The launch of the BIC

The launch of the BIC women underwear is the best example that it was not. The brand products are known as disposables and have a similar way to distribute and use the same outlets. The new line on disposable underwear had no link with the other products BIC was operating with. There was no link connecting underwear and pens or lighters. So in order to introduce such a different product a huge campaign should had been introduce. This campaign showing more than one product the underwear to show the new line or products the company is going to introduce.

The marketing for the underwear was very poor instead and the underwear buyers did not want them at all. BIC was not flexible enough in order to enter a new unrelated product category. The difficulty existing to connect two different categories of products with the same name was not argued by BIC. The powerful existing brand perception for one style of products it is almost impossible to change. The brands name can have a lot of power where they have credentials.

If you take the name of the brand out of these credentials it loses its power. BIC tried to find a new product to sell so desperate that they did not think how to introduce it in the market. The BIC underwear also requires a new distribution channel and ifferent technology in its production. The main BIC products use different materials such as plastic and metal. The BIC underwear needed a new production material. All these made the BIC underwear fail and disappear really fast.

I would have done a different campaign to launch this product. First by using the many sources of communication that BIC has. Place in every sell cage of BIC pens and lighters a pre-launch awareness. Market the people that already know the brand and create a perception of a change in the brand. With this source of marketing you could ntroduce them to social media of BIC offering incentives. With this you will have feedback before launching. The underwear must have quality and BIC main products do not fulfill this perception.

Let the customer tell you what they will like in the underwear’s. Place yourself in the street and introduce the product, get feedback and advertise it at the same time. In order to launch the new product place the product and focus in a particular sector. Quality, price and easy to buy must be the main features of this product to get the customer satisfaction. Find the way to distribute the product and promote it. This product cannot be sold in the same distribution channel of the other products BIC has.

The women underwear is a product that you want to place in the right stores, the stores where women buy their underwear. In the stores big promotions and easy perception must be place. For the underwear with the other brands. With this BIC underwear will focus in the ages between 14-26 year old women. This age group is more open to changes and convenience. Also a change in the brand logo for this product must be done. With this brand awareness exists but also a differentiation from the main products of BIC.