs of this action through the use of the previous internet platform?, the creation costs are very much the same as in the proposal for the previous programme. Public relations - why is the cost of renting the restaurant equal for all markets?, does this assumption reflect the reality of the targeted markets? (p.55) Fairs - why is the "inscription in the catalogue" foreseen only for the fair in Moscow?(p.65-66) - cannot the stand be re-used in the following years of the fairs in the given markets?, so that costs of their installation can be significantly reduced. - please explain more in detail who the 13 participants to the fairs will be (what professional background, what added value in bringing better knowledge of European products to the targeted markets); Promotional materials - (p.71) how will the more precious gifts (USB pen drive, MP4 player, elegant pens) be distributed?, will it happen completely "by chance", or will there be a "key" in the way they'll be distributed? Direct marketing - what is the proportion between direct mailing and e-mailing.(p.76-77) 153
Measurement of the effectiveness of the campaign - p.79 - the anticipated impact of the programme should be measured by "SMART" indicators (Specific, Measurable, Achievable, Realistic, and Time related); provide the relevant SMART indicators for all the objectives of the programme; - no reference to the document "Evaluation Questions" (AGRI/63454/2007) has been made. The method of appreciation must be improved by taking into account this document; - this item would require a more detailed breakdown of the costs and/or some more information on the companies performing these types of assessments and the prices they normally offer.
Programme eligible:
Yes/No
First observations to be communicated to MS: The programme can be accepted provided that 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. OPINION OF THE COMMISSION SERVICES: Quality of the programme: (coherence between strategy and objectives, quality of actions)
average
European dimension / added value:
average
Impact forecast and assessment methods:
Yes
Cost-effectiveness of the programme: (relation between total cost and anticipated impact) Points awarded by MS:
average 73/100
Priority awarded by MS:
2/3
External consultant’s opinion: No external expert opinion
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CONCLUSIONS Observation(s) : This programme can be considered as a coherent set of actions on very promising and important growing markets. The proposal can very positively further increase the popularity of EU products on the targeted markets. The budget foreseen for the programme is high enough to ensure a strong promotion of all the proposed products on all the envisaged markets. The actions are well-defined and there is a very accurate planning. Actions have very precise objectives, they are much focussed, there is a visible element of experience in dealing with this kind of project. Events/fairs are already at this stage defined, the timetable of the actions is quite precisely defined. The proposing organisation has already a very positive experience in delivering a good quality programme outside the EU ("Meat in Europe ", years 2007-2009). The amended proposal received on 8/09/09 from the Polish authorities (letter Ares 226619) gives answers to all the remarks that required clarification after the first examination (contained in the letter Ares (2009)221531) and therefore the Commission services retain the programme. A deeper analysis of the answers provided in the new proposal is set out in the file with D4 remarks in the dossier of the programme.
Recommendation(s) : To be accepted
155
IDENTIFICATION DU PROGRAMME: Etat(s) membre(s):
Portugal
Titre du programme:
« Reforço de informaçao de Vinho Verde DOP em paises terceros »
Organisme(s) compétent(s):
IFAP
Organisation(s) proposante(s):
CVRVV – Comissao de Viticultura da Regiao dos Vinhos Verdes
Organisme(s) d’exécution:
Pas encore choisi
Type de mesure:
information
Produit(s):
Vinho Verde DOP
Pays ciblés:
Brésil, Canada, Etats-Unis, Norvège et Suisse
Durée:
3 ans
Budget total:
2.066.260,16 €
Proposition reçue le:
15.06.2009
CRITÈRES D’ÉLIGIBILITÉ : Respect du délai de présentation du programme par EM:
oui/non
Organisme(s) d’exécution sélectionné(s) par une procédure compétitive
oui/non
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
156
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. Renforcer l’information sur le « Vinho Verde ». 2. Renforcer la présence du Vinho Verde dans le marché-cible et le situer dans l’esprit des consommateurs. 3. Accroître les exportations moyennes de 5 % par an.
Stratégie : - Différencier les vinhos verdes (fraîcheur, légèreté, faible degré alcoolique, jeunesse, arôme fruité) face au reste de l’offre concurrentielle (autres types de vins blancs et vins du Nouveau Monde)
Cibles : - Professionnels (distribution, communication) et prescripteurs (leaders d’opinion) dont grossistes, importateurs, détaillants, sommeliers, cuisiniers, médias. - Consommateurs amateurs de vin.
