SlideShare a Scribd company logo
Linking promotional activity to the
product life cycle
By
Bassel Awwad Al-Sheikh Hasan
Five main topics !!!!
• Products for consumers at affordable prices
• The Boston Matrix and BIC products
• Developing the product range
• The product life cycle and promotional activity
• Conclusion
Products for consumers at affordable prices
Products for consumers at affordable prices
The Boston Matrix and BIC products
How the Boston Matrix can be applied to
BIC products
• Cristal Ball pen and Classic shaver
• The Cristal Grip , Cristal Gel Pens and Twin Lady shavers
• Cristal Colors and Cristal Pocket Scents
• Tough Beard Shaver
Developing the product range
• In 1951 : Cristal Ballpoint pen
Developing the product range
• In 1964 : BIC Orange
Developing the product range
• 1990s
And that led to new products like :
• Cristal Grip , for more comfort
• Cristal Colors , for fashionable colors
• Cristal Pocket , for a more convenient size
• Cristal Rockets Scents , for fun and fruity inks
• Cristal Gel , for smoother writing
The product life cycle and promotional activity
The product life cycle and promotional
activity
• Gaining awareness and expanding
• Improving products during the Growth stage
• Keeping products alive during the Maturity stage
• Skimming the non-beneficial products
Conclusion
Thank you for
Listening

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Linking promotional activity to the product life cycle (bic case study)

  • 1. Linking promotional activity to the product life cycle By Bassel Awwad Al-Sheikh Hasan
  • 2. Five main topics !!!! • Products for consumers at affordable prices • The Boston Matrix and BIC products • Developing the product range • The product life cycle and promotional activity • Conclusion
  • 3. Products for consumers at affordable prices
  • 4. Products for consumers at affordable prices
  • 5. The Boston Matrix and BIC products
  • 6. How the Boston Matrix can be applied to BIC products • Cristal Ball pen and Classic shaver • The Cristal Grip , Cristal Gel Pens and Twin Lady shavers • Cristal Colors and Cristal Pocket Scents • Tough Beard Shaver
  • 7. Developing the product range • In 1951 : Cristal Ballpoint pen
  • 8. Developing the product range • In 1964 : BIC Orange
  • 9. Developing the product range • 1990s
  • 10. And that led to new products like : • Cristal Grip , for more comfort • Cristal Colors , for fashionable colors • Cristal Pocket , for a more convenient size • Cristal Rockets Scents , for fun and fruity inks • Cristal Gel , for smoother writing
  • 11. The product life cycle and promotional activity
  • 12. The product life cycle and promotional activity • Gaining awareness and expanding • Improving products during the Growth stage • Keeping products alive during the Maturity stage • Skimming the non-beneficial products