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HOME-GROWN HEROES Left: Cellular network MTN of a strategy to become “the first true that are currently underserved, or served has become a pan-African low-cost airline”, said Chief by monopolies or inefficient yet expensive true continent- wide brand Commercial Officer Richard Bodin at the state-owned/subsidised entities. Right: Aspen time. “This was an obvious choice for When it comes to marketing the brand, Pharmacare our first international route because it social media has been Fastjet’s favoured has expanded offers an attractive mix of high demand channel and this is likely to continue as from South Africa into such and low capacity, along with relaxed visa it extends its reach. Having selected a markets as requirements. Moreover, the route has brand icon that has appeal and relevance Australia and been operated by one airline for too long, throughout the continent (the African Grey the Phillipines and this has led to the inflated fares that parrot), the airline will tweak its brand are typical of a monopolised market. Our slightly to suit local colours and cultures plan is ultimately to launch domestic – but, promises Bodin, it will maintain a routes within South Africa; this is a key consistent brand personality. Hopefully we will continue to see Social media is point within our strategy.” more African brands spread their wings Fastjet followed this up by launching Nigeria will be the centre of the West Taking to the skies based on customer needs in terms of Fastjet’s favoured flights between Tanzania and Zambia in – parrot or otherwise – and display African hub. Although Y&R already enjoys An African aviation brand that has already flight destinations,” he explains. The airline marketing channel November, with Kenya, Rwanda, Malawi, their brand personalities to ever-greater a presence in Lagos, Schwartz would made a triumphant leap across borders is has also implemented a strong focus on Nigeria and Uganda also on its radar. numbers of international consumers in like to see this agency develop through Kenya Airways. Chief Marketing Officer service excellence as a brand differentiator, Bodin said the airline had prioritised routes coming years. “organic growth and digital acquisition”, Chris Diaz reports that the East African providing a consistent world-class so that it has sufficient capacity to service country’s national carrier now operates to customer and brand experience. Nigeria’s enormous market. The southern 62 destinations in Europe, the Far East, Marketing has a role to play in First quarter 2014 strategicmarketingafrica 29 African hub will be headquartered in Middle East, Asia and Africa – and is the achieving these growth targets. Diaz South Africa, with the Cape Town office only African airline to be a member of Sky emphasises that although a global playing a key role. Team, a 19-member airline alliance based campaign is in place, executions vary Schwartz also revealed that he had in The Netherlands and whose members across regions and are informed by the an eye on Namibian acquisitions, while include the likes of Air France, Delta country’s specific culture, language and plans are afoot to create a presence in Airlines, KLM, Alitalia and China Airlines. the destinations served. Again, a clear go- Mozambique and Angola (with the Lisbon Kenya Airways has now embarked on to-market strategy has been employed, Just launched in South Africa! Y&R agency offering its assistance in an expansion strategy that will see the with the airline’s service ethic the focus of overcoming language issues in these three continents it serves grow to six, and the campaign. territories). Finally, the northern African hub structured growth to 115 destinations in Has the airline experienced challenges will be managed from Dubai, which shares over 100 countries (currently the latter as it extends its reach? Not particularly, a Muslim heritage with these markets. figure stands at 50). It is targeting an according to Diaz: a well-known brand and In the interview, Schwartz noted expansion in customer base to 11-million diligent staff have helped to distinguish that “we currently have a collection of people over the next nine years (up from Kenya Airways from competitors. As agencies that have nothing in common the current 3,6-million), which will be a result, it has enjoyed success in the but the name on the door. Their served by a larger fleet – an expansion Far East, India and Europe, while East approach, language and cultures are all programme will see the fleet grow from Africa remains its stronghold. “We’ve very different; for instance, our Ghana 43 aircraft to 107. entrenched our brand by focusing on agency is a very traditional one, while “Africa is a particularly vibrant our customers and remaining open to Y&R Namibia is very sophisticated.” His market,” Diaz says of the airline’s goal of learning new lessons. The greatest challenge now is to ensure that each establishing a presence in every major challenges encountered have been around agency is able to maintain its individual African city within the next two years. infrastructure – we would like to see DNA, while “organically connecting To achieve this, the airline will follow a African airport infrastructure developed and unifying them through structures, customer-centric strategy: “Our approach further, and this has been our biggest processes and culture to instil the is to conduct clear market segmentation barrier to date,” Diaz says. essence of Y&R’s global boutique”. Another African airline which is Timing will be crucial to the success of aiming to gain traction throughout the this venture, Schwartz concluded. “Africa continent is Fastjet, the new low-cost wasn’t ready 10 years ago – and we Africa wasn’t ready carrier operating out of Tanzania. The weren’t ready for Africa – but it is ready 10 years ago airline introduced its first flight outside PHOTOS: SUPPLIED now. Ten years from now, it will be too the country – flying from Dar es Salaam late,” he said. to Johannesburg – in September as part Contact us for more information on brand membership info@dmma.co.za or call Theresa 011 454 3534 28 strategicmarketingafrica First quarter 2014