Thèmes : - Information sur les systèmes communautaires de vins avec appellation d’origine protégée et notamment le Vinho Verde (DOP).
157
- Information sur les caractéristiques intrinsèques et la qualité du Vinho Verde. 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 système communautaire des v.q.p.r.d., indications géographique ou indication traditionnelle réservée pour les vins ou boissons spiritueuses
Messages à communiquer : - Le Vinho Verde (DOP) est un vin : a) frais, de faible teneur alcoolique, jeune, léger, aromatisé et différent des autres vins blancs ; b) soumis à des contrôles très rigoureux pendant toutes les phases de sa production, du vignoble jusqu’aux consommateurs.
Actions, y inclus leur portée/volume et calendrier prévisionnel : Brésil - Séminaire d’information et de dégustation de Vinho Verde pour les professionnels (deux fois par an et 200 participants) ; - Voyage de journalistes et de professionnels du secteur dans les zones de production (5 journalistes par an) ; - Dégustation points de vente dans les supermarchés, chez les détaillants, restaurants (2 dégustations de 18 jours chacune par an dans deux villes différentes) ; - Campagne publicitaire dans 5 revues mensuelles et 1 site Internet (5 pages complètes par an et 1 site Internet).
158
Canada - Création du message et formation d’un porte-parole qui visitera aussi la zone de production. - Traduction et actualisation en français de la page Web Vinho Verde déjà existante. - Séminaire d’information et de dégustation de Vinho Verde pour 50 professionnels au Québec (un séminaire par an). - Voyage de 5 leaders d’opinion sur la zone de production pendant 4 jours (1 voyage par an). - 2 cours de formation pour les employeurs de deux grands distributeurs. - 1 cours de formation pour sommeliers dans les écoles d’hôtellerie (1 seule fois). - Actions de sensibilisation auprès des 13 restaurants portugais à Montréal. - Stand dans le salon du vin de Montréal (1 seule fois). - Action points de vente : dégustation consommateurs grande distribution (50 points de vente par an). - Campagne de publicité + insertion de 5 pages par an dans 4 revues professionnelles. - Matériel d’information : impression et production de dépliants (consommateurs et professionnels), cahiers de dégustation, invitations, posters, etc. Etats-Unis - Actions auprès des médias : Notes de presse (6 par an) et dégustations pour 40 journalistes/an. - Séminaire d’information et dégustation pour professionnels : 20 professionnels/an. - Voyage des journalistes sur la zone de production : 5 journalistes/an. - Cours de formation employés grande distribution : 40 personnes/an. - Actions de sensibilisation auprès des restaurants. - Campagne publicitaire dans 2 revues et 3 pages de communication spécialisée dans le secteur du vin : 9 insertions d’une page/an. - Actions points de vente : dégustation consommateurs dans 8 points de vente pendant les deux premières années et 16 points de vente la troisième année. Chaque dégustation dure cinq jours. - Elaboration d’une vidéo par an sur l’AOP Vinho Verde, à faire passer sur différents Websites (Youtube et autres réseaux). - Matériaux d’information : impression et production de dépliants (consommateurs et professionnels), cahiers dégustation, invitations, posters, etc. 159
Norvège - Actions auprès des médias : notes de presse (3 par an), élaboration dossier de presse. - Séminaire d’information et dégustation pour professionnels à Oslo : 50 par an . - Voyage de 4 journalistes (4 jours/voyage) sur les zones de production. - Réunion avec Vinmonopole (monopole de la commercialisation) et avec la grande distribution. - Campagne de publicité : 5 insertions d’une page complète/an. - Sponsorisation de 3 actions à déterminer (par exemple, nouvelle revue, inauguration d’un marché, etc.) par an. Suisse - Actions auprès des médias : 5 notes de presse par an, élaboration d’un kit de presse et d’un clipping de presse et info-mailing avec des nouvelles de la zone de production. - Séminaire d’information et de dégustation pour professionnels : 200 professionnels/an. - Voyage d’information sur les zones de production des journalistes et professionnels : 5 par an. - 4 workshops par an destinés aux journalistes, distributeurs, sommeliers, détaillants de vins. Cette action a un caractère d’information et d’éducation sur le système communautaire des vins. - Campagne de publicité : impression et production de dépliants (consommateurs et professionnels), cahiers dégustation, invitations, posters, etc. Actions horizontales - Merchandising : articles pour offrir aux professionnels (1.000 unités/an) et aux consommateurs (5.000 unités/an). - Image/créativité : nouveau logo, presse-kit, dépliant, etc.
