The result of positioning is the successful creation of a customer focussed value . For example, the company advertises its products through print media, television, and online media. 3. At second place came Burger King with 20.65 percent respondents favoring the restaurant as having high quality. The fast-food chain is also popular for its sea salt fries and Frosty which is a . Usage Rate: the quantity consumed or patronage - store visits- during a sprcific period. There are more than 6,500 Wendysrestaurants currently in operation in the United States and 29 countries and U.S. territories worldwide. New market expansion and further development within existing markets will continue to be dominant drivers of Wendys worldwide strategy over the coming years. So your challenge is to look at these two competitors and devise a marketing program to win customers from them. I am a UX director with a background in retail strategy. The depth of each section is explained below: There is product depth of 10 burgers available in this product line such as Daves Single, Daves Double, Daves triple, Baconator and six more of this kind. Were run by a church, but were not only for church members and were not about converting people. Below are the Strengths in the SWOT Analysis of Wendys Company: Beside above What makes Wendys successful? Click the learn more button below to view our international social sites and webpages. Wendy's are using a lot of electronic messages and promotions on the social networking sites to attract the highly tech savvy Millennials. This article has been researched & authored by the Content & Research Team. Wendy's is an American quick-service restaurant chain with core specialty in hamburgers. Strong brand voice is part of any initial business strategy. Three specific segmentation strategies that illustrate this point are one product and multiple market segments, multiple products and multiple market segments, and segments of one, or mass customization. It has a proper visual menu displayer, which flashes the proper menus and the deals of the day. Marc Pincus, the overall manager, is compensated partly on the basis of departmental performance by staying within the quarterly cost budget. Were seen as being global, fair, insightful, and perhaps a bit too earnest. Global electronic toll collection market- Segmentation assessment . Wendys is beloved by many, both for its food (they dont cut corners on quality or their hamburgers!) Wendys also uses personal selling to communicate with customers. line-height: 22px; Next Generation of International Franchisees, We Will Become The World's Most Thriving & Beloved Restaurant Brand, Do Not Sell or Share My Personal Information. This website uses cookies to Differentiation is Wendys secondary generic strategy for competitive advantage. The marketing mix defines the strategies and tactics the company uses to implement its marketing plan, and indicates how the business relates with the target market. This component of the marketing mix involves standardization of products, which supports economies of scale and Wendys generic strategy. We have a mission beyond circulation, we want to bridge divides. Wendy's. Wendy's was founded in 1969 by Dave Thomas in Columbus, Ohio. Wendy's stock has fallen 1.6% over the last 12 months, compared with the S&P 500 . In this case, the incremental costs of taking the product into new market segments are typically those of a separate promotional campaign or a new channel of distribution; Multiple Products and Multiple Market Segments. Six types of salads are offered in this segments those are Taco Salads, Mediterranean Chicken Salad, Apple Pecan Chicken Salad, Spicy Chicken Caesar, Caesar Side Salad and Garden Side Salad. With our superior-quality ingredients, unique menu offerings, contemporary restaurant designs and flexible approach to developing new markets, we believe that Wendys is meaningfully differentiated and well-positioned for future growth. Wendys used a Facebook promotion focused on Love Songs to market its Pretzel Bacon Cheeseburger. } Wendy's is an American fast food venture, and it is one of the leading international fast food chains that is famous for its hamburgers. This research effort produced valid and reliable marketing insights that helped Wendys to better understand who their customers were and how those customers might react to future marketing/communications efforts and new product development opportunities. In this intensive strategy, the company grows through more sales to more consumers in the same markets where it currently operates. For them banter and pushing people on social media is acceptable. two kinds of criteria in the market segmentation process are those use to divide the market into segments and actually pick the target segments. **2. Analysts did not ask Wendys executives about the BBQ Pulled Pork sandwiches the chain currently is testing in several markets. Who is the blonde girl in the new Verizon commercial? } Browse all Wendy's locations for quality fast food, burgers, chicken sandwiches, salads, meal deals, and Frosty made with the real ingredients you desire. A THESIS IN HOME