bic touch

marketing planmarketing planmarketing plan

carlotta concas

2012-2013

naba

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bic-history-market-mission

bic touch-mission-product values-moodboard

marKet research-questionnaire

marKet analysis-segmentation-environment-positioning-SWOT

marKeting strategies-marketing mix-Ansoff matrix-Porter’s competitive strategy-Five forces analysis

marKeting obJective

Financial obJective

communication obJective

communication strategies

social marKeting

advertising

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bic-history-market-mission

bic touch-mission-product values-moodboard

marKet research-questionnaire

marKet analysis-segmentation-environment-positioning-SWOT

marKeting strategies-marketing mix-Ansoff matrix-Porter’s competitive strategy-Five forces analysis

marKeting obJective

Financial obJective

communication obJective

communication strategies

social marKeting

advertising

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bic

historymarketmission

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history

global consumer products company, bic

Société Bic is a company based in Clichy, France.It was founded in 1945 by Baron Marcel Bich and has become known for making disposable consumer products such as lighters, magnets, ballpoint pens, shaving razors, printed paper products and watersports products. The brand’s lighters, being little changed since 1972, are available in a wide range of colors and graphic designs and may be customized with company logotypes and/or trademarks. They, as well as the Bic Cristal ballpoint pen, are easily recognized by their timeless appearance and noted for their importance to popular culture. As such, they are represented in the design collection of the Museum Of Modern Art in New York. The company competes in most markets against Faber-Castell, Global Gillette, Newell Rubbermaid and Schwan-Stabilo.

The Bic pen, more correctly the Bic Cristal, was the company’s first product and, over the past 50 years, has come to be synonymous with the name Bic.

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Bic is selling in 160 countries with 8400 employees and 24 manufacturing facilities. Some 3,200,000 retail outlets include stationery stores, tobacco shops, drug stores, supermarkets, hypermarkets, and offi ce supply stores. Every Bic product follows the company’s vision: Bic products are simple, inventive and reliable for everyone, everywhere. According to the company’s data released recently, in 2005 BIC produced some 5.23 billion unit stationery products such as pens, pencils, highlighters, markers, crayons, and correction products that generated about 43% of the company’s yearly revenues.

produces 9 million pens/day (33% of world market) sells 800 thousand lighters/day (20% market share) 50% market share in pantyhose in France

marKet

Annual Bic sales revenue

Total number of Bic employees

Numberof Bic stationery items sold

Total number of Bic products

Number of countries selling Bic products

Number of retail stores selling Bic products

$2.073 Billion

9.695

8.76 Billion

280

160

3.200.000

7

BIC’s policy has been to keep its production in house to have 100% quality control checks over its products. BIC’s products come out of a number of “superfactories” located in different continents on a very large scale. Then, the products are shipped rapidly to global markets at competitive prices hence meeting the criteria of affordability and universality. Bic maintains a matrix structure that enables it to target geographic markets more effectively. Bic’s matrix is based on two reporting lines: product and geographical area. By using geographical area as one part of the matrix, Bic is able to create a product portfolio that is both appropriate to a global strategy and yet it meets local markets needs.

2012 net sales breakdown by geographical area

29%

developing markets

29%

Europe

42%

North America

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products

“even disposables cannot sell unless their quality is high”

Bic is a world leader in stationery, lighters, shavers and promotional products. For more than 60 years, Bic provides high-quality, affordable products to consumers everywhere in the world. Through this dedication, Bic has become one of the most recognized brands in the world. Every day, in more than 160 countries around the world, consumers and corporations choose to buy:

• 24 million BIC® stationery products;• 5 million BIC® lighters;• 10 million BIC® shavers;• 5 million BIC® Advertising and Promotional Products.

BIC®’s stationery line began 60 years ago with the launch of the BIC® Cristal® pen. The ballpoint pen became the symbol of the new consumer economy and conquered the world.For decades, BIC® has evolved and adapted its lines to the public’s needs. Generation after generation, our products have accompanied every moment in our consumers’ lives. Everyday, in more than 260 countries, consumers over the world choose to buy 24 million BIC® stationery products.

Through the years, BIC® has developed a complete line of articles in stationery (writing instruments, coloring, marking, correction, etc.), represented through several brands such as BIC®, Sheaffer®, Tipp-Ex®, Wite-Out®, BIC® Kids, Pimaco®, Velleda®, etc.

