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Godrej Chotukool: Cooling Solution for Mass Markets Case Solution & Answer

Godrej, one (FMCG) fast movers of commercial goods in India, historically known for its refrigerators in the Indian market, considered the launch of a new product for rural markets. Solution Chotukool was white on the bottom of the pyramid segment conventional cooling (BOP) in India. More than 80 percent of the population in India does not have refrigerators and 50 percent of the population earns less than $ 2 U.S. per day. The study follows the journey of innovations Godrej outside the conception of the idea to the marketing challenges that the company faces. It also focuses heavily on the way the organization intends to run two parallel business models, one for consumers of traditional refrigerator, while the other is at the same time non-current consumers. The case relates to the challenge of managing innovation in the value chain in order to succeed in social innovations.
by
Charles Dhanaraj,
Suram Balasubrahmanyam,
Prasad Vemuri
Source: Ivey Publishing
11 pages.
Date Posted: November 15, 2011. Prod #: W11498-PDF-ENG
Cooling solution for the case of mass-market solutions: Godrej Chotukool

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