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Informe del Estudio de mercado, Ronda 3

Elemental Pharma
Europa IGNIS
Precio, € 415
Ventas, miles de unidades
Clientes Regulares 26.63
Clientes Ocasionales 38.84
Niños 32.57
Hospitales 14.32

Ventas totales 112

Ventas por canal de distribución en Europa, miles de unidades


Farmacias 58.22
Farmacias sociales 39.82
Hospitales 14.32

Cuota de mercado, unidades, %


Clientes Regulares 3.09
Clientes Ocasionales 4.24
Niños 4.73
Hospitales 1.81

Marketing, miles €
Publicidad 4,581
Inversiones en el canal 2,535

Características del prodcuto


Efectividad 109
Variedad 91
Funciones
Antipirético x
Fácil de usar x
Empaque premium
Fecha de vencimiento larga x
Menos efectos secundarios x
Diseño Pastilla

Costo unitario variable, € 243

Asia IGNIS
Precio, € 320
Ventas, miles de unidades
Clientes Regulares 13.51
Clientes Ocasionales 17.73
Niños 16.19
Hospitales 13.24

Ventas totales 60.68


Ventas por canal de distribución en Asia, miles de unidades
Farmacias 27.78
Farmacias sociales 19.65
Hospitales 13.24

Cuota de mercado, unidades, %


Clientes Regulares 5.45
Clientes Ocasionales 7.47
Niños 9.04
Hospitales 4.74

Marketing, miles €
Publicidad 1,089
Inversiones en el canal 274

Características del prodcuto


Efectividad 109
Variedad 91
Funciones
Antipirético x
Fácil de usar x
Empaque premium
Fecha de vencimiento larga x
Menos efectos secundarios x
Diseño Pastilla

Costo unitario variable, € 243

Conciencia, Intenciones y Ventas


Elemental Pharma
Europa IGNIS
Conciencia
Clientes Regulares 139
Clientes Ocasionales 208
Niños 178
Hospitales 72.66

Intenciones
Clientes Regulares 26.29
Clientes Ocasionales 38.17
Niños 32.01
Hospitales 15.27

Ventas
Clientes Regulares 26.63
Clientes Ocasionales 38.84
Niños 32.57
Hospitales 14.32
Asia IGNIS
Conciencia
Clientes Regulares 67.39
Clientes Ocasionales 90.87
Niños 84.52
Hospitales 67.02

Intenciones
Clientes Regulares 13.81
Clientes Ocasionales 18.14
Niños 16.57
Hospitales 15.69

Ventas
Clientes Regulares 13.51
Clientes Ocasionales 17.73
Niños 16.19
Hospitales 13.24

Reparaciones
Elemental Pharma
Europa
Margen, % 20
Ventas, miles de unidades 101
Ingresos totales, miles € 4,898
Costos totales, miles € 4,082
Beneficio bruto, miles € 816
Asia
Margen, % 20
Ventas, miles de unidades 15.76
Ingresos totales, miles € 547
Costos totales, miles € 456
Beneficio bruto, miles € 91.21

Cuenta de Resultados, Europa, miles €


Elemental Pharma

Ventas del producto 233,041


Ventas de reparaciones 4,898
Ventas totales 237,939

Costos variables
Producto 1 27,349
Producto 2 28,136
Producto 3 25,623
Producto 4 19,110
Producto 5 19,725
Producto 6 14,675
Reparaciones 4,082

Total de costos variables 138,700

BENEFICIO BRUTO 99,239

Costos fijos
Administración 19,600
Publicidad 22,312
Inversiones en el canal 13,043
Estudio de mercado 900

Total de costos fijos 55,855

Beneficio operativo 43,385

Cuenta de Resultados, Asia, miles €


Elemental Pharma

Ventas del producto 67,353


Ventas de reparaciones 547
Ventas totales 67,900

Costos variables
Producto 1 14,768
Producto 2 13,437
Producto 3 12,613
Producto 4 0
Producto 5 0
Producto 6 7,960
Reparaciones 456

Total de costos variables 49,234

BENEFICIO BRUTO 18,666

Costos fijos
Administración 10,000
Publicidad 4,613
Inversiones en el canal 1,419
Estudio de mercado 900

