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FY-2015: HUL marketing spends up 7.2%; Q4-2015 marketing spends cross Rs 1000 crore

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BENGALURU: Indian FMCG giant Hindustan Unilever Limited (HUL) Advertisement and Promotions expense (marketing spends, ASP) in FY-2015 was 7.2 per cent more at Rs 3874.94 crore (12.6 per cent of Total Income from operations or TIO, approximately $590 million) than the Rs 3613.609 crore in FY-2014.

For the fourth quarter ended 31 March, 2015 (Q4-2015, current quarter), the company exceeded the Rs 1000 crore (approx. $156 million) mark to clock Rs 1027.89 crore (13.4 per cent of TIO, approx. $160 million). ASP in the current quarter was 22.3 per cent more than the Rs 840.34 crore (11.8 per cent of TIO) in the corresponding year ago quarter and was 5.2 per cent more than the Rs 977.12 crore (12.6 per cent of TIO) in Q3-2015.

Note: (1) 100 lakh = 100,00,000 = 1 crore = 10 million.

(2) All figures in this report are standalone figures filed by the company. The trends are based on the numbers submitted by the company or picked up from the company’s website. For performance of HUL’s various product lines please refer to the attached earnings release for Q4-2015 and FY-2015.

(3) The US dollar figures are approximately based on a conversion rate of 1$= Rs 64.The converted numbers have been rounded off.

HUL chairman Harish Manwani said, “We have delivered another year of strong performance with broad based growth ahead of the market and sustained margin improvement. Our strategy remains focused on strengthening the core of our business through innovation, leading market development and continuous improvement of our executional capabilities. Despite market challenges, our strategic agenda remains unchanged as we continue to manage our business even more dynamically for growth that is consistent, competitive, profitable and responsible.”

As a matter of fact, HUL’s ASP in Q4-2015 is the highest over a 12 quarter period starting Q1-2013 until the current quarter in terms of absolute rupee spends at Rs 1027.89 crore. In terms of percentage of TIO, during the period under consideration, ASP was 13.8 per cent of TIO in Q2-2014 at Rs 954.02 crore. Please refer to Fig A below.

HUL’s ASP in absolute rupees shows a linear increasing trend during the 12 quarter period under consideration. The blue broken trend line intercepts Q4-2015 at Rs 995.876 crore, showing that the company has spent Rs 32.014 crore more than indicated by the trend line’s slope.

HUL’s ASP in terms of percentage of TIO in Q4-2015 at 13.4 per cent is in excess of the 12.6839per cent represented by the slope of the orange broken trend line during the period under consideration.

HUL TIO in FY-2015 at Rs 30805.62 crore (approx. $4.8 billion) was 9.9 per cent more than the Rs 28019.13 crore in the previous year. In Q4-2015, TIO at Rs 7675.63 crore was 8.2 per cent more than the Rs 7094.10 crore in Q4-2014, but was 1.3 per cent lower than the Rs 7774.32 crore in the immediate trailing quarter. Please refer to Fig B below. The orange broken trend line indicates that TIO has a linear increasing trend during the 12 quarter period under consideration in this report.The slope of the line indicates that HUL should have had a higher TIO of Rs 7856.14 crore and hence underperformed by Rs 180.51 crore (about $28 million).

HUL PAT in FY-2015 at Rs 4315.26 crore (14 per cent of TIO, approx. $675 million) was 11.6 per cent more than the Rs 3867.49 crore in FY-2014. For Q4-2015, PAT at Rs 1018.08 crore (13.3 per cent of TIO) was 16.7 per cent more than the Rs 873.13 crore (12.3 per cent of TIO) in Q4-2014, but was 18.7 per cent less than the Rs 1252.17 crore(16.1 per cent of TIO) in Q3-2015.

In Fig B below, the maroon broken line indicates that PAT in absolute rupees shows a linear increasing trend during the period under consideration. The slope of the line indicates that the HUL should had have had a higher PAT of Rs 1131.504 crore in Q4-2015 and hence underperformed by Rs 113.42 million ($18 million)

In terms of percentage of TIO, the green broken line indicates a linear decreasing trend. The slope of the line indicates that HUL’s actual PAT as percentage of TIO of Q4-2015 at 13.3 per cent is higher than the calculated 13.12 per cent.

HUL’s board of directors at its meeting held on Monday, 8 May, 2015 recommended a final dividend of Rs 9 per share of Re1 each, for the financial year ended 31 March, 2015. Together with the interimdividend of Rs 6 per share paid on 3 November, 2014, the total dividend for the financial year ended 31 March, 2015 works out to Rs 15 per share of Re 1 each. Final dividend, subject to approval of shareholders, will be paid on or after Friday, 3 July, 2015.

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