2011 Annual Report › 27 - Apr

N°02//2012
THE BIC YEARLY MAGAZINE
SPORT
Here comes the caravan!
SPECIAL REPORT
EXCLUSIVE INTERVIEW
Meet Bruno Bich
and Mario Guevara
MANAUS
Report from the BIC factory in Amazonia, Brazil
SUSTAINABLE DEVELOPMENT
BIC MORE
RESPONSIBLE EVERY DAY
+
DESIGN SPORT BUZZ PERSPECTIVES BIC CULTURE TRAVEL
2
+
DESIGN SPORT BUZZ PERSPECTIVES BIC CULTURE TRAVEL
Contents
Buzz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Meet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Sport . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
25
BIC IS BACK
8
After staying away for 15 years,
BIC is back!
In the Tour de France 2011 caravan,
an adventure that will be repeated
in 2012.
Corporate
governance . . . . . . . . . . . . . . . . . . . . . . . . 12
Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
BIC® Culture . . . . . . . . . . . . . . . . . . . . 18
Design
Shavers gained
market share
on all continents
and saw its net
sales rise
by 9.1% in 2011.
E
GAM
THE
WHOS
GET T ?
WHA
Perspectives . . . . . . . . . . . . . . . . . . . . . 54
Bruno Bich and Mario Guevara
The Chairman of the Board
and CEO of BIC take a look back
on an eventful year in a difficult
economic context.
Marketing. . . . . . . . . . . . . . . . . . . . . . . . . 48
............................
26
Lights you like
Born to design,
BIC gives its lighters
a whole new look.
International. . . . . . . . . . . . . . . . . . . . . 32
Travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
36
BIC APP
30 years young!
Advertising and
Promotional Products
celebrates its 30th
anniversary. BIC’s
fourth category is
innovating...
Sustainable
Development . . . . . . . . . . . . . . . . . . . 57
57
BIC More Responsible Everyday
BIC implements the second edition
of its Sustainable Development
barometer.
We’re All BIC Kids
They love their pens
and pencils and they want
to tell us about it.
MANAUS
Travel to Manaus in Brazil,
in the heart of the Amazon,
visit the BIC Amazônia plant.
Awards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Shareholders’
information . . . . . . . . . . . . . . . . . . . . . . . 64
Last Word . . . . . . . . . . . . . . . . . . . . . . . . 68
1
2
editorial
N°02
Welcome
aboard!
The first edition of BIC’tween us was a hit that readers found
attractive, surprising and fun.
BIC wants to continue the experience and this year we bring you
the second edition in which we take a look at the 60th anniversary
of the BIC® Cristal® ballpoint pen, the company’s much touted
return in the caravan of the Tour de France, progress made in
sustainable development and Corporate Social Responsibility,
rewards and more. All told, 2011 was an eventful year for
the Group.
Because everybody uses BIC® products for different things,
BIC has taken a look around at different consumer habits, given
the lighter loving crowd something to set them apart, studied
shaver users’ features… And how do YOU use your BIC® pen?
We also take you on a journey to Manaus, Brazil, a country
where the Group has been present since 1956. The editors give
you an in depth look at what life is like for four employees in the
BIC Amazônia plant and shows you around the city. A clear
demonstration of BIC’s capacity to establish and develop its
international activity.
Fasten your seatbelts, it’s going to be an exciting ride!
The editorial team wishes you
yage !!
BonBvoyage
on vo
3
Buzz
BEST OF 2011
BIC snapshots from around the world
ASIA
THAILAND THINKS
BIG FOR ITS NEXT
GENERATION
BIC Thailand launched
a “Think BIG, Think BIC®!”
TV campaign and Facebook® page
accompanied by an original street
advertising campaign. Its mission was
to gain awareness of BIC with Thai
secondary school students. To do that,
the local subsidiary found just the right
slogan: “Big Dreams Start from Writing.”
The campaign was also adapted and
introduced in South Korea.
www.facebook.com/thinkbic
DIVERSITY
COLLECTIVE ART BY BIC
How do you get people thinking about the richness
that diversity brings to our societies? Through creativity!
BIC approached the non-profit organization Art Prime
which works to change people’s views on disabilities
and promote skilled, talented disabled people through
art. Working together with a painter from Art Prime,
employees at the BIC headquarters in Clichy created
a wall painting focusing on diversity.
230
people collaborated on the wall art
4
WORLD
BIC ® 4 COLOURS™
GETS IT ALL IN WRITING
AT THE G20 AND THE G8
100%
made in France
BIC sponsors the French presidency of the G20 and the
G8 meetings held in France in 2011, by offering participants
a BIC® 4 Colours™ pen. For the occasion the pen was
specially decorated with the logo of these international
summits. Experts, journalists and heads of state
and government wrote the history of tomorrow
with a BIC® 4 Colours™ pen.
CULTURE
SHEAFFER SHOWS OFF!
In September 2011, the Sheaffer Pen
Museum was opened in Fort Madison,
Iowa, in the United States. More than a
century of history is written there, beginning
with the invention of W.A. Sheaffer’s
unique design and patent in 1908. Fountain
pens and other Sheaffer® brand writing
instruments, both old and new, are included
in the collection. The museum captures
the long-standing link of Sheaffer,
Fort Madison and its people as well
as the passion of everyone who has
worked for the brand. Today, Sheaffer
has an international appeal, in fact,
it was with a Sheaffer Valor 9354
pen that the leaders of Europe
signed the Accession Treaty of
Croatia into the European Union in
December 2011.
2
1.45 m
with a BIC® Cristal® pen
SOLIDARITY
BIC® CRISTAL® BRINGS TO LIFE
THE ARTWORK OF DAVID DOWNES
BIC UK supported British artist David Downes throughout
the creation of an exceptional piece of art (100 x 145 cm)
drawn for the most part with BIC® Cristal® pens and representing
the St. Pancras station in London. The project was an initiative
by the National Autistic Society (NAS) to help raise money
for medical research. “With BIC® Cristal® pens, I can get all the
effects and details I want to achieve,” explained the artist.
Expert know-how
since
1908
pays
5
Buzz
ACQUISITION
BIC® PHONE
NEW AND IMPROVED
2011 VERSION
29
In October, a new version of the
BIC® phone was launched in France
and Spain, and now includes a camera
and radio in an eye-catching design
available in your choice of four colors…
still for a mere €29. The BIC® phone is
now even easier to find at tobacconists,
newspaper stands, service stations
and supermarkets. In addition to the
30 minutes of calls included when you
purchase it, you’ll receive 100 sms/mms
free of charge the first time you recharge
your minutes!
euros*
* Suggested retail price
26
countries participating
SPORT
BIC GLIDES OVER THE WAVES
BIC sport is riding the Stand Up Paddle (SUP) wave
and is making a name for itself as one of the leaders
in this new sport that is growing rapidly in the US.
In France, Eric Terrien, BIC racer won
the “Nautic Challenge,” a SUP event organized
on the River Seine in Paris.
As for windsurfing, the World Championship of BIC
Techno 293 OD, the official board for enthusiasts under 17
years of age, brought together 146 young windsurfers from
26 different countries in the amazing San Francisco Bay.
Lastly, the O’Pen BIC 2011 dinghy racing
world championship included 140 young people
on Lake Maggiore in Switzerland.
6
CHARGING AHEAD
WITH FUEL CELL
DEVELOPMENT
Since 2003, BIC has been developing
the technology for fuel cell cartridges,
which are connected to a fuel cell device
and replaced once the fuel is depleted.
This work was complemented with the
acquisition of the Canadian Company,
Angstrom Power Incorporated, specialist
in research and development of fuel cell
devices. BIC expects to bring to market
a portable fuel cell device and fuel cell
cartridge for electronic devices such as
mobile phones, tablets and electronic
games, in the next two to five years.
15
ECUADOR
BIC ECUADOR
SPONSORS BYRON LÓPEZ
km
race
Group BIC’s subsidiary in Ecuador has worked
with wheelchair racing Para-Olympic champion Byron López
since 2010. The sponsorship provides and maintains the athlete’s
sporting equipment and allows him to participate in various
national competitions. One of his most recent competitions
was the 15 km race around the country’s capital, Quito, which
is renowned as a particularly difficult course. Byron López was
the winner of this competition, bringing him to a total of 11 wins
for the year!
FACEBOOK®
BIC FLICKERS
230,000
de
BIC USA launched
Facebook fans
the “BIC Flickers” Facebook® page.
In just a few months the page has garnered over
230,000 fans! The page allows BIC® lighter fans to share
their passion and stories about their favorite BIC® lighters,
and enables them to view and provide feedback on the latest
lighter products and promotions.
www.facebook.com/bicflickers
NEW
A HOT NEW
ACQUISITION
BIC Corporation acquired
Sologear LLC, maker of a unique
solid ethanol technology and the
technology’s first product, FlameDisk®,
a portable, convenient
charcoal-alternative for grilling.
BIC® FlameDisk® complements
BIC®’s multi-purpose lighter business
and represents a growth opportunity
for the U.S. in the barbecue and
grilling categories.
7
Meet…
EXCLUSIVE INTERVIEW
Bruno Bich, Chairman of the Board
and Mario Guevara, CEO
INTERVIEW BY CHRISTOPHE VIDAL
2011 was another record-breaking year with a 3.1% increase in net sales
on a comparative basis and a 14.7% increase in net income. Bruno Bich and
Mario Guevara look on an eventful year in an economic context that was unevenly
balanced between developed and developing markets. They also take the time
to talk about the BIC people and their capacity for innovation
How do you explain
such positive results for 2011?
Mario Guevara : This
performance is the result
of the serious work we have
been doing over several years,
of our deep understanding of
our markets and our constant
search for ways to improve.
It confirms the solid foundation
of our business model – offer
consumers quality products at
the right price and that meet
their needs or their desires.
Our business has also benefited
from the dynamic of developing
markets, and despite the crisis,
we performed well in developed
countries.
Around the world, which
countries and products
performed best?
M.G : In Europe, we gained
market share in Stationery.
The back-to-school season
8
When times are hard,
consumers focus on
proven values. It is the
satisfaction of customers
over a long period of time
which creates the strength
of a brand like BIC®.
Mario Guevara
was excellent and now we are
beginning to benefit from the
growth in Eastern Europe.
Shavers did well, as did Lighters,
despite competition from Asian
products. In North America,
the stationery market was highly
competitive. We made progress
with distribution for lighters
and the 4 moveable blade
and hybrid shavers showed
excellent performances.
In developing markets, our
stationery activity saw
more than satisfactory
sales, both in Latin
America and in Africa
and the Middle East.
We earned market
share in Latin America
where shavers had
strong growth. Finally,
our lighter sales nearly
doubled in Japan after
the implementation
of the ISO 9994 and
child resistant safety
standards.
