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Tag: Godrej protekt

  • Godrej Protekt starts #ProtektIndiaMovement to combat Coronavirus

    Godrej Protekt starts #ProtektIndiaMovement to combat Coronavirus

    MUMBAI: Considering the severity of Coronavirus (COVID-19) the matter, Godrej Protekt – the range of hand hygiene products from Godrej Consumer Products Ltd (GCPL) – has launched an initiative called 'Protekt India Movement', aiming at building awareness amongst people by keeping them informed about the preventive measures to ensure protection against the coronavirus. 

    Under the #ProtektIndiaMovement, Godrej Protekt has commenced free distribution of 1 million packets of Mr. Magic powder-to-liquid hand wash in Maharashtra, the state reportedly with the highest number of coronavirus cases. The brand has partnered with the Brihanmumbai Municipal Corporation (BMC), Thane Municipal Corporation (TMC) and donated Mr. Magic packets. 

    Commenting on the measures taken, Godrej Consumer Products Ltd (GCPL) executive chairperson Nisaba Godrej said, “GCPL stands in solidarity with people, health personnel, government workers and everyone who is working tirelessly to beat the coronavirus pandemic. We are thankful to BMC and TMC for partnering with us in distributing handwash to their staff and workers. Our intent is to equip them and their families with Mr. Magic hand wash as they carry out their duties. In the coming days, we will be working with various government bodies and social institutions to give away over 1 million packets of Mr. Magic hand wash. We are focusing all our energy in supporting the needs of our citizens. Thus, in public interest and in line with government regulations, we have reduced the price of our hand sanitisers by 66 per cent. We are determined to help all Indians be safe and healthy, to tide over this pandemic together.”

    Speaking on the association and distribution of Mr. Magic packets, Brihanmumbai Municipal Corporation (BMC) joint municipal commissioner (solid waste management) Ashok Khaire said, “In these testing times, maintaining personal hygiene is very important. Godrej Protekt has committed two lakh Mr. Magic handwash packets, which will be distributed across our outpost in Mumbai. All staff, labourers and contract workers will get Protekt Mr Magic handwash for ensuring their personal hygiene. By mixing one packet of Mr. Magic powder in water, 200ml of handwash can be made for washing hands. I urge all our staff, labourers and contract workers to benefit from this initiative and be safe by washing your hands regularly.” 

    Sharing his views, Thane Municipal Corporation (TMC) mayor Naresh Mhaske, said, “Godrej Protekt has started a noble initiative #ProtektIndiaMovement to make people understand the importance of handwashing. Coronavirus is easily transferred from hands to our body making us sick.  Washing hands regularly is a key preventive measure to stop the spreading of this virus. We are thankful to Godrej Protekt for providing us one lakh packets of Mr. Magic. We will be distributing Mr. Magic amongst our staff, labourers, Thane Municipal Transport (TMT) bus conductors and teachers of TMC-run schools as they come in contact with many people. We want to spread the message of handwashing amongst our citizens in a right manner to win the fight against coronavirus.”

    As senior citizens are more vulnerable to coronavirus infection, Godrej Protekt will partner with leading NGOs working for senior citizens, to offer packets of Mr. Magic and education around handwashing. Godrej Protekt will reach out to various government organisations for further distribution of handwash packets. To ensure a steady supply, the brand has increased production to make its Protekt range of handwashes and sanitiser, especially the Mr. Magic powder-to-liquid handwash, helping combat the virus. The on-ground teams are working relentlessly to replenish stocks across channels in India as there is growing demand for such products. 

    Earlier this month, Godrej Protekt launched #ProtektIndiaMovement, a multimedia and multi-channel campaign, to make sure that the message of washing hands regularly and correctly is conveyed to every Indian. Toward this, it introduced #ProtektIndia anthem that focuses on spreading awareness on occasions of hand washing and mitigating panic.  Many people, celebrities and over 100 influencers joined the movement and shared #ProtektIndia anthem reinforcing a small but tremendously impactful message – to wash hands regularly before and after everything we do. Godrej Protekt has also released an instructional video on handwashing and are partnering with news channels to broadcast it to a larger audience.

  • Godrej protekt’s new campaign showcases kids’ curiosity

    Godrej protekt’s new campaign showcases kids’ curiosity

    MUMBAI: Kids are constantly relying on their senses to explore the world. When they come across something that fascinates them, their first instinct is to touch and feel the object. The fear of germs, dirt or even parental intervention does not stop them from doing so.

