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Q1-2016: Dabur marketing spends up 15.5%

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BENGALURU: Dabur India Limited (Dabur) spent 15.5 per cent more towards advertising and publicity expenses (ASP) in the quarter ended 30 June, 2015 (Q1-2016) at Rs 330.61 crore (16 per cent of Total Income from Operations or TIO) as compared to the Rs 286.27 crore (15.3 per cent of TIO) in Q1-2015 and 24.6 per cent more than the Rs 265.39 crore (13.6 per cent of TIO) in Q4-2015.

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

Dabur’s products

Among the products that Dabur has include health supplements like Chyawanprash, Ratnaprash, Honey, Glucose; digestives like Hamjola - Hajmola Chuzkara and Natkhat Amrud, Pudin hara fizz; OTC and Ethicals such as Lal Tail, Honitus Syrup; Haircare products like Vatika, Vatika Brave and Beautiful digital, Anmol Jasmine marks; Toothpaste brands like Dabur Red, Babool and Meswak; skincare products like Fem natural fairness, Gold Bleach, Gulabari; Homecare brands such as Odomos, Odonil and Sanifresh; Food brands such as Real and Real Active.

“The macro-economic scenario remains challenging. In this subdued environment, we remained watchful, agile and prudent, managing our business dynamically to deliver another quarter of competitive and profitable growth. Our India FMCG business ended the first quarter of 2015-16 with an 11.6 per cent growth, led by an 8.1 per cent volume growth. Our EBITDA marked a 21.6 per cent growth during the quarter,” said Dabur India CEO Sunil Duggal said.

“Going forward, we will focus on our cost efficiencies and pursue an aggressive and profitable growth strategy. We continue to strengthen our business for the long term by driving innovation and investing behind our brands. With these initiatives, we are confident of growing ahead of the market and improving our market share,” Duggal added.

Trends

The company’s ASP in Q1-2016 at Rs 330.61 crore (16 per cent of TIO) was the highest in terms of actual rupee spends as well as in terms of percentage of TIO during the 11 quarter period starting Q3-2013 until Q1-2016. Over the 11 quarter period under consideration, Dabur’s ASP in absolute rupees and ASP in terms of percentage of TIO both show a linear increasing trend. Please refer to Fig 1 below. 

Fig 1 below indicates that ASP in terms of percentage of TIO follows a linearly increasing zigzag line, with peaks in Q1 and Q3 and valleys in Q2 and Q4 of a financial year. Based on this, it is quite likely that the company’s ASP in Q2-2016 (next quarter) may be lower in terms of percentage of TIO.

Dabur TIO in Q1-2016 at Rs 2069.49 crore was 10.6 per cent more than the Rs 1868.86 crore in Q1-2015 and was 6.1 per cent more than the Rs 1949.74 crore in Q4-2015. The company’s TIO shows a linear increasing trend during the eleven quarter period under consideration in this report.

Dabur PAT for Q1-2016 at Rs 262.10 crore (12.7 per cent of TIO) was 24.3 per cent more than the Rs 210.81 crore (11.3 per cent of TIO) in Q1-2015, but was eight per cent lower than the Rs 284.86 crore (14.6 per cent of TIO) in the immediate trailing quarter. PAT in abslute rupees as well as in terms of percentage of TIO show linear increasing trends. Please refer to Fig 2 below.

Category Growths

Dabur says that its Toothpaste business, led by strong demand for Dabur Red Paste and Dabur Meswak, ended the first quarter with a near 24 per cent growth. The OTC and Ethicals business ended the first quarter with a 16.7 per cent growth, while the Foods category reported a 15.5 per cent growth during Q1. While the Hair Oil category reported a 13 per cent growth during the period, the Shampoo business ended the quarter with an 11.5 per cent growth. The Home Care business grew by nearly 12 per cent during the period.

Click here to read unaudited results 

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