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1
Honor the past
2
Invent the future
3
History…
2005 2006
4
BIC Categories
4% 8%
17%
Stationery
Lighter
43%
Shaver
Other
52%
49%
27%
5
Organization Structure For Shavers
6
Organization Structure For Shavers
7
Presentation Agenda
Page
Strategy Implementation 38
8
The Hair Removal Market
9
The Wet Shave Market
10
The Wet Shave Market
Systems
One-piece
Double-edge
11
The Wet Shave Market
Volume Value
Billion units Billion euro
16 6
12
4
2
4
0 0
Systems One-Piece Double Edge Systems One-Piece Double Edge
12
The Wet Shave Market
Systems +5.8%
One-piece 63%
69%
Volume Value
4 4
3 3
One-piece
2 2
Systems
1 1
0 0
2000 2001 2002 2003 2004 2005
2000 2001 2002 2003 2004 2005
14
Activity from 2000…
GILLETTE
15
Activity from 2000…
SCHICK / WILKINSON
16
Activity from 2000…
BIC
17
Activity from 2000…
Gillette Gillette
Schick Schick
Bic
BIC Bic
BIC
0 50 100 0 50 100
18
Activity from 2000…
Gillette Gillette
Schick Schick
Bic
BIC Bic
BIC
0 50 100 0 50 100
19
Geographic Characteristics
Systems vs One-piece
Value Share
One-piece
Systems Systems 74%
73% 68%
20
Focus on One-Piece
60 60
40 40 %
Share
of
One
20 20Piece
0 0
Gillette Bic
BIC Schick Private Label Gillette Bic
BIC Schick Private Label
21
Key Observations
22
Focus on Women
Market Segmentation
Women vs. Men
VOLUME VALUE
Women Women
21% 23%
Men Men
79% 77%
23
Focus on Women
50 50 50
0 0 0
Men Women Men Women Men Women
24
Focus on Women
Women value
60 60 Share 60
Value
Men Value
Share
Share
30 One-Piece
30 30
0
0 2000 2001 2002 2003 2004 2005 0
2000 2001 2002 2003 2004 2005 2000 2001 2002 2003 2004 2005
25
Focus on Women
SYSTEMS
ONE-PIECE
26
Key Observations
27
Pricing Evolution
1,61
1,52
1,37
1,23
1,12
0,98
One-piece Syst
28
Pricing Evolution
SYSTEM REFILLS
USA Retail Prices per cartridge
ONE-PIECE
Western Europe / US Average
Sensor 3 324
Xtreme 3 276
Soleil 244
Comfort 3 188
Blue II 100
Classic 44
31
BIC Shaver Strategy
32
BIC Shaver Strategy
33
BIC Shaver Strategy
Our strategy
• Blade Edge
• Shaver Head Geometry
• Ergonomics and Aesthetic
Design
34
BIC Shaver Strategy
• Blade Edge
Finding the proper balance of physical
properties to deliver closeness, comfort, fluidity
and safety
• Shaver Head Geometry
Understanding the impact of inter related
variables like angles and spacing using state of
the art computer simulation
35
BIC Shaver Strategy
36
BIC Shaver Strategy
Our strategy
37
BIC Strategy Implementation
38
BIC Strategy Implementation
Focus on triple-blades
39
BIC Strategy Implementation
Focus on triple-blades
40
BIC Strategy Implementation
Focus on triple-blades
41
BIC Strategy Implementation
Focus on triple-blades
Launching in the USA
in March 2005
42
BIC Strategy Implementation
Focus on triple-blades
Launching in Europe
in March 2005
43
BIC Strategy Implementation
Focus on triple-blades
44
BIC Strategy Implementation
Focus on triple-blades
Launching in Europe in 2006
45
BIC Strategy Results
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BIC Strategy Results
• RESULTS…
47
BIC Strategy Results
48
BIC Strategy Results
REPURCHASE RATE
5-Feb-05
60
43%
30%
30
14,8%
15%
0
Gillette Sensor 3 Schick Xtreme 3 Bic Comfort 3
49
BIC Strategy Results
REPURCHASE RATE
5-Feb-05
30 43%
30%
15
15%
14,8%
0
Gillette Sensor Schick Xtreme Bic Soleil
3 Women 3Women
50
BIC Strategy Results
100 100
32,4%
32%
50
50 26,7%
27%
12,6%
13%
11,3%
11%
0
0
BIC Share of Tw in BIC Share of triple
BIC Share of Tw in BIC Share of triple
Blade Blade
Blade Blade
51