Technology Transfer to Farm Zuari's CRM Programme - Jaikisaan Sangam

摘要

With technological revolution in the areas of communication, the size of the world is shrinking. Market scenario in the country has also undergone a sea change with advent of 21st century. Today's customer is very different from his parent, who symbolised decision-making process of previous century. He is fully aware of his sovereign rights, liberties and choices available in decisionmaking. He cannot be taken for granted nor enticed to purchase the product simply by means of media hype or sleek publicity. For survival in the market, business leaders need to get insight into aspirations of new generation customers and accordingly amend the market development strategy. Customer Relationship Management (CRM) is a tool that can help in accomplishing win-win situation for customer as well as the marketer by establishing close and long-term relationship between the two. The paper deals with CRM initiatives taken up by ZIL to mould its market development strategy suiting to the concurrent market scenario. The programme not only helps the company in strengthening the bond of relationship with farmers but also in successful transfer of technology to farm, thereby enhancing farmers' income from agriculture.