Total de costos fijos 16,932


Beneficio operativo 1,734

CR, Total, miles €


Elemental Pharma

Ventas del producto 300,393


Ventas de reparaciones 5,446
Ventas totales 305,839

Costos variables (Productos) 183,395


Costos variables (Reparaciones) 4,538
Total de costos variables 187,933

BENEFICIO BRUTO 117,906

Costos fijos
Administración 29,600
Costos de la línea de producción 6,000
Publicidad 26,925
Inversiones en el canal 14,461
Garantía 812
Inversión en calidad de la reparación 500
I+D 9,000
Estudio de mercado 1,800

Total de costos fijos 89,099


Beneficio operativo antes de depreciación 28,807

Beneficio operativo después de depreciación 28,807

Ingresos y gastos financieros


Ingresos por intereses 2,631
Gastos por intereses 0
Beneficio antes de impuestos 31,438
Impuestos directos sobre los ingresos 7,545
BENEFICIO DE LA RONDA 23,893

Hoja de balance, miles €


Elemental Pharma

ACTIVOS
Activos Disponibles
Cuentas por cobrar
Cuentas por cobrar 41,721
Dinero y equivalentes 96,648
Total de cuentas pendientes 138,369
ACTIVOS TOTALES 138,369

PASIVOS Y CAPITAL ACCIONARIAL


Capital
Capital social 80,000
Ganancias acumuladas 16,137
Beneficio 23,893
Total de Capital 120,030
Pasivos
Préstamos 0
Cuentas a pagar 18,340
Pasivo Total 18,340
TOTAL DE PASIVOS Y DE CAPITAL ACCIONARIAL 138,369

RATIOS
Elemental Pharma

Beneficio bruto, % 38.55


Beneficio operativo (EBIT), % 9.42
Rendimiento de las ventas, % 7.81
Error de estimación de ventas, % 26.65
Precio de la acción, € 21.70

ÍNDICES DE TECNOLOGÍA
Elemental Pharma

Nueva ronda
Efectividad 166
Variedad 169
Última ronda
Efectividad 139
Variedad 139

Projections
Elemental Pharma
Projected net income 44,824
PharmaGroup
TERRA ELEMENT + SALUS CORPUS VITA Nolotil-C
400 290 420 410 395 285

29.65 30.10 23.04 23.38 18.15 17.93


44.62 28.71 34.21 27.74 21.98 11.13
33.82 21.65 20.21 24.91 15.17 5.33
13.50 54.41 9.48 11.10 11.59 56.60

122 135 86.94 87.12 66.90 90.99

64.16 44.40 45.22 44.05 31.45 16.90


43.93 36.06 32.24 31.98 23.85 17.49
13.50 54.41 9.48 11.10 11.59 56.60

3.44 3.49 2.67 2.71 2.10 2.08


4.88 3.14 3.74 3.03 2.40 1.22
4.91 3.14 2.93 3.62 2.20 0.77
1.70 6.87 1.20 1.40 1.46 7.15

5,207 2,527 3,499 3,000 3,498 1,719


2,808 1,365 2,418 1,989 1,560 1,535

101 68 122 110 100 72


90 61 85 90 85 57

x x x
x x x x
x x
x x x
x x x x x
Pastilla Pastilla Pastilla Pastilla Pastilla Inyección

231 190 220 226 219 167

TERRA ELEMENT + VITA Nolotil-C


320 270 315 281

12.86 15.40 9.47 10.55


19.39 15.66 10.59 7.63
15.75 11.13 7.87 4.25
10.06 24.20 8.35 21.08

58.07 66.39 36.29 43.50


28.53 23.37 15.82 11.48
19.48 18.82 12.12 10.95
10.06 24.20 8.35 21.08

5.19 6.21 3.82 4.25


8.17 6.60 4.46 3.21
8.79 6.21 4.39 2.37
3.60 8.67 2.99 7.55

1,237 1,139 1,148 950


259 259 259 521

101 68 100 72
90 61 85 57

x x
x x x
x
x x x
x x x x
Pastilla Pastilla Pastilla Inyección

231 190 219 167

PharmaGroup
TERRA ELEMENT + SALUS CORPUS VITA Nolotil-C

158 145 115 116 95.55 83.76


250 132 180 138 109 49.36
186 102 103 126 75.52 23.38
68.38 281 46.96 54.90 58.77 284

