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: Gozil Tugis
Country: Guinea
Language: English (Spanish)
Genre: Literature
Published (Last): 27 March 2018
Pages: 500
PDF File Size: 4.84 Mb
ePub File Size: 4.92 Mb
ISBN: 775-2-38912-250-2
Downloads: 67938
Price: Free* [*Free Regsitration Required]
Uploader: Mizahn

By adopting a cqse vision that puts the needs of consumers front and center, Mr. It does not have a front opening door but opens from the top to ensure that the maximum amount of cool air remains xase the container when opened. Therefore Godard must come up with new ideas to promote Checkout. What are the critical success factors for their product to succeed? Abandoning the compressor technology used in domestic fridges, it uses a thermoelectric or solid state cooling system.

There are various advantages in being present in both the markets but the marketing approach for the areas are different. All these factors play an Important role In ten success AT ten product sales. Chotukool is a liter plastic container that can cool food to around 8 to casw degrees on a volt battery.

This product chotuiool a success and there are various reasons for that, they are: Therefore according to me the target market for a business model must be clearly defined as the marketing in a huge diversified country like India becomes difficult to manage.

Topics & Events

This product was launched in an untapped market, therefore the opportunities were abound. Which strategy gave them the best chance of success?


It brought smiles in their daily life and improved the productivity of the casr winners in BOP homes. The business model for Chotuklol systematically attempted to involve BOP communities in many aspects of business by co-creation and transfer some value add back chotukolo the BOP community.

Chotukool is improving the quality of life of rural households in India. But the path to BOP is not an easy one. We can not understand the life of fish in the water, unless we dive into the fish bowl! However, he cautioned that IP should not be used as a barrier to access but rather should support the broad diffusion of innovations.

Checkout, a cooling product is one such low-cost solution for non-users of refrigerators especially in the rural areas.

Chotukool: Keeping things cool with frugal innovation

Innovation leaders burst onto the scene, win early market leadership, but sometimes cannot sustain the pace. Does it entail any risk for Godard? The mention of specific companies or stud of manufacturers does not imply that they are studt or recommended by WIPO in preference to others of a similar nature that are not mentioned. One objective of disruptive innovation is to remove barriers to consumption.

The challenge of BOP is a global challenge — the solution will also come through global cooperation in technology development, product design and research! Every disadvantage in society today that is not served is a potential new business.

The enclosed system dynamic model summarizes the essence. Having a presence in both the markets is an advantage but having two parallel yet business models can be risky for any company. Chotukool is NOT a refrigerator! This also depends the climatic conditions and lifestyle of the area. It offers cooling solutions at a very cheap rate I.


This created awareness and promoted the product effectively in its tagged market- the rural areas. This enables us to continue our experiments for learning which we reinvest in the business as improvements.

Godrej Chotukool: Case Study | Rohan Kumar –

Chotukool was sstudy with this inspiration and vision. Godard Checkout is a product made for the rural areas of India. The criteria that Checkout should follow to evaluate Its strategy of launching Checkout should be: There are many examples of barriers a company could use to protect itself from imitation, including intellectual property rights, complex internal routines or tacit knowledge. The team found the second hand refrigerators used by a few people largely empty — there was nothing to keep except water!

The needs and wants are different and so Is the Income. This product was made keeping the rural folk and their needs in mind. What are implications of brand and overall corporate strategy?

The Chotukool is game-changing because: Finance Globalization Health Care. Personally, I had the benefit of learning these skills closely from Prof Shoji Shiba when I was selected as module director.

This is a living testimony of the cooperation between the Governments of India and Japan.