So there's a lot of stuff out there.  Or actually believe this stuff. Do some just basic fact checking. Just A, give it the smell test, does this make any sense? Does this make any sense?  If you care about these topics, then do some research. Go figure out, is this real? And figure out who's the source? What do I know about these people? Where does this come from? Just, you know, we talked about reason on one of the shows, reason as a, as a primary virtue, as a primary value and rationality as a primary virtue. Well, use it, for God's sake. Think, think means get facts. Think means do research. Think doesn't mean, oh, yeah, sure. I like Trump and couldn't be the Trump law, so there must be conspiracies. I believe that guy and that guy and every tweet that I get that reaffirms my bias because I like Trump. Use your mind. Actually do some research. Actually do some work. If you don't wanna do the work, that's fine. I completely understand you. But then don't retweet. Don't shay. Don't take it as fact. Don't believe in it. And this relates to the virtue of honesty. You have to be honest, which means you have to be able to identify the facts. Having a hunch is not enough. Having a bias is not enough. Because Hannity said it, I think that's called independence, another virtue. Think for yourself. Think for yourself. Alex Jones is not a source. Friends of Alex Jones, reporters of Alex Jones, associates of Alex Jones, are not sources. Not legitimately, not without other evidence. And then ask yourself, is anybody providing proof of any of their claims? Do they actually say, here, look, go do this? Ed Kelly, he says, I find it interesting that when Iran talked about voter fraud, he mentions Trump and Trump's people. Doesn't mention Biden and the left. Because Biden and the left are not claiming fraud, this election. And they didn't make that big of a deal of it in 2016 when Trump won by a small margin. So why would I mention Biden when I'm talking about fraud in this election, when the only people talking about fraud in this election, the only people complaining, the only people putting together conspiracy theories about fraud is our Trump. Why would I mention Biden? It's just bizarre to me why you guys think the way you think. I just don't get it. I just don't get it. I need to be balanced about conspiracies regarding voter fraud when only the right is presenting them. Did they do it? Again, evidence, proof, every in front of every court in America that's seen this is thrown it out. And you'll see in the coming days that they'll all throw it out. The only one case has the potential to reach the Supreme Court and the Supreme Court might vote in favor of it. And it has no relevance to winning the election. It's the Philadelphia case, but there are not enough votes there to change the outcome. There's no proof of fraud. There's no evidence of fraud. Every single allegation of fraud so far. There's a counter to it. Now, I'm not saying no fraud happened, but to say it did happen requires real evidence. Requires evidence you can present in a court of law. And every time they present in a court of law, the court is throwing them out. Now remember, Donald Trump has appointed more judges to federal courts than maybe any president, at least in recent times. So a lot of these judges are probably Republican appointees and they're throwing this out because there's no there there. Now, again, I wouldn't be surprised if there was fraud. I wouldn't be surprised if there's fraud on both sides. Yeah, I mean, I think the PA case will probably be won by Trump, but the PA case is too insignificant to matter. Even Trump people admit that. If they just have that case, first of all, Biden won even without Pennsylvania. So even if they reverse Pennsylvania, it won't change anything. But even if they win that case, the number of votes that fall under that case are not enough to change this election. So yes, there is some question about a decision the Pennsylvania Supreme Court made before the election about what votes could be counted or not. It affects very little votes, very small number of votes that cannot change the election. So who cares? And if the Supreme Court overturns it for the sake of future precedent, fine. But it's not gonna change this election because there's no systemic fraud. There's no widespread fraud. There's some fraud here and there and it's probably committed by both parties. The same fraud that happens in every election. I'm the last one to say there's no fraud in elections. There probably is. But the kind of fraud that would reverse the kind of vote count that Biden has over Trump, there is none of that fraud. Or at least there's zero evidence that there's that kind of fraud. And if you listen to all these conspiracy theories about the computer company, Dominion Systems, I mean it's mind boggling. Supposedly there's a supercomputer. I think it's in Germany that Obama used to win the 2012 election. And the supercomputer hacks into the election system in transmission points and it flips the votes.  And the people promoting it are just conspiracy theory, nobody's. But it's all over the place. It's everywhere because people don't use even basic rules of epistemology, like check your sources, look for confirming facts, figure out how the system of voting works so that would an interference in the middle actually be able to switch votes? It turns you can't. Because they also, before it's transmitted from the county to the state, there's a paper printout that's made that's distributed widely. So if there was a discrepancy between the two, you'd find it out easily. There is no change the vote to Trump in dominion systems. And then the conspiracy is about who owns dominions. It's Nancy Pelosi's husband, no he doesn't. Oh no, Nancy Pelosi's husband owns the company that writes the software for dominion. Not anymore, but used to, but they don't write the software for dominion, they write other kinds of software. It's Avid, they write software for animation and stuff like that. I mean, every time you actually go look at the facts behind one of these conspiracies, you end up in reality, which is no, there's nothing, there's no there, there, please. Not for my sake, not for America's sake, not for the future's sake, for your sake. If you have any respect for your mind, don't just accept these things. Don't just accept these things. Challenge yourself to read the opposition. Challenge yourself to fact check.  And you might not believe one, you might not believe two, but at least take that into account what they write and you can check for yourself. Usually with the Google and the internet today, where you can find a lot of information, a lot of information, all the materials are obtained. And remember too, Georgia for example, Georgia's a state run by Republicans. I mean at every level, they're Republicans. The governor's a Republican, the secretary of state's a Republican, the attorney general's a Republican, most of the precincts are run by Republicans. The idea that Georgia pulled one over on Republicans is just to look, yeah, Atlanta's Democratic, but you think the Republicans don't have reached into Atlanta when they control the state? Wisconsin Republicans are not weak. They elected many Republicans to higher office over the years. Do you really think that the Democrats just steamrolled Republicans in Wisconsin? Really? Think people, think, you gotta mine. It's there for a reason. Don't just use it when you do science. Use it too when you, you would never accept scientific evidence on this basis. You would throw it out. You'd never be publishing in scientific journals. But somehow when it comes to politics, we accept anything if it confirms our tribe's bias, all right? Let's see, I mean, Georgia was really close. Georgia was 0.3% of the votes, so they're doing a recount, which is not because of this election, because that's what they do when the vote is closer to 0.5%. And it's unlikely that the result gets shifted, but it's just a few thousand votes. So it's, you know, mistakes, human error could result in something like that. But it's unbelievable that, you know, in Pennsylvania, where there were tens of thousands of votes, Wisconsin, Michigan, where it's significant number of votes, Arizona, where it really has no chance. And by the way, he'd have to overturn a few of those states. One would not be enough. If Georgia flips, that's not enough. If he has Nevada, Arizona, Wisconsin, and Michigan, that's enough, right? He'd have to, Biden would have to turn to 70. So it's just, I mean, this is just starting tactics. And in a future show, I'll speculate as to why I think Trump is doing this, you know, and you'll hate me even more. What we need today, what I call the new intellectual, would be any man or woman who is willing to think, meaning any man or woman who knows that man's life must be guided by reason, by the intellect, not by feelings, wishes, whims, or mystic revelations. Any man or woman who values his life and who does not want to give in to today's cult of the stare, cynicism, and impotence and does not intend to give up the world to the dark ages and to the role of the collectivist, broods. All right, before we go on, reminder, please like the show. We've got 163 live listeners right now, 30 likes, that should be at least 100. I think at least 100 of you actually like the show.  There you go. Start liking it. I wanna see that go to 100. All it takes is a click of a thing whether you're looking at this. And you know the likes matter. It's not an issue of my ego. It's an issue of the algorithm. The more you like something, the more the algorithm likes it. So, you know, and if you don't like the show, give it a thumbs down. Let's see your actual views being reflected in the likes. But if you like it, don't just sit there, help get the show promoted. Of course, you should also share. And you can support the show at your own book show dot com slash support on Patreon or subscribe star or locals and show you support for all, for the work, for the value, hopefully you're receiving from this.  You'll know what shows are on, when they're on. You'll get notified, right? So, yes, like, share, subscribe, support. Like, share, subscribe, support. There you go. Easy. Do one or all of those, please.


