MMK368 Business Marketing: Indonesian Packaging Film Market Analysis
VerifiedAdded on 2023/06/13
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AI Summary
This market analysis report assesses the potential for Australian Packaging and Machinery Company (APMC) to enter the Indonesian market by selling plastic films to the beverage industry. The report identifies three key market segments based on the volume of pallets shipped: companies shipping over 5000 tonnes, companies shipping less than 5000 tonnes, and private label companies. It analyzes the bottled water, RTD tea, and carbonated drinks sectors, pinpointing potential customers and their revenue-generating capabilities. The analysis highlights that while the segment shipping less than 5000 tonnes contains the largest number of potential customers, the segments shipping over 5000 tonnes and private label companies can generate higher revenues, particularly in the bottled water and carbonated drinks industries. The report concludes that Indonesia presents a significant opportunity for APMC due to the presence of industry giants and a large manufacturing base, recommending that APMC focus on building relationships with key players like Coca-Cola Indonesia PT and Danone Aqua PT to gain a competitive advantage. The appendix includes detailed data and graphs illustrating potential revenue, sales, and profit within each segment.
Running head: BUSINESS MARKETING
Business Marketing
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Business Marketing
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1BUSINESS MARKETING
Market Analysis
Australian packaging and Machinery Company (APMC) will be making their entry to the
Indonesian market so it is essential to identify the target consumers, the potential segments and
the existing competitors in the market. The company sells plastic films for packaging and
transporting pallets and the report will analyze the different market segments and how it can be
utilized to make effective entry to the market in Indonesia.
Segments
In the packaging industry, there are different types of packaging equipments which are
used to wrap the products. This depends on the amount of product that has to be packaged which
will change the cost of wrapping and selling. The three different categories of wrapping films are
Shrink Wrap films, Machine Stretch films and Hand Stretch films. The cost per roll and cost per
pallet will vary depending on the wrapping used. The companies shipping over 5000 tonnes of
pallets generally use the Shrink Wrap films and Machine Stretch films where the companies
shipping less than 5000 tonnes will use Hand Stretch films to wrap their pallets.
In order to make an entry to market in Indonesia, the three major industries have been
analyzed which are Bottled Water, RTD tea and Carbonated drinks. These products are always
manufactured and transported in pallets so companies belonging to these segments are the
potential consumers for Australian packaging and Machinery Company. The consumers in this
segment has been divided into three categories A, B and C. The first category consist of
companies transporting pallets above 5000 tonnes, the second category will consist of companies
Market Analysis
Australian packaging and Machinery Company (APMC) will be making their entry to the
Indonesian market so it is essential to identify the target consumers, the potential segments and
the existing competitors in the market. The company sells plastic films for packaging and
transporting pallets and the report will analyze the different market segments and how it can be
utilized to make effective entry to the market in Indonesia.
Segments
In the packaging industry, there are different types of packaging equipments which are
used to wrap the products. This depends on the amount of product that has to be packaged which
will change the cost of wrapping and selling. The three different categories of wrapping films are
Shrink Wrap films, Machine Stretch films and Hand Stretch films. The cost per roll and cost per
pallet will vary depending on the wrapping used. The companies shipping over 5000 tonnes of
pallets generally use the Shrink Wrap films and Machine Stretch films where the companies
shipping less than 5000 tonnes will use Hand Stretch films to wrap their pallets.
In order to make an entry to market in Indonesia, the three major industries have been
analyzed which are Bottled Water, RTD tea and Carbonated drinks. These products are always
manufactured and transported in pallets so companies belonging to these segments are the
potential consumers for Australian packaging and Machinery Company. The consumers in this
segment has been divided into three categories A, B and C. The first category consist of
companies transporting pallets above 5000 tonnes, the second category will consist of companies
2BUSINESS MARKETING
transporting pallets of less than 5000 tonnes of products and the last category consist of the
pallets belonging to private labels.
