The case study of BIC, a French company dominating the global market

Extract

[...] We will next see how, and where Bic chooses to sell their products. Place In the marketing mix of a product, the place refers to how the company chooses to sell their product. It generally is a mix of different decisions that the company takes according to their strategy, in order to decide the place their product will be sold (different types of stores) and whether or not their product will be sold on the internet and on which type of website (only their website, or working with other partners). [...]

[...] Finally, the last point of the product's mix decision is about the packaging of the product, and how the company chooses to design it in order to attract the client. There are usually 3 different levels of packaging that exist for a product the superficial packaging, the packaging body and the labelling. In Bic's case and for their razors they have an evolving packaging. The cheaper razors are coming in a bigger pack, so for which they chose to use a plastic pack, labelled with Bic's colors, the number of blades on the razor and the number of razors in the pack, in order for the customer not to lose time trying to search for these informations (Appendix 4). [...]

[...] In order to increase their sales, Bic as any other modern company that has adapted to the connected era in which we are living nowadays applies the personalized marketing strategy, which shows the customer ads depending on their recent web searches and bought products. This is at the same time beneficial for the company allowing them to promote their razors to customers that are interested in similar products and increase their conversion rate. It is at the same time beneficial for customers because they get personalized ads depending on the products, they're interested in. To finish with, we will tackle the company's strategy regarding their business relationships and company's development. [...]

[...] In short Bic is a company that has changed in order to adapt through the years and this explains why the company is still healthy nowadays. Their strategy is modern, using all the possible distribution and promotion channels. Appendixes Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Appendix 7 Appendix 8 Appendix 9 Appendix 10 Articles and sources https://www.bicworld.com/ https://www.bicworld.com/fr/a-propos-de-nous/qui-sommes-nous https://fr.wikipedia.org/wiki/Bic_(enterprise) https://www.bicworld.com/fr/nos-produits/rasoirs https://www.bicworld.com/fr/carrieres/nos-metiers https://www.bicworld.com/fr/investisseurs/chiffres-cles https://fr.bic.com/fr/beaute/rasage.html Antoine, S. (2010). Analyse-qualité de l'entreprise Bic. Publications Études & Analyses. Huang, R., & Ohanian, R. (2006). [...]

[...] Then the first big step forward for this French company comes during the 50s'. Indeed in 1950, the founder, Marcel Bich, launches the first Bic ballpoint pen by improving László Biró's already existing ideas. This new product will then allow the company to quickly expand to other countries. At first Bic aims for close countries such as Belgium, or Italy, but its rapid growth will then lead them to the American continent, but also to Australia and New Zealand. Being present in almost every country Bic then wants to continue its expansions and at the same time create new products. [...]