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INTRODUCTION
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1.1 INTRODUCTION
In recent years, soft drink products have become more popular among Different
cross section of popular of population due to increased demand for Convenience product.
Among the soft drinks products, particularly cool drinks are the cheapest, processed and
ready to drinking products. Irrespective of the languages, cultures, countries and state
people all over the world using colorings. Even though this industry is on profit, in recent
days, the industry is facing many challenges such as non-availability of resource, strong
public protest and legal banning due to environmental problem and health problems
created by production and consumption of soft drinks. The industrial members have to
overcome this problem, for their success and survival.
This project is of great importance, because its studies, a major factor which determine
the success of every firm in the modern business world, i.e., consumer. The business
world is o consumer era, no company can go ahead, with out considering consumer and
with out solving their problem, because they are the major source of their income and
moreover modern business worlds is highly competitive. This project studies, perception
of soft drink consumer towards products of AL MAN HAL ENERPRIZES through a
consumer satisfaction survey.
AL MAN HAL ENTERPRISE is the one of the growing soft drink
manufacturing company in Malabar area of Kerala. The company started in the year 2001
as partnership firm, and then it is converted into sole trading concern.
HANNA is the brand name and trademark of the company. The company could to create
market demand to its product within a short period. Now the company has good market
share and large no of well-satisfied consumer.
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1.3 STATEMENT OF PROBLEM
“A study on consumer satisfaction and perception towards HANNA soft drinks”
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1.6 METHODOLOGY
Primary data
Primary data means data, which are collected for first time. Here, the primary data was
fully collected though a pre designed questionnaire, interview and observation method.
The structured questionnaire was given to individual consumer to obtain the desired data.
Secondary data
Secondary data means data, which are already collected for other purpose.
Here secondary data was collected from business journals and other magazines,
which was a great help to understand the market situation. Some other sources of
secondary data collection are internet searching, industry profile, company profile.
Statistical tools
The collected data was coded and tabulated on order to organize them for
interpretation the data was analyzed of using percentage method. The important statistical
tools used in graphs and diagrams are pie-diagrams, bar-diagrams, histograms and
multiple bar diagrams.
Population
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Sample size
Sample size means number of person to be surveyed. Here he sample size consists of
50 respondents of Kasaragod and Kannur.
Sampling method
Survey instrument
Here questionnaire is used as survey instrument. The questionnaire, which is used for
this study, has shown in the annexure page.
Pre-testing
In order to understand the effectives of the questionnaire designed, a pre test was
conducted with five respondents. Based on the pre-test questionnaire was redrafted.
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1.9 CHAPTER SCHEME
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CHAPTER II
INDUSTRY PROFILE
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2.1 HISTORY OF SOFT DRINK INDUSTRY
Soft drinks can trace their history back to the mineral water found in natural
springs. Bathing in natural spring has long been considered a healthy thing to do, and
mineral water was said to have curative powers. Scientist soon discovered that gas
carbonium or carbon dioxide was behind the bubbles in natural mineral water.
The first marketed soft drinks (noncarbonated) appeared in the 17 th century, they
were made out of water, lemon juice, sweeten with honey. In 1676, the companies de
lemonades of Paris were granted a monopoly for the sale of lemonade soft drinks.
In 1767, English men Mr. Joseph priestly, created the first drinkable man made glass
of carbonated water. Three years later, the Swedish chemist Turban Bergman invented a
generating apparatus that made carbonated water from chalk by the use of sulfuric acid.
Bergman’s apparatus allowed imitation mineral water to be produced in large amount.
In 1810, the firs us patent was issued for the “means of mass manufacture of
imitation mineral water”. To Simons and Run dell of Charleston, South Carolina.
Carbonate beverages did not achieve great popularity in America until 1832, when john
Mathews invented his apparatus for sale to others. The drinking of either natural of
artificial mineral water was considered a healthy practice.
American pharmacists, who were selling most of the mineral waters, started to add
medicinal and other flavorful herbs to the unflavored beverage.
Example, Birch bark, dandelion, sarsaparilla and fruit extract. They early drug stores with
their soda fountain become a popular part of the American culture. Customer
Wanted to take the drinks home with them and the soft bottling industry grew from the
consumer demand.
