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Transforming the CFL Market By Consumer Campaigns
Flemming Kj?rulf
Energirådgivning Fyn, Denmark
Abstract
Energy conservation, and primarily electricity conservation, is a fundamental element of the policies of the Danish electric utilities. Since 1990 integrated resources planning (IRP) has been implied and developed by the Danish Electric utilities. In IRP among others the cost of establishing new production capacity is weighted against the cost if recovering the same production capacity by electricity savings.
One of the most cost effective campaign topics is to replace incandescent lamps by CFLs. However such program has suffered serious setbacks due to consumers bad experience with poor quality CFLs mainly those imported from the far east nicknamed ?Bamboo-bulbs?.
Therefore the campaigns in Denmark have largely focused on promoting the high Quality CFLs by introducing a registered name (SPAREPÆRE®) for CFLs that are proven to provide the proper service life and light quality. Since 1994 the Danish electricity utilities have carried out very detailed tests of CFLs´s. The CFLS that pass the test are added to the positive list. This list has been and will continue to be the fulcrum of the CFLS campaigns.
This paper focuses on the fact that it has been proven that it is possible to make a dramatic influence on the market by combining marketing tools and co-operation with the manufacturers and distributors.
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