Beruflich Dokumente
Kultur Dokumente
DOLAT CAPITAL
Dissecting
India Research
FMCG Valuations
October 4, 2013
Int
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DOLAT CAPITAL
October 4, 2013
DOLAT CAPITAL
Its operating performance!!
FMCG stocks have been amongst the best performing over the last three
years with FMCG index outperforming Sensex by 102% during period. This
massive outperformance, has of late, raised concerns on the sustainability,
given the multiples for some of the stocks are now high and the recent
near term slowdown in FMCG has added fuel to the overall argument.
Hence the question what is sustaining such high P/E multiples despite
near term slowdown across categories.
This note makes an attempt to understand the key levers that are driving
valuations for the consumer staple companies. For our study, we have
taken their performance of the last fifteen years. There is nothing sacrosanct
about this number, we must say! It is only reflective of four phases, and
hence helps us to normalise our inferences. Our key parameters for this
exercise revolve around:
1) Financial performance,
2) Stock performance and
3) Valuations.
We may ofcourse mention here that there are also the famous nonfundamental factors (read TINA) that have resulted into higher valuation
for FMCG companies et al. However, we do believe that these may be at
best add on factors and more for tactical allocations.
We agree that sustainable volume growth is critical for a business
perspective. However, near term slowdown in volumes is unlikely to result
in P/E derating. Our analysis confirms that the markets have also never
given a thumbs up to a strong volume growth achieved at an expense of
deteriorating operating performance. However, muted volume growth with
better operating performance has however managed to award higher P/E
multiples.
Methodology
We have divided the 15 year period into four different phases for our
analysis. The division of various phases factors-in a different industry
scenario and the impact on the companys performance and valuations.
We have selected five FMCG stocks (HUL, Colgate, Dabur, Marico and
ITC) for our study. We have tried to understand, how the strategy of different
companies have evolved and analysed their behaviour during different
phases in last 15 years. Their action/strategy had an implication on the
financial parameter, valuations and stock returns.
October 4, 2013
Executive Summary
DOLAT CAPITAL
Our Analysis
Are P/E multiples high?
P/E multiplies of all the FMCG companies have witnessed a significant
expansion in the recent past. However, we believe that comparison of
current P/E multiples with near term (read 5-6 years) average P/E for FMCG
companies may not be relevant. We have therefore taken a period of 15
years starting 1998 to get a better comparison and understanding. During
1998-2002, P/E multiple of several FMCG companies were even higher
than the current P/E multiples.
What has been the drivers of P/E multiples?
Our analysis suggests that P/E multiples of FMCG companies are driven
more by Operating Performance rather than by Volume Growth. Companies
with strong operating performance namely Dabur and Marico has
outperformed Sensex even during Phase II (FY03-07) which witnessed
an underpeformance of FMCG Index. HULs average P/E multiple during
1998-2002 stood at 35x even though volume growth remained muted
growth during this period
Current Phase (FY13-16E) looks similar to Phase I 1998-2002
We believe that Phase V (FY13-16E) is likely to be a repeat of Phase I,
volume growth has been slowing down and is expected to remain muted.
Similar scenario was witnessed during Phase I. However, in Phase V a
good monsoon may provide some respite to the deteriorating volume
growth. Consensus also is building in an improvement in operating margins
and performance on account of benign raw material cost. Our inference
will be wrong if we are in the 2003-2005 like period where operating
performance was muted.
Vulnerable categories which can impact operating performance
Since operating performance is critical for sustenance of P/E multiples,
we have identified key categories which are most vulnerable due to
destructive competition. Historically, deterioration in the operating matrix
of any categories has resulted in a P/E de-rating (HUL 2004). The three
categories which are most vulnerable are 1) Oral care (High), 2) Skin
care (Medium) and Hair Oil (low).
Negative on Colgate; Positive on ITC and expect HUL range bound
Colgate - We believe Colgate is most vulnerable and has a limited scope
for strong operating performance due to increase in competitive intensity.
We have a target of `1100 (25x FY15E)
HUL - While volume growth remains muted for HUL, the operating
performance continue to remain strong. Our price range of HUL is Rs580650.
