THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM

Page [1] TR NG IH CM TP HCM UNIVERSITE LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENT MMA6 PHAM THI THUY HANG LUU THI HANH Master Project of MASTER IN MARKETING AND ADVERTISING Tutor’s Name: SERGE BYWALSKI THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM HO CHI MINH CITY [2013] Page [2] We - the authors Pham Thi Thuy Hang and Luu Thi Hanh – confirm that we worked on this master thesis by ourselves with materials retrieved from either public sources or Huggies’ This paper was exclusively made for the completion of Master of Marketing and Advertising of Solvays Brussels School No substance was used or would be for any other purpose Page [3] We would like to express our appreciation to the tutor Serge Bywalski for his guidance on this master final project as well as to all the professors who have taught us in MMA6 [Pham Thi Thuy Hang]: A deep thanks to my parent for their simply unconditional love and supports [Luu Thi Hanh]: Great thanks to Mom & Dad for their encouragement along the way! Page [4] ABSTRACT Entering Vietnam market in 2000, Huggies has been very successful as a market leader in baby diapers category with an extremely strong growth every year In 2008 while most of the businesses suffered from the global economic crisis, Huggies made an impressive record that grew 100% sales volume and value versus 2007 In 2009, with the launch of Huggies® Dry Pants – convenient and affordable diapers pants – Huggies became the baby diapers brand which had the biggest portfolio offering full of choices for Vietnamese consumers, leaving its competitors far behind with a dominating leadership at more than 40% market volume share in total baby diapers category (TNS Baby Panel Q3 2009) Yet, the situation has changed In two recent years with the very fierce competition from both international and local competitors such as Bobby (DianaUnicharm) and Pampers (P&G), Huggies has been loosing its leadership to Bobby, 32.4% vs 44.2% volume share respectively (ACN Retail Audit MAT Sep 2012) One critical fact is that Bobby has been led the market dominantly for years in the newborn segment with 87% volume share (ACN Retail Audit MAT Sep 2012) and its success in this entry segment actually has played a very strategic role in recruiting new users as well as to its current leadership in total diapers category Huggies also joined the newborn playground after Bobby but after years launching the product, Huggies Nappy actually doesn’t have any big improvement On the contrary, Bobby Insert, which already has a dominant volume contribution, keeps growing with a very good trend The purpose of this thesis is to formulate a right strategy for Huggies brand in the newborn segment – the strategic point-of-entry segment of baby diapers category In order to achieve this, a deep analysis has been invested with the data supports from desk, primary and secondary researches to really understand the internal situation as well as the external (the market, the category, the segment and the target consumer and the competitive scene) before coming to the full situation analysis (SWOT and 6C) Finally a long-term marketing strategy is recommended with the treatments for the basic 4Ps and a detailed actionable plan for the year 2013 Page [5] TABLE OF CONTENT Page LIST OF SYMBOLS & ABBREVIATIONS LIST OF CHARTS & PICTURES PART I: DESCRIPTION 10 The Landscape Overview 10 Huggies Newborn Case Description 13 PART II: SITUATION REVIEW & ANALYSIS 25 Target Customer Analysis 25 Huggie Nappy Performance Review 29 Competitor Analysis 33 Environment & Category Analysis 39 SWOT Analysis 44 6C Analysis 44 Chapter Conclusion 46 PART III: STRATEGY & ACTION-PLAN RECOMMENDATION 48 Brand 5-Year Vision/Mission (2013-2015) 48 Short-Term & Long-Term Business Goals 49 Marketing Strategy (Strategy Axes & 4P Strategy) 50 Action Plan 55 REFERENCES 59 APPENDIX 60 APPENDIX 61 APPENDIX 62 Page [6] LIST OF SYMBOLS & ABBREVIATIONS                 DD = Disposable Diaper NP = Nappy Pad (Insert) DP = Diaper Pants MAT = Moving Annual Total YTD = Year To Date Q1 = Quarter Q2 = Quarter Q3 = Quarter Q4 = Quarter POSM = Point Of Sales Material PR = Public Relation HCMC = Ho Chi Minh City HN = Hanoi Key Cities = Cantho, Danang, Nha