coppertone sport® campaign

IGNITE YOUR BRANd.

Coppertone Sport // Spring 2011

IGNITE YOUR BRANd.IGNITE YOUR BRANd.

AIMEE ROBINSON TERESA TACKETT KATHRYN CLARK CHELSEA MCGUIRE

TABLE OF CONTENTS

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ExECUTIvE SUMMARY // 3

SITUATION ANALYSIS 1. MACRO ENvIRONMENTAL CONSIdERATIONS // 4 2. COMpANY ANALYSIS // 5 3. pROdUCT/BRANd ANALYSIS // 6 4. COMpETITIvE ANALYSIS // 7 5. CONSUMER/MARKET ANALYSIS // 10

pROBLEMS ANd OppORTUNITIES ANALYSIS // 10

A COMpREHENSIvE pROBLEM STATEMENT // 12

MARKETING & AdvERTISING OBjECTIvES // 13

RECOMMENdEd (pRIMARY) RESEARCH EMpHASIS // 13

BIBLIOGRApHY // 14

AppENdIx // 15

ExECUTIvE SUMMARYMacro Environmental Considerations:• Duringspring,thereisa0.7percent

increaseintheuseofCoppertoneSport.

• Competitors,suchasindoortan-ningsalons,havehada3%increaseamongchildrenconsumersbetween1979and2001

• PresidentBarrackObama’sHealth-careplanaddsa10%salestaxtotanning.

Company Analysis:• ThecompanyisownedbySchering-

Ploughandopenedin1966.• Productsdeveloped:

1. CoppertoneContinuousSpray,CoppertoneUltraGuard,Cop-pertoneKIDS,CoppertoneWaterBABIES,CoppertoneSport,CoppertoneOilFree,CoppertoneTanningandCop-pertoneSunless.

• ThecompanyhasexpandedtoMon-treal,Canada,andalsoopenedTheCoppertoneSolarResearchCentreinTennessee.

Product/Brand Analysis:• TheCoppertoneproductisranked

sixthaccordingtoWebMDwebsite.• Coppertonedoesn’toffermanysales

promotions,butothersitesdidoffercouponsforCoppertoneproducts.TheirPRteamworkswellgettingtheirnameoutthereonspecial

eventsandlecturesconcerningskincare.

• Coppertoneisinadeclineinsalescomparedtowhereithasbeeninthepastandcomparedtowhereothercompetingcompaniesarecur-rently.

Competitive Analysis:• AccordingtoMRI6,469,000wom-

enages18-24haveusedsunscreeninthelast12months.

• HawaiianTropicisCoppertoneSport’snumberonecompetitorbe-cause1,305,000womenages18-34haveuseditinthelast12months.

• HawaiianTropic,BananaBoatSportandNeutrogenaUltimateSportareCoppertoneSport’stopcompetitors

Consumer/Market Analysis• AwomanwhousesCoppertone

Sportleadsanactivelifestyle• Sheenjoystriathlonsportssuchas

swimming,runningandbiking• Shebuysproductstoofeminine,

whichdonotmeetherperformanceexpectations

SWOT Analysis• CoppertoneSporthastrustedand

reliableproductfeaturessuchasahighSPF,andanon-greasy,water-resistantandsweatproofformula

• Productimageanddesignisnotgearedtowardwomen

• Createanawarenesscampaigntoin-

formconsumersoldsunscreenisnotaseffectiveasasunscreenpurchasedinthecurrentseason

• OurmaincompetitorsareHawai-ianTropic,BananaBoatSport,andNeutrogenaSport

Comprehensive Problem Statement• Providesaclearmessagetoconsum-

ersabouttheimportanceofskinsafety,andoffersproductsofgoodvalue.However,itcannotcompetewiththesocietalideathathavingatanequalsbeauty

Marketing and Advertising Objectives• OrangeAggie’smarketingobjective

istoraisesales10percent.• Accordingtothestatistics,more

educatedpeopleusesunscreenthanthosewhohaven’tyetwenttocol-lege.Thosewithaneducationtendtohaveagreaterincomethanthosewhodonot.Wethinkbyhavingmoresalespromotionsandcouponswecouldattractmoreofourtargetmarket,whichis18-24.

