EFFECTIVE MARKETING OF PHARMACEUTICAL PRODUCTS; A CASE STUDY OF SMITHKLINE BEECHAM NIGERIA PLC
EFFECTIVE MARKETING OF PHARMACEUTICAL PRODUCTS; A CASE STUDY OF SMITHKLINE BEECHAM NIGERIA PLC
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Date
1998-07
Authors
BELLO, INUSA
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Abstract
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.
Description
A PROJECT WORK SUBMITTED TO THE
POST-GRADUATE SCHOOL, AHMADU BELLO UNIVERSITY, ZARIA
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF MASTERS
OF BUSINESS ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA
JULY 1998
Keywords
EFFECTIVE,, MARKETING,, PHARMACEUTICAL,, PRODUCTS,, CASE STUDY,, SMITHKLINE,, BEECHAM,, NIGERIA PLC