Godrej Chotukool: Case Study

Ashish Tomar
Akriti
Q1. Assess the business case for Chotukool. What are
the critical success factors for this product to succeed?
• Innovative idea
• Wide market area
• Competitive pricing
• Need based Product
• Larger return on investment
• Market based effective R & D
Critical Success Factors

• Clear vision
• Pricing of the product
• Portable and versatile
• Technical strength
• Trust on brand
• Effective marketing strategy
• Huge Opportunity
Q2. What criteria should Godrej use to evaluate its
strategy? Should Godrej invest in this business?
• Revenue recognition
• Market penetration
• Demand of the product
• Different uses of the product

• Good investment for Godrej

• High potential in rural &
urban market
Q3. Is there a threat of quick imitation by competitors
that Godrej should consider? If so, how?
• Threat with traditional refrigerator manufacturer
• Introduction of low cost models
• Added features
• Recent marketing trend
Q4. What is your take on the simultaneous pursuit of
two parallel business models in the same cooling
solution industry? Does it entail any risk for Godrej?

• Market penetration
• Diversity in the product
• Increase the brand value

• Godrej will get the benefit of first entrant

• Different target segments
Q5. How should Godrej pursue its strategy for
Chotukool?
• Help of SHG & NGO
• Develop trust factor
• Target urban market
• Tie up with e commerce Co.
• Donation in Primary health centre
What are the implications for its brand and its overall
corporate strategy?
• The trust on the brand will increase
• Increased opportunity for other products
• Clear vision & effective innovation
• Strengthen distribution channel
• Flexible Corporate Strategy
Q6. What challenges do you foresee for Godrej as it
takes Chotukool to various geographical markets across
the country?
• Problem in logistic
• Support and service
• Lack of basic infrastructure
• Low purchasing power
• Area based requirement
• Highly unorganized rural market
Thank You