Hi Brenda
It is not a 'nod to breastfeeding'.  It is way more sophisticated than that.
The formula company marketing reps know that health professionals are what
they call OBLs - other brand loyals.  The brand they are loyal to is
'breastfeeding' (probably 'breastmilk' but that is a story for another day).
Discussing the superiority of the competitors' product and then referring to
my product as 'second best' is called 'positioning'.  Think of the "Avis -
we try harder" campaign.  The message here is we're not the best, we're
second best so we try harder to keep your business.  Positioning their
product (in relation to the market leader) as 'second best' (but easier to
control, measure and deliver; more reliable source of calories) is a way of
making consumers aware of your brand, aligning it with the leader and a way
of encouraging them to include it in their 'consideration set'.  Hence when
breastfeeding is 'not working out' or 'not available', where do they go -
second best of course.
Cheers
Nina Berry
Australia

-----Original Message-----
From: Lactation Information and Discussion
[mailto:[log in to unmask]] On Behalf Of Brenda Phipps
Sent: Friday, October 24, 2008 7:40 AM
To: [log in to unmask]
Subject: Prebiotics presentation

Well said, Marsha.

 I wanted to say that my staff almost 100% of the time comes back from 
these presentations telling me that the rep giving the talk starts out with
a 
somewhat lengthy discussion on how breastmilk is best and that formula is 
second best (they are almost trying to defend their reasons for attending). 
Despite this nod to "breast is best", the staff come away feeling better
about 
giving formula to the infants on the unit. I just can't seem to make them 
understand the marketing that is going on, and I feel quite hopeless that I
will 
ever get through to them. 

Brenda Phipps, BS, IBCLC

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