Marico to cut down advertisement expenditure

10 Aug 2011 Evaluate

Marico, a consumer products maker, would further cut down its advertising expenses. The company would take this step in order to offset input cost pressure and avoid price hike. Commodity prices are a big challenge for company and in a bid to manage input costs pressure without hike in products it has to look for other ways on how to cut cost. The company is likely to reduce its advertising spend to about 9% of the overall sales of the firm.

The company's total raw material and packaging costs increased to 57.1% of its total sales during first quarter ended June 30, compared to 51.2% of sales in the same quarter of last fiscal. However, Marico's sales and promotion expenditure during the first quarter came down to 9.8% of sales, compared to 11.9%. The price of copra, which accounts for about 40% of its raw material cost, was 96% higher than in Q1FY11.

The company has posted 20.79% rise in net profit at Rs. 81.62 crore for the quarter ended June 30, 2011 as compared to Rs. 67.57 crore for the same quarter last year. Total Income has increased from Rs. 587.83 crore for the quarter ended June 30, 2010 to Rs. 811.90 crore for the quarter under review up by 38.12%.

On consolidated basis the group has posted 15.24% increase in its net profit of Rs. 85.00 crore for the quarter ended June 30, 2011 as compared to Rs. 73.76 crore for the same quarter last year. Total Income has increased from Rs. 791.73 crore for the quarter ended June 30, 2010 to Rs. 1057.59 crore for the quarter under review up by 33.57%.

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