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In the world of Swiggy & Zepto be Yulu
Here's how Yulu became the unexpected champion and achieved EBITDA profitability:
Rise of platforms like Swiggy, Zepto, and Blinkit has created a ๐บ๐ฎ๐๐๐ถ๐๐ฒ ๐ฑ๐ฒ๐บ๐ฎ๐ป๐ฑ for affordable last-mile delivery solutions. These days I see a bunch of food delivery partners delivering on Yulu in Bangalore.
Yulu's electric vehicles offer flexible and cost-effective(KM-based pricing, free battery swaps). Many ๐ฑ๐ฒ๐น๐ถ๐๐ฒ๐ฟ๐ ๐ฝ๐ฎ๐ฟ๐๐ป๐ฒ๐ฟ๐ ๐ฐ๐ฎ๐ป๐ป๐ผ๐ ๐ฏ๐๐/๐ฟ๐ฒ๐ป๐ a Scooter or Bike. Thatโs where Yulu comes in handy.
Yulu has ๐ฝ๐ฎ๐ฟ๐๐ป๐ฒ๐ฟ๐ฒ๐ฑ with major players like Zomato, Zepto etc. to help make ๐ด๐ฟ๐ฒ๐ฒ๐ป ๐ฑ๐ฒ๐น๐ถ๐๐ฒ๐ฟ๐ถ๐ฒ๐, strengthening its position in this growing market.
On top of this, Yulu's success is also a result of its own smart strategies:
- Yulu's ๐ฃ๐ข๐ต๐ต๐ฆ๐ณ๐บ-๐ด๐ธ๐ข๐ฑ๐ฑ๐ช๐ฏ๐จ ๐ต๐ฆ๐ค๐ฉ๐ฏ๐ฐ๐ญ๐ฐ๐จ๐บ along with designing simple yet innovative app has a great role to play.
- Yulu has focused on ๐ฌ๐ฆ๐บ ๐ถ๐ณ๐ฃ๐ข๐ฏ ๐ฎ๐ข๐ณ๐ฌ๐ฆ๐ต๐ด including Bengaluru, Delhi NCR, Hyderabad etc. with high demand for last-mile connectivity. Gradually it is expanding into other growing markets like Noida, Vadodara etc.
- Yulu has improved its operations, focusing on ๐ถ๐ฏ๐ช๐ต ๐ฆ๐ค๐ฐ๐ฏ๐ฐ๐ฎ๐ช๐ค๐ด (break even in approx. 2 years), better vehicle utilisation and customer satisfaction.
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Why did New Coke Failed Miserably but Diet Coke is an Instant hit?
Let's Decode the Strategy in [ 2 X 2 ]
In 1985, Coca-Cola made one of the boldest (and worst) decisions in business history - they killed ๐๐น๐ฎ๐๐๐ถ๐ฐ ๐๐ผ๐ธ๐ฒ and replaced it with ๐ก๐ฒ๐ ๐๐ผ๐ธ๐ฒ.
๐๐ฉ๐ข๐ต ๐ฉ๐ข๐ฑ๐ฑ๐ฆ๐ฏ๐ฆ๐ฅ ๐ฏ๐ฆ๐น๐ต ๐ธ๐ข๐ด ๐ค๐ฉ๐ข๐ฐ๐ด.
- Coca-Cola's hotline, which typically received about 400 calls a day, was flooded with up to 1,500 complaints daily ๐
- Protesters poured New Coke into sewers. ๐ข
- One guy was so upset, that he sued the company for emotional damages! ๐ฏ๏ธ
Within months, they had to bring back Classic Coke, branding it "๐๐จ๐๐-๐๐จ๐ฅ๐ ๐๐ฅ๐๐ฌ๐ฌ๐ข๐."
