Solar Lantern

CASE PRESENTATION BY GROUP 7

SECTION A
IPMX
Case Summary

Word of mouth –
Solar Energy Less Kerosene – High Use in
Primary & Secondary
Prevalent Rural India
reference groups

Solar Lantern Urban –

Solar Lantern Rural - Status Appeal, Cost
Govt Subsidy, Ease of efficient alternative
operation during outage, Eco
friendly
 Q-1: Two Segments for Urban Market

Demographic Variables Demographic Variables

Region India Region India
City or Metro area size Tier I City or Metro area size Tier II & III
Urban-rural Urban Urban-rural Urban
Demographic Demographic
Dimensions Dimensions
Income High Income Middle
Gender Both Female & Male Gender Both Female & Male
age Above 25 age Above 25
Ethnicity or social class Upper Class Ethnicity or social class Middle Class
Psychographic Psychographic
Variables Variables
Personality Personality
characteristics Status Conscious characteristics Cost Conscious
Motives Motives
Lifestyles Opinion/Interest (Eco-friendly) Lifestyles Activities (Daily Usage)
Behavioral Variables Behavioral Variables
Benefit segmentation Satisfaction Benefit segmentation Convenience
Usage rate Light Usage rate Medium
Market Size Calculation
Urban House Hold 60692376
Tier I Population 70000000 5
Total urban population 285278035
urban population per household 4.70

Household segmentation Tier Wise    

T1 T2 T3
14892370 45800006

Income Distribution Urban

high 30.1
Middle 67.8
Low 2.1

Market Size based on Income

 
Income  Tier I Tier II & III

High 4482603   13785802

Middle 10097027   31052404
Low 312740   961800
 Q-2 Different Market Segments
Demographic Variables
Region Pan-India/Northern India
City or Metro area size Tier I Tier II & III
Urban-rural Urban Urban Rural

Demographic Dimensions
Income High & Middle High & Middle All
Gender Both Female & Male Both Female & Male Both Female & Male
age Above 25 Above 25 Above 25
Ethnicity or social class Upper Class
Psychographic Variables
Personality characteristics Status Conscious
Motives
Lifestyles Opinion/Interest (Eco-friendly) Activities (Daily Usage) Activities (Daily Usage)
Behavioral Variables
Benefit segmentation Satisfaction/Convenience Satisfaction/Convenience Convenience/Cost
Usage rate Light Medium Heavy
 Q-2 Segment Targeting Strategy
North India
• No competition from other solar
lanterns manufacturers
Rural & Urban Tier II & Strategy
III • Use Primary & Secondary
• Shift customer from other reference group to promote
sources product with emphasis on
convenience. Demonstration
• Tap into
• non-electrified household
demand
• Power Outages