Internship Report on

Dabur Honey: Effectiveness of Digital Marketing Tools in Product Activation

Exam Roll: 152326

 Internship Report on
Dabur Honey: Effectiveness of Digital Marketing Tools in Product Activation

Prepared For:

Chairman

Internship Placement Committee

Prepared By:

Exam Roll: 152326

4th Year 8th Semester
Batch: 25th, BBA Program
Academic Session: 2015-16

Institute of Business Administration

Jahangirnagar University

Date of Submission: July 6, 2020

 DECLARATION

I do hereby declare that the internship report entitled as “Dabur Honey: Effectiveness of Digital
Marketing Tools in Product Activation” has been prepared on the basis of three months Internship
activities on the titled organization and it is an original work done by me.

The report is a unique one which is not submitted to anywhere for any academic purpose. The data and
information which are mentioned here are also collected and organized by myself. I am solely
responsible for any kind of misleading or manipulation of data or information in this report.

Finally, this report is submitted to the Institute of Business Administration, Jahangirnagar University
for the partial fulfillment of the requirements of the Degree of Bachelor of Business Administration.

Signature of the Intern/Student:

Exam ID: 152326 Class ID: 2390

Batch No.: 25th Academic Session: 2015-16

Major area of concentration: Marketing

Institute of Business Administration (IBA-JU)

Jahangirnagar University
 LETTER OF TRANSMITTAL

July 6,2020

Chairman

Internship Placement Committee

Institute of Business Administration

Jahangirnagar University Savar, Dhaka - 1342.

Subject: Submission of the internship report on “Dabur Honey: Effectiveness of Digital Marketing
Tools in Product Activation”

Dear Madam,

In compliance to your requirement of “Internship Report”, it is my great pleasure to submit my

internship report on “Dabur Honey: Effectiveness of Digital Marketing Tools in Product Activation.”

The author of this paper was placed as an intern of the marketing department under the supervision of
the brand manager at ACCPL during the past three months and thus has been a part of the ensuing
efforts towards extending the outreach of the brand among consumers. To be precise, the author was
tasked with overseeing digital marketing efforts and execution of the digital marketing tools necessary
for a successful brand outreach campaign of Dabur Honey.

This study will focus on the uses and effectiveness of various digital marketing tools based on the
firsthand experiences of the author during their internship period at Dabur Bangladesh (ACCPL). The
study will be conducted by the author and the findings, if pertinent to our subject of focus, shall be put
forward at the end of said paper along with recommendations and/or solutions if any are necessary.

Therefore, I am cordially submitting the Internship Report for your kind consideration and assessment.
I will be obliged to attend anytime should you need any clarification regarding any topic from this
report.

Sincerely yours,

Exam Roll: 152326

4th Year 2nd Semester

Batch: 25th, BBA Program

Academic Session: 2015-16

Certificate of the Supervisor
Certificate from the Intern Organization
 ACKNOWLEDGEMENTS

My utmost acknowledgment of gratitude goes to the gracious and Almighty Allah whose graces let me
complete the report on time along with maintaining the due carefulness. Then I want to thank Mr.
Raihan Sharif Jewel, my institutional supervisor, Institute of Business Administration, Jahangirnagar
University, for his cordial supervision of my report. He helped me a lot to determine the objectives,
methodology and findings of the report and also guided me up in all the way to the end of the report.

The second person I want to thank is my organizational supervisor at ACCPL Marketing Department,
the Brand Manager, Mr. Abu Obaida Imon, for his great support for the completion of my internship
program. Last, but not the least, I want to thank all the employees of the department, who were kind
enough to help me and providing sufficient information
 Contents
EXECUTIVE SUMMARY .................................................................................................................... x
CHAPTER 1 ........................................................................................................................................... 1
1.0 INTRODUCTION ........................................................................................................................ 1
1.1 ORIGIN OF THE REPORT ......................................................................................................... 2
1.2 PROBLEM STATEMENT .......................................................................................................... 2
1.3 OBJECTIVES OF THE REPORT ............................................................................................... 3
BROAD OBJECTIVES.................................................................................................................. 3
SPECIFIC OBJECTIVES .............................................................................................................. 3
1.4 SCOPE OF THE REPORT .......................................................................................................... 3
1.5 LIMITATIONS ............................................................................................................................ 3
1.6 METHODOLOGY ....................................................................................................................... 4
1.6.1. RESEARCH DESIGN.......................................................................................................... 4
CHAPTER 2 ........................................................................................................................................... 5
2.0. LITERATURE REVIEW ............................................................................................................ 5
3.1.1. ORGANIZATIONAL STRUCTURE ................................................................................ 12
3.1.2. PRODUCT AND SERVICES ............................................................................................ 13
3.2. CORPORATE INFORMATION .............................................................................................. 15
3.2.1. VISION .............................................................................................................................. 16
3.2.2 MISSION............................................................................................................................. 16
3.3 INTERNSHIP PROGRAM AND RESPONSIBILITIES .......................................................... 16
CHAPTER 4 ......................................................................................................................................... 18
4.0. OVERVIEW OF DABUR HONEY & DIGITAL MARKETING FOR THE PRODUCT ...... 18
4.0.1. BRIEF OVERVIEW OF DABUR HONEY ...................................................................... 18
4.0.2. DIGITAL MARKETING ASSOCIATED WITH DABUR HONEY ................................ 19
4.0.3. CFO’s PERCEPTION ON DIGITAL MARKETING ....................................................... 22
CHAPTER 5 ......................................................................................................................................... 24
5.0. FINDINGS ................................................................................................................................ 24
CHAPTER 6 ......................................................................................................................................... 27
6.0. CONCLUSION ......................................................................................................................... 27
Bibliography ........................................................................................................................................... a
 List of Tables
Table 1 Activation Budget.................................................................................................................... 20
Table 2 Budgeting for Activation Tools ............................................................................................... 22
Table 3 On Spot Campaign Number .................................................................................................... 25
Table 4 Caravan Activation in digital .................................................................................................. 25
Table 5 Dhaka Half marathon Campaign Numbers ............................................................................. 25
Table 6 Comparison between Traditional and Digital.......................................................................... 26