The tables in Appendix 1 show that the potential consumers have been identified
according to their product category. This show that majority of the potential consumers will fall
within the category B. This means that companies falling under this category will use either
Hand Stretch films to wrap these products. Therefore, this means that the majority of the
companies in this market will package less than 5000 tonnes of pallets at a time. Therefore, in
order to capture the market in Indonesia the organization will have to make sure that they acquire
these consumers as the majority of the consumers fall in this segment.
On the other hand, the other two segments have less number of potential consumers but
they cannot be neglected as they can generate more revenue than the segment B. This is because
of the fact that the customers in category A will transport more than 5000 tonnes in a pallet
which means that the revenue generated will much higher in this segment. However, the
companies in the category C will consist of private labelled products which are lesser in numbers
when compared to the other companies. However, the findings show that there is variation
depending on the product segments. The potential companies in the category C have different
potential such as the private labelled companies in carbonated and bottled water category
generates more revenue than the category B even though there are more consumers in this
category. Other than in case of RTD Tea the potential revenue generation capabilities from the
segment C are high.
The Appendix 2 of the findings consists of graphs showing the revenue generation, total
sales, profit for APMC and profit for different companies. The graph indicates the same thing
transporting pallets of less than 5000 tonnes of products and the last category consist of the
pallets belonging to private labels.
The tables in Appendix 1 show that the potential consumers have been identified
according to their product category. This show that majority of the potential consumers will fall
within the category B. This means that companies falling under this category will use either
Hand Stretch films to wrap these products. Therefore, this means that the majority of the
companies in this market will package less than 5000 tonnes of pallets at a time. Therefore, in
order to capture the market in Indonesia the organization will have to make sure that they acquire
these consumers as the majority of the consumers fall in this segment.
On the other hand, the other two segments have less number of potential consumers but
they cannot be neglected as they can generate more revenue than the segment B. This is because
of the fact that the customers in category A will transport more than 5000 tonnes in a pallet
which means that the revenue generated will much higher in this segment. However, the
companies in the category C will consist of private labelled products which are lesser in numbers
when compared to the other companies. However, the findings show that there is variation
depending on the product segments. The potential companies in the category C have different
potential such as the private labelled companies in carbonated and bottled water category
generates more revenue than the category B even though there are more consumers in this
category. Other than in case of RTD Tea the potential revenue generation capabilities from the
segment C are high.
The Appendix 2 of the findings consists of graphs showing the revenue generation, total
sales, profit for APMC and profit for different companies. The graph indicates the same thing
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which states that there are large numbers of consumers in the middle segment so these are easiest
segment to capture as there are large number o consumers in the segments. However, it is tough
to get the attention of the companies transporting more than 5000 tonnes of the pallet and the
private labelled companies in the market. However, the presences of private labelled companies
in the RTD tea segment are minimal. IN this segment, the major companies which have to be
focused on are private labels and Danone Aqua PT. These companies are major revenue
generators and grabbing hold of these companies is essential to sustain in the Indonesian market.
The profit graph for the APMC in the bottled water segment shows that the above mentioned
companies will provide the maximum profit for the companies in the market.
Similarly, the appendix 3 shows, that the major companies fall within the Category B and
the presence of Private labelled companies in the RTD Tea is almost nil. In this segment, the
largest companies are CS2 Pola Sehat PT, Sinar Sosro PT, Tirta Fresindo Jaya PT ,Coca-Cola
Indonesia PT, Ultrajaya Milk Industry & Trading Co Tbk PT, Tirta Alam Segar PT, Suntory
Garuda Beverage PT, ABC President Indonesia PT, Kino Indonesia Tbk PT and Tangmas PT.
The organization will have to target these companies in the segment which mainly belongs to
category B and Category A. This segment has the potential of generating maximum revenue for
the organizations which has been shown on the graph of profit.
