Abstract

The case “Dabur’s Digital Marketing Initiatives” talks about the role of digital marketing in the success of Dabur India (Dabur). The case starts with a brief history of Dabur. It then describes the company’s digital marketing initiatives, which include the launch of an online shopping portal and use of different social media platforms for promoting the company’s products. The case also touches upon the launch of different digital campaigns by Dabur. It then describes the impact of various digital marketing strategies on the performance of the company. It also highlights the challenges Dabur faced and its future plans.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of digital marketing in reaching out to/connecting with the millennials
• Understand how social media act as a potent digital marketing tool, more so for an FMCG company.
• Understand the importance of the marketing mix for the success of an FMCG company.
• Understand how an FMCG company can create a competitive advantage with the help of digital marketing tools.
• Understand how digital technologies will play a pivotal role in the future of marketing FMCG products

Keywords

Dabur; Digital Marketing Initiatives; Marketing Strategy; Marketing Mix; Digital Campaigns; Social Media; Marketing Promotions; Ad Campaigns; Brand Management; Brave and Beautiful; AmPrettyTough; ‘HelpPreventDengue’; ImmunityForYou