سلام علیکم خواتین حضرات، وصیم احسان ویلکم سیوٹر the virtual university of پاکستان We are proceeding toward lecture number 30 of the brand management MKT624 The topic of discussion still remains channel systems I was talking about how a good channel system builds up value for the company as well as for the customer toward the end of the previous lecture I am going to start my lecture with the remaining parts of the same concept that I was talking about in the previous lecture Good channel systems build up value to product quality The meaning systems make sure that the product is delivered to the customer in the quality which was envisaged by the manufacturer And also the inventory management systems which support the availability of the product in its best possible quality form Are also part of the channel management systems which ensure good value for the company and also for the customer And then we talked about the importance of training and knowledge Which are imparted to the customers in order to make sure that they do understand very well how to use the product And what really are the functions in the optimal form And I also talked about the product availability in its total assortments With the meaning the good channel system has got to make sure that your brand is available in the market With the buy all formats With the buy differentiation through ingredients With the buy extension through flavors, tastes and so on and so forth And I also talked about the importance of good channel system Serving the customers through offering with a very good service Service in the form of transaction services While the transaction is taking place and services in the form of after sale service The value build up does not end there Those were a few of the factors that I talked about And the remaining ones I'm going to talk right now A good channel system could also build up value through image And in other words a good channel system could build up image of the brand and also of the company It is the responsibility of the management to develop a kind of a system Which is compatible with the associations which you want developed on part of the customer And the A system which also is compatible with the brands persona which you develop Because without saying that associations which you want developed in the minds of the customers Are a part of the brands persona And you will also recall that brands persona deals with all those characteristics of the brand Which could be translated into kind of human form or human characteristics Like a brand is reliable, a brand is durable, a brand is fashionable A brand is expensive, it carries an appeal of richness A brand is average, so on and so forth So it is the responsibility of the management to develop a channel system Which is compatible with all these factors To give you examples Let's take a look at luggage Luggage is available in almost all good supermarkets But then at the same time if you are dealing in a brand which is very exclusive You may not like to sell your brand through any retail outlets You may like to go for very specialized stores And if you are not very happy and satisfied with that You might like to go for stores which are owned by the company So that you can already develop the right most associations And you really can create an ambience Which is very compatible with the positioning of the brand Examples could also be given in the case of the watches for example Fashionable watches, the mountain bikes for example The mountain bikes which are very much in vogue nowadays Could not be available at every store that sells bicycles Examples can also be given in the area of FMCG But if you are selling a product which is very much differentiated And is extended by some very special ingredients Something for diabetics for example You may like to go for the channel which is very compatible with that So the lesson here is that the good channel system Is always very compatible with the nature and the character of the product And the associations and the brands persona Which you are trying to develop because otherwise That's going to be conflict and the right kinds of associations The image and the personality of the brand Because it may not be developed the way you want Another area where a good channel system builds up And the value for the company is cost efficiency And that's something that I've been talking about every now and then But here in a very special context What we have to keep in mind is that the more you sell The lesser are the costs and it is the responsibility of the management To see to it that your system is very cost efficient In other words you end up selling high volumes Or a desirable level of volumes Which are part of your objectives And you know why those objectives were set And the numbers you are wanting to achieve So on and so forth This is where the concept of optimization comes in And optimization in terms of distribution When you are distributing your products You cover a certain geographic area Meaning a certain part of the city No matter what that part of the city Or that part of the market has not to be covered Now if you cover the 100 stores As against 50 stores Your cost automatically will go down So this is how you optimize your distribution By extending your coverage Or by intensifying your coverage within the area So the more you sell the lesser are the costs And the more efficient is the system The more profitable is the business So it is the responsibility of the management To develop channels which are cost efficient And at the same time deliver all possible benefits to customers This is all about the value with the build up With the help of a good channel system Now the next topic Which I really want to cover is Relates power You will be astonished by what I am talking about Power is something Which really is talked about by all the managers And all the business people who are involved In one particular line of business Who controls the channel is a question That attracts everyone's attention Among all members of the channel You must have heard that Company XYZ is so strong That whatever it introduces With the people in the market Are always more than pleased To go to the company and seek distribution Because they know that the selling product Of that particular manufacturer Is going to bring them profitability So that is the role of the power Which really attracts those people Toward that business You must also have heard about the companies Going to very strong distributors Making sure that their brands are distributed By famous distributors In order to make sure that the customer reach Is optimal And the product is available At the locations of customers preference So the companies do talk About those parties Which you can have very good reputation In the marketplace So from that point of view Those parties carry power Basically it is the ability of the brand To offer value to customers That drives power all along the channel So in other words It basically is the brand power Which makes manufacturers That are so powerful and so important And so attractive Because of the channel It again is the power of the brands That make certain distributors Or distribution houses That much powerful That most of the businesses Would like to go them Talking about developing a relationship In terms of distributing their products It is a two way process Through which the brand accumulates Of the power By offering value to customers And by offering opportunities Of growth to intermediaries I'm going to talk about this In a few moments But I think it goes without saying Since a brand moves through different phases And through different stages Of the channel At every stage It changes ownership And the people all along the line Invest into it And that is how It develops certain relationships All along the line And that is how It offers power to all of them And that is how It offers opportunities To all those customers To have value And build up value So it is basically a two way process And as a result of which We can easily say That mostly it is the brand power Which becomes the basis of power On part of the manufacturers Distributors And other intermediaries All members of the channel Could have a certain relationship With the brand like I said earlier And it is the level of this relationship Which defines the level of advantage Which that particular intermediary carries And it is this relationship Which also defines the amount of power Which that particular intermediary derives Out of that relationship So we have got to be very careful And very mindful of the level of relationships Which our brand has With the different members of the channel So that we know When and how To bring about strategic shifts In our strategies And also in our tactics Power is something Which has got to be dealt with very delicately If you are a manufacturer And you think your distributors are very powerful We have to deal with them accordingly And vice versa So it is the relative degree of power And