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.

Author: Arashitaxe JoJomuro
Country: Niger
Language: English (Spanish)
Genre: Music
Published (Last): 15 July 2015
Pages: 143
PDF File Size: 9.94 Mb
ePub File Size: 1.38 Mb
ISBN: 495-9-34751-441-6
Downloads: 81970
Price: Free* [*Free Regsitration Required]
Uploader: Meztilar

But the path to BOP is not an easy one. This case gives an overview of how Tolaram, a company that is a prime example of market-creating innovation in a developing economy, built Indomie noodles from obscurity to become one of the most recognized brands in Nigeria.

Rural India Is a different market. Cite View Details Purchase Related. One objective of disruptive innovation is to remove barriers to consumption. Immutability refers to how easily imitators can copy or duplicate the technology or process underpinning the innovation. Improving rural lives Chotukool is improving the quality of life of rural households in India. BOP is also a migrant population.

Could cyotukool really redefine the company and bring refrigeration to hundreds of millions of Indians? Finance Globalization Health Care.

chotuKool: ‘Little Cool,’ Big Opportunity

The business model for Chotukool systematically attempted to involve BOP communities in many aspects of business by co-creation and transfer some value add back to the BOP community. Different in technology, size, structure, performance and value proposition to xtudy Checkout was a product of Disruptive Innovation at Godard. Chotukool is a liter plastic container that can cool food to around 8 to 10 degrees on a volt battery.


Chotukool is improving the quality of life of rural households in India. Companies often take existing products developed for mature markets and pull out features In an effort to educe costs and re-design stuyd product for use by consumers in cost-sensitive markets.

The entire event was co-created with the consumers and we got many insights. Chotukool project faces the challenge of thinly spread market, low earning power of the consumers, limited awareness of users and vast cultural diversity.

The people live in small dwellings of sqft. Smart pricing srudy effective promotion involving the rural people created awareness for the product.

This product was launched in an untapped market, therefore the opportunities were abound. That is why innovation is important. The Strategy that Godard should follow: Hence the untapped market was huge. Diversity and different cultures pose different challenges.

Godrej Chotukool Case Study by Prutha Pandya on Prezi

These women also earned commission money by selling. The caze found the second hand refrigerators used by a few people largely empty — there was nothing to keep except water! For example a person who only wants to read emails hardly needs several GHz of processing capacity in the computer. Also being present in both the markets with the same reduce would call for different promotional strategies.

Chotukool: Keeping things cool with frugal innovation

About the Authors Rory M. Markets that do not exist cannot be analyzed. Building skills in people at the BOP, creating income for them and driving affordability will remain a formidable challenge! The Opportunities and Threats this Market are: I have been fortunate to work with Prof Shiba and experience a transformation in my leadership approach. A good field study of its target market that is of the rural area gave the target market cjotukool the product.


No doubt, there are challenges at the BOP. The fundamental note taking, reflection and conceptualizing skills allowed us to integrate the frameworks of several other domain experts.

This is what we call the just right chotkkool. The team found that most chotukoop the people purchase their needs for a day or two at a time.

This enables us to continue our experiments for learning which we reinvest in the business as improvements. For this they had to have casf insights of the market.

Therefore it was one of the best products.

These insights are now incorporated in the product design iteration as we are about to begin the national launch in the next festival season.

As the technology continues to improve – Mr.

Godard Checkout is a product made for the rural areas of India.