brand positioning [www.students3k.com]

8/18/2019 Brand Positioning [Www.students3k.com]

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More MBA & Other Projects available: Students3k.com

A STUDY ON BRAND POSITIONING OF PERIYAR RICEWITH SPECIAL REFERENCE TO KOTTAYAM DISTRICT

PROJECT REPORTSubmitted by

JINSE K MATHEW( XXXXXXX )

Under the Guidance ofAsst.Professor MISS.S MEA!A M"A#M.P$I!#PG%E%

POST GRADUATE DEPARTEMENT OF MANAGEMENT SCIENCE ANDRESEARCH

In partial fulllment of the requirements for the award of theDegree of

MASTER OF BUSINESS ADMINISTRATION OF

BHARATHIAR UNIVERSITY, COIMBATORE.

POST GRA%UATE %EPARTME&T O' MA&AGEME&T SCIE&CE A&% RESEARC$arthi(h Grou) of co**e+es (AUTONOMOUS)

,Reco+ni-ed by the Goernment of Tami*nadu and UGC &e/ %e*hi#A0*iated to "harathiar Uniersity and A))roed by AICTE1

Accr!"#! $# B%%(& '#$r) *+ NACCChinna((arai# Tiru)ur 2 345 3678

865628658

CON!N

CHAPTER

NO

CONTENT PAGE NO

I "N#O$%C"ON AN$ $!S"N O' (! S%$)

1.1 INTRODUCTION OF THE STUDY 1

1.2OBJCTIVES OF THE STUDY 3

1.3 STATEMENT OF THE PROBLEM 3

1.4 LIMITATION OF THE STUDY 3

1.5 RESEARCH METHODOLOGY 4

II #!*"!+ O' ,"!#A%#!

2.1 REVIEW OF LITTERATURE 6

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http://students3k.com/http://students3k.com/


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III CONC!P%A, '#AM! +O#-

3.1 INDUSTRY PROFIL

1

3.2 COMPANY PROFILE 13

3.3 BRAND POSITIONING 1!

IV ANA,)S"S AN$ "N!#P#!A"ON 23

V '"N$"NSS%!S"ON AN$ CONC,%S"ON

5.1 FINDINGS 6"

5.2 SUGGESTION 6#

5.3 CONCLUSION 6!

BIBLIOGRAPHY

APPENDI$

,"S O' AB,!S

AB,! NO ",! PA! NO

1 A%& %'()* (+ ,-& '&*(/0&/, 23

2 G&/0&' (+ ,-& '&*(/0&/, 25

3 E0),(/ )+,(/ (+ '&*(/0&/, 2"

4 M', ,,) (+ ,-& '&*(/0&/, 2!

5 I/(& *&' (/,- (+ ,-& '&*(/0&/, 31

6 C(/)&' 7'/& 33

" S()'& (+ /+(',(/ 8(), P&'9' '& 34

# P)'-& /0 )%& (+ P&'9' '& 36

! B'/0 *'&+&'&/& (+ '&*(/0&/, 3#

1 T& *&'(0 (+ )%& 4

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11 S,+,(/ &:& (+ '&*(/0&/, ,(7'0 P&'9' '& 42

12 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), ),9 44

13 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), *'& 46

14 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), *;%& 4#

15 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), ,,& 5

16 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), )/,,9 52

1" L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), :'&,9 54

1# L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), 0:&',&&/, 56

1! L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), - 0()/, 5#

2 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), *& %+, 6

21 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), ()*(/ 62

22 G&/&' (*/(/ 8(), 8'/0 P&'9' '& 64

,"S O' C(A#S

AB,! NO ",! PA! NO

1 A%& %'()* (+ ,-& '&*(/0&/, 24

2 G&/0&' (+ ,-& '&*(/0&/, 26

3 E0),(/ )+,(/ (+ '&*(/0&/, 2#

4 M', ,,) (+ ,-& '&*(/0&/, 3

5 I/(& *&' (/,- (+ ,-& '&*(/0&/, 32

6 S()'& (+ /+(',(/ 8(), P&'9' '& 35

" P)'-& /0 )%& (+ P&'9' '& 3"

# B'/0 *'&+&'&/& (+ '&*(/0&/, 3!

! T& *&'(0 (+ )%& 41

1 S,+,(/ &:& (+ '&*(/0&/, ,(7'0 P&'9' '& 43

11 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), ),9 45

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12 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), *'& 4"

13 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), *;%& 4!

