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3/17/12
Brand Building
Kaka Halvai Sweet Center
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History of Brand Kaka halwai
Kaka Halwai is serving people over sixgenerations and is continuing with the spirit ofgrowth and serving with better services andproducts.
It produces and serves fresh superior qualitysweets & namkeens in and around Pune.
Its head office in Pune is located on Tilak Roadand had facilitated all our 9 sales outlets with 3top of the class manufacturing units producinggoodies of international standards.
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Its staff, which has always been like everextending family, consists of members thathave been a part of the success for the past 3decades. With generations of a family involved
in the progress,
It generates excellent quality products,outstanding service and most importantlyhygiene, standing true to the faith and
expectations of their valued customers.
Its confidence increases by the day, as newerclients walk in to sweeten their lives and walk
out while making us a landmark called KakaHalwai Sweet Centre.
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Brand audit
Brand : Kaka Halwai
Establishment year: 1890 ( 120 years )
Location: Budhwar Peth ( Main Branch )
Proprietor: Avinash Gadve and Anil Gadve
No of workers: 45 ( at Main branch )
Factory: 5
Total no of workers: 250
Wages paid to employees: 6000 to 10000
No of branches: 09
No of Franchises:07
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q List of Branches
Tilak Road, Karve Road,
Paud Road Sinhgad Road
Dhankavadi Road Hadapsar
Warje Gananjay Society
Navashayadrio Further Expansion Plan
Shinhgadh Road Katraj Bypass
Kondhva
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Its a family business carrying out by10 brothers:
Yuvraj gadbe
Mahendra gadbe
Anil gadbe
Shivkumar gadbe
Surendra gadbe
Rajendra gadbe
Ravindra gadbe
Avinash gadbe
Shantanu gadbe
Makaran gadbe
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Mix elements
Price:
Packaging:
Promotion:
Distribution:
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PRICE:
Ranges from 80 to 400 per kg.
Farasan 120 to 240 per kg.
Snacks 80 to 140 per kg.
Desi mithai 80 to 280 per kg.
Barfi 260 per kg.
Bangali mithai 200 per kg. Kaju mithai 400 per kg.
Peda 220 to 280 per kg.
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Packaging:
Now planning to enter the packaging field to providenew dimensions to their product.
It will be easy top handle the packed products.
Further planning is to distribute the product all overMaharashtra so it will help them in this perspective.
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Promotion:
Its goodwill works as a promotion tool.
Promotion through Radio ( occasionally )
Promotion through Packing and Carry bag.
Through local newspaper sakal.
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Distribution:
They do not outsource their product allthe sweets are prepared in their own
factory.They use only counter distribution.
They had their own shop which providesweets directly to customers.
Own vehicles for distribution of sweetsand namkeens to their shops.
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Product portfolio
PEDA SECTION PRICE
Sakhri peda 220
Sakhri keshri peda 240
Kandi peda 240
Malai peda 260
Keshri peda 260
Jambo peda 280
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KAJU MITAHI
Kaju katli 400
Kaju keshar katli 400
Pista katli 400
Anjir katli 400
Kaju anjir barfi 400
Kaju gajak 400
Kaju sitafal 400
Kaju chakr 400
Kaju apple 400
Kaju strawberry 400
Kaju watermelon 400
Anjir barfi 400
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BARFI SECTION
o Mango Barfi 260
o Pista Barfi 260
o Badam Barfi 260
Kava Barfi 260
Mava Katli 260
Mava Keshar Katli 260
Chocolate Katli 260
Orange Petha Barfi 260
Gulab Barfi 260
Fruit Barfi 260
Mava Badam Roll 260
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FARSAN SECTION
Gujarathi Farasan 140
Navrang Farasan 140
Spl. Mix Farasan 140
Sadabahar 140
Masur Mix 180
Chatapatit Farasan 140
Chakali 160
Anarasa 200
Batata Shew 140
Bikaner Shev 140
Mung Dal 160
Kadboli 180
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Dryfruit Pohe Chivada 140
Pohe Chivada 120
Gathi 120
Paapadi 120
Tikhat Bhavnagri 120
Bhavnagari 120
Kacha Pohe Chivada 140
Masur Dal 120
Harabhara Dal 120
Khari Bundi 120
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MALAI BARFI
Malai Barfi 260
Mango Malai Barfi 260 Gulkand Barfi 260
Strawberry Barfi 260
Pinapple Barfi 260
Malai Orange 260
Bangali Mithai
Rasmalai 200
Angur Malai 200
Rasgulla 8/- per piece
Orange Rasgulla 8/- per piece
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Nachni Laddu (Pure Ghee) 280
Ding Laddu (Pure Ghee) 180
Maisur Pak 100 Shengda na Laddu 100
Sp. Sonpapdi (Pure Ghee) 200
Sonpapdi (Sadhi) 100
Sp. Sonpapdi Orange 200
Sp. Balushahi 140
Balushahi (Sadha) 100
Gulab Jamun 160
Kala Jamun 180
Jilebi (Sadhi) 80
Jilebi (Pure Ghee) 160
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Spl. Badam Halawa 150
Sada Badam Halawa 100
Mahim Halawa (Sada) 100Mahim Halawa (Keshar) 150
Sutarfeni (Sadhi) 80
Sutarfeni (Keshar) 96
Karanjee 180
SNACKS
Samosa 8/- per pc.