    Godrej protekt, a range of hand hygiene products from Godrej Consumer Products, has launched a digital film showcasing and encouraging kids’ natural tendency to learn about the world around them through touch.

    To showcase this, Godrej protekt conducted a short experiment by putting objects in front of kids and telling them to not touch it, instilling a sense of curiosity in them. 

    With the help of hidden cameras and conceptualised by Creativeland Asia, the ad showcases kids staring at the ‘Do not touch’ sign boards wondering what to do, and then going ahead and doing just what was expected of them—touching! The kids filmed touching everything–from wet paint to dirty cars to learn more about them.

    Godrej Consumer Products business head of India and SAARC Sunil Kataria said, “Godrej protekt as a brand believes that parents must let their children be children and encourage them to step out of their homes to explore the world. This has been the central idea of the social experiment protekt has carried out. The essence of a child’s curious mind is very well captured in the video. With protekt, we want to bring about a behavioural change and promote a healthy habit of keeping hands clean and germ free.”

    Creativeland Asia chief creative officer Anu Joseph added, “Godrej protekt has always encouraged kids to go out there and explore the world without any worry, while it promises to protect them from germs. This campaign is an extension of the same idea. A fun social experiment where we realised that there’s no stopping kids. They’ll do what they instinctively feel like doing, and that’s how they learn. And we mustn’t really get in the way, but just be there to make sure they are safe.”

  • Q3-2016: Godrej Consumer Products marketing spend up 15%

    Q3-2016: Godrej Consumer Products marketing spend up 15%

    BENGALURU: Godrej Consumer Products Limited (GCPL) reported 15.1 per cent year-on-year (YoY) growth in advertisement and publicity expenses (Ad, marketing) in Q3-2016 (quarter ended 31 December, 2015, current quarter) at Rs 250.69 crore (10.6 per cent of net Total Income from Operations or TIO) as compared to Rs 217.89 crore (9.7 per cent of TIO), but 1.3 per cent lower quarter-on-quarter (QoQ) than Rs 253.99 crore (11.3 per cent of TIO).

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

    Godrej group chairman Adi Godrej said, “In a challenging operating environment, we have delivered a resilient and competitive performance in Q3-2016. Our consolidated organic constant currency sales growth of nine per cent and EBITDA growth of 19 per cent are well ahead of the market growth. Our India business sustained its volume growth leadership with a growth of nine per cent. Our international business too delivered healthy performance, with an organic constant currency sales growth of nine per cent. Operating earnings growth was ahead of sales growth across most of our geographies, aided by lower commodity costs, calibrated price hikes, stringent cost management and the effective leveraging of brand platforms.”

    “While the pace of economic recovery is slower than anticipated, we are hopeful of continuing our relative outperformance in the quarters ahead. Over the next few quarters, we will be introducing several exciting new launches to stimulate demand and extend leadership in our core categories. We are also enhancing our go-to-market infrastructure and investing strategically for the future. Overall, we expect our focus on innovation, distribution initiatives and superior on-ground execution to aid growth ahead of the market. The medium and long-term growth prospects in India and our other emerging markets remain robust. We believe that there is still a lot of headroom for growth across these markets, given the low penetration and consumption rates in our core categories. I am confident that with our clear strategic focus, differentiated product portfolio, superior execution and top-notch team, we will continue to deliver industry-leading results in the future,” concluded Godrej.

    Trends

    Please refer to Fig A below. GCPL’s Q2-2016 ad spends mentioned above were the highest in absolute rupees during the 15 quarter period starting Q1-2013 until Q3-2016 in this report. Its highest ad spend in terms of percentage of TIO was in Q1-2014 at 13.8 per cent (Rs 239.06 crore). During the period under consideration in this report, its lowest ad spends both in absolute rupees and in terms of percentage of TIO was in Q2-2014 at Rs 145.78 crore and 7.5 per cent. It must be noted that in the nine month period ended 31 December, 2016 (9M-2016), the company has spent Rs 755.80 crore towards marketing expenses as compared to Rs 679.78 crore in 9M-2015, Rs 687.19 crore in 9M-2014 and Rs 486.09 crore in 9M-2013.

    During the period under consideration in this report, ad spends in terms of absolute rupees and percentage of TIO shows a linear increasing trend as indicated by the broken blue and maroon trend lines in Fig A below.

