COMMUNICATION FROM THE COMMISSION TO THE COUNCIL - Action programme to promote milk consumption in the Community and expand the markets for milk and milk products: 1996/97 milk year
Date: 1996-07-25
Institutions: European Commission
Subjects: action programme, marketing year, milk, milk product, sales promotion

COMMISSION  OF THE EUROPEAN  COMMUNITIES 

Brussels,  25.07.1996 
COM(96)  397  final 

COMMUNICATION  FROM THE  COMMISSION  TO THE  COUNCIL 

Action  programme to promote milk  consumption  in the  Community 
and expand  the markets for  milk and  milk  products:  1996/97  milk year 

Summary 

1. 

2. 

Council  Regulation  (EEC)  No  2073/92  on  promoting  consumption  in  the 
Community and expanding the markets for milk and milk products states that the 
Commission  is  to  notify  to  the  Council  each  year  its  proposed  programme  of 
measures for the following  marketing year. 

Commission  Regulation  (EC)  No  3582/93  on  detailed  rules  for  application  of 
Regulation (EEC) No 2073/92  stipulates that the programme is to specify  one or 
more  subjects  to  be  covered  by  these  measures,  a  breakdown  of  the  amount 
available  for  financing  the  measures  and  a  timetable  for  consideration  and 
selection  of the applications  for financing  presented to the Commission. 

3. 

This communication  pertains to the programme for the  1996/97  milk year. 

As in previous years, the Commission has decided to restrict financing to general 
action covering  milk and/or aji milk products. The actual  subjects to be covered 
by the programme are primarily the nutritional qualities and modern image of the 
product. The measures selected are thus those indicated at Article  l(2)(a) and (c) 
of Regulation  (EEC) No 2073/92. 

As  regards allocation  of the  amounts available for  funding  the action proposed, 
the  Commission  has  chosen  an  approach  based  on  previous  experience  and in 
particular  an  assessment  of  the  results  of  programmes  carried  out  during  the 
1994/95  campaign. 

Lastly  the  Commission  sets  out  the  preference  rules  that  may  be  applied  to 
applications. 

î 

COMMUNICATION  FROM  THE COMMISSION  TO THE  COUNCIL 

Action  programme  to  promote  milk  consumption  in the  Community 
and  expand  the  markets  for  milk  and  milk  products:  1996/97  milk  year 

I. 

1. 

2. 

3. 

SUBJECT 

Article  1(2) of  Council  Regulation  (EEC) No 2073/921 lists in full  the  measures 
that  may  be  adopted  by  the  Commission  in  order  to  promote  milk  consumption 
in the Community  and  expand  the  markets  in  milk  and  milk  products. 

Article 2 of the Regulation requires the Commission to notify  the Council  before 
1 April  of the action  programme  it plans for  the forthcoming  marketing  year. 

Article 2 of  Commission  Regulation  (EC) No  3582/932 requires the  programme 
to  specify  a  choice  of  one  or  more  of  the  measures  listed  in  Regulation  (EEC) 
No  2703/92, indicate the subjects  to be covered  by  action under these measures, 
give a breakdown of the amount available for financing action under the measures 
and  set  a  timetable  for  the  procedures  for  consideration  and  selection  of  the 
applications  for  financing. 

4. 

This communication  is in  four  parts: 

summary  of the results  of  previous  campaigns, 
strategy  for  the  1996/97 marketing  year; 
presentation  of  proposals, 
procedure for  processing  and  selecting  applications. 

n. 

SUMMARY  OF THE RESULTS  OF THE  1994/95  CAMPAIGN 

The  latest  reports  available  relate  to  the  1994/95  campaign,  since  the  one  for  1995/96 
began  only  in May/June  1996. 

In 1994/95, five countries (Germany, Ireland, Greece, Italy and the United Kingdom) used 
the traditional media of the press and television. In the United Kingdom, for example, the 
campaign,  which  employed  two  commercials  and  the  press  in  its  media  support,  was 
highly successful. Milk consumption grew by 8% among infants aged up to two years and 
by  5% for  children  aged between  2 and 4 years. Economic analysis predicts future  sales 
of an extra 7.4  million  litres of  milk  over the next two years. Awareness of the  benefits 

1 
2 

O J N o L 2 1 5,  30.7.1992,  p. 67. 
O J N oL  326, 28.12.1993,  p. 23. 

lev 

of  milk  has  also  increased  substantially.  In  Germany,  milk  consumption  increased  by 
4.1%  and  demand  from  households  also  increased. 

