A Study of Retail Display Opportunities and B2B Sales Execution for ITC Personal Care Products in Nashik

This paper presents a field-based study of retail display opportunity identification and business-to-business (B2B) sales exe-cution for ITC Personal Care products in the general-trade market of Nashik, Maharashtra. The study is based on a 60-day On The Job Training (OJT) undertaken with ITC Limited, Personal Care Division, between 15 May 2026 and 15 July 2026, during which more than 200 outlet visits were carried out as part of a structured display-opportunity survey and day-to-day sales support. Outlets were assessed against an indicative sales-level criterion of INR 2,000, and eligible outlets were evaluated for display feasibility based on space, visibility and retailer willingness. Verified field data show that 155 visits across 17 unique outlets were recorded in the activity log, and that 12 of the 22 outlets surveyed for eligibility (54.5%) were above the threshold, of which 8 (36.4% of the surveyed outlets) were confirmed as genuine display opportunities. Product availability was highest for Vivel (90.9%) and lowest for Fiama (77.3%), with an average of 84.1% across four listed SKUs. Retailer feedback was dominated by interest in the display and cashback scheme, product availability, price and margin sensitivity, and competitor activity. The study concludes that the practical display opportunity is narrower than the eligible outlet base, and that availability, retailer economics, space and competitor presence are decisive execution factors for FMCG trade marketing. Index Terms-Retail display, B2B sales, FMCG, Personal care, Trade marketing, Product availability, Retailer relationship management, General trade, ITC Limited, Nashik