Page 35 - Fisherman's Friend Teaching Note

LOF develops the new products e.g. cherry sugar free
which in 2013 contributed 15% to total sales whilst the

conversion to ziplock pack added 26% to sales growth
within three months of its launch.

IMPEX develops the plans for foreign market targeting

and penetration e.g. investment in the Philippines helped

increase brand and product awareness as well as aiding

the opening new distribution points. Likewise, visibility

was enhanced by investing in Counter Top displays at the

cigarette section inside supermarkets.

Perhaps more can be taken from this relationship. The

board at LOF is very small with only three directors but

with the ability to use non-executive directors. Essentially,

it could be argued that the Lofthouse family has stuck to

what they know (see diagrams 4, 5, 6) and farmed out to

specialists that which they don’t e.g. IMPEX and

internationalisation.