d.light Design: Marketing Channel Strategies in India

2017 ◽  
pp. 1-17
Author(s):  
Anne T. Coughlan ◽  
Benjamin Neuwirth
Keyword(s):  
Single Channel ◽  
Emerging Market ◽  
Distribution Channel ◽  
Marketing Channel ◽  
Channel Structure ◽  
Target Market ◽  
List Type ◽  
Bottom Of The Pyramid ◽  
Financial Return ◽  
Solar Powered

This case looks at a new start-up company, d.light Design, as it was seeking to go to market in India with its solar-powered LED lamps in 2009. Sam Goldman, founder and chief customer officer of d.light, was in New Delhi, India; his business-school friend and co-founder Ned Tozun was in China, the site of the company's manufacturing plant.One of the key decisions Goldman and Tozun needed to make was whether d.light should focus on just one distribution channel in India, or multiple channels. The startup had limited capital, so it needed to get the distribution question right to generate revenue quickly.The case thus combines an entrepreneurial problem with an emerging-market, or bottom-of-the-pyramid, channel design challenge. This case does not focus on product design or manufacturing challenges but rather on questions of: The constraints d.light faced in creating an aligned distribution channel. These constraints can have legal, environmental, and/or managerial foundations Demand-side misalignments in the channel structure that will occur if d.light chooses one or another of the considered channels in the case, namely, (a) the RE (rural entrepreneur) channel, (b) the village retailer channel, or (c) the centralized shops channel • What mix of channels—or what single channel—d.light should focus on in the Indian market • The financial return possible based on d.light's current cost structure and overhead expenditures in India Assess channel benefit demand intensities for chosen target market segments Assess channel alignment constraints that can limit the channel designer's ability to optimize the channel to meet identified end-user demands for channel benefits Use these ideas to defend a choice of one or more possible channel structures as appropriate parts of a company's overall channel system Analyze financial opportunity in this situation, given cost parameters and possible market penetration estimates

Mitigating microfinance marketing channels inefficiencies with customerization of mobile technology

2018 ◽  
Vol 35 (4) ◽  
pp. 619-636 ◽  
Author(s):  
Esi Abbam Elliot ◽  
Benjamin Ngugi ◽  
Charles A. Malgwi
Keyword(s):  
Emerging Markets ◽  
Mobile Technology ◽  
Emerging Market ◽  
Research Question ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Channel Structure ◽  
Mobile Marketing ◽  
Content Type ◽  
Market Inefficiencies

Purpose The purpose of this paper is to investigate how technological innovations mitigate inefficiencies in marketing channels in the context of microfinance markets in emerging markets. By examining in detail, specific market inefficiencies that inhibit the efforts of micro and small enterprises to access microfinance in emerging markets and the use of technology to alleviate these failures, the authors bridge the literatures on marketing channel inefficiencies and technological innovation relevant to emerging markets. Design/methodology/approach The authors use a qualitative method in the form of phenomenological interviews and participant observation in Ghana, West Africa, to investigate the research question. Findings The three themes that arise from the findings are: channel structure and structure selection; power-dependence relationships and relational outcomes; and conflict mechanisms and control behaviors. Customerization of technology is observed to mitigate inefficiencies in mobile marketing channels by facilitating data sharing, reminders, peer referencing and other marketing strategies of awareness, affordability, access and scalability. Research limitations/implications The limitations of this study are the fact that the context of the study is only one emerging market country – Ghana. This market is however experiencing dynamic changes in mobile technology innovations that is revolutionizing the microfinance industry. Practical implications Mobile money innovations have advanced the scope of marketing channels to the point that an updated perspective of the role of mobile technology in mitigating marketing channels inefficiency is both appropriate and timely. Originality/value The authors make the contribution of customerization as an aspect of mobile technology that is a key enabler in microfinance marketing channels, serving to mitigate microfinance market inefficiencies. Additionally, the study augments theories on the marketing channels framework by contributing perspectives on mobile technology.

scholarly journals DISTRIBUTION CHANNEL INTENSITY AMONG TABLE WATER PRODUCERS IN NIGERIA

2017 ◽  
Vol 2 (2) ◽  
pp. 56-66
Author(s):  
Joseph Edewor Agbadudu ◽  
Simon Ayo Adekunle
Keyword(s):  
Distribution Channel ◽  
Modern Technology ◽  
The State ◽  
Channel Structure ◽  
Target Market ◽  
Optimal Distribution ◽  
Technological Advancement ◽  
Water Industry ◽  
Edo State ◽  
Distribution Intensity