Trang, Hai Phong GT = General Trade channel MT = Modern Trade Channel Page [7] LIST OF CHARTS & PICTURES CHART LIST Chart Baby Diaper Volume/Value Contribution By Type Chart Baby Diaper Volume/Value Share By Manufacturer Chart Volume Share By Type By Brand Chart Switching 1st Brand Rate Chart Huggies Nappy Product Portfolio Chart Nappy Pad/Insert Volume Share 2011 Chart Nappy Pad Volume Trend By Brand Chart Nappy Pad Value Share Trend 2011 Chart Huggies & Bobby Insert Performance HCMC 2011 Chart 10 Huggies & Bobby Insert Performance HANOI 2011 Chart 11 Huggies & Bobby Insert Performance CITIES 2011 Chart 12 Insert Product Packcount Performance Chart 13 Insert Volume Share By Channel June 2012 Chart 14 Insert Numeric Distribution By Brand Chart 15 Hospital Presence Chart 16 Brand Differentiation Profile 2011 Chart 17 FMCG Market Dynamics Q2 2012 Chart 18 FMCG Volume & Value Growth Q2 2012 Chart 19 Baby Categories Growth Q2 2012 Chart 20 Advertising Spending % Change Chart 21 Asia Top Internet Countries Chart 22 Devices Used For Connecting Page [8] Chart 23 Baby Diaper Purchase Channel Chart 24 Huggies Nappy 2013 Investment Recommendation TABLE LIST Table Baby Insert 2011 Price Index PICTURE LIST Picture Huggies Nappy PrintAd 2008 Picture Huggies Nappy Product Transforming Picture Bobby PrintAd 2010 Picture Bobby Loyalty Consumer Promotion Announcement Page [9] PART I: DESCRIPTION THE LANDSCAPE With the population of nearly 88 million people and the average annual birth rate at 1.7% - meaning around 1.5 million new babies are born every year - (Source: Vietnam General Statistics 2011), Vietnam is a really big market for any baby care product Among baby-care categories, Baby Diaper is the star that has enjoyed the fastest volume and value growth rate in Vietnam in the last years at 28% and 14% respectively The category now accounts for nearly 20% of moms’ total spending for their babies (Kantar World Panel MAT Q2’12) It also has a very high penetration nearly 90% and greater of usage over the years from 1.8 to 2.2 pieces/day in the period 2007-2012 (Kantar World Panel MAT Q2’12) The Diaper Category in Vietnam currently has segments with types of diaper products for baby as below NEWBORN SEGMENT (0-3 months) NP = Nappy Pads DD = Disposable Diaper DP = Diaper Pants OLDER SEGMENT (4 months upward)   Newborn Segment: the segment of babies from to months old Due to some skin-health perceptions about newborn babies’ sensitive skin and the hot weather in Vietnam, majority of 65% Vietnamese moms use Nappy Pad (NP) for their 0-6 months babies Some moms use Disposable Diaper (DD) size NB or S for their newborn babies Older Segment: the segment of babies from months and upwards types of diaper product being used are Disposable Diaper (DD) and Diaper Pants (DP) There are various sizes to choose from M to XXL depending on weight of baby Page [10] DD is still contributing the most in both volume and value share of the total category while NP and DP have exchanged the 2nd and 3rd ranking when moving from volume to value share (Please refer to Chart 1) [Chart – Baby Diaper Volume/Value Contribution By Type] (Source: AC Nielsen Baby Diaper Retail Audit YTD Sep’12) BABY DIAPER VOLUME SHARE BABY DIAPER VALUE SHARE NAPPY PAD (INSERT) 22% 27% DISPOSABLE DIAPER 11% NAPPY PAD (INSERT) 34% DISPOSABLE DIAPER DIAPER PANTS 55% 51% DIAPER PANTS Baby Diaper category in Vietnam is still very concentrated among the big players which are contributing 95% total volume share of the market: Huggies (KimberlyClark), Bobby (DianaUnicharm) and Pampers (Procter & Gamble) (Please refer to Chart 2) Diana with Bobby brand used to be a local company but in November 2011 this company was acquired 95% stakes by Unicharm – the leading company in Japan in Baby & Child Care and Feminine Care categories with the famous brands Sofy and MamyPoko [Chart – Baby Diaper Volume/Value Share By Manufacturer] (Source: AC Nielsen Baby Diapers Retail Audit MAT Sep’12) VOLUME SHARE BY MANUFACTURER VALUE SHARE BY MANUFACTURER 5% DIANAUNICHARM 18% 44% KIMBERLYCLARK 19% 38% OTHERS KIMBERLYCLARK P&G P&G 33% DIANAUNICHARM 7% 36% OTHERS Page [48] BUSSINESS GOALS Following are the bussiness goals set for short-term (2013) as well as for longterm (2015) All the strategies and plans