    GCPL reported 5.4 per cent YoY growth in TIO in Q3-2016 at Rs 2,356.15 crore as compared to Rs 2,235.71 core and five per cent higher QoQ as compared to Rs 2,244.94 crore. During the 15 quarter period under consideration in this report, TIO shows a linear increasing trend as indicated by the broken green trend line.

    Profit after tax (PAT) in Q3-2016 at Rs 322.95 crore (13.7 per cent margin) was 22.5 per cent higher YoY as compared to 263.57 crore (11.8 per cent margin) and 12.5 per cent higher QoQ as compared to Rs 287.16 crore (12.8 per cent margin). During the 15 quarter period in this report, PAT shows a linear increasing trend both in terms of absolute rupees and percentage of TIO as in obvious from the broken red and black trend lines in Fig B below.

    Category review by GPCL

    Household Insecticides

    Household Insecticides sustained its double-digit volume growth momentum with a sales growth of 15 per cent. The company attributes growth to the success of its new launches, effective communication and superior on-ground execution. GCPL says that it has consistently gained market share across formats and ended the quarter with its highest ever market share. Good Knight continues to lead category penetration and drive market development initiatives

    Soaps

    GCPL’s Soaps business maintained its robust mid-single digit volume growth in a highly competitive environment. This was offset by deflationary pressures, resulting in a value growth of two per cent. As part of its focus to premiumise its portfolio, GPCL launched Godrej No. 1 Nature Soft – Glycerin & Honey variant in the winter soap space. It says that its premium soap brand Cinthol continues to lead volume and value growth. GPCL claims that it remains competitive on sales promotion investments, in a low commodity cost environment.

    Hair Colours

    The sales of Hair Colours declined by one per cent in Q3-2016. While Godrej Expert Rich Crème recorded a growth in the high teens, powder hair colour growth declined due to channel de-stocking. This was caused by up-stocking towards the end of the previous quarter, ahead of price hikes and a decline in value growth due to price-off trade offers. Godrej Expert Rich Crème continues to gain market share and lead distribution reach and household penetration in the crème category. GCPL introduced Godrej Expert Rich Crème in a multi-application pack priced at Rs 120 and also launched a new advertisement campaign.

    Liquid Detergents

    Liquid Detergents delivered a double-digit, volume driven sales growth of 11 per cent, despite the late onset of the winter. During the quarter, GCPL restaged our Ezee brand with a newly designed bottle. New insight driven communication was also launched to drive brand relevance and penetration.

    Air Fresheners

    Godrej Aer continues to perform well, aided by innovative product offerings and various consumer engagement initiatives. GPCL says that it has continued to gain market share and Aer is now the number one player in the home sprays air care market (on an exit market share basis). It recently launched Aer pocket, which targets the bathroom air care segment.

    Health and Wellness

    The company says that its Health and Wellness portfolio of hand washes and hand sanitiser, under Godrej Protekt, has been successfully introduced in the general trade. The initial response has been encouraging.

    Premium Hair Care

    BBLUNT, GCPL’s range of premium hair care products, has been launched in modern trade and premium general trade outlets.

  • Q3-2016: Godrej Consumer Products marketing spend up 15%

    Q3-2016: Godrej Consumer Products marketing spend up 15%

    BENGALURU: Godrej Consumer Products Limited (GCPL) reported 15.1 per cent year-on-year (YoY) growth in advertisement and publicity expenses (Ad, marketing) in Q3-2016 (quarter ended 31 December, 2015, current quarter) at Rs 250.69 crore (10.6 per cent of net Total Income from Operations or TIO) as compared to Rs 217.89 crore (9.7 per cent of TIO), but 1.3 per cent lower quarter-on-quarter (QoQ) than Rs 253.99 crore (11.3 per cent of TIO).

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

    Godrej group chairman Adi Godrej said, “In a challenging operating environment, we have delivered a resilient and competitive performance in Q3-2016. Our consolidated organic constant currency sales growth of nine per cent and EBITDA growth of 19 per cent are well ahead of the market growth. Our India business sustained its volume growth leadership with a growth of nine per cent. Our international business too delivered healthy performance, with an organic constant currency sales growth of nine per cent. Operating earnings growth was ahead of sales growth across most of our geographies, aided by lower commodity costs, calibrated price hikes, stringent cost management and the effective leveraging of brand platforms.”

