Marketing Metrics: Note for Marketing Managers 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 Marketing Metrics: Note for Marketing Managers case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Marketing Metrics: Note for Marketing Managers case study is a Harvard Business School (HBR) case study written by Michael A. Stanko, Matthew Fleming. The Marketing Metrics: Note for Marketing Managers (referred as “Metrics Marketing” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Strategic planning.

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 Marketing Metrics: Note for Marketing Managers Case Study

This non-technical note for marketing professionals (and those in training) explores the value of setting performance goals when developing marketing plans. Practical metrics to evaluate the overall success of marketing initiatives are discussed, followed by supporting metrics that can be used to evaluate each area of the marketing mix. A critical view is taken of many metrics; some metrics have shortcomings in certain situations that managers should be aware of. Many industry examples are used, making for an engaging student experience and providing benchmarks for students to set goals when writing case studies. Formulas are included for all metrics discussed.

Case Authors : Michael A. Stanko, Matthew Fleming

Topic : Sales & Marketing

Related Areas : Strategic planning

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Calculating Net Present Value (NPV) at 6% for Marketing Metrics: Note for Marketing Managers Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10003986)	-10003986	-	-
Year 1	3466909	-6537077	3466909	0.9434	3270669
Year 2	3958268	-2578809	7425177	0.89	3522844
Year 3	3951118	1372309	11376295	0.8396	3317435
Year 4	3248949	4621258	14625244	0.7921	2573472
TOTAL			14625244		12684420

The Net Present Value at 6% discount rate is 2680434

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 Metrics Marketing 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. Metrics Marketing 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 Marketing Metrics: Note for Marketing Managers

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 Metrics Marketing 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 Metrics Marketing 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	(10003986)	-10003986	-	-
Year 1	3466909	-6537077	3466909	0.8696	3014703
Year 2	3958268	-2578809	7425177	0.7561	2993019
Year 3	3951118	1372309	11376295	0.6575	2597924
Year 4	3248949	4621258	14625244	0.5718	1857597
TOTAL					10463244

The Net NPV after 4 years is 459258

(10463244 - 10003986 )

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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	(10003986)	-10003986	-	-
Year 1	3466909	-6537077	3466909	0.8333	2889091
Year 2	3958268	-2578809	7425177	0.6944	2748797
Year 3	3951118	1372309	11376295	0.5787	2286527
Year 4	3248949	4621258	14625244	0.4823	1566816
TOTAL					9491230

The Net NPV after 4 years is -512756

At 20% discount rate the NPV is negative (9491230 - 10003986 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Metrics Marketing 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 Metrics Marketing has a NPV value higher than Zero then finance managers at Metrics Marketing 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 Metrics Marketing, then the stock price of the Metrics Marketing 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 Metrics Marketing 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 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 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 Marketing Metrics: Note for Marketing Managers

References & Further Readings

Michael A. Stanko, Matthew Fleming (2018), "Marketing Metrics: Note for Marketing Managers Harvard Business Review Case Study. Published by HBR Publications.