Over 1500 U S patterns were filed for a cork, cap for the carbonated drink bottle
tops. The bottles were under a lot measure from the gas. Inventors were trying to find the
best way to prevent the carbon dioxide (bubbles) from escaping. In 1892, William painter,
a Baltimore machine shop operator, patented the “crown cork bottle seal”. It was the first
very successful method of keeping the bubbles in the bottle.
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In 1899, the first patent was issued for a glass blowing machine for the automatic
production of glass bottles. Earlier glass bottles had all been hand blown. Four years later,
the new bottle-blowing machine was in operation. The inventor Michael j. Owens, an
employ of Libby Glass Company, first operated it. With in a few years, glass bottle
production increased from 1500 bottle a day to 57000 bottles a day.
Something in the 1920s, the first “home-packs” were invented. “Home-packs are the
familiar six-pack carrying cartons; automatic vending machine also began to appear in the
1920s.
SOFT DRINKS
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The industry is a secondary manufacturer, using products of the food industry to
produce soft drink for home and food service consumption.
Now a day all soft drink plants are fully or semi automated. They use the help of
machinery from mixing essence to passing finished product to distribution vehicles.
Modern bottling plants can produce in excess of 2000 soft drinks per minute on each line
of operation.
2.6 PACKAGING
Soft drink are often sold in 2 litters bottles, 1.5 litter plastics bottles, 1 litters plastic
bottles, 500 ml plastic bottles, 350 ml plastic bottles and cans are common. The bottles
are smelted and reused, cans are crashed and sold scrap aluminum.
Soft drink manufactures enjoy a wide variety of distribution channel than same
processed food and beverage products. The industries distribute its product through
supermarket and grocery stores, drug stores, convenience stores and outlet, mass
merchandisers and warehouses outlet. The food service and hospitality industry in
particular fast food outlet is another method of distribution. Vending machine also
provides distribution channel for soft drink products. More than 50% of soft drinks are
sold out through grocery stores.
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Pay and working condition are major factor contribution to adequate supply of
workers to this industry. Average soft drink industry pay rates are typically 5% above the
manufacturing average. In addition to managerial staff, this industry provides following
particular employment opportunity:-
1. Process control and machine operator, food beverage processing.
2. Truck drivers
3. Sales representative and whole sale trader
4. Delivery drivers
5. Material handlers.
2.10. A INTRODUCTION
Soft drink market size for FY00 was around 270 mm cases (6480 mm bottles).
The market witnessed 5-6% growth in the early 90’s. Presently the market has growth rate
of 7-8% P.A. compared to 22 % growth rate in the previous year. The market size for
FY01 is expected to 7000 mm bottles.
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through bars. Western markets have preference towards mango-flavored drinks. Diet coke
presently constitutes up to 7% of the total carbonated beverage market.
The government has been adopted liberalized policies for the soft drink trade to give
the industries a boast and promote the Indian brands internationally. Although the import
and manufacturer of international brands like Pepsi and coca-cola is enhanced in India, the
local brands are being stabilized by advertisement, good quality and low cost. The soft
drink market until early 1990’s was in hands of domestic players like campo, thumbs up,
limca etc.
Distribution network of coca-cola had 6.5 lakh outlets across the country in FY00,
which the company is planning to increase eight lashes by FY01. On the other hands
Pepsi Company’s distribution network had 6 lakh outlets across the country during
FYOO. Which it is planning to increase to 7.5 lakh by FYO1.
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CHAPTER III
COMPANY PROFILE
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3.1 COMPANY PROFILE
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Name of company : AL MAN HAL
ENTERPRISE.
Date of commencement : 01-OCT-2001.
Brand Name & Trade Mark : HANNA.
Registered In : FPI (Food Product
Organization)
SSI (Small Scale Industry)
Promoter & MD : Bahadoor Mohammed Kunhi
Location : Kallannthol-Parappally
Kodom-Beloor Panchayath
Kanhangad Kasargod.
Head Office : Bangalore
Number of Officers : six
Number of Supervisors : two
Number of Workers : 25
Nature of Business : Manufacture of Soft Drinks,
Aerated Water and pet Soda
Insurance : United India Insurance Co.