List of Figures
Figure 1 Organizational Structure of Dabur ......................................................................................... 12
Figure 2 Products of DABUR .............................................................................................................. 15

Acronyms
Acronyms Illustrations
FMCG Fast Moving Consumer Goods
ACCPL Asian Consumer Care Pvt. Ltd.
PFA Perfluoroalcoxy Polymer
CERS Consumers’ Education and Research Society
HACCP Hazard Analysis and Critical Control Points
FB Facebook
ISBN International Standard Book Number
CFO Chief Financial Officer
CMO Chief Marketing Officer
CEO Chief Executive Officer
SEO Search Engine Optimization
SEM Search Engine Marketing
SMS Short Message Service
MMS Multimedia Messaging Service
FTP File Transfer Protocol
sCRM Social Customer Relationship Management
CRM Customer Relationship Management
TG Target Group
 EXECUTIVE SUMMARY
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 learning 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, specifically
Dabur Honey, which was backed up by the departments as well. This information came to light after
having an in-depth interview with the brand manager 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. This study and its findings shed a light on how traditional
organizations like Dabur is starting to implement Digital Marketing tools to enhance their total
efficiency of marketing initiatives and the effectiveness of that choice.

Page x
 CHAPTER 1
1.0 INTRODUCTION
Dabur India Ltd is one of the leading FMCG Companies in India. The company is also a world leader
in Ayurveda with a portfolio of over 250 Herbal /Ayurvedic products. They operate in key consumer
products categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care and Foods.

One of India's largest manufacturers of Ayurvedic medicine and natural consumer products, Dabur
demerged its Pharma business in 2003 and hived it off into a separate company, Dabur Pharma Ltd.
Dabur's Healthcare Division has over 260 products for treating a range of ailments and body conditions,
from common cold to chronic paralysis. Dabur International, a fully owned subsidiary of Dabur India
Limited.

Asian Consumer Care Pvt. Ltd (ACCPL) is the registered name of “Dabur India Ltd” in Bangladesh.
In the last few years, “Dabur” has become a popular and trusted brand in Bangladesh by providing
value-added quality products to the consumers. Although Dabur has many of its most well-known
products circulating in the market, its flagship product, “Dabur Honey” has infallibly become a
household name in Bangladesh within a very short amount of time.

As the largest player in the branded honey market, Dabur has the back-up of widely spread sourcing
and stringent quality control measures. Dabur honey sourced selectively from the Himalayas, the
Nilgiris, the Sundarbans forests and also from Dabur’s privately-owned honey farms in India.
Collection process follows stringent quality checks to ensure even raw unfiltered honey is of best
quality. Raw honey is filtered and cleaned of impurities such as dust, pollen and wax at state-of-the-art
facilities. Entire process is mechanized and untouched by hands to ensure hygienic conditions.

Dabur Honey confirms strictly with all statutory requirements of the PFA and international norms for
purity. Dabur Honey scored the highest on the main parameters of honey purity in a recent analysis of
all Indian branded and unbranded honey. It also boasts the ASHCO certification for quality. Dabur
Honey ranked best buy by CERS (Express News Service, Ahmedabad, 26th December, 2019). HACCP
certification of the product ascertains consistency of chemical composition of the honey and also
acknowledges the absence of any kind of hazardous chemical additives in it.

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As such, Dabur Bangladesh has decided to double down and extensively pursue the expansion and
growth of “Dabur Honey” in the Bangladesh market. With that goal in mind, they initiated a multi-
pronged marketing program with a holistic approach in mind. The number and nature of marketing
activities involved in making such an endeavor a successful one is numerous and varied.

The author of this paper was placed as an intern of the marketing department under the supervision of
the brand manager at ACCPL during the past three months and thus has been a part of the ensuing
efforts towards extending the outreach of the brand among consumers. To be precise, the author was
tasked with overseeing digital marketing efforts and execution of the digital marketing tools necessary
for a successful brand outreach campaign of Dabur Honey.

This study will focus on the uses and effectiveness of various digital marketing tools based on the
firsthand experiences of the author during their internship period at Dabur Bangladesh (ACCPL). The
study will be conducted by the author and the findings, if pertinent to our subject of focus, shall be put
forward at the end of said paper along with recommendations and/or solutions if any are necessary.

1.1 ORIGIN OF THE REPORT

This internship report has been prepared on “Effectiveness of digital marketing tools in product
activation”. It is an integral part for the completion of BBA program and submitted as a part of the
“Internship Program”. The author was placed as an Intern in the marketing department under the brand
manager of Dabur Bangladesh (ACCPL). The author has prepared this report by thorough application
of the knowledge and insights gained from the work experience at Asian Consumer Care Pvt. Ltd.

1.2 PROBLEM STATEMENT

One of the major criteria in the marketing program for Dabur Honey is deciding how to integrate the
components of the mix. Product, distribution, price, and promotion strategies are shaped into a
coordinated plan of action. Each component helps to influence buyers in their positioning of products.
If the activities of these mix components are not coordinated, the actions may conflict and resources
may be wasted. Marketing Mix consist of 4 P’s which are Product, Place, Promotion and Price.

As digital marketing efforts of any product has a defining impact on its success in the market at present,
the company has decided that it is vital to incorporate and use the proper digital marketing tools to
increase efficiency and effectiveness of the outreach programs as a whole. Both on the ground

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activations and those on online platforms will be covered under this initiative. This study is fulfilling
the existing lack of data regarding the actual effects of such an endeavor in real life.

