Page 17 - Fisherman's Friend Case Study

underestimate the power of a Fisherman's Friend," and

appeared on U.K. television from January 1993.

1993 also saw the firm’s foreign sales partner, Impax

attempt to develop the Chinese market where all of the

firm’s menthol products come from, through a joint
venture. In the previous year’s menthol prices had risen

by 500%.

From the mid-1990s to the beginning of the new

millennium the medicinal confectionary market declined
by around 15% which put pressure on Lofthouse’s sales

which declined by almost 4%.

In 2000 Lofthouse teamed up with the agency Barrington

Johnson Lorains who developed a new marketing

campaign. The campaign extended the target group to

men aged over 35 with a strong focus on traditional

heroes on high seas. Almost immediately sales rose

leading to a 9% growth in sales annually leading to a

market share of 4.24%.