Recommended (Primary) Research Emphasis• Recommendedresearchemphasis

shouldincludecurrentproblemsorissuesthatthetargetaudiencehaswiththeproduct/brand.

1. Thiscouldincludepricing,packagedesign,advertisingstrategiesandfeatures/benefits.

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Macro Environmental ConsiderationsSocial factors: • Duringthespring,consumersaremorelikelytopurchaseCoppertoneSportthanduringthefall.• 7.4percentofadults,ages18to24purchasedCoppertoneSportduringthespring.• 6.7percentofadultsages18to24purchasedCoppertoneSportduringthefall.

Cultural factors: • IntheUnitedStates,indoortanningusagehasincreasedinchildren(mostlyteenagers)usage.• Americahasglamorizedtanning,andpeoplearewillingtoriskskincancerforatan.

Political Trends:• Th enumberofpeoplewhousesunscreenhasstayedconsistentlylowfrom2004to2009.In2010,thenumberofusersincreaseddramaticallyduetothemultipleawarenesscampaignswarningthepublicofthedangerofskincancer.• InPresidentObama’sHealthcareplan,signedintoeffectonMarch23,2010,headdeda10%salestaxonindoortan-ning.• User’sofSunscreenintheUnitedStates(Seechartbelow):

MACRO ENvIRONMENTAL CONSIdERATIONS

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Coppertone’smissionstatementis“Cop-pertoneOutshines:Protectsyoufromthemostdamagingraysacross100%oftheUVAUVBspectrum.Coppertoneproductspromisebettersuncareforbet-tersummersforthewholefamily.”Thecompany’sphilosophy,asstatedontheirwebsite,is“Coppertoneoutshinessoyoucanenjoythesun.”

Thecompany,whichisownedbyScher-ing-Plough,hasdevelopedanefficientwebsiteforitsarrayofproducts,allfocusingonsunprotection.AmongtheusefulinformationlistedonCoppertone’swebsiteisasuncareglossary,accesstoproductandretailinformation,knowledgeofbettersuncareroutines,FAQ’saboutsuncare,scienceandeducationaboutthedangersofUVA/UVBraysandimportantmediacontactsforthecompany.Thesiteisuserfriendlyandinviting,withcatchyslogansandeasilyaccessiblelinks.

Coppertonestarted66yearsago.Belowisabriefstatementclippedfromthecompany’sofficialwebsite,includingalistof“firsts”fortheproducts:SunscreenestablisheditsrootsduringWWIIwhenairmanandfuturephar-macistBenjaminGreenhelpeddevelopasunprotectiveformulaforsoldiers.In1944,GreenusedhisinventionasthebasisforCoppertone®SuntanCream—theveryfirstconsumersunscreenproduct.Infact,thismixtureofcocoabutterwasconcoctedonhiswife’sstoveandtestedonhisownbaldhead.

In1971,thecompanyopened“TheCoppertoneSolarResearchCentre,”whichisoneoftheworld’slargesttest-ingcentersandislocatedinMemphis,Tennessee.“Eachyear,theCoppertone®SolarRe-searchCentreconductsmorethan1,000sunscreentestsandsubstantiatesSPF,

waterproofandultra-sweatproofclaimsforsuncareproductsdevelopedbytheCoppertone®brand.TheCentrehasalsobeenresponsibleformostoftheimportantinventionsandinnovationsinthesuncarecategory.”

TheCoppertoneCompanyisalsoapartofaglobalmarket,withCoppertoneCanada’sheadquarterslocatedinMon-treal,Canada.Thecompany’sheadquar-tershavebeenestablishedsince1926.Theplantemploysnearly850people.Coppertonehasdevelopedavastamountofproductssincethecompanyfirstopeneditsdoors.Theproductsinclude:CoppertoneContinuousSpray,CoppertoneUltraGuard,CoppertoneKIDS,CoppertoneWaterBABIES,CoppertoneSport,CoppertoneOilFree,CoppertoneTanningandCopper-toneSunless.

