DanubePIE

Product Innovation through Eco-design in the Danube region

NT/CIP/12/D/N04S00
Specific Action to promote eco-design by SME manufacturers
Deliverable D4.1. Impact Assessment Report
Background
Danube PIE is an international project whose main goal is to raise awareness among
SMEs in Danube region regarding eco-design issues. The project is funded by the
European Commission through CIP (Competitiveness and Innovation Framework
Programme). The underlying idea of the project is to provide knowledge on eco-design
which can be integrated in product development process in companies. The project is
dedicated to Danube Region and supports the EU Strategy to create synergies in the field
of environment and economic growth in this geographic area.
The project has the premise to make products better in terms of environmental impact,
cost and image. The underlying
idea of the project is to provide
knowledge on eco-design which
can be integrated in product
development process in SMEs.
Even
slight
changes
in
the
manufacturing of an already
existing
product
can
lead
to
considerable environmental and
economic savings.
Target group: SMEs, clusters,
associations, guilds who
Pack up products for their clients or manufacture packaging for their clients' products
Manufacture, assemble and/or sell packaging machines and mechanical tools
Print packages with scripts, logos, adverts etc. for their clients' packages
Produce glues, adhesives, chemicals, printing fluids for packaging material
Produce, sell or distribute any product that needs packaging to distribute it, to sell it
with the package as part of the product or transport it
But packaging sector could be found everywhere: electronics manufacturers needs
concepts for envelops of their machinery and inner life components or optimized
packaging materials for the safe transport of their goods; The food industry requires
resource efficient packaging concepts for their portioned products in smaller pieces, or the
introduction of multiple path solutions for some products like beverages. Bio products,
cosmetics and sanitary items need alternative containers concepts; printing and
touristic sector are faced with challenge of developing promotional material, packaging
items, textile and fashion industry can use less packaging with more environmental
friendly materials; construction sector generate a big amount of waste, uses big
amounts of transport packaging like foils and pallets so some logistic concepts or
packaging ways can be considered in order to avoid packaging waste. Machines or
mechanic tools production can think about reconstruction of machine components that
will make the whole machine more efficient in its use of energy and prime materials. The
project was also addressed to creative industries that include a high range of activities
Project co-funded by the European Commission within the Competitiveness and Innovation Framework Programme

from art, crafts, architecture, advertisement, video, film, publishing, software, computer
games, design etc. For Danube Pie the most important sector are designers who work
on variety sectors such as construction, furniture, fashion, communication, product and
industry.
Project started on 1. April 2013. and finished on 31. December 2014. Project consortium
is made of 6 partners from 6 different countries from Danube Region Germany,
Romania, Hungary, Bulgaria, Serbia and Croatia.
1) Overall project achievements and core indicators
CI1
CI2
CI3
CI4
CI5
CI6
CI7
CI8

CI9
CI10

Indicator name
Number of tools dedicated in promoting eco design in SMEs
Number of EEN staff receiving training
Number of external environmental experts receiving training
Number of SME having benefitted from awareness-raising
and other information activities
Number of SMEs having benefitted from specific in house
trainings
Number of SMEs having benefitted from company visits
Number of SMEs having benefitted from full training in ecodesign
Ratio of SMEs having
engaged in first
level advisory services
following
their
participation
in
awareness-raising
activities
Ratio of SMEs having
engaged
in
advanced advisory services after having benefited from first
level advisory services
Number of good practices generated

The consortium carried out a lot of awareness raising activities through exhibitions, fairs,
B2B events, press conferences, radio and TV shows and advertisement, written articles
etc., and more than 1200 SMEs and stakeholders were reached and sensitized for the
eco design issues in consortium area.
First level advisory services were done through workshops, B2B meetings and round
tables, in close cooperation of external experts and project team members. Although the
majority of companies involved in first level advisory services had a positive attitude
towards eco design, most of them emphasized that the price is still the most important
factor for customer decision to buy or not to buy a product.
All advanced trainings have resulted in recommendations for changes or a new concept.
About 50% of the companies that participated in advanced trainings have already
implemented some recommendations, the others need more time and financial resources
to modify their processes according to the recommendations and action plans.
2) Impacts of the project activities
a) Client satisfaction and client beliefs on eco design
Danube PIE Deliverable D4.1. Impact Assessment Report

An important performance indicator is client satisfaction and opinion after the advisory
service. We made two questionnaires that were used during a 1 st level advisory services
as well as during advanced services. The results are as follow:
Belief or persuasion of SME if eco-design can lead to lower their cost (higher profits,
higher sales)

