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Power Root seeing slow growth in both exports, local markets

Instant coffee maker Power Root Bhd is facing setbacks in two fronts – domestic and the export market. During the first quarter of 2014/15 ending 31 May 2014, sales in both the local and overseas markets posted a respective 0.8% growth and a -1.7% decline. Exports has always been the revenue driver, thanks to the successful expansion in the MENA region, but due to political turmoil there particularly in Egypt, the local market became the key driver in 2013/14. Unfortunately, the local market stagnated in Q1, 2014-15.

Power Root revenue growth rate geographical segment

Revenue breakdown (%)

As a response to problems with the MENA market, Power Root turned its attention to the domestic Malaysian market with the Malay-focused Millionaire contest, which offers a cash prize of RM 1 million. The contest runs from 1 May 2014 to 31 December 2014. Similar millionaire contests were held in 2009 and 2010 to boost sales. Similarly, the company introduced the Ah Huat RM 888,888 contest for the Chinese market and this contest runs from July 2014 to Feb 2015.

You Can Be A Millionaire 4th Edition May-Dec 2014

 

Ah Huat RM 888,888 contest Jul 2014 to Feb 2015

Did the millionaire contest achieve the desired results in the past? Domestic sales did improve 12.5% and 15.9% respectively in 2009/10 and 2010/11 partly due to the contest but marketing costs also increased.

The good news for Power Root is raw material cost has not impacted the company as much as its competitor such as Singapore’s Super Group with the share of raw material to revenue at a healthy level of 42.6% in 2013/14, down from 44.6% a year ago. In Q1, 2014/15, raw material accounted for 42.2% of sales, up slightly from 42% a year ago.

% share of revenue

The key concern is marketing costs and other expenses, which together constituted 33.2% of revenue in Q1, 2014-15, up from 31.1% a year ago. This is something the management has to take into consideration.

% share of revenue

In terms of new product development, I believe Power Root is renewing its focus on the Malay market through the Millionaire contest and the new Per’l Xlim Cafe for slimming purposes with the appointment of a Malay female celebrity.

Assuming Power Root PE for 2014/15 falls by 10% year-on-year to 11.63 cent from 12.92, Power Root is still considered cheap with a 2014/15 PE of 14.36 based on the last traded price of RM 1.68 on 14 November 2014. Based on a worst case scenario of a 20% fall in net profit, the PE will increase to 16.15.

In 2013/14, the company paid 9 cent as dividend. Assuming net profit falls 10% in 2014/15 and the payout ratio remains at 70%, the new dividend yield based on the closing price of RM 1.68 is 4.78%, better than FD.

Disclaimer: Vested

North Pole CSD rekindling old memories

North Pole carbonated soft drink 北冰洋汽水

North Pole carbonated soft drink has become one of the food items that has made it on the menu for dignitaries during the APEC summit in Beijing. The drink has come a long way from its inception in 1936 to its rebirth in 2011. Nostalgia is what makes this bottled CSD highly popular in Beijing. People tend to find comfort in their childhood. Amidst rapid changes and the disappearance of old Beijing architecture including the Hutong alleyways, the CSD reminds them of the old Beijing they used to know.

“Drinking it since young”

North Pole CSD is seeing healthy sales. Beijing Number One Light Food Group (北京一轻食品集团), the manufacturer, has estimated 2014 sales of North Pole CSDs at RMB 200 million (USD 32.6 million) and profit at RMB 50 million. Not a bad result for a traditional CSD. North Pole CSD production volume is also expected to reach 60,000 cases a year in 2015 with new production capacity coming on stream in 2015.

Traditional Kelantanese CSD from Syarikat Mui Teng Long Hup Kee Sdn. Bhd.

In Malaysia, old CSDs are hard to find. Therefor, it is pleasant a surprise to find old CSDs in bottle being sold in a Malay restaurant in the upmarket area in Mont Kiara. The CSDs are produced by Syarikat Mui Teng Long Hup Kee Sdn. Bhd., which is based in Kota Bharu, Kelantan is located in the northeastern part of Peninsular Malaysia.

Will these rooster branded CSDs enjoy the same popularity as Beijing’s North Pole CSD? I am afraid not. Even for retro brand, you need to find the right balance between retro and contemporary to be able to attract new generation of consumers. These CSDs from Kota Bharu appears too old fashion and is in need of a new brand image. Look no further than the North Pole example.

Evolution of the North Pole packaging

From vitamin C to Vit C sports drink

China’s Harbin Pharmaceutical Group has extended its product lineup from vitamin C to sports drink with vitamin C. Company uses the Guoweikang vitamin brand on its new sports drink, making this a unique example of cross category extension from vitamin C to sports drink. The price for a 550ml bottle is RMB 4.6.

Best C nutritional content

Green Mountain Farms Greek arrives in Malaysia

The Greek Mountain Farms Greek Cream Cheese & Greek Yogurt has arrived in Malaysia. It is distributed by Five Star Gourmet Sdn Bhd and is available at Village Grocers. The brick version is priced at RM 11.90 per 80 oz, while the tub (including the whipped version) is retailed at RM 13.90 per 80 oz.