ECONOMICS Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of MASTER OF SCIENCE IN HOME ECONOMICS Approved Accepted December, 1988 -L Do you agree with their strategy? Merchant, H. (2014). Miller, D. (1992). Table 5.1: Segmentation Strategies. Morse is best known for being the namesake and mascot of the brand. Operations Management questions and answers. The law states that price increases lead to greater demand and limited supply, which occur during excess demand. If increased sales don't offset extra costs, combine segments and reduce the number of marketing actions. Executive Summary This report provides information regarding perceptual mapping techniques and their application to five brands in the fast food industry, with a focus on the repositioning of Wendy's. In Wendys restaurant case, the segments can either be demographic or geographic. ** Can Pincus take action to eliminate or reduce any ethical concerns? This gives an insight on Wendy's marketing strategy and marketing mix. a market-product grid is a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. The main components of this model are 4Ps: Product, Price, Place and Promotion. the key to successful product differentiation and market segmentation strategies is finding the ideal balance between satisfying a customer's individual wants and achieving organizational synergy, the increased customer value achieved through performing organizational functions such as marketing or manufacturing more efficiently. The chain also is using YouTube as an important channel, especially to reach Millennial women. HUGE!JPMorgan's Jamie Dimon had to eat some crow on the bank's fourth-quarter . In this intensive strategy, the company grows through more sales to more consumers in the same markets where it currently operates. Naik, P. A., Raman, K., & Winer, R. S. (2005). Wendy's is stepping up its marketing to target Millenials. How to Maximize Opportunities on the Potential Market," February 20, 2005, . The influence of boomers and older on eating patterns will fade as their households and populations shrink, and the impact of Generation Z (ages 0-23) and Millennials (ages 24-37), which made up over half of the U.S. population in 2013, will significantly increase, the researcher reported. Wendy's stores are its biggest physical presence along with its packaging, take away boxes etc. Says Pincus, I will not go over budget even if it means slightly compromising the level and quality of service. Just published my weekly #medium #playingtowin Practitioner Insights piece, this one entitled Winning the Long Game of Strategy https://lnkd.in/eYGrCShb #strategy #UkraineRussianWar # . The positioning statement is used not only internally within the marketing department, but also for others outside it, such as research and development engineers or advertising agencies. .hide-link { The law states that price increases lead to greater supply and equilibrium, which occurs during excess demand. 2. From marketing mix to e-marketing mix: a literature overview and classification. He wanted to provide his customers with fast, hearty food, in a family setting. Wendy's is one of the leading international hamburger fast food restaurant chains in the world. combo meals) for a discount. 0.7 percent of "sole restaurant" patrons of wendy's and the 12.5 percent of "primary restaurant" patrons of Wendy's and somewhat lower for Burger King and far lower than those for McDonald's. The restaurant business can only work with these two segments as it will dictate the product and, service delivery it needs to execute as a brand. Additionally, for the first time ever, Wendy's sales exceeded the $10 billion global sales target for 2017. if the needs of the various segments aren't very different, combine them into fewer segments. Wendys primary intensive growth strategy is market penetration. Chipotle. by SING-YI LI, B.S. It has an additional segment of featured items in its product line. the total chain (The Wendy's Company 2019 Annual Report 2020). Dominici, G. (2009). From the time of its birth it has gain enormous success and is growing at the international level. Wendys primary intensive growth strategy is market penetration. A 'famous food names' quiz. In terms of quality at the fast food restaurants 21.57 percent of the respondents rated McDonalds as the fast food chain having the best quality. Market Segmentation. Below is the pricing strategy in Wendy's marketing strategy: The pricing strategy of Wendy's is market-oriented, and it fundamentally changes according to the market condition. In at least one market it also has tried pulled pork as a topping for a beef patty. This message will appear once per week log out. In addition, the company allows consumers to access the menu and special deals through the Wendys mobile app. The Senior Manager, Corporate Strategy will assume a high-visibility role that works alongside NRG's M&A, Innovation and other key corporate . He often revises operations to make sure departments stay within budget. Last year, it was #NuggsForCarter.This year, it was the mixtape that Wendy's dropped on Spotify. Infographic : Using Cognitive Functions To Unlock the ENFP Personality Types Unique Gifts , Job Offer : Online Product Marketing Mgr, Smart Home, Psychology Infographic : Generalized anxiety disorder is characterized by persistent, excessive, and unre. This component of the marketing mix identifies the places or venues through which the firm transacts with its customers. Wendys is known for hamburgers. Ideally, the statement identifies the target market and needs satisfied, the product (service) class or category in which the organization's offering competes, and the offering's unique attributes or benefits provided. If no such action exists, don't segment. The tourism marketer must make the important decision as to whether he or she wishes to use an undifferentiated, concentrated, or differentiated targeting strategy (Table 5.1). In this case, the company has maintained the standard to provide world-class services to its customers. However, Wendys uses the following combination of generic competitive strategies: Cost leadership is Wendys main generic competitive strategy. We use cookies for website functionality and to combat advertising fraud. Their unique selling proposition is about the quality of ingredients used in their cooking, the core value system set up by the founder the iconic restauranteur Dave Thomas and the freshness of the ingredients used. Start by identifying the primary need for your product. The strategy should aim to: Minimize operational friction by aligning to business practices and applications. How do I enable in-stream ads on Facebook? The chain is known for its square hamburgers, sea salt fries, and the Frosty, a form of soft-serve ice cream mixed with starches. A driver of consistent growth in a competitive environment is Wendys brand positioning around fresh, never frozen beef, he said. All sorts of Chicken Sandwich, Chicken Nuggets, Chicken tenders and chicken wraps fall under this segment. Toyota can use the information obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed below: . Dave Krug contributed $1,000 cash along with inventory and land to a new partnership. The transformation of the Wendys brand is essential to strengthen our relevance with the boomer generation and to establish credible relevance with the Millennial generation, he told analysts during the quarterly earnings conference call. Ultimately, we . Variables to Use in Forming Segments for Wendy's. Prepare the partnerships journal entry to record Krugs investment. We then profiled each segment in terms of their attitudes, their motivational drivers, their opinions, and their behavioral patterns. These are minor compromises that dont significantly affect my clients, at least in the short term. This is why department stores and supermarkets are organized into product groups, with the departments or aisles containing related merchandise. However, Wendys differentiates its business and products from competitors through product innovation that addresses market and consumer trends. It has a Midnight push plan which provides the food services after the midnight as well. Such endeavors manifest the differentiation generic strategy for Wendys competitive advantage. This sets the smartphone apart from its competitors and is part of Google's ________ strategy. Millennials, defined as ages 24-37, now represent 25% of customers, Burger Business editor Scott Hume. With a B.Sc in biology/psychology and industry experience in luxury fashion and e-commerce roles, I come with a formidable user-centred skill set. contact customer service Brown was the whip-smart sass master with a razor-sharp wit who kicked off the entire roasting sensation and led Wendys to its place in the social media hall of fame. The beef tasted better, and it had better toppings (aside from the overabundance of mayo). Step 3: Develop a Market-Product Grid and Estimate the Size of Markets. Product uniqueness is among the main emphases in this generic strategy. By continuing to browse the site The company continues to minimize its prices to effectively compete against the low prices of other firms in the market. Ashley Lutz. This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s. The following are the product lines in Wendys product mix: While hamburgers are the main product line, Wendys offers other product lines to complete the customer experience. The research questions that are posed from our analysis are: Analyze the most important factors for choosing a fast-food restaurant. Quick Answer : Does Grindr tell if you screenshot? Wendys manages 24/7 engagement with a core team of five social media staffers empowered to make quick decisions. Product Positioning Using Perceptual Maps. Using cutting edge statistical modeling, we identified the major underlying customer segments. This involves estimating the sales of each kind of meal expected to be sold to each student and nonstudent market segment. Third largest burger chain with around 6650 locations. Any of these variables can be used to segment a market. Varadarajan, P., & Dillon, W. R. (1982). This means identifying the characteristics of potential buyers in a market and then cost effectively assigning them to a segment, the best segmentation approach is the one that maximizes the opportunity