Visa Inc.: Accounting for Marketing 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 Visa Inc.: Accounting for Marketing case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Visa Inc.: Accounting for Marketing case study is a Harvard Business School (HBR) case study written by Neil Bendle. The Visa Inc.: Accounting for Marketing (referred as “Visa Accounts” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Budgeting.

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 Visa Inc.: Accounting for Marketing Case Study

A job candidate at Visa Inc., the technology payments company, prepares herself for her interview by considering what she can uncover about the company's marketing from the published accounts. She analyzes what the company spends money on and how revenue is generated. She considers how marketing is accounted for - specifically, how marketing assets, such as brands, are dealt with on the balance sheet. She considers the relationship between values in the accounts and the market value of the firm, and the problem of brand valuation is discussed. Finally, she tries to understand the impact of accounting treatment on common financial ratios.

Case Authors : Neil Bendle

Topic : Sales & Marketing

Related Areas : Budgeting

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Calculating Net Present Value (NPV) at 6% for Visa Inc.: Accounting for Marketing Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10009996)	-10009996	-	-
Year 1	3459679	-6550317	3459679	0.9434	3263848
Year 2	3981941	-2568376	7441620	0.89	3543913
Year 3	3938972	1370596	11380592	0.8396	3307237
Year 4	3240392	4610988	14620984	0.7921	2566694
TOTAL			14620984		12681692

The Net Present Value at 6% discount rate is 2671696

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

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 Visa Accounts 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. Visa Accounts 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 Visa Inc.: Accounting for Marketing

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 Visa Accounts 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 Visa Accounts 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	(10009996)	-10009996	-	-
Year 1	3459679	-6550317	3459679	0.8696	3008417
Year 2	3981941	-2568376	7441620	0.7561	3010919
Year 3	3938972	1370596	11380592	0.6575	2589938
Year 4	3240392	4610988	14620984	0.5718	1852705
TOTAL					10461979

The Net NPV after 4 years is 451983

(10461979 - 10009996 )

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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	(10009996)	-10009996	-	-
Year 1	3459679	-6550317	3459679	0.8333	2883066
Year 2	3981941	-2568376	7441620	0.6944	2765237
Year 3	3938972	1370596	11380592	0.5787	2279498
Year 4	3240392	4610988	14620984	0.4823	1562689
TOTAL					9490489

The Net NPV after 4 years is -519507

At 20% discount rate the NPV is negative (9490489 - 10009996 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Visa Accounts 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 Visa Accounts has a NPV value higher than Zero then finance managers at Visa Accounts 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 Visa Accounts, then the stock price of the Visa Accounts 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 Visa Accounts 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 key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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 can impact the cash flow of the project.

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

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.

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Negotiation Strategy of Visa Inc.: Accounting for Marketing

References & Further Readings

Neil Bendle (2018), "Visa Inc.: Accounting for Marketing Harvard Business Review Case Study. Published by HBR Publications.