chotukool case study

1. CHOTUKOOL
INNOVATOR –GODREJ
DATE:2/11/12
TEAM DCSMAT
RESHMA
ARAVIND
VINEETH
ARUN

2. CHOTUKOOL
•CAN EMBODIMENT OF FRUGAL
INNOVATION
• SUITS TO SERVE THE LARGE
LOW INCOME MARKETS IN
INDIA’S BOTTOM OF ECONOMIC
PYRAMID.
•CHEAPEST MINI
REFRIGIRATOR
•CAN OPERATE ON BATTERY,
INVERTOR AND BY SOLAR
ENERGY AS WELL.
• LOW OPERATIOANL COST
•COMPACT SIZE

3. FEATURES
•43 LT CAPACITY TO MEET
THE DAILY NEEDS.
•PERFECT OVERNIGHT
COOLER.
•OPENS FROM TOP .
•RETAINS COOLING
BETTER MAXIMUM
UTILIZATION OF STORAGE
SPACE.
•WORKS ON ELECTRONIC
CHIP, NO COMPRESSOR
OR REFRIGIRANT.

4. CONTD..
• PRESERVES VEGETABLES AND EATABLES,
FRESH COOLS 28 DEGREES BELOW ROOM
TEMPERATURE
• MADE OF HIGH QUALITY PLASTIC
RUSTPROOF
• 9 KGs OF WEIGHT COMPACT AND EASY TO
MOVE.
• WORKS ON SOLID STATE ELECYTRONIC
CHIP.
• PRICE- 3970/-

5. CHOTUKOOL :A DISRUPTIVE
INNOVATION
• CREATING NEW MARKET AND VALUE
NETWORK WITHIN THE EXISTING MARKET.
• MAIN TARGET MARKET FOR THIS PRODUCT IS
BOP CUSTOMERS WHERE CONSUMERS DOT
EVEN USE OR EVEN KNOW ABOUT A
REFRIGIRATOR.

6. TARGET CUSTOMER
HOUDEHOLDS SHOP

7. BENEFITS FOR BOP
HOUSEHOLDS SHOPS
• 80% OF RURAL HOUSEHOLDS • THEY KEEP COLD DRINKS,
LACKS BASIC APPLIANCES , WATER PACKETS , BOTTLES IN
CHOTUKOOL IS A SOLUTION IT
FOR THIS. • CAN KEEP TOBACCO LEAF
• HELPS TO ADRESS BASIC COOLER .
REFRIGIRATION NEEDS OF • FLORISTS CAN USE FOR THEIR
RURAL FAMILIES IN INDIA. FLOWERS AND GARLANDS
• ADRESSING THE NEED OF • FISHSELLER CAN PREERVE
STORIING PERISHABLE THEIR FISHES TO SELL THEM
PRODUCTS. FOR LONGER TIME OF DATES
• REDUCES SPOILAGE OF FOOD. • MUMBAI DABBAWALLAS CAN
USE IIT FOR DISTRIBUTING
COLD WATER.

8. REACHING THE BOP
THROUGH..
• DEPARTMENT OF POST OFFICE
• MICRO FINANCE INSTITUITIONS
• SELF HELP GROUPS

9. STAKEHOLDERS
• MANUFACTURERS(GODREJ)
• DEPARTMENT OF POST OFFICE
• MICRO FINANCE INSTITUITIONS
• SELF HELP GROUPS
• END USE CUSTOMERS

10. OTHER BENEFITS FOR
BOP
• EMPLOYMENT OPPURTUNITIES
THROUGH SELF HELP GROUPS
• VILLAGERS EARNING MONEY FOR
DISTRIBUTING
CHOTUKOOL.(COMMISSION)

11. COMPETITION
• MITTICOOL-MANSUKHANI PARAJPATI
• NO ELECTRICITY REQUIRED
• PRICE BETWEEN 2500-3000
• TWO COMPARTMENTS
• MADE OUT OF CLAY

12. SWOT ANALYSIS
STRENGTHS
• STRONG BRAND IMAGE
• REDUCED OPERATIONAL COST
• RELIABLE SUPPLY
• POTENTIAL RURAL MARKET
• INCOME GENERATOR

13. WEAKNESS
• CONSUMER BEHAVIOR PATTERN
• PRICE CONSCIOUS PEOPLE
• LESS KNOWLEDGE

14. OPPORTUNITIES
• UNTAPPED RURAL MARKET IN INDIA
• POTENTIAL MARKET IN OTHER
DEVELOPING COUNTRIES

15. THREATS
• NO COMPETITORS
• CAN NOT CUSTOMIZE

16. SUGGESTIONS
• EDUCATE THE BOP CUSTOMERS WHO ARE
STILL UNAWARE OF SUCH PRODUCT.
• CREATE A NEW DISTRIBUTION ECOSYSTEM
• CONVERSION OF MFIS TO LOGISTICS
PARTNERS

17. THANK YOU