Professional Documents
Culture Documents
Presented by,
Sambriddhi Ghimire
Sushil Neupane
Amit Pathak
Jay Poudel
Overview
Background
Facts
Issue
Analysis
Conclusion
Recommendation
Market Growth
Urban : 7-10%
Rural : 25%
Background
Chotukool is a disruptive innovation by Godrej
and Boyce.
Worlds 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
Market Growth
Electricity free
Less Spacious
Market
Growth
Electri
city
Free
Less
Spacio
us
Small &
Portabl
e
Business Model
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.
Analysis
Psychographic Segmentation
Those who cant afford to have a fridge.
Those who dont find the need of fridge
Positioning
Low Cost Innovative Fridge for low level Income Market
Target
4Ps
Product
Price
Low Cost
50% less than any other
refrigerator
Rs
Mini Fridge
Portable
DC Supply
Place
Rural Part of India
Villages of Maharashtra and
Goa
Promotion
NGO
Self Help Organization
Festival
Micro Financing Institution
Strategy
Product
Differentiation
Brand Building
Blue Ocean
USP
To provide the product easily to every place Distribution channel focused on Rural part.
To provide the product user friendly
Minimal
Innovation Matrix
2nd
Degree
Novelty
Product
Market
Business
Model
Same
Technolog
y used.
Substitut
e Market
Business
Model
focused
more on
Entrepreneu
rship
Distribution Channel
NGO
Pratham
Indian Post
Micro Financing Institutions
Dhanax
Conclusion
A heavily anticipated product.
Disruptive innovation works in emerging
market
Recommendations