29.11 32.08 24.83 25.49 27.32 17.51


43.52 30.50 36.68 30.10 33.10 10.87
32.98 23.01 21.67 27.04 22.83 5.21
14.55 56.70 11.18 13.14 18.00 54.32

29.65 30.10 23.04 23.38 18.15 17.93


44.62 28.71 34.21 27.74 21.98 11.13
33.82 21.65 20.21 24.91 15.17 5.33
13.50 54.41 9.48 11.10 11.59 56.60
TERRA ELEMENT + VITA Nolotil-C

65.45 77.72 50.93 52.55


104 79.18 52.96 38.24
83.32 56.26 39.60 20.69
50.72 125 41.70 108

13.23 16.20 14.18 10.09


19.89 16.47 15.80 7.30
16.16 11.71 11.75 4.07
11.92 25.49 14.65 19.20

12.86 15.40 9.47 10.55


19.39 15.66 10.59 7.63
15.75 11.13 7.87 4.25
10.06 24.20 8.35 21.08

PharmaGroup Pharma IA ANTÍDOTO LAB-V Global Pharma

14.00 15 15 10
132 156 70.69 116
6,110 7,255 3,294 5,151
5,359 6,309 2,864 4,683
750 946 430 468

8 10 5 10
76.89 67.70 71.69 42.59
2,403 2,155 2,178 1,356
2,225 1,959 2,075 1,233
178 196 104 123

PharmaGroup Pharma IA ANTÍDOTO LAB-V Global Pharma

217,833 300,268 164,561 234,251


6,110 7,255 3,294 5,151
223,942 307,523 167,855 239,403

15,227 34,742 20,648 10,492


25,020 34,299 6,926 14,449
18,890 40,599 19,123 48,488
26,711 34,522 12,567 26,407
22,406 26,605 14,685 24,650
13,954 25,481 14,894 23,979
5,359 6,309 2,864 4,683

127,566 202,558 91,707 153,148

96,376 104,965 76,148 86,254

19,600 19,600 19,600 19,600


14,999 20,102 22,452 15,950
10,409 12,432 10,236 11,260
900 900 900 900

45,908 53,034 53,188 47,710

50,468 51,931 22,960 38,545

PharmaGroup Pharma IA ANTÍDOTO LAB-V Global Pharma

55,061 75,937 38,619 40,871


2,403 2,155 2,178 1,356
57,464 78,093 40,798 42,227

7,280 11,689 0 9,348


8,781 14,484 7,013 5,587
0 13,867 10,317 0
0 6,303 7,573 11,167
8,220 0 0 0
9,284 8,347 0 0
2,225 1,959 2,075 1,233

35,791 56,648 26,978 27,335

21,673 21,444 13,820 14,892

10,000 12,000 8,000 8,000


4,000 2,567 3,010 2,110
2,911 2,623 937 2,461
900 900 900 900

17,811 18,090 12,847 13,471


3,862 3,354 972 1,421

PharmaGroup Pharma IA ANTÍDOTO LAB-V Global Pharma

272,893 376,205 203,180 275,123


8,513 9,410 5,472 6,507
281,406 385,616 208,653 281,630

155,773 250,938 113,746 174,568


7,584 8,268 4,939 5,915
163,357 259,206 118,685 180,483

118,049 126,410 89,968 101,147

29,600 31,600 27,600 27,600


6,000 9,000 9,000 1,500
18,999 22,669 25,462 18,060
13,320 15,055 11,174 13,721
1,960 3,522 1,593 3,989
1,000 1,000 500 400
10,000 10,000 4,000 28,000
1,800 1,800 1,800 1,800

82,679 94,646 81,128 95,069


35,370 31,763 8,839 6,077

35,370 31,763 8,839 6,077

2,190 3,036 2,089 2,133


0 0 0 0
37,560 34,800 10,928 8,210
8,424 8,352 2,048 0
29,136 26,448 8,880 8,210

PharmaGroup Pharma IA ANTÍDOTO LAB-V Global Pharma

37,902 47,026 28,219 22,927


84,353 108,258 69,640 73,769
122,255 155,284 97,860 96,696
122,255 155,284 97,860 96,696

80,000 80,000 80,000 80,000


-2,458 23,742 -2,395 -8,971
29,136 26,448 8,880 8,210
106,677 130,190 86,485 79,239

