Not a Penguin? The positioning of the Katnapolsky

In preparation for a well-deserved vacation, we researched the various pet hotels in our country. When thinking of a pet hotel, one often imagines a somewhat amateurish organization, where passion and love for the animals are the driving forces. Often emphasized by names like “cat boarding Dikkie Dik” or “boarding house Poesjemauw.” Katnapolsky takes a different approach. The name alone suggests that this is something special.

A quick Google analysis shows that the founder/owner’s name often appears in the organization’s name, such as “cat boarding Dijkstra” or “pet hotel Lydia.” These types of organization names reinforce the image of a simple and personal positioning. A positioning that, due to frequent use, does not contribute to distinctiveness and lasting competitive advantage. Katnapolsky clearly chooses a different positioning, focusing on a clearly defined audience with a message centered on the cat’s well-being (not the peace of mind of the owners).

That unique feeling is further supported by the pitch below:

The Katnapolsky cat hotel is located in a quiet area on the outskirts of Nuenen. In a completely new building, we have, together with the architect, aimed for maximum comfort for our guests. Your cat stays at Katnapolsky in a cozy ambiance in its own luxury suite, where a duvet with a neatly ironed cover awaits him or her. Of course, there is also an engaging playroom for the guests, where they can spend time individually (or with their housemates). Besides comfort and a pleasant atmosphere, Katnapolsky offers good supervision. Atmospheric jazz music plays softly in the background everywhere, which has a calming effect on the guests.

Positioning Katnapolsky

Research into the pricing of various pet hotels shows that Katnapolsky positions itself at the higher end of the market, but the prices do not differ that much. Certainly not when you consider the extra luxury, such as the atmospheric jazz music.

Our conclusion is that Katnapolsky is a unique example of how to give a brand a unique positioning in a crowded market. And perhaps the crisis in the Netherlands isn’t so bad after all, if we are able to pamper our pets at Katnapolsky!

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