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ABSTRACT
Today’s technological development and global competition in markets, requires suppliers of products and services to introduce new products or to improve their current products in order to survive. Fast technological development in the high tech sector also makes this global competition even harder for firms in today’s market place, because technology advances have shortened the life cycle for many products. This study investigated the strategies for marketing new products in a saturated market in Navrongo Municipality. The main objective of the study was to identify strategies to market new products in a saturated market. Fifty respondents were studied. Data was collected through questionnaire. The data were analysed using frequencies, tables and Microsoft excel. Finding’s revealed that both buyers and sellers confirmed that the various kinds of marketing strategies in marketing a new product are been used but the most widely used is the pricing strategy. The study also revealed that majority of the respondents consider the price of the product before buying. Based on the findings the major recommendations proffered include that companies should regularly improve product brand/image and intensify marketing communication strategies to positively and continuously create an enduring perception of their products on the minds of the consumer
