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Baltic Sea Region INTERREG III B The program of cooperation The ninth round of giving of project calls Autumn 2006 The project: «East wind – Establishing wind energy use in the Russian Federation» File number: N2007/132-854 Marketing concept regarding wind energy development in Saint-Petersburg Published in manuscript form

Executive: NUDPO NOС "Society. Information. Legislation" Korablestroitelei Street 30, litter A, 126H 199397 Saint-Petersburg Russia Customer: BSR INTERREG III B Joint Secretariat Grubenstr. 20 18055 Rostock GERMANY

THE EUROPEAN REGIONAL FUND OF INTERREG III B DEVELOPMENT Society Initiative Concerning Cross-Board Cooperation at the Territory Planning 2000 – 2006

Saint-Petersburg 2008


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Table of contents

Table of contents Table of contents ............................................................................. 3 Table of contents ............................................................................. 4 Contacts .......................................................................................... 5 Thanks............................................................................................. 6 Introduction .................................................................................... 7 Chapter 1. Starting situation ........................................................... 8 Chapter 2. Marketing concept general outlines.............................. 13 Chapter 3. Actions to be taken...................................................... 15 Chapter 4. Actions that will be performed .................................... 17 Chapter 5. Conclusions .................................................................. 19 Annex ............................................................................................ 20

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Table of contents Table of contents ..............................................................................3 Table of contents ..............................................................................4 Contacts ...........................................................................................5 Thanks .............................................................................................6 Introduction .....................................................................................7 Chapter 1. Starting situation ............................................................8 1.1. Market................................................................................... 8 1.2. Public opinion ....................................................................... 10 1.3. Problems to be solved ........................................................... 12 Chapter 2. Marketing concept general outlines ..............................13 2.1. Main directions ..................................................................... 13 2.2. Target groups ....................................................................... 14 Chapter 3. Actions to be taken ......................................................15 3.1. Training of specialists in windmills promotion in the RF: ............. 15 3.2. Training of potential customers, investors and farm and enterprises managers: ........................................................... 16 Chapter 4. Actions that will be performed .....................................17 4.1. Actions that will be performed by “East-Wind” project partners ... 17 4.2. Actions that will be taken by the “East-Wind” project Partner 3 (St.-Petersburg) .......................................................................... 18 Chapter 5. Conclusions ...................................................................19 Annex .............................................................................................20 1. Glossary ................................................................................. 20 2. Bibliography ............................................................................ 22 3. Index ..................................................................................... 23

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Contacts

Contacts The publication is available both in the Russian and English languages in the Internet on the following sites: www.tirex.ru, www.east-wind.eu (site of the “EAST-WIND” project)

In the printed version the publication is available here in affiliates of NUDPO “Society. Information. Legislation” located at the following addresses: Korablestroitelei Street 30, litter A, 126H, 199397, Saint-Petersburg, Russia; Vassilyevsky Island, Line 8, Bld. 17, 199034, Saint-Petersburg, Russia.

Contact telephone numbers: +7 (812) 323-6012, 323-0883 E-mail: tirexspb@mail.ru

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Thanks A great contribution to the materials preparation was made by: Ph.d. Borisenko M. M. (Main Geophysical Observatory after Voeikov A. I.) (MGO) for consultations on the questions of wind energy resources in the North-West and the help in selection of the material. Prof. Ph.d. Kobysheva N. V. (Main Geophysical Observatory after Voeikov A. I.) (MGO) for consultations on the questions of wind energy resources in the Russian Federation; Senova O. N. (Interregional public youth organization “The Friends of the Baltics”) for provided materials of public opinion poll held in Saint-Petersburg in 2004; Ph.d. Reshetnikov A. I. Voeikov A. I.) (MGO).

