An empirical investigation of the strategies used to market Generic pharmaceutical products, the case of respiratory Infections drugs in Kenya.

Abstract

The objective of the study was to investigate the strategies used to market genenc pharmaceutical drugs in the Kenya market. The study was a survey of a judgmental sample comprising of generic pharmaceutical firms operating in Kenyan market. The data was collected using self- administered questionnaires. This contained open- ended as well as close- ended type of questions. The primary data was collected using the drop and pick later method. The data collected was analyzed using frequency tables, and percentage to compare. The findings from this analysis came up with the following conclusion; majority of the generic pharmaceutical firms market their product using branded name of their choice i.e. branded generic named. They have formed marketing departments to identify customer needs ana desires which help is forming the strategies. In their marketing strategies, quality of the product is the most important and emphasis is laid to prove it. Promotion of the product is also of paramount importance to succeed. Competitors price determine so much on pricing of the products and it is found that most generic products compete on price. They are using price penetration strategy. Products knowledge is very important to compete effectively and personal selling skills. It is clear that regular visit to their clients - , count a lot in their strategy to market their products. Their target customers ranked in order of sales volume included pharmacies, Hospital, industrial clinic respectively. Detailing to prescribe was not considered very important. Vll