Kulula Case Study Marketing Plan

Posted on by Morg

We had the privilege of having the inimitable Prof Geoff Bick as our Marketing Lecturer during Module 3 of the EMBA. For many students, this intense, Honours level exposure to Marketing is a completely new experience.

With 25 years of Marketing, Business, Advertising, Communications et al experience under my belt, I must say that I have seldom enjoyed a lecture series as much as I did the two week intensive course with Geoff.

He is a seasoned marketer, a disruptive innovator, has a WICKED sense of humour and is a MASTER at his craft. As part of our ' action learning' process, there was a requirement for each modular group [ 6 members per group] to submit at least 4 of the assigned Case Studies.

This entailed studying a brief and answering or analysing questions specific to the brief. I was fortunate to draw the kulula.com story out of the hat - and decided to have some fun with the Presentation as well as Analysis document.

I kept my peers in class - my audience - in mind - a great many engineers, CA's, metalurgists, PhD's etc - who had not been exposed, in great detail to the principles of marketing.

SO - I had some fun and learned quite a bit about the ' birth' of kulula.com.
A light-hearted piece of work that provided me with some space for creativity and just playing with my studies.

Aimed at anyone who is interested in...well...an interesting story - see the brief as well as commentary within the document - as well as the basics of disruptive innovation and how to take a brand to market within financial as well as economic limitations.

Case studies

These entertaining movie clips will take you through the hilarious and brilliant kulula years. It's well worth downloading and making some popcorn. So sit back and relax this is a journey of laughs and great entertainment, not to mention amazing deals!

Please note: Due to the the large file size of an episode, it might take a while to initiate and start the download. Please be patient...

In the very begining... Take a hilarious journey down memory lane.


Take a journey back in time when kulula first brought flying to the forefront and gave people a reason to smile.


We demonstrate that kulula is really the easiest way to travel. You'll get up close and personal with the kulula credit card and so much more...


Meet the 2008 kulula fleet. Take a Sho't left around SA and we introduce jetsetters, kulula.com's loyalty club, where you can fly for free!


We had the Word Cup in the year that can never be mentioned, flew to the mars, our kulula Zone advert, made some labolla arrangements, upgraded our systems and bought new planes!

It's been another epic year of firsts for kulula! 2013 and 2014 saw us partying non-stop with the most South African flight ever, a Braai in the Sky, our #kulula13 birthday celebration and so much more!

Categories: 1

0 Replies to “Kulula Case Study Marketing Plan”

Leave a comment

L'indirizzo email non verrĂ  pubblicato. I campi obbligatori sono contrassegnati *