FACULTY:

FACULTY OF BUSINESS AND MANAGEMENT

PROGRAM:
DIPLOMA IN ADMINISTRATIVE MANAGEMENT
(MAM100)

COURSE:
PRINCIPLES OF PUBLIC RELATIONS
(DAM2073)

TITLE OF ASSIGNMENT:
ALZUHR COMPANY

PREPARED BY:
NURUL HIDAYATUL HIKMAH BT AB GARIB (MAM22060107)
DAYANG SITI NORSHAMIRAH BINTI MOHD. AMIN (MAM22060073)
SYVESTINA NESA ANAK VALENTINE (MAM22060052)
AZANUR ILYANA BINTI AZMI (MAM22060045)
ELISA SERNADETTE YANGNGILI (MAM22060041)

PREPARED FOR:
MOHD YASSIR BIN HAMZAH

DATE OF SUBMISSION:
19 FEBRUARY 2024
 Table of Contents
1.0 INTRODUCTION

1.1 Company’s Name ................................................................................................ 2

1.2 Company’s Logo.................................................................................................. 2

1.3 Departments and Organization Chart .................................................................. 2

1.4 Strategic Areas for Consideration ........................................................................ 4

2.0 PRODUCT DETAIL

2.1 Product Detail ...................................................................................................... 6

2.2 Product Information ............................................................................................. 6

2.3 Strengths of the Product ...................................................................................... 6

2.4 Talk about your Competitors ................................................................................ 8

2.5 Target Customer.................................................................................................. 8

3.0 BUDGET

3.1 Capital ................................................................................................................. 9

3.2 Pricing Strategy ................................................................................................. 10

3.3 Balance earning................................................................................................. 11

4.0 MARKETING PLAN

4.1 Marketing Medium ............................................................................................. 12

4.2 Marketing Strength and Weaknesses ................................................................ 14

4.3 Strategy to reach more customer ....................................................................... 16

4.4 Promotional Video ............................................................................................. 17

5.0 CONCLUSION ........................................................................................................ 18

6.0 APPENDICES ......................................................................................................... 19

1
1.0 INTRODUCTION

1.1 COMPANY’S NAME: ALZUHR

This AlZuhr name was picked from Arabic word which is “Haqayib Alzuhr”
which means bagpack. So, our company has agreed to take the last sentence
from "Haqayib Alzuhr" which is Alzuhr to be the name of our company.

1.2 COMPANY’S LOGO

Figure 1.2.1 shows the picture of AlZuhr company’s logo

Meaning of the Logo:

the picture of the bag in the logo shows about our company which is AlZuhr
company, which sells backpacks. Next, the writing ALZUHR which is in the logo
is the name of our company which is AlZuhr company. The second text
displayed in the logo, which reads "FOLDABLEBAGPACK", indicates that the
bag that AlZuhr sells is a backpack that can be folded to make it easier for all
people. And the last is the logo border. The logo border used can show "folds"
as well as show the modern "Arabic" style.

1.3 DEPARTMENTS AND ORGANIZATION CHARTS

1.3.1. The Chief Executive Officer (CEO)

The Chief Executive Officer (CEO) or chief executive is one of the
highest-ranking company officials in a corporation, company, non-profit
organization, or agency. This CEO is held by Nurul Hidayatul Hikmah
in the AlZuhr company. She is accountable to the entire management
as well as to his board of directors for performance.

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1.3.2. Admin Department
Admin in AlZuhr company is held by Dayang Siti Norshamirah. She will
Manage the diary and arrange appointments, book meeting rooms and
conference facilities. Entering data. Manage general office
management such as ordering stationery. Arrange travel and
accommodation for staff and clients.

1.3.3. Sales Marketing Department

Sales Marketing in the AlZuhr company is held by Azanur Ilyana. She
will promote products and services to potential customers, pitch
products with unique sales promotion strategies, and maintain existing
customer accounts by ensuring that customer accounts have a proper
and smooth sales process.