1.3 OBJECTIVES OF THE REPORT

BROAD OBJECTIVES
The broad objective is to determine and measure the effectiveness of the use of digital marketing
tools in Product activation activities of Dabur Honey.

SPECIFIC OBJECTIVES
The specific objectives of the report include the following:

● To present a brief overview of current activation programs for Dabur Honey

● To identify the key areas in which to look for improvement in to determine
effectiveness of various marketing techniques
● To measure, verify and compare the findings to determine the impact and effectiveness
of the use of digital marketing tools

1.4 SCOPE OF THE REPORT

The purpose of the study is to identify the scope of the uses and effectiveness of digital marketing tools
in product activation. The study considered the use of these marketing tools that was existent during
the author’s period at ACCPL. The implementation of these tools for Dabur Honey is developed and
monitored by the Head of Marketing at Dabur Bangladesh (ACCPL). This study will help the readers
to know about the digital marketing policy and practices of Dabur and help the Dabur Honey marketing
team to evaluate their efforts and use digital marketing tools for future marketing initiatives more
effectively and efficiently.

1.5 LIMITATIONS
a) Lack of knowledge: As a student, in the research field, the author had no past practical
experience of data collection, data processing, data analyzing, integrating and presenting. So, it is
a limiting factor for obtaining accurate information.

b) Lack of time: For the time limitation the author could not gather more information to justify
exact condition. Thus, the time constraints are limiting factors to the accuracy of the study.

c) Small sample size: The study is limited by the size of the sample. As the sample size is very
small, geographical and regional differences could not be included.

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 d) Confidentiality issues: The confidentiality clauses prevented the author from both
collecting and disseminating pertinent information for the purpose of accuracy in the report.

1.6 METHODOLOGY
1.6.1. RESEARCH DESIGN
Research design provides the guidelines to collect the necessary data for the analysis and the tools to
evaluate those data to achieve the desired results. This particular study is based on exploratory research
where the author collected relevant information about digital marketing practices of Dabur Bangladesh
and their use in the activation efforts of Dabur honey from the author’s own experience and also by
gathering information from other employees who participated in said activity as sources of primary
data. As Dabur Honey’s major customer base is urban people, the author selected the parameters for
evaluation of the level of effectiveness for each marketing tool considering the extent of reach each of
them achieved in urban customer base of Dabur Honey.

Conducting a thorough research has two main keys which is collecting and organizing data. This paper
includes both Primary Data and Secondary Data to achieve the desired result of this study.

Primary Data:

Personal Interviews:

Personal interviews with the brand managers and the CFO was the best way to understand the
company’s policy and vision of starting digital marketing and their feedback on the digital marketing
performance.

Secondary Data:

To fully evaluate the digital marketing performance of Dabur Bangladesh’s products, the author has
collected date from the Facebook pages of Dabur Honey, Dabur Amla Bangladesh and Dabur Red
Toothpaste. Data collected are post reach and performance stats from different contents on the page as
well as consumers comments and feedbacks. Also, an approximate of total sales of two different years
collected from the records of marketing and sales department.

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 CHAPTER 2

2.0. LITERATURE REVIEW

Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms to
promote products and services. Its development during the 1990s and 2000s, changed the way brands
and businesses use technology for marketing. As digital platforms became increasingly incorporated
into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting
physical shops, digital marketing campaigns have become prevalent, employing combinations of search
engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing,
content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and
optical disks and games have become commonplace. (Dave)

Digital marketing extends to non-Internet channels that provide digital media, such as television,
mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-
Internet channels differentiates digital marketing from online marketing.

The development of digital marketing is inseparable from technology development. One of the key
points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set
the platform to allow people to send and receive files through different machines. However, the more
recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search
engine was created as an index for FTP sites. In the 1980s, the storage capacity of computer was already
big enough to store huge volumes of customer information. Companies started choosing online
techniques, such as database marketing, rather than limited list broker. These kinds of databases
allowed companies to track customers' information more effectively, thus transforming the relationship
between buyer and seller. However, the manual process was not as efficient. (Source: Jones, S. K. 2009;
Business-to-business Internet marketing: seven proven strategies for increasing profits through internet
direct marketing)

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In the 1990s, the term Digital Marketing was first coined, with the debut of server/client architecture
and the popularity of personal computers, the Customer Relationship Management (CRM) applications
became a significant factor in marketing technology. Fierce competition forced vendors to include more
service into their software, for example, marketing, sales and service applications. Marketers were also
able to own huge online customer data by eCRM software after the Internet was born. Companies could
update the data of customer needs and obtain the priorities of their experience. This led to the first
clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over
the first four months of it going live, 44% of all people who saw it clicked on the ad. (Charlesworth,
2015)

In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers began
searching products and making decisions about their needs online first, instead of consulting a
salesperson, which created a new problem for the marketing department of a company. In addition, a
survey in 2000 in the United Kingdom found that most retailers had not registered their own domain
address. These problems encouraged marketers to find new ways to integrate digital technology into
market development.

In 2007, marketing automation was developed as a response to the ever-evolving marketing climate.
Marketing automation is the process by which software is used to automate conventional marketing
processes. Marketing automation helped companies segment customers, launch multichannel
marketing campaigns, and provide personalized information for customers. However, the speed of its
adaptability to consumer devices was not fast enough. (Murray, 2011)

Digital marketing became more sophisticated in the 2000s and the 2010s, when the proliferation of
devices' capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013
showed that digital marketing was still growing. With the development of social media in the 2000s,
such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital
electronics in daily lives. Therefore, they expected a seamless user experience across different channels
for searching product's information. The change of customer behavior improved the diversification of
marketing technology.

Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The
term digital marketing has grown in popularity over time. In the USA online marketing is still a popular
term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has
become the most common term, especially after the year 2013. (Poynter, 2010)

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To engage customers, retailers have shifted from the linear marketing approach of one-way
communication to a value exchange model of mutual dialogue and benefit-sharing between provider
and consumer. Exchanges are more non-linear, free flowing, and both one-to-many or one-on-one. The
spread of information and awareness can occur across numerous channels, such as the blogosphere,
YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online
communities and social networks allow individuals to easily create content and publicly publish their
opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating
the diffusion of information.

Using an Omni-channel strategy is becoming increasingly important for enterprises who must adapt to
the changing expectations of consumers who want ever-more sophisticated offerings throughout the
purchasing journey. Omni-channel retailing involves analyzing consumer behavior from a broad
perspective, and studying what influences buying habits. Retailers are increasingly focusing on their
online presence, including online shops that operate alongside existing store-based outlets. The "endless
aisle" within the retail space can lead consumers to purchase products online that fit their needs while
retailers do not have to carry the inventory within the physical location of the store. Solely Internet-
based retailers are also entering the market; some are establishing corresponding store-based outlets to
provide personal services, professional help, and tangible experiences with their products. (Poynter,
2010)

An Omni-channel approach not only benefits consumers but also benefits business bottom line:
Research suggests that customers spend more than double when purchasing through an Omni-channel
retailer as opposed to a single-channel retailer and are often more loyal. This could be due to the ease
of purchase and the wider availability of products.

Customers are often researching online and then buying in stores and also browsing in stores and then
searching for other options online. Online customer research into products is particularly popular for
higher-priced items as well as consumable goods like groceries and makeup. Consumers are
increasingly using the Internet to look up product information, compare prices, and search for deals and
promotions.

There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use
of digital marketing in the digital era not only allows for brands to market their products and services,
but also allows for online customer support through 24/7 services to make customers feel supported
and valued. The use of social media interaction allows brands to receive both positive and negative
feedback from their customers as well as determining what media platforms work well for them. As

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such, digital marketing has become an increased advantage for brands and businesses. It is now
common for consumers to post feedback online through social media sources, blogs and websites on
their experience with a product or brand. It has become increasingly popular for businesses to use and
encourage these conversations through their social media channels to have direct contact with the
customers and manage the feedback they receive appropriately.

Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers,
since they are not sent directly from the company and are therefore not planned. Customers are more
likely to trust other customers’ experiences. Examples can be that social media users share food
products and meal experiences highlighting certain brands and franchises. This was noted in a study on
Instagram, where researchers observed that adolescent Instagram users' posted images of food-related
experiences within their social networks, providing free advertising for the products. (Tiago &
Veríssimo, 2014)

It is increasingly advantageous for companies to use social media platforms to connect with their
customers and create these dialogues and discussions. The potential reach of social media is indicated
by the fact that in 2015, each month the Facebook app had more than 126 million average unique users
and YouTube had over 97 million average unique users.

A key objective is engaging digital marketing customers and allowing them to interact with the brand
through servicing and delivery of digital media. Information is easy to access at a fast rate through the
use of digital communications. Users with access to the Internet can use many digital mediums, such
as Facebook, YouTube, Forums, and Email etc. Through Digital communications it creates a multi-
communication channel where information can be quickly shared around the world by anyone without
any regard to who they are. Social segregation plays no part through social mediums due to lack of face
to face communication and information being wide spread instead to a selective audience. This
interactive nature allows consumers create conversation in which the targeted audience is able to ask
questions about the brand and get familiar with it which traditional forms of Marketing may not offer.
(Roberts & Zayhay, 2012)

By using Internet platforms, businesses can create competitive advantage through various means. To
reach the maximum potential of digital marketing, firms use social media as its main tool to create a
channel of information. Through this a business can create a system in which they are able to pinpoint
behavioral patterns of clients and feedback on their needs. This means of content has shown to have a
larger impingement on those who have a long-standing relationship with the firm and with consumers
who are relatively active social media users. Relative to this, creating a social media page will further

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increase relation quality between new consumers and existing consumers as well as consistent brand
reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the
Brand Awareness Pyramid. Although there may be inconstancy with product images; maintaining a
successful social media presence requires a business to be consistent in interactions through creating a
two-way feed of information; firms consider their content based on the feedback received through this
channel, this is a result of the environment being dynamic due to the global nature of the internet.

Effective use of digital marketing can result in relatively lowered costs in relation to traditional means
of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs,
interface design costs and control costs.

Brand awareness has been proven to work with more effectiveness in countries that are high in
uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing
works effectively. Yet brands must be careful not to be excessive on the use of this type of marketing,
as well as solely relying on it as it may have implications that could negatively harness their image.
Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in
situations where a brand is marketing to this demographic. "Since social media use can enhance the
knowledge of the brand and thus decrease the uncertainty, it is possible that people with high
uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction
with an anthropomorphized brand." Moreover, digital platform provides an ease to the brand and its
customers to interact directly and exchange their motives virtually. (Tiago & Veríssimo, 2014)

One of the major changes that occurred in traditional marketing was the "emergence of digital
marketing" (Patrutiu Baltes, Loredana, 2015), this led to the reinvention of marketing strategies in order
to adapt to this major change in traditional marketing (Patrutiu Baltes, Loredana, 2015).

As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same
features should be expected from digital marketing developments and strategies. This portion is an
attempt to qualify or segregate the notable highlights existing and being used as of press time.

Segmentation: More focus has been placed on segmentation within digital marketing, in order to target
specific markets in both business-to-business and business-to-consumer sectors.

