Showing posts with label FMCG. Show all posts
Showing posts with label FMCG. Show all posts

Friday, July 20, 2012

As Shatter-Proof as Ever!

Women have broken a lot of Gender Barriers in Society, But The Glass ceiling is not Exactly in that List Yet

When a movement gathers pace, it can change an existing status quo that is years, even centuries old, and unleash a new paradigm. By that yardstick, the women’s liberation movement was started in the US in 1964 in the US and spread across the world. Obviously, a lot has changed since then when it comes to acceptability of women in corporations and in various positions, but when you look at upward mobility for women in the corporate world, you will be surprised at how little has changed.

At the outset, women CEOs head only 15 companies out of the Fortune 500, which is a representation of just 3%. A look at the results of a survey by US non-profit organisation Catalyst for 2010 provides deeper insights. Only 15.7% of board seats in Fortune 500 companies were occupied by women as compared to 15.2% in 2009. Only in their share of nominating/governance committee chairs do women beat that figure with 16.9% share, as compared to 16.8% in 2008. The board chair, on the other hand was occupied by a woman in 2.6% of Fortune 500 companies in 2010 as compared to 2% in 2009.

In India, the situation actually happens to be significantly better. A survey by EMA Partners International in 2010 covered 240 large corporations in India, and found that 11% of them had women CEOs. There were other differences. For instance, in India, 54% of women CEOs were in the BFSI sector, followed by media and life sciences at 11% each and FMCG and consulting at 8% each. In the US, FMCG and consumer durables accounted for 48% share of women CEOs and financial services accounted for 7%. But in terms of directors, India is worse off, since only 5% of seats for women directors in the BSE 100 are occupied by women, as per a report by Standard Chartered.

By all yardsticks, these aren’t indicators of a shattering glass ceiling for women. Simultaneously, there is definitely a wealth of academic research being done on issues of relative competitiveness, opportunities available, leadership styles, et al. Justin Wolfen of Wharton made one such study of S&P 1500 firms from 1992 to 2004, and concluded that there was no significant difference in returns to holding stock between female led and male led firms. A report by Lee and James in 2004 concluded that hiring a female CEO leads to negative abnormal stock return of 3.7% as compared to a negative 0.5% for a male CEO during the announcement window. A B&E 2007 study concluded that some 50% of the women CEOs under study eroded shareholder’s wealth. In addition, a huge 75% of companies led by woman CEOs underperformed the Sensex. On the other hand, a report by Catalyst cites that companies with higher representation of women on management teams provide 34% better average shareholder return than those with low representation.

A 2004 research by Michelle Ryan and S. Alexander Haslam of the University of Exeter pointed to the possibility of an even more dangerous trend after women CEOs shattered the glass ceiling – that of a glass cliff. Their research concluded that women appointed to leadership were more often put in situations where the chances of failure were high. Evidences cited in subsequent reports are are CEOs like Carly Fiorina of Hewlett Packard, Patricia Russo of Lucent and Alcatel-Lucent, Kate Swann of WHSMITH, Lynn Elsenhans of Sunoco and Carol Bartz at Yahoo!. But then, there are also surveys that concluded later on that this could not be generalised. There are a number of celebrated women leaders in US as well as India like Irene Rosefield of Kraft Foods, Indra Nooyi of PepsiCo, Chanda Kochhar of ICICI and Shikha Sharma of Axis; who defy the assumption that women CEOs necessarily underperform.

Or does the verdict even lie in statistics? Poonam Barua, noted economist and Founder Chairman of the Forum for Women in Leadership (WILL), comments to B&E, “There is no clear data that women CEOs get better business performance – simply because there are not enough women CEOs over time to make this static trend available. However, it is clear that having a woman CEO does not lead the company to financial disaster like Lehman Brothers, AGI, Chysler, or RBS.” Diversity in the work place at all levels is certainly a valuable end for the corporate world, and all possible efforts need to be done to provide equal opportunity to reach the top.

Through interactions undertaken with some select Indian and American CEOs and entrepreneurs, we give you exceptional insights on how they are leading their companies into the next growth orbit and the challenges they face in this special issue of B&E. Are they indeed getting the better of all the ‘glass’ on the way? Well, that judgement cannot be made in a haste.



Monday, July 16, 2012

B&E highlights the possible opportunities and imperatives for the company

As Reckitt Benckiser’s India business heads towards contributing more than 5% to global revenues, B&E highlights the possible opportunities and imperatives for the company.

Reckitt Benckiser India’s turnover is just over Rs.20 billion (of which Dettol alone makes over Rs.10 billion). With the assimilation of Paras Pharma, which has a turnover of around Rs.5 billion, and Reckitt’s own CAGR of around 40% should see it rise the Indian FMCG ladder and soon match the likes of GCPL and Dabur (revenues of around Rs.40 billion), in near future. Moreover, Reckitt’s India division is well on its way to cross the 5% contribution (to global turnover) benchmark, even before HUL & P&G.

Reckitt is investing over Rs.2 billion in a Paras manufacturing facility near Badii to further strengthen its OTC offerings. Chander Mohan Sethi, MD, Reckitt Benckiser India informs, “Currently, OTC comprises 15-20% of business, and is one of our strategic growth pillars.” With Reckitt’s track record for innovation – 40% of its sales comes from products developed over the last three years better times are expected. Besides, it gives Reckitt the opportunity to enter hitherto unknown categories like haircare/body care (Set-Wet deodorants & hair gels), hair oil (Livon). Reckitt has already moved up to the third spot in the Rs.75 billion soap market with its Dettol variants.

But one of Reckitt’s biggest weaknesses has been that its brands are more popular than the company itself unlike the Unilevers and P&Gs. While individual product brands & extensions have worked since ages, the aura of a strong parent brand does lend a great degree of credibility and preference. Heritage brands like Dettol, and high performing brands like Harpic and Lizol are doing well, but since Reckitt banks too much on new innovations, and has to invest heavily on marketing each of these products (it spends 12% of revenues on marketing, highest among top FMCG players), it would do well to ensure that corporate branding initiatives get stronger. To be fair, it has started the process in two markets Germany (developed) and Brazil (emerging) to gauge the results. Ramping up these initiatives across countries is critical. Akshay Bhalla, MD, Protiviti Consulting comments, “Reckitt has lagged in bringing some of its brands in time unlike HUL and P&G. It has to ensure that it comes up with more homogenous products in tune with changing consumer habits and preference in India.” Also, as the company gets more aggressive in rural areas, it has to fix its relatively low penetration. The company has distributors across 3000 towns via a hub & spoke model compared to 5500 for HUL and 4000 for Godrej Consumer Products Ltd. Finally, its flagship Dettol has a very strong presence in the health segment; but beauty still leads the FMCG space, where Reckitt still lacks as much as a foothold. It would be risky to let Dettol do the honours as it would interfere with its traditional positioning. Perhaps the situation calls for another big brand acquisition!