1.3.4. Finance Department

The Finance Department is headed by Syvestina Nesa who will be
tasked with ensuring organized and orderly finances of AlZuhr
company. The movement of money in and out is completely under the
control of the finance department. The Finance Division will also monitor
the extent to which the money spent brings worthwhile and profitable
returns to the company. Finance is also responsible for making
expenditure estimates so that all the money invested will yield results.

1.3.5. Production Department

The production department is headed by Elisa Sernadette. She's
responsible for manufacturing the AlZuhr company's products. It is the
section of a company where the transformation of raw materials into
finished goods happens.

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 Figure 1.3 shows the picture of AlZuhr company Organization Chart

1.4 STRATEGIC AREA FOR CONSIDERATION

1.4.1 Online Presence

A product called Foldable AlZuhr bagpack is a multi-functional bag. The
first goal is to want this AlZuhr product to spread throughout Malaysia
and help make it easier for people in Malaysia to carry goods. it can be
stored anywhere and save spaces. The important is this bag have good
condition and adequate size.

1.4.2 Motives
As we know this AlZuhr company branded bag has many advantages.
that's why this bag is promoted through social media to make it easier
for people to buy this bag easily and quickly without having to go to the
store and waste a lot of time. the way of purchase has also been
prepared for the community outside who are interested in buying. This
bag is promoted not only to improve the brand but to help buyers out
there that this bag has many advantages. This bag is very effective
because it makes it easier for people outside to carry things and most
importantly it is easy to carry anywhere.

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1.4.3 High Quality Content
Our content of product which is Foldable AlZuhr bagpack, release on
social media such as TikTok, Facebook, Twitter, and Instagram to make
it easier for outsiders to know how this bag works and what are the
advantages of this bag for them. by creating content, you can also
improve the AlZuhr company brand easily and quickly.

1.4.4 Where Need Content

As we know, many users are now more into social media and so on for
daily activities. The required content is on social media. not only that,
but television advertisement, radio advertisement, podcast or video
blog sponsorship and billboards. that's why we emphasize to make
sales and make content through social media and so on only to attract
the interest of the public to buy this Foldable AlZuhr bagpack.

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2.0 PRODUCT DETAIL

2.1 PRODUCT DETAIL

• Material : Fabric
• Width : 6.5 cm
• Height : 18 cm
• Length : 11.5 cm
• Breadth : 117 cm2
• Heavy : 0.5 kg
• Endurance :
- Long Lasting up to 5 years
- Durable
- Can Holds a weight of 10 kg

2.2 PRODUCT INFORMATION

This bag can be folded into a small size and makes it easy for us to take it
anywhere, and it can be stored anywhere and save space. When the bag is
open, it can be used as a pack bag and store items in large quantities. Without
This Foldable AlZuhr Bagpack new Inventions people will Putting the bag all
over the place and taking up a lot of space. This bag is not able to withstand
loads that are too heavy and many. So, with that, my business has launched a
product that can solve all those problems, the Foldable AL Zuhr Bag. The size
of this bag is a height of 18cm with a width of 6.5 cm and a width of 117 cm in
a third where it can carry a lot of stuff and accommodate a weight of 7kg.

2.3 PRODUCT STRENGTH

2.3.1 Easy to carry

Foldable Al Zuhr bagpack is easy to carry anywhere especially when
we travel, climb hills and so on. This bag can be used as a storage bag
or an emergency bag. This is because this bag is small and easy to
carry and saves space. When this bag is opened it can be used as a
pack bag.

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2.3.2 Comfortable
Foldable Al Zuhr bagpack is designed to be carried on the back, thus
providing an even load distribution on the back and shoulders. This can
reduce the pressure on the body and provide comfort when carrying
items.

2.3.3 Can put things inside

When we want to go anywhere, we can put our things inside it so it
makes us easier to carry our items. Not only that, if we go somewhere
and we buy something and it can’t fit in our first bag, we have a spare
foldable AlZuhr bagpack that we can use it when it is urgent.

2.3.4 Use for various activities

Fordable AlZuhr bagpack can be used for various activities such as
traveling, going to school, or even outdoor activities. In addition, it is
also suitable for use by all ages

2.3.5 Foldable
Foldable AlZuhr bagpack is not same like other bag packs where other
bag packs can’t be fold and it will take up a lot of space. Not only that,
other backpacks cannot be used as a spare bag which when something
urgent happens such as overloading the luggage where they need an
additional bag to reduce the load, but with the Foldable AlZuhr Bagpack
it can be used because it is easy to carry anywhere.

2.3.6 Save space

Foldable AlZuhr bagpack is foldable where it can be fit anywhere and it
won’t take up a lot of space. And this bag can be arranged or placed
neatly. this saves a lot of space and pleases our eyes to see something
neat and organized neatly. Not only that when we want to bring this bag
it won’t take up a lot of space in our bag or our luggage bag because it
is small.

2.3.7 Bear weight

This Foldable AlZuhr bagpack can bear weight up to 10 Kg. So, people
can put so many things inside and it’s still functional and can be used.
It’s really durable, so people don’t have to worry if they put heavy items

7
 in it. Even though it’s small when we fold the Foldable AlZuhr bagpack
it’s still durable and the space inside is very wide.

2.3.8 Fashion Trends

Currently, backpacks have become a popular fashion trend, so the
Fordable AL Zuhr bag also has many stylish designs that are suitable
for various occasions.

2.4 TALK ABOUT YOUR COMPETITORS

The difference between the Fordable Al Zuhr bag and the pack bag sold out
there is that the compartment of the Fordable AL Zuhr bag is more and wider
than the usual pack bag.
Fordable Al Zuhr bag also has an anti-thief key holder which can reduce cases
of robbery, theft and the percentage of losing items in the bag is reduced.
Fordable AL Zuhr bag can be neatly folded into small and zipped and stored
as a storage bag or emergency bag.

2.5 TARGET CUSTOMER

2.5.1 Tourists
Target customers for the Foldable Al Zuhr Bag are tourists who like to
travel abroad, mountain climbers, students, teenagers and those of
their generations. Because they use a lot of bags to facilitate the storage
of their goods. Not only that, after wearing it is easy to store, tidy,
organized and does not take up much space.

2.5.2 Shoppers.
Target customers for the Foldable Al Zuhr Bag are shoppers. Because
the world now wants to reduce the use of plastic. Therefore, the AlZuhr
company has created an item that can help the world in reducing the000
use of plastic, which is Foldable AlZuhr bagpack. And it also makes it
easier for them to take it anywhere and use it anywhere they want.

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3.0 BUDGET
3.1 CAPITAL
The business we run is just a small one. Because AlZuhr company does not
have a lot of capital to run a big business. The way AlZuhr company wants to
increase the company's capital is through equity financing. This is how
companies raise capital by selling shares in the business; it is usually in the
form of common stock. It means the ability to borrow money at a relatively low
rate. this way is very helpful in investment and also developing companies like
AlZuhr company. Equity financing has no repayment obligation and it provides
additional working capital that can be used to expand the company's business.
Next, AlZuhr company also does debt financing to increase the company's
capital. It occurs when a firm raises money from its working capital or capital
expenditure by selling bonds that can be secured by some form of collateral or
may be unsecured bonds, bills or notes to individual investors or institutions
and these institutions then become creditors and receive promises to repay the
principal and interest on debt.

Budget Actual Variance Variance

Expenditure
23/1/2024 23/1/2024 (RM) (%)
1 Licenses RM1 800 RM1 500 RM300 16%
2 Rent RM5 000 RM3 500 RM1 500 3%
3 Utilities RM1 000 RM760 RM240 2%
4 Packaging RM2 100 RM1 824 RM276 13%
5 Postage RM3 600 RM3 360 RM240 6%
6 Repairs & Renewal RM300 RM250 RM50 16%
7 Stationary RM700 RM600 RM100 14%
8 Telephone RM850 RM793.56 RM56.44 6%
9 Salaries RM14 500 RM14 000 RM500 3%
10 Merchandise RM1 500 RM1 440 RM60 4%
11 Manufacturing RM25 500 RM24 000 RM1 000 3%
Advertising &
12 RM2 000 RM1 500 RM500 2%
Promotion
13 Total RM58 850 RM53 527.56 RM4 822.44 0%

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3.2 PRICING STRATEGY
We also have a control pricing strategy for production or manufactured
products. Which is:

3.2.1 Maximizing Sales

AlZuhr company pricing strategy is to maximise sales. Sales
maximisation entails generating the highest sales income feasible while
being profitable. How can AlZuhr company maximise its sales? expand
into new domestic markets, strengthen our sales methods, and improve
our community relations.

