Optimization of the marketing strategy for the French market.

Desired outcome

Create a focused marketing plan to capture growth opportunities in the French RFID market, targeting small and medium-sized enterprises (SMEs) seeking customized RFID solutions that larger providers cannot or are not interested in covering, due to the use of specific needs with a low demand that we can satisfy. The goal is to identify strategic actions to increase visibility and drive adoption among French SMEs either looking to integrate or enhance RFID in their production processes.

Initial Problem Description

Our main challenge in the French market is establishing a foothold and generating new client relationships. As a newcomer with innovative RFID technology, we face three primary hurdles:

Lack of Awareness: Due to the novelty and limited adoption of our technology, many companies in France are unaware of its existence or its potential benefits, particularly when smaller production volumes are required.

Competitive Pricing Dominance: Larger, established players dominate the market and offer lower standard prices for high-volume projects. Competing directly on price is nearly impossible for us, as the market’s cost structures and volumes favor these major providers.

Specialized Demand: While major providers focus on large-scale orders (typically 50 to 100 million units), they tend to ignore smaller-scale, specialized projects that require unique materials or custom adhesives, which we excel at. Our target niche is precisely these lower-volume projects—ranging from 10,000 to 5 million units—that require customization and flexibility.

The challenge for participating teams is to develop a strategic marketing approach that increases our visibility in France, educates potential customers about our unique value, and clearly positions us as the preferred provider for French SMEs seeking high-quality, customized RFID solutions that larger players overlook.

Context

Currently, our company has minimal brand recognition in France, and this lack of visibility hinders our ability to engage with new clients. While we are well-regarded in Spain for our quality and expertise, this positive reputation does not yet extend internationally, particularly in France. We need a targeted marketing plan to establish our presence and build trust with French customers, positioning us as a reliable provider within the RFID sector.

The context calls for innovative marketing strategies that can effectively connect with SMEs, communicate the value of our specialized offerings, and overcome the competitive dominance of larger providers.

Connection to cross-cutting areas

Our challenge is deeply connected to broader areas like Circularity, Sustainability, Industry 4.0, and Digitalization. RFID technology offers practical solutions that make these goals achievable and beneficial for both businesses and the environment.

Circularity and Sustainability: RFID can make a real difference in recycling and resource management. By tagging products with RFID, companies gain the ability to track each item’s materials from production to end-of-life. Imagine a product reaching the end of its lifecycle—an RFID tag can tell recycling teams exactly what materials it’s made of, helping them sort it more efficiently and reduce waste. This capability is a key driver for circular practices, making it easier for companies to give materials a second life instead of letting them end up in landfills.

Industry 4.0 and IoT Integration: RFID technology is also a building block for smarter, more connected operations. Through the Internet of Things (IoT), an RFID tag doesn’t just carry product data; it connects that data to the entire system in real time. For instance, each tagged product can communicate its status, location, or condition instantly, allowing for faster, automated decision-making and better inventory management. This level of connectivity supports Industry 4.0 goals by helping companies operate with more precision, less waste, and greater agility.

Digitalization and Data-Driven Operations: RFID brings physical products into the digital realm, making data collection and traceability part of daily operations. By accessing detailed product information—such as origin, production date, and handling guidelines—companies can boost transparency and accountability across their supply chains. This digitalization not only helps operations run more smoothly but also aligns with modern demands for responsible, transparent practices.

Input

Our company has a foundational marketing strategy designed for our Spanish customer base, which can act as a guide for this challenge. However, we are looking for fresh perspectives and innovative ideas to introduce our brand to the French market. Students will have the chance to analyze our existing strategy and adapt it to create a localized approach that resonates with French SMEs.

To facilitate their work, we’ll equip the teams with comprehensive information, including industry trends, competitor insights, and detailed profiles of our current customers. This background will allow students to understand the unique positioning of our brand and leverage their local market knowledge to develop tailored strategies.

By the end, they should have a plan that not only establishes our brand presence in France but also highlights our specialization in custom RFID solutions for small-to-medium production needs, an area where large competitors fall short.

Expectations

The solution should be aimed at expanding the company’s influence in the French market, so that over time, it leads to an increase in the number of connections between our company and French businesses. The choice of channels through which the company’s influence is expanded—whether digital, conventional advertising, or others—will depend on the team’s strategy. Additionally, it would be beneficial if companies could quickly recognize that our company provides customized solutions with high added value. Finally, we expect the team to be open-minded and interested in future technologies.

Desired Team Profile

Ideally, the team should be composed of students with the following profiles:

Marketing student: These team members will be responsible for designing and implementing the campaign strategy.

Business Administration student: A background in Business Administration will bring a strategic perspective to the project, focusing on the expansion of market influence and positioning the company effectively in the French market.

Native French Speaker or French Philology Student: To ensure that the campaign is culturally and linguistically adapted, a native French speaker (preferably from one of the other required fields) or someone studying French Philology will be valuable. Their insights into French culture and language nuances will allow the campaign to connect authentically with the target audience.

Engineering Student with an Interest in Marketing (optional): Given that the company specializes in RFID technology, an engineering student with an interest in marketing can help communicate the technical aspects of the product in a clear, accessible way, while also bringing ideas on how to implement the technology in industrial processes.

Additional Information

The current situation in the sector is dominated by a few large players who hold the majority of the market share. This is a growing industry, with continuous year-over-year expansion. However, the technology remains relatively expensive, particularly for businesses implementing it from scratch. This cost barrier is significant, especially for small businesses, and has limited the technology’s wider adoption. Given our size, we are not able to compete on price with the major players in the industry; instead, our competitive edge lies in offering superior quality solutions.

Related Keywords

• Electronics, IT and Telecomms
• Internet of Things
• Market research
• Electronics Related Market
• rfid
• rfid market