Influencer marketing: Important nodes are identified within related communities, known as
influencers. This is becoming an important concept in digital targeting. Influencers allow brands to take
advantage of social media and the large audiences available on many of these platforms. It is possible
to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns,

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or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C,
Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters Level,
on engagement strategies for influencers.

To summarize, pull digital marketing is characterized by consumers actively seeking marketing content
while Push digital marketing occurs when marketers send messages without that content being actively
sought by the recipients.

Online behavioral advertising is the practice of collecting information about a user's online activity over
time, "on a particular device and across different, unrelated websites, in order to deliver advertisements
tailored to that user's interests and preferences.

Collaborative Environment: A collaborative environment can be set up between the organization, the
technology service provider, and the digital agencies to optimize effort, resource sharing, reusability
and communications. Additionally, organizations are inviting their customers to help them better
understand how to service them. This source of data is called User Generated Content. Much of this is
acquired via company websites where the organization invites people to share ideas that are then
evaluated by other users of the site. The most popular ideas are evaluated and implemented in some
form. Using this method of acquiring data and developing new products can foster the organizations
relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is
low-cost advertising as it is directly from the consumers and can save advertising costs for the
organization.

Data-driven advertising: Users generate a lot of data in every step they take on the path of customer
journey and Brands can now use that data to activate their known audience with data-driven
programmatic media buying. Without exposing customers' privacy, users' Data can be collected from
digital channels (e.g.: when customer visits a website, reads an e-mail, or launches and interact with
brand's mobile app), brands can also collect data from real world customer interactions, such as brick
and mortar stores visits and from CRM and Sales engines datasets. Also known as People-based
marketing or addressable media, Data-driven advertising is empowering brands to find their loyal
customers in their audience and deliver in real time a much more personal communication, highly
relevant to each customers' moment and actions.

An important consideration today while deciding on a strategy is that the digital tools have
democratized the promotional landscape.

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Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to
publish targeted ads in front of an interest category or a defined audience, generally called searchers in
web speak, they have either searched for particular products or services or visited a website for some
purpose.

Game advertising: Game ads are advertisements that exist within computer or video games. One of
the most common examples of in-game advertising is billboards appearing in sports games. In-game
ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status
symbols.

The new digital era has enabled brands to selectively target their customers that may potentially be
interested in their brand or based on previous browsing interests. Businesses can now use social media
to select the age range, location, gender and interests of whom they would like their targeted post to be
seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet
so they see advertisements from similar brands, products and services, this allows businesses to target
the specific customers that they know and feel will most benefit from their product or service,
something that had limited capabilities up until the digital era.

The top digital marketing tools being used at present are Google Trends, Google Keyword Planner,
Ahrefs, AppAnnie, Serpstat, SimilarWeb, Buzzsumo, Facebook Audience Insights, Facebook Ads and
Google Adwords.

Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and
inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in
a thousand click ads are relevant therefore having little effect. This displays that marketing companies
should not just use click ads to evaluate the effectiveness of display advertisements. (Tiago &
Veríssimo, 2014)

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 CHAPTER 3

3.0 OVERVIEW OF THE ORGANIZATION

Dabur India Ltd. is the fourth biggest fast-growing Consumer Goods (FMCG) Company in India with
combined Revenues of over INR 8,500 Crores. Expanding on an inheritance of more than 135 years
(Dabur, 2019), Dabur today is India's one of the most confided in name and the world's biggest
‘Ayurvedic’ (Ayurveda) prescription and related items maker and Natural Health Care Organization,
with a portfolio of over 250 ‘ayurvedic’/ herbal products. 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.

3.1. INSIGHT

3.1.1. ORGANIZATIONAL STRUCTURE

Figure 1 Organizational Structure of Dabur

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3.1.2. PRODUCT AND SERVICES
Dabur Bangladesh’s core products (which come in different sizes too) are Dabur Honey, Dabur Amla
Hair Oil, Vatika Hair Oil, Vatika Shampoo, Methi Amla Hair Oil. Odonil, Dabur Red Toothpaste,
Meswak Toothpaste, Dabur Gulabari, Hajmola, Real Juice and Dabur Chawanprush. Out of these top
three brands were chosen to test the digital marketing scene in Bangladesh on a trial and error basis.
Brands like Dabur Honey, Dabur Alma Hair Oil and Dabur Red Toothpaste started appearing on digital
platforms as their profiles were created on Facebook on a time frame of April 2019- May 2019.

Here are pictures of some of Dabur’s 16 existing products in Bangladesh:

Brand Name Pictures

1.Dabur Honey

2. Dabur Chyawanprash

3.Dabur Vatika Hair Oil

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4.Dabur Vatika Black Shine
Shampoo

5.Dabur Amla Hair Oil

6. Dabur Gulabari

7.Hajmola

8.Dabur Almond Hair Oil

9.Real Fruit Juice

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 10.Dabur Red Paste

11. Dabur Meswak

12.Odomos

13. Odonil

14.Odofresh

15.Dabur Glucose

Figure 2 Products of DABUR

3.2. CORPORATE INFORMATION

Asian Consumer Care (PVT) Ltd.’s head office is situated in Gulshan South Breeze Square,
Dhaka. Currently, the family consists of around 120 employees directly working with ACCPL and
outside around 380 employees working through third-party affiliation. The attrition rate is under
12% which is standard in the industry.

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 The organization is constantly developing by implementing different innovative techniques to
increase the productivity and revenue of the company, also taking care of the employees. ACCPL
has standard facilities for employees like other organizations, such as providing healthcare
insurance via third-party affiliation, law professionals on a consult for advice, and free health
checkup. ACCPL is a traditional FMCG company with a modern touch.

