KayaGas Models The Power Of Strategic Marketing

From humble beginnings as a township start up three years ago, KayaGas, a black-owned LPG bulk gas and cylinder distribution company, has grown to a well established brand.

“At the start, we decided to invest in professional marketing support with Fresh Brand Activation. Their years of experience in LPG coupled with their standing as a small agency that delivers good service at an affordable price with quick turn around times are all aspects which contribute to a solid working relationship,” says George Tatham, Managing Director of KayaGas.

“KayaGas is a brand we’ve loved to grow with,” says Natasha McClymont, MD of Fresh Brand Activation. “At the start we focused on getting the basics right, but as the company has grown and their target audience has broadened, our marketing initiatives have grown as well. We recently progressed to launching their new website (www.KayaGas.co.za) and branding their trucks and mini-tankers to increase brand presence. They further introduced above the line media to their marketing mix, launching their first print campaign in regional community publications.”

“While Fresh primarily focuses on below the line marketing, the agency is passionate about finding solutions for clients. With KayaGas we realized that their trade marketing needed attention because without adequate distribution points, good stock levels and a consistent product offering, no advertising strategy will be effective. Fresh supported KayaGas in establishing its market position before selling them advertising strategies.”

“We’re not about winning industry awards, we’re about the success of our clients” concludes McClymont.

KayaGas stocks a full range of cylinder sizes for industrial & commercial clients. The company launched its 5kg KayaGas cylinder together with a range of affordable appliances in 2006 and has to date been successful in converting more than 100,000 low-income households to LPG.

In terms of their communications strategy, KayaGas implemented a simplistic creative approach with a strong logo presence and consistent messaging. Fresh firmed up the brand identity by suggesting a stronger colour for the logo and developing a mini Corporate Identity. By applying the CI to company stationery such as business cards, letterheads and email signatures the Kayagas corporate image immediately gained credibility as a professional organisation.

Fresh Brand Activation is a full-service marketing agency which specialises in design, advertising, sales promotion, brand activation, event management, customer relationship marketing and trade marketing. For more information, visit www.freshba.co.za

Comments Off on KayaGas Models The Power Of Strategic Marketing