As-Salam-Alaikum-Khawatin-Ukhazrat. Wasim As-San welcomes you to the virtual University of Pakistan. Let us get into lecture number 31 of brand management, MKT 624. I've been talking about channels of distribution over the past few lectures and will like to bring that discussion to an end in a short while by giving you a conclusion of what we have discussed so far. I talked about the importance of the channels of distribution and those strategic considerations which we must take into account before deciding what kinds of channel systems could we should opt for. We have the different choices and options. So therefore strategic inputs are the ones which lead us into deciding what kinds of channels are the best suitable under the circumstances which surround to the one particular company. I also talked about the value which the good channels could build up because it has to be the responsibility of a good channel system that it develop customer value. It offers the company good profitability and it has a very good outreach and naturally if a system has a good outreach it will offer the company the good sales revenue and therefore a good level of profitability. The system has to be cost efficient and customer effective. The meaning it must not be the very expensive at the same time it must be the one which serves the customers the way they want to be served. So giving you a conclusion of the channel systems, let me rephrase the whole thing like this, that a business may have a very high-quality product or a set of services, but unless it is successful in delivering those products and services to the target market very efficiently and effectively it will not succeed at the game of marketing. Customers could have preferences for the products and services in view of their the benefits and they also have preferences for the place of buying those products. They certainly have the preference for the place of purchase and that is something companies can have got to be very sensitive about and must go for those systems which can ensure that. Businesses on the other hand have their own priorities. They have the preferences to deliver efficiently and effectively and at the same time they like to build image of the product they are selling. So in other words, unless there is an equilibrium between the requirements of the customers and the requirements of businesses a channel system is not going to be a highly optimal system. In other words, in order for a system to be optimal and very effective and equilibrium between customers requirements and businesses requirements is a must. Let us take a look at this with the help of a graphic illustration. As you can see from this illustration we have the customers requirements on the left hand side and the business requirements on the right hand side. Take a good look at these circles on the customer side. One shows their preference for products and services in view of the benefits because they must enjoy the benefits and that is what they buy those products for. The other thing which is very visible from this illustration is that the customers certainly have a preference for the point of purchase. It is their decision to go to a certain place which they like and it is the responsibility of the company or for that matter the channel system to make sure that the products or services of the company are available there. Take a look at the right hand side of this illustration and you will see it relates to the businesses. The businesses have their requirements to build the image and they cannot build the image of the product unless they make sure that the product is available everywhere. Quality is a given. Quality has been produced. Now we are talking about the channels meaning the phases through which the manufactured product is passing through in order to get into the final hands of the consumers. So image building is a function of not only the quality which is produced in the factories but also the quality of service which the companies offer to their customers and consumers in order for the products to get into their respective hands. And the other thing which I mean another preference of the businesses is that they have got to be very efficient in terms of costing and they also have to be very effective in terms of the outreach. So we can summarize this thing further by saying that depending on the nature of the product the outreach desired and a few other strategic goals companies must decide whether they would like to go for a direct system of channels or an indirect system of channels. So in other words these are the few factors which must be considered very carefully before deciding how and why we should be better off with one given system of channels. Market experience of the major players in this area is also a very good guide and I pointed out this thing while I just started talking about the channels and the importance of channels that whatever is in fashion in the marketplace has got to be considered because if all the major players are following a certain pattern there's got to be a logic and a rationale to that practice. And this is not to say that we must follow the major players all the time. What I'm saying is that we must look into the leads which we might get in terms of improving our systems because we might observe a few things here and there that offer us opportunities for improvement. I mean the kind of things which are not being followed by the major players only because things are working for them very well. And if you think that by becoming a little ingenious or creative for that matter you can bring about improvements which will lead to cost efficiency and customer effectiveness. The two strategic things we must never forget then we must go for those improvements meaning we should think in terms of bringing certain changes. In other further words we can say that we should go for a mixture of different systems or different methods which we think will fit very well into our strategic framework because every company is surrounded by its own circumstances. Every company has its own situation. And what is working for one company may not work as well for another company. So instead of following somebody else in a blind manner one should first look into the considerations which are very strategic in nature and then decide for the kind of systems that one must have. As a final statement toward the channel's system I can summarize the whole thing like this that generally it is a mixture of different systems that companies generally employ and it is a mix of those systems which really optimize the channel and therefore leverage your brand. The systems you opt for have to be the one which must leverage the brand. If the brand stands leveraged it automatically means that you have a very good coverage of the market and if you have good coverage you have a good share of the market and if you have good share you have good sales revenues and good level of profitability. So much for the channels and I hope that we all are very clear about the kind of systems that we should be working for once we get into the practical field. Another important area which I would like to touch upon here is what you might have heard about co-branding. Now co-branding is something which can be discussed in the context of the brand architecture because it certainly has overtones which belong to the architectural side of branding and the portfolios and so on and so forth. But the reason I have chosen to talk about co-branding here while I am just about concluding the discussion on the channels systems is that co-branding generally takes place in order to exert control on the channel. Two brands join hands and they operate within the same marketing space. How they operate within the same marketing space? I am just going to talk about that. It can take so many different shapes and forms. One of the ways which is very common with the foreco branding all over the world is that two brands bundle themselves and they bundle themselves by way of coining a new brand name in a way that the new brand name manifests the strengths of the two companies which are already known in the marketplace. How this branding starts is that one of the brands is not very strong and the brand is not very strong only because it cannot exert control on the channel. And it talks with another brand which is very strong in terms of its channel systems. Let us try to explain this with the help of an example. There is a company which specializes in selling packaged yogurt and there is a company that sells ice cream. Both companies are doing very well in their particular relevant segments. The yogurt company is selling a lot of yogurt and the ice cream company is reaching its customers very well and it offers a lot of customer value. It makes the good profitability so on and so forth. But the yogurt company is not all that strong in so many different channels. It is strong in one particular channel. It is seeking to get into a chain of restaurants which happens to be a channel in itself and it seeks to get into that chain of restaurants by offering a new product and that product is ice cream yogurt. Basically being a yogurt company it has the expertise to start making ice cream yogurt and it starts talking with the ice cream company which is selling its ice cream through that particular chain of restaurants. Convincing that company to join hands and in the process creating a new brand name which highlights the ice cream company as well as the yogurt company. The ice cream company is selling its brand by the name of high cream. It is a supposition and the yogurt company is selling its brand by the name of novelty. Again as a matter of supposition. The two decide to create a new brand by the name of novel cream and start selling that brand through that chain of restaurants. Why that chain of restaurants accepts the new brand and the new product? Because in the first place it is convinced of the brand product relationship. That is what we have learned and it also is convinced of the marketing promise of the company that sells the ice cream and the company that has been selling ice cream and is still selling ice cream to that particular chain. On its own the yogurt company could not be successful in getting into that chain but with the help of this ice cream company it has succeeded to get in there. So now it starts exerting some level of control and power in terms of the channel. It is a pairing of brands. It is a contraction of names and it is sharing of profits. It may not be as attractive in terms of customer value and profitability in relation to one particular brand as it is in case of co-branding because it is two companies that have joined hands. It is two brands that have joined hands. So it certainly has an element of complexity and that complexity has to be handled by people like you meaning the brand managers. But then the fact remains the brand has to capitalize on the channel and one company which is weak in that respect seeks the help of another company and that company thinking that it may not be in a position to introduce this kind of a product which the yogurt company is offering to introduce because it requires a decent level of investment to introduce the product investment in terms of operation, investment in terms of human resource and logistics and so on and so forth and therefore it also thinks to itself it may not be a bad idea in the name of pragmatism that we join hands and introduce something by the name of novelty cream. So this is one example of co-branding and this kind of a co-branding is known co-branding by bundling, where you bundle two products and create the one name by contracting the names of two brands in a way that people can think to themselves immediately, I mean the customers can think to themselves immediately that this looks like a product introduced by these two different companies. Well you highlight the names of your respective companies in one way or the other so that your customers and consumers are going to end up knowing the background of the one or the ones who have introduced the brand. The other form of co-branding is what they call co-branding by ingredient and to give you a classic example of co-branding by ingredient I would like to go back to so many different books which all give this example and that is a name which is very well known to you people who are so much into computers, Intel. Take a look at almost any computer it says Intel Insight. So that is the one brand which has gone into another brand and is supporting the overall product, I mean the bigger product which you are buying and which