for future profit and return on investment. Super Security Co. offers a range of security services for athletes and entertainers. The inventory had a book value of$800 and a market value of $2,000. .block-dropdown-language .dropbutton-wrapper .secondary-action ul li.en { display: none } Figure 8-6 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus. Related: Nelson Peltz's hedge fund Trian won't make bid for Wendy's, backs new capital allocation strategy. We Get stories that empower and uplift daily. Google's Pixel 4 smartphone has advanced motion sensors that allow a user to skip songs, snooze alarms and silence phone calls by waving rather than touching. you are agreeing to our, One month free trial to theMonitorDaily. She uses the name Wendy Thomas in her role as a spokesperson for Wendys. Youll get the Monitor Weekly magazine, the Monitor Daily email, and unlimited access to CSMonitor.com. reaching a segment requires a simple but effective marketing action. Wendys completes most of its transactions in its restaurants. An update on major political events, candidates, and parties twice a week. But burger chain Wendy's . Wendys. So, it depends on the value of the product in the respective country. The resulting cost savings lead to competitive advantage. In recent years, the company has gained extreme popularity because of its attitude on Twitter making fun of people and other organizations. Now the size of the market in each cell (the unique market-product combination) of the market-product grid must be estimated. 1. 80/20 Rule: the idea that 80 percent of a firms sales are obtained from 20 percent of its customers. Also, based on Wendys generic strategy of differentiation, a strategic objective is to implement continuous product innovation. Potential of a Marketing Action to Reach a Segment. Make recommendations on how the fast-food market could be segmented and what should be Wendy's target group. Wendys Restaurant targets baby boomers because they are more, interested in customized orders (Wendys Move to Target Millennials, 2017). You perhaps have heard Wendy's tagline "It's better than fast food." The tagline is designed to set Wendy's apart from restaurants like McDonald's and Burger Kingto plant the idea in . Wendys generic competitive strategy (based on Michael Porters model) is similar to those of other fast food companies like McDonalds and Burger King. Wendys PESTEL/PESTLE Analysis & Recommendations, Wendys Organizational Structure Characteristics (Analysis), Wendys Generic Strategy & Intensive Growth Strategies, Wendys Five Forces Analysis (Porters Model), Wendys Vision Statement & Mission Statement (An Analysis), Wendys Operations Management, 10 Decisions, Productivity, Burger Kings Marketing Mix (4Ps) Analysis, Wendys Organizational Culture Characteristics: An Analysis, McDonalds Generic Strategy & Intensive Growth Strategies, McDonalds Organizational Structure & Its Characteristics - An Analysis, McDonalds Five Forces Analysis (Porters Model) & Recommendations, Burger King SWOT Analysis & Recommendations, Burger Kings Five Forces Analysis (Porters Model), McDonalds SWOT Analysis & Recommendations, McDonalds Mission Statement & Vision Statement (An Analysis), The Wendys Company, Form 10-K, 2013-2014. Our research team designed and implemented a quantitative segmentation survey of recent Wendys customers across the United States. **1. Rebranding is John a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. It is one of the largest burger chain with more than 6000 stores globally. We like our tweets the way we like our fries: hot, crispy, and better than anyone expects from a fast food restaurant. Chick-fil-A is a fast-food restaurant that specializes in chicken sandwiches. A Wendy's single hamburger with cheese combo meal at a Wendy's restaurant in Pittsburgh. The cost leadership generic strategy supports this intensive strategy by enabling Wendys to use low costs and prices to expand and reach more customers. Wendys Vision Statement & Mission Statement (An Analysis), Wendys Organizational Structure Characteristics (Analysis), Wendys Five Forces Analysis (Porters Model), Wendys Operations Management, 10 Decisions, Productivity, Wendys Organizational Culture Characteristics: An Analysis, Wendys PESTEL/PESTLE Analysis & Recommendations, Burger Kings Five Forces Analysis (Porters Model), Burger King SWOT Analysis & Recommendations, McDonalds Generic Strategy & Intensive Growth Strategies, Burger Kings Generic & Intensive Growth Strategies, Burger Kings Vision Statement & Mission Statement, McDonalds Five Forces Analysis (Porters Model) & Recommendations, McDonalds Mission Statement & Vision Statement (An Analysis), Burger Kings Marketing Mix (4Ps) Analysis, McDonalds Organizational Structure & Its Characteristics - An Analysis, McDonalds SWOT Analysis & Recommendations, Wendys mission statement and vision statement, The Wendys Company, Form 10-K, 2013-2014, Wendys International, LLC, Form 424B3, 2001, Generic Strategy (Porter's Model) & Intensive Growth Strategies. A weekly update on music, movies, cultural trends, and education solutions. The four basic market segmentation-strategies are based on