Bic World — Group Marketing Case Study

The below essay was once again a group work for a marketing class by Nicolò Maran and Vasilis Stefanou using the DECIDE (D = define the problem, E = establish the criteria, C = consider all the alternatives, I = identify the best alternative, D = develop and implement a plan of action, and E = evaluate) model and Bic World as a case study.

Bic Logo

This paper aims to examine how BIC can address the risk of marketing myopia in a context characterized by strong elements of disruption, using the DECIDE model as the main analysis tool. In support, situational models such as SWOT analysis and Marketing Mix, located in the appendix, will also be recalled in order to offer a more articulated and complete perspective on the strategic position of the company. The ultimate goal is to outline a transformation path that allows BIC to overcome the current logic of “disposable” products and reposition itself as a provider of innovative and sustainable solutions for daily life.

Establish the criteria

To find the ideal solution to the problem at hand, we need to establish the criteria first. Every few years the market turns towards specific trends that are created from the socio-cultural values of our societies. If companies do not catch up to these trends, they can also reach Market Myopia because customers’ needs and desires are following these new ideals.

The most pressing trend now is sustainability and the methods that can help create products or services which harm the environment as less as possible. Big and small companies utilise various ways to be considered as an ethical company because customers appreciate the effort.

Manufacturers use recyclable or reusable materials, offer eco-friendly products as end products, reduce waste production while using renewable energy sources in their procedures and invest in green initiatives (EcoHedge, 2023). Bic’s main material in production is plastic. Therefore, their manufacture and design teams must find an alternative option to that because Gen X, Y and Z consumers are extremely eco-conscious. 67% of Gen X, 60% of Gen Y and 80% of Gen Z prefer to buy from sustainable companies and large percentages are even willing to pay more (True Grade Foods, 2025). As we mentioned earlier, people either stop smoking and shaving habits for diverse reasons or buy electronic devices that replace the traditional razors and cigarettes. However, if you provide people with sustainable versions of these products, then, a large number of them who consider the environmental impact mostly, can continue to be recurring customers.

Another important issue is digitalisation. We live in the digital era and people in the business world, as well in their daily lives replaced any writing equipment with digital tools such as mobile phones and laptops. Whether we are referring to students or businesspeople, digital notebooks or computers give to their users the power of saving huge amounts of data on slim devices, connect with people worldwide using various platforms and using different applications which make grant boundless possibilities when it comes to writing or designing. In addition, users do not need to buy more paper or ink, which builds on the sustainability part and there aren’t any additional costs, expect of the one-time payment of devices and software (Upadhaya, n.d.). Bic has created Rocketbook, a reusable notebook that allows users to save their notes on cloud and share them online via social media platforms (Rocketbook, 2020). With that being said, it still lacks the technological advancements of computers, such as communicating online and having online conferences.

Rocketbook

Consider all alternatives

According to the company’s website, Bic is utilising excellent strategies to remain relevant and stay ahead in terms of sustainability since 1994. The most notable initiatives were in 1994 where they conducted life cycle product analyses, in 2004 they published the first public report on sustainable development program, in 2009 they received the NF Environment NF400 Writing Equipment ecolabel, in 2011 they began a recycling partnership and in 2022 they reduced their gas emissions. Furthermore, they mention that they design products with longevity in mind, while eliminating waste and pollution, as well recycle the materials used in the production (BIC., n.d.). Based on that, they company is putting an effort into being a proponent of sustainable future.

Another creative idea to reach a wide audience was their collaboration with the global Cosplay Icon Alyson Tabbitha for a campaign. Comic cons and cosplaying is gaining a huge fanbase around the world and using a known model to promote BIC’s 4 Colour pens is a brilliant idea (BIC., n.d.). Unfortunately, their promotion is for their pens, and it will not attract the eco-conscious or techie customers. A preferred option would be to promote a universal stylus that works with any type or brand of electronic devices, such as digital notebooks, touchscreen mobile phones and laptops. Using their inexpensive, sustainable materials to create them, they can target multiple groups of consumers that seek for an affordable, universal tool with exquisite design to use with any technology they possess. Other brands have created their own stylus, especially the ones who sell digital notebooks, but Bic can have the advantage if they create a cheaper version with improved design and features included. As shown in the SWOT analysis, affordable and sustainable products are their strengths but they need to change their brand image which is their weakness since most people consider them as the brand that mostly sells pens that they might even become obsolete in the near future.

Taking it a step further, Bic can collaborate with other brands that sell electronic notebooks, cigarettes and shavers. Bic tried to create electronic devices in the past and they failed because their business model, that worked up to this day, was about affordability, and electronics cannot be inexpensive. Once again, in the SWOT analysis, we have displayed that Bic’s threats are electronics, which include expensive products or materials to make them, as well new competitors in the market and new industries that will shift the market. Through partnerships they can remain relevant by working with companies who managed to stay ahead of the digital game. Moreover, they do not need to work on the electronic side of the products. They can be the ones who create extra add-ons such as vape or shaving accessories, device cases and stylus. These products will be affordable since they will require lower costs to create and can be produced on a mass scale, which falls into their successful business model.