Planning for and making reasonable decisions regarding reaching the target market with an organization’s product is a critical task on the part of management, which involves a careful evaluation and selection of its channel structure and intensity.This study therefore examines distribution channel intensity among table water producers in Edo State, Nigeria. The focus of the study is to ascertain the variables that significantly predict distribution intensity among the firms in the table water industry in Edo State. The study seeks to proffer answer to fundamental question of why brands within a single category of a given consumer good differ significantly in their distribution intensity. Using a survey research design, the data used for this study were obtained by taking a sample of 110 table water firms within the three senatorial districts in the State. The data obtained were presented and analyzed using different statistical tools such as mean and multiple regression through Statistical Packages for Social Sciences (SPSS) version 22 software. Findings revealed that manufacturers’ target focus, manufacturers’ support program, brand quality and level of firm’s technological advancement were significant predictors of distribution channel intensity among the industrial players in table water industry in the State. Based on the findings, the study recommended that table water firms within the State can secure a competitive edge over their fellow counterpart in the industry by designing an optimal distribution intensity that will meet up their marketing objectives. It is also recommended that the adoption of modern technology in form of online sales is an efficient way of sales and distribution which could be used to enhance their distribution techniques if there is a need to cut down on middle men due to increased cost. The study concluded that optimal distribution intensity could be achieved not by mere imitation of competitors but through a careful definition and analyses of target focus, support programs, quality of their brand as well as the level of technological advancement of the firms.

Reaching the bottom of the pyramid: micro life insurance in India

2011 ◽  
Vol 1 (4) ◽  
pp. 1-16
Author(s):  
Krishnaveni Muthiah
Keyword(s):  
International Business ◽  
Life Insurance ◽  
International Marketing ◽  
Market Potential ◽  
Multinational Firm ◽  
Foreign Firms ◽  
Target Market ◽  
List Type ◽  
Bottom Of The Pyramid ◽  
Content Type

Subject area International business/International marketing. Study level/applicability Courses: the case is directly related to courses on “International Business” and “International Marketing” in the Master of Business Administration programme. Training programmes: management development programmes for working executives, on the topics “Business across borders”, “Business stabilization in foreign markets”. Case overview In 1999, the liberalization of the insurance sector as per the recommendations of the Malhotra committee gave way for privatization and foreign firms entered this sector through joint ventures. The business growth, which was enjoyed by these firms from 1999 to 2008, was tremendous. The growth percentage started declining following the global economic downturn in the capital markets. This situation compelled the insurance firms to re-look into their business strategy. On one hand whatever growth they had, 80 percent of it was through unit linked insurance plans depending on the capital market. On the other, it was identified that in a country like India the untapped market potential was among the rural millions. Reaching those people who are at the bottom of the pyramid necessitated a completely new business model to be developed as the need of the hour. The take stock of the position at this vnjuncture is the crux of the present case study, which envisages finding out alternative delivery models to suit the Indian rural market taking into account the intrinsic nature of life insurance and the basic living styles and mentality of the rural folk. Expected learning outcomes After discussion and analysis of this case, students will be able to: understand how market culture in a target country differs from that in the home country; appreciate how challenges in a developing country market have their own unique features to be understood; identify various courses of action and evaluate them on the basis of the host country factors; understand the “international planning process”; and appreciate how important it is for a country manager of a multinational firm to plan and execute the marketing mix suited to the inherent qualities of the target market. Supplementary materials Teaching notes.

scholarly journals Choice of Modern Food Distribution Channels and Its Welfare Effects: Empirical Evidence from Taiwan

Agriculture ◽  
2021 ◽  
Vol 11 (6) ◽  
pp. 499
Author(s):  
Yun-Cih Chang ◽  
Min-Fang Wei ◽  
Yir-Hueih Luh
Keyword(s):  
Control Function ◽  
Smallholder Farmers ◽  
Distribution Channel ◽  
Marketing Channel ◽  
Distribution Channels ◽  
Food Distribution ◽  
Economic Effects ◽  
Farm Households ◽  
Farm Household ◽  
Decomposition Approach