(Main

Geophysical

Ph.d. Kuznetsov M. V. (The of the JSC "Vetro-Svet").

enterprise

Observatory designing

after

windmills

The following people were directly participating in the report creation: Zhurin A. G. (project manager in “Society. Information. Legislation”);

Saint-Petersburg,

NUDPO

NOC

Tereshenkova A. J. (project coordinator in Saint-Petersburg, NUDPO NOC “Society. Information. Legislation”); Cand.Tech.Sci. Zirjaeva E. V. (North-West public service academy, Senior lecturer of world and national economy in the North-West public service academy); Cand. Sc. (Physics and Mathematics) Dovgaljuk J. A. (Voeikov Main Geophysical Observatory Research Center For Atmospheric Remote Sensing (MGO)); Kolot A. S. (technical specialist in Saint-Petersburg, NUDPO NOC “Society. Information. Legislation”); Kuzmenko D. S. (project designer in Saint-Petersburg, NUDPO NOC “Society. Information. Legislation”); Sklyar P. A. (project materials translation and analysis, NUDPO NOC “Society. Information. Legislation”).

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Introduction

Introduction This Marketing concept aims at noticing actions that can help to disclose a wind potential in the two regions of the Russian Federation: the Kaliningrad and the Leningrad Regions. The concept recommendations are based on the materials of the analysis reports and public opinion polls conducted by “Eastwind” project partners (Project: “East wind – Establishing wind energy use in the Russian Federation”; file number: No.2007/132-854; The Baltic Sea Region INTERREG III Joint Secretariat). Wind energy research in these regions is currently only at the development stage and requires an essential state and public support. At the same time, the Marketing concept under the project can become a successful beginning to demonstrate potential actions for promoting wind energy in the North-West of the Russian Federation and to lay basis for new researches in the North-West Region. Concept tasks: Selection of potential target in accordance with the audience.

groups

to

concentrate

activities

To promote expansion of windmills application on the territory of the Russian Federation. To give the reader an opportunity to get quite familiar with the plan of the actions that will be conducted by “Eastwind” project participants and could be recommended to other interested persons to promote renewable energy sources in Russia.

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Chapter 1. Starting situation 1.1. Market In Russia renewable energy sources are of a very little use, and their share in energy production makes less than 1 % (not including large hydroelectric power stations). However, prospects for their application are great. About 60 % of the country’s territory, mainly of agricultural use, has an electric load density of 0.5 - 10 kW/m2. The wind energy potential of our country accounts for about 6218 billions of kW∙h of the general potential of all kinds of renewable energy sources annually and the installed capacity of the wind park only in Russia is 5 MW. In the nearest future a considerable growth of wind energy use and other kinds of renewable energy sources is inevitable. The total capacity of windmills installed in Russia is small in comparison with the leading countries, but nevertheless it had increased during 1998-2002 by approximately 4-7 MW . Installed and operating wind-power stations: Zelenograd wind-power station of JSC "Yantarenergo" (capacity factor=0,18), JSC "Rostovenergo" VEU-300 (capacity factor=0,14), JSC "Vetroenergo"’s wind-power station (capacity factor=0,13), a wind-power station of Southern networks of JSC "Kamchatskenergo" (capacity factor=0,12). Work of other wind-power stations is unsatisfactory. Cardinal decisions on the Kalmyk wind-power station operating on the base of the windmill "Rainbow" are especially required. The Northwest region can serve as a polygon for wind industry development. Here, as well as in many other Northern areas of Russia, a disappearance of small settlements and villages is taking place because of weak infrastructure and remoteness from main energy carriers. With the beginning of the small wind industry a small-scale business will establish in these areas, workplaces will be formed, the local industry will revive. Such way is much more favorable instead of developing power lines and carry lines to each settlement and village. Climatic conditions of the Leningrad, Pskov and other areas of the Northwest region are favorable for wind industry development, mainly for installation of kilowatt engines. By the present moment it is known, that units with the capacity of 1-10 kW (“Vetroen”, AVEU-6 and AVEU-12 series production) operate in these areas. The modern condition of the Northwest regional economy and its ecology require the use of windmills with the capacity of 50-70 kW, up to 300-500 kW. Small windmills can be connected in a chain (as in the European countries, Germany, Denmark, Holland, Poland, etc.). The rotor type installations are the most accessible, inexpensive enough, durable and having a short pay-off period. For example, Bulgarian «M-75» and «BRIS» can be used. These installations pay off for approximately

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Chapter 1. Starting situation

3-4 years, and the cost of energy produced by them arrives at 4 cents for one watt. This cost will decrease eventually (while the price established by the RAO UES will grow).

