Mango pips competitors

Low-cost airline Mango was named as South Africa's coolest low cost airline on Sunday in this year's Sunday Times Generation Next survey. The airline came second to SAA in the overall domestic airline category and scored higher than its rivals in the cool stakes. The Sunday Time Generation Next survey was published in Sunday Times on 31 May 2009.

“This is fantastic news,” says Mango CEO Nico Bezuidenhout. “It shows that our teamwork at the airline has paid dividends.” Mango was the only low-cost airline to show brand equity gains in the Sunday Times Top Brands Survey last year. Bezuidenhout says that Mango is not just a brand; its energy the result of continuous innovation, transparency, commitment and communication with consumers.”

“Our ethos is expressed as the quest for constant and never-ending improvement,” says Bezuidenhout. “We have introduced internationally benchmarked, sustainably affordable air travel in South Africa, created an accessible distribution network, offer the widest payment methods online and over the past nine months become the domestic airline with the best on time performance record.” He says that the airline will continue to build on its successes. “We learn almost daily and respond to the requirements of our Guests. Mango Plus and Mango Flex, our business travel products, were created as a result of such insights. We manage the business as close to our guests as possible.”

Today's consumer, whether 12 or 120, seeks value and, says Bezuidenhout, the airline's goal to find synergy between brand equity, value proposition and intrinsic quality is finding traction in the market.