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Q3-2015: Tata Global Beverages q-o-q marketing spends up 6.3 per cent

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BENGALURU: Tata Global Beverages Limited (TGBL) spent Rs 377.06 crore (17.6 per cent of Total Income from Operations or TIO) towards advertising and sales promotion (ASP) during the quarter ended 31 December, 2014 (Q3-2015), which was 6.3 per cent more than the Rs 354.80 crore (17.5 per cent of TIO) in the immediate trailing quarter, but 5.9 per cent lower than the Rs 400.71 crore (19.3 per cent of TIO) in Q3-2014.

ASP for the nine month period ended 31 December, 2015 (9M-2015) at Rs 1017.66 crore (18.2 per cent of TIO) was 3.5 per cent lower than the Rs 1054.75 crore (19.7 per cent of TIO) in 9M-2014. TGBL is the unifying entity of the Tata Group’s beverages interests under one umbrella.

Note: Rs.1 crore = Rs.100 Lakhs = Rs.10 million = Rs.100,00,000

TGBL’s Q3-2014 ASP was the highest in absolute rupees as well as in terms of percentage of TIO (19.3 per cent) during a 11 quarter period starting Q1-2013 until Q3-2015. During this eleven quarter period, ASP shows an upwards linear trend in absolute rupee spends, while the linear trend in terms of ASP as percentage of TIO is almost flat with a slight upward inclination. (Please refer to Chart A below.)

During this period, the lowest ASP in absolute rupees was in Q1-2013 at Rs 280.56 crore (16.3 per cent of TIO) and lowest ASP in terms of percentage of TIO was in Q1-2015 at 14.9 per cent (Rs 285.80 crore). The simple average ASP percentage of TIO during the period under consideration is 18.7 per cent.

For Q3-2015, TGBL reported Profit after Tax (PAT) of Rs 84.94 crore (four per cent of TIO), which was 35.9 per cent more than the Rs 62.45 crore (3.1 per cent of TIO) in Q2-2015, but 29 per cent less than the Rs 119.55 crore (5.7 per cent of TIO) in Q3-2015. For 9M-2015, PAT at Rs 243.92 crore (four per cent of TIO) was 40.7 per cent lower than the Rs 411.21 crore (7.1 per cent of TIO) in 9M-2014. During the eleven quarter period under consideration, PAT was highest both in terms of percentage of TIO as well as in absolute rupees at 9.3 per cent of TIO and Rs 180.03 crore.

PAT shows a downward linear trend in absolute rupees as well as percentage of TIO during the eleven quarter period in this report. (Please refer to Chart B below.)

Cart C below shows the company’s TIO, total expenditure (TE), PAT and ASP in HY-13, HY-14 and HY-15; in 9M-13, 9M-14 and 9M-15 and in FY-12, FY-13 and FY-14.

During Q3-2015, TGBL’s TIO at Rs 2143.89 crore was six per cent more than the Rs 2021.70 crore in Q2-2015 and three per cent more than the Rs 2080.74 crore in Q3-2014. For 9M-2015, TIO at Rs 6078.70 crore was 4.3 per cent more than the Rs 5827.68 crore in 9M-2014.

TGBL, in its earning release for Q3-2015, says that it continues to strengthen its focus on the green tea category and grow its coffee and water businesses. In India, the company says that it retains market leadership in branded tea and has recorded its highest ever monthly production in December 2014. There is exponential growth in the green tea segment. Tata Global Beverages has a portfolio of green tea brands across consumer segments in India, with Tetley Green Tea and Tata Tea Acti Green.

TGBL claims that in the water segment, Tata Water Plus- India’s first nutrient water, Tata Gluco Plus, available in five flavours and Himalayan natural mineral water, which recently launched a sparkling variant, are seeing good market response and focusing on expanding reach.

Tata Starbucks, a joint venture between Tata Global Beverages and Starbucks, now has 65 stores spread across Mumbai, Delhi NCR, Bangalore, Pune, Chennai and Hyderabad. The stores continue to witness very good customer response. Eight O’ Clock coffee K cups in the USA, are making good progress in the fast growing pods market.

TGBL managing director and CEO Ajoy Misra said, “We will focus on growing segments such as green tea, specialty teas, functional water and pods while continuing to strengthen our core markets & brands, based on key consumer trends. We remain committed to sustainable growth through innovation and strengthening our brands in key markets, in the face of a challenging market environment and economic volatility in some parts of the world.”

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