Marketing and product labelling (GRI 417)
Management approach marketing and product labelling
A significant share of the varied marketing activities was once again targeted at sanitary specialists in the reporting year. This especially applies to the personalised and frequently project-related support given to plumbing companies and planning offices by technical advisors and other sales representatives. Personal visits to customers and construction sites as well as events for these key target groups were carried out intensively. At the same time, digital visit and meeting formats that had proven useful during the pandemic were retained. Sanitary entrepreneurs, sanitary engineers, trade staff and other groups involved in construction now know that relevant information can be accessed online, regardless of time and place. Geberit took this development into account both in its direct customer service approach and in market cultivation with a number of measures and innovative concepts. Geberit is constantly increasing its activities in the interdisciplinary BIM (Building Information Modelling) planning method, see Digitalisation/BIM.
Corporate Marketing is responsible for the labelling of products and services. Conveying product and application information in accordance with laws, standards and target groups is one of the main tasks of the Technical Documentation department that forms part of the Group Executive Area Marketing & Brands. A comprehensive portfolio of various document types and publication channels is available for this purpose. In the area of assembly and installation, Geberit focuses on generally understandable images comprising detailed illustrations and guiding symbols. On top of this, more far-reaching information is provided for the plumber, architect and engineer target groups via various handbooks and skills brochures. In addition, product and safety data sheets are available for all products and target groups.
As the actual users of Geberit products, the end user target group is becoming increasingly important in terms of conveying product information. Geberit ensures safe handling and correct labelling by means of detailed operating documentation based on the prevailing standards and laws.
Requirements for product information and labelling (GRI 417-1)
Products involving the use of electricity, gas or dangerous substances – or those containing such substances – need to be appropriately labelled in accordance with the prevailing standards and laws. This includes providing information about the target group and its qualifications as well as the intended use and the existence of substances subject to labelling requirements. The distributor must publish this information in a national language of the target market in accordance with the prevailing laws and regulations. Whenever possible, plastic components must feature material labelling in order to facilitate recycling. In order to meet the increased demand for digitally available data, a medium- to long-term goal is the creation of a “material passport” for each individual product. This contains information on the product materials used and the associated ecological footprint.
Geberit has joined forces with the Unified Water Label Association (UWLA, formerly the European Bathroom Forum) to work on a European label that can be used for a wide range of sanitary products. This is an all-encompassing, voluntary and flexible instrument launched by the sanitary industry to support EU targets on resource efficiency (Green Deal). Furthermore, 97% of bathroom furniture of the Geberit brand and 75% of the remaining bathroom furniture is FSC™ certified (FSC-C134279).
Non-compliance with product information and labelling requirements (GRI 417-2)
Three minor cases of incorrect labelling came to light in the reporting year, and these were corrected.
Non-compliance with marketing communications requirements (GRI 417-3)
There were no violations of marketing and communications requirements in the reporting year.