BIC Perfume

Bic Perfume Repositioning Strategy

 Bic
Societe Bic has had a lot of success with developing low-priced,
high-quality disposable versions of a variety of durable goods.
Bic is Know as a company which provide : Accessible,
Accessible
practical, disposable products

Bic products:
 Cigarette lighters previously dominated by Zippo
 Razors headed by Gillette
 Pens dominated by fountain pens from Parker & Schaefer

 In March 1998 Bic has decided to extend this strategy to a

number of new product areas, including perfume. “ short life
product”
 The brand DNA
• Founder Baron Marcel Bich ( French) launched the BIC ballpoint pen in
1949
• You can flick a BIC/ you can write with a BIC/ shave with a BIC/ surf Bic

• More than half of the company's revenue comes from its stationery
products (pens, pencils, highlighters, markers, crayons, and correction
products).

• Lighters (disposable, utility, and special-edition) and shavers (men's and

women's) contribute another 25% and 19%, respectively.
 The brand DNA
The Company vision: We offer simple, inventive and reliable choices for
everyone, everywhere, every time.

 The company philosophy: the past invent the future

 The company values: ethics, responsibility, teamwork, simplicity, and

ingenuity.

 The product philosophy: to make top-quality, affordable BIC® products

available to everyone. While responding to the need for new product lines

 Affordable: Offering everyone the opportunity to buy quality products at

affordable prices is a priority for the BIC Group.

 Universality: BIC® products are known and appreciated the world over for
quality, affordability and ease of use.
 Sustainable development involvement.
Source: http://www.bicworld.com/inter_en/corporate/vision_n_value/our_value.asp
 The brand DNA
Logo Evolution:
1950 1961 1980
Bic Brand Portfolio :
BIC brands are used by consumers
worldwide and represent quality and
reliability in their respective markets.
Bic sport :
was established in 1979 by
Marcel Bich, a sea lover who
had noticed the growing popularity
of windsurfing at the time.
Source:
 The current brand affinity
FUNCTIONNAL:
FUNCTIONNAL simple easy ,disposable

EGO:
NATIVE: 50 yrs of
simple and
existence
affordable

EMPATHY: ASSOCIATION:
every body childhood pens,
knows it disposable razor

COSMOPOLITAN: SOCIETY: every

not a large variety of where
product EMOTIONAL: remember
you personal situation

Has to be improved Current situation

 The concept of Bic Parfum
The product :
• Quarter-ounce pocket spray bottle
• The bottle was designed to resemble Bic's cigarette lighters
• Four fragrances were developed, each with a different color top to identify
them
• Fragrances included :
Jour : "day", a red-topped floral scented women's fragrance
Nuit : “night",
“ a blue- topped spicier women's fragrance
Homme : "man",
" a black-topped musky fragrance for men)
Sport : a green-topped unisex outdoors scent
• The fragrances are not cologne
 The concept of Bic Parfum
The price :
• Parfum Bic was developed and priced at $5

The distribution:
Parfum Bic was first launched in Europe,
Then the parfum was launched in the United States
The product was ditributed in the same stores as their other
disposable products,

• In mass merchandisers,
• Supermarkets
• Convenience stores*
*The product was staying out of department stores avoids head-on- head competition
with other lower-priced perfumes and helps keep price down.
 The concept of Bic Parfum
The promotion :
The message was:
• Connoting everyday usage and self-purchase

• The Parfum Bic concept is "taking fine French perfume out of the
bedroom and into the on-the-go world".

• The perfum Bic is a high quality alternatives to expensive perfume

Budget:
• The U.S. launch will be supported with a $15 million print and TV
advertising campaign with a theme of "Paris in Your Pocket".
• The French-controlled company pulled the wraps off a $20 million
advertising campaign
 The ad campaign

Source:
http://www.parfumdepub.net/collection/Bic_Parfum/index.html
 Key failure of the brand expansion
• The Bic values of popular, affordable, easy, disposable are
not relevant to perfume which is considered usually as a luxury
product specially in France. 
• Bic Perfume wanted to associate disposable convenience
linked to the Bic brand to consumers who wanted non-designer
fragrances but the image of perfume  can not fit this idea.
• The product extension from pens to perfume was seen as far
from Bic core competence ( Pens) 
• The distribution channel was limited  to the same store than
the other product in order avoid high competition.
• The perfume didn’t have any product name
name that can make
it different from Razor or pens.
 The New Product

I would like to launch

Office air freshener& perfumed cleaner Wipes!

( Office & Home)
&
Office & car freshener

Combining the idea of:

office/perfume/cleaning/disposable/simple to use

In France
 What about the global market
in France
The cleaning Global market segmentation, includes: cleaning
materials, Soap, and detergent. The total turnover represents
2,0512M€ in 2006 increasing by 1%.
MARKET SEGMENTATION

Detergent
74%

Cleaning
Soap Material
Glycerine
3% 19%
4%

Source: Xerfi studies 2006

 what about our Sub-market in France ?