Would you say that shavers had
a good year?
M.G : Yes, as far as shavers
are concerned, we successfully
reinvented the category
by making quite a few
investments over the past ten
years, and this has made the
difference. More than 60% of
our sales come from products
that didn’t even exist in 2002.
We have a great brand, very good products always
at the right price, creative teams with extensive experience
and in-depth knowledge of our markets - those are
fantastic assets.
Bruno Bich
In the United States,
BIC® is the only brand
that increased
its market share
for one-piece shavers.
Mario Guevara
Meet…
It’s been a somewhat
disappointing year for BIC APP.
How would you sum that up?
M.G : Sales dropped by 10%.
We were able to maintain our
market share and our position
The economic context will continue
to be difficult over the next few
years, but we will continue to grow
in the face of adversity.
Bruno Bich
as leader for writing instruments
and calendars. However, we lost
market shares in our “hard goods”
activities following some issues
in customer service which have
since been resolved. More than
90% of BIC APP sales were made
Europe and North America,
in E
in countries where there is not
in c
a lot
lo of growth. 2011 was a
transitional year as we integrated
tran
Norwood and Antalis. In 2012,
Nor
we will focus our attention on
customer service and product
cus
innovation.
inn
10
Countries with developing
markets represent 32% of your
net sales, what is the outlook
like, more specifically in Asia?
Bruno Bich : Our goal is to realize
more than 40% of our net sales
from developing markets. Middle
East and Africa zone will play an
important role in reaching
this goal. We are going to build
a new Stationery plant in Tunisia
that will allow us to better
meet the consumer demands
in the region. As far as Asia
is concerned, the continent
as a whole is very complex,
but we will continue to invest
to develop our brand’s name
over the long term.
On this topic, where does your
court case with the Indian group
Cello Pens stand?
B.B : The International
Arbitration Tribunal constituted
in Singapore decided in our
favor concerning the complete
application of the definitive
agreements signed on January 21,
2009 with the Cello company.
€1,824.1 M
€
19.9%
NET SALES
NORMALIZED IFO MARGIN
MORE FROM
BRUNO BICH AND
MARIO GUEVARA
What quality to you value
most in another person?
Mario Guevara : Honesty.
Bruno Bich : Courage.
What did you get most
excited about in 2011?
M.G : The power of social
networks, which are a source
of absolute transparency
of a kind never before seen
and which have toppled
dictatorships.
In November 2011, you
announced your acquisition
of the Canadian company
Angstrom Power Incorporated
that specializes in developing
portable fuel cells. Where has
that led to today?
B.B : There is a growing consumer
demand for mobile power
sources for smartphones, tablets
etc. Since 2003, we have been
working with partners including
the French Atomic Energy and
Alternative Energy Commission
(CEA, Commissariat à l’énergie
atomique et aux énergies
alternatives) on the research
and development of portable
fuel cell cartridges. Now, with
the specialized skills of Angstrom
in fuel cell devices, our goal is
to offer a complete power source
solution in the next two to five
years.
In terms of social and
environmental corporate
responsibility, what were some
of the highlights for 2011?
B.B : The particularly
positive attitude I’ve seen
in our teams even when
faced with problems and
a weak economic climate.
M.G : We have updated and
renewed our Sustainable
Development Barometer for the
next three years. We launched
a “Social Business” initiative in
Bangladesh together with CARE.
The BIC Diversity Charter was
rolled out around the world,
accompanied by various actions
in all of our subsidiaries to meet
the needs specific to the culture
in different countries.
For 2011, the Board of Directors
has proposed an ordinary dividend
of 2,20 euros as well as an
exceptional dividend of 1,80 euro
per share. We also decided to
give an exceptional bonus to
all employees around the world
who are not eligible for our free
performance share plans. The
economic context will continue
to be difficult over the next few
years, but we will continue to grow
in the face of adversity.
What message do you have for
shareholders and employees?
B.B : We have a great brand,
very good products always at
the right price, creative teams
with extensive experience and
in-depth knowledge of our markets
- those are fantastic assets.
Our economic model is healthy
and, with our solid financial
situation, we can face the
future with confidence. We can
increasingly invest in developing
countries and in innovation,
while increasing shareholder
dividends.
€362.4 M
NORMALIZED INCOME
FROM OPERATIONS
11
Corporate Governance
OPERATIONS
François BICH
Ed DOUGHERTY
Chief Executive Officer
Lighters
Stationery and Shavers
Billy SALHA
Chris MILLS
Europe
North America
Marie-Aimée BICH-DUFOUR
François EYSSETTE
Legal
Human Resources
BIC’ TEAM
Mario GUEVARA
12
BOARD
OF DIRECTORS
Bruno BICH
Chairman
Mario GUEVARA
Director and CEO
François BICH
Director and
Executive Vice President
Benoît MAROTTE
Nicolas PAILLOT
Stationery
Advertising and
Promotional Products
Marie-Pauline
CHANDON-MOËT
Director
John GLEN
Director(1)
Gilles PÉLISSON
Director(1)
OFFICERS
■ Mario GUEVARA
Chief Executive Officer
■ François BICH
Executive Vice President
■ Marie-Aimée BICH-DUFOUR
Executive Vice President
Edgar HERNANDEZ
Latin America, Oceania, Asia,
Middle East and Africa
Marie-Henriette POINSOT
Director
Frédéric ROSTAND
Director(1)
Pierre VAREILLE
Director(1)
Société MBD(2)
Director
AUDIT COMMITTEE
John GLEN (Chairman) (1)
Édouard BICH (Société MBD) (2)
Pierre VAREILLE (1)
COMPENSATION
AND NOMINATION
COMMITTEE
Gilles PÉLISSON
(Chairman) (1)
Marie-Henriette POINSOT
Frédéric ROSTAND (1)
AUDITORS
DELOITTE & ASSOCIÉS
Statutory Auditors
GRANT THORNTON
Statutory Auditors
BEAS
Substitute Auditors
INSTITUT DE GESTION ET
D’EXPERTISE COMPTABLE
Substitute Auditors
(1) Independent.
(2) Bich family holding company,
represented by Édouard Bich.
Jim DIPIETRO
Finance
13
Figures
It all adds up!
NET SALES (in million euros)
CAPITAL EXPENDITURES (in million euros)
as reported - 0.4%
at constant currencies + 2.1%
on a comparative basis + 3.1%
1,831.5 1,824.1
2010
63
2011
2010
NET SALES 2011
by geography
40%
28%
Europe
North America
32%
Developing markets
(Latin America, Oceania, Asia, Middle East and Africa)
14
89
2011
NET SALES 2011 by category
Stationery
Lighters
32%
28%
18%
5%
17%
Shavers
Other products
Advertising and
promotional products
WORKFORCE by geography
2010
3,650
2,714
2,452
497
3,661
2,595
2,486
456
2011
Europe / North America and Oceania / Latin America / Middle East, Africa and Asia
9,313
9,198
15
Figures
NORMALIZED INCOME FROM OPERATIONS (in million euros)
Group
2010 2011
314.9 362.4
Lighters
174.0 199.9
Stationery
Advertising
and promotional
products
Shavers
70.3 83.5
43.6 59.8
Other
products
33.4 24.3
- 6.4 - 5.2
GROUP NET INCOME (in million euros)
16
207.5
237.9
2010
2011
+ 14.7%
as reported
NORMALIZED IFO MARGIN (in percent)
2010 2011
Lighters
36.2 39.1
Group
Shavers
17.2 19.9
Stationery
14.2 18.2
Advertising
and promotional
products
12.1 14.2
9.2
8.1
FREE CASH FLOW AFTER ACQUISITIONS AND DISPOSALS (in million euros)
222.4
2010
108.9
2011
17
BIC® Culture
BIC Stationery:
underlining the importance of
The 2011 study by BIC Canada revealed that writing by hand stimulated the brain
and encouraged learning. That’s good news in this increasingly digital age where BIC
continues to make a major commitment to education. This year, the Group also focused on
innovation while continuing its commitment to give you “More for your money … Always!”
BIC,
CONNECTED
ACROSS ALL
CONTINENTS
With BIC® Mark-it™
and BIC Pen Pals, BIC
is conversing socially
in North America.
In Thailand and South
Korea, BIC launched a TV
and Facebook® campaign
entitled “Think BIG, Think
BIC®!” The Sheaffer® brand
is also on Facebook®,
Twitter® and Foursquare®
to give its fans and
customers around the world
real-time updates about
the brand and access
to customer service.
id you know that writing
by hand stimulates the
brain, helps you retain
information and develops
fine motor skills? That’s what
Dr. Steve Graham, professor of
education at Vanderbilt University
in Nashville, Tennessee in the
United States tells us as he took
part in a study carried out by BIC
Canada about the advantages of
writing by hand. The study, which
had more than 1,000 participants,
sh o w e d t h a t 83 % r e c a l l e d
information better when they had
written it down by hand rather than
typing on a keyboard. This study
18
For years
we have been
active in the field
of education…
combined with BIC USA’s Quality
Comes in Writing Program
signifies BIC’s commitment to
raising broad awareness about the
importance of writing by hand,
especially for children. “For years
we have been active in the field
of education, providing teaching
kits and developing educational
programs,” reminds us Benoît
Marotte, General Manager for
Stationery.
INNOVATION,
SOLUTIONS
BIC offers a vast range of stationery
products, the majority of which are
produced in 13 specially dedicated
factories. In Marne-la-Vallée, France,
2 million pens are produced every
24 hours. The Group is constantly
innovating its products, like with the
BIC always clever,
and close to you
“Againts the baccalauréat leaks: the pen that doesn’t leak”:
in France, BIC kept up with the news around the French exam
and made a unique press announcement, illustrated with the
BIC® Cristal® pen.
In South Africa, social issues were at the forefront with
the slogan “Choose and change a future.”
As for Mexico, their marker line teamed up with Mexican
artist Amparin Serrano for the colorful “Marking™ Distroller”
campaign.
BIC® EasyGlide™ ink, which makes
writing 35% smoother than with its
classic inks. This technology is used
in the BIC® Cristal® 1.6/Bold, BIC®
ReAction® and BIC® Velocity® Bold
pens, not to mention BIC® Atlantis®
with fun colored inks. Thanks to
innovations like this, sales of BIC®
ballpoint pens have had another
record year of strong growth.
And the Group still offers the
best quality products at the right
price. In support of this, in 2009,
BIC launched the “More for your
money... Always!” as a brand
promise campaign in the United
States. It has been successfully
extended around the world, with
particular success in France where
for the second year the EconoBIC
operation was rolled out at back-toschool time in major supermarkets
and stationery stores, around the
concept “the more customers buy,
the more they get.” It’s a concept
that’s also being exported to
Argentina and Belgium.