๐บ๐ ๐๐๐ ๐
๐๐
๐๐๐๐ ๐ ๐๐๐๐๐๐๐ ๐๐๐๐๐๐๐ ๐๐๐๐๐๐ ๐๐ ๐๐๐ ๐๐๐๐๐ ๐๐๐๐๐ ๐๐๐
๐๐๐๐ ๐๐๐ ๐๐ ๐๐๐๐๐ ๐๐๐๐ ๐๐๐๐?
๐ฬฒ๐ฬฒ๐ฬฒ๐ฬฒ,ฬฒโฬฒ๐ฬฒ๐ฬฒโฬฒ๐ ฬฒ๐ฬฒ๐ฬฒ๐ฬฒโฬฒ๐ฬฒโฬฒ๐ฬฒ๐ฬฒ๐ฬฒ๐ฬฒ๐ฬฒ๐ฬฒ๐ฬฒโฬฒ๐ฬฒ๐ฬฒโฬฒ๐ฬฒ๐ฬฒ๐ฬฒ๐ฬฒ๐ฬฒ.ฬฒ
๐ก๐ฒ๐ ๐๐ผ๐ธ๐ฒ ๐ผ๐๐๐ฝ๐ฒ๐ฟ๐ณ๐ผ๐ฟ๐บ๐ฒ๐ฑ ๐๐น๐ฎ๐๐๐ถ๐ฐ ๐๐ผ๐ธ๐ฒ ๐ฎ๐ป๐ฑ ๐ฃ๐ฒ๐ฝ๐๐ถ ๐ถ๐ป ๐ฏ๐น๐ถ๐ป๐ฑ ๐๐ฎ๐๐๐ฒ ๐๐ฒ๐๐๐.
It failed because Coca-Cola underestimated the power of ๐ฒ๐บ๐ผ๐๐ถ๐ผ๐ป and ๐ป๐ผ๐๐๐ฎ๐น๐ด๐ถ๐ฎ and how deeply people connect with brands they love.
Coca-Cola wasnโt just selling a drink - it was selling an ๐๐ฅ๐๐๐๐๐๐๐๐, a ๐๐๐๐๐๐ฆ, and a ๐๐๐๐๐ ๐ก๐ฆ๐๐. New Coke disrupted that brand identity by dismissing the intangible value consumers placed on the original formula.
๐ฆ๐ผ ๐๐ต๐ฎ๐ ๐ฐ๐ฎ๐ป ๐๐ฒ ๐น๐ฒ๐ฎ๐ฟ๐ป ๐ณ๐ฟ๐ผ๐บ ๐๐ต๐ถ๐? ๐๐ฒ๐โ๐ ๐ฏ๐ฟ๐ฒ๐ฎ๐ธ ๐ถ๐ ๐ฑ๐ผ๐๐ป ๐๐ถ๐๐ต ๐ฎ ๐๐ถ๐บ๐ฝ๐น๐ฒ ๐ฎ X ๐ฎ.
๐ข๐ป ๐ผ๐ป๐ฒ ๐ฎ๐
๐ถ๐: Preserve Brand Legacy vs. Compromise Brand Legacy.
๐ข๐ป ๐๐ต๐ฒ ๐ผ๐๐ต๐ฒ๐ฟ: Incremental Innovation vs. Radical Innovation.
1. Incremental Changes (Safe Zone)
2. Radical Changes (High Risk)
3. Fail to Evolve (Irrelevant)
4. Brand Dilution (Disaster)
New Coke? It landed in the Disaster Zoneโa radical change that compromised their legacy. What should Coca-Cola have done?
What should Coca-Cola have done?
They couldโve introduced New Coke as an option alongside ๐๐ฅ๐๐ฌ๐ฌ๐ข๐ ๐๐จ๐ค๐ like they later did with ๐๐จ๐๐-๐๐จ๐ฅ๐ ๐๐๐ซ๐จ ๐๐ฎ๐ ๐๐ซ.
What do you think?
Can innovation hurt a brand? Have you seen other examples like this?
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#BusinessStrategy #Branding #Leadership #cocacola
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