ChotuKool Team Renegade (MICA II) 2nd NOV 2012


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ChotuKool Team Renegade (MICA II) 2nd NOV 2012

  1. 1. Innovation 7 – Chotukool Case Study By Team Renegade Arpita Sahoo | Jagriti Chhateja Sneha Chaturvedi | Noor Salam Khan 1
  2. 2. Preface Greetings from Team Renegade!!! We would like to take this opportunity to thank Road2Ideas Team for providing this wonderful opportunity… We appeal you to “Go Green” with Road2Ideas 2012 and request you not to print this Case Study unless really needed. Our presentation theme symbolizes our spirit of “Go Green” Initiative and we request you to read “Go Green Tip” on Thank You Slide  Cheers Team RenegadeTeam Renegade 2
  3. 3. Innovation Types Innovation Disruptive SustainingTeam Renegade 3
  4. 4. ChotuKool – Disruptive Innovation  ChotuKool, a re-imagined household solution is a project driven by an innate passion to achieve a vision beyond profit.  It is a top-loading, compact and portable cooling solution does not have a compressor.Team Renegade 4
  5. 5. Key Characteristics of Innovation  It weighs only 7.8 kgs and runs on a cooling chip along with a fan similar to those used to cool computers.  It consumes only 55 Watt power and runs on dual power supply (230V AC & 12V DC).  Given the power shortage in the countryside, it can operate on battery as well and it uses high-end insulation to stay cool for hours without power.  The operational cost of chotuKool is low as it consumes half the power consumed by regular refrigerators.Team Renegade 5
  6. 6. History Chotukool was launched for 1st time in Usmanabad Village in 2009 The women of that village helped in: A) Devising low cost promotion strategy B) Helped decide the colour of chotukool C) Helped design the Internal design of ChotokoolTeam Renegade 6
  7. 7. Sales, Promotion & Distribution • Two Parallel methods of Sales, Promotion & Distribution:Indian Post Entrepreneurial Women SHGs1. Infrastructure—Indian Post has the 1. They are part of target group biggest networking India community2. There is a post5 office in every 4 2. They are made district co-ordinators villages 3. Training is given to them then they3. Most trusted network even today give presentations in villages and4. Very low cost promote & sell the product5. Personal delivery at person’s home6. Strong back end process of Indian Post7. Cash collection by Indian PostTeam Renegade 7
  8. 8. Innovation - Evaluation Stakeholders and Benefits to them • Small Businessmen/Shopkeepers o Its an earning Asset for them—they can store cold water and cold drinks and sell them at higher prices • Indian Post o Their developed network is being used o They are able to earn more • Entrepreneurial Wo0men SHGs o They earn, o Get training • Society o Low cost and low power cooling device available to them o 80% of Indian people still don’t have fridge either because they can’t afford or because there is no electricity where they liveTeam Renegade 8
  9. 9. New Business ModelsTeam Renegade 9
  10. 10. ChotuKool Edison Awards Winner GODREJ CHOTUKOOL IS NAMED A 2012 GOLD EDISON AWARD WINNER FOR SOCIAL IMPACT chotuKool Wins at NYC Ceremony; Awards Celebrate 25 Years of Honoring Innovators and InnovationTeam Renegade 10
  11. 11. SWOT Analysis Strengths: Weakness: > Chotucool uses an electrotermal chip, which is 40mmx40mm in size (Low weight) > Low awareness > It consumes less power due to electro thermal chip > It can run for upto 1 day woithout electricity(on battery) > Tie up with Indian Post to use their developed infrastructure Opportunity: Threats: > New business breakthrough as > Can’t be used where NO new Market is discovered electricity or where power cuts are for over 1-2 day > Establish a new market and new Target Group; people who earlier could not use fridgeTeam Renegade 11
  12. 12. Stage I – Table Analysis Rating the innovation on a scale of 0 to 5 (5 being the highest score) on each of the parameters outlined in the sandbox, the self assessment scores are:Team Renegade 12
  13. 13. Stage II - C.K. Prahlad’s Sandbox HIGH MODERATE HIGH HIGH HIGH HIGHTeam Renegade 13
  14. 14. What’s the way forward  Device cheap promotion strategy  Develop a similar device that may run without electricity  Social Media can be utilized as a Marketing medium to communicate it to the wider target audience.  Opinion leaders from Social Media can generate leads from rural India.  Tie-up with Gram Panchayats/Government will help creating sustainable dealership Channel.  Chotukool can be made mobile and mobile vans can sell it to the interior of villages.  ChotuKool can be promoted as a Business Idea to people so that they can start their own business (cold coffee, ice-cream etc) by using ChotuKoolTeam Renegade 14
  15. 15. Thank You Go Green Tip :Reuse scrap paper. Print on two sides, or let your kids color on the back side of used paper. Team Renegade 15