SVEDKA Vodka (C): Marketing Mix in the Vodka Industry Net Present Value (NPV) / MBA Resources

Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?

NPV solution for SVEDKA Vodka (C): Marketing Mix in the Vodka Industry case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. SVEDKA Vodka (C): Marketing Mix in the Vodka Industry case study is a Harvard Business School (HBR) case study written by Paul W. Farris, Rajkumar Venkatesan. The SVEDKA Vodka (C): Marketing Mix in the Vodka Industry (referred as “Vodka Uva” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, .

The net present value (NPV) of an investment proposal is the present value of the proposal’s net cash flows less the proposal’s initial cash outflow. If a project’s NPV is greater than or equal to zero, the project should be accepted.

NPV = Present Value of Future Cash Flows LESS Project’s Initial Investment

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Case Description of SVEDKA Vodka (C): Marketing Mix in the Vodka Industry Case Study

Suitable for both MBA- and undergraduate-level courses such as integrated marketing communications, this case traces a product from idea to established, successful brand. A spirits industry executive perceives a gap between the under-$10 and the $25-and-up "prestige" vodkas. In this case he explores whether he could quantify the financial value of the awards his product has won. Would that be a good basis for the design of future campaigns: Decisions on pricing, target, distribution, branding, and promotion are considered in the A case (UVA-M-0774). The B case (UVA-M-0775) presents the results, which include the important benchmark of one million case sales by 2006. It also presents the founder's assessment of which initial decisions were most critical and explores the new choices he faces, including changes to the distribution channels and additions to the product line.

Case Authors : Paul W. Farris, Rajkumar Venkatesan

Topic : Sales & Marketing

Related Areas :

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Calculating Net Present Value (NPV) at 6% for SVEDKA Vodka (C): Marketing Mix in the Vodka Industry Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10027518)	-10027518	-	-
Year 1	3472310	-6555208	3472310	0.9434	3275764
Year 2	3968257	-2586951	7440567	0.89	3531735
Year 3	3936312	1349361	11376879	0.8396	3305003
Year 4	3223336	4572697	14600215	0.7921	2553184
TOTAL			14600215		12665686

The Net Present Value at 6% discount rate is 2638168

In isolation the NPV number doesn't mean much but put in right context then it is one of the best method to evaluate project returns. In this article we will cover -

Different methods of capital budgeting

What is NPV & Formula of NPV,
How it is calculated,
How to use NPV number for project evaluation, and
Scenario Planning given risks and management priorities.

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Capital Budgeting Approaches

Methods of Capital Budgeting

There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Payback Period
2. Net Present Value
3. Profitability Index
4. Internal Rate of Return

Apart from the Payback period method which is an additive method, rest of the methods are based on Discounted Cash Flow technique. Even though cash flow can be calculated based on the nature of the project, for the simplicity of the article we are assuming that all the expected cash flows are realized at the end of the year.

Discounted Cash Flow approaches provide a more objective basis for evaluating and selecting investment projects. They take into consideration both –

1. Timing of the expected cash flows – stockholders of Vodka Uva have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.
2. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Vodka Uva shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of SVEDKA Vodka (C): Marketing Mix in the Vodka Industry

NPV = Net Cash In Flowt1 / (1+r)t1 + Net Cash In Flowt2 / (1+r)t2 + … Net Cash In Flowtn / (1+r)tn
Less Net Cash Out Flowt0 / (1+r)t0

Where t = time period, in this case year 1, year 2 and so on.
r = discount rate or return that could be earned using other safe proposition such as fixed deposit or treasury bond rate. Net Cash In Flow – What the firm will get each year.
Net Cash Out Flow – What the firm needs to invest initially in the project.

Step 1 – Understand the nature of the project and calculate cash flow for each year.
Step 2 – Discount those cash flow based on the discount rate.
Step 3 – Add all the discounted cash flow.
Step 4 – Selection of the project

Why Sales & Marketing Managers need to know Financial Tools such as Net Present Value (NPV)?

In our daily workplace we often come across people and colleagues who are just focused on their core competency and targets they have to deliver. For example marketing managers at Vodka Uva often design programs whose objective is to drive brand awareness and customer reach. But how that 30 point increase in brand awareness or 10 point increase in customer touch points will result into shareholders’ value is not specified.

To overcome such scenarios managers at Vodka Uva needs to not only know the financial aspect of project management but also needs to have tools to integrate them into part of the project development and monitoring plan.

Calculating Net Present Value (NPV) at 15%

After working through various assumptions we reached a conclusion that risk is far higher than 6%. In a reasonably stable industry with weak competition - 15% discount rate can be a good benchmark.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 15 %	Discounted Cash Flows
Year 0	(10027518)	-10027518	-	-
Year 1	3472310	-6555208	3472310	0.8696	3019400
Year 2	3968257	-2586951	7440567	0.7561	3000572
Year 3	3936312	1349361	11376879	0.6575	2588189
Year 4	3223336	4572697	14600215	0.5718	1842953
TOTAL					10451114

The Net NPV after 4 years is 423596

(10451114 - 10027518 )

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Calculating Net Present Value (NPV) at 20%

If the risk component is high in the industry then we should go for a higher hurdle rate / discount rate of 20%.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 20 %	Discounted Cash Flows
Year 0	(10027518)	-10027518	-	-
Year 1	3472310	-6555208	3472310	0.8333	2893592
Year 2	3968257	-2586951	7440567	0.6944	2755734
Year 3	3936312	1349361	11376879	0.5787	2277958
Year 4	3223336	4572697	14600215	0.4823	1554464
TOTAL					9481748

The Net NPV after 4 years is -545770

At 20% discount rate the NPV is negative (9481748 - 10027518 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Vodka Uva to discount cash flow at lower discount rates such as 15%.

Acceptance Criteria of a Project based on NPV

Simplest Approach – If the investment project of Vodka Uva has a NPV value higher than Zero then finance managers at Vodka Uva can ACCEPT the project, otherwise they can reject the project. This means that project will deliver higher returns over the period of time than any alternate investment strategy.

In theory if the required rate of return or discount rate is chosen correctly by finance managers at Vodka Uva, then the stock price of the Vodka Uva should change by same amount of the NPV. In real world we know that share price also reflects various other factors that can be related to both macro and micro environment.

In the same vein – accepting the project with zero NPV should result in stagnant share price. Finance managers use discount rates as a measure of risk components in the project execution process.

Sensitivity Analysis

Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Vodka Uva should conduct a sensitivity analysis to better understand not only the inherent risk of the projects but also how those risks can be either factored in or mitigated during the project execution. Sensitivity analysis helps in –

What will be a multi year spillover effect of various taxation regulations.

Understanding of risks involved in the project.

What can impact the cash flow of the project.

What are the uncertainties surrounding the project Initial Cash Outlay (ICO’s). ICO’s often have several different components such as land, machinery, building, and other equipment.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

Some of the assumptions while using the Discounted Cash Flow Methods –

Projects are assumed to be Mutually Exclusive – This is seldom the came in modern day giant organizations where projects are often inter-related and rejecting a project solely based on NPV can result in sunk cost from a related project.

Independent projects have independent cash flows – As explained in the marketing project – though the project may look independent but in reality it is not as the brand awareness project can be closely associated with the spending on sales promotions and product specific advertising.

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Negotiation Strategy of SVEDKA Vodka (C): Marketing Mix in the Vodka Industry

References & Further Readings

Paul W. Farris, Rajkumar Venkatesan (2018), "SVEDKA Vodka (C): Marketing Mix in the Vodka Industry Harvard Business Review Case Study. Published by HBR Publications.