When the marketing strategies vary the product may suffer. 3. The case traces chotuKool's development and evolution from an initial product concept inspired by theories of innovation and the strategic vision of Jamshyd Godrej (managing director and chairman at Godrej & Boyce Mfg.) Assess the business case for Chotukool. It partnered with Nags Like Swam Sheikhs Prayer to create trust among entrepreneurs to distribute the product. Answers: The Chotukool idea was conceived at a workshop with Prof. Clayton Christensen, world’s foremost authority on Disruptive Innovation (DI). The market penetration for refrigerators in the urban market was 18 percent and in the rural market it was 2 percent. Answers: The Checkout idea was conceived at a workshop with Proof. Retrieved from https://graduateway.com/hbr-chotukool-case-study/, This is just a sample. The product also has a unique feature of staying cool even without power. Checkout, a cooling product is one such low-cost solution for non-users of refrigerators especially in the rural areas. But as the presence in both the markets is an advantage Godrej must control the price differences and the marketing strategies must be planned well too. A case of ‘disruptive innovation’ that is transforming Rural India GODREJ CHOTUKOOL. Creating Awareness: Goddess’s product was new and creating awareness in rural areas is always a challenge as there is low literacy etc. Chotukool, a cooling product is one such low-cost solution for non-users of refrigerators especially in the rural areas. Competence enhancing or competence destroying? Refrigerators had immense utility but the rural folk didn’t buy refrigerators. It was portable as It weighs 7. The brand Godrej describes this product as “ChotuKool, a re-imagined household solution is a project driven by an innate passion to achieve a vision beyond profit.” With the launch of such a product Godrej has reinvigorated growth in its venerable household appliance business. Why or why not? By continuing we’ll assume you board with our, Marketing Strategy: Clearsil Case Study Questions, How to secure financing as a small business owner, How to Make a Business Plan for Any Business, 7 Crucial Macro Environment Factors to Include in Your Analysis, Macro Environment Examples in the Real World. Pricing: The pricing too will have to change according to the expansion plans as the expenses would rise and the revenue would not be enough. Q 4. In rural India up to 90% of families cannot afford appliances, have no electricity, and have no refrigeration. How should Godrej pursue its strategy for Chotukool? Q 6. Godard and Bobby’s Checkout also has a threat of substitutes. What criteria should Godrej use to evaluate it’s strategy of launching. It can bring about breakthrough success. As the opportunities outnumber the threats in this market, Godard and Boyce should invest in this plan. It was designed for rural India. The sales may be affected and the focus or the target market may be confused. Q 4. Ardeshir Godrej 17 Billion Mumbai More than 60 countries. Answer: After the success of Chotukool in the initial target markets of Maharashtra’s rural areas, Godrej had plans of expanding its Chotukool operations to different geographical areas in India. This makes the marketing strategies different for different areas. Here, at ACaseStudy.com, we deliver professionally written papers, and the best grades for you from your professors are guaranteed! Promotion: The approach used to promote Checkout in its first villages was to involve local Nags to distribute the products and build brand trust. The Chotukool won several design awards and FastCompany gave Godrej its “Most Innovative Company” award. 2. But as the presence in both the markets is an advantage Godard must control the price differences and the marketing strategies must be planned well too. Distribution channels were also arranged with the help of local NGOs which helped in building the trust required by the consumers. Welcome to the world of case studies that can bring you high grades! This is a very useful tool in rural areas where there is a shortage of power. Does it entail any risk for Godrej? From the field search to the selling Chotukool was a product which involved the rural folk. Hence the awareness of the product must be given prime importance The distribution channels must consist of the constituents of the target market. This feature can be changed in its new different models. The product must create an identity for itself. The needs and wants are different and so Is the Income. 5. Assess the business case for Checkout.