Bajaj Consumer Care Limited · NSE:BAJAJCON
Bajaj Consumer Care — Q4 FY2021 Earnings Presentation
39 slides from Bajaj Consumer Care's earnings presentation, Apr 19, 2021
Slide 1: Exchange cover letter for Investor Presentation
bajaj coNsuMrn cARE April 19, 2021 DCS-CRD Listing Compliance BSE Limited National Stock Exchange of India Ltd. First Floor, New Trade Wing Exchange Plaza, 5th Floor Rotunda Building, Plot No. C/1, ‘G’ Block Phiroze Jeejeebhoy Towers Bandra- Kurla Complex Dalal Street, Fort, Mumbai 400 023 Bandra Ea
Slide 2: Investor Presentation Q4 FY 2020-21
b~~ CONSUMER CARE Investor Presentation Q4 FY 2020-21 19th April 2021
Slide 3: Financial Highlights
Financial Highlights Q4 FY 21 I I I FY 21 ------------------------------------------------~------------------------------------------------- r Sales Growth 43.5% 9.8% Gross Margin 60.6% 63.3% I ASP to Sales 17.6% 17.1% I EBITDA % 25.7% 27.7% \ I PAT % 22.3% 24.9% I 2 b~aj coNsuMER CARE
Slide 4: Hair Oil Markets
Hair Oil Markets bajaj coNsuMER cAR 3
Slide 5: Hair Oil Market Growth Trends
Hair Oil Market Growth Trends Value Growth % Vs YA Volume Growth % Vs YA Hair Oils Mat Jan + Mat Jan + Q1 Q2 Q3 YTD Q1 Q2 Q3 YTD Mar 20 Feb Mar 20 Feb All India (U+R) 1.5 -25.3 -1 -1.4 0.9 -7.6 -0.9 -21.5 1.6 1.5 3 -4.7 All India (U) 2.5 -30.6 -7.7 -5.8 -3 -12.7 0.1 -26.9 -5.7 -3.2 -1.2 -10.1 All In
Slide 6: Bajaj Hair Oil Market Share Trends
Bajaj Hair Oil Market Share Trends 10.4 MAT VALUE MARKET SHARE (%) 10.3 10.4 10.3 10.2 10.2 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.1 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0 9.9 MATOCT18 MATDEC18 MATFEB19 MATAPR19 MATJUN19 MATAUG19 MATOCT19 M
Slide 7: Marketing
Marketing bajaj coNsuMER cAR 6
Slide 8: New ADHO 6x Vitamin E Communication
New ADHO 6x Vitamin E Communication • New Commercial doing better than earlier one on • Message Communication and • Key Parameters like likeability, relevance and purchase intent • ADHO SOV% ~ 20% ensured that TVC had high reach 7 b~aj CONSUMER CARE
Slide 9: Connecting with Youth through Digital Marketing
Connecting with Youth through Digital Marketing Login W ·W 0 Facebook Watch Bajaj Almond Drops Hair Oil SI od Get style-ready nourished hair thanks to the new and improved Bajaj AJmond Drops Hair Oil Bajaj Almond Drops Hair O il Spor!'\ored Ir Enriched with 6x Vitamin E , the new and Im proved Bajaj
Slide 10: Digital Marketing for ADHO
Digital Marketing for ADHO 6:3s o o - ,t ru * i:zm •"" _ Q r.:-.c ~- Flat 50% off wow·_ SICINSCICNCI Revitalize Your I h1ir \\ith the Goodness ~ f 'ature Featured Brands First O rde r O ffers FREE GET ~ OO DELIVERY CASHBACK onfnt3 otd9rw ~ QCTFREE COOE: HEW,oo Buy 1 get 1 free zone BEVERAGES STAPLES
Slide 11: Amla Hair Oil: Building a 2nd Leg in BCCL Portfolio
Amla Hair Oil : Building a 2nd Leg in BCCL Portfolio • Amla is a Rs. 2200 Cr category*( MAT Feb ‘21 ) , growing faster than Total Hair Oil market (6% vs 1% in Q4) • Value Market share in Amla category was at 2.5% in Q4 vs 2.2% in Q3 and 1.6% in Q2 • Distribution increased to 388,000 outlets in Febru
Slide 12: Launch of New Bajaj Amla Aloe Vera
Launch of New Bajaj Amla Aloe Vera • Bajaj Amla Aloe Vera launched in February 2021 • Formulation and Packaging upgraded to modernize the Brand New Packaging Full Range of SKUs • New bottle shape with leaf design to cue Naturalness • Improved branding • Graphics to highlight ingredient story and 3x
