Answered: 1. What is the importance of the…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:In February 2019, India-based FMCG company Dabur India (Dabur) launched a new digital campaign named #ToMyBeeLoved' on Valentine's Day. Through this campaign, the company urged the influencers to encourage self-love among their followers. It also emphasized the importance of staying healthy. This campaign, which helped the company to reach out to bloggers and influencers from diverse backgrounds, also talked about people inculcating the right habits into their daily schedule, doing things they loved, prioritizing self-care, as well as showing affection to their loved ones.In February 2011, Dabur launched its first online shopping portal i.e. 'www.daburuveda.com'for its beauty products range, targeting women of above 25 years of age in urban areas. The website helped consumers to know, understand, buy, and gift the exclusive Dabur Uveda range of skincare products. It enabled consumers to purchase any of the Dabur Uveda range of products online and make payments through debit or credit cards, net banking, or cash on delivery. Customers had the option of gifting the Dabur Uveda range of products through online gift vouchers. Apart from selling products online, the portal also provided extensive information about the brand's range of skincare products and helped users to locate the exclusive stores where Dabur Uveda products were sold.The revenue of the company went down in 2017-18, in the quarter ended June 30, 2018, Dabur spent Rs 1.99 billion in promotional ad campaigns through the digital medium 33% up from the Rs 1.5 billion spent in the corresponding quarter of the previous year. 1. What is the importance of the marketing mix for the success of an FMCG company? 2. How digital technologies will play a pivotal role in the future of marketing FMCG products?

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