ITC - Sustenance of maintaining a 17-18% operating profit CAGR will
ensure high P/E multiple. We have a target of ` 350.
October 4, 2013
DOLAT CAPITAL
Summarized Observations
Phase I: FY98-02 Muted volume growth but better operating
performance
Industry: Volume growth remained muted during this period. Slowdown
was witnessed in the rural markets. However, the competitive intensity
was low. Companies undertook several changes in their strategy during
this phase with a focus on improving margins and return ratios.
Premiumisation was witnessed in select categories (Detergent).
Valuation: Despite overall slowdown in the volume growth the P/E multiples
of FMCG companies remained high. However, P/E multiple had a downward
trend during this phase as competitive intensity begin to increase in the
last year of the phase due to sustained slowdown in volumes.
Stock performance v/s Sensex: During this phase HUL and Dabur
outperformed Sensex with a return of 50% and 92% respectively. This
was primarily driven by strong operating performance; EBITDA CAGR HUL - 17.6% and Dabur - 14%. Revenue CAGR remained muted for HUL
and Dabur at 1.2% and 10% respectively. Colgate underperformance was
on back of a 1.7% CAGR in EBITDA.
Phase I : Stock performance v/s Sensex
October 4, 2013
DOLAT CAPITAL
Phase II : FY03-07 Improvement in volume growth but muted
operating performance
Industry: This phase witnessed a trend reversal whereby volumes begin
to improve from FY05. However, competitive intensity remained high during
FY03-05 and focus of companies was towards volume growth. Sustained
slowdown in the FMCG sector for several years triggered the price war in
almost all categories. The prominent one being Soaps, Detergent,
Shampoo and Oral care. Later part of the phase did witness easing of
competition/price war and volume also improved.
Valuation: Despite higher volume growth over Phase I, the P/E multiple
of all the FMCG companies got de-rated mainly due to increased
competitive intensity which impacted the operating performance of the
companies.
Stock performance v/s Sensex: Both Dabur and Marico out performed
Sensex. This is despite the fact that the overall FMCG Index
underperformed to Sensex by 220% during this phase. HUL under
performed despite improvement in volumes as EBITDA CAGR remained
muted at 1.5%. For Dabur and Marico, EBITDA CAGR stood at 22% and
28% respectively.
Phase II : Stock performance v/s Sensex
October 4, 2013
DOLAT CAPITAL
Phase III : FY08-10 Both volume growth and operating performance
improves
Industry: During this phase FMCG industry regained its pricing power and
competition rationalised. The sector also witness improvement in volumes.
This led to an overall improvement in operating performance. Increase in
raw material price did has some impact on the operating performance
however, companies were able to pass on the increase.
Valuation: The P/E multiple which had de-rated during Phase II began to
re-rate as the operating performance of the companies improved.
Stock performance v/s Sensex: All FMCG stock outperformed Sensex
during this phase. Colgate was the best performing stock with 106% return
as operating profit CAGR for the company during this phase was 30%.
October 4, 2013
DOLAT CAPITAL
Phase IV: FY11-13 - Sustained volume growth and operating
performance
Industry: This has been the best phase for all FMCG companies. Volume
continued to improve and consumer up-trade was visible across categories.
Companies also introduced several premium products to address the
changing aspiration of the consumer. Competition remained rational during
this phase with an exception to Shampoo category.
Valuation: The P/E multiple witnessed a significant re-rating. In most of
the companies the P/E multiple has reached the high multiples of Phase I.
Stock performance v/s Sensex: All FMCG stock outperformance Sensex
during this phase. FMCG Index during this phase also outperformed the
market by 102%. HUL was a best performing stock in this phase driven by
strong operating performance with EBITDA CAGR of 22%.
October 4, 2013
DOLAT CAPITAL
Phase V: FY13-16E, a likely repeat of Phase I
We believe that Phase V (FY13-15E) is likely to be a repeat of Phase I,
volumes growth has been slowing down and is expected to remain muted.
Similar scenario was witnessed during Phase I. However, in Phase V a
good monsoon may provide some respite to the deteriorating volume
growth as rural demand would remain strong.