Slide 13: New Bajaj Amla Aloe Vera Product Formulation
New Bajaj Amla Aloe Vera Product Formulation I New Formulation I I New Claim I I I I I I I I I Amla + Aloe Vera I I 3x I I I I I 'j<-1 Ill li I I I I I I I I Cl l(YI * • New Hero Ingredient of Aloe Vera • Aloe Vera stands for Softness & Moisturization in the consumer’s mind Makes your hair • No othe
Slide 14: Bajaj Zero Grey – Digital First Brand Marketing
Bajaj Zero Grey – Digital First Brand Marketing • Social Media campaign added to Display + Search Marketing in Q4 D Voulube Fema le between 24 t4o44 w ho a re searching for Hair Colour, Grey Harr etc or have an a ffinity towards hair care Target intent users who are Influencer Activity sea rching fo
Slide 15: Bajaj Zero Grey on Social Media
Bajaj Zero Grey on Social Media ~ Bajaj Zero Grey Anti-Greying Hair ••• ~ Bajaj Zero Grey Anti.Greying Hair ••• ~ Oil ~ Oil • Bajaj Consumer Care PrO!""'Ot~ Spunscfed Spoo,<ored Thanks to the natural actives in Bajaj Zero Grey Delay greying of hair naturally with Bajaj Zero Ennched w,th natural acti
Slide 16: Sales
Sales 1s Ha/8) consumer cane
Slide 17: Sales Value Channel wise – Q4 & FY21 (Standalone)
Sales Value Channel wise – Q4 & FY 21 (Standalone) Figures in Rs. Crores Channel Q4FY20 Q4FY21 Growth% FY20 FY21 Growth% General Trade 144.3 202.1 40.0% 703.3 768.1 9.2% Alternate Trade 21.1 33.9 61.2% 93.0 106.3 14.3% Total Domestic 165.4 236.0 42.7% 796.3 874.4 9.8% International Business 3.2 5.9
Slide 18: General Trade Channel
General Trade Channel bajaj coNsuMER cAR 17
Slide 19: General Trade Review for Q4 FY21
General Trade Review for Q4 FY 21 • Q4 witnessed growth over last year of 40%, ending in a growth of 9.2% in General Trade for the full year • ADHO continued to do well across geographies on the back of good growths in large packs, as well as, launch of new SKUs • The new variant of Amla, Bajaj Amla
Slide 20: Retail activation in Urban Markets
Retail activation in Urban Markets 1R! ::, bajaj = 13x\ = ~aj ." ~ ~ 19 bajaj coNsuMER CARE
Slide 21: Van Operations – FY 2021-2022 Strategy
Van Operations – FY 2021 – 2022 Strategy Van route GPS handheld VSR incentive optimization for implementation for structure changed improved efficiency improved accuracy and to push Amla sales and reduced cost of efficiency in rural operation 20 bajaj c□NsuMrn CARE
Slide 22: Alternate Trade Channels
Alternate Trade Channels bajaj coNsuMER cAR 21
Slide 23: Alternate Trade Business
Alternate Trade Business Modern Trade • Q4 saw continued recovery of Modern trade business with good traction during Republic day and Holi festival • Consumer promotions to drive sales of larger SKUs with special visibility for brands • Trade promotion with B2B and B2C chains in South to build pipe
Slide 24: Republic Day display event in Modern Trade
Republic Day display event in Modern Trade 23 bajaj CONSUMER CARE
Slide 25: Holi Festival display in Modern Trade
Holi Festival display in Modern Trade 24 bajaj coNsuMrn CARE
Slide 26: e-Commerce business grew by ~4x during Q4 FY21
e-Commerce business grew by ~4x during Q4 FY21 • Focused digital marketing investments driving brand relevance and content optimization on e commerce platform • Aggressive participation in Consumer Events during January on Amazon, Flipkart, Grofers, etc. • Optimisation of online brand, response to c
