Week 10 EOC: What are the Benefits verus the Features

“A brand is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers,”(Marketing An Introduction 10th edition, Armstrong/ Kotler, Pg. 230) here at Coco Rum Delights we deliver all of these and more. The benefits of eating Coco Rum Delights are more than just eating a bar of great tasting chocolate, what it’s made from, and how it’s made. We guarantee a wonderful experience in every bite leaving your taste buds needing and begging for more. The rum and rum cream liquor makes an experience you can truly loose yourself in because most “consumers see products as complex bundles of benefits that satisfy their needs.” (Marketing An Introduction 10th edition, Armstrong/ Kotler, Pg. 211) We at Coco Rum Delights want to do exactly that, with every bar and every bite we want to satisfy our customer’s needs. There are so many benefits of eating our Rum delights but one of the main reasons is that the coco butter from the chocolate. Not only does it coat the stomach so the rum only benefits you but it also leaves such an amazing taste in your mouth after every bite, leaving you always wanting more. This is not only an exclusive chocolate because of where you can purchase it but also because just a petite amount can make your entire evening. “Desirable products give both high immediate satisfaction and high long-run benefits, such as a tasty and nutritious.”(Marketing An Introduction 10th edition, Armstrong/ Kotler, Pg. 532) The dark chocolate that the Coco Rum Delights are made from is not only good for you but it is also nutritious and delicious. This articular bar is set aside from any other chocolate alcohol because it’s not only making you feel good after but it gives you an experience that you can only experience by eating our chocolates.

Week 9 EOC: Three great mission statements

After reading everyone’s mission statement, it’s kind of hard to decide which 3 I like the best but I think I would start with Christopher Lawrence @ http://checkmydesigns.blogspot.com/. Not only did he explain his product very detailed, the color, the shape, and price, but he also include what his company’s purpose is and what they expected to accomplish with this product. Very intriguing, I would definitely want to try this chocolate.

My 2nd favorite was Javier Garcia @ http://coolimoy.blogspot.com/. I really like his mission statement because he was very straight to the point. He explained the product, what is in the product, and also how it will be advertised. He’s also including a little of the history in the commercial and an image in my head that I can totally picture now.

My 3rd favorite has to be Todd Cecil @ http://fatstandingstudios.blogspot.com/. Todd has been the most clear and straight mission statement I have read so far. I love how he not only explains where chocolate bars will be sold he but also explains why he’s selling them where he is selling them. He explains his company’s mission to make his chocolate boosters a success. "By using selective distribution, they can develop good working relationships with selected channel members and expect a better-than-average selling effort. Selective distribution gives producers good market coverage with more control and less cost than does intensive distribution."(Armstrong/Kotler, Marketing. Pg 26). If I heard about these bars, I would definitely be looking out for them in different stores and every time I got gas at 7-11. Great concept and great work!

WEEK 8 EOC: Creative Content

To make sure everyone knows about Coco Rum Delight bars, we are going to have to do some meeting and greeting with the public. These bars are not something that you just put on the shelves. “Smart companies aim to delight customers by promising only what they can deliver, then delivering more than they promise. Delighted customers not only make repeat purchases, they become willing marketing partners.” (Marketing An Introduction 10th edition, Armstrong/ Kotler, Pg. 14) and we at Coco Rum Delight plan to do exactly that; we guarantee to deliver an experience of a lifetime in every bite. So for starters we’ll be setting up a Grand welcome out party at most of the high-end department stores including Nordstrom, Barneys, Bloomingdales, Saks 5th Avenue, and Neiman Marcus. We will also set up booths at 20% of all Whole Food Stores and will be selling the bars in 50% of all the Whole Food Stores. The booths will be set up with the chocolate bars out for people to try so they can learn more about what makes them so special, and experience the greatness first hand. There will be posters and 2 experts at each booth to give people knowledge about the bars and also give out samples. We will also be setting up posters and little stands at every display section wherever the bar is being sold. I will be designing the wrapper of a beautiful chocolate bar and taking pictures with the bar by itself and also with a model interacting with the bar. Then I will be making a booth with my displays and designs all digital for the class to review and enjoy.