Operating performance during Phase I was driven by premiumization in
select categories (Detergent), change in strategy (HUL focus on power
brands, Dabur on high margin products) and low raw material cost (Copra
price declined - Marico). During Phase V, we expect the margin expansion
may sustain on back of benign raw material cost.
Hence, we believe that the key variable to look out going forward is not the
volume growth but the sustenance of operating performance. We do
appreciate the fact that sustained deterioration in the volumes for few
years is a big negative (as been witnessed in Phase II (FY03-05) impact
of drought and sustain slowdown in FMCG) as it puts pressure on
companies to take pricing action, and hence impact the operating
performance.
As long as the operating performance of the companies do not deteriorate
the P/E multiples are unlikely to witness sharp correction. We would
probably be in the Phase I scenario where in FMCG index and stock did
outperform the Nifty.
However, increased competitive intensity in few of the categories could
result in a deterioration of operating performance and put those companies
at risk of P/E de-rating. We have made an attempt to list down few. These
categories are currently small, however, they enjoy strong margins.
Oral care: P&Gs entry, we believe increases a risk of decline in categories
margins. This could be due to decline in realisation (price war) or higher
advertising spend. The last time the category witnessed a price action
was in FY04 when Colgate took a price reduction of 17% on 65% of its
portfolio due to sharp slowdown in categories and increased competition.
Skin care: The category has grown significant in the last few years driven
by rising aspiration and launch of new products. Further, the margins in
this category are very high led by premiumisation. Although it is still a low
penetrated category, it could witness some price action by a marginal player
which can disrupt the category business dynamic.
Hair Oil: A well penetrated category is witnessing entry of MNCs. While
the MNCs are focusing on the premium segment (Dove Elixir), there is a
possibility of increased competition within this category which is dominated
by a domestic FMCG and forms a significant portion of most of the domestic
companies (Marico, Dabur and Bajaj Corp).
October 4, 2013
DOLAT CAPITAL
Categories
Industry
`bn)
Size (`
Growth
rate (%)
Gross
margin(%)
Oral Care
80
12-15%
Skin care
50
Hair Oil
73
October 4, 2013
Competitive Penetration
intensity
60%
High
Medium
15-20%
70%
Medium
Low
Colgate - 90%,
HUL - 5%,
Dabur - 9%
HUL - 10%,
Emami - 12%
12-15%
55%
Low
High
Dominated by MNC.
Now P&G marks its
entry
Dominated by MNC
with some niche
segment held by
domestic
Bajaj Corp -100%, Dominated by
Marico - 68%,
Domestic. Now MNC
Dabur - 14%
has made an entry
10
DOLAT CAPITAL
I (4 yrs)
II (5 yrs)
1998-2002 2003-2007
11.8%
-2.7%
14.5%
18.8%
32.0%
22.7%
27
-19%
17.7%
6.4%
11.3%
10.6%
36.0%
19.0%
14
191%
18.3%
3.9%
14.4%
19.8%
35.5%
22.0%
22
78%
FY16E
19.7%
Net Sales
19.0%
36.4%
19.0%
EBITDA
margin %
PAT
EPS
P/E
October 4, 2013
11
DOLAT CAPITAL
P/E, EBITDA and Stock performance (Base Year 1st year of every phase)
October 4, 2013
12
DOLAT CAPITAL
I (4 yrs)
II (5 yrs)
1998-2002 2003-2008
1.2%
1.0%
0.2%
17.6%
14.5%
24.2%
35
50.0%
10.0%
6.0%
4.0%
1.5%
13.9%
0.2%
25
-5%
10.7%
4.0%
6.7%
12.9%
14.8%
7.7%
26
25%
14.4%
7.9%
6.5%
21.8%
15.3%
23.4%
29
100%
12.1%
Net Sales
14.0%
16.0%
10.7%
EBITDA
margin %
PAT
EPS
P/E
FY16E
51,820
16.0%
40,078
18.6
33
58,933
16.3%
44,085
20.4
30
2.
