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A Study of Strategic Marketing and Sales Optimization in the Dairy Industry

Author Manoshi Chakraborty, Amity Business School, Amity University Chhattisgarh

Author Dr. Monica Sainy, Amity Business School, Amity University Chhattisgarh

ABSTRACT: This study investigates the role of strategic marketing and sales optimization in enhancing performance within the dairy industry, with a focused application to the Raipur market. The research aims to identify key marketing practices and sales strategies that influence consumer behavior and drive growth in a competitive dairy landscape. A mixed-method approach, including surveys, interviews, and market analysis, was employed to gather data from consumers, retailers, and industry professionals. The study examines factors such as product positioning, promotional activities, distribution networks, and pricing strategies. Findings reveal that region-specific branding, digital marketing integration, and efficient supply chain management significantly contribute to improved sales performance and customer engagement. The study also highlights the importance of understanding local consumer preferences and retailer dynamics in semi-urban markets. Based on the insights gathered, the paper provides practical recommendations to help dairy companies align their strategies with market demands and achieve long-term sustainability.

Key Words: dairy industry, strategic marketing, sales optimization, consumer behavior, Raipur market, distribution strategies.