case study detol

A00229

November 9, 2007

Written by Professor Anand Kumar Jaiswal, Indian Institute of Management, Ahmedabad, and Professor
Arpita Srivastava, XLRI, Jamshedpur. This case is prepared based on an empirical study conducted by
the authors.

Cases of the Indian Institute of Management, Ahmedabad, are prepared as a basis for class discussion.
Cases are not designed to present illustrations of either correct or incorrect handling of administrative
problems.

Copyright © 2007 by the Indian Institute of Management, Ahmedabad.

Revised on November 02, 2020

Dettol: Marketing Research for Understanding
Consumer Evaluations of Brand Extensions

It was December 28, 2006, and Arpita Srivastava, a Ph.D. aspirant working as a researcher at
Indian Institute of Management, Ahmedabad (IIMA), was trying to interpret the results of her
study. She had conducted an empirical study on brand extension to understand how consumers
evaluated different extensions of Dettol. Prior to conducting the study, she had done a detailed
analysis of the current performance of Dettol’s various brand extensions. She was wondering
how best to interpret the results and had some concerns about their validity. Voicing her
thoughts aloud, she said, “I am not sure if the research design was appropriate. The sample size
and sample selection are critical aspects in any research. I cannot ignore the impact of these
factors on my research findings.”

Brand Extensions of Dettol

Dettol had successfully created a unique space for itself in consumers’ minds since its launch in
the 1930s. As a brand, it enjoyed a high level of customer loyalty and trust. With the objective of
achieving rapid growth, Reckitt Benckiser India Limited (RBIL) introduced several brand
extensions. Instead of launching entirely new brands, RBIL wanted to exploit Dettol’s brand
equity. While the company successfully extended the Dettol brand into the soap and liquid
hand wash categories, a number of other extensions such as Dettol Talc, Dettol Shaving Cream
and Dettol Mouthwash failed to make a mark in the market place.1

Research Objectives

Before initiating the study, Srivastava had discussions with industry experts and marketing
researchers, which helped her clearly identify her research objectives. These were:

1. To find out what beliefs consumers have about the parent brand Dettol, and which of these
beliefs they relate with Dettol’s different brand extensions.

2. To understand how these beliefs influence consumer evaluations of Dettol’s brand
extensions.

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

2 of 9 A00229

3. To investigate how consumers’ perceptions about the fit between the product class of the
parent brand and the extensions affect their evaluations of Dettol’s different brand
extensions.

4. To examine what role factors such as the perceived overall quality of the Dettol brand play
in consumer assessments of Dettol’s brand extensions.

Research Design

After reviewing the existing marketing literature and talking to experts, Srivastava decided to
use Aaker and Keller’s model to study the behaviour of Indian consumers towards Dettol’s
brand extensions. Aaker and Keller’s study (1990) was considered to be the first scholarly work
on consumer attitudes towards brand extensions.2 The favourable or unfavourable attitude of
the consumer towards a brand extension determined the success of the brand extension. The
importance of Aaker and Keller’s study can be gauged from the fact that it was widely
replicated in several countries and published in a number of marketing journals.3

Aaker and Keller’s study was based on the premise that the consumer’s attitude toward an
extension depended on the overall quality of the parent/ mother brand, the fit between the
parent brand and the extension, and the degree of difficulty in designing and making a product
in the extension category. The fit between the parent brand and the extension was
conceptualised on three dimensions: complementarity, substitutability and transfer of skill.
Further, they hypothesised that the overall quality of the parent brand would interact with
various fit variables and affect the consumer’s attitude towards the extension. Interaction
between quality and fit essentially meant that the effect of fit would be greater at a higher
quality level than it would be at a lower quality level. Complementarity and substitutability
denoted the degree to which extensions could complement and substitute the parent brand in
any usage situation. For example, brands of butter and edible oil could substitute each other in
certain consumption situations. On the other hand, brands of butter and bread could be termed
complementary. Transfer of skill indicated the extent to which manufacturing capabilities and
resources in the product category of the parent brand would be useful for making extension
products. The mathematical formulation of the model and hypotheses are given in Exhibit 1.

