EXECUTIVE SUMMARY This document discusses the marketing strategies, problems and solutions for a selected company and its new product being launched. The company discussed in this document is Gandhara Nissan Limited working in Pakistan; in collaboration with Nissan Motor Co. Japan. Gandhara Nissan is launching anew car with name of ³Nissan next´ and this document provide an efficient and workable marketing plan for the product.
In Pakistan automobile industry is growing at a rapid pace. The demand for cars in Pakistan over time has increased a lot due to growth of economy and stability of people economic condition. This has attracted a number of producers towards the market. Nissan along with other producers like Toyota, Suzuki and Honda etc. is a player in the automobile market. Now Nissan has planned to launch a new car with significant innovations and steps towards improvements. For the success of the car in industry a deep study and research has been undertaken to develop an effective and efficient plan. Some of the important areas covered in this document while developing a Marketing Plan for the selected company are: y
iscussion Discussion
of o f the Industry
y
Analysis of company¶s position
y
Marketing objectives
y
Promotions strategies
y
Pricing strategies
y
Product strategies
y
Distribution strategies.
Furthermore, action plan lays out successful implementation through monitoring has also been included.
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TABLE OF CONTENTS
Executiv Executivee Summar Summary y....................................................................................................... 1 Table Table of Contents......................................... Contents........................................................................................................... .................................................................. 2 1.0. Automobile Industry Overview .............................................................................. 5
1.1. Global Industry for Automobile Automobile ................................................................................................ 5 1.2. Automobile Automobile Industry Overview of Pakistan Pakistan ............................................................................... 5 2.0. Nissan Nissan:: Histor History y ........................................................................................................6
2.1. Introducti Introduction on .............................................................................................................................. 6 2.2. Nissan¶s Nissan¶s Visi V ision on ......................................................................................................................... 7 2.3. Nissan¶s Nissan¶s Mission Mission....................................................................................................................... 7 3.0. Nissan next : Market Marketing ing Enviro Environmen nmentt .................................................................... 7
3.1. Micro Micro Environmen Environmentt ................................................................................................................... 7 3.1.1. Consumers Consumers ......................................................................................................................... 7 3.1.2. Competitors Competitors........................................................................................................................ ........................................................................................................................ 7 3.1.3. Interm Intermediari ediaries es .................................................................................................................... 8 3.1.4. Publics ............................................................................................................................... 8 3.2. Macro Environment Environment .................................................................................................................. 8 3.2.1. Demographi emographicc Environment................................................................................................. Environment................................................................................................. 8 3.2.2 Economic Economic Environment Environment ....................................................................................................... ....................................................................................................... 9 3.2.3. Technologic Technological al Environment................................................................................................ Environment................................................................................................ 9
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4.0.
Nissan next : Produc Productt Evalua Evaluation tion .......................................................................... 10
4.1. Core, Actual Actual and Augmented Augmented Product ..................................................................................... 10 4.2. Consumer Consumer or Industrial Industrial Product? ............................................................................................. 10 4.3. Convenience, Convenience, Shopping, Shopping, Special Special or o r Unsought Unsought Product ............................................................ 10 4.4. Product Product Uses and Consumer Consumer Acceptance Acceptance ................................................................................. 10 4.5. Distrib istribution ution ± Wide Wide Spread or Not? ........................................................................................ 11 4.6. SWOT Analysis Analysis ...................................................................................................................... 11 4.6.1. Strengths Strengths .......................................................................................................................... 11 4.6.2. Weakness Weaknesses es ...................................................................................................................... 11 4.6.3. Opportuni Opportunities ties ................................................................................................................... 11 4.6.4. Threats Threats ............................................................................................................................. 12 5.0 Consume Consumerr Evaluatio Evaluation n ............................................................................................ 12
5.1 Type of Purchase Decision ecision ....................................................................................................... 12 5.2 Consumpti Consumption on ± consumer consumer response response .......................................................................................... 12 5.3 Quality Quality,, Comfort Comfort & Safety Safety ....................................................................................................... ....................................................................................................... 12 5.4 Customer Customer Awareness Awareness and Brand Switching Switching .............................................................................. 13 5.5 Brand Brand Prospects Prospects -- Location Location and Influence Influence ............................................................................... 13 6.0 Competi Competitor tor Analysi Analysiss .............................................................................................. 14