Three countries (Belgium, France and Denmark) organized  sporting events. Assessments 
suggest that these are an excellent way of drawing the attention  of young people to milk. 
They  place the product  in a sporting  context  attractive to young people while sending a 
positive message about the benefits of milk.  Several thousand active contacts were formed 
in this way and the activities were noticed  in a number of daily papers and on television. 

Integrated  campaigns were organized  in Portugal  and  Spain.  There can be no doubt that 
promotional  campaigns  helped  boost  the  consumption  of  pasteurized  milk,  for  example 
by 23% in Spain during the first  nine months of  1995. The campaigns included publicity, 
public  relations  and  activities.  The  'milk  and  health'  week  in  Spain  attracted  84  000 
potential  consumers.  In  Portugal,  one  of  the  three  main  strands  was  a  'milk  caravan' 
which  visited  31 beaches  and  established  44  500  active  contacts. 

The scientific  information  made available to all the Member  States by CERIN in France 
is  being  consulted  more  frequently.  This  database,  which  is  updated  daily,  is  a  very 
valuable tool  for  information  on  scientific  data. 

HI. 

STRATEGY FOR  THE  1996/97  CAMPAIGN 

Action  in  1996/97  must  fit  into  a  comprehensive  promotion  strategy  based  on  the 
experience  of previous years. 

During  1995/96,  eight different  kinds  of  programmes  designed  to boost consumption  of 
milk and milk  products and  aimed  principally  at young  people aged  between  15 and 25 
are being carried  out in the  15 Member  States. In seven Member States (France, Ireland, 
Germany,  Belgium,  Spain,  the  Netherlands  and  the  United  Kingdom),  this  is  a 
continuation and development  of the  1994/95 campaign. Two of the new Member  States 
(Sweden  and Finland)  have  coordinated  their  campaign  plans. 

Five  of these programmes  are primarily  addressed  to young  people under 25: 

1. 
2. 
3. 
4. 

5. 

Press for  young people: Germany  and  Austria  (with  a milk day) 
TV commercials:  Ireland,  Greece  and  the United  Kingdom 
Press and  television  (traditional  commercials):  Denmark 
Activities:  competitions  and  other  activities  for  young  people  including  sports 
sponsorship:  Belgium,  France,  Italy  and  Portugal  (Italy  and  Portugal  have 
bolstered  their  programmes  by  making  use  of the media). 
Press, video,  brochures  and  posters:  publicity  in the specialist  (health)  press and 
magazines for young people, distribution  of material  in schools, health and sports 
centres: Finland  and  Sweden 

Two types of programme  aim to spread  information  on the nutritional  qualities  of milk: 

6. 

7. 

Information  and  courses targeted  at two  age groups: the Netherlands  (12-20  and 
35-49) 
Upstream  scientific  information:  France  and  Belgium 

The  eighth  programme  is  an  integrated  campaign  (advertising,  information,  public 
relations): 

8. 

Integrated  campaigns:  Spain  and Luxembourg. 

These programmes,  100% financed  by the Community, are in most cases running parallel 
to national campaigns financed  from  'compulsory contributions' that have replaced the co-
responsibility  funds.  In  some Member  States  (Spain,  Portugal,  Italy  and  Greece)  these 
contributions  do  not  exist,  hence  the  need  to  expand  action  closer  to the market,  while 
in  others  action  can  be  targeted  upstream  and  carry  an  essentially  nutritional  message. 
Great care must, however, be taken to ensure that the message transmitted  is scientifically 
justified. 

It  will  be  easily  understood  that  whatever  its  apparent  economic  interest  a  single  pan-
European  campaign  is  an  impossibility.  A  diversified  strategy  must  therefore  be 
formulated  that  respects  the  characteristics  of  the  various  geographical  areas  of 
consumption. 

As  in  previous  years,  for  the  1996/97  campaign  the  measures  selected  must  fit  the 
indications given  in  Article  l(2)(a)  and  (c) of Regulation  (EEC) No 2073/92. 

1. 

