Report on Shemaroo

Q2-2016: Britannia Industries ad and sales promo spends up 11.9 percent

BENGALURU: Britannia Industries Limited (Britannia) spent 11.9 percent more YoY towards Advertisement and Sales Promotion (ASP) in Q2-2016 (quarter ended September 30, 2015, current quarter) at Rs 184.68 crore (8.4 percent of TIO) as compared to Rs 143.48 crore (7.3 percent of TIO) and 15.1 percent more QoQ than Rs 160.52 crore (8 per cent of Net total Income from Operations or TIO). Please refer to Fig 1 below.

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

Company speak

Britannia managing director Varun Berry said,“We have been able to make reasonable in-roads in our weak states in the Northern region and have strengthened our position which has helped us bolster the growth. While the prices of key commodities remained benign, we expect that our initiatives of offering more value to consumers along with re-stage of our key brands like Goodday and Milkbikkis with enhanced organoleptic delivery, would help drive consumer off-take and accelerate the growth for the company.”

TIO and Ad & Sales Promotion spends

In Q2-2015, Britannia’s TIO increased 11.9 percent YoY to Rs 2208.65 crore as compared to Rs 1974.51 crore and was 9.4 percent more QoQ as compared to Rs 2018.60 crore. TIO in the current quarter was the highest during the 14 quarter period starting Q1-2013 until the current quarter. The broken grey trend line indicates that the company’s TIO has a linear increasing trend during the period under consideration.

Also, during the period under consideration in this report, Britannia’s ASP in Q4-2015 was the highest, both in terms of absolute rupees as well as in terms of percentage of TIO at Rs 202.89 crore and 9.8 percent of TIO. The lowest ASP in absolute rupees was in Q1-2013 at Rs 112.96 crore (8.3 percent of TIO), while in terms of percentage of TIO, it was 7.3 percent (Rs 143.48 crore) in Q2-2015. The maroon broken line shows a slight decline in ASP in terms of percentage of TIO, while the blue broken trend line indicates a linear increasing trend for ASP in absolute rupees.

The broken blue trend line in Fig 1 below indicates that ASP in terms of absolute rupees is increasing, while the broken maroon trend line indicates that it is declining in terms of percentage of TIO)

Please refer to Fig 2 below. In Q2-2016, Britannia reported PAT of Rs 218.63 crore (9.9 percent margin) which was 19.2 percent lower YoY as compared to Rs 270.46 crore (13.7 percent margin), but was 15.3 percent higher QoQ as compared to Rs 189.66 crore (9.4 percent margin).

During the period under consideration in this report, the company’s PAT shows a linear increasing trend both in absolute rupees as was well as in terms of percentage of TIO.

During the fourteen quarter period under consideration, the company’s ,PAT in Q2-2015 was the highest recorded by the company, both in terms of absolute rupees as well as in terms of PAT as percentage of TIO at Rs 270.46 crore and 13.7 percent of TIO respectively.The lowest PAT reported by the company in absolute rupees as well as in terms of percentage of TIO was in Q1-2013 at Rs 46.48 crore and 3.4 percent of TIO respectively during the same period.

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