6.1 Pricing Pricing ..................................................................................................................................... ..................................................................................................................................... 14 6.2 Promotion Promotion ................................................................................................................................ ................................................................................................................................ 14 6.3 Distributi istribution on .............................................................................................................................. 14 6.4 Future Future Competitors Competitors and Replacemen Replacementt Products Products ........................................................................ 14 7.0 Market Marketing ing Obje Objectiv ctives es ............................................................................................ 15
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8.0
Market Marketing ing Str Strateg ategies ies ............................................................................................. 16 16
8.1 Target Target Market Market .......................................................................................................................... 16 8.2 Nissan next Target Market: Geographi Geographicc Segment ..................................................................... 16 8.3 Nissan next Target Market: Psychograph Psychographics ics ............................................................................. 16 8.4 Nissan next Target Market: Demographi emographics cs ............................................................................... 16 9.0
Market Marketing ing Mix Str Strateg ategies ies ...................................................................................... 17
9.1 Product Product Strategie Strategiess .................................................................................................................... 17 9.1.1 Packaging Packaging ......................................................................................................................... 17 9.1.2 Labeling Labeling ............................................................................................................................ 17 9.1.3 Product Line...................................................................................................................... 18 9.2 Pricing Pricing Strategies ..................................................................................................................... 18 9.3 Distributi istribution on Strategies.............................................................................................................. Strategies.............................................................................................................. 18 9.4 Promotion Promotion Strategies Strategies ................................................................................................................ ................................................................................................................ 19 9.4.1 Environment Environment Research Research ...................................................................................................... 19 9.4.2 Advertising Advertising ....................................................................................................................... 19 9.5 Positionin Positioning g Strategy ................................................................................................................. 20 9.6 Action Action Plan .............................................................................................................................. 20 10.0 Evaluation, Monitoring and Control................................................................... 21 11.0 Budget Budget .................................................................................................................. 22 22
11.1 Market Market Analysi Analysiss Cost ............................................................................................................. 22 11.2 Questionn Questionnaire aire Cost ................................................................................................................. 22 11.3 Advertis Advertising ing and promotional promotional cost ........................................................................................... 22 12.0 Bibliogr Bibliography......................................... aphy......................................................................................................... ................................................................24
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Consum Consumer er Que Questio stionnai nnaire............................................................................................. re............................................................................................. 27 APPENDIX 'B' Budget ................................................................................................ 39
1.0. AUTOMOBILE I NDUSTRY OVERVIEW
1.1. GLOBAL INDUSTRY FOR AUTOMOBILE
1
Automobile Industry is a business of manufacturing and selling vehicles. It has encouraged the expansion of road systems and allowing consumers to commute long distances. It has also allowed other industrial product to contribute as well, such as steel and thus is the key determinant for economic growth. Globalization of automotive industry accelerated exponentially after the 1980¶s. This was due to the construction of important overseas facilities and mergers alongside with improved production techniques adopted by Japanese in the 1970¶s. By 2005, the industry¶s global output touched 64.6 million vehicles. The auto market today is one of the largest segments in world trade. Today the annual automotive exports have reached a level of $600 billion which accounts for 10% of o f the worlds export. With increase awareness in consumers about potential hazards, automobile industries are in constant competition with each other to produce a better vehicle for the right consumer. It is estimated that the car industry will continue to prosper to increasing trends as national economies and population increases. Mobility 2030, of the World Business Council for Sustainable
Development,
reported that
per capita mobility of china, Latin America, Russia and rest of Europe would double by 2030 to 500014000 km per year. This will contribute to the automotive industry a big dea l. 1.2. AUTOMOBILE INDUSTRY OVERVIEW OF PAKISTAN
2
In Pakistan automobile industry is growing at a rapid pace. There have been huge demand for cars in Pakistan over time but in the last few years due to improvement in economy of Pakistan this demand has increased tremendously. Total number of automobiles in use today in Pakistan is 5 million. About two-third of the market demand is being met currently by local production and imports from other countries and one-third is left unmet.
