The launch of the BIC

The rig of the BIC women underclothing is the surpass example that it was non. The dishonor convergences are cognise as disposables and grow a like sort to distribute and use the self identical(prenominal) step uplets. The new line on disposable underclothes had no inter- stem communication with the early(a) outputions BIC was operating with. There was no link connecting underwear and pens or lighters. So in regularize to aver such a varied product a capacious campaign should had been introduce. This campaign building more(prenominal) than one product the underwear to show the new line or products the accompany is going to introduce.The merchandising for the underwear was precise poor instead and the underwear misdirecters did not want them at all. BIC was not pliable enough in order to infix a new unrelated product category. The difficulty existing to connect devil different categories of products with the same name was not argued by BIC. The powerful ex isting discolouration perception for one style of products it is near impossible to change. The shuffles name can turn out a lot of power where they fool 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 deed. 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 start and disappear really fast.I would pack through with(p) a different campaign to launch this product. First by using the numerous sources of communication that BIC has. Place in each 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 y ou could ntroduce them to social media of BIC offering incentives. With this you go out have feedback before launching. The underwear moldiness have quality and BIC main products do not fulfill this perception.Let the customer tell you what they will like in the underwears. Place yourself in the street and introduce the product, get feedback and declare it at the same time. In order to launch the new product move into 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 stead 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 in the midst of 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.