STATIONERY

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Established in 1979, BIC Sport is 100% dedicated to board and water sports. With a powerful company image created on the water all over the world, in both competition and leisure sailing, BIC Sport has diversifi ed from its origins in the development of windsurfi ng into other leading board and water sports, Surf, Kayak and children’s dinghies/sailboards.

Longevity and loyalty are the qualities that best defi ne why BIC® is a major actor on the one-piece shaver market.BIC®’s fi rst one-piece shaver, the BIC® Orange, was introduced 30 years ago. Today, this product is still BIC®’s top-selling shaver. Everyday, consumers around the world choose to buy over 11 million BIC® shavers.

Present for over 35 years in the lighter business, BIC®, the leading lighter brand in the world, pursues its strategy of offering consumers a product they can use daily, safely.Each day, consumers choose to buy 5 million BIC® lighters in more than 160 countries, which represents that every year, more than 15 billion lighters around the world.BIC® stands out by offering consumers safe lighters of high quality, with a great performance, good consumer friendliness, and renewed design:Each lighter undergoes more than 50 separate automatic quality checks during its assembly.

Committed to Sustainable Development, BIC® launched an ecological range of products, ECOlutions™, manufactured using recycled materials. In 2011, BIC® was the fi rst stationery company to obtain the French ecological NF Environnement certifi cation (NF 400) for 16 of its products.

LIGHTERS

SHAVERS

BIC SPORT

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bic pen

The stationery industry is a market of over 10 billion USD therefore it attracts many competitors. Bic’s products compete well with their rivals since they combine low price and a good quality. Currently, Bic has about 8% share in world’s stationery market. This is Bic’s primary market where the company shows the most consistent growth. Bic is a major brand as it holds the second highest percentage of the market since the company products are available in over 160 countries. Other leading competitors in the market are Newell Rubbermaid, Pilot, Pentel, and Crayola. Newell Rubbermaid controls 17% of the market share. Some of the competitors such as Stabilo (operating in Western Europe), Pentel (operating in Japan) have a smaller share of the world market because they are not available in many countries.

There are areas of the stationery market where Bic does not offer a product. For example Bic does not offer any product in the permanent marker segment. Bic also does not compete with Crayola in the washable marker segment as well.Bic also does not compete with other brands that offer the digital pen.

bic pen mission

to be simple, inventive and reliable for everyone

everywhere.

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bic touch

missionproduct values

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product valuesbic touch

low cost

disposable

simple

everywhere

green

for everyone

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moodboard

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everyone loves writing.

everyone wishes a tablet.

bic launchedbic touch.

why?

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From inK > to piXel

More and more consumers use tablets to connect to the internet, especially young people. When tablet was first launched in 2010, it seemed a mysterious object. But in a very short time it became a hit, almost a passion for technology fans. Its official name is "tablet computer" but everybody simply calls it "tablet".Until three years ago the term "tablet" was referred to PC with touch or sensitive screens to particular pens. When Apple launched "iPAD" the tablet era began: tablets of different dimensions , half way between smartphones and computers, with internet connection (or wi-fi). A success that becomes stronger year after year : In Italy in September 2012 2.4 million people (4.9% of the subjects taken into consideration by the study) connected to internet through a tablet.

Who are the main tablet users and what time of the day do they use it?

In 2011 tablet users were mainly men and women under 44 years old. In 2012 the use of tablet becomes extremely popular among young people from 14 to 29 years old (13,1% of the total? , the average in the EU is 7,8%).

Italians mainly use the tablet to write e-mails, to surf/browse on the net, watch streaming tv, search with google, read e-books or magazines.

The majority of people use it both at home and at work. Strangely enough the tablet can be very useful also in the kitchen: there are more and more apps to download recepies or to read useful advices to cook . The fact that the tablet can be used in different context and that can be easily carried (thanks to its weight and size) will certainly contribute in strengthening its success.

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The demand for touch screen pens is growing. Touch screens are always full of fingermarks. Some studies revealed that its surface is rich of bacterial colture even more than a pc key board. To avoid such problem there are various solutions, for instance using sensitive gloves or transparent screen protector. But in all solutions there is a loss of quality as regarsd both visual and tactile response.

It is exactly in this context that Bic wants to insert its new product made of tradition and innovation.The classic Biro pen, famous all around the world, follows the expansion of new technologies. The result is an evolution of the pen without altering its wellknown design.

The only difference is the a small and soft little cap.

bic 2in1.

