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SITUATION
- Low demand for BIC Cristal Ultra Fine Pen
- Low Awareness
MARKETING TACTICS
- Brand Education
- Consumer engagement activities
- Bic sponsorship of key school special events:
- Mother’s day
- School Interhouse sports
- Career day
- Cultural day etc.
- Sampling using TRY IT CARD
RESULTS
- 98% sampling objective achieved
- 100% activation objective achieved
- 159% sales objective achieved