1. As of this date, Scribd will manage your SlideShare account and any content you may have on SlideShare, and Scribd's General Terms of Use and Privacy Policy will apply. Chotukool is a great story, but a recent report in DNA newspaper (December 5, 2011) quotes George Menezes, COO, Godrej Appliances, to say that 15,000 chotukools have been sold in Maharashtra so far. Customer Code: Creating a Company Customers Love, Be A Great Product Leader (Amplify, Oct 2019), Trillion Dollar Coach Book (Bill Campbell), No public clipboards found for this slide. When commenting on the chotuKool’s initial failure, Godrej vice president G. Sunderraman said that “poor consumers with a minimum sustenance” were probably not a “pot of gold.” He was absolutely correct. Learn more. Scribd will begin operating the SlideShare business on December 1, 2020 If you continue browsing the site, you agree to the use of cookies on this website. The chotuKool had been conceived without a clear picture of what budget it was going to take from. Now customize the name of a clipboard to store your clips. If you wish to opt out, please close your SlideShare account. Chotukool: Keeping things cool with frugal innovation. But Sunderraman is unfazed. See our User Agreement and Privacy Policy. The largest selling category with over 50 per cent market share is the 160 to 170 litre size models priced at about Rs 6,500 to Rs 7,500. Chotukool is currently available only in 3 states; Godrej believes there is a need to maintain a long term relationship with customers. Chotukool. It operates on 12V DC –can work on battery, inverter or even solar power. Focus on the following - Zero down on the central problem and two to five related problems in the case study. Do the SWOT analysis of the chotuKool: "Little Cool," Big Opportunity . Chotukool is an innovative approach to tackling the problem of food storage in India, a country in which around one-third of all food spoils and an estimated 80 percent of households do not have access to or use a refrigerator. Clipping is a handy way to collect important slides you want to go back to later. The Story of Chotukooland The Theory of Disruptive Innovation Annie Ruan 2. It is 7.8 Kg, in weight and easy to move. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. Chotukool was conceived and created based on many of these latent needs and almost invisible insights. Once you finished the case analysis, time line of the events and other critical details. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The concept was new and the strategies too for Godrej. The Story of Chotukooland The Theory of Disruptive Innovation Annie Ruan. Looks like you’ve clipped this slide to already. Team Chotukool wanted to create a cooling solution that is portable, compact, economical and “just right”. Hence, making Chotukool a success will be a long haul for the group, more so in a category which needs volumes to compensate for the ultra-thin margins. Chotukool was a product of Disruptive Innovation at Godrej. Hence the overall corporate strategy was a carefully planned one. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. First Godrej conducted research with Disruptive Innovation in mind and designed Chotukool. Step 4 - SWOT Analysis of chotuKool: "Little Cool," Big Opportunity. See our Privacy Policy and User Agreement for details. December 2013. • Disruptive innovation (DI) is defined as “a process by which a product or service takes root initially in simple applications at the bottom of a market or in a new market, and then relentlessly moves ‘up market’, eventually displacing established competitors”.