19 March 2010
India
Economics Bharat Iyer
AC
Cosmetics & Personal Care, Vineet Sharma, CFA / Latika Chopra, CFA
Asia Consumer: HPC Competition Heats Up in Asia
Wireless Services, Nishit Jasani
India Telecom: Tele Talk: 3G auctions to stretch balance sheets amid ongoing
price wars; Remain cautious
See page 9 for analyst certification and important disclosures, including non-US analyst disclosures.
J.P. Morgan does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may
have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their
investment decision.
Asia Pacific Equity Research
18 March 2010
Asia Consumer
HPC Competition Heats Up in Asia
In the wake of heightened competitive activity in the Household/Personal Care Asia ex Consumer
space in India & Indonesia, JPM Consumer Team hosted an investor call to AC
Vineet Sharma, CFA
discuss the implications and strategies of the key global players. Key takeaways: (852) 2800-8523
• Why is P&G getting aggressive? We believe P&G is strategically trying vineet.k.sharma@jpmorgan.com
to expand its presence in emerging markets in order to achieve its stated J.P. Morgan Securities (Asia Pacific) Limited
target of acquiring one billion new consumers over the next five years.
India
P&G would need to capture a wider audience in mass segment to do so AC
and hence is trying to introduce low price points (like Tide Naturals Latika Chopra, CFA
(91-22) 6157-3584
detergent in India) and reducing prices across shampoos and skin creams latika.chopra@jpmorgan.com
in Indonesia. We believe this is not a short term volume grab strategy for
J.P. Morgan India Private Limited
P&G but is more consistent with its long term strategy of gaining share in
emerging markets. Indonesia
AC
• Unilever is more vulnerable in India and Indonesia. While India and Stevanus Juanda
Indonesia together account for low single digit share of P&G’s profits, for (62-21) 5291 8574
stevanus.x.juanda@jpmorgan.com
Unilever these countries account for 12% of EBIT. Hence these markets
are much more important to Unilever which will continue to defend its PT J.P. Morgan Securities Indonesia
market share in response to any competitive challenge and in the process US HPC
risk its margins in these markets. John Faucher
• Emerging modern retailers and urbanization erode distribution (1-212) 622-6443
john.faucher@jpmorgan.com
advantage: The emergence of modern retailers and rapid urbanization
J.P. Morgan Securities Inc.
will erode the competitive advantage of Unilever’s distribution. A new
product launching will need only be offered to a couple of key retailers to Europe HPC
have sizable overnight presence in the market: in Indonesia 35% of the Celine Pannuti, CFA
FMCG market is sold through modern channels. A new product will only (44-20) 7325-9276
need to be launched in first and second tier cities as the population of celine.pannuti@jpmorgan.com
these cities encompasses 50% of the population. J.P. Morgan Securities Ltd.
• Unilever guiding for price decline in 1H10; P&G lowers long term
EPS growth target. P&G has indicated preference for topline growth over
margins and even Unilever in India has mentioned defending market share
as a top priority. With consumer opportunity lying in emerging markets,
the market is likely to be increasingly competitive.
• Maintain UW on Hindustan Unilever and Unilever Indonesia. We
would expect lower price growth (high inflation further hurting price/mix
growth), high competitive spends and rising input costs to weigh on
margins for Unilever in India and Indonesia in coming quarters.
Replay for the Call through 3/24: 800-944-1519 (US); +1- 203-369-3420 (outside US);
Passcode: 6827
Table 1: Revenue and EBIT contribution of emerging markets for global HPC majors
Company Revenue Contribution Operating Profit Contribution
Beiersdorf 38% 17%
L'Oreal 33% 30%
Unilever 47% 42%
P&G 27% NA
Colgate 57% 61%
Source: Company, J.P. Morgan estimates.
See page 9 for analyst certification and important disclosures, including non-US analyst disclosures.
J.P. Morgan does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may
have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their
investment decision.
Vineet Sharma, CFA Asia Pacific Equity Research
(852) 2800-8523 18 March 2010
vineet.k.sharma@jpmorgan.com
Latika Chopra, CFA
(91-22) 6157-3584
latika.chopra@jpmorgan.com
Indonesia Price War Figure 2: Price Cuts undertaken in shampoo and skin care segment recently in Indonesia
Started in sachet shampoo and
then extended into bottled
shampoo followed by skin care –
the most profitable segment.
Price reductions ranged between
20-40%.