Method

Srivastava’s choice of study method was a qualitative study and a quantitative survey. In the
qualitative study, respondents provided open-ended associations for the parent brand and the
extensions. For the quantitative survey, Srivastava used a seven-point scale to measure
variables such as overall quality, likelihood of purchase, three fit dimensions (substitute,
complement and transfer), and perceived difficulty in making the product.

Questionnaire and Stimuli Selection

The questionnaire was constructed using scales from studies by Aaker and Keller (1990) and
Bottomley and Doyle (1996)4 (see Exhibit 2). Six extensions of Dettol were included in the
research: Dettol Adhesive Bandage, Dettol Sunscreen Lotion, Dettol Anti-Dandruff Shampoo,
Dettol Glycerine Soap, Dettol Moisturising Cream and Dettol Floor Cleaner. Though three of six
extensions, i.e., adhesive bandage, glycerine soap and floor cleaner, had been introduced in the

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

3 of 9 A00229

market, they had failed and hence were not visible on retailers’ shelves. Consumer awareness of
these extensions was zero. To verify this point, Srivastava interviewed 20 individuals and asked
them about these extensions. All of the interviewees viewed them as hypothetical extensions
that had not been introduced in the market. She decided to include Dettol’s bandage and floor
cleaner extensions as they gelled conceptually with the parent brand’s image of germ
protection. She also took care to include two other brands in addition to Dettol in her research
design. This was done primarily to reduce the possibility of bias in her study. She selected
Rayban and Colgate and included one extension of each brand. The two control brands were
selected on the premise that both were very popular in the Indian market and had strong
associations (Rayban with sunglasses and Colgate with toothpaste). Both were also perceived as
high-quality brands. The two extensions were not seen as illogical and moreover showed
heterogeneity on three fit measures. Rayban was extended to wallets and Colgate to chewing
gum. Thus, she had eight extensions (1×1) + (1 ×1) + (1 ×6) in the study.

Sample Selection

Srivastava was faced with the option of selecting her study sample based on age, location or
socioeconomic class or some combination of the three. Due to time constraints, she decided to
limit the survey to students of IIMA. The respondents were in the age group of 21 to 26 years
and came from different parts of the country. She collected 52 responses to the questionnaire.
Two responses were removed from the analysis as they were incomplete. Eighty percent of the
respondents were male and 20% were female.

Data Analysis

For the qualitative study, the open-ended associations were categorised by two blind coders
who were not aware of the objectives of the study. Based on their judgment of similarity, the
coders grouped associations into broad categories. Open-ended associations and average
overall quality ratings for the parent brands are given in Exhibit 3. Open-ended associations for
the extensions of the control brands and Dettol are given in Exhibits 4 and 5. Average ratings of
the eight brand extensions of Dettol, Rayban and Colgate are summarised in Exhibit 6.

Srivastava used multiple regressions to analyse the survey data. Attitude toward the brand
extension (measured as the average of the perceived overall quality rating of the brand
extension and the likelihood of purchase score) was taken as the dependent variable in the
regression model. The perceived overall quality of the parent brand; substitutability,
complementarity and transferability; interaction terms and degree of difficulty in
manufacturing the extension product class were the independent variables. Srivastava had
faced the problem of multicollinearity in the analysis since there was a very high correlation
among the independent variables. With the help of experts, she removed this problem using the
residual centering method.1 The result of the regression analysis is shown in Exhibit 7.

1 The residual centering method is used to address the problem of multicollinearity in regression analysis. It is a two-
stage regression method. In stage 1, each interaction term is a dependent variable while its constituent elements are
independent variables.

QUALITY * FIT= α0 + α1 QUALITY+ α2 FIT.

