Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail 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 Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail case study is a Harvard Business School (HBR) case study written by K. J. Jeeson, Avadhoot Jathar, Unnikrishnan Dinesh Kumar. The Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail (referred as “Detergent Reliance” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, .

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 Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail Case Study

The case analyzes the consumer choice behavior in the case of detergents sold in an Indian retail store, Reliance Retail. The protagonist, Parul Khanna, the house brand (private label) manager at Reliance Retail wanted to know whether promotions have any short-term or long-term impact on brand switching and customer retention. Sudz, the house-brand detergent sold by Reliance Retail, was envisioned as a cost-effective detergent, giving comparable wash results as some of the established national brands such as Surf, Rin, Ariel, and so on. The questions nagging Parul were: Could customers who had been habitually purchasing a certain brand for many years really consider a house brand and make that switch? Is there a need to interfere in the market and create a "catalyst" effect? Students are expected to evaluate the impact of promotion on brand switching and brand loyalty among detergent purchasers. The case may be used in advanced statistics, stochastic process, and business analytics courses of MBA or Executive MBA programs as well as in a Ph.D. program in Statistics and Business Analytics.

Case Authors : K. J. Jeeson, Avadhoot Jathar, Unnikrishnan Dinesh Kumar

Topic : Sales & Marketing

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10026318)	-10026318	-	-
Year 1	3470978	-6555340	3470978	0.9434	3274508
Year 2	3982071	-2573269	7453049	0.89	3544029
Year 3	3948550	1375281	11401599	0.8396	3315279
Year 4	3228495	4603776	14630094	0.7921	2557270
TOTAL			14630094		12691086

The Net Present Value at 6% discount rate is 2664768

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. Net Present Value
3. Payback Period
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 Detergent Reliance 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. Detergent Reliance 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 Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail

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 Detergent Reliance 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 Detergent Reliance 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	(10026318)	-10026318	-	-
Year 1	3470978	-6555340	3470978	0.8696	3018242
Year 2	3982071	-2573269	7453049	0.7561	3011018
Year 3	3948550	1375281	11401599	0.6575	2596236
Year 4	3228495	4603776	14630094	0.5718	1845902
TOTAL					10471398

The Net NPV after 4 years is 445080

(10471398 - 10026318 )

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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	(10026318)	-10026318	-	-
Year 1	3470978	-6555340	3470978	0.8333	2892482
Year 2	3982071	-2573269	7453049	0.6944	2765327
Year 3	3948550	1375281	11401599	0.5787	2285041
Year 4	3228495	4603776	14630094	0.4823	1556952
TOTAL					9499801

The Net NPV after 4 years is -526517

At 20% discount rate the NPV is negative (9499801 - 10026318 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Detergent Reliance 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 Detergent Reliance has a NPV value higher than Zero then finance managers at Detergent Reliance 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 Detergent Reliance, then the stock price of the Detergent Reliance 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 Detergent Reliance 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 can impact the cash flow of the project.

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

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.

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 Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail

References & Further Readings

K. J. Jeeson, Avadhoot Jathar, Unnikrishnan Dinesh Kumar (2018), "Consumer Choice between House Brands and National Brands in Detergent Purchases at Reliance Retail Harvard Business Review Case Study. Published by HBR Publications.