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The Procter and Gamble Company: Investment in Crest Whitestrips Advance Seal

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Case 23: The Procter and Gamble Company: Investment in Crest Whitestrips Advance Seal

Question: To calculate the NPV of the new product.

A. Establishing a Base Case

Price (per unit) = $22

Cost (per unit) = $12

Gross profit (per unit)= $10

Annual forecast units sold= 2,000,000

Net working capital (incremental average at 9%) = $601,740

Incremental advertising expense (for new product) =$2,000,000

Incremental selling, general & administrative expense = $1,000,000

Capital expenditures (R&D) = $4,000,000 (depreciable asset)

Development expenses (one time) = $1,500,000 (to get the project going)

Depreciation (reporting method) = Straight-line schedule

Salvage value = 0

Project Life = 4 years

Discount rate = 8%

Tax Rate = 40%

  1. Initial outlay:

   Capital expenditures (R&D)                 $4,000,000

+ Development expenses (one time)        $1,500,000

+ Net working capital                        $   601,740

Total initial outlay                                $6,101,740

  1. Annual Cash flow for YR 1 to 4:

Increased Revenue (2mil x $10)        $20,000,000

                  -  Incremental advertising expense         ($ 2,000,000)

-  Incremental selling, general &

   administrative expense                         ($ 1,000,000)

                 -   Depreciation                                ($ 1,000,000)

                      EBIT                                        $16,000,000

                  -  Taxes (40%) _                                ($ 6,400,000)

                      EAT                                                         $  9,600,000

                  +  Depreciation                                $  1,000,000

                      Annual Cash flow (Yr 1-4)                $10,600,000

  1. Terminal cash flow:

   Total Salvage value                           $ 0

   Total book value                          $ 0

   Tax on capital                                  $ 0

   Recapture of net working capital _        $601,740

   Terminal cash flow                   _        $601,740

  1. Project NPV:

CF0 = - $6,101,740

CF1 = $10,600,000

CF2 = $10,600,000

CF3 = $10,600,000

CF4 = $10,600,000 + $601,740

        = $11,201,740

i = 8%

NPV = $29,449,101.37

B. Drive Revenue (Strategy A)

Price (per unit) = $21

Cost (per unit) = $12

Gross profit (per unit)= $9

Annual forecast units sold= 3,250,000

Net working capital (incremental average at 9%) = $601,740

Incremental advertising expense (for new product in YR 1) =$3,500,000

Incremental advertising expense (for new product after YR 1) =$2,000,000

Incremental selling, general & administrative expense = $1,000,000

Capital expenditures (R&D) = $4,000,000 (depreciable asset)

Development expenses (one time) = $1,500,000 (to get the project going)

Depreciation (reporting method) = Straight-line schedule

Salvage value = 0

Project Life = 4 years

Discount rate = 8%

Tax Rate = 40%

  1. Initial outlay:

   Capital expenditures (R&D)                 $4,000,000

+ Development expenses (one time)        $1,500,000

+ Net working capital                        $   601,740

Total initial outlay                                $6,101,740

  1. Annual Cash flow for YR 1 :

Increased Revenue (3.25mil x $9)                $29,250,000

                      -  Incremental advertising expense (Yr 1)        ($ 3,500,000)

                      -  Incremental selling, general &

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