They can also extend to any industry. For example, they can produce accessories, specific parts or packaging solutions for industries such as healthcare and food. Healthcare and food industries require efficient, affordable packages that lower the costs while protecting their products. Bic can step in and contribute to the packaging process. The overall effect of this alternative will allow Bic to have a portion of the market share along with as many partners as they choose to partner with and that removes the competition element as well. In terms of risk, Bic will mitigate it on a grand scale because they will produce parts using cheap materials, they can control how sustainable the materials will be, the expenses will be low and they can promote that they assist multiple brands in being sustainable, creating a positive picture to their customers and those other brands’ customers.

Identify the best alternative

After analysing the different possibilities, the most solid alternative for Bic consists in the development of digital and ecological tools, in particular a sustainable universal stylus that can be used with electronic devices of various kinds, such as tablets, digital notebooks and smartphones. This choice would allow the company to remain consistent with its tradition of products that are accessible and easily replicable on a large scale, but at the same time face two central challenges: growing digitalisation and the demand for environmental sustainability. Recent studies show that consumers are increasingly inclined to prefer brands that combine innovation and social responsibility. According to PwC research (2023), many customers are willing to pay a surcharge for goods made with sustainable criteria, while an investigation by Accenture (2023) shows that over two fifths of consumers say they direct their choices towards companies that are attentive to environmental impact. In this sense, the proposal of an ecological universal stylus allows Bic to differentiate itself from competitors by offering a simple, accessible and compatible product, without the need to enter the complex and expensive market of advanced electronic hardware, which in the past had been an obstacle for the brand (BIC, 2022).

Stylus

Develop and implement a plan of action

To make this alternative a reality, Bic should adopt a gradual path that combines innovation, partnership and targeted communication. A first phase would consist of the development of a prototype stylus made from recycled or biodegradable materials, accompanied by a product life cycle analysis to ensure a real reduction in environmental impact. Subsequently, the company could start strategic collaborations with electronic device manufacturers, so as to ensure technical compatibility and brand visibility to an audience already oriented towards digital solutions. The market launch should be supported by a marketing campaign focused on the combination “innovation and sustainability”, with a particular focus on consumers of the Y and Z generations, who prove to be more sensitive to these values (Deloitte, 2022). In parallel, Bic could progressively diversify its offer by introducing complementary accessories, such as sustainable cases or packaging, thus expanding its lines without distorting the business model based on affordability and large-scale production.

In addition to the production side, Bic should hire a number of Y and Z generation customers as testers. These individuals must have the technical knowledge of using such products and must provide detailed feedback to the production team that will include bugs, glitches, features to consider and further add-ons based on their day-to-day needs. The reason being that these people are the mirror of majority of the market and since they are buying and utilising such items, they would have valuable insights that takes the end products on another level before they enter the market. New innovations are rapidly created, therefore, this process of testing should be done every few months to stay up to date, instead of falling back from the competition. Moreover, followers of these trends are always eager to try out new products before everyone else, have their saying in the making and they are more likely to be ambassadors of the brand because they believe in the final result, especially if they receive free samples. They will promote it to their friends and social media accounts, reaching larger audiences organically and increasing sales in the process.

Evaluate and monitor the solution Bic’s decision to expand its reach towards sustainable and, in particular, digital items (as hypothesised by the universal stylus), requires careful evaluation. It is crucial to analyse the impact that this significant change of direction will have on the market and, last but not least, on the consolidated image of the brand. Because if there isn’t a detailed analysis before launching such products and initiatives, they might backfire as electronics did previously and completely destroy their image as a failed company of this era. People’s appetites and lifestyles change rapidly with the new fast-paced world that shutter whole enterprises with years of experience.

At first, in the short term, placing a product on the market that blends accessibility, versatility and environmental responsibility promises to incisively strengthen brand perception. Bic, historically associated with disposable products, would demonstrate a surprising ability to tune into contemporary consumer sensitivities. A stylus made with recycled or ecological materials are not only able to directly intercept that segment of customers attentive to both technology and sustainability, but could even attract buyers who, until now, had never considered Bic’s traditional offers (pens, razors or lighters). Eco-friendly and techies are the biggest groups in the market nowadays. Only by attracting them, the company will instantly have a huge success. Let alone, receiving the attention of the ones who were against any traditional items. This move is also supported by sector research, which clearly indicates a greater propensity to purchase and involve products labelled as sustainable. Many consumers, in fact, declare themselves willing to pay a marginally higher price for items that reflect their values. Therefore, this practice will promote a more positive image to customers and non-customers alike, as well increase their revenues drastically (McKinsey and NielsenIQ, 2023).

