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