recommended hereunder are to deliver these objectives Bussiness KPIs YTD Sep 2012 2013 2015 11.8% 15% 30% 18,350,301 38,877,756 97,194,391 159% 250% 6% 8% 11% 40% 50% 70% Market Volume Share % (Source: ACN Retail Audit) Volume (Pieces) (Source: ACN Retail Audit) Volume % Growth Brand Penetration % (Source: Kantar World Panel) Distribution GT Coverage (Source: ACN Retail Audit) STRATEGY RECOMMENDATIONS 3.1 STRATEGY AXES Before going to the part of marketing strategy dedicated to 4P treatments, some strategic directions should be clarified for the whole action plan   Shift more business focus to the strategic newborn segment and maximize the advantage of Huggies’ No position in older segment (DD & DP) to develop this entry segment Build up and own the platform “Expert For Newborn” to be differented from Bobby and recruit new users to the brand – Be the Huggies Expert who is always available for new moms to get guidance/support for their new motherhood journey Page [49] 3.2 MARKETING STRATEGY 3.2.1 PRODUCT As mentioned earlier, insert product in this market only basically delivers basic absorbency needs in the first three months for newborn babies However, with the situation of a go-after Huggies must bring some new and differentiated news to the market to attract more attention from target audiences There should be a serious revisit the current product performance to see whether it meets consumers’ satisfaction or not and why Huggies Nappy still has a low repurchase level In the meantime, the company should invest more into new product development plan for this segment The brand also can follow some safe and healthy product trends for product innovations that can bring more trust and assurance for target moms’ newborn babies Whatever the new product will be, it will follow the productpositioning framework below as a guideline Target Audiences First-time moms-to-be, ABC class, nationwide Brand HUGGIES NAPPY Competitive Framework Bobby Insert and other diaper products in newborn segment Point Difference of An expetise brought by a global expert in babycare industry with over-60-year experience and trusted by millions of moms around the world Product Features • • • • Positioning Safe and clinnicaly proven for newborn babies Natural materials and ingredients which cause no any effects to the delicate skin of newborn babies V-shape helps the insert more fit and more stable and prevent and lock all the leakage away Recommended by Peadiatrics Association/Skin-Care Experts/Peadiatrics Experts NEWBORN BABIES’ SKIN HEALTH EXPERT Page [50] 3.2.2 PRICING As mentioned earlier, currently Huggies Nappy and Bobby Insert are offering quite the same consumer price yet Huggies has given lower retailer margin versus Bobby – 12% versus 15% respectively With this quite basic segment, consumers don’t have much pricing concerns but the retailers always In addition, in order to increase the distribution coverage Huggies has to seriously review their “push” strategy via retailer pricing scheme Huggies Nappy’s pricing should be at least as competitive as what Bobby Insert is offering to penetrate the retailer gate before reaching to target consumers 3.2.3 PLACE/DISTRIBUTION As discussed earlier about the low distribution level of Huggies Nappy versus Bobby – 40% versus 80% respectively (ACN Retail Audit YTD Sep 2012), there are two ways to increase this distribution coverage: - Leverage all the current distribution level of Huggies Dry (DD) & Huggies Dry Pants which are holding the leading positions in disposable diaper and diaper pants and having a very good level of numeric distribution at 87% and 57% respectively In the meantime, go directly to the stores selling Bobby Insert to cover the gap - [Chart 23 – Baby Diaper Purchase Channel] (Source: Kantar Worldpanel – Baby panel (Urban HCM+HN) – 2009-2011) Value Share % 7.7 2.7 10.3 3.5 6.6 3.9 1.3 14.7 Volume Share % 7.8 2.5 5.5 8.1 1.4 11.8 STREET SHOPS WET MARKET METRO 17.7 11.1 3.4 3.7 8.9 7.9 5.6 7.9 15.1 11.0 60.2 61.4 SEM 111 SEM 211 17.4 BIG C COOPMART H+S OTHERS 60.0 60.4 51.2 SPECIALTY GIFT 51.3 OTHERS SEM 210 SEM 111 SEM 211 SEM 210 Page [51] In addition, from the chart above about the trend of Baby Diaper Purchase Channel we can clearly see the good growth trend of street shops, specialty (Moms & Baby stores) and Gift (buy insert products to give as a gift) for a reference of distribution strategy and plan for sales team Last but not least about distribution channel, hospital should be an important place to consider for newborn products Huggies also can explore to penetration all the stores or pharmacies in or nearby all the key Gynecology & Obstetric hospiltals in urban areas This availability in hospital not just help Huggies approach more newborn babies right after birth but also links Huggies image directly to professional expert as the target positioning of the brand 3.2.4 PROMOTION/COMMUNICATION After all the three Ps above are treated correctly and put in the right place, the final step is how to communicate the key message of the brand to target audiences at the right place and in the right time According to the outcome of the qualitative exploration research above, TVC, Internet & WOM are the most important channels to reach target moms, especially during their 3rd trimester when they are looking for relevant information about babycare products for their coming babies Not just that, hospital is also a strategic channel to reach target users – newborn babies – right after their births With a limited budget, we can skip newspaper or magazine that get less and less attention from audiences Some direct-to-consumer or in-store activities should be executed to help generate instant sales or product trials Having said that, a 360degree communication campaign is recommended for Huggies Nappy as below TVC HOSPITAL PRENATAL CLASS/ PR SAMPLING IN-STORE ACTIVATION/ DIGITAL/ SOCIAL NETWORK POSM CONSUMER PROMOTION Page [52] This will be actually an integrated campaign on the platform “NEWBORN BABIES’ SKIN HEALTH EXPERT” with various ATL and BTL tools as above Further details of each communication tool are given as below  TVC This is the most cost-consuming tool yet still the most effective communication tool for now Investing in TVC is a big change of Huggies Nappy comparing to all the previous campaigns This strategic change comes from the mindset shift in the strategic axes mentioned above o Communication Message: Nevertheless, we have to take into account the current investment resource of Huggies which is always not enough, even for the profit-driven segments (disposable diaper and diaper pants) In view of this rationale, we can consider a master brand TVC communication for the whole Huggies family in Vietnam The brand message of “Huggies Expert” will be inserted in all time-length of product usage since newborn to grow-up babies Following this master brand strategy will help to stengthen Huggies’ positioning and certainly the newborn segment can get a good halo effect from the Huggies umbrella o  Airing Strategy:  Programs: Choose evening series with high rating as key programs for sustaining airing while hot music shows, game shows or reality shows will be chosen to get wide reach as well as GRPs In addition, Huggies can also consider to sponsor some relevant programs to boost the brand image while still having TVC aired during the programs  Timing: Choose timeframe from 7pm to 10pm when target women 20-40 years old, ABC are watching TV most  Channel: Should leverage more VTV channels to get nationwide spill-over  Material: Should combine all 30s, 15s & 5s TVC to air for more cost-efficiency DIGITAL PLATFORM & SOCIAL NETWORK Digital will help the brand build relationship with target consumers via driving positive engagement and improve brand perception, especially with much more cost-saving versus traditional media tools such as TVC or printad And, obviously Vietnam is a potential market for any digital platform or initiative with very high internet users at 30 million of users and good penetration growth rate every year In addition, according to mom’s insghts above having a baby is a very emotional experience yet mothers also suffer from stress They look for solutions/guidance/advice to deal with the stress of motherhood That means there is a good oppportunity to establish a brand role here: accompanying her first-time motherhood experience: not knowing how to take care of the baby, depending on Page [53] midwives’ recommendation, etc That the task an engaging digital platform can to build relationship