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FY-2015: Bajaj Corp marketing spends up 28.1%; Ad expenditure up 24.5%

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BENGALURU: Note: (1) Bajaj Corp’s Limited (Bajaj Corp) Advertisement and Sales Promotion (ASP) expense comprises of two parts – Advertisement Spends (AdSp) and Sales Promotion Spends (SPSp). The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. SP results have been obtained by deducting the Ad Expenses from the ASP. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the SP figures are assumed to be approximate.

(2) Bajaj Corp Limited is a subsidiary of Bajaj Resources Limited (BRL) and is an exclusive licensee of the brands owned by BRL for a period of 99 years starting 2008.

(3) 100,00,000 = 100 lakh = 10 million = 1 crore

Brands

Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan, and creams, soaps, face washes and face scrubs under the brand name Nomarks.

Marketing Expenses

Bajaj Corp spent Rs 145.14 crore (17.6 per cent of Operating Revenue or Total Income from Operations or TIO) in the year ended 31 March, 2015 (FY-2015, current year), which was 28.1 per cent more than the Rs 113.30 crore (16.9 per cent of TIO) in the previous year. The company’s AdSp in the year at Rs 58.26 crore (7.1 per cent of TIO) in FY-2015 was 24.5 per cent more than the Rs 46.43 crore (6.9 per cent of TIO) in FY-2014. SPSp in FY-2015 at Rs 86.88 crore (10.5 per cent of TIO) was 29.9 per cent more than the Rs 66.87 crore (10.5 per cent of TIO) in FY-2014.

During the thirteen quarter period starting Q4-2012 until Q4-2015 (current quarter), Bajaj Corp’s ASP has been the highest in terms of absolute rupees in the current quarter at Rs 40.92 crore (17.6 per cent of TIO). The company’s highest ASP during the period under consideration in terms of percentage of TIO was in the previous quarter at 19.6 per cent of TIO (Rs 40.24 crore).The lowest ASP during the period under consideration in terms of absolute rupees as well as percentage of TIO was in Q1-2013 at Rs 17.36 crore and 12.6 per cent of TIO.

AdSp in Q4-2015 at Rs 15.15 crore (6.4 per cent of TIO) was 48.1 per cent more than the Rs 10.23 crore (5.5 per cent of TIO), but was 13.7 per cent less than the Rs 17.56 crore (8.5 per cent of TI) in Q3-2015. Bajaj Corp’s highest AdSp in absolute rupees was in Q3-2015 at Rs 17.56 crore (8.5 per cent of TIO), while the highest AdSp in terms of percentage of TIO was in Q1-2014 at 8.8 per cent (Rs 14.98 crore).

SPSp in Q4-2015 at Rs 25.77 crore (10.9 per cent of TIO) was 40.8 per cent more than the Rs 18.31 crore (9.7 per cent of TIO) and was 13.6 per cent more than the Rs 22.68 crore (11 per cent of TIO) in Q3-2015. Bajaj Corp’s highest SPSp in terms of absolute rupees duirng the period under consideration was Rs 25.77 crore (10.9 per cent of TIO) in the current quarter, while the highest SPSp in terms of percentage of TIO was in Q3-2014 at 12.4 per cent (Rs 19.70 crore).

During the thirteen quarter period under consideration, both ASP and SPSp show a linear increasing trend in terms of percentage of TIO, while AdSp in terms of percentage of TIO shows a declining trend.

Revenue, profits

Bajaj Corp TIO in FY-2015 at Rs 852.2 crore was 22.9 per cent more than the Rs 671.73 crore in FY-2014. TIO in Q4-2015 at Rs 236.17 crore was 28 per cent more than the Rs 184.51 crore in Q4-2014 and 14.8 per cent more than the Rs 205.79 crore in Q3-2015.

Profit after Tax (PAT) in FY-2015 at Rs 172.66 crore (20.9 per cent of TIO) was 10.5 per cent more than the Rs 150.44 crore in FY-2014. PAT in Q4-2015 at Rs 54.42 crore (23 per cent of TIO) was 42 per cent more than the Rs 38.31 crore (20.8 per cent of TIO) and 30.1 per cent more than the Rs 41.84 crore (20.3 per cent of TIO) in the immediate trailing quarter. PAT in the current quarter has been the highest in absolute rupees during the period under consideration. PAT in terms of percentage of TIO was highest at 28.5 per cent (Rs 42.20 crore) in Q3-2013.

During the thirteen quarter period under consideration, both TIO and PAT in absolute rupees show a linear increasing trend, while PAT in terms of percentage of TIO shows a linearly declining trend.

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