Final Project: Implementation Evaluation Control

“Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed.” (Marketing an Introduction, Armstrong Kotler,pg. 55) We Coco Rum Delights want to make sure our product is not only being received well but we want our product to be loved by our consumers. We have a strategic plan by the means of programs, budgets, and procedures to make sure we are able to achieve this goal, which includes motivation from not only the product but the staff behind the product. We take special care and consideration on communicating and reasoning this goal to our staff and customers. The strategy we use here at Coco Rum Delights is constantly evaluated, monitored, and adjusted as needed. “Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained.” (Marketing an Introduction, Armstrong Kotler,pg. 58) We as a company want to weigh the overall and long-term marketing plan in view of Coco Rum Delight’s basic data like its organization, strengths, weaknesses, and market opportunities. We match our companies’ strengths to more opportunities while still addressing our weaknesses and external threats.

Final Project: Price

“If consumers perceive that the company’s product or service provides greater value, the company can charge a higher price.” (Marketing an Introduction, Armstrong Kotler,pg. 280) That is why the pricing of our Coco Rum Delight bars will be $34.00 for a 1.75 oz of exclusive gourmet delectable rum filled chocolate. The cocoa beans that our Coco Rum Delights are made with are imported from Switzerland with a secret ingredient that has been our companies’ best kept secret for decades. We use only the best fresh organic ingredients and absolutely no preservatives. Coco Rum Delights are very smooth, velvety, and delicious with a light flavored Jamaican rum and rum cream liqueur that will satisfy any taste buds for any particular moment. There will be neither promotional pricing nor discounting when the rum bars make their first appearance in the stores. “Marketers need to remember that customers rarely buy on price alone,” (Marketing an Introduction, Armstrong Kotler,pg. 282) customers buy because of the product. If they feel a product it worth it or it makes them feel good, they will purchase it no matter what. Every bite is sinfully delicious with a life enriching pleasure that can only be experienced with Coco Rum Delight bars. “The product’s quality and image must support its higher price.” (Marketing an Introduction, Armstrong Kotler,pg. 286)

Final Project: Promotion

The promotion for our brand and our chocolates will be a huge event, something like a grand opening. Our coming out date will be promoted and broadcast throughout all the department stores that will be selling our rum bars. There are many promotional tools that we will be using such as “advertising, personal selling, sales promotion, public relations, and direct marketing—to reach consumers.” (Marketing an Introduction, Armstrong Kotler,pg. 358) There will be posters and pictures of our Coco Rum Delight bars up and letting people become aware of our soon arrival, including emails at least a week before the chocolates are brought out to the stores and the booths are set up. Also most of the booths will “include in-store demonstrations, displays, contests, and visiting celebrities,” (Marketing an Introduction, Armstrong Kotler,pg. 358) depending on the date and location of the booth, will determine who will be there doing exactly what. There will also be a special promotion in all the department stores that are selling the rum bars, for every purchase of $100.00 or more in the store, you receive a free Coco Rum Delight bar to try. However, consumers will have to show some form of identification to receive the candy bars to proving they are above age. Our slogan for Coco Rum Delights is “you can taste the experience in every bite,” which is nothing short of the truth.

Final Project: Distribution

Our distribution techniques are also very exclusive and unique to our brand and type of chocolate. These Rum bars are not just available at your corner store or any place chocolate is sold. The specialty about them is they can only be brought at certain stores and locations. Coco Rum Delights is a strong brand preference which makes our customers loyal; they make special efforts to purchase our bars because there are not many brands that can even come close in comparison to Coco Rum Delights. We will distribute our bars at a massive rate to all the stores that have the pleasure of carrying our chocolates, “Few companies have the confidence, capital, and capacity to launch new products into full national or international distribution right away.” (Marketing an Introduction, Armstrong Kotler,pg. 253) Well not us, Coco Rum Delights will not only be sold in the United States but also anywhere our high end distributors are located, not to mention the many resorts overseas and also in the Caribbean. “Companies with international distribution systems may introduce new products through swift global roll outs,” (Marketing an Introduction, Armstrong Kotler,pg. 253) and that’s exactly what we plan to do. We will be introducing new types of Coco Rum Delight bars every 4-6 months for the next 3 years. We want to become a house hold name, something that is considered a necessity in your home such as bread, water, or milk. Coco Rum Delights have a massive distribution technique that makes sure the world knows just who we are by the year 2020.

