 رسلام علیکم خواتین حضرات Welcome to MKT 624 Brand Management چلتے ہیں لیکچن number 2 کی طرف لیکن پیشتر اس کے ایک لیکچن number 2 دیا جائے مزید باجید پڑھائے جائے میں یوں امید رکھتا ہوں کہ آپ نے لیکچن number 1 جو ہے بڑی تبجو اور بڑے غور کے ساتھ سونا and especially the handouts which were sent to you because you have gone through those very very carefully because unless you have a very good understanding of the previous lecture there is no way that you are going to appreciate and understand the present lecture and having said that let me give you a recap of the previous lecture we talked about you know what a brand is we talked about what brand management is and we did discuss in pretty much detail what is it that has given brand management so much significance in present day's management what is it that has brought the concept into a limelight and such a sharp focus more than ever before ہم نے اس پہ بھی بات چیت کی کہ brand management کی وجہ سے کی وجہ سے جو organization structures ہیں ان میں کیس طرح سے تبدیلی آئی اور اس تبدیلی کے ساتھ management کی سوچ اور افکار چہیں ان پے اس کا کیا اثر ہوا remember we talked about the additional layers in the organization structure of the marketing department where we have you know the marketing manager then we have you know product managers and brand managers reporting to eventually the marketing manager so as long as you have that understanding that's fine with me we also discussed the functions of brand management and while talking about the functions it became very clear that brands are the lifelines of companies brands are the things which really give the reason to stay in the market to companies brands are the ones which bring revenue to the company companies are all about brands and when I talk about that it goes without saying that I'm talking about the FMCG fast moving consumer goods companies I'm talking about industries where you have branded products could be like electronics could be cars could be motorbikes anything in a which is branded and which is intended to appear as something very distinct so that consumers can register that in comparison with the competitive products with that we are now on the way to understanding the process of brand management while you were talking about the functions of brand management and related topics one thing which came to the surface was that brands add value they add value to the company they generate value to the consumer as a matter of fact I should have talked about consumers first and then about the company and they also add value to themselves how they do that we are going to talk about that later لیکن بات یہ ہے کہ جب brand's value add کرتے ہیں company کی طرف تو ظاہر ہے کہ یہ add کرتے ہیں value through profitability through earnings and cash flows جب یہ چیزیں positive طریقے سے companies اسامنے آتی ہیں تو کمپنیز کو brand's کی جو اہمیت ہے اس کا اور بھی زیادہ اساس ہوتا ہے اور اس کے ساتھ ہی ساتھ ہی ساتھ brand's اپنی value جنویٹ کرتے ہیں اور وہ جو value ہے وہ brand's کو power دیتی ہے what is brand power we are going to talk about that some brands are more powerful some are less powerful the more powerful brands are the ones which are very well established in the market and the less powerful brands are those which are less established this is effect of life which we all know not only as marketing personnel but also as consumers so the value which brands generate for themselves gets translated into what we call brand power and this is something which came to the surface back in the 1980s just like I talked about this development in the last lecture it was in the 80s just about 20 years ago that companies started realizing the power of brands more than before and the reason they started having that feeling was the markets were getting matured up and the room for further growth was not as large as the manufacturers and producers wanted companies were out to buy brands and those which were very well established were becoming stronger and stronger because those companies were investing more and more into those brands to make them more powerful but the point and fact is that it was in the 80s that this realization took hold and it was at that time that companies realized that their real power and their real value meaning the financial value did not lie in the buildings plants the machine with a hat or the equipment they had actual value in the minds of the consumers why the minds of the consumers because it is the consumers who made decisions about buying certain brands and the bought certain brands more than others when we talk about the positions in the minds of the consumers we are talking about another concept which is known as positioning positioning is a concept which was propounded by two advertising executives in New York the United States again back in the 80s and what the propounded was that positioning is not something which manufactures of the companies due to the product it is something which they do to the brand and they do to the brand through the consumer mind how they do that according to these two executives Elle Rice and Jack Trout there is a ladder inside the consumer's mind images relating to different products for example if you take a good look at one category maybe cars you have a ladder of images of different models in your mind when somebody talks of quality immediately it strikes a chord into your mind and you think to yourself that this is the brand which I always thought is number one in terms of quality and that really is if somebody talks about another model in terms of the pricing and of course pricing related to relative quality you again think of something else by something else I mean another brand which occupies another position on the same ladder in your mind