you call a computer system. You can take a look at a few consumer items and they will recall that there are consumer item companies in particular the food companies that get into this kind of practice. There is a brand of the one food item unless not name it and it carries the names of two companies and it also carries the names of two brands. Here we are not talking about a contraction of two different names but we are talking of two different brands like a computer says the one brand name it is and the other brand which it carries inside of it. So by the same token there is a tea brand for example and it carries the inside of it maybe powdered milk and they are promoting their two brands collectively or in a cooperative way this is another example of co-branding. Co-branding also takes on another form and that is distribution. The two brands could be distributed by one company. Now when two brands are distributed by one company it automatically means that they both give each other strength they both leverage each other, they do not threat each other because if that is the case the two brands will never join hands. Co-branding also takes place in terms of using one channel of distribution for promotion. Take the example of travel agents that promote airlines along with hotels. They offer you so many different packages. Go to this country, go to that country, go to the northern part of the country and they offer you tickets, hotels, accommodation and all the services. So the co-branding in this kind of scenario that takes place not only between two brands it may take place among the more than two. It is the airline or maybe it is one of the transportation companies it could be hotels and it also is those companies that offer ground services. On a vacation you have to surface a lot of area. So the ground transportation companies also come into the picture. There are so many different ways and means to the way by co-branding can take place. Another example before I am done with this concept is the loyalty programs of one particular brand being promoted with the help of another brand. For example a credit card which basically is a financial product with the financial consumer product with the buy banks promoting another company's loyalty program. You use this particular credit card and in return for a higher level of use you accumulate so many points. Just one example and against those points you can go to the gas stations meaning petrol pumps and the gasoline there. So companies could get into partnerships and alliances. The partnerships not really in terms of sharing money and buying each other's assets but working partnerships and these are the kind of the brand the joint ventures where two companies cooperate with each other so that their two brands could be promoted at the same time at the same time by exerting control over the channel. So this is kind of a marketing effort. A collaborative marketing effort which supports the brand more so by way of the channel systems and less so by other tools. And that is why I chose to talk about co-branding in relation to the channel systems. So much for the co-branding and the channel system and this brings us to the completion of one more important step within the brand management strategic process and we now move on to another step which is equally important and in a way it is going to be much more important for you guys because this is one area which you are going to deal with immediately upon arrival into the practical field and that is the area of communication. What communication is all about? What are the different elements of communication and what are the strategic considerations which we must take into account before deciding the tools that we undertake to go for those communications is going to be the area or the topic which I am going to cover in this and in the following few lectures. And I will repeat that this is going to be the area which you are going to be dealing with immediately upon your stepping into the practical field because this deals with advertising, it deals with promotions and it deals with all other tools of communication which you use in order to promote your brand. It goes without saying that the communication in present-day world is of extremely high importance. The fact of the matter is that without a certain level of communication that your product just cannot succeed in the marketplace. This may sound like an oversimplified kind of a statement but that is a fact. No matter however high is the quality of your product and however effective is the system of distribution the optimal level of success which you really want in relation to the brand picture, the brand promise and the brand vision meaning in relation to all the strategic goals that you cannot achieve the right level of marketing success. So communication from that point of view is very important and the importance cannot be overemphasized. Let's put it that way. And without an effective communication system there is no way that we really can achieve all the goals that we envisage as part of the brand vision. I am repeating this thing in light of the importance the concept carries. An effective program is designed to make meaning an effective communication program is designed by people like you to make your product known the meaning to create awareness about the product. An effective program is designed in order to remind the target market of that particular brand. An effective program is designed not only to remind and reinforce the image of the brand but also to make sure that your customers within the target market do take action and go for the desired purchase. Effective communication programs are designed in order to make sure that the people retain in their minds the image of your brand, the benefits that it offers and therefore they buy your brand over and over again. So this is what communication generally does in very simple words. What else communication does is that it brings positioning of the brand to life. It really animates the brand. It gives life to positioning. And you will recall from your learning about positioning that you cannot make a home in the minds of the consumers unless the position of the brand meaning the intended position of the brand is well communicated. Unless you communicate the position of the brand there is just no way that it is going to make a home in consumers minds. So it becomes very important. A well positioned product. I will state it like this that the well positioned product that offers a very good customer value and that also is subject to a very good system of the channel management where they just cannot succeed in the marketplace if it is not supported by a good level of communication. And it is that good level of communication which brings to life with all the elements of the marketing mix. So in other words if a company thinks to itself that we have such a beautiful product which is full of life and it is full of quality and it is being distributed by such a wonderful system that there is no way that the product is going to fail in the marketplace. Well the product may not fail. But the product at the same time may not succeed to the point where you would like it to succeed. The meaning an absolute compatibility and an absolute match with the brand vision. The brand has got to be as successful as you envisaged in the brand vision. Well if your vision is like a fulfillment of the certain level of the sales revenues and profitability which you can attain just by offering a very good customer value with the support of a good channel system that is something else but I doubt it. I don't think you will stop there or you should stop there. You have to have a vision which fully exploits the complete properties of the brand and fully exploits its potential and offers value to the customers not only in terms of the benefits I mean the physical benefits but also it should develop certain emotional values and emotional relationships with the target market in a way that they buy your product over and over again and that is the role which is played very effectively by communication. Communication has got to be very effective. How do we go for effective communication? What are the elements and what are these strategic considerations? Well we should be talking about all those step by step and face by face. Having said all that I can say that successful communication stems from the four strategic areas and these are the four areas which basically are the basis of all the marketing decisions. Number one being the corporate vision. Number two being brand vision and third being brand picture and brand positioning. Not only that the good communication strategy stems from these four strategic areas but once a communication strategy takes shape and it is implemented it also reinforces and fortifies these particular areas. So in other words they complement each other. Having talked about all this I would now like to tell you about all the tools which you are going to have at your disposal when you develop a communication strategy. Now these are the tools which you have already gone through in terms of learning when you did your basic marketing course but for the sake of consistency and for the sake of developing the right kinds of relationships between these tools and the strategic considerations that you are going to have into account to develop an effective communication strategy I must talk about those and those are advertising number two promotions. Promotions are divided into two sub areas. The one is the trade promotions and the other is consumer promotions. I think we all know that we carry out promotions at the level of the channel members rather to induce them into doing a few good things for the company which I will talk about later and the consumer promotions are all about actuating consumers to buy your brand over and over again and also in bigger quantities so that they get so much hooked onto your brand that they do not forget buying it the next time. The third tool of advertising is event marketing and sponsorships. This is something which is gaining a lot of popularity nowadays. You watch so many different television channels and every now and then here and there there is a huge program going on in relation to promotion of one particular brand but the vehicle is something else. The vehicle may be in the shape of celebrities and so on and so forth that bring to your brand a lot of promotional mileage. The fourth tool of communications is direct marketing. Direct marketing is something which I talked about as part of the channels area also. Direct marketing takes on communication overtones because it takes place with the help of a telephone with the help of a fax system and with the help of electronic systems with the meaning e-marketing. I did talk about that in relation to the channels and I will be talking about direct marketing again in the context of communications because this does carry with itself a lot of communication value and communication and selling directly take place at the same time. Another tool of communications is internal communications like you have newsletters which you distribute first of all among all the members of the organization and among the members of your sister organizations among all those who are associated with you. For example with the company that has gone into a brand joint venture in terms of co-branding you would like to send your communication to that company in order to make them aware of all the measures that you intend to take in relation to your brand and the brand communication. So these are some of the tools which you are going to have at your disposal while developing communication strategies. Advertising and promotions of course it goes without saying that happen to be two of the most important tools that any of the marketing persons have at their disposal. These are the most widely used tools and these are the most popular tools and these are the most effective tools. The only thing is that these also happen to be expensive tools. So it is about there being expensive that you have to make the right decisions about a mix of different tools which you should be employing toward your strategy and we shall be talking about that every now and then and like I pointed out a couple of times in my lectures wait until I undertake the last one or two lectures in which I shall be developing a brand plan and talking about how you develop these strategies and the statements of all the strategies which you should have in place and which lead to the technical and execution details so wait until that time. Back to