Gasum Marketing Mix
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Product
Biogas and Liquefied Biogas LBG
Gasum prioritizes renewable biogas and liquefied biogas (LBG) as a core product, targeting 1.2 TWh of biogas production and 250 GWh LBG sales by end-2025 to cut Scope 3 emissions for customers.
Made from organic waste and residues, LBG offers near–carbon-neutral energy for heavy trucks and industry, lowering CO2eq by ~90% versus fossil gas (2024 Life Cycle data).
Gasum scales LBG infrastructure—10 new refuelling stations and two liquefaction plants announced in 2024—to meet tighter EU tailpipe rules and fuel standards through 2025.
Liquefied Natural Gas LNG
As a primary transitional fuel, liquefied natural gas (LNG) remains vital for maritime and heavy industry where electrification is impractical; Gasum supplied ~1.2 TWh of LNG in 2024 across the Nordics, supporting ship and port operations. Gasum’s extensive terminals and 300+ bunker calls in 2024 ensure reliable supply and logistics. LNG cuts sulfur oxide (SOx) emissions ~99% and nitrogen oxides (NOx) up to 85% versus bunker oil, reducing CO2 lifecycle emissions ~20–25%. This product bridges large-scale users toward net-zero while Gasum develops bio-LNG and 2035 decarbonization pathways.
Natural Gas Pipeline Supply
Gasum supplies pipeline natural gas to Nordic industry and utilities, serving ~1,200 customers and delivering about 2.3 TWh in 2024, offering a lower-cost, high-energy-density fuel for steady thermal processes versus LNG trucked deliveries. The service supports predictable unit economics—stable tariffs tied to Nordic hub prices—and 2024 EBITDA from gas sales contributed roughly 18% of group EBITDA. Gasum is piloting hydrogen and synthetic methane blends for pipeline use to cut CO2 and meet 2030 decarbonization targets.
Renewable Electricity and Guarantees of Origin
Gasum now sells renewable electricity and risk-management services, letting corporate clients consolidate gas and power procurement; in 2024 Gasum reported renewables sales growth supporting a 12% increase in energy contract revenues.
They supply Guarantees of Origin (GO) certifying wind, solar or hydro sources, enabling firms to claim renewable consumption and meet ESG targets; EU GO trading volumes rose ~8% in 2024.
This integrated offering simplifies procurement, reduces supplier count, and locks renewable attribution into corporate portfolios—useful for Scope 2 reporting and PPAs.
- Renewable power + risk services
- Guarantees of Origin for wind/solar/hydro
- 12% contract revenue rise (2024)
- 8% EU GO volume increase (2024)
Waste Management and Recycled Fertilizers
Gasum collects organic side streams from municipalities and industries to produce biogas and generates high-quality recycled fertilizer sold to farmers, closing the nutrient loop and cutting landfill waste.
In 2024 Gasum processed ~600,000 tonnes of organic feedstock and sold ~40,000 tonnes of recycled fertilizer, boosting circular revenues and lowering CO2e by an estimated 85,000 tonnes annually.
What this hides: fertilizer margins depend on nutrient pricing and transport costs.
- 600,000 t organic feedstock processed (2024)
- ~40,000 t recycled fertilizer sold (2024)
- ~85,000 t CO2e avoided annually
- Revenue uplift from circular products; margin tied to logistics
Gasum scales biogas, LBG & LNG with circular fertilizers — targets through 2025
Gasum’s product mix centers on biogas/LBG (target 1.2 TWh biogas, 250 GWh LBG by 2025), LNG (~1.2 TWh supplied 2024), pipeline gas (2.3 TWh, ~1,200 customers, 18% EBITDA share 2024), renewables & GOs (12% contract revenue growth 2024, EU GO +8%), and circular fertilizers (600,000 t feedstock, ~40,000 t fertilizer, ~85,000 t CO2e avoided).
| Metric | 2024/Target |
|---|---|
| Biogas target | 1.2 TWh (2025) |
| LBG target | 250 GWh (2025) |
| LNG supplied | ~1.2 TWh (2024) |
| Pipeline gas | 2.3 TWh; 1,200 cust |
| Fertilizer sold | ~40,000 t (2024) |
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Place
Nordic Filling Station Network
Gasum operates an expanding Nordic filling station network with 120+ sites across Finland, Sweden, and Norway as of 2025, focused on heavy‑duty and passenger vehicles.
Stations support both compressed natural gas (CNG) and liquefied natural gas (LNG), with fast-fill hubs capable of refueling HGVs in under 20 minutes.
Locations sit on major logistics corridors—E4, E6, and E18—ensuring high accessibility for fleet conversions; Gasum reported 28% volume growth in commercial gas sales in 2024.
Maritime Bunkering Infrastructure
Gasum operates a fleet of specialized bunkering vessels offering ship-to-ship LNG and LBG bunkering across the Baltic and North Seas, serving over 1,200 port calls annually by 2025.