October 4, 2013
13
DOLAT CAPITAL
P/E, EBITDA and Stock performance (Base Year 1st year of every phase)
October 4, 2013
14
DOLAT CAPITAL
I (4 yrs)
II (5 yrs)
1998-2002 2003-2007
10.7%
12.0%
14.2%
10.0%
8.7%
24
92%
22.1%
14.2%
33.7%
16
371%
23.0%
11.0%
12.0%
15.1%
17.2%
16.4%
26
69%
FY16E
15.5%
Net Sales
71,087
82,009
94094
17.0%
17.3%
19.0%
EBITDA
margin %
PAT
EPS
P/E
12,173
17.1%
9,279
5.3
32
14,253
17.4%
11,014
6.3
27
16426
17.5%
12895
7.4
23
October 4, 2013
15
DOLAT CAPITAL
P/E, EBITDA and Stock performance (Base Year 1st year of every phase)
October 4, 2013
16
DOLAT CAPITAL
I (4 yrs)
II (5 yrs)
1998-2002 2003-2007
3.5%
2.5%
1.0%
1.7%
9.8%
8.8%
46
-52%
8.1%
5%
3%
6.9%
16.5%
16.0%
21
93%
17.6%
13%
5%
8.5%
21.4%
7.3%
25
70%
FY16E
14.7%
Net Sales
36,092
41,731
47,841
15.2%
20.7%
13.8%
EBITDA
margin %
PAT
EPS
P/E
7,332
20.3%
5,601
41.2
31
8,610
20.6%
6,419
47.3
27
10,056
21.0%
7,329
54.0
24
October 4, 2013
17
DOLAT CAPITAL
P/E, EBITDA and Stock performance (Base Year 1st year of every phase)
October 4, 2013
18
DOLAT CAPITAL
I (4 yrs)
II (5 yrs)
1998-2002 2003-2007
9.2%
10.6%
-1.4%
13.5%
9.3%
13.6%
11
3%
35%
9%
26.0%
27.8%
10.9%
15.2%
15
721%
21%
14%
7.2%
24%
12.9%
19%
27
88%
FY16E
14.3%
Net Sales
51,000
58,991
67724
17.0%
14.6%
22.0%
EBITDA
margin %
PAT
EPS
P/E
7,331
14.4%
4,715
7.3
29
8,588
14.6%
5,596
8.7
25
10068
14.9%
6658
10.3
21
October 4, 2013
19
DOLAT CAPITAL
P/E, EBITDA and Stock performance (Base Year 1st year of every phase)
October 4, 2013
20
October 4, 2013
9.00%
35,192
9.20%
38,436
FY00
0.00%
5,262
29.7
30
-0.60%
18%
6192.4
13%
30.7
26%
40.4
27%
27
-2.40%
18%
26
18
0.50% -8.40%
28%
11,914
13%
37.9
19,112
9.20% 20.10%
7845.1 10077.4
25%
35.1
FY02
41,964 50,393
FY01
32,298
FY99
14
4.20%
13%
13,461
38%
41.8
26,462
25.70%
63,352
FY03
11
3.10%
20%
16,194
-6%
37.8
24,835
3.60%
65,644
FY04
12
7.10%
16%
18,865
18%
37.7
29,307
18.40%
77,745
FY05
P/E
Price grth
Vol grth
growth (%)
PAT
growth (%)
0.70%
7,218
10.8
38
5.50%
1.50%
46.70%
10,590
21%
12.2
7.00%
12,401
10,212
EBITDA
margin (%)
2000
2001
3.50%
15,484
14%
15.8
17,297
40
0.60%
3.90%
35
-0.20%
3.70%
2003
2004
2005
FY07
FY08
FY09
FY10
FY11
FY12
FY13
2006
FY09
21
-2.90%
12%
32636
15%
32.5
50724
FY10
19
7.20%
12%
40610
25%
34.8
63191
11.90% 16.30%
FY08
23
-0.70%
16%
31,201
11%
31.6
44,113
14.70%
2008
19
7.10%
15%
27,000
15%
32.6
39,638
22.90%
2007
13
8.40%
24%
23,405
17%
34.7
34,378
27.30%
61296
19%
35.6
74249
21%
35.9
88236 106341
FY11
19
-2.80%
FY12
22
6.20%
