SAFETY FIrST The “Our quality, your safety” program helped earn market share, and communication campaigns were launched for consumers, distributors and government authorities.
stAtiOnEry GOOD GRADES FOR BACK TO SCHOOL Stationery gained market share and had a very positive back-to-school period in most countries, especially in France. Classic BIC® products were popular everywhere and in these diﬃcult times when purchasing power is really being squeezed, the EconoBIC program attracted lots of customers
€728.0 M NET SALES 2011 _40% OF THE GrOup'S SALES _+ 0.4% ON A COMpArATIvE BASIS
Europe held up well despite a diﬃcult economic situation, particularly in southern Europe. BIC continued to invest in Eastern and Central Europe, both very promising markets.
Holding up well, and even more
Growth performance This segment performed very well thanks to the new 3- and 4-blade technology of BIC's Flex shavers and the high quality shave they provide. BIC also strengthened its distribution in Russia and Ukraine and launched forcefull advertising campaigns there.
In a soft economy, with cautious consumer spending, BIC continued to grow by reassuring the consumer that BIC provides "More for your money…Always!"
BIC “More for your money … Always”
Quality, Creativity and Trust This category saw strong growth thanks to our continued quality and safety program as well as the dynamic BIC has created around its creatively decorated lighters, with limited editions ranging from Playboy to Rock Bands. Continued
growth in distribution and consumer awareness drove Multi-Purpose lighter sales.
CrEATING A BUZZ FOr WrITING Sales were boosted by focusing our marketing eﬀorts on products featuring our BIC® Easy-Glide System™ ink technology including the BIC Atlantis® and the new BIC® 4 Her product range. U.S. plans included an Easy-Glide sampling and trial program at shopping centers and consumer events across the country, national print advertising, a Facebook® page and Facebook® advertising. In Canada, marketing eﬀorts focused on an impactful national television ad campaign and national public relations tour featuring an educational professional promoting the beneﬁts of handwriting.
€517.7 M NET SALES 2011 _ 28% OF THE GrOup'S SALES _ - 0.4% ON A COMpArATIvE BASIS
still on the Winner’s Podium In the United States, BIC® was the only brand to gain market share, reinforcing its number two position in the non-reﬁllable shaver segment. The BIC® Flex4®, Flex 3, Hybrid Advance™ and the Soleil® range led the company's solid performance for the last two years.