What is Sales and Marketing Strategy of Gasum Company?

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What is the Sales and Marketing Strategy of Gasum?

Gasum, a Nordic energy company, has evolved from natural gas import to a leader in cleaner energy solutions. Its strategy focuses on sustainability and renewable gas, aiming to supply 7 TWh of renewable gas annually by 2027.

This strategic shift supports its vision for a low-carbon future, positioning the company as a key player in the natural gas and biogas markets across Northern Europe.

How does Gasum reach customers and promote its cleaner energy solutions?

Gasum's sales strategy is built on a foundation of direct engagement and an expanding physical infrastructure. The company focuses on specialized sales teams to serve distinct customer segments, ensuring tailored solutions and expertise for complex energy needs. This approach is central to their Gasum business strategy in the competitive energy market.

Direct Sales Force Specialization

Gasum utilizes a segmented direct sales force to cater to specific B2B markets. These segments include heavy-duty road transport, maritime, industrial clients, circular economy services, and energy market services. This specialization allows for deep understanding and direct engagement with customer requirements.

Physical Infrastructure Network

The company operates an extensive network of gas filling stations across Finland, Sweden, and Norway. This physical presence is key to promoting gas as a fuel for heavy-duty vehicles and supporting the broader Gasum Nordic market presence.

LNG Terminals and Bunkering

Gasum manages LNG terminals in key Nordic locations, facilitating LNG supply and bunkering services for the maritime sector. These terminals are critical for their Gasum energy solutions, particularly for international shipping clients.

Strategic Network Expansion

The company has strategically expanded its sales channels through acquisitions, such as Linde AG's LNG and biogas business in Sweden and Norway in April 2020. This expansion strengthens their position within the Target Market of Gasum.

The evolution of Gasum's sales and marketing approach for biogas and other gas solutions reflects a strategic pivot towards renewable energy. The company's investment in approximately 50 gas filling stations for heavy-duty vehicles by the early 2020s significantly boosted its Nordic network. This initiative aimed to facilitate substantial emission reductions in road transport, aligning with their commitment to Gasum renewable gas offerings. Furthermore, digital tools like an online portal and Driver App enhance customer fleet management, indicating a growing integration of digital strategies within their overall Gasum sales strategy. In the first quarter of 2024, Gasum reported a notable 73% increase in sales volumes compared to the same period in 2023, with strong performance in the maritime and traffic segments, underscoring the effectiveness of their channel strategies despite a 5.6% revenue decrease attributed to lower gas market prices.

Digital Integration and Customer Support

Gasum is enhancing its customer experience through digital platforms. These tools support fleet management and daily operations for road transport users, integrating technology into their Gasum marketing strategy.

• Online portal for fleet management
• Driver App for operational support
• Enhancing customer engagement through digital channels
• Supporting the transition to sustainable transport fuels

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Gasum employs a multifaceted marketing strategy, blending digital outreach with direct engagement to build brand recognition and generate leads for its cleaner energy solutions. The company's approach is deeply rooted in its commitment to sustainability, using content marketing to establish thought leadership in areas like biogas and LNG.

Content Marketing and Thought Leadership

Gasum prioritizes educational content, particularly highlighting the environmental advantages of biogas and LNG. This includes publishing annual reviews and sustainability reports to communicate strategic goals and environmental impact data.

Digital Presence and B2B Focus

The company maintains a strong online presence, leveraging its website and platforms like LinkedIn for corporate communications and customer outreach. Its B2B focus means marketing efforts are often targeted and relationship-driven, supported by dedicated sales teams.

Data-Driven Insights

Gasum implicitly uses data in its marketing by reporting volumes and segment performance. For instance, Q1 2025 interim reviews detail changes in natural gas and biogas volumes, informing future marketing emphasis.

Emphasis on Renewable Gas and Circular Economy

The marketing mix increasingly emphasizes renewable gases and circular economy solutions. Gasum highlights its role in waste management for biogas production, promoting its circular economy services.

Strategic Growth Objectives as Marketing Tools

The company's strategic goal to achieve 7 TWh of renewable gas annually by 2027 serves as a significant long-term marketing objective, signaling its future direction and commitment to growth.

Partnerships and Industry Engagement

Participation in industry events and strategic partnerships, such as those for green shipping corridors, are key marketing tactics. These collaborations generate positive media attention and demonstrate practical applications of Gasum's solutions.

Sustainability as a Core Marketing Message

Gasum's marketing strategy heavily leverages its sustainability credentials. The company's 2024 sustainability report, for example, noted the delivery of 2.1 TWh of biogas, resulting in 696,000 tons of CO2 emission savings, a critical message for environmentally conscious clients.

• The Gasum sales strategy is integrated with its sustainability mission.
• Digital channels are crucial for Gasum's marketing strategy, especially on platforms like LinkedIn.
• Gasum's business strategy includes expanding its renewable gas production, a key marketing point.
• The company's approach to B2B sales in the energy sector is relationship-driven.
• Examples of Gasum's marketing campaigns for sustainable energy often feature its biogas and LNG offerings.
• Gasum's partnerships, like those with shipping companies, significantly impact its sales and market visibility.
• Understanding Gasum's customer acquisition strategy involves highlighting its role in the circular economy.
• Gasum's marketing messages for industrial clients focus on emissions reduction and operational efficiency.
• The company's strategy for expanding its gas distribution network is a core element of its growth narrative.
• Gasum's pricing strategy for natural gas and biogas is competitive within the Nordic energy market.
• The company's digital marketing strategy for energy products aims to educate and engage potential clients.
• Gasum's sales channels are diverse, catering to industrial, transport, and maritime sectors.
• The company's commitment to managing waste for biogas production is a strong element of its circular economy marketing.
• The Brief History of Gasum provides context for its evolving business and marketing approaches.

