Have you heard about “BIC for her” pens? Yes, that’s right: BIC has a line of pens for ladies. What was the company thinking when they launched this product? What were the brand’s marketing objectives?
Before we jump into today’s marketing lesson, let’s see what Ellen DeGeneres had to say about the BIC pens on her show. It seems women have been using the wrong pens – namely man pens – all these years… WOW, what a revelation 🙂
‘Bic for Her’ marketing objectives…
WOW, these pens are for real. They come in both lady-colors pink and purple, and they cost twice as much. Interesting pricing strategy.
This is an example of what NOT to do in marketing. Just have a look on Amazon and see the reviews. Hundreds of women are mocking the product and writing sarcastic reviews.
Amazon reviews – 2 examples:
Here’s what Megster from California had to say:
I’ve been using man pens this whole time 🙁
“Wait, I’ve been using man pens my whole life?!!! How embarrassing. This must be why I haven’t landed a husband yet.”
Tina K. from Columbia sc writes:
Lipstick to match
“It took me awhile to figure out the use of these but now it’s great. I mean I was a little sad I couldn’t find a matching lipstick or shoes But found out that these WRITE. Who hoo time to spend my husbands money writing checks. Thanks bic now I can get shoes to match all the pens”
What was BIC thinking?
First of all, it seems the company hasn’t done any market research to identify the demand prior to launching their pink & purple lady-pens.
Second, it appears they didn’t listen to customer feedback.
Before you launch a product or service, do your company & brand a big favor: do some market research AND listen to the comments and feedback you receive from real world customers. Your employees and your company might know a lot and have a vast experience, but avoid the temptation to think you know it all better.
“Not being in tune with your customers is like living in an alternate reality; the way you think your customers feel about your product is not always the same as what your customers really think about your product.” – Bo Bennett
What do you think about the ‘BIC for Her’ pens? Why did BIC launch this line of pens – What were the company’s marketing objectives? Let me know what you think.