14 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), ,,& 51

15 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), )/,,9 53

16 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), :'&,9 55

1" L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), 0:&',&&/, 5"

1# L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), - 0()/, 5!

1! L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), *& %+, 61

2 L&:& (+ ,+,(/ (+ '&*(/0&/, 8(), ()*(/ 63

21 G&/&' (*/(/ 8(), P&'9' '& 65

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INTRODUCTION AND DESIGN

CHAPTER? '&(/ ,( 8)9 8'/0 / *'&+&'&/& ,(

(,-&'. I, :&'9 %'&,+) &,-(0 / ,-& ';&,/% '&/. , &/)'& ,-, 8'/0 ,:,9

- ((/ @ %)0&0 0'&,&0 /0 0&:&'&0 89 ,-& 8'/0> 8&/&+, ,( 8)9@ /0

+()& , *(/, (+ (/,, 7,- ,-& ),(&'.

I/ ('0&' ,( '&,& 0,/,:& *& / ,-& ';&, /-& ';&, - ,( 8& '&+)9-(&/ /0 0++&'&/, 0:/,%& ), 8& '&,&0 / ,-&' /0. B'/0 *(,(//%

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&0) ,-'()%- 7-- / ('%/,(/ / *(','9 , ),(&' 7-, , 7/, ,( -&:& +('

,-& /0 7-, , 7/, ,( &/ ,( ,-&. B'/0 *(,(//% +(' ),(&'> :&7 /0

(*/(/.

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+(' 0&:&(*/% /0 /'&/% ,-& '&)'&0 ;/(7&0%& /0 *&'&*,(/ (+ ,-& ),(&'. ,

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/0 ,-&/ *(*)'&0 89 A R& /0 J; T'(), / ,-&' 8&,&&' 8((; P(,(//% < T-&

B,,& +(' Y()' M/0.

T- 0++&' %-,9 +'( ,-& (/,&, / 7-- ,-& ,&' 7 +', *)8-&0 /

1!6! 89 J; T'(), / ,-& **&' P(,(//% %& *&(*& *9 / ,(09> &


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3. Com2etitor attributes

W-, ,-& (,-&' 8'/0 / ,-& ';&, (++&' ,-'()%- +&,)'& /0 8&/&+, ,( (/)&'.

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A/ &9 )/,+8& +,(' Y()' *'& :. 9()' (*&,,('> *'&.

4. Consumer 2erce2tions

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(++&' ,-& -&* (),(/ ,-& %((0 :)& +(' ,-& (/&9 (),(/ ,-& -%-


8/64


T( ,)09 ,-& (/)&' ,+,(/ &:& ,(7'0 P&'9' '& 8'/0

T( ;/(7 ,-& ()&' (*/(/ ,(7'0 ,-& P&'9' '& 8'/0

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'&),@ 7& / && ,-, *'&&/, ';&, 8&/% +((0&0 89 /,/, '& *'(0), 7-- -:&

8&&/ 8((/ &*&9 ,( 7(';/% 7(&/.

M/9 &0/% 8'/0 (+ '& -&/&@ / ('0&' ,( ),/ ,-& ';&, ,-& (*/9 ),

-:& %((0 -(0 (:&' ,-& ';&,. I/ ,- &/'( (+ ,%-, (*&,,(/ ,)09 7 (/0),&0

,( ;/(7 ,-& 8'/0 *(,(/.

