International Marketing - BSB 7100 - 002

Business Proposal

Amina Gallery, expanding into Dubai.

1/4/2015

Student Name Student IDEyad Alansari 201100251

Mahmood Alasfoor 201100924Haya F. Al Mahmeed 201000156

Table of Contents1. Executive Summary.........................................................................................................3

2. Company Background.....................................................................................................4

3. Situation Analysis............................................................................................................5

SWOT Analysis............................................................................................................................5

Strengths:...................................................................................................................................5

Weaknesses:...............................................................................................................................5

Opportunities:.............................................................................................................................5

Threats:.......................................................................................................................................5

PESTEL Analysis – Foreign Market:.............................................................................................6

Political.......................................................................................................................................6

Economical.................................................................................................................................6

Social...........................................................................................................................................7

Technological..............................................................................................................................7

Environmental............................................................................................................................8

Legal............................................................................................................................................8

Market Attractiveness Analysis:..................................................................................................8

Industry Structure.......................................................................................................................8

New Entrants..............................................................................................................................9

Substitutes..................................................................................................................................9

Power of Buyers..........................................................................................................................9

Power of Suppliers......................................................................................................................9

Market Size & Growth Potential.................................................................................................9

Size..............................................................................................................................................9

Growth......................................................................................................................................10

Distribution Channels...............................................................................................................10

Competitor Analysis..................................................................................................................10

Invest, Harvest, Dominate Or Divest?.......................................................................................11

4. International Market Selection Process.........................................................................11

Why the Uppsala Model?.........................................................................................................12

Why Dubai, UAE?......................................................................................................................12

Customer Profile:......................................................................................................................13

Demographic (Who they are):..................................................................................................13

Psychographic (How they think):..............................................................................................13

Behavioral (What they do):.......................................................................................................13

5. Align Marketing Objectives to the Strategy of the Business...........................................14

Product:....................................................................................................................................15

Promotion:................................................................................................................................15

Price.........................................................................................................................................16

Place:........................................................................................................................................17

6. Marketing Action Plan...................................................................................................18

7. References:...................................................................................................................20

Executive SummaryThis Business Proposal includes Amina Gallery internationalization process in Dubai, U.A.E. The company background gives an overview of Amina Gallery’s in the Kingdom of Bahrain including the history of how it started the products and services provided, the targeted market and the strategies used. To analyze the foreign market, a situational analyses has been conducted to figure out the important factors that will have vital implications on the internationalization process. Moreover, to help analyzing the market in Dubai, a PEST and SWOT analysis have been created based on findings regarding the foreign market.

The Uppsala model is the selected internationalization mode as it is compatible and most suitable for expanding in Dubai. Moreover, as Amina has a target market in Bahrain, a Customer Profile has been established including the Demographic, Psychographic and Behavioral factors. Furthermore, in order to have a successful internationalization process, vital branding opportunities and an in-depth review of the four promotional tools has been evaluated.

A step by step marketing action plan has been created alongside contingency plans included for activities that might not work as planned.

Company BackgroundWith an idea of ‘walking around with a piece of art in your hands’, Bahraini artist Amina Al Abbasi has started ‘Amina Gallery’ in 2010 with placing her personal art, highlighting the Bahraini culture, on different products. It was initiated by exhibiting her art in Al Riwaq, Market 338, which has received positive public feedback. Identifying this as a unique business opportunity, she began posting her art on different product lines, beginning with phone covers, moving into home décor.

Amina Gallery’s products: Accessories:

Phone & iPad cases Bags (handbags and cosmetic bags) Casual Clutch Coin Purse Wallets Jewelry Boxes Make Up Pouch Cosmetic Mirrors

Home Décor: Cushions Single Tables Nest Tables Magazine Stand Ottomans Tea Boxes Trays Wedding Box

As well as services, which are: Interior design: Displayed her art on the wall, with traditional furniture designed

by her, such as, Rice Bowl at Bahrain City Centre.

As stated by Amina Al Abbasi, 18+ year olds are the main target customer, but there is not one specific target market, as her shop evidently showcases something for everyone. From little children to older artist lovers.

Amina’s current strategy is identifying her brand as high-end, thus, she undergoes a more selective process as to which exhibitions she participates in. In alignment to her strategy, her selection of HR and their representation highlight the professionalism and traditions Amina showcases. Amina also focuses on consignments with different boutiques abroad to reduce expenses. Her marketing focuses mostly on social media

(Instagram) and her website, both clearly representing her brand image. Amina Gallery’s products’ prices are higher than what we could typically find in different stores yet still affordable.