One important thing you need to know about Bic Touch is that it is not just a normal stylus.

“The Bic Touch looks and feels like a pen, but it’s packed with advanced technology.”

A screen can tell the difference between the pen and your hand, so you won’t see marks when you write. And the built-in software works with the pen to translate hand-drawn math problems, text and shapes into type.

But no matter how you spin it, the Bic touch is also a stylus.You just have to turn it, to write on paper, as usually.

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“ one side maKes mistaKes,

the other one doesn’t ”

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marKet research

questionnaire

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questionnaire

-Have you got a touch screen device?

-Do you use a touch screen pen?

-If yes, what pen brand do you prefer?

-What brands do you know?

-How do you use it?

-Have you got apps to write or to draw?

-Do you often use them ?

-What do you use them for?

-Would you be inetrested in buying a bic pen that has a double function,

also to write on touch screens?

- How many people do you know that don’t have any touchscreen

device?

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who in the world is demanding tablets?

us

france

japan

germany

uk

china

tablet sales worldwide 2010-2012millions of units and % change

15,7

2010 2011 2012

43,6178 %

81,387%

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marketing objective

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marKeting obJective

Draw more accurately on your phone or tablet. Most people fi nd it way more accurate to draw and write with a pen or pencil than rather than with their fi nger, it’s just what humans are used to. Engineered to work perfectly with iPad, iPhone and other devices with touch screen technology. There are two types of touch screens, ‘capacitive’ or ‘resistive’, the Bic Touch works with both. Ideal for games and apps.

In relation with the expansion of the touch screen market, Bic decided to reinvent its most famous product, the classic crystal pen, by adding a little sponge at the top of the pen to write even on touch screens.

a b c

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Create, write, capture your ideas on IPad with a pen that doesn’t scratch the screen.The pen is comfortable to hold and perfect for a daily and long lasting use. The soft sylicon top slides over the ipad screen e allows you to be more precise than if you use your fi nger.Black, blue, red,green ink.

bic For: smartphone, pc tablet

Create, write, capture your ideas on IPad with a pen that doesn’t scratch the screen.The pen is comfortable to hold and perfect for a daily and long lasting use. The soft sylicon top slides over the ipad screen e allows you to be more precise than if

Create, write, capture your ideas on IPad with a pen that doesn’t scratch the screen.

Black, blue, red,green ink.

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marKet analysis

segmentationenvironment analysis

positioningswot

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segmentation

countries where tablet sales are higher;Canada, USA Italy, England, France, Spain, GermanySouth AfricaChina, JapanAustralia

age: all agesGender: male-femaleIncome/occupation/education: not relevant (Bic touch pen replaces the normal bic pen adding to the price only 10/20 cents).Bic pen is THE democratic pen : everybody can afford it no matter about the job or the wealth.In spite of all this the company wants to broaden its target trying to reach wealthier clients that use touch screen devices.

social class: not relevantLife style: casual people. Bic touch is perfect also for kids that are leraning to write, young people, adults in general.

benefi ts: 2 in 1- ink pen and touchscreenAttitude:positiveBrand loyalty: super good

Segmentation of the market based on the different needs, characteristics and behaviour of the clients (buyers).

Bic Touch starts from the market share of the Classic Bic in order to conquer the “touch devices” new market. (MASS MARKETING)

GEOGRAPHIC AREAGEOGRAPHIC AREA

social class: not relevant

age: all ages

SOCIO DEMOGRAPHICS

PSYCHOGRAPHIC

BEHAVIOUR

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microenvironment

Microenvironmental factors are internal factors close to a business that have a direct impact on its strategy. Those subjects that may infl uence capacity to serve customers.

pentel

stabilo

crayola

bic

bic

€ 1.40

€ 1€ 3

€ 29

€ 15

€ 17

€ 22

€ 0.60

€ 0.80

bic touch

competitors

environment analysis

Looking stationery market, Bic has many competitors. The most important companies are:

Moving to the Touch screen pens market, the main competitors are:

crayola

toshiba

Kensington

wacom

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brand positioning

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others.

brand loyaltylow

brand loyaltyhigh

cheap eXpensive

BIC

wacomkensington

toshiba

crayola

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SUPPLIERS

Affordable Products with Low Cost Production

BIC successfully introduced new products while keeping its production cost low by leveraging its own industrial strengths. They use the same plastic-injection molding technology and similar distribution channels to sell what was essentially another mass-marketed, disposable consumer item. The additional cost required to produce and market the new product was relatively low, given that the same technology was employed in the factory: plastic was injected into a mold to form a casing, into which dispensable liquid was poured, and metal parts were attached to dispense the fluid.From time to time, BIC also deliberately chose to cut its product prices below the market. Such price cuts are often the main element of BIC’s marketing mix. The most obvious price positioning are those of BIC ballpoints which are usually lower than the competitors’ pens.

