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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