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Gasum positions itself as a leading Nordic energy expert, deeply committed to driving the energy transition through cleaner and sustainable energy solutions. The company's brand identity is built on being a pivotal partner for industries, maritime, and road transport seeking to decarbonize their operations.

Nordic Energy Expertise

Gasum is recognized as a 'Nordic energy expert,' emphasizing its deep understanding of the regional energy landscape. This positioning highlights its role as a reliable partner in navigating the complexities of the energy transition.

Commitment to Sustainability

The brand's core message revolves around providing 'cleaner energy solutions' and 'sustainable energy alternatives.' This focus on environmental responsibility is a key differentiator in its market approach.

Biogas Leadership

As the largest processor of biodegradable waste in the Nordic countries, Gasum operates 18 biogas refineries. This extensive infrastructure underscores its capability in transforming waste into valuable biogas and renewable fertilizers.

Visual and Tonal Consistency

The brand's visual identity and tone of voice consistently communicate reliability, innovation, and environmental responsibility. This is evident in communications that frequently highlight CO2 emission savings and renewable energy targets.

Gasum's brand positioning is further solidified by its ambitious targets, such as enabling 1.8 million tons of CO2 emission savings for customers annually by bringing 7 TWh of renewable gas to market by 2027. This data-driven approach appeals to businesses aiming to reduce their environmental footprint and meet regulatory demands. The company's unique selling proposition of sustainability, coupled with comprehensive end-to-end value chains in biogas, natural gas, and renewable power, forms the bedrock of its appeal to its target audience. Brand consistency is maintained across all platforms, from its website to its financial and sustainability reports, reinforcing its image as a trustworthy and forward-thinking energy provider. The company's 'dark green' rating for its Green Funding Framework by CICERO Shades of Green lends significant credibility to its climate-friendly initiatives, resonating with investors and financially literate decision-makers. Gasum demonstrates adaptability by expanding its renewable gas offerings and investing in infrastructure, such as new biogas plants in Borlänge, Sweden, which will produce 133 GWh of biogas per year. Despite market fluctuations, such as a 16.8% revenue decrease to EUR 352.7 million in Q1 2025 due to lower pipeline natural gas volumes, the company's increased biogas deliveries highlight its resilience and unwavering commitment to its sustainable brand promise. This strategic focus on renewable gas is a core element of the Marketing Strategy of Gasum.

Emission Reduction Goals

Gasum aims to achieve 1.8 million tons of annual CO2 emission savings for its customers. This target is supported by its goal to bring 7 TWh of renewable gas to market by 2027.

Waste-to-Energy Leadership

The company is the largest processor of biodegradable waste in the Nordics, operating 18 biogas refineries. This positions Gasum as a key player in the circular economy.

Financial Credibility

A 'dark green' rating from CICERO Shades of Green for its Green Funding Framework validates Gasum's commitment to sustainable projects, enhancing its appeal to investors.

Infrastructure Investment

Investments in new biogas plants, such as the one in Borlänge, Sweden, producing 133 GWh of biogas annually, demonstrate ongoing commitment to expanding renewable gas capacity.

Market Adaptability

Despite a revenue decrease in Q1 2025, the company's focus on and growth in biogas deliveries showcases its adaptive business strategy and brand resilience.

Target Audience Appeal

Gasum's sustainability focus and comprehensive energy value chains appeal to businesses seeking to reduce their environmental impact and comply with regulations.

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Key campaigns are central to the company's sales and marketing strategy, focusing on promoting sustainable energy solutions and expanding its market presence. These initiatives highlight the company's commitment to a greener future and its ability to deliver innovative energy products.

Enabling Carbon-Neutral Maritime Transport

A significant campaign focused on a carbon-neutral future for maritime transport, partnering with Wasaline and Stena Line. This initiative demonstrated the immediate feasibility of carbon-neutral shipping by running a ferry solely on liquefied biogas (bio-LNG).

Expanding the Gas Filling Station Network

This ongoing campaign involves expanding the gas filling station network for heavy-duty road transport across the Nordic countries. The objective is to increase the use of liquefied natural gas (LNG) and liquefied biogas (LBG) in heavy-duty transport to achieve substantial emission cuts.

Maritime Campaign: Forerunner for the Industry

The creative concept emphasized a 'forerunner for the industry' narrative, showcasing that cargo and passengers on the Vaasa-Umeå route were sustainable without additional charges. This campaign successfully established a tangible 'green shipping corridor'.

Maritime Campaign Channels

Main channels utilized included direct partnerships, industry news releases, and corporate communications. This approach effectively communicated the success of the green shipping initiative.

Maritime Campaign Success Metrics

Wasaline achieved its carbon-neutral goal ahead of its 2030 target, demonstrating the campaign's effectiveness. This initiative also showcased the company's robust biogas value chain and its ability to provide a stable supply of renewable fuel.

Road Transport Campaign: Cost-Effectiveness and Environment

The creative concept for expanding the gas filling station network focused on cost-effectiveness and environmental friendliness. It promoted gas as a competitive alternative for reducing transport emissions by up to 90 percent with renewable biogas.

Road Transport Campaign Channels

Channels included direct sales outreach to transport companies, the development of an extensive physical network, and digital tools like the online portal and Driver App. This multi-channel approach supports the Growth Strategy of Gasum.

Road Transport Campaign Impact

While specific sales figures are not public, positive volume development in the traffic segment, as noted in financial reports for Q1 2024 and Q3 2024, indicates ongoing success. The continuous expansion and offering of both LBG/LNG and CBG/CNG fuels underscore the commitment to low-emission mobility solutions.

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