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Induction Presentation for Gareth Watkins It’s too late now………. Martin Stimson Wednesday, July 3 rd, 2013.

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Presentation on theme: "Induction Presentation for Gareth Watkins It’s too late now………. Martin Stimson Wednesday, July 3 rd, 2013."— Presentation transcript:

1 Induction Presentation for Gareth Watkins It’s too late now………. Martin Stimson Wednesday, July 3 rd, 2013

2 Firstly, welcome to the unusual world of the World’s favourite Lozenge

3 Agenda 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

4 Impex Management Company We are Sales & Marketing Managers for FISHERMAN’S FRIEND.

5 IMPEX MANAGEMENT OBJECTIVE: TO PROVIDE THE BEST SERVICE TO LOFTHOUSE OF FLEETWOOD LTD & OUR DISTRIBUTORS

6 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

7 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)

8 Germany Hong Kong Basildon, U.K. U.S.A IMPEX OFFICES

9 IMPEX = A TEAM OF 16 PEOPLE WITH TOTAL FOCUS DEDICATED TO THE SUCCESS OF FISHERMAN’S FRIEND

10 Impex Management Co. Ltd. – January 2013

11 Ivan G Gibson Chairman Anna L Gibson Director Karen L Mitchell Financial Director/ Co. Secretary Kieran M Ryan Managing Director Chris M H Gibson Executive Director Sweden / Norway / Denmark Marketing Coordination - Creative - Advertising Development - Portfolio mix - Agency relations - Media Germany – marketing Qual/QuanMarket Research N P D Michael F Geiseler Regional Bus Mgr Germany Austria Switzerland Trade Marketing coordination Geraint Jenkins Regional Bus Mgr Belgium France Italy Netherlands Spain / Portugal International account coordination Jon White Regional Bus Mgr Canada U.S.A Caribbean Phil Hopkins Regional Bus Director P.R. China Hong Kong Indonesia Malaysia Singapore Thailand Australia Martin Stimson UK Sales Cont/ Area Business Mgr 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. UK Ireland Costa Rica Ghana & Morocco Iceland & Faroe Islands Lithuania Malta / Gibraltar Poland Impex Newsletter India Philippines Taiwan Vietnam Japan South Korea New Zealand Gill Bird Office Manager/ ISO Mgt Rep (RBA to MFG/GAJ/PH Jan Guiver Reg Bus Admin (P/T) (RBA to CMG/JRW/PP/ MJRS/PB) Training Kerry Harding Office Administrator Amanda Wade (P/T) Financial Assisstant

12 Any Questions?

13 The story of so far….

14

15 LONDON FLEETWOOD MANCHESTER. Basildon

16 Fleetwood was famous for it’s fishing fleet

17 And famous for it’s fishermen, the “tough guys”

18 It was one of the busiest fishing ports in the country

19 The fishermen would fish the cold North Atlantic waters

20 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 THE ORIGINS OF FISHERMAN’S FRIEND

21 James Lofthouse had a pharmacy in Fleetwood

22 Originally Fisherman’s Friend was a liquid

23 The North Atlantic is well known for rough seas

24 But glass bottles would often break during storms & rough seas

25 An alternative to the liquid in glass bottles was developed

26 A new formula with new ingredients

27 Lozenges in a paper package

28 ORIGINS OF FISHERMAN’S FRIEND FISHERMEN CAME TO MR LOFTHOUSE FOR THESE AND IT BECAME KNOWN AS “FISHERMAN’S FRIEND”

29 Delivered by van to the trawlers in the dock

30 The business grew and new premises were needed.

31 New flavours were added

32 Again new premised were required as the business grew

33 The current site - but it looks different now

34 Inside - but it looks different now

35 The Directors – Doreen, Tony & Duncan Lofthouse

36 From this to......

37 To this

38 PRODUCTION PLANT Factory size ,700 Sq. feet ,700 Sq. feet ,000 Sq. feet

39 PRODUCTION PLANT Factory size ,700 Sq. feet ,700 Sq. feet ,000 Sq. feet Oct 2010 – A six year plan agreed.

40 £249k for packaging projects £5.6m to deliver a self contained, lean facility with new Rovema lines, Tablet Presses, Blender and IBC Charging, fully operational / 2014 – £1.45m for major works - old packing hall for fit out / £2.5m to fit out old packing hall. Relocate presses / blenders into new area ready for expansion in 2015 of lines 7,8 & / £2.1m over 12 months for to increase capacity in SF2 Six year expansion plan outline

41 Total Development Budget Costs £12Million!

42

43 Flavour range Q) How many flavours in the range?

44 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

45 Dates of Introduction (cont.) Minis – Mint & Citrus Gum – Mint & Euca Minis – Menthol /Euca Gum – Mandarin Sugar Free Blackcurrant (Purple Stripe)2007 Sugar Free Sweet Liquorice (Brown Stripe)2008 Non Aspartame S/F in Asia2008 Pro Fresh 2009 (October) (Peppermint / Sweet Mint / Lemon Lime / Blueberry Pomegranate) Spearmint (Spearmint Stripe)2012 Tropical (Tropical Stripe) & Asia tablets

46 Lozenges Tablets Regional flavours Chewing gum Minis Pro Fresh

47 PRODUCTION PLANT Factory size ,700 Sq. feet ,700 Sq. feet ,000 Sq. feet 2008 Malaysia (Contract manufacturing)

48 Where is the new production facility?

49 Shah Alam, Selangor, Malaysia

50 Kuala Lumpur, Malaysia

51 To make sugar Free products without Aspartame

52 In a new pack

53 Also a new breath freshener

54

55 96% OF PRODUCTION IS EXPORTED

56

57 $250 million World Brand* 3,000+ salespeople * At retail prices

58 4% 22% NORTH & SOUTH AMERICA FAR EAST/AUSTRALASIA EUROPE GEOGRAPHICAL SPLIT EU 68% 72%

59 Sales by Variant 1998

60 34% Sales by Variant 2008

61

62 SALES BY PACK - BY VOLUME -

63 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

64 Any Questions?

65 WHY PEOPLE BUY FISHERMAN’S FRIEND 1. Functional reasons 2. Emotional reasons

66 FISHERMAN´S FRIEND Consumption reasons FUNCTIONAL -COUGH -THROAT -NOSE -BREATH PHYSICAL EMOTIONAL STRONG ADULT -CONFIDENCE -ORIGINAL -LIFESTYLE -CULT PSYCHOLOGICAL

67 EASE SORE THROATS HAY FEVER RELIEF BREATH FRESHNER SUPPRESS COUGHS POLLUTION CAUSED SYMPTONS UNBLOCK NASAL PASSAGES FUNCTIONAL CONSUMPTION

68 STRONG ADULT CONFECTIONERY WITH ADDED BENEFITS Emotional reasons

69 A STONG ADULT BRAND “The strongest there is”

70 Any Questions?

71 Fisherman’s Friend in Ireland

72 Available Packs in Ireland 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)

73 ……and the new packaging is filtering through

74 Ireland In market sales 1993 – June 2013

75 Ireland In market sales vs Despatches 2007 – June 2013

76 In market sales by month

77 Pack sales by flavour

78 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%

79 Any Questions?

80 Administrative things Business Plan – Due end of September Order process Brand Manual - Trade Marketing / Promostore (as above) Integrated Business System

81 Any Other Business Market visits Product Managers induction course Product Managers meetings

82 Thank you for your attention It will all make sense one day

83 Thank you for listening


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