Make Yourself Heard: Ericsson's Global Brand Campaign 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 Make Yourself Heard: Ericsson's Global Brand Campaign case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Make Yourself Heard: Ericsson's Global Brand Campaign case study is a Harvard Business School (HBR) case study written by Kamran Kashani. The Make Yourself Heard: Ericsson's Global Brand Campaign (referred as “Brand Campaign” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Communication, Globalization.

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 Make Yourself Heard: Ericsson's Global Brand Campaign Case Study

Ericsson, the Swedish telecommunications products and systems company, is embarking on a first-ever global advertising campaign for its brand of mobile phones. The idea for consumer brand building, new to an otherwise technology-oriented, industrial company, has come about as a result of developments in the worldwide market for cellular phones: fast growth, entry of new consumer segments, declining product differentiation, and the growing pressure on prices and margins. The expensive campaign, aiming to cement a relationship with consumers, is notable for a total absence of product-related communication. Under the slogan "Make yourself heard," the ads feature a gallery of faces and a range of situations demonstrating the spirit of communication between people around the world. Some of the issues the case raises are: How do you build a strong brand for a product that is increasingly difficult to differentiate? Can pure brand values stand on their own merits without any references to products? What criteria should you use to evaluate advertising execution? A 2001 ECCH award winner.

Case Authors : Kamran Kashani

Topic : Sales & Marketing

Related Areas : Communication, Globalization

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Calculating Net Present Value (NPV) at 6% for Make Yourself Heard: Ericsson's Global Brand Campaign Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10007059)	-10007059	-	-
Year 1	3471656	-6535403	3471656	0.9434	3275147
Year 2	3958402	-2577001	7430058	0.89	3522964
Year 3	3960829	1383828	11390887	0.8396	3325588
Year 4	3234536	4618364	14625423	0.7921	2562055
TOTAL			14625423		12685755

The Net Present Value at 6% discount rate is 2678696

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

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Formula and Steps to Calculate Net Present Value (NPV) of Make Yourself Heard: Ericsson's Global Brand Campaign

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 Brand Campaign 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 Brand Campaign 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	(10007059)	-10007059	-	-
Year 1	3471656	-6535403	3471656	0.8696	3018831
Year 2	3958402	-2577001	7430058	0.7561	2993121
Year 3	3960829	1383828	11390887	0.6575	2604309
Year 4	3234536	4618364	14625423	0.5718	1849356
TOTAL					10465618

The Net NPV after 4 years is 458559

(10465618 - 10007059 )

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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	(10007059)	-10007059	-	-
Year 1	3471656	-6535403	3471656	0.8333	2893047
Year 2	3958402	-2577001	7430058	0.6944	2748890
Year 3	3960829	1383828	11390887	0.5787	2292146
Year 4	3234536	4618364	14625423	0.4823	1559865
TOTAL					9493948

The Net NPV after 4 years is -513111

At 20% discount rate the NPV is negative (9493948 - 10007059 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Brand Campaign 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 Brand Campaign has a NPV value higher than Zero then finance managers at Brand Campaign 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 Brand Campaign, then the stock price of the Brand Campaign 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 Brand Campaign 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 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.

Understanding of risks involved in the project.

What can impact the cash flow of the project.

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

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 Make Yourself Heard: Ericsson's Global Brand Campaign

References & Further Readings

Kamran Kashani (2018), "Make Yourself Heard: Ericsson's Global Brand Campaign Harvard Business Review Case Study. Published by HBR Publications.