IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 13, Issue 6 (Sep. - Oct. 2013), PP 01-07 www.iosrjournals.org www.iosrjournals.org 1 | Page New Product Development and Marketing Strategies towards Customer Satisfaction (A Study of Dangote Nigeria Plc, North- East Zonal Office, Maiduguri Borno State Nigeria) Dr. Abdulsalam Jibril, Abdulfatah Odua Department of Business Administration, Adamawa State University, Mubi-Nigeria. Department of Business Administration, Federal Polytechnic, Damaturu, Yobe State-Nigeria. Abstract: The Study Titled: New Product Development Reasons and Marketing Strategy (A Study of Dangote Nigeria Plc, North-East Zonal Office, Maiduguri, Borno State) was carried out to identify what constitute new product, and looking at the attributes that constitute a product. The reasons why organizations introduce new products/services into the market other than for profit making which is the general belief by many organizations and the various marketing strategies that are applied to the products/services right from when it is introduced into the market up to the decline stage of the product. The study adopted the survey research design where six (6) respondents from Dangote Zonal Office were randomly and proportionately issued with questionnaires. The findings revealed that customer’s need, want and taste are not usually seek before production; that organization does not plan their marketing strategy(ies) for these products. The study concluded by recommending among others that organization should seek consumer need, want and taste before embarking on production and management should have planned marketing strategy for the product at all level of its level of its life which will include pruning of brands, improve upon them, rename them to reflect improvement on them. Keywords: New product, Marketing Strategy, Customer, Needs and Wants. I. Introduction: A product according to Kotler and Armstrong (2010) is “anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want.” They further added that product is more than just tangible objects, but also include service (intangible). Similarly, Kotler and Keller (2009) defined product as “anything that can be offered to a market to satisfy a want or need” they pointed out that it includes physical goods, services, experiences, events, places, persons, properties, organizations, information and ideas. Additionally, Lancaster and Massingham (2001) sees product as “anything or item that can be considered as a separate product entity and that may be distinguished in some way from other products that the company produces, irrespective o its relationship to those other products. “From the above it can be seen that the target of marketing is to satisfy human need and want at a profit. However, as the needs and wants of customer changes, marketer must ensure that they go into innovation of new products in other to meet with the changes in needs and wants of their customers. Accordingly, Payola (1993) further pointed out reasons why an organization can lunch or manufacture a new product to include: (I) To take advantage of market opportunity (ii) To fight competition (iii) To expand overall market through segmentation (iv) To make use of excess capacity (v) To use up obsolete materials and (vi) When a product is at the decline stage. Jibril (2012) added that an organization equally can introduce a new product into the market with a view to stop imitation. Lancaster and Massingham (2001) defined marketing strategy as “a means by which objectives are achieved”. However, they gave a brief explanation that where objectives are specified as per what is to be done, and then strategy lays down how it is to be done. Furthermore, Kotler and Armstrong (2010) defined marketing strategy as “the marketing logic by which the company hopes to create his customer value and achieve its profitable relationships”. A) Introductory Stage: Onyebuagu (1995) and Kotler and Keller (2006) opined that the price of the product should be high in order to match demand against limited supply. Therefore, the strategy could be skimming the market. Further, they added that the quality of the product should be good in order to gain good reputation. More so, limited fund should be made available and be spent in communication with the target customers in a publication read by them. The newness of the product requires considerable effort in personal