In certain parts of Danube Region companies pay attention to environmentally friendly

solutions only if the other party requests them and is ready to pay the higher price.
Belief or persuasion of SMEs if
their products

eco-design can improve the sales of

Although more than 72 % of SMEs believe that eco design can improve their sales, most
of them emphasize that price is still the most important factor for the customer decision. If
eco designed product has the same price or lower price than non eco designed product,
than people chose them.
Belief or persuasion of SMEs that eco-design can lead to better marketing strategy
and better differentiation of their products

Danube PIE Deliverable D4.1. Impact Assessment Report

B2C clients are more convinced about marketing advantages then B2B clients. It is not
easy to realize changes and new processes in the printing industry, main decisions are
made according to their clients needs. But most companies were open to hear about
these possibilities.
Belief or persuasion of SMEs in the innovation capacity of eco design as a product
development process

It mainly depends on the sector and the needs of their clients. Smaller companies (up to
10 staff members) needs the assignment of their bigger clients, but the bigger ones (more
than 100 staff members) is interested in new material development.
Belief or persuasion of SMEs that investment in eco design is a good investment
Danube PIE Deliverable D4.1. Impact Assessment Report

That also depends on the size of SMEs, similar to the above question. Smaller companies
depend on their clients demands or trends, while bigger SMEs could afford to invest in
eco design and force their smaller cooperates to invest in eco design. They think it could
be a good investment but first they need resources for the investment.

Motivation for SMEs to launch

an eco-design project

Majority of companies that participated in in-house trainings would launch eco design
project because of their desire for business improvement, and only 1% will do that
because of legislation. Mostly, companies are open to environmentally sound solutions
but they need to ensure their financial stability and sustainability to guard against
competitors.
We have to admit that eco-design is not a cheap thing, in particular for an SME. It needs
investment, new suppliers, etc
Danube PIE Deliverable D4.1. Impact Assessment Report

b) Impact of the technical service provisioning

New product innovation concepts implemented:
In Baden Wurttemberg 1 innovative new project idea has been implemented and is about
to be taken over in the market. One cover of a solar collector has been redesigned with a
totally different material. The cover of polyurethane has been replaced by corrugated and
strengthened card board.
In project region of Ruse the main product innovation concepts developed while
implementing this project concerned the field of increasing the use of biodegradable and
compostable packaging. Some research was made on state-of the-art scientific and
technological achievements and the main attention was given to the practical
implementation of existing and applicable technologies on their market. One of the
companies manufactures cold-pressed oils and used mostly plastic bottles as packaging.
However, through training and work with this company, experts have managed to
convince the manager to change from plastic to glass packaging, which is not only
environment-friendly but also better for storing such products. Currently, the company
uses only glass packaging.
Another company, also from the food sector, which offers catering services, uses plastic
dishes and cups to serve food at events. The external expert offered the use of new types
of
containers,
which
are
biodegradable and the company has
started using them.
In project region of Novi Sad have
implemented
two
optimisation
proposals for packaging process:
wooden toy packages and package for
tomato juice.
In project region of Varadin have
implemented also two optimisation
proposals for packaging process: plastic can products and metal industry products.
Savings in environmental parameters and costs
Companies that have already implemented the recommended changes have realized
significant savings in packaging materials around 40% and reduction of CO2 equivalent
emissions around 30% - 40%). The other companies need more time and it requires
human resources and financial resources to adjust their processes according to the action
plans that were made during advanced trainings.
The measures proposed for product improvement were not totally implemented, only
about 50% of proposed measures were implemented, so for now we can estimate that
around 50% of companies realize significant savings, about 30% - 40% reduction of CO2
equivalent emissions, about 40% reduction in packaging material and waste, and cost
reduction up to 20%
c) Impact on external experts
External expert and project team members worked in close cooperation. External experts
found the project useful in many ways: first of all they have the opportunity to gain new
knowledge and skills they could use in future business development. They improved
knowledge how to advice in eco-design, especially for the companies that has a complex
production process and for the companies that uses recycled materials as their raw
materials. They gained new clients who will stay in touch also in future after the project.
Danube PIE Deliverable D4.1. Impact Assessment Report

