THE IMPACT OF PROMOTION ON CONSUMER PATRONAGE OF PHARMACEUTICAL COMPANIES (A CASE STUDY OF GABBEY PHARMACY LIMITED ENUGU)

CHAPTER ONE

INTRODUCTION: Consumers have diverse motivation, taste and preference. They constantly seek solutions to the various state of deprivation (needs) through product offerings and bombardment of promotional messages. Consumer’s perception of his needs and desired solutions sharpened by his socio – economic and cultural background of the study will determine how he reacts to an element or a mix of the promotional variables. The challenge of marketing/promotion rests on predicting current and future consumer’s needs and preferring suitable solution to them. accurate prediction of consumer’s variables will ensure consumer’s preference/patronage of one’s brands over competitors. This research therefore attempts to determine the impact of promotion on consumer patronage using Gabbey pharmacy limited, a pharmaceutical marketing company as a case study.

BRIEF HISTORY OF THE COMPANY

Gabbey pharmacy limited is a pharmaceutical marketing company with head office located at 8 Awkunanaw street Achara layout Enugu. The firm came into existence in 1972. The company was blessed with supportive customers and committed staff and that helped it handle effectively, its internal and external problems. It was not long before the industry noticed a strong competitor has come on stream.

It was not surprising that five year later January 3, 2000, the co-marketing arrangement broke down and Gabbey pharma ltd was faced with the option of quickly introducing and entrenching new brands. It was therefore a nervous moment when on January 4, 2001, the company took the bull by the horn and introduced a portfolio full of new products.

Critics thought that the company has taken a suicide pill and eagerly waited for the expected to happen. It never did. The staff and management and the company customers rallied round and took a simple commitment. THE COMPANY MUST SUCCEED. The lot fell on the vibrant and lean sales and marketing department to provide the necessary marketing formular that will ensure quick entrenchment of the new products. The department after series of meeting with its ever supportive customers pioneered the motorcycles sales Reps scheme in Nigeria. the essence is to effectively cover the grassroot, reach the area not covered by the competitors and generate the necessary demand – pull. Communication between company and customer was made more effective and company’s reaction to changing market situation was very swift. This ensured grassroot implementation of consumers oriented marketing programmes. By middle of the year, it was obvious that the company has survived the “suicide pill” gaining a very big respect from other key players in the industry.  Today, the company is one of the leading pharmaceutical marketing firm in Nigeria.