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3.2 COMPANY FLASH BACK
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3.3 NAME OF COMPANY AND BRAND NAME
The company name Al-MAN-AL is Arabic word which means “wide like
an ocean”. The product HANNA is also Arabic word, which means “Divine
Food”.
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3.1 ORGANISATION CHART
MANAGING DIRECTOR
GENERAL MANAGER
ACCOUNT
ANT
MARKETING PRODUCTION
DEPT DEPT
CLERK
PRODUCTION
MANAGER
SALES SUPERVISORS
MANAGER
DISTRIBUTION MACHINE
WORKERS OPERATORS
PACKING HELPERS
WORKERS
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3.5 PRODUCTION DEPARTMENT
Production involves the conversion of raw materials into finished
products. Production is considered to be crucial in any industry. Production
system receives input in the form of material, personnel, capital, utilities and
information. These inputs are changed in a conversion sub system into desired
product and service.
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was using the well water up to the year 2002. After that, company is using bore
well water.
Power
Company is using power from the separate transformer, which is provided
by the electricity board as per minimum guarantee system. Company has a
generator, which is using in power break time. Production process can
continue with the help of this generator except bottle making machine.
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4) Carbon Dioxide
5) Hilo flow powder
6) Carbon
7) Filter Paper
8) Pre form
9) Label
10) Case Box/ Carination paper (LDP- shrink paper)
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Laminated paper (Ldp-shrink paper) Purchasing From Madras
PLANT LAYOUT
Waste
Solid
Water Disposal Waste
Disposal
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Account
tant FM
Bottle
Mixing Filtration
Manufacturing
Process
GM
Lab
STORE
MD
Corridor Labeling & Packaging
MACHINE DETAILS
MAINTENANCE SYSTEM
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Well tank sand filter carbon filter micron filter ultra
violet mineral water sugar filter syrup cold water
essence
Volumetric filler filling machine checking label packing.
SAN CARBON
Sub Filter M M M M M
Main D
TAN TANK Filter F F F F F
K
Sugar
WELL Filter FIBRE
UV
Filter
Filter
CANDINA
AGITATOR N
Filter CHILLING
CHILLING
TANK TANK
VOLUMATRIC
MACHINE CARBONATOR FILLING PACKING
MACHINE MACHIN SCREENIN
E G LABELING
They are:-
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1. Brisk meter / refractor meter
2. Total quality management
3. PH-meter
4. Calibration meter
5. Inspection
6. Sample keeping
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« Higher level workers should have minimum educational qualification
« Chief operator should pose skill to operate machinery and one year
experience.
PAYMENT SYSTEM
DISTRIBUTION
It is a process of handing over the good to customers. Like other
industrial members, AMHE enjoy wide variety of distribution channel.
Companies sell its products through stores, Grocery, hotels, college canteen
etc. company mainly follow four type of distribution channel, but the company
likes to keep the direct distribution channel, because the organization can
know the marketing condition, demand and customer preference from the
market and also work for the increase of the sale.
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PRODUCT
PRICING
Price is one of the elements of the marketing mix that produces revenue.
Price also communicates to the market the companies intended value
positioning of its product or branch. A well-designed and marketed product can
command a price premium and reap big profit.
The company is following the going rate pricing policy from initial stage.
While fixing price, all factors, which affects the price of its products, are taken
into consideration by our company. The company imitating coca cola and
Pepsi is fixing price.
PRICE PROFILE
Soft Drinks
(Lemon, Orange, Cola)
Type MRP
2 Ltr 43
1.5 Ltr 38
500 ml 18
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300 ml 10
COMPETITION
ADVERTISING
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1. Consumer promotion
2. Dealer promotion
3. Sale force promotion
MARKETING AREA
FINANCE DEPARTMENT
Finance is the lifeblood of every business. A proper financial management
is needed for the proper functioning of the organization. Efficient management
is needed on found; we have to use every rupee in a proper way. The financial
management thinking how we can use our money for getting maximum return
and therefore achieving the organizational goal.
This department deals with general problem such as waste disposal. This
is controlled by general manager with the help of workers in this department.
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WASTE DISPOSAL SYSTEM
The company is having a provision for the disposal of waste. Firstly, it
is for disposing the waste are available near to the unit. There is a small tank
for dumping of solid waste such as bottles and there is a separate tank for
paper waste. The liquid waste is going outside through the pipeline.
