Estratégia de marketing de campeões ocultos e marketing de nicho

Campeões Ocultos são empresas relativamente desconhecidas do público, mas que apresentam desempenho invejável.

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.

Características de Campeões Ocultos

• Menor reconhecimento da marca
• Alto grau de satisfação do cliente
• Alta retenção de clientes
• Alta rentabilidade

Exemplos de campeões ocultos

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:

• Dificuldade em construir o reconhecimento da marca em mercados maduros
• Inability of companies to serve every market segment
• Focus on continuous innovation, best service, and customer value, instead of market share and influence
• A alta administração permanece em contato direto com os clientes
• Potencial para encantar o cliente e estar mais próximo dele do que megaconcorrentes

Contate-nos para o seu próximo projeto de Pesquisa de Mercado e Consultoria Estratégica.