Coming Era of "Brand in the Hand" 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 Coming Era of "Brand in the Hand" Marketing case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Coming Era of "Brand in the Hand" Marketing case study is a Harvard Business School (HBR) case study written by Fareena Sultan, Andrew Rohm. The Coming Era of "Brand in the Hand" Marketing (referred as “Mobile 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, Innovation, IT, Marketing, Security & privacy.

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 Coming Era of "Brand in the Hand" Marketing Case Study

This is an MIT Sloan Management Review article. The growing popularity of mobile hand-held devices is opening up intriguing new possibilities for what the authors refer to as "brand in the hand" marketing. Because individuals can be, and often are, connected anytime and anyplace, mobile marketing can be used to collect data through the wireless Internet to determine not only the exact location of a consumer at a given time, but also why that individual might be there. With that information, more meaningful or relevant advertising messages or promotions can be delivered to the consumer on a mobile device. Before companies rush into this new marketing arena, though, they need to understand some fundamental issues. How does mobile marketing differ from traditional approaches? When should a company pursue a brand in the hand initiative? Does mobile marketing have to be integrated within an overall marketing strategy and, if so, how? Moreover, how should companies address privacy issues? These are of particular concern, in part because of the personal nature of mobile devices.

Case Authors : Fareena Sultan, Andrew Rohm

Topic : Sales & Marketing

Related Areas : Innovation, IT, Marketing, Security & privacy

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Calculating Net Present Value (NPV) at 6% for Coming Era of "Brand in the Hand" Marketing Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10012934)	-10012934	-	-
Year 1	3448588	-6564346	3448588	0.9434	3253385
Year 2	3972338	-2592008	7420926	0.89	3535367
Year 3	3950033	1358025	11370959	0.8396	3316524
Year 4	3225182	4583207	14596141	0.7921	2554646
TOTAL			14596141		12659922

The Net Present Value at 6% discount rate is 2646988

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. Net Present Value
2. Profitability Index
3. Payback Period
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Mobile Marketing 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 Mobile 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.

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Formula and Steps to Calculate Net Present Value (NPV) of Coming Era of "Brand in the Hand" 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 Mobile 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 Mobile 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	(10012934)	-10012934	-	-
Year 1	3448588	-6564346	3448588	0.8696	2998772
Year 2	3972338	-2592008	7420926	0.7561	3003658
Year 3	3950033	1358025	11370959	0.6575	2597211
Year 4	3225182	4583207	14596141	0.5718	1844008
TOTAL					10443649

The Net NPV after 4 years is 430715

(10443649 - 10012934 )

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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	(10012934)	-10012934	-	-
Year 1	3448588	-6564346	3448588	0.8333	2873823
Year 2	3972338	-2592008	7420926	0.6944	2758568
Year 3	3950033	1358025	11370959	0.5787	2285899
Year 4	3225182	4583207	14596141	0.4823	1555354
TOTAL					9473644

The Net NPV after 4 years is -539290

At 20% discount rate the NPV is negative (9473644 - 10012934 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Mobile 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 Mobile Marketing has a NPV value higher than Zero then finance managers at Mobile 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 Mobile Marketing, then the stock price of the Mobile 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 Mobile 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 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.

Understanding of risks involved in the project.

What can impact the cash flow of the project.

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

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 Coming Era of "Brand in the Hand" Marketing

References & Further Readings

Fareena Sultan, Andrew Rohm (2018), "Coming Era of "Brand in the Hand" Marketing Harvard Business Review Case Study. Published by HBR Publications.