Godrej chotu kool

Godrej's case study on chotu kool refrigerator

1. Godrej Chotu-kool Presented By :- Gaurav Patil

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

3. Sector Analysis

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

5. Refrigerator Market (India)

6. BIG PLAYERS IN REFRIGERATOR MARKET LG SAMSUNG VIDEOCON WHIRPOOL GODREJ OTHERS

7. 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 6 0 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

8. 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

9. 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 o f work they found huge potential market Team presented Chotu-kool to the chairman on May 19, 2007

10. Simple design Preserve vegetables and eatables Small size Affordable by lower segment Features

11. 4P’S OF CHOTUKOOL

12. STP OF CHOTUKOOL

13. Distribution NGO Self Help Group India Post Micro-Finance Institutions

14. 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

15. 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

16. MANUFACTURING PROCESS Assembling cooling module Product supplied with 12V DC power Finished product was tested for performance Commercialization

17. COMPETITIVE ADVANTAGES Simplicity due to its technology and design structure Price of Chotu-kool Rural market penetration

18. Challenges How should they scale up operations? Lower the price to increase affordability? How should they segment market? Right business model?

19. Solution Distribution via Retail channels Dealership should be given in rural areas Highly - Advertising campaign

20. Thank You…!!! Follow on Facebook:- Gaurv Patil GP