Weakness
Low production capacity
Semi automated plants
Lack of financial capacity for expansion program, appointments of
highly skilled professionals.
Opportunity
Growth and prosperity
Fully automated plants
Increase of production capacity
To be a market leader
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Market expansion, product diversification
Business diversification
Threads
Competition from global soft drink companies
Complimentary schemes of competitions
Problems faced by soft drink industry
3.17 MISSION
3.18 VISION
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CHAPTER IV
4.1 INTRODUCTION
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consumer. Every firm gives much emphasis on consumer servings. The
success or failure of a firm depends on its consumer. Therefore, it is important
for a firm maintain consumer as a satisfied one. So consumer is regarded as the
king in the modern market.
The modern business is controlled by the consumer and their behavior
has changed from the past there is a difference in what they were and what
they are. Today’s customers are becoming harder to please. They are smarter
more price conscious more demanding less forgiving and they are approached
by many more competitors with equal or better offers. Moreover today’s
consumer have a set of capabilities which they didn’t have in the past such as
buying power and ability to compare benefit derived from different products or
service and they have great amount of information about anything.
As stated above consumers are overall in modern business. So its
satisfaction in must for the success of every business. Satisfaction is a person
feeling of pleasure or disappointment resulting from comparing a product
perceived performance or outcome in relation to his or her expectations.
Perceived value and consumer expectation are two side of expectation the
consumer is dissatisfied and disappointed.
If the performance matches the expectation, the customer is satisfied. If the
performance exceeds the expectation, the customer is highly satisfied or
delighted.
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1. Total Quality Management
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4.3 MEASURING SATISFACTION
1. Periodic Survey
2. Ghost shopping
3. Lost Customer Analysis
4. Complaint and Suggestion System
Consumer is the only profit centre of the soft drink industry, because
they provide consumer goods only. So satisfaction of the consumer is essential
for the survival of industrial members moreover the industry deals with food
items. The consumer is more care on their health.
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4.5 FACTORS AFFECTING CONSUMER
SATISFACTION
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The main mission of AMHE is to provide superior quality product of
consumer. AMHE uses various techniques and device to ensure quality of
product, which were described in the company profile.
AMHE always try to bring fashion and verity to its product packaging. It
put colorful attractive name board in the pack. It uses different bottles of
different size it changes shape of bottle from time to time which will attract
consumers especially teenagers and children. It uses meaning full caption in
the bottle.
CAPTION OF COMPANY
“Quench your thirst with Hanna”
“Enjoy up to the final drop”
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People are attempting to purchase product that are not thrown away
items and products that satisfy their needs i.e., a consumer use a product with
the intention of satisfaction of his need every product will have some special
attributes it any of the attributed of a product satisfy his needs he will be
satisfied with that product.
Soft drinks products are usually used for refresh ness. The major
attributes am he is HANNA’S are high refresh ness, color, taste (quality and
price also included in this list).
The customer of those companies, which provide high perceived value
will be satisfied than that of customers of company which provide lower
perceived value.
CHAPTER V
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5.1 DATA ANALYSIS AND INTERPRETATION
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SEX WISE CLASSIFICATION OF RESPONDENTS
Table No. 5.1
Sex No of percentage
respondent
Male 36 72
Female 14 28
Total 50 100
Source: Questionnaire
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AGE WISE CLASSIFICATION OF RESPONDENTS
Source: Questionnaire
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RESPONDENTS OCCUPATION
Table No. 5.3
OCCUPATION NO OF PERCENTAGE
RESPONDENTS
STUDENT 8 16
BUSINESSMAN 17 34
PROFESSIONAL 14 28
EMPLOYEES 7 14
OTHERS 4 8
TOTAL 50 100
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INCOME WISE CLASSIFICATION OF
RESPONDENTS
Source: Questionnaire
From the table no 5.4 shows the percentage of the respondents belonging
to various income group. 24 percentages of respondents belongs to the income
group of below 1000.
42 percentages of respondents belongs to the income group of 1000-5000. 22
percentages of respondents belongs to the income group of 5000-10000. 12
percentages of respondents belongs to the income group of above 10000.