The Appendix 4 presents the viability of the Carbonate drinks segments which consist of
the industry giants and one of the global leaders. The organizations in this segment will consist
of companies like Pepsi and Coca Cola. Australian packaging and Machinery Company will
have to focus on establishing business relations with these companies in order to gain
competitive advantage. The organization can gain ample profit based if they established
relationship with Coca Cola Indonesia PT.
which states that there are large numbers of consumers in the middle segment so these are easiest
segment to capture as there are large number o consumers in the segments. However, it is tough
to get the attention of the companies transporting more than 5000 tonnes of the pallet and the
private labelled companies in the market. However, the presences of private labelled companies
in the RTD tea segment are minimal. IN this segment, the major companies which have to be
focused on are private labels and Danone Aqua PT. These companies are major revenue
generators and grabbing hold of these companies is essential to sustain in the Indonesian market.
The profit graph for the APMC in the bottled water segment shows that the above mentioned
companies will provide the maximum profit for the companies in the market.
Similarly, the appendix 3 shows, that the major companies fall within the Category B and
the presence of Private labelled companies in the RTD Tea is almost nil. In this segment, the
largest companies are CS2 Pola Sehat PT, Sinar Sosro PT, Tirta Fresindo Jaya PT ,Coca-Cola
Indonesia PT, Ultrajaya Milk Industry & Trading Co Tbk PT, Tirta Alam Segar PT, Suntory
Garuda Beverage PT, ABC President Indonesia PT, Kino Indonesia Tbk PT and Tangmas PT.
The organization will have to target these companies in the segment which mainly belongs to
category B and Category A. This segment has the potential of generating maximum revenue for
the organizations which has been shown on the graph of profit.
The Appendix 4 presents the viability of the Carbonate drinks segments which consist of
the industry giants and one of the global leaders. The organizations in this segment will consist
of companies like Pepsi and Coca Cola. Australian packaging and Machinery Company will
have to focus on establishing business relations with these companies in order to gain
competitive advantage. The organization can gain ample profit based if they established
relationship with Coca Cola Indonesia PT.
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Conclusion
Thus, it can be concluded from the market analysis that Indonesia has a huge potential for
packaging markets because of the presence of the industry giants and large number of
manufacturing companies. Australian packaging and Machinery Company can easily expand
their business into this market due to the availability of the different market segments. The
findings of the report have shown that Category A and Category C will present maximum profit
in the Bottled Water and carbonated Drinks industry. However, in case of RTD tea category A
and Category B are more viable as availability of private labelled companies in this segment is
less.
Conclusion
Thus, it can be concluded from the market analysis that Indonesia has a huge potential for
packaging markets because of the presence of the industry giants and large number of
