UNECE TIMBER COMMITTEE ANNUAL MARKET DISCUSSIONS

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Presentation transcript:

UNECE TIMBER COMMITTEE ANNUAL MARKET DISCUSSIONS Theme of 2002 discussions: “Market effects of wood promotion” 24-25 September 2002 Geneva, Switzerland

Market Sectors and Topics Market effects of wood promotion Economic situation in the UNECE region Certified forest products Value-added forest products Sawn softwood Sawn hardwood, including tropical timber Paper, paperboard and woodpulp Panels Wood raw materials, including wood fuel

Goals of the market discussions Provide a forum for different viewpoints Analyse and discuss the markets in 2001 Forecast for 2002 and 2003 Produce common market statement Press release Timber Bulletin issue

Format of the discussions Introduction by secretariat or member of UNECE&FAO Team of Specialists on Forest Products Markets and Marketing Expert presentation(s) Experts form panel at head table Discussion and statements from delegations

Market Effects of Wood Promotion Theme chosen by 2001 TC Market Discussions Reflected in 2001 TC Market Statement Subject of special chapter of Forest Products Annual Market Review

Findings on the market effects of wood promotion from Forest Products Annual Market Review Multi-country wood promotion is essential Objective to enlarge wood’s market share Promotional work must be cost justified Analyse decision making of target market

Findings on the market effects of wood promotion from Forest Products Annual Market Review Attitudes influenced by cultural and technical dimensions Credibility is important quality Key elements of promotional work Competence Neutrality Sufficient financial resources

Findings on the market effects of wood promotion from Forest Products Annual Market Review Fund raising a problem in fragmented industry Multi-country promotions must overcome cultural differences Wood promotion is a success story!

2001 TC Market Statement “In light of the economic downturn in 2001, the Timber Committee stated that it is imperative to develop new products to expand existing markets and to establish new markets to meet consumers’ needs. The Committee reasserted the importance for the forest products industry to work internationally to promote the environmental advantages of the sustainable production of wood.”

2001 TC Market Statement “The Committee discussed the need to increase the wood culture in the UNECE region. Delegates mentioned on-going national and subregional campaigns to promote the use of wood. The Committee suggested coordinating efforts in order to achieve greater success.”

Market Effects of Wood Promotion Mr. Peter Hofer, Senior Advisor, GEO Partner AG, Zurich (author of special chapter in Forest Products Annual Market Review, 2001-2002) Mr. Jan Hagstedt, Senior Advisor, Nordic Timber Council, Stockholm (contributor to the special chapter in the Review)