Therefore, a major portion of the respondents belongs to the income group of
1000-5000.
Chart No.5.4
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TOTAL SOFT DRINK USERS IN THIS MARKET
Table No.5.5
Particular No of Respondents Percentage
Users 50 100
Non-users 0 0
Total 50 100
Source: Questionnaire
In the table no 5.5 it seen that all respondents are users of soft drinks. So it
can be concluded that 100 percentage of population using soft dr
Comment
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RESPONDENTS BRAND OF SOFT DRINKS
Table No. 5.6
Particulars No of respondents Percentage
Company brand 11 22
Local brand 39 78
Total 50 100
Source: Questionnaire
Comment
Hanna is a local branded product. Since, majority of population prefer on
products of local brand, it has big marketing potential in the future.
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MARKET SHARE OF AL MAN HAL ENTERPRISES
Table No. 5.7
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
HANNA 35 70
OTHER LOCAL
BRAND 4 8
COMPANY BRANDS 11 22
TOTAL 50 100
Source: Questionnaire
Table 5.7 shows that 70 percentages of respondents are using. Hanna 8
percentages of respondents using other local brand product and 22 percentages
of respondents are using other company branded products. It indicates the high
market share of Hanna.
Comment
High percentage of market share enjoyed by a product is a good
indication of quality and utility of the product and the competency of the
management. Company is too near to achievement of its main objective, i.e.,
Company is going to dominate this particular soft drink market.
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POST PURCHASE BEHAVIOR OF HANNA’S
CONSUME
Table No. 5.8
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
Regular 31 88
Non regular 4 12
Total 35 100
Source: Questionnaire
Table no 5.8 shows that 88 percentages of its user’s shows a post
purchasing behavior. 22 percentages of its users use this product occasionally.
It can be concluded that majority of its users use this product regularly.
Comment
A consumer repurchases a product only if he satisfied with that product.
Hanna is highly repurchased by majority of its consumers
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EFFECTIVE MODE OF ADVERTISEMENT
Table. 5.9
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
Media(Newspapers, TV) 9 26
ROAD SHOW 4 11
PUBLIC DISPLAY 5 14
WORD OF MOUTH 17 49
TOTAL 35 100
Source: Questionnaire
Table No. 5.9 shows that 26 percentages of its users came to know about
Hanna through various media (TV, newspaper etc). 11 percentages of its users
came to know about Hanna from road show.
5 percentages of its users became aware about Hanna from its public display.
49 percentages of consumers were aware of our product through the media of
word of mouth. It can be concluded that most effective media of advertisement
is word of mouth.
Chart No. 5.9
Comments
Most effective media of advertisement is word of mouth. It is an informal
media created by the consumer. High degree of word of mouth indicates high
degree of consumer satisfaction, i.e., if a consumer satisfied with a product he
will spread good words about that product.
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SATISFACTION WITH THE QUALITY OF
PRODUCTION
Table No. 5.10
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
Satisfactory 33 94
Dissatisfactory 2 6
Total 35 100
Source: Questionnaire
Table No 5.10 shows that 94% of consumers are satisfied with quality of
product.
6% of consumers are remained dissatisfied with the quality of product. It can
be conclude that majority of consumers are satisfied with quality of Hanna.
Comment
High degree of consumer satisfaction with the quality of product indicates
the effectiveness of quality control techniques of AMHE.
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SATISFACTION WITH THE PRICE OF PRODUCT
Table No. 5.11
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
SATISFIED 27 77
DISSATISFIED 8 23
TOTAL 35 100
Source: Questionnaire
Table no 5.11 shows that 77% of consumers are satisfied with the price of
Hanna.
23% of consumers are dissatisfied with price of Hanna and they think that this
price is not affordable for an ordinary man. But many of them use Hanna
because they like other attributes of Hanna.
Comment
Hence, an important part of consumers is dissatisfied with price of Hanna,
company should find way to reduce the cost of production and there by selling,
price.
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CONSUMER PREFERENCE TOWARDS
DIFFERENT
ATTRIBUTES OF HANNA
Table No. 5.12
Features No of respondents Percentages
Refresh ness 19 54
Color 2 6
Taste 14 40
Total 35 100
Source: Questionnaire
Comment
Attributes of a product influence very base of psychology satisfaction of
consumers. Study result shows that what company trying to give (i.e.
refreshes) to consumers and what majority of them expect from product are
same.
