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This paper deals with product positioning strategy and is based on the influence made by opinion makers on consumer behavior. The case study describes how Biogood has developed its marketing integrated communication regarding child nourishment, by matching its image with science through R&D investments; divulging its research through pediatrics and nutrition channels; venturing and sponsoring and promoting events directed at professionals in these specialties. The case investigates thedoaj:777d0f1ca93943a99c63ae5b32ca80e9 fatcat:n2wisstiofhx3kjpfxtumlhztm