KOHLER®: Forecasting For Project-Based Market

KOHLER®: Forecasting For Project-Based Market

Ali Awni (School of Business. AUC, Egypt) and Mohamed Nada (Regional Marketing Manager, Egypt)
DOI: 10.4018/978-1-60960-583-4.ch017

Abstract

A newly appointed Middle East regional marketing manager for a major sanitary ware producer is exploring options to improve sales forecasts. The old forecasting method, which was based on historical sales from distributors’ retail stores, performed very poorly. Regional sales were driven mainly by large construction projects in the Gulf countries. A new approach that explicitly considers the status of each project and the stock-keeping units (SKUs) demanded shows promise.
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Product Lines

Kohler and Jacob Delafon offer customers a diverse range of bathroom products. The following eight product categories/lines are offered:

Ceramics: These are products made from vitreous china or fireclay material. In a bathroom, a complete set of ceramic products would be a toilet, toilet seat, bidet and washbasin. Figure 1 presents an example of the ceramics product category, namely the Formilia product range. Figure 2 lists some of the SKUs within the range.

Figure 1.

Formilia product model/range

Figure 2.

The Formilia, model/range consists of several SKUs

Faucets/brassware: Faucets are products made from brass, providing water within the bathroom in washbasins, bidets and showers. A full set of brassware products would be a washbasin mixer, bath and shower mixer, and a bidet mixer. Figure 3 provides a list of SKUs under the “Purist,” faucet category/line.

Figure 3.

Purist product model/range with three different SKUs

Acrylics: These refer to bathtubs made from different kinds of acrylic materials, and come in different shapes, sizes, and designs. Figure 4 shows acrylic bathtubs from the product model/range Odeon Up.

Figure 4.

Odeon UP acrylic bathtubs product category/line

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