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Valuation - Key Approaches

Donna Westwood

Created on November 6, 2025

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Transcript

Channel-Driven Potential

Consumer Penetration Potential

Category Growth Potential

Methodology

Used for

Used by

What

A top-down perspective, should be used in combination with Channel lens to cross-validate and ensure accuracy with a consumer focus

A top-down perspective, should be used in combination with Channel lens to cross-validate and ensure accuracy with channel-reality

Provides a clear bottom-up estimate based on distribution data

Based on Reference Product,

Based on Reference Product,

Based on Reference Product,

#Potential Outlets or #Distribution Points x Rate of Sales (hl) x Net Rev/hl x Incrementality %

Addressable Population x Volume Consumed Per Occasion (hl) x #Occasions x Net Rev/hl x Incrementality %

Total Category Volume + Category CAGR % x Attainable Share % x Net Rev/hl x Average Incrementality %

  • New Strategic or Tactical Line Extension in Core Category
  • New Brand in Core Category
  • New Strategic Line Extension in Core/New Category
  • New Brand in Core/New Category
  • New Strategic Line Extension in New Category
  • New Brand in Core/New Category

Most popular method. Used by OpCos such as UK, France, South Africa

Used by OpCos such as Brazil and the Netherlands

Global Demand Space Innovation Teams and Regional Innovation Hubs

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