Marketing Audit of Bic

Topics: Pricing, Marketing, Ballpoint pen Pages: 24 (7905 words) Published: November 3, 2012
Marketing audit BIC

1.1Business Mission4
1.1.1The company’s mission, vision and values4
1.2Marketing Objectives and Goals5
2Product strategy audit8
2.1BIC’s product mix8
2.2The product lines and their "augmented level"14
2.2.2Contact us15
2.3Comparison of BIC’s product mix with its 2 main competitors’product mix18
2.4Expansion Strategies20
2.5Areas that need improvement considering individual product decisions, product line decisions, product mix decisions and branding strategies24
3The pricing strategy audit24
3.1The investors’ relations section of BIC web page24
3.1.1Pricing objectives24
3.1.2Pricing strategies25
3.1.3Pricing procedures26
3.2BIC and the pricing topic27
3.2.1Factors affecting pricing27
3.2.2Pricing approaches29
3.2.3New product pricing strategies29
3.2.4Price adjustment strategies30
4Distribution strategy audit32
4.1Description of the supply chain for the stationary product line from raw materials to consumer purchase32
4.1.1BIC supply chain and sustainable development33
4.2Vertical Marketing System35
4.3BIC’s distribution network in Spain35
5Marketing communications36
5.1BIC’s promotional mix36
5.1.2Sales Promotion36
5.1.3Public Relations37
5.1.4Personal Selling38
5.1.5Direct Marketing38
5.2An integrated communications strategy39
5.3Choose two of your company’s ads and analyze them40
5.3.1First ad: Communications objective and content:40
5.3.2First ad: Structure and format:41
5.3.3Second ad: Communication objective and content:41
5.3.4Second ad: Structure and format42
5.4“Push” or “Pull” promotion strategy42
5.4.2Personal selling42
5.4.3Sales promotion42
Business Mission
The company’s mission, vision and values
The mission of BIC is to make the consumer's life easier by providing quality products that are safe. Some of the company’s perspectives are:
“We offer simple, inventive and reliable choices for everyone, everywhere, every time. “ “Honor the past, invent the future. “
“Our vision and our philosophy are central elements of our culture, guided by our shared values: ethics, responsibility, teamwork, simplicity, and ingenuity.” Since its founding more than 50 years ago, BIC has built its success on a clear vision: to make top-quality, affordable BIC products available to everyone. While responding to the need for new product lines, the company continues to fulfill this mission by observing three fundamental values: A BIC product, above all, is designed to perform a specific function—draw a line, produce a flame, shave a hair. Design and technology reflect the efficiency with which each product carries out its function. BIC products make the consumer's life easier. Indeed, BIC products provide easy answers for everyday needs. BIC chose to go straight to what’s essential: create something simple, yet reliable, which eases something we all do, that everyone can use. This vision is at the heart of every brand move BIC makes. However, each time BIC identifies a specific need, it responds with technical ingenuity to optimize performance, thanks to its ongoing research and development. In addition to that, in order to win consumer loyalty. BIC provides the same quality of use from start to finish. With BIC products, everyone in the world is sure to find what they need, at an affordable price, offering both quality and reliability. BIC products are available to consumers worldwide with 3.2 million retail outlets, from open-air pushcarts to superstores. Finally, ethics and transparent financial information are part of the group’s values. This means that BIC enjoys the utmost trust from its partner. Marketing Objectives and Goals...
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