Matar Karanjee 8/- per pc.
Kachori 8/- per pc.
Veg Pattice 8/- per pc.
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Farsan Section
Bakar Vadi 140
Mix farasan 120Spl. Farasan 140
Spl. Dryfruits Mix Farasan 180
Batata Chivada 240Spl. Batata Chivada 240
Batata wafers 220
Masala Samosa 120
Masala kachori 120
Masala Mathari 120
Maida Karela 120
Palak Mathari 120
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Methi Vada 120
Chota Samosa 120
Sweet Shankarpail 140
Khari Puri 140
Khari Shankarpali 120
Methi Puri 120Khare cheerote120
Lasun Shev 140
Palak shev 140
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Question 1:
Typically,
how long dothe sweets
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Question 2: How are these sweets prepared?
All milk sweets are prepared with fresh milk everyday,all mawa sweets are prepared with the best qualitymawa which is procured from bestsource who prepare
it under extreme hygienic conditions. All dryfruits andother ingredients used to prepare sweets are wellcleaned and comply to the regulations.
Above all, sweets are prepared by highly trainedprofessionals who have been working in this field for
many years. That's how we have been able to servecustomers for over 110 years.
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Question 3: What is your speciality?
We specialize in many items, some of the prominent ones areas follows:
KESAR ROSSOMALAI & BENGALI SWEETS
.
KAJU KATLI & Dryfruit sweets and rolls.
All Parsi sweets viz. Mawa Paan, Boondi Paan,Mawa/Chocolate Boi, Sutarfeni, large Jalebis etc.
Sugarfree sweets viz. dryfruit khajoor roll, milk cake etc.
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Problem with the brand
Less Advertisement
Higher rate
Other competitor with same name (for eg.Chacha Halwai)
Home delivery
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BPS for Kaka Halwai
For sweet lovers higher middle classpeople, Kaka Halwai provides varieties ofsweets with decent taste
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Equity framework
Supporter
Taste
Varieties
Hyiegene
o Peripherals
Goodwill
Management
Locations
Absentee
Home Delivery
Advertisement
Detractors
Rate of sweets
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Supporters
Taste
Hyiegene
AbsenteePeripherals
Home deliveryGoodwill AdverisementManagement Locations
Varieties
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Competitor audit
Chitle Bandhu
Bhavnagri
Karachi sweet mart
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CHITLE BANDHU
Following in the footsteps of a successful dairy
business established by Shri B. G. Chitale atBhilawadi in the Sangli district of Maharashtrastate in 1939, Shri. Raghunathrao
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CompetitorChitle Bandhu
Started in 1939
Initiator Shri B.J. Chitle
Promoted by Shri. Raghunathrao
(Bhausaheb) Chitale,Starting at Bajirao Road and is still in existencethere as a major and modern selling outlet.
No of Outlets : 02
Principal outlet at Deccan Gymkhana, Pune.
