CHOTUKOOL

INNOVATOR –GODREJDATE:2/11/12TEAM DCSMAT

RESHMAARAVINDVINEETHARUN

CHOTUKOOL •CAN EMBODIMENT OF FRUGAL INNOVATION

• SUITS TO SERVE THE LARGE LOW INCOME MARKETS IN INDIA’S BOTTOM OF ECONOMIC PYRAMID.

•CHEAPEST MINI REFRIGIRATOR

•CAN OPERATE ON BATTERY, INVERTOR AND BY SOLAR ENERGY AS WELL.

• LOW OPERATIOANL COST

•COMPACT SIZE

FEATURES

•43 LT CAPACITY TO MEET THE DAILY NEEDS.•PERFECT OVERNIGHT COOLER.•OPENS FROM TOP .

•RETAINS COOLING BETTER MAXIMUM UTILIZATION OF STORAGE SPACE.

•WORKS ON ELECTRONIC CHIP, NO COMPRESSOR OR REFRIGIRANT.

CONTD..• PRESERVES VEGETABLES AND EATABLES,

FRESH COOLS 28 DEGREES BELOW ROOM TEMPERATURE

• MADE OF HIGH QUALITY PLASTIC RUSTPROOF

• 9 KGs OF WEIGHT COMPACT AND EASY TO MOVE.

• WORKS ON SOLID STATE ELECYTRONIC CHIP.

• PRICE- 3970/-

CHOTUKOOL :A DISRUPTIVE INNOVATION

• CREATING NEW MARKET AND VALUE NETWORK WITHIN THE EXISTING MARKET.

• MAIN TARGET MARKET FOR THIS PRODUCT IS BOP CUSTOMERS WHERE CONSUMERS DOT EVEN USE OR EVEN KNOW ABOUT A REFRIGIRATOR.

TARGET CUSTOMER

HOUDEHOLDS SHOP

BENEFITS FOR BOP

HOUSEHOLDS• 80% OF RURAL HOUSEHOLDS

LACKS BASIC APPLIANCES , CHOTUKOOL IS A SOLUTION FOR THIS.

• HELPS TO ADRESS BASIC REFRIGIRATION NEEDS OF RURAL FAMILIES IN INDIA.

• ADRESSING THE NEED OF STORIING PERISHABLE PRODUCTS.

• REDUCES SPOILAGE OF FOOD.

SHOPS• THEY KEEP COLD DRINKS,

WATER PACKETS , BOTTLES IN IT

• CAN KEEP TOBACCO LEAF COOLER .

• FLORISTS CAN USE FOR THEIR FLOWERS AND GARLANDS

• FISHSELLER CAN PREERVE THEIR FISHES TO SELL THEM FOR LONGER TIME OF DATES

• MUMBAI DABBAWALLAS CAN USE IIT FOR DISTRIBUTING COLD WATER.

REACHING THE BOPTHROUGH..

• DEPARTMENT OF POST OFFICE• MICRO FINANCE INSTITUITIONS• SELF HELP GROUPS

STAKEHOLDERS

• MANUFACTURERS(GODREJ)• DEPARTMENT OF POST OFFICE• MICRO FINANCE INSTITUITIONS• SELF HELP GROUPS• END USE CUSTOMERS

OTHER BENEFITS FOR BOP

• EMPLOYMENT OPPURTUNITIES THROUGH SELF HELP GROUPS

• VILLAGERS EARNING MONEY FOR DISTRIBUTING CHOTUKOOL.(COMMISSION)

COMPETITION• MITTICOOL-MANSUKHANI PARAJPATI• NO ELECTRICITY REQUIRED• PRICE BETWEEN 2500-3000• TWO COMPARTMENTS• MADE OUT OF CLAY

SWOT ANALYSIS

STRENGTHS• STRONG BRAND IMAGE• REDUCED OPERATIONAL COST• RELIABLE SUPPLY• POTENTIAL RURAL MARKET• INCOME GENERATOR

WEAKNESS• CONSUMER BEHAVIOR PATTERN• PRICE CONSCIOUS PEOPLE• LESS KNOWLEDGE

OPPORTUNITIES• UNTAPPED RURAL MARKET IN INDIA• POTENTIAL MARKET IN OTHER

DEVELOPING COUNTRIES

THREATS• NO COMPETITORS• CAN NOT CUSTOMIZE

SUGGESTIONS • EDUCATE THE BOP CUSTOMERS WHO ARE

STILL UNAWARE OF SUCH PRODUCT.• CREATE A NEW DISTRIBUTION ECOSYSTEM• CONVERSION OF MFIS TO LOGISTICS

PARTNERS

THANK YOU