PROMOTION OF DAIRY PRODUCTS SALES – ANALYSIS OF THE CURRENT STATE, SEARCH FOR WAYS TO IMPROVE EFFICIENCY

The article is devoted to the problem of improving the consumption of milk and dairy products by the population of the Russian Federation, since their actual consumption is only 70% of the rational norm recommended by the Ministry of Health. The state of the domestic dairy market is analyzed – both in terms of the dynamics of its volumes in value and in kind, and the range of products sold. The main trends of changes in consumer demand in the context of a decline in real disposable incomes of the population are revealed. The main methods of sales promotion used by grocery retail chains in relation to dairy products are investigated. The shortcomings of the practiced approach to sales promotion are revealed. It is shown that a significant increase in sales volumes can be achieved by increasing the consumer audience as a consequence of the development of collaboration of retail chains with the regional social nutrition system. Such cooperation can be especially effective when using a cluster approach, which ensures the unification of the efforts of producers, processors and retailers of dairy products with a balanced consideration of the interests of all participants in the process.