Braun AG: Product Design and Development for a New Oral Care Category (A) 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 Braun AG: Product Design and Development for a New Oral Care Category (A) case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Braun AG: Product Design and Development for a New Oral Care Category (A) case study is a Harvard Business School (HBR) case study written by Karen J. Freeze. The Braun AG: Product Design and Development for a New Oral Care Category (A) (referred as “Interplak Braun” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Design, Product development, Project management.

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 Braun AG: Product Design and Development for a New Oral Care Category (A) Case Study

Does the Braun plaque removal (electronic toothbrush) product under development have a chance against the dominant American player, Interplak? Under an innovative female project manager, the Braun team has come to a decision point that is made urgent by the recent purchase of Interplak by Bausch & Lomb, a major company with a threatening presence in Europe. Looking at the product development process, the "product semantics" of the current design (does it communicate superior value to the consumer?), the technical problems yet to be solved, and the pressure to follow the Interplak lead, students have to develop a product strategy that fits the competitive situation and the competency and character of the company.

Case Authors : Karen J. Freeze

Topic : Strategy & Execution

Related Areas : Design, Product development, Project management

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Calculating Net Present Value (NPV) at 6% for Braun AG: Product Design and Development for a New Oral Care Category (A) Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10013013)	-10013013	-	-
Year 1	3473067	-6539946	3473067	0.9434	3276478
Year 2	3973516	-2566430	7446583	0.89	3536415
Year 3	3975249	1408819	11421832	0.8396	3337696
Year 4	3241662	4650481	14663494	0.7921	2567700
TOTAL			14663494		12718289

The Net Present Value at 6% discount rate is 2705276

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. Internal Rate of Return
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 Interplak Braun 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. Interplak Braun 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 Braun AG: Product Design and Development for a New Oral Care Category (A)

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 Strategy & Execution 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 Interplak Braun 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 Interplak Braun 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	(10013013)	-10013013	-	-
Year 1	3473067	-6539946	3473067	0.8696	3020058
Year 2	3973516	-2566430	7446583	0.7561	3004549
Year 3	3975249	1408819	11421832	0.6575	2613791
Year 4	3241662	4650481	14663494	0.5718	1853431
TOTAL					10491829

The Net NPV after 4 years is 478816

(10491829 - 10013013 )

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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	(10013013)	-10013013	-	-
Year 1	3473067	-6539946	3473067	0.8333	2894223
Year 2	3973516	-2566430	7446583	0.6944	2759386
Year 3	3975249	1408819	11421832	0.5787	2300491
Year 4	3241662	4650481	14663494	0.4823	1563302
TOTAL					9517401

The Net NPV after 4 years is -495612

At 20% discount rate the NPV is negative (9517401 - 10013013 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Interplak Braun 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 Interplak Braun has a NPV value higher than Zero then finance managers at Interplak Braun 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 Interplak Braun, then the stock price of the Interplak Braun 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 Interplak Braun 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.

Understanding of risks involved in the project.

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

What can impact the cash flow of 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.

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 Braun AG: Product Design and Development for a New Oral Care Category (A)

References & Further Readings

Karen J. Freeze (2018), "Braun AG: Product Design and Development for a New Oral Care Category (A) Harvard Business Review Case Study. Published by HBR Publications.