Stratégie marketing des champions cachés et marketing de niche

Champions cachés sont des entreprises relativement méconnues du grand public mais qui affichent des performances enviables.

They are profitable niche players that focus on segments whose needs they can best meet.  They can achieve Competitive Advantages that larger and smaller companies cannot, such as strong Differentiation, Brand Positioning, Customer Loyalty, and lower unit production costs.

Caractéristiques de Champions cachés

• Baisse de la reconnaissance de la marque
• Haut degré de satisfaction du client
• Fidélisation élevée de la clientèle
• Rentabilité élevée

Exemples de champions cachés

Sensata Technologies is a leading supplier of sensors and controls. Few people know about this major company, even though its products impact the automotive, appliance, aircraft, industrial, military, heavy vehicle, heating, air conditioning, data, telecommunications, recreational vehicle, and marine industries. In a decade, it has become a billion dollar company with a strong niche.

Kohler is another example of a hidden champion. The company is a mid-sized company expanding globally. But its focus remains not on being a meandering conglomerate, but a faucet manufacturer focused on consumers first and their desires for attractive and functional faucets. Unlike competitors focused predominately on market share and price competitiveness, Kohler focuses on the consumer (her appetite for design, technology and service) and is noted for its excellence as a result. Many consumers may not even know about Kohler, but plumbers as primary purchasers do because Kohler fulfills their needs.

Why the Hidden Champion Strategy works:

• Difficulté à bâtir la notoriété d’une marque sur les marchés matures
• Inability of companies to serve every market segment
• Focus on continuous innovation, best service, and customer value, instead of market share and influence
• La direction reste en contact direct avec les clients
• Potentiel de satisfaction du client et d'être plus proche du client que les méga-concurrents

Contactez-nous pour votre prochain projet d’étude de marché et de conseil en stratégie.