They increase jobs because they had a reason to approach clients. Some expert will
expand their existing business with consulting on eco-design, and some will open new
businesses that will continue to deal with education and consulting on eco design. Some
of them who already had some knowledge and experience in design and production after
completing the training process and during the implementation of the project and
interaction with different type of SMEs showed a significant concern and awareness of
eco aspects of the design process of packaging. And last but not least external experts
had the great opportunity to promote themselves and their organisations what significantly
improved their marketing position.
d) Impact on Cluster development
At least 10 clusters were contacted during implementation of the project. The clusters are
from following areas - cosmetics, production and processing of plastics, metal, creative
industries, ICT, green construction. The cluster managers were very interested in getting
to know the IT tool Ecodesign + so that they can give the information about this tool to its
members in order to use this tool in the processes of design and manufacture of their
products and thus innovate and improve existing or contribute to the design of new
innovative products. They have encouraged their members to participate in project and to
learn more about eco-design in production. Such initiatives are very important for
associations and clusters because it is a good chance to share new ideas with their
members. EEN should continue to provide consultation, information and advisory
services. Besides, it is very
important to communicate to cluster
managers in order to inform them
about initiatives and legislatives that
are important for development of
certain sectors.
e) Further Opinions, statements
-

and quotes on eco design

After deep analyse in some cases it was realized that there were no space for
improvement because all process was already optimised, but it was emphasised the
advantages over some another concepts that exist on the market. In such case it was
suggested to use that fact in eco-labelling and marketing subject.
The opportunities to improve the actual packaging solutions are huge. Despite of this
fact, just several companies understood the business opportunity related to adoption
or implementation of innovative measures for improving or changing their packaging or
products. The level of understanding and openness to innovative solutions to improve
product design is very much related to the level of companies environmental
awareness and companys flexibility to their clients requirements and expectations.
The costs of eco products are higher not because of not enough savings in
productions but because of manufacturers belief that eco product should be more
expensive just because it is eco, and this is the reason that eco products have a
problem to be successful on the market.
Most of companies wasnt aware if the eco design potential and how they can use it
for their benefit. The project definitely raised awareness among lots of companies and
offered them training and knowledge that could give them a competitive advantage if
they will implement it in their production process and products.
Companies are interested in development processes resulting in energy-saving
solutions. SMEs like the Ecodesgn+ tool, and are willing to use it, but a big data

Danube PIE Deliverable D4.1. Impact Assessment Report

collection which is needed for appropriate use of the tool, requires a lot of commitment
of human resources.
The experience of external experts while working with SMEs
In talks with management of some companies ESP made some conclusions about the
reasons why management of these companies do not want to participate in the project,
most of it due to their misinterpretation of the meaning of the project, some of the reasons
are:
We have too much work to deal with the project of which we do not see any benefit for
us.
We will think about eco design when and if it becomes a legal obligation.
We think that the project has a hidden intention to collect data, according to which
someone will later form the amount of the fee that we will need to pay for the pollution
caused by our production.
We have been chosen because they think we're polluters, but they were able to choose
some other companies around us who are even worse pollutants.
We are engaged in processing of mainly single material (metal, wood or the like.) And
we think that our production is environmentally friendly. We see no way to conduct any
eco-design.
In our industry, none of our competitors and customers not even think about
environmental protection, and therefore there is no need for us to do so.
The company has been in business problems and we have more important things to do
than engage in eco-design.
I - the owner of the company
lifted that company without any
assistance. I do not believe that
someone from outside can provide
any useful advice.
Some
B2B
clients
and
manufacturing business are in general
very manifold, many companies
are involved in production of one
product, so the decision about changes cannot be done easily. Sometimes was very
difficult to assess the whole product life cycle because manufacturers have already a
concrete wish to optimize or develop in future.
The companies accept with interest all ideas and recommendations regarding innovative
proposals for eco-friendly packaging but their main concern is the economic aspect of
their implementation.
Companies were interested in a project only if they felt a business opportunity;
Companies are interested in development processes that will result in energy saving
solutions.
The tool and the analysis itself is suitable for identifying the main potentials, assessing
existing core processes, material needs etc. The areas that can be improved/ be
developed could be determined during the evaluation, but their implementation requires
more in-depth analysis.
f) The most promising areas for eco design in companies (according to external
experts and SMEs opinion)
-

The products evaluation revealed as the main promising areas for products
improvements the raw materials contained in the products: the improvements foreseen
could focus on reduction of material use (reduction of materials volume, weight or

Danube PIE Deliverable D4.1. Impact Assessment Report

even replacement of some raw materials) and reduction of transportation. Less

opportunities are related to product processing.
Reduction of package materials and using eco design in marketing purposes.
Innovative packaging for fast-moving consumer goods, foodstuff, light industry.
New materials for packaging as for example biodegradable plastic.
Energy efficient technologies on the process of packaging production.
Waste selection solutions and development, energy-efficient projects and actions,
reduction of raw material usage, reuse solutions.

Danube PIE Deliverable D4.1. Impact Assessment Report