Czech Republic

Introduction | Highlights | Overview of activities | Documents | Contacts

Overview of activities

Residential Sector

The lighting market in the Czech Republic is relatively well established with a wide range of lighting products. The CFLs are well accessible throughout the country mainly thanks to the growing number of super/hyper markets. However the CFL market position has not been consolidated yet. The majority of consumers seem to lack deeper knowledge and confidence in the product benefits and tend to base their shopping decisions mainly on short-term special price offers for the cheaper low-end CFLs.
In the long run, the goal of the ELI program has been to overcome main barriers to the higher penetration of CFLs into Czech households. These barriers, generally resulting from lack of knowledge and confidence, price perception, and the complicated selection process in shops, can be overcome by providing the consumers with reliable and trusty information and by demonstrating the advantages of CFLs.

At the beginning of lighting season in 2001 (October 2001) a country wide complex CFL campaign was launched in the Czech Republic. The campaign was aimed at raising consumers awareness of CFLs' main benefits, increasing CFL sales and attaching the ELI logo to a special group of certified products. The emphasis was laid upon motivating other program stakeholders to take part in the program and thereby multiplying the program's effect.

The realized two-phase ELI Residential Campaign was based on a set of mutually interconnected instruments that enhanced each other. The main stress has been placed on suitable balance and precise timing of individual activities to reach the highest possible synergy effect. The activities were focused on four main target groups: consumers, manufacturers of CFLs, retailers and designers of luminaries.

Phase I of the ELI campaign

The main stream of activities for the Phase I of the ELI campaign took place during the lighting season from October 2001 to February 2002.
The campaign consisted of a mass-media advertising campaign closely tied with accompanying PR activities, including promotional activities at point of sales and activities for specific target groupssuch as school children, sales persons and luminaire manufacturers and luminaire designers.
The basic principle of the ELI marketing strategy is to use a set of interconnected instruments that will mutually enhance one another. The main instruments of the campaign for the first year are described in more detail below.

The main instruments

The main objective of ELI activities is to enable consumers to make well informed purchase decisions.
The lighting market in the Czech Republic is relatively well established with a wide range of lighting products. The CFLs are well accessible throughout the country mainly thanks to the growing number of super/hyper markets. However the CFL market position has not been consolidated yet. The majority of consumers seem to lack deeper knowledge and confidence in the product benefits and tend to base their shopping decisions mainly on short-term special price offers for the cheaper low-end CFLs.

In the long run, the goal of the project is to overcome main barriers to the higher penetration of CFLs into Czech households. These barriers, generally resulting from lack of knowledge and confidence, price perception, and the complicated selection process in shops, can be overcome by providing the consumers with reliable and trusty information and by demonstrating the advantages of CFLs.

The realized ELI Residential Campaign was based on a set of mutually interconnected instruments that enhanced each other. The main stree has been placed on suitable balance and precise timing of individual activities to reach the highest possible synergy effect. The activities wew focused on four main target groups: consumers, manufacturers of CFLs, retailers and designers of luminaries.

The main stream of activities for the first year of Eli took place during the lighting season, it means from October 2001 to February 2002.

• Released Activities in the Residential Sector