D.light Design
D.light Design
D.light Design
light
MBA 2016-18 Design:
Marketing
Channel
Strategy
Sonali Sitoshna Nayak
Case Note
Key Points
Benefits of using d.light:
D.light came up with 2 product categories :
- S250, which acts like a spotlight as well as a mobile
charger that can provides six hours of light.
- S10, which is a solar lamp that can provide bright light
for eight long hours.
D.light gained popularity among consumers as it helped
them work for longer time which resulted in increasing
income.
Even children preferred to study for longed time than
previously.
Rural market was their segmented target because:
70% of Indian population dwells in rural areas
D.light wanted to benefit the livelihood of the people in need
which would in return benefit them in getting recognized as
a brand
Environmental and Health Awareness of Goldman which
resulted in his thinking of doing something economic as well
as environmental friendly products delivery to the people.
This was because most of the rural population are devoid of
professionally trained.
They do not respond to
any incentives as they do
not have any. So at any
point of time they can
drop the job.
Not sustainable over a
long run.
Cannot inbuilt the trust
as the rural population
has no access to the TV
and radios.
Disadvantages:
The
SHGs
mainly
consisted of women. From
the data, it is revealed
that in villages the literacy
of women is too less. This
might create a problem
for d.light in spreading the
awareness properly.
Corporate partnerships
Advantages:
This is a cost effective way of distribution
Establishing local partners can also increase the varieties
provided to the consumers
Disadvantages:
No firsthand experience in selling the products
Risk with the fact of the partners loyalty
Proposed Solutions:
Looking at all the advantages, disadvantages, I would have
suggested d.light to opt the following:
For creating the demand for product:
- D.light can follow the advertisement strategies which
would attract the consumers both rural and urban).
- For rural consumers, they should organize some CSR
activities which would serves as a medium to educate
them about the energy limitations all over the world and
how one can save the non-renewable energy and
effectively use the renewable energy available for daily
consumption. These activities should be conducted at