80% of Bic products are made in Bic’s own factories in France.

Product distribution is organized by continent, with country managers reporting to a continental manager. This structure enables BIC to enjoy an effective global distribution network. There are four continental managers for Latin America (incl. Mexico/CA), Europe, Middle East/Africa/Asia, and North America/Oceanic.

With the introduction of Bic Touch, distribution strategy remain unchanged.

DISTRIBUTION

pragmatic responsible

factorymanagement

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pestel analysis

not relevant

World Economy is now facing bad times but there are still some areas that aren’t feeling the economic crises so much. As for exemple technology : Tablets and touchscreen mobile phones are still best sellers. Moreover during the crisis, Bic brands is not “suffering” so much, thank’s to its low cost products (stationery, lighters, shavers).

This new product comes along with society evolution. Bic Touch reaches all the people who need an affordable but effi cient pen, and also a new target composed by touch devices users.

The technological factor is very important, if not foundamental for the launch of this new product. Bic rebrand itself, lining up with new society needs created by technology.

There is a growing sensibility towards sustainability, and environmental behaviour. The sales of Bic Touch are not going to be affected by climate or weather conditions. One of our aims is to be as friendly as we can to the environment we are living in. In 2012, 1.8 million euros were invested in environmental improvement programs.

Not relevant

macroenvironment

The macro environment consists of larger social forces that affect the micro environment including demographic, economic, natural, technological, political and cultural forces.

POLITICAL ANALYSISPOLITICAL ANALYSIS

There is a growing sensibility towards sustainability, and environmental behaviour.

The technological factor is very important, if not foundamental for the launch of this new

This new product comes along with society evolution. Bic Touch reaches all the people who

World Economy is now facing bad times but there are still some areas that aren’t feeling ECONOMIC ANALYSIS

SOCIETY ANALYSIS

TECHNOLOGY ANALYSIS

ENVIRONMENTAL FACTORS

LEGAL FACTORS

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swot analysis

STRENGHTS-low cost, disposable-global recognition of the brand-capacity of innovation-good money value-strong brand awareness-widespread distribution (GDO, and traditional retailers)-worldwide design recognition

WEAKNESSES-competing with companies that are much more concentrated on a product line, when BIC is involved in 3 markets.-Bic is not considered a company involved in technology

THREATS-presence of many competitors on the same distribution chain-ecologist concern on disposable products

OPPORTUNITIES-Growth of the touchscreen market-increase professional and private use of technology-increase of e-commerce

The schema below is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a marketing plan.It identifi es, in the internal and external factors, those elements that are favorable and unfavorable to achieve that objective.

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marKeting strategies

marketing mixansoff matrix

porter’s competitive strategyFive forces analysis

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BIC successfully extended its classic products life cycle and kept them in the market by promoting and supporting them for a long time. BIC’s Cristal had some technological improvements thanks to more advanced manufacturing techniques, but the style and design of these products are the same since years.The familiarity of these products worldwide and their long life cycle give them a competitive edge. Initially, when these products were launched, promotional activities were focused on generating awareness and encouraging consumers to try the products. Now that these products are well established icons, the promotional emphasis is on rewarding loyal customers who continue to use these products.Moreover, BIC has been successful in extending its products life cycles by constantly adding new products to its most popular range. During a product’s growth period, advertising

and special offers encourage new users to try the product. As the product moves towards maturity and saturates the market, BIC’s introduces a variation of the product with enhanced functionality or characteristics to boost the sales.

BIC launched Cristal Ball pen in the 50’s and BIC Orange (a fi ne-point version of Cristal) in the 60’s, and as they became mature, BIC launched a range of new products in the 90’s, such as Cristal Grip (more comfort), Cristal Colors (fashionable colors), Cristal Pocket (a more convenient size), Cristal Pockets Scents (fun and perfumed inks) and Cristal Gel (smoother writing). BIC now offers a full range of Cristal pens using both ball point and gel ink. The range’s development has also helped to support the enhancements of the core brand, and each year sales of Bic pens increase.

prolonging product liFe cycle

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marKeting miX

The Biro, or Bic Crystal ballpoint pen, is, to the say the least, a successful everyday design. That’s why Bic wants to innovate its most famous product but preserving its successfull and simple design.It’s really hard to imagine life without these small transparent pens. There always seems to be at least one lying around my desk, kitchen, top pocket, dashboard, bag.

