The Row Maison - Full Brand Strategy

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Executive Summary Brand Audit

Page 3 Pages 4-22

Macro Environment Analysis

Pages 23-29

Micro Environment Analysis

Pages 30-36

Competitors

Pages 37-47

Industry Trends

Pages 48-56

Primary Research

Pages 57-70

Brand Extension

Pages 71-81

Product & Positioning Strategy

Pages 82-89

Materials

Pages 90-94

Decor Product Range Furniture Product Range

Pages 103-114

Manufacturing and Logistics

Pages 115-120

Distribution Strategy

Pages 121-134

Advertising Strategy

Pages 135-146

Media Plan

Pages 147-152

Finance

Pages 153-162

Conclusion

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Pages 95-102

Page 163

Stock Management System

Pages 164-174

Bibliography

Pages 175-186

Appendix

Pages 187-197

Interview Scripts

Pages 198-203

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Executive Summary.

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Brand Background.

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Source. Source. Source. Source. Source.

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Brand DNA & Identity

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Brand Image We are Kalina.

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We are Kalina.

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Visual Identity Keywords.

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BRAND IDENTITY

Brand Associations

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Brand Equity.

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Current Communication Strategy.

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Brand Desire.

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Brand Desire / Pressure Model.

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Brand

Pressure Score

The Row 4

Desire Score 9

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Brand Extension Concept.

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MACRO Environment PESTEL Analysis

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Political .

Economical. kalina

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Social.

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Technological.

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Environmental.

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Legal.

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MICRO Environment - Porter’s 5 Forces.

Threat of New Entrants. kalina

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Threat of Substitution. ●

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8)

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Bargaining Power of Suppliers.

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Bargaining Power of Buyers. kalina ● ●

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Rivalry Amongst Competitors. kalina ● ●

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Conclusion.

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Competitors.

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Hermès Home

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Liaigre

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Fendi Casa

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Ligne Roset

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Roche Bobois

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Industry Trends.

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Gender vs. Design Preferences.

About us

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Primary Research.

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1. Professional Interviews

2. Target Customer In Depth Interviews

Research Methods & Objectives 3. Sample Survey

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3. Sample Survey 2. Target Customer In Depth Interviews

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Research Findings Cont.

In Depth Interview - How would you describe your interior decoration aesthetic?

In Depth Interview - How would you describe your own personal aesthetic?

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In Depth Interview - How would you feel about your favourite fashion label extending into furniture? Would you buy it? Why or why not?

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Would you trust your favourite luxury brand to reduce quality furniture? Why/why not?

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Conclusion.

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Brand Extension.

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Design Concept.

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Strategic Objectives.

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Brand Assets and Resources.

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Risks.

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Capabilities What the brand does: - kalina Specialises in perfectly crafted products, using luxurious fabrications and textures to create a sensual and emotional experience How well it performs: - Top luxury performance, absolute quality thanks to highest level craftsmen and materials Internal Culture and Values Core beliefs: - Responsible manufacturing trying to keep jobs within home country, perfectionism, quiet luxury What the brand will never compromise on: quality Noble Purpose Larger goal or cause the brand aspires to serve: - Responsible production by producing as much as possible in America ensuring that the conditions of workers are cared for by the American constitution. brand guidelines Ambition; what the brand wants to change in people’s lives: - Providing luxurious furnishings with cultural value and creating an emotional link to their customer by providing an environment in which they can create beautiful memories whilst also providing the best customer service experience by listening to what the luxury furniture consumer really wants and providing it Personality The way the brand delivers its capabilities: - The brand identity of quiet luxury carries through to the colour choices, lack of logo labelling and communication for the new luxury furnishing product Style or tone: - Intellectual to communicate with the core customer informed by art and antique furniture in order to connect with the intellectual and well cultured customer base, sophisticated and more formal tone of voice using words that require readers to have a good grasp on the language, speaking in a way that connects directly with the upper middle class making them feel as though they are in their own private club (Sherman, L., 2019) Expressed as human traits: - Reserved, private, intellectual, sophisticated.

Brand Identity Model.

