히든챔피언 마케팅 전략과 틈새마케팅

히든챔피언 대중에게 상대적으로 알려지지 않았지만 부러워할 만한 성과를 낸 기업이다.

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.

특징 히든챔피언

• 브랜드 인지도 하락
• 높은 수준의 고객 만족도
• 높은 고객 유지율
• 높은 수익성

히든 챔피언의 예

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:

• 성숙한 시장에서 브랜드 인지도 구축의 어려움
• Inability of companies to serve every market segment
• Focus on continuous innovation, best service, and customer value, instead of market share and influence
• 최고 경영진은 고객과 직접 접촉을 유지합니다.
• 대형 경쟁사보다 고객 만족과 고객에게 더 가까이 다가갈 수 있는 가능성

다음 시장 조사 및 전략 컨설팅 프로젝트에 대해 문의해 주세요.