Page 24 - Fisherman's Friend Case Study

Mick Rickard

I am from Perth West Australia and get my Fishermans Friend at
Woolies mainly and get spearmint, Peppermint and original and have a

container in the car with the 3 mixed. I was recently in Singapore and
was in a supermarket and was really surprised to see so many flavors
like Cherry, Lemon, Citrus, Mandarin and blackcurrant, I bought a
packet of each and as it was just last week i have not tried them all
yet but the Cherry was great, can you get all these flavors in

Australia as i love Fishermans Friend (23)

Germany is the world's largest market for the

Fisherman's Friend brand. But, it is a market dominated

by hard discounters who have also produced me-too

alternatives. However, these me-too alternatives struggle

to effectively mimic Fisherman’s Friend core values,

quality and product benefit.