advertising and promotions the two of the most effective but nevertheless expensive tools of communications. Advertising and promotions are two terminologies which at times are used interchangeably. Before I proceed further with the lecture let me clarify that advertising and promotions are two different things and therefore cannot be talked about interchangeably. The one just cannot be taken for the other. Advertising is an all paid for persuasive communication in the main media of television, press, radio and cinema. This is what we generally mean by advertising it is known as something above the line when you are talking with the ad agencies whether you will be talking in this kind of terminology that I want to go for the following in terms of above the line and I want to go for the following in relation to below the line below the line is what we call promotions and a promotion covers activities which are basically designed to increase sales by offering an inducement such as extra product free gifts, sampling and the competitions. The basic purpose of promotions is to increase the usage of the product in the short term with a long term objective that whatever you undertake for the short term is going to have its impact for the long term. Now whether that has an impact for the long term or not remains to be seen and there is a lot of debate on promotions nowadays whether the companies should carry out promotions or not or whether the companies should carry out promotions to the level and degree those are being carried out by so many companies all over the world there is a heated debate nowadays there are pros and cons which I should be talking about a little later promotions like I told you earlier can be divided into two kinds one is trade promotions and the other is consumer promotions trade promos call it to see in short terminology are aimed at the trade and ties them into stocking more so that they give up a brand more space and better space to sell more consumer promos are designed to encourage consumers into buying more and that is why we go for things like 10% extra or 20% extra we go for bigger packs we get into promotions like buy two get one free or even buy one and get one free these kind of promotions have got to be planned in advance of their execution because they may not be very simple things they may look kind of simple but there is a lot of complexity underneath the total effort just take a look at the package of detergent which says 15% more and you will understand the complexity which is there in terms of procurement and the total supply chain you have to place order from your suppliers in terms of getting a pack which is different in size which is a little different in terms of graphics it is going to call for so many different changes at the level of the printing then cutting and so on and so forth so what I am saying is that the implications these promotions entail they have got to be taken into account and for that matter you have got to have a decent level of lead time which is just about not only sufficient but which is adequate for you to plan all the promotions and then are in a position to execute those in a timely and effective manner with the help of advertising what you basically do is you create a pull you pull the consumers toward the brand which is sitting at the shelves in the supermarkets so advertising basically pulls the consumer and with the help of promotions you create a push you push the consumer toward the product and as the conventional wisdom goes it is the balance between this which does the trick for the marketing people so in other words if you create a pull the members of the channel may not be very supportive because they have their own with a point of view and they think if the companies are spending such a lot of money on communications in creating that pull they should also go for certain kinds of promotions so that the element of push is also there now do not forget that that element of push consists of two things the consumer promotions and the trade promotions so whereas you are pushing the consumer toward the product the member of the channel if you also are carrying out certain trade promotions will feel equally actuated and motivated to push that product toward the consumer and if you are giving like buy one and get one free or get this 10% extra for a limited period they are not encouraging the channel members on their part they may not feel very enthusiastic in terms of giving you the right space in the market and the amount of space which a brand needs because when you get into these kind of communications again you see as the experience or the empirical evidence goes your sales increase and the increase in sales is going to be undermined if channels that are not really receptive and retailers in particular are not in a mood to offer you the right amount of space that you require in the light of those communications we shall talk about the pros and cons of promotions let us now summarize what I have talked about so far I think our understanding about the basic objective of communications is very clear and that is number one to create awareness and number two is to maintain that awareness and number three is to actuate your target market to take an action meaning to go and buy your brand these objectives could be further elaborated like the following the brand awareness is all about the information which you provide your customers and your consumers with they have got to have complete knowledge of the brand and the product meaning the benefits the product carries and the value it is going to develop and generate for the consumers these are the kind of things which you talk about while creating awareness reinforcing the message means that you've got to make sure that there is a certain level of retention of the message which you have created and which you are communicating and transmitting to the target market in the minds of the consumers because it is this retention which is going to lead to the action which your consumers are going to take to buy the brand this is something which you have got to picture in the minds of the consumers and it also fortifies that picture in their brand if they retain the message so that is why you talk about these things over and over again elaborating on stimulating the action whether you have to motivate your target customers into buying you see there is a great chance that the level of awareness is very high for the consumers is also very strong yet there is something which is preventing your target market to go for the action and buy the product it does happen in so many different cases and I would like to explain this thing this phenomenon with the help of examples and then you will realize how important it is not only to create awareness but also to do something at a certain point of communication process which keeps your customers and consumers motivated into buying your product because that is the name of the game if they do not buy just awareness with the maintenance of it and retention of the information into their minds is of no use different experts talk about the concept of communication broken into so many different phases or so many different steps in different ways but there is a consensus on the one thing and that is that the beginning of the process or the point of departure for this process has got to be awareness and understanding the objectives that I talked about in terms of creating awareness and maintaining awareness and actuating the consumer to buy the product could be related to different steps which are involved or which form the communication process one of the authors and I am referring to the textbook as a matter of fact you must refer to your degree of requesting and insisting that before coming to the classroom for your lecture you must go through the handouts very, very carefully and very assiduously getting back to the author of the book or the concept that talks about is also known as author it is u t h o r a stands for awareness u for understanding t for trial the meaning even if there is awareness and understanding and part of the consumer the consumer must go for a trial because once the consumer has tried your product and if you believe in your product that it is very well positioned and it is fulfilling the need in a beautiful way then there is no way that customer will turn away from your product so that is the significance of the trial the next letter h stands for happiness the meaning that once the consumer has tried the product the consumer should feel so much happy about it that he should go for the product over and over again the next letter is o o stands for the only one what does that mean? well it may sound very simple but basically it refers to the positioning the brand should be able to make such a beautiful home into the minds of the consumers that they only think about your brand that is what is meant by the only one and the last letter of the concept author or the process author is r and r stands for referral the consumers who are buying a brand that they should be so much satisfied and loyal that they should be referring it to others and you know why people refer the brands to others we did do a lot of learning in relation to this concept in the very formative lectures there are other authors or theorists who talk about a similar concept in different ways and for the sake of comparison I would like to draw your attention toward the illustration which shows us the two models the model one is I have just talked about and the model two is awareness comprehension intention and action now it is very clear when we look at this illustration that awareness is step number one and both the models and understanding and comprehension being the same thing is step number two in both the models and in model number two we have intention which I would say is the combination of the trial and happiness in the model one because if the consumer has tried your brand and he is feeling happy about it and he really thinks that this is the only one he should be buying all the time he certainly has intention to buy it every time he makes the decision to buy that kind of a product so the intention is a combination of those three steps of model number one the last step of model number two is action which of course is the last step in any given the process of purchasing much less the communication because it is at that point that you go and buy so you have to be very clear about these steps which are going to form the process of communication and in order to make it very clear once again in your minds I would like to talk about awareness and comprehension as being the basic denominators of the strategic process of the communication and to summarize the whole thing all over again unless there is awareness and comprehension there is no way that the specific steps of the concept are going to be followed they will not be fulfilled and hence the strategic framework in relation to communication will remain kind of lopsided and unfulfilled I would like to summarize by saying that I have talked about what communication is the importance of communication in the context of the elements of communication are different tools of communication and the essence of communication in terms of the communication process by way of talking about the concept known as author once you understand the essence of the concept the next question which must flash into your mind is what is it that this process does with the consumer and that is going to be the topic of discussion in the next lecture I am going to explain to you in very brief words that the process evokes the certain responses in consumers minds and those responses could be explained with the help of certain effects that take place again in the mind of the consumer and that is going to be the discussion of the next topic and based on that we should be talking about strategies and how to fit different tools which sound so simple into the strategic framework meaning where advertising should come in and where should promotion go and where event marketing comes in so on and so forth I look forward to seeing you talking with you in the next lecture Allah Hafiz until then


How many cars can we buy? Many as we want, am I right?  I'm gonna kill it.    I'm gonna be honest with you. I ain't been giving all I got. There ain't no way. If I was giving all I got, our house would be paid off right now. But you know what, babe? I wanna do some. I'm gonna come home every night and I'm gonna have three cars sold.  I don't care if that's how your family goes, that's how me and her operate.


