Brands
Mahindra Holidays Sales & Mktg spends during Q4-2014 Rs 52.53 crore
BENGALURU: Mahindra Holidays & Resorts (India) Limited (Mahindra Holidays) spent Rs 52.5268 crore (24.03 per cent of Total Income or Tot Inc) towards Marketing and Sales Promotion (S & M) during Q4-2014, which was 1.47 per cent more than the Rs 51.77 crore (27.33 per cent of Tot Inc) during the immediate trailing quarter Q3-2014 and 5.75 per cent more than the Rs 49.67 crore (24.77 per cent of Tot Inc). The company has the brand Club Mahindra.
Note: Rs 100 lakh = Rs100,00,000 = Rs 1 crore = Rs 10 million
Mahindra Holidays S & M spends during FY-2014 at Rs 191.50 crore (24.63 per cent of Tot Inc) was 4.22 per cent more than the Rs 183.74 crore (26.19 per cent of Tot Inc). Over a nine quarter period starting Q1-2012 to Q4-2014, Mahindra Holidays S & M average ad spends has been 25.83 per cent of Tot Inc. While in terms of rupees spent, S & M spends show a slight upward linear trend during these nine quarters, in terms of percentage of Tot Inc, the linear trend is downwards. Similarly, over a three year period starting FY-2012 until FY-2014, the trend in absolute rupee terms has been upward, while in terms of percentage of Tot Inc, the trend is downward. Please refer to Fig 1 and Fig 1A below.
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The company reported a PAT of Rs 24.39 crore (11.15 per cent of Tot Inc) in Q4-2014, which was 20.09 per cent more than the Rs 20.31 crore (10.72 per cent of Tot Inc) in Q3-2014, but (-21.15) per cent less than the Rs 30.93 crore (15.42 per cent of Tot Inc) in Q4-2013. In FY-2014, Mahindra Holidays PAT at Rs 94.53 crore (12.16 per cent of Tot Inc) was (-11.63) per cent less than the Rs 106.98 crore (15.25 per cent of Tot Inc) in FY-2013.
Mahindra Holidays Tot Inc in Q4-2014 at Rs218.62 crore was 15.4 per cent more than the Rs 189.44 crore in Q3-2014 and 9.02 per cent more than the Rs 200.54 crore in Q4-2013. In FY-2014, the company’s Tot Inc at Rs 777.52 crore was 10.83 per cent more than the Rs 701.55 crore in FY-2013. Please refer to Fig 2 and 2A below.
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The company says that it follows a two-pronged strategy – It provides a variety in holidaying options by rapidly increasing unique location footprint and attempts to enhance service levels and delight the customer at every touch point.
Mahindra Holidays chairman Arun Nanda said, “I am happy to share that the month of March 2014 recorded the highest ever membership sale in the history of the company. We see this as the beginning of the next phase of growth for the company. However a lot remains to be done in the area of cost rationalization and productivity enhancements.”
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.
