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Green Energy. Jan-Harm Steenkamp Mari Ylä-Uotila Sabrina Rehner Pauline Malguth Frank Teeuwssen Evgeniya Solodchenko. Target group. Operating in the energy market of Finland target group in Finland: called LOHAS (“ lifestyle of health and sustainability ”) nature sustainability
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Green Energy Jan-HarmSteenkamp Mari Ylä-Uotila SabrinaRehner PaulineMalguth Frank Teeuwssen EvgeniyaSolodchenko
Target group • Operating in the energy market of Finland • target group in Finland: called LOHAS (“lifestyle of health and sustainability”) • nature • sustainability • organic food • higher income (more than average)
Current situation for Finland • Fossil fuels • Nuclear • 2 Power station , 4 reactors , fifth to be implemented 2012 • Loviisa plant, Olkiluoto plant • Sweden (40%), Russia( 18 %) , Germany (2 %) and other (40 %) • Peat • There are 6 Peat energy stations JyväskylänEnergia, Etelä-PohjanmaanVoimaOyetc • No imports • Not accepted by international unions • Coal • 13 coal power plants in Finland. PohjolanVoima, Fortum, HelsinginEnergia and Rautaruukki. • Russia(7.3 %), USA(6.6 %), Canada (5.9 %) • Petroleum • Neste Oil is the sole oil refiner • Russia(64%), Norway(11%), Denmark(11%) • Natural gas • Gasum is the Finnish importer and seller • Russia(100%)
Alternative Energy Production • Solarenergy • Hydro energy • Windenergy • Biomass • Waste fuels Renewable 33 % Carbondioxidefree 64 %
Green alternativesproducers • Companies • Pöyry Energy Ltd. • Helsinki Energy • Motiva Oy • Vapo Oy • WinWinD Oy • Lahti Energia
Role of greenlables • Adapt procedures and characteristics to ensure that the additional value is maintained • Purchased electricity is not only based on renewables but is also measured against additional and credible sustainability criteria • Identify and assess the electrical energy available on the market and thereby facilitate their buying decision
Green labels • EKOenergy • Finnishecolabel for energy • Managed by the Finnish Association for Nature Conservation (FANC) • Objectives: • To increase the sustainability of energy consumption • To improve public awareness of the environmental impact of energy production • Companies can apply for permission to use the label • FANC setsalsosustainabilitycriteriaforrenewableenergysources
What do consumers want? • Sustainable advertisement is still too rational with facts • Finnish energy • sustainable energy produced in Finland • IncreasingFinnishemploymentrate • Save the Finnish nature • Save money • Least effort • Emphasizing on emotions: Support the image with effective images and messages
Slogan • “Cut your home´s carbon footprint – one way to count your energy use” • “It´s easy to switch to green energy” • “Investment for the future” • “Together we build a greener Finland” • “Together we can protect the environment of Finland” • “Good for nature + good for economics = good for YOU”
SWOT Strengths Weaknesses Expensive installation Expensive maintenance Can destroy the aesthetic landscape Not as efficient as non-renewable energy sources No strong lobbying (word of mouth) • Diversifies the energy suppliers • Reduces CO2 emissions • Free to use • Renewable energy is unlimited • Stimulates economy • Self-sustaining • Non polluting • Supported by government of Finland • investment support, tax break, tax incentives • Integration into the landscape
SWOT Opportunities Threats Green washing Green marketing is deceptively used to promote Possibility to find more fossil fuel Resistance to change • Creates more jobs in Finland • Fossil fuel is ending and getting more expensive chance!
Possibilities • “Make your own energy” • For example buy your sunpanels • Cheaper for customer – sunpanel-mortage • Customer Service: Give people ideas/tips how they can be more sustainable • Carpooling • Statistics/facts about their current lifestyle comparing the green lifestyle • Extra service: “Green Man” • Costumers can hire an expert
Example Lahti Energy • Lahti Energy takes a step in the right direction • Since 1998 Lahti Energy has gasified over 1.2 million tons of waste • New gasification power plant (160MW)
Example Lahti Energy • Gasificationpowerplant • Investment with highglobalinterest • Highefficiencypowergeneration • + 40% electricityproduction • Innovations in the wholewaste management chain • Technology developed in Finland Fuelpower 2x80MW Annualusage of 250 000 tons of waste 50MW of electricity 90MW of districtheat Overallefficiency as high as 89%
Example Lahti Energy • Benefits • Most energy efficient way to utilize waste • Investment cost lower • Substitutes fossil fuels • Reduces CO2 emissions • Integrated material and energy recovery up to 100% higher than present practices