Page 28 - Fisherman's Friend Teaching Note

Functional Emotional

(physical) (psychological)

• cough • strong adult

• throat • confidence

• nose • original

• breath • lifestyle

• cult

In the U.K. consumer perception suffered from the view

that Fisherman’s Fried was a semi medicated product

with a strong flavour that your “granny bought.” For

Doreen this had to change and a new audience sought.

The market, in LOF’s case 120+ markets, is the link

between the consumers and the product. In order to

achieve maximum sales market research is essential to

LOF. To this end LOF has devolved the marketing and

distribution of Fisherman’s Friend to professional

companies such as IMPEX. LOF then takes the results on

board in terms of the manufacturing processes such as

foil wrapped for humid climates, fruit flavours for
southern Europe (Greece, Italy and Spain) and sugar free

for the health conscious.

LOF in its latest media campaign has focused on

attracting the younger market specially the age group