D.

LIGHT DESIGN
Case Analysis
GROUP 2
AMAY ANAND 133067
AMIT JADHAO 133068
ANUMEGHA SHARMA 133071
APOORVA DHINGRA 133072
ARAVIND K KUMAR 133073
CHEHAK MEHTA 133074
1. ABOUT THE COMPANY
2. THE PROBLEM
3. SOLAR INDUSTRY IN INDIA: A STUDY
USING PORTER’S FIVE FORCES
4. PRODUCT
5. DECISION CRITERIA
6. ALTERNATIVES
CONTENTS

2
• Founded-May 2007 by Sam Goldman & Ned Tozun
• They had won a $250,000 prize in a business plan
competition
• Manufacturing plant in free trade zone of
Shenzhen, China
• Started off by producing 20,000 solar lamps per
month
• By 2013, the company had a capacity of 3.5
million units per annum
About the Company
• They served customers in 40 different countries
• By February 2013, the company had received total • Durable Solar Lamps
funding of $40 million from the private equity • Mass Market Strategy
investors
• Low cost, high quality
• D LIGHT Competitive advantage -
1. First mover in solar lamp market.
2. Product quality.
3. Unique Distribution Model.

3
The Problem
How to cater the fragmented Indian Market ?
Sub problems -
• How to create a category with solar lamps?
• How to make the brand synonymous with the category?
• How to improve channel productivity?

Market Commoditization Consumer Business model Competition

awareness
Unfragmented and Risk of quick Lack of consumer Problem with solar Threat of competition
disorganized Indian commoditization awareness and high industry business because of the
solar market illiteracy rate in the model- difficulty in “saathi” strategy
rural Bottom of gathering investments adopted by the home
pyramid at the macro producers and
availability of
substitutes

4
Solar Industry in India: A study using Porter’s Five Forces
Threat of New Entrants

• Lack of information to buyers

• High use of conventional
lighting methods

Bargaining Power of Suppliers Industry Rivalry Bargaining Power of Buyers

• Initiatives by Ministry of New and

Renewable Energy
• National Solar Mission
• Subsidies
Threat of Substitutes
5
 Product
S2 S 20
• Low Cost, affordable
₹ 450 ₹ 645
• Reduced indoor air pollution
• Longer battery backup
• Alternative to kerosene based lanterns

S 300 Authentic
₹ 1845 Lorem ipsum dolor sit
amet, consectetur
adipiscing elit.
6
Decision Criteria
Cost
Alternative should be cost
efficient as the company aims to
make the solar lamp
“affordable” for the rural BOP
Market
Reach
The chosen alternative
should be able to create most
buzz in the market , and
make people more aware
about the product
Reliability
Channel selected should be
a credible source, that the
rural people can trust and
rely on
7

Panchayat Saathi
D. Light should
collaborate with gram the product and train
panchayats, who have
greater rapport with rural
people
Alternatives
• Combos through bundling
with LPG
Kiosk Setup Referral Discounts • Running campaigns to
Small kiosks to sell For distributors as
emphasize the benefits of
well as rural people the product
the sales team
8
THANK YOU