Kulula/Comair – Getting the Balance Right?

Author :

Peta Krost Maunder

Pages :

6

Product Type :

Case

Reference # :

WBS-2007-6

Teaching Note :

Institute:

Wits Business School

Setting:

Article for Business Day

Year:

2007

Keywords:

Strategy, marketing

Summary/Abstract:

A plane flies overhead. As if on automatic pilot, Gidon Novick glances out his second floor office window. In reality, he doesn’t really notice the plane. His thoughts are elsewhere. He is planning: considering possibilities, ideas that could work for the either kulula.com or British Airways Comair. “We are always trying to improve our service and stay true to our brands,” he says. Novick is a visionary, an ideas man. He and Eric Venter are joint Chief Executive Officers of Comair. Comair is the umbrella company for the premium market airline, British Airways Comair and the low-cost airline, kulula.com. While they have two polar opposite brands in their stable, they have so far managed to stay true to both of them. “The average passenger is not even aware that Kulula is related to British Airways, never mind run by the same people,” says Jackie Walters, professor of transport and logistics management, University of Johannesburg.