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Study on International Advertising and Promotion of Dabur India

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Study on International Advertising and Promotion of Dabur India (MBA International Business)


International advertising and promotion refer to the strategies and activities that businesses employ to market their products or services across different countries and cultures. It involves tailoring marketing campaigns to resonate with diverse audiences while considering cultural, linguistic, and regulatory differences Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints - technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption. For easy understanding these activities are divided into four group i.e. product, price, promotion and placement. This is called marketing mix. Planned mix of the controllable elements of a product's marketing plan commonly termed as 4P's: product, price, place, and promotion. These elements are adjusted until a right combination is found that serves the needs of the product's customers while generating optimum income. These activities are to be managed time to time to achieve the objectives. One of the elements of marketing mix that is promotion and advertisement is concerned with the research topic.

Promotion means development from the existing position to the new higher one. Business promotion means marketing activities used to inform create awareness, remind, persuading and retain the target customers of its products and services being offered. Through promotion, the information is communicated to interest group i.e. present and prospects. Advertising is a very important communication tool, highly visible and more effective. It helps to create awareness, remind, persuade to buy and retain the existing customers. People in markets feel that is the need of the time for business. We may like or not but advertisements are visible everywhere in our surrounding. It is very difficult to live in isolation without noticing advertisement in present time. It has become part of our social, economic, cultural and business environment.

International business is taking different shades and is unavoidable today. This dynamic world is rapidly changing to the extent that it has been reduced to a “Global village”. This assertion is true in every sense because what happens in one part of the world has a rippling effect on some business transaction thousands of kilometres away. International marketing means to apply the principles of marketing in more than one country. International marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. International advertising is a creative and cultural challenge. Before conveying any message one must have a fair idea about the sensitivities that are specific to every culture.

The study is relating to international advertising and promotion of Dabur India, It covers the advertising as tool of promotion. It has studied the relation of advertising and media planning and its impact on effectiveness of promotion activities. If the suggestions implemented by the companies, would be fruitful in improving advertising effectiveness in business. Further it would be useful for the practitioners, academicians, research scholars whoever would refer this research report for their related purpose. High contribution is expected from this sincere research work in future. For study purpose both primary and secondary data have been used in combination as per the need. The methods for data collection used are interview, telephone, questionnaire etc. as per needs of the research.

Objective of study

  • To know international advertisement process, importance and challenges
  • To understand major decision areas like mission, message media, money and measuring effectiveness, media type, media planning process, effectiveness of advertising and media planning and its impact on promotion.
  • To find out the practices adopted by the Dabur India regarding advertising and strategic media planning for promotion of business and too detect the difficulties faced by these companies in it.
  • To suggest ways on the basis of finding to improve advertising and media planning function to claim more effectiveness in promotion activities in international market.

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