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

4 of 9 A00229

The Task Ahead

With the results of the qualitative and quantitative analysis in hand, Srivastava began the
process of interpreting them and making inferences. She realised that the results were along the
expected lines. However, there were a few surprises as well. The findings showed that Dettol
Adhesive Bandage and Dettol Floor Cleaner had the highest attitude ratings despite the fact that
both extensions had failed miserably in the market. How was this possible? she wondered.

She was also unsure about whether she had selected the correct research design and
methodology and the appropriate research questions. She had concerns about the sample size.
She also recognised that business school students could not be true representatives of the
population. She felt that to be truly representative, her sample should have been more diverse,
perhaps with homemakers included in it. She was uncertain how these factors might have
affected the findings.

In the second stage, the residual terms obtained from stage 1 substitute the corresponding original interaction terms
and the full effect regression analysis is done.

ATTITUDE = βo + β1 QUALITY + β2 FIT + β3 QUALITY * FIT (Residual).

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

5 of 9 A00229

Exhibit 1: Regression Model and Hypotheses

The following model proposed by Aaker and Keller (1990) was tested in the study.

Aext = β0 + β1QUALITY + β2TRANSFER + β3COMPLEMENT + β4SUBSTITUTE
+ Β5QUALITY*TRANSFER + β6QUALITY*COMPLEMENT +
β7QUALITY*SUBSTITUTE + β8DIFFICULT

Here Aext is Attitude toward extension.

Based upon the above model, four hypotheses were formulated:

1. Perceived overall quality of the parent brand has a positive impact on consumers’ attitudes toward the
extension.

2. The effect of the parent brand’s perceived overall quality on consumers’ attitudes toward the
extension is increased when there is high fit between two product classes. When there is low fit, the
effect of the parent brand’s perceived overall quality is decreased.

3. The fit between the product classes of the parent brand and the extension has a direct positive effect
on consumers’ attitudes toward the extension.

4. The perceived difficulty of manufacturing the product class of the extension has a positive effect on
consumers’ attitudes toward the extension.

Source: Aaker and Keller (1990)

Exhibit 2: Questionnaire Used in Study

Questionnaire Items Scale
1. The perceived overall quality of the brand

extension
1 = inferior, 7 = superior

2. The likelihood of trying the extension

1 = extremely unlikely, 7 = extremely
likely

3. The perceived overall quality of the parent brand 1 = inferior. 7 = superior

4. The usefulness of the manufacturing skills and
resources in the original product for developing,
refining and making the new product

I = extremely unhelpful, 7 = extremely
helpful

5. The complementarity of the original and extension
products in use

1 = extremely unlikely, 7 = extremely
likely

6. The substitutability of the original and extension
products in use

1 = extremely unlikely, 7 = extremely
likely

7. The difficulty in manufacturing and designing the
extension product

1 = extremely easy. 7 = extremely
difficult

9. Open-ended Associations:
Please take roughly 30 seconds to write down the associations or thoughts that came to your
mind when you considered the idea of purchasing each brand name product or extension

Source: Bottomley and Doyle (1996).

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

6 of 9 A00229

Exhibit 3: Coded Brand Associations for Parent Brands

Rayban Sunglasses (6.15) Dettol Antiseptic Liquid (6.31)

Expensive 12 Doctors’ recommendation 5

High quality 8 Reliable/safe 10

Stylish/ fashionable 20 Fight germs 10

Trendy 1 Good quality 2

UV protection 1 Hygienic 9

Waste of money 1 Accessibility 1

Colgate Toothpaste (5.33)

Cavity fighter 6

Whitens teeth 8

Keeps breath fresh longer 1

Tastes good 1

Traditional 21

Good quality 1

Pepsodent is better 1

Notes:
Numbers in brackets are average overall quality ratings.
Brand associations and quality ratings are based on data from 50 respondents.

Exhibit 4: Coded Brand Associations for Extensions of Control Brands

Rayban Wallets (3.60) Colgate Chewing Gum (4.31)

Expensive 15 Prevents cavity 8

High quality 5 Good for teeth 11

Stylish/fashionable 9 Tastes like toothpaste 2

Sporty 4 Fresh breath 12

Not relevant 2 Won’t harm teeth 1

Unwanted product 2 Good taste 2

Notes:
Numbers in brackets are extension attitude ratings.
Brand associations and attitude ratings are based on data from 50 respondents.

