In the context of four-dimensional type II supergravities, the successive application of various S/T-dualities leads to a generalized notion of fluxes, which includes certain (non-)geometric fluxes along with the standard RR and NS-NS $p$-form fluxes. These fluxes induce a diverse set of superpotential couplings leading to scalar potentials with a very rich structure, which may possibly result in a vast landscape of physical vacua. However such scalar potentials typically consist of a huge number of terms and in order to make any attempt for phenomenological model building with some analytic understanding/control it is necessary to formulate them in some compact and concise form. Along these lines we review various equivalent methods of deriving the same scalar potential through a set of master formulae, which may open up a new avenue for model building using non-geometric fluxes.