so what I am saying is that the best product has the best position in your mind by way of sitting at the top rung of the ladder and then underneath and underneath suppose a ladder has like ten rungs you have ten different brands sitting there in different position starting from the top and going right down so it was in the 1980s that companies realized that the real power of brands in the minds of the consumers it did not lie in the buildings or the equipment or the plants is the companies owned with that feeling the companies went out to buy those positions in the minds of the consumers now this is not to say that the brands which are being nurtured and fostered for aggressive growth owned by the companies meaning which were not acquired from somebody else remember the discussion on organic growth versus acquisitions I am referring to that so even those brands which companies owned and they were developing on their own those were also given due importance as much importance as was given to those which were acquired but the point is in a very competitive and crowded market the brands which were established and powerful were powerful because of the positioning factor so the marketing managers worked hard and harder and harder in order to consolidate and solidify positions for their brands in the minds of their consumers when I say their consumers what I am talking about is different segments which they were serving with the help of different brands the value which I have just talked about the value of a brand which was here in the consumers mind got translated into brand power like I have pointed out earlier and brand power gave way to another concept which the marketing people and the matter of fact also financial people and everybody in the company call brand equity what is brand equity and I am going to talk about that concept in detail later because that is a very very important facet of brand management it has become a part of the balance sheets not in case of every company but in case of so many different companies what are the mechanics to work out the brand equity in financial terms in real hard numbers is not the topic of discussion at the moment but the point is brand value gets translated into brand equity and brand equity sits comfortably in the balance sheet the more powerful is the brand the higher the brand equity and it is the brand equity after which everybody runs so what I am saying is that brand is very in value and power and hence brand equity why because every brand has a different position and all brands vary in terms of their value and power meaning in terms of their market leadership one brand is a leader other is a follower and yet another is a followers follower or leaders follower and same holds true for different categories talking about the brand equity brand value and brand power there are certain numbers and certain findings which have been put together by the world's largest company on business databases this company is based in England and it is known as profit impact of market strategy the abbreviation of this is PIMS the basic job of PIMS is to collect data on different products belonging to different companies in the light of the impact of the marketing strategies those companies have in place to achieve goals in relation to their brands we have a pricing strategy we have a packaging strategy we have a promotion strategy advertising strategy all strategies support one particular brand and what is the impact of all those strategies is on a particular brand is the job which this organization does it is a very reliable organization and somebody by the name of Peter Doyle back in 1989 put together some very interesting figures which tell us not only the value and power of brands but also the important role or the significance of the differential between the power and value of different brands ایک brand market leader ہے دوسر سے پیچے ہے ایک brand کا market share مثال کے طور پہ 40% ہے دوسرے کا مثال کے طور پہ 10% ہے differential is about not about so if there is that much of a difference what is the impact of the marketing strategy or the respective marketing strategies of those two brands on them or on profitability let us take a look at those interesting numbers or those interesting findings Mr. Doyle says that brands with a market share not as much return on investment as another brand that has only 10% of the market share this is what I talked about earlier if there is a difference of like 30% points what is the impact of their strategies on these two brands the impact is that the one with the higher share of the market gives the company a return which is 3 times bigger than the competitor which enjoys just about 10% in the market I think it is world of a difference quite a gulf between the two brands and the reason he has put together these findings because these findings reflect actual situations in the market and these findings relate to the UK market we are not naming brands but the findings are factual the question is why it happens that way why is it that the brand with 30% share of the market is so far ahead of its competitor who is just about 10% the reason is that the brand with 30% share of the market I am sorry 40% the brand with 40% share of the market is in a position to enjoy economies of scale in terms of all the variables let me give you an example and let us talk about Pakistan a brand with 40% share for example 40% 20% share is generated from the UK market 10% or 12% is generated from the Lahore market 7-8% is generated from Rab al-Pindi and the other major markets like Peshawar Kuwaita for example Haiderabad where it is generated about that the other brand is number 2 in the market but the difference is so much and its