25
million
BIC® stationery products
are chosen every day
by consumers around
the world
R HER WOMEN
BIC® FOGN
ED JUST FOR
A RANGE DESI
es, writing instruments
e in many other categori
lik
un
t
tha
ted
no
d
ha
e
“W
ate the first stationery
studies, we decided to cre
ny
ma
er
aft
d
an
l,
ua
ex
are as
Marotte.
women,” explains Benoît
line entirely dedicated to
o appreciate
wh
n
me
ated for wo
cre
rn,
bo
s
wa
r
He
r
Fo
C®
featuring
And so BI
rs ball pens and gel pens
the
ga
ge
ran
e
Th
le.
sty
d
jeweled
comfort an
textures, and fashionable
d
an
s
lor
co
e
iqu
un
,
tte
a sleek silhoue
t price” positioning
ut losing sight of the “righ
accents. All of that witho
that is BIC’s strength!
erican
ccess particularly with Am
su
ed
joy
en
far
s
thu
s
ha
The range
line.
rking on expanding the
consumers, and BIC is wo
19
BIC® Culture
WE’RE ALL
My BIC® Cristal® Fine pen
goes everywhere with me,
to all my meetings.
Yuko, 34 years old,
contrary
I write in my journal
with my BIC® 2 Colours™ pen
.
Claire, 11 years old, a romantic.
My BIC® Cristal® pen
is kind of a good-luck
charm for me.
Maria-Luisa, 56 years old, superstitious.
20
That’s MY BIC®
highlighter!
Marc, 44 years old,
not very generous.
I use my BIC® pen
as a blowgun.
Yann, 13 years old, class
Olga, 19 years old, PRACTICAL.
clown.
I think maybe my favorite
is BIC® 4 Colours TM.
Pablo, 7 years old, indecisive.
My BIC® Matic mechanical
pencil is always perfectly
sharpened.
An Evolution™ pencil made
from recycled material is
better for the environment
Franz, 17 years old, ecological.
To draw
animals.
Charlotte, 51/2
years old,
budding artist.
artist
21
BIC® Culture
®
®
BIC CRISTAL
Diamond anniversary the world around
The most commonly sold ballpoint pen in the world celebrated its 60th anniversary with its users
throughout the world with all kinds of events. This iconic pen is part of the collective memory of
billions of consumers everywhere who have a fondness for the legendary pen. The BIC® Cristal®
pen has even entered the permanent collections of the Museum of Modern Art in New York and
the Centre Georges Pompidou in Paris.
A limited edition
of 250 bouquets made out
of 60 BIC® Cristal® pens
was created and distributed
to a few privileged customers
and journalists.
Spain
France
The site www.littlebicworld.com
was specially developed for
this anniversary year and there
was even a competition to write
a jingle in honor of BIC® Cristal®.
Italy
France
Tsé & Tsé designers
Catherine Lévy and Sigolène Prébois
designed a decorative screen using
600 BIC® Cristal® ballpoint pens.
Their piece was displayed at an
exceptional event at the Cité de
l’architecture et du patrimoine
in Paris.
22
BIC Italy launched a campaign
with the slogan “Never Ending
Pen.” A special website was
created to celebrate the
60th birthday and it received
two awards recognizing
the top quality of the site!
A competition for customers
and for schoolchildren was
launched along with street
marketing events.
Africa
The region opened a competition
for BIC employee teams
for the 60th anniversary of
the BIC® Cristal® pen. The goal
was to create the most creative
event that reaches consumers.
BIC employee teams from Tunisia
and Ivory Coast were the winners.
United Kingdom
BIC held an event for its clients with
an exhibition at the Museum of Brands
in London to showcase the works created
with BIC® Cristal® by artists such as
Herbert Hinteregger, M. Lucas Muñoz,
Maison Martin Margiela, Zoé Stanton
and Annette Carey.
Romania
BIC designed and printed
a fun and educational
calendar that traces
the history of the pen.
Europe
France
BIC organized
an event to benefit
the non-profit organization
l’enfant@l’hôpital for
its customers at the
Cité de l’architecture
et du Patrimoine in Paris.
Four works of art made with
BIC® Cristal® pens were on
display. BIC also launched
a competition among students
in art schools, technical
training institutes, universities
and conservatories.
BIC launched “The BIC Wall
Experience”, a chance for internet
users to take part in the biggest
collective project on the web at
www.thebicwall.com
Argentina
Last August, BIC
traced its history in an
eight page supplement
in the national paper
“Clarín,” 400,000 copies
sold!
Belgium
BIC rolled out the campaign
for the “BIC Wall” with
posters, Facebook®, Twitter®,
advertisements in free papers
and events organized in
Brussels, Bruges and Hasselt,
where passers-by wrote more
than 6,000 messages!
Switzerland
BIC Switzerland created
a limited edition BIC®
Cristal® pen with the cap
and plug made of silver,
presented in a luxury case.
It was offered as a gift to
some customers and winners
of promotional events.
23
24
Sport
o
m
c
e
e
r
s t h e c a r a v a n!
e
H
Last summer from July 2 to 24, BIC joined the Tour de France Publicity Caravan
and criss-crossed the country. Back and better than ever as part of the world’s
third largest sporting event!
BIC BACK ON THE ROAD
WITH THE TOUR
BIC put in place a major operation
to meet the public – three cars
and a flat-bed truck with a sound
system, custom-painted with
the brand’s colors and the iconic
“BIC® boy.” An electric vehicle was
also positioned at the finish line.
“Thanks to everything we put in
place, we were able to communicate
about the EconoBIC back-to-school
operation and our new products,
like the BIC® Flex 3- or 4-moveable
blade shavers,” says Marie Saglio,
BIC France Manager. Hundreds
of thousands of free items and
coupons were handed out all along
the course. “The Tour de France
caravan gave us a chance to get
closer to our consumers.”
On the road with the Tour...
Nostal’BIC
12
250,000
40
million spectators
The BIC caravan, a history
that goes way back...
BIC free items given out.
people
to lead the campaign
1952, 1953, 1955
1967 - 1974
19
11996
2011
2
2012
BIC participated in the Tour de France caravan.
BIC took part in the race with its own professional
cycling team that included racers such as
Jacques Anquetil, Lucien Aimar, Jan Janssen
and Luis Ocana, winner of the Tour in 1973.
BIC is again part of the publicity caravan.
We’re back
And we’ll keep coming back!
The BIC® brand is a favorite
for many of the Tour de France
spectators. BIC® products have
been present throughout their lives
and participate in the development
of their children,” Marie Saglio
explains. And here’s a piece of good
news – BIC will again be part of the
caravan in 2012!
25
Design
you like
BIC® 2011 LIGHTER COLLECTIONS
BIC has always made safety and quality its watchwords for lighters,
even exceeding the international safety standard ISO 9994
requirements. BIC Group created hundreds of decorated lighters in
2011 to suit the personal tastes of consumers. Combining safety and
exclusive collections, that’s BIC’s speciality! Here’s a close-up look at
four different collections.
26
YOU LIGHT/YOU LIKE
SKATE BOARDING, COMIC BOOKS...
BIC
COMICS LIGHTER SERIES Welcome to the comics! Bang! Zaaap! Ouch! Pow pow! For comics fans and anyone who loves a flashy lighter, BIC®
has created a super collection of lighters in the Mini Electronic format, for fun, imaginative looks in eight different styles. This series is ready to be
shown off right alongside your comic book collection.
®
27
Design
YOU LIGHT/YOU LIKE Contemporary art, bright colors
By Simon Bernheim The French artist created six designs especially for BIC ® lighters. Following in the line of his research on language and writing,
these “Signs” go all the way around the lighter with no beginning and no end, like a never-ending letter. An intriguing lighter you will turn around and
around in your hands. A piece of art by a great artist.
28
29
Design
YOU LIGHT/YOU LIKE Wedge heels, Valentine’s Day, sparkly nail polish…
Miss BIC®, the first lighter for her! We all know the BIC ® pens and shavers made especially for women and now it's time there were lighters just for
them too! Miss BIC ® is the leading brand of women’s lighters with its slim, feminine shape. For every woman there’s a “Miss BIC ® must-have” with
a choice from among six styles centered on natural jewelry and accessories, messages, fashion and glamour, all for the fairer sex. You won’t want to
spend another day without one!
30
Safety
QUALITY AND SAFETY
WITH NO EXCEPTIONS
BIC is the n°1 worldwide in branded pocket lighters with an increase
of 8.6%* in net sales in 2011. The Group has always made safety and
quality the most important feature of its lighters.
More than
50 checks
HIGH TECHNOLOGY IN INDUSTRIAL TOOLS
AND PROCESSES
In 2011, the sales volumes for BIC® lighters continued to
grow in all the key regions where the Group is present.
In fact, every day six million BIC® lighters are purchased.
That success has a lot to do with the safety and the quality
of the products made in-house; they undergo the strictest
quality controls, which is not the case for all competitor's
models. In Europe 73% of lighter models that have been
tested were found not to conform by Prosafe**. BIC will
never give in on this fight with non conforming lighters,
and makes it known to clients and consumers that BIC®
lighters guarantee a high level of safety and quality.
ORIGINAL DESIGNS AND LOTS OF THEM
In 2011, BIC was particularly active in creating new designs,
with several hundred limited edition series designs and
cases like the Mini Metal and the BIC’IN. The range of
multi-purpose lighters has also been extended with the
BIC® Megalighter™ Flex which boasts a flexible steel
wand so you can easily light barbecues, candles and more.
So many products, all of them part of the success of the
segment in 2011.
that's what every BIC® pocket
lighter undergoes before it goes
to the market.
BIC® Megalighter™
Since the year 2000, the Group
has sold multi-purpose lighters
for lighting candles, gas stoves,
barbecues and more. The latest
in that line is the
BIC® Megalighter™ Flex.
It provides 750 lights,
a clear view of the gas
level, a flexible wand
and a retractable hook.
73%
of the lighter models
sold in Europe and tested
by Prosafe do not meet
ISO 9994 safety standards.
All BIC® lighters tested
met the standards.
Up to
3,000
lights for a BIC® Maxi lighter
(up to twice more than other flint
lighters of the same size)
SAFETY: ISO 9994
BIC® lighters meet or exceed the
specifications of the international
safety standards ISO 9994,
which determine the safety
specifications for a lighter,
such as the maximum flame
height, resistance to elevated
* On a comparative basis
** Organisation that includes various European monitoring authorities
temperatures, resistance to falls
from a certain height, etc. In
countries that correctly apply
lighter safety standards, the
number of lighters that don’t meet
the standards have been reduced,
as well as the number of accidents.
31
International
Around the world
The Group is present in more than 160 countries and its net sales for 2011 were up 3.1% on a
comparative basis. Despite the continuing crisis, mature market countries held up well and
developing markets gave solid performances in all product categories.