Switzerland is a world champion of recycling and e-waste is no different. While Switzerland is one of Europe's biggest producers of e-waste, up to 95% of the country's discarded digital material is collected and taken to appropriate recycling facilities. We have a very dense system of take-back opportunities in Switzerland. I would say one of the main factors why we have such a high collection rate is because the convenience for the consumer is very high. Some of this old electronic material, like tablets and mobile phones, gets recycled here at the Solenthaler Recycling Facility in Gosau, northeast Switzerland. Mobile phones from a value perspective and also from an environmental impact perspective are very important because when you can recover gold or silver or palladium, which you don't have to get from primary mines, you can reduce a lot of environmental impact of primary mining. But reaching these valuable materials is a dangerous job. After the e-waste is collected, and the lithium-ion batteries are removed, the material is sorted into piles before being shredded. The shredded material is then separated into different component parts, like plastics and metals. Overall, about 70% of the material from the e-waste can be recycled. The rest is used for other purposes, like construction material or generating energy. But even though Switzerland has a good e-waste recycling system in place, the ultimate message is to hold on to your device as long as possible. As long as the equipment is working, pass it on. If you don't need it yourself, pass it on to your kids. If you buy something new, why not buy second hand? And once it actually doesn't work anymore, then bring it back to the shop or to the nearest collection point.


Today, we're eating 100 years of school lunches from all around the world. We'll be traveling to and trying foods from countries like Russia, Mexico, France, Egypt, and many more to find out which country has the best school lunch starting with America. So this is what a school lunch looks like in the US. And meanwhile, this is what a school lunch looks like in Japan. So the average school lunch might include sushi, sashimi, miso soup, pickled vegetables, and juice. But, compared to 100 years ago, they served boiled fish and rice. Did somebody say food? Because I'm trying to appetite. Whoa, save a little for us. Ooh, let's dig in. I have never seen a school lunch this healthy in my life before. Oh my god. Oh good. I'm actually so happy we're doing this video. Because we're on a mission to find the best school lunch in the world. Fun fact, the average school lunch here costs 400 yen, which is roughly around $3. Alright guys, I think it's time to dig into the fish. Alright, so I'm going to eat the sushi. And we're going to try the salmon sashimi. You guys know this is my first time eating raw fish. This is actually our first time too. Taste test in three, two, one. Okay, I really tried but I can't eat anything cold. We love Japanese food, but just not when it's raw. So not only is Japan famous for their sushi, but they're also famous for their samurai. Now we're actually going to go eat one right now. Excuse me? Sean? No, it's Lord Shogun. Did you use that to cut the sushi? No, but you're going to use this to cut that. But I'm not strong enough to do that. Listen child, the power comes from here. But only when it's tempered with this. You got this. So we're cutting aside, what are we ranking Japan's school lunches? B. We're definitely going to find some countries with better food. Next country. So we're in Mexico now, and a typical school lunch here is chips and guac, tacos, and enchiladas. An average school lunch cost 20 pesos, which is roughly one dollar. Let's try it out. Oh my gosh. And I'm going to wash it all down with a spicy cacao beverage. Oh, it has an extra kick to it. And in case you guys are wondering why there's a mariachi band behind us, that's because it's Tanner's birthday. And we need to celebrate. We celebrate birthdays like this. Mexico's school lunch and... A? A plus? That's better. An average school lunch in the UK consists of fish and chips and mushy peas. Before we dig in, a school lunch here costs three dollars. Geez, that's expensive for just chicken tenders and fries. That's fish and chips. Well, at least it has a side of guac. That's also just mushy peas. Fries aren't bad. Wait, you guys look good.  This guacamole is actually pretty good. That's not guacamole. That's peas. That's good? Yeah. Okay, but what do you think is better? The school lunch now or the school lunch 100 years ago? A meat pie. It's literally just pie with meat. That's a thing? I think we're going to stick with this. Cheers. You don't like that? Honestly, the fish looks pretty good, so let's try that. Crunchy. This fish is definitely undercooked. Did somebody say undercooked? Well, I know how to fix that. Get out of the way. What? Insidious! Lubus! No, what do I do? Stinger silk! Guys, the food's ready. Finally, it's cooked. Wait, Tanner! What are you doing? What? No food's going to waste there. We're going to put England on a seat here. Hopefully, the next country is better than this. Shelf in the snow. We're now in Russia. And an average school lunch here consists of borscht, which is beet soup, bruschki, which is stuffed pastries, and rye bread. We're so excited to try this that we even got someone who's actually from Russia to tell us if the school lunch is accurate or not. It's very tasty. Where did you learn that? You learn a lot of things in Russian prison. Let's dig in, Tanner. Give it up. Just like in Russia, this borscht is amazing.  Let me heat it up. Hey! We've got all the snow here. They also have wild hogs roaming around everywhere. And also bears. Fight them, bears. What? Skoli made a cushion. Tanner, would you prefer this or the meal they had 100 years ago? 100 years ago, they had kasha. Which is basically porridge, right? Yes. And what they had to drink? Good old vodka. They would serve kids that? Yes. That's Russia. You okay? In school, after we eat lunch, we make snowmen. It's cold.   It was my nose. Russia's school lunch was very interesting, so we're going to rank it in A. That was my food. As you guys can tell, we're in China now. And a school lunch here consists of Now the reason why we're in a classroom and your students sleeping behind us is because in China, you're actually allowed to eat lunch in a classroom and take a nap after. You should do that in every country. Another thing about China is they do family style lunches. Students can share with each other. I didn't know that we're from there and we've eaten school lunches in China before. And out of love, they feed food to each other. He's had too much love. Too much love. You know, for all this food, it only costs five lemongrass, which is roughly around 75 cents. What? You know, all this food is putting me in a food coma, so I think we should all take a nap. Chill, it's just my phone.  So we're in France now and an average school lunch here consists of snails, quiche lorraine, a side salad and a baguette. So France has one of the most expensive school lunches in the world. Seven euros. Which is roughly eight dollars. Honestly, this looks like something that belongs in a fancy restaurant. Quiche lorraine? It's an egg pie. It's an egg pie? Yeah. Salad for the ladies. Out of everything here, he eats a salad. This thing is hard. It's bruising. It's literally bruising. Oh, my God. It's actually really hard. And now it's time to try the snail. So the correct way to eat it is take a toothpick, find a snail meat inside. It sounds nasty. Okay. Oh, I got something there. Oh, I got something. Oh, it looks so slimy. I've never tried snail before, so I'm probably not going to try it now. Caleb? Not me. Alex? Me neither. Then who's going to try it? And a hundred years ago, they had frog legs. Oh! These are the people of the country. I ranked the school meal an S, but we're going to give it a B. Let's go to the next country. So we're in Brazil now, and our school lunch here will typically be a chicken wrap, quinoa, veggie sticks, and hummus. So all school lunches in Brazil are free. And on top of that, a lot of kids eat outside so that they can play football afterwards. Yeah. Tanner, what is that? Football. No, this is football. No, that's soccer. This is football. They literally only call it that in the U.S. Everywhere else around the world. Okay, guys, like this video if you call it soccer, and subscribe if you call it football. Ooh, let's dig in. Excited? This rice looks healthy. This is a rice. These are sea. This is quinoa. Oh, this lettuce wrap looks good. This meal is like super healthy, but 100 years ago, you want to know what they ate? What is that? Black bean stew with pork belly. Oh, my God. Okay, now this all of a sudden looks good. So because football is the most popular sport in Brazil, we're going to be breaking a world record. So this is the world's farthest football trickshot at 140 feet. And I'm going to try one at 145 feet. Record aside, we drank Brazil school lunch in A. In India, an average school lunch is flatbread, rice, lentil stew, and vegetables. India actually has the world's largest free lunch program, meaning school lunch is free there. Let's dig in. Oh, my God. Isn't that good? Wow. Let's just add a little life fat right here. Over the rice. Whoa, whoa, whoa, whoa. Now, would you guys prefer the school lunch now or the school lunch 100 years ago? So 100 years ago, they served chicken curry with yogurt. Oh, my God. That's really good. You're eating everything, Alex. So one of India's biggest holidays is holly, and we're going to go celebrate that right now. So a couple of years ago, me and Alan celebrated holly. Here are the pictures. Let's recreate it. Three, two, one. All right, what do you guys think?  