Looking at the medium to long term, the strategy offers an invaluable structural advantage: decreasing dependence on historic product lines, the demand for which is inexorably compressed by growing digitalisation. Instead of having to venture into the development of complex electronic devices — an expensive undertaking that in the past limited the expansion of the group — Bic could exploit its production expertise. The goal would be to create additional components or accessories at extremely competitive costs. Parts that other entities need from another provider to create their own products or services and look for the fairer prices in order to increase their profits. Bic obviously has the upper hand when it comes to low costs and can provide to these brands the components, they need at competitive prices. This would result in strategic partnerships with companies producing digital notebooks or accessories for complementary sectors, such as vaping or shaving, keeping the accessibility pillar intact.

Bic’s historic product line

Furthermore, openness towards healthcare or food packaging. Sectors constantly looking for economic and functional solutions. This opportunity could generate substantial new sources of turnover. A transformation of this magnitude cannot, obviously, avoid significant risks. First of all, the use of ecological materials will lead to an inevitable increase in production costs, potentially eroding the perception of convenience on which Bic has built its fortune. Added to this is a more subtle, but equally important issue: long-term sustainability. It is known that businesses must carefully balance environmental commitment with economic value to avoid compromising their financial position (Eccles, Perkins, and Serafeim, 2012). However, careful planning, together with ad-hoc partnerships and well-oriented communication, are tools capable of effectively reducing risks. This operation is undoubtedly ambitious, but if they evaluate and choose the right parts to produce as well the most ideal partners to collaborate with, then, they will be unstoppable in multiple markets for more years to come. Its success cannot ignore the brand’s ability to achieve and make indisputable, in the eyes of its public, its objectives of innovation, sustainability and accessibility, raising them beyond the level of simple advertising claims.

Analysis of BIC’s Marketing Mix (4Ps)

The lasting success of BIC is not accidental; it derives from the rigorous application of a synergistic Marketing Mix, in which each of the four strategic levers (Product, Price, Distribution and Promotion) is calibrated to support a positioning of mass accessibility and functional reliability.

Product: BIC’s offering is emblematically limited around essential disposable products — pens, lighters and razors — which embody a design devoted to simplicity and full functionality. This minimalist approach is the company’s core competence. Past experience, marked by failures in inconsistent line extensions, has strengthened this strategic focus. The company has, in fact, learned that its brand equity is inextricably linked to the promise of an item that works and is immediately replaceable.

Price: The Price lever is perhaps the most distinctive pillar of the BIC strategy. The adoption of a penetration strategy, characterized by extremely low-price levels, is functional to saturating the market. This policy not only guarantees the acquisition of large shares, but also defines the brand as “democratic”, i.e. universally accessible. Although the introduction of a few premium margin products allows slightly higher market segments to be covered, the fundamental brand identity remains anchored to a perceived value of convenience and utility.

Distribution: In line with mass positioning, the Distribution strategy aims for omnipresence. BIC ensures widespread availability through a vast physical network that embraces supermarkets, tobacconists, offices and schools. This widespread distribution, operating in over 160 countries, is fundamental for the business model based on impulse and necessity purchases. However, the essay highlights a strategic critical issue: the vast physical network is counterbalanced by a significant gap in the development of e-commerce. This delay in the digital channel represents an area of potential vulnerability in an increasingly online-oriented market context.

Promotion: The Promotion lever is managed with considerable sobriety. Communication is limited and does not aim to elevate the product to a symbol of status; rather, it exploits the intrinsic strength of the brand recognition already acquired. Messaging is oriented towards strengthening the perception of reliability in everyday use. An emerging critical element in the contemporary landscape is the weak emphasis on sustainability. In an era characterised by growing ecological sensitivity, especially towards disposable items, the lack of a robust sustainability narrative in communication and complex strategy constitutes a potential brake on brand reputation and future resilience.

Conclusion

After a close examination of BIC’s Marketing Mix and SWOT analysis, it is evident that, while the company demonstrates strong execution in mass-market volume strategies and penetration pricing — alongside the use of sustainable materials — there remains a significant vulnerability rooted in Marketing Myopia. BIC appears to be anchored to a narrow definition of its business: a supplier of low-cost, disposable products, a positioning that has defined it for the past 80 years. This strategic short-sightedness could hinder its ability to evolve as a provider of future-focused solutions in writing, hygiene, and emerging consumer needs — ultimately leaving it behind the competition. Furthermore, as discussed in the essay, BIC cannot be considered as a producer of premium products, since its unsuccessful ventures into electronics and perfumes. However, strategic partnerships with innovative and sustainable-minded enterprises could provide the competitive edge BIC needs. Such collaborations would allow the company to maintain its core values — offering affordable materials — while aligning with luxury brands to benefit from their prestige and market influence. This approach could significantly enhance BIC’s brand image, positioning it as a key supplier of sustainable materials to leading brands, and enabling it to resonate with a broader range of social groups.

Appendix

SWOT Analysis Diagram

Decision Matrix

Marketing Mix (4Ps)

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