Shared Values & Community Ideas that both the customer and brand agree are important: - Sustainability and responsible manufacturing, quality, design, cultural connections Passions and affinities: - Design, antiques, music, art of the brand communicates that the customer is sophisticated and well informed about quality, fashion and design as well as culturally aware How customers want to be seen: - Customers want to be seen as “being in the know” as belonging to almost a secret club (Sherman, L., 2019) of people who can afford to buy The Row’s top quality product Rallying Cry Summary of the vision of the brand: - Timeless, minimalist “quiet luxury” furniture, preferring, slow, sustainable and organic growth rather than total world domination Heart and soul of the brand: - Contemporary, minimally designed top quality furniture made from only the best materials.

Aspirational Self Image What does the use of the brand tell others about the customer?

- The use of the brand communicates that the customer is sophisticated and well informed about quality, fashion and design as well as culturally aware How customers want to be seen: customers want to be seen as “being in the know” as belonging to almost a secret club (Sherman, L., 2019) of people who can afford to buy The Row’s top quality product Rallying Cry Summary of the vision of the brand: - Timeless, minimalist “quiet luxury” furniture, preferring, slow, sustainable and organic growth rather than total world domination Heart and soul of the brand: - Contemporary, minimally designed top quality furniture made from only the best materials.

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Logo Variations.

Logo Colour Range. kalina

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Product & Positioning Strategy.

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Product Segmentation

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Pricing Strategy

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Product Positioning.

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Product Positioning.

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High Price

Classic

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Contemporary

Low Price

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Furnishings Colour Palette

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Materials.

Marble

Travertine

Concrete

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STONE

Bronze / Patina Bronze

Satin Aged Brass

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METALS

Maple

Polished Oak

African Blackwood

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WOOD

Mongolian Lambskin

Icelandic Sheepskin

Bouclé Merino Wool

Shearling

Silk Velvet

Italian Cowhide

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LEATHERS / HIDES / FABRICS

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Decoration.

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LIGHTING - FLOOR LAMPS

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LIGHTING - TABLE LAMPS

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LIGHTING - SCONCES + SUSPENSIONS

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CUSHIONS

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WOODWICK CANDLES

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RUGS

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TA B L ETO P - C UTL E RY + PA PE RWE I G HTS

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Furniture.

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TABLES - FOUR SEATS

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TABLES - SIX TO EIGHT SEATS

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CHAIRS - DINING CHAIRS

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CHAIRS - ARM CHAIRS

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SOFAS - SINGLE SEAT

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SOFAS CHAIRS - THREE SEATS

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LOUNGE CHAIRS - FIVE PLACES

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TA B L E S - C O FFE E TA B L E S

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SIDEBOARDS

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BOOKSHELVES

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DESKS

Manufacturing and Logistics.

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TY Fine Furniture

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American Marble & Stoneworks

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SF Metalworks

ARPER.

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Elite Anywhere Delivery Service.

Supply Chain Process. kalina

Upholstery

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Wood

Stone

Metal

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Distribution Strategy.

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Customer Segmentation.

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Customer Segmentation.

Customer Segmentation. kalina

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“I believe a home interior is a direct reflection of a person’s personality”

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Location Concept.

LOS ANGELES

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LONDON

American Luxury Furniture Market + L.A. Demographics.

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Store Design.

ENTRANCE

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C O U RTYA RD

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STUDY DISPLAY

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Store Setup.

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FLOOR PLAN

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Store + Warehouse Operational Costs.

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Store Expenses.

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Advertising Strategy.

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Print Advertising

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Print Advertising Mockup

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Instagram

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Catalog

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Catalog Mockup

Catalog Costs kalina

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Email Advertising

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Email Advertising Mockup

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KPI Determination and Analysis: Website

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Press & VIP Customer Dinner

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Total Marketing Budget Spent

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Media Plan.

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Finance.

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Startup Expenditures & Financing.

About us

Total Operating Costs for Year One.

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About us

Break Even Point.

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Conclusion.

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Stock Management System.

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Functions Overview

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Product Database

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In Store Sales

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Stock and Sales Management

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Warehouse Stock Management

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Showroom Movement

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Damaged Stock

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Stock Search

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Bibliography.