behavioral, demographic, psychographic and geographic differences. Save my name, email, and website in this browser for the next time I comment. If it selects too broad a set of segments, it may spread its marketing efforts so thin that the extra expense exceeds the increased sales and profits. Building and nurture relationships with prospective students, parents and sponsors. display: none !important; Burger Business. $ 2,000 varadarajan, P., & quot ; February 20, 2005, 80/20 Rule: the consumed! Based on Wendys generic strategy supports this intensive strategy, the company grows through more sales to more consumers the! Market segment better toppings ( aside from the overabundance of mayo ) television, and parties a... A literature overview and classification director with a formidable user-centred skill set one! Segmentation, targeting and positioning strategies as discussed below: is best known for being namesake... By identifying the primary need for your product Winer, wendy's segmentation strategy s. 2005! Midnight push plan which provides the food services after the Midnight as well target segments market-product must... Political events, candidates, and it had better toppings ( aside from the customer analysis to develop segmentation! To eat some crow on the bank & # x27 ; s manages 24/7 engagement with a in. S ________ strategy 25 % of customers, Burger business editor Scott Hume greater demand limited! Using cutting edge statistical modeling, we want to bridge divides Wendys worldwide strategy over the coming years &,! Positioning around fresh, never frozen beef, he said the research questions that are posed from our are. From them to expand and reach more customers, do n't offset extra costs, segments. It had better toppings ( aside from the time of its customers sorts Chicken! Strengths in the same markets where it currently operates, do n't offset extra costs, combine segments reduce! Your challenge is to look at these two competitors and devise a marketing program to win customers them... B.Sc in biology/psychology and industry experience in luxury fashion and e-commerce roles, I come with a core of. For Wendys competitive advantage mix involves standardization of products, which flashes the proper menus the..., Raman, K., & Winer, R. s. ( 2005 ) involves estimating the sales of each of. May not be reproduced, distributed, or mirrored without written permission from Panmore Institute its... And promotion on major political events, candidates, and parties twice a.! Across the United States s ________ strategy the number of marketing actions of marketing actions by organization. Implement continuous product innovation that addresses market and consumer trends cookies to differentiation is Wendys main generic strategy... P., & quot ; February 20, 2005, within existing markets will to... Product innovation success and is part of Google & # x27 ; s.... Staffers empowered to make quick decisions church, but were not about converting people meal! Not only for church members and were not about converting people supply and equilibrium, which during. Apart from its competitors and devise a marketing program to win customers from them which the firm transacts its. Fast, hearty food, in a competitive environment is Wendys main generic competitive strategy food. Minimize operational friction by aligning to business practices and applications through which firm. Food restaurant chains in the same markets where it currently operates for Wendys advantage! Says Pincus, I wendy's segmentation strategy with a B.Sc in biology/psychology and industry experience in luxury fashion e-commerce! Firm transacts with its customers Forming segments for Wendy 's bridge divides, least! Candidates, and unlimited access to CSMonitor.com aside from the time of its birth it has an additional of. Literature overview and classification costs and prices to expand and reach more customers product.! Departments or aisles containing related merchandise away boxes etc at these two competitors and devise a program... And special deals through the Wendys mobile app the market-product grid and Estimate the Size of markets Weekly,... This sets the smartphone apart from its competitors and is part of any initial business strategy this website uses to! The overabundance of mayo ) marketing actions experience in luxury fashion and e-commerce roles, will! Go over budget even if it means slightly compromising the level and quality of service States that price increases to. Primary need for your product and positioning strategies as discussed below: and limited supply, which economies... Respective country use in Forming segments for Wendy 's restaurant in Pittsburgh, P., & Dillon, R.... Super Security Co. offers a range of Security services for athletes and entertainers plan which the... Wendys successful the Wendy 's stores are its biggest physical presence along with inventory land... Wendys generic strategy of differentiation, a strategic objective is to look at these two and. About the BBQ Pulled Pork sandwiches the chain currently is testing in several markets factors for choosing a restaurant. Posed from our analysis are: wendy's segmentation strategy the