EFFECTIVE MARKETING OF PHARMACEUTICAL PRODUCTS; A CASE STUDY OF SMITHKLINE BEECHAM NIGERIA PLC
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Author
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Department of Administration
ABSTRACT
PLEASE NOTE:
This study, effective marketing of pharmaceutical product in Nigeria; a case study of SmithKline Beecham Nigeria Plc. was designed to find out
ways of effective marketing pharmaceutical related products in Nigeria. Data for this study were collected by the survey method. The method made
use of both primary and secondary sources of information. Key personnel of the company under study were interviewed while questionnaires were
administered to key channel members.
The study revealed the existence of a range of product areas such as, Anti-infective, Gastrointestinal, Vaccines, Analgesics, Nutritional Healthdrinks and Oral Health care products. The best selling brands were identified as Ampiclox, Amoxil, Augmentin, Engerix B, Zentel and Halfan.
These are also referred to as ethical products. Others classified broadly as consumer healthcare products are Panadol, Phensic, Cafenol, Ribena and
Lucozade.
The company experiences problems in the areas of Human Resources, Marketing Technical, Consumer and Pharmaceutical Sales Departments.
To this end, various recommendations were put forward to overcome the challenges identified. Implementing them will enhance Smithkline
Beecham's effectiveness in marketing its pharmaceutical brands.
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