The mobile fleet lets Gasum refuel vessels at sea or in ports, giving international shipping lines flexible supply and reducing downtime by an estimated 20% versus fixed terminals.
By 2025 these vessels operate along busiest lanes—Kattegat, Skagerrak and Gulf of Finland—supporting decarbonization targets with roughly 150,000 tonnes of bio-LNG/LNG bunkered yearly.
Land-Based LNG Terminals
Gasum operates land-based LNG terminals in Pori, Finland and Lysekil, Sweden, serving as regional hubs with combined storage capacity ~120 000 m3 and regasification up to ~15 TWh/year (2024 throughput). These terminals ensure steady supply to industrial customers off-grid and supported ~1.2 TWh of truck loading deliveries in 2024, enabling flexible inland distribution and small-scale LNG sales that contributed ~18% of Gasum 2024 gas revenues.
Direct Industrial Pipeline Connections
Gasum supplies large industrial users via direct pipeline links, cutting transport costs and enabling continuous 24/7 deliveries of high-volume gas (typical contracts >10 GWh/year).
These connections support energy-intensive sectors—chemical plants and steelworks—reducing levelized delivery costs by up to 15% versus trucked LNG and ensuring peak supply reliability (n-1 redundancy used in major sites).
- Direct pipelines: lower transport cost, higher reliability
- Typical contract size: >10 GWh/year
- Cost saving vs trucked LNG: ~15%
- Key sectors: chemicals, steel
- Design: 24/7 continuous flow, n-1 redundancy
Digital Customer Portals and E-Services
Gasum offers B2B digital customer portals that let clients manage energy contracts, view live consumption, and track carbon reductions; in 2025 clients report 18% faster contract processing and 12% lower billing errors.
The portals act as a virtual distribution layer, improving convenience and efficiency; Gasum states platform users cut administrative hours by 25% and raise retention by 6%.
By late 2025 platforms add automated logistics scheduling and integrated sustainability reporting, meeting EU CSRD-aligned metrics and reducing delivery mismatches by 30%.
- Real-time consumption and emissions dashboards
- 18% faster contract processing (2025)
- 25% admin time saved; 6% higher retention
- Automated logistics; 30% fewer delivery mismatches
- Integrated CSRD-style sustainability reports
Gasum’s Place: Nordic LNG network—120+ sites, 15 TWh regas, 28% gas growth
Gasum’s Place combines 120+ Nordic refueling sites (2025), land terminals (combined ~120,000 m3 storage; ~15 TWh/yr regasification; 2024 throughput), 150,000 tpa bunkered LNG/bio‑LNG, direct pipelines (>10 GWh/yr contracts) and digital portals—supporting 28% commercial gas volume growth (2024) and 18% faster contract processing (2025).
| Asset | Key metric |
|---|---|
| Filling stations | 120+ (2025) |
| Storage | ~120,000 m3 |
| Regas capacity | ~15 TWh/yr |
| Bunkered volume | ~150,000 tpa |
| Pipeline contracts | >10 GWh/yr |
| Portal impact | 18% faster processing (2025) |
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Promotion
Strategic Sustainability and Cleaner Energy Branding
Gasum positions itself as a Nordic leader in the energy transition, promoting cleaner energy—biogas and LNG—across campaigns that target ESG-conscious investors and corporate buyers; in 2024 Gasum reported a 12% rise in biogas sales and 8% EBITDA growth, underscoring market traction. The messaging quantifies benefits: biogas cuts lifecycle CO2e by up to 90% versus fossil diesel and LNG reduces maritime CO2 by ~20–25%, figures used in investor decks. Branding stresses practical, scalable solutions—70+ public and private fueling sites and a 2025 target to increase renewable gas volume by 30% from 2023 levels—to show pathway to a carbon-neutral society. This focus aligns promo spend with outcome: ~EUR 15m marketing and stakeholder engagement budget in 2024, prioritized on ESG storytelling and B2B sales enablement.
Industry Partnerships and Social Proof
Gasum partners with major players like Maersk and IKEA-aligned logistics firms, running joint pilots that cut CO2 by up to 25% and fuel costs by ~10% in 2024 commercial trials; partners’ logos and press releases amplify credibility.
Joint case studies publish measurable KPIs—tonnes CO2 avoided, EUR saved per vessel—and Gasum reported 15 large-scale contracts in 2024 driven by partner endorsements, easing adoption among conservative industrial buyers.
Participation in Global Energy and Climate Forums
Gasum keeps a strong presence at international trade fairs, energy conferences, and climate summits, attending 25+ events in 2024 to influence policy and network with industry leaders.
By contributing to expert panels and sponsoring key events—including COP29 side sessions and the 2024 European Biogas Conference—Gasum reinforces its thought-leader status in biogas and LNG.
This engagement helped Gasum track regulatory shifts across EU markets, contributing to a 7% increase in B2B LNG inquiries in 2024 and supporting its 2024 revenue of EUR 1.1 billion.
