Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: Kulula.com: Now Anyone Can Fly
Title
Kulula.com: Now Anyone Can Fly
Author
Geoff Bick
Pages
12
Product Type
Teaching note
Reference #
None
Teaching Note
Institute
Setting
Year
2007
Keywords
Low-cost airline industry, communication strategy, marketing strategy, market segmentation, target marketing, advertising agency involvement.
Summary/
Abstract
Abstract
kulula.com was South Africa's first true low-frills airline and had managed to be profitable from day one. Its somewhat unconventional, but very funky communication strategy contributed hugely towards its successful performance. Advertising agency, morrisjones&co firmly believed that although its advertising campaign was risky, it might have been more risky if people did not notice it at all. They maintained that "if it was bold and in your face, it would stand out". And bold it certainly was with its bright green corporate colour and humorous outdoor banners which attracted more than they had bargained for. But would the marketing strategy still be appropriate as kulula.com became more established and the macro and competitive environment changed?
This case is set in 2003.
The Impact of AABS Video
"The impact of AABS Video" was filmed at the Gordon Institute of Business Science, Johannesburg and at the University of Cape Town Graduate School of Business, Cape Town during the AABS Members Meeting and Conference 2011.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
