Scribd
Upload
38 views3 pages

Marketing Strategy for Solar Lanterns

To create a marketing strategy for solar lanterns in urban India (Tier 2 and Tier 3 cities). The strategy will target both commercial and residential sectors. Challenges include convincing customers of the long-term cost savings versus alternatives like kerosene, and facilitating credit options for purchase. The distribution model involves selling to distributors who then sell to dealers. Promotion will focus on educating customers about proper usage and the environmental benefits through social marketing campaigns. Key messages will highlight emergency lighting, portability, improved health and savings over time.

Uploaded by

Divya Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
38 views3 pages

Marketing Strategy for Solar Lanterns

To create a marketing strategy for solar lanterns in urban India (Tier 2 and Tier 3 cities). The strategy will target both commercial and residential sectors. Challenges include convincing customers of the long-term cost savings versus alternatives like kerosene, and facilitating credit options for purchase. The distribution model involves selling to distributors who then sell to dealers. Promotion will focus on educating customers about proper usage and the environmental benefits through social marketing campaigns. Key messages will highlight emergency lighting, portability, improved health and savings over time.

Uploaded by

Divya Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Objective: To create a marketing strategy for Solar Lanterns in

Product Description
The complete product offering includes a lighting system composed of
an LED lamp, solar panels, battery and charge controller. The lamp
operates on electricity from batteries, charged through the use of solar
photovoltaic panel.

Urban India (Tier 2 and Tier 3 cities)

Targeting and segmentation


C o m m e rc
ia l
Fa c t o r ie s
an d
of ces
P u b lic
In fr a s t r u c t
u re
H o t e ls
M a lls

R e s id e n t
ia l
H o u se h o l
d s
S m a rt
H o m e s
(L e v e ra g
e th e
S m a rt
c it y
In it ia t iv e
)

Substitute

As per report Lighting Asia: Solar Off-Grid Lighting, World Bank Group,
the average payback period for a solar lantern is 2 years.

Challenges
1)

To convince prospective customers of the long term cost


benefit

Since we are talking about the urban market with reasonable literacy levels, we can
start by using conventional advertising sources like print media, billboards etc.
Secondly, Recommendations by the sellers who distribute our product can take us a
long way in securing sales.
A) Communicating the cost benefit analysis and the prospective breakeven time
period
B) How the product helps them to satisfy their underlying desire to contribute
towards nature and environment protection
2) To ensure/facilitate availability of credit to prospective
customers

Collaboration with consumer financing institution.


A high focus on after-sales service

Distribution Model
We sell our products to the distributors, who in turn sell them to dealers. The
distributors are usually of 3 types consumer durables, electrical goods and
exclusive dealers of products based on solar energy in addition to E-Commerce.
Advantages
Tried and tested Model
Potential for High Market Penetration
Challenges
Inadequate and underdeveloped number of distributors with a nationwide
reach
Ensuring after-sales service through various distributors and dealers
Concept selling is a challenge

Promotion

Given the low levels of awareness and some misconceptions about the
products usage in areas which receive low to medium levels of direct
sunlight, it becomes imperative to invest in education of customer, promotion
and marketing.
Use of SOCIAL MARKETING: Social marketing seeks to influence social
behaviors not to benefit the marketer, but to benefit the target audience and
the general society. Given the products profile, Social marketing can prove to
be the most apt for it.

Key Marketing
Messages

Marketing Medium

Collaborations

Emergency lighting
during power outages
Portable light for camping
and outings
Improved health and
safety in comparison to
kerosene lamps
Long term savings
Aspirational
positioning( symbol of
pride and status)

Pamphlets
Point of sale banners
Recommendations by
sellers
Overall aggressive push
strategy

Partnerships with NGOs


Collaboration with
consumer financing
institutions so as to
facilitate payments in
EMIs

You might also like