Impact prévisible : - Augmenter de 5% en moyenne annuelle les exportations de vin au Brésil, Canada, EtatsUnis et Suisse et de 3 % en Norvège. - Augmenter l’information sur le Vinho Verde dans les pays cibles. Augmenter la connaissance des consommateurs sur les régions et les vin AOP vinho Verde
160
Méthodes d’appréciation de l’impact : - Mesure des exportations par rapport à 2009 pour chaque pays cible. - Enquête finale de satisfaction auprès des entreprises du secteur et nombre de contacts avec les professionnels des pays cibles. - Nombre de participants des différentes actions ainsi que le public-cible atteint via les médias (nombre d’articles, etc.)
EVALUATION DE L’ETAT MEMBRE/DES ETATS MEMBRES : Intérêt général du programme :
30/30
Qualité et efficacité du programme :
39/40
Dimension européenne :
9/10
Coût/efficacité :
BUDGET RÉCAPITULATIF : ACTION
20/20
2.066.260,16 €1 Année I
Année II
Année III
TOTAL
1. Séminaires et dégustation
30.335
30.941,70
31.560,53
92.837,23
2. Voyages de journalistes et de professionnels du secteur
15.000
15.300
15.606
45.906
3. Action points de vente
42.920
43.583,40
44.260,07
130.763,47
4. Campagne publicitaire (revues)
11.500
11.730
11.964,60
35.194,60
5. Transport et assurance du produit
19.500
19.500
19.500
58.500
6. Frais d’exécution 10 %
6.350,50
6.477,51
6.607,06
19.435,07
TOTAL
115.855,50
117.782,61
119.748,26
353.386,37
Brésil
1
Déjà corrigé en fonction des informations complémentaires transmises par l’Etat membre.
161
ACTION
Année I
Année II
Année III
TOTAL
Canada 1.
Message et formation du porte-parole
12.250
--
--
12.250
2.
Traduction et actualisation page Web
6.000
2.000
2.000
10.000
3.
Séminaire et dégustations pour professionnels
12.000
12.100
12.202
36.302
4.
Visite de 5 leaders d’opinion
15.000
18.800
15.606
49.406
5.
Cours de formation aux employés de la grande distribution
6.250
--
6.290,40
12.540,40
6.
Formation sommeliers
4.500
--
--
4.500
7.
Sensibilisation restau portugais à Montréal
5.250
--
--
5.250
8.
Stand foire Montréal
--
--
25.250
25.250
9.
Dégustation consommateurs grande distribution
11.500
11.600
23.646,40
46.806,40
10. Merchandising
10.125
10.275
18.231
38.631
11. Campagne publicitaire
34.625
35.265
35.917,80
105.807,80
8.492,50
8.662,35
12.442,50
29.597,35
14.000
10.000
21.000
45.000
139.992,50
108.762,35
172.586,10
421.340,95
12. Matériel d’information 13. Transport et assurance TOTAL
162
ACTION
Année I
Année II
Année III
TOTAL
Etats-Unis 1.
Action média
14.475
14.537
14.600,24
43.612,24
2.
Séminaire et dégustation professionnels
12.000
12.100
12.202
36.302
3.
Voyage journalistes
15.000
15.300
15.606
45.906
4.
Cours formation employés grande distribution
12.500
12.582
12.665,64
37.747,64
5.
Action de sensibilisation restaurants
10.500
10.500
10.500
31.500
6.
Campagne de publicité
65.000
66.300
67.626
198.926
7.
Actions points de vente
32.500
32.940
66.777,60
132.217,60
8.
Elaboration vidéo
30.000
30.600
31.212
91.812
9.
