Digital presence of a traditional organization: a case on Dabur Bangladesh

Abstract

Dabur is an Indian owned company, it is one of India’s largest ‘ayurvedic’ (Ayurveda) medicine and natural consumer products manufacturer. Through a joint venture with ACI Ltd. Dabur operates in Bangladesh as Asian Consumer Care (Pvt.) Ltd. Dabur Bangladesh has many popular consumer products such as Dabur Honey, Dabur Amla Hair Oil, Vatika Hair Oil, Vatika Shampoo, Odonil, Dabur Red Toothpaste, etc. The company aims to expand on introducing more of its other consumer brands and to introduce ‘ayurvedic’ (Ayurveda) products in the Bangladeshi market. The three months spent in Dabur Bangladesh as a marketing intern has helped me immensely to learn about the FMCG industry and the basics of marketing functionalities in the Bangladesh market. But my learn scope was limited because of the short duration of the program and the lack of access I had to the company’s data. Even so I got to understand the impact (negative/positive) of digital marketing on Dabur Bangladesh and their presence in the digital platforms which I found out using primary and secondary research. Digital marketing is used to term the marketing of goods or services through digital technologies, mainly on the internet but also includes mobile phones, display advertisements, and any other digital medium. With the market dynamics changing due to technological intercepting daily life the marketing department at Dabur Bangladesh proposed to start digital marketing for their products, which was backed up by the departments as well. These information came to light after having an in-depth interview with the brand managers and the CFO of Dabur Bangladesh. Even though the company has limited knowledge about digital marketing and has not still figured out how to calculate the ROI they are still looking forward to expand on this marketing strategy. Which they can successfully accomplish by proper training.