Page 25 - Fisherman's Friend Case Study

However, not all product
launches were total successes

Germany also saw the launch

of Fisherman’s Friend chewing

gum

Although the launch exceeded all expectations and
achieved eight times more in terms of sales volume than

planned, it nevertheless could not sustain long-term

volume penetration, “After all, at the time of the launch

chewing gum users had been used to 50 years of Wrigley at

the cash till stands so Fisherman’s Friend had a hard time of

it on the sweets rack.” Tony Lofthouse (6)

Part of Fisherman’s Friend’s problem was that of their

retailer – supplier relationship:

“Someone who is going to be with us for the long haul so that

we can build a relationship with them without continually

having to start from scratch.

Far too often one builds up a relationship of trust with a
buyer over the years and negotiates a

promotional agreement only to have him or her leave to
work for a competitor. Then the same person will want the

same special deal at his or her new company from day one.

We want to stop this from happening and to conclude long-

term partnership agreements. This has become necessary

because there seems to be high job fluctuation among retail

sweets buyers.” Tony Lofthouse (6)