Etude de cas - marketing: l'entreprise RinoShield (document en anglais)

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Marketing plan

RhinoShield:

Is a French company founded in 2012, using the Cambridge university laboratory by two Taiwanese brothers. They are engineers with a specialization in materials science. Located in Merignac in France they have an effective between 51 and 200 employees. RhinoShield even invested in an international sales department as for others similar departments in order to stay competitive.

They are the leading company on the market on cases and high-tech protections for different brands such as Apple, Samsung, OnePlus, Google etc. Nevertheless, they are already available in more than 150 countries all around the world and are still looking to expand globally. But today the company is struggling to keep up with the delivery times because of the pandemic. Plus because of the fact that it’s a French company it’s going to suffer from the boycott installed in some countries.

One of the key factors of the success of this company was the research & development of their most important component for all their products; a polymer they named “ShockSpread”.

The other key of their success is the full transparency regarding it product quality with their customers or potential customers. RhinoShield had the idea to shoot a video in which is demonstrated the resistance of their product and their invention, in fact their first product for the protection screen for smartphones.

They have a strong reputation but are not well enough known by the public to increase their sales, indeed not many individuals are carful on the brand of their “case” these days except if it’s famous or luxury brands.

Objectives overseas:

RhinoShield seeks to protect the extension of yourself protecting one of the most valuable daily objects a human can have and according to teenagers who are one of our targets “My phone is my life”. So, by going even more overseas we will make more profits by increasing production volumes, lowering unit costs and increasing the brands visibility overseas.

So, by concentrating on the following countries we have the most chances of gaining market shares. They are (713.31 million) smartphone users in China, (300.32 million) in India, (226.29) in the US, (79.58) Brazil, (78.36) Russia...

Our objectives would be to create a community of consumers in different countries internationally for who we would protect there “Extension/Lives”. Where the market is flourishing such as the phones accessories industry, which today is a part of our daily lives.

Product description:

The brand has developed a wide range of products, offering consumers personalized products, and have different models for the different brands.

They imagined a product would be unbreakable, so they developed a polymer which protects the phone in some really efficient way they named it ShockSpread. It’s a flexible material (for an easier installation), durable (really hard to break it, even in sensitive spot), thin and light (this new polymer allows them to reduce thickness of their cases by 22%), very precise (the design of the cases is made for avoiding the fact that your phone can escape in case of impact), without BPA/BPS/BPF (so no chemical analogue which could cause some development disorder or about the system of reproduction), and their polymer is a good quality of alimentary (so there is no risk for children).

They offer to their consumers a high-quality case where you can choose the style of your cases, the colors, the material on the back (wood, carbon, silicon), the type of product and for which mark, they even have a customize product where the consumer can create his own style.

International Marketing

 #Assignment 2

PESTEL:

This PESTEL of RhinoShield will help us to examine the effect that events or influences form outside may have on the performance of RhinoShield. We will then see in detail the Politique, Economic, Social, Technological, Legal and Environment of RhinoShield.

Clients:

Despite their marketing strategy, we can see that most of public figures are young audience, and for that they use influencer aged between 19 – 30 years old, even though there is a lot of public figures older with as much if not even more “followers” such as Dwayne Johnson but 62% (67% in USA) of Instagram users are aged between 18-35 years old. Although, in YouTube only 20% of users are aged between 18-25 years old and 52% are aged between 26-49 years old. Then with those figures we can see that our potential client are people between more or less around 31 years old or between 18-49 years old, so our prospects are young adult, however Instagram is commonly used for advertising and for marketing business purposes, because companies are more often on social media. Indeed, we can see that we will target 2 types of groups to sell our product which is young adult and companies who could be interested in some kind of partnership for our product (to use our product for their employees, for example giving phone cases etc.…).

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