BIC will fight for the lead in the market for shavers

When it comes to the BIC, the first idea that comes to mind for most people is the famous ballpoint pen. But the French company also wants to be remembered for high technology in the development of shavers, especially products with higher added value. Worldwide, the company is already the leader in the production of razor blades, with no less than 3 billion blades manufactured per year.
Now, as part of the growth strategy, the company chose Brazil to make the launch of the Shaver BIC Flex4. "This is definitely a milestone for the company and the product is the result of five years of research in our laboratory in Greece," said Horacio Balseiro, Chairman of BIC from Brazil. It reports that the Brazilian market represents 13% of the company's global business, but that the goal is "to make BIC's market in the country to grow more than in the other regions of the company in the coming years".
The segment is within the BIC shavers, the third largest in sales performance report of 2012 and what else grew last year, when the company's global sales reached US $ 2.4 billion. While stationery sales closed the period with $ 797 million and growth of 5%, 13.8% grew shavers and closed the year with $ 481,8 million in sales.
The new product, symbolizes the BIC's strategy of fighting increasingly by the leadership of the sector in Brazil, which currently belongs to Gillette, Procter and Gamble products & of Bozzano, Hypermarcas, who only entered the market of shavers in 2005.
The four-blade technology in a rechargeable device, the first of the BIC, is already used by the market leader, but according to Emerson Cation, Director of marketing for BIC, the differential of the launch is in ergonomic concept, bringing together comfort, safety and high performance. "We made a research with 10 thousand customers in Latin America and 94% of them said they would trade their current Shaver to use our product," he says.
According to the Executive, the aim is to attract not only those clients who already use Premium equipment of other brands, but encourage the migration of consumers who previously wore the simplest of devices own BIC, but who are willing to pay more for higher quality. "Today 75% of our sales are disposable devices, but we want these customers to migrate to the line of rechargeable shavers," explained Ferryman.
Initially the product is imported and is on sale at Walmart stores, but the prediction is that in the coming months to reach the entire Brazil, in more than 500 thousand points of sale where the brand is present. The prediction is that from 2014 the company's new plant in Manaus, which will house the Flex4 production line is ready. "Then we will begin to produce here in Brazil as well," says Ferryman.
He reveals that the construction of the new area is part of the investment in the company's infrastructure to house the production of this and other lines in the portfolio. The value predicted for 2013-2014 is $ 40 million. The BIC unit in Brazil is the only one in the world that brings together the production of all fronts of products in one place. "Usually every product is made in a region," says Ferryman.
In the coming months, BIC prepares news. "We have already made back-to-school launches the start of the year and we are preparing the next," says Ferryman. He reveals that novelties such as rechargeable batteries, stationery products and lighters should be announced between this year and the next.
To continue growing, Ferryman says that the company does not rule out new acquisitions, as it did in 2006 when it bought the maker of Pimaco labels and in 1997 with the acquisition of Sheaffer pen manufacturer. "We are always looking at opportunities, but haven't found anything that interests us".