Procter & Gamble Canada: Developing Scope Advertising Copy 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 Procter & Gamble Canada: Developing Scope Advertising Copy case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Procter & Gamble Canada: Developing Scope Advertising Copy case study is a Harvard Business School (HBR) case study written by John S. Hulland, Ken Mark. The Procter & Gamble Canada: Developing Scope Advertising Copy (referred as “Advertising Scope” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Product development.

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 Procter & Gamble Canada: Developing Scope Advertising Copy Case Study

The assistant brand manager for Procter & Gamble's Scope brand in Canada has been working since May with the brand manager to refine the brand's market position. They are concerned about whether they have chosen the correct target for the brand, and what their fall advertising for Scope should communicate. A focus group session has been planned for the next two weeks. They are eagerly awaiting the opportunity to uncover key consumer insights but want to ensure that they are asking the right questions. They have to make specific decisions regarding the fall advertising campaign no later than the beginning of August and want to ensure that the new advertisements are as successful as possible. This case can be used in a second-year advertising or research methods elective, or as part of the advertising module in a first-year course.

Case Authors : John S. Hulland, Ken Mark

Topic : Sales & Marketing

Related Areas : Product development

Calculating Net Present Value (NPV) at 6% for Procter & Gamble Canada: Developing Scope Advertising Copy Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10011518) -10011518 - -
Year 1 3470278 -6541240 3470278 0.9434 3273847
Year 2 3954936 -2586304 7425214 0.89 3519879
Year 3 3951591 1365287 11376805 0.8396 3317832
Year 4 3243984 4609271 14620789 0.7921 2569539
TOTAL 14620789 12681097

The Net Present Value at 6% discount rate is 2669579

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

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 Advertising Scope 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. Advertising Scope shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

Formula and Steps to Calculate Net Present Value (NPV) of Procter & Gamble Canada: Developing Scope Advertising Copy

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 Advertising Scope 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 Advertising Scope 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 (10011518) -10011518 - -
Year 1 3470278 -6541240 3470278 0.8696 3017633
Year 2 3954936 -2586304 7425214 0.7561 2990500
Year 3 3951591 1365287 11376805 0.6575 2598235
Year 4 3243984 4609271 14620789 0.5718 1854758
TOTAL 10461126

The Net NPV after 4 years is 449608

(10461126 - 10011518 )

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 (10011518) -10011518 - -
Year 1 3470278 -6541240 3470278 0.8333 2891898
Year 2 3954936 -2586304 7425214 0.6944 2746483
Year 3 3951591 1365287 11376805 0.5787 2286800
Year 4 3243984 4609271 14620789 0.4823 1564421
TOTAL 9489603

The Net NPV after 4 years is -521915

At 20% discount rate the NPV is negative (9489603 - 10011518 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Advertising Scope 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 Advertising Scope has a NPV value higher than Zero then finance managers at Advertising Scope 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 Advertising Scope, then the stock price of the Advertising Scope 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 Advertising Scope 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 are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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

What can impact the cash flow of the project.

Understanding of risks involved in the project.

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

John S. Hulland, Ken Mark (2018), "Procter & Gamble Canada: Developing Scope Advertising Copy Harvard Business Review Case Study. Published by HBR Publications.