/. ,"M"A"ONS O' (! S%$)

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'&*(/0&/,

T-& )':&9 7 ,&0 (/9 %&(%'*- '& (+ K(,,9 0,',

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0&%'&& (+ (''&,(/ (' (,(/ 8&,7&&/ :'() :'8&. I, -&* ,( &)'& ,-& ';&,

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$AA CO,,!C"ON

T-& 0, +'( ,-& '7 0&, ,-, (&,&0 +'( ,-& +&0 ;/(7/ 0,.

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(/ &(/0'9 0,. T-& ,)09 - ,( %( +(' 8(,- *''9 /0 &(/0'9.

Primar6 data: P''9 0, '& ,-(& (&,&0 89 ,-& /:&,%,(' (' '&&'-&' -&+ +(' ,-& +', ,&. I, (&,&0 +'( ,-& +&0.

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*'(8& , &0 &(/0'9 &,-(0 /0 (&,&0 0, '& &0 &(/0'9 0,. I/

(, (+ ,-& &/)'& '&,/% ,( )''&/, *'(8& , '&(&/0&0 ,( )& *''9 0,

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SAMP,"N !C(N"7%!

=S*/% / 8& 0&+/&0 ,-& *'(& (+ &&,/% '&*'&&/,,:& *(',(/ (+ ,-& *(*),(/ )/0&' ,)09 +(' /9?

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9/64


S*/% 9 8& 0&+/&0 ,-& *'(& (+ (8,//% /+(',(/ 8(), / &/,'&

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P!#C!NA! ANA,)S"S89 no o res2ondent;total no o res2ondent>

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10/64


CHAPTER (++&'/%

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&/,' )& +,(' +(' ,-& (:&' *&'+('/& (+ 8'/0 / ,-& ';&,*&. D&*,& ,-&

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11/64


)''&/, ,',&%&. A'& +(' +),)'& '&&'- /:(:/% ,-& &)'&> **,(/ '& (

0&/,+&0 /0 0)&0 '& ,,(/ (+ ,-& &)'&.

Sall6 dibb,6ndon Simian 9/??/


12/64


,-& -&/%& (+ 0&/,+9/% (/& (' +&7 8'/0 +'( ,-&' 0:&'& /0 ),


13/64


V()&1!

I)& 3 1!!!

T(* A (/)&'


14/64


3./ "N$%S#) P#O'",!T-&'& '& /9 )/*'(:&/ 9,-((% ,& '&,&0 ,( ('%/ (+ '& ,-()%-

-,('/ -(0 ,,& (' /( ,(; / /9. R& ),:,(/ (/0&'&0 ,( -:& 8&%)/

),/&()9 / /9 ()/,'& (:&' 65 9&' %(. R& - 8&&/ ),:,&0 / C-/

/& /&/, ,&. C-/&& '&('0 (+ '& ),:,(/ %( 8; 4 9&'. M(, 8&&:& ,-&

'((, (+ '& (& +'( 3 BC I/0 7-&'& /,:& 0(:&'&0 ,-& */, %'(7/% / ,-&

70 /0 8&%/ ,( &*&'&/, 7,- ,. C),:,(/ /0 ((;/% &,-(0 '& ,-()%-, ,( -:&

*'&0 ,( ,-& 7&, '*09 /0 89 &0&: ,& (),-&'/ E)'(*& 7 ,-& /,'(0),(/ (+

'& -&',9 %'/. I/ &:&' A/ /%)%& ,-& 7('0 +(' '& /0 +((0 '& 0&/,.

A+'/ '& - 8&&/ ),:,&0 +(' 35 9&'. I/ ,-& M00& E, /0 M&0,&''/&/

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WORLD SCENARIO

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15/64


T-& 7('0 (' '&


16/64


STATE SCENARIO

P009 ),:,&0 / (, 0,', (+ K&'. R& *'(0),(/ - &*&'&/&0

(/,/)& 0&/& / '& (:&' ,7( 0&0&. R& *'(0),(/ ,()-&0 '()/0 14 ;- ,(/& /

,-& 0


17/64


3.0 COMPAN) P#O'",!

K09 ,-& 8',- *& (+ A0/;' +() +(' ,-& *'(0),(/ (+ '& +(' ,-&

, &:&' 9&'. I, 8&&0 7,- *&'&// )**9 (+ 7,&' +'( ,-& ':&' P&'9'.B&)& (+

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7-- /&0 +,&' ,-& ':&' *&'9' ,-& *&'&// 7,&' ()'& (+ ,-& '&%(/ ;09 *&'9'

