Sales forecasting <ul><li>The company sales forecast is the expected level of company sales based on a chosen marketing pl...
MARKET POTENTIAL <ul><li>It is the limit approached by market demand as industry marketing expenditures approach infinity ...
Market Demand <ul><li>Market demand  for a product is the total volume that would be bought by  </li></ul><ul><li>a define...
Measures of Market Demand <ul><li>Potential Market :  The set of consumers who profess a sufficient level of interest in a...
Market forecast: <ul><li>Market demand corresponding to any one level of industry marketing expenditure.  </li></ul>
Company sales potential <ul><li>It is the sales limit approached by company demand as company marketing effort increases r...
Company demand <ul><li>It is the estimated share of market demand at alternative levels of company’s marketing effort in a...
Company sales forecast <ul><li>The company  sales forecast  is the expected level of company sales based on a chosen marke...
Estimating current market demand <ul><li>Total market potential = Potential no of buyers  multiplied  by average quantity ...
Estimating future demand <ul><li>Qualitative techinques </li></ul><ul><li>Survey Methods : Consumers’ Expenditure Plans, I...
Qualitative Methods <ul><li>Time Series Analysis :  Trend Analysis, Seasonal Variation. </li></ul><ul><li>Smoothing Techni...
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Sales forrecasting

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Sales forrecasting

  1. 1. Sales forecasting <ul><li>The company sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment. </li></ul>
  2. 2. MARKET POTENTIAL <ul><li>It is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment, </li></ul>
  3. 3. Market Demand <ul><li>Market demand for a product is the total volume that would be bought by </li></ul><ul><li>a defined consumer group </li></ul><ul><li>in a defined geographical area </li></ul><ul><li>in a defined time period </li></ul><ul><li>In a defined marketing environment </li></ul><ul><li>under a defined marketing program </li></ul><ul><li>Market demand is not a fixed number, but rather a function of stated conditions. For this reason it can be called as the market demand function </li></ul>
  4. 4. Measures of Market Demand <ul><li>Potential Market : The set of consumers who profess a sufficient level of interest in a market offer </li></ul><ul><li>Available Market : It is the set of consumers who have income , interest and access to a particular offer </li></ul><ul><li>Target Market : It is the part of pursue. </li></ul><ul><li>Penetrated Market : the set of consumers who are buying the company’s product </li></ul>
  5. 5. Market forecast: <ul><li>Market demand corresponding to any one level of industry marketing expenditure. </li></ul>
  6. 6. Company sales potential <ul><li>It is the sales limit approached by company demand as company marketing effort increases relative to that of competition. </li></ul>
  7. 7. Company demand <ul><li>It is the estimated share of market demand at alternative levels of company’s marketing effort in a given time period </li></ul>
  8. 8. Company sales forecast <ul><li>The company sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing expenditure </li></ul>
  9. 9. Estimating current market demand <ul><li>Total market potential = Potential no of buyers multiplied by average quantity purchased by a buyer multiplied by price </li></ul><ul><li>Area market potential: </li></ul><ul><li>Market build up method - Identify all potential buyers and estimate their potential purchases . </li></ul><ul><li>Multiple Factor Index model : Research variables with proper weightages to dev index. </li></ul><ul><li>Industry sales and market shares </li></ul>
  10. 10. Estimating future demand <ul><li>Qualitative techinques </li></ul><ul><li>Survey Methods : Consumers’ Expenditure Plans, Information from business executives, information about inventory changes. </li></ul><ul><li>Opinion Polls : Executive PollingSales force opinion, Consumers Intention, Test Marketing, </li></ul>
  11. 11. Qualitative Methods <ul><li>Time Series Analysis : Trend Analysis, Seasonal Variation. </li></ul><ul><li>Smoothing Techniques : Moving Average Method, Exponential Smoothing. </li></ul><ul><li>Econometric Methods </li></ul>

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