COMpANY ANALYSIS

• The first consumer suncare product in 1944. • The first sunless tanner in 1960. • The introduction of the SpF system in the United States in 1972. • The first sunscreens to protect against both UvB and UvA rays in 1985. • The first sweatproof sunscreen for sport enthusiasts in 1991. • The first 6-hour waterproof sunscreen for kids in 1993. • The first pABA-free sunscreen to contain parsol® 1789* in 1993. • The first disappearing coloured sunscreen for kids in 1997.

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Product History Coppertonewasthefirsttocomeoutwithasunblockproductin1944whenBenjaminGreen,airmanandfuturepharmacist,helpeddevelopasunprotec-tiveformulaforsoldiers.GreenusedhisinventionasthebasisforCoppertone®SuntanCream.Th emixtureofcocoabutterwasconcoctedonhiswife’sstoveandtestedonhisownbaldhead.HistoryhighpointsfortheCoppertoneCompany• Th efirstconsumersuncareproductin1944.• Th efirstsunlesstannerin1960.• Th eintroductionoftheSPFsystemintheUnitedStatesin1972.• Th efirstsunscreenstoprotectagainstbothUVBandUVAraysin1985.• Th efirstsweatproofsunscreenforsportenthusiastsin1991.• Th efirst6-hourwaterproofsunscreenforkidsin1993.• Th efirstPABA-freesunscreentocontainParsol®1789*in1993.• Th efirstdisappearingcoloredsunscreenforkidsin1997.

Features and benefits Reviewerssaythatactivepeopleappreci-atethenon-greasyfeelofCoppertoneSportSunscreenLotionSPF30.Th iswater-resistantsunscreenwon’tsweatoffasquicklyasothers,butshouldstillbereappliedafterheavysweatingorswim-ming.Th elightweightformulagoesoneasilyandabsorbsquickly,unlikeregularsunscreenformulasthatoftenleaveskinfeelingslipperyandsticky

Ranking CoppertoneUltraGuardisrankedsixthaccordingtotheWebMDwebsite.Cop-pertoneSportreceivedarankingsonascaleofoneto10onthewebsiteGood-Guide.Th eyreceiveda7.1overallasacompanyonthesite.Th eyreceivedan8onhealth,a6.5onenvironment,anda6.8inthesocietyratingsection.

Advertising In1999,Coppertonelauncheda$15millioncampaignattemptingtogetbackontopintheircircuit.Th ecampaignlaunchedinMarchandfeaturedTVadvertising,consumersampling,asweep-stakespromotionandaneducational

driveaboutsunprotectiontargetedtopeopleunder18.

Product Life cycle Coppertoneisinadeclineinsalescom-paredtowhereithasbeeninthepastandcomparedtowhereothercompetingcompaniesarecurrently.

Media used so farMostmediabeingusedforCoppertoneisprintandTVads.Printadsvarydras-ticallyfromthevintagepicturesofthelittlegirlandthepuppyattemptingtostealherbikini,tosportyadsattractingthemoreathleticconsumers.Televisionadsvarydrasticallyfrommoresexualaspectstomoresporty/volleyballthemes.

Sales Promotions and PR Coppertonedoesn’toffermanysalespromotions,butothersitesdidoffercouponsforCoppertoneproducts.Th eirPRteamworkswellgettingtheirnameoutthereonspecialeventsandlecturesconcerningskincare.PointofPurchaseCoppertoneproductscanbefoundinbothgroceryanddrugstores.

pROdUCT/BRANd ANALYSIS.

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COMpETITIvE ANALYSIS.

Hawaiian Tropic:

HawaiianTropicisCoppertoneSport’snumberonecompeti-tor.AccordingtoMRI1,305,000womenages18-34haveusedHawaiianTropicinthelast12months.Italsohasanindexof176.BasedonthesenumbersitcanbeassumedthatHawaiianTropicisonaninclineinitsproductlifecycleandhasahighmarketshare.

TheCompanywasfoundedbyRonRicein1969.ItwasthelargestprivatemanufacturerofsuncareproductsintheUnitedStatesuntilitwasacquiredinMay2007byPlaytexProducts,Inc.,whichwhencombinedwithPlaytex’sotherbrandofsuncare,BananaBoat,makesPlaytexthelargestmanufacturerofsuncareproductsintheWesternHemisphere.

