
Chapter 5 Investment appraisal methods 133
includes a bonus of the assumed benefits accruing from the reinvestment of interim
cash flows at rates of interest in excess of the cost of capital. This is a serious error for
projects with IRRs well above the cost of capital.
Consider the mutually exclusive investment proposals given in Table 5.7. X and Y
each cost £18,896. Project rankings reveal that X has the higher internal rate of return
but the lower net present value. Figure 5.2 shows how this apparent anomaly occurs.
(Strictly speaking, the graphs should be curvilinear.)
While Project Y has the higher NPV when discounted at 10 per cent, it has the lower
IRR, the two projects intersecting in the graph at around 17 per cent. Wherever there
is a sizeable difference between the project IRR and the discount rate, this problem
becomes a distinct possibility.
0 5 10 15 20 25
Rate of interest (%)
20,000
15,000
10,000
5,000
Project Y
Project X
8,290
6,463
NPV (£)
Intersection point (17%)
Figure 5.2
NPV and IRR compared
Table 5.7
Comparison of mutually
exclusive projects
Cash flows (£)
Undiscounted NPV
Proposal Year 0 Year 1 Year 2 Year 3 Year 4 cash flow IRR at 10%
X 8,000 8,000 8,000 8,000 13,104 25% 6,463
Y 0 4,000 8,000 26,164 19,268 22% 8,290
18,896
18,896
Harry Potter and the global sales hopes of Coca-Cola
When the long-awaited Harry Potter movie
opened one of the biggest stars was not even
seen on film. As millions enjoy Harry Potter and
the Philosopher’s Stone, Coca-Cola is assuming
the role of exclusive marketing partner.
Never has so much been poured into one
movie by one company. Since lengthy negotiations
with Warner Bros Pictures for exclusivity last year,
the beverage group has sunk $150 million into a
global marketing programmes usually preserved
for world sporting events such as the Olympics.
In many ways, Harry Potter is able to do what
Coca-Cola has been attempting for many years –
to reach out to a younger audience while not
alienating adults. That is crucial as Coca-Cola rein-
vents itself as an all-beverage company, offering
from fun juice drinks to gourmet coffees. But Harry
Potter also serves another purpose: instantly elevat-
ing the Coke brand by its sheer popularity world-
wide, something its own advertising campaigns
have failed to do. Such a powerful platform seems
to justify spending nearly 10 per cent of the
group’s global marketing budget on Harry Potter.
The biggest critics Coke has to worry about
are its shareholders. Its share price has been rela-
tively flat since the announcement of the Harry
Potter campaign. ‘Investors are simply looking for
Coke to meet volume goals. That would be
enough,’ says Ms Levy, a spokesperson for the
firm. ‘If this can help re-establish the brand in the
hearts of consumers, then putting 10 per cent of
the budget into Harry Potter won’t be a bad
investment.’
Source: Based on Financial Times, November 15 2001.
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