Page 7 - Fisherman's Friend Case Study
P. 7
A further breakthrough for Doreen came when she
persuaded a branch of Boots near Birmingham to stock
Fisherman's Friend. It performed so well that Boots'
headquarters asked if she could supply all of Boots’
branches U.K. wide. (2)
Doreen registered Fisherman's Friend as a trademark and
even created a logo and has rigorously defended them
against Fake Friends. "we have to spend a lot of money
every year protecting our name and logo." A neighbouring
Fleetwood firm produced a rival lozenge called "Bosun's
mate" it lost the fight.
By 1971, the company had expanded out of the chemist's
shop into a 20,000 sq ft on Maritime Street and soon
