Kulula How Much Is A Kit Kat Worth?
Oct 9th, 2008 by Johan
I know this blog is not about branding but this may be a story relevant to those who travel with kulula or who plans to travel with kulula.
Before I get to my Kulula.com and Kit Kat story:.
I am reading The Last Lecture by Randy Pausch.
A great book. As a young child the family took him and his sister to Disneyland. There he and his sister took their pocket money to purchase mom and dad a present. They decided on a salt and paper shaker. But unfortunately young and active it did not took them long to drop and break the gift in many pieces. Crying over their loss other visitors suggested that they go back to the shop and see if the shop is prepared to give a replacement.
Reluctantly Randy agreed. They were surprised by the reaction of the shop assistant. Apparently the assistant said that they will replace the items because they should have wrapped the gifts better. They did a bad job and apologised to the children.
Randy’s dad was so impressed with the incident that over the years he spend more than a $100 000US at Disneyworld.
Yesterday I flew from Lanseria, close to Johannesburg, to Cape Town on Kulula.com flight MN0547. It was late and most travellers were tired. In contrast the Kulula flight personnel were full of energy.
As we were getting closer to Cape Town the senior hostess approached me and gave me a Kit Kat…… because I was wearing a green shirt; the same colour as their brand. Not only was I surprised I also felt special.
None of the other passengers knew why I got the Kit Kat. No. This was a special moment between me and the Kulula brand. While the other passengers saw what happened they were not compromised for not wearing a green shirt.
The questions:
- How much did this gesture cost Kulula?
- And how much extra value will Kulula get just because they gave a few passengers a Kit Kat?
- Will this Kit Kat make me a loyal Kulula passenger?
- Is marketing all about relationships?
- And more…….
I am sure you have more questions and you can (please) share them in the comment area.
My last question:
How Much Is A Kit Kat Worth To Your Brand?
Hope you enjoyed this story. If you had a similar experience please share it here. Or if you plan to fly kulula all in green let me know if you felt special when you go the kit kat.
This story was orginally published on my Phone Words Marketing Blog.
It’s great to have you back. Thanks.