manufacturing companies. Australian packaging and Machinery Company can easily expand
their business into this market due to the availability of the different market segments. The
findings of the report have shown that Category A and Category C will present maximum profit
in the Bottled Water and carbonated Drinks industry. However, in case of RTD tea category A
and Category B are more viable as availability of private labelled companies in this segment is
less.
5BUSINESS MARKETING
Appendix
Appendix 1
Number of Potential
Customers
Product Market
Share (%)
Revenue to
Suppliers ($)
Profit to
Supplier ($)
Type A
customers 1 0.0
$
102,184,254.90
$
45,415,224.40
Type B
customers 15 0.0
$
32,016,455.10
$
32,016,455.10
Type C
customers 2 0.0
$
57,706,305.30
$
57,706,305.30
Bottled Water
Number of Potential
Customers
Product Market
Share (%)
Revenue to
Suppliers ($)
Profit to
Supplier ($)
Type A
customers 4 0.0
$
18,985,579.20
$
8,438,035.20
Type B
customers 7 0.0
$
4,915,908.90
$
2,184,848.40
Type C
customers 1 0.0
$
314,811.90
$
139,916.40
RTD Tea
Number of Potential
Customers
Product Market
Share (%)
Revenue to
Suppliers ($)
Profit to Supplier
($)
Type A
customers 2 0.0
$
6,915,307.50
$
3,073,470.00
Type B
customers 5 0.0
$
474,551.50
$
213,596.50
Type C
customers 1 0.0
$
1,313,473.50
$
583,766.00
Carbonated Drinks
Appendix
Appendix 1
Number of Potential
Customers
Product Market
Share (%)
Revenue to
Suppliers ($)
Profit to
Supplier ($)
Type A
customers 1 0.0
$
102,184,254.90
$
45,415,224.40
Type B
customers 15 0.0
$
32,016,455.10
$
32,016,455.10
Type C
customers 2 0.0
$
57,706,305.30
$
57,706,305.30
Bottled Water
Number of Potential
Customers
Product Market
Share (%)
Revenue to
Suppliers ($)
Profit to
Supplier ($)
Type A
customers 4 0.0
$
18,985,579.20
$
8,438,035.20
Type B
customers 7 0.0
$
4,915,908.90
$
2,184,848.40
Type C
customers 1 0.0
$
314,811.90
$
139,916.40
RTD Tea
Number of Potential
Customers
Product Market
Share (%)
Revenue to
Suppliers ($)
Profit to Supplier
($)
Type A
customers 2 0.0
$
6,915,307.50
$
3,073,470.00
Type B
customers 5 0.0
$
474,551.50
$
213,596.50
Type C
customers 1 0.0
$
1,313,473.50
$
583,766.00
Carbonated Drinks
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Appendix 2
Danone Aqua PT
Tirta Fresindo Jaya PT
Tangmas PT
Akasha Wira International Tbk PT
Coca-Cola Indonesia PT
Tirta Alam Semesta PT
Ima Montaz Sejahtera PT
Tirta Bahagia PT
Private Label
$0.00 $50,000,000.00 $100,000,000.00 $150,000,000.00
Revenue Based on Companies (Bottled Water)
Danone Aqua PT
Asahi Indofood Beverage Makmur PT
Tirta Fresindo Jaya PT
Sinar Sosro PT
Tangmas PT
Oasis Waters International PT
Akasha Wira International Tbk PT
Sariguna Primatirta PT
Coca-Cola Indonesia PT
Garudafood Group
Tirta Alam Semesta PT
Ades Waters Indonesia Tbk PT
Ima Montaz Sejahtera PT
Lima Gajah Tirtapersada PT
Tirta Bahagia PT
Waterindex Tirta Lestari PT
Private Label
Others
0 2000000 4000000 6000000 8000000 10000000 12000000
Total Sales Based on Companies (Bottled Water)
Appendix 2
Danone Aqua PT
Tirta Fresindo Jaya PT
Tangmas PT
Akasha Wira International Tbk PT
Coca-Cola Indonesia PT
Tirta Alam Semesta PT
Ima Montaz Sejahtera PT
Tirta Bahagia PT
Private Label
$0.00 $50,000,000.00 $100,000,000.00 $150,000,000.00
Revenue Based on Companies (Bottled Water)
Danone Aqua PT
Asahi Indofood Beverage Makmur PT
Tirta Fresindo Jaya PT
Sinar Sosro PT
Tangmas PT
Oasis Waters International PT
