{"product_id":"pidilite-marketing-mix","title":"Pidilite Industries Marketing Mix","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eReady-Made Marketing Analysis, Ready to Use\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003ePidilite Industries combines strong product innovation, value-based pricing, wide distribution and targeted promotions to dominate adhesives and DIY segments—yet the preview only scratches the surface; get the full, editable 4Ps Marketing Mix Analysis to access data-driven strategy, channel maps, pricing architecture and ready-to-use slides. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eroduct\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAdhesives and sealants portfolio\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003ePidilite's adhesives and sealants portfolio—led by Fevicol (launched 1959, 66 years in 2025), Fevikwik and M-Seal—dominates consumer and professional segments with substrate-specific and curing-speed variants, high- and structural-strength grades, and application formats from 3 g mini packs to 200 L industrial drums; emphasis on certified quality, safety, clean finish, ease-of-use and enduring brand trust drives repeat purchase and trade preference.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eConstruction chemicals and waterproofing\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eDr. Fixit systems deliver end-to-end waterproofing, leakage repair and building-protection solutions alongside Roff tiling systems, positioned as premium, performance-led offerings for long-term durability.\u003c\/p\u003e\n\u003cp\u003eSolution-selling bundles primers, membranes, grouts and after-sales guidance with site-inspection support, certified applicator networks and product warranties to secure outcomes.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eArts, crafts, and school stationery\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003ePidilite’s arts, crafts and school stationery portfolio—led by Fevicryl, Rangeela and Hobby Ideas—targets hobbyists, students and creators with non-toxic, vibrant and easy-to-apply formulations for DIY projects. Branded kits, step-by-step tutorials and seasonal project ideas expand usage beyond school to home and workshops. Formats range from school glue and poster paints to specialist craft mediums and adhesives that increase purchase frequency.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eIndustrial and specialty solutions\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003ePidilite’s Industrial and specialty solutions supply B2B adhesives, sealants and resins for packaging, footwear, furniture, automotive and electronics, with lab-backed formulations and technical service teams offering customization, technical data sheets and in-plant trials to meet OEM specifications.\u003c\/p\u003e\n\u003cp\u003eValue drivers include reliability, regulatory compliance and consistent supply chains, supported by formulation R\u0026amp;D and on-site support that reduce downtime and ensure product-spec consistency for industrial customers.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eCustomization and in-plant trials\u003c\/li\u003e\n\u003cli\u003eTechnical data sheets and lab-backed formulations\u003c\/li\u003e\n\u003cli\u003eDedicated technical service teams\u003c\/li\u003e\n\u003cli\u003eReliability, compliance, consistent supply\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInnovation and sustainability focus\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eStrong R\u0026amp;D and consumer-insight driven rapid line extensions (supporting Fevicol's ~70% wood-adhesive share) defend market leadership, while eco-friendlier chemistries, low-VOC formulations and safer packaging reduce lifecycle impact. Continuous upgrades — faster curing, higher bond strength, broader surface compatibility — enable premiumization and moves into adjacencies like construction chemicals and home improvement.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eR\u0026amp;D-led launches\u003c\/li\u003e\n\u003cli\u003eLow-VOC \u0026amp; safer packs\u003c\/li\u003e\n\u003cli\u003eFaster curing, stronger bonds\u003c\/li\u003e\n\u003cli\u003ePremiumization \u0026amp; adjacency entry\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAdhesive leader with \u003cstrong\u003e~70%\u003c\/strong\u003e wood-adhesive share, driving premiumization\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003ePidilite's product portfolio centers on adhesive market leadership—Fevicol (launched 1959; 66 years in 2025) commanding ~70% of the wood-adhesive segment—alongside fast-curing consumer adhesives, Dr. Fixit waterproofing as a premium systems brand, arts-and-crafts (Fevicryl) and B2B specialty resins with customization and technical support. R\u0026amp;D-driven line extensions, low-VOC chemistries and applicator networks drive stickiness and premiumization.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eBrand\u003c\/th\u003e\n\u003cth\u003eCategory\u003c\/th\u003e\n\u003cth\u003eKey stat\/benefit\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eFevicol\u003c\/td\u003e\n\u003ctd\u003eConsumer \u0026amp; trade adhesives\u003c\/td\u003e\n\u003ctd\u003eLaunched 1959; ~70% wood-adhesive share\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDr. Fixit\u003c\/td\u003e\n\u003ctd\u003eWaterproofing systems\u003c\/td\u003e\n\u003ctd\u003ePremium, system-led solutions\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFevicryl\u003c\/td\u003e\n\u003ctd\u003eArts \u0026amp; crafts\u003c\/td\u003e\n\u003ctd\u003eNon-toxic kits, school market\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eIndustrial\u003c\/td\u003e\n\u003ctd\u003eB2B adhesives\/resins\u003c\/td\u003e\n\u003ctd\u003eCustomization, technical service\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eProvides a concise, company-specific deep dive into Pidilite Industries’ 4P’s—covering its diverse product portfolio (Fevicol, adhesives, art materials, construction chemicals), tiered value-based pricing, extensive retail and institutional distribution, and integrated promotion mix (mass advertising, trade marketing, digital \u0026amp; B2B outreach). Ideal for managers and consultants needing a practical, actionable marketing positioning brief.