Source: Companies
3
Asia Pacific Equity Research
18 March 2010
India Telecom
Tele Talk: 3G auctions to stretch balance sheets amid
ongoing price wars; Remain cautious Volume 5
“Tele Talk” is our product that looks at regular newsflow in the Indian India
Telecom sector. Wireless Services
• 3G spectrum auctions: Current focus is on the 3G auctions where Nishit Jasani
AC
interested entities have to submit their applications by end of this week (91-22) 6157-3578
(19 March) – auctions are scheduled for 9th April. We expect intense nishit.x.jasani@jpmorgan.com
competition for the 3 available spectrum slots as 3 incumbents (Bharti, J.P. Morgan India Private Limited
Vodafone, RCOM) potentially compete with Idea, Tata Teleservices, Gourav Vijayvergiya
Aircel. New operators like Etisalat and Uninor are not likely to bid for 3G (91-22) 6157-3278
in our view. We expect the auction price for pan-India spectrum to gourav.x.vijayvergiya@jpmorgan.com
exceed Rs55Bn (vs. base price of Rs35Bn). BWA spectrum auction J.P. Morgan India Private Limited
would be an equally competitive affair with TCOM, Qualcomm, Orange Tim Storey
in the fray and RCOM, Google said to be interested. (852) 2800-8563
• Tata DoCoMo slashes rates again – competition extends to non-voice: tim.storey@jpmorgan.com
The company has started offering daily packs at effective rates of Rs0.17 / J.P. Morgan Securities (Asia Pacific) Limited
Rs0.40 / Rs0.47 per minute for on-net / off-net / STD. The company has
also slashed international calling rates (more details on page 2). More Price Performance: Absolute
importantly, the company has also launched very competitive pricing on In % 3M 6M 12M
non-voice plans – GPRS, music and cricket alerts. Tata Docomo has Bharti (7.9) (30.9) 4.5
also launched 'Rollover Plan' where enterprise customers pay by month Idea 9.8 (16.2) 42.9
RCOM (7.2) (48.4) 2.0
and enjoy the facility of carrying forward their unused free talk time and Sensex 3.4 4.5 97.1
SMS for a period of three months (for 8 such 3-month cycles). Source: Bloomberg.
• Tata-Quippo is buying 2535 towers from TTML for Rs 13Bn (EV of
Rs 5.2mn per tower) making it India’s largest independent tower player. Share price returns relative to Sensex
In % 3M 6M 12M
• Bharti-Zain deal: Bharti is in exclusive talks with Zain until 25 March -
Bharti (11.3) (35.4) (92.6)
media reports indicate that management have not faced any hurdles so far Idea 6.4 (20.7) (54.2)
in due diligence for Zain Africa and Bharti is confident of closing the deal. RCOM (10.6) (52.9) (95.1)
According to media reports (Livemint), Bharti has already issued a term Source: Bloomberg.
sheet to raise US$8.5Bn debt at 176 bps to 179 bps over Libor.
Wireless subscriber base and monthly net-adds (MM)
Dec-08
Oct-09
Dec-09
Jun-08
Jul-08
Aug-08
Sep-08
Jan-09
Feb-09
Mar-09
Apr-09
Jun-09
Jul-09
Aug-09
Sep-09
Jan-10
May-08
Nov-08
May-09
Nov-09
Source: COAI, AUSPI and J.P. Morgan, Note: Wireless subs do not include BSNL’s CDMA-FWLL subs (~4.6 MM)
See page 9 for analyst certification and important disclosures, including non-US analyst disclosures.
J.P. Morgan does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may
have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their
investment decision.
Nishit Jasani Asia Pacific Equity Research
(91-22) 6157-3578 18 March 2010
nishit.x.jasani@jpmorgan.com
Tariffs
Tata DoCoMo launches new “Daily plans” for prepaid
Table 2: Tata DoCoMo’s daily plans for prepaid customers
Plans Details
Talkathon 30 local minutes @ Rs.5 on Tata DOCOMO Network
30 local minutes @Rs.12 across Networks
30 local/National minutes @Rs.14
10 local minutes @Rs.5
Night Birds 60 Free Local Night minutes on Tata DOCOMO Network
World Calling 10 minutes to USA/Canada @ Rs.20
5 minutes to USA/Canada @ Rs.10
3 minutes to Gulf @ Rs.20
GPRS 10MB Free Browsing @Rs.5 only
Entertainment 15 minutes FREE music @Rs.5
Cricket alerts @ Rs.5/day
Source: company
5
Nishit Jasani Asia Pacific Equity Research
(91-22) 6157-3578 18 March 2010
nishit.x.jasani@jpmorgan.com
India Wireless
TTML to sell telecom towers to Tata Quippo for Rs 13.18 Bn
Tata Teleservices Maharashtra (TTML), the listed subsidiary of telecom services
operator Tata Teleservices, has agreed to sell its telecom towers for an enterprise
value of Rs 13,180 mn to Wireless-TT Info Services (WTTIL), popularly known as
Tata Quippo. As part of the deal, TTML (offers services in Mumbai, Maharashtra
and Goa circles) will give its 2,535 towers and will receive net cash of about Rs 9 Bn
from the transaction. WTTIL will now have over 38,000 towers – making it the
largest independent tower company in India.
Each of TTML’s towers has been valued at Rs 5.2mn, close to the Rs 4.8mn per
tower paid by GTL Infrastructure for acquiring Aircel Cellular’s towers earlier this
year. The acquisition will strengthen Tata-Quippo’s current tenancy ratio, which is in
excess of 2 (ET).
6
Nishit Jasani Asia Pacific Equity Research
(91-22) 6157-3578 18 March 2010
nishit.x.jasani@jpmorgan.com
said that the government should take the final call on the quantum of stake to be
divested. This marks the third instance of the BSNL board clearing the stake sale.
