Brands
Q1-2015: Marico reports double q-o-q PAT; Ad exp up 58 per cent
BENGALURU: Indian consumer products in beauty and wellness space company Marico Limited (Marico) reported more than double (2.09 times) the PAT in Q1-2015 at Rs 185.28 crore (11.4 per cent of Total Income from Operations or TIO) as compared to the Rs 88.77 crore (8.3 per cent of TIO) in Q4-2014 and 17.5 per cent more than the Rs 157.73 crore (11.4 per cent of TIO) in Q1-2014.
Notes: 100,00,000=100 lakh = 1 crore = 10 million
Marico spent Rs 192.18 crore (11.8 per cent of TIO) in Q1-2015 towards advertising and sales promotion (ASP), which was 57.6 per cent more than the Rs 121.90 crore (11.4 per cent of TIO) in the immediate trailing quarter and 9.1 per cent more the Rs 176.13 crore (12.7 per cent of TIO) in the year ago quarter Q1-2014.
The company’s ASP shows a linear downward trend across 10 quarters starting Q4-2012 until Q1-2015 in terms of percentage of TIO, but in absolute rupee terms the company’s ASP shows an upward linear trend. Please refer to fig 1 below.
Marico’s TIO in Q1-2015 at Rs 1623.13 crore was 51.4 per cent more than the Rs 1072.06 crore in Q4-2014 and 17.4 per cent more than the Rs 1382.37 crore in Q1-2014. The company’s TIO shows an upward linear trend during the 10 quarters under consideration, with its TIO during the current quarter being the highest so far.
The company’s PAT also shows an upward linear trend. Details of PAT have been indicated above. Please refer to Fig 2 below.
Marico claims that it touches the lives of one out of every three Indians, through its portfolio of brands such as Parachute, Parachute Advansed, Saffola, Hair and Care, Nihar, Nina-r Naturals, Livon, Set Wet, Zatak, Mediker, Revive and Manjal. The company says that its international consumer products portfolio contributes to about 25 per cent of the group’s revenue, with brands like Parachute, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men, L‘Ovite and Thuan Phat.
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Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