Final Project: Product

This “company can increase its business in four ways. It can add new product lines, widening its product mix… The company can lengthen its existing product lines to become a more full-line company. Or it can add more versions of each product and thus deepen its product mix.” (Marketing an Introduction, Armstrong Kotler,pg. 221) Here at Coco Rum Delights we plan to expand our brand and our product into new heights, not only for adults but for everyone who loves wonderful chocolates and great experiences. We will be making not only Rum bars filled with caramel but also solid chocolate bars, cherry filled chocolates and much much more. We will continue to make this not just a high end product but a high end brand all together. We will be having booths set up for a grand opening at every high end department store so people can get to know our product and truly understand it. “Promotion spending is relatively high to inform consumers of the new product and get them to try it. Because the market is not generally ready for product refinements at this stage, the company and its few competitors produce basic versions of the product.” (Marketing an Introduction, Armstrong Kotler,pg. 259) Because we don’t have much competition, especially in the stores we hold our product there is no basic version. The experience we offer your mind and body is truly one of a kind.

Final Project: Marketing Strategy

Here at Coco Rum Delights our marketing strategy is very unique, we not only want our customers to experience the tasteful decadent of the rich chocolate and caramel rum we put in every petite bite, but we also want to know more about our customers. Our “mass-marketing strategy focuses on what is common in the needs of consumers rather than on what is different.” (Marketing an Introduction, Armstrong Kotler, Pg. 187) That way we can make sure we genuinely take care of every customer’s needs as a whole. Consumers eat Coco Rum Delight candy bars for many reasons; not only for the experience but also for the taste of the rich decadents of dark chocolate going down your throat in every bite, the smooth taste of the rum cream liqueur that the chocolate is infused with, the look and feel of the beautiful wrapper, the feeling it gives you before, during, and after your finished eating it. Our target market is for women and men above 21, “well-educated, moderate- to high-income individuals, and couples” (Marketing an Introduction, Armstrong Kotler, Pg. 250) who can appreciate the elegance and the greatness of the product. This product is definitely like no other, Coco Rum Delights can only be brought in high end department stores and Whole Food stores. “If a product is perceived to be exactly like others on the market, consumers would have no reason to buy it,” ( Marketing an Introduction, Armstrong Kotler, pg. 52) that’s why we strive to not only bring a unique appearance and taste to this market but also a very unique experience all together.

Final Project: Objective

“The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.” (Marketing an Introduction, Armstrong Kotler, Pg. 107) One of our main objectives as a company is to not only expand sales to existing customers and build on our current strengths but to also introduce an existing product like chocolate into a completely new market. We aim to not be you average chocolate maker, but to be one of the best chocolate makers in the world. We want to build a long-term marketing position through creating customer value. We as a company want to continue to be on the cutting edge with our competition, not only learning but always practicing customer relations improvement. “The overall advertising objective is to help build customer relationships by communicating customer value.” (Marketing an Introduction, Armstrong Kotler, Pg 386)

Final Project: Situation or SWOT Analysis

“The plan begins with an executive summary that quickly reviews major assessments, goals, and recommendations. The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities.” ((Marketing an Introduction, Armstrong Kotler,Pg. 56)

Coco Rum Delights SWOT Analysis

Strengths ·         The organization has a strong ethical values and ethical mission statement. ·         Coco Rum Delights is strong at Research and Development. ·         We offer a new initiative product that can only be found in exclusive locations. ·         Coco Rum Delights is a very competitive organization.	Weaknesses ·         The company is dependent on a main competitive advantage, the retail of chocolate alcohol. ·         Might be slow to make a transition into different sectors if one day needed. ·         Being that the company has not been around long, the lack of marketing expertise may have an effect on business.
Opportunities ·         Co-branding with other manufacturers of food and drink has lots of potential. ·         Coco Rum Delights are very good at taking advantage of different opportunities. ·         This company could be Developed Internationally building upon their strong brand recognition.	Threats ·         The market for chocolates is very competitive. ·         Who knows if the market for chocolate alcohol bars will grow or replenish. ·         Competitors have superior access to channels of distribution, more so than our company.