FY13
23
1.60%
49875
17%
35
74126
FY06
17,173
13%
19.6
19,558
-9.30%
24
-5.30% -9.60%
-4.00% 11.40%
27
11,846
-27%
14.5
14,374
-2.10%
25
-3.10%
1.00%
2.30% -32.60%
17,567
1%
19.5
19,767
1.80%
9.40%
15,397
14%
13.6
16,481
17,691
14%
13.7
18,857
25
0.10%
11.30%
24
1.50%
8.00%
6%
30
24
10.00% 13.20%
3.40%
11.20%
19666
13%
13
21280
13.30% 19.20%
13,105
0%
13
14,433
11.40%
3.30%
15.20%
20449
18%
15.4
25,551
15.70%
24
26
-5.60% 12.40%
5.60%
17,744
15.1
21,588
27
1.20%
26607
22%
14.9
32914
32843
22%
15.5
40038
25
0.80%
26
3.10%
9.00%
31
9.70%
7.00%
21563
-2%
13.7
26993
4.80% 11.80%
0.70%
20587
8%
15.7
27,500
99,549 1,01,384 99,269 1,10,605 1,21,034 1,37,178 1,63,452 1,42,960 1,65,396 175,238 1,97,352 221,164 258,102
2002
13,113
22%
14.3
15,166
4.50%
1999
growth (%)
Net Sales
1998
P/E
growth (%)
PAT
growth (%)
margin (%)
EBITDA
growth (%)
Net Sales
FY98
Annexure
DOLAT CAPITAL
21
October 4, 2013
12.70%
9,148
433
9.6
17
15.50%
500
3.50%
8.8
FY02
11,071 12,203
FY01
10.6
10.8
1320
34
54.50%
773
605
28
25
3.20% -24.00%
796.9
9.3
1178.3
10,004
FY00
8,114
FY99
1052
0.50%
12.3
1553
-2.60%
12,642
FY04
15
15
42.20% 22.20%
861
17.10%
11.9
1545
6.30%
12,974
FY03
14
45.60%
1532
33.50%
13.9
2072
18.20%
14,942
FY05
P/E
Volume growth
growth (%)
PAT
growth (%)
margin (%)
EBITDA
growth (%)
Net Sales
-3%
437
10.70%
1,043
9,718
FY98
60
6%
-4.60%
417
-16.40%
9.10%
872
-1.70%
9,553
FY99
55
7%
24.30%
518
17.70%
9.60%
1,027
12.40%
10,737
FY00
11,131
FY02
9,474
FY03
1,117
612
3.40%
39
2%
29
-2%
6.60% 11.00%
552
5.30%
9.60% 10.00%
1,081
1,568
-0.90%
9,392
FY04
1,080
6.40%
19
-3.50%
17.5
-4.00%
44.70% 21.90%
886
31.90%
15.60% 16.70%
1,474
11,227
FY01
16.5
10%
4.90%
1,133
12.50%
18.30%
1,764
2.70%
9,642
FY05
18,659
FY06
24
10%
21.40%
1,376
12.40%
17.60%
1,983
16.60%
11,242
FY06
20
45.90%
2235
32.10%
14.7
2737
24.90%
P/E
Volume growth
growth (%)
PAT
growth (%)
margin (%)
EBITDA
growth (%)
Net Sales
FY98
26
10%
16.40%
1,602
-2.90%
14.90%
1,926
15.20%
12,951
FY07
28
22.90%
2747
25.40%
16.8
3433
9.50%
20,431
FY07
19
8.00%
44.70%
2,317
51.60%
19.80%
2,919
13.80%
14,734
FY08
26
13%
18.80%
3263
17.60%
17.1
4037
15.60%
23,611
FY08
FY10
18.4
6232
4904
FY10
23
15%
4,982
4098
20
15
13.00% 13.00%
25.20% 41.20%
2,902
15.60% 47.60%
19.90% 25.40%
3,376
15.00% 15.80%
16,948 19,625
FY09
19
12%
14.20% 31.60%
3725
15.50% 33.70%
16.6
4661
18.80% 20.90%
28,054 33,914
FY09
FY12
61,761
FY13
16.8
8902
16.6
10251
6402
7579
FY12
26
10%
31,638
FY13
25
11%
5785
6568
4485
4967
21
26