The determinants and/or economic effects of modern food distribution channels have attracted much attention in previous research. Studies on the welfare consequences of modern channel options, however, have been sparse. Based on a broader definition of modern food distribution channels including midstream processors and downstream retailers (supermarkets, hypermarkets, brand-named retailers), this study contributes to the existing body of knowledge by exploring the distributional implications of farm households’ choice of modern food distribution channels using a large and unique farm household dataset in Taiwan. Making use of the two-step control function approach, we identify the effect of modern food distribution options on farm households’ profitability. The results reveal selling farm produce to modern food distributors does not produce a positive differential compared to the traditional outlets. Another dimension of farm household welfare affected by the choice of modern food distribution channel is income inequality. We apply the Lerman and Yitzhaki decomposition approach to gain a better understanding of the effect of the marketing channel option on the overall distribution of farm household income. The Gini decomposition of different income sources indicates that the choice of modern food distribution channels results in an inequality-equalizing effect among the farm households in Taiwan, suggesting the inclusion of smallholder farmers in the modern food distribution channels improves the overall welfare of the rural society.

scholarly journals Paths to the Market: analysing tourism distribution channels for community-based tourism

2020 ◽  
Author(s):  
Christian Schott
Keyword(s):  
Central Government ◽  
Market Access ◽  
Distribution Channel ◽  
Distribution Channels ◽  
Channel Structure ◽  
Economic Sustainability ◽  
Community Based ◽  
Five Factors ◽  
Information And Communication ◽  
Distribution Structure

<p>This research investigates distribution channels as a critical business mechanism for community-based tourism (CBT) by connecting CBT projects with the market. Specifically, it examines the distribution channels structure of a culture & heritage focused CBT project in Cambodia, explores the key influencing factors behind the observed structure, and develops recommendations for improved economic sustainability. The paper is informed by 21 interviews which were conducted with respondents from Banteay Chhmar CBT, key private sector businesses, NGOs, local and central government, and CBT experts. The examination of the distribution channel structure reveals considerable channel diversity which sees both direct and a variety of indirect channels included in the distribution mix. Due to the community-guided nature of the CBT project, intermediaries had a very strong presence in the distribution structure and maintained both direct and multi-layered indirect channels with consumers. Five factors were identified to underlie the observed distribution structure: commissionable product, product characteristics and market access, information and communication technology, partnership issues, and community capacity. Based on these findings a range of recommendations are proposed that seek to improve the distribution channels related economic sustainability of the CBT project.</p>

scholarly journals PV Based Automatic Irrigation System

2021 ◽  
Vol 9 (12) ◽  
pp. 21-30
Author(s):  
M. Sreenivasulu Naik
Keyword(s):  
Water Conservation ◽  
Single Channel ◽  
Irrigation System ◽  
Low Cost ◽  
Reservoir Water ◽  
Moisture Sensor ◽  
Soil Moisture Sensor ◽  
World Energy ◽  
Human Effort ◽  
Solar Powered

Abstract: In Because of the lack of rains and scarcity of land reservoir water, proper irrigation methods are critical in the field of agriculture. The continuous extraction of water from the earth is lowering the water level, causing a lot of land to slowly come into the unirrigated zones. Another important reason for this is because of unplanned water use, which wastes a significant amount of water. This automatic plant irrigation system is used for this purpose. Solar energy is used to power the system via photovoltaic cells. As a result, there is no need to rely on erratic commercial power. In this digital age, we demand that everything around us be automated, reducing human effort. Electronic circuits are becoming more prevalent, making life easier and simpler in today's world. Energy and water scarcity are two major issues that everyone is dealing with these days. As a result, energy and water conservation are required. The goal is to create a solar-powered prototype that will automatically irrigate the field. Consider how convenient it will be to be able to focus on your next task while your field is being irrigated automatically and at a low cost. No worries about underirrigation or over-irrigation, water waste or expensive electricity, or your busy schedule. Keywords: Arduino Uno-Soil Moisture Sensor Submersible Water Pump - Single Channel Relay - Solar Panel - LCD Display - Buzzer - IDE

Adoption of mobile banking at the bottom of the pyramid: an emerging market perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sonal Purohit ◽  
Rakhi Arora
Keyword(s):  
Technology Acceptance ◽  
Migrant Workers ◽  
Structural Equation ◽  
Emerging Market ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Bottom Of The Pyramid ◽  
Mobile Banking ◽  
Content Type

PurposeThis paper aims to investigate the factors that affect mobile banking adoption among the bottom of the pyramid (BoP) group in an emerging market.Design/methodology/approachData were collected from 332 bank customers in the BoP group through a questionnaire based on previously validated scales. Structural equation modeling (SEM) was applied using SmartPLS 2.0 to analyze the data.FindingsIt was found that perceived usefulness (PU) and perceived ease of use (PEoU) influence the attitude toward mobile banking positively whereas the perceived risk (PR) and perceived deterrents (PDs) influence the attitude negatively. The subjective norms (SNs) and the attitude positively affect mobile banking adoption. Knowledge of mobile banking has a strong effect on the PEoU, but it does not influence the PU of mobile banking.Originality/valueThis research makes an original contribution to the extant research and fills the gap by exploring the factors that affect the mobile banking adoption among a distinct BoP group (migrant workers) in an emerging market. The authors make use of knowledge of mobile banking and PDs as novel and important constructs in the technology acceptance model (TAM) to explore the factors that affect mobile banking adoption among the BoP.