Or like Shrek. Whoa. Okay, she's not coming to the next country with us. On top of my glow-up, I would put India in the A tier. In Italy, school lunches are borderline gourmet. They typically serve spaghetti, chicken parmesan, a salad, grapes, and garlic bread. Now this looks like it belongs in a five-star restaurant. Let's see if it tastes like one. Oh, my God. The bread melts in my mouth. This is the best side salad I've ever had. Yeah, eat salad. This is the only side salad I've ever had. To make this meal even more perfect, it only costs three euros. Why can't they serve these kind of school lunches in the U.S.? The school lunch wasn't this good a hundred years ago. Back then they served bread with olive oil, chickpeas, and wine. Dang, I also forgot Italy also has pizza and so many other more delicious dishes. Son, I go. This is my noodle. No, no. Fuck. Son. No. Son. Son.  Son. God. What are you doing, dude? Did y'all just kiss? No. You know the food is asked here, but they're willing to kiss. Let's just move on to the next country. For school lunches in Vietnam, they serve Vietnamese pho, which is noodles with broth, vegetables, and meat. So Vietnam is one of the only tropical places in the world that has snow. And we actually have someone who went to school in Vietnam to tell us the school lunch is accurate or not. So why are we squatting, Sean? Because people in Vietnam love to do the Asian squat while they eat. And would you say the pho duck bun is an accurate school lunch? No. It's called pho duck bêc, ang cho đứt bởi. How do you know Vietnamese if you're Mongolian? I'm excited to try this. It smells delicious. It comes with a bunch of different meats. I can't do this Asian squat for much longer, man. Hey, hey.  No, this was once in a while. We usually go home and eat. Oh, well, would you say this is an accurate school lunch from 100 years ago? For the most part. This is ban xeo. What is that? It's like a pancake. It's a Vietnamese pancake. Wow! It comes with shrimp.  I remember when it snowed in school, we would have snowball fights. Three, two, one, go! We're gonna rank in Vietnam's school lunches. Vietnam's a B for the bow. Next country? In Pakistan, in average school lunches, chaplika bobs with eggs and rice. All of this only costs one dollar. All right, let's eat. Yes, I'm so excited.  The meat melts in my mouth. I wish I could eat this every day. And the reason why our dog's here is because you can actually bring your dog to school in Pakistan. He just made that up. Yeah, I made that up so he could be in the scene. Now it's time to try the rice. Wow, even the rice tastes better. Time for the eggs. This is good. This is actually very different than what they served 100 years ago. Barley with lentil stew and flatbread. Change! Honestly, this looks more like dog food. And another fun fact is Pakistan is obsessed with cricket. Hey, where's the cricket? Right here. We met the sport, the sport cricket. You know the one with the paddle? Now we're actually gonna play cricket. And A tier. Next country? In Spain, a typical school lunch is a rice dish with seafood and chicken. So school lunches in Spain cost 35 pounds per month, which is roughly around $38. Oh my God. That's expensive. No, per month. So it's like $1.50 a day. That's some chicken right here. That's good. It's like a little lemony. I think my favorite part is the rice.  It's like an oyster now. This thing tastes good. Wow. You know what he used to say, Tanner? Some bowl testicles.  Would you guys prefer the modern school lunch or the school lunch from a hundred years ago? It's like a cheese platter with fruits and honey. Honey just makes everything taste better.  All right. It's time to try to clamp, Tanner. Hey, hey, hey, hey, hey. Tanner, save some for us.  Yeah, he just ruined the school lunch. He may have ruined the school lunch for us, but we're still going to rank it an S. In South Korea, a school lunch might include kimchi and bibimbap, which is mixed rice with eggs, vegetables, and beef. This looks good. Well, it's much different from what they were serving a hundred years ago, which was soybean paste, kimchi, and multigrain rice. Glad I'm not eating that. Bro, I have actually never tried kimchi before. Let's go. It tastes like spicy cabbage. Wow. The average school lunch in Korea costs 4,000 won, which is around $3. I think $3 for that. This tastes so good, it makes me just want to... I'm going to try kimchi with egg. Are you ready? Uh-oh, uh-oh, uh-oh. You don't think? We're eating honeycomb cookie. And yes, this is actually something they eat. But first, we're going to see which one of us can cut our shapes without breaking it. I'm going to win. Oh, this thing is hard. What the heck? Who made this? I literally have the easiest shape. I shouldn't have picked the umbrella. Oh, my God. I can't even get my freaking shape out. You know what? I'm done. I don't even care. This literally tastes so good. Overall, we're going to put South Korea on the B tier. Now let's move on to the next country. So we're in Egypt now. And the average school lunch here is Mixed Rice Pasta with lentils and salad. So in Egypt, you have to pay $40 to be able to eat school lunch for the entire year. What's according to my scientific calculations would be 22,22,22,22,22,22,22,22,22. All right Taylor, please get it. Let's dig in. I have never seen food like this before. This is very unique. Whoa! This is good. It's actually good? Yes. Okay, I just ate the cheese and I don't like it cause I'm lactose intolerant. I like the figs, this fig is good. is good. So this is Koshari. Or Koshari.  Oh, it's not bad. But in ancient times for drinks they would just drink water out of the Nile and for food they would eat Nile River fish. And since mummies are famous in Egypt they would also eat mummy jerky. Okay, you're joking. Why? Because they considered mummy flesh to have healing powers. And that's what we're gonna try next. What? Inside that casket, Caleb. I'm trying it. Yep. I don't care. Dinner or live, you can catch these hands. Look at that.  That's a mummy. We're gonna put Egypt on the B tier. But that B down was an S tier. Now let's move on to the next country. A typical school lunch in Thailand would be half Thai, which is stir-fried noodles with chicken or seafood, and of course Thai tea. And the best part about all this food it only costs 25 baht, which is around 70 cents. What? A Thai tea here costs $7. Oh, man. Oh, it's so good. This milk is cheap.  This is a little spicy, but I like it. Oh my god. This is so good. There's so much flavor in each bite. But a hundred years ago for school lunch they only served coconut milk curry. That looks pretty good. Is it actually good? You know what the best part about Thailand is? Even though they have all this delicious food in some schools after you eat lunch, they make you exercise so you can stay healthy. And since Muay Thai kickboxing is a very popular thing there, that's what we're about to go do. We're all gonna make our best move. Wait, wait, what do I do again? Just make a move. Make a move? All right, even after all that, Thailand's still getting an A. Next country in Indonesia, an average school lunch consists of fried noodles with eggs, mixed vegetables with chicken, and a very special coffee. The school lunch here costs 8,000 rupiah, which according to my scientific calculations is around 50 cents. That's a heck of a deal. Let's dig in. Good deal is just to make the food taste even better. Hey, why do you have to get the fork? Damn. Ooh, what that mouth doodle. That looks good, though. What that mouth doodle. What that mouth doodle. Look at that mouth. You need some help, Sean. Time to try the eggs. Well, that egg was good. I kind of think that school lunches are better everywhere compared to the US. Oh yeah, but compared to 100 years ago, all they served was spicy, hard-boiled eggs. Ooh, those are good. This is actually one of the most expensive coffees in the world, but before you drink it, I have to tell you something. What? You promise to still drink it if I tell you? Yeah, I like coffee. It's capu coffee. Actual capu? Yes.  