the relative degree of advantage Or advantages Which come to you Because of that power And it is taken into consideration Before you make any strategic moves Or you make any strategic decisions When I talk about relationships At the different levels And the advantages And the amount of power And I think it is obvious That I am talking about a system Which is essentially indirect And which is kind of multi-layered And at every layer You have a function of power And the function of power is defined by The brand power And a few of the factors Which I just talked about It also means that In an indirect system The power is diluted And it is diluted Amongst so many different members And I already have talked about The power being very relative To the situation And to the relationship Meaning there are some Who have more power And there are some Who have less power Let us now define What power really is I think we are quite very clear about The function of the power Place in the marketplace And we must be having a lot of questions Flashing into our minds About the role The level of power plays in the market In the context of distribution channels Power is defined By social scientists As the ability To have others do Something that otherwise Would not be done In other words The ability to cause a change Now what is this change Let us now talk about this change In the context of power Relating distribution channels It is the ability of one channel member To influence or alter The behavior or decision Of another member Let me explain this With the help of an example A manufacturer May influence retailers To gain the prime locations With the weather in their stores And its products And if the manufacturer succeeds In gaining those prime locations Power is exercised I think it is understandable But then at the same time Is something very interdependent With the meaning all the members depend on each other And it is because of that interdependence That the power is never absolute It is relative And like I said Some have more of it And some have less of it For a new manufacturer Just to give you an example Distributors and retailers May pose challenging demands Thus exercising their power Towards the pricing strategy What does this mean You are a new manufacturer for example And you are introducing a new brand And you are dealing with the members Who really are very powerful Even if they are not very powerful They are powerful Given your situation Because you need their help And you need their power To make your brand successful And they might turn around And tell you Well, we would like to have more margins And you find yourself kind of helpless And you agree to that When that happens And the strategy gets changed How? In two different ways One is You may have to go for price increase I mean an increase over What you had envisaged Because you think If you do not go for this price increase You just cannot afford To pass on the kind of margins Which these members are wanting The other way to go about it is That you do something with the margins Changing the price And you do that at your own cost If you increase the margins Of the members of the channel That are very demanding You cut into your own margins Which means less profitability So these are the kind of implications Which are caused in the marketplace Because of the function of power And therefore You've got to be very sensitive to the relationship Which you and your brand has With different intermediaries In terms of the level of power they have The more powerful someone is The less powerful someone else is But it is kind of an inverse relationship It does happen at times That the manufacturer and the manufacturer's distributors Both happen to be very powerful And in that particular situation Again it is a question of relativness You have to be sensitive To the level of dependence on each other Whether you are working for the manufacturer Or you are working for the distributor Or for that matter you are working for An important major retailer The question that arises here is What is the source of power? Well the prime source in most of the cases Is the brand itself And that is what I have talked about Power also comes to you Because of the reputation Meaning good reputation And because of an established relationship With other members of the channel Over years and years and maybe decades Let us take a look at the different sources Which offer a certain level of power With the different members of the channel The first one is rewards What is rewards power? Well rewards power is One member's ability to give Another something of value To explain this with the help of an example A retailer offering shelf space And point of sale support Of value with the two manufacturer And the manufacturer in return Offering in a good pricing Maybe better margins And promotion support And a little bit of advertising And extended payment terms for example So what is happening is That power is being exercised at two different ends And that is the beauty of the relationship And that is the beauty of the system Because it is working to the mutual benefit Of both the parties One of the important objectives Of the understanding power And then making your technical moves And also your strategic moves or shifts Is a complete understanding Like I said earlier Of the level of power So that you should not go wrong In making mistakes Meaning in making bad decisions I mean you shouldn't go wrong In making good decisions And because that leads to bad decisions If two different parties Keep on offering incentives to each other Meaning they keep on offering Rewards power to each other They fortified their relationship And that brings in a lot of credibility Within the relationship And that is something which is long lasting And like I said That is something which is good for the system And it becomes something Which is shared Not only by those two parties But by example That can extend it to the other members also The other source of power is coercion Now let me tell you This is not a good source But it is there And the coercive power Which basically means That compelling by force That's what coercion is The coercive power is exercise When one member has the ability To control resources And to change behavior of the other party I think it goes without saying It is not a good source of power But then it is there like I said And this can be explained With the help of an example Where you are again A new manufacturer And you are powerless in a way And you are told That you have to agree to the terms and conditions Which other members want Because you are out of the game And that's coercion The example could be given vice versa A very strong manufacturer Can withhold certain resources Which could be very productive Or which could be translated In terms of rewards If they were given in a very positive way So withholding of those rewards Is the coercive power And let me tell you that The coercive power is Something which brings in conflict Within the channel And channel conflict Is not good for the channel members Even for the member Who is being coercive Because the time is going to come When the other party Which is being coerced Is going to look for alternatives And once the party Realizes that the level of dependence On the other party Meaning the party That is coercing Has lessened The parties Going to break the relationship With the other one So that is the negative side Of the coercive power And it is something Which is very exploitative And in other words It should not be exercised Because there is a natural tendency On part of others to resist it Another source of power Of which is a beautiful source I must tell you that And that is something you must work for Any company you are working for Or you are a part of And that is legitimate power Legitimate power is based on the belief That the one party has the right Or one party is entitled To ask for a certain behavior Going to its reputation Going to its position in the market And the role it plays in the market Such beliefs are held about those manufacturers Who are involved in the production Of very high quality products And those manufacturers Who are involved in a lot of research And development for example And the manufacturers who produce goods That really surpass customers' expectations I think it is natural that The members of the channel Are influenced by the reputation And by the behavior And by the role That kind of manufacturer plays in the market That the grant that manufacturer Status of power So it is something very legitimate But then you see in order For that kind of power To be granted to someone You've got to be a little traditional In terms of your value systems Because unless you have those kinds of values That you respect somebody Who is contributing The development of something Is so beneficial for the whole market And for the customers, consumers, everyone That you grant that status to that party So it is a function of the value systems On part of the different