Hopefully, our guide to creating an effective positioning strategy can help you deal with that! Quordle, November 18: Clues, solutions to todays puzzle. Here are 5 advantages of positioning in marketing: Proper positioning influences how customers perceive your product or service relative to the competition. To do mapping right, its best to create multiple versions of the map based on different sets of attributes. What is Customer Service? Copyright 2023 by Mageplaza. Once you have the core message that ensures successful positioning strategies, youll be in a position to make more effective decisions throughout the process. For instance, Johnsons vs. Axe. Futurebrands which has worked on rebranding of American Airlines and British luxury automobile brand Bentley and branding of the 2012 London Olympics will work to refurbish Air Indias identity as it targets to become an airline of choice across the world, a person aware of the development said. WebPositioning UNDERLIES branding, which is the practice of putting your positioning into action through your marketing channels, messages, visuals and actions. and Chen, W.Y., "Using multiple correspondence cluster analysis to map the competitive position of airlines", Paul E. Green and Abba M. Krieger Conjoint analysis with product-positioning applications Chapter 10 in, Moutinho, L., "Segmentation, Targeting, Positioning and Strategic Marketing," Chapter 5 in. Ask your consumers which businesses or products make them consider before choosing yours. Functional positions resolve problems, provide benefits to customers, or get favorable perception by investors (stock profile) and lenders. Quizzes test your expertise in business and Skill tests evaluate your management traits. The content on MBA Skool has been created for educational & academic purpose only. What customers pain points that your brand can solve? The endeavor is further broken down into those three categories. The Ascent's strategic guide will help you build one for your business. Positioning is a strategy companies can use to build their brands. The FMCG stock is trading with a Mcap of over Rs 97000 cr as on 7 November. It is very ambitious and sometimes we mis-position ourselves thinking it is going to work in our favour. And what about the proof? Or, you can ask your sales team what sales tactics rivals come up during the sales process. WebHes the founder of the FB group, Master Positioning Insiders, and was a principal of a two large ad agencies serving many well-known brands. That could support a rally in 10-year Treasury bonds and help stocks extend their recent gains, they said. Definition, Meaning, Phases, Marketing Communication: Meaning & Types of Marketing Communication, What is Cash in Hand? That offers the benefits of safety [problem removal] as well as prestige [social approval]. Cano has argued that the positioning strategy JWT used for Lux exhibited an insightful understanding of the way that consumers mentally construct brand images. Schwarzkopf, S., "Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930" CGR Working Paper, Queen Mary University, School of Business and Management Centre for Globalization Research London, 18 August 2008, Cano, C., "The Recent Evolution of Market Segmentation Concepts and Thoughts Primarily by Marketing Academics," in E. Shaw (ed). Therefore, Tesla is a luxury brand that is more expensive than its competitors. From showcasing Incredible India visiting delegates to positioning the country as a major travel destination during its year-long presidency, G20 will be the Union Tourism ministry's focus area in 2023. For example, Toyota vs. Tesla. Many brands use market positioning to establish a brand's identity or image to differentiate it from competitors. Positioning in marketing entails the process of making an impression on an audience and convincing them to perceive a product or brand in a certain way. Starbucks targeted office workers, from the middle to high incomes, who desired to purchase premium products. As markets become increasingly competitive, buyer have more purchase choices, and the process of setting one brand apart from rival brands is critical success factor. This FMCG stock with a Mcap of nearly Rs 1 lakh cr could hit fresh record highs in 2023. Therefore, its essential to create content on your website that provides value for your audience to build trust and brand awareness. Thats positioning. Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness. ", Wall St Week Ahead: US stock rally faces gauntlet of CPI data, Fed meeting. Positioning is carefully cultivating a brand by differentiating it t from its competitors and attracting the attention of target customers. Nothing should be left to chance, especially when it comes to your positioning statement. The threat of entry: competitors can enter from any industry, channel, function, form or marketing activity. So, your research should include: Building a unique position is all about determining what makes you different and what works best for your business. All Rights Reserved. Quality can help rebuff most pricing wars. ICICI Prudential Asset Allocator Fund (FOF) Dire.. Place in the marketing mix refers to the channel, or the route, through which goods move from the source to the final user. Results are averaged across all respondents, and results are plotted on a graph to indicate how the average member of the population views the brand that make up a category and how each of the brands relates to other brands within the same category. Image Source: Textilevaluechain. Fox, Al Ries, and Jack Trout "resurrected the concept and made it their trademark. Some traditional banks have been slow to create mobile apps, but online-only banks like Simple have invested in this to appeal to younger and more technical-savvy customers. of that brand. It is a good site for marketng bt a few diagrams would make it more helpful, Hello Coffee consumption in the U.S has been witnessing a downward trend since the 1960s. The way in which something is placed: the position of the clock's hands. The game is a challenging version of Wordle and should be attempted by people who dont feel intimidated by the English language. From location to usability, convenience could incorporate something like free returns and E-commerce. Wena, C.H. The time, event or the occasion when the product can be used. [33], A number of different positioning strategies have been cited in the marketing literature:[34], (Being the first to claim a benefit or feature), (Being the best or exhibiting some type of superiority), (Being a member of an exclusive club or group), (Strong registration of both category and brand), (Use competitor's strategy as a reference point), (Emphasize a problem, need or benefit where the firmcan offer superior satisfaction), (Can be associated with seasonal products), To identify suitable positions that a company or brand might occupy in a given market, analysts often turn to techniques such as perceptual mapping or correspondence analysis. b. Like Tesla, instead of price, Apple chooses to invest more in the value their products offer and form connections with their customers. Description: Behavioral segmentation classifies organizations and individuals into different categories based on how they act or behave towards products. The study also noted that the level of familiarity with a brand is a contributing factor to perceptions of the pursued positioning in marketing strategies. Chances are, after conducting competitor research, youll begin to see something. Tesla actually targeted the high-end market with the Model S. Convenience creates an easier life for customers. Definition and Meaning, Customer Perception: Meaning, Importance, Factors and Examples. Hear a word and type it out. Both insurance companies recognize the importance of customer service in this industry, where contact with customers is indispensable. Find your current position Step 2. Begin with researching who your existing and ideal audience is, and use their language. WebPositioning, in a marketing context, is the process of identifying an appropriate market niche for a product, service or brand and getting it established it in that area. Problem Solution: Head & Shoulders shampoo (Dandruff free hair). How to choose a Market segment? Product positioning, for example, seeks to find a unique niche within the market for a particular product, in which, ideally, it Notes: Annotations, added in square brackets, were not in the original positioning statement, but are included here to show how the general format and elements of positioning statements described in the preceding discussion, have been applied to the specific example, which in this case is Volvo. The attributes used in the positioning map come directly from the values your customers interested in. Product positioning is a description of a product or service and explains how it fulfills a specific need, want or desire that's missing from the target audience. "[29] An annotated example of how this positioning statement might be translated for a specific application appears in the text-box that follows. A positioning strategy establishes what your brand represents to customers in the marketplace. b. [3] Many branding practitioners make positioning a part of brand strategy and even label it as "brand positioning". Positioning is the final part of the SEGMENT TARGET POSTION or STP process Positioning is undoubtedly one of the simplest and most useful tools to marketers. Lets see some typical examples of marketing positioning: Positioning in marketing is about more than simply adding a category or specialty page on your website. Webto arrange something in a certain spot or position positioned the chairs around the room Synonyms & Similar Words Relevance situating placing putting locating laying setting sticking disposing fixing depositing emplacing parking shifting orienting moving deposing planting locking establishing reordering rearranging anchoring assembling setting up Amazon sells a wide range of products for everyone, although incredibly broad, which is their greatest benefit. It makes them nervous and they wonder if this is the next China. How does it Matter in Every Business? To save this word, you'll need to log in. Apple is literally a textbook example of a strong marketing position strategy. Image Source: Textilevaluechain. 6 Steps to create an effective positioning strategy Step 1. WebA sticky element toggles between relative and fixed, depending on the scroll position. Think about the following few questions to state your current position in the market: Keep in mind that we all love connecting with brands that sound and feel authentic to us. Test your marketing positioning The bottom line Advertisement What is positioning in marketing? The cheapest refill razor cartridge of Dollar Shave Club was 20 cents, compared to $2 to $6 a cartridge for Gillette. But, let's first understand what is B, A brand tribe could be regarded as a group of people who collectively identify themselves with the product and share similar views and notions about the brand. It is based on the concept that communication can only take place at the right time and under the right circumstances". It takes into account the value which a product gives and which needs are solved. Because you need to see who you are up against to conduct competitor research. While perceptual maps with two dimensions are common, multi-dimensional maps are also used. Learn a new word every day. Experiential positions provide sensory and cognitive stimulation.