Hello. Welcome to the segment, "What is marketing execution?" What is marketing execution? Well. It's nothing more than another version of Noon Nopi. Although we learned about Noon Nopi from a conceptual point of view, In this segment we will understand it from a very practical approach. And so the execution is also Noon Nopi, this is the way we reduce the gaps either at a domestic or international level. And we do it through these varied arms. I call them arms, because they are like having four branches of the militia, the army, naval forces, air force, and navy. In marketing we also have these different branches and we call them the 4 P, or the marketing mix. I will explain using Starbucks company, but it could be another chain of coffee shops or other companies of course, and you have to adjust the Noon Nopi to its varied consumers. And again this can be locally or internationally. We are going to talk here from the point of view of the coffee shop chains. Let's start with the product, and there are many ways in which a product can be varied, it can be based on the type of coffee or you can focus on the ingredients; and here in Asia, especially in Southeast Asia there's something called Kopi Luwak. It's a very unique type of coffee, which is produced by collecting the waste of these palm tree civets, which are very expensive. So it can be that extreme, but I think most of other coffees are much less expensive and a little more normal. The option is yours in terms of the type of coffee they produce on demand. It can be varied as to the type of customization and service you want, and that's why you have baristas operating these coffee machines in the coffee shop chains. And it can also vary in terms of the additional type of products without coffee that a consumer demands, and that can be very localized because although coffee can be served anywhere, in terms of others menu items, those must also be adapted to the region, a region like Asia. Regarding the price, there is a high correlation between price and product, whether it is the size or the type of coffee that I mentioned and it could vary according to the specific segment with which you want to work. That's why I think a lot of people are surprised when they come to Asia and they find out that coffee in Asia can be much more expensive compared to their countries. And again, it is due to the different objective of the segments here in Asia, what is related to the greater importance of brands. Which requires, once again, to be localized to the neighborhood or district and this is detected not only in their local markets, but also for their foreign markets such as here in Asia, where they have had to change their esthetics again, not only in its interior, but also in its external facade. And one more in coffee chains, or experimenting with new types of delivery assistance, as the incorporation of sales and consumption services in the car. In terms of the place, I think that's where a company like Starbucks has been a pioneer in many types of placement strategies, either having more stores or more central stores; also having a different kind of aesthetics in a different neighborhood, and this is because they try to appeal to the concept of "third place", that is, where they want to create not an office or home, but a place where you can escape and relax, that kind of store. And also, as for the promotion, I think the message may vary depending on the country. In some it can be much more about the experience, while in others, coffee may be more important and that variation can also be in terms of the type of mean of communication used. Starbucks, of course, feels proud of not using great advertising means; that can be a strategy that works in some countries, but in others, other cafes may want to use mass advertising media or try to use television or social networks, because having presence in these media is gaining importance. Well, in summary, I think that in this segment we learned that the execution of marketing is as important as the marketing concept and that both must follow the Noon Nopi principle. And the execution is more related to how we do this. And we do it through the 4 P or the marketing mix. So there are many different ways that we can use to allow us to satisfy the eye level, that is, Noon Nopi. Even in the context of international marketing, for which the 4 P helps us to be able to be more in line with what the local market is asking for.
