Page 43 - Fisherman's Friend Teaching Note

CONCLUSION

LOF’s worldwide success is due to its long-standing ability

to give: 'RELIEF FROM EXTREME CONDITIONS' (Fisherman's
friend.com) by developing products of the highest quality

and giving customers the ability to choose from a large

range of products, flavours and packaging. It has

achieved this through the recognising the importance of

market research leading to more innovative new

products and technology use.

LOF is investing in both a push strategy through the

development of its distribution system and a pull strategy

through its advertising and social media developments.

LOF recognised the importance of understanding what

customers want and expect from products, making sure

that the total market offering conforms with the

customers’ expectations, and adapting to the different

local conditions.

LOF is aware of the importance of market research for
strategic thinking, and this leads to being more innovative

towards developing new products and using new

technology.