market share is just 10% now in order to get that 10% there is a strong possibility that this company has to go the brand which is 40% of the market just in order to generate 10% دوسر لفصوں میں یہ brand جو ہے یہ 5-6 مارکٹس میں نہیں بلکہ ہو سکتا ہے ان کو 50-60 مارکٹس میں کام کرنا ہو صرف 10% share of the market کرنے کے باستے what happens when companies run into that kind of a situation they incur more cost they end up spending more اگر they have to have a bigger sales force a widely dispersed sales force that has to work in so many different markets in comparison to the company which is operating in just about 5-6 مارکٹس and let me say that I am talking about a hypothetical situation this is not exactly what happens all the time but this also could be a real life example the company with 10% share of the market ends up incurring more cost on the supply chain think of logistics the number of vans on the number of trucks they need to have in order to reach different markets the operating cost of those trucks and vans so on and so forth look at advertising or total communication as an integrated effort the same amount of advertising its a big part of advertising by the company with 40% market share brings them what to have meaning 40% and can solidify that even further and the same amount of money or maybe more amount of money brings the other company not 40% but the other 10% and there also is a possibility that this company ends up spending more on communications Because they are in a situation which frustrates them. Which keeps them under a lot of internal pressure. And also external pressures of the market, in order to grow more. Because when you have your volume dispersed among so many distributors in wholesalers the amount of activity per head wholesalers distributors and retailers is not as great as it is in terms of another brand which is stronger. so the trade members are not as happy and they not as loyal to your company as they are to the one which is stronger. I think these are enough examples to understand what I am talking about in relation to value and power. Let me give you another finding by Mr. Doyle. UK grocery brands, the number one brand جانوریٹس اوبر six times the return on sales of the number two brand what I'm saying is that number two brand makes six times less as compared to number one brand in terms of its return on sales and you know what that is if your sales are like in a hundred units park rupees and net earnings are like in a ten rupees so the ratio of net earnings to sales is ten percent simple arithmetic and I think you know that so again you see if you're talking about a tremendous gulf and the impact of that gulf on two different brands and this again happens because of the facts which I have talked earlier I could act to those a few more examples but I leave that to your imagination the issue here is the impact of strategies on brands thereby generating higher value for brands so that they become more valuable and more powerful more valuable for the consumers and more valuable for the companies and if a brand remember we shall talk about this later also but if a brand is valuable for the consumer as well as for the company it automatically means that it is valuable for itself meaning it has generated quite a lot of value for itself let us take a look at another finding put together by Mr. Doyle and this relates the US market and this relates the consumer goods categories the number one brand in the US market earned 20% return while the number two brand earned around 5% and the interesting part of the whole thing is that the rest of the brands lost money I think this becomes easy to comprehend if you go back to the example which I gave you earlier if a brand is strong in so many different markets it has the potential to achieve economies of scale on every front on every facet of the marketing mix I did talk about communications meaning advertising promotion talked about packaging so on and so forth let's take the example of packaging if a brand is twice as big as the number two brand I think the number one brand is going to have quite a lot of advantage in terms of buying its inventories in terms of packaging material number two brand just cannot buy at that competitive price because the suppliers are going to be happier are going to be happy with the number one brand and not the number two let us take a look at another finding small brands can be profitable also now whatever I've said so far it never meant that small brands always run into loss situations now small brands can be profitable and they can also be very strong if they deal with a niche market you must have said it this concept in the basic marketing course if you create a niche to yourself meaning find a niche in the market define that segment very carefully and you are very apt at identifying the exact needs of that concept and end up creating a real differentiated product with some very distinct features you can price that product higher example design a clothing or maybe a sports car maybe perfume with some very distinct features like the lasting power like the attractiveness in terms of the fragrance the examples can go on and on so it doesn't mean what I'm saying is that it always is the big brands which are strong in the marketplace no I'm not saying that what I'm saying is it depends on the situation and we have different situations for different brands if your brand happens to be one of those brands that deal with huge categories in which you have to have huge volumes then you have to go for a very high market share because when you are dealing in a very big category the competition is enormous and the enormity of the competition dictates that you price the brand very