Page 22 - Fisherman's Friend Teaching Note
P. 22
HOW DID LOF RESPOND TO CHANGING
INDUSTRY AND MARKET CONDITIONS?
It was Doreen in the early 1970s that saw the potential
arising from Wakes Week. It was she that drove the
change and growth of LOF. With the demise of Fleetwood
as a major fishing port the local community benefited
from LOF’s manufacturing development as word spread
and LOF began receiving enquiries from wholesalers in
Lancashire, then from Yorkshire and then they were
besieged by wholesalers from all over the UK for
Fisherman’s Friend products.
The marketing strategy followed by LOF from 1971 was
that of a marketing push strategy. This helped the
company expand out of the chemist's shop into initially a
20,000 sq. ft. site on Maritime Street. Ultimately, LOF had
access to 600,000 sq. ft., more than enough for sustained
global expansion.
1983, a new variety of Fisherman's Friend, the volcanic
Super Strong Mint flavour was added to LOF’s product
portfolio. This was an indicator of direction of travel the
company was embarking on.