BIC POSITION
IN ITS MARKETS
STATIONERY
N°1
Europe / Africa /
Latin America
N°2
North America /
Oceania
3.2 M
points of sale
LIGHTERS
N°1
in the world for
branded pocket lighters
SHAVERS(1)
N°2
Europe / North America /
Latin America
(1) on the non-refillable shaver market
46 M
products chosen
everyday* around the world.
ADVERTISING AND
PROMOTIONAL PRODUCTS
N°2 Europe / North America
* Base 220
32
• 25 million stationery products
• 6 million lighters
• 10 million shavers
• 5 million advertising
and promotional products
in 2011
67,300
customers
9,198
employees
79%
of BIC® products
are manufactured by BIC,
in its own factories
33
International
€517.7 M NET SALES 2011 _ 28% OF THE GROUP'S SALES _ - 0.4% ON A COMPARATIVE BASIS
EUROPE
Holding up well,
and even more
Europe held up well despite a difficult economic situation, particularly in southern
Europe. BIC continued to invest in Eastern and Central Europe, both very promising
markets.
SHAVERS
LIGHTERS
STATIONERY
SAFETY FIRST
GOOD GRADES
FOR BACK
TO SCHOOL
The “Our quality,
your safety” program
helped earn market
share, and
communication
campaigns were
launched for consumers,
distributors and
government authorities.
Growth
performance
Stationery gained
market share and
had a very positive
back-to-school period in most countries,
especially in France. Classic BIC®
products were popular everywhere
and in these difficult times when
purchasing power is really being
squeezed, the EconoBIC program
attracted lots of customers
This segment performed
very well thanks to the new
3- and 4-blade technology
of BIC's Flex shavers and
the high quality shave they
provide. BIC also strengthened
its distribution in Russia and
Ukraine and launched forcefull
advertising campaigns there.
€728.0 M NET SALES 2011 _40% OF THE GROUP'S SALES _+ 0.4% ON A COMPARATIVE BASIS
NORTH
AMERICA
SHAVERS
BIC “More for
your money
… Always”
Still on the Winner’s
Podium
In the United States, BIC® was the
only brand to gain market share,
reinforcing its number two position
in the non-refillable shaver segment.
The BIC® Flex4®, Flex 3, Hybrid
Advance™ and the Soleil® range led
the company's solid performance for
the last two years.
In a soft economy, with cautious consumer
spending, BIC continued to grow by reassuring
the consumer that BIC provides "More for your
money…Always!"
LIGHTERS
STATIONERY
Quality, Creativity
and Trust
CREATING
A BUZZ FOR WRITING
This category saw strong growth
thanks to our continued quality
and safety program as well as the
dynamic BIC has created around
its creatively decorated lighters,
with limited editions ranging from
Playboy to Rock Bands. Continued
growth in distribution and consumer awareness
drove Multi-Purpose lighter sales.
34
Sales were boosted by focusing
our marketing efforts on products
featuring our BIC® Easy-Glide
System™ ink technology including
the BIC Atlantis® and the new BIC® 4 Her product range. U.S.
plans included an Easy-Glide sampling and trial program at
shopping centers and consumer events across the country,
national print advertising, a Facebook® page and Facebook®
advertising. In Canada, marketing efforts focused on an
impactful national television ad campaign and national public
relations tour featuring an educational professional promoting
the benefits of handwriting.
€578.4 M NET SALES 2011 _ 32% OF THE GROUP'S SALES _ + 10.5% ON A COMPARATIVE BASIS
DEVELOPING
MARKETS
Fine looking future
BIC is capitalizing on its long-standing presence in Africa,
the Middle East and Latin America, and now it’s riding
the wave of fast growth in these markets. A close connection
with customers and consumers, an adapted range of products
and effective distribution are BIC’s strengths in these regions.
LATIN
AMERICA
ASIA
STATIONERY
BIC®, HOLDING STRONG
AT NUMBER 1
This segment did remarkably
well with strong growth
in markers, coloring
and correction segments,
which were boosted by major
advertising campaigns.
SHAVERS
Strong
performance
across the board
The advertising campaign, “Homem bem feito,”
for BIC® Comfort 3 in Brazil was a huge success
and the company increased its number of points
of sale on the continent. In Argentina, this range
of 3-blade shavers got its boost from the “Lo de
siempre pide cambio” campaign.
BIC ADVERTISING
The brand makes
its mark
In China, Korea, Malaysia,
Thailand and Singapore, BIC
invested in multiple advertising
campaigns such as the “Think
BIG, Think BIC®,” which
targeted students. The shopin-shop, promotional concept
for luxury Sheaffer® writing
instruments was also a success.
LIGHTERS
Safety standards
OCEANIA
PARTNERSHIP
BIC IN THE FIELD
In New Zealand, BIC teamed
up with the All Blacks during
the 2011 rugby world event.
Shaving and stationery products
were stamped with an “official
license” seal.
MIDDLE
EAST AND
AFRICA
STATIONERY
MORE
COMMITTED
EVERY YEAR
BIC® Cristal® is
not the only one! BIC expanded its
range with the 4 Colours™ family
and Tipp-Ex® correction products.
BIC also set up programs to donate
stationery products to schools:
one million pens were distributed
in South Africa.
In Japan, sales nearly doubled
as the ISO 9994 and childresistant safety standards were
implemented. BIC® lighters
were the first to be certified
and approved for sale in
convenience store chains.
They are distributed in more
than 25,000 shops.
SHAVERS
Distribution network
strengthened
Double edge blades and 1-blade
shavers continued to perform well.
Growth in the segment was strong
thanks to the BIC® 1 Lady shaver's
successful launch in Africa and the
multi-blade models, BIC® Flex 3 and
Flex 4 in South Africa.
35
Travel
Developing markets are an integral part of BIC’s development strategy,
and from its very beginning, the company’s goal has been to be a global
presence for everyone, everywhere. These markets are constantly changing
and today show large growth, and that is certainly the case for Latin America.
It has long been a market for BIC; its first subsidiary was formed in Brazil in 1956,
only six years after the company itself started in Clichy, France. BIC Amazônia,
located in Manaus, is the only plant in the world to manufacture three of the
Company’s product categories on a single site.
MANAUS
Special report from the BIC Amazônia plant
ARTICLE BY CHRISTOPHE VIDAL
36
MANAUS SPECIAL REPORT FROM THE BIC AMAZÔNIA PLANT
FIGURES FOR BIC AMAZÔNIA
Plant size:
● Land 91,000 sq.m.
● Factory 43,000 sq.m.
1956
BIC arrives in Brazil
1961 First factory in São Paulo begins
production
1973 Lighter manufacturing begins in
Manaus
2002 Manufacturing for all products
centralized in Manaus
3
650
580
employees
collaborateurs
MEN 66%
WOMEN 34%
BIC GROUP,
A PIONEER
IN LATIN AMERICA
Getting to Manaus is always
an adventure. The city is
located in the middle of In 1961, the BIC® Cristal® pen was
in São Paulo on machines
the Amazon forest, nearly manufactured
designed and build in France
2,500 km (or 1,500 miles)
from Brazil’s other major cities. You can reach it by boat or by
airplane, just as you could back in 1956, when BIC first came to
Brazil. In June of that year, Marcel Bich set foot in the country
like a true pioneer. Four years later, construction of the first
plant in São Paulo was completed and the first delivery of
BIC® Cristal® pens quickly won over Brazilians. BIC increased
its production, developed its distribution network and began
investing in advertising campaigns. The Group’s expansion
across Brazil had begun. While keeping its plant in São Paulo
to produce Cristal® ballpoint pens, in 1973 BIC decided to set
up in the free trade zone* in Manaus by acquiring Tecnocério,
a lighter flint manufacturer, to start lighter production.
categories
of products
manufactured
98%
of the production is for the Latin
American market
More than
1 billion
products manufactured every year
470 M PENS
150 M PENCILS
210 M
LIGHTERS
325 M
SHAVERS
The BIC plant is a reference within the Manaus Industrial Center:
reliability, quality, respect for the environment and for people
CERTIFICATIONS
ISO 9001 / ISO 14001 /
OHSAS 18001 / SA 8000
5,000
people make their
living directly
and indirectly from
the plant’s activity
20
billion products
manufactured
since 1973
BIC AMAZÔNIA PROVIDES PRODUCTS
TO ALL OF LATIN AMERICA
Development started in the region around Manaus in the late
1960s. In 1973, the Group launched production of the BIC®
Maxi lighter. Two years later, Tecnocério was moved to the
current site and the plant has grown constantly since then,
now covering more than 40,000 sq.m. In 2001, Tecnocério
was renamed BIC Amazônia and just one year later it began
manufacturing all of BIC’s production in Brazil (from stationery
items to lighters and shavers). It now supplies all of Latin
America as well as other markets.
* Nearly 1000 national and international companies work in the Manaus free-trade zone.
37
Travel
BIC Amazônia
exports its products to
13 countries
in Latin America
Manaus
BIC Amazônia
Rio de Janeiro
São Paulo
The BIC Amazônia plant and other BIC production centers all follow the
same best practices
We are the only BIC plant
in the world that produces
all three categories on one site.
Employees play a key role in improving the
production process
QUALITY CONTROL
To provide consumers with the
safest, highest-quality products,
BIC Amazônia is constantly
improving its production process
and increasing quality controls.
50
PRODUCTS
BIC Amazônia’s
success stories
separate automatic quality
checks are performed during
the assembly of a BIC® lighter
A group of
8,759 50
hours of training were
provided for BIC
Amazônia employees
in 2011
“Manaus is like an island,” says Carlo Cavadini, Manager of
the BIC Amazônia plant. Every shipment of goods to or from
Manaus takes about 12 days. Upon arriving, the impression
is a striking one. “We are the only BIC plant in the world that
produces the three categories, stationery, lighters and shavers,
on one site. Our products are manufactured following the same
procedures and undergoing the same quality controls as in any
other BIC plant,” explains Cavadini.
people,
dedicated
to quality
The BIC® Maxi flint lighter was one of the firstt
BIC
C®M
Maaaxxi
M
things to come off the production line and go BIC
straight into the hands of happy consumers
in 1974. Later, in 2001, BIC Amazônia
launched the production of the wood-free BIC®
IC®
Evolution™ graphite pencil, which was a hit
all across Latin America. There is also the five
versions of the three-blade BIC® Comfort 3®®
shaver, 3 for men and 2 for women, available
ble in
BIC Co
BIC®
Co
om
omf
mffort
mf
o 33®
two-packs to respond to local product demand.
BIC Amazônia has already produced more
than 20 billion BIC® products.