3.2.1. VISION
"Dedicated to the health & well-being of every household"

3.2.2 MISSION
● To excel in business while maintaining the quality and organizational values.
● To build leaders in their area of responsibility with deep commitments of doing what
matters the most from an organizational perspective.
● To add values to people development by providing value-driven training, encouragement
and reward excellence.
● In a business, the traditional values are the consumers; hence meeting consumers’
expectation by developing products is one of the key elements of Dabur.
● Promoting teamwork and synergy is one of the key element of a successful workforce, thus
encouraging transparency and promoting teamwork or idea sharing is an excellent way of
building an efficient work environment.
● Innovation is the key to a successful business management, so continuously innovating
new products or changes in past products by developing the formula is the function of
Dabur R&D.
● Last but not the least, integrity. One of the core values everyone expects of a renowned
brand, thus Dabur is utmost committed to transparency, honesty, and reliability to its
consumers and stockholders

3.3 INTERNSHIP PROGRAM AND RESPONSIBILITIES

The author was working as an Intern in the Marketing department under direct supervision of
the Brand Manager of Dabur Bangladesh (ACCPL). The author was reporting directly to the Brand
Manager and Head of the Marketing Department. Responsibilities of the author included:

• Overseeing communication material production through the third party.

• Overseeing sales agency activity on the ground (Dhaka).

• Keeping the stack of on-ground sales agents’ queries.

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• Assisting with events execution in the field.

• Collecting customer feedback and running the survey

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 CHAPTER 4
4.0. OVERVIEW OF DABUR HONEY & DIGITAL MARKETING FOR THE
PRODUCT
4.0.1. BRIEF OVERVIEW OF DABUR HONEY
Dabur Honey has made several small contributions to the lives of many Indians for over 3 decades.
Dabur India Ltd is India's largest branded honey maker and Dabur Honey has always been the preferred
choice of consumers when it comes to Pure Honey, and it is this love that has made Dabur Honey not
only one of the Best Honey Brands in India but also one of the Best Honey Brands in the World.

Honey is deemed as one of the best health foods across the globe. The benefits of honey, also known
as the thick golden liquid, have been valued since ages. After being sourced from various beehives, raw
honey is tested on various parameters; including adulteration. After these tests, honey is blended in the
right proportion to get that perfect texture, aroma, taste and color. Before sealing the various Dabur
Honey bottles, they are sterilized. And this is why when it comes to best honey brands in India, Dabur
has always been a leading brand on the list.

Dabur believes, every individual should take advantage of the various benefits of pure honey by making
it a part of their daily routine by either having a spoon of honey first thing in the morning for weight
management. You can also substitute it for sugar in your daily diet.

Honey is a pretty amazing substance and there is a lot more to it than its sweet taste. For thousands of
years it has been used by mankind in many capacities to help the human body energy and health. Honey
is also used on the skin in case of burns, cuts or abrasions. It is also good for chapped lips as well. The
goodness of Honey is just unending, as it has been used to soak up moisture in cookies and cakes for
years. It has been used as a preservative since colonial times and is still used as a preservative in remote
locations around the world.

Honey can be very useful when you're aiming to lose weight. Weight management is one of the main
benefits of honey. It's all down to the metabolic force of honey. If you’re overweight, honey not only

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helps you reduce weight but also reduces the risk of cardiovascular disorders. Honey triggers changes
in the digestion system that guarantees one won't succumb to those troublesome sugar yearnings.

4.0.2. DIGITAL MARKETING ASSOCIATED WITH DABUR HONEY

In conversation with Mr. Obaida Imon, brand manager of Dabur Bangladesh, he described modern
marketing as understanding the audience better and figuring out what the gap in the market aligning
your products in accordance. The idea of starting social media marketing and opening Facebook pages
for Dabur’s brands emerged because in the last five years there has been a shift in consumers’ decision-
making behavior as more people in Bangladesh are being exposed to digital platforms due to lower
internet prices, improvements in the telecom industry and technological developments.

Different target groups are getting more used to social media which makes it a very influential platform
to reach target customers. They started digital marketing as a pilot project selecting only a few brands
with a bigger industry size to distribute the marketing budget on to digital marketing side as budgets
are limited and the company does not have specified budget designated for investment on digital
platforms. Popular brands like Dabur Honey, Dabur Alma and Dabur Red Toothpaste got separate
profiles on Facebook and the contents were advertised through in-stream videos and sponsored posts
on Facebook, Instagram and YouTube.

Integrating with on-ground activation, Dabur Honey will engage with users on digital platforms,
specifically Facebook and Instagram since most of the millennials in Bangladesh are clicking and
uploading pictures. As part of this initiative, Dabur Honey tied up with Run Lords to launch Dhaka half
marathon event of 2020 as the gold sponsor in order to sample and sell Dabur Honey. To create
awareness about the event and Dabur Honey’s affiliations to the fitness aspects of this event, the brand
roped in a few fitness and lifestyle influencers from social media platforms alongside recruiting their
own team. The influencers themselves and many members of the team organizing the event participated
in the half marathon, took and posted photos and some of the influencers went on Facebook Live to
broadcast the event to their followers.

Calculating the return on investment on marketing campaigns both traditional and digital has been a
debatable topic for companies and having concrete calculations is tough but Facebook ad tools and
Google AdSense has made the process of ROI calculation a little easier.

4.0.2.1. DABUR HONEY ACTIVATION PLAN (DECEMBER, 2019)

The activation of the product was run by a Branded Caravan that promoted Dabur Honey by leaflet
distribution, wet sampling and spot sales to raise awareness level in consumers about the product and
its benefits.