28
4026
5146
22,861 26,932
FY11
29
12%
5598
19
7736
40,794 53,054
FY11
DOLAT CAPITAL
22
October 4, 2013
P/E
10
13.30%
Volume growth
15%
25.00%
375
growth (%)
13%
300
9.3
PAT
9.2
margin (%)
510
12.50%
5,512
FY99
growth (%)
450
4,900
EBITDA
growth (%)
Net Sales
FY98
458
20%
8.9
599
3.50%
6,707
FY01
14
9%
17
18%
-0.10% 22.20%
374.6
-2%
7.7
500
17.60%
6,480
FY00
3%
9.20%
500
25%
10.8
748
3.70%
6,957
FY02
8,937
FY04
621
6%
8.9
793
-10%
9
5.00%
12.10% 10.80%
561
0%
9.6
745
11.30% 15.40%
7,743
FY03
10
9%
11.00%
690
11%
8.8
883
12.70%
10,070
FY05
12
9%
26.10%
870
63%
12.6
1443
13.60%
11,439
FY06
19
15%
13.70%
989
38%
12.8
1987
36.10%
15,569
FY07
24
15%
60.30%
1585
24%
12.9
2463
22.40%
19,050
FY08
FY10
2414
23%
14.1
3751
17
12%
21
14%
28.60% 18.40%
2038
23%
12.7
3041
25.40% 11.40%
23,884 26,608
FY09
FY12
45,961
FY13
3188
18%
12.1
4844
3626
29%
13.6
6251
25
12%
27
17%
28
12%
2540
9%
13.1
4097
31,283 40,083
FY11
DOLAT CAPITAL
23
DOLAT CAPITAL
BUY
ACCUMULATE
REDUCE
SELL
Analyst
Sector/Industry/Coverage
Tel.+91-22-4096 9700
amit@dolatcapital.com
amitp@dolatcapital.com
milindb@dolatcapital.com
nehals@dolatcapital.com
priyank@dolatcapital.com
rahul@dolatcapital.com
rajiv@dolatcapital.com
prachi@dolatcapital.com
Associates
Sector/Industry/Coverage
Afshan Sayyad
Pranav Joshi
Manish Raj
Economy
Financials
Metals & Mining
afshans@dolatcapital.com
pranavj@dolatcapital.com
manishr@dolatcapital.com
91-22-40969745
91-22-40969724
91-22-40969731
91-22-40969753
91-22-40969737
91-22-40969754
91-22-40969750
91-22-40969733
Tel.+91-22-4096 9700
Purvag Shah
Vikram Babulkar
Kapil Yadav
Parthiv Dalal
Jatin Padharia
P. Sridhar
Chirag Makati
Chandrakant Ware
Aadil R. Sethna
purvag@dolatcapital.com
vikram@dolatcapital.com
kapil@dolatcapital.com
parthiv@dolatcapital.com
jatin@dolatcapital.com
sridhar@dolatcapital.com
chiragm@dolatcapital.com
chandrakant@dolatcapital.com
aadil@dolatcapital.com
Principal
Co-Head Equities and Head of Sales
AVP - Institutional Sales
AVP - Institutional Sales
Institutional Sales - FII
Head Sales Trading
AVP - Sales Trading
Senior Sales Trader
Head of Derivatives
91-22-40969726
91-22-40969706
91-22-40969725
Tel.+91-22-4096 9797
91-22-40969747
91-22-40969746
91-22-40969735
91-22-40969705
91-22-40969748
91-22-40969728
91-22-40969702
91-22-40969707
91-22-40969708
Dola
Dolatt Capital Market Pvt. Ltd.
20, Rajabahadur Mansion, 1st Floor, Ambalal Doshi Marg, Fort, Mumbai - 400 001
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