HawaiianTropichasayouthful,sexybrandpersonalitythatappealstoyoungadultwomen.HawaiianTropictypicalfocus-estheiradvertisingcampaignontheirsuntanlotion,insteadoftheirsunscreenproducts.Theirsuntancommercialsfocusonspokesmodelschosenfromtheir“Miss.HawaiianTropic”Pageants.TheseadsappealtowomenbecauseitshowswomenhowbeautifulandsexytheirskincanbeiftheyuseHawaiianTropicproducts.Theadsmaynotbetakenseriouslythough,becausetosomewomen,thisisunrealistic.Features and Benefits•Exoticcoconutscent•FormulatedwithourpatentedSunSure®Technology-Testedinthenaturalsunlight!-Lesschemicalsunscreens-AdvancedUVAProtection•Sprayoffersconvenient“nomess”sunprotection•Quick&evencoverage•Spraysatanyangle•Goesonclearfornorubapplication•TriplePlayActionformula-Sweatresistant-WaterresistantSPF-Non-migrating-won’trunintoeye•Cancerprevention•Healthyskin

ACCORdING TO MRI, 6,469,000 wOMEN AGES 18-24 HAvE USEd SUNSCREEN IN THE LAST 12 MONTHS. OUR TOp THREE COMpETITORS ARE:

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Banana Boat Sport

BananaBoatSportisCoppertoneSport’snumbertwocompetitor.Accord-ingtoMRI898,000womenages18-34haveusedBananaBoatSportinthelast12months.Italsohasanindexof149.Basedonthesenumbersiscanbeas-sumedthatBananaBoatisonaninclineoraplateauinitsproductlifecycleandhasamoderatelyhighmarketshare.BananaBoatisownedbyPlaytexProd-ucts,Inc.whichwhencombinedwithPlaytex’sotherbrandofsuncare,Hawai-

ianTropic,makesPlaytexthelargestmanufacturerofsuncareproductsintheWesternHemisphere.BananaBoathasasensible,butfun,familyorientedbrandpersonality.Ba-nanaBoathashadmanydifferenttypesofadvertisingcampaignsthroughoutitsexistence.BananaBoatdoesnothaveatypicaladvertisingtheme,butmostscenesareatthebeachandtheydomainlyprintandtelevisioncommercials.Th eseadsappealtoactive,funseekingfamiliesandyouthsbuttheydonothaveaclearoverallmessageforthebrand

becausetheydonothaveauniformcampaign.

Features and Benefits•Verywaterandsweatresistant•ActiveDryProtect™(Non-greasy)•Won’tRunIntoEyes•AlsoavailableinSPF15andSPF30•EasyGrip8flozbottle•Cancerprevention•Healthyskin

COMpETITIvE ANALYSIS.

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Neutrogena Ultimate Sport

NeutrogenaSunscreenisCoppertoneSport’snumberthreecompetitor.Ac-cordingtoMRI657,000womenages18-34haveusedNeutrogenaSunscreeninthelast12months.Italsohasanindexof92.BasedonthesenumbersiscanbeassumedthatNeutrogenaisonadeclineinitsproductlifecycleandhasamoderatetolowmarketshare.ButNeu-trogenahashighbrandloyaltyamongitscurrentusers.

Neutrogenasellsfacial,haircare,skin,andcosmeticproducts.Th ecompanywas

establishedin1930whenitsfounder,EmanuelStolaroff,foundedacosmeticcompanyknownasNatone.Th eJohnson&JohnsonconglomeratehasownedNeutrogenasince1994andsellsprod-uctsinternationally.

Neutrogenahasaclean,youthful,female-orientedbrandpersonality.Neutrogenaiswell-knownforitsprintadsandtelevisioncommercials,whichfeaturevariousspokesmodels,typicallytalentedandbeautifulyoungwomenintheentertainmentindustry.Th eseadsappealtoyoungwomenandpersuadethemthatiftheyusetheirproductthey

willlookprettyandcleanandtheywillgainhighersocialstatus.Neutrogena’sdownfallisthattheyrarely(ifever)ad-vertisetheirsunscreenproducts.

