BIC® SCHOOL ACTIVATION 2023/2024
PROBLEM STATEMENT
- Low brand awareness and brand loyalty among users especially on the stationary segment of BIC products.
- Lack of emotional link between the brand and students, parents of students, and teachers
STRATEGY
- Deploy brand promoters in key trade and bookshop locations to engage parents, students, and teachers during back-to-school season and encourage them to choose BIC through educational rewards (notepads, exercise books, school bags, etc.).
- Leverage the BIC Boy as a key engagement tool and activate visibility through POSM.
RESULTS
- Increased sales of BIC stationary during this period and recruited new customers for the BIC brand
- Achieved 83% and 127% in Volume and Value of our set target