BIC® Evvolution™
ut
ut
38
MANAUS SPECIAL REPORT FROM THE BIC AMAZÔNIA PLANT
MEET...
Ermerson, Darielma, and more. Meet four employees
at BIC Amazônia who talked to us about what they’ve
done in life as well as what they’ve done
at Manaus. More than just a job, each one of them has
a close relationship with BIC. The ties are all
the stronger because no one here has forgotten that
the Company managed to withstand the ups and downs
of the Brazilian economy over decades. BIC has made
a home for itself in the heart of the jungle...
Eudiracildo
de Souza Monteiro
PRODUCTION SUPERVISOR,
LIGHTER PLASTIC INJECTION DEPARTMENT
Darielma
PRODUCTION
MANAGER
LIGHTERS
da Mota Barroso
PEN
ASSEMBLY
MANAGER
Mauro
Jorge
Sampaio
Ermerson
Alencar dos Santos
SHAVER QUALITY
INSPECTOR
39
Travel
Darielma da Mota Barroso
37 years old, married with two children
th BIC
wi
14
years
for
PEN ASSEMBLY
MANAGER
I keep studying
to become more
specialized.
FAVORITE PRODUCT BIC® Cristal®
40
What is your job?
How do you organize your time?
Darielma da Mota Barroso: I’ve
been working at BIC for more than
14 years. I started out as a machine
operator, then moved on to
manufacturing assistant and then
production leader. There are real
opportunities for promotion in the
company. In the short term I want
to become a process engineer, and
my long-term goal is to be part of
the plant’s management team.
D. M. B: I wake up at 5 am. I get to
the plant before 7, check in with
production, set the schedules
and plan a production meeting
with my team. Then I take care of
administrative duties, checking
bills, scheduling vacations, etc.
It’s a very nice work environment.
After work, I go for a run and then
take care of my daughters. I’m a
member of the company club and
I am involved in the community
service associations. On Saturdays,
I study English and find time for
my personal activities. Sundays
I spend with my family.
Tell us about Manaus…
D. M. B: Like a lot of people, we came
here for a better life, and we found
it. I was able to study. I’m now an
engineer with a degree from the
University of the State of Amazonas.
I earned my degree thanks to
BIC, as I could follow the courses
while adapting my work schedule.
Manaus has changed a lot of things
about my life.
MANAUS SPECIAL REPORT FROM THE BIC AMAZÔNIA PLANT
Eudiracildo de Souza Monteiro
40 years old, married
th BIC
wi
16
years
for
What is your job?
Eudiracildo de Souza Monteiro:
I joined BIC in 1996 as an expert
worker, then I was made plastic
injection leader in lighters and
today I’m production supervisor.
A friend introduced me to the
company. I really like my job.
Unlike other companies, BIC gave
me the opportunity to discover a
profession, work with a team and
grow in my work. And here, we have
a safe work environment, following
ISO standards. I’m a member of
the Emergency Crew, which is an
important responsibility. I head
up accident prevention in different
departments. I’m also an in-house
auditor for our ISO 9001, ISO 14001
and OHSAS 18001 standards.
Tell us about Manaus and
about your life outside of BIC.
E. S. M: I came here when I was
18 years old. I like this city and
the atmosphere even if the
transportation system is still not
very reliable. Manaus has changed
a lot, especially with the opening
of the bridge over the Rio Negro,
which connects the urban island of
Manaus to Iranduba, the continental
portion of Brazil. Before, we used to
take a ferry.
PRODUCTION SUPERVISOR,
LIGHTER PLASTIC INJECTION
DEPARTMENT
I want to be
a part of growth
in our company.
FAVORITE PRODUCT
BIC® Maxi
41
Travel
Mauro Jorge Sampaio
37 years old, married, two children
th BIC
wi
15
years
for
PRODUCTION
MANAGER LIGHTERS
The basic principle
of a lighter is simple,
but it’s actually
a complex product…
FAVORITE PRODUCT BIC® Maxi
42
What is your job?
Mauro Jorge Sampaio: I’ve worked
at BIC for 15 years. I started as
a safety at work technician, then I got
my degree as a mechanical engineer
and in 2000, I was promoted to
production/processes engineer for
lighters. BIC gave me the chance to
get an MBA, as well as the chance
to study Spanish and French. I’ve
always found lighters interesting.
They’re products that seem simple
and safe, but it takes high-tech tools
to make them. My first job in the
morning is to control the volume
produced, identify any problems
and find solutions together with the
team. Twice a year, a technician and
a team come from France to Manaus
to show us the latest technology
and share information with us;
it’s an enriching experience and we
learn a lot.
Tell us about Manaus and
about your life outside of BIC.
M. J. S: I came to Manaus when
I was nine. This city has all the
necessary
infrastructure
for
education and work, but you have
to know how to seize opportunities.
Being isolated is both an advantage
and a disadvantage. Going out of
Manaus is hard and expensive but
then, it’s fairly comfortable living
here, its quiet and safe. Although
Manaus is a big city, it has a small
town quality of life.
MANAUS SPECIAL REPORT FROM THE BIC AMAZÔNIA PLANT
Ermerson Alencar dos Santos
28 years old, married, one child
th BIC
wi
3½
years
for
What is your job?
Ermerson Alencar dos Santos:
My job is to do quality control
on the Comfort 2 and Comfort 3®
shavers produced. I hunt down
imperfections. I worked at five
other companies before I joined
BIC, so I can tell what’s different
about it. I’ve been in my position
here at BIC for three and a half years
and there’s room to move up from
here. My friends told me that about
this place and it turns out they were
right! I quickly noticed the quality
of the management approach since
the SA 8000 standard on corporate
responsibility has been deployed; it
helps optimize working conditions.
Working here means respect and
benefits; that’s really motivating.
In 2011, I got to take part in several
trainings to boost my knowledge of
the field.
SHAVER
QUALITY INSPECTOR
Tell us about Manaus and
about your life outside of BIC.
E. A. S: I was born here. I have
my friends from when I was a kid,
but then I’ve also made friends at
BIC. The city is very welcoming;
we hope to host the World Cup in
soccer. We’re one of the 12 cities
in Brazil that have been selected.
I’m a big fan. I’m involved in
associations and I do some theatre
as well as some dance.
My job is
to hunt down
imperfections.
FAVORITE PRODUCT BIC® Comfort 3®
43
Travel
CERTIFICATIONS
ISO 9001 / ISO 14001 /
OHSAS 18000 / SA 8000
BIC Amazônia,
a frontrunner
BIC Amazônia was the first
BIC production site to get
engaged in a certification
approach. “In the 1990s, the
local government wanted the
free trade zone of Manaus to
become a leading international
site. All the businesses had
to commit to getting certain
certifications. We began
gradually applying the process
to quality, environmental
issues, health and safety
and then more recently to
corporate social responsibility
with the SA 8000 standard,”
explains Carlo Cavadini.
In addition to reducing water
and energy consumption and
waste management, the BIC
sustainable development
program is also adapting to
the local needs of Amazônia,
particularly with the education
component. From 2004
to 2008 the “Educa BIC”
program gave employees the
opportunity to finish their
basic education. Today, the
company has set up the “Escola
de Manufactura” program
to strengthen employees’
technical skills. BIC Amazônia
is also committed to improving
the environmental and social
situation for its neighbors and
its employees by taking part in
community service and charity
operations, cleaning the banks
of the Amazon River, organizing
activities for kids and collecting
money and food for
families in need..
44
Packaging: in Brazil, shavers are sold in two-packs rather than in packs of twenty The only difference is the packaging, which is adapted to the
population’s needs. Here, shavers are sold in packs of two, rather
than larger pack sizes like in the United States.
The same quality standards
are applied as in the Group’s
other plants.
A SUCCESSFUL INTEGRATION
After a long period of instability, in 2011 Brazil’s growth
reached 3.5%. In this context, BIC Amazônia reaped the
fruits of its commitment. “We have been making significant
investments for the last 20 years now and BIC Brasil has
MANAUS SPECIAL REPORT FROM THE BIC AMAZÔNIA PLANT
BIC Amazônia has been ISO 9001 certified
since 1997
FOCUS ON BIC IN BRAZIL
like in the US
experienced a double digit growth average for the last
eight years. These results are coherent with BIC’s increased
development in South America,” adds Mario Guevara, CEO
of BIC. BIC Amazônia is a perfect example of the Company’s
capacity to expand internationally. “Over the past fifty years,
we have faced difficult times in Brazil, but we have always
decided to stay because we had an experienced management
team which we trusted,” explains Bruno Bich, Chairman of
the Board. “In these hard times, we created strong bonds
with our employees, customers and consumers.” Because of
Manaus’s geographic isolation, BIC Amazônia has a major
impact on the local communities. “Our employees are proud
to work in the plant, it’s like a second family,” Carlo Cavadini
stresses. “Because employees are working 44 hours a week,
the teams have space to wind down through the use of soccer
fields, game rooms with table tennis, libraries, and break
rooms.” The Brazilian teams have a particular dynamic
and that certainly has played a role in the growth we see at
BIC Amazônia.
Brazil has more than 910,000
points of sale* and BIC® products
are available in more than half
of them. That represents 85%
of the total distribution in
the country. In the last year,
there has been a concentration
in the market with major players
acquiring super market chains
and a series of merger-buyouts
in drugstores. The idea of selfservice sales, cash and carry,
is developing too, as are
convenience stores.
In the last two years, BIC Brasil SA
has worked to constantly improve
its distribution. For stationery,
it’s strengthening its network
and creating a loyalty program
called BIC Club. For shavers
and lighters, partnerships
with special distributors
have been strengthened.
(*) Source Nielsen.
45
Travel
MANAUS SPECIAL REPORT FROM THE BIC AMAZÔNIA PLANT IN BRAZIL
Seeing another side of Manaus
Did you know that Manaus is also the largest city in Amazonia?
It is a bustling, modern city that welcomes tourists from around the world who come
in search of extraordinary flora and fauna. It’s the jumping off point for expeditions
into the Amazon rainforest, which in Brazil alone covers an area seven times
the size of France. It constitutes the planet’s largest oxygen reserve as well as
the largest biodiversity reserve, with more than a million species of plants
and animals. A real ecosystem.
MANAUS BY THE NUMBERS
11,401 sq. km.
2 million inhabitants
● Capital of the State
of Amazonas, in the
north west of Brazil
●
●
Manaus
’s floatin
g port
Take a look at
o rivers g
rs from tw
in
The wate side without mix
y
b
e
id
s
flow
The Teatro Amazonas
constructed in the 19th century
during the wealthy period
of rubber export.
Adolpho Ducke Botanical
Gardens, the largest garden
in the world, in a 100 sq. km
ecological reserve with
a vast number of plant
and animal species.