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1.2. Public opinion In St.-Petersburg in 2007 under the project “East-Wind� a public opinion poll was conducted among organizations and enterprises of two constituent entities of the Russian Federation: City of federal status St.-Petersburg and the Leningrad Region. The research was conducted to work out a marketing strategy to develop the line of renewable energy sources on the basis of wind-power resources. Following research results a portrait of the energy consumer/producer has been made, opinions on renewable energies in these groups have been studied, information sources on renewable energy have been scrutinized. Research results will be further enhanced to develop guidelines on enhancing promotion of wind energy use in the Russian Federation and creating a marketing strategy for organizations interested in production and installation of wind energy systems. Selection comprises heads of enterprises, heads of departments, assistant heads of departments, specialists, officials. The poll has demonstrated a high level of experts awareness on possibility of development of renewable energy sources in the NorthWest region. 83% of experts have pointed out that presently alternative energy development is very actual for Russia, though 27% noticed a low level of renewable energy use in the Leningrad region. At that 33% of experts notice that wind stations can be effective in small households of the Leningrad Region. Experts have indicated that besides wind energy it is actual to develop bio- and hydro-energy in the Leningrad Region. The majority of respondents remark a suspense of legal, economical and technical questions at the state level for support and attraction of investors in the field of wind energy production. Experts consider not only a support for establishing joint ventures to be one of the ways of wind energy development in the region but also the training of Russian specialists using a huge experience of other countries. Respondents point out that the current lack of wind energy support on the part of the state can be eliminated by introduction of privileges and special credit programs to increase the attraction as an investment of this energy field. The positive public opinion in SPb and, generally, in Russia, concerning wind power is imposed by: Russian wind industry has a great potential which is accessible in all coastal regions, especially in the Far East and in the Northern territories; 10


Chapter 1. Starting situation

The environmental effects of the installed and operating thermal power plants, burning either oil or coal. The public willing for energy independence from oil or coal.

Wind potential review mentioned in the Analysis report No. 1 "Potential analysis regarding the economic, legal and ecological situation for wind energy in the two regions of the Russian Federations" (St.-Petersburg, Kaliningrad region)� points out at a wind energy attractiveness for separate RF territories. But to make final outputs and conclusions it is necessary to conduct a more detailed territory research, a study of economic and ecology issues.

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1.3. Problems to be solved From the above the Analysis report No. 1 and a public opinion poll reflected a generally positive attitude to the use of the renewable energy sources use. The target of a probable marketing concept should be: The decrease of the public percentage that are not well aware about renewable energy advantages; Increase in percentage of specialists and interested persons having awareness about presence/absence of state economic and legal support schemes; Increase in percentage of specialists and interested persons having awareness about existing privileges and special crediting programs to increase an investment attractiveness for this sector of the energy industry. The elimination of the statistical survey low percentages that are not in favour of wind parks installations, due to some of their negative effects or disadvantages (shading, noise, landscape spoiling, birds).

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Chapter 2. Marketing concept general outlines

Chapter 2. Marketing concept general outlines 2.1. Main directions is:

The marketing concept should be based on the facts that wind energy renewable ; clean (environmentally friendly) ; cheap (especially in comparison with the high costs of electricity production from imported fuel in remote areas) ; local energy resource leading to economic growth and increase of employment; the presence of sufficient wind potential in coastal territories.

On the other hand, the marketing concept should explain that the wind power disadvantages may be of low importance. specifically: moreover, it must be stated clearly that the wind power disadvantages are considerably insignificant, compared to the ones of thermal or nuclear power plants. noise emissions and shading effect: these effects may be avoided once the wind parks are installed faraway from residential areas; birds impacts and landscape spoiling: these effects may be avoided once the wind parks are properly sitting and installed, outside sensitive ecosystems or special protected areas and with considerable distances between the wind turbines, not permitting, thus, the “fence effect appearance�.

