The case traces chotuKool’s development and evolution from an initial product concept Could chotuKool really redefine the company and bring refrigeration to . Godard and Boyce: Checkout Case study Question and Answers Q 1. Assess the business case for Checkout. What are the critical success. chotuKool: “Little Cool,” Big Opportunity. chotuKool: “Little Cool,” Big Opportunity. case study. Rory McDonald · Derek C.M. van Bever · Efosa.

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When the marketing strategies vary the product may suffer.

The fundamental note taking, reflection and conceptualizing skills allowed us to integrate the frameworks of several other domain experts. Space is a luxury! The choukool live in small dwellings of sqft.

We addressed these challenges by being humble to learn and adapt from these insights. As the president of USA Roosevelt once said, ” The test of our progress is not whether we add more to the abundance of those who have too much…. It could become a symbolic example of an approach to address the larger issue of Caase Growth.

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It is a different category! Abandoning the compressor technology used in domestic fridges, it uses a thermoelectric or solid state cooling system. These insights are now incorporated in the product design iteration as we are about to begin the national launch in the next festival season.

And studu we thank all of you and JICA for giving as an opportunity to share our learning in this august gathering. Companies often take existing products developed for mature markets and pull out features In an effort to educe costs and re-design the product for use by consumers in cost-sensitive markets.

Chotukool project faces the challenge of thinly spread market, low earning power of the consumers, limited awareness of users and vast cultural diversity. This makes the marketing strategies different for different areas. It is priced between Rs and Hcotukool in the market.


Chotukool: Keeping things cool with frugal innovation

Therefore the overall Corporate Strategy was a smart and effective one. JICA website uses cookies to provide you with a better service. Therefore it was one of the best products. The challenge of BOP is a global challenge — the solution will also come through global cooperation in technology development, product design and research! Innovation leaders burst onto the scene, win early market leadership, but sometimes cannot sustain the pace. Sunderraman noted that frugal innovation was particularly relevant to developing countries because it helps create affordable products that people would not otherwise be able to access.

However, he cautioned that IP should not be used as a barrier to access but rather should support the broad diffusion of innovations. Translating their vision into reality was no mean task. Observation and interview skills learned from VLFM program were used to gain deep insights of the BOP consumers in their natural habitat.

Checkout, a cooling product is one such low-cost solution for non-users of refrigerators especially in the rural areas. The designations employed and the presentation of material throughout this publication do not imply the expression of any opinion sutdy on the part of WIPO concerning the legal status of any country, territory or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. Introducing sgudy product in different rural areas. It poses several challenges.

What is your take on simultaneous pursuit of two parallel business models in name cooling solution industry Rural vs. Immutability refers to how easily imitators can copy or duplicate the technology or process underpinning the innovation. Could chotuKool really redefine the company and bring refrigeration to hundreds of millions of Caes

Godrej Chotukool: Case Study | Rohan Kumar –

It was made according to the needs of the rural customers. During the pilots, we discovered that Chotukool made an impact to the BOP in more than one ways. We would also like to acknowledge the contributions of thought leaders like late Prof CK Prahlad and Prof Clayton Christensen whose inspirations and intellectual inputs provided deep insights in this journey. The Implications of the brand: Effective analysis helped in adding useful features to Checkout which are required by the rural people.


Reflecting on the importance of innovation, Mr.

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It partnered with Nags Like Swam Sheikhs Prayer to create trust among entrepreneurs to distribute the product. From our experience, we learn that we can solve many of these problems through collaborations. Innovation drives our industry, attracts the best talent and wins fame for its leaders. Sunderraman is convinced of the advantages of full community immersion.

But the path to BOP is not an easy one. The marketing team must follow a unique strategy in terms of pricing and features of the product. In effect, Chotukool impacted the Living standard, Livelihood and Life style of these women at the bottom of the pyramid.

Hence the awareness of the product must be given prime importance The distribution channels must consist of the constituents of the target market. Disruptive innovation, a term of art coined by Clayton Christensen, describes a process by which a product or service takes root initially In simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established chotykool.

This approach casee not work in all the villages or rural areas. Innovation and the benefits of a frugal approach Reflecting on the importance of innovation, Mr.

This is what we call the just right philosophy.

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