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Britannia?s brand support exercise on track (Q3-2014)

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BENGALURU: An analysts? meet presentation in August 2013 said that Britannia Industries Limited (Britannia) had been supporting its brands to leverage their strengths with higher percentage of ad and sales promotion spends (Ad & SP Spend) vis-?-vis Nett Sales Value, considering the fact that consumers had started rolling back spending.

Please note that the term ?Operating revenue? in this article/these Graphs, figures refer to ?income from operations (net of excise duty)?.

Figure A

Britannia says that Food is a Rs.12,50,000 crores opportunity with branded food growing faster than overall food and non food with ?Biscuit? being the largest category in branded foods at about Rs. 25,000 crores.

The strategy seems to be on course, with the company registering an improvement in operating revenue and higher PAT, with the only blip being Q1-2014, when the company?s Operating revenue and total expense dipped (Figure B), while its ad spends in relation to income from operations (net of excise duty) peaked as (Figure D) below indicates. However, despite lower revenue in Q1-2014 and a slight dip in PAT q-o-q as compared to Q4-2013 in terms of money, the company?s PAT in percentage terms in relation to its Operating revenue and Total Expense also peaked at 5.82 per cent and 6.25 per cent respectively (Figure B).

Figure B

Operating revenue and Total expense down in Q1-2014 as Figure B above indicates, while PAT percentage peaks as indicated in Figure C below

Figure C

Figure D indicates Ad and SP spend percentage in relation to Operating revenue and Total expense peaked in Q1-2014.

Figure D

Figure E below indicates figures reported over six month and nine month periods of 2013 and 2014 ending September 30 and December 31 of the respective years.

Figure E

While FigureF indicates the overall picture of the six quarters starting Q2-2013 and ending Q3-2014.

FigureF



 

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