members Of the whole community That is willing to grant that status Another source of power is What is called expert power Expert power stems from Superior knowledge and information On part of one party And that party in most of the cases Is the manufacturer Because a manufacturer Who's been involved into R&D And who knows for the very succinctly Why that product has been brought into being Certainly has the better knowledge Than the one who's going to use that Or the one who's going to buy that As an intermediary To explain this concept with the help of an example Let me talk about the sales force Out of the market Training distributors And retailers about promotional techniques Latest marketing trends About inventory management Just to cite a few On the basis of those What happens is the performance of those distributors And retailers improves When that happens They become more receptive And they are more influenced By the power you have And the equation between the two parties Get kind of further fine tuned When you give training to a retailer The chances are the retailer is going to offer you With a better space And the outlet When you train somebody With regard to inventory management The chances are that the ordering system Is going to improve And that is going to improve To the benefit of all the parties And you as a manufacturer in particular So what happens is the company wheels power In most of the cases You can summarize the whole discussion like this That in most of the cases power Results from a combination of different factors For example a company can have legitimate power And at the same time the expert power I think when a company has legitimate power Expert power becomes an extension of that legitimate power In most of the cases if not in all But at the same token if a company has rewards power The company can wield expert power Or legitimate power somewhere along the line By its behavior By the role it plays in the marketplace So we can summarize it like this That it is a combination of different factors Which gives different members of the channel A certain level of power in the marketplace But what is generally seen in the marketplace Is that brand acceptance and store acceptance Are on top of the list When it comes to the factors that really give you power So brand acceptance and store acceptance To the very important elements Which automatically translates into power For the manufacturer Because he's the one Or she's the one Who produces that brand And store acceptance translates into retailers So we are now going to look at the power With the wielded by retailers and manufacturers And then see how these two And the others in the marketplace Of course distributors and wholesalers Should respond to different levels of power In order to be effective Not only for themselves But for all the members of the channel Because let me explain this And let me express myself very comprehensively That the objective of a good channel system Is profitability on part of all the members Because if you cut the one out Well, you are undermining the whole system So a good system is the one Which is beneficial for all the members Okay, so back to the retailer power And the manufacturer power Let's talk about the manufacturers first It is very obvious for the people like us In the buy now That a multi-brand company Or a mega-brand corporation Is in a better position To have a lot of power And this kind of a company deals with The distributors and retailers From a position of strength How that company deals with Other members of the channel Is that company's choice The meaning Whether the company deals arrogantly Or in a coercive way Or the company ends up giving some rewards Gaining something in the turn Is that company's choice But in most of the cases In the present days world The companies are very prudent And they are very pragmatic In dealing with other members of the channel And that is what make the mega-brand companies And the multi-brand conglomerates Are as huge as they are So the fact remains That the companies that have a huge portfolio Of powerful brands Are going to end up wielding more power than others And companies that have a smaller portfolio Are companies that are dealing And just about one or two brands Have less power And whatever the level of power And whatever is the size of the one company They all have got to be very sensitive To the level of power Joined by different members of the channel That is what it boils down to Let us now talk about the power Which is being enjoyed by retailers nowadays I've talked about two factors One being the manufacturers And the other being retailers So let us now talk about Why retailers have become so important And how to deal with them Given the competitive situation Of the present days market Again, all the businesses have got to be very prudent And pragmatic because of the mutual dependence And this dependence is highlighted More and more in case of the growing power of retailers I pointed out this thing In one of my very first lectures That the balance of power Is shifting more towards retailers than manufacturers Why? Number one, because the final purchasing action Takes place at the retail stores It is that location where the hands are changed And the final touch of what the sale is given to the product Is your brand and it gets into the hands of the final consumer The second factor is that the sector Meaning the retail sector in itself Has become very dynamic It really is the uplifting itself In appearance, in growth In size, in innovation And managerial expertise You don't really have to go out of the country To see how this sector is really improving The emergence of chain stores And supermarkets And also individual retail stores Is changing the whole landscape Of retailing all over the place Even in the overall market Things really have changed dramatically Over the last 15 to 20 years And also in the last 5 years than before Why? Because the people are getting exposed to the international lifestyle Because of their foreign travels They are getting exposed to communications With the help of electronic media Television channels, internet and so on And also they are getting exposed Because of their relatives and friends In the developed world And that coupled with the rising standards of living In this country What is happening is We are coming up with better and better retail outlets So there is a host of factors Like I pointed out Foreign travels and exposure to communication And exposure to the way of living In the developed world On part of those who are very close to us And then learning from those people Coupled with the rising standards of living We are coming up with better and better And more and more retail outlets The whole face of retailing Is undergoing a tremendous change So the change is not only qualitative It also is quantitative This is factor number two Which I've just talked about In relation to factor number one Which is the changing of hands Between the retailer and the final consumer That really have shifted the balance of power Toward the retailers Retailers on their part Are becoming more and more educated So the qualitative change Which I'm talking about Is not taking place only in terms of appearance Or size It also is taking place in terms of With education and training I was talking about the expert power Because the one factor is That manufacturers are training these retailers The other factor is That these retailers are educating themselves They are going into the information systems They are putting up the computers All along the procurement line And write down to where the final sale is made And they have a repository of the information Which is very expensive And which is very useful Not only by the retailers But also by the manufacturers If the retailers are willing to share That information with manufacturers I mean that is one thing Which I can throw some light on And that really relates the area Of what you may call the vertical marketing systems In which relationships transcend Your boundaries Meaning if you happen to be a manufacturer You get into some kind of relationship With the major retailers Who have the kind of information Which I just talked about Because they have beautifully laid out systems And that they can provide you with Some valuable data On consumer purchases On consumer behavior On buying patterns And so on and so forth And on the basis of that You can really improve your customer model And then bring about innovations Which is a continuous perpetual process In terms of brand management So it is the education And training on part of the retailers The sophistication which that education And training have brought about And that gives a lot of power to retailers And that is something Which is adding to the concentration of that power And while dealing with those kinds of retailers We've got to be very sensitive Not that we wouldn't like to annoy them Because we would like to share something with them Which translates into value