PRINCIPLES OF MARKETING

ASSIGNMENT I

GODREJ CHOTUKOOL CASE STUDY

# For ODD number Groups

1
 ASSIGNMENT

WRITING A MARKETING EVALUATION REPORT- GUIDELINES

Godrej ChotuKool : A Cooling Solution for Mass Market

General Guidelines
Your report should be no longer than 5-7 pages—1--‐inch margins, 12--‐size font, with page numbers. Additionally,
you can have a few exhibits as an appendix. Late reports will not be accepted. [ All in Soft Copies only]

Assume the role of a marketing consultant brought in to advise Mr T Sunderraman.

Read through the case carefully. Chotukool was intended for the Mass market in India or any developing markets. It
was designed to deliver cooling solutions and food preservation at a minimal cost to the consumer. You are here to
EVALUATE THE MARKETING STRATEGY

IMPORTANT: THE CASE IS 2011. USING THE BACKGROUND MATERIAL, YOU NEED TO EVALUATE THE MOST
CURRENT STATE OF AFFAIRS (2020-2022)

To write your report, please follow the steps below:

1. Skim the case quickly to get an overview of the situation it presents.
2. Read the case thoroughly to digest the facts and circumstances.
3. Carefully review all the information presented in the exhibits and take notes if necessary
4. Conduct situation analysis, secondary market research, and buying behavior analysis, to evaluate marketing
strategies and value offering analysis
6. Provide your recommendations for the key issue(s) that you identified
7. Support your diagnosis and opinions with reasons and evidence

The sections of your report should be the following:

MODULE I

2
 Executive Summary-This is a very brief one-pager on what is the key issue and how you want to approach it.

MODULE II

Recommendations and Rationale

Action Plan
Appendices: A n y d a t a / i n f o / t a b l e y o u m a y w a n t t o d i s p l a y f o r e x a m p l e , i n t h i s
s e c t i o n y o u m a y i n c l u d e SWOT Analysis, Secondary market research main findings, buying
behavior analysis, marketing strategies and value offering analysis.
DELIVERABLES
Module I
I. Executive Summary (1 page)
An executive summary provides an overview of the key findings from the situation analysis and the marketing
strategy recommendations made in the plan. Show how the plan helps to address needs in the customer market
and how it will address competitors.

II. Company Description (0.5 Page)

Describe core competencies, competitive advantage, and the industry in which it operates.
Module II

III. Product Description (0.5 page)

This is a brief description of the company's product ( Pureit in this case), including USP, competition, market
communication, and the state of market readiness including current market performance (market share,
financials, etc). Herein you may use secondary data.
The findings of Module # II will help you describe the current state of the business that sets the stage for your
marketing plan.

IV. Situation Analysis & Understanding Consumer (2.5 pages)

This section gives the reader information on the micro--‐and macro--‐, internal and external business/market
environments relevant to understanding the context for and the rationale behind the PostScript. You look at the
environment and the consumer to see how eventually the consumer behavior changes. It is the vital background that
sets the stage for your strategic and tactical proposals. Present the data for Macro--‐level external environment
analysis, competitive analysis, internal and SWOT analysis in tables.

TASK

3
 Herein you need to visit homes and talk to the BoP consumers. Spend time with them, take interviews and observe
their food purchase and preservation-usage behavior. You may complement this study with your observations made
during the ‘Village Visits’.
1. Visit 10 local retailers dealing in refrigerators solutions. Inquire about the market competition, price points, brand
strength, and retail support offered by the various brands, especially the low-cost solutions.
Maintain recommended Covid protocols

FIND THE FOLLOWING INFORMATION ON FOOD PRESERVATION-USAGE ( example)

➢ Everyday practice of food (item) procurement,
➢ Preparation, storage, and conservation
➢ Cost incurred
➢ Aspirations

What do the users think about

# The (available) refrigeration solution?
# How do they use traditional methods, if any?
# food price, taste, variety, and availability impacting food usage-preservation
# Consumers’ readiness to ‘pay’ for refrigeration. Evaluate the consumers’ reaction to the cost of a
refrigerator.
# What do consumers think about Chotukool/low priced refrigerators ( any brand)?
# Any other information relevant

What do Retailers think about

# Chotukool/ any other low priced refrigerators as a brand
# low-priced refrigerator market performance
# Any other information relevant

How to do the Documentation

i. Primary Research: 30 C onsu me r Interviews; 10 Retailer interviews

You may also CONSIDER making a short video on the topic. A neatly done SHORT may be

uploaded on Youtube as well [ example: https://www.youtube.com/watch?v=su9SxBy0504]

ii. Online reviews

Key Research Findings and implications

4
 Consumer Needs Analysis

Consumer Decision Making Process

V. Critical Issues- Guiding Questions

# Based on the above data, what is the prospect of low priced refrigerators in India or in other
equivalent markets? You may do a cross-country study ( secondary data ) to generalize your
recommendations.

# Should G&B continue with the launch of the Chotukool?

# What potential issue do you anticipate and what you should recommend to G& B to tackle such issues to
realize the brand’s full potential?

VI. Conclusions [ including Appendix]