    “While the pace of economic recovery is slower than anticipated, we are hopeful of continuing our relative outperformance in the quarters ahead. Over the next few quarters, we will be introducing several exciting new launches to stimulate demand and extend leadership in our core categories. We are also enhancing our go-to-market infrastructure and investing strategically for the future. Overall, we expect our focus on innovation, distribution initiatives and superior on-ground execution to aid growth ahead of the market. The medium and long-term growth prospects in India and our other emerging markets remain robust. We believe that there is still a lot of headroom for growth across these markets, given the low penetration and consumption rates in our core categories. I am confident that with our clear strategic focus, differentiated product portfolio, superior execution and top-notch team, we will continue to deliver industry-leading results in the future,” concluded Godrej.

    Trends

    Please refer to Fig A below. GCPL’s Q2-2016 ad spends mentioned above were the highest in absolute rupees during the 15 quarter period starting Q1-2013 until Q3-2016 in this report. Its highest ad spend in terms of percentage of TIO was in Q1-2014 at 13.8 per cent (Rs 239.06 crore). During the period under consideration in this report, its lowest ad spends both in absolute rupees and in terms of percentage of TIO was in Q2-2014 at Rs 145.78 crore and 7.5 per cent. It must be noted that in the nine month period ended 31 December, 2016 (9M-2016), the company has spent Rs 755.80 crore towards marketing expenses as compared to Rs 679.78 crore in 9M-2015, Rs 687.19 crore in 9M-2014 and Rs 486.09 crore in 9M-2013.

    During the period under consideration in this report, ad spends in terms of absolute rupees and percentage of TIO shows a linear increasing trend as indicated by the broken blue and maroon trend lines in Fig A below.

    GCPL reported 5.4 per cent YoY growth in TIO in Q3-2016 at Rs 2,356.15 crore as compared to Rs 2,235.71 core and five per cent higher QoQ as compared to Rs 2,244.94 crore. During the 15 quarter period under consideration in this report, TIO shows a linear increasing trend as indicated by the broken green trend line.

    Profit after tax (PAT) in Q3-2016 at Rs 322.95 crore (13.7 per cent margin) was 22.5 per cent higher YoY as compared to 263.57 crore (11.8 per cent margin) and 12.5 per cent higher QoQ as compared to Rs 287.16 crore (12.8 per cent margin). During the 15 quarter period in this report, PAT shows a linear increasing trend both in terms of absolute rupees and percentage of TIO as in obvious from the broken red and black trend lines in Fig B below.

    Category review by GPCL

    Household Insecticides

    Household Insecticides sustained its double-digit volume growth momentum with a sales growth of 15 per cent. The company attributes growth to the success of its new launches, effective communication and superior on-ground execution. GCPL says that it has consistently gained market share across formats and ended the quarter with its highest ever market share. Good Knight continues to lead category penetration and drive market development initiatives

    Soaps

    GCPL’s Soaps business maintained its robust mid-single digit volume growth in a highly competitive environment. This was offset by deflationary pressures, resulting in a value growth of two per cent. As part of its focus to premiumise its portfolio, GPCL launched Godrej No. 1 Nature Soft – Glycerin & Honey variant in the winter soap space. It says that its premium soap brand Cinthol continues to lead volume and value growth. GPCL claims that it remains competitive on sales promotion investments, in a low commodity cost environment.

    Hair Colours

    The sales of Hair Colours declined by one per cent in Q3-2016. While Godrej Expert Rich Crème recorded a growth in the high teens, powder hair colour growth declined due to channel de-stocking. This was caused by up-stocking towards the end of the previous quarter, ahead of price hikes and a decline in value growth due to price-off trade offers. Godrej Expert Rich Crème continues to gain market share and lead distribution reach and household penetration in the crème category. GCPL introduced Godrej Expert Rich Crème in a multi-application pack priced at Rs 120 and also launched a new advertisement campaign.

    Liquid Detergents

    Liquid Detergents delivered a double-digit, volume driven sales growth of 11 per cent, despite the late onset of the winter. During the quarter, GCPL restaged our Ezee brand with a newly designed bottle. New insight driven communication was also launched to drive brand relevance and penetration.

    Air Fresheners

    Godrej Aer continues to perform well, aided by innovative product offerings and various consumer engagement initiatives. GPCL says that it has continued to gain market share and Aer is now the number one player in the home sprays air care market (on an exit market share basis). It recently launched Aer pocket, which targets the bathroom air care segment.

    Health and Wellness

    The company says that its Health and Wellness portfolio of hand washes and hand sanitiser, under Godrej Protekt, has been successfully introduced in the general trade. The initial response has been encouraging.

