Godrej chotu kool
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This document discusses Godrej's Chotu-Kool refrigerator, a small and affordable refrigerator designed for rural Indian markets. Key points: - Chotu-Kool is a portable 1.5 foot tall refrigerator that runs on batteries, keeping items cool for hours without power. It costs Rs. 3,000-3,500. - Godrej saw an opportunity to disrupt the refrigerator market by designing for low-income rural consumers not served by traditional models. - Chotu-Kool is manufactured in Maharashtra and distributed through rural networks like NGOs and micro-finance institutions to maximize access. - While the simple and affordable design has been successful, Godrej faces challenges in further lowering the price
Godrej chotu kool
- 2. SECTOR ANALYSIS India is the fifth largest consumer durable market in the world India is one of the largest growing electronics market in the world $12.5 billion market size in FY16-E
- 4. REFRIGERATOR MARKET (INDIA) Refrigerator market consist of 31% of the consumer appliances Market size is estimated to be $1.45 billion in 2015 Refrigerator segment is expected to grow at 10% from 2014 to 2020 www.ibef.org
- 6. BIG PLAYERS IN REFRIGERATOR MARKET LG SAMSUNG VIDEOCON WHIRPOOL GODREJ OTHERS
- 8. GODREJ & BOYCE Holding company of godrej group which was established in 1897 170 Billion (INR) conglomerate based in Mumbai Founder – Ardeshir Godrej & Pirojsha Godrej Diversified in 60 countries with 15 business divisions Revenue 4.1 billion USD (2015) https://www.google.co.in/search?q=godrej+group&oq=godrej+group&aqs=chrome.. 69i57.7088j0j4
- 9. CHOTU - KOOL 1.5 feet tall and 2 feet wide Weight around 7.8 kg with a capacity of 30 – 40 liters and it ran on 12 volt battery 30 liters price is 3000rs and 45 liters is 3500rs
- 10. DISRUPTIVE INNOVATION In July 2006, selected 8 ideas with the help of INNOSIGHT Sunderraman felt that management is supportive of a radical idea After 5 months of work they found huge potential market Team presented Chotu-kool to the chairman on May 19, 2007
- 11. Simple design Preserve vegetables and eatables Small size Affordable by lower segment FEATURES
- 12. Strengths Affordable Less electricity Weaknesses It takes much time to cool Lack of awareness Opportunities Huge scope in rural as well as urban areas Threats Unawareness to the rural market Technology duplication SWOT
- 13. 4P’S OF CHOTUKOOL • Chotu-koolPRODUCT • 45 liter capacity Rs.3500 • 30 liter capacity Rs.3000 PRICE • Pan IndiaPLACE • TV ads, Print media, NGO’sPROMOTION
- 14. STP OF CHOTUKOOL • Geographic: Rural and Urban India • Income: Rs.5000-15000pm Segmentation • Rural market with low incomeTargeting • As a affordable RefrigeratorPositioning
- 15. DISTRIBUTION NGO Self Help Group India Post Micro-Finance Institutions
- 16. MARKET OFFERINGS The portable, top – Opening unit weights only 7.8kgs Uses high end insulation to stay cool for hours without power Consumes half the energy used by regular refrigerator
- 17. MANUFACTURING PROCESS Manufacturing hub established at Satara district, Maharashtra Avoid using compressor Using thermo electrical or peltier cooling technology Plastic injection modeling Foaming which chemicals
- 18. MANUFACTURING PROCESS Assembling cooling module Product supplied with 12V DC power Finished product was tested for performance Commercialization
- 19. COMPETITIVE ADVANTAGES Simplicity due to its technology and design structure Price of Chotu-kool Rural market penetration
- 20. CHALLENGES How should they scale up operations? Lower the price to increase affordability? How should they segment market? Right business model?
- 21. SOLUTION Distribution via Retail channels Dealership should be given in rural areas Highly - Advertising campaign
- 22. THANK YOU…!!! Follow on Facebook:- Gaurv Patil GP