Godrej Chotukool

In: Business and Management

Submitted By overdrive
Words 898
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Solutions to case study
GODREJ CHOTUKOOL: A COOLING SOLUTION FOR MASS MARKETS

ANSWER 1.For Chotukool to succeed following factors should be there: (i) Product utility: Channelizing on the ability of product to satisfy the demand of different users like roadside kiosks, wayside grocery stores and flower vendors will help for the success of product in long term.

(ii) Pricing: With price about half of an entry level refrigerator, Chotukool creates a new product category, with a targeted value proposition that serves a new segment of customers.
So, for the product to succeed the target segment must be convinced to pay the price for the product i.e. customers who are aspirational should find the pricing reasonable.

(iii) Promotion of features: The product satisfies the need of rural population due to its affordability, non dependency on electricity and its availability in less than 100l segment, Chotukool is well suited for rural customers. Thus making the target customer aware of these different product aspects will lead to huge demand from the untapped market.

(iv) Proper distribution model: Deeper penetration will be achieved by the companies community distribution model incorporating help of NGOs and self help groups.

ANSWER 2. Criteria for evaluating strategy of launching Chotukool:

a. Income of target group: With the product being very price sensitive Godrej must choose the target market keeping in mind the falling number of consumers in destitute and aspirant class and increasing numbers in the consuming and climbers class (refer exhibit 3) .

b. Pricing for rural masses: With the refrigerator being considered a luxury amongst rural masses proper price tag selection is critical.

c. Pace of expanding market area: With the threat of being imitated in the long run, expansion plans should be sketched out in a way to minimize the…...

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