d.light Design: Marketing Channel Strategies in India

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


  • 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



Coughlan, A. and Neuwirth, B. (2017), "d.light Design: Marketing Channel Strategies in India", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000089

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