    Premium Hair Care

    BBLUNT, GCPL’s range of premium hair care products, has been launched in modern trade and premium general trade outlets.

  • Q2-2016: Godrej Consumer Products marketing spend up 20 percent

    Q2-2016: Godrej Consumer Products marketing spend up 20 percent

    BENGALURU: Godrej Consumer Products Limited (GCPL) reported 20 percent year on year (YoY) growth in  advertisement and publicity expenses (Ad) in Q2-2016 (quarter ended September 30, 2015, current quarter) at Rs 253.99 crore (11.3 percent of net Total Income from Operations or TIO) as compared to Rs 211.69 crore (10.3 percent of TIO). The current quarter’s Ad spend was 1.1 percent higher QoQ as compared to Rs 251.12 crore (12 percent of TIO). In Q4-2015, the company in its earnings release had said that its household insecticides brand ‘Good Knight’   crossed the Rs 1500 crore mark and amongst GPCL’s soap brands, Godrej No. 1 crossed the Rs 1,000 crore and Cinthol, the Rs 500 crore milestone.

     

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

     

    Godrej group chairman Adi Godrej said, “We have grown ahead of the market and gained share in our core categories, aided by our continued focus on innovations, competitive marketing investments and strong on-ground execution. Our India business branded net sales grew by 10 percent, driven by a healthy volume growth of 9 percent. This competitive performance was delivered despite the softness in rural demand and a deficient monsoon.”

     

    “We remain optimistic that as the economy improves, the FMCG sector should see a gradual uptick in demand. We are launching exciting new products and investing in several distribution initiatives. We will also continue to manage our costs prudently in the near term, while investing for the future,” added Godrej.

     

    Trends

     

    Please refer to Fig A below. GCPL’s Q2-2016 Ad spends mentioned above was the highest in absolute rupees during the 14 quarter period starting Q1-2013 until Q2-2016 in this report. Its highest Ad spend in terms of percentage of TIO was in Q1-2014 at 13.8 percent (Rs 239.06 crore). During the period under consideration in this report, its lowest Ad spends both in absolute rupees and in terms of percentage of TIO was in Q2-2014 at Rs 145.78 crore and 7.5 percent.

     

    During the period under consideration in this report, Ad spends in terms of absolute rupees and percentage of TIO shows a linear increasing trend as indicated by the broken blue and maroon trend lines in Fig A below.

     

     

    GCPL reported 9 percent YoY growth in TIO in Q2-2016 at Rs 2244.94 crore as compared to Rs 2060.12 crore and 7 percent QoQ growth as compared to Rs 2097.66 crore. During the fourteen quarter period under consideration in this report, TIO shows a linear increasing trend as indicated by the broken green trend line.

     

    Profit after tax (PAT) in Q2-2016 at Rs 287.16 crore was 22.4 percent higher YoY as compared to Rs 234.53 crore (11.4 percent of TIO) and was 44.1 percent higher QoQ as compared to Rs 199.23 crore (9.5 percent of TIO). During the fourteen quarter period in this report, PAT shows a linear increasing trend both in terms of absolute rupees and percentage of TIO as in obvious from the broken red and black trend lines in Fig B below.

     

     

    Category review by GPCL

     

    Household Insecticides

     

    GPCL says that its Household Insecticides maintained its strong performance despite the deficient monsoon, with a double-digit volume-led sales growth of 13 percent. The company says that Good knight has significantly improved the overall category penetration, especially in rural areas. This has been led by superior on-ground execution, effective communication and the success of innovative launches such Good knight Fast Card, Good knight Xpress and Neem Low Smoke Coil. GPCL claims to have consistently gained market share across formats and ended the quarter with our highest ever market share. GPCL launched an innovative ‘Subah Bolo Good knight’ campaign to create awareness on dengue, and to increase daytime usage and consumption. The company says that gross margins continue to benefit from lower crude oil prices and have improved significantly.

     

    Soaps

     

    The company says its Soaps business delivered a competitive performance with robust mid-single digit volume growth. This was partially offset by deflationary pressures, resulting in a value growth of 3 percent. GPCL says that it continues to remain competitive on sales promotion investments to gain market share. GPCL’s premium soaps brand, Cinthol, continued to lead overall value and volume growth, driven by distribution expansion and effective communication.