Meaning profits To the higher level of profitability To the better level of business And all related things These retailers are in a better position To measure the sales relationship With shelf space Location in the store And effects of promotions And provide the detailed and minute Data to the manufacturers So that is the very valuable information Which the manufacturers must seek And going back to the concept Of the vertical marketing systems You may also like to get into If you happen to work for a manufacturer Or for a retailer You may like to get into some kind of relationship Which is inter-organizational And in which you help each other By providing each other Some kind of structured information If you are a manufacturer You can impart the training to retailers And if you happen to be a retailer You can offer that particular manufacturer Something in return And nothing could be better than Data which I was talking about Data relating to shelf space Location in the store And buying behavior And buying patterns And so on and so forth Because this is where you really Can pick up some very valuable information To be able to improve your customer model And then see how you really stack up Against competition The question that might flash into your mind If you are going to get into this kind of a relationship Others, meaning other major players Can also get into that Well yes The question again is Who gets into that kind of a relationship first And who makes the best of it first And who is in a better position To keep others away from that kind of a relationship That all is a part of the marketing battle Which takes place in the field of marketing And you've got to look into all those strategic things As they come or as you may feel They may come and as you may formulate To be preemptive We've talked about the power Which the manufacturers have Because of brand acceptance And we also have talked about Why there is so much concentration Of power with retailers And that is because of the store acceptance Because the people have certain preferences To go to stores which are close to Where they live or which are very fashionable Even if they are not very close by So it is the two areas Of the manufacturers and retailers Where we see a lot of concentration of power How should these two entities Get to operate in the marketplace Given that they both are powerful This is a hypothetical question And this also is something Which you really are going to get into The moment you start working In the practical field Well, the best possible solution To deal with the two respective Four levels is to converge To your power at a point Which is good for the brand Because whatever power you have As a manufacturer or as a retailer It must be used not to show your muscle It must be used to improve your brand Meaning brand's performance You have to make the brand more powerful Because the more powerful is the brand The higher is the level of profitability For both Meaning the manufacturer and the retailer Manufacturers are mindful of the fact That the retailers have a lot of power And off the shift that has taken place In favor of the retailers And they are also very mindful Of the point of convergence Where the brand must be supported With the meaning of point Where the power off the manufacturer And power off the retailer Must converge and meet at a point They are mindful of all that But there has been a reaction On part of the manufacturers And the reaction has showed itself In the form of retail outlets Owned and operated by manufacturers Meaning manufacturers could have opted to go for The own outlets Now this may not be the case For FMCG's Where you are producing In the one line of the products And that may not be very viable In terms of putting up a supermarket But this is quite very viable In terms of many other consumer items Consumer durables in particular And electronics for example Luggage for example Watches There could be a host of different items Because you think of those And it doesn't take the marketing genius To know what those products could be For which you have to have your own outlets But just look around yourself Because within your own market of Pakistan And you will see that you have some beautiful stores Owned by the manufacturers of a paddle And the manufacturers of shoes for example These are two very prominent areas In which the manufacturers are operating Very successfully The fashion apparel Or the garments Which are the casual Have their own stores And same as the case with the casual shoes And also dress shoes Now once you have your own outlets What happens is That the retail brand Becomes the product brand The meaning the product brand XYZ Is also the retail brand And vice versa So there you have a lot of informity And that adds to your power Because the brand gets Double level of strength The channel is not only better controlled It is owned by you So in addition to better profitability and power The management process becomes conflict free Offering better opportunities for growth You have one store today You are going to have another one And another one And the process goes on Retail brand becomes the product brand And again that gives you the double strength Because when you are selling your brand Through a supermarket Or a retail outlet Not owned by the company It is a very different ball game From the one Which is totally owned by you The meaning that you have Your brand being sold At a retail outlet Which has the same brand name So that adds a new dimension To the brand consumer relationship And it defines the whole process all over again The brand's world altogether And like I said earlier You take a look at the chain stores Of the clothing and shoes And you will realize That the whole setup is created with the brand positioning And the brand values Quality propositions in mind If you are selling your brand Through somebody else's store You are not in a position to go for the kind of decor Which is going to support your brand's positioning Or your brand's values Conversely when you have your own store You can develop the whole theme All around the positioning of the brand And you can go for the theme Which is a reflection of the values of the brand If the brand is sturdy You can go for the theme Which is reflected accordingly In terms of the fixtures Which you have inside of the store In terms of the colors Which you have inside of the store And by the same token If you are selling perfumes And those kind of personal care items Under your own brand name You can go for a decor Which is compatible With that kind of products That may not be the case With somebody else's store In other words You can very convincingly express The core values of your brand If you have your own stores That tremendously enhances The scope of the brand's marketing So much for the manufacturers' reaction To the concentration of retailers' power Manufacturers could also خیص کی حق کے لائسے دے کے لائسے کسی بہنچانے کے حق کے بہنچانے پر یا جذبس متیاں کے ساتھ قلدے کی ضرورتوں کے پر اپنینگوے کی قلدیں اس کے لائسے اپنینگوے کے لائسے کسی بہتر تبریج۔  تو یہiously because it is a new area for company to venture into the cost of learning from that point of view is high. You make mistakes but once you go a little above the curve or meaning the learning curve and you set comfortably there a point comes when other manufacturers to start approaching بیک أن کے وقت پر ایسی کھو پر مستہِم وہاں لیکن، اگر ایسا ہے کہ اس کھو پر سجہگر کی حراس کرنے کے billingہ کہ کوئی پہنچ ہے ہوں کے انگردسنش مجھے مغربیام ہے اس کو میومہ جو بسلس اور بیپ اس پر س licenses کیونکہ آپ کو بھائی پاسی کیلہ ہے اور بہت بہت Reporting جو بہت ملحظہ کیا ہے اور بہت ملہتی ہے جو بہت بہت بہت بہت بہت بہت بہت بہت بہت جو بہت بہت بہت بہت بہت بہتبہت لیکن ہے کہ لیکن کامیٹر پہد کرنے دیتا ہوں گی اور بیسنس کی بیسنس فہلی بیسنس کا بڑے ہیں کبیے آپ کو اور لیتا ہوں گے اور بہت پہنچ سی بھی پر حاصلتہ ہے کبیے آپ ہی بھی پیچنا آشگر ہے ،یکن آپ اپنے بیسنس کا ب gj richtig دیکھب Can of business ، ایک بھی ایک تیکنے دیکھو آشگر ہے. یہ ایک بھی جانتا ہے کہ آپ کبی پوری بیل ہیں اور کانیٹر دیاگو چلوارند ہے۔ima not to say that except that you should not have this kind of set up if you are dealing in consumer consumables with which who fast. Meaning FMCG's there are examples within our market in Pakistan. Where people have gotten in to their own distribution of the fast-moving consumer goods and they have done very well no question about that.  اور ا کشٹ آئے کہ یہ ازیادہ اکران کے منایجیs اور باریک منایجیوں اور باریک منایجہ کو اُو بہت دور ہی یہاں بہت ساتھ اگر آپ کسی بڑیشاہلے میں میں تک آپ اگران کے بات ساتھ بہت سیٹیجٹے کو تک میں ہمیں بھوکہ ساتھ بہت ساتھ کتھ لینگ اور اندریکٹ جانوہی ہی کسی بہت ساتھ کتھ لینگ۔ لیکن آپ کسی بہت بہت بہت بہت ستھ کتھ لینگ. اور بہت سے جسی پوروہ لی ہے کہ یہ بہت سبلوان سے بہت سیدہ ہے۔ اس کے لیڈیر ہوتا ہے۔ اللہ حافظ اور میں بہت بتا ہوں گے جب آپ کے لگتہ لیکنے کے لکھنا چاہتے ہیں اور پھر کوئی خصوصیت کے لگتہ کمونکیکیشنز جب لیڈیر