“The dark waters of the Rio
Negro and the beige waters
of the Rio Solimões meet”
When these rivers join, they
form the Amazon River. For a
stretch of 6 km, the waters from
the two rivers flow side by side
without mixing. The water level
of the river rises and falls 15m
every six months.
46
The Teatro Amazonas,
the cultural heart of the city
The Rio Negro br
the urban islan idge connects
d
to the rest of the of Manaus
continent
Marketing
SHAVERS
Another BIC success story! In 2011, the Group launched six new models of shavers
that combine high performance, quality and good design, all at the right price.
These new products were well received by consumers in all of the countries where
they were launched, making this a very good year for Shavers.
In 2011, although the
uncertainty of the economic
situation and continuing
crisis made things difficult, the shaver
segment held up well and gained
market share on all continents,”
said Ed Dougherty, in charge of the
Group's Shaver category. “We put
six new, high-quality products on the
market at the right price.” Among
those six, there’s the BIC® Flex, nonrefillable range of men’s shavers
with the latest moveable blade
technology. This shaver delivers
comfort, precision and a smooth
shave through its independent
blades, each individually spring
mounted. “Five years of research
and 120,000 hours of work went
into perfecting this new blade,” Ed
Dougherty informs us.
48
SHAVING: BEAUTY
OR FUNCTIONAL?
BIC always wants to know just
what users are really looking for.
“We can tell “rational” expectations
from emotional expectations,”
explains Ed Dougherty. In the
first case, the consumer is
expecting a shave without nicks
or irritation, that is comfortable,
precise, effective and respects his
sensitive skin, all for a comfortable
price. In the second case, those
expectations have more to do
with personal ideals related to the
image that the product carries, its
design, its color and the promise
that it delivers to consumers. Ed
Dougherty adds: “depending on
the maturity of the country, the
level of expectations is different.
But whether shaving is seen as
something to do with beauty or as
a purely functional act, we seek
to meet the different consumer
expectations with our wide range
of products.”
PACKAGING:
KNOWING HOW TO ADAPT
TO A SPECIFIC COUNTRY’S
PARTICULARITIES
In recent years BIC has also
thought about how to reduce
the amount of raw material that
goes into its shavers in order to
reduce the cost of its products
while keeping an ergonomic,
elegant, original design. In 2011,
the company managed to do just
that for BIC® Miss Soleil® /Simply
Soleil® and BIC® Comfort® 3
LUBRICATING STRIP WITH
ALOE VERA AND VITAMIN E
SPRINGS
4 INDEPENDENT
SPRING-MOUNTED
MOVEABLE BLADES
“MOVEABLE BLADES:”
A PRECISE SHAVE
THAT’S PERFECTLY
COMFORTABLE
BIC® 3- and 4- moveable blade shavers
are on the cutting age of technology and
largely responsible for the growth in this
segment. The spring-mounted blades can
move independently from one another
to maintain the optimum contact with
skin; they follow the curves of the face,
thereby reducing nicks and irritations.
In 2011, BIC continued to expand its
range with six new models. Advanced
technology that is always the “right
price” for a perfect, comfortable shave.
RUBBER GUARD BAR
Five years of research
and 120,000 hours of work
went into perfecting
this new blade.
Advance™ by optimizing the
handle construction. The Group
continues to innovate on all fronts,
developing and manufacturing
shavers that make life easier, while
also respecting the environment.
BIC launched BIC® Easy / Hybrid
Advance™ for men as well as
BIC® Soleil® Easy for women,
in a package that includes just
one handle for six replaceable
6
new products all
with moveable
blades for 2011
razor blade heads! An innovative,
practical concept for long-lasting
shaving. Depending on the country
and the purchasing power, BIC
adapts its packaging. In Nigeria
the single-blade BIC® shaver is
sold singly, while in Brazil BIC®
Comfort 3® is sold in two-packs.
And as always, they come at the
best price with the same quality for
the world over.
49
Marketing
Can you match each
person from around
the world with their
favorite BIC® shaver?
Yann
BRAZIL
SINGER
Brazilian girls
just go crazy for
them. Comfortable,
fun shavers just
made for tropical
teens like us.”
AUSTRALIA SURFER
He loves surfing
for the slip-sliding
sensation and he
wants the good
things in life – a
super high-tech
shaver for a super
price.”
Cindy
USA
Agnetha
HOUSEWIFE
A lady with
sensitive skin who
likes a smooth
gentle shave.
Lubricating strip
and 4-blades are
a must.”
SWEDEN
HIGH SCHOOL
STUDENT
Simple and
ergonomically
perfect for legs,
a stylish design
and feminine colors
to decorate
the bathroom.”
CARL BIC® 3 / GIULIA BIC® PURE 3® / AURÉLIE BIC® SOLEIL® EASY/ JUAN BIC® COMFORT 3 BLACK NIGHT / DAVE
A ladies’ man,
sensitive skin,
seeking styley,
3-blade razor,
effective but
gentle.”
BIC® HYBRID ADVANCE™
50
John
Teresa
FRANCE STUDENT
WHO
GETS
WHAT ?
Inflexible.
A simple tool
at a great price.
That’s code
for 3-blade.”
Giulia
ITALY
Aurélie
FLORIST
Bellissima!
Nothing stands
in her way, not
a single hair
thanks to BIC®
performance.
Simple, colorful.”
FRANCE
STUDENT
Because less
packaging
can be fun!
She loves
things that
are all-in-one.”
Juan TANGO
ARGENTINA DANCER
Attractive,
night-owl,
aesthete, he likes
his comfort and
he looks out for
his skin… it’s
so fragile.”
Dave YOUNG
CANADA PROFESSIONAL
Ecological
activist. He drives
a hybrid car,
eats organic
and requires a close
and smooth shave.”
YANN
Carl COMPUTER
SOUTH AFRICA PROGRAMMER
51
BIC® FLEX 3 / TERESA BIC® COMFORT TEENS / JOHN BIC® FLEX 4 / CINDY BIC® SOLEIL® BELLA™ / AGNETHA BIC® SOLEIL® /
Marketing
100 DAYS
OF SUNNY
MOMENTS
In the United States, BIC
executed a major promotional
program for the BIC® Soleil®
shaver line. The 100 Days of
Sunny Moments promotion
began in May 2011, and for
100 days consumers had the
chance to win prizes and learn
more about the BIC® Soleil®
brand via a special website,
cross country tour and outdoor
and print advertising.
REVVING UP
SHAVER SALES!
BIC USA's creative custom built
Flex4 Chopper promotion was
a major success generating
multinational TV exposure
on the TV show, American
Chopper: Senior vs. Junior and
was a hit at consumer and major
customer events across the USA.
2011 A very
good year
for shavers
In both Europe and North America
BIC continued to grow the business
successfully with new products
featuring the latest innovative
moveable blade technology
(4-blade BIC® Comfort 4 and BIC®
Flex 4 for men and BIC® Soleil®
Bella™ for women). In Europe
demand for 3-blade classic shavers
(particularly the BIC® 3 and Pure
3® ranges) continued to be strong,
as it was for the new BIC® Flex 3.
In the United States, where BIC®
was the only brand to gain market
share, growth was led by strong
performances in 3-blade shavers,
such as the BIC® Soleil® range for
women and the innovative BIC®
Hybrid Advance™ .
+7.6%
+2.4%
2009
2010
2011
On a comparative basis
SHAVERS
NET SALES ON THE RISE
This kind of development
requires a lot of work
with distribution
networks.
In developing markets, sales
reached two-digit growth. In
Latin America good performance
continued thanks to the entire
range of BIC® products (single, 2and particularly 3-blade shavers).
“For these countries, our strategy is
to adapt our products to locationspecific needs. This kind of
52
+9.1%
development requires a lot of work
with distribution networks which
are extremely fragmented in some
areas. As an example, Pakistan
totals more than 265,000 points of
sale compared to 70,000 in France,”
points out Peter Van Den Broeck,
General Manager Middle East and
Africa.
BIC® FLEX 3
The smoothest champion ever
BIC got creative with the BIC® Flex
Experience for launching the new
moveable blade men’s BIC® Flex 3 shaver.
A spot was developed for YouTube with
a viral short film that turns into a video game
using movement detectors. Here’s the story:
after shaving with a BIC® Flex 3, a human
curling champ slides on his stomach
to reach the target marked on the ice.
After the video plays, it turns into a video
game. The internet viewer’s webcam
detects its body movements and
the viewer becomes a human curling
sweeper. The video had over
2.5 million views since it was put
online in April 2011. And the
experience continues
on Facebook®.
Search for Human Curling on YouTube
2.5
over
million views *
NEW CAMPAIGNS
IN DEVELOPING MARKETS
In 2011, to go with the
launch of the BIC® 3 shaver
in Pakistan, BIC created
a 360° communication
campaign – billboards
in major cities, internet
with both Facebook®
and Twitter®, information
at points of sale. Not to
mention a TV campaign
in Iran and a movable
advertising in Cameroon.
Closer to you: local teams,
listening and ready to serve their customers
Ce nouveau présentoir de rasoirs
aux États-Unis enthousiasme
les consommateurs.
* Figures to end of December 2011
BIC adapts its strategy to the needs
of consumers and customers in each
region. BIC's distribution network
and points of sale are varied, and
the Company serves retailers of all
sizes. This requires the need for strong
local market expertise. The BIC team
adapts the offer according to local
market development, maturity, purchase
power and consumer behavior. Having
a strong understanding of the local
market, BIC creates in-store events that
meet the local needs while promoting
the quality of BIC® products, thus
enhancing the reputation of BIC® shavers.
53
Perspectives
BIC APP
30 YEARS YOUNG!
ADVERTISING AND PROMOTIONAL PRODUCTS
In 2011, in a difficult economy, BIC APP has worked to complete
the integration of Antalis Promotional Products and Norwood Promotional
Products. Today, BIC’s fourth category is committed to creating new,
innovative services. A closer look.
BIC®, Sheaffer®,
BIC® Select, Sticky Notes™
Atchison™, RCC Koozie™,
Jaffa®, Triumph®
54
During 2011 our objective
was to complete the
integration of Antalis
P ro m o t i o n a l P ro d u c t s a n d
Norwood Promotional Products
enabling the Company to offer
our customers a clear vision
of our activity focused around
two international brands:
B I C ® G ra p h i c w i t h w r i t i n g
instruments and Norwood™ with
a general offer of advertising
and promotional products,”
explains Nicolas Paillot, in
charge of Promotional Products
activity. Today the Group is
number two in the United States
and in Europe. “Advertising and
promotional products are one
of the most effective means of
advertising,” Mario Guevara, CEO
of BIC reminds us. “In 2011, sales
progressed very differently within
BIC APP from one sector to another
(stationery, calendars and hard
goods); we focused on finishing the
integration plan launched in 2010
and on streamlining and renewing
our product offer.”
