Now everyone can fly 1. This proposition lies in the fact that there are no hidden costs on the purchase price, such as admin fees etc. Their product offering is kept to a minimum. There is no free service on board; food must be bought during the flight.
Respected as a simple, refreshing and consumer-friendly brand, kulula's new look is in conjunction with the company's revenue diversification strategy, including three distinct sub-brands to support the company's growth within, and beyond, South Africa's travel sector.
SA's largest online retailer With more than R2 billion in revenue each year and over unique browsers monthly, kulula is the largest online retailer in South Africa. Utilising its trusted online platform and strong IT skills, kulula will diversify its revenue stream with three distinct and complementary sub-brands on kulula.
Many of the products and services will offer kulula customers the opportunity to earn kulula moolah to put towards free kulula flights, tying into kulula's jetsetter loyalty club which now has 52 members.
When kulula launched inonly four percent of South Africans travelled by air each year. Today, more than 10 percent do. Beyond successes with its kulula credit card — used by over 20 South Africans — kulula's new target markets are complementary to its travel business, and offer the opportunity for kulula to secure recurring revenue streams.
For example, for business people requiring Web-access when travelling, mobile Internet access — available through kulula connect starting R80 per month — will generate annuity revenues for kulula, while offering customers loyalty rewards in the form of kulula moolah.
The new brand platform for kulula was created in collaboration with the Johannesburg office of Brand Union, a global brand consultancy founded in In repositioning their brand, the Brand Union eagerly accepted the challenge of conveying kulula's distinctive values, personality and somewhat irreverent culture in a refreshing manner to a number of new markets and sectors.The brandguide table above concludes the Kulula SWOT analysis along with its marketing and brand parameters.
Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. attheheels.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.
Gidon Novick, Comair Limited’s executive manager of marketing, was involved in attheheels.com’s somewhat unusual communication strategy from day one and maintained a close relationship with the advertising agency, morrisjones&co. Different marketing strategies were employed by attheheels.com during its launch and afterwards to penetrate the market.
The most effective tool that was used is the low cost option which encouraged all people to „fly‟ and more importantly those who could not afford to use flights as a means of travel.
The brandguide table above concludes the Kulula SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
attheheels.com - Case study Mini In-Class analysis - HAVING A BIT OF FUN WITH AN HISTORICALLY BASED CASE STUDY FOR ANALYSIS 1. EXECUTIVE MBA MARKETING MODULE CASE STUDY: attheheels.com LECTURER: Professor Geoff Bick FINAL MARK: Date: 10 October Prepared by AMANDA BRINKMANN on behalf .