MAM

Marico ups ad spend in fiscal as focus is on growth

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/08/08/Advertising_0.jpg?itok=6HHqvGXS

MUMBAI: Marico has upped its advertising and promotional spends by a mammoth 76.52 per cent for the three-month period ended 31 March 2012, reinforcing its focus on volume growth rather than margins.

The company spent Rs 1.19 billion towards advertising in the final quarter, significantly higher than Rs 671.85 million that it consumed in the year-ago period.Advertisements and promotional spends were 14.3 per cent of the net sales in the quarter.

Marico‘s advertising budget will continue to be higher in the coming fiscal as it focuses on growth through value-added products in its various segments.

Marico’s net profit for the quarter fell by 2.67 per cent to Rs 696.971 million despite cut in product prices and high volume growth due to an increase in ad spend. Net sales grew 22.89 per cent to Rs 9.18 billion compared to Rs 7.47 billion a year ago.

For the full fiscal also, Marico‘s ad spend rose 29.78 per cent to Rs 4.49 billion, from Rs 3.46 billion in the earlier year.

Interestingly, Marico had said in August last year that the company would cut it ad spends and other costs to offset input cost pressure and avoid price hike.

However, the company increased its spending on advertising and promotions in each quarter of FY’12, barring the second quarter when it remained flat.

The major chunk of the spent was on the Saffola life World Heart Day Campaign 2011, which started in Q2 and continued in Q3 of FY’12.

For the three-month period ended 31 December 2011, the company had spent Rs 1.34 billion on advertising, a 48.62 per cent jump from the earlier year. During the second-quarter of the fiscal, the advertising spends were at Rs 941.49 million.

Even in the first quarter of the fiscal, Marico had increased spend on advertisement by 9.1 per cent as it had launched new products.

For the full fiscal, the net profit stood at Rs 3.17 billion, up from Rs 2.86 billion in the previous fiscal, a 10.71 per cent increase.

Marico’s annual net sales stood at Rs 33.97 billion as opposed to Rs 31.26 billion in the last year, registering a growth of 8.66 per cent.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/dentsu.jpg?itok=QyRVe7RZ
Dentsu Webchutney, Filpkart launch unique campaign with Instagram emoji slider feature

MUMBAI: Dentsu Webchutney, the multinational media and marketing communication company, has today launched a unique campaign using Instagram’s emoji slider feature for the exclusive launch of Honor 7A-SlideShot on Filpkart. The emoji slider sticker on Stories, is another fun place where your...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/jd.jpg?itok=iCvwDes0
Google invests $550 million in Chinese e-commerce company

MUMBAI: American multinational technology company, Google, is all set to invest $550 million in China’s second largest e-commerce company JD.com. The move comes as part of the technology giant’s effort to expand its presence in fast growing Asian market. Under the agreement, Google will receive 27...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/miis.jpg?itok=hKkHO3lk
UC Browser’s Miss Cricket Campaign Makes Debut on billboard at New York Times Square

After almost 2 months of fierce competition, UC Miss Cricket Contest, an exciting campaign from UC Browser, has come to an end, with the winner Nishi Singh featuring on a billboard at New York Times Square. The 21-year old new rising star has also received cash prize of Rs 10 lakh, while the first...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/rupert.jpg?itok=pl4_Dlp9
Audi CEO Rupert Stadler arrested

German automobile company Audi’s CEO Rupert Stadler has been arrested on suspicion of fraud. The arrest has been made in connection with Audi’s parent company Volkswagen’s role in emissionsgate (dieselgate)

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/unilever.jpg?itok=IL0RxprV
Unilever to cut ties with digital influencers

While brands continue to engage in paid promotions through influencer marketing, consumer goods giant Unilever's had enough. The world's second biggest advertiser has decided to stop this practice to promote its products. Companies tend to rely on influencers to generate a buzz around their...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/anita.jpg?itok=wTNSxd4G
Anita Mookerjee joins Lodestar UM as head for South business

Media and marketing company, Lodestar UM has appointed Anita Devraj Mookerjee as the head for South India business.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/bombay.jpg?itok=q0oYnJqd
Bombay Dyeing eyes 20-30% revenue from e-commerce by 2021

MUMBAI: A customised bed sheet with an image of your favourite travel destination, family or just a picture that you clicked. Sounds fancy? Well, bath and bedding company Bombay Dyeing has launched a new campaign to target the millennial consumer where they can upload an image on the company’s...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/MadeForMumbai.jpg?itok=WqWT-VwA
Brand Factory captures the essence of Mumbai through a musical rap

MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/Indigo-Dhoni.jpg?itok=VLft7Xlu
Indigo paints signs MS Dhoni as ambassador

MUMBAI: Decorative paint manufacturers, Indigo Paints, has signed MS Dhoni as brand ambassador.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories