The launch of the BIC

The launch of the BIC women underclothes is the best example that it was not. The mark off produces are known as expendables and dedicate a similar course to distribute and use the same outlets. The new line on disposable underclothing had no link with the other products BIC was operating with. There was no link connecting underwear and pens or lighters. So in order to arrangement much(prenominal) a different product a huge black market should had been introduce. This campaign showing more than one product the underwear to show the new line or products the company is going to introduce.The marketing for the underwear was very poor instead and the underwear buyers did not want them at all. BIC was not flexible enough in order to enter a new unrelated product category. The difficulty breathing to connect cardinal different categories of products with the same forebode was not argued by BIC. The powerful existing check perception for one style of products it is almost imp ossible to change. The brands name can have a lot of power where they have credentials.If you let in the name of the brand out of these credentials it loses its power. BIC tried to find a new product to man board so desperate that they did not esteem how to introduce it in the market. The BIC underwear also requires a new distribution channel and ifferent technology in its business. 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 fail and disappear really fast.I would have done a different campaign to launch this product. First by using the many stocks of communication that BIC has. Place in every sell cage of BIC pens and lighters a pre-launch cognisance. Market the people that already know the brand and create a perception of a change in the brand. With this source of marketing you could ntroduce them to social media of BIC offering incentives. With this you will ha ve feedback before launching. The underwear must(prenominal) have quality and BIC main products do not assemble 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 advertise it at the same time. In order to launch the new product place the product and direction 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 port 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 place in the right stores, the stores where women buy their underwear. In the stores big(p) promotions and easy perception must be place. For the underwear with the other brands. With this BIC underwear will focus in the ages between 14-26 year old women. This age group is more open to changes and co nvenience. 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.