Development Of New Products In A Pharmaceutical Industry A Case Study Of Zaria Pharmaceutical Company Limited

This study was carried out to see how the Nigerian Pharmaceutical Industries can effectively plan, develop and introduce new products with particular reference to Zaria Pharmaceutical Company (ZPC), Zaria, Kaduna State. Data for the study were collected by means of questionnaires administered on the staff of the company (Zaria Pharmaceutical Company) as well as dealers of the pharmaceutical products. Direct personal interviews were also used in collecting relevant marketing information. The published literatures also provided a rich source for secondary data. The study revealed capital shortage, high cost of developing new products and shortage of important new product ideas as the major problems facing new product develoment and introduction. The study also cited lack of support from Management, weakness in distribution and poor timing as the major causes of new pharmaceutical product failures. The study however, recommended a new product policies to be clearly spelt and enforced, and the organisation as a whole to be effectively involved in the new product development programmes.

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