Yeah, and the reason why they do it is because it makes it less acidic and sweeter. I want to know who thought it was a good idea to pick up cash and decide I'm going to drink this. Yeah, who was the first person to do that? Sean? Mom? Three, two, one. Honest thoughts? I don't drink coffee, so I didn't like it. I don't think it's that bad. Why weird for trying to liking it? I just prefer it without the capu. But not me. Take me to the source. Okay, capu beside, we're all going to put this in the A tier. Now let's move on to the next country. So now we're in Turkey and a typical school lunch here consists of kebab with rice pilaf and tzatziki. Oh, I want this one. Wait, why is there only two? I thought we had three. I got it right here. What? Wait. Tanner, what is this? Turkey. You said you guys were eating turkey. No, we're eating school lunches from Turkey. Get that out of here, Tanner. Okay then? Wait, this is good. Wow. Well, an interesting thing about Turkey is they offer three school lunches to students who have to travel a long distance to get to school and to those people who can't afford it. Oh, no. All right, on three, what would be right this? Three, two, one. B. Plus. Well, let's move on to the next country. So we're back in the U.S. and a modern school lunch here would be burgers, fries, cookies, and milk. Oh my God, the milk is frozen. This meat is 100% spoiled. We've been eating U.S. school lunches our entire lives, so we don't need to finish this meal to know that it's going on the bottom of our tier list. But now it's finally time for us to pick the best school lunch in the world. I'm going to have to go with Italy. What? Why? The presentation of the food, along with how it tasted, and how healthy it was. I personally like China the most because of the portion you got, how tasty it was for me, and how you get the nap after you eat lunch. Why don't you guys decide? Subscribe for Italy, like this video for China, and comment down below what country your favorite school lunch was.


Hello friends. I am Satish Parjani working as an assistant professor in Department of Mechanical, Vulture Institute of Technology, Sholapur. Today we are discussing on the topic of what are the skills required for project management? Learning outcome. At the end of this session students will be able to understand and practice skills required for project management. First we will understand what are the basic skills and the different skills required are communication, influence, leadership, motivation, negotiation and problem solving. Let us understand first the basics. As a project manager you have to rely on project management knowledge which you have gained from the past experience and your general management skills which you have practiced in your previous or which you have seen while working with project managers. So in short these two skills project management skills your knowledge has to be taken from your previous projects or your previous bosses with or your previous colleagues with whom you have worked out. Ability to plan the project execute it properly and control it and bringing it all successful conclusions. To guide the project team to achieve the project objectives and balance project constraints. So these two important features have to be there in the project manager and his team they should able to plan the project properly, execute it, control it and finally successful closure or means a successful conclusion a successful closure or handover in some project should be there. Let us say in example of SAP when the SAP installation is there a kind of project for new company is there there a successful come after completion a project handover should be there to the company because a SAP implementation persons cannot stay long they will support you hardly after implementation six months or one year depending upon the contract what they have done with your company. Also to guide the project team to achieve project objectives and balance project constraints these are the skills we have to be required so let us understand in depth each skill. In some respects managing a project is similar to running a small business a business we can say there are risks there are rewards financial and accounting activities human resource issues time management stress management purpose of project to exist. Last but not the least you have to bring the ability in the project to manage personal relationship and deal with personal issues as they arise here we are talking of your interpersonal skins which have you have to develop over a period of time let us understand the first important is communication project management spends 90% of their time in communicating either they are communicating via verbal on phone either they are communicating via mail therefore they must have a good communicators not only he should have that skill but his team also should have he should continuously motivate them promote clear unambiguous exchange of information as a project manager it is your job to keep a number of people well informed it is essential that your project staff knows what is expected of them what they have to do when they have to do it and what budget and time constraint and quality specification they are working towards within time budget within money budget they have to work it out so you have to communicate very clearly you have to do it according to if the project staff members do not know what their tasks are or how to accomplish them then the entire project will grind to the halt finally if you are uncertain of what the customer expects of you then the project will not even get off the ground project communication can thus be summed up as knowing who needs what information and when and making sure they have it now the second important skill what we are talking of influence project management is about getting things done every organization is different in its policies modes of operation and underlying culture they are political alliance different motivate motivations conflicting interest and power struggles project management must understand all the unspoken influences that work within an organization who get motivated by what someone get motivated by praises someone do not like the praises in front of every organization someone is more supportive or more influenced by some coupons the company provides some sometimes the negative motivation is also there positive motivation negative motivation both works so we have to understand the influence what project manager must understand his team members how they are getting influence now third important quality what we are speaking is the leadership leadership is very very important quality is the ability to motivate and inspire individuals to work towards expected goals or expected results leaders inspire vision and rally people around the common goals a good project manager can motivate and inspire the project team to see the vision and value of the project he will lead and his colleagues will do what he says and they have to believe on that leader he have to create that impact the project manager as a leader can inspire the project team to find solutions to overcome perceived obstacles to get work done now the next important again we are talking the skill is motivation now these what skills we have already spoken are interrelated with each other so now the comes to motivation motivation helps people work more efficiently and produce better results motivation is a constant process that project manager must guide to help the team move towards completion with the passion and profound reasons to complete the work motivation as I told in the few minutes back motivation can be a positive motivation motivation can be a negative motivation a negative motivation means you are scolding and somebody do not like scolding and so he will he can do the work so once you scold him he will try to finish his work early somebody don't like punishments you can cut some basic perks one day two days something like that so this is negative motivation but managers should ensure that negative motivation should not be too old to resolve generally positive motivations continuously counseling should be done with his team motivating the team is accomplished by the by using a variety of team building techniques and exercise team building is simply getting a diverse group of people to work together in the most efficient and effective manner possible different motivation different motivation techniques techniques are available different exercises are there recognition and rewards are the important part of the team motivation they are formal ways of recognizing and promoting this high level behavior and are more effective when carried out by the management team and project manager consider individual preferences and cultural differences when using rewards and recognition some people don't like to be recognized in front of group others thrive on it next important is negotiation project manager must negotiate for the good of the project they have to negotiate with the top management they have to negotiate with the bottom they have to negotiate with outside world in any project project manager the project sponsor or the project team will have to negotiate with the stakeholders vendors customers to reach the level of agreement acceptable to all parties involved in the negotiation process the next important is problem solving problem solving is ability to understand the heart of the problem look for the viable solution and then make a decision to implement that solution the starting point for the problem solving is problem definition problem definition is the ability to understand the cause and effect of the problem cause and effect has to be done without cause and effect if you are dealing only with the solutions it can root core analysis should be done many times if symptoms are been suppose if the symptoms are being treated then this can lead to a big problems root core analysis looks beyond immediate symptoms to the cause of the symptoms which then efforts ishika our diagram is best example ishika our diagram has to be used once the root of the problem has been identified decision must be made to effectively address the problem root core analysis looks beyond the immediate symptoms to look cause of the symptoms is then efforts opportunity for the solution once the root problem has been identified decisions must be made to effectively address the problem now think the main skill initially required by the member of the project manager is in overseas project what I am talking where the both parties are from different countries is communication true or false yes the answer is true because this is important for project manager and his team because initially they need to understand each other to make up rapport so that they can communicate on the common ground then the further skills motivation negotiations can be applied first they need to communicate very clearly now the references used are from NPTEL and some project management group and controlled by Narendra Singh Himalaya publications thank you