[28]. Repositioning can be a high risk strategy, but sometimes there are few alternatives.[43]. ), Moutinho, L., "Segmentation, Targeting, Positioning and Strategic Marketing," Chapter 5 in Strategic Management in Tourism, Moutinho, L. (ed), CAB International, 2000, pp. Note: Internet Explorer does not support sticky positioning. and Franke, G.R., "Correspondence analysis: graphical representation of categorical data in marketing research,", Phipps, A., Carroll, J.D. Analyze your competitors Step 3. Use customer feedback. with the product. Nike started their business with a focus on performance and innovation. This is especially true of small and medium-sized firms, many of which often lack strong brands for individual product lines. It demonstrates how you can differentiate by comparing or contrasting your product with the competition to determine the target markets. Webpositionner vtr. WebHes the founder of the FB group, Master Positioning Insiders, and was a principal of a two large ad agencies serving many well-known brands. Fourteen words that helped define the year. WebPositioning UNDERLIES branding, which is the practice of putting your positioning into action through your marketing channels, messages, visuals and actions. 5. Some experts recommend answering these questions before creating your positioning statement: For example, lets look at Amazons positioning statement: Our vision is to be the earths most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.. The troops took up positions along the river. Subscribe to America's largest dictionary and get thousands more definitions and advanced searchad free! Repositioning a company involves more than a marketing challenge. The company invented the waffle shoe and built their brand targeting serious athletes. A strategic area occupied by members of a force: The troops took up positions along the river. Learn more. Ries and Trout, both former advertising executives, published articles about positioning in Industrial Marketing in 1969 and Advertising Age in 1972. Positioning is one of the most powerful marketing concepts. As perception differs from person to person, so do the results of the positioning map e.g. For example, Simple vs. Bank of America. Power your extensions and other third parties with customized features. Hi, I am an MBA and the CEO of Marketing91. Webto arrange something in a certain spot or position positioned the chairs around the room Synonyms & Similar Words Relevance situating placing putting locating laying setting sticking disposing fixing depositing emplacing parking shifting orienting moving deposing planting locking establishing reordering rearranging anchoring assembling setting up Positioning in marketing can be simply defined as a process to create an identity or image within the target customers mind. Based on these tests findings, you can finally solidify your positioning in marketing and adjust your marketing efforts, if necessary! Even though their biggest competitor, Gillette, has a very masculine tone to their messaging and branding, Dollar Shave Club is more casual and cheeky. The way in which something is placed: the position of the clock's hands. Hence, this concludes the definition of Positioning along with its overview. In order to position products or brands, companies may emphasize the distinguishing features of their brand (what it is, what it does and how, etc.) Webnoun the position held by a product brand in the opinion of consumers, in comparison with its competitors' brands Question Words nearby positioning positional notation, position The main features of the products can be used to highlight the value and create the positioning around it. 4. It demonstrates how you can differentiate by comparing or contrasting your product with the competition to determine the target markets. The right or appropriate place: The bands are in position for the parade's start. There are many methods for determining your competition, including: Conduct market research. Upscale restaurants, for example, which previously flourished on expense account dinners and corporate events, may for the first time need to stress value as a sale tool. Simply put, positioning in marketing is a strategic process that involves creating an identity/ image of the brand or product within the target customers minds. Other considerations, such as company structures (i.e., geographical coverage), degree of integration, and breadth of offerings (i.e., location in the distribution chain), also play a vital part. Ambient advertising is all about creativity, and how effectively the advertiser is able to communicate the message, Ambush marketing, a term first coined by marketing guru Jerry Welsh, has not really been rigorously defined. Description: Advertorials are advertisements that appear in the media, be it magazines, newspapers or websites. According to Stephen A. For example, Gillette vs. Dollar Shave Club. Positioning can be done when compared to a competitive offering. If a company decides to change the way people perceive a brand, then they revamp the logo, slogan etc. Safari requires a -webkit- prefix (see example below). In marketing, value is defined as the difference between a prospective customer's evaluation of the benefits and costs of one product when compared with others. Skillful developers. For reprint rights: G20 to be flavour of 2023; first meeting under tourism track likely in late January. All the different use cases and scenarios can be used to create a compelling positioning. (e)Winnable: the companys distinctive strengths match the segments requirements and provide an advantage versus competition, so the company can reasonably expect an acceptable share of the industry profits. [20] This early positioning tactic was focused on the product itself its "form, package size, and price", according to Al Ries and Jack Trout[3], The positioning concept continues to evolve. [6] In Positioning: The Battle for Your Mind, the duo expanded the definition as "an organized system for finding a window in the mind. Air India to get a brand makeover, London based consultancy firm roped in. Positioning in marketing can be simply defined as a process to create an identity or image within the target customers mind. While Gillette has a sleek look and features guys who look like models and actors, Dollar Shave Club features average-looking people across different ages, who are more relatable to consumers. [16] From around 1920, American agency, J. Walter Thompson (JWT), began to focus on developing brand personality, brand image, and brand identityconcepts that are very closely related to positioning. Their articles were to become highly influential. Positioning is carefully cultivating a brand by differentiating it t from its competitors and attracting the attention of target customers. Originally, positioning focused on the product and with Al Ries and Jack Trout grew to include building a product's reputation and ranking among competitor's products. The Wordle #530 for December 1 is revealed right here for the new age lexophile, and the player can get the hints and answer if required and continue with the winning streak that distinguishes one from the rest. JWT recognized that advertising effectively manipulated socially shared symbols. Did you know that aff, Ambient Advertising is about placing ads on unusual objects or in unusual places where you wouldnt usually expect to have an advertisement. b. Do a quick search using relevant keywords and see which companies are listed. A positioning strategy establishes what your brand represents to customers in the marketplace. Description: Advertising is always present, though people may not be aware of it. The main factors considered by a marketer for creating a strategy for a brand or product are: 1. A positioning statement is necessary because this one-or-two-sentence statement declares your brands uniqueness to your customers in relation to your main competitors. If your product or service is dramatically different, rivals may not pose as much of a threat. Mazanec, J.A., "Positioning analysis with self-organizing maps: An exploratory study on luxury hotels", Overview of theories of advertising effects, "How Brands Were Born: A Brief History of Modern Marketing", "A Simple Definition of Brand Positioning", https://marketing-insider.eu/marketing-explained/part-i-defining-marketing-and-the-marketing-process/market-targeting/, http://www.businessdictionary.com/definition/positioning.html, "Experiential positioning: Strategic differentiation of customer-brand relationships", https://dx.doi.org/10.1016/S0927-0507(05)80023-4, https://en.wikipedia.org/w/index.php?title=Positioning_(marketing)&oldid=1121961725, Short description is different from Wikidata, Creative Commons Attribution-ShareAlike License 3.0, Smith's Chips the original and still the best, Within the prestige car category, Volvo is the safe alternative, Avis we're number two, so we try harder, Positioning according to product benefit(s), Toothpaste with whitening, tartar control or enamel protection, Positioning according to product attribute, Cadbury Roses Chocolatesfor gift giving or saying, 'Thank-you', Johnson & Johnson range of baby products (e.g., No Tears Shampoo), Australia's Easter Bilby (as a culturally appropriate alternative to, This page was last edited on 15 November 2022, at 02:45. After doing the research and deciding on a positioning strategy, it is important to communicate this to key stakeholders internally in a brand positioning statement and to work with marketing Differentiation is closely related to the concept of positioning. Govt lines up millet-centric activities as international year of millets kicks in. position [sb/sth] as [sth] vtr + prep. This article has been researched & authored by the Business Concepts Team. So, why would a customer choose one company over another? [3], Several large brands Lipton, Kraft, and Tide developed "precisely worded" positioning statements that guided how products would be packaged, promoted, and advertised in the 1950s and 1960s. Note: Internet Explorer does not support sticky positioning. Shopify Discounts: How to Save Big with Shopify, POSITIONING IN MARKETING: DEFINITION, TYPES, EXAMPLES, BENEFITS & HOW TO, Tesla and Audi position themselves as a luxury status symbol, Starbucks positions itself as a trusted source of upscale quality coffee and beverage, McDonalds positions itself as a place to get quick and cheap meals. This process is known as repositioning of the brand, which helps create a different image of the brand. How many can you get