Situation AnalysisSWOT Analysis

Strengths:- The uniqueness of painting something creative and placing it on different

product lines.- Diversified product lines.- Combining her art and design with interior design services.- Focusing on consignments and exporting to boutiques which minimizes Amina’s

costs.

Weaknesses:- Difficulty of copyrighting artistic work and low power to sue.- Focus on traditional aspects of the culture which will not cater to individuals

interested in modern art.- Lack of diverse marketing channels used for the business.- Lack of a clear focused target market.

Opportunities:- Participation in international exhibitions.- Exporting goods to different department stores.- Expanding in different GCC countries due to the

increased interest.

Threats:- Similar businesses which showcase the Arabian

culture.- Unstable store location in Bahrain.- Risk of expanding in a different country based on

secondary research.Customers asking if she delivers to Dubai

PESTEL Analysis – Foreign Market:PoliticalIn order to launch a business in the UAE, there is no minimum capital entailed. The UAE offers flexible employment regulations (Index of Economic Freedom, 2014). The UAE is also a politically-stable country alongside its’ financial stability. Dubai, in specific, is open by not applying any trade barriers for foreign investors. With the private sector, there is a minimum amount of control and regulations, with no direct taxes on corporate profits or personal income. It also applies exempts GCC states from custom duties, which are at 4%, with no foreign exchange controls or trade quotas or barriers (Dubai Smart Gov, 2015). GCC nationals are also allowed 100% ownership over established businesses in Dubai (Government of Dubai).

This allows Amina to gain full ownership over her store financially and in employability, no longer applying consignments where boutiques get a share of her profits. However, now Amina can export her goods to Dubai and then begin manufacturing once finding suitable manufacturers for her goods cost-free.

EconomicalWith an open economy alongside a GDP of $269.8 billion being in constant growth over the years, UAE has been successful in flourishing the private sector for the country’s economy. The global national saving in UAE equals to 36.8% of the GDP ($9,712,800). Inflation rate in the UAE is expected to increase during 2015 to 3.1 from 2.4 in 2014. UAE has high annual gross income of $302,794.5 million, with a disposable income of $243,523.1 million, and a total consumer expenditure of $199,261.8 million, forecasted to increase to $211,771.7 million. Citizens of the UAE have a high standard of living due to the continuous growth of the country, specifically Dubai, the second wealthiest emirate in the UAE ("The economic changes," ), (The World Factbook), (Euromonitor International).

Figure 6: Actual Expenditure (US$) and Projected Growth (%) in the U.A.E. by Product Type

Product Type 1995 2000 2005 2009 Projected Growth 2010-2015

Clothing and footwear 470.3 546.9 1001.6 1418.4 32.7

Household goods and services

447.5 517.0 941.6 1337.7 32.9

TOTAL 7217.0 8391.8 15781.6 22845.1 35.6

The high economical state alongside the consumer spending in the selected industries and the forecasts for future spending illustrates high probability of Amina Gallery succeeding in Dubai, as a large base of her consumers currently are from the UAE who pay a higher price due to their higher purchasing power.

SocialDue to Dubai’s the development of hotels, residential and high-end commercial properties, recreational and leisure facilities, the citizens in Dubai are accustomed to a wealthier lifestyle. Also, the tolerance, cultural diversity and the widespread of goods and services to consumers have also led to this extravagant lifestyle. Although it is also an Islamic nation, this blend has made it the destination for modern combined with then old aged Arabian traditions, including respecting the acceptable wear in public according to the most common religion in Dubai, i.e. Islam (Dubai Smart Gov, 2015), (Government of Dubai, 2013).

Population Growth Rate:2.71% (2014 est.)(The World Factbook)

Due to Dubai being multicultural and a touristic destination which merges traditions and modern infrastructures, Amina Gallery could benefit from the interest of the locals as well as the expatriates in her traditional art which is a representative of the country’s heritage. The unique blend of cultures and ages creates a well-established target market for her business.

TechnologicalDubai has reached its’ current economical stage with the development of cutting-edge technology in production, with a very strong information, communications and telecommunications technology with a fast-growing digital network, making the UAE a country with the highest mobile phone penetration rate ("Technology vital for," 2010), (The World Factbook).

The widespread technologies across Dubai offers Amina the opportunity to expand in her marketing strategies, focused on e-marketing and digital marketing tools. It also provides her with the opportunity to faster produce her goods and on a larger scale, which could contribute to a higher raise in her sales.

EnvironmentalDubai’s current carbon emissions are set at 1.5 million tons per year, with plans from the Vice-Chairman of the Dubai Supreme Council of Energy to immensely lowering the carbon emission through the adaptation of strict quotas on project-and-entities. Dubai is also aiming at-renewable-energy-to-increase-over-the-years. (Bitar, 2012) , (Numbeo, 2014).