     

    Hair Colours

     

    The growth momentum in Hair Colours accelerated with a sales growth of 17 percent, aided by a double-digit volume growth. The company says that Godrej Expert Rich Cr?me sustained its strong growth, led by continued initiatives such as festival linked campaigns, large scale activations, salon engagement programmes, etc. The initial consumer response to the launch of Godrej Nupur Coconut Henna Cr?me has been encouraging.

     

    Air Fresheners

     

    Godrej aer, GPCL’s air freshener brand, continued its strong sales and distribution ramp up. This has been aided by the company’s innovative gel format technology and various consumer engagement initiatives. Godrej aer is now the number three player in the Air Care market, says GPCL.

     

    Health and Wellness

     

    GPCL’s  says that its Health and Wellness portfolio of hand washes and hand sanitiser, under Godrej Protekt, continued to be well received in modern trade. Buoyed by its success in modern trade, GPCL says that it is introducing Godrej Protekt portfolio in general trade on a pan-India basis.

     

    Premium Hair Care

    GPCL has launched BBlunt range of premium hair care products in modern trade and premium general trade outlets.

  • Q1-2016: Godrej Consumer Products y-o-y marketing spend flat at Rs 251 crore

    Q1-2016: Godrej Consumer Products y-o-y marketing spend flat at Rs 251 crore

    BENGALURU: Godrej Consumer Products Limited (GCPL) reported almost flat (0.4 per cent increment) advertisement and publicity expenses in Q1-2016 (quarter ended June 31, 2015) at Rs 251.12 crore (12 per cent of net Total Income from Operations or TIO) as compared to the Rs 250.20 crore (13.2 per cent of TIO) in Q1-2015. GCPL’s ad spends in Q1-2016 was 9.1 per cent more than the Rs 230.18 crore (11 per cent of TIO) in the immediate trailing quarter. Last quarter (Q4-2015), the company in its earnings release said that its household insecticides brand Good Knight crossed the Rs 1500 crore mark and amongst GPCL’s soap brands, Godrej No. 1 crossed the Rs 1,000 crore and Cinthol, the Rs 500 crore milestone.

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

    Godrej group chairman Adi Godrej said, “We have had an encouraging start to FY-2016 and have delivered strong volume led growth coupled with robust profit growth. We continue to grow ahead of the market gaining share across our key categories and geographies. We continued to strengthen our leadership position across our core categories. In the first quarter, our India business branded net sales grew by 13 per cent. This was driven by a healthy volume growth of 13 per cent. Our international business (in organic constant currency terms) too grew by 13 per cent, despite the macro challenges and slowdown in a few of our larger markets. Our consolidated EBITDA (in organic constant currency terms) grew by 32 per cent. This was aided by lower commodity costs, the impact of our cost transformation programs and effective leveraging of our brand platforms.”

    “We are seeing early signs of consumer demand picking up in India. We remain optimistic that as the economy continues to gain pace, the growth in the FMCG sector this year will be better than last year. Though the macro-economic environment in some of our international markets remains challenging, we are confident of delivering ahead ofmarket, profitable growth in these geographies. We will accelerate the pace of new launches and enhance our go to market infrastructure. We will also continue to manage our costs prudently in the near term, while investing for the future. Overall, we will strive to deliver a stronger operating performance in fiscal year 2016,” he added.

    The medium and long-term growth prospects in India and our other emerging markets remain robust. We believe that there is still a lot of headroom for growth across these markets, given the low penetration and consumption rates in our core categories. I am confident that with our clear strategic focus, differentiated product portfolio, superiorexecution and top-notch team, we will continue to deliver industry-leading results in the future,” he said.

    Trends

    Please refer to Fig A below. GCPL’s Q1-2016 Ad spends mentioned above was the highest in absolute rupees during the 13 quarter period starting Q1-2013 until Q1-2016. Its highest Ad spend in terms of percentage of TIO was in Q1-2014 at 13.8 per cent (Rs 239.06 crore). During the period under consideration in this report, its lowest Ad spends both in absolute rupees and in terms of percentage of TIO was in Q2-2014 at Rs 145.78 crore and 7.5 per cent. 

    During the period under consideration in this report, Ad spends in terms of absolute rupees and percentage of TIO shows a linear increasing trend as indicated by the broken blue and maroon trend lines in Fig A below.

    GCPL reported 11.1 per cent growth in TIO in Q1-2016 at Rs 2097.66 crore as compared to the Rs 1888.51 crore in Q1-2015 and almost flat (0.3 per cent more) than the Rs 2092.02 crore in Q4-2015. During the thirteen quarter period under consideration in this report, TIO shows a linear increasing trend as indicated by the broken green trend line. 