Aims 

Total  consumption  of milk  and  milk  products  in the  Community  of  12, in  whole-milk-
equivalent terms,  ranged  in  1994 from  161 kg/year per head  in Portugal  to 405  kg/year 
per  head  in  Denmark.  However,  it  should  be  noted  that  between  1990  and  1994 
consumption  of  milk  products  in  whole-milk-equivalent  terms  in  the  Community  fell 
except  in Germany,  Greece,  Spain  and Portugal  while remaining  stable  in Belgium  and 
Luxembourg. 

In the specific  case of liquid milk, consumption  per head per year has fallen  very  sharply 
in  the three new Member  States  over the last  decade,  most  notably  in  1985-90. 

The  main  aim  will  be  to  increase  total  average  consumption,  i.e.  to  halt  the  decline  in 
high-consumption  Member  States and boost  its rise in those where consumption  is low. 
Given  the  specific  characteristics  of  the  markets,  these  aims  will  be  attainable  by 
spotlighting  various  positive  aspects  of  milk  products,  particularly  their  nutritional 
qualities. 

2. 

Targets 

As in previous years, the under-25s  (without  regard to income)  will  be the main target. 
The idea is that milk should no longer be something they  are given to drink but a drink 
chosen by this fairly  socially  undifferentiated  age group. 

Certain specific population segments considered at high nutritional risk (pregnant women, 
young  children,  old  people,  immigrants)  are secondary  targets to whom  the nutritional 
aspect (calcium  and vitamins) is relevant. 

3. 

Choice of subject 

As in  1994/95 and  1995/96, the proposals selected will be concerned with either or both: 

nutrition: milk  and/or  milk  products  as  a  healthy  food  providing  calcium  and 
vitamins, the lack of which  can lead to serious  deficiencies, 

a modern  image for  milk and the pleasure  aspect:  milk and/or milk products as 
perfectly  adapted  to  current consumer  trends while  remaining  pure and natural; 
also as a source of pleasure chiming with  current values and tastes. 

Extension  to  milk  products  is  permitted  on  condition  that  they  are  not  specified,  the 
products promoted will  be liquid milk  and/or all milk products. 

IV.  MONITORING 

Since  this  campaign  is  under  indirect  management,  the  national  contracting  body  is 
responsible  for  monitoring the measures  envisaged  in the programme  (Articles  7  and 8 
of Regulation  (EC) No  3582/93).  To this  end, the competent body will  receive,  with a 
view to payment, quarterly invoices accompanied by supporting documents and an interim 
report on performance  of the contract along with a request for the balance accompanied 
by  supporting  documents,  a  statement  summarising  measures  carried  out  and  a report 
assessing the results achieved.  The competent body must take the necessary measures to 
verify  the  accuracy  of  the  information  and  documents  provided  and  fulfilment  of  all 
contractual obligations, in particular by means of technical, administrative and accounting 
checks on the premises of the contracting parties  and any  associates they  may have. 

The  Commission  may,  if  necessary,  carry  out  accounting  and  on-site  checks  on  the 
premises of the contracting parties and any  associates they  may have. 

V. 

RESOURCES  FOR THE  1996797  CAMPAIGN 

The total  budget of ECU 9 075  822 for  1995/96 was used  as  follows: 

Traditional  media 

67.3% of which:  TV 

28% 

press 
29.6% 
2.9% 
radio 
billboards  6.8% 
of which:  publishing  5.8% 
audio-visual  1.6% 
exhibitions  0.7% 

Equipment 

8.1% 

Sports and other sponsoring3 
Personnel 
Overheads 

16.3% 

6.3% 
2% 

The  figures  prove  that  the  guidelines  given  in  point  II  3  of  the  Commission 
communication  on  the  1995/96  campaign4  have  been  broadly  followed.  In  1996/97, 
assuming an appropriation of ECU  9 million in the  1997 budget for promotion campaigns 
in the milk sector, the appropriation under the "personnel" heading would have to be still 
further  reduced  (maximum  5%)  so  that  the  appropriations  for  other  resources  can  be 
increased  reciprocally. Assessments of previous campaigns indicate very good results for 
sports  sponsorship  and  publicity  and  awareness  activities.  The  appropriation  for  this 
heading  in  the  new  campaign  should  therefore  be  increased  to  bring  it  up  to  20%.  In 
addition,  the heading  "media" should be brought up to 70%. In this respect, it  should  be 
stressed that in future  publicity  or promotion activities linked to mail-order  sales or sales 
by radio or television should be excluded from financing. Point-of-sale promotions should 
also be treated  with  caution  in  case  commercial  brands  are thereby  favoured. 