Akasha Wira International Tbk PT
Sariguna Primatirta PT
Coca-Cola Indonesia PT
Garudafood Group
Tirta Alam Semesta PT
Ades Waters Indonesia Tbk PT
Ima Montaz Sejahtera PT
Lima Gajah Tirtapersada PT
Tirta Bahagia PT
Waterindex Tirta Lestari PT
Private Label
Others
0 2000000 4000000 6000000 8000000 10000000 12000000
Total Sales Based on Companies (Bottled Water)
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Danone Aqua PT
Tirta Fresindo Jaya PT
Tangmas PT
Akasha Wira International Tbk PT
Coca-Cola Indonesia PT
Tirta Alam Semesta PT
Ima Montaz Sejahtera PT
Tirta Bahagia PT
Private Label
$- $5,000,000.00 $10,000,000.00 $15,000,000.00
Profit (APMC) Based on Companies (Bottled Water)
Danone Aqua PT
Tirta Fresindo Jaya PT
Tangmas PT
Akasha Wira International Tbk PT
Coca-Cola Indonesia PT
Tirta Alam Semesta PT
Ima Montaz Sejahtera PT
Tirta Bahagia PT
Private Label
$- $20,000,000.00 $40,000,000.00 $60,000,000.00
Profit Based on Companies (Bottled Water)
Danone Aqua PT
Tirta Fresindo Jaya PT
Tangmas PT
Akasha Wira International Tbk PT
Coca-Cola Indonesia PT
Tirta Alam Semesta PT
Ima Montaz Sejahtera PT
Tirta Bahagia PT
Private Label
$- $5,000,000.00 $10,000,000.00 $15,000,000.00
Profit (APMC) Based on Companies (Bottled Water)
Danone Aqua PT
Tirta Fresindo Jaya PT
Tangmas PT
Akasha Wira International Tbk PT
Coca-Cola Indonesia PT
Tirta Alam Semesta PT
Ima Montaz Sejahtera PT
Tirta Bahagia PT
Private Label
$- $20,000,000.00 $40,000,000.00 $60,000,000.00
Profit Based on Companies (Bottled Water)
8BUSINESS MARKETING
Appendix 3
CS2 Pola Sehat PT
Tirta Fresindo Jaya PT
Ultrajaya Milk Industry & Trading Co Tbk PT
Suntory Garuda Beverage PT
Kino Indonesia Tbk PT
Pokka Corp
Heinz ABC Indonesia PT
Pepsi-Cola IndoBeverages PT
Prima Cahaya Indobeverages PT
Others
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
Revenue Based on Companies (RTD Tea)
CS2 Pola Sehat PT
Tirta Fresindo Jaya PT
Ultrajaya Milk Industry & Trading Co Tbk PT
Suntory Garuda Beverage PT
Kino Indonesia Tbk PT
Pokka Corp
Heinz ABC Indonesia PT
Pepsi-Cola IndoBeverages PT
Prima Cahaya Indobeverages PT
Others
0 200000 400000 600000 800000 1000000
Total Sales Based on Companies (RTD Tea)
Appendix 3
CS2 Pola Sehat PT
Tirta Fresindo Jaya PT
Ultrajaya Milk Industry & Trading Co Tbk PT
Suntory Garuda Beverage PT
Kino Indonesia Tbk PT
Pokka Corp
Heinz ABC Indonesia PT
Pepsi-Cola IndoBeverages PT
Prima Cahaya Indobeverages PT
Others
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
Revenue Based on Companies (RTD Tea)
CS2 Pola Sehat PT
Tirta Fresindo Jaya PT
Ultrajaya Milk Industry & Trading Co Tbk PT
Suntory Garuda Beverage PT
Kino Indonesia Tbk PT
Pokka Corp
Heinz ABC Indonesia PT
Pepsi-Cola IndoBeverages PT
Prima Cahaya Indobeverages PT
Others
0 200000 400000 600000 800000 1000000
Total Sales Based on Companies (RTD Tea)
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CS2 Pola Sehat PT
Tirta Fresindo Jaya PT
Ultrajaya Milk Industry & Trading Co Tbk PT
Suntory Garuda Beverage PT
Kino Indonesia Tbk PT
Pokka Corp
Heinz ABC Indonesia PT
Pepsi-Cola IndoBeverages PT
Prima Cahaya Indobeverages PT
Others
$0.00
$1,000,000.00
$2,000,000.00
$3,000,000.00
$4,000,000.00
Profit Based on Companies (RTD Tea)
CS2 Pola Sehat PT
Tirta Fresindo Jaya PT
Ultrajaya Milk Industry & Trading Co Tbk PT
Suntory Garuda Beverage PT
Kino Indonesia Tbk PT
Pokka Corp
Heinz ABC Indonesia PT
Pepsi-Cola IndoBeverages PT
