Linking promotional activity to the product life cycle
A BIC case study

Page 1: Products for consumers at affordable prices

BIC was founded in 1950 by Marcel Bich with the introduction of the first high quality ballpoint pen at an affordable price. In 1975 BIC launched the first one-piece shaver and become a market leader within that sector too.

In the early days, BIC concentrated on a core range of products which mainly included: BIC Cristal® and Orange Ball Pen and the Classic Shaver. In the 1990s the company realised it needed to develop its product range to meet changing consumer needs and to compete with new competitors entering the writing and shaver categories.

BIC has therefore set about re-shaping itself. It has looked to add value to its products (e.g. by moving from a single blade to a twin blade, then to a triple blade razor) and to develop a range of new products. BIC's introduction of the Classic one-piece shaver, rebranded as BIC 1, illustrates this process. The re-branding was intended to enhance the brand's simplicity whilst still maintaining the highly recognisable, orange packaging.

BIC has further enhanced this re-branding by launching BIC 2, which satisfies consumers looking for a functional twin blade at an affordable price. Through the launch of BIC 1 & BIC 2, BIC has created a branding synergy.

In the twin blade sector, BIC has launched premium products such as Comfort Twin and Twin Lady. These products target consumers demanding enhanced features and benefits while still offering excellent value for money. In 2003, BIC launched its first triple blade shaver for men BIC Comfort 3 and one year later BIC Soleil Lady for women. Both of these products offer greater innovation and technologically enhanced features and benefits at attractive prices.

BIC | Linking promotional activity to the product life cycle

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