Dial 1298 for Ambulance: Marketing EMS in Mumbai 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 Dial 1298 for Ambulance: Marketing EMS in Mumbai case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Dial 1298 for Ambulance: Marketing EMS in Mumbai case study is a Harvard Business School (HBR) case study written by Gita V. Johar, Joanna Harries. The Dial 1298 for Ambulance: Marketing EMS in Mumbai (referred as “Audiences 1298” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Customers, Emerging markets, Social enterprise.

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 Dial 1298 for Ambulance: Marketing EMS in Mumbai Case Study

In 2002 Ziqitza Healthcare, a for-profit company based in Mumbai, was launched with the goal of providing accessible, high-quality emergency medical care. Though the initiative, which became known as Dial 1298, expanded rapidly, it needed a sharper marketing strategy, and in particular, a way of increasing its usage rate among the poorest residents of Mumbai. This case illustrates how marketing principles apply to consumers in emerging markets. The main teaching objectives of the case are to have students learn: 1) Marketing communications strategy-to evaluate the options an organization has in targeting different customer audiences; to weigh different strategies available for reaching each audience 2) Consumer behavior-to assess research findings from primary and secondary sources to identify different audiences, understand their varying needs, and select the best message and media for each target group 3) Message and media planning-to craft compelling messages that convey a brand's essence to existing and new customers; to select appropriate media to reach different audiences; to consider the impact of BPL factors on communications planning, e.g., low literacy rates, a complex physical environment, diverse paths to purchase, and various cultural dynamics 4) Segmentation-to explore the many different ways that consumer audiences can be segmented, using demographic, psychographic, behavioral, and influencer-oriented variables 5) Targeting-to prioritize target audiences and assess the risks, opportunities, and obstacles that arise when a brand is communicating with several different groups simultaneously 6) Social enterprise-to evaluate the similarities and differences that arise in marketing decision making for organizations that operate with a dual bottom line, versus the processes used in traditional corporate and non-profit structures.

Case Authors : Gita V. Johar, Joanna Harries

Topic : Global Business

Related Areas : Customers, Emerging markets, Social enterprise

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Calculating Net Present Value (NPV) at 6% for Dial 1298 for Ambulance: Marketing EMS in Mumbai Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10013166)	-10013166	-	-
Year 1	3447813	-6565353	3447813	0.9434	3252654
Year 2	3971774	-2593579	7419587	0.89	3534865
Year 3	3952541	1358962	11372128	0.8396	3318630
Year 4	3240382	4599344	14612510	0.7921	2566686
TOTAL			14612510		12672834

The Net Present Value at 6% discount rate is 2659668

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. Payback Period
3. Profitability Index
4. Net Present Value

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 Audiences 1298 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. Audiences 1298 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 Dial 1298 for Ambulance: Marketing EMS in Mumbai

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 Global Business 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 Audiences 1298 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 Audiences 1298 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	(10013166)	-10013166	-	-
Year 1	3447813	-6565353	3447813	0.8696	2998098
Year 2	3971774	-2593579	7419587	0.7561	3003232
Year 3	3952541	1358962	11372128	0.6575	2598860
Year 4	3240382	4599344	14612510	0.5718	1852699
TOTAL					10452889

The Net NPV after 4 years is 439723

(10452889 - 10013166 )

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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	(10013166)	-10013166	-	-
Year 1	3447813	-6565353	3447813	0.8333	2873178
Year 2	3971774	-2593579	7419587	0.6944	2758176
Year 3	3952541	1358962	11372128	0.5787	2287350
Year 4	3240382	4599344	14612510	0.4823	1562684
TOTAL					9481388

The Net NPV after 4 years is -531778

At 20% discount rate the NPV is negative (9481388 - 10013166 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Audiences 1298 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 Audiences 1298 has a NPV value higher than Zero then finance managers at Audiences 1298 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 Audiences 1298, then the stock price of the Audiences 1298 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 Audiences 1298 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 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.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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 Dial 1298 for Ambulance: Marketing EMS in Mumbai

References & Further Readings

Gita V. Johar, Joanna Harries (2018), "Dial 1298 for Ambulance: Marketing EMS in Mumbai Harvard Business Review Case Study. Published by HBR Publications.