S MP E

Maria Luisa Gemma Ruggi

1950

was found

ed

1975launched the first

one piece

shaver

1990realised its

product range

Problem Children Cristal ColoursCristal Pocket Scents

Comfort 3 Soleil

StarsCristal GripCristal GelTwin Lady

DogsTough Beard

Cash CowsCristal Ball PenClassic Shaver

Market Share

Market Growth

LOW

HIGH

HIGH LOW

The range’s development has

enhacements of the core brand

The style and design haven’t changed, they are still recognizable

world-widePromotional activity

encouraging customers to test

the product

When these products became icons the

promotional activity focused on rewarding

loyal customers Product’s growth period advertising

encourage new users

When the product moved into decline BIC will replace it with new product

When sales will stagnate, is important to support the product

Thanks for your attention