IKEA adding 2nd outlet in Malaysia

IKEA is finally going to open a 2nd outlet in Malaysia. The new store will open in 2015 and will be located on Jalan Cochrane in Cheras. Here is the latest job advert for the new IKEA Cheras. The new store will bring IKEA closer to residents in the eastern and southeastern part of KL.

At the moment, it is really difficult to go to the current IKEA is Hartamas on the western end of KL. The western end has more affluent neighbourhoods but as most people usually go to IKEA to dine in or buy small items, it makes perfect sense to have another outlet in Cheras, which is more densely populated.

IKEA has just recently opened its first outlet in Indonesia at Alam Sutera, Tangerang, some 25 kilometers away from Jakarta’s city center. I guess IKEA is also using the same approach in Indonesia – target the affluent area before moving closer to the city centre.
The 2nd IKEA store is indeed welcoming. The good thing is I don’t need to travel all the way to IKEA Damansara Hartamas for a new decorative potted plant 🙂
 
* Bernama news agency reported on 23 March 2015, the new IKEA Cheras outlet will open by the end of 2015. The new store will be 20% bigger than the one at IKEA Damansara.
Finally, we now know IKEA Cheras will open at the end of November 2015.

7-Eleven Malaysia selling noodles

Image taken at 7-Eleven Plaza Mont Kiara

7-Eleven is working hard to enrich is ready meals offerings. The latest project is called Noodle Station and will be selling Japanese udon and ramen at RM 3.90 each. All the utensils were still in their original plastic packaging at the Plaza Mont Kiara branch on 4 November 2014. The plastic was removed on 5 November 2014 and the new Noodle Station will start operating any time soon.

Apart from Noodle Station, 7-Eleven is selling savouries and fresh-to-go chilled food as well as CP frozen meals. 7-Eleven is moving in the right direction as these initiatives are positive for the margins. Let see if the noodle station gets good reception for the office workers at Plaza Mont Kiara.

 

Mamee Going for Gold

Mamee Double-Decker is going for gold with its Mamee Chef franchise. The new products are Mi Kari Seribu Rasa (Curry Noodle with One Thousand Taste) and Bihun Kari Seribu Rasa (Curry Vermicelli with One Thousand Taste). I only heard about this on the air wave and hasn’t seen the actual product.

Mamee is continuing with premiumisation with the new Mamee Chef Gold. This is understandable since value is the key driver. We see a similar trend in China. How much more instant noodles can one eat. With rising income and higher expectation on quality and taste, naturally, consumers are willing to pay more to enjoy better quality instant noodle. The premiumisation approach will continue to shape the instant noodle sector in Malaysia in the future.

Brief overview of performance of Sri Lankan listed dairy companies

 

Revenue (000) Lankan rupee. Fiscal year runs from April to March

This is my first attempt at making sense of the Sri Lankan milk industry with an eye to look for potential investment opportunity. It is clear Kotmale and Lanka Milk suffered from a significant decline in revenue in the 12 months ending 31 March 2014.

Reasons:

Lanka Milk Foods

Government price control

“The company was further impacted by the inability to raise the prices of its powdered milk product in line with global price hikes.”

“The decision by authorities to deny companies engaged in distribution and marketing of milk powder a price hike has become a pressing issue for the entire industry. Moreover, the increase in prices of fuel have further added to our costs, making it next to impossible to maintain a profitable cost structure.”

Kotmale Holdings

Capacity constraints & inter-company consolidation

“As reported previously, consequent to the consolidation of the dairy sector operations within the Cargills Group and capacity constraints, some of the Kotmale branded products are now manufactured at another facility, with a Royalty fee being paid to Kotmale Holdings for use of the brand. As a result, revenue saw a drop of 36 % for the year at Rs. 783 Mn.”

Gross Profit

Now, moving on to analysing profitability. Lucky Lanka Milk has a higher gross profit margin than Kotmale Holdings due to the simple fact that yogurt accounted for 70% share of Lucky Lanka Milk’s revenue in 2012-13. Kotmale is more diversified. It is the biggest producer of pastuerised and UHT milk as well as cheese in Sri Lanka. The prevalence of lower margin pasteurised and UHT milk explains  Kotmale’s lower margin compared to Lucky Lanka Milk.

Gross profit margin (%)

Net profit

Lanka Milk Foods profit before tax is all over the place. I guess the key reason why net profit in 2013-14 fell drastically was because of the government price control, which also impacted Kotmale Holdings. Lanka Milk Foods is the maker of Lakspray full cream milk powder, which has “nourished many generations of Sri Lankans for more than 40 years.”

Net profit. Note: Lanka Milk Foods is profit before tax

If you look at Lanka Milk Foods segment breakdown, you will see the company is trying hard to diversify from powdered milk to higher value liquid milk. Liquid milk’s share of contribution to operating profit reached 61% in 2013-14 but powdered milk still contributed the bulk of the profit.