VI. 

PRESENTATION  OF PROPOSALS 

Proposals  must  include  the following  sections. 

1. 

2. 

Specification  of the aims, targets and means proposed  showing how they  fit  into 
the general  strategy  set out in II  above. 

A preliminary  cost-effectiveness  analysis of the proposal  (as set out in the Annex 
to  this  notice)  and  an  indication  of  how  the  results  of  the  programme  will  be 
assessed  in  retrospect: 

Including  milk  days,  seminars,  point-of-sale  activities  and others. 
O J N oC  173, 8.7.1995,  p. 5. 

POINTS  m  THE  FINAL  REPORT 

1. 

Findings 

Trend: 

in  consumption 
in consumer attitudes and  knowledge  of the product  from  the  start of the  campaign. 

2. 

Analysis 

The  qualitative  and  quantitative  results  secured  from  each  measure: 

the  impact of  television  publicity, 
the  impact of  press  publicity, 
the  impact of  sponsorship, 
the  impact of  public  relations, 
the  impact  of  other  measures. 

The  impact  analysis  should  also  indicate  any  weak  points  in certain  measures  and  problems 
encountered  in  management. 

3. 

Notes  and  conclusions 

3. 

4. 

5. 

A commitment to put over only positive messages and not make comparisons with 
other products. 

A commitment not to use publicity messages associated with the sale of products 
by mail-order and/or radio or television  (tele-sales). 

A commitment to submit a report assessing the results of the programme prepared 
by an independent body  in accordance with 2 above. 

The  action  proposed  must  of  course  conform  with  the  provisions  of  Article 3(2)  of 
Regulation (EC) No 3582/93. 

VII.  PROCEDURE FOR CONSIDERING AND  SELECTING APPLICATIONS 

1. 

2. 

3. 

By  30  September  1996  proposals must be  submitted to the competent  bodies in 
triplicate with  a summary  in English,  French  or German.  The budget  should be 
expressed  in ecus. 

By  30  October  1996  all  proposals  will  be  forwarded  to  the  Commission  in 
duplicate accompanied  by  a reasoned  opinion  drawn up by the competent body 
This opinion will  list the proposals in order of priority. 

The  Commission  will  draw  up  the  list  of  proposals  selected  and  notify  the 
Member  States. Priority will  be given to projects which: 

highlight  the positive  aspects ('qualities')  of  milk  and milk products, 

respect  the  indicative  breakdown  of  expenditure  given  in  V  above,  in 
particular the percentages of 70% for media spending, 20% for sponsoring 
sports and other activities and 5% maximum for personnel, 

are justified  by the assessment  report  on previous  campaigns  where the 
body concerned took part in those campaigns. 

Account will also be taken of the preference criteria set out in Article 5(3) of Regulation 
(EC) No 3582/93. 

v m.  CONCLUSION 

The  first  two  years  of  application  of  Regulation  (EC)  No 3582/93  allowed  the 
development  of  coherent  programmes  of  sufficient  diversity  to  reflect  the  specific 
concerns of consumers. The Commission intends to pursue this approach in 1996/97 and 
will endeavour to select proposals which offer the best cost-effectiveness  relationship and 
promise the most effective  synergy for durable consolidation of the European market in 
milk and milk products. 

ANNEX 

COST-EFFECTIVENESS  ANALYSIS 

1. 

Specific  quantifiable  aims, target population 

Specific  aims: links with general  aim 

Target population: distinguishing  by  aim if appropriate,  specify  the  final 
beneficiaries  of  the  spending  from  the  Community  budget  and  the 
intermediaries used. 

2. 

Grounds of proposal 

Need  for spending from  Community  budget 

Choice  of action 
* 
* 

advantages over alternative action (comparative  advantages) 
analysis  of  similar  projects  mounted  at  Community  or  national 
level 

Main uncertainty  factors affecting  specific  achievements  of project 

3. 

Monitoring  and evaluation  of project 

Performance  indicators 
* 

output indicators (measurement  of activity  deployed) 

* 

impact indicators (by  aim pursued) 

Details  and frequency  of  evaluation planned 

Assessment  of results obtained. 

s 

ISSN 0254-1475 

COM(96) 397 final 

DOCUMENTS 

EN 

03  10 

Catalogue number  : CB-CO-96-391-EN-C 

ISBN 92-78-07468-3 

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