carefully meaning very competitively and when you have a competitive pricing it means that profitability on that brand of yours is not very high there are only two ways to make money either you go for big volumes or you go for low volumes but higher price and higher price you just cannot dictate as a company manager it is a function of the marketplace you only can influence that function through the variables of marketing mix and that is why I've talked about large brands versus small brands further explanation to the concept is that a small brand does not really have to be very big in terms of volumes because it is dealing only in a small niche in which the total market size or the population of the universe as you have learnt is not all that big so you can afford to go for a higher price and then get into the profitability zone and the brand will be spun into the winner's circle which will make your company a winner and the brand a winning proposition when the brand is a winning proposition it automatically means it is providing the consumers with a very unique value proposition and let me say here it's a statement that brand management is all about creating and delivering that value proposition to your consumers so much for the brand value and brand power I do hope that you all understand an absolute clarity what brand value is and what brand power is and our understanding of these two things in relation to the background which I've been talking about since the last lecture we can easily move on to understanding what brand management process is but before we talk about that we still have to talk about a little more in detail brand equity what is brand equity just like in business owners equity is the holding of the owner in that business and a holding of the owner is defined by the difference between assets of the company meaning what the company owns in terms of assets and what the company owns in liabilities the difference between these two is the owner's equity and we all know from our basic accounting course that the liabilities side consists of two basic components meaning liabilities and owner's equity and these two put together have to equal the assets on the other side ایکوٹی of the owner once understood clearly can make things easy for us to comprehend what brand equity is جس like I explain owner's equity brand equity also is the difference between brand assets and brand liabilities the larger is the ratio of brand assets to brand liabilities the larger is the equity of the brand how we assign numbers to brand assets and brand liabilities is not a topic of discussion at the moment but our understanding of the concept of owner's equity in owner's business can easily lead us to have a clear comprehension of the concept of brand equity which again is a function of brand assets and brand liabilities the larger the ratio of brand assets to brand liabilities the larger the equity and vice versa what are brand assets brand assets are brand quality brand relevance a concept we shall talk about later brand reputation loyalty some which is the one with the most important features and one of the most important valuesGEVITGB, these are brand assets a few and what are the brand liabilities and what are the brand liabilities the costs so far more costs have maar what you incur investments that you make it could be a question of practices and part of the marketing management of the company کامپنی اپنے کا اریمان ہوتے ہیں drainage کا جانتا ہے کہ if a brand is a successful and it is very valuable it is وارفا لکھا ہے اس لیلنے لیلنے کی محعدت ہے ۔ اگر اپنے کے محعدتوں کا مرמבا ہے صرف ایک اپنے دوسرس پرڈ�نٹ ہے لیلنے کو ترامی۔ سوالوں کو دو اندر نیکرے کے بارتی ہوتی ہے اور ایک اپنے پردنٹ کے چکلتی سب کے لائی بلٹتے کی نقانی کے دل سے جس امام ولا تنuaی refreshing، کوعد کے مقطعاتیados تھا آپ کی موقع کو تھا فرق کردا کی توپرلو بھیäänد چیز۔ لائی بلٹتے کی نقانی اور طلی میںومان فرق سے بلٹتے کی نقانم۔ اس بار ہوتی ہے جس ہی لیگ Knowing cooperation not yet ایک ہود تکشفیم لابiritیز مجھے ، اناہی چھوٹی ساقہ will مل 날ہ ساقہ ساقہ ہوتے ہیںytyم کی ہے۔ اس بار ہوتا ہوتا ہے۔ اس بار ہوتا ہے لہذا ہے تا کہ اسی پرانش کیا آپ جا ساقہ گا ہے سوال پر چھوٹی ساقہ کے ہوتا ہے. ویسے یہ جو ناقصیا کی زیادہ ہے۔ لیکن اس نے ذقہ لیوہ پرسینٹریشنے میں نظر کاف کے لیوہ بیان کی حق ہے۔ نظر مجھے بیانکہ دوگوں والا ہے ، یہ ایک سلام کو دوگوںہ اور اگر نظر ایک میار کاف جاتا ہے گو کہ گریوہ بیان ہے ، ایک گریوہ بیان کاف جاتا ہے۔ جو بہت لائی بلتا ہولا when it is because of the performance that lowers brand value. And what lowers brand value is the factors that are just talked about earlier. But the point is the lower the total liabilities, the large of the brand equity. If you take a look at the equation at the bottom of the presentation, it says brand equity equals brand assets minus brand liabilities. So this is the concept to Sigridi which you have to keep in mind and everything will fall in place into a proper perspective and you will not lose the perspective. Having talked about all these things, we are now all set to define brand management. ہم کوئی خبرت کی بنائیاں ہی آدم دے لکھتے ہیں، کیا ہم یہ بہت کس پہلی ہے؟ کیا کیا ہے پہلی ہے؟ ور کہیہ کوئی اس لئے جو کتلیاں گا جو اس فترے کے بلدرہ اور باللے کے بلدرہ دوستر ہوتے ہیں، یہ مطلب کے بسیرات سے مجھے Argh برد ایک آنا مجمہ ہوتے ہیں۔ ہر جس کاfirst مفيل سے آپ ہونے کی کافات کرو گ pourraا را ہے جو جب ایک رõقہ کا مناussشکت کیا جس ہمینکہ ہے لیکن آپ کو سبnet پردتınızش آرgers یا ہر زندگی الشخص پردتے ہیں گا کافاتیاں آیا میںاہ ہوگ Won't ایک اور ایک وقتی بلکہ سفوíve لگ ساتھ because I have talked about those five steps in the definition if you take a good look at the definition you will find that out and I'm going to talk about those steps one by one explaining what every step is so that we have a very clear understanding of brand management what is the name and how we name a product let me tell you there are no hard and fast rules in naming a product you can go for any name but then there's a method to this madness if I may say so one of the approaches which companies generally follow is that they go by the positioning and I already have talked about the concept of positioning which is that companies do something with the mind of the consumer and not with the product itself and they do that with the help of communication they try to build up a certain character and personality of the brand in a very distinct way that it ends up occupying the position which the company intends to occupy in the consumer mind that's very important so that's one of the ways like for example if you have come up with a product which you think is very high quality product and high quality is because of you know high technology you are going to talk about that the factor of high technology and you will be talking about that in a way that it becomes very interesting and it is received very receptively by the consumer and it automatically generates that position and preferably position number one in the mind of the consumer so that's one of the ways that companies choose to go for naming a brand naming a brand could also be a company name it could be a standalone brand name and it could also be an existing well established brand name owned by the company all have the merits and you know demerits also but depending on the situation this provides any brand manager with a very good guideline to opt for the right approach you go for the company name when the company has very good reputation and the company name is very well known in the marketplace if the brand is also named after the company it catches on rapidly I mean there's a high probability I'm not saying it definitely will catch on 100% but the probability is very high people are familiar with the company it has a reputation it has a franchise and people are using that name day in day out so it is one of the practical approaches another approach is to go for a standalone brand name this is a concept which was very popular in the yester years and many of the multinationals with whom you are familiar I'm not naming them used to have and to still have these standalone names which represent different brands in different category for example if a company is dealing in detergents it has two or three different brand names if the same company is dealing in cold rinks it has one two or three different brand names so on and so forth but just imagine the complexity and sophistication that you require in order to carry out brand management for all those different brands different product managers different brand managers and different communications that's what the catch is different integrated communication meaning different advertising campaigns different promotions because you know dealing with a different entity altogether it is a different character a different personality جب شخصیت اور قردار ہی بدل جائے تو ظاہر ہے کہ آپ کو ایفرٹ جو ہے وہ بالکل ایک نئے سرے سے کرنی ہوگی if you are using the same name I mean an existing established brand name which is option number 3 of the statement which I made earlier then I think thanks become rather easy for you if not easy say less difficult because you're dealing with a brand name which is known in the marketplace and it is the brand name of a product a branded product and that is why that you see nowadays can the more and more extensions or more and more variations of similar products or even products with very different features across the categories having the same brand name Dear students there is yet another way of choosing a brand name it is said that you can name a brand keeping in view its future and destiny at the time of its birth what does that mean it is not astronomy it is plain brand management and what it means is you've got to be very clear about the vision of the brand the vision that the brand management and the company as a whole has for the brand what does that mean that means whether you would like to see that brand as an original brand or a national brand or maybe you would like to see that brand as an international brand you might start exporting it to see if you have the power to do that if you are a multinational for example or even if you are not one because you are powerful enough to be able to export you've got to be very clear about that that we are going to the one day export this brand to international markets therefore we've got to take that future day into account and name the brand accordingly so this is what it meant by future and destiny this is part of the destination planning and this is part of the overall company vision which translates into the brand vision and we are going to talk about that in detail later but this certainly is one of the options that you can name your brand now after having talked so much about what are the what are the possible approaches to name a brand we shall get on to the next step which is about giving meaning to the brand giving meaning to the brand is that after you have chosen the name for the brand what really becomes of very high significance is the fact that you've got to be very consistent as a brand manager in giving the product its meaning if you are working hard and are consistent in implementing the brand strategy the chances are you will end up in giving the brand its meaning a brand presents itself in its differentiated forms and if you as brand manager are successful in communicating that differentiation or in making that differentiation significantly noticeable in the marketplace through whatever means at your disposal what you