3.2.2 Maximizing Profit

AlZuhr Company will set the price of the product sold, the Foldable
AlZuhr bagpack, at the lowest possible level. Following that, AlZuhr will
boost the price to the minimal market average.

3.2.3 Preventing Competition

And after that, the next pricing strategy is that AlZuhr company will try
to avoid making products that compete with external companies. This
is because when there is a lot of competition with external companies
and considering that the business run by AlZuhr company is still small,
it is unlikely that our products will be seen by customers. So, with that
AlZuhr company has made a product that does not have many
competitors.

3.2.4 Supporting the Promotion Program

To avoid the negative attitude of the public towards the AlZuhr
company, this company has followed a promotional program which is a
communication process consisting of conscious, programmed, and
coordinated activities to persuade customers, carried out under the
business control of producers-marketers, to facilitate the sale of goods
or business services. By following this program, businesses can offer
reasonable prices so the community also finds the desired product
target.

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3.3 BALANCE EARNING
Balance earnings are the amount of nett income left over for the company after
dividends have been paid out to its shareholders. Balance earnings are an
essential element for evaluating a company's financial health since they
represent the nett income that has been conserved over time and may be
reinvested in the firm or distributed to shareholders. AlZuhr utilised its balance
earnings to increase manufacturing capacity, hire additional sales
representatives, introduce a new product, and buy back shares, among other
things.

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4.0 MARKETING PLAN

4.1 MARKETING MEDIUM

The various channels or methods by which marketing experts communicate a
promotional message to prospective clients are referred to as marketing
medium. Besides, it serves as a medium for businesses to interact with
consumers and advertise goods and services. So, here is the example of
marketing mediums.

4.1.1 Television advertisement

Television commercials, also known as commercials, are one of the
most effective mediums to promote products because of their great
strength and scope as a marketing medium. Moreover, it is the main
source of every news story and entertainment. Furthermore, it allows
companies to combine video and audio components to sell and promote
products to the public and also easily reach more customers. Business
owners can include the company name, company logo, and all other
details about the product that are needed. For example, the
advertisement for our product called Foldable Bagpack displays the
size of the bag, the color of the bag, and many more.

4.1.2 Social media

In this sophisticated age, it can be said that almost everyone in the
world has social media. As we know, there are many users who use
social media regardless of age, race, and gender. So, this is a very good
opportunity to promote products because social media is a very
effective, efficient, and fast platform to promote products or services. In
addition, there are various types of social media that exist today,
including Facebook, Instagram, TikTok, and Twitter. Therefore, it is very
easy when you want to sell any goods to customers. Furthermore, each
business owner can post information about products sold, such as sales
campaigns and product events. This will make it easier for all customers
to know every bit of information about the products sold.

4.1.3 Radio advertisement

Radio is also one of the marketing mediums that can be used to
promote a product. This is because almost everyone listens to the radio

12
 while riding in the car. So, this is a good opportunity to introduce our
product to the public. Additionally, we may use the call-in-talk-show
method to make it easier for radio listeners to better understand the
products we produce. Additionally, we can also pay radio stations to air
advertisements on their radio stations to reach target audiences.
Advertisements released by radio stations are very effective for
products that are widely available. So, with that, radio listeners will
remember the ad more easily because the ad will always be repeated
on the radio station.

