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<strong>Brand</strong> <strong>Equity</strong> CATEGORY BRAND LEADER By R. Venkateswaran BRANDEQUITY 13 13
Would you believe that a popular throat drop brand available at your friendly grocer had its origin outside of Asia just about 140 years ago? Better yet, the very same ‘miracle lozenge’ was conceived to give relief to fishermen who suffered from coughs, colds and other bronchial difficulties while battling the elements at sea. In the early days, Fisherman’s Friend offered one variant. It last recorded worldwide sales of over US$350 million through eight flavors made available in more than 130 countries. In Malaysia, it claims leading position with 21% share in the throat drop category. Fisherman’s Friend is propositioned as a ‘daily use’ brand. The product range is classified as a ‘functional candy’ that is throatfriendly. Among others, it is said to help clear throat irritations, alleviate coughs and colds, unblock nasal passages and relieves sore throats. ‘The consistent flavor and the benefits it delivers continue to be a draw for a broad spectrum of customers in the urban as well as semi-urban areas,’ says Mohan Alagappar, General Manager of GBA Corporation, which distributes Fisherman’s Friend in Malaysia. ‘The popularity of this product is 14 BRANDEQUITY also reflected in the target customer profile – mostly male or female adults who want to clear their throat, and if they are smokers, mask any unpleasant odor. Presently, many want the benefit of fresh breath from drops that come without the usual calories found in typical sugar candies. Others simply suck the lozenges for inspiration,’ shares Mohan who also adds that many undergraduates splurge on their brand to stay alert. In addition, the rising concern for well-being has helped the brand with the introduction of sugar free variants. But product development initiatives have encouraged sensitivity to culture inspired flavors. Asian flavored SKU’s have been introduced as well. Key Asian distributors have inspired the development of two fusion flavors; apple & cinnamon and mandarin & ginger. And Fisherman’s Friend is well distributed nationwide through a variety of retail establishments; from hypermarts to traditional stores. Impulse purchases account for a sizeable chunk of sales, especially through pharmacy chains, petrol stations and convenience stores. It last recorded worldwide sales of over US$350 million through eight flavors made available in more than 130 countries. In Malaysia, it claims leading position with 21% share in the throat drop category.
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