Many services in our industry look, feel and taste the same, so how can businesses compete? The answer is differentiation. Here is one way that KLM differentiates.
Hospitality Marketing One
MKT2235: Learning to solve customer problems in Hospitality
Competing by being different: How KLM does it.
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13 thoughts on “Competing by being different: How KLM does it.”
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Ian W McVitty
Email: mcvitti@algonquincollege.com
Phone: (613) 727-4723
Drop By: H204C
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Hospitality Marketing One by Ian W. McVitty is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
Hospitality Marketing One 
I found that is a great idea, using a dog to find the owner of a lost item! It’s so adorable, I don’t believe many airlines use this method. I think they have raised the competition level. 🙂
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Posted by Anonymous | October 16, 2014, 1:14 pmDid you know that the Chateau Montebello has a beautiful dog to great guests? Its a golden lab and his name is Monte. We will all go and visit him next semester.
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Posted by Ian W. McVitty | October 16, 2014, 3:29 pmThere are many ways to differentiate your business such as price, service, convenience, quality, etc. but this is a very unique example on how big corporations try to become more sociable and personal with the consumer. It is a great way but I would like to know if all the time/money put into the lost & found program is actually giving the a competitive advantage and is it worth it.
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Posted by sutton1010 | October 16, 2014, 11:29 pmSutton…..thanks for your comment. How would determine the value of this service?
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Posted by Ian W. McVitty | October 20, 2014, 12:36 amNever heard or saw a facility like this. Makes me feel amazed and so adorable. On other hand, yes it is raising competition level up to great extend. I would love to see this facility at every posible public place where usually things get lost because I had an bad experience of losing thing.
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Posted by pooja | October 17, 2014, 2:58 pmI left my wallet on American Airlines flight this summer. In a way I was happy to be given it back by an employee rather than a dog. I suppose he would be careful with my credit cards… ?
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Posted by Ian W. McVitty | October 20, 2014, 12:39 amI think this is a great way for this Swedish airline to differentiate itself from other airlines. This cute little dog gets lots of publicity, solves the problem for lost items and i’m sure he doesn’t cost that much. This is a cute, great and unique way for people to get their lost items back.
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Posted by Reanna | October 18, 2014, 6:34 pmYou are right! Publicity is the key here and the cost in minimal compared to other operating costs of an airline.
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Posted by Ian W. McVitty | October 20, 2014, 12:34 amThe dog is so adorable!!! but what if someone is allergies to dog hair or saliva??? but I won’t !!! I think i will this way has a couple of advantages on the same competition.
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Posted by yu000148 | October 21, 2015, 2:46 pmI never thought about that.! I suppose that it possible 🙂
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Posted by Ian W. McVitty | November 4, 2015, 1:22 amAnd that’s why dogs are man’s best friend. Great idea for other big airports ! awesome vid!
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Posted by jacob | November 3, 2015, 12:30 amI have seen mixed reaction to this effort. Some worry about the cost and time it takes.
Doesn’t it follow the Marketing Concept? Yup!
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Posted by Ian W. McVitty | November 4, 2015, 1:20 amWhere was that dog 3 years ago when I lost a bunch of things when travelling overseas with my baby!? That is a wonderful idea. Good job KLM!
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Posted by Gergana | November 4, 2015, 6:11 pm