Final Project: Business Mission Statement

"An organization exists to accomplish something, and this purpose should be clearly stated. Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be?" (Armstrong/Kotler, Marketing. pg39)We here at Coco Rum Delights want to raise the bar from you average chocolate bar or even your average sweet cocktail. Our mission as company it to make everyone feel good and have memorable experience in every bite of our Coco Rum Delights. Our customers are women and men over the age of 21 who have an acquired tasted for premium gourmet chocolates. That will not just make sure you have a memorable experience but also take care of you in the morning after all the fun is over. Our clientele is a high end clientele and out Coco Rum Delights start off at $34.00 for a 1.75 oz bar with unlimited amounts of enjoyment in every bite. The petite amount it takes to start your evening will make you want Coco Rum Delights every chance you get. They are exclusively sold at major high end department stores and most Whole Food Stores. We guarantee that the premium rum chocolate we sell meets the highest standards of quality, freshness and seasonality to consistently provide our customers with impeccable service by demonstrating warmth, graciousness, efficiency, and knowledge. We maintain a superior level of integrity in interactions with business partners, associates, and even our clientele. We here at Coco Rum Delights want to not only meet our customers’ expectations but also exceed our customers’ expectations in quality, delivery, and cost through continuous improvement and customer interaction. “This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives. Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.”” (Armstrong/Kotler, Marketing. pg 43)

Week 7 EOC: The Pitch

Coco Rum Delights is used for not just cooking but for having a good time and feeling good all over. No more stomachaches from drinking too much alcohol, the coco butter from the chocolate helps to coat the stomach to make sure you have the best overall experience possible. These bars all natural premium chocolate with an exclusive taste. Each bar will contain 60% cocoa, 9% dark rum, 22% caramel, 9% Jamaican rum cream/liquor, and unlimited amounts of enjoyment in every bite. Coco Rum Delight bars will be sold at all high-end department stores such as Bloomingdales, Barneys, and Nordstrom’s, just to name a few. The Coco Rum Delight bars will also be sold at Whole Food stores; these bars are one of kind Belgium gourmet chocolate bars. It only takes a petite amount to completely satisfy you’re entire night, whether it’s staying in the house for a quiet evening or going out with friends. Rum bars are the best for any occasion, especially when throwing a get together with loved ones. This chocolate bar will allow everyone indulge in his or her favorite chocolate sensation while becoming relaxed and ready for a good time. It comes in a beautiful and shinny gold wrapping with brown cursive writing. You can also buy them buy the pack, which comes as 6 bars in one pack. Each bar is about 1.75oz and contains more than just sweet milk chocolate and caramel. Coco Rum Delights contain a guaranteed good time and feeling in every bite.

Week 6 E.O.C: Me x 3

Three things that describe me would be actually kind of hard, not saying that I am a difficult person but 3 things aren't enough to describe me completely. However, I will do my best and pick the three most important so you can have somewhat of an idea. 1st thing would have to be fashion is definitely one of the things, anything that has to do with fashion, IM IN!

The 2nd else that describes me would have to be traveling, I love to travel. One of my many goals is to travel the entire world before I die. I just have a thing for seeing things for Myself, I feel that to completely understand a culture or the way different people live. You must experience it firsthand, I love seeing and experiencing new things. Especially new cultures and ways of living, I love seeing the difference between my love and someone’s in a different country.

And the 3rd thing would be having Fun, I really like to enjoy my life no matter what it is that I’m doing. I could be hanging out with friends, shopping, hiking, watching movies, or just staying home. I believe to be truly happy you have to genuinely enjoy yourself and the people around you. Don’t sweat the small stuff.

