and it is commercial reality that in supermarkets and pharmacies...

and it is commercial reality that in supermarkets and pharmacies businesses pay for prominent product display on middle or higher shelves so customers see or have easy reach to THEIR product vis a vis the competition.

In the space between manufacturer and store advertising promotion is the murky agreement re distributor’s preferences where one distributor is aligned with several manufacturers!

This was clearly shown by Mundipharma’s (VivaGel’s world distributor) lack of real support for Betafem with it product name probably aligned/influenced by their big world market product Betadine range. Notice the single T in both products and no association of Astodrimer sodium SPL7013 whose main name is VivaGel™ or Fleurstat in Australia. Starpharma probably thought that Beta.. would achieve marketing advantage whilst Mundipharma thought controlling this perfect would minimise distribution success.

Then the lack of marketing efforts by Mundipharma in their worldwide distribution channel eventually led to the breakdown of the relationship and payout in 2023.

Marketing is fraught with dangers “who do you trust?”