Farm Milk: Report on CSR Activities and Recommendations for CEO

This report analyzes the corporate social responsibility (CSR) activities of Farm Milk, a UK-based dairy company. The report focuses on the company's decision to launch a new yogurt product and donate 10% of foil tops returned to the manufacturer to the American Heart Association (AHA). The report justifies this decision by highlighting the benefits of the donation to the AHA, the positive impact on the company's brand image, and the boost to employee morale. The report also explores the company's marketing strategies, including the use of web, print outlets, and other marketing tools to promote the new product and the donation program. Furthermore, the report provides recommendations to the CEO of Farm Milk, including focusing on promotional campaigns and aligning the company's objectives with society's expectations. The report concludes that Farm Milk has demonstrated socially responsible behavior towards its stakeholders and society, thereby enhancing its brand image and contributing to the welfare of society.

Argument topic

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Justification.................................................................................................................................3
Recommendation.........................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In the present time period, companies are performing CSR activities and contribute a part
of their profits for the welfare of societies. Farm milk is a UK based organisation which produces
and supplies milk, cheese & other dairy products. It is a framer owned co-operative and offerings
its product in international markets as well (Markovitz 2018). The higher authorities of company
is decided to launched a new product that is Yoghurt that mainly promotes healthy digestion.
Farm milk is decided to donate 10% of each foil top from the yoghurts pots which is returned to
the manufacturer. In order to promote this, the company make use of web, print outlets and other
marketing tools. The report will cover the justification of company decision whether it is right or
wrong. In addition to this, some of the recommendation is given to the CEO Of respective
organisation in order to ensure a socially responsible behaviour towards stakeholders of
company.
MAIN BODY
Justification
By undertaking the present scenario, it is identified that company significantly conduct
effective donation to American Heart Association which is beneficial and effective for Farm
milk and also tends to prominently support their corporate social responsibility (Iyer and et. al.,
2019). Along with this, donation is advantageous for company in terms of having support from
media including television, radio, internet, and other print outlets considering the packaging of
product. In relation with this, it is effective for the Farm milk in terms of increasing the effective
humanity and business conditions (Milk Your Moments dairy campaign - farmer support, 2020).
Along with this, it leads to boost employee morale by attracting effective talent as employees of
Farm Milk give suitable feedback considering the communities by making them feel good and
also tends to spread social awareness considering the bond for the effective team up which is
beneficial by considering the needs of various people who need funds (Efrat Gilboa and
Yonatany, 2017). In relation with Farm milk, the charity factor tends to increase network
opportunities which is beneficial in terms of identifying the requirements and also leads to
discover effective communication.
Besides this, it also tends to generate positive environment across the brand and also tends
to support their customers by supporting them on the social basis as it leads to develop emotional

bond among them. It is stated that new products will assist company to develop a positive feeling
in mind of customers and also add bonus to the donation of America Heart Association. This
directly assist in improving and welfare of societies and also enhance the brand image of Farm
milk (Zhou, 2019). In regard of this, Farm milk also tends to donate around $10,000 considering
the packaging and effective investment which is identified by the marketing analyst by
forecasting their overall sales and revenues for the product by reaching towards the 10 million
units (Milk Your Moments dairy campaign - farmer support, 2020). Besides this, company also
tends to put emphasis on the tested products which are beneficial and significantly tested by their
participants to get effective return (Iyer, 2019). Therefore, it leads to orient company towards the
corporate social responsibility which is helpful in terms of adding values for company regarding
its functioning factor. Therefore, it is justified that company has done right by producing a new
product and donating funds to AHA that states Farm milk has a socially responsible behaviour
towards stakeholders and society as well (Milk Your Moments dairy campaign - farmer support,
2020).
Recommendation
Working as a marketing manager of first milk company UK there is launching of a new
Yogurt that will be available in different attractive flavours. For the purpose of promotion of the
brand the new strategy that is being focussed buy this brand is that they will be contributing 10
percent to the American heart association for the every foil top that returned to the manufacture.
Working as CEO milk first there is an analysis of the different type of responsibilities in order to
proceed with the socially responsible Behaviour for all the stakeholders of the organisation.
Customers are the stakeholders will be benefited in form of making a contribution towards the
society and a good cause.
Society as the stakeholders will be benefited in form of a small contribution that the organisation
will be making together with their customers.
There will be Government support that will be assumed by milk first because of the strong
contribution that they are making towards the society and this is going to lead towards a positive
impact on the brand image.
First will have to focus on establishment of promotional campaigns where there can be
highlighting of the fact that the organisation is willing to explore the different ways in which
they can contribute towards the socially ethical behaviour.

For this purpose there are some suggestions for the CEO of first milk as mentioned below:
 the present marketing campaign where there is contribution of profit from the newly
launched campaign for the yogurt will lead towards a sense of contribution for customers
also as they will feel that they are making a significant contribution towards society.
 The overall cations of company is according to the expectation of society so that there
can be a close relationship that is build up between the customers and the organisation.
 CSR practises of first milk will focus on demonstration of social good of the new product
and endeavours by this brand. The contribution made towards the association is reflected
in a way that there is engagement and involvement of all stakeholder including customers
towards the overall function of corporate social responsibility of the organisation.
 There will be a proper alignment between the company objectives, society and the aspect
of corporate social responsibility of first milk. First milk is a farmer based co operative
and they are supplying products ion different parts of UK and other international markets.
It is going to lead towards a scenario of increasing the brand image of First milk as the
brand has to Completely lay emphasis on use of the present made contribution of 10
percent as the major strategy of their marketing campaign.
Above mentioned are some of the recommendation that can be implemented by First milk
for the purpose of enhancing the present sales of new launched yogurts.

CONCLUSION
From the above discussion, it has been concluded that it is significant for companies to be
socially responsible and think for the benefits of stakeholders as it help in gaining higher growth
and success and also improve brand image of company. In addition to this, social media assist a
company to promote its new product to large number of people within short span of time that has
positive influence on sales as well as profitability of the organisation.

REFERENCES
Books & Journal
Markovitz, and et. Al, 2018. The Challenge of Sales and Marketing Silos in University
Curricula: A Teaching Perspective. International Journal of Marketing and Sales
Education (IJMSE), 1(1), pp.31-48.
Efrat, K., Gilboa, S. and Yonatany, M., 2017. When marketing and innovation interact: The case
of born-global firms. International Business Review, 26(2), pp.380-390.
Iyer and et. al., 2019. Market orientation, positioning strategy and brand performance. Industrial
Marketing Management, 81, pp.16-29.
Zhou, Z., 2019. Marketing Strategy Analysis of SN Audio Company in the Era of Experiencing
Economy Under New Retail. In 4th International Conference on Contemporary
Education, Social Sciences and Humanities (ICCESSH 2019). Atlantis Press.
Online
Milk Your Moments dairy campaign - farmer support. 2020. [Online] Available through: <
https://ahdb.org.uk/farmer-support-milk-your-moments >./