Coca-Cola Goes Green: The Launch of Coke Life 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 Coca-Cola Goes Green: The Launch of Coke Life case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Coca-Cola Goes Green: The Launch of Coke Life case study is a Harvard Business School (HBR) case study written by Matthias Koch. The Coca-Cola Goes Green: The Launch of Coke Life (referred as “Coke Soft” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Marketing.

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

Case Description of Coca-Cola Goes Green: The Launch of Coke Life Case Study

In June 2013, The Coca-Cola Company (TCCC) launched Coke Life, a naturally sweetened but sugar-reduced carbonated soft drink. Coke Life complemented TCCC's established product line consisting of Coca-Cola Classic, Diet Coke, and Coke Zero. Coke Life substituted a portion of the sugar component with stevia leaf extract and contained 35 per cent less sugar than Coca-Cola Classic. TCCC claimed that "Coke Life is for adults looking for a great tasting Coke but [one with] fewer kilojoules and [that is] sweetened from natural sources." Affected by governmental interventions, such as the implementation of special taxes and warning labels, the consumption of soft drinks had slowed down significantly, which had caused leading soft drink manufacturers to introduce "green" product modifications of their traditional beverages. When TCCC launched Coke Life, the market for carbonated soft drinks was highly competitive and was shrinking in part due to concerns over soft drinks contributing to obesity and type 2 diabetes. Was Coke Life likely to be successful? Or was it simply a "greenwashed" product in a highly segmented market? Matthias Koch is affiliated with University of Melbourne.

Case Authors : Matthias Koch

Topic : Sales & Marketing

Related Areas : Marketing

Calculating Net Present Value (NPV) at 6% for Coca-Cola Goes Green: The Launch of Coke Life Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10023497) -10023497 - -
Year 1 3470517 -6552980 3470517 0.9434 3274073
Year 2 3957924 -2595056 7428441 0.89 3522538
Year 3 3944044 1348988 11372485 0.8396 3311495
Year 4 3247913 4596901 14620398 0.7921 2572651
TOTAL 14620398 12680758

The Net Present Value at 6% discount rate is 2657261

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.

Capital Budgeting Approaches

Methods of Capital Budgeting

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

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

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. Coke Soft 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 Coke Soft have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

Formula and Steps to Calculate Net Present Value (NPV) of Coca-Cola Goes Green: The Launch of Coke Life

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 Coke Soft 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 Coke Soft 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 %
Cash Flows
Year 0 (10023497) -10023497 - -
Year 1 3470517 -6552980 3470517 0.8696 3017841
Year 2 3957924 -2595056 7428441 0.7561 2992759
Year 3 3944044 1348988 11372485 0.6575 2593273
Year 4 3247913 4596901 14620398 0.5718 1857005
TOTAL 10460878

The Net NPV after 4 years is 437381

(10460878 - 10023497 )

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 %
Cash Flows
Year 0 (10023497) -10023497 - -
Year 1 3470517 -6552980 3470517 0.8333 2892098
Year 2 3957924 -2595056 7428441 0.6944 2748558
Year 3 3944044 1348988 11372485 0.5787 2282433
Year 4 3247913 4596901 14620398 0.4823 1566316
TOTAL 9489405

The Net NPV after 4 years is -534092

At 20% discount rate the NPV is negative (9489405 - 10023497 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Coke Soft 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 Coke Soft has a NPV value higher than Zero then finance managers at Coke Soft 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 Coke Soft, then the stock price of the Coke Soft 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 Coke Soft 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.

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 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.

References & Further Readings

Matthias Koch (2018), "Coca-Cola Goes Green: The Launch of Coke Life Harvard Business Review Case Study. Published by HBR Publications.