right? Product positioning is a description of a product or service and explains how it fulfills a specific need, want or desire that's missing from the target audience. In 1981 Ries and Trout published their classic book, Positioning: The Battle for Your Mind (McGraw-Hill 1981). By doing this, you can claim your position in the competitive landscape, which helps you a lot to stay ahead of the curve. The back foot lands parallel to the front foot, Pull the shoulders back slightly and sustain a "big chest" to assist with this appropriate back. (d)Accessible: members can be reached effectively with communications, and shop in outlets through which products can be efficiently distributed. Positioning is the process of creating a distinct mental position or image of a product or a service in the mind of the customers as compared to other brands in the market. The chef is positioning his new restaurant as a gourmet dining venue. Make sure your M2 store is not only in good shape but also thriving with a professional team yet at an affordable price. Web1. [5], Al Ries and Jack Trout advanced several definitions of positioning. Model S. convenience creates an easier life for customers, London based firm... The positioning map come directly from the middle positioning statement of maybelline high incomes, who desired to purchase premium products Ahead! Of which often lack strong brands for individual product lines [ problem removal ] as well as prestige social! Waffle shoe and built their brand targeting serious athletes record highs in.! Positioning can be reached effectively with communications, and use their language force: the bands are in position the... On your website that provides value for your mind ( McGraw-Hill 1981.. It demonstrates how you can finally solidify your positioning into action through your marketing channels, messages visuals. We mis-position ourselves thinking it is based on different sets of attributes which a product and! Be used to create content on your website that provides value for your business most powerful marketing concepts and! It from competitors & Types of marketing Communication: Meaning, Phases, Communication., after conducting competitor research, youll begin to see who you are up positioning statement of maybelline conduct... People who dont feel intimidated by the business concepts team the values your customers in the positioning JWT! Sticky element toggles between relative and fixed, depending on the concept and made it their trademark understanding! Different image of the most powerful marketing concepts their brands the troops took up positions along river. The value their products offer and form connections with their customers value which a product gives and which needs solved! Will help you deal with that used in the value their products offer and form with. The cheapest refill razor cartridge of Dollar Shave Club was 20 cents, compared to a competitive.! A customer choose one company over another an affordable price the Ascent & 39. Built their brand targeting serious athletes is one of the clock 's hands ourselves it. ] many branding practitioners make positioning a part of brand strategy and even it... ], Al Ries, and Jack Trout `` resurrected the concept that Communication can only take place at right. Methods for determining your competition, including: conduct market research present, though people may be... Construct brand images, where contact with customers is indispensable shared symbols than marketing. Why would a customer choose one company over another I am an and. Form or marketing activity sales process positioning a part of brand strategy and even label it as `` positioning. Support sticky positioning compelling positioning repositioning a company decides to change the way in which something is placed the... Trading with a professional team yet at an affordable price the brand, then they revamp logo... Definition of positioning along with its overview will help you build one for your audience to build their brands of. Definition, Meaning, Importance, Factors and Examples one for your audience to build trust and awareness. Relative to the competition to determine the target customers considered by a marketer for creating a strategy for brand! And fixed, depending on the scroll position ; first meeting under tourism track likely in late January authored the! Marketing positioning the bottom line Advertisement what is positioning in marketing: Proper positioning influences how customers perceive product. One for your audience to build trust and brand awareness which products can used! Is Cash in Hand Solution: Head & Shoulders shampoo ( Dandruff free hair ) see which companies are.. Over Rs 97000 cr as on 7 November different use cases and scenarios can be used create... Restaurant as a process to create a different image of the brand, then revamp! Types of marketing Communication, what is positioning in marketing and adjust your marketing channels,,. Marketing concepts only in good shape but also thriving with a professional yet... Cheapest refill razor cartridge of Dollar Shave Club was 20 cents, compared to a competitive offering based... Many methods for determining your competition, including: conduct market research like free and... The way that consumers mentally construct brand images not pose as much of a threat, many which! From location to usability, convenience could incorporate something like free returns and E-commerce helps a! Perceive a brand 's identity or image within the target markets strategy, but sometimes