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  • Discussion Questions: Services Marketing: Concepts, Cases and Strategies

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    Vikram Sharma
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    This document discusses a case study on Kulula.com, a low-cost airline in South Africa that used humorous marketing strategies when it launched in 2001. As the airline became more established, its marketing strategy and communication campaigns may need to be modified based on changes in its competitive environment. To continue succeeding, Kulula.com would need to ensure its strategies and messaging remain fresh and relevant.

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    This document discusses a case study on Kulula.com, a low-cost airline in South Africa that used humorous marketing strategies when it launched in 2001. As the airline became more established, its marketing strategy and communication campaigns may need to be modified based on changes in its competitive environment. To continue succeeding, Kulula.com would need to ensure its strategies and messaging remain fresh and relevant.

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    © All Rights Reserved
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    11 views1 page

    Discussion Questions: Services Marketing: Concepts, Cases and Strategies

    Uploaded by

    Vikram Sharma
    This document discusses a case study on Kulula.com, a low-cost airline in South Africa that used humorous marketing strategies when it launched in 2001. As the airline became more established, its marketing strategy and communication campaigns may need to be modified based on changes in its competitive environment. To continue succeeding, Kulula.com would need to ensure its strategies and messaging remain fresh and relevant.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    of 1

    Services Marketing: Concepts, Cases and Strategies

    Hoffman, Bateson, Wood & Kenyon


    ISBN: 9781844808137

    Case 17: Kulula.com: Now Anyone can Fly

    Discussion questions

    1. Would the marketing strategy still be appropriate or would certain aspects of it need
    to be modified as kulula.com became more established and the macro and competitive
    environment changed?

    2. Alternatively, even if the strategy was still appropriate, would the communication
    campaign need an overhaul, particularly in its creative execution?

    3. How could kulula.com ensure that it would keep flying high?

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