Managing Internal Marketing Channel Conflict: A Proposal for Narrative Epistemology

2019 ◽  
Vol 20 (4) ◽  
pp. 901-916
Author(s):  
Asad Aman
Keyword(s):  
Narrative Analysis ◽  
Distribution Channel ◽  
Marketing Channel ◽  
Internal Marketing ◽  
Management Research ◽  
Channel Conflict ◽  
Positive Interventions ◽  
Industrial Marketing ◽  
Sales Teams ◽  
Fast Moving Consumer Goods

This article calls for extending the understanding and management of the channel conflict that occurs between competing sales teams inside a manufacturer organization. This internal battle occurs as the sales teams try to sell manufacturer products to two different channel members (e.g., retailers, wholesalers, etc.) in the same market and, as a result, compete for quotas, sales targets, promotional budgets, etc. The article argues that by drawing on narrative epistemology, which has extensively been applied in management research, marketing scholars and practitioners can gain novel insights through which understanding and management of internal channel conflict could be enhanced. An epistemological review of the extant literature on the topic in the field of Industrial Marketing is presented. Drawing on the narrative method, three narratives told by competing groups in the context of Pakistan’s evolving fast moving consumer goods (FMCG) distribution channel are constructed, and an empirical model is developed for narrative analysis. It is shown that the understanding of various narrative logics and alignments can help in positive interventions in the channel story network.

Connecting Two-Pore Channel Structure with Single Channel Permeability Measurements

Messenger ◽  
2015 ◽  
Vol 4 (1) ◽  
pp. 34-45
Author(s):  
David Eberhardt ◽  
Rebecca Sitsapesan
Keyword(s):  
Single Channel ◽  
Channel Structure ◽  
Pore Channel ◽  
Channel Permeability

Skyworth TV: channel dynamics and growth in China's rural market

2013 ◽  
Vol 3 (4) ◽  
pp. 1-13
Author(s):  
Sherriff T.K. Luk ◽  
Ivy Siok Ngoh Chen ◽  
John Coombes
Keyword(s):  
Rural Areas ◽  
Urban Areas ◽  
Consumer Behaviour ◽  
Emerging Market ◽  
Distribution Channel ◽  
Distribution Channels ◽  
Channel Network ◽  
Household Appliances ◽  
Content Type ◽  
Brand Reputation

Subject area Marketing. Study level/applicability Target audience this decision case has been tried and tested in a classroom setting with final-year undergraduate BBA students and postgraduate students studying an MSc in marketing. The specific course in which this case was used was marketing management in China. This case may also be suitable for an undergraduate or masters level courses in consumer behaviour, distribution management or marketing in China. The case covers environment analysis, market segmentation, consumer behaviour and distribution channels. Case overview Skyworth, a Chinese manufacturer of television sets, was faced with some major decisions. Government subsidies on consumer purchases of household appliances had stimulated demand for TV sets especially in rural areas. However, there were limited distribution channels serving rural areas. Large-scale nationwide chain stores like Gome and Suning served mainly urban areas and top-tier cities. These retailer chains were less interested in selling TV sets as their profit margins were lower. How should Skyworth set up its distribution network to take advantage of the growth in rural markets? Establishing its own channel network would involve huge investments that would affect Skyworth's profits in the next few years. Relying on existing retailer chains may not give it the coverage it wanted. Skyworth's brand reputation had also suffered because of poor product quality and customer support. Can the distribution channel network help to improve its brand reputation and customer loyalty? This case highlights how government policies in China can shape the growth of the household appliance market and change consumption patterns. Expected learning outcomes By studying this case, students will: 1. Examine how environmental factors affect television manufacturers in China; 2. Understand the buying behaviour of rural households for household appliances; 3. Examine distribution channels in an emerging market; 4. Evaluate a company's product portfolio strategy; and5. Suggest segmentation bases for the market for television sets in China. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes.

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