Dual Branding Strategy for a Successful new Product Launch in China 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 Dual Branding Strategy for a Successful new Product Launch in China case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Dual Branding Strategy for a Successful new Product Launch in China case study is a Harvard Business School (HBR) case study written by Pong Yuen Lam, Annie Chan, Hannie Gopaoco, Kevin Oh. The Dual Branding Strategy for a Successful new Product Launch in China (referred as “Brand Parent” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Product development.

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

---

Case Description of Dual Branding Strategy for a Successful new Product Launch in China Case Study

Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously. In this article, we report the successful case of using two brand names--dual branding strategy--by practitioners in China for the Minute Maid Orange Pulp juice drink launch. A suggestive sub-brand name helps consumers recall the key benefits and features of the new product. A suggestive parent brand name communicates the benefits of the product category. A dual branding strategy addresses the problem of using only one brand name for a new product launch. After the successful launch of the first new product by a parent brand, marketers are able to launch other new products under other subbrand names in the future to meet different consumer needs. Marketers may use the same parent brand to introduce different products to build scale for the brand, and are able to clearly differentiate the different product offerings under different subbrand names. If a company acquires a brand from another company, a marketer may position the acquired brand as a sub-brand under the parent brand if the marketer has defined the business scope of the parent brand broadly enough and with a suggestive parent brand name.

Case Authors : Pong Yuen Lam, Annie Chan, Hannie Gopaoco, Kevin Oh

Topic : Strategy & Execution

Related Areas : Product development

---

Calculating Net Present Value (NPV) at 6% for Dual Branding Strategy for a Successful new Product Launch in China Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10024269)	-10024269	-	-
Year 1	3461965	-6562304	3461965	0.9434	3266005
Year 2	3959896	-2602408	7421861	0.89	3524293
Year 3	3969327	1366919	11391188	0.8396	3332723
Year 4	3224896	4591815	14616084	0.7921	2554420
TOTAL			14616084		12677441

The Net Present Value at 6% discount rate is 2653172

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.

---

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. Payback Period
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Brand Parent 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 Brand Parent have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

---

Formula and Steps to Calculate Net Present Value (NPV) of Dual Branding Strategy for a Successful new Product Launch in China

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 Brand Parent 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 Brand Parent 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	(10024269)	-10024269	-	-
Year 1	3461965	-6562304	3461965	0.8696	3010404
Year 2	3959896	-2602408	7421861	0.7561	2994250
Year 3	3969327	1366919	11391188	0.6575	2609897
Year 4	3224896	4591815	14616084	0.5718	1843845
TOTAL					10458396

The Net NPV after 4 years is 434127

(10458396 - 10024269 )

---

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	(10024269)	-10024269	-	-
Year 1	3461965	-6562304	3461965	0.8333	2884971
Year 2	3959896	-2602408	7421861	0.6944	2749928
Year 3	3969327	1366919	11391188	0.5787	2297064
Year 4	3224896	4591815	14616084	0.4823	1555216
TOTAL					9487179

The Net NPV after 4 years is -537090

At 20% discount rate the NPV is negative (9487179 - 10024269 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Brand Parent 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 Brand Parent has a NPV value higher than Zero then finance managers at Brand Parent 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 Brand Parent, then the stock price of the Brand Parent 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 Brand Parent 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 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.

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 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.

---

Negotiation Strategy of Dual Branding Strategy for a Successful new Product Launch in China

References & Further Readings

Pong Yuen Lam, Annie Chan, Hannie Gopaoco, Kevin Oh (2018), "Dual Branding Strategy for a Successful new Product Launch in China Harvard Business Review Case Study. Published by HBR Publications.