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2.2. Target groups The target groups of a probable marketing concept should be created following two criteria: sphere of people’s professional employment; people residence relatively to installed and operating wind parks.

According to the first criterion, the following target groups are created: state executive and legislative authorities; potential investors, credit institutions; firm servicing producers; customers, owners and farm managers, farmers, enterprises, ecological centres.

According are created:

to

the

second

criterion,

the

following

target

groups

people living in big cities and towns: most probably they will not ever have to face the existence of a wind park in their neighborhood people living in countryside, in valleys, villages or in small towns, in regions with existing wind parks, but with their residence far away from anyone of them: this category of people will most probably have a usual optical contact wind operating wind parks, e.g. while driving, however their activities or permanent place of living are set out of any possible influence arisen from the operation of wind parks people living in areas with installed wind parks: this category of people live and work close to operating wind parks, they have daily optical contact with them (it), and, perhaps, the operation of wind parks affects their lives. The actions of a probable marketing concept should be formulated according to which one of the abovementioned target groups are referred to.

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Chapter 3. Actions to be taken

Chapter 3. Actions to be taken The actions on which a marketing concept for the promotion of wind energy should be based depend on the current target group. Generally, the marketing concept main directions mentioned previously, concerning the wind energy advantages and disadvantages, should be presented in the relevant actions. A brief description for each target group marketing concept actions is provided below:

3.1. Training of specialists in windmills promotion in the RF: appropriate education courses visits in operating wind parks or in relevant universities and laboratories development of a general environmental education.

The above actions should be taken, mainly, colleges, universities, special educational institutions, after the appropriate guidelines and preparation from the Ministry of Education.

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3.2. Training of potential customers, investors and farm and enterprises managers: availability of more specialized education courses, relevant to wind energy; promotion leaflets for taking actions in favor of renewable energy sources or against nuclear power or thermal power plants, within the operation of an environmental organization and ecological centers of northwest region; magazines, newspapers, leaflets, handbooks, radio or TV spots.

The above actions should be taken by universities, in the frames of either under-graduated or post-graduated courses; environmental organizations, centres, associations; public sector or services (Ministries of Energy, Environment, etc, Regions or Prefectures, Municipalities).

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Chapter 4. Actions that will be performed

Chapter 4. Actions that will be performed 4.1. Actions that will be performed by “East-Wind” project partners: informing all interested parties about “East-Wind” project results and conducted researches; on-line courses information distribution among ecology and educational institutions of Saint-Petersburg. project flyer distribution; holding business meetings, visiting Ecology exhibitions conducted in St.-Petersburg to spread project results; publishing local newspapers and magazines covering projects results and promoting wind parks projects; conduction of a seminar and a workshop in Saint-Petersburg during the autumn of the year 2008.

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4.2. Actions that will be taken by the “East-Wind” project Partner 3 (St.-Petersburg): Analysis of a potential suppliers structure in the target region of Russia (the Northwest Region of the Russian Federation): the definition of potential “delivery strands” in cooperation with the WEBSRcompetent network, the search for potential suppliers to produce wind turbines, services and maintenance. Analysis of a training and research organizations structure which are engaged in the research and development of the wind energy equipment; Presentation of the Marketing concept and the definition of the further marketing steps necessary to be taken, using Germany and WEBSR partners support and experience on the partners meeting in Kaliningrad (16-17 June, 2008); Presentation of the Analysis report No 2 “The producers of the wind energy equipment and its maintenance in the Russian Federation (St.-Petersburg)” at the partners meeting in Kaliningrad (16-17 June, 2008); Development and printing of the “Wind Energy” project flyers; Presentation of the marketing campaign materials at the partners meeting in Kaliningrad (on June, 16-17th 2008); Arrangement of business meetings with officials, potential investors and relevant institutions to present advantages and options of wind energy use, based on the first project outputs (according to WP1); Constant wind energy marketing in the Leningrad Region, and its intensified distribution among training and the research organizations. Execution of a seminar in St.-Petersburg (autumn 2008) with participation of official persons, potential investors, research and training organizations and other corresponding establishments; Conduction of business meetings with officials, potential investors and other corresponding establishments; Dissemination of information about the project and flyers among the target organizations of the region; Dissemination of information about the training course (On-line) among training institutions of the region for enlistment in a training group; Participation in the creation of a Russian page on the “East-Wind” project website with a project presentation (prepared in Rostock) and its results. Participation in the arrangement of the final seminar in St.-Petersburg (autumn 2008).

