Hair-N-Shine: Forecasting for a new product

Vishit Jain took over as the national sales manager of S&S India at the start of the new year. S&S plans to launch a brand extension of its “Hair-N- Shine” shampoo in India in a tube form. A successful product in other Asian countries, such as Singapore, Korea, Malaysia and Thailand, it contributes 9 percent of the total sales of “Hair-N-Shine” range in these countries. The “Hair-N-Shine” range is growing by 18 percent in most of the develop­ing countries, whereas its growth in India is by 11 percent. Company has identified an opportunity for growth in India. The company is planning to increase its sales and market share in the shampoo range with the launch of “Hair-N-Shine” tube shampoo.

The shampoo market in India is growing at 17 percent, whereas the S&S’s shampoo range is growing by 14 percent. The total revenue of “Hair-N- Shine ” range in India was ‘230 million in the previous financial year (2016), and the company is targeting ‘275 million in this financial year. Exhibit 1 shows the zone-wise sales and growth details, and Exhibit 2 shows the price range for different packs.

Source: Richard R. Still, Edward W. Cundliff, Normal A. P Govoni, Sandeep Puri (2017), Sales and Distribution Management: Decisions, Strategies, and Cases, Pearson; Sixth edition.

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