Green Energy Jan-Harm Steenkamp Mari Yl-Uotila Sabrina Rehner
Pauline Malguth Frank Teeuwssen Evgeniya Solodchenko
Slide 2
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)
Slide 3
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 Jyvskyln
Energia, Etel-Pohjanmaan Voima Oy etc No imports Not accepted by
international unions Coal 13 coal power plants in Finland. Pohjolan
Voima, Fortum, Helsingin Energia 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%)
Slide 4
Alternative Energy Production Solar energy Hydro energy Wind
energy Biomass Waste fuels Renewable 33 % Carbon dioxide free 64
%
Slide 5
Pros and Cons PROS Reduces CO 2 emissions and air pollution
Less usage of fossil fuels Not limited No dependency on other
countries Tax incentives from the government Integration into the
landscape CONS Expensive installation Expensive maintenance Can
destroy the aesthetic landscape Not as efficient as non- renewable
energy sources No strong lobbying
Slide 6
Green alternatives producers Companies Pyry Energy Ltd.
Helsinki Energy Motiva Oy Vapo Oy WinWinD Oy Lahti Energia
Slide 7
Energy Consumption
Slide 8
Changes in Energy Supply
Slide 9
Import/Export
Slide 10
Role of green lables 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
Slide 11
Green labels EKOenergy Finnish ecolabel 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 sets also
sustainability criteria for renewable energy sources
Slide 12
What do consumers want? Sustainable advertisement is still too
rational with facts Finnish energy sustainable energy produced in
Finland Increasing Finnish employment rate Save the Finnish nature
Save money Least effort Emphasizing on emotions: Support the image
with effective images and messages
Slide 13
Slogan Cut your homes carbon footprint one way to count your
energy use Its 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
Slide 14
SWOT Strengths 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 Weaknesses Expensive installation Expensive
maintenance Can destroy the aesthetic landscape Not as efficient as
non- renewable energy sources No strong lobbying (word of
mouth)
Slide 15
SWOT Opportunities Creates more jobs in Finland Fossil fuel is
ending and getting more expensive chance! Threats Green washing
Green marketing is deceptively used to promote Possibility to find
more fossil fuel Resistance to change
Slide 16
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
Slide 17
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)
Slide 18
Gasification from Waste
Slide 19
Example Lahti Energy Gasification power plant Investment with
high global interest High efficiency power generation + 40%
electricity production Innovations in the whole waste management
chain Technology developed in Finland Fuel power 2x80MW Annual
usage of 250 000 tons of waste 50MW of electricity 90MW of district
heat Overall efficiency as high as 89%
Slide 20
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