How to Estimate Market Potential in FMCG industry | New Category & Territory Potential | CPG Sales

In this video, you'll understand how to estimate the market potential using three different methods.
Let's say you want to launch your product in the new territory, then how will you estimate the monthly sales? You will have to plan your inventory accordingly. This is why it becomes important to estimate the market potential. I have tried to address this problem statement in this video.

I have used 3 widely used methods to estimate the market potential.

00:58 What is Market Potential?
02:26 Benchmarking Method
05:00 DPL Method
08:14 PCC Method

Benchmarking is the basic method used widely across all industries. In this method, we benchmark the values as per the company norms to come to a conclusion.

Dealers per lakh (DPL) is one of the most important methods used in the FMCG/CPG industry to estimate monthly sales.

Per Capita Consumption (PCC) can be used to estimate the potential of the rural areas (Villages) if we have the monthly sales of the district cluster that we are addressing.

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