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The objective of the digital marketing efforts in this scenario was to reach the target audience in
Facebook and making them aware about the Dabur Honey Caravan Movement event happening in their
vicinity in order to maximize the effectiveness of the activation. Three separate tools for digital
marketing was developed:

1. Announcement Content: Objective was Letting the digital TG know about the Dabur Honey
Caravan Movement has started and going to cover different areas of Dhaka city. Content was
developed based on the images sent by BTL team.
2. Video Content: An/a anchor/host will describe about Dabur Honey Caravan Movement, location
and all other exciting activities, games and benefits of purchasing Dabur Honey directly from this
caravan. Finally, he/she will talk to the participants and contributors. Need to select a production
house who will provide all the necessary support to execute it.
3. Location Content: Create contents showing where the Dabur Honey Caravan is taking place.
Wavemaker Bangladesh will provide these contents.
Target Group:

• Males & Females in Dhaka city, Cumilla, Noakhali, Chattogram

• Age range 20 to 45.

The budgeting for the digital marketing tools used in the activation is shown here:

Estimated Estimated Spend in Spend in

Platforms Content
Reach Impresssion USD BDT
1 Announcement Post 125,000 200,000 $100 8,800
Facebook 4 Location Post Targeting different places $200 17,600
Video 750,000 1,200,000 $600 52,800
*3rd Party Video Production Cost 35,000
Total 114,200
Agency Commision on Media Buying-8% 6,336
Agency Commision on 3rd Party-6% 2,100
Remittance Tax-25% 19,800
*Purchase Template for Location Post 3,000
Content Development- 5 Animated 27,500
Total Cost witout VAT 172,936
Table 1 Activation Budget

4.0.2.2. DABUR HONEY DHAKA HALF MARATHON EVENT (FEBRUARY, 2020)

This content was developed with an objective to portray to the TG, the massive participation of the
Dhaka people in the Half-Marathon Event as an intrinsic reminder of leading a fit and healthy lifestyle.
Dabur was planning on emphasizing that, everyone should start living a fit and healthy life and

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showcase Dabur Honey’s helpful contributions towards achieving that goal. The organization was
going to use its status as a partner and gold sponsor to convey these messages to a broad spectrum of
the TG.

The objective of the digital marketing efforts in this scenario was to reach the target audience in
Facebook and making them aware about Dabur Honey’s partnership and sponsorship in this fitness-
oriented event and Dabur Honey’s roles in facilitating a healthy lifestyle to maximize the exposure of
the brand from the event.

Five separate tools for digital marketing were used in this activation program:

1. Announcement Content: Development a dynamic post highlighting Dabur Honey as “Gold

Sponsor” of Dhaka Half Marathon to show and communicate the TG that Dabur Honey the No. 1
Honey Brand of Bangladesh has joined hand with Dhaka Half Marathon.
2. Post about Nutritional Benefits: The Content will solely portray the nutritional benefits of Honey
to human body and how its consumption can help us in staying fit. Dhaka Half Marathon brand
assets were used appropriately to keep the message relevant.
3. Testimonial Video: Create 3-4 small video contents of real participants of Dhaka Half Marathon
on how they are preparing themselves for the Marathon and what their expectations are from the
event. We subtly brought up honey in 1-2 videos while we did the story scripting.
4. Check list for Dhaka Half Marathon: Development of Static/Dynamic content in the form of a
checklist on what to arrange to participate for the Dhaka Half Marathon. Technically there will be
a list of 4-5 products to have in possession before the marathon.
5. Post-event content: This content will be developed based on the images and event footage that we
get from Dabur/Dhaka Half Marathon. The objective is to show the TG on the massive participation
of the Dhaka people and how we all should start now to live a fit and healthy life. One or two
photographers who will take the necessary snapshots for developing this content.

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The budgeting for the digital marketing tools used in the activation event is shown here:

E
Result Buy Estimated Estimated Estimat Spend Spend in
Platform Network TG s
Type Type Reach Impression ed Clicks in USD BDT
t
(20-45)
Facebook Reach (FB+Insta) Reach CPM 1,941,176 4,714,286 40,071n/a 1,650 146,025
Female
Nuitrition Based- 1 Video 118,000
3rd Party
3/4 Testimonial Video N/A 43,000
Production
Event PhotoShoot/Clippings 20,000
Total 327,025
Agency Commision for Media Buying-8% 11,682
Agency Commision for 3rd Party Production-6% 10,860
Remittance Tax on Media Buying-25% 36,506.25
Content Development- 3 (1 Static and 2 Video) 14,500
Total Cost without VAT 400,573

Note:
1. 1$= Tk 88.5 based on the Bank Asia Rate of February, 2020
2. Targeting Dhaka radius 10 mile
3. Content Development
Table 2 Budgeting for Activation Tools

4.0.3. CFO’s PERCEPTION ON DIGITAL MARKETING

To find out the financial feasibility of digital marketing for Dabur Bangladesh I had an in-depth
conversation with Mr. Rakesh Agrawal, the CFO of the organization. He believes it is the age of digital
media and digital marketing as competition rapidly accelerates and digital advertisements get more
creative. Following India’s footsteps advertising on social platforms seemed like a good idea though
initially calculating the ROI was a struggle, the finance department is still learning how to judge ROI
on digital marketing campaigns. The launch of the first Facebook page of a brand was very exciting at
first but they soon realized it required a lot of monitoring as in displays negativity from audience too,
which is why the finance department is more focused on ecommerce websites than social media
presence. The marketing budget has not been affected gravely due to investments in digital marketing
because the amount sent is insignificant, there is no separate budget allocated specifically for it. But
within the year the organization will develop a proper plan and 20% of the marketing budget should be
invested on digital marketing alone. Return on investment calculations are generally done for big
campaigns and as very small percentage is invested on social media marketing the ROI is not being
monitored that strictly.