0 0 0 0
15,577 25,094 11,375 17,457
15,577 25,094 11,375 17,457
122,255 155,284 97,860 96,696

PharmaGroup Pharma IA ANTÍDOTO LAB-V Global Pharma

41.95 32.78 43.12 35.91


12.57 8.24 4.24 2.16
10.35 6.86 4.26 2.92
16.71 16.94 40.49 32.01
18.48 25.00 13.00 15.65

PharmaGroup Pharma IA ANTÍDOTO LAB-V Global Pharma

171 166 154 182


174 168 149 179

145 137 130 140


145 137 127 140

PharmaGroup Pharma IA ANTÍDOTO LAB-V Global Pharma


23,727 13,173 26,357 15,093
Pharma IA
Enantyum-C Adiro-D OmepraPro-D Pneumovax23-C MentiplusForte-C Neuroxina
290 450 440 300 300 290

38.97 20.64 26.85 33.53 23.07 50.96


29.30 31.45 42.68 26.53 20.66 39.38
20.09 27.46 36.31 18.12 15.75 26.88
56.67 7.65 9.71 46.43 15.12 66.21

145 87.20 116 125 74.60 183

46.27 47.80 63.85 41.32 32.80 61.46


42.09 31.74 41.99 36.87 26.68 55.76
56.67 7.65 9.71 46.43 15.12 66.21

4.52 2.39 3.11 3.89 2.68 5.91


3.20 3.44 4.66 2.90 2.26 4.30
2.92 3.99 5.27 2.63 2.29 3.90
7.16 0.97 1.23 5.86 1.91 8.36

3,600 2,730 3,050 1,900 2,000 3,746


1,771 1,653 1,653 1,771 1,181 2,148

76 100 105 80 86 82
64 79 93 70 74 75

x x
x x
x x
x x x x
x x x x x x
Pastilla Pastilla Pastilla Pastilla Uso externo Pastilla

173 217 231 180 187 189

Enantyum-C Pneumovax23-C MentiplusForte-C Neuroxina


286 295 298 275

13.15 11.77 21.23 15.88


11.38 10.71 11.95 13.36
7.90 7.82 10.90 9.51
18.47 15.42 5.56 22.96

50.90 45.72 49.64 61.71


17.44 16.50 22.33 20.77
14.99 13.80 21.75 17.98
18.47 15.42 5.56 22.96

5.30 4.74 8.56 6.40


4.79 4.51 5.03 5.63
4.41 4.36 6.08 5.31
6.62 5.52 1.99 8.22

1,000 1,000 1,050 671


521 588 437 316

76 80 86 82
64 70 74 75

x x x x
x x x x
Pastilla Pastilla Uso externo Pastilla

173 180 187 189

Pharma IA
Enantyum-C Adiro-D OmepraPro-D Pneumovax23-C MentiplusForte-C Neuroxina

200 100 132 157 110 262


145 157 219 120 95.56 195
100 140 189 81.82 74.35 134
299 37.67 47.91 235 74.53 346

37.40 19.68 25.59 34.96 24.59 51.99


28.13 29.71 40.32 27.66 21.74 40.32
19.28 25.94 34.31 18.89 16.58 27.52
54.40 7.81 9.91 48.40 17.16 67.90

38.97 20.64 26.85 33.53 23.07 50.96


29.30 31.45 42.68 26.53 20.66 39.38
20.09 27.46 36.31 18.12 15.75 26.88
56.67 7.65 9.71 46.43 15.12 66.21
Enantyum-C Pneumovax23-C MentiplusForte-C Neuroxina

65.75 58.85 111 76.57


57.31 53.94 61.40 63.06
39.45 39.04 56.77 45.22
95.05 79.36 26.43 116

12.59 12.09 21.43 16.81


10.89 11.00 12.07 14.14
7.56 8.03 11.01 10.07
16.83 15.27 6.43 24.30

13.15 11.77 21.23 15.88


11.38 10.71 11.95 13.36
7.90 7.82 10.90 9.51
18.47 15.42 5.56 22.96
ANTÍDOTO LAB-V
Inmunobar Iodina Vita Plus Relaximin Concentrum Antidoto-V DolorChaBactil
280 340 390 405 310 410 405 395