A wide variety of sweets,namkeens,ready mixes, dairy products and many otherchoiciest of eatables are produced.
http://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/ready_mixes.htmlhttp://www.chitalebandhu.in/products/dairy01.htmlhttp://www.chitalebandhu.in/products/others.htmlhttp://www.chitalebandhu.in/products/others.htmlhttp://www.chitalebandhu.in/products/dairy01.htmlhttp://www.chitalebandhu.in/products/ready_mixes.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/namkeen01.htmlhttp://www.chitalebandhu.in/products/sweets01.html -
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PRICE:
Ranges from 80 to 400 per kg.
Farasan 120 to 240 per kg.
Snacks 80 to 140 per kg.
Desi mithai 80 to 280 per kg.
Barfi 260 per kg.
Bangali mithai 200 per kg. Kaju mithai 400 per kg.
Peda 220 to 280 per kg.
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BHAVNAGRI
Started in 1901.
Initiator Mithundas Vitthaldas CursondasParekh.
Situated at Rasta peth.Manufacture sweet and nankeens.
Major suppliers for dry fruits.
Also work as a supplier to many corporates,hotels, restaurants, prominent clubs,industrial canteens, caterers, weddings andparties.
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PRICE:
Ranges from 80 to 400 per kg.
Farasan 120 to 240 per kg.
Snacks 80 to 140 per kg.
Desi mithai 80 to 280 per kg.
Barfi 260 per kg.
Bangali mithai 200 per kg. Kaju mithai 400 per kg.
Peda 220 to 280 per kg.
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Karachi Sweet Mart
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Karachi sweet mart
Started in 1948 Founder Mr. Kimatrai Athvani
No of Outlets 05
Deals with Namkeens, Mithai and otherpackaged snacks
Strong Competitor, Having more than 200varitities of sweets and Namkeens
Lower price ( compare to Kaka Halwai)
Loyal Customer..
Financially Sound
Timings 10 am to 8 pm
Counter distribution
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PRICE:
Ranges from 80 to 400 per kg.
Farasan 120 to 240 per kg.
Snacks 80 to 140 per kg.
Desi mithai 80 to 280 per kg.
Barfi 260 per kg.
Bangali mithai 200 per kg. Kaju mithai 180 per kg.
Peda 220 to 280 per kg.
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CONSUMER AUDIT
Tools used
Questionnaire
FGDs
Random sampling
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Discussion guide
First 5 minutes introduction of participants.
5 minutes kaka halwai an overview.
10 minutes other sweet shops inconsideration and why?
5 minutes value derived or benefits of kakahalwai over other sweet shops.
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Findings of fgds
Kaka halwai is more preferred over othersweet shops.
Other shops in consideration set are chitalebandhu ,bhavnagri and purohit.
Varieties provided by kaka halwai is huge incomparison to other sweet shops.
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questionnaire
We, the student of the Genesis Institute ofBusiness Management (GIBM), are conductinga survey on consumer satisfaction for KAKAHALWAI, as this is a part of studies and we
need your co-operation, so please.Personal Profile
Name :Age :
Profession :Contact No:
Salary : Below - 10000
10000 to 20000
3 H f l b
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3.How frequently you buy sweets.
week
Twice a week Once a week Daily
Thrice a
Occasionally
2 How often you visit KAKA HALWAI sweetsshop?
Daily
Thrice a week
Twice a week
Once a week
4 Whi h i f it it i KAKA HALWAI?
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4. Which is your favorite item in KAKA HALWAI?
5. How will you rate KAKA HALWAI on the basisof the following attributes?
Hyiegene 1(min.) 2 3 4 5max.
Taste 1(min.) 2 3 4 5max.
Price 1(min.) 2 3 4 5max.
Variety 1(min.) 2 3 4 5max.
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7. Name 3 Sweetshop you prefer most andsweet of your choice from those sweet shops.
A. B.
C.
8. If you were asked to rename KAKA HALWAIwhich name you would suggest?
9. Define KAKA HALVAI inoneline_______________________________________
______________________________________________
_______________________________________________________________________________
10. Draw Sketch of whatever comes in yourmind by listening KAKA HALWAI
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Respondent descriptions
No. of respondents: 50
Business man 04
Professional 42
House wives 01
Students 03
Respondent : the customer ( At the Kaka
Halwai shop)
Respondent on the basis of the income
Below - 10000 09
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Level of satisfaction
Attributes ( 5 * 50) = 250 marks
Hygiene 165
Taste 171
Price 157
Variety 168
F.S. S. P.S. N.S. F.D.S.