Listener Ed says, we're planning a trip to the Bahamas. My wife informed me that the finale of the Bachelorette will be happening while we are there. I was told it was my job to make sure she can see it with our Fubo app. I usually take my Amazon Fire Stick on travels. It's less bulky than our Apple TV. A great piece of advice there by the way, I like that because you can plug it into a TV when you're traveling and you're good to go. But the Googles tell me that accessing anything on Fubo while I'm in the Bahamas is unlikely and the only solution is to use a VPN. My friend and yours, Alison Sheridan, forced me to subscribe to Encrypt.me at the end of 2019. I figured with all the traveling I was planning in 2020 that it would be a good idea. So I signed up for the renewable subscription. Obviously I haven't used it in over the last two years but I discovered that the Fire Stick has both Fubo and Encrypt.me apps and I plan to load those up before the trip. Due to the high consequences of messing this up, is there anything I need to know or should test before leaving on my vacation? Your plan is solid and except that it still might not work. Out of all of the major streaming services that I've tried, which would be YouTube TV, Fubo, and Direct TV Stream, I think Fubo is the least concerned with your actual location. I've only experimented with this in the US so I can't say for sure but I don't think your fire, so you've gotten Encrypt.me app on the Fire Stick. I guess one way to test would be to log in with that VPN to somewhere in the Bahamas, right? Or if they don't have an endpoint in the Bahamas, choose something far, far away and then launch your Fubo app and see what Fubo tells you about where it thinks you are. That will be a good litmus test of what you might get with here. If that fails though, you could go HDMI from your Mac where you have a lot more control over whether or not the location is gonna be shared with the browser or if it's just the IP address and turning off location sharing for whatever browser you're using so that it really, truly is just using your IP because remember the max location sharing does not get affected by whatever VPN you're connected to. It knows based on the real IP you're connected to and other factors and it will divulge that if you let it. So you do that by going to system preferences, security and privacy, location services and uncheck whatever browser you're gonna use there. So that's how I would test all this. However, if it were me and we were prioritizing the bachelorette and or the fact of prioritizing the bachelorette was a key element in family harmony, then I might also rely on other perhaps less conventional means to ensure a backup plan. This falls into don't get caught on both sides of it because you don't wanna get caught not wanting to watch, not being able to watch the bachelorette. That's number one. But number two is you don't wanna get caught doing anything that may or may not be acceptable within the realm of whatever it is wherever you are when this happens. But I would prep myself to use BitTorrent as a backup here in the interest of marital harmony. Go to the TV section of rrbg.to. That's probably gonna be the easiest site to use to go and find the latest episode of a show and grab the episodes from here. But I can't stress this enough. Be certain to use your VPN while you're downloading any of these torrents. And hopefully the reasons for that are obvious. Hopefully you don't have to resort to any of this.  I mean, effectively what you're doing is grabbing this in an unauthorized way, right? Like that's what we're talking about here. It would be really nice. I have no doubt that Ed is willing to pay to get this, but he's gonna be in a spot where he can't pay to get this and that's crazy. This is the problem with rights management is when it becomes such a burden that the easiest thing to do is to pirate the stuff, then people are gonna pirate the stuff. So like that's, there you go.


And you're very welcome back. And that was the beautiful voice of Sophie Doran who plays Nancy in the forthcoming production of Oliver in the Millennium Forum. And as promised joining me in the studio tonight, I have got Judith O'Hare, who's chairperson of the LMS in Derry. I've got Kieran O'Connor who plays the role of Fagan. And I have Sophie Doran who plays the role of Nancy. Folks, you are very, very welcome tonight. Good evening Jean. How are you? And as I said before, we've shared the boards before Kieran and Jesus Christ Superstar here in Erich County. And I'm looking forward to seeing you as Fagan in Oliver tonight. That's a bit different, Jean. Seven years ago, hard to believe. But yeah, that I think I will be playing the role of Fagan. Maybe seven years later, not so much, but sure. Looking forward to it. Really, really enjoying it. Fantastic. And Judith, you are the chairperson and the LMS in Derry was back decades. Yes, we started in 62. Autumn 62, I think the first show was in 63. And it started off with Gilbert Sullivan. A lot of the early shows were in the, most the early shows were in the Guildhall. And then during the 70s, a few years during that, we just couldn't perform any shows in the city in the mid 70s. So there was a few lapsed years there. Then we went back to the Rialto for the old cinema, Hanson Columns Hall. But we've been in the Millennium Forum now since 2002. I think it was our first show in the Millennium Forum. And we've been there more or less every week with one show in the Waterside Theatre. There's a great venue, the Forum. So it's the 61st year of the Society. And we've had a tremendous community support. Support about business advertisers and patrons. And there seems to be, we've done Oliver's the third time we've done Oliver. And we have to sort of replenish your talent every so often, every few years. So it would be a marvelous group of children, the 35 children. And including, of course, we have a wonderful principal lineup this year, particularly. We're very fortunate with our production team. We have Michael Poole, who's co-ordinator in drama in the tech. And Michael is able to, sometimes young men are hard to encourage to come into music society. But Michael seems to be able to get us, always get us a few extra men. Vanessa Chapman is our longtime choreographer. And she's just so full of new ideas and encouragement, even for those of us who aren't really good dancers. And Peter Dardee is our MD. And Peter's always been enthusiastic and great attention to detail. So we're hoping that it's all starting to come together. And have you been rehearsing long? Started in January and just after, maybe the 7th of January, the children were in first. And adult chorus, we hadn't just seen them for a few weeks. And they were just brilliant. The first time we saw food, glorious food, they picked it up so quickly. But they've been working very hard. Then the adult chorus and principals have been a bit twice, twice three times, two or three times a week since January. So we're getting to the, towards the last stage now, getting it all put together, running the show. It was a very exciting time. And you were telling me just before we went on air that there's a number of Donnie Gold people in the cast and the kids as well. We're delighted. Well, Sophie here is from Inch originally. She lives in Bridgette and now we're delighted to have Sophie. So we have Rosie and Sonny, here are sisters. Leon is from Newton Cunningham, Alton, Annie, Holly. There's Arusha as well. And Lily May. So there's various from Boncranna and Cairndona and various parts of Donnie Gold. Leon is Newton Cunningham. So people are travelling from all over and then we have a big group from, well there's obviously people from the city done given. And then there's Limavadi, Bali Kelly, Castle Rock, Board Rush, Corian. I mean, it's great tribute to the society and to the encouragement and enthusiasm of the members that they travel from far and wide to take part in the show. We're delighted with that too. And Ciaran, you've been on stage for over 20 years and you played Jesus Christ Superstar here in Letter of Kenny and you were in Kinky Butts as well. And Fagan, is there a completely different role for you? It is. Definitely has been a challenge. I started at the start of January with all the kids because obviously I'm heavily involved with over 40 kids in this production which I have to say, talk about being kept in your toes. I definitely have been. They are mesmerising. They're fantastic. And yes, it's my 20th year actually now doing shows and my first time really working with such a large volume of children and they are just a delight. It has been a real privilege. To be able to actually witness what they're going to bring next week to the Millennium Forum stage is going to be just, it's going to make it all worthwhile for me. I'm really looking forward. Yes, to bringing Fagan to life, but also to watch these 40 children do their thing. It's going to be brilliant, Jean. And as well, just from your little blog that you were artistic director there in Lumen Christi and their production of Cinderella, did you find it