1.

Some basic preparation for the cases involve: SWOT analysis, 5 C analysis,
analysis of the exhibits
Field research informed their product design, soft launch was informing their go-to-market
strategy
SWOT analysis:

S W
Low cooling
Innovative idea
Wide untapped market area Peltier cooling tech was expensive
Competitive pricing: 1/3 of Godrej's least exp. refrigerators Higher cost per cooling unit
Need based product
Market based effecive R&D Less storage space
Portable and versatile Dependent on wom as a marketing
Trusted brand
engine initially which it did not get
Peltier tech had many advantages
Low electricity consumption Idea not accepted at first bcz BoP
Strong distribution network w/ India Post customers equally aspiartional
ChotuKool
O
An earning asset for
small kiosks and flower
Its success had the
potential to cannibalise T
vendors (mom-and-pop sales of its conventional
shops) refrigerators
More affluent urban Low-cost competition
customers

References:
 Case study
 https://www.slideshare.net/team_renegade/chotukool-team-renegademica-ii-021112
 https://www.google.com/search?
q=swot+analysis+of+chotukool&rlz=1C1CHZL_enPK822PK822&sxsrf=ACYBGNR
xHzSux93XgvlwqkcVd-
op7cZBTA:1580912702256&source=lnms&tbm=isch&sa=X&ved=2ahUKEwift6fgz
rrnAhXL3oUKHbyVBIcQ_AUoAXoECAsQAw&biw=
5Cs analysis: (a very brief, surface-level analysis)

A revered brand
ontinual and flawless innovation record
largely private
Company consumer-centric
industrial products, consumer durables, consumer-
centric products, institutional-type products

India Post
Innosight
Collaborators Confedration of Indian Industries (CII)
Microfinance businesses, Sakhi Retail

mom-and-pop shops, kiosks, flower vendors, rural retailers

aspirational BoP market
Customers middleclass people
affluent urban consumers
rural Indians

Haier
Competitors LG
Samsung

thinly spread market

low eaning power of consumers
Climate limited awareness of users
vast cultural diversity

References:
 Case Study
 https://www.google.com/search?
q=5Cs+analysis+of+chotukool&rlz=1C1CHZL_enPK822PK822&hl=en&sxsrf=ACY
BGNQeOz8YpbmVFHhKqB3Ss8uVc1k_xA:1580927028496&source=lnms&tbm=is
ch&sa=X&ved=2ahUKEwj51cuPhLvnAhXo4IUKHdNKBfMQ_AUoAXoECAwQA
w&biw=1280&bih=694#imgrc=EsrnIcfr5cnWyM&imgdii=YAjH2EDmMS_XGM
2. Analysis based on point 3 then helps in answering the key question posed in the
case
The Rural-Integration Option
Target market: 1) 80% households w/o
access to refrigeration 2) mom-and-pop
shops
Need to develop an entirely new sales-
and-distribution network, or partner with
another company
Could continue partnership with India
Post, while investing in training their
employees
Could also partner with microfinance
banks, or Sakhi Retail like social
enterprises dedicated to improving
health and wellbeing of rural households
Exporting chotuKool to other countries
with similar rural demographics
If Godrej could learn how to sell
chotuKool to an entirely new segment,
co. could leverage the expertise to sell
other products to this segment too
Cost, value proposition, and opportunity
cost were high
Brand association with underprivileged
and unenvied population
Chotukool’s failure threatened Godrej’s
position as a revered brand and its
flawless record of product innovation
The Urban-Rollout Option
Pursue the growing urban middleclass
along with rural-integration
Additional investment in educating
consumers or sales personnel not
needed- low investment risk
Growing purchasing power of this
segment, piggyback on and enhance the
status of Godrej brand
Wouldn’t need to heavily invest in
marketing to urban pop
Target market: future members of the
middle class as they begin their careers
Establishing chotuKool as an
aspirational brand would insulate the
less affluent from feeling ashamed to
buy it
Various positioning: aspirational small
refrigerator, well-designed piece of
furniture that could double as a seat or a
small cabinet
Cannibalise Godrej’s existing sales
Challenges like: what strategy to adopt
for selling a product whose price was
1/3rd that of co.’s least exp. ref., co
would distract from the agenda given
the original mission