have done is you have created a position in the mind of the consumer but once you have done that you have bought that position or you have earned that position and having had that position you only have to sustain it and you have to maintain it or what I am saying is you have given the meaning to the product and thereby turned the product into a brand after you have done that what is the next step as per the definition the next step is that you manage brands how do you manage brands the foremost fundamental of managing the brand is that management of the department and the company has got to be committed in sustaining the brand and growing it and again you see when I talk about the growth factor we have to talk about these strategies which I just indicated and which is going to be a topic of discussion in later lectures the management has got the state of course in terms of implementing all the technical details when it comes to following a certain strategy because you are following a certain destination plan a roadmap and if the management is committed in doing so the management has done a good job of managing the brand there of course are so many different components as to how to manage a brand and the fact is that the whole course is all about that and we are going to talk about the whole concept chapter by chapter tool by tool concept by concept step by step in order to have a very good understanding of the brand management process but this is for the time being just an overview so that you can form a formative understanding of what is coming later management can also support the brand to have it managed better and by management I mean management across the company top management better management whenever companies have to make decisions on branding or something else there always are conflicting and opposing views it is the job of the marketing manager the marketing department including the brand manager to see to it that all those conflicting views and oppositions get convinced in favor of the marketing department so that they can seek total support total support from the management of the company across all functional boundaries to give you examples of what kind of conflicts can come up while discussing the destiny and the fate and the implementation of plans relating brands ایسے ہو سکتا ہے کہ marketing department investment کرنا چاہا رہی ہیں advertising میں کسی بہت ہی ان کے نکتا نظر سے اہم campaign پے جب کہ finance فالے جو ہیں وہ یہ کہیں کہ ہم تو تیاری کر رہے ہیں آپ ہی کے plan پہجدوسہ حصہ ہے ایک نیا پلانٹ لگانے کے لئے یا موجودہ پلانٹ جو ہے اس کی اس میں توسی کے باستے یا اس میں مزید ایمپروبنٹس کے باستے They might be you see a a conflicting view from that point of view and whatever they say they may also have a very logical background and logical grounds on which they give their views at the same time the marketing management also has their viewpoint all the points of view are very logical and very sensible but then the point is what is it which prevail over the others it is the job of the marketing department and the total management of that department to make sure that whatever decision is taken by the company gets taken in favor of the brand without any compromise so that everything gets translated into the high brand value and brand power and high brand equity the next step is generating profits I think it goes without saying that a well managed brand is destined to bring the company profits a well managed brand is an assurance of profits and only profits will lead the company into a better competitive position allowing it a better competitive strength so that it can make further moves to reach the destination as envisioned by the marketing management and the company as a whole it is very important for the innovation of profits profits make a brand powerful this is something which we keep talking again and again and the reason is we are talking about this again and again because of the significance which this facet of brand management carries with it power gives the brand value which is translated into financial value and hence equity so in other words what I am talking about is brand management gets translated into value power and equity and unless there is consistency among all these steps of the process the process cannot move ahead in a well oiled way and like to say while you are going through the process you have to keep your gears well oiled and in place having said all that I would now like to give you a recap of the lecture we have talked about the brand value brand power different factors which create value for the brand and in turn the brand creates value for the company and for the consumer what gives brand power and how value gets translated into power and how power gets translated into brand equity and what is the importance of equity that we have talked with all those factors now what is it that we have to remember it is not that we have to develop our understanding regarding what is happening in the marketplace we have basically to develop our understanding from the standpoint of learning all these factors so that when we are working as brand managers we know how to understand on different concepts that we are learning today so I would suggest that while you go through the recorded lectures do not forget to go through the handouts they are of immense value and after you have gone through both of them meaning the lectures and the handouts you are going to come up with some very interesting questions and while you ask questions do not shy away from asking any questions which you might think could be a silly question no question is a silly question the silliest question is the one which you never ask and for the learning process it is very important