Final Year Project Multimedia Advertising Design 2012/2013: SITUATION ANALYSIS

Chapter 1: Project Overview

1.1 Introduction

Obesity is defined as abnormal or excessive fat accumulation that may impair health. Body mass index (BMI) is a simple index of weight-for-height that is commonly used to classify overweight and obesity in adults. It is defined as a person's weight in kilograms divided by the square of his height in meters (kg/m2). The World Health Organization (WHO) definition is a BMI greater than or equal to 30 is obesity. BMI provides the most useful population-level measure of obesity as it is the same for both sexes and for all ages of adults. However, it should be considered a rough guide because it may not correspond to the same degree of fatness in different individuals.

Obesity is the fifth leading risk for global deaths. At least 2.8 million adults die each year as a result of being overweight or obese. In addition, 44% of the diabetes burden, 23% of the ischaemic heart disease burden and between 7% and 41% of certain cancer burdens are attributable to obesity.

The recent statement by the Malaysia’s Health Minister Datuk Liow Tiong Lai that overweight and obesity among Malaysians needs urgent attention again illustrates public ignorance on the problem. The Minister pointed out that the weight of Malaysian students were also on an increasing trend. While 20.7 percent of Malaysian students were overweight in 2001, the Minister said that the National Health and Morbidity Survey 2006 had forecast that the percentage would rise to 26.5 in 2007.

The survey, third of its kind, is done every 10 years in Malaysia, with the first one done in 1986. The Minister said that 60 percent of Malaysians aged 18 and above had a body mass index (BMI) of over 23. The Minister said that it was critical for the Malaysian government to tackle the problem as obese individual’s encountered higher risks of developing chronicle diseases, which would in turn affect the country's productivity.

The minister also pointed out that Malaysians poor eating habits was worrying as their high consumption of fat and meat would lift their body weights, resulting in them developing diseases such as diabetes, heart attack, kidney disease, high cholesterol and high blood pressure.

1.2 Problem Statement and Issue

In this era, people are not aware of the healthy issue potentially due to the urbanization. Thus, one of the healthy issues is obesity which gives impact to the world healthy. Especially in Malaysia, it is a big issue. The public ignoring on the problem and the poor eating habits was the problems among Malaysian. Even more worrying is the fact that this group is at high risk of contracting serious disorders like diabetes, hypertension and high blood cholesterol. In the highly technology trend, this slowly can help change the people’s lifestyle for the better would bring a good impact to the public awareness.

24 hours Mamak Stall

In Malaysia, a cause of obesity is the culture or unnoticed habit of eating at night. Restaurants and stalls scattered in Kuala Lumpur which is open 24 hours makes many of them spend their leisure time eating and drinking until late at night.

Fast food

Fast food seems to have become a culture and pride of those who enjoy breakfast, lunch and dinner. Fast food is that largely come from foreign countries in fact not compatible with our culture. This is because fast food is often high in calories as possible into the needs of the cold countries but not in Malaysia. Parents should play a role in educating children not to rely on fast food.

Lack of Knowledge

Healthy knowledge we need to know. Don’t blame Kementerian Kesihatan Malaysia because we as individual need care about our healthy and that is our own problem. Blame yourself.

1.3 Objectives and Aims

Objectives

· To educate people about the impact of obesity.

· To identify the danger of obesity in every day’s life.

· To suggest an alternatives way to take care our weight.

Aim

· The aim is to educate people on the impact of the obesity to the healthy lifestyle. I would like to cultivate and make a mass awareness to public since the level of awareness on the healthy issues is very low in our community. This will make a step of prevention from consuming obesity as our culture without giving care to the healthy.

Chapter 2: Project Profile

2.1 Product Name

Kenny Rogers Obesity Awareness Campaign, “Kilos for Cash 100 Days Challenge”

2.2 Product Classification

The center point of this study is to create awareness campaign of the obesity by using multimedia as the way to educate people. This awareness campaign cans classification as Public Service Announce (PSA).

2.3 Product Characteristics

This project is a healthy awareness campaign. This campaign will remind public how importance health in our daily life and to educate the public to lead a healthy lifestyle.

2.4 Product Range

From my viewpoint, healthy campaign has three categories which are physical, psychology and social. The obesity is in physical category because it will affect our physical body.

