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Q3-2015: United Spirits marketing spends up 15.8 per cent

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BENGALURU: United Spirits Limited (USL) spent 229.75 crore (9.9 per cent of Total Income from Operations or TIO) in Q3-2015 (quarter ended December 31, 2015, current quarter) towards Advertising and Sales Promotion (ASP, marketing). This was 15.8 per cent more than the Rs 198.40 crore (9.1 per cent of TIO) that the Vijay Mallya led UB group company had spent in the immediate trailing quarter (previous quarter, Q2-2015, q-o-q) and 2.3 per cent more than the Rs 225.06 crore (also 9.9 per cent of TIO) in the corresponding year ago quarter (Q3-2014).

During the nine month period ended 31 December, 2014 (YTD, 9M-2015), USL spent Rs 647.98 crore (10.1 per cent  of TIO) towards ASP, which was three per cent more than the Rs 629.15 crore (9.8 per cent of TIO) in the corresponding nine month period of the previous year.

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

(2) All numbers in this report are standalone, unless stated otherwise

(3) The UB group owns Indian Premier League  (IPL) cricket team Royal Challengers (RCB) Bangalore and the I-League teams (I-League is an Indian professional  league for Men’s Association football clubs)  Mohun Bagan A. C and the East Bengal F. C. and is the co-owner of the Formula One team Sahara Force India. Mallaya is a member of the World Motor Sport Council representing India in the FIA (Fédération Internationale de l'Automobile).

Over the previous eight quarters starting Q4-2013 until Q3-2015, ULS’s ASP spend had been the highest in terms of absolute rupees in the current quarter. As mentioned above the company had spent approximately the same per centage of TIO in Q3-2014. During the eight quarters under consideration, the highest spends by the company in terms of per centage of TIO is 11.4 per cent (219.83 crore) in Q1-2015, while lowest has been in the previous quarter.

During the eight quarters under consideration in this report, USL’s ASP shows a sharp upward linear trend in absolute rupees and a slight linear downward gradient to flat in terms of per centage of TIO. Please refer to Fig 1 below.

The company reported TIO of Rs 2318.23 crore in Q3-2015, which was 6.4 per cent more than the Rs 2178.58 crore in the immediate trailing period and was 2.3 per cent more than the Rs 2266.26 crore in the year ago quarter. During 9M-2015 USL’s TIO at Rs 6420.71 crore was almost flat (lower by 0.3 per cent) than the Rs 6441.93 crore in 9M-2015. Refer Fig 2 below For the 8 quarter period under consideration, TIO shows an upward linear trend.

USL reported PAT for Q3-2015 at Rs 78.81 crore, which was 21.4 per cent more than the Rs 64.92 crore in Q3-2014. The company had reported a loss of Rs 27.83 crore in the immediate trailing quarter.

The company’s Earnings before interest, depreciation, tax and amortization (EBIDTA) for Q3-2015 was Rs 238.1 (10.3 per cent of TIO), which was 2.1 per cent more than the Rs 233.29 crore (10.7 per cent of TIO) in Q2-2015 and 7.3 per cent more than the Rs 222.07 crore (9.7 per cent of TIO) in Q3-2014. For 9M-2015, EBIDTA at Rs 616.49 crore (9.6 per cent of TIO) was 16.6 per cent more than the Rs 739.18 crore (11.5 per cent of TIO) in 9M-2014.

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