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Colgate-Palmolive marketing spend up 16 per cent in Q1-2015

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BENGALURU: Consumer products player in oral care, personal care and household care space Colgate-Palmolive (India) Limited (Colgate-Palmolive) spent Rs 180.55 crore (18.7 per cent of Total Income or TI) in Q1-2015 towards advertising and marketing (ASP), which was 15.9 per cent more than the Rs 155.78 crore (17.8 per cent of TI) in Q1-2014 and 8.9 per cent more than the Rs 165.86 crore (17.8 per cent of TI) in Q4-2014. At 18.7 per cent of TI, the company’s ASP spend in Q1-2015 was the highest across 9 quarters starting Q1-2013 until Q1-2015.

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

The company had spent 40.5 per cent more at Rs 688.66 crore (19 per cent of TI) towards ASP in FY-2014 versus Rs 490.07 crore (15.2 per cent of TI). Both on a quarterly basis during the nine months under consideration and across seven financial years starting FY-2008 until FY-2014, the company’s TI, and ASP show increasing linear trend in terms of absolute rupees as well as in terms of percentage of TI.

Colgate-Palmolive’s TI in Q1-2015 at Rs 963.35 crore was 9.9 per cent more than the Rs 876.61 crore in Q1-2014 and was 3.3 per cent more than the Rs 931.22 crore in Q4-2014. Its TI in FY-2014 at Rs 3629.13 crore was 12.9 per cent more than the Rs 3213.73 crore in FY-2013.

Please refer to Fig 1 below.

Colgate-Palmolive’s ASP comprises two components – (a) Advertising, and (b) Sales promotion. Data for three financial years – FY-2012, FY-2013 and FY-2014 show the breakup of ASP into these two components.

Please refer to Fig 1A below.

The company’s PAT in Q1-2015 was 27.2 per cent down at Rs 134.91 crore (14.1 per cent of TI) versus Rs 185.22 crore (21.5 per cent of TI) during the year ago quarter Q1-2014 and just 2 per cent more than the Rs 132.3 crore (14.3 per cent of TI) in the immediate trailing quarter. PAT in FY-2014 at Rs.539.87 crore (14.9 per cent of TI) was 8.7 per cent more than the Rs 496.75 crore in FY-2013. On an annual basis, the company’s PAT shows an upward linear trend in terms of absolute rupees, but a downward linear trend in terms of percentage of TI. During the nine quarters under consideration, the company’s PAT shows almost flat to downward linear trend in terms of absolute rupees and a downward trend in terms of percentage of TI.

Please refer to Fig 2 below.

Colgate-Palmolive’s brands include Colgate, Palmolive and Axion. Its oral care products include toothpaste, toothbrush, toothpowder, whitening products, kids products, mouthwashes, and plax. Its personal care products include body wash, hand wash, shave preparations, skin care and hair care. Its household care products include surface care products under the brand Axion.

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