Theme of 2002 discussions:

1
UNECE TIMBER COMMITTEEANNUAL MARKET DISCUSSIONS

• Theme of 2002 discussions
• Market effects of wood promotion
• 24-25 September 2002
• Geneva, Switzerland

2
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

3
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

4
Format of the discussions

• Introduction by secretariat or member of
  UNECEFAO Team of Specialists on Forest Products
  Markets and Marketing
• Expert presentation(s)
• Experts form panel at head table
• Discussion and statements from delegations

5
Market Effects ofWood Promotion

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

6
Findings on the market effects of wood promotion
from Forest Products Annual Market Review

• Multi-country wood promotion is essential
• Objective to enlarge woods market share
• Promotional work must be cost justified
• Analyse decision making of target market

7
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

8
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!

9
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.

10
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.

11
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)