4.1.4 Podcast or video blog sponsorship

Nowadays, there are many founders, sellers, and business owners who
prefer to use the services of content creators. This is said to be more
beneficial in promoting our products to the public. As business owners,
we can pay content creators by using the paid review method because
this method is effective and simple, as it can attract the content creator's
followers to buy the reviewed products. Additionally, business owners
can also become sponsors for popular podcasts or video blogs. This is
because popular podcasts have a large number of viewers, so more
people will know about the products we produce. For example, for the
product we produce, which is business bags, business owners can pay
for podcasts or bloggers who focus more on promoting bag products in
their video channels such as on YouTube platform.

4.1.5 Billboards
The next marketing medium is known as billboards. If the business
owner uses this billboard method, it will surely attract the interest of
customers. For example, business owners can meet and contact
advertising companies for advertisement installation. The trick is to
install a billboard in a strategic place where there are many people in
the area. For example, in urban areas that make it easy for the general
public to see the advertisement. Other than that, we can also install
billboards in the road area because road users who pass by the area
will be able to see the products advertised on the billboard.
Furthermore, we can also request that our advertisement billboards be
added with attractive lighting decorations to attract more viewers to see
the advertisement.

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4.2 MARKETING STRENGTH AND WEAKNES
The internal elements that influence your capacity to meet your marketing goals
and objectives are our marketing strengths. We may overcome our flaws to
increase our performance and use our strengths to build competitive
advantages by recognizing and evaluating them. So here is the example of
marketing strength.

4.2.1 Marketing Strength

One of the strengths of marketing is customer targeting. This is because
it helps the seller sell effectively by identifying and understanding all the
customer's needs. The more we know about customer needs, the more
we can meet market demands. For example, we as sellers should know
what customers want, such as this Foldable AlZuhr bagpack product,
such as the size of the bag, the favourite color that the customer
chooses, and the customer's needs, so we can better meet market
demand. For example, we as sellers should know what the customer
wants, such as this foldable backpack product, such as the size of the
bag and the favourite color that the customer wants, and we must meet
all the unique and special features of the customer's bag. Not only that,
the seller should also know everything about the customer, such as age,
gender, race, and many more. Moreover, called communications. As
sellers, we must know who our customers are and what they buy
regularly to help sellers make profitable sales. An example that can be
given is always communicating with customers to achieve market
targets. For example, by making a survey to customers about their
needs, such as telling them to fill in the link or scan the QR code
provided on the company's website page to better understand the
customer's needs, From there, we can identify that teenage customers
prefer elegant and luxurious patterns compared to older customers,
who prefer classic and simple patterns and color. This will make it easier
for the business owner to improve the old product into a better product
in the future. All things considered, marketing is an effective instrument
that helps companies connect with their target market, increase brand
recognition, interact with consumers, make data-driven decisions,
obtain a competitive edge, and accomplish organizational objectives.

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4.2.2 Marketing Weakness
A weakness is a restriction or flaw in your business or marketing
strategy that keeps it from accomplishing its objectives. These are
internal issues or vulnerabilities that could cause your business to fail
completely or generate less money. It is important to find and examine
any potential weak points in your business. The state of the business
today and its future trajectory are two factors that can assist you in
determining any vulnerabilities. So, here is the example of marketing
weakness.
To begin with, the weakness in marketing known as competition. Every
business owner will definitely experience this problem because it is said
that the competition nowadays is very fierce. This also being said, our
competitors will always find weaknesses in our products and will use
our product's weaknesses to improve the quality of their products.
Among the clear examples, the product we sell is a foldable backpack.
Competitors can easily copy ideas and make their products better, such
as making bag designs and patterns more attractive to attract their
customers. Because of that, as a business owner there should always
be knowledge about our product marketing plan. If there is no
knowledge to innovate our own products, it is feared that competitors
will overtake our products in the market. Moreover, called as lack of
data. This is said because data is very important when it comes to
business and marketing. Furthermore, without sufficient data, the
business will not run smoothly. In addition, we will also struggle to track
the performance of marketing campaigns; it will be difficult to improve
our products and it will be difficult to optimize the marketing strategy.
As a business owner, we should always have enough data about
marketing plans so that we can improve our products according to the
needs of customers and markets in the country and abroad. Thus, we
can draw the conclusion that poor marketing practices can make it more
difficult for a company to connect with and engage its target market,
offer its value proposition, and produce significant outcomes. It is
imperative for enterprises to tackle these shortcomings by means of
strategic planning, ongoing optimization, and a concentration on
providing customers with value.

