PETA's "Kentucky-Fried Cruelty, Inc." Campaign 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 PETA's "Kentucky-Fried Cruelty, Inc." Campaign case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. PETA's "Kentucky-Fried Cruelty, Inc." Campaign case study is a Harvard Business School (HBR) case study written by Gerard Seijts, Michael Sider. The PETA's "Kentucky-Fried Cruelty, Inc." Campaign (referred as “Kfc Peta” from here on) case study provides evaluation & decision scenario in field of Communication. It also touches upon business topics such as - Value proposition, Corporate communications, Crisis management, Ethics, Social responsibility.

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 PETA's "Kentucky-Fried Cruelty, Inc." Campaign Case Study

A year and a half after calling off its campaign against fast-food giant McDonald's, the vegan campaign coordinator of People for the Ethical Treatment of Animals (PETA) contacted Kentucky Fried Chicken (KFC) to warn the company that it would be the next target. He pointed out in his letter that whereas many of KFC's competitors had convened advisory panels to help investigate the welfare of animals raised and slaughtered for their businesses, KFC appeared completely uninterested in the issue. PETA would rather not engage KFC in a campaign, but if the company refused to put together an animal welfare panel to begin to look into the issue of how to raise and slaughter its chickens more humanely, all the leaflets, action alerts, posters, billboards, T-shirts, and press releases PETA was now preparing would be dedicated to KFC and its cruel treatment of chickens. In January 2003, PETA, fed up with what it saw as KFC's lack of open communication, public misinformation, and outright stonewalling on change, announced a campaign against the company to the media in a news event replete with bloody descriptions of the cruelties of KFC's animal factories. Now it was time for KFC to respond.

Case Authors : Gerard Seijts, Michael Sider

Topic : Communication

Related Areas : Corporate communications, Crisis management, Ethics, Social responsibility

Calculating Net Present Value (NPV) at 6% for PETA's "Kentucky-Fried Cruelty, Inc." Campaign Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10007978) -10007978 - -
Year 1 3455913 -6552065 3455913 0.9434 3260295
Year 2 3968316 -2583749 7424229 0.89 3531787
Year 3 3962211 1378462 11386440 0.8396 3326749
Year 4 3232875 4611337 14619315 0.7921 2560740
TOTAL 14619315 12679571

The Net Present Value at 6% discount rate is 2671593

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. Profitability Index
2. Net Present Value
3. Internal Rate of Return
4. Payback Period

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. Kfc Peta 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 Kfc Peta 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 PETA's "Kentucky-Fried Cruelty, Inc." Campaign

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 Communication 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 Kfc Peta 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 Kfc Peta 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 (10007978) -10007978 - -
Year 1 3455913 -6552065 3455913 0.8696 3005142
Year 2 3968316 -2583749 7424229 0.7561 3000617
Year 3 3962211 1378462 11386440 0.6575 2605218
Year 4 3232875 4611337 14619315 0.5718 1848407
TOTAL 10459384

The Net NPV after 4 years is 451406

(10459384 - 10007978 )

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 (10007978) -10007978 - -
Year 1 3455913 -6552065 3455913 0.8333 2879928
Year 2 3968316 -2583749 7424229 0.6944 2755775
Year 3 3962211 1378462 11386440 0.5787 2292946
Year 4 3232875 4611337 14619315 0.4823 1559064
TOTAL 9487713

The Net NPV after 4 years is -520265

At 20% discount rate the NPV is negative (9487713 - 10007978 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Kfc Peta 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 Kfc Peta has a NPV value higher than Zero then finance managers at Kfc Peta 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 Kfc Peta, then the stock price of the Kfc Peta 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 Kfc Peta 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 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.

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

Gerard Seijts, Michael Sider (2018), "PETA's "Kentucky-Fried Cruelty, Inc." Campaign Harvard Business Review Case Study. Published by HBR Publications.