Jaquet is a medium-sized family owned business. It is a leading supplier of speed sensing technology and a tier 2 OEM with a turnover of 60 MEUR. Jaquet was acquired in 201 7 by TE Connectivity, a 14 billion USD business.

Challenge

How to position and launch a groundbreaking high-tech product which potentially provided several new benefits to automotive engine design? How to justify the switching cost? How to succeed in a complex sales environment with new stakeholders entering the company?

Solution

Based on the market and customer insights, Jaquet changed the communication approach from tech-driven to outcome-driven communication and positioned the company as the most experienced partner in leading technology transformation projects.

Deliverables

  • Customer journey maps
  • Marketing strategy
  • Product brand
  • Product marketing concept
  • Sales strategy for complex sales
  • Marketing assets
  • Sales tools

Impact

The new marketing and sales strategy boosted the confidence of sales staff and supported Jaquet in winning the critical first automotive pilot contracts. The new product brand was embraced by other business units and consequently resulted in several other projects within the organisation.

About the author

Jussi Hyttinen, co-founder at Ross Republic
CO-FOUNDER, COO

Jussi Hyttinen

Jussi leads Ross Republic’s communication team. As an ex-R&D engineer and creative, with a passion for making engineering approachable, he is a perfect partner to transform b2b businesses into more customer-centric entities.