Kulula Competitor Marketing Plan

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Date Submitted: 09/20/2012 02:31 PM

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International Marketing

Tickey Airline vs Kulula Air


Tickey Airline’s goal is to become the main airline for low-fare domestic flights in South Africa. The competition, Kulula Air, has established itself as affordable, reliable, and sustainable. They dominate the domestic market making their client base large. In order to attract potential customers, Tickey Airline will enter the market with a wilder approach.


Tickey is a South African threepenny piece that was replaced by the five-cent coin in 1961. Since “tickey” means three pennies, our name shows that we are affordable. The word is dated, so it reinforces our corky and unusual image. Tickey Airline is associated with anything unusual and inexpensive. We do not want to be identified as Kulula’s twin and that is why we are using an odd branding strategy.

Since Tickey Airlines was inspired on South African rap-rave group Die Antwoord. The group is popular in South Africa and known across the world. Their style is based on the Zef counter-culture movement that originated in South Africa. Die Antwoord is mostly associated with an odd style. They are weird and like to shock. Tickey Airline has a better chance of infiltrating the market if it stays engraved in potential customers’ minds. The crazy, off-beat style combined with our theme of living a luxurious lifestyle on a budget by saving money on airfare will spark the interest of our target market.

Target Market

Our marketing campaign will target the younger demographic of South Africa, primarily consumers ages 18 to 30. Tickey will aim to position itself in the South African airline industry as the preferred low cost airline among young adults and college students. According to South Africa’s Department of Education, the number of South African students enrolled in higher education has doubled in the past 16 years, expanding from 473,000 in 1993 to 799,658 in 2008. This makes the 18-30 year old age bracket an even more...