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Appendix.

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Appendix 1.1 - Chart showing the U.S. manufacturing jobs changes from year to year between 2012-2019 (scaled per 50,000 people) by the Bureau of Labor Statistics.

CNBC. 2019. It’s official. Manufacturing is getting crushed. [ONLINE] Available at: https://www.cnbc.com/2019/10/04/its-official-manufacturing-is-getting-crushed.html. [Accessed 21 October 2019].

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Appendix 1.2 - Chart showing the U.S. manufacturing jobs by sub industry percentage growth year on year between January 2014 and January 2019 (scaled per 50,000 people) by the Bureau of Labor Statistics.

CNBC. 2019. It’s official. Manufacturing is getting crushed. [ONLINE] Available at: https://www.cnbc.com/2019/10/04/its-official-manufacturing-is-getting-crushed.html. [Accessed 21 October 2019].

Appendix 2 - Chart showing the percentage per country of firms reporting difficulty finding qualified talent ATKearney. 2019. Competition, Disruption, and Deception Global Trends 2018–2023. [ONLINE] Available at: https://www.atkearney.com/web/global-business-policy-council/global-trends/2018-2023. [Accessed 26 October 2019].

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Appendix 3 - GLOBAL LUXURY FURNITURE MARKET: Key Drivers and Figures by Technavio Business Wire. 2017. Luxury Furniture Market - Trends and Forecasts by Technavio. [ONLINE] Available at: https://www.businesswire.com/news/home/20170612006004/en/Luxury-Furniture-Market---Trends-Forecasts-Technavio. [Accessed 30 October 2019].

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Appendix 3a - Infographic featuring the GLOBAL LUXURY FURNITURE MARKET between 2019 - 2023 by Technavio Business Wire. 2017. Luxury Furniture Market - Trends and Forecasts by Technavio. [ONLINE] Available at: https://www.businesswire.com/news/home/20170612006004/en/Luxury-Furniture-Market---Trends-Forecasts-Technavio. [Accessed 30 October 2019].

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Appendix 3b - Infographic depicting the GLOBAL LUXURY FURNITURE MARKET Size and Forecast between 2014 and 2020 by Allied Market Research Allied Market Research, 2013. Global Luxury Furniture Market Size and Forecast 2014-2020. Luxury Furniture Market Global Opportunity Analysis and Industry Forecast 2014-2020, [Online].

1, 9. Available at: https://slideplayer.com/slide/14220425/ [Accessed 30 October 2019].

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Appendix 3c - Infographic depicting the GLOBAL LUXURY MARKET rate of growth in 2017 when compared to 2016 by Bain & Company D’Arpizio, C. Levato, F. Kamel, M. and de Montgolfier, J. Bain & Company. 2017. Luxury Goods Worldwide Market Study, Fall–Winter 2017. [ONLINE] Available at: https://www.bain.com/insights/luxury-goods-worldwide-market-study-fall-winter-2017/. [Accessed 30 October 2019].

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Appendix 3d - Infographic depicting the GLOBAL LUXURY MARKET rate of growth in 2017 when compared to 2016 by Bain & Company O’Connell, L. Statista. 2019. Loyalty to furniture brands and retailers of worldwide consumers as of 2017. [ONLINE] Available at: https://www.statista.com/statistics/817740/consumer-loyalty-to-furniture-brands-and-retailers-worldwide/. [Accessed 31 October 2019].

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Appendix 3e - Chart depicting the GLOBAL LUXURY Furniture MARKET share percentage by geography.

Mordor Intelligence. 2019. Luxury Furniture Market. [ONLINE] Available at: https://www.mordorintelligence.com/industry-reports/luxury-furniture-market. [Accessed 1 November 2019].

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Appendix 3f - Chart depicting the GLOBAL LUXURY Furniture MARKET by end user.

Allied Market Research. 2015. Luxury Furniture Market. [ONLINE] Available at: https://www.alliedmarketresearch.com/luxury-furniture-market. [Accessed 1 November 2019].

Interview Scripts.

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