Matériaux publicitaires
6.392,50
6.520,35
10.542,50
23.455,35
14.000
14.000
19.000
47.000
212.367,50
215.379,35
260.731,98
688.478,83
ACTION
Année I
Année II
Année III
TOTAL
1.
Action média
10.655
10.655
10.655
31.965
2.
Séminaire et dégustation professionnels
17.990
17.990
17.990
53.970
3.
Voyage journalistes
10.170
10.292,40
10.417,25
30.879,65
10. Transport et assurance produit TOTAL
Norvège
163
4.
Réunion avec Vinmonopolet
1.782,50
1.782,50
1.782,50
5.347,50
5.
Réunion avec la grande distribution
1.782,50
1.782,50
1.782,50
5.347,50
6.
Campagne de publicité
7.500
7.650
7.803
22.953
7.
Sponsorisation
5.940
5.940
5.940
17.820
8.
Matériel de promotion
3.000
3.000
3.000
9.000
9.
Transport et assurance produit
6.000
6.000
6.000
18.000
64.820
65.092,40
65.370,25
195.282,65
ACTION
Année I
Année II
Année III
TOTAL
1.
Action média
16.575
16.575
16.575
49.725
2.
Séminaire et dégustation professionnels
20.200
20.200
20.200
60.600
3.
Voyage journalistes
12.275
12.423
12.573,96
37.271,96
4.
Workshops
11.900
11.982
12.065,64
35.947,64
5.
Campagne de publicité
17.500
17.850
18.207
53.557
7.
Matériaux d’information
4.885
4.982,70
5.082,35
14.950,05
8.
Transport et assurance produit
4.500
4.500
4.500
13.500
87.835
88.734,70
89.652,39
266.222,09
TOTAL
Suisse
TOTAL
164
ACTION
Année I
Année II
Année III
TOTAL
Actions horizontales 1.
Merchandising
8.500
8.670
8.843,40
26.013,40
2.
Image créativité
75.000
5.000
5.000
85.000
83.500
13.670
13.843,40
111.013,40
TOTAL ACTIONS
704.370,50
609.421,41
721.932,38
2.035.724,29
Frais généraux (1,5 %)
10.565,56
9.141,32
10.828,99
30.535,86
TOTAL PROGRAMME
714.936,06
618.562,73
732.761,37
2.066.260,16
TOTAL
PLAN DE FINANCEMENT EN EURO : COFINANCEMENT
ANNEE I
%
ANNEE II
%
ANNEE III
%
TOTAL
%
UE
357.468,03
50
309.281,37
50
366.380,68
50
1.033.130,08
50
ETAT MEMBRE
142.987,22
20
123.712,54
20
146.552,27
20
413.252,03
20
PROPOSANT
214.480,82
30
185.568,82
30
219.828,42
30
619.878,05
30
714.936,06
100
618.562,73
100
732.761,37
100
2.066.260,16
100
TOTAL
RÉSULTAT DE L’EXAMEN D’ÉLIGIBILITÉ ET DE LA QUALITE: Remarques : - Le programme est bien présenté et développe en partant d’une très bonne description des structures de la filière (production très fragmentée, petites et moyennes caves et multitude des marques commerciales, petites entreprises d’exportation). Très bonne connaissance des marchés cibles fondée sur l’expérience des programmes précédents et en cours. - Le présent programme est la continuité de deux programmes précédents : 2004/2006, deux ans, Etats-Unis, Canada, Brésil et Suisse et 2007/2010, trois ans, avec les mêmes pays cibles + la Norvège. - Le programme actuellement en vigueur est exécuté à 86 % de son budget. Depuis le premier programme, les exportations ont évolué d’une façon très positive sur le marché cible, même si ce vin représente encore un quota de marché très faible. Il y a donc un potentiel de marché à conquérir (variation des exportations 2004-2007, quota du marché actuel) : Brésil (+ 80 % ; 12 %), Canada (+ 67 % ; 3 %) ; Etats-Unis (+ 78 % ; 1 %) ; Norvège (+ 42 % ; 1 %) ; Suisse (+ 105 % ; 1 %).
165
- L’organisation proposante (CVRVV) a une grande expérience dans la promotion depuis les années 1960 et exécutera 47 % du budget du programme, la même part que dans les programmes précédents de 2004 et 2007.