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

7 of 9 A00229

Exhibit 5: Coded Brand Associations for Extensions of Dettol

Dettol Adhesive Bandage (5.70) Dettol Glycerine Soap (4.05)

Germ fighter 11 Skin pampering 3

Good association 4 Anti-germ 5

Hygienic 8 Good quality 1

Sincere product 1 Bad smell 4

Safety 3 Not matching 3

Quality 1 Does not click 4

First aid 1

Not relevant to mother brand 1

Dettol Sunscreen Lotion (3.17) Dettol Moisturising Cream (2.99)

Weird 1 Soft and healthy skin 1

Antiseptic 1 Antiseptic 1

Good quality 1 Mismatch 5

Does not click 6 Does not fit 4

Does not fit 4 Mildness 1

No matching 4 Medical value 1

Safe 2 Models 2

Good for skin 1

Reasonable pricing 1

Dettol Anti Dandruff Shampoo (3.81) Dettol Floor Cleaner (5.47)

Bad smell 4 Germ free 12

No matching 3 Good quality 2

High cleansing 2 Hygienic 3

Antiseptic 4 Cannot think of using it [Dettol
brand] on floor when I use it on
myself [for personal care]

1
Safe 12

Good for health 3

Medicated 1

Notes:
Numbers in brackets are the extension attitude ratings.
Brand associations and attitude ratings are based on data from 50 respondents.

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

8 of 9 A00229

Exhibit 6: Average Ratings of the Brand Extensions of Dettol

Attitude
Toward

Extension

Quality
of

Parent
Brand

Transfer Substitute Complement Difficult

1 Rayban Wallets 3.60 6.15 3.13 2.48 3.33 4.15
2 Colgate Chewing

Gum
4.31 5.33 4.65 3.33 4.19 3.27

3 Dettol Adhesive
Bandage

5.70 6.31 5.15 4.15 4.83 3.21

4 Dettol Sunscreen
Lotion

3.17 6.31 2.92 2.63 2.65 4.98

5 Dettol Anti Dandruff
Shampoo

3.81 6.31 3.44 2.71 3.21 4.35

6 Dettol Glycerine
Soap

4.05 6.31 4.26 3.48 3.57 3.65

7 Dettol Moisturising
Cream

2.99 6.31 2.92 2.57 2.81 4.28

8 Dettol Floor
Cleaner

5.47 6.31 5.21 3.23 4.58 3.02

Average 4.14 6.17 3.96 3.07 3.65 3.86
Standard Deviation 0.99 0.34 0.98 0.58 0.81 0.68

Exhibit 7: Regression Coefficients

Variables Beta Coefficients t values
Quality 0.12* 3.37
Transfer 0.50* 10.93
Complement 0.29* 6.58
Substitute 0.03 0.68
Quality * Transfer 0.08** 1.94
Quality * Complement -0.06 -1.61
Quality * Substitute 0.05 1.24
Difficult -0.02 -0.56

Adjusted R 2 .57
Sample size 383

*p < 0.01 **p < 0.10

Note: Effective sample size is less than 400 (50 respondents * 8 extensions)
since respondents have not provided ratings for some extensions.

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

9 of 9 A00229

References

1 Jaiswal, A. K., Srivastava, A., & Kothari, D. (2007). Dettol: Managing brand extensions [Case
Study]. Ahmedabad: Indian Institute of Management.

2 Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions, Journal of
Marketing, 54(January), 27-41.

3 Jaiswal, A. K., & Patro, S. K. (2003). Consumer evaluations of brand extensions: Evidence from
India. Journal of Academy of Business and Economics, 1(2), 170-178.

4 Bottomley, P. A., & Doyle, J. R. (1996). The formation of attitudes towards brand extensions:
Testing and generalising Aaker and Keller’s model. International Journal of Research in
Marketing, 13(4), 365-77.