I am so glad to start this early morning for your part of the world with my talk in this beautiful conference. First of all, I'm really glad to know that some people I know already will participate who helped so much for us to start the flotation history in Russia. It was over 12 years ago and with great love and warmth, I remember these contacts in the U.S. who helped that, Paul Shoshana-Libner and Dan and Lee and Perry, whom I talked to, without their support, it wouldn't be able to realize here. And now the flotation story is already on certain stage better than it was before in spite of pandemic problem. So here in Russia, we have already plenty of centers appeared. Actually, we have a community and we have our meetings, also annual meetings. Last year, we had the first international conference in Moscow and Ashkan and Graham visited us. We were very happy to see them here. So today is the next step for us to feel ourselves integrated to the global community. And I think, yes, coronavirus is a big problem, but at the same time, at the other hand, it helps for us to feel us connected, which is great. I will start my short presentation and after that, my colleagues will continue our Russian block of presentations. They will be free presentations. First, will be dedicated more to psychological aspects of work with flotation in the context of coronavirus. The next one will be more about medical aspect of that, especially immune system. And then our great friend and brilliant scientist in field of sport, Jan, will share his opinion and vision how flotation can be better used and integrated with the work with athletes. He is very keen on that. There is a chat. I won't be able right now to see it and reply fast, but I will definitely send all the replies later in the message box. So I will start the presentation. And again, it's a great pleasure to participate in the conference and feel it's really global this time. Today, I would like to share that the world is a little changed or maybe not a little. And we need to face it, cope it, and learn how to stay in balance and not to lose this beautiful center of cyclone stage, which was named by Jan Lili in his book. And we need special needs and special cases when we work with people at our float center. And we try different things, how to be more efficient and to be more satisfying in the months. So I'm also a psychologist and I work in the paradigm of transactional analysis, all together with emotional focus therapy. And it's interesting how to combine these kind of techniques in work with floatation experience. I will show it a little bit. So first of all, first of all, seems that my slides are not being listed correctly. Sorry about this day. Yeah, technical things. And yeah, well, I'm not sure what's going on. So for me, it will be the personal way to practice my columns and stay relaxed. This. Okay, I'm not sure that I will be able right now to share with you this presentation. It will not happen that way. I will do it using my phone. Some say maybe I'm not clicked on the keynote. No, I'm sharing something short. All right. So definitely we see that there is a global increase of anxiety and depression all over the world because of the coronavirus. It was increasing even before coronavirus. But now this process is double, at least. And it creates the special tension and atmosphere that we should consider. I have a few statistic data from your part of the world from the US. And comparing to other periods of last year, we see that this increases very significant. Pretty sure that you meet it also every day in your closed senses when you work with the people. I'll try to change the slide. Hope it will work better now. Yeah. And it's not only the feeling and self reporting people that they're more depressed and they have less emotional and psychological stability, but the sales of medications to cope with this kind of problems also indicate that this problem is strong and big and anti-excited medication increased for almost 35%, which is a lot.  And here medication is not that popular. I know that in recent 10 years, the market of anti-depressants and this kind of medications in the US grown for 400%. 400%. That's amazing. We don't have it here. And it has both side, good and bad. Good that people still trying to find more ecological and holistic ways to get rid of stress like floating. But another thing, we don't have much of efficient methods to help people to stay more balanced and in harmony. So we meet it in society. We see the growing amount of aggression and people actually quite scared. Considering the specific groups, this unsafe environment is more difficult for groups that were already unstable or didn't find the support to cope with the modern reality. And pregnant women and new mothers are also showing growing level of anxiety and depression. And these people are also coming to our center. So we're especially glad that we can help to specific groups that need our support. Talking about the statistics in Russia, actually, we have less official data than you have in internet about US market. For example, but still we see that most of the people, not less than 71%, which is a lot, are in the state of anxiety. And we think that the problem didn't pass yet and expecting worse times than it was before. Recently in 2000, this year, actually, in 2020, a relatively big study was issued by American scientists from the university in Penza, which is a city in Siberia. And they investigated the growing fear of coronavirus, which is growing in Russia and neighbor countries, for example, the Belarusian. And 850 participants were in this study, a different education level, different social areas and groups. But in general, we see that the increase of fear of COVID is big, it is growing. And comparing to Belarus, for example, in Russia, it's even bigger. So it's good, hopefully the Belarusian nation is better prepared for the things they need to pass right now, which is definitely awful. Talking about the gender description here, we see that females are more affected by the fear of COVID than male at our side of the world, which is also helping us to focus on our clients, female clients, and put more attention to work with them. What's going on? The pandemic atmosphere is very specific. It's something new for people. And the problem is the specific problem that this enemy cannot be seen, it's invisible. And you're on the street, you're contact with people more or less, and you cannot estimate where the danger is, you cannot figure out whom to avoid, are you infected or not, and many things like that. And this complicates the ability to use the common sense and develop the rational things to be protected and feel more safe. This atmosphere of invisible enemy, which is everywhere, but you can see it creates a special tension and fear in society. And since it's impossible to rationally deal with that, then some new systems appear and it brings people to the increase of the magical thinking. So we see that a lot of conspiracy and new theories like 5G communication and influence and many, many, many things that you meet here put people to even worse position because they're trying to lose this support on a common sense. And yes, it brings more people to flotation. You know that our auditorium is very wide and a huge part of it is very interesting and strange people in a way. But this rational thinking is very important to feel orientated and safe. So we need to compensate this invisible enemy to offer people more transparent and clear and rational support, which we do in our center. Actually, this invisible enemy already, we know these kind of reactions in the past in 80s and 90s when we met this nuclear fear. The radiation is also invisible and there were a lot of myths, different kind explaining what can happen with the planet, the feel of permanent danger, unexpected danger. So it's invisible, it's unpredictable in its level and these things increase tension a lot. So we have a question how to feel more safe in this