2.5 Distribution

As usual, for public service announce or awareness campaign will do in public place to attract audience. For Kenny Rogers Obesity Campaign, themed “Kilos for Cash 100 Days Challenge”, will do at shopping mall as the target place to do the campaign. This area many people will come, not just teenage but adults too. This area will open the booth for giving the information and remind public what the effect from obesity. However, some activity will be there to attract audience to come to the booth. While promoting the campaign, the indirect will promote Kenny Rogers brand too. So this is the best place will do the Kenny Rogers Obesity Campaign, themed “Eat for healthy”.

2.6 Product Life Cycle

The graph shows that the awareness level of obesity issue in decline level. Some of people still ignore about it. Public must always to be reminded of the effects from obesity.

2.7 The Brand

The obesity awareness campaign is one of the healthy awareness. In Malaysia, this issue every year we talk about it. The problem here, are public aware about it? They know or not what the effect will get from obesity? So, public always need to be remind about how important health lifestyle in our daily life. For PSA, we just can remind public what is importance, it up to them want take it seriously or not about the issue. Example for previous obesity awareness campaign in Malaysia was reducing sugar in drinks; the motto is A Spoon is already Enough, Less Is Better, in Malay “satu sudu sudah cukup, kurang lebih baik”. It shows that government also wanted prevents the obesity issue. For other health awareness campaign such as Say No to Smoke. For my opinion, smoke issue we can’t prevent because cigarette is one of largest business in Malaysia. Smoke is more for personal issue that each person must take risk from they doing.

2.8 Brand Image and Implication

The obesity topic gets attention to other country, not just in Malaysia. Malaysian Association for the Study of Obesity (MASO) will conduct the 12^th International Congress on Obesity in 17-21 March 2014. The latest I found a debate from the Canadian Obesity Network conduct and New Professional hosted Drs Jacqui Gingers and Arya Sharma in Ottawa for discussion titled “Is Obesity a Disease?” This shows that, the issue not just can ignore, must take it seriously because it can categories as physical healthy issue for our country.

2.9 Strength and Weakness

Strength

· Make the competition for less weight.

Weakness

· Healthy campaign.

2.10 Advantages and Disadvantages

Advantages

· Will use multimedia as the way for the campaign

Disadvantages

· People will ignore it like other campaign

2.11 Unique Selling Proposition (USP)

The awareness and perceptions of people’s on overweight and obesity problem may be able to spread widely if the public’s focused and try to solved this matter by consuming the healthy food and beverages. It will decrease and lower the percentage of getting other disease as well such as diabetes that related with overweight and obesity problem.

2.12 Promotional History and Advertising Schedule

Promotions and advertising campaign can help to attract audience. Kementerian Kesihatan Malaysia had come out with some of the advertising to attract the obesity group to help them in health problem.

Kementerian Kesihatan had broadcasted a Television Commercial in Malaysia television station. In 2009, the TVC about Walking 10.000 Steps a Day, and in 2010, the TVC about A Spoon is already Enough, Less Is Better.

2.13 Positioning Statement

Kilos for Cash, 100 days Challenge

Chapter 3: The Company

3.1 Company Overview

As a brand that advocates healthy living through its 'less fat...less salt...less calories' tagline, KRR is committed to its mission in promoting and encouraging healthy living among Malaysians while not forgetting the less fortunate in the communities within which it operates. Since its inception in 2005, the KRR Community Chest Campaign continued to give back to society through various CSR initiatives such as the annual Roasters Chicken Run and Wishing Tree Campaign, as well as the frequent festive gatherings for the underprivileged, food donations and staff visits to children's and old folk's homes. During the financial year under review, the Roasters Chicken Run event raised RM65, 000 for the National Kidney Foundation of Malaysia, a provider of dialysis treatment and a one-stop centre for kidney patients. To date, this unique charity run event has raised more than RM310,000 for various non-governmental and charitable organizations such as Tabung Kebajikan Pesakit HUKM, Pediatric Unit HUKM (Oncology), Unit TUTUR - Aural Rehabilitation Centre for Hearing Impaired Children together with Yayasan Budi Penyayang Malaysia and House of Joy and Faith, Yayasan Sunbeams Home, Rumah Juara, Rumah Kanak-kanak Tengku Budriah, Rumah Sayangan, Rumah Hope, Rumah Kebajikan Anbu Illam, Rumah Charis, Ti-Ratana Welfare Society, and Tabung Kebajikan Pesakit PPUKM - Young Diabetic Patients. The Wishing Tree campaign which granted the simple wishes of underprivileged children saw another successful year by making the wishes come true for more than 1,200 children from 30 charitable homes nationwide. As part of our on-going commitment to healthy living, KRR also organized the Public Health Talk 2010 conducted by professional healthcare consultants aiming to educate the public on how diet preference could affect the quality of life.

