Kulula chose their name ,as it was an easy name to pronounce which actually means easy in Zulu ,the Kulula brand stands for benefit rather than a service.When launching their brand they had a low budget and knew they had to work effectively in making an advertisement that would attract the public, they made an advert with super heroes dressed in green.
Kulula then took a unique take on the FIFA world cup ,as FIFA complained that they are not a registered company associated with the world cup ,they made adds like this :
there were a number of adds posted like this in different areas ,which soon caught the publics attention as there was humor behind it as the boy has no soccer ball, and no other related items to FIFA were used but objects that looked similar did appear in these adverts.
A clip showing how they diverted what could've cost the company its name by rising above and excelling in this manner:
Kulula positioned their brand by keeping their adverts fun and can be easily related to South African citizens , they have a fun ,quirky way of advertising their brand and never fail to come up with new bright ideas. Their flights are affordable and staff are well trained in making people from different cultures feel at home on the flight ,which allows everyone to be themselves and not feel different from anyone else. By doing this Kulula has set a high standard as they accommodate everyones needs on the flight , they have set a high standard for themselves and managed to market and position their bran effectively.
