SOCIAL MARKETING

GROUP
AGENDA

 Problem and its impact

 Existing Social Products and Initiatives
 Need Analysis
 The Solution
 Social Marketing
 Initiative and Impact

 Social Issue: Energy

 PROBLEM AND ITS IMPACT

SOCIAL ISSUE TO BE ADDRESSED:

ENERGY

During the fiscal year 2017-18, the utility energy availability was 1,205
billion KWh with a short fall of requirement by 8 billion KWh (-0.7%)
against 1230 billion KWh anticipated
PROBLEM AND ITS IMPACT

Inadequate
last mile Rural
connectivity electrification
Problems with
India’s Power
sector Lack of
Coal clean
supply energy
sources

Over 75,000 deaths, 4 lakh crore lost – the cost of natural

disasters in India since 2000 - India ranks among the top five
countries which have been hit by the most number of natural
disasters in the last decade
EXISTING SOCIAL PRODUCTS AND INITIATIVES

Corporates NGO
Government
• d.light is a global leader and pioneer in • SELCO is a rural energy service
Solar Study Lamp Scheme for
delivering affordable solar-powered company established in 1995. over
School Going Children -
solutions for households and small 20+ customized solar products in its
Ministry of New and
businesses. It has four hubs in Africa, portfolio, like Solar Home
Renewable Energy (MNRE)
China, South Asia and the United States Lighting, Indoor, Outdoor and
has sanctioned the 70 lakh
• Anu Solar started 1979 and has a Street Lighting
solar study lamp scheme to be
manufacturing unit for Solar Water • Project Chirag, an initiative of Chirag
implemented in five Indian
Heating Systems and Solar Photovoltaic Rural Development Foundation, is
states of Assam, Bihar,
Systems .They sell solar lighting one of India’s largest youth-driven
Jharkhand, Odisha and Uttar
systems for streets and residential initiatives providing solar lighting to
Pradesh
purposes. villages that have no access to grid
electricity.
NEED ANALYSIS

Basic Human need Natural Disasters Rural electrification

Lightless Regions Economic Environment friendly

THE SOLUTION: LUMINAID
ABOUT THE TECHNOLOGY
PRODUCT EXTENSIONS

2 in 1 Phone Charger Lantern USB chargeable Lantern

 SOCIAL MARKETING
Ideal Diffusion Innovation Curve Social Cognitive Theory in Action

LuminAid Villages and other

end users

State & Central

governments, Outcome Expectations Self efficacy Behaviour
NGOs, Disaster Positive word-of-mouth to
Ease of use, round-the-clock High due to simple
Management incite trials and adoption
light, higher productivity product
Agencies
INITIATIVES AND IMPACT AREAS

Adult Literacy Program

• Partnering with buildOn to bring light to women around the
world working to improve their circumstances through literacy
• Every purchase of the lighting package sends one to the women in
need
Give Light, Get Light Program.
• 50,000 lights to projects in over 100 countries
• Direct aid Program
LuminAID Subsidy Program
• Charitable organizations are able to gather more supplies for
their cause through our subsidy program. LuminAID works with
these humanitarian groups to get higher quantities of solar aid.
THE INDIAN STORY
Under the Give Light, Get Light program: These lanterns
provide a much needed resource for families living without
electricity. Families use the lights not only to illuminate the
dwelling for cooking, working, and studying in the evenings but
also to provide security for young girls walking to the
bathroom at night.

Regions of Impact
SOCIAL ACTIVITIES AND EXECUTION

LuminAID has partnered with the NGO

Responsible Charity to bring access to
safe light and wide-reaching impact to
Indian families in need.

For over three years LuminAID has been our

sustainable light partner and has helped us
bring energy solutions to families across India.
To date, we have distributed hundreds of lights
in slum communities and villages in Kolkata
and Pune to children, men and women living in
serious poverty.”
- Henley, Founder of Responsible Charity
REFERENCES

 https://www.moneycontrol.com/news/india/evms-cannot-be-tampered-with-cec-3459261.html
 https://luminaid.com/pages/give-light
 https://luminaid.com/pages/solar-phone-chargers
 https://www.iea.org/newsroom/news/2018/june/commentary-electricity-in-every-village-in-india.html
 https://luminaid.com/collections/portable-solar-lanterns
 https://luminaid.com/pages/about-luminaid
 http://indpaedia.com/ind/index.php/Power:_India,_1
 https://luminaid.com/blogs/news/lightening-hardship-in-impoverished-india
 http://vikaspedia.in/energy/policy-support/renewable-energy-1/solar-study-lamp-scheme-for-school-going-children
 http://www.greenworldinvestor.com/2011/07/03/solar-products-in-india-guide-on-solar-energy-panels-
lanternslightsheating-equipment-suppliers/
 https://www.dlight.com/about/
 https://projectchirag.org/about-project-chirag/