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ChhotuKool Case
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Current Scenario of Refrigerator Industry in India
• Market Value – Rs. 40 billion in 2011• Unsaturated Market
18% in Urban 2% in Rural
• Market Growth Urban : 7-10% Rural : 25%
Background
• Chotukool is a disruptive innovation by Godrej and Boyce.
• World’s Cheapest Fridge.• Designed for people of rural areas in India.• Operates on 12V DC, works on battery, inverter
or even solar power.• 43 Litres with no compressor, Only Cooling
Chip and Fan runs on batteries.• 20 parts
Insight
Situation Insight
80% of rural families in India do not own a refrigerator
Market Growth
Problem of Electricity or load shedding Electricity free
Less Space need to store less quantity of items like Milk.
Less Spacious
Rural Family lives in small Space Small and Portable
Market Growth
Electricity Free
Less Spacious
Small & Portable+ ++
Facts
• Indian refrigerator market is values at IRS 40 billion.
• 80% of Indians do not own a refrigerator. • Disruptive innovation to produce chotukool.• Community led distribution model.• Focus on rural market.
Segmentation & Positioning
• Segmentation– Demographic Segmentation
• Rural Area (Nasik, Latur)• Low Level Income
– Psychographic Segmentation• Those who can’t afford to have a fridge.• Those who don’t find the need of fridge
• Positioning– Low Cost Innovative Fridge for low level Income Market
4P’s
•Mini Fridge•Portable•DC Supply
•Rural Part of India •Villages of Maharashtra and Goa
•NGO•Self Help Organization•Festival•Micro Financing Institution
•Low Cost•50% less than any other refrigerator•Rs
Product
Place Promotion
Price
The Logic and USP
Logic USP
To increase the convenience of the customer
Alternate Power option
To fulfill the consumer need in terms of Space accommodation.
Portable, Less Spacious
To provide the affordable product. Affordable enough for rural people.
To provide the product easily to every place Distribution channel focused on Rural part.
To provide the product user friendly Fit for rural consumer.
To avoid the servicing and maintaining the product
Minimal
Innovation Matrix
Product Market Business Model
E E N2nd Degree
Novelty
Same Technology
used.
Substitute Market
Business Model focused more on Entrepreneurship
Distribution Channel
• NGO – Pratham
• Self Help Organization– Swayam Shikshan Prayog, Sarva Sikhsha abhiyan
• Indian Post• Micro Financing Institutions – Dhanax
Recommendations
• Standardized product design.• Focus on urban areas as well.• Brand image as MNC in emerging markets.• Tapping foreign market and Investment.