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AVAILABILITY OF PRODUCT
Table No. 5.13
Response No Of Respondents Percentage
Yes 14 40
No 21 60
Total 35 100
Source: Questionnaire
From table no 5.13 it is seen that 40% of consumers are opined that there
is an enough availability of Hanna in their place. But 60% of consumer opined
that there is a shortage of Hanna in their local city. Out of this people, most of
them live in small villages.
Comments
From the response of consumer, it can be understood that company’s
product enjoys more demand than supply. There is a high shortage of Hanna in
the local market. It means company produce only lower quantity than demand.
It also indicates in efficiency of distribution system.
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RATING OF PERFORMANCE OF HANNA WITH
CONSUMER
Source: Questionnaire
Table no. 5.14 shows that the 43% of consumers certifies that
performance of Hanna is excellent. 37% of consumer’s rates the performance
of Hanna is very good. 14% of consumer’s rates the performance of Hanna is
average. Only 6% of consumer rates the performance of Hanna is below
average. It can be conclude that majority of consumers rates the performance
of Hanna is excellent.
Chart No. 5.14
Comment
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If the performance of a product matches with the expectation of
consumer, he will be satisfied with that product. If performance of a product
exceeds his expectation, he will be delighted.
Yes 35 100
No 0 0
Total 35 100
Source: Questionnaire
From the table no 5.15 it is seen that no consumer thinks that the usage of
Hanna causes any health problem. They think that Hanna does not contain any
pesticide or other ingredients, which adversely affect their health
Comment
Hanna is 100% healthily product.
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TOTAL CONSUMER SATISFACTION
Table No. 5.16
Particulars No of Respondents Percentage
Yes 33 94%
No 2 6%
Total 35 100
Source: Questionnaire
Table no 5.16 shows that 84% of consumers are fully satisfied with Hanna.
Only 60% of consumers are dissatisfied with Hanna. It can be conclude that
majority of its consumers are satisfied with Hanna.
Comment
Consumer satisfaction, awareness program of AMHE is so effective.
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COMPARISON OF CONSUMER SATISFACTION
RATES OF LAST FIVE YEAR
Source: Questionnaire
From the table no 5.17 it is seen that consumer satisfaction has improved
from the past. It is the highest degree of consumer satisfaction achieved by
AMHE in its entire life.
Chart No. 5.17
Comment
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CHAPTER VI
INTRODUCTION
57
This chapter contains summery of findings, and researcher suggestion
based on findings, conclusion of study and executive summery of project.
SUMMERY OF FINDINGS
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SUGGESTION
1. Company should adopt various strategies, which are necessary for
protecting the marketing share as well as increasing marketing share.
2. It had better time for market expansion program. Because global soft
drink manufacturing companies are going back from south India due to
strong public protest and legal banning.
3. Company should increase volume of production in order to match
demand and supply.
4. The plant capacity and storage capacity must increase at earliest. It will
help company to increase volume of production
5. Pricing policy of company should be discussed.
6. company should try to obtain quality certificate from concerned
authorities and organization like BIS, ISO etc
7. More customer awareness program should be conducted.
8. Company should increase new and improved means of distribution like
vending machine.
9. Present degree of consumer satisfaction should be compared with that
of competitors. It will help to know the strength of competitors.
10. Company should not try to imitate global soft drink manufactures.
Take only positive idea and strategy of them.
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CONCLUSION
60
QUESTIONNAIRE
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QUESTIONNAIRE
8. If no please specify?
………………………………………………………………………
………………………………………………………………………
9. Are you satisfied with the price of product?
Yes No
10. If no, please specify?
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…………………………………………………………………………
………………………………………………………………………….
13. Do you feel the shortage of our product in your local city?
Yes No
16. Have you any suggestion for improvement of our product? (if yes
please specify)
………………………………………………………………………
………………………………………………………………………
.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
10th – 17th Edition, New Delhi: prentice Hall India pvt. Ltd.
WWW.WIKIPEDIA.ORG
WWW.GOOGLE.COM
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