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So there is a huge gap in market demand and supply which is still there to be met. Major producers currently in the market are Toyota, To yota, Suzuki, Nissan, Honda, Mitsubishi, Mitsubishi, Hyundai. The government is also supporting the investors to invest in Pakistan this has attracted more producers of cars to come in Pakistan Pak istan and grasp market share from Pakistan automobile auto mobile market. 2.0. N 2.0. NISSAN: HISTORY
2.1. INTRODUCTION
3
Nissan Motor Co. is one of the major car manufacturers in the world. Nissan Motor Co. is in automobile industry for over 70 years. Nissan has spread out its manufacturing over all major countries and territories of the world. Nissan Motor Co. founded in 1934, formally known as
Datsun
until 1983,
is a Japanese automobile manufacturer manu facturer and is Japan¶s second largest company after a fter Toyota. It is among the top Asian rivals of the ³big three´ in the US. Initially, Nissan produced military vehicles for Japans military. Nissan produces an extensive range of mainstreams cars, trucks for domestic and international consumers. In Pakistan Nissan is operating in collaboration with Bibojee Services (Pvt.) Limited with local brand name of Gandhara Nissan Limited. Gandhara Nissan Limited was established in 1981 as a private Limited Company and has sale license for distribution of Nissan vehicles. In Pakistan Nissan¶s net sales for year ending 30th June 2006 were about Rs. 4 billion. In Pakistan Nissan has following major cars already in market : y
Nissan Sunny
y
Nissan Patrol
y
Nissan Cefiro
y
Nissan X-Trail
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2.2. NISSAN¶S VISION
4
Nissan¶s vision is to enhance the quality and safety of travel and achieve customer satisfaction. Nissan focuses on maintain and implement better quality standards to ensure people with more comfortable and safe drive. There vision is expressed in their statement as: ³Nissan-Enriching people¶s Lives.´ The significance of this is that Nissan aims to participate in the development and progress of society through its business activities worldwide. This is only achieved through set of objectives that needs to be focused and better implemented through effectiveness and efficiency. 2.3. NISSAN¶S MISSION
5
³Nissan provides unique and innovative automotive products and services that deliver superior measurable values to all stakeholders´
3.0. N 3.0. NISSAN NEXT : MARKETING E NVIRONMENT
3.1. MICRO ENVIRONMENT
3.1.1. CONSUMERS
Consumers are the main target which needs to be understood and satisfied in the market. Their purchasing behavior will most likely be an impact affecting an organization in several unprecedented ways. It is important to understand their mindset patterns of purchasing a family car, the basic pattern includes affordability, fuel efficiency, safety and comfort giving the consumer a mood of acceptance
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product with features such attractive look-n-feel. Direct - competitors are Toyota and Suzuki which have substantial market share. 3.1.3. INTERMEDIARIES
Nissan will adopt both distribution channels, direct and indirect. Intermediaries (i.e authorized dealers of Nissan) are important, since indirect distribution of its product is carried out through them. This will help to further enhance the reach-ability reach-ab ility of the car. 3.1.4. PUBLICS
Publics are the general public who are involved in the reputation of Nissan and its products. Nissan has to provide several strategic approaches in order to stand out with the public opinions. Any critics against Nissan would impact the sales and repute. With such diverse culture, consumers are highly deterred with public opinions. This very thin line, the public offers, can effect production, distribution and diversification of Nissan. Nissan will have to stand out in their primary objective and not loose that position. 3.2. MACRO ENVIRONMENT 3.2.1. DEMOGRAPHIC ENVIRONMENT 3.2.1.1. Education
The literacy rate of the country co untry is increasing and as a result it has increased the consciousness in people about safety and quality of travel. People are now more sensitive about how safe and comfortable is the automobile they are using. With the increased awareness in people they have now shifted towards the automobiles which are according to safety standards and give more comfortable travel. This shift is
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3.2.2 ECONOMIC ENVIRONMENT
With the rapid growth of national economy purchase power of people has also increased. Also the priorities have changed a lot. The affordability of cars has improved and this resulted in huge increase in the sales of cars. This provides Nissan an opportunity to jump into market with strong impact and grab a major share in automobile auto mobile industry. 3.2.3. TECHNOLOGICAL ENVIRONMENT
Rapid improvement and advancements in technology impacts the automobile industry a great deal. It impacts the manufacturing, assembling and furbishing of automobiles. New technological advancements pace up the operations; results in more rapid production of cars. Technological improvements also impact Nissan¶s operations a great deal and forces towards technological shift. Nissan keeps on improving its technological structure with time and has to continue its strategy of regular improvements.
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4.0. N 4.0. NISSAN NEXT : PRODUCT EVALUATION
4.1.
CORE, ACTUAL AND AUGMENTED PRODUCT
y
The Core Product is an easily affordable Vehicle for consumers.
y
The Actual Product is ³ Nissan next ´ car which is a new launch of Nissan. It provides its users with an affordable choice to buy and ensures a safe and comfortable travel.
y
The Augmented Product is the added features this car provides to its buyers. Major add-on features Nissan next provides to its buyers are :
4.2.
o
1 year parts and service warranty.
o
Integrated Tracking System. S ystem.
o
Highly attractive design.
o
CNG installed in car for user convenience. co nvenience.
CONSUMER OR INDUSTRIAL PRODUCT ?