For the exclusive use of M. McIntire, 2023.

This document is authorized for use only by Miranda McIntire in BA621SSSevenWeeksCourse taught by CRISTANNA COOK, Husson College from May 2023 to Jun 2023.

<<
/ASCII85EncodePages false
/AllowTransparency false
/AutoPositionEPSFiles true
/AutoRotatePages /None
/Binding /Left
/CalGrayProfile (Gray Gamma 2.2)
/CalRGBProfile (sRGB IEC61966-2.1)
/CalCMYKProfile (U.S. Web Coated 50SWOP51 v2)
/sRGBProfile (sRGB IEC61966-2.1)
/CannotEmbedFontPolicy /Warning
/CompatibilityLevel 1.4
/CompressObjects /Off
/CompressPages true
/ConvertImagesToIndexed true
/PassThroughJPEGImages true
/CreateJobTicket false
/DefaultRenderingIntent /Default
/DetectBlends true
/DetectCurves 0.0000
/ColorConversionStrategy /LeaveColorUnchanged
/DoThumbnails false
/EmbedAllFonts true
/EmbedOpenType false
/ParseICCProfilesInComments true
/EmbedJobOptions true
/DSCReportingLevel 0
/EmitDSCWarnings false
/EndPage -1
/ImageMemory 1048576
/LockDistillerParams true
/MaxSubsetPct 100
/Optimize true
/OPM 1
/ParseDSCComments true
/ParseDSCCommentsForDocInfo true
/PreserveCopyPage true
/PreserveDICMYKValues true
/PreserveEPSInfo true
/PreserveFlatness true
/PreserveHalftoneInfo false
/PreserveOPIComments false
/PreserveOverprintSettings true
/StartPage 1
/SubsetFonts false
/TransferFunctionInfo /Apply
/UCRandBGInfo /Remove
/UsePrologue false
/ColorSettingsFile ()
/AlwaysEmbed [ true
]
/NeverEmbed [ true
]
/AntiAliasColorImages false
/CropColorImages true
/ColorImageMinResolution 150
/ColorImageMinResolutionPolicy /OK
/DownsampleColorImages false
/ColorImageDownsampleType /Bicubic
/ColorImageResolution 300
/ColorImageDepth -1
/ColorImageMinDownsampleDepth 1
/ColorImageDownsampleThreshold 1.50000
/EncodeColorImages true
/ColorImageFilter /DCTEncode
/AutoFilterColorImages true
/ColorImageAutoFilterStrategy /JPEG
/ColorACSImageDict <<
/QFactor 0.40
/HSamples [1 1 1 1] /VSamples [1 1 1 1]
>>
/ColorImageDict <<
/QFactor 0.76
/HSamples [2 1 1 2] /VSamples [2 1 1 2]
>>
/JPEG2000ColorACSImageDict <<
/TileWidth 256
/TileHeight 256
/Quality 15
>>
/JPEG2000ColorImageDict <<
/TileWidth 256
/TileHeight 256
/Quality 15
>>
/AntiAliasGrayImages false
/CropGrayImages true
/GrayImageMinResolution 150
/GrayImageMinResolutionPolicy /OK
/DownsampleGrayImages false
/GrayImageDownsampleType /Bicubic
/GrayImageResolution 300
/GrayImageDepth -1
/GrayImageMinDownsampleDepth 2
/GrayImageDownsampleThreshold 1.50000
/EncodeGrayImages false
/GrayImageFilter /DCTEncode
/AutoFilterGrayImages true
/GrayImageAutoFilterStrategy /JPEG
/GrayACSImageDict <<
/QFactor 0.40
/HSamples [1 1 1 1] /VSamples [1 1 1 1]
>>
/GrayImageDict <<
/QFactor 0.76
/HSamples [2 1 1 2] /VSamples [2 1 1 2]
>>
/JPEG2000GrayACSImageDict <<
/TileWidth 256
/TileHeight 256
/Quality 15
>>
/JPEG2000GrayImageDict <<
/TileWidth 256
/TileHeight 256
/Quality 15
>>
/AntiAliasMonoImages false
/CropMonoImages true
/MonoImageMinResolution 1200
/MonoImageMinResolutionPolicy /OK
/DownsampleMonoImages false
/MonoImageDownsampleType /Bicubic
/MonoImageResolution 1200
/MonoImageDepth -1
/MonoImageDownsampleThreshold 1.50000
/EncodeMonoImages true
/MonoImageFilter /CCITTFaxEncode
/MonoImageDict <<
/K -1
>>
/AllowPSXObjects false
/CheckCompliance [
/None
]
/PDFX1aCheck false
/PDFX3Check false
/PDFXCompliantPDFOnly false
/PDFXNoTrimBoxError true
/PDFXTrimBoxToMediaBoxOffset [
0.00000
0.00000
0.00000
0.00000
]
/PDFXSetBleedBoxToMediaBox true
/PDFXBleedBoxToTrimBoxOffset [
0.00000
0.00000
0.00000
0.00000
]
/PDFXOutputIntentProfile (None)
/PDFXOutputConditionIdentifier ()
/PDFXOutputCondition ()
/PDFXRegistryName ()
/PDFXTrapped /False

