This document discusses how BIC matches its promotional activities to different stages in the product life cycle. It first introduces BIC's portfolio of affordable consumer products like pens, shavers, and how the Boston Matrix can categorize them. It then outlines how BIC expanded its product range over time, from the original Cristal Ballpoint pen in 1951 to later innovations like gel pens and scented pens. The document concludes by explaining how BIC uses promotion differently at each stage of the product life cycle, from raising awareness for new products to improving top-selling items to eventually removing underperforming SKUs.