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*'&ABOUT THE UALITY PRICE

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ONLY THE TECHNOLOGY CHANGED................NOT THE TASTE..........>

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18/64


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19/64


MARKETING DEPARTMENT

8'/0 /& =PERIYAR RICE?.T-& *'(0), 8&(& *(*)' ()/% ,-& ),(&'

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MARKET SHARE

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25/64


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30/64


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31/64


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33/64


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38/64


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T(, 15 1


"N!#P#!A"ON

F'( ,-& 8(:& ,8& , /+&''&0 ,-, 3(+ ,-& '&*(/0&/, '& /&),' 7,-0:&',&&/,23 (+ ,-& '&*(/0&/, '& ,+&0 7,- 0:&',&/,1" (+ ,-&

'&*(/0&/, '& -%-9 ,+&0 7,- 0:&',&/,1" (+ ,-& '&*(/0&/, 0,+&0 7,-

0:&',&/,13 (+ ,-& '&*(/0&/, '& -%-9 0,+&0 7,- 0:&',&/,.

C(A#.3.?

,!*!, O' SA"S'AC"ON O' #!SPON$!NS

ABO%.A$*!#"S!M!N

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51/64


5;9

8:9

:69

5;9

5:9

$i+h*y satis>ed

Satis>ed

&eutra*

%issatis>ed

$i+h*y dissatis>ed

AB,!.3./>

,!*!, O' SA"S'AC"ON O' #!SPON$!NS ABO% CAS(

$"SCO%N

S.NO ,evel o

satisaction

No.o res2ondent PercentaDe

1 H%-9 ,+&0 2# 1!2 S,+&0 32 213 N&),' 45 34 D,+&0 25 1"5 H%-9 0,+&0 2 13

T(, 15 1


"N!#P#!A"ONF'( ,-& 8(:& ,8& , /+&''&0 ,-, 3 (+ ,-& '&*(/0&/, '& /&),' 7,- -

0()/,21 (+ ,-& '&*(/0&/, '& ,+&0 7,- - 0()/,1!(+ ,-& '&*(/0&/, '&

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52/64


-%-9 ,+&0 7,- - 0()/,1" (+ ,-& '&*(/0&/, 0,+&0 7,- -

0()/,&013 (+ ,-& '&*(/0&/, '& -%-9 0,+&0 7,- - 0()/,&0.

C(A#.3./>

,!*!, O' SA"S'AC"ON O' #!SPON$!NS ABO% CAS(

$"SCO%N

889

849:49

869

$i+h*y satis>ed

Satis>ed&eutra*

%issatis>ed

AB,! .3.//

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53/64


,!*!, O' SA"S'AC"ON O' #!SPON$!NS ABO% SP!C"A,

"'

S.NO ,evel o

satisaction


1 H%-9 ,+&0 22 152 S,+&0 24 163 N&),' 55 3"4 D,+&0 3 25 H%-9 0,+&0 1! 12

T(, 15 1


"N!#P#!A"ONF'( ,-& 8(:& ,8& , /+&''&0 ,-, 3" (+ ,-& '&*(/0&/, '& /&),' 7,- *& %+,

2 (+ ,-& '&*(/0&/, '&0,+&0 7,- *& %+,16 (+ ,-& '&*(/0&/, '& ,+&0

7,- *& %+,15 *&'&/,%& (+ ,-& '&*(/0&/, -%-9 ,+&0 7,- *& %+,12

*&'&/,%& (+ ,-& '&*(/0&/, '& -%-9 0,+&0 7,- *& %+,.

