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Our areas of consideration per objective to be met: Objective Create demand for solar lampsĪchieve affordability and easier access for d.light productsĪreas for Consideration Need to stimulate trial Consumers not actively looking, though there is huge latent demand Consider partnering with institutions who can educate people how to use product Trust is hard to earn given plethora of fake and poor-quality brands Consider partnering with institutions that consumers already trust, and halo from them, as long as the institutions are aligned with d.light’s mission. The ideal is to profit by helping a particular segment solve their social problems. As stated in the case’s synopsis, it is in the best interest of the founders to reconcile both money and mission – they must choose the best marketing channel strategy that allows them to profit while at the same time helping a particular segment.
The team has limited resources, therefore has limitations on adapting all distribution channel. Areas of Considerations and Major Assumptions Our team assumes the following: 1. In addition, the marketing channel strategy should be aligned to the desire of the founders to manage d.light as a for-profit social enterprise – reconciling money and mission. light products to different marketing channel specifically for retailers and consumers. 3.) Understand ways on how to set price aligned of providing product access to different market segments 4.) Define ways on how to distribute d. 2.) Determine ways on how to build trust with unknown brand to customer. In response, d.light would like to set the following objectives aligned with their marketing – channel strategy: 1.) Identify ways on how tocreate demand for solar lamps. Objectives Goldman and Tozun decided that the economic and ethnographic evidence pointed to a clear latent demand among Indian consumers for reliable, affordable light and power solutions. Choosing to distribute products to retailers and/or consumers. Achieve affordability and easier access for d.light products 4. Statement of the Problem/s The main problem the d.light founders must address is how to design the best marketing channel strategy? Should the company employ a single or a multi-channel strategy? Below are key consideration areas that should be tackled: 1. (Household Income and debt) Household and businesses that were electrified faced frequent blackouts with many facing energy losses of fifteen or more hours per day (Electrification in India) Literacy and media exposure in Rural is low compared to Urban specifically for women (Literacy and media exposure). Consequently, it follows that majority of rural households were found to have outstanding debts including local financing organization, multiple parties, friends and family and local shopkeepers. Rural Geographies) The majority of Indians in rural areas earned their livings through agricultural work therefore having below income level. Since 70% of Indian Citizens still lived in Rural Areas, majority still use kerosene which can be prone to accidents. As such, Tozun and Goldman founded d.light with the vision of being a for-profit social enterprise, with success measured both through profits and through lives positively affected. Paul Polak’s concept of using modern product design and development techniques into an emerging market context. According to Ned Tozun, “Our mission is to eradicate the use of kerosene” – rooted from a Stanford Graduate School of Business course Design for Extreme Affordability. Sam Goldman founded d.light Design in New Delhi, India in December 2009. 12 Hog market.Error! Bookmark not defined. 4 Areas of Considerations and Major Assumptions. Tiu, Anthony Albert Marketing Strategy on ProductĬontents Synopsis. Submitted in Partial Fulfillment of the requirements in Marketing Management 1st Term, A.Y.
Del Rosario College of Business Master of Business Administration
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