market - Brand Equity Magazine

How about consumption? ‘Most of
our customers finish a pack in 3 to
4 days,’ says Jamie Loh, Marketing
Manager of GBA. She added that the
unique paper gloss finish package
helps retain freshness for the
duration once it has been opened.
The popular 25gm pack available
in all flavors retails for RM3.50.
Flanking that on the shelves is a
compact 11gm pack, which retails for
RM2.00.
In order to retain its premium
brand positioning in the market
vis-à-vis other similar brands,
GBA executes timely and unique
promotional activities, supported by
an annual A&P spend of more than
RM3 million.
Key ground initiatives to position
the brand include free sampling
programs at high traffic outlets,
concerts, pubs, sporting events and
Mostly male or
female adults who
want to clear their
throat, and if they
are smokers, mask
any unpleasant
odour. Presently,
many want the
benefit of fresh
breath from drops
that come without
the usual calories
found in typical
sugar candies.
exhibitions. Supporting wholesaler
programs do their bit as well.
The activities are supplemented
by the annual ‘National Sales Blitz’
in which the entire sales team walk
the street, swoop down to over 1000
outlets, clean up merchandise at
existing outlets and use the occasion
to rope in new distribution points.
In an increasingly competitive
market, Jamie believes Fisherman’s
Friend’s USP of consistent taste, no
irritating cough, fresh breath and
the fact that it is sugar free topped
with a nominal cost places it at more
than arm’s length from its nearest
competitor.
And by demonstrating concern for
Asian palettes, ongoing R&D as well
as market intelligence has helped
Fisherman’s Friend to stay ahead
and sustain leadership position in its
category.
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