different from being on stage to be directing it? Totally different. I actually come off the back of a musical director who would do a lot of the productions down here, Mark Bradley, who you probably be aware of. Mark's one of the teaching staff up there and I came to his mind in 2022 in the early part of it to take on the artistic directing role of the Lumen Christi production of Roger and Hammerstein's Cinderella. I thought, am I able to do this? But yeah, you know what, I stepped up and I was looking at it from a total different perspective and really threw myself onto it. And tried to approach it with as much commitment and as much of a visual enthusiasm as I possibly could and really, really enjoyed it. Again, it was just great to watch these young people, many of them who it was their first time on stage bring something to life and it was a great experience for me. I would love to be able to look at it from that angle again maybe someday, if God's good, but sure, we're looking at it all over now and we have to deliver Fagan in a week and a half time and he's playing havoc in the voice but listen, we're getting there and really looking forward to it, really am. Sophie, you're playing the role of Nancy and it's not your first time on stage with the LMS in Derry? It's not, no. I've performed a few times now with the LMS and that's with the Chorus, or not the Chorus, the choir we would do, Showstopper's Choir and my very first show was in the Chorus with the King and I back in 2012, that's going back, even thinking about it and even some of the cast members that we're performing with now in all over when they were in the King and I they were only about six or seven and they're all adults now, so it's crazy to see how they're still in the society as well developing their own interest in it so it's just wonderful to see the society, it's a brilliant opportunity for people of all ages to become involved and the arts especially, maybe a few of your re-classes at the weekend and you're wanting to maybe go on stage and put on a big show, you know, it's a brilliant opportunity and as Judith was mentioning, you have Michael, Peter and Vanessa and they are just a fantastic guidance and they give some brilliant skills and I mean this is free as well, you know, you have membership fee but you're getting all this training in a weekend, week-out basis and it's priceless, it's brilliant for them so yes, I'm delighted to be back this year playing Nancy. It's a very exciting role, it's one of those roles that I've definitely wanted to play for a long time and I'm delighted that I've been cast very, very exciting. She's a baddie in a way but she becomes the hero so I get to be nice and I get to be a wee bit cheeky at times so it's a very fun role but yes, I'm very excited now. And a very different role from the 9-5 role that you played last year. Well, polar opposite ends I'd say. Great show last year as well. Absolutely, it was a very fun uplifting show last year but it's very, very different this year, all over, I think it has a wee bit of everything. You have comedy scenes, you have the heartfelt, meaningful scenes and then the kids and everything. It's a brilliant show. I couldn't say anything. Good words about it now. Well we just heard you singing as long as he needs me and what a performance and if it's like that recorded sure it's going to be even better live but you've been performing since 4 and you've been on TV so you've quite a lot of experience Sophie. I'm really lucky and I have no one to thank better as fools than my parents. When I was young they were just amazing. They backed me 100 anything I wanted to do and anything at all. They gave me every opportunity with my lessons and they've waited rehearsals for hours for me. I'm so thankful to them and even then when I was younger performing with LMS they would bring me in as I say to you, I'm from Donegal so they would take me in the dairy and I'm really, really, really, really thankful. So I've been blessed and then when I was studying in NWRC Michael our director he was actually one of my lecturers and again his teaching was just fantastic so I've learned so many skills from him and then I was fortunate enough to be signed with Nova Artists so I've had a lot of great opportunities to do some professional work there as well so I am very, very, very blessed, very lucky. Fantastic and Judith we've got Fagan and Nancy here and Oliver, I know whenever I've been in two productions of Oliver myself I was Mrs Bedwin and the children to find they're all so fabulous it must have been a pretty hard task just to get the Oliver. Yes there's a little boy called David Langan who is really getting into the role he's the most beautiful voice and he's very dedicated, we boy again his parents are so good at bringing him his brother is actually in the cast he's playing Charlie Bates one of the other children but for a ten year old boy he's so mature but he's really enjoying himself and then our Dodger we're very fortunate it's actually a girl who's playing Dodger Francesca Kelly both her parents are her mother is an actress and her father Morris is a musician, a musical director who has directed Society's Need, Romssey Northwest Orchestra they're involved with Allegri their music group but Francesca is their daughter and she's a wonderful a wonderful girl she just loves her singing and dancing and her character role and you know the children will just be they react so well with Fagan and with Nancy and with the other characters it will be a joy to get it all on stage and it's such a family show as well like you know because of the children you've got all the grannies and all the aunts and uncles that have come to see it and it's an uplifting show like Umpapa and songs like that and as Sophie said it's sad and it's funny and it's there's something for everyone in it I mean Charles Dickens was such a wonderful writer I mean I think with a lot of musicals you need to be really successful with the story and there's no better writer of a script than himself and then Lionel Bart's music has really lifted it but even this year I've been in the show twice before but there are different touches each time each director brings a different slant to it you know and it's very exciting to you can't ever tire of it so this kicks off now so we're in the forum of Wednesday the 20th of March until Saturday the 23rd of March at 7.30pm and there's a matinee on the Saturday afternoon at 2.30pm so tickets are available from Millennium Forum they have a website and a box office if you I'll give you the address www.millenniumforum.co.uk Millennium is two L's and two L's and their number you can share if you just hold it here because I've got a better view you want me to hold it how's that for yous all their numbers are low tickets are available fantastic well the best of luck with it and many thanks for taking time out tonight to come in and speak to us here on Highland thank you very much Jane the effects of personal debt problems are


Welcome back and good morning everybody from New Zealand. Deep up in the mountains. We've just had our coffee, we've had our breakfast, get out here first thing. Todd spots a bull tar up on top of the mountains. I mean literally we're sitting next to hot spring pools. We've got this amazing cabin behind us where people stay and then we step outside and there's tar. Like all around us sound too bull tar and a shammy so far. So right now we're getting out the spotting scopes, kind of getting to see the movements. See if this this is a tar or a shammy that we can go after or if it's just no go. I mean if you look where it is, I know I can't get up there. So it's one thing to find them. It's another thing to find actual huntable tar that you can approach. Now for my buddy JT who is a hardcore bow hunter that adds a totally different element to try to get to those things and get a shot on him with a bow. So if he cannot get within bow range I'm gonna take the rifle and I'm gonna take the shot. He's got a huge challenge ahead of him but good news is we've already we're already seeing animals right off the bat y'all. Yesterday the hardest physical thing I've ever done.  