STRONG PRODUCT BRANDS
BIC APP now offers products to
its customers under several brand
names: BIC®, Sheaffer®, BIC®
Select, Sticky Notes™ (stationery),
Atchison™ (bags), RCC Koozie™
(drinkware), Jaffa® (awards) and
Triumph® (calendars). “We also
launched a new brand, Norwood
Pacific Solutions™ and with it we
can manufacture made-to-measure
products (in particular USB flash
drives), customized in Asia that we
then can distribute internationally
at very competitive prices,”, says
Nicolas Paillot.
Best-sellers
TRIUMPH®
CALENDAR
JAFFA®
The concept dates back
to the 19th century; manufactured
in Sleepy Eye, Minnesota in
the United States, Triumph®
promotional calendars continue
to attract all types of professionals.
PARTNERSHIP AWARD
Every piece is a unique work of art
of hand-crafted glass.
KOOZIE™
CAN COOLERS
Koozie® is the leader in can
coolers and insulated bags
that have top-quality water tight
construction.
CLIC STIC™
BALLPOINT PEN
In 2012, it celebrates its
25th anniversary in
the North American market.
It is the most popular
retractable pen in the promotional
products industry.
ATCHISON™ BAG
The most widely used promotional product,
Atchison™ bags come in a wide variety
of colors and exclusive designs.
55
Perspectives
HIGH QUALITY
CUSTOMER
SERVICE
BIC APP has reorganized
its customer service
department to meet the
unique needs of each
continent's customer base.
In Europe, Latin America
and Oceania, multilingual
teams make it possible for
customers to speak their
native language. In North
America, as part of the
integration of the three sites,
the customer service process
has been streamlined so that
dedicated teams ensure
personal assistance for the
largest distributors.
3
U.S. centers
of excellence
Red Wing
Minnesota
PROPOSING INNOVATIVE
SERVICES
After the initial integration
phase, BIC APP is concentrating
on product innovation (some
50 new concepts have already
been developed in 2011), boosting
customer satisfaction by offering
new internet related services, and
on developing new distribution
channels. “The goal is to win
back market share by working
on innovative products,” Nicolas
Paillot stresses.
THIRTY YEARS ALREADY!
BIC APP’s activity is part of the
Group’s plan for sustainable
development. That’s why it is
included in the new Sustainable
Development Barometer for
2011-2013. This year, the plant
in Clearwater, Florida (molding,
assembly, imprinting) was certified
ISO 14001. BIC APP offers a range
of Ecolutions® products named
Goingreen® (bags, pens, sticky
notes). 2011 was also a year to mark
other anniversaries – 10 years for
BIC® Media Clic® the best seller
for BIC Graphic in Europe, 15 years
for BIC® Diamente™ in Mexico and
30 years for the BIC® Round Stic™.
FIVE MILLION PROMOTIONAL
PRODUCTS DISTRIBUTED
EVERY DAY
Today BIC APP is a leader in North
America and Europe and present
in Latin America, Australia, Africa
and Asia (through its sourcing
activities). Its 34,000 distributors
deliver five million BIC® APP
promotional products throughout
the world every day. This activity
Providing a clear
vision of our activity
focused around two
brands – BIC®
Graphic and
Norwood™.
represents 17% of the Group’s
sales. Promotional products still
represent a major potential for
growth in mature countries and
over the longer term in developing
countries.
Sleepy Eye
Minnesota
Clearwater
Florida
North American centers of manufacturing excellence
Norwood and BIC Graphic has reorganized its manufacturing operation to
create three Centers of Excellence where BIC continues to invest in upgrading
imprint technology, warehousing and infrastructure.
Red Wing, Minnesota, is home to the Hard Goods (bags, drinkware, etc.)
operation and houses the far majority of the North American inventory.
This facility also offers the widest choice of decorating techniques with nearly
20 imprinting and decoration methods - from the simplest one-color pad print
to intricate embroidery to laser etching and 3-D imaging. Red Wing processes
over 1,300 orders per day.
56
Sustainable Development
BIC
MORE RESPONSIBLE EVERY DAY
In 2004, the Group launched its Sustainable Development
program and since 2008 managed by the BIC Barometer
that tracks 10 non-financial goals. Three years later, the company put
in place the second-edition Barometer (2011-2013) to mark its continued
commitment to sustainable development.
Today, all the categories
have really taken the process
on board.
At the end of 2010, BIC fully reached four of the goals included
in the barometer – measuring the environmental performance
of its products, reducing the factories' GreenHouse Gas (GHG)
emissions, training employees and being committed in its local
communities. In early 2011, the second-edition barometer was
launched with 10 new goals to meet (see diagram pages 58 and
59), goals that are ambitious but realistic, and most of all will make
a difference. “Today, thanks to this barometer, all the categories
have really taken the process on board,” notes Christine Desbois,
Director of Sustainable Development.
What we
accomplished
in 2011
1
Continued expanding the offer of
BIC® responsible products.
2
Launched the first writing
instrument recycling program
in Europe.
3
Evaluated suppliers according
the Environmental, Social and
Governance criteria (ESG).
4
Set up multi-discipline
innovation sites for writing
instruments.
5
Launched a Social Business
initiative in Bangladesh.
6
Shared the Group’s Charter of
Diversity with all employees.
7
Consulted employees for the
Sustainable Development
Program.
8
Integrated Advertising and
Promotional Products in the
social audit program.
57
Sustainable Development
BIC SUSTAINABLE
DEVELOPMENT BAROMETER
2011
2013
Second edition
The BIC Sustainable
Development Barometer
is a concrete sign of
the company’s commitment.
The second edition has just
been launched with ten
new goals to meet for 2011-2013.
6/10
Jan. 2011
0/10
90%
of BIC® products*
will have been
eco-measured
in 2013.
4/10
PRODUCTS
Dec. 2013
10/10
100%
of BIC factories will
have Environmental
and Health & Safety
management
systems in 2013.
GLOBAL BAROMETER: AIM 10/10
The global score is the average
of the 10 scores.
You can find a complete version
of the Barometer on the Internet site,
www.bicworld.com
in the 2011 Sustainable Development
Report.
80%
of the employees will
work in ISO 14001
certified factories
in 2013.
1.5/10
INDUSTRY
100%
In 2013, the Group's
accident incidence
and severity rates
will be reduced by
5%
10/10
SOCIAL
* Excluding BIC APP (Advertising and Promotional Products)
58
of factories
(including contract
manufacturers)
will have signed the
BIC Group Code
of Conduct, been
audited (for APP,
this only applies in
high risk countries)
and monitored on
a regular schedule
in 2013.
3/10
50%
of BIC® products*
will have at least
one environmental
benefit in 2013.
4,5/10
In 2013, the average
weight of the
packaging per
product unit will be
reduced
by
2%
0/10
In 2013, energy
consumption in
BIC factories will be
reduced by
water consumption
will be reduced
by
and production of
non-recycled* waste
will be reduced
by
3%
3%
1%
10/10
80%
In 2013, GHG
emissions will be
reduced by
and reduction of
GHG emissions will
be a key criterion for
at least
of
the Group’s calls for
tenders for transport
operations*.
4%
75%
6.5/10
In 2013, contribution
toward communities
will be more
than
of
pre-tax profit.
of employees will
have received at
least one training
in 2013.
0.5%
10/10
10/10
59
Sustainable Development
94% of employees deem the BIC
Sustainable Development Program
very important for the Company.
BANGLADESH
BIC AND CARE
TEAM UP
IN A SOCIAL
BUSINESS
PROGRAM
Since May 2011, BIC joined in
CARE’s “Rural Sales
Program” that helps women
living in isolated, rural areas
of Bangladesh get out
of poverty by developing their
own small businesses selling
door-to-door everyday
consumer items. 900 women,
known as aparajitas (“those
who never give up”) now sell
BIC® shavers. This program
develops the entrepreneurial
spirit and provides these
women with an income.
It gives them the means to
overcome social isolation, as
well as feeling of pride and a
new role in their community.
60
PROUD TO BE A PART OF A COMMITTED COMPANY
BIC regularly asks its employees how they view the company
with a survey about commitment and a survey on how they
have adopted the company’s values. In November 2011, BIC
also consulted 5,500 of its employees on their perception of the
sustainable development in the BIC Group. “We learned that
among the employees who answered the survey, 85% feel that the
issue of sustainable development concerns them. 94% deem the
BIC Sustainable Development Program very important for the
Company,” says Christine Desbois.
BIC IN THE BIGGEST
SUSTAINABLE DEVELOPMENT INDEXES
In 2011 BIC kept its place in the biggest sustainable development
indexes, the FTSE4 Good Europe, ASPI Eurozone®, Ethibel
Excellence Index Europe and the Gaia Index while also being
included in the STOXX Global ESG.
RESPONSIBLE PURCHASING
BIC evaluates
its suppliers
94%
In January 2011, in order to
optimize responsible purchasing,
BIC launched a pilot program
of plastic suppliers
evaluating 81 of its plastic suppliers.
received a positive
For those evaluations, BIC looked
evaluation
to the specialist Ecovadis to analyze
suppliers on environmental, social,
ethical and governance criteria. Of
the 70% of suppliers who participated, 94%
received a positive evaluation. BIC is now going
to encourage suppliers to pursue an ongoing
improvement approach.
TERRACYCLE
A FIRST
BIC® ECOLUTIONS™ ET NF ENVIRONNEMENT
RONNEMENT
Expanding the range
BIC continues to expand its offering of BIC® Ecolutions™ products and
the range of products with the NF Environnement French ecological
certification. This will help the company meet increasing
customer demand as well as the requirements among
government administrations, which are beginning
to apply green purchasing policies. Products
manufactured in ISO 9001, ISO 14001 and human
rights certified plants, and products that have
stationery products have
been granted an ecolabel or use recycled material
the NF Environnement
are chosen. In 2011, 19 items in the BIC® stationery
label
range have the NF Environnement label.
19
BIC partnered up with
TerraCycle, a pioneer
in collecting and reusing
non-recyclable waste,
in order to organize
voluntary collection
of writing instruments
for recycling, in the very
places where people use
them (schools, businesses,
universities, etc.). “It’s our
responsibility to propose
innovative solutions for
recycling and end-of-life
solutions for our products”
says Marie Saglio, BIC
France Manager. It’s a
revolutionary program that
has already been rolled
out in several countries
in Europe – France, Sweden,
Benelux, Germany, Spain,
Switzerland, the United
Kingdom, and it will be
further expanded in 2012.