3.2 Business Description

Kenny Rogers ROASTERS is a mid-casual dining restaurant with roast chicken as its main core item complemented by a rich variety of hot and cold side dishes. This is made up of Kenny's famous home-made muffins, jacket potatoes, vegetable salads, pasta, soups, desserts and beverages served in a friendly and comfortable environment. The menu was originally centered on wood-fired rotisserie chicken. After closing almost all of its U.S. operations, Kenny Rogers Roasters now operates primarily in Asia. "The key to nutritious, wholesome eating is the time tested advice of balance, variety and moderation. Eating a wide variety of foods without knowing will get too many calories. Not every food has to be perfect, but your food choices over several days should fit together into a healthy eating programme. Kenny Rogers ROASTERS' philosophy is weaved on preparing wholesome, hearty and well-balanced meals which mirrors today's discerning consumers' changing attitude towards healthy eating lifestyle. Our rotisserie chicken is healthier alternative and less fattening. Constantly in a state of being turned on a skewer, allows the fat to drain away and the chicken to be roasted more evenly while maximizing the retention of juices and nutrients. The results are simply a flavorful and nutritional meal. Kenny Rogers ROASTERS menu has been thoroughly analyzed and evaluated to determine the nutrient content, as illustrated in the above chart. You may want to follow “Piramid Makanan Malaysia” published by Ministry of Health, Malaysia, as an intelligent guide to your daily eating.

3.3 Company History

Kenny Rogers ROASTERS was originally set up by popular Country and Western singer, Kenny Rogers, and former Governor of the state of Kentucky, John Y Brown Jr., in 1991. Seeing an opportunity to provide healthy and delicious food in a restaurant environment, Kenny Rogers ROASTERS opened its first restaurant in Coral Spring, Florida in August of 1991. Internationally, Kenny Rogers ROASTERS has expanded to various countries around the world and has restaurants in Malaysia, Singapore, China, Indonesia, Bangladesh, Brunei and the Philippines. Kenny Rogers ROASTERS was awarded three times in a row (1996, 1997, 1998) for the prestigious America's Choice Award Winner for the Best Chicken Chain by Restaurants and Institutions Magazine, a leading publication from USA. Kenny Rogers ROASTERS was also awarded the Master Franchisee of the Year 2000/2001and 2002/2003 by the Malaysian Franchise Association, an affiliate of the World Franchise Council.

Berjaya Roasters (M) Sdn. Bhd. is the franchise holder for Kenny Rogers ROASTERS ("KRR") in Malaysia. The company is a wholly owned subsidiary of Berjaya Group Berhad and was incorporated in 1994. In April 2008, Berjaya Corp Bhd (BCorp) wholly owned subsidiary of ROASTERS Asia Pacific and master franchise for Kenny Rogers ROASTERS fully acquired the chain's parent, US-based Nathan's Famous Inc.

3.4 Key People

Board of Directors

· Executive Chairman

Dato' Robin Tan Yeong Ching

· Chief Executive Officer

Dato' Lee Kok Chuan

· Non-Independent Non-Executive Director

Tan Thiam Chai

· Independent Non-Executive Directors

Datuk Zainun Aishah Binti Ahmad

Dato' Mustapha Bin Abd Hamid

Audit and Risk Management Committee

· Chairman/Independent Non-Executive Director

Datuk Zainun Aishah Binti Ahmad

· Independent Non-Executive Director

Dato' Mustapha Bin Abd Hamid

· Non-Independent Non-Executive Director

Tan Thiam Chai

Secretaries

Secretaries Su Swee Hong (MAICSA No. 0776729)

Gan Swee Peng (MAICSA No. 7001222)

3.5 Location and Subsidiaries

HQ Address:

· Berjaya Roasters (M) Sdn. Bhd.