So I'm gonna head across the river now. I've seen about half a dozen tar up here. Kind of work our way up the creek and see if they move down to a little bit better shooting position some pretty rough stuff right now so yeah we'll see what I see what the day brings. Crossing another mountain sway bridge. I promise you the color of this water is not photoshopped it actually is blue. What do you think JT? Well I think these mountains are crazy steep and it's freaking awesome that we've already seen some tar from the camp. Right up here is where we had one bull tar that was kind of in a position that we could get to so I was just glassing up here making sure he wasn't still there. Like most sheep hunts this is a lot of glassing just sitting here and looking at these rock lodges we've already seen five or six tar but can't get to them where they are it's insane where they're living so right now is the rut over here the males right now are a little bit different coloring so they stand out a little bit better. The thing about this area that we're in though Todd is saying like all these tar bull size so if there's really no question when you see one it's a definitely shooter bull I'm gonna shoot anything that I see and over here there's no restrictions regulations you could shoot a hundred tar in a day any size if you want to obviously I just want one and it's been a hell of a challenge getting up here so just savor the opportunity to see one and get the shot at one. So the tar are way up there we've been glassing down by the river for a little bit and Todd's thinking the best thing to do is just get to where they might come out get in the best position where there's like two or three little avalanche washout areas where they'll step out and then we could shoot from you know anywhere from I don't know hopefully close for JT. Yeah like 60 yards in them. 60 yards in them. That's what I want. It very well could be like 500 yards we just don't know we don't know where they're gonna come out so it's time to strap up get your gators on and get to rock steppin all the way up there. Straight hoofing it right here. Some of them are just like straight walls bigger pools up here we're about 2,000 feet of elevation right now. Have a good foot placement before you go on to the next rock across the way way up there the sketchy one there. I'm thinking about carrying this one. Yeah I'm jumping partner like a billy goat. That big rock right up there. That's where we're going we can see all around so we just got to get beyond this pool and then that's where we're gonna be hunting right there. I think we're gonna have to go up under this huge rock here. That's a big freaking rock. Good thing there's no jaguars in New Zealand. Last stretch right here. We're going straight up the waterfall and then we'll be at our spot up there where we can start glassing. This has been about three hours going straight up right here just to get to this spot. What'd you drop? It wasn't hanging very good or it wasn't stuck very good. Todd we gonna be able to go up that way? Do you have a good footing? I'm probably gonna have to hand you this bow. Grab that. Pass it on up to Todd. My shoes are not gripping very good right now. It's pretty wet right here so I'll use your axe to get on this side. Okay that's slick as f*** right there. Dude we ain't gonna be able to go this way. We may be sleeping up here tonight. You almost got it. That was rough y'all. Great thing about New Zealand though. There's water everywhere, drinkable. I forgot my canteen today so I'm just gonna get some of this water right here. This is a lot of work for a goat. Matter of fact all goat hunters right now. What's the word Todd? There's literally tar poop right here. You can smell. Tar literally get up on top of here. You can smell the must. We found a top of our rock where we're glassing now. So we can actually see the hut all the way down behind us. It's taking us probably three or four hours to get up here. Where we originally saw this tar this morning is probably about 600 yards. But now we're sitting on like this perfect rock where we can see tar coming from multiple directions. And we're just gonna sit here and we're gonna glass until we see something. We're literally a strange feeling. I get to start to feel the mist. Put the jacket on. A little strange to look up and then you see a mountain in the clouds. Anyways, we're hoping this is gonna give tar and possibly the shami too. A little bit of a false sense of security. That evening's coming closer. They're gonna step off the mountain a little bit. They give us a chance. We've worked so hard to get up here. It feels like heaven is meeting Earth right here. It's so weird. I assume we just need to get him to stand up. Yeah. Hold on a second. Can you hold it pretty steady? I can kill him whenever I got it recording. You do? Yep. And I've got it all perfect. It's not gonna work. It's just scope. You gotta stand up. I'm not gonna work right here. You could get my spine scope and the spine scope see up here. We'll know he's saying that the blast will shake this. This close to getting the shami. This fog just rolled in at terrible time before the shami was gonna stand up. We know that there's other animals up there. The shami kept looking back. We're gonna try to get up there and maybe make a stalk so JT can get along with his bow. And maybe we'll see some other animals up there when we get up there. It's a mountain hunt man. Conditions changing all the time. So we're gonna head over to this big rock. See if we can get on some other animals. Oh yeah I see. I was looking past him. Oh he's right there. They're up on top of our ridge. He's trying to get the camera out. Get over there fast enough. As soon as we started to even touch the rifle and started walking away. We don't have enough time to stay up here. The fog has gotten too thick. We know there's animals all up here. But we can't. It's gotta go all the way back down to those rocks and creeks and everything. And I guess we're gonna have to come back here later. I think tomorrow is just gonna be rain. So we're not even gonna be able to hunt. We saw a couple of animals at least. And there's signs of them. But it's not gonna happen today. We had to come down the mountain in the dark.  The sun has been going out about 6.30. And adding in the overcasts, the mountains. You really have to wrap your hunt up earlier in order to get down. It took us over an hour and a half to get down. It took us about three hours to get up. And just crawling through all those rocks and the river. It was just a challenge. The physical aspect of hunting these goats is crazy. Like I trained. I got in shape for this hunt. My legs are still killing me. The great news is my back feels great. My head feels good. All that's good. It's just you gotta make sure you're stepping in the right spot. And if you're going down, you'll make sure that that rock doesn't have any slick spots to it. Or it's not gonna move. Because one wrong step and a rock can roll over on your ankle. And then you're really screwed. But what we learned yesterday is a great spot where those tarred and shaming are coming out. About 2,000 feet up the mountain. The top of the mountain is about 8,000. That's where you're seeing the snow. And it's really nasty up there. Definitely not going in that direction. The highest we'll probably go is maybe 35. Little grazing areas and have some grass to it. Little pathways. It's easier to spot when you're looking at a broad picture of it. And then kind of mark that. Keep the middle note of that. And then trek up there. It's not too shamy, but we weren't able to get a good shot. What I learned was this is a lot like bow hunting. Even though I'm gonna be hunting with a rifle. Todd's rifle that I'm hunting with. Similar to the one I have back home that has a dial out scope on it. The Leopold scope. And it's super accurate. But if you know the distance you can dial to 150, 300. All the way out to 600 yards and shoot really effectively. You just have to know that distance beforehand. And be able to dial real quick.  So in that aspect, it's a lot like bow hunting. It's so hard to hunt these goats from below. It's much easier to get on top of them. But in order to do that you have to sneak above them when they're not looking. And it's just a big challenge. Y'all, the weather is in charge of the program out here. If it wasn't for Todd, his knowledge of hunting up here for so many years. And just knowing the weather. And how it's looking. And how it's coming. Having those Garmin devices giving us the forecast. Where we can have a good idea of what's going on. It'd be extremely tough. And this is why I had to get so much gear. Like get the reindeer. Get the puffies. Get all the warm stuff. Because it is miserable conditions. Just cold and wet the whole time. We're extremely blessed right now to be able to stay in this hut. This cabin. There's no electricity. There's one little room that has water and a shower. And we're able to heat stuff up with a coal stove. Just to be able to get inside. Warm those coals up. Dry your boots out. Dry your gear out. That is nice. Because from here on out. Me and Todd. We're going to go by ourselves. JT's going to go by himself. And we're going to spike out. Which means basically we're taking everything on our back. Taking our tents. And we're sleeping on top of the mountain. Because in order to have those prime time moments. Where, you know, right as the sun comes up. And they're moving around. Just like white tail back at home. Right in the evening. You've got to have some time to get in position. Especially if we want to get on top of them. Get above them. And really get a good opportunity to see them. We've got to stay on top of the mountain. We're left. We're splitting up. That's where we started today. Right now at that river basin. Todd spotted. Spotted a tar.