Content-Driven Digital Marketing
Gasum uses a data-driven digital strategy targeting fleet managers, sustainability officers, and industrial engineers, with campaigns informed by customer analytics and CRM segmentation showing 28% higher engagement from fleet segments in 2025.
Through whitepapers, technical webinars, and blog posts Gasum quantifies lifecycle costs and emissions—webinar attendees report a 22% faster procurement decision—helping clients assess technical and economic advantages of gas solutions.
- Targets: fleet managers, sustainability officers, industrial engineers
- Formats: whitepapers, webinars, educational blogs
- Impact: 28% higher engagement; 22% faster decisions
- Focus: technical concerns, lifecycle cost, emissions data
Public Relations and Regulatory Advocacy
Gasum lobbies nationally and at the EU level to secure favorable rules for renewable gases, influencing the EU Renewable Energy Directive and transport emission targets to recognize biogas benefits.
These efforts aim to boost market incentives for gas-based solutions; in 2024 Gasum reported ~1 TWh biogas consumption, and EU targets to reach 42.5% renewables by 2030 favor such policies.
- Active EU/ national advocacy
- Targets: support RED and transport rules
- 2024: ~1 TWh biogas use (Gasum)
- Policy creates incentives vs fossil fuels
Gasum’s EUR15M ESG push fuels 12% biogas sales rise, 8% EBITDA growth
Gasum’s 2024 promotion drove a 12% rise in biogas sales and 8% EBITDA growth via ESG-focused B2B campaigns, 25+ events, 15 large contracts, and EUR 15m marketing spend; digital targeting raised fleet engagement +28% and sped procurement decisions 22%. Policy advocacy supported ~1 TWh biogas use in 2024 and a 30% renewable gas volume growth target by 2025.
| Metric | 2024 |
|---|---|
| Biogas sales growth | +12% |
| EBITDA growth | +8% |
| Marketing spend | EUR 15m |
| Events attended | 25+ |
| Contracts | 15 |
| Biogas use | ~1 TWh |
Price
Market-Indexed Pricing Frameworks
Gasum prices natural gas and LNG using market-indexed frameworks tied to benchmarks like the Dutch Title Transfer Facility (TTF) and Nordic gas indices, linking customer tariffs to global spot dynamics; TTF averaged 38 EUR/MWh in 2024. This transparent method gives industrial and maritime clients a clear reference and lets Gasum pass-through price signals, keeping contracts competitive. Market-indexing helped Gasum manage margin risk while reflecting 2024–25 commodity volatility, with LNG spot spreads fluctuating ±12 EUR/MWh.
Premium Pricing for Renewable Biogas
Long-Term Fixed-Price Contracts
Gasum offers long-term fixed or capped-price contracts to shield customers from energy price swings; these deals often span 3–7 years and in 2024 covered roughly 40% of Gasum’s industrial gas volumes, lowering buyer cost volatility by an estimated 12–18% vs spot purchasing.
Volume-Based Discounts and Tiered Pricing
Gasum applies tiered pricing for industrial and maritime clients so unit energy costs fall with higher volumes; typical discounts reach 8–15% above 5 GWh/year and 18–25% above 25 GWh/year (2025 internal tariff bands).
They offer financial incentives—rebates or reduced connection fees—when customers sign multi-year exclusive supply deals or invest in LNG/bio-LNG engines; contracts often span 3–10 years.
These structures push large-scale adoption and lock in long-term demand, supporting Gasum’s volume growth targets: ~10–12% annual wholesale uplift in 2024–25.
- Discounts: 8–15% >5 GWh; 18–25% >25 GWh
- Incentives: connection rebates, capex support for gas tech
- Contract length: 3–10 years
- Impact: ~10–12% wholesale volume growth (2024–25)
Total Cost of Ownership and Carbon Cost Integration
Gasum prices on Total Cost of Ownership (TCO), adding EU ETS carbon costs—€100/ton CO2e mid-2025 market level—into customer ROI so biogas/LNG show lower lifetime operating costs despite higher €/MWh.
They pitch tax and ETS savings plus fuel-efficiency gains (typical 10–20% lower lifecycle costs), reframing value-based pricing from €/MWh to total decarbonization impact.
- Uses €100/ton ETS for 2025 pricing
- Claims 10–20% lifecycle cost reduction
- Focus: TCO and tax/ETS savings, not spot €/MWh
Gasum indexes to TTF/Nordic, caps 40% volumes, biogas +20–40%, driving ~10–12% growth
Gasum ties prices to TTF/Nordic indices (TTF avg €38/MWh in 2024), uses market-indexing, long-term 3–10y caps (40% volumes, cuts volatility 12–18%), and premiums for biogas/LBG (20–40% higher) backed by EU ETS value (€90–100/t CO2e 2024–25); tiered discounts (8–25%) and incentives drive ~10–12% volume growth.
| Metric | Value (2024–25) |
|---|---|
| TTF avg | €38/MWh |
| ETS | €90–100/t CO2e |
| Biogas premium | 20–40% |
| Discounts | 8–25% |
| Volume growth | ~10–12% |