Due to Amina producing goods which require raw materials (fabric, plastic, glass), Dubai’s strict rules will help her maintain an environmental image, as some consumers are attached to purchasing green products, affecting their purchasing behavior. Also, to manufacture goods under such restrictions, it allows for Amina to recycle her goods in cases of her goods becoming obsolete.

LegalKeeping up with consumer laws for their benefits and well-being, the UAE has established a federal consumer protection law undertaken by a consumer protection committee. The laws state that in order for a business to offer its’ goods to consumers, the goods must include a label which states: Date of production and packing, net weight, country of origin, expiry date and components (Salim).

The price of the goods may be displayed on the label or at the location where the product is being displayed. The consumer is also entitled to receive a detailed bill with specifications of the purchased products. The seller is also obliged to replace the product in case of faulty products (Salim).

These laws restrict Amina in terms of what to place on her goods and services, as not obliging to these rules, Amina could face serious charges leading to losses on her behalf. However, they could become a standard for Amina to establish a high quality business which preserves consumer rights.

Market Attractiveness Analysis:Industry StructureIndustry structure is key to understand profitability and identify competition levels within a given industry and it must be examined by taking five important factors into account

New EntrantsThe threat of new entrants is relatively high in the art dealing industry as production costs are fairly limited and newcomers are faced with high potential market profitability in Dubai. Also, there's high encouragement for young and promising artists to enter into the market of art dealing in Dubai as it hosts many art exhibitions and auctions such as Bonhams, Christie's Art. Furthermore, the absence of barriers to entry such as patents and rights (copyrighting art is relatively difficult to obtain as stated by Amina in the interview) helps boost the threat of new entreats. (Milliard, 2014)

SubstitutesThe threat of substitute is moderate. The art dealing industry is distanced from substitutes via performance and marketing. Performance focuses on the art itself by being unique and innovative (which is heavily present in Amina's gallery), and marketing focuses on the process of promoting and selling the art. Those factors help reduce the buyers propensity to substitute as well as increase the levels of product differentiation. Substitutes may still form a threat to Amina's gallery as customers can alternatively substitute her products due to ease of substitution, low switching costs and the presence of a large number of shops that sell these accessories.

Power of BuyersThe bargaining power of buyers is moderate as art buyers in Dubai have many alternatives, yet they behave in an independent manner that is heavily reliant on their taste and appeal. Amina's product uniqueness/differentiation help her in generating interest form different customers. Considering the fact that in the art industry the consumer does not behave in a collective manner, the power of buyers is reduced. However, the buyer still has the power of bargaining leverage especially in auctions and art exhibitions and forcing down prices is extremely difficult to do given that the art is available for purchase to everyone.

Power of SuppliersThe-bargaining-power-of suppliers-is low-in-the-art-industry-as-the-required-raw material-for-developing-and-producing-artistic-outputs-is-not-nearly-concentrated-or controlled-by-a-limited-chain-of-suppliers. The-presence-of-substitute-inputs help in lowering the-power-of-suppliers. The-supplier-can-easily-be-substituted-as-the switching-costs-are-low-and-multiple-alternative-suppliers show potential-interest-in selling-the-same-type-of-material-with-similar-prices-and-very-little-degree-of differentiation.

Market Size & Growth PotentialSizeThe market size of the art dealing industry is relatively big. Considering the fact that Amina Gallery is female oriented, the total market size is going to be 557,000 as it is the

total population of female residents in Dubai. The potential market is segmented into age groups. 13.7% of females are aged between 15-24 and 61.5% are aged between 25-54. The target market (18-40) will constitute of a huge portion of the total population. (Dubai G. o., 2014), (Demography, 2014).

GrowthEach piece of artistic output can result in huge profits that fundamentally contribute to the growth of those independent artists. According to Gulfnews.com, art sales catalogue is estimated to begin as low as $1,500 and reach up to $20,000 for a prominent piece of work from a promising artist. Earlier this year, Mideast art scored $10.6m at Christie's during Art Dubai. "There are people who have invested earlier on in artist communities [and] have seen the price of their work go up dramatically" said Antonia Carver, fair director of Art Dubai. (Lowe, 2012), (Milliard, 2014).

Distribution ChannelsDistribution channels are the path in which goods and services travel from the vendor to the customer. Amina Gallery is reliant on three distribution channels which are: a physical store that showcases her latest pieces of work, being heavily present in art scenes and exhibitions, and providing online services for ordering her products. Those three channels are critically analyzed in the Place section of the Marketing Mix.

Competitor AnalysisDubai is a vibrant city when it comes