Hygiene 13 29 08 00 00
Taste 15 29 06 00 00
Price 05 09 16 13 07
Variety 1917 10 04 00
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Hierarchy of benefits
Taste
Hygiene
Variety
Price
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Consideration set
Chitle Bandhu
Bhavnagri
Purohit Sweets
Karachi Sweets
Aggrawal Sweets
Tulsi sweets
Preferred brand
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Suggested names
Association Theory
Citys Sweet
Gadves Heritage
Mangalmurty Mistan Bhandar.
Chhappanbhog
Royal Sweet Corner
Delight Sweets
Rainbow Sweet Corner
Sweet factory
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o Sweet factory.
o Pix N Mix
o Sugar N Spice
o Sweet Pops
o ants sweet shop
oTasty tongue
o Shapes sugar
o Swachh sweet
o Chatorey sweet
oTeerth nagri sweet
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Ants aim
Khushiyo ka halwai
Pariwar sweets
rishte sweet shop
Swagat sweet shop
Come & wel
Duniya sweet corner
Better bites
Welcome sweet corner
Lucky sweet corner
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Magic sweet shop
Bangals magic
Rang sweet shop/halwai
Rainbow sweet shop/halwai
Vividh sweet shop
Anand sweer corner
Prakash sweet corner
Ganesh sweet shop
Kavita sweet shop.
Savita sweet shop
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Sikandar sweet corner
Bangals magic sweet corner
Rang sweet corner
Jain sweet corner
Chappan sweet corner
Chitrakut sweet corner
Mubarak sweet corner
PQR sweet corner
Tapak sweet corner
Samta sweet corner
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Fairy sweet shop
Angel sweet shop
Indian heritage
Sweet and soft sweets
Asli sweet
Dil se desi
Gadve heritage
Misthan bhandar
Sweet hearts
Original sweets
3
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Sweet pea shop
Chanchal sweet shop
Motu sweet/halwai
Atitheey sweet corner
Bengali sweets
Sweet collection corner
Ambro sweets
Sapak sweets
Lamtu sweets
Choti wala halwai
3
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Elephant sweet corner
Heaven sweet corner
Plates sweet corner
Dil sweet corner
Brajwasi sweet corner
Glass sweet corner
Best on spoon
Taste in shape
Capital sweet shop
Pune sweet shop
3
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Mithai sweet shop
Ati uttam sweet shop
Ari hanth sweet shop
Milan sweet shop City sweet
Ichaa sweet shop
Tasty sweet shop
Gradiant sweet
City sweet
Royal sweet corner
Delight sweets
3
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Blank Theory
Wao..
Amaara..
Joofry..
Gilles..
Dijjal..
Ataris..
Marca..
Monka..
Timbktoo..
3
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Deellta
Xylus
Eisha
3
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Selected Names
Heaven Sweet Corner
Indian Heritage
Gadves Heritage
Delight Sweets
Magic Sweet Shop
Real Sweets
Sweet Pops
Sugar Shapes
Sugar and spice
Royal Sweet corner
3
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Suggested names
Association Theory
Citi Sweet
Gadves Heritage
Mangalmurty Mistan Bhandar.
Chhappanbhog
Royal Sweet Corner
Delight Sweets
Rainbow Sweet Corner
3
Fi l l t d
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Final selected names
Citi shop
Sweet pops
Citi Sweet
Final Name
Citi Sweet
3
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logo
3
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3
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3
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Slogans
We serve happiness
Happiness is incomplete without us
We means happiness
Choose your test
Taste and happiness mixed together
Sweets that complete your occasion .
Walk for a while and sweeten your life .
east or west Kh is best ,north or south best inmouth . Being addictive is fine as far as itsnot wine .
3
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Final Slogans
Capital Of Sweets
We means Happiness
For Using Tongue Best
The Last Slogan
Capital Of Sweets
3
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slogans
Walk for a while and Sweeten your life
Happiness is incomplete without us
We means Happiness
Being addictive is fine as far as its not wine
Hunger is heaven
Fingers are more tasty
Forcing you to wound fingers
Alls waste but the taste
Swad jo rah jaye yad
Come from whereever ,go from heaven
3/
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jingle
3/
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Brand character
3/
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3/
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3/
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3/
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Ad
3/
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3/
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