with moms from the very beginning o Digital Mission: Build up Huggies OWNED media by setting up an integrated platform to engage target moms and then generate and leverage the EARNED media (wom, opinions of friends…) for total Huggies brand, especially newborn segment o Digital Task: Develop an engaging brand website and a facebook fanpage for Huggies Nappy on the “Huggies Expert” communication platform Really involve and engage target moms by various online activities that are really consumer-centric – providing the guidance and information they are seeking for along their motherhood journey o Engaging Activities: In order to keep the platform alive and always active, various online activities should be initiated and maintained along the way And the core activity must be all the times available is the Huggies Expert consultancy to moms to give them trusted guidance and information they need during their motherhood journey WOM is one of the most influencial information source for moms to make purchasing decision Huggies should also link the brand digital platform and facebook fanpage with some big online forums for moms such as www.webtretho.com, www.lamchame.com, www.eva.com.vn, … to gain attention for the platform itself as well as some on-going online activities  HOSPITAL PRENATAL CLASS Continuing what Huggies Nappy has done in hospital channel in the past years such as mass sampling and product consultancy, it is suggested that we should bring up activities in hospital to a more strategic level – Huggies Prenatal Class The concept is to involve some famous experts/doctor in G-O field to give instruction and advice to moms-to-be on how to well prepare to have a healthy baby as well as healthy mom The related topics can vary from pregnancy nutrition, pregnancy yoga exercies, baby bath, baby skincare, etc We can insert the brand message during the aprt of newborn baby skincare o Scope: 30 key hospitals in key cities o Timing: whole year round o Media Support: can leverage the digital platform to communicate about this program Later on, we can leverage this up to a social activity of Huggies that can strongly benefit to the brand image, especially newborn segment o Hospital Sampling: Product samples can be distributed to attendants of prenatals class as well as to all the newborn babies in these hospitals The newborn gift set can include all types of Huggies diaper products The brand can also look for opportunities to cooperate with other baby brands (milky, baby bath, …) to make the gift set more appealing Page [54]  PUBLIC RELATION Use PR as a tool to get endorsement from press and celebrity moms about “Huggies Expert”, especially for newborn babies Should leverage the digital platform and facebook fanpage as an integrated platform for all the communications of the campaign  CONSUMER PROMOTION Vietnamese consumers love promotions Therefore this is a good way to get them try our new product with appealing promotion offer The promotion scheme can vary from free premiums or any relevant service Because nappy/insert has a short usage time of months, the scheme for Huggies Nappy should be instant gift bundling together with the product The premiums should be special, differentiated and in line with the expert image Huggies wants to build up We also can consider a loyalty promotion scheme with the whole Huggies product portfolio that can retain the current Huggies Nappy consumers to other Huggies product such as Huggies Dry and Huggies Dry Pants 3.3 ACTION PLAN 3.3.1 MARKETING TIMELINE Following is the communication timeline with key milestones in 2013 for Huggies Nappy MILESTONES TASKS PIC Team Brainstorming Launch Strategy & Plan Presentation to BOM Communicate and align the approved plan to all functions/departments Get budget approval for the plan MKT MKT MKT PLANNING STAGE MKT MKT IMPLEMENTATION STAGE Communication Plan Agency Briefing (ATL & BTL) Agency Proposals Finalize Plans TVC Airing Digital Platform PR Hospital Prenatal Class/Sampling Merchandising Consumer Promotion MKT MKT MKT MKT MKT MKT MKT MKT MKT 2012 2013 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Page [55] 3.3.2 KPIs Bussiness KPIs YTD Sep 2012 2013 11.8% 15% 18,350,301 38,877,756 Market Volume Share % (Source: ACN Retail Audit) Volume (Pieces) (Source: ACN Retail Audit) Volume % Growth 159% Brand Penetration % 6% 8% 40% 50% 30% 35% (Source: Kantar World Panel) Distribution GT Coverage (Source: ACN Retail Audit) TOM Awareness (Source: Brand Health Tracking) TVC Media Performance (Source: TNS Media Tracking) Reach 3+ 2,000 GRPs Digital Communication (Source: Carat Media Report) 5,000 brand site members 500,000 hit-counters 10,000 facebook fans Hospital Prenatal Class 30 key hospitals 100 classes key cities 10,000 target moms 200,000 samples delivered 3.3.2 BUDGET PLANNING Nearly 70% budget of the brand will be dedicated to TVC – the most expensive tool However with the recommendation on master brand communication, Huggies Page [56] can leverage this budget from other products in the family (Please refer to Chart 24) [Chart 24 – Huggies Nappy 2013 Investment Recommendation] TVC DIGITAL 7% 5% 10% 5% 5% PR 68% HOSPITAL PRENATAL CLASS CONSUMER PROMOTION MERCHANDISING Page [57] REFERENCES Nielsen Baby Diaper Retail Audit Report 2011-2012 Kantar Baby World Panel 2011-2012 Millward Brown Baby Diaper Brand Health Tracking 2011 Nielsen Grocery Report 2012 Cimigo Net Citizens Report 2011 http://www.euromonitor.com/baby-and-child-specific-products-in-vietnam/report http://www.huggies.com.vn/home.aspx http://www.bobby.com.vn/ http://www.atkearney.com/home http://www.gso.gov.vn/default_en.aspx?tabid=501&thangtk=12/2012 http://www.tnsdigitallife.com/ http://www.quickmba.com/strategy/swot/ http://www.how-to-branding.com/Mission-Vision.html http://www.kimberly-clark.com/ http://www.internetworldstats.com/stats3.htm Page [58] APPENDIX TARGET MOMS’ DAILY ROUTINE Page [59] APPENDIX HUGGIES NAPPY PRODUCT FEATURES Page [60] APPENDIX WOMEN 20-40 ABC MEDIA HABITS Print Media Habits Newspaper is preferred for news, magazine a racts readers of Women s Interests Both types are read most at morning & noon me Newspaper everyday (35%) Magazine every week (36%) Newspaper is informa ve (63%) Magazine is informa ve (37%), eye catching (12%) Adver sement must be interes ng to catch TA 67% read ads on Newspaper Topic of interests on Magazines: Beauty Care (63%), Family (59%), Fashion (58%), Baby Care (44%) Topic of interests on Newspaper: Local News (68%), Int News (60%), Health (56%) Time reading magazines Bef 8AM (12%), 12AM (15%), 12 13:30 (20%) Time reading newspapers Bef 8AM (27%), 12AM (26%), 12 13:30 (18%) Only read interes ng ad on Mags (31%) 32 Source: Galileo Nov 12, Sample Size: 138, 11% of total universe, TA: Fe20-40ABC TV Media Habits Time watching TV 10 PM (60%), 12 13:30 (30%) Cable connec on (90%), SCTV provider (41%) > TV Sets in HH (67%) 99% watch TV YTD, 97% consider TV as fav media TV is the most favorite media, which local/foreign series & gameshows are mostly preferred Sales boosts for products featuring celebs or sponsored TV programs Heavy watchers: Mon-Fri: 3-4 hrs (36%) Sat-Sun: 3-4hrs (41%), 4-7hrs (30%) 100% find TV is informa ve (97%) and interes ng (3%) TV Addicts (28%) Like to watch ads on TV (26%) Regular type of programs watched: Local drama/series (91%) Gameshows (90%) Foreign Series (89%) News/Music (85%) I o en buy products of sponsors to TV programs (50%) Reac on to TV Ads: Watch normally (47%) Only interes ng ad (27%) Switch channel (17%) 30 Source: Galileo Nov 12, Sample Size: 138, 11% of total universe, TA: Fe20-40ABC I usually pay a en on to and believe in ads featuring celebri es (60%) Page [61] APPENDIX WOMEN 20-40 ABC MEDIA HABITS Internet is primary source of informa on Internet Media Habits Majority of purchase happen a er TA see promos/offers Internet everyday (82%) Intneret is informa ve (78%), interes ng (18%) Internet as fav media (81%) Typical me online: Weekday: 12 AM (33%), PM (31%), 10 PM (63%) Weekend: 12 AM (25%), PM (31%), 10 PM (60%) Places: At home (93%), at work (21%) Devices used to connect to Internet: Computer (95%), Smart Phone (23%) Purpose: Reading News (88%) Music (76%) Search (75%) Mail (50%) Instant Message (49%) Social Network (37%) 34 Source: Galileo Nov 12, Sample Size: 138, 11% of total universe, TA: Fe20-40ABC Internet is place of seeing promos/offers before buying the product (60%) 23% are influenced by other's comments/ reviews on the Internet Internet is primary source of informa on (81%) Page [62] THANK YOU!