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Exposé Marketing Stratégique : BIC (English)

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Exposé Marketing Stratégique : BIC (English)

  1. 1. 1
  2. 2. Léo HauchecorneStrategic Marketing Valentin Guégan
  3. 3. SummaryI. Bic overall presentation A. History (key dates) B. Key figures C. Ranges of products D. Logo and brandnameII. Strategic Marketing A. Positioning and segmentation B. Targeting C. Market Analysis and competitorsIII. Marketing Mix A. Price B. Product and packaging C. Promotion D. Place 3
  4. 4. I. Bic overall presentationA. History (key dates) PPA is French group established in 1945, in Clichy Company was renamed “Bic” in 1953 International development since 1953, now present in 162 countries. 4
  5. 5. B. Key figures 23 factories Almost 9,200 on 4 employees continents 2011 Net 2011 Net sales income €1,800 million €362.4 million 50 % 3,200,000 Manufacturing retail outlets in France 5
  6. 6. Every day…25 million Bic 6 million Bic Stationnery lighters products 100 000 600 000 Bic billion 10 million Bic Cristal Pen shavers What does that figure represent ? in 160 countries 6
  7. 7. C. Ranges of product 7
  8. 8. StationneryLightersShavers 8
  9. 9. D. Logo and brandname BIC performs all PPA wasn’t BIC comes from the functions of ainternationalisable « BICH » good brand Made in 1961 by Raymond Savignac 9
  10. 10. Packaging Green Dot (symbol) Logo andbrandnameName of the Bar code product Instructions Description of the product Made in France ! 10
  11. 11. Strategic Business Unit : B.C.G 1 11
  12. 12. II. Strategic MarketingAffordable Univeral Performs aFunctional specific function 12
  13. 13. Strategy : Past & CurrentDiversification and new productProlonging product life cycleExploiting the reputation and the product differentiationAffordable product with low production costLowering time to market 13
  14. 14. a) Positioning Quality and Value product positioning A large and diversified product portfolio aimed at answering consumers’needsb) Targeting and segmentation Age, income, gender What the product can be used for The wants and needs of the customers who buy the product 14
  15. 15. c) Market analysis and competitors Group presentation, Bic (2012) 15
  16. 16. Stationery Total stationery market : 7.0 billion euros 3 players : Bic, Newell Rubbermaid, Pilot Bic N°2 Worldwide (10 % Market Share), N°1 Europe (14 %) 16
  17. 17. Stationery product range Channels : Office Products and Retail mass market distributors 17
  18. 18. Lighters Worldwide lighter market 11 billion units Bic market share 45 % 3.1 billion USA, 30% in Euros Europe (in value) 18
  19. 19. Others productsShavers, Bic Sports, Bic Phones…. Competitors 19
  20. 20. III. Marketing MixPriceProductPlacePromotion 20
  21. 21. Add : 2 in 1 21
  22. 22. ConclusionIn brief…Suggested Strategies E-Commerce New product lines Pay attention to risky diversification (strategic failure, perfume) Outsourcing 22

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