Induction Presentation
for
Gareth Watkins
It’s too late now……….
Martin Stimson
Wednesday, July 3rd, 2013
Firstly, welcome to the unusual world of the
World’s favourite Lozenge
Agenda
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Impex Management Company
The Story of Fisherman’s Friend
Fisherman’s Friend around the World
Fisherman’s Friend in Ireland
Administrative things
Any other business
Impex Management Company
We are Sales & Marketing Managers for
FISHERMAN’S FRIEND.
IMPEX MANAGEMENT
OBJECTIVE: TO PROVIDE THE BEST SERVICE TO
LOFTHOUSE OF FLEETWOOD LTD
&
OUR DISTRIBUTORS
IMPEX MANAGEMENT CO. LTD
OUR ROLE:
1.
IDENTIFY THE BEST DISTRIBUTORS
2.
WORK WITH OUR PARTNERS TO
DEVELOP FISHERMAN’S FRIEND
3.
ACT AS A LINK BETWEEN LOF AND
THE MARKET
4.
VISIT THE COUNTRIES REGULARLY
IMPEX MANAGEMENT (continued)
OUR ROLE:
5.
AGREE A ROBUST MARKETING PLAN
(Product / Price / Promotion / Place)
(Brand Positioning & Forecast volume)
6.
ENSURE GUIDELINES FOLLOWED
(Advertising - Brand & On-Line Manuals)
(Artwork / Promotion Activities)
(Co-packing / Product Tracking)
IMPEX OFFICES
Basildon, U.K.
U.S.A
Germany
Hong Kong
IMPEX =
A TEAM OF 16 PEOPLE
WITH TOTAL FOCUS
DEDICATED TO THE
SUCCESS OF
FISHERMAN’S FRIEND
Impex Management Co. Ltd. – January 2013
Ivan G Gibson
Chairman
Sweden / Norway / Denmark
Germany – marketing
Qual/QuanMarket Research
NPD
Karen L Mitchell
Financial Director/
Co. Secretary
Kieran M Ryan
Managing Director
Chris M H Gibson
Executive Director
Marketing Coordination
- Creative
- Advertising Development
- Portfolio mix
- Agency relations
- Media
Anna L Gibson
Director
Michael F Geiseler
Regional Bus Mgr
Germany
Austria
Switzerland
Trade Marketing
coordination
Geraint Jenkins
Regional Bus Mgr
Belgium
France
Italy
Netherlands
Spain / Portugal
Canada
U.S.A
Caribbean
International account
coordination
Training
Martin Stimson
UK Sales Cont/
Area Business Mgr
UK
Ireland
Costa Rica
Ghana & Morocco
Iceland & Faroe Islands
Lithuania
Malta / Gibraltar
Poland
Impex Newsletter
Gill Bird
Office Manager/
ISO Mgt Rep
(RBA to MFG/GAJ/PH
Jon White
Regional Bus Mgr
Jan Guiver
Reg Bus Admin (P/T)
(RBA to CMG/JRW/PP/
MJRS/PB)
Phil Hopkins
Regional Bus Director
P.R. China
Hong Kong
Indonesia
Malaysia
Singapore
Thailand
Australia
India
Paul Barrett
Area Business Mgr
Czech
Hungary
Serbia
Slovenia/Croatia/Mac/Bos
Cyprus & Northern Cyprus
Finland
Israel
Lebanon & Middle East
Africa – Other
Africa – South
Central & Sth America
Baltics
Greece
C.I.S.
Amanda Wade
(P/T)
Financial Assisstant
Philippines
Taiwan
Vietnam
Japan
South Korea
New Zealand
Kerry Harding
Office
Administrator
Any Questions?
The story of
so far….
FLEETWOOD
MANCHESTER
LONDON
.
Basildon
Fleetwood was famous for it’s fishing fleet
And famous for it’s fishermen, the “tough guys”
It was one of the busiest fishing ports in the country
The fishermen would fish the cold North Atlantic waters
THE ORIGINS OF FISHERMAN’S FRIEND
First formulated in 1865 by James Lofthouse
For the local fishermen working in the
North Atlantic fishing grounds
Freezing conditions caused severe
Coughs, sore throats and nasal problems
James Lofthouse had a pharmacy in Fleetwood
Originally Fisherman’s Friend was a liquid
The North Atlantic is well known for rough seas
But glass bottles would often break during storms & rough seas
An alternative to the liquid in glass bottles was developed
A new formula with new ingredients
Lozenges in a paper package
ORIGINS OF FISHERMAN’S FRIEND
FISHERMEN CAME TO MR LOFTHOUSE FOR THESE
AND IT BECAME KNOWN AS
“FISHERMAN’S FRIEND”
Delivered by van to the trawlers in the dock
The business grew and new premises were needed.
New flavours were added
Again new premised were required as the business grew
The current site - but it looks different now
Inside - but it looks different now
The Directors – Doreen, Tony & Duncan Lofthouse
From this to ......
To this
PRODUCTION PLANT
Factory size -
1980
34,700 Sq. feet
1998 408,700 Sq. feet
2000 600,000 Sq. feet
PRODUCTION PLANT
Factory size -
1980
34,700 Sq. feet
1998 408,700 Sq. feet
2000 600,000 Sq. feet
Oct 2010 – A six year plan agreed.
Six year expansion plan outline
• 2013 - £249k for packaging projects
• 2013 - £5.6m to deliver a self contained, lean facility with new
Rovema lines, Tablet Presses, Blender and IBC Charging, fully
operational 2014.
• 2013 / 2014 – £1.45m for major works - old packing hall for fit out
2014.
