Godrej, a Quick Moving Commercial Goods (FMCG) business in India, historically known for its fridges in the Indian market, studied starting a new product for rural marketplaces. Chotukool was an unconventional cooling system option targeted at the base of the pyramid (BOP) segment in India. More than 80 percent of the populace in India does not possess 50 percent of the people and fridges earns less than US$2 per day.
The study monitors Godrej's journey of disruptive innovations from the concept of the idea to the marketing challenges faced by the firm. In addition, it focuses at length on how the organization intends to implement two parallel business models, one aimed at the consumers of traditional fridges while the other one concurrently targets current non-consumers. The case targets the management challenge of innovating across the value chain to be able to be successful at societal innovations.
PUBLICATION DATE: November 15, 2011 PRODUCT #: W11498-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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