PBSB 812 Marketing Management Kulula Chicken Run
More about Kulula Launched in 2001 First low cost airline in SA with food optional at extra cost (pay per item) Established by Comair which is a franchise of British Airways Kulula means Easily in Zulu Marketing Strategy can be summed up by words: – Cheap (Amazing deals!) – Convenient – Online
More about the Marketing Strategy Uses Ambush Marketing with great success Use of humour – using current news events to capitalize on – use to their advertising advantage – For ex. During 2010 using FIFAs draconian rules to their advantage. Unofficial carrier of the You- Know-What – was withdrawn. Similar to Nandos. Works well, as it catches lots of attention. Even dared competitors to lower prices during the Soccer World Cup in 2010
Competitors Mango Airlines biggest competitor – Strap line – Easy on the pocket, easy on you 1Time Airlines also competitor – Strap line – More Nice Less Price To a lesser extent Virgin Atlantic Airlines – Strap line– Your airline either has it or it hasnt. All airlines compete aggressively on price Kulula was first to cream the market – however need to innovate
Kululas Business Strategy During August 2008 has broadened its brand appeal by the following sub-brands – Kulula air – domestic, regional (and soon to be international) flight bookings, as well as add-ons like cars, hotels etc. – Kulula travel – all-inclusive package holidays and the widest rage of hotels on offer in SA – Kulula connect – refreshingly simple and cost-effective internet and cell phone service packages Also offer loyalty club – kulula moolah to put towards free flights
What is recently in the press....... During February 2011, Kulula has started its fun again Kulula will be delivering a herd of cows to Buckingham Palace so Prince William can pay Lobolo. Marketing Director – Nadine Damen has published letter to Wills to state that British cows were selected to avoid carbon emissions and also not to cause the animals distress by travelling by air! A potion of every Kulula flight booked until the day before the Royal Wedding will go towards purchasing cows for Kate!
Looking at the Market and the Marketing Mix – Back to Basics The Market –Target market is mainly domestic travellers, wanting cheap, easy flights Products – Flights and travel products Price – Cheapest air fares Place – Preferably sold via the Internet Promotion – Using Ambush Marketing
Suggestions to enhance the Marketing Strategy The Market is well defined Products - should start using a differentiation strategy to keep the Product Life Cycle of Air Tickets from declining – in mature state at the moment – have diversified well into other travel products, but needs to revive the brand. Differentiate for instance on the way luggage is booked in – making it easier – pre- booking of luggage.
Suggestions to enhance the Marketing Strategy (continued) Price – may include a strap line, such as – how low can you go pricing – to entice more customers on price- they do not have strap line at the moment – in line with ambush marketing and humour Promotion – continue with ambush marketing. Suggest they constantly enhance/update the jokes for instance the humour using when boarding, as this is getting boring Place – Advertise the benefits of using Internet more – offer more discounts and incentives to book online
References Marketingweb – www.marketingweb.co.za/marketingweb/view/m arketingweb/en/page72308?oid+ www.marketingweb.co.za/marketingweb/view/m arketingweb/en/page72308?oid Accessed 7 March 2011 http://marketing.bizcommunity.com/article/146/ 147/45942.html http://marketing.bizcommunity.com/article/146/ 147/45942.html Accessed 7 March 2011 http://www.bizcommunity.com/Article/196/12/4 7321.html Accessed 7 March 2011
Chicken Run Group Members Deseré Botha - 22502556