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D.Light: Selling Solar to the Poor
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Reference: SGSB-IDE03-E
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Year: 2012
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Number of pages: 20
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Geographic Setting: Africa; India; China; Asia
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Publication Date: Jul 23, 2012
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Source: Stanford Graduate School of Business (USA)
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Type of Document: Case
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Industry Setting: solar; electric
Description
D.light is one of the leading manufacturers of solar powered lighting technology specifically designed for use by the world’s poorest, bottom of the pyramid customers. Having sold over 7 million lights since 2007, the company has been relatively successful. However, sales to the very poorest customers have failed to reach penetration levels desired by management, and the company is currently struggling with an array of marketing techniques and strategies specifically targeting this historically difficult customer segment
Learning Objective
This case is designed to teach students about global electricity access and marketing to low-income customers in developing countries. Students can use case discussions to spur thinking about leadership in developing creative solutions to problems related to economic development.