Page 11 - Fisherman's Friend Case Study
P. 11
“Young people say, Fisherman's Friends? I remember my
granny taking those.' They don't, but they think they do.
We've got to change that." It is not simply that this prejudice
limits the Lofthouses' UK market in terms of numbers: the
lozenge's appeal to rheumy old men in cloth caps means
that the product's sales pattern is strongly seasonal, split
60/40 between winter and summer trade.” Doreen
Lofthouse, 1992 (7)
