Page 9 - Fisherman's Friend Case Study

certain number of the paper-foil packs as part of
promotional events. (3)

In 1983 Lofthouse of

Fleetwood introduced the

super strong mint flavour

aimed at the extra-strong
mint market. It effectively

moved its lozenges out of

the ‘catarrh-related’ market

and into the ‘munching
sweetie’ one.

For Doreen this was an obvious strategy. Lofthouse had

approximately, 7% of the U.K. medicated confectionary

market and into the mint market where it had a 1%

market share. Moreover, sweets sales are generally

resistant in difficult economic times. Furthermore, its

distinctive packaging would cease to display details of the

firm's pharmaceutical licence. In the U.K. Fisherman’s
Friend is considered to be a medicinal product whilst the

rest of the world consider it a confectionary. In addition,
16% of sales were domestic whilst 84% were from export.

Moreover, for Doreen there was a sense that the brand,

was strong enough to penetrate new markets without

threatening old ones.