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PBSB 812 Marketing Management Kulula Chicken Run.

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Presentation on theme: "PBSB 812 Marketing Management Kulula Chicken Run."— Presentation transcript:

1 PBSB 812 Marketing Management Kulula Chicken Run

2 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

3 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 Unofficial carrier of the You- Know-What – was withdrawn.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

4 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

5 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

6 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!

7 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

8 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.

9 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

10 References Marketingweb – arketingweb/en/page72308?oid+ arketingweb/en/page72308?oid Accessed 7 March 2011 147/45942.html 147/45942.html Accessed 7 March 2011 7321.html Accessed 7 March 2011

11 Chicken Run Group Members Deseré Botha - 22502556

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