qCorporate Social Responsibility Integrative Industry

Question: Discuss about the Corporate Social Responsibility for Integrative Industry. Answer: Introduction: After conducting an in-depth literature review on the impact of advertisement on sales generation, it has been observed that the customers expectations are gradually changing with the upgrading progress of technology. After the emergence of digital marketing, millions of customers have showed their interest in gathering in-depth knowledge and overview about a particular product from online advertisement. Customers belonging to different geographical boundaries would be able to view the reliability of products and services from online advertisement. Especially after the emergence of Smartphone, the entire advertisement procedure has become very much convenient. Cadbury has decided to use the popularity of mobile application based on which they have grabbed the attention of millions of customers. While analyzing the discussion and findings the study has focused to conduct an in-depth thematic analysis of secondary research in order to make an effective conclusion of the research on how Cadbury has increased their sales growth by using advertisements through mobile applications. While conducting the research four themes have been selected for evaluating the impact of advertisement. As per the report of Telecommunication Regulatory Authority Apples iPhone 6 has been considered as the most popular Smartphone used in UAE. On the other hand, Samsung is the most used handset brands that most of the people belonging to UAE tend to depend. Schudson (2013) opined that after the emergence of Smartphone, most of the users do not have to be dependent on computer while viewing any kind of product promotion. Smartphone being portable and accessible to anywhere can attract the attention of people at anywhere. In order to view an advertisement of Cadbury the target customers do not have to wait for a long time. With the help of mobile applications through Smartphone customers can watch the advertisement at any time. As per the market survey conducted by Nielsen in the year 2010, facebook, instragram, google map, linkdin are the most popular mobile applications that the people of now-a-days tend to use quite often. It is undeniable that the realm of facebook is vast and wide. People from different geographical boundaries can view the detailed promotional activities by logging in facebook. Therefore, Cadbury as opined by Lou (2014), before launching a new product in the market tends to collect customer review by posting their product on the facebook page. After applying this marketing strategy, the marketing managers of Cadbury have received innumerable responses from the customers of multinational countries. Buil, De Chernatony and Martnez (2013) stated that the customers get the scope to share their comment on facebook as well. Servaes Tamayo (2013) commented that in last ten years this particular brand faced a minimum revenue growth all over the World. After the modification of advertisement and promotional activities the marketing managers have faced huge response from the customers. As per the report of Nielsen, Cadbury has increased 10.6% growth in the revenue in comparison to the previous year. In comparison to Kraft, the brand of Cadbury has lagged behind till 2009. On the other hand, the marketing managers tend to use other applications as well in order to enhance their range of target market. Gurun and Butler (2012) opined that the sales growth of a particular brand is highly dependent on the revenue range of target customers. As emphasized by Cui, Lui and Guo (2012), the earlier trend to business promotion was highly dependent on both online as well as offline advertisement. With the dynamic progress of advanced technology, customers have become more inclined towards the mobile applications. It has found that more than 185 billion applications have been downloaded from various mobile application stores at the end of 2014. Therefore, the marketing managers of Cadbury has decided to promote their products through various applications due to which people do not have to struggle in order to gain sufficient information regarding the product (Bruce, Peters Naik, 2012). While viewing a specific program or event through the mobile application the customers can view the advertisement. Therefore, the target consumers do not have to put an extra effort for taking information regarding the brand of Cadbury. As per the market position of Cadbury up to the year 2012 this particular brand has established a recognizable place in the global market (Jo Harjoto, 2012). The market of UAE has sold more than 2.8 million Smartphone up to the year 2014. As a result, in this particular country 2.8 million people are having the accessibility of using mobile applications (Ramanathan, Ramanathan Hsiao, 2012). The marketing executives of Cadbury have decided to make the content of product promotion in most lucid language. As a result, people do not have to face difficulties in understating the content. Cadbury At the same time, the customers have gained a visual effect of advertisement. As a result, Cadbury has reached to the mind of illiterate people as well. Customers from various cultural and religious backgrounds by sitting at their drawing room or in workplace get to know the new products launched by Cadbury. After evaluating the entire secondary data resources it has been analyzed that advertisement through mobile application is not devoid of some of its negative effects as well. After the emergence of Smartphone most of the business organizations especially global brands have decided to use the popularity of digital media for promoting their entire process of business. As a result, the target customers have become very much limited within a specific age group of people. Onishi Manchanda (2012) stated that most of the young generations belong to 20 to 38 age group of people are the primary users of