Vodafone: How to Attract Millennials to the Prepaid Market (Condensed) 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 Vodafone: How to Attract Millennials to the Prepaid Market (Condensed) case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Vodafone: How to Attract Millennials to the Prepaid Market (Condensed) case study is a Harvard Business School (HBR) case study written by Julian Villanueva, Pilar Soldado. The Vodafone: How to Attract Millennials to the Prepaid Market (Condensed) (referred as “Yu Vodafone” 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

Case Description of Vodafone: How to Attract Millennials to the Prepaid Market (Condensed) Case Study

On the morning of October 29, 2015, social media was abuzz. It could have been a normal day, but when singer Justin Bieber walked out on the radio show Yu: no te pierdas nada, it was an unexpected and unprecedented moment.The interview already had 200,000 visits on YouTube 18 hours after its recording and the Vodafone Yu marketing team tried to do some damage control. Although Pedro had several things in mind, there were priorities that needed to be addressed. His team had been thinking about hiring an Instagrammer, hoping that the brand's communication campaign could keep up the success it had achieved, which also meant rethinking the media mix.

Case Authors : Julian Villanueva, Pilar Soldado

Topic : Sales & Marketing

Related Areas :

Calculating Net Present Value (NPV) at 6% for Vodafone: How to Attract Millennials to the Prepaid Market (Condensed) Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10001603) -10001603 - -
Year 1 3450093 -6551510 3450093 0.9434 3254805
Year 2 3956454 -2595056 7406547 0.89 3521230
Year 3 3963141 1368085 11369688 0.8396 3327530
Year 4 3226201 4594286 14595889 0.7921 2555453
TOTAL 14595889 12659018

The Net Present Value at 6% discount rate is 2657415

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. 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 Yu Vodafone 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. Yu Vodafone shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

Formula and Steps to Calculate Net Present Value (NPV) of Vodafone: How to Attract Millennials to the Prepaid Market (Condensed)

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 Yu Vodafone 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 Yu Vodafone 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 %
Cash Flows
Year 0 (10001603) -10001603 - -
Year 1 3450093 -6551510 3450093 0.8696 3000081
Year 2 3956454 -2595056 7406547 0.7561 2991648
Year 3 3963141 1368085 11369688 0.6575 2605830
Year 4 3226201 4594286 14595889 0.5718 1844591
TOTAL 10442149

The Net NPV after 4 years is 440546

(10442149 - 10001603 )

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 %
Cash Flows
Year 0 (10001603) -10001603 - -
Year 1 3450093 -6551510 3450093 0.8333 2875078
Year 2 3956454 -2595056 7406547 0.6944 2747538
Year 3 3963141 1368085 11369688 0.5787 2293484
Year 4 3226201 4594286 14595889 0.4823 1555845
TOTAL 9471945

The Net NPV after 4 years is -529658

At 20% discount rate the NPV is negative (9471945 - 10001603 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Yu Vodafone 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 Yu Vodafone has a NPV value higher than Zero then finance managers at Yu Vodafone 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 Yu Vodafone, then the stock price of the Yu Vodafone 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 Yu Vodafone 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 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.

What can impact the cash flow of 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.

References & Further Readings

Julian Villanueva, Pilar Soldado (2018), "Vodafone: How to Attract Millennials to the Prepaid Market (Condensed) Harvard Business Review Case Study. Published by HBR Publications.