Eligibilité du programme :
oui/non
Premières observations à communiquer à l’EM : Eclaircissements sur certains points du programme : - Il n’y a aucune indication sur la concordance avec des actions nationales ou régionales prévues avec celles cofinancées au titre du règlement (CE) n° 3/2008 ainsi qu’à la complémentarité des programmes présentés avec les campagnes nationales ou régionales et notamment avec le règlement (CE) n° 555/2008 de la Commission.. Clarifier cette situation. - Au Canada, on prévoit une formation pour les employés des deux grandes chaînes de distribution (SAQ et LCBO). Pour SAQ, la formation a lieu la première année, pour LCBO, la troisième année. Pour être efficace, la formation de LCBO doit être réalisée la première année (p. 64). Indiquer les points de vente de LCBO. Indiquer le nombre de participants. Observations horizontales : - Sauf au Brésil, les honoraires sont présentés sur base de « Time sheets » pour la coordination, l’organisation et les négociations diverses et ont un coût horaire de : - Canada et Etats-Unis : 175 €/heure - Norvège : 135 €/heure - Suisse : 162,50 €/heure Nous demandons une justification de ces coûts horaires, sur base de la catégorie professionnelle du personnel. - Dans plusieurs actions, il y a la participation d’un conférencier (orador convidado) à 1.000 € et en Norvège à 1.500 €. Indiquer le nombre d’heures de conférences et justifier leur coût. - Le coût des hôtesses/traducteurs (interprètes) est de 100 €/heure. Justifier les coûts. - Dans les actions de dégustation, détailler chaque coût : -
location d’espace (€/m²) location des supports (décoration €/m²) location des multimédias location matériel de dégustation 166
- catering par participant (€/participant) et nombre total de participants. - Matériel de promotion (production/impression). Indiquer le coût unitaire et total de chaque matériel. - Merchandising. Indiquer l’article destiné aux professionnels et l’article destiné aux consommateurs. - Transport et assurance du vin. Clarifier si le vin est offert par le proposant ou est à la charge du programme. Dans ce dernier cas, indiquer le prix unitaire par bouteille et le nombre de bouteilles. Coût unitaire du transport et assurance/bouteille. Spécifier le nombre de bouteilles par action en fonction des participants. - Justifier que le séminaire et la dégustation destinés aux professionnels du Canada (p. 62) et des Etats-Unis (p. 69) ont le même coût annuel (12.000 € sans produits) mais au Canada il y a 50 participants et aux Etats-Unis seulement 20. - Réviser les heures destinées à chaque action du programme. Par exemple, en Norvège, pour organiser une réunion entre le proposant CURVV et Vinmonopolet (p. 75), pour présenter le Vinho Verde, il faut 19 heures. Il faut également 19 heures pour organiser une autre réunion avec les importateurs (p. 76). - Le maximum de voyages permis pour les journalistes/professionnels sur les zones de production par an est de 5. Cette action en Suisse doit donc être limitée à 5 voyages/an au lieu de 17. - Le contrat du présent programme ne peut pas être signé avant la finalisation du contrat précédent (4.03.2010). - Spécifier et concrétiser comment sera mesuré l'impact concernant la connaissance des consommateurs sur les régions et les vins AOP Vinho Verde
AVIS DES SERVICES DE LA COMMISSION : Qualité du programme: (cohérence entre stratégie et objectifs, qualité des actions)
bonne
Dimension / valeur ajoutée européenne:
bonne
Impact prévisible et méthode(s) d’appréciation de l’impact: Coût efficacité du programme: (relation entre coût total et impact prévisible)
Oui bonne
Points donnés par EM:
98/100
Priorité donnée par l’Etat membre:
1/2
167
Avis du consultant externe: Avis favorable sous réserve d’informations complémentaires sur le programme actuellement en vigueur.
CONCLUSIONS: Observation(s) La Commission a transmis à l’IFAP par lettre du 27.07.2009 et par fax du 11.09.2009 les observations de la page 9. La délégation portugaise a répondu à ces observations par fax du 27.08.2009 et par e-mails des 9 et 15.09.2009. L'analyse des réponses à ces observations se trouve dans la note de dossier Ares (2009) 269922. Au vu des ces informations complémentaires, le programme peut être accepté. Recommandation(s) A accepter
168