The Sub-market of cleaning material

represents 19% in value of the total
market. In 2006  By 2.5 % It includes:
Cleaning liquids, gels, powders, solids,
sheets/ wipes* and pads for use on
painted, plastic, metal, porcelain, glass
and other surfaces, and on washable floor
coverings.
* Perfumed wipes market is booming

It also include house air freshener

&deodorizer
candles, diffusers, oils, potpourris,
blended closet fresheners, lavender linen
sprays and an assortment of specialty
crystals, rocks, oils and incense.
 what about the Market share & growth of cleaning material?

In France Local / export

Mkt growth Mkt growth

7% Export 6.6% 
by 7.2%

Professional 4%
20%  3%
3%
Household French84%
80%  by 1%  by 4.2%

80%
Mkt share 6% Mkt share

 Exportation growing
 Professional market growing
 Total market in France Growing
 Trend
Qualitative Trend :
• The home fragrance market is booming worldwide
and manufacturers are constantly innovating
• Technology, luxury and pampering are all helping to
boost the market.
• People spend more and more time and money
creating the perfect atmosphere at home & office.
• In France 17% of buyer bought a “green product” in
2005
 What about the competitors?
• Major players BCG’s cleaner wipes & air freshener

• Golgate-Palmolive : Ajax/
Ajax lacroix
• Unilever: Cif
• Johnson&Johnson: Brize/Pliz /Canard WC
• Procter&Gamble:Antikal/ Febreze/ Mr Propre/
Swiffer
• Sara Lee: Ampipur/Ampipur flush /Kiwi
• Reckitt Benckiser: Airwick / St Marc
 Competitors positioning
cleaner perfumed wipes
Variety of fragrance

baby
Specialized area
 Multi-use &
surface

Computer

Unique
Glass&miror
wood fragrance
 Competitors positioning
air freshener
Variety of fragrance

Car Home

Unique
fragrance
 Market threats & opportunities
Threats Opportunities
•Chemical regulations & •Booming of specialized
EU directives product
•Strong competition • No similar product for
concerning cleaning office
sheets •Special attention of well
•Pollution threats being at work ( anti
stress)
•Green products
Key success factors of competitors
• Experience in house & office cleaning product
• Innovation in material & packaging ( new
perfume, disposable product)
• Large range of product less risk
• Complementarily within product( liquids, gels,
anti-bacterial sheet, house fragrance, toilet gels)
• Strong relationship with retailer already
presence in shelves
• Strong brand image
• Supported & backed by big groups  P&G
 Why the new concept can fit the
Bic’s brand image?
Brand DNA Product DNA
•Simple •Cleaner Wipe :simple to use &
• Disposable disposable
•Affordable •Less expensive then competitors
•Distribution channel •Can be distributed in supermarket,
•Universality Tabac, specialized shops, stationary
•High quality product that respect the
•Environment involvement
environment & regulation
•Office air freshener & car air freshener :
innovative product
 New Product Brand Name

Air freshener: Bic-fresh from

Bic
cleaner Wipes: Bic-Clean from
Bic

Because Bic, untill

now, does not have
invent a new brand
So we keep BIC name
 BIC product attributes ( Air freshener& cleaner Wipes)

Segmentation Target Positioning

Office Air refresher Professional To perfume and

create a anti-stress
atmosphere
Office cleaner Householders &
Wipes professionals Clean your office and
computer space.
Innovative & unique

Purify polluted air

Car fragrance Drivers

 New product positioning
Brand extension:
 New products 4p’s
cleaner wipes
Product 2 products launched Office space cleaner
( Professional office & home Office)
3 variety of Fragrances: Soft/pure/antibacterial

Price 5% more expensive than multi-use product

Promotion Depend on the budget. TV, Feminin magazines,

professional magazines

Place Super market

Referenced on JPG catalogue
“Tabac”
 New products 4p’s
car/ office freshener
Product Different format: Electrical Plug In Diffusers, Electrical
fragrance refills, aerosols
Different fragrances: flower/fruits/green tea

Price 5% more than the average price (New)

Promotion Professional magazines

Car magazines

Place Super market

Referenced on JPG catalogue
“Tabac”
Gaz station
 Design brief
Universe disposable/ practical/affordable/
innovative/easy
Product name Stay in Balanced reciprocity
stage ( Bic Fresh/ Bic Clean)
Symbols  Orange color/ little boy cleaning/
plastic materials recyclable
Shape  Not far from competitors
 Ad Brief
Thema:
Easy
Funny
Different situation ( car/ office/home)
Anti-stress
Scenario suggestion:
“Take care of your brain ( pens) Body ( Razor) &
now well being with fresh air and clean office”