/CreateJDFFile false
/Description <<
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
/CHS <FEFF4f7f75288fd94e9b8bbe5b9a521b5efa7684002000410064006f006200650020005000440046002065876863900275284e8e55464e1a65876863768467e5770b548c62535370300260a853ef4ee54f7f75280020004100630072006f0062006100740020548c002000410064006f00620065002000520065006100640065007200200036002e003000204ee553ca66f49ad87248672c676562535f00521b5efa768400200050004400460020658768633002>
/CHT <FEFF4f7f752890194e9b8a2d7f6e5efa7acb7684002000410064006f006200650020005000440046002065874ef69069752865bc666e901a554652d965874ef6768467e5770b548c52175370300260a853ef4ee54f7f75280020004100630072006f0062006100740020548c002000410064006f00620065002000520065006100640065007200200036002e003000204ee553ca66f49ad87248672c4f86958b555f5df25efa7acb76840020005000440046002065874ef63002>
/CZE <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>
/DAN <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>
/DEU <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>
/ESP <FEFF005500740069006c0069006300650020006500730074006100200063006f006e0066006900670075007200610063006900f3006e0020007000610072006100200063007200650061007200200064006f00630075006d0065006e0074006f0073002000640065002000410064006f00620065002000500044004600200061006400650063007500610064006f007300200070006100720061002000760069007300750061006c0069007a00610063006900f3006e0020006500200069006d0070007200650073006900f3006e00200064006500200063006f006e006600690061006e007a006100200064006500200064006f00630075006d0065006e0074006f007300200063006f006d00650072006300690061006c00650073002e002000530065002000700075006500640065006e00200061006200720069007200200064006f00630075006d0065006e0074006f00730020005000440046002000630072006500610064006f007300200063006f006e0020004100630072006f006200610074002c002000410064006f00620065002000520065006100640065007200200036002e003000200079002000760065007200730069006f006e0065007300200070006f00730074006500720069006f007200650073002e>
/ETI <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>
/FRA <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>
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
/HUN <FEFF0045007a0065006b006b0065006c0020006100200062006500e1006c006c00ed007400e10073006f006b006b0061006c002000fc007a006c00650074006900200064006f006b0075006d0065006e00740075006d006f006b0020006d00650067006200ed007a00680061007400f30020006d00650067006a0065006c0065006e00ed007400e9007300e900720065002000e900730020006e0079006f006d00740061007400e1007300e10072006100200061006c006b0061006c006d00610073002000410064006f006200650020005000440046002d0064006f006b0075006d0065006e00740075006d006f006b006100740020006b00e90073007a00ed0074006800650074002e002000200041007a002000ed006700790020006c00e90074007200650068006f007a006f007400740020005000440046002d0064006f006b0075006d0065006e00740075006d006f006b00200061007a0020004100630072006f006200610074002000e9007300200061007a002000410064006f00620065002000520065006100640065007200200036002c0030002d0073002000e900730020006b00e9007301510062006200690020007600650072007a006900f3006900760061006c0020006e00790069007400680061007400f3006b0020006d00650067002e>
/ITA (Utilizzare queste impostazioni per creare documenti Adobe PDF adatti per visualizzare e stampare documenti aziendali in modo affidabile. I documenti PDF creati possono essere aperti con Acrobat e Adobe Reader 6.0 e versioni successive.)
/JPN <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>