44.62 50.43 39.39 28.69 32.00 24.38 10.69 25.70


33.63 53.70 52.64 34.30 27.50 26.68 12.15 30.74
27.86 35.70 34.59 29.40 22.47 24.69 9.74 20.81
73.43 41.29 17.02 11.43 37.87 14.93 3.17 13.05

180 181 144 104 120 90.69 35.75 90.30

56.43 77.96 73.92 53.20 44.58 43.95 18.75 44.25


49.68 61.87 52.70 39.20 37.39 31.81 13.82 33.00
73.43 41.29 17.02 11.43 37.87 14.93 3.17 13.05

5.17 5.85 4.57 3.33 3.71 2.83 1.24 2.98


3.68 5.87 5.75 3.75 3.01 2.92 1.33 3.36
4.04 5.18 5.02 4.27 3.26 3.58 1.41 3.02
9.27 5.21 2.15 1.44 4.78 1.89 0.40 1.65

2,742 3,417 4,020 3,878 2,299 3,500 3,500 3,500


2,109 1,875 1,953 1,562 1,758 2,003 1,701 1,701

75 100 110 120 90 105 100 100


65 90 100 100 80 70 50 69

x x x x
x x x x
x x x
x x x x
x x x x x x x x
Pastilla Pastilla Pastilla Pastilla Pastilla Pastilla Uso externo Pastilla

191 224 240 256 213 228 194 212

Inmunobar Iodina Vita Plus Concentrum DolorChaBactil


260 300 355 290 315 315

18.35 15.03 5.86 9.41 15.35 12.23


14.68 16.52 8.90 8.53 9.78 15.71
11.62 12.46 7.51 7.81 7.58 10.22
31.16 17.85 3.96 13.50 3.49 10.55

75.82 61.86 26.23 39.26 36.20 48.72


23.92 24.79 13.24 14.27 17.09 22.22
20.74 19.21 9.02 11.49 15.63 15.95
31.16 17.85 3.96 13.50 3.49 10.55

7.40 6.06 2.36 3.79 6.19 4.93


6.18 6.96 3.75 3.59 4.12 6.62
6.48 6.95 4.19 4.36 4.23 5.71
11.16 6.39 1.42 4.84 1.25 3.78

565 483 416 432 1,000 1,000


331 316 316 316 202 214

75 100 110 90 100 100


65 90 100 80 50 69

x x
x x x x
x x
x x x
x x x x x x
Pastilla Pastilla Pastilla Pastilla Uso externo Pastilla

191 224 240 213 194 212

ANTÍDOTO LAB-V
Inmunobar Iodina Vita Plus Relaximin Concentrum Antidoto-V DolorChaBactil

217 255 201 147 153 121 52.94 127


155 269 278 179 128 133 60.69 153
133 179 181 154 105 126 49.61 106
380 211 86.03 57.21 190 74.58 15.85 65.19

45.80 51.63 44.11 43.65 48.92 23.91 10.50 25.62


34.52 54.78 58.04 52.18 42.04 25.73 11.78 30.29
28.59 36.42 38.14 44.72 34.35 23.80 9.44 20.51
74.37 43.88 19.90 18.33 57.90 15.89 3.50 13.82

44.62 50.43 39.39 28.69 32.00 24.38 10.69 25.70


33.63 53.70 52.64 34.30 27.50 26.68 12.15 30.74
27.86 35.70 34.59 29.40 22.47 24.69 9.74 20.81
73.43 41.29 17.02 11.43 37.87 14.93 3.17 13.05
Inmunobar Iodina Vita Plus Concentrum DolorChaBactil

86.11 68.91 26.19 42.49 75.81 60.41


66.57 75.13 40.11 36.88 50.16 80.55
53.95 57.67 34.37 34.85 38.97 52.54
157 87.45 19.00 66.94 17.40 52.65

19.45 15.76 9.06 14.70 16.43 13.06


15.56 17.32 13.77 13.33 10.28 16.45
12.31 13.07 11.61 12.20 7.97 10.71
32.65 19.56 6.34 21.09 4.02 11.44

18.35 15.03 5.86 9.41 15.35 12.23


14.68 16.52 8.90 8.53 9.78 15.71
11.62 12.46 7.51 7.81 7.58 10.22
31.16 17.85 3.96 13.50 3.49 10.55
Global Pharma
Azilect Dastosin Cuore ZENTRA CLOFEX CHIN - D MICODINHEPARINPHIRETIC
385 415 405 360 260 350 330 350 380