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4.3 STRATEGY TO REACH MORE CUSTOMER
One effective strategy to reach more customers in business is to diversify your
marketing channels and tactics. By using a combination of online and offline
channels, we can reach a wider audience and increase our visibility. So, every
business owner should think about all the strategies because the ones that are
organized are very helpful in trying to reach more customers. So here is the
example of the strategy to reach more customer
To begin with, we can start with give customers a promotion price. As we all
know, all customers will not miss an opportunity when they hear there is a
promotional price for a product. So, this is said to be one of the efforts that
guarantee to attract the interest of customers to buy the goods produced. One
of the ways is to give a discount, which is a reduction in the price of certain
goods according to a certain day. For example, if you give a discount in
conjunction with the New Year celebration, then customers will grab the
discounted items. In addition, the seller can give coupons to the customer to
get a discount on their next purchase. As a result, people will be attracted to
buy the product, and it has been proven to help in reaching customers. Next,
improve website. This is said because, nowadays, people prefer to buy
products and services through online shopping platforms rather than in stores
such as Shopee, Lazada, Zalora or in the URL of the company's website. For
that reason, a seller should play an important role in renewing their respective
business websites. Another example is the bag product we produce, which is
a fordable bag that is only sold online. Therefore, it is very important for us to
ensure that the website is in good condition to avoid technical problems. In
addition, the website contains complete and accurate information about the
products and services provided. For example, making sure that there is a
product name, the place of origin of the product, and confirming that every
piece of information about the product is correct. In addition, make sure that
the website has an up-to-date and interesting design and content so that it can
attract customers to shop more easily on the website. Lastly, maximize your
website's exposure in search engine results and encourage natural visitors.

16
4.4 PROMOTIONAL VIDEO

17
5 CONCLUSION
Foldable AlZuhr bagpack is a bag that can give pleasure and can lighten the burden of
every user. This Foldable AlZuhr bagpack has also booked a name in Malaysia through
the online market this year. Next, this bag is also suitable for carrying in all kinds of
situations such as traveling, going shopping, and doing outdoor activities. With a very
simple way of use, that is if you want to use it just unfold it until it forms like a backpack,
and then if you want to store it just fold it back. Not only that, with a reasonable price of
Rm32, every user can feel the pleasure of using this bag. In addition, the fabric material
used to produce this bag is also very high quality and durable. One of the advantages of
this Foldable AlZuhr bagpack is that it is easy to carry anywhere and, in any situation,
capable of carrying a load of up to 7 kg, and is suitable for use by all ages. Finally, as the
driving force behind the Foldable AlZuhr bagpack brand, my team and I hope that the
AlZuhr company’s brand continues to grow rapidly throughout Asia because it is one of
our targets to bring the AlZuhr company’s brand to the whole of Asia. In addition, we also
hope that in the future we can focus on running our business face-to-face, which is to have
our store make it easier for customers to interact with us. Finally, of course, we want AlZuhr
company to continue to be the best choice for all its users regardless of age, gender, and
race.

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6 APPENDICES

Figure 6.1 shows the picture of Foldable AlZuhr

bagpack from the front view.

Figure 6.2 shows the picture of Foldable AlZuhr

bagpack from the back view.

Figure2 shows the picture of Foldable AlZuhr

bagpack from the top view.

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 8 cm

11.5 cm

Figure 6.4 shows the picture the size of Foldable AlZuhr bagpack when it’s being
folded which is the length is 11.5 cm while the height is 8 cm.

18 cm

Figyure 6.5 shows the picture the height of Foldable AlZuhr bagpack which is
18 cm

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 6.5 cm

Figyure 6.6 shows the picture the width of Foldable AlZuhr bagpack which is
6.5 cm

Figure 6.7 shows the picture of Anti-thief Key Holder

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