MAM

Symphony selling & distribution expenses in Q4-2014 flat, could see upsurge in Q1-2015

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/05/05/symphony.jpg?itok=ZOTFfeHf

BENGALURU: Evaporative air cooler manufacturer, Symphony, spent Rs 19.09 crore (16.42 per cent of Income from Operations or Inc from Ops) towards selling and distribution expenses (Sel & Dist Exp) in Q4-2014, almost the same as the Rs 19.14 crore (16.05 per cent of Inc from Ops) in Q3-2014. Y-o-y, Symphony’s Sel & Dist Exp in Q4-2014 increased 25.59 per cent from Rs.15.2 crores (17.31 per cent of Inc from Ops) in Q4-2013.

Please note that (1) The company’s accounting year ends on 30 June every year, but in keeping with the convention in India, quarter ended 30 June has been referred to as Q1, quarter ended 30 September as Q2, quarter ended 31 December as Q3 and quarter ended 31 March as Q4 of each respective year in this report.

(2) 100,00,000=100 Lakh = 1 crore

(3) All trends mentioned in this report are linear trends based on data across nine quarters starting Q4-2012 and ending Q4-2014 and across FY-2011 to FY-2013.

In its  corporate presentation, Symphony says that it incurs the highest ad spends in the air cooler category in India and that it has been advertising through television, radio, print, BTL since 1990 and on the internet since 2010. Fig 1 below indicates that the company’s Sel & Dist Exp shows a downward trend as percentage of Inc from Ops across nine quarters starting Q4-2012 and ending Q4-2014.

However, in terms of absolute value, with the increase in Inc from Ops across their nine quarters, the trend towards higher spends in absolute value is upwards.

Across three financial years starting FY-2011 to FY-2013, Sel & Dist Exp for Symphony show as upward trend both in absolute rupees as well as Sel & Dist Exp as percentage of Inc from Ops, as is evident from Fig 1A below. Across the nine quarters under consideration, Symphony’s average Sel & Dist Exp is 18 per cent of Inc from Ops, so Q3-2014 and Q4-2014 spends are definitely  below par. However, the company says that its business is seasonal and maybe based on the numbers reported for Q1 -2014 and Q4-2014, a splurge in Sel & Dist Exp could happen in Q1-2015.

Symphony’s Inc from Ops as well as PAT show as upward trend across the 9 quarters in question as is evident from Fig 2 below.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/mccafe.jpg?itok=N2RvyH_X
'McCafé for everything' digital campaign launched

McDonald’s India has rolled out a thematic, digital-led campaign ‘There’s A McCafé For That’. Whatever the feeling might be, or whatever may the reason to go out and have a beverage, there’s always McCafé for it.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/vi.jpg?itok=x_hqfALu
Vizeum wins media mandate for Bauli India

Vizeum, the full-service media agency from Dentsu Aegis Network, has bagged the media mandate for Bauli India Bakes & Sweets, following a multi-agency pitch.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/digital-display.jpg?itok=_FAr0SjC
36% more active digital display ads this month

The whole world is going digital and so is digital advertising with advertisers vying hard to capture quality publishers. In turn, there are a lot more publishers competing for marketers too. And both sides are constantly looking at new tech and services to grab a larger piece of pie from the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/Anshuman_Chakravarty-Mayur_Hola.jpg?itok=jyOnCxRL
Dhoni narrates old bat & new Orient LED story

MUMBAI: Orient Electric, a part of the USD 1.6-billion CK Birla group, has launched an integrated advertising campaign with its long-standing brand ambassador MS Dhoni for its range of LED Battens.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/HeroSalutes.jpg?itok=inQX9suG
I-Day: Hero salutes true heroes behind heroes

MUMBAI: Hero MotoCorp has rolled out its Independence Day campaign with its third edition of #HeroSalutes. The campaign has been conceptualised by Law & Kenneth Saatchi & Saatchi and has been on-air from 11 August.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/mullen.jpg?itok=lgYKe55j
GolinOpinion appoints Asheesh Malhotra as ED

Asheesh Malhotra has parted ways with advertising to pursue a career shift. He leaves his role as president at Bates CHI & Partners to join GolinOpinion, the PR division of PointNine Lintas, as the executive director. This marks a significant shift for Malhotra, who’s spent his entire career in...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/complan.jpg?itok=i-mjTQ4S
Complan goes for brand makeover, focuses on WB & TN

Complan, a health drink brand, is going through a complete brand makeover and has adopted a new brand philosophy – Don’t Just Be Tall, Stand Tall. Complan has lined up a series of media innovations to reintroduce the brand in the market.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/asianpaints.jpg?itok=X1z0gHeL
Asian Paints adhesives TVC - a humourous take on 'joints'

Have you met Vicky Contractor? It's time to tune in to the engaging digital film that presents Asian Paints' range of adhesives catering to carpenters and contractors.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/himlayan_0.jpg?itok=VMea8ZCP
Tata's 'Himalayan' mineral water enters U.S.

Tata Global Beverages’ natural mineral water brand Himalayan has entered the U.S market.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories