BETTER MARKETING--Your reference to A2s position is a good example of not the best use of marketing, of a proven good product.
Hopefully they have learned from that.
It is not a fair world out there in the world of market share as we have seen.--And dont think for a moment that those Mums using the formula have not had the seed of doubt planted(even if unfairly)
Question is -where to from here?
Unfortunately a suet brings up a raging debate with the adversaries continuing to argue their point (right or wrong its still out there)
Perhaps the first step (before jumping in,boots and all $$) would be a campaign with ads that key on the positives and set things right on the false accusations.
Can bad PR be turned into good PR? Hopefully
Unfortunately this world of bringing products to the market in our so called free market,involves warfare---What I dont think some understand is that having the best product is only the start--The rest is up to marketing and distribution.
People often dont use simple logic when making decisions on what they purchase--They act on what they have been conditioned to think.
I have a friend who worked for a large firm in Europe in marketing--He said they regularly would have what was called ''war games''
This involved ''think sessions'' where they would gather to try to guess what the next move would be by their competitors and stay one step ahead.
You not only have to have the best product--You have to SHOW the consumers why they want it. (As , Im sure we have all seen, this also works when you dont have the best product)--Hell,if they can talk you into buying water....(who would have thought 20 yrs ago)
Or sugary carbonated drinks that have been proven to cause serious health problems--or even milk contaminated with growth hormones by Monsanto in the States.
This show on TV may well be just a case of how the battle lines have been drawn.