What is it that people like so much
about the brand? Against the backdrop of the economic crisis, BIC has done remarkably
well with an increase in sales of 5.9%* in 2010. The Baron Bich’s manufacturing philosophy of using just the necessary amount of raw materials is just as pertinent today as ever. And the Company is always
striving to provide the same high quality for customers around the world.
n the uncertain economic manager says “BIC® is the
I environment that developed quality product at the right price. countries are experiencing, On the whole, the brand’s BIC’s economic model seems stationery and shaver products are to be just what’s needed to meet 20% less expensive than their direct changes in consumer demand. All competitors’ brands.” the classics are still on off er, good quality at the best prices, along with RAW MATERIALS DOWN innovative, useful products with TO A MINIMUM real added value. Is there a big secret? Well, not
really; BIC® products are designed from the outset to use only the amount of raw materials that’s
BIC® is the needed, with nothing wasted. quality product “Look at BIC® Cristal®, it has a barrel because you have to hold it; at the right Price-wary consumers are fl ocking to BIC. it’s clear so you can see the level of the ink; it’s as light as possible price. to profitability, “and at the same and has a very simple cap. And
time we continued investing in the whole thing can write for two the brand to ensure long‑term kilometers,” Chairman of the
Some fi gures to back that up? The success,” the CEO points out. Board Bruno Bich tells us. He Group sells 44 million items a Customers have formed close ties continues “And millions of users day: “Combining quality with low to the Company over the years, and like it. BIC off ers products at prices prices allows us to keep conquering it crosses generations – BIC is part and in stores that are accessible market shares, both in developed of the family, everywhere and in all to everyone through some countries and developing ones” sectors of society. 3.2 million points of sale, from says BIC CEO Mario Guevara. In corner stands to supermarkets, in 2010 the company kept its head 3.2 M POINTS OF SALE 160 countries.” It’s no surprise then well above water. Normalized It should be said that the company’s that in the current crisis price‑wary income from operations increased prices are very competitive. consumers are flocking to the by 31.4% thanks to careful attention As Marie Saglio, BIC France brand.