d.light, Selling Solar to the Poor

By Gina Jorasch, Michael Kennedy, Jesper Sorensen
2012 | Case No. IDE03
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.
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