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GODREJCHOTU-KOOL
Presented By:-
Gaurav Patil
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
SECTOR ANALYSIS
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
REFRIGERATOR MARKET (INDIA)
BIG PLAYERS IN REFRIGERATOR MARKET LG SAMSUNG VIDEOCON WHIRPOOL GODREJ OTHERS
29%
18%18%
12%
18% 5%
Market Share (India)
LGSamsungVideocomWhirlpoolGodrejOthers
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
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
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
Simple design Preserve vegetables and eatables Small size Affordable by lower segment
FEATURES
StrengthsAffordable
Less electricity
WeaknessesIt takes much time to
coolLack of awareness
OpportunitiesHuge scope in rural as
well as urban areas
ThreatsUnawareness to the
rural marketTechnology duplication
SWOT
4P’S OF CHOTUKOOL
• Chotu-koolPRODUCT
• 45 liter capacity Rs.3500• 30 liter capacity Rs.3000PRICE
• Pan IndiaPLACE
• TV ads, Print media, NGO’sPROMOTION
STP OF CHOTUKOOL• Geographic: Rural and
Urban India• Income: Rs.5000-
15000pmSegmentation
• Rural market with low incomeTargeting
• As a affordable RefrigeratorPositioning
DISTRIBUTION
NGO
Self Help Group
India Post
Micro-Finance Institutions
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
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
MANUFACTURING PROCESS
Assembling cooling module
Product supplied with 12V DC power
Finished product was tested for performance
Commercialization
COMPETITIVE ADVANTAGES
Simplicity due to its technology and design structure
Price of Chotu-kool
Rural market penetration
CHALLENGES
How should they scale up operations?
Lower the price to increase affordability?
How should they segment market?
Right business model?
SOLUTION
Distribution via Retail channels
Dealership should be given in rural areas
Highly - Advertising campaign
THANK YOU…!!!
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Gaurv Patil GP