Lanka Milk Foods PLC – segment % breakdown

Lucky Lanka Milk, which has just recently listed on the Colombo Stock Exchange, has a very low net profit margin compared with Kotmale. However, this is deceiving as Kotmale earns a lot from interest income (2013: 2.66% of revenue), which artificially boosted its net profit margin.

Net profit margin (%), Note: Lanka Milk Foods is profit before tax

Operating profit

A better indicator is operating profit. Lucky Lanka Milk is the star performer when it comes to operating profit. Why Lucky Lanka Milk still suffers from very low net profit margin?

Operating profit

The reason is Lucky Lanka has to spend a lot (around 6-7% of revenue) to service its loans, which is equivalent to 26% of 2013-14 revenue. Hopefully, with the proceeds from the IPO, the company can pare down its debt and this will boost profitability.

Lucky Lanka Milk Processing margins

Conclusion

Lucky Lanka Milk is a better investment candidate than Lanka Milk Foods and Kotmale Holdings due to the fact that Lucky Lanka focuses on yogurt, which does not come under the government price control. Its simple product structure makes its financial performance more predictable. With the proceeds from the IPO, the company will embark on revenue-generating ventures including:

– Lucky Milk Bar with plans to open 1,000 of them. These bars will serve Lucky own products, juices and milk.
– Expand the distribution channel to include three-wheelers for door-to-door selling, not Yakult lady for sure.
– Focus on school canteens by promoting high nutrition milk based products in these establishments.

The downside is Lucky Lanka Milk has a P/E of 35 based on 2013-14 results, making it quite expensive.

URC-Danone partnership to focus on sports/isotonic drink?

From the Danone Barclays Back-To-School Consumer Conference - Boston, 3 September 2014 slid

Danone Asia Holdings Private Ltd. and Universal Robina Corp (URC) have entered into a 50-50 agreement in October 2014 to set up Danone Universal Robina Beverages Inc. Danone Asia manufactures and supplies fresh dairy products, waters, early life nutrition, and medical nutrition.

The news did not mention what type of products the two will collaborate but my guess is it will be aquadrink, represented by Mizone and is highly successful in Indonesia and China.

It is a Gatorade’s world in the Philippines. Image taken by the author in October 2014

URC does not have a presence in the isotonic drink segment yet. At the moment, the market is largely dominated by PepsiCo’s Gatorade. Asia Brewery Inc (ABI), the leader in the energy drink category through Cobra, has 100Plus in its portfolio but 100Plus is still a minor player along with Pocari Sweat, Powerade and Vitamin Boost. Essentially, the market is open to a successful product that can upset the domination of Gatorade.

Danone Waters 2014 presentation slide

Danone will surely be hoping to replicate in the Philippines Mizone’s success in China and Indonesia. Perhaps Mizone in the Philippines will adopt as in the case of Indonesia the lifestyle drink approach focusing on energy-giving properties and hydration for busy consumers. Let’s see if my guess is right.

It is confirmed:
“The JV (joint venture) is a 50-50 venture and it is with the Waters Division of Danone, a leading FMCG (fast-moving consumer goods) company in Water, Nutrition and Dairy,” URC Vice-President for Corporate Planning and Investor Relations Michael P. Liwanag said in an e-mail interview with BusinessWorld.
Would Mizone goes for price or volume? We will see in 2015.
Isotonic/sports drink store check

Store check carried out in October 2014 by the author in Manila

Pascual Creamy Delight with more vibrant packaging, new Greek yogurt

New packaging with added Greek yogurt variant

The Pascual Creamy Delight yogurt made by ABI Pascual Foods, a joint venture between Spanish yogurt manufacturer Grupo Leche Pascual and local Asia Brewery, was given a new packaging in 2014. The range, launched at the end of 2012, also comes with a new Greek yogurt variant.

Old packaging

It is clear Pascual’s normal yoghurt is competing with local Hacienda Macalauan and Switzerland-based Nestle in the PHP 230 to 267 per KG range. For the Greek yogurt segment, Pascual is priced at the affordable level, while Hacienda Macalauan Greek yogurt is positioned at the upper end, even higher than the imported Farmers Union.

Store check conducted by the author in October 2014 at SM Megamall. * is from Hacienda online shop.

Hacienda Macalauan Greek yogurt is priced at a premium possibly due to it having a higher nutritional value (ie protein) compared with the Pascual Greek yogurt.

Protein content per 100 g

Blue: Greek yogurt sold in Malaysia; Green: sold in the Philippines. Hacienda is 90g per serving

With Chobani already making its entry into Singapore and Malaysia in 2014, an inroad into the Philippines may be in the pipeline. So what would Chobani be priced at in the Philippines. Using the Malaysian pricing of RM 51.2 per kilogram as an indicator, the cup format Chobani will likely be competing with Hacienda Macalauan in the PHP 50-60 per kg segment.

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