• 2014 / 2015 - £2.5m to fit out old packing hall.
• Relocate presses / blenders into new area ready for expansion in
2015 of lines 7,8 &9
• 2014 / 2015 - £2.1m over 12 months for to increase capacity in SF2
Total Development Budget Costs
£12Million!
Flavour range
Q) How many flavours in the range?
Dates of Introduction
Original Extra Strong (Red)
1865
Aniseed (Gold)
1975
Sugar Free Original (Blue Stripe)
1980
Super Strong Mint (Green)
1984
Sugar Free Mint (Green Stripe)
1991
Sugar Free Lemon (Lemon Stripe)
1997
Sugar Free Apple Cinnamon (Apple Stripe) 1999
Zinc (North America)
1999 – 2001
Sugar Free Salmiak (Black Stripe)
2000
Sugar Free Cherry (Cherry Stripe)
2003
Sugar Free Mandarin (Mandarin Stripe)
2004
Sugar Free Citrus (Citrus Stripe)
2004
Dates of Introduction (cont.)
Minis – Mint & Citrus
2004 - 11
Gum – Mint & Euca
2005 - 11
Minis – Menthol /Euca
2006 - 11
Gum – Mandarin
2007 - 11
Sugar Free Blackcurrant (Purple Stripe)
2007
Sugar Free Sweet Liquorice (Brown Stripe) 2008
Non Aspartame S/F in Asia
2008
Pro Fresh
2009 (October)
(Peppermint / Sweet Mint / Lemon Lime / Blueberry Pomegranate)
Spearmint (Spearmint Stripe)
2012
Tropical (Tropical Stripe)
2013
23 & Asia tablets
Lozenges
Tablets
Regional
flavours
Chewing gum
Minis
Pro Fresh
PRODUCTION PLANT
Factory size -
1980
34,700 Sq. feet
1998 408,700 Sq. feet
2000 600,000 Sq. feet
2008 Malaysia
(Contract manufacturing)
Where is the new production facility?
Shah Alam, Selangor, Malaysia
Kuala Lumpur, Malaysia
To make sugar Free products without Aspartame
In a new pack
Also a new breath freshener
96%
OF
PRODUCTION IS EXPORTED
AN INTERNATIONAL SUCCESS
Over 80+ COUNTRIES
$250 million World Brand*
3,000+ salespeople
* At retail prices
GEOGRAPHICAL SPLIT
EUROPE
NORTH & SOUTH AMERICA
4%
72%
FAR EAST/AUSTRALASIA
EU 68%
22%
Sales by Variant 1998
10%
26%
17%
11%
11%
25%
1998
47%
Sales by Variant 2008
2%
3%
2%
2%
6%
7%
2%
5%
21%
15%
7%
5%
23%
34%
SALES 2008
Lozenges
Minis
Gum
SALES BY PACK
- BY VOLUME 1%
4%
1%
8%
14 %
9 1%
82%
19 9 8
2008
25G
T wi n/ Si am/ T r i am/ U BOARDS
T i ns
M i ni s
Gum
CONSUMPTION COMPARISON
PACKETS PER PERSON PER YEAR
NORWAY
NETHERLANDS
SWEDEN
SWITZERLAND
GERMANY
SINGAPORE
FINLAND
HONG KONG
DENMARK
CANADA
AUSTRALIA
MALAYSIA
THAILAND
BELGIUM/LUX
FRANCE
U.K
ITALY
SPAIN
CHINA
25g
e
25g
e
25g
e
25g
e
25g
e
25g
e
25g
e
25g
e
e
25g
e
25g
25g e
25g
e
25g
e
25g
e
25g
e
25g
e
25g
25g
e
e
25g
e
Any Questions?
WHY PEOPLE BUY FISHERMAN’S FRIEND
1. Functional reasons
2. Emotional reasons
FISHERMAN´S FRIEND
Consumption reasons
FUNCTIONAL
EMOTIONAL
-COUGH
-THROAT
-NOSE
-BREATH
STRONG ADULT
-CONFIDENCE
-ORIGINAL
-LIFESTYLE
-CULT
PHYSICAL
PSYCHOLOGICAL
FUNCTIONAL CONSUMPTION
EASE SORE
THROATS
HAY FEVER
RELIEF
SUPPRESS
COUGHS
BREATH
FRESHNER
UNBLOCK NASAL
PASSAGES
POLLUTION CAUSED
SYMPTONS
Emotional reasons
STRONG ADULT CONFECTIONERY
WITH ADDED BENEFITS
A STONG ADULT BRAND
“The strongest there is”
Any Questions?
Fisherman’s Friend in Ireland
Available Packs in Ireland
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25gm – Four flavours:
Red – Original Extra Strong
Gold - Aniseed
Cherry – Cherry Stripe
Blackcurrant – Purple Stripe
45gm – D Pack: Red – OXS, (Boots and Tesco
Ireland only)
……and the new packaging is filtering
through
Ireland In market sales 1993 – June 2013
Ireland In market sales vs Despatches 2007 – June 2013
In market sales by month 2008 - 2013
Pack sales by flavour
Current Ireland despatch budget
• Total year budget
14,400 boxes
• Budget to August
9,600 boxes
• Actual / forecast to August
10,800 boxes
• % ach. vs budget to August
112.5%
Any Questions?
Administrative things
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Business Plan – Due end of September
Order process
Brand Manual - www.ff-marketing.com
Trade Marketing / Promostore (as above)
Integrated Business System
Any Other Business
• Market visits
• Product Managers induction course
• Product Managers meetings
Thank you for your attention
It will all make sense one day
Thank you for listening