An investigation into market positioning strategies practised by pharmaceutical firms marketing medicines in Nairobi
The phamaceutical companies today are facing stiff competition due to the increased number of medicines in the market. For firms to survive, it has been necessary to develop positioning strategies to enable them occupy distinctive place in the mind of the consumers. It is against this background this study was formulated to identify the positioning strategies, used by the pharmaceutical companies marketing medicines in Nairobi. The survey research design was used in the study. Out of 112 pharmaceutical companies in Nairobi, 50 were selected and 37 responded. Purposive sampling method was used to select sample elements and the data was collected using the questionnaire method. Background information of the firm was analysed using frequency tables and percentages, while that on positioning strategies was analysed through mean score and standard deviation. Ranking using means was done. The findings indicated that the firms use various positioning strategies and the most popular one is quality positioning, Positioning by use or application is the second most in practise. Product features and benefits positioning strategy is the third in practice. Price positioning strategy was found to be the least in practice. Further research should be done to determine why price positioning strategy and use of cultural symbols are least practised by the pharmaceutical companies.