³Nissan next´ comes under the category of consumer products as it is designed and launched for the
satisfaction and facility of individual or family users of middle class and low-earning income population. 4.3.
CONVENIENCE , SHOPPING, SPECIAL OR UNSOUGHT PRODUCT
³ Nissan next ´ is a shopping product, as there is high involvement of buyers while buying cars. They want more information about the product and also this is not daily purchase or frequent purchase
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demand of automobiles. Therefore there is a huge gap in market and Nissan next through its low pricing, more safety and comfort will get huge consumer acceptance. 4.5.
DISTRIBUTION ± W ± WIDE SPREAD OR NOT?
Distribution
of ³Nissan next´ will be widespread as Nissan want to reach all the major areas of the
country. It will be launched at all the showrooms and dealers of Nissan. 4.6.
SWOT ANALYSIS
4.6.1. STRENGTHS
Following are some of the major major strengths of co mpany: y
Brand image of Nissan Motor Co. and Gandhara Nissan Limited.
y
Variety of Automobiles being produced.
y
Local Production of cars / low cost of production.
y
Financially Nissan is a strong company.
y
High Quality products.
4.6.2. WEAKNESSES
Following are some of the weaknesses of o f the Product and company: y
y
Currently Nissan has low share in market. varieties only. Nissan next is currently being launched in two varieties
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4.6.4.
THREATS
Following are some of the threats which may be faced in the future: y
y
y
High competition in the market. New Entrants can also add to the competition. Presence of other brands in the market and their infrastructure.
5.0 CONSUMER EVALUATION
5.1 TYPE OF PURCHASE DECISION
Automobile industry has a number of producers already in market including Nissan, Nissan next will introduce a new image of the company and will most likely attract consumers as it will be a customized model for the people. peop le. Since any consumer will w ill be a long lasting relationship, it is important that it stands out in front of its competitors and has a competitive edge. There will be high involvement of user as it has to make a big purchase decision and also there are competitors like Suzuki and Toyota etc. giving services to people; so this purchase behavior will be categorized as Buyer behavior.
Dissonance-Reducing
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family.
Design
will be unique from the rest of its competitors and will be designed after evaluating
customer buying patterns. 5.4 CUSTOMER AWARENESS AND BRAND SWITCHING
Since this is a high value purchase, it is most likely that the brand loyal consumers are loyal to the company and believe that the Nissan products are much better than others. The new car will attract our existing customers as it will contain additional unique features. Nissan next aim is to capture the new market of its level and provide its existing customer a new opportunity to experience a new ride experience. Nissan will provide unique differentiated points to create awareness and presentations proving the consumers the advantages and luxury it can provide to a small family. With increase in awareness in consumer minds, it is imperative that safety features are emphasized and provide core values which the consumers like to see. 5.5 BRAND PROSPECTS -- LOCATION AND INFLUENCE
In Pakistan, 30% of the population is living below the poverty level which be translated as earning less than $2 a day and about 5% comes in the bracket of elite class. Therefore Nissan next will provide a very different level of customization to different locations which will be favorable to low-income families. Most of them travel by bikes and buses. Nissan will introduce a better shift to its new car
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6.0 COMPETITOR A NALYSIS Major competitors of ³Nissan next´ are Suzuki, Toyota, Hyundai and Cherry QQ. All products of these companies of same size and capacity capa city will give tough toug h competition to ³Nissan next ´. ´. 6.1 PRICING
As making cars more affordable is the major objective of launching this car therefore the prices of this car are kept lower than that of all the current competitors in the market. This will help grasping larger market share and compete well in market. y
CNG plus AC car will be available ava ilable at Rs. 3, 50,000 5 0,000 only.
y
Only AC car will be available at Rs. 3, 15,000 only.
6.2 PROMOTION
Major competitors of ³ Nissan next´ like Toyota and Suzuki; are spending huge revenue on promotion of their brand and products. Nissan will also make extensive effort and heavy investment on creating awareness about ³ Nissan next´ in market. Promotion of ³Nissan next´ will be done at nation wide scale as Nissan aims at targeting all major areas of country.