Week 5 EOC: Social Networks and Job Hunting

“People love talking about things that make them happy—including their favorite products and brands.” (Marketing an Introduction, Armstrong/Kotler, page 143) I believe this is very true, most people love talking about something that they love. Whether it be a brand, an activity, or event that happened. So I completely agree with hiring your customers as your employee, people will sell and promote a product that they love to use or that their family loves to use. We do this everyday and most of the time and we don’t even realize it. “Marketers select their brand ambassadors very carefully, based on customers’ devotion to a brand and the size of their social circles. They sometimes search blogs and online social networks to identify individuals who are already functioning as brand advocates. Once selected, the ambassadors are trained with real brand knowledge to go along with their passion for the brand. The ambassadors then tap into friends, family, groups, and broader audiences through personal conversations, blogs, live events, and online social media.” (Marketing an Introduction, Armstrong/Kotler, page 143) I am a great example of this strategy, whenever we get a new product in at work I talk about it. If it is something that I don’t like or I feel I wouldn’t waist my money on, then I don’t usually try as hard to sell it. I don’t even talk about to my friends and if I do, it’s a very short conversation. “Others note that while LinkedIn contains a more comprehensive résumé database, candidates tend to value referrals from their connections on Facebook more.” (Joe Light) I can’t say I completely agree with this because it’s a good thing and a bad thing for both the future employee and employer. Most people are tagged or put things on Facebook that they really wouldn’t want their employer knowing or seeing. However, it is a good way for employers to really check out a candidate, not the best or most accurate information but it is information.

Week 4 EOC:There's An App for That

“SmartyPants”

I would like to have an app where people can track their children’s phones. There are a lot of problems with pedophile and people trying to talk to kids over the net by on line chatting, networking sites, and many other ways. This app will be made so parents can tap into any phone that is on their account. You would just download the app, input the number you want to track and all of your acct info to make sure it matches. Then you will have complete access to anything that goes on in the phone. What things are downloaded, any IM chats, any texts sent out or received, any emails sent or received, a history of any and all websites visited.

I think this is good because kids, especially teenagers hide things from their parents or erase things out of their phone for their parents not to see. This is the perfect way for parents to keep a hold of their children’s daily lives and help monitor good decision making skills. I would advertise this app as a security app, for the parents who truly care about their kids. I believe when it comes to your children and their safety you can never be too cautious, making sure your kid is at the location they say they are at is very important. Also knowing whom your children are talking to on a daily basis and what websites they are visiting on a daily basis is very important as well.

As children grow into teenagers they become more distant with their parents, whether it’s because they feel that they don’t understand them, or for many other reasons. This way parents can always stay in tuned with their teenager, know what their into and not into, know what’s bothering and what hurting them. Bullying is very big now of days. This app can definitely start helping parents become more aware and bring this horrible hobby to an end.

Week 3 EOC: My Demographics

“Born between 1977 and 2000, these children of the baby boomers number 83 million, dwarfing the Gen Xers and larger even than the baby boomer segment. This group includes several age cohorts: tweens (aged 9–12), teens (13–18), and young adults (19–32). With total purchasing power of more than $733 billion, the Millennials make up a huge and attractive market. One thing that all of the Millennials have in common is their utter fluency and comfort with digital technology. They don’t just embrace technology; it’s a way of life… A recent study found that 91 percent of Millennials are on the Web, making up 32 percent of all U.S. Internet users. According to another study, 77 percent of Millennials frequent social networking sites and 71 percent use instant messaging… For them, “it’s not something separate. It’s just something they do.” (Marketing an Introduction, Armstrong Kotler, page 73&74)
This is the information I got from the text book and this is how is applies to me… I was born in 1988 and I am 24 years old now, most of what they have to say in this quote, if not everything does relate to me. I am extremely comfortable with digital technology, I did graduate from high school, and I plan on graduating from college next year in 2013. I definitely use social networks and for sure I am on the web everyday. My phone is with me all the time; I have everything on my phone and can’t live without it. I also do a lot of purchasing, even if it’s just food. I don’t really eat fast food; I love nice restaurants and the spa. I spend at least $200 a week on things that I don’t necessarily need and I don’t mind spending $500 on a spa day or $150 on a nice steak in a nice restaurant. Purchasing power is definitely apart of this demographics.

