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インドのチョットクールをなめない方がいい

日経11/16朝刊中国アジア面より、インドのチョットクールの話。チョットクールというのは、インドの低所得所者層向けの冷蔵庫のこと。

  • インド家電大手のゴドレジ・グループが来年2月に3250ルピー(約6400円)の冷蔵庫「チョットクール」を発売
  • 二年に及ぶマーケティングを実施
    • 冷やすのは飲料5~6本と野菜3~4キログラム
    • 冷凍庫は不用
    • 家が狭く親類が集まれば家具も移動する
  • マーケティングの結果、コンプレッサーを使わず、子供でも運べる小型冷蔵庫を開発

そもそも6400円という価格設定も、インドの大半の世帯が属する9万ルピー以下の年収の層に向けたもの。いくらにすべきかということもただ安ければいいというものではなく、マーケットを丹念に見つめた結果。

単に安いだけではなく、「移動できる」という価値まで提供しているというところが、空恐ろしい。

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