Prima Cahaya Indobeverages PT
Others
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
Profit (APMC) Based on Companies (RTD Tea)
Appendix 4
Coca-Cola Indonesia PT
Aje Indonesia PT
Prima Cahaya Indobeverages PT
Djojonegoro C-1000 PT
Multi Bintang Indonesia Tbk PT
Ajinomoto Calpis Beverage Indonesia PT
Polari Limunusa Inti PT
Navika Beverages PT
Pepsi-Cola IndoBeverages PT
Others
0
100000
200000
300000
400000
500000
600000
700000
Total Sales Based on Companies (Carbonates)
CS2 Pola Sehat PT
Tirta Fresindo Jaya PT
Ultrajaya Milk Industry & Trading Co Tbk PT
Suntory Garuda Beverage PT
Kino Indonesia Tbk PT
Pokka Corp
Heinz ABC Indonesia PT
Pepsi-Cola IndoBeverages PT
Prima Cahaya Indobeverages PT
Others
$0.00
$1,000,000.00
$2,000,000.00
$3,000,000.00
$4,000,000.00
Profit Based on Companies (RTD Tea)
CS2 Pola Sehat PT
Tirta Fresindo Jaya PT
Ultrajaya Milk Industry & Trading Co Tbk PT
Suntory Garuda Beverage PT
Kino Indonesia Tbk PT
Pokka Corp
Heinz ABC Indonesia PT
Pepsi-Cola IndoBeverages PT
Prima Cahaya Indobeverages PT
Others
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
Profit (APMC) Based on Companies (RTD Tea)
Appendix 4
Coca-Cola Indonesia PT
Aje Indonesia PT
Prima Cahaya Indobeverages PT
Djojonegoro C-1000 PT
Multi Bintang Indonesia Tbk PT
Ajinomoto Calpis Beverage Indonesia PT
Polari Limunusa Inti PT
Navika Beverages PT
Pepsi-Cola IndoBeverages PT
Others
0
100000
200000
300000
400000
500000
600000
700000
Total Sales Based on Companies (Carbonates)
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Coca-Cola Indonesia PT
Aje Indonesia PT
Prima Cahaya Indobeverages PT
Djojonegoro C-1000 PT
Multi Bintang Indonesia Tbk PT
Ajinomoto Calpis Beverage Indonesia PT
Polari Limunusa Inti PT
Navika Beverages PT
Pepsi-Cola IndoBeverages PT
Others
$0.00 $1,000,000.00 $2,000,000.00 $3,000,000.00
Profit Based on Companies (Carbonates)
Coca-Cola Indonesia PT
Prima Cahaya Indobeverages PT
Multi Bintang Indonesia Tbk PT
Polari Limunusa Inti PT
Pepsi-Cola IndoBeverages PT
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
Revenue Based on Companies (Carbonates)
Coca-Cola Indonesia PT
Aje Indonesia PT
Prima Cahaya Indobeverages PT
Djojonegoro C-1000 PT
Multi Bintang Indonesia Tbk PT
Ajinomoto Calpis Beverage Indonesia PT
Polari Limunusa Inti PT
Navika Beverages PT
Pepsi-Cola IndoBeverages PT
Others
$0.00 $200,000.00 $400,000.00 $600,000.00 $800,000.00
Profit (APMC) Based on Companies (Carbonates)
Coca-Cola Indonesia PT
Aje Indonesia PT
Prima Cahaya Indobeverages PT
Djojonegoro C-1000 PT
Multi Bintang Indonesia Tbk PT
Ajinomoto Calpis Beverage Indonesia PT
Polari Limunusa Inti PT
Navika Beverages PT
Pepsi-Cola IndoBeverages PT
Others
$0.00 $1,000,000.00 $2,000,000.00 $3,000,000.00
Profit Based on Companies (Carbonates)
Coca-Cola Indonesia PT
Prima Cahaya Indobeverages PT
Multi Bintang Indonesia Tbk PT
Polari Limunusa Inti PT
Pepsi-Cola IndoBeverages PT
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
Revenue Based on Companies (Carbonates)
Coca-Cola Indonesia PT
Aje Indonesia PT
Prima Cahaya Indobeverages PT
Djojonegoro C-1000 PT
Multi Bintang Indonesia Tbk PT
Ajinomoto Calpis Beverage Indonesia PT
Polari Limunusa Inti PT
Navika Beverages PT
Pepsi-Cola IndoBeverages PT
Others
$0.00 $200,000.00 $400,000.00 $600,000.00 $800,000.00
Profit (APMC) Based on Companies (Carbonates)
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