Towards the end of 1989, Angel Castello, Director General of Iberia South Africa, was wondering how he could redirect the company's sales strategy concerning the new BIC perfumes and especially those targeted at the male market.

All available data from market research studies pointed to this sector as the spear head for penetrating into the sophisticated market, given the behavior of male consumers and the evolution in their buying attitudes. BIC had already launched its perfumes throughout most of Europe towards the end of 1988 and would be launching them on the American market in 1990.

The above video is a presentation carried out at Spin Group as a Case study to revive and initiate the actual target market of a business (BIC) in comparison to the existing Spin Group services.

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