    Profit after tax (PAT) in Q1-2016 at Rs 199.23 crore (9.5 per cent of TIO) was 38.9 per cent more than the Rs 143.45 crore (7.6 per cent of TIO) in Q1-2015 but was 25 per cent less than the Rs 265.57 crore (12.7 per cent of TIO) in the immediate preceding quarter. During the thirteen quarter period in this report, PAT shows a linear increasing trend both in terms of absolute rupees and percentage of TIO as in obvious from the broken red and black trend lines in Fig B below.

    Category review by GPCL

    Household Insecticides

    The company says that its Household Insecticides continued to deliver a strong performance, with a double-digit, volume-led sales growth of 15 per cent. This was aided by the success of new launches and deeper penetration. GPCL’s focus on innovation, backed by superior execution, resulted in market share gains across formats. The company says that it recorded its highest ever overall market share this quarter. Gross margins benefited from lower crude oil prices and have improved significantly.

    Soaps

    GPCL’s says that its Soaps business sustained its healthy momentum, with a double-digit volume and mix driven sales growth of 13 per cent. Cinthol’s strategy of focusing on functional benefits in the premium segment, supported by 360-degree activations, delivered encouraging results. Godrej No. 1 continued its positive momentum, led by its re-launch and new positioning as ‘India’s No.1 purest soap’. Gross margins during the quarter benefited from lower palm oil prices and have improved significantly.

    Hair Colours

    The company says that its Hair Colours delivered a consistent, double-digit, volume driven sales growth of 12 per cent. Godrej Expert Rich Cr?me continued to gain market share due to increased penetration.Nupur Coconut Henna Cr?me, launched this quarter, has been introduced to address the demand from herbal-based powder users and up-trade existing hair colour users.

    Air Fresheners

    GPCL says that Godrej aer, its air freshener brand continues its strong sales and distribution ramp up. This has been aided by innovative gel format technology and various consumer engagement initiatives. aer is now the number three player in the air care market. The company says that it continues to focus on increasing distribution and driving consumption.

    Health and Wellness

    The company claims that its Health and Wellness portfolio of hand washes, a hand sanitiser and anti-mosquito spray, under Godrej Protekt, continues to be well received in modern trade.

  • FY-2015: Godrej Consumer Products marketing expense up 9.2%; Good Knight is Rs 1500 crore brand

    FY-2015: Godrej Consumer Products marketing expense up 9.2%; Good Knight is Rs 1500 crore brand

    BENGALURU: Godrej Consumer Products Limited (GCPL) reported a 9.2 per cent increment in advertisement and publicity expenses (ad) in FY-2015 (year ended 31 March, 2015) at Rs 909.96 crore (11 per cent of net Total Income from Operations or TIO) as compared to the Rs 832.97 crore (11 per cent of TIO) last year. The company in its earnings release says that its household insecticides brand ‘Good Knight’ has crossed the Rs 1500 crore mark. Further, amongst GPCL’s soap brands, Godrej No. 1 has crossed the Rs 1,000 crore and Cinthol, the Rs 500 crore milestone.

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

    Godrej group chairman Adi Godrej said, “Our performance in the second half of fiscal year 2015 has been much better than that in the first half. Our strong performance is on the back of a gradual recovery we are seeing in FMCG growth in India, aided by our continued focus on innovations and brand building, and supported by competitive marketing investments and enhancements in our go-to-market infrastructure. We have continued to consistently grow ahead of the market and have gained share in our core categories.”

    “Our India branded net sales grew by 12 per cent led by volume growth of around eight per cent. Our international business grew by a healthy 14 per cent (in constant currency terms), in spite of the temporary challenges in our Indonesian business.In this quarter, we also increased our marketing investments significantly to capitalise on the recovery seen in the Indian FMCG market. We believe that this investment will strengthen our brands and enable us to drive further growth in the quarters ahead,” added Godrej.

    In Q4-2015, GCPL ad spends at Rs 230.18 crore (11 per cent of TIO) was 57.9 per cent more than the Rs 145.8 crore (7.5 per cent of TIO) n Q4-2014 and 5.6 per cent more than the Rs 217.89 crore (9.7 per cent of TIO) in the immediate trailing quarter.

    Please refer to Fig A below. During the twelve quarter period starting Q1-2013 until Q4-2015, the company’s ad spends shows a linear increasing trend in terms of absolute rupee spends as is obvious from the broken blue trend line in Fig A below. However, in terms of percentage of TIO, ad spends show a slight declining trend with a very small negative slope of the broken brown trend line because of the lower ad spend by the company in percentage of TIO(9.7 per cent of TIO, Rs 217.89 crore) in the previous quarter. The slope of brown line until Q2-2015 was upwards and positive, and had predicted ad spends of 11.05 per cent and 11.08 per cent of TIO for Q3-2015 and Q4-2015 respectively. As a matter of fact, considering the 9.7 per cent of TIO in Q3-2015, the Q4-2015 intercept of the broken brown tend line indicates lower ad expense of 10.8 per cent of TIO as opposed to the 11.003 per cent of TIO actually spent by the company.

    GCPL’s lowest ad expense both in terms of absolute rupees and percentage of TIO during the period under consideration was in Q4-2015 at Rs 145.78 crore and 7.5 per cent respectively. The company’s highest ad spend in terms of absolute rupees and percentage of TIO during the period in this report was in Q1-2014 at Rs 239.06 crore and 13.8 per cent of TIO respectively.

    GCPL reported 8.9 per cent growth in TIO in FY-2015 at Rs 8276.36 crore as compared to the Rs 7602.41 crore in FY-2014. Please refer to Fig B below. TIO in Q4-2015 at Rs 2092.02 crore was 8.3 per cent more than the Rs 1931.52 crore in the corresponding year ago quarter, but declined 6.4 per cent as compared to the Rs 2235.71 crore in Q3-2015. During the twelve quarter period under consideration in this report, TIO shows a linear increasing trend as indicated by the broken green trend line.

    Profit after tax (PAT) in FY-2015 at Rs 907.12 crore (10 per cent of TIO) was 19.4 per cent more than the Rs 759.73 crore (12.3 per cent of TIO) in FY-2014. PAT in Q4-2015 at Rs 265.57 crore (12.7 per cent of TIO) increased 12.4 per cent as compared to the Rs 236.28 crore (12.2 per cent of TIO) and was almost flat (up 0.8 per cent) as compared to the Rs 263.57 crore (11.8 per cent of TIO) in the preceding quarter. During the twelve quarter period in this report, PAT shows a linear increasing trend both in terms of absolute rupees and percentage of TIO as in obvious from the broken red and black trend lines in Fig B below.

    Segment Performance

    Household Insecticides

    GCPL says that Household Insecticides continued its strong momentum with a growth of 11 per cent and continued to gain market share across formats and exited Q4-2015 with highest ever market share. Good knight Fast Card continues to see strong demand and add new customers, while expanding its category reach, especially in rural.

    Soaps

    The company says that its Soaps business delivered another strong quarter, with a healthy volume and mix led value growth of 15 per cent. Its Godrej No. 1 and Cinthol portfolios delivered double-digit growth, backed by well executed tactical strategies involving focused activation programmes, consumer offers and marketing campaigns.

    Hair Colours

    Hair Colours maintained its competitive performance and delivered a volume led sales growth of 12 per cent and continues to outperform the category and gain further market share. The salience of the cr?me segment in the overall Hair Colour category continues to increase. Godrej Expert Rich Cr?me is the fastest growing brand in this segment informs the company.

    Air Fresheners

    Aer, GPCL’s air freshener brand, continues its strong sales and distribution ramp up. This has been aided by the company’s innovative gel format technology and consumer engagement initiatives. Aer is now the number three player in home sprays and the number two player in car air care claims the company.

    Health and Wellness

    GPCL says that its recently launched Health and Wellness portfolio of hand washes, a hand sanitiser and anti-mosquito spray, under Godrej Protekt, is being well received in modern trade.

    “With four consecutive quarters of improvement in growth rates in the Indian FMCG sector, we are seeing a gradual improvement in demand. We remain optimistic that as the economy gathers pace in FY-2016, FMCG growth in FY-2016 will be better than that in FY-2015. While the macro-economic environment in some of our international markets remains challenging, we are confident of continuing to grow ahead of the market and improve our market share. We will continue to focus on sustaining and extending leadership in our core categories. We will also accelerate the pace of new product launches as the macro-economic environment improves and capitalise on the uptick in demand. Overall, we will strive to deliver a stronger operating performance in the fiscal year 2016,”Godrej concluded.

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