environment and to avoid panic, but amount of panic attacks are growing. And it's important here to understand that it's totally impossible to have any kind of solid control of the situation. You really, no matter how smart you are, how rich you are, are you trained or not, will not help you to be totally safe because this environment is unpredictable. And yes, we're here and I think you too waiting for the second and third and maybe more waves of increase of this coronavirus activity. So it's important to understand that through control, we can bring ourselves to the balance and relaxed state. We need to find other things to work with our psychological aspects more than controlling the outer reality. And I would like to focus on the thing named self-trust, trust to one's ability to find a solution in this unpredictable reality. That brings me to one of my favorite psychologists, my like a lot, the Eric Eriksson, who offered the term the basic trust, which is very early formed or not along the human development. He said it happens in very early ages just for postpartum from zero to one year old. And it gives you a feeling that environment is safe, supporting and the green light for the person is on. So person feels that he can go and get nice life with realization, achievements and success with support of ours. Or the opposite thing is when environment is dangerous and you should be prepared to protect yourself from the environment and it gives totally different mode of existence. Here, obviously we cannot say that environment is safe, especially during the pandemic. But it's important not to lose this basic trust, not to environment, but to our ability to cope with that. And here, we see that there are different approaches to the upbringing. And I know more about Russian culture, but pretty sure that it's bigger or less is presented all over the globe. Even when we have the nice family, supporting family who care about children, the parents are playing important role in this growing up process. And it forms the certain attitude toward ourselves when we already grown up, when we are adults. We have this kind of internalization of the attitude that our parents showed to us in our childhood. We have this attitude inside us toward ourselves when we already adult. And here, even when family is supporting, still very important aspects that is not so easy to handle with. I use, with my work with clients here and what I want to offer to you as also an instrument, the Eric Byrne very simple structure of parent, adult and child. Eric Byrne tested it all over the globe and there were clinical tests as well. And myself, I had a chance last year to work with the Chinese group of patients in Beijing and saw that the principles of transactional analysis are working very well there too. So when our parents giving us support and they create our position, our agro-state, as Eric Byrne called it, the parent state inside us. And the question is giving us support, not only controlling but giving support. This kind of upbringing creates with us trust to our ability. When we are alone, when we have no auto control, do we trust ourselves that we can find the best solution, that we will not be dead of hunger or something else or coronavirus? And we'll do all possible with all our power and skills and this is enough for us to be safe. Of course there is no warranty that it definitely will happen but the feeling that we can do always necessary what we can in these circumstances is enough, is very important to feel not stressed and avoid the fear. When we work with the clients, I will not explain in details what is this parent, adult and child system. I think you know it pretty well already. If not, I will direct you to Eric Byrne books. I can send you the links about that. But for us, the most important is cultivate and develop this feeling of the client that he really can do his best and it will be enough for the best behavior in this difficult environment. When the client come to us, we are working with him from the position of the nursing parent and offer him the play, child play. So we are not talking about the situation in the country, the risks, the danger, the current rates and these kind of things which is about adults. No, we give support to his inner child, the natural child that he really is doing well, that he is really a nice person no matter who he is, what are his achievements and so on. So we send him this joy to meet him with the idea that he is accepted. And same time, in a very informal way, we play with him a little bit, bringing the child energy to this communication. In this structure, it supports his inner child due to the lack of depression from the feared controlling Byrne. And then, starting this process, we offer him to continue that during the float session. So we want him to focus on certain things when he will be in the tank. I will remind that he came with a fear and tension and we need to somehow to switch his process to a totally different one. We want his nurturing parents to support his natural child when he will be in the tank, especially in the beginning. And we found that this kind of dynamic helps him to go deeper to the floatation experience and relaxation mode. Literally, we give him instruction to praise himself, to tell himself in words when he is in a tank that it's so great to be myself without any efforts, without any terms, and to enjoy this sensation letting him go as he is without any efforts. The position, like, well done. You're doing well from the inner nurturing parent to his natural child. It might sound very, very simple and even silly. And Eric Byrne, when he created this system, he said that he will put this in words for eight-year-old child can understand it. So that's why, in spite it's simple, it really works. And it leads to the deep feeling of letting go an increase of self-trust along the floatation. Then, the person has experience in the tank as he has. We respect a lot this important state of John Leely and that I heard from Lee Perry and from Shoshana that we shall not anyhow construct or direct the floatation experience of the person. It's his own sacred and private thing. But this start we found in these circumstances is working very well for a person to go deeper to good floating experience. When the person comes out, it's important to support the state that he achieved. And we created this special zone, like a buffer zone in our center, where we're meeting the client in the terms of transactional analysis, give him the support of his trust of himself that he achieved along the session. And it's important to make a bridge between the floatation tank to our buffer zone and then from our buffer zone to the city. Then the person goes to the world like this. Actually, this is our aim. This is what we want for a person to feel when he goes out. Like this boy, he is running to live.  I don't know the weather can change or something else. No, that's a feeling that maybe it's not safe. But I'm ready. I can do what I want. I want to live with joy and interest and pleasure. But there's a question, how it can be realized? To say in words is not easy. And then we found that it can be quite interesting paradigm to work with the client using the words, not as a main instrument, to make the setting of the client, but to use our neural neurons and focus our work on that. So we use a lot of empathy, acceptance, and we give no scripts for our staff to communicate with the client. Otherwise, it goes to very official money, service, and that's it. No, we change it totally. So your center is as efficient as your staff, inner state is good. And it's, of course, more difficult to organize. But we see it's possible to make when we make the difference between staff and not staff. Our clients almost disappeared. Same things, empathy, acceptance, and no script, what we practice here with our staff, we respect. And we support this inner child stage of our staff, not only staff, actually, for myself too, I have a lot of support for our team. And this is interesting aspect. We see that people here start to feel that they're not in a normal one of many centers where they have different services. But it gives another thing, it gives the reinforcement of internal support. And they use us like a base to bring themselves to this internal support with the environment we appreciate it and can provide. And we see that it is reflected in our results, the amount of people who return to us after the first flotation session is growing up to 25% and we're growing more. Maybe it's not that big, maybe have bigger, but we appreciate this result. And we will keep focusing our work on this approach to share the state, what we can, what we do our best to keep in ourselves and share it with the clients and use flotation is an instrument to make it assimilated by a person. So just giving a few words in the end. Yes, the world is not safe. It's obvious. But what we can do is we can trust and focus that we can, we have an ability to cope with that, do our best. And then to help others with that. So thank you, everybody. Hope it will be useful for you. I will be happy to see your inputs and questions. And I wish everybody and myself to self-trust and confidence. Thank you so much.