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7.0 MARKETING OBJECTIVES The goals and objectives of the marketing plan are usually defined under the light of certain performance indicators which are related to the probable increase in growth, sales and performance levels in terms of increasing overall company revenues and image. Marketing objectives leads to the increased sales if they are clear and understandable For ³Nissan next´ we¶ll define performance parameters and baseline in light of Nissan¶s vision to achieve customer satisfaction. Also the growth of automobile industry in Pakistan and increase in demand of automobiles is kept under consideration. GOALS AND OBJECTIVES y
Capture at least 25% of o f market share for small cars in defined Target market.
y
Occupy second position in the market following Suzuki Motor Company.
y
Target middle class and low earning income class specially by providing them an affordable option.
y
Create awareness among target audience. Use excessive advertising especially using media
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8.0 MARKETING STRATEGIES This section of the plan basically outlines Nissan¶s plan to achieve its objectives that are mentioned above as well, it is the most essential part of the marketing plan. 8.1 TARGET MARKET
Nissan nexc target market will be the low-level income group, middle class and bike owners. Bike owners are the most critical as large number of consumer currently in Pakistan travel through bikes. Safety hazards of this type are tremendous considering the increasing number of accidents that occur due to unsafe bikes. With constant awareness and education about Nissan affordability and safety features, this type of group could be acquired resulting in increase of brand loyal consumers. People are more aware and therefore, they are constantly more particular when deciding which car to purchase. With strategic advertisement, consumers can be attracted with its latest features and a new image Nissan will provide to owners. 8.2 NISSAN NEXT TARGET MARKET: GEOGRAPHIC SEGMENT
The major concern of Nissan next is to capture all the district headquarters of the country resulting in
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9.0 MARKETING MIX STRATEGIES ³Nissan next¶s´ marketing efforts will be based on the priority of expanding its market share and
increase the brand loyalty among buyer¶s by achieving customer satisfaction. Nissan is launching ³Nissan next´ at this particular time because of boom in the automobile industry in Pakistan. The demand of cars for private usage is increasing a great deal but there are a few car production companies currently in the market. Nissan feels that there is a very good opportunity to jump into the market at this t his time with with a quality product and grasp a major share in market. 9.1 PRODUCT STRATEGIES
The name of the car will be ³Nissan next´. It should be a highly quality product focusing on three
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9.1.3 PRODUCT LINE
Nissan next will be available in two major types of cars: 1.
Nissan next CNG/AC
2. Nissan next AC Imp. Recommendations
It is recommended both products should be launched simultaneously with major production and share to CNG car as demand of CNG is much more than that of simple car. After three months time a survey should be conducted to judge customer¶s response to the car. 9.2 PRICING
STRATEGIES
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Use of In-direct Channel: In those areas where Nissan doesn¶t have its showrooms it will use its
chain of authorized dealers to sell out its cars in these areas. 9.4 PROMOTION STRATEGIES
Promotion is one of the most important factors of marketing; it is done to affect the consumer behavior in order to achieve sales and increase product image. In promotion the major task is to make consumers aware of the product and to attract consumer towards the product by highlighting the advantages of the product. Also it keep consumers aware and well informed about product¶s features and improvements. Recommendations
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y
y
y
Use of Billboards, flex signs etc for massive introduction of car¶s launch. Special road shows and displays will be set at dealers outlets. Prize contest will be conducted to attract people towards the car.
9.5 POSITIONING
STRATEGY
Nissan next will use the image of NISSAN MOTOR CO. and hope that it will attract the customers towards the car. Also Nissan next¶s extensive marketing with focus on its special features like economy, safety and comfort will draw attention of buyers and create room for the product in the market. 9.6 ACTION PLAN
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10.0 EVALUATION, MONITORING AND CONTROL
The goal of the marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the Nissan next business plan a reality by the end of the season. There are a number of KPI ¶s which are needed to be measured for better evaluation of the performance. evenue gener at at io ncurr ed ed in a month or The monthly and the annual r even ion, then the amount of expenses i nc
in a year, then the increased level of cust om act io and l oy omer s r sat isf isf act ion and ensuring the br and oyalt y.. t isi ng e ffor t t s made by the com pan y, strength of the For complying with these scenarios the adver t isi ng d is ng will be measured. The possible ist ribu ribut io ion channel s, launch of the new prod uct s and the pri ci ng
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11.0 BUDGET
As Nissan has a tough competition with some big names like Suzuki and Toyota so there is need of strong financial support to all marketing activities. Nissan has allocated initially Rs. 30 millions for the
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11.3.1 ADVERTISING COST
Advertising costs includes advertisement on electronic media, print media (news papers, magazines, etc.), billboards, road shows, displays etc. etc. These T hese all activities have been allocated Rs. 8 million. he fur the ther sub r subd i i vision T he
v en bel ow i n table 1 .4.1 i n Append i of this cost is g i iven i x B .
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12.0 BIBLIOGRAPHY
ALLEN, G. (1998). I ntroduction ntroduction to Marketing . Addison-Wesley. Fifth Edition. London.
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CAR DEALERS SURVEY SUMMARY
KBC
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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The world's largest digital library
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