DIVERSITY
BIC Charter of
Diversity adopted
throughout the
world
BIC is convinced that diversity is one of the key factors for
its development, and the Group focuses its action on gender
representation, people with disabilities, seniors and minorities. The
BIC Charter of Diversity signed in 2011 reflects the principles of nondiscrimination and diversity promotion, which are shared by all Group's
sites. An awareness raising process was rolled out and since 2011,
managers have been given diversity training. The company has also
launched a “Diversity Month” and encourages local awareness-raising
actions on the theme; at company headquarters in France, employees
collaborated on a wall painting on the subject in cooperation with the
non-profit Art Prime, while in North America employees from different
ethnic backgrounds organized meals and developed a cookbook to
share their culinary traditions.
61
Awards
THE WHOLE RANGE
OF PRIZES
The energy of our employees, their drive to innovate and continuously make progress have
once again been noticed and rewarded. BIC received numerous awards in all different fields.
Laurels, yes, but teams won’t be resting on them, always looking to the future…
AGEFI AWARD
BIC received the “Quality and
transparency of information and
communication” prize from the
French economic and financial
magazine, Agefi.
LABRADOR AWARD
FOR LISTED COMPANIES
BIC was recognized for
the transparency of its financial
information by Labrador
and Club Finance HEC.
HUMAN RESOURCES
AWARD BRAZIL
BIC Amazonia was awarded
a prize for its “Escola de Manufatura”
program that helps employees acquire
technical and operational skills in
order to encourage their professional
development.
PENTAWARDS USA
The BIC® Flick My BIC® lighter
series was awarded the Pentawards
silver medal for best packaging.
PRIZE FOR SPORTS ADVERTISING
The Human Curling film made to
promote the BIC® Flex 3 shaver
brought home a trophy at the Sportel
Sport Audiovisual Advertising
Festival.
AWARD FOR THE BRAND
THAT MAKES AN IMPRESSION
BIC was elected in the Stationery
category as the most widely
recognized brand by Portuguese
people in the Marcas que
Marcam® guide.
DISPLAY AWARD
BIC Australia and New Zealand
received the POPAI association’s
recognition with an award for
the quality of their point-of-sale
advertising, the BIC® Maxi pocket
lighter display.
PEACE PRIZE
BIC Graphic USA received
the “Korosy Path to Peace” awarded
from The Haven House,
an association that supports
victims of domestic violence.
STOCK AWARDS
BIC was awarded the Gold Medal at
the “Grand Prix des Actions” by
the French magazine Mieux Vivre
Votre Argent, recognizing
the companies that performed best
for their shareholders.
AWARD FOR EUROPEAN
VENDOR OF THE YEAR
BIC obtained the top award,
at the European Office Products
Awards ceremony organized
by the stationery professional
publication OPI.
INTERNET DOUBLE WHAMMY
The European website
thebicwall.com developed
to celebrate the 60th anniversary
of the BIC® Cristal® ballpoint pen,
received the FWA (Favorite Website
Award) and so did the Italian site
play-bic.it/neverendingpen.
2012 FINANCE LEADERS
TROPHY
BIC received the silver trophy for
the best financial management
in the sector of Distribution and
consumer goods, awarded by
Leaders League.
63
Shareholders’ information
Shareholders’
information
CAPITAL OWNERSHIP AS OF DECEMBER 31, 2011
43.3%
55.0%
1.7%
Bich Family, including MBD
Public
Treasury shares(b)
VOTING RIGHTS AS OF DECEMBER 31, 2011(a)
57.5%
41.3%
1.2%
Bich Family, including MBD
Public
Treasury shares(b)
(a) At December 31, 2011, the number of voting rights was 69,426,087 (including voting rights for treasury shares).
(b) Treasury shares temporarily without voting right.
64
PER SHARE DATA in euros
2007
2008
2009
2010
2011
Earnings per share
3.51
3.00
3.15
4.29
5.00
Dividend per share
1.35
1.35
1.40 (1)
1.90
2.20(2)
Payout ratio
38%
45%
44%
44%
44%
49,244,579
48,357,724
48,151,691
48,341,785
47,565,299
Average number of shares
outstanding net of treasury shares
(1) For the fiscal year 2009, the company paid a special dividend of 1.00 euro.
(2) At the shareholders meeting on May 10, 2012, the Board of Directors will propose an ordinary dividend of 2.20 euros as well as an
exceptional dividend of 1.80 euro per share.
BIC SHARE PRICE IN 2011 on Euronext Paris
Base 100 – closing December 31, 2010
120
BIC
110
100
CAC 40
90
80
70
Jan.
2011
Feb. March Apr.
2011 2011 2011
May June July
2011 2011 2011
Aug. Sept. Oct.
2011 2011 2011
Nov.
2011
Dec.
2011
BIC SHARE PRICE SINCE 2001 sur Euronext Paris
Base 100 – closing December 28, 2000
BIC
180
160
140
120
100
CAC 40
80
60
40
Dec. 2002
2001
2003
2004
2005
2006
2007
2008
2009
2010
2011
65
Shareholders’ information
Key
indicators
UNTIL 2003: FRENCH GAAP
FROM 2004: IFRS
2002
in million euros
Net sales
1,491.6
Income from operations
252.5
2003
2005
2006
1,360.1 1,264.9 1,380.8
1,448.1
209.0
Normalized IFO
2004
2007
2008
2009
1,456.1 1,420.9
1,562.7
2010
2011
1,831.5 1,824.1
172.6
238.4
253.9
255.8
209.6
216.0
304.6
339.7
205.0
241.1
258.7
253.5
214.3
239.6
314.9
362.4
85
70
70
90(1)
71
77
83
53
63
89
186
160
157
99
147
116
143
126
222
109
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Earnings per share or
EPS
2.23
2.03
2.15
3.11
3.43
3.51
3.00
3.15
4.29
5.00
Dividend per share
0.80
0.80
0.90(2)
1.15
1.30
1.35
1.35
1.40(2)
Capital expenditures
Free cash flow
after acquisitions
and disposals
UNTIL 2003: FRENCH GAAP
FROM 2004: IFRS
in euros
1.90 2.20(3)
(1) Shelton real estate acquisition (11 million euros).
(2) A special dividend of 1.00 euro per share was paid for the years 2004 and 2009.
(3) At the shareholders meeting on May 10, 2012, the Board of Directors will propose an ordinary dividend of 2.20 euros as well as an exceptional
dividend of 1.80 euro per share.
66
NEW ORGANIZATION(1)
FORMER ORGANIZATION
STATIONERY
2007
2008
2009
2009
2010
2011
Net sales in million euros
714.9
673.3
634.0
509.6
580.7
588.5
IFO Margin
15.1 %
13.4 %
9.2 %
8.5 %
11.9 %
14.2 %
Normalized IFO margin
15.1 %
14.1 %
11.1 %
9.6 %
12.1 %
14.2 %
LIGHTERS
2007
2008
2009
2010
2011
Net sales in million euros
390.3
376.9
398.9
480.8
510.8
IFO Margin
32.1%
29.2%
32.1%
36.1%
39.1%
Normalized IFO margin
32.1%
29.2%
34.0%
36.2%
39.1%
SHAVERS
2007
2008
2009
2010
2011
Net sales in million euros
266.7
264.3
268.8
307.8
328.2
IFO Margin
8.2%
4.1%
11.3%
13.6%
18.2%
Normalized IFO margin
8.2%
4.1%
12.5%
14.2%
18.2%
BIC® 3- and 4-blade one-piece shavers accounted for 50,9 % of total BIC® one-piece sales in 2011.
NEW ORGANIZATION(1)
FORMER ORGANIZATION
OTHER PRODUCTS
Net sales in million euros
2007
2008
2009
2009
2010
2011
84.2
106.5
261.0
97.0
99.7
94.5
ADVERTISING AND PROMOTIONAL PRODUCTS
2009
2010
2011
Net sales in million euros
288.4
362.6
302.0
8.3%
7.6%
6.4%
10.4%
9.2%
8.1%
IFO Margin
Normalized IFO margin
(1) Organization: since 2010 the product categories have been redefined and are now as follows: stationery (consumer), lighters, shavers, other
products (consumer) and advertising and promotional products.
67
Letters from readers and credits
Letters
from readers
Many people have written to give us their reactions, ask us questions and tell us
what they just love since we put out the first edition of BIC’tween Us.
Here is a selection of letters for this second publication.
I’ve heard about a kind of ink
called Easy Glide™. What can
you tell me about it?
Hélène G., Boston
Ed.: Our research teams worked
for five years to perfect an ink
that increases ease of writing.
This year, we created the BIC®
Velocity® Bold pen with 1.6mm
point and Easy Glide™ ink. The
resulting combination is “the
smoothest pen in the world.”
We think you’ll really like it…
I lived in New York for many
years and I used BIC® shavers.
Now I’m back in Brazil and I’ve
noticed that your packs are
different. Why is that?
Renato L., Rio de Janeiro
Ed.: That’s exactly right, and it’s
because in different countries
consumer habits and buying power
are different. BIC takes that into
WE L
VE IT
Tour de France
I’ve been a Tour de France fan
for years. I’m 65 years old and
last year I was pleasantly
surprised to see your vehicle
pass by with the caravan in
Châteauroux on July 8. I say
pleasantly surprised because it
meant I got some free gifts and
best of all, it brought back
memories; I remember seeing
you on the tour back in 1996.
When can we look forward to a
BIC cycling team like in the
good old days?
Alain D., Châteauroux
account and adapts its offer to the
local market. That means we offer
different types of packagings. For
example in Nigeria the single
blade BIC® shaver is sold singly
and where you live in Brazil you’ll
find the BIC® Comfort 3® shaver in
two-packs.
I read recently that you were
awarded the “Quality and
Transparency of information
and communication” prize and
that you really do a lot in terms
of sustainable development.
But do you monitor what your
suppliers do?
Michel P., Marseille
Ed.: In 2011 with the help of
the specialist, Ecovadis we
launched a program that
evaluated 81 of our plastic
suppliers in terms of their waste
management, CO2 emissions,
workplace safety, etc. And we’re
looking into their suppliers as well.
We have evaluated our
subcontractors since 2000.
SOCIÉTÉ BIC
14, rue Jeanne d’Asnières
92611 Clichy Cedex, France
Limited Company, capital euros 182,206,275.96
Divided into 47,697,978 shares of euros 3.82
Quoted on Eurolist Euronext Paris
Isin: FR0000120966
Mnemonic: BB
Continuous quotation
552.008.443 registered in Nanterre, France
Design and Production:
Redaction: Christophe Vidal
Photo credit: Kai Jünemann, BIC Group,
Olivier Marty, Vivien Fossez, Getty
Page 5, image reproduced with authorization from David Downes.
This report is printed on FSC certified paper.
This document is available online at www.bicworld.com
www.bicworld.com www.bickids.com www.sheaffer.com www.mybiclighter.com
www.flickyourbic.com www.bicgraphic.com www.bicsport.com
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