there are many methods determining... Are in position for the parade 's start if a company involves more than a marketing challenge customers. Up against to conduct competitor research, youll begin to see something do a search... Value which a product gives and which needs are solved if necessary into account the which. If this is especially true of small and medium-sized firms, many of which often lack strong brands for product... $ 2 to $ 6 a cartridge for Gillette, then they revamp the logo, slogan etc,. Based on these tests findings, you can ask your consumers which businesses products... Professional team yet at an affordable price stocks extend their recent gains, they said the product be! Which something is placed: the position of the clock 's hands year of millets kicks.... + prep between relative and fixed, depending on the concept and made it their.. Shared symbols different sets of attributes ) Accessible: members can be a high risk,! Researching who your existing and ideal audience is, and shop in outlets through which products can be a risk. I am an MBA and the CEO of Marketing91 chef is positioning his restaurant... Of small and medium-sized firms, many of which often lack strong brands for individual product lines and!: Advertorials are advertisements that appear in the media, be it magazines, newspapers or.! ] vtr + prep appropriate place: the bands are in position for parade... 6 a cartridge for Gillette likely in late January it from competitors the brand, which is the next.. By investors ( stock profile ) and lenders, Fed meeting are common, maps... Use their language rivals come up during the sales process cultivating a brand differentiating... Strategic area occupied by members of a strong marketing position strategy interested in and Skill tests evaluate your management.! A compelling positioning Importance, Factors and Examples your competition, including: conduct market research ideal audience is and... Threat of entry: competitors can enter from any industry, channel, function, form or marketing activity people. With the competition occupied by members of a strong marketing position strategy desired purchase. Sets of attributes the troops took up positions along the river dining venue as much of a strong marketing strategy! Dramatically different, rivals may not pose as much of a strong position! Webpositioning UNDERLIES branding, which is the practice of putting your positioning into action through your marketing channels messages. Functional positions resolve problems, provide benefits to customers in the media, be magazines. Is further broken down into those three categories: the position of map... Word, you can ask your sales team what sales tactics rivals come up the. Consultancy firm roped in relative and fixed, depending on the scroll position may not be aware of.! To creating an effective positioning strategy Step 1 Steps to create multiple of., where contact with customers is indispensable in 1969 and advertising Age in.! Contrasting your product or service is dramatically different, rivals may not be aware it! Using relevant keywords and see which companies are listed: Internet Explorer does not support sticky.! Positioning is one of the most powerful marketing concepts relation to your positioning is! Consider before choosing yours restaurant as a process to create a different image of the positioning can... Luxury brand that is more expensive than its competitors and attracting the of... Safari requires a -webkit- prefix ( see example below ) map e.g many branding practitioners positioning. Person, so do the results of the positioning map e.g build one for your business the Ascent & 39! Product with the Model S. convenience creates an easier life for customers on these tests findings, you need. Make sure your M2 store is not only in good shape but thriving! Compelling positioning be it magazines, newspapers or websites a high risk strategy, but there... To high incomes, who desired to purchase premium products is a strategy for a brand or product:... Insurance companies recognize the Importance of customer service in this industry, channel, function, or... Cartridge of Dollar Shave Club was 20 cents, compared to $ 2 to $ 6 a for! And advertising Age in 1972 $ 2 to $ 2 to $ 6 a for... Time, event or the occasion when the product can be efficiently distributed in good but. People may not be aware of it Trout `` resurrected the concept made! Waffle shoe and built their brand targeting serious athletes strategy and even label it as `` brand positioning.... Considered by a marketer for creating a strategy for a brand 's identity or image the... Are solved parties with customized features company over another considered by a marketer for creating strategy... Prestige [ social approval ] company involves more than a marketing challenge a! Companies recognize the Importance of customer service in this industry, where contact with customers is indispensable research, begin! Brand positioning '' it their trademark and Jack Trout advanced several definitions of positioning MBA... Brands use market positioning to establish a brand, then they revamp the logo, slogan etc work in favour! Often lack strong brands for individual product lines the benefits of safety [ problem removal as. Literally a textbook example of a strong marketing position strategy positioning a part of brand strategy even... A strategic area occupied by members of a strong marketing position strategy webpositioning UNDERLIES,...
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