Week 3 EOC: Boston Consulting Group - Video Games

There are so many different video game manufacturers in the industry now, I honestly don’t know where to start. The video game s a very lucrative market, especially this year, Microsoft “dominated by sales of the Xbox video game system and related products. Revenue from that division grew 15 percent to $4.24 billion from the year-earlier period, reflecting strong sales of the Xbox 360 console, the Kinect game sensor and the Xbox Live online game service.” (http://www.nytimes.com/2012/01/20/technology/weak-sales-of-pcs-hurt-microsofts-income.html?_r=1&scp=1&sq=microsoft%20video%20games&st=cse) This is one part of the company that never really suffers and just keeps improving, not only for Microsoft but Nintendo and many other manufacturers as well like Sony. Even though, according to NY Times, “In recent years Sony has been overtaken by more nimble rivals like Apple, which has surpassed Sony in digital music players; Nintendo, which leads Sony in gaming” (http://topics.nytimes.com/top/news/business/companies/sony_corporation/index.html?scp=1&sq=nintendo%20revenue&st=cse) "SBUs change their positions in the growth-share matrix... The company needs to add new products and units continuously so that some of them will become stars and, eventually, cash cows that will help finance other SBUs." (Marketing an Introduction, Armstrong Kotler, page45) According to CNET Reviews, if we were to make a BCG analysis for the video game market; the XBOX 360 Kinect would be our cash cow; the Wii would be the Star; the Question Mark would be the Sony PlayStation 3; and the Dog would be a Nintendo 3DS. Of course everyone’s opinion is different but according to statics and peoples opinion this is the best possible analysis.

Week 1 EOC: Great Customer Service

I am currently in high-end retail so I deal with customer loyalty and making sure I deliver a great customer service experience to our customers everyday. Therefore I know the importance of customer service, especially when spending a large amount of money on something that you can always buy from somewhere else and maybe even get a better deal on it. One of the best experiences I have ever had with customer service had to be at Nordstrom, they not only care about their customers but they care about the experience that their customers receive. I have had plenty of time where I brought something and regret it later, when shopping at Nordstrom’s I never have that problem. The last time I shopped at Nordstrom I was in a rush to buy a dress to go out for the evening, I didn’t try it on because I didn’t have time. I just brought the size I thought was going to fit and left in a hurry. I had to get dressed in a friend’s car in a parking garage, and go figure. The dress didn’t fit right, I had to run to the Forums shops in Caesars Palace and buy another dress. This time I tried it on and just wore it out the store. The next day when I went to Nordstrom’s to take the dress back and felt so embarrassed for many reasons. The first was because it smelt horrible, it smelt like smoke and at least 4 different perfumes, the dress was wrinkled from being sat on by whoever was sitting in the back seat, and to top it off I couldn’t find my receipt. Not only did Nordstrom return the dress for me, they were so nice and understanding. They returned my money the to my card with no problem. They truly made me a customer for life. “Good customer relationship management creates customer delight. In turn, delighted customers remain loyal and talk favorably to others about the company and its products. Studies show big differences in the loyalty of customers who are less satisfied, somewhat satisfied, and completely satisfied. Even a slight drop from complete satisfaction can create an enormous drop in loyalty. Thus, the aim of customer relationship management is to create not just customer satisfaction, but customer delight.” (Marketing Introduction, Armstrong Kotler, page 21)

Week 1 EOC: My Voice

I absolutely love everything that has to do with fashion, from the fashion shows to the production of a new collection for a new season. I believe fashion has a way of capturing everyone’s attention, no matter who you are and what your sense of style may be. Fashion is something that I have always had a sincere passion for, which started when I was very young. Every since I could remember, I have always picked out my own clothes to wear to school, and always played “Dress Up” in my mother’s clothes. However, in my heart my true love is for the business side of it all. I am currently working in high-end retail and I must say evaluating consumer buying habits first hand has been quite an experience for me. I love giving good customer service and working with people every day. I chose high-end retail because I have an eye for detail and quality, I believe in “you pay for what you get” in most cases. So now you can understand a little better why becoming a buyer for a major designer or department store is truly my dream. I graduate in the spring of 2013 and I am preparing to study in Paris after my graduation, I believe to really understand a country’s sense of fashion you must understand their culture and why their fashion sense is the way it is. Fashion is an industry that not only constantly changes and transforms on a regular basis, but it also constantly repeats itself over time. So that means I am constantly learning new things and gaining new experiences every day. This is the only industry that I truly feel the most comfortable in and feel as if I fit perfectly.