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Annex

Chapter 5. Conclusions The public opinion poll conducted in St-Petersburg and the Leningrad region, and generally, in The Northwest region, concerning the wind parks installation, is positive. No serious actions are necessary to be taken to invert the existing negative situation, or to prevent a potential one in the future. However, some general actions are suggested, mainly in order for: Development and adoption of renewable energy sources support and stimulation measures at the state level; Adoption of the Federal law “On the renewable energy sources� by the State Duma; ensure the environmental cultivation of the young people provide the necessary knowledge to exploit the opportunities for wind parks projects investments ensure the wind parks optimum installations in an area, by eliminating the possible environmental impacts and shortening the required licensing time period.

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Annex 1. Glossary Autonomous windelectric unit

A windmill with an electric generator designed to supply customers who are not connected to the power grid.

EC

European Commission

EU

European Union

Horizontally-axial wind turbine

A wind turbine which wind wheel rotation axis is parallel or nearly parallel to wind speed vector.

Mean annual wind speed

A mean annual wind speed in the particular location calculated for the specific altitude above ground level.

Mean wind speed

A value of wind speed horizontal component for a selected interval calculated by the ratio of the summed measured values of the instantaneous wind speed to the number of measurements. Note: mean wind speed could be defined for a minute, an hour, a day, a month, a year etc.

Moving speed

The minimum wind speed at which a wind wheel initiates rotation without loading.

Network wind-electric A windmill with an electric generator designed for work unit in parallel with power grids, which power is extremely high or higher, but comparable with the windmill power. RES

Renewable Energy Sources

Vertically-axial wind turbine

A wind turbine whose axis of rotation is vertical to wind speed vector.

Wind

The movement of air regarding the Earth surface caused by uneven distribution of atmosphere pressure and characterized by speed and direction.

Wind electric installation

A windmill designed for transformation of wind energy into electric one by means of electric power generation.

Wind electric station

A power station consisting of two and more wind-electric installations designed for transformation of wind energy into electric energy and its transmission to customers.

Wind energy installation

A complex of interconnected equipment and constructions designed for transformation of wind energy into other forms of energy (mechanical, thermal, electric etc.)

Wind industry

A branch of power, connected to development of methods and means of transformation of wind energy into mechanical, thermal and electric energies.

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Annex

Wind mechanic installation

A windmill designed for transformation of wind energy into mechanic energy for drive connection of various machines (a pump, a compressor etc.)

Wind thermal installation

A windmill designed for direct transformation of wind energy into thermal one.

Wind turbine (WT)

A system to transform wind energy into mechanical energy of wind wheel rotation

Wind unit

A system consisting of wind turbine, power transmission system and the machine that is set by them in motion (an electric machine generator, a pump, a compressor etc.)

Wind wheel (WW)

A bladed wind turbine system that obtains aerodynamic loads from the wind stream and transforms wind energy into mechanical energy of wind wheel rotation.

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2. Bibliography 1.

Dinis Rodrigues. The Marketing concept for Portugal. 2003. Source: http://www.windtechknow.net

2.

Dimitris Katsaprakakis . Marketing concept regarding wind energy. Lasithi Prefecture – Crete – Greece/The proposed marketing targets for the island of Crete. 2007. Source: http://www.windtechknow.net

3.

Kristina Koebe. Marketing concept for Bad Doberan region. 2006. Source: http://www.windtechknow.net

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Annex

3. Index A Actions of project partners, 17, 18 Advantages of a wind power, 13

C Capacity of the wind park, 8

I Installed and operating wind-power stations, 8

P Public opinion, 10, 19

R Renewable energy sources in Russia, 8, 10

T Target groups, 14 The Northwest region, 8, 10 The purpose of the marketing concept, 12, 13

W Wind energy lacks, 13

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Маркетинговая концепция