Mango remains preferred airline at Lanseria

Mango's second aircraft with G-Connect In-Flight Wi-Fi on board also comes online soon.

"Recognition as the coolest low cost carrier among a key market is significant," says CEO Nico Bezuidenhout. He notes that the commercial importance of the youth market cannot be underscored enough. "Consumers in their own right today, and tomorrow's economic backbone, the power of brand building in this market segment is an investment not only in today, but a long term commercial investment in our brand. Wielding a competitive edge is more important than ever in a market where only the colour of the aircraft differentiates some airlines."

Tactical advantages

Innovation has become a cornerstone of Mango's strategy to differentiate itself from its competitors. It's G-Connect In-Flight Wi-Fi service, wide distribution network and its payment methodology acceptances number among the tactical advantages the airline has set in place. "The easier it is to do business with us and the greater the ancillary service offering, the more appealing it is to consumers to choose travelling with us," Bezuidenhout adds.

The protracted recessionary conditions have knocked profitability and healthy margins out of aviation's lexicon, with strong carriers such as Qantas announcing as much as a 90% decline in profitability. "The pie is smaller and in an over-traded market where capacity still out strips demand, particularly on the South African golden triangle; competition is fierce. The resultant consumer benefit of sustained lower fares walks a fine line where the art of airline management is married to amped up operational efficiencies, innovation and consumer appeal that now makes the difference between sustainability and defeat," says Bezuidenhout.