Features and Benefits·Ultrasweatproof·Waterproof,resistsrub-off·Won’tclogporesorcausebreakouts·Helioplex®,abreadthofstabiliz-ingsunscreentechnologiesthatdeliverssuperiorprotectionfromthesun·Oil-free&PABA-free·Cancerprevention·Healthyskin

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UsersofCoppertonesportaresimilartousersofmostsunscreens.Th eyalltendtopursueahighereducationandearnalargeincome.Menandwomenages35-44equallyuseCoppertoneSport.Wewouldliketore-brandourproduct,makingitmoreappealingtowomen,ages18-24.

AwomanwhousesCoppertoneSportleadsanactivelifestyleandneedsasunscreenabletokeepupwithher.Sheenjoystriathlonsportssuchasswim-ming,runningandbiking.Sheisalways

outside,whethersheisgardeningorfish-ingonthelake.

Whileshemayseemlikeatomboy,sheprefersbalancinghersomewhatmascu-linelifestylebyindulginginfeminineproducts.Sheenjoyshavingniceper-fumesandherfavoritecolorispink.

Shefindsherselfstuckbuyingproductstoofeminine,whichdonotmeetherper-formanceexpectations.Th eproductsshetypicallypurchasesdonotprovidethenecessaryamountofprotectionagainst

sunburns,theyarenotwaterprooforsweatproof,andtheyendupgreasy.

Herotheroptionwouldbetopurchaseaproducthavingamasculineproductdesignandasmellthatisnotaspleasingasthemorefeminine,butlesscompetentproducts.

HawaiianTropic(offeringmorefemininesmells)isthecurrentleaderofourtargetmarketofsunscreenproducts,aimedatwomen18to24.

CONSUMER/MARKET ANALYSIS.CONSUMER/MARKET ANALYSIS.

Strengths

CoppertoneSporthastrustedandreliableproductfeaturessuchasahighSPF,andanon-greasy,water-resistantandsweatproofformula.Th esefeaturesaredesirableforpeopleleadinganactivelifestylethatalsocareaboutthehealthoftheirskin.

Weaknesses

Productimageanddesignisnotgearedtowardwomen.Italsodoesn’thaveanappealingsmellforwomenwhoenjoyfeminineproducts.

Opportunities

Manypeoplearenotawarethatsunscreenexpires.Wewillcreateanawarenesscam-paigntoinformconsumersthesunscreentheypurchasedlastsummerwillnotbeaseffectiveasasunscreenpurchasedinthecurrentseason.Th ereisalsoanopen-inginthemarketforwomen,ages18-24,whowantasunscreenthatcanliveuptotheiractivelifestyle,buttheyalsowantasunscreenthatisfeminine.

Th reats

OurmaincompetitorsareHawaiianTropic,BananaBoatSport,andNeutrogenaSport.Advertisingforindoortanning,alongwithsocietalpressurestobetanarethreatsforaprotectivesunscreenwithahighSPF.Changingtemperaturesandseasonsarealsothreatstothesunscreenindustry.

pROBLEMS ANd OppORTUNITIES ANALYSISpROBLEMS ANd OppORTUNITIES

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COppERTONE pROvIdES A CLEAR MESSAGE TO CONSUMERS

ABOUT THE IMpORTANCE OF SKIN SAFETY, ANd OFFERS

pROdUCTS OF GOOd vALUE, GIvING CONSUMERS AN ARRAY

OF SUNSCREENS TO CHOOSE FROM; THE COMpANY HAS

ALSO dEvELOpEd A STURdY AdvERTISING CAMpAIGN.

HOwEvER, IT CANNOT COMpETE wITH THE SOCIETAL

IdEA THAT HAvING A TAN EQUALS BEAUTY. COppERTONE

SUNSCREEN IS ALSO A SEASONAL pROdUCT, ANd FOCUSES

ON SALES dURING THE SUMMER.

