Page 16 - Fisherman's Friend Case Study

Distribution

Lofthouse of Fleetwood constructed an efficient and

effective distribution system where the whole export

function was placed in hands of local, experienced,

consumer goods managers who positioned the brand

individually for their market and relied on their own

distribution channels thereby, inserting the brand very

close to the consumer. To aid this Lofthouse offered long

term contracts and higher-than-normal-profit margins.

Lofthouse of Fleetwood appointed Food Brokers, to take

over its entire UK distribution and marketing and to

produce a £1 million-a-year TV ad campaign, in order to

move Fisherman’s Friend away from its sentimental,
maritime image.

In the early 1990’s the firm

also developed a

comprehensive marketing

strategy to penetrate the
continental market by

engaging Carat Marketing to

target the 23-35 age group.

They did this successfully by developing, a £1 million a

year, provocative, sexually alluring campaign of TV ads

based variously in a body-piercing-studio, a Soho Peep-

show and in a telephone-box where a prostitute left her

calling card. The Ad’s had the catchline "Never