Kulula.com: Now Anyone Can Fly (Abridged)

It was January 2003, 17 months since kulula.com had taken to the skies for the first time. This low-cost airline had survived almost two years in an extremely tough industry and had been very successful since its inaugural flight on 1 August 2001.

Gidon Novick, kulula.com's executive manager of marketing, was involved in its unusual, but highly successful communication strategy from day one and maintained a close relationship with the advertising agency, morrisjones&co. But despite its success, Novick did not feel comfortable. He realised that the business might soon face a problem – the possibility that the hype in the market had declined to a certain extent or could do so in the near future. He knew that in the fiercely competitive airline industry one could never sit back and relax.

Case is relevant to the following topics: Low-cost airline industry, communication strategy, marketing strategy, market segmentation, target marketing, advertising agency involvement.