Smartphone. As a result, the range of target customers has become very much restricted. Cadbury with the help of geographic, demographic and psychographic market segmentation has targeted the people belonging to 10 to 18 years old primarily (Park Jang, 2012). Therefore, advertisement through mobile application cannot reach to the mind of those young people. The marketing managers have faced major difficulties to grab the attention of children while promoting their brand. In order to overcome this kind of situation, the business experts of Cadbury have decided to involve younger customers as well by providing an easier and attractive content along with audio-visual aids. Moriarty et al., (2014) opined that from the entire data collected from secondary resources it has been concluded that Cadbury should take more initiative while promoting their brand instead of depending on mobile applications only. Recommendations: Based on the entire data analysis and findings discussed in the previous part some of the necessary recommendations can be provided. The recommendations are as follows: After evaluating the entire data analysis and findings parts it can be recommended that Cadbury should expand their promotional activities and advertisement sphere beyond going the platform of mobile application. Apart from mobile applications, the brand should choose using electronic media, official websites, newspapers and magazines and so on in order to reach the large number of customers from different age group of people (Eggers et al., 2013). Cadbury primary targets the customers of different age group especially children. Therefore, electronic media would be very much fruitful for this brand in order to enhance their revenue growth. It is undeniable that the marketing managers of Cadbury have used electronic media as the platform of advertisement though the advertising space is too little to draw the attention of customers. Therefore, it can be recommended that the marketing managers should invest sufficient money in promotional budget so that the channel owners like to broadcast the advertising content of Cadbury repeatedly. As a result, it would easily grab the attention of children (Black Kim, 2012). Only mobile application would be very much limited in promoting the brand and spreading their widespread wings to the mind of international customers. Cadbury before using the mobile application should make an effective market survey in order to identify the number of this specific mobile application user. For an example, the user of facebook and youtube is high in range as per the current market scenario (De Maeyer, 2012). Therefore, the brand would not have to hesitate for purchasing the page of youtube or facebook. On the other hand, the service users of sawan are very limited. As a result, Cadbury should not invest money on this kind of mobile applications that are not widely used (Berger, 2015). In order to know the number of mobile application users of various platforms of digital marketing the sales executives of Cadbury should conduct an effective market survey in order to collect the direct feedback from the customers. Necessary changes in the utility process of mobile application: While providing advertisement through mobile application the customers tend to show their reluctance in watching the entire video clips due to time constraints (Sheehan, 2013). As a result, the viewers generally tend to skip the advertisement. In order to overcome this kind of situation, the mobile application developer should change their application process in such a way that customers cannot find that option of skip. The entire advertising video is possessed with three or four seconds (Chung, Derdenger Srinivasan, 2013). Therefore, the customers do not have to invest long time to view the advertisement. In this kind of situation, the mobile app developers can improvise the software so that target customers cannot skip the advertisement. In addition, Cadbury should choose an attractive content as well with the help of which people from different geographical markets cannot resist but viewing the advertisement. The marketing managers can use this particular strategy in order to draw the attention of large number of customers (Banker et al., 2014). People from different geographical markets would like to view the advertisement of Cadbury only when the content would be able to draw the attention of viewers. Collecting feedback from the customers regarding the brand: Feedback collection from the different level of customers is highly important in order to gather knowledge on current market demand. The primary responsibility of research and development team of Cadbury should be gathering and evaluating the feedback of customers regarding mobile application use (Amini et al., 2012). The primary responsibility of the research and development sector is to collect information on how mobile application is useful for the target customers of Cadbury. Direct feedback is very significant in getting immediate response from the customers. As a result based on the customers response Cadbury should maintain their promotional activities be it on the page of social media, mobile application or electronic media. At the same time, feedback can be collected by using social media tools as well (Heerde et al, 2013). With the help of social media, people from various geographical boundaries can be involved. After collecting data from the customers the marketing execut ives should re-form advertising strategy and policy to meet the demand of current market. Re-forming business strategy is the immediate stage of feedback collection from the customers. People belonging to different geographical market tend to provide numerous feedbacks regarding the products of Cadbury. Based on the customers feedback the marketing managers should reform their advertising contents, promotional strategies and policies (Gopinath, Thomas Krishnamurthi, 2014). 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