/KOR <FEFFc7740020c124c815c7440020c0acc6a9d558c5ec0020be44c988b2c8c2a40020bb38c11cb97c0020c548c815c801c73cb85c0020bcf4ace00020c778c1c4d558b2940020b3700020ac00c7a50020c801d569d55c002000410064006f0062006500200050004400460020bb38c11cb97c0020c791c131d569b2c8b2e4002e0020c774b807ac8c0020c791c131b41c00200050004400460020bb38c11cb2940020004100630072006f0062006100740020bc0f002000410064006f00620065002000520065006100640065007200200036002e00300020c774c0c1c5d0c11c0020c5f40020c2180020c788c2b5b2c8b2e4002e>
/LTH <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>
/LVI <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>
/NLD (Gebruik deze instellingen om Adobe PDF-documenten te maken waarmee zakelijke documenten betrouwbaar kunnen worden weergegeven en afgedrukt. De gemaakte PDF-documenten kunnen worden geopend met Acrobat en Adobe Reader 6.0 en hoger.)
/NOR <FEFF004200720075006b00200064006900730073006500200069006e006e007300740069006c006c0069006e00670065006e0065002000740069006c002000e50020006f0070007000720065007400740065002000410064006f006200650020005000440046002d0064006f006b0075006d0065006e00740065007200200073006f006d002000650072002000650067006e0065007400200066006f00720020007000e5006c006900740065006c006900670020007600690073006e0069006e00670020006f00670020007500740073006b007200690066007400200061007600200066006f0072007200650074006e0069006e006700730064006f006b0075006d0065006e007400650072002e0020005000440046002d0064006f006b0075006d0065006e00740065006e00650020006b0061006e002000e50070006e00650073002000690020004100630072006f00620061007400200065006c006c00650072002000410064006f00620065002000520065006100640065007200200036002e003000200065006c006c00650072002e>
/POL <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>
/PTB <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>
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
/SKY <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>
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
/SUO <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>
/SVE <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>
/TUR <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>
/UKR <FEFF04120438043A043E0440043804410442043E043204430439044204350020044604560020043F043004400430043C043504420440043800200434043B044F0020044104420432043E04400435043D043D044F00200434043E043A0443043C0435043D044204560432002000410064006F006200650020005000440046002C0020043F044004380437043D043004470435043D0438044500200434043B044F0020043D0430043404560439043D043E0433043E0020043F0435044004350433043B044F04340443002004560020043404400443043A0443002004340456043B043E04320438044500200434043E043A0443043C0435043D044204560432002E0020042104420432043E04400435043D04560020005000440046002D0434043E043A0443043C0435043D044204380020043C043E0436043D04300020043204560434043A04400438043204300442043800200437043000200434043E043F043E043C043E0433043E044E0020043F0440043E043304400430043C04380020004100630072006F00620061007400200456002000410064006F00620065002000520065006100640065007200200036002E00300020044204300020043F04560437043D04560448043804450020043204350440044104560439002E>
/ENU (Use these settings to create high quality Adobe PDF documents suitable for a delightful viewing experience and printing of business documents. Created PDF documents can be opened with Acrobat and Adobe Reader 7.0 and later.)
>>
>> setdistillerparams
<<
/HWResolution [600 600]
/PageSize [612.000 792.000]
>> setpagedevice