As the organization is still traditional it prefers traditional channels and media. As they are more
familiar with the process calculations and monitoring performance is easier for traditional campaigns
like TVCs. However, digital strategies can be altered to match the organization’s personality and with
the world rapidly moving towards digitalization there is a huge scope of success for Dabur Bangladesh,
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if the creative and content marketing are executed smartly. The CFO also add that digital marketing
cannot be treated like other channels, as it is riskier and rapidly changing, (and even though the learning
process can be long) they are looking forward to learn and expanding invests on digital marketing.

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 CHAPTER 5
5.1. FINDINGS
After reviewing the obtained data and comparing that against the budget expenditures, along with
guidance and directions from the brand managers and the CFO, the ROI of the digital marketing tools
in the product activation and brand outreach strategies for Dabur Honey was calculated. This gave the
author sufficient data to answer the question regarding the effectiveness and feasibility of using digital
marketing tools in such endeavors for Dabur Honey.

The inferences drawn from the analysis of these findings has made clear the following:

• For FMCG business, the communication channels that are interactive are far better than
traditional methods because they are able to create increased brand awareness and
differentiation compared to the other FMCG brands. The traditional communication methods
are unable to measure their effectiveness as compared to the modern methods of
advertisements.
• Moreover, consumers use the modern communication methods more frequently due to
significant advancements in technologies.
• Building a contemporary brand that appeals to the youth with increased spending on digital ads
and creating products with excellent packaging format that gives the product sharper
appearance helps command price premium and also gives a better ROI than traditional/non-
digital modes of marketing communication.
• The requirements of non-monetary resources like personnel equipment and time are
significantly lower in use of digital marketing tools for outreach and activation events. A
greater number of audiences is also penetrated by such communications thus increasing reach
of the programs considerably.

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The findings from the ON-SPOT CAMPAIGN in numbers are as follows:

Particulars Direct Reach (Approx.)

Branded Caravan 12500

BMI Test 6250

Dummy Movement 10000

Games 5000

Gift Distribution 1475

Wet Sampling 10165

Leaflet Distribution 20000

Table 3 On Spot Campaign Number

The indirect reach from these are not easily calculable as they are various in nature and involves third
party involvement through word of mouth, advocacy etc. so they are not presented here in the findings.

The findings from the use of DIGITAL MARKETING TOOLS in numbers are as follows:

Dabur Honey Caravan Activation in Digital:

Particulars Planned Achieved

Reach 875,000 1,636,292

Impressions 1,400,000 2,297,472

CPM $0.20 $0.12

Table 4 Caravan Activation in digital

And the findings from Dhaka Half marathon campaign in terms of Digital Marketing is:

Participants Planned Archieved

Reach 1941176 3859445
Impressions 4714286 8229801
CPM $.20 $.12
Video Views 500000 472924
CPV $.002 $.02
Table 5 Dhaka Half marathon Campaign Numbers

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The author delivers her take on the subject matter on the basis of these findings in this report to the
indirect reach from these are not easily calculable as they are various in nature and involves third party
involvement through word of mouth, advocacy etc. so they are not presented here in the findings.

5.2. Comparative analysis:

After observing and compiling the total available data from the findings of the two campaigns, the
following comparison table was drawn to determine the effectiveness and viability of the use of digital
platforms and tools for marketing and product activation:

Particulars On spot activation On Digital platform

Total Reach 15000 3,495,737
Total Impressions N/A 9,527,273
Table 6 Comparison between Traditional and Digital

From the comparative analysis of the compiled data, we see that, effectiveness in terms of reach is
approximately 209% more in digital platforms than in physical on-spot efforts. Furthermore, due to the
multiple viewings and clicks, the use of digital marketing tools generates more than 200% additional
consumer impressions for Dabur Honey.

This analysis paints a picture of all the digital marketing tools used and their effectiveness as a whole
unit. As for separate tools used in digital marketing platforms, we see that, for Digital Marketing of
Dabur Honey Caravan Activation the reach and impression exceed the expected numbers by more than
70% on average.

As for the Dhaka half marathon, though the video views fall short by approximately 5-6%, as a whole
the impressions expectations still manages to exceed by approximately 97% while the reach is almost
2 times as much as expected.

Objective: Video Views

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 CHAPTER 6
6.0. CONCLUSION

From summarizing the findings and the comparative analysis of data, it is evident that, the reach of
digital marketing efforts far exceeded that of the previously launched on-spot activation Caravan for
Dabur Honey. Furthermore, the promotion of the Dhaka Half-Marathon 2020 on digital platforms
yielded much higher reach and impressions than originally expected.

So, the team assigned for checking the feasibility and measuring the effectiveness and determining
scopes of development for use of digital marketing tools in the activation and brand outreach programs
of Dabur Honey reached a unanimous conclusion.

Digital marketing tools can be far more effective than traditional and on-spot promotions and should
be used as often as possible to boost the brand’s value.

As the organization is still traditional, it prefers traditional channels and media. As they are more
familiar with the process calculations and monitoring performance is easier for traditional campaigns
like TVCs. However, digital strategies can be altered to match the organization’s personality.

Thus, the author and the team proposed that since the advantages of using digital marketing tools are
in multitude and drawbacks are unnoticeable, this approach should be adopted more closely to the
marketing policies of ACCPL- Dabur Bangladesh and should be implemented for other products as
well.

With the world rapidly moving towards digitalization there is a huge scope of success for Dabur
Bangladesh by adoption of digital marketing tools as one of its major strategies for marketing and
activation efforts.

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Roberts, M., & Zayhay, D. (2012). Internet Marketing: integrating online and offline strategies. Ohio
South-western College.

Solis, B. (2010). Engage! The complete guide for brands and business to cultivate and measure
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Tiago, M. T., & Veríssimo, J. M. (2014). Digital marketing and social media: Why bother? Business
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