C(A#.3.//

,!*!, O' SA"S'AC"ON O' #!SPON$!NS ABO% SP!C"A,

"'

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54/64


55/64


,+&0 7,- ()*(/15 (+ ,-& '&*(/0&/, -%-9 0,+&0 7,- ()*(/# (+ ,-&

'&*(/0&/, '& -%-9 ,+&0 7,-()*(/.

C(A#.3./0

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?9

5ed

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%issatis>ed

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56/64


. O2inion toHards Peri6ar rice

AB,! ../

!N!#A, OP"N"ON ABO% B#AN$ P!#")A# #"C!

S.NO ,evel o

satisaction


1 V&'9 %((0 32 21

2 G((0 55 3"

3 N&,-&' %((0 (' 80 23 15

4 B0 25 1"

5 V&'9 80 15 1

T(, 15 1


"N!#P#!A"ONF'( ,-& 8(:& ,8& , /+&''&0 ,-,3" (+ ,-& '&*(/0&/, '& %:& %((021(+ ,-&

'&*(/0&/, '& %:& :&'9 %((01"(+ ,-& '&*(/0&/, '& %:& 8015(+ ,-& '&*(/0&/,

'& %:& /&,-&' %((0 (' 80/0 1 (+ ,-& '&*(/0&/, '& %:& :&'9 80.

C(A#../

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57/64


859

:;9

579

5;9

569

@ery +ood

Good

&either +ood or bad

"ad

@ery bad

'"N$"NS

S%!S"ONS AN$

CONC,%S"ON

CHAPTER


58/64


FINDINGS

5.1 FINDINGS

M(',9 4 (+ ,-& '&*(/0&/, %& %'()* 35


59/64


M(',941 (+ ,-& '&*(/0&/, '& )/% P&'9' '& +(' ,-& 2


60/64


4.0 S%!S"ONS1.)''&/,9 P&'9' '& -:& %((0 8'/0 *(,(/ / ,-& ';&,.( , -()0 ,'9 ,( /,'(0)&

/&7 *'(0), / ,-& &,/% *'(0), /&

2.C(*/9 -()0 (/&/,',& ('& (/ 0:&',&&/, , *9 :, '(& / /+)&//%

8)9/% 8&-:()' (+ ,-& (/)&'

4.I, -()0 ,;& &++&,:& ,&* ,( *'(:& ,-& ),9 (+ *'(0),

5.T-&9 -()0 *'(:0& ()*(/ (/% 7,- ,-& *'(0),

CONCLUSION

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4.3 CONC,%S"ON P&'9' '&K09 ,-& (/& (+ ,-& &0/% /)+,)'& (+ '&.I, -:/% %((0

'&*),,(/ / , ,-& '& (+ (*&',(/.I/ ,- ,)09 ,-& '&&'-&' - (/0),&0 / /9

(+ 8'/0 *(,(/ (+ P&'9' '&. F'( /9 /0 /,&'*'&,,(/, / 8& )/0&',((0 ,-,

,-& (*/9 - ,'(/% (*&,(/ +'( *:-'/ &,@.T-&9 -()0 ,'9 ,( )/- /&7

0:&',&&/, (*%/ ,( '&,/ ,-& &,/% (/)&' /0 ,,', /&7 (/)&'.

S(, / 8& (/)0&0 ,-, ,-& (*/9 -()0 /(, %( 8; +'( ,-& *'&&/,

*'(%'& /0 , -()0 *&&/, ('& /0 ('& -& /0 (*%/7-- &/)'& (/<

%(/% *'(:&&/, / ,-& 8'/0 *(,(/ (+ ,-& *'(0),.

B"B,"O#AP()

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62/64


B"B,"O#AP()

BOO-S

1.';&,/% /%&&/, 89 *-* ;(,&'


63/64


APP!N$"I

B#AN$ POS""ON"N O' P!#")A# #"C! "N -OA)AM $"S#"C

1. N&

2.A%& %'()* 15


64/64


11. H(7 (/% 9() '& )/% P&'9' '&

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