17.91 16.55 18.53 15.49 20.80 58.62 36.54 32.23 26.85


18.98 20.98 23.80 14.20 13.57 52.48 37.18 31.26 34.05
13.16 17.19 14.75 12.38 9.59 41.83 22.97 25.49 28.01
14.53 7.58 8.38 17.66 49.35 30.95 32.57 27.74 18.01

64.58 62.30 65.46 59.73 93.31 184 129 117 107

28.30 32.29 33.18 23.25 22.49 84.01 53.14 49.51 51.66


21.75 22.43 23.90 18.82 21.47 68.92 43.55 39.47 37.24
14.53 7.58 8.38 17.66 49.35 30.95 32.57 27.74 18.01

2.08 1.92 2.15 1.80 2.41 6.80 4.24 3.74 3.11


2.07 2.29 2.60 1.55 1.48 5.73 4.06 3.42 3.72
1.91 2.50 2.14 1.80 1.39 6.07 3.33 3.70 4.07
1.84 0.96 1.06 2.23 6.23 3.91 4.11 3.50 2.27

3,500 4,251 4,201 2,900 850 3,100 2,800 3,200 3,100


1,890 1,323 1,323 1,584 1,663 1,188 1,465 2,178 1,822

90 115 122 65 50 140 90 90 90


50 70 75 50 50 95 80 80 80

x x x x x
x x x x x
x x
x x x x x x
x x x x x x x x
Pastilla Pastilla Pastilla Pastilla Pastilla Pastilla Pastilla Pastilla Pastilla

195 236 228 176 155 264 204 211 224

Azilect ZENTRA CLOFEX MICODINA PLUS


305 270 280 300

10.12 13.89 10.00 13.98


10.37 11.05 7.95 15.50
6.56 8.13 5.37 10.60
11.86 20.15 12.75 14.58

38.92 53.23 36.08 54.66


15.18 17.64 12.33 22.54
11.87 15.44 11.00 17.55
11.86 20.15 12.75 14.58

4.08 5.60 4.03 5.64


4.37 4.66 3.35 6.53
3.66 4.54 3.00 5.92
4.25 7.22 4.57 5.22

1,010 650 700 760


227 356 454 292

90 65 50 90
50 50 50 80

x
x x

x x x x
x x x x
Pastilla Pastilla Pastilla Pastilla

195 176 155 204

Global Pharma
Azilect Dastosin Cuore ZENTRA CLOFEX CHIN - D MICODINHEPARINPHIRETIC

88.38 83.68 94.38 78.09 90.16 299 185 167 135


96.78 112 123 71.02 51.67 266 185 159 168
66.33 88.81 77.26 59.88 37.87 204 107 123 145
71.89 37.77 42.03 85.33 233 150 157 134 87.17

19.89 25.18 28.19 17.11 23.04 71.36 43.67 38.13 31.68


20.73 31.24 35.44 15.69 15.01 63.55 44.35 36.89 40.04
14.38 25.61 21.96 13.67 10.61 50.66 27.40 30.08 32.93
17.05 12.36 13.65 19.52 53.94 39.48 40.50 33.08 22.25

17.91 16.55 18.53 15.49 20.80 58.62 36.54 32.23 26.85


18.98 20.98 23.80 14.20 13.57 52.48 37.18 31.26 34.05
13.16 17.19 14.75 12.38 9.59 41.83 22.97 25.49 28.01
14.53 7.58 8.38 17.66 49.35 30.95 32.57 27.74 18.01
Azilect ZENTRA CLOFEX MICODINA PLUS

50.04 71.49 52.52 73.66


53.00 56.17 40.71 83.10
33.61 40.79 27.92 53.94
59.67 99.81 61.86 71.18

12.20 15.36 10.97 16.76


12.25 12.19 8.72 18.53
7.74 8.97 5.89 12.67
14.26 21.99 13.63 18.15

10.12 13.89 10.00 13.98


10.37 11.05 7.95 15.50
6.56 8.13 5.37 10.60
11.86 20.15 12.75 14.58
PHIRETIC
PHIRETIC

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