COMpREHENSIvE pROBLEM STATEMENTCOMpREHENSIvE pROBLEM STATEMENT

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ACCORDING TO THE STATISTICS, MORE EDUCATED PEOPLE USE SUNSCREEN

THAN THOSE WHO HAVEN’T YET WENT TO COLLEGE. THOSE WITH AN

EDUCATION TEND TO HAVE A GREATER INCOME THAN THOSE WHO DO NOT.

WE THINK BY HAVING MORE SALES PROMOTIONS AND COUPONS WE COULD

ATTRACT MORE OF OUR TARGET MARKET, WHICH IS 18-24.

MARKETING ANd AdvERTISING OBjECTIvES

RECOMMENdEd (pRIMARY) RESEARCH EMpHASISRECOMMENDED RESEARCH EMPHASIS SHOULD INCLUDE CURRENT PROBLEMS OR

ISSUES THAT THE TARGET AUDIENCE HAS WITH THE PRODUCT/ BRAND.

THIS COULD INCLUDE PRICING, PACKAGE DESIGN, ADVERTISING STRATE-

GIES AND FEATURES/BENEFITS.

ORANGE AGGIE’S MARKETING OBjECTIvE IS TO RAISE SALES 10 pERCENT.

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“Coppertone.”OurHistory.Schering-PloughHealthCareProductsInc,n.d.Web.16Sep2010.<http://www.coppertone.ca/sun- care-history.aspx>.

“CoppertoneBringsBackAdIconfor$15MilEffort.”Research-Articles-Journals|FindResearchFastatHighBeamRe search.Web.21Sept.2010.<http://www.highbeam.com/>.

“CoppertoneOutshines.”Schering-PloughHealthCareProducts,Inc,2010.Web.16Sep2010.<http://www.coppertone.com/ coppertone/index.jsp>.

“CoppertoneSolarResearchCenterReleases“Suncare2020”SymposiumKeyInsights.”Th eFINANCIAL-Home.Web.21 Sept.2010.<http://www.finchannel.com/>.

“CoppertoneSportContinuousSpray.”Green,Healthy&SafeProductRatings&Reviews|GoodGuide.Web.21Sept.2010. <http://www.goodguide.com/>.

“BananaBoat-Products-SportPerformance®SunscreenSPF50Lotion.”BananaBoat.Web.20Sept.2010. <http://www.bananaboat.com/products/14972.aspx?cat=1&curBrowseBy=Usage>.

GoogleTrends.Web.12Sep2010.<http://www.google.com/trends?q=sunscreen&ctab=0&geo=all&date=all>.

“HawaiianTropic®.”HawaiianTropic®.Web.20Sept.2010.<http://www.hawaiiantropic.com/SkinBeauty/ Sport.aspx>.

“MediaMarketProducts.”mriplus.com.N.p.,n.d.Web.14Sep2010.<http://ureporter.mriplusonline.com/selectdemofromsearch

MaguireEisen,Maryellen.“ProposedConsentAgreementinthematteroftheIndoorTanningAssociation.”DNA:Dermatology NursesofAmerica(2010):45.Web.13Sep2010.<http://www.ftc.gov/os/comments/indoortanningassoc/546631-00090. pdf>.

“Neutrogena:AdvertisingandMarketingProfileatAdbrands.net.”Adbrands.net:theLeadingAdvertising Agencies,MarketersandBrandsWorldwide.Web.20Sept.2010.<http://www.adbrands.net/us/neutrogena_us.htm>.

“NeutrogenaAdvertisements.”Bwgreyscale.com-Index.Web.20Sept.2010.<http://www.bwgreyscale.com/ads/neutrogena. html>.

“Neutrogena-Sun-Sport.”Neutrogena-Shopforthe#1DermatologistRecommendedSkincareProducts.Web.20Sept.2010. <http://www.neutrogena.com/category/id/100305.do>.

Pettypiece,Shannon.“TanningTax,FamilyInsurancetoTakeEffectin2010.”BloombergBusinessweek(2010):2.Web.14Sep 2010.<http://www.businessweek.com/news/2010-03-24/tanning-tax-family-insurance-to-take-effect-in-2010-update1-. html>.

BIBLIOGRApHY

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