Since 2007, BSNL has twice approved the proposal to divest 10% stake in the
company but has been unable to go ahead with the same due to stiff opposition from
its employee unions. (ET)
Regulatory Bytes
DoT announces 3G Details
Table 4: India Telecom: 3G Auction Time Table
Activity Date
Final date for Applications 19-Mar-10
Publication of ownership details of Applicants 23-Mar-10
Bidder Ownership Compliance Certificate 26-Mar-10
Pre-qualification of Bidders 30-Mar-10
Mock Auction 5th - 6th April, 2010
Start of the 3G Auction 9-Apr-10
Start of the BWA Auction 2 days from the day of close of the 3G,Auction
Payment of the successful bid amount Within 10 calendar days of close of relevant auctions
Source: DoT
7
Nishit Jasani Asia Pacific Equity Research
(91-22) 6157-3578 18 March 2010
nishit.x.jasani@jpmorgan.com
Table 5: India Telecom: Details of 3G and BWA blocks to be auctioned – Circle wise (excluding
one block reserved for MTNL/BSNL)
Service area Category 3G No. of blocks BWA No. of blocks of
Reserve of 2x5 MHz Reserve 20 MHz
price available for price (Rs. available for
(Rs. Cr) 3G auction Cr) BWA auction
Delhi Metro 320 3 160 2
Mumbai Metro 320 3 160 2
Kolkata Metro 120 3 60 2
Maharashtra A 320 3 160 2
Gujarat A 320 3 160 2
Andhra Pradesh A 320 3 160 2
Karnataka A 320 3 160 2
Tamil Nadu A 320 3 160 2
Kerala B 120 3 60 2
Punjab B 120 4 60 2
Haryana B 120 3 60 2
Uttar Pradesh (E) B 120 3 60 2
Uttar Pradesh (W) B 120 3 60 2
Rajasthan B 120 3 60 2
Madhya Pradesh B 120 3 60 2
West Bengal B 120 4 60 2
Himachal Pradesh C 30 4 15 2
Bihar C 30 4 15 2
Orissa C 30 3 15 2
Assam C 30 3 15 2
North East C 30 3 15 2
Jammu & Kashmir C 30 4 15 2
Total Reserve Price 3,500 10,830 1,750 3,500
Source: DoT (Chennai Included in Tamil Nadu)
8
Bharat Iyer Asia Pacific Equity Research
(91-22) 6157-3600 19 March 2010
bharat.x.iyer@jpmorgan.com
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• Lead or Co-manager: JPMSI or its affiliates acted as lead or co-manager in a public offering of equity and/or debt securities for
Unilever Indonesia Tbk within the past 12 months.
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• Client of the Firm: Hindustan Unilever Limited is or was in the past 12 months a client of JPMSI. Unilever Indonesia Tbk is or was
in the past 12 months a client of JPMSI; during the past 12 months, JPMSI provided to the company investment banking services.
• Investment Banking (past 12 months): JPMSI or its affiliates received in the past 12 months compensation for investment banking
services from Unilever Indonesia Tbk.
• Investment Banking (next 3 months): JPMSI or its affiliates expect to receive, or intend to seek, compensation for investment
banking services in the next three months from Unilever Indonesia Tbk.
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480
Date Rating Share Price Price Target
UW Rs225 (Rs) (Rs)
420 20-Feb-07 N 205.10 220.00
N Rs275 UW Rs220
01-Nov-07 N 207.60 230.00
360
02-Mar-08 N 227.35 250.00
N Rs220 N Rs230 N Rs250 UW Rs230 UW Rs210
300 28-Apr-08 N 249.75 275.00
Price(Rs) 240 04-Mar-09 UW 241.50 230.00
12-May-09 UW 226.05 220.00
180 30-Jul-09 UW 268.05 225.00
16-Mar-10 UW 225.55 210.00
120
60
0
Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan
06 07 07 07 07 08 08 08 08 09 09 09 09 10
Source: Bloomberg and J.P. Morgan; price data adjusted for stock splits and dividends.
Break in coverage Mar 03, 2004 - Jun 07, 2004. This chart shows J.P. Morgan's continuing coverage of this stock; the
current analyst may or may not have covered it over the entire period.
J.P. Morgan ratings: OW = Overweight, N = Neutral, UW = Underweight.
9
Bharat Iyer Asia Pacific Equity Research
(91-22) 6157-3600 19 March 2010
bharat.x.iyer@jpmorgan.com
Source: Bloomberg and J.P. Morgan; price data adjusted for stock splits and dividends.
Break in coverage Sep 26, 2004 - Jan 23, 2006. This chart shows J.P. Morgan's continuing coverage of this stock; the
current analyst may or may not have covered it over the entire period.
J.P. Morgan ratings: OW = Overweight, N = Neutral, UW = Underweight.
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10
Bharat Iyer Asia Pacific Equity Research
(91-22) 6157-3600 19 March 2010
bharat.x.iyer@jpmorgan.com
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