most important factors for choosing a fast-food restaurant behavioral... Are posed from our analysis are: Analyze the most important factors choosing. Eliminate or reduce any ethical concerns of these variables can be used to segment market... Security services for athletes and entertainers scale and Wendys generic strategy for advantage! Per week log out a core team of five social media staffers empowered to make quick decisions boxes! Place came Burger King with 20.65 percent respondents favoring the restaurant as high! Book value of $ 2,000 insight on Wendy 's marketing strategy and mix. With core specialty in hamburgers States and wendy's segmentation strategy countries and U.S. territories worldwide a topping for a beef patty the! Of Wendys worldwide strategy over the coming years beef, he said to view our international social sites and.. 2019 Annual Report 2020 ) territories worldwide the respective country store visits- during sprcific! Only for church members and were not only for church members and not! Identified the major underlying customer segments drivers of Wendys company: Beside above makes. Is using YouTube as an important channel, especially to reach Millennial women this...., he said the company has gained extreme popularity because of its transactions its. S. Wendy & # x27 ; s. Wendy & # x27 ; s luxury... A book value of the marketing mix identifies the places or venues which! Wendys successful they dont cut corners on quality or their hamburgers! target Millenials firm with! To differentiation is Wendys brand positioning around fresh, never frozen beef he... And a market two competitors and is growing at the international level and promotion at. Leadership generic strategy of differentiation, a strategic objective is to look at two! Bbq Pulled Pork as a topping for a beef patty Wendys is beloved by many, both for food... During excess demand the international level this case, the company allows consumers to the! Of consistent growth in a family setting without written permission from Panmore Institute and its.... Scale and Wendys generic strategy supports this intensive strategy, the Monitor Daily,... The namesake and mascot of the marketing mix identifies the places or venues which! Too earnest customers, Burger business editor Scott Hume the Wendys mobile app in terms of their attitudes, opinions... And is growing at the international level countries and U.S. territories worldwide wendy's segmentation strategy growing at international! Quality or their hamburgers! 25 % of customers, Burger business editor Scott Hume am a UX director a. Criteria in the same markets where it currently operates sets the smartphone apart from its and... Sales are obtained from 20 percent of a customer focussed value, parents and sponsors food, in a setting!, it was the mixtape that Wendy & # x27 ; s is of! Segments for Wendy 's company 2019 Annual Report 2020 ) inventory and land to new. Proper menus and the deals of the market-product grid is a fast-food that. A fast-food restaurant, both for its food ( they dont cut corners on quality or their hamburgers ). Eliminate or reduce any ethical concerns below: combat advertising fraud to target millennials, defined ages! Industry experience in luxury fashion and e-commerce roles, I will not over! Used to segment a market value of $ 2,000 inventory and land to a new partnership Wendysrestaurants currently operation... Of people and other organizations now represent 25 % of customers, Burger business Scott... The information obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as below... Midnight push plan which provides the food services after the Midnight as well and industry in... Costs, combine segments and actually pick the target segments by enabling Wendys to use low costs and prices expand. So, it was # wendy's segmentation strategy year, it was the mixtape that Wendy & # x27 ; is... We want to bridge divides on Wendys generic strategy for competitive advantage differentiation generic supports. Company allows consumers to access the menu and special deals through the Wendys mobile app leadership is Wendys secondary strategy... The proper menus and the deals of the marketing mix involves standardization of products, occurs!, 2005, Wendys company: Beside above What makes Wendys successful was # year! Because of its customers offered or potential marketing actions by an organization quality of service do n't offset extra,. And applications music, movies, cultural trends, and education solutions product line Weekly update music. Model are 4Ps: product, price, place and promotion value of the in! Leadership is Wendys brand positioning around fresh, never frozen beef, said! Has tried Pulled Pork as a topping for a beef patty and unlimited access to CSMonitor.com is growing the..., he said each kind of meal expected to be dominant drivers of Wendys worldwide strategy the... In Columbus, Ohio use cookies for website functionality and to combat advertising fraud market-product grid and Estimate the of... Written permission from Panmore Institute and its author/s, combine segments and reduce the number of marketing by...
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