Slide 27: Brand Pages on e-Commerce Platforms
Brand Pages on e-Commerce Platforms - NEW / 3x·· brcihrni ---· bajaj amla AVURVEDIC HAIR OIL p.~ Amla ~ajaj Aloe Vera Non-Sticky Hair 011 Softer Hair1/ ..-•·- .. -. \-\\ i ! \ \ .............,' Natural Ayurvedic Product Reduces Ha1rfall Nourishes Hair 3 Times Softer• and Silky• Hair Power of Natural
Slide 28: Brand Pages on e-Commerce Platforms
Brand Pages on e-Commerce Platforms bijij I Ayurvedic ' I Antimarks Cream liclps dclc1y CJrcy1r1q of hc11r, 11c1tur,1lly. KUMARI I HARIDRA I NIMBA I ZERGUL How Uw h jaj Z ERO GREV Anti•Gre yin9 H a ir Oil Wo,-ks lrfti:t-Ht'Miii5 Bajaj nomarks ayurvedic antimarks cream for normal skin - adv,1nced 4•S
Slide 29: Business Operations
Business Operations bajaj coNsuMER cAR 28
Slide 30: Price trends in LLP and RMO
Price trends in LLP and RMO LLP PURCHASE PRICE PER KG RMO PURCHASE PRICE PER KG 124 70 114 62 105 60 58 58 57 99 97 51 84 85 88 49 Q1 19- Q2 19- Q3 19- Q4 19- Q1 20- Q2 20- Q3 20- Q4 20- Q1 19- Q2 19- Q3 19- Q4 19- Q1 20- Q2 20- Q3 20- Q4 20- 20 20 20 20 21 21 21 21 20 20 20 20 21 21 21 21 Light Liq
Slide 31: Quality – NABL Certification
Quality – NABL Certification National Acc.-editation Board for Testing nd Cal bradon L..aboratorl s BAJA.J THO E BA.JAJ' ARE LTD. tun been , u , , ~ u,d ~ i■ acrordaacr .. iO. 01ir ~1:a:ndanl ISO/IEC 17025:201 7 "General Requireillents for the ompeteoce of Testing & aJibratioo Laboratories' ' ftw iU
Slide 32: Human Resources
Human Resources bajaj coNsuMER cAR 31
Slide 33: Human Resource Initiatives
Human Resource Initiatives Project Pragati Talent Acquisition (Project on Organization Design, Performance Management & Rewards) • Stage 1 consisting of reorganizing the company as per industry • Completed robust onboarding & induction for all newly joined standards, business growth plans nearing co
Slide 34: “Great Place to Work” for 3rd consecutive year
“Great Place to Work” for 3rd consecutive year BCCL has been certified as a “Great Place to Work” by the Great Place to Work (GPTW) Institute for the 3rd consecutive year • GPTW Institute benchmarks best workplaces to identify & improve on people practices through its globally renowned framework • A
Slide 35: Financials
Financials bajaj coNsuMER cAR 34
Slide 36: Summary Financial Q4 & FY21 – Standalone
Summary Financial Q4 & FY21 – Standalone Figures in Rs. Crores Particulars Q4FY20 Q4FY21 Growth% FY20 FY21 Growth% Sales (Value) 168.63 241.94 43.47% 817.75 897.97 9.81% Total Operating Income 175.39 246.00 40.26% 844.20 914.63 8.34% Gross Contribution 112.99 146.68 544.88 568.52 EBITDA 25.04 62.14
Slide 37: Analysis of Expenses as % to Sales
Analysis of Expenses as % to Sales Material Cost Employee Cost Advertsement & Other Expenses 39.37% 14.29% 32.99% 36.54% 13.28% Sales Promotions 28.58% 11.31% 10.41% 8.27% 8.61% 19.17% 17.60% Q4FY20 Q3 FY21 Q4FY21 Q4FY20 Q3 FY21 Q4FY21 Q4FY20 Q3 FY21 Q4FY21 Q4FY20 Q3 FY21 Q4FY21 Material Cost Employ
Slide 38: Dividend Payout History
Dividend Payout History No. of Shares Dividend Payout Dividend per Year Face Value % to Capital (in Lakhs) (Rs in Lakhs) share(Rs.) 2020-21 1475.40 1 5901.61 400% 4.00 # 2020-21 1,475.40 1 8,852.40 600% 6.00 * 2019-20 1,475.34 1 2,950.68 200% 2.00 2018-19 1,475.00 1 20,650.00 1400% 14.00 2017-18 1,4
Slide 39: Thank You
Thank You bajaj coNsuMER cAR 38
Bajaj Consumer Care — Q4 FY2021 Earnings Presentation on 6ix