An interesting feature of Insights is their ability to hide in plain sight! For instance, let’s consider the most googled, most popular (yes, more than politicians and celebrities!) and THE most ‘common’ term these days – “Corona / COVID-19”. Over the past couple of months, we have read (and continue to read…) about its adverse effects on health, economy and of course, our lifestyle.
Among the tsunami of job losses and layoffs, pay cuts, furloughs and bankruptcies, there are heart-warming stories of a set of organizations and entrepreneurs who have not only navigated their business successfully through the turbulence, but have actually thrived in it! Examples are all around us, but seemingly invisible. This version of ‘Insights & Intelligence’ summarizes a few such examples, hopefully triggering an inquisitive mind to look for other such examples and learn from them.
‘Coopetition’ – Art of Collaborating with Competitors
Yes, it’s true and it’s happening all around us. Seemingly competing organizations/enterprises are working together towards the common goal of reaching out to consumers.
Dunzo, a delivery services player helps deliver food, groceries, medicines and just about anything from a point ‘A’ to point ‘B’. Dunzo’s successful marketing campaign launched during COVID-induced lockdown was built around the strategy of ‘Coopetition’ in the interest of customers.
Take a look at their online digital campaign which ‘educated’ customers about the delivery options available for medicines, food and other essential items in their city during the lockdown. It also successfully helped build brand recall by actually complimenting their immediate competitors and help position them as ‘Superheroes’, facilitating mutual support and of course, shared resources/infrastructure for successful and a safe delivery of essential items. Competitors acknowledged in the campaign included Swiggy, Zomato and eat.fit in the food delivery segment besides 1mg, PharmEasy, and Myra in the pharma delivery space.