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eCondenses Pidilite’s 4Ps into an at-a-glance view—clarifying product innovation, pricing tiers, distribution reach and promotional focus—to resolve channel confusion and inconsistent messaging. Designed as a plug-and-play one-pager for leadership presentations, it aligns teams quickly and accelerates marketing decisions.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003elace\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eExtensive pan-India distribution\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003ePidilite’s pan-India distribution covers hardware, paint, plumbing, tile, timber and stationery channels via over 5,000 distributors, ~50,000 sub-stockists and reach into 1.2 million retail outlets, including deep rural nodes. SKUs are curated by outlet type and region to ensure category relevance. Dedicated merchandising and shelf-planograms drive findability and high replenishment velocity across formats.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eModern trade and e-commerce presence\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003ePidilite leverages large-format retail, home-improvement chains and stationers for mass visibility—Fevicol remains dominant in white adhesives with roughly 70% market share—while marketplaces and D2C channels host long-tail SKUs, project bundles and how-to content to drive consideration. Last-mile logistics, strict seller ratings and authorized listings protect quality and brand trust. Online channels enable doorstep delivery for DIY consumers and small contractors, supporting quick replenishment and bundled project solutions.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInternational footprint and local adaptation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003ePidilite maintains a presence across SAARC, the Middle East, Africa and Southeast Asia, exporting to over 60 countries via subsidiaries, joint ventures and a network of partner distributors to ensure market fit. The company adapts pack sizes and multilingual labels and formulates climate-suitable products (humidity- and heat-stable adhesives) for local conditions. It enforces regulatory compliance and pursues local sourcing and contract manufacturing where feasible to optimize costs and supply chains.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eOn-site services and applicator ecosystem\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eDr. Fixit Tech Experts deploy demo vans and conduct site audits to generate jobsite demand, offering product trials and mock-ups that lower builders’ risk and accelerate specification decisions; contractor loyalty is built through hands-on training, certification and lead-sharing, which drives higher conversion and repeat usage.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eDr. Fixit Tech Experts — onsite demos and audits\u003c\/li\u003e\n\u003cli\u003eTraining \u0026amp; certification — contractor loyalty \u0026amp; lead generation\u003c\/li\u003e\n\u003cli\u003eTrials \u0026amp; mock-ups — risk reduction, higher conversion\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eManufacturing, hubs, and supply reliability\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003ePidilite leverages over 15 manufacturing plants and 10 regional distribution centers for rapid turnaround, combining demand planning, seasonality buffers and cold-chain where required; it tracks OTIF targeting 95%+ and uses vendor-managed inventory with key partners to secure supply and consistent quality while maintaining contingency sourcing across suppliers.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eplants: over 15\u003c\/li\u003e\n\u003cli\u003eRDCs: 10\u003c\/li\u003e\n\u003cli\u003eOTIF: target 95%+\u003c\/li\u003e\n\u003cli\u003eVMI with key partners\u003c\/li\u003e\n\u003cli\u003eseasonality buffers \u0026amp; cold-chain\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePan-India reach: \u003cstrong\u003e5,000\u003c\/strong\u003e distributors, \u003cstrong\u003e1.2M\u003c\/strong\u003e retailers, \u003cstrong\u003e95%+\u003c\/strong\u003e OTIF\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003ePidilite’s pan‑India network (5,000 distributors, ~50,000 sub‑stockists, 1.2M retail outlets) plus 15 plants and 10 RDCs ensures wide reach and 95%+ OTIF. Fevicol holds ~70% white‑adhesive share; online and D2C serve long‑tail SKUs and doorstep delivery. Exports to 60+ countries with localized packs and contract manufacturing for cost and compliance.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eDistributors\u003c\/td\u003e\n\u003ctd\u003e5,000\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetail outlets\u003c\/td\u003e\n\u003ctd\u003e1.2M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePlants \/ RDCs\u003c\/td\u003e\n\u003ctd\u003e15 \/ 10\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFevicol share\u003c\/td\u003e\n\u003ctd\u003e~70%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eExports\u003c\/td\u003e\n\u003ctd\u003e60+ countries\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eOTIF target\u003c\/td\u003e\n\u003ctd\u003e95%+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003ePreview the Actual Deliverable\u003c\/span\u003e\u003cbr\u003ePidilite Industries 4P's Marketing Mix Analysis\u003c\/h2\u003e\n\u003cp\u003eThis Pidilite Industries 4P's Marketing Mix Analysis outlines Product, Price, Place and Promotion strategies with actionable insights and data-driven recommendations. The preview shown here is the actual document you’ll receive instantly after purchase—no surprises. It's fully editable, professionally formatted and ready to use for presentations, strategy or academic work.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"PortersFiveForce","offers":[{"title":"Default Title","offer_id":55675198636409,"sku":"pidilite-marketing-mix","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0914\/5276\/8633\/files\/pidilite-marketing-mix.png?v=1755803342","url":"https:\/\/portersfiveforce.com\/products\/pidilite-marketing-mix","provider":"Porter's Five Forces","version":"1.0","type":"link"}