Lot 9-16, Level 9, East Wing,

Berjaya Times Square,

No.1, Jalan Imbi,

55100 Kuala Lumpur, Malaysia.

Subsidiaries:

· 1-Utama

· 1st Avenue Mall

· AEON Anggun Rawang

· AEON AU 2, Ampang

· AEON Bandaraya Melaka

· AEON Bukit Indah

· AEON Bukit Raja

· AEON Bukit Tinggi, Klang

· AEON Cheras Selatan

· AEON Ipoh Station 18

· AEON Mahkota Cheras

· AEON Seberang Prai City

· Tesco, Kota Bahru

· Tesco, Tebrau City

· The Spring, Kuching

· Suria Sabah, Kota Kinabalu

3.6 Brands, Major Products and Services

“At Kenny Rogers ROASTERS, you'll get nothing less than a great meal. Because we are putting love back into food” said Kenny Rogers. When you have too many choices menu, you lose sight of the things that really matter like quality ingredients and passion in cooking. There should be a joyous, no-nonsense way to cook and serve simple yet delicious meals. Food made with love brings people together. It'll put a smile on your face and a twinkle in your eyes.

For product, there have 7 categories. There are:

· Healthy Bites – the menu are sandwich

· Kenny’s Chicken Meals – main menu of Kenny Rogers are chicken

· Kenny’s Greatest Meals - the menu are spaghetti, macaroni and potato

· Lite & Easy Selections – the menu are salad

· Freshen-up – drinks

· Sweet Indulgence – desserts

3.7 Corporate Vision

· To be the preferred choice for delicious and healthy chicken meals.

3.8 Corporate Mission

· To be your home away from home, a casual dining restaurant that offers friendly service in a comfortable setting.

3.9 Company’s Current Promotional Strategy

The method that KRR use for promotion are:

· TV Commercial

· Social network – Facebook and Twitter

· Website

· Newspaper & Magazine

3.10 Product Sales’ History

3.11 Current Marketing Objective

To establish Kenny Rogers ROASTERS as the leading and preferred mid-casual rotisserie chicken restaurants in Malaysia without compromising our principles and values.

3.12 Media Expenditure

Berjaya Roasters .Bhd had making full use of the media in their promotional activities, which is television commercial, newspaper, magazines ads and etc. Through the media, Berjaya Roasters .Bhd can bring the message of Kenny Rogers Roasters to their target audiences of all demographics effectively.

Chapter 4: Consumers and Stakeholders

4.1 Current Consumers’ Characteristics

4.1.1 Demographics

a) Age: 18 – 35

b) Gender: Male and Female

c) Education: secondary school/college/university

d) Occupation: Student and Worker

e) Allowance/Income Range: RM500 - RM5000

f) Race: Malay, Indian, Chinese

g) Geographical location: Urban, Suburban and Rural Areas

4.1.2 Psychographics

a) Perception: Overweight and Obesity Problem among adults in Malaysia is rising up due to habits of consuming unhealthy food and beverages.

b) Learning: Internet, Magazine, Newspaper, Exhibition, Television, Radio, Word of Mouth.

c) Motivation & Needs: The fear of disease such as diabetics, heart and other health problem that caused from overweight and obesity problem.

d) Attitude & Personality: Aware and concern about adult’s health as well as food and beverages consume.

e) Lifestyle: Active lifestyle, Busy, Relax

Chapter 5: Industry and Marketplace

5.1 Industry

5.1.1 Definition of the Industry

Obesity is the most common nutritional problem among adults in developed countries. Obesity is caused by an imbalance in energy input versus output, resulting in a positive energy balance. There is alarming increase in the number of adults developing Type-2 Diabetes (also termed as adult-onset diabetes) due to being overweight. The high levels of cholesterol and high blood pressure, that are some of the main risk factors for development of heart diseases, are found in most of the obese adults.

Sleep Apnea (interruption of breath while sleeping) is considered as the most severe problem faced by obese adults. In rare cases, this sleep apnea may lead to other problems like difficulty in learning and memory. Obese are on higher risk of developing, liver diseases, orthopedic problems and asthma. More than 70% obese adolescents retain their overweight and obese condition even during their adulthood.

5.1.2 Shape of the Industry

There are several types of Obesity. It does not particularly revolve around only one type. According to whether or not cause syndrome, there are:

· Simple Obesity and Secondary Obesity.

