Reorienting Sales Promotional Programmes

摘要

Face of Indian agriculture has considerably changed during past two decades. The change is specially brought about by sustained growth in irrigation, access to technologies, crop diversification - specifically with horticultural crops and improved market access. This transformation is highly acclaimed as the diversification and intensification of farm sector has taken place without affecting the food grain production which is estimated to be a record high of 273 million tonnes (Mt) - well surpassed by production of fruits and vegetables estimated to be 287.3 Mt during 2016-17. In view of current dynamics of farm sector and volatility of global and domestic demand-supply scenario, fertiliser industry needs to reorient, not only the product baskets but also its marketing approach and trade practices. A more innovative and science-based customer centric mechanism is needed to build the businesses which could meet the aspirations of new age farmers and channel partners who are adequately excited and agitated by various macro and micro level transitions. Fertiliser sector is fully aware of its role in emerging scenario and has initiated adoption of innovations and experimenting with new concepts over conventional marketing and sales promotion engagements. However, there is an ever-increasing need to meet the customized solutions to the farmers along with simplified and transparent business processes for channel partners under the highly transient policy regime. An effort has been made in this paper to highlight the need for reorientation of fertiliser sales promotion interventions under the changed ecosystem.