Today Bic wants to be usefull for touch screen users, both in professional and provate use.

product

We will adopt a promotion strategy mostly based on online advertising (youtube, google, facebook, online magazines), television commercials on the main young channels (MTV is all around the world) and also printed advertising (magazines, and newspapers)

One the few things changing from Bic classic to Bic Touch is packaging.Bic Touch packaging will be 100% ecofriendly; thanks to its recicled paper composition instead of plastic pollutioning pack.

Bic uses three different distribution channels : retail distribution in every supermarket, strationery shop, e-commerce.Therefore Bic Touch will adopt the same distribution strategy Bic used for every stationery product.

pacKaging

promotion

placement

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price

I suppose:-For every BIC CLASSIC, Bic spends: 0.10 € . raw materials = 0.02 €labor costs = 0.08 €-The selling price is 0.60 €-The MARK UP is 0.50 €

-For every BIC TOUCH, Bic spends: 0.12 € . raw materials = 0.04 €labor costs = 0.08 €-The selling price is 0.80 €-The MARK UP is 0.68 €

One of the main feature of Bic success in the world is the affordability.

Thank’s to the semplicity of adding a silicone cap to the famous classic pen, prices can be little higher than Bic classic pen, but much lower than its competitors.

Every year Bic sells 8 billions of stationery products. About the 40 % of the stationery product is composed by Bic pens. (so every year 3.2 billions pens are sold).

cost evaluation

price

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pricecalculation

2013

pricecalculation

2012

BIC CLASSIC

Total costs of 2012 are:3.200.000.000 x 0.10 € = 320.000.000 €

If i sell 3.200.000.000 Classic pen for 0.60 €the PROFIT is:

3.200.000.000 x 0.60 € = 1.920.000.000 €/year

So: if the production cost was 320.000.000 €and the profi t is 1.920.000.000 €,

in 2012 Bic earned:1.920.000.000 € - 320.000.000 € = 1.600.000.000 €

BIC CLASSIC + BIC TOUCH

i’ll sell the same number of Bic that i sold in 2012 (3.200.000.000) but 20% will be Touch. 20% di 3.200.000.000 = 640.000.000 (n° of Bic Touch)

3.200.000.000 - 640.000.000 =2.560.000.000 (n° of Bic classic)

TOTAL COSTS of 2013:2.560.000.000 x 0.10 € = 256.000.000 € (for Bic classic)640.000.000 x 0.12 € = 76.800.000 € (for Bic Touch)

TOTAL COSTS OF 2013:

256.000.000 € + 76.800.000 € = 332.800.000 €

2013 PROFIT Bic classic 2.560.000.000 x 0.60 € = 1.536.000.000 €Bic Touch 640.000.000 x 0.80 € = 512.000.000 €

1.536.000.000 € + 512.000.000 € = 2.048.000.000 €

in 2013 Bic will earn:2.048.000.000 € - 332.800.000 € = 1.715.000.000 €

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I’ll keep the same amount of selling (3.200.000.000) from 2012 to 2013. But adding on the market Bic Touch, i’ll earn 7.2% more.

Gain difference between 2012 and 2013:1.715.000.000 - 1.600.000.000 = 115.200.000 €

% increasing gain between 2012 and 2013

1.715

1.61 0.072 x 100 7.2 %

earn

2012-13

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BIC invested heavily in outdoor media such as billboards and conducted national press advertising to raise awareness about its products. In its ads, BIC tried to convey to consumers that BIC products are essential for a successful life. BIC have partnered with Disney and Mattel to create specialty products marketed specifi cally toward children who want pretty pens and pencils.

Today Bic adds to this strategy, a new way of communication based on the new product chatacteristics: every touch devices user is an internet surfer . Thanks to this, we can make advertising in the new media to let them know about the new product.

advertising strategy

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ansoFF matriX

existing product

exis

ting

mar

ket

new

mar

ket

new product

marketpenetration

marketdevelopment

diversifi cation

productdevelopment

The Ansoff Growth matrix is a tool that helps businesses decide their product and market growth strategy.

BIC products reputation enables its new products to benefi t from the established brand name and to compete successfully with rival products, therefore Bic’s new product becomes familiar to people that recognize the trade mark.

To face competitors and conquer new markets Bic uses its strong brand awarness and its unbeatable prices.

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porter’s competitive strategy

low cost

wid

e tar

get

limit

ed ta

rget

differentiation

cost leadership

focus on cost focus on differentiation

big differentiation and

personalization

BIC touch adopted a cost leadership strategy: its target is as wide as possible, and the prices prosed by Bic are unbeatable.

Thanks to his strategy, Bic company can:- be protected by competition- have profi ts despite highly competitive market- conquer ample market share

Five Forces analysis For bic touch

rivalry

Porter’s fi ve forces of competition framework view the profi tability of an industry as determined by the fi ve forces of competitive pressure. It is a simple but powerful tool to understand where power lies in a buisness situation. It helps a fi rm in understanding its current strenght in the industry. It also brings into light the strenghts of the competitors. With a clear understanding of where power lies, a fi rm can take reasonable advantage of a situation of strenght, improve a situation of weakness, grab the opportunities and keep away from taking wrong steps. This makes it an important part of planning a strategy for any fi rm in any industry. At the same time, the tool helps in identifying whether new products, servies have any future prospect and the potential to be profi table.

high

medium

lowlowmedium

THREAT OF ENTRY

SUPPLIERPOWER

BUYERPOWER

THREAT OF

SUBSTITUTE

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rivalry - mediumThe rivalry among existing international competitors in touch screen pens is medium.Important brands such as Wacom, Toshiba, Kensington, Crayola, operate in the same sector/field even if their prices are higher than Bic touch.These brands are also globally recognized and have a huge loyal customer population.Due to the increasing demand of tablets, smartphones and other touch devices , there is an increasing number of web sites that sell low cost, and no brand touch pens .It would be a real innovation if a famous brand like Bic for disposable products gets intothe technological market without losing its main feature of disposable product.

threat oF substitute - mediumThe substitution of Bic is medium at the moment. Prices on the market are higher. The price that Bic determines will act as a barrier as regards the entrance of competitors on the same market.

threat oF entry - highThe simplicity of this idea can be a limit as regards the protection of the product,. This could mean a high number of competitorscan try to copy it at lower cost.

suppliers power - low Suppliers power is low because of the simplicity of the product and the wide possibility to find a different , more efficient, and cheaper supplier.

buyers power - lowBuyers power is very low . Bic is a multinational company with shops and branches in more than 160 countries . This together with the strong good value for money strategy, ensure that Bic has a wide target all over the world, so the buyers power il low.

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financial objective

sales increase

With the launch of BIC TOUCH my objective is to increase the sales of Bic pens (classic Bic pens+ Bic touch) from 3,2 billion to 3.5 billion.

So facing an increase of production costs (36 million euro) we would earn 319.200.000, more than in 2012.

In this case the total profit would be 1.9 billion euro.

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communication objectives

WHAT ARE THE THINGS I WANT TO OBTAIN:

CREATE AWARENESS Have people talk about the Bic and Bic products.

INCREASE BRAND PREFERENCESIncreasing the brand consideration in people’s mind when thinking at their free time.

BUILDING A STRONGER AND RELATIONSHIP WITH EXISTING CUSTOMERS.Create a relation with a new range of target.

Now people that used bic pens normally, can use the same product for new proposes.This will increase-loyalty-brand image-social communication-sales

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communication strategies

MESSAGE I WANT TO COMMUNICATE

Bic without losing its brand chacteristics (affordability, disposable, for everyone, everywhere, efficienty) will follow needs of the new generations and technology by offering a new product.

AUDIENCE I REFER TO

The usual customers and all those people who own a touch screen device.

TOOLS & ACTIVITIES

Addressing our communication media to the many individuals- with a strong brand positioning approach- using social networks, browsers, web banner, television and billboards.

We built a stronger and trustful relationship with our customers-customizing the communication content starting from the customers needs.

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social marketing

Annually, BIC factories plan and implement both short and long- term improvement programs targeted at preventing or minimizing consequences to the environment. In 2010, 1.8 million euros were invested in environmental improvement programs.

- brand awareness- sales increase

bic touchbeneFits to

- eco pack- innovation

- useful product for everyday life

bic company

society customer

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advertising

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carlotta concas

2012-2013

naba