· Simple Obesity.

Obesity is caused by ingesting too much heat energy and consuming less energy and so storing up too much fat, not by endocritic or metabolic disease. Most Obese people belong to this type. Simple Obesity has below two types:

· a1. Constitutional Obesity, or From Infancy type Obesity. Obesity starts from infancy to adult. Usually they have family history of Obesity.

They have very good appetite from half a year after birth and body fat cell number begins to increase. Their metabolism is slow and synthesis exceeds catabolism. There will be poor cure effect by limiting diet and strengthening exercise. They are not sensitive to insulin.

· a2. Acquired Obesity, or From Adult type Obesity, and Diet-induced Obesity. This is caused by intentionally or unintentionally eating too much, called surfeit Obesity. They usually begin to gain weight from early adult times and gain weight mainly on limbs.

There’ll be good cure effect by limiting diet and strengthening exercise. Their sensitivity to insulin treatment will recover.

· b. Secondary Obesity. It’s Symptom Obesity taking some disease as primary disease, occupying fewer than 5% of total obesity. The primary diseases are Cushing’s syndrome, metabolic obesity, hypothalamic obesity, polycystic ovary syndrome, insulin tumor, etc. The primary disease must be cured; otherwise it’s impossible to lose weight.

5.1.3 Development of the Industry

Risk factors for Obesity

Obesity is a rising concern for a huge majority of people, especially in developed countries. There can be many factors, from genetic to environmental, that can lead to obesity. Factors that may increase your risk of obesity include:

· Genetics. Your genes may affect the amount of body fat you store and where that fat is distributed. Genetics also may play a role in how efficiently your body converts food into energy and how your body burns calories during exercise.

· Family history. Obesity tends to run in families. That’s not just because of genetics. Family members tend to have similar eating, lifestyle and activity habits. If one or both of your parents are obese, your risk of being obese is increased.

· Age. Obesity can occur at any age, even in young children. But as you age, hormonal changes and a less active lifestyle increase your risk of obesity. In addition, the amount of muscle in your body tends to decrease with age. This lower muscle mass leads to a decrease in metabolism. These changes also reduce calorie needs and can make it harder to keep off excess weight. If you don’t decrease your caloric intake as you age, you’ll likely gain weight.

· Quitting smoking. Quitting smoking is often associated with weight gain. And for some, it can lead to a weight gain of as much as several pounds a week for several months, which can sometimes lead to obesity.

· Social and economic issues. Certain social and economic issues may be linked to obesity. You may lack access to safe areas to exercise, you may not have been taught healthy ways of cooking, or you may not have the financial means to buy fresh fruits and vegetables or foods that aren’t processed and packaged. In addition, some studies show that your social networks influence your weight — you’re more likely to become obese if you have obese friends or relatives.

5.2 Marketplace

5.2.1 Current Condition of the Marketplace

The objectives of this awareness campaign are to promote a healthy living life especially among adults in Malaysia. The awareness level of obesity issue is in decline level because some of people still ignore about it.

5.2.2 Changes in Marketplace

Public must always to be reminded of the effects from obesity. Through this campaign, it can helps in developing seriousness and attention among adults towards intake of sugar and sweet products. This campaign can also rise up the level of knowledge among consumers about the importance of consuming nutritional and healthy food and beverages. This campaign will educate parents and adults to become role models for their children at the same time built a happy and healthy family.

Chapter 6: Competitive Situation

6.1 Direct Competitors

· Diabetes Awareness Campaign

· Cardiovascular Awareness Campaign

6.2 Indirect Competitors

· Lung Cancer Awareness Campaigns

· Human Trafficking Awareness Campaign

· Anti – Smoking Campaigns

Chapter 7: Competitive Situation

7.1 SWOT Analysis

7.1.1 Strength

· More people especially adults will be interested to know about the current issue.

· Will highlight the importance of teenagers and adults obesity awareness

7.1.2 Weakness

· Not many campaigns have been done

· The issue of obesity is not being highlight compare to other campaign.

7.1.3 Opportunities

· Will raise the level of awareness amongst Malaysian

· Not many competitor due to lack of healthy campaigns

7.1.4 Threats

· The public’s perceptions towards obesity in adults.

· Adults are not to wiling to come forward due to fear of being ashamed of their condition.

· Ignorance as many people think adults obesity is a minor matter.

Chapter 8: Strategic Target Audience

8.1 Proposed Primary Target Audience

8.1.1 Demographic

· Age : 25 - 35

· Gender: male and female

· Status: Single and married

· Education: secondary school \ college\ University

· Occupation: student and worker.

· Allowance\Income Range: RM500 - RM5000

· Race: Malay, Chinese, Indian

· Geographical Location: Urban, Suburban and Rural Areas

8.1.2 Psychology

a) Perception: Overweight and Obesity Problem among adults in Malaysia is rising up due to habits of consuming unhealthy food and beverages.

b) Learning: Internet, Magazine, Newspaper, Word of Mouth, Exhibitions, television, Radio

c) Motivation & Needs: The fear of disease such as diabetics, heart and other health problem that caused from overweight and obesity problem.

d) Attitude & Personality: Aware and concern about adult’s health as well as food and beverages consume.

e) Personality: Responsive towards health issue

f) Lifestyle: Active lifestyle, Busy, Relax

Chapter 9: Research Development

9.1 Marketplace Research

I had visited a few of past newspaper in different year to do the market research of Obesity to research about the issue in Malaysia. Every year in newspaper must have this topic. Some cases like Malay actor Syanie use the gastric bypass surgery as the way to prevent her obesity problem. People can do anything if they really want something.

Children can be the victim of the obesity. So, obesity campaign must do every year to remind adults to make them as role model for children to live in healthy lifestyle.

9.2 Market Observation

Based on my observation, most of people want have ideal weight in their life. Government always talks about the issue in newspaper, but if not have support from community, the effort from our government useless. From what I get, some people easy to get obesity from fast food. Nowadays, many company of fast food make the offer for breakfast, lunch and dinner. It can attract people to go there. Below show the percentage of population people eat fast food at least once a week:

Other factors that may increase your risk of obesity include:

9.3 Online Survey

Obesity Awareness Campaign Survey

I am a student from Multimedia University (MMU), Bachelor of Creative Multimedia, and Advertising Design. Currently, I am conducting a survey for my final year project and thesis. Your co-operation and contribution by spending your precious time in filling up this questionnaire is very much appreciated!

*Required

1. What is your gender? *

Male

Female

2. How old are you? *

18 - 20 years old

21 - 25 years old

26 - 30 years old

31 - 35 years old

3. What is your ethnicity? *

Malay

Chinese

Indian

Other:

4. Where do you live? *

Urban

Suburban

Rural

5. Are you? *

Studying

Working

Unemployed

Other:

6. Do you know what is obesity? *

Yes

Not sure

7. If yes, please briefly state what you know about obesity? *

8. Do you know anyone who might be dealing obesity? *

Yes

9. Are you aware that nowadays more teenagers and adults are overweight? *

Yes

10. Do you know anyone that obesity and overweight? *

Yes

11. If yes, would you help them? *

Yes

Maybe

12. Do you think being obesity will affect the studies and social life? *

Yes

Maybe

13. Does public play a big role in helping to control the eating habit? *

Yes

14. Do you personally think that teenagers and adults obesity is a serious matter? *

Yes

Maybe

15. What do you think the reason of them being obesity? *can choose more than 1

Not anyone to supervised them

They do not know how to control their eating habit

Lack of discipline

Not enough physical activity

16. What do you think is the solution to this issue? *

17. Have you ever come across any Obesity awareness campaign in Malaysia? *

Yes

18. If yes, do you think the campaign are effective?( Please state you reason)

Chapter 10: Precedent Studies

10.1 Advertising Strategy

According to the information that I get from observation, in this few years there are some TV commercial or advertising to promote the healthy campaign. The TVC not direct about obesity. According to the information that provided, in 2009 and 2010, there have a Television Commercial in Malaysia television station. Below are some screen shoot of the television commercial of walking 10.000 steps a day and the second screen shoot about a spoon is already enough, Less Is Better.

Walking 10.000 Steps a Day 2009

This is a walking advertisement 10.000 step a day. Published by the Ministry of Health Malaysia in 2009.

A Spoon is Already Enough, Less Is Better 2010

This advertisement calls people to reduce sugar intake because excessive sugar intake can lead to diabetes. Supported by the RTM in collaboration with the Ministry of Health Malaysia in 2010.

10.2 Precedent Studies