MAM

Hawkins Ad spends in Q2-2015 up 10%; marketing spends likely to rise in Q3-2015

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/12/22/mam%20mam%20financial.gif?itok=Sdba9S7c

BENGALURU: Hawkins Cookers Limited (Hawkins) reported a 10.3 per cent quarter on quarter (q-o-q) increase in advertisement (ad) spends in Q2-2015 at Rs 3.72 crore (2.5 per cent of Total Income from Operations or TIO) as compared to the Rs 3.37 crore (3.5 per cent of TIO) in Q1-2015 and almost 6.5 times more year on year (y-o-y) versus the Rs 0.58 crore (0.4 per cent of TIO) in Q2-2014. Going by the trends during the preceding two years, (in Q3-2013 and Q3-2014 ad spends were significantly higher than Q2-2013 and Q2-2014 ad spends respectively) the company’s ad spends are likely to be higher in Q3-2015.

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

Over a 10 quarter period starting Q1-2013 until Q2-2015, the company’s ad spends show an increasing trend in absolute rupees as well as in terms of percentage of TIO.

Hawkins advertisement and sales promotion spends (ASP) in this report comprises advertisement expenses and discounts. In Q2-2015, Hawkins ASP at Rs 14.12 crore (12.1 per cent of TIO) was 80.6 per cent more than the Rs 9.88 crore (10.2 per cent of TIO) in Q2-2015 and 37.1 per cent more than the Rs 13 crore (10.1 percent of TIO) in the corresponding year ago quarter. The company’s ASP shows a linear increasing trend over the 10 quarter period under consideration in this report.

The company’s ‘discounts’ in Q2-2015 at Rs 14.12 crore (9.6 per cent of TIO) was more than double (2.17 times) the Rs 6.51 crore (6.7 per cent of TIO) in Q1-2015 and 13.6 per cent more than the Rs 12.43 crore in Q2-2014. Since the period in Q3 of a year has the Indian festivals season that has most brands offering huge festival price reductions and freebies, it is likely that the ‘discounts’ by company will be higher in Q3-2015. Overall, discounts’ shows an increasing linear in terms of percentage of TIO and in absolute rupees. Please refer to Fig 1 below.

Hawkins TIO in Q2-2015 at Rs 147.5 crore was 51.7 per cent more than the Rs 97.2 crore in the immediate trailing quarter and 14.8 per cent more than the Rs 128.46 crore in Q2-2014. Over the 10 quarter period under consideration in this report, the company’s TIO shows an increasing linear trend. It’s Q2-2015 TIO has been the highest across the 10 quarters.

Hawkins reported 74.3 per cent increase in PAT at Rs 12.32 crore (8.4 per cent of TIO) from Rs 7.07 crore (7.3 per cent of TIO) in Q1-2015, but a 10.3 per cent decline from the Rs 13.75 crore (10.7 per cent of TIO) in Q2-2014. Over the 10 quarter period under consideration, the company’s PAT shows a linear increasing trend both in terms of absolute rupees and in terms of percentage of TIO. Please refer to Fig 2 below.

Click here to read the full financial report

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/One-Obsession_1.jpg?itok=5BmKk-fg
Oakley unveils new brand movement with One Obsession campaign

MUMBAI: Oakley recently launched another chapter of the ONE OBESSION campaign which encourages you to make room for your sporting passions, be it sacrifices in your family-life, career or friendships.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/Dh_RTlBUYAAv-lg.jpg?itok=vsQxQ54D
Reliance plans to raise $6bn for consumer biz

MUMBAI: Reliance Industries Ltd has planned to raise about Rs 40,000 crore ($5.8 billion) in fresh debt for expansion of its consumer business, according to a Bloomberg report. The Mukesh Ambani-led company will raise funds through loans and bonds, mostly in the Indian currency.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/itc.jpg?itok=4kZs7OhG
ITC Vivel leads conversations on legal rights for gender equality

ITC Vive lbelieves that for a more equal society, awareness of legal rights is the first step towards empowering and protecting women.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/Design_Idea.jpg?itok=JMNhNYb4
Understanding the design industry in India

Often, brands have less than a second to make a first impression. Even the best campaign will only get noticed if it's able to stand out in the first few seconds. A good design helps a brand differentiate itself from all the noise of competing messages.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/tac.jpg?itok=BJKCB2KJ
“Inspire and Be Inspired”at “D-CODE” - The debut edition of The Advertising Club’s India Digital Review

Indian brands have undergone a digital awakening with digital engagement and innovation being an integral part of every brands core marketing strategy.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/grofers_img3.jpg?itok=cJQ-35gp
Grofers forays into FMCG segment; targets Rs 2500 cr by FY 2019

MUMBAI: With an aim to disrupt the online retail market space, Grofers, the low price online supermarket, has announced its foray into the FMCG segment with the launch of seven new brands under two categories – Budget and Popular G-Brands.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/preety.jpg?itok=mxzjFXOs
FBB launches campaign for sleepwear Shyla

FBB, India’s fashion hub by Future Group, is launching a campaign for its sleepwear brand Shyla.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/piyush.jpg?itok=YLiqsIy6
Piyush Prasad joins Harley-Davidson India

Piyush Prasad has joined Harley-Davidson India as manager for market operations, based out of Gurugram. In this position, he will report to Peter Mackenzie who is the managing director for Harley-Davidson India and China.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/17/phone.jpg?itok=brroFoS7
PhonePe acquires PoS platform Zopper

Flipkart-owned digital payments platform PhonePe, yesterday, announced that it has acquired Zopper Retail, a hyperlocal point-of-sale platform for small and medium businesses. As part of the acquisition, Neeraj Jain, founder-CEO, Zopper will join the PhonePe team as head of product, offline...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories