FMCG firms cut ad spend to offset high input costs

20 Jun 2011 Evaluate

FMCG companies are controlling advertising spends and other marketing expenses to maintain their margins, as high raw material prices continue to pose serious challenge. Most of the FMCG companies are focusing on volume growth without hurting their operating margins. While they are resorting to price increases, they also have to reduce their operating cost, including their ad spend, staff cost and other expenses, to maintain their margins.

According to a report on the Indian consumer sector, the FMCG segment maintained margins at 15.8 per cent last financial year, despite rising raw material costs, by controlling ad spends and cutting operating costs during the period. Inflation in input costs led to a slight decline in gross margin, but operating margin was steady on the back of cut in ad spend and better operating leverage. 

Two of the biggest spenders on advertising, Hindustan Uniliver (HUL) and Procter & Gamble (P&G) marginally reduced their advertising and promotional expenses in the fourth quarter last financial year. In the last quarter of 2010-11, HUL’s advertising and promotional expenses were down marginally to Rs 623.29 crore, from Rs 626.52 crore in the period a year ago. Similarly, P&G reduced its ad spend to Rs 37.96 crore, from Rs 44.13 crore in the corresponding period last financial year.

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