Page 23 - Fisherman's Friend Teaching Note

HOW DOES LOF CAPITALISE ON NEW

OPPORTUNITIES?

Perception

In 1983 Lofthouse introduced the super strong mint

flavour aimed at the extra-strong mint market. By doing
so Lofthouse effectively redefined itself and may have

been the firm’s biggest re-invention since 1865.

“The logic behind the strategy is as follows: "In every

other country in the rest of the world, Fisherman's

Friends are perceived in the same way," says Doreen

Lofthouse. "In Italy or Norway or wherever, they're eaten

as confectionery. It's only in the UK that they're perceived

as a pharmaceutical product." This means that the

lozenge's domestic market profile is notably different

from its export equivalent. "In every one of our new

countries, our age profile is 15-40," notes Mrs Lofthouse.

"Here, it's what, Tony? - 40-plus, mostly working men, B's

and C's. Young people say, 'Fisherman's Friends? I

remember my granny taking those.' They don't, but they

think they do. We've got to change that." It is not simply

that this prejudice limits the Lofthouse’s' UK market in
terms of numbers: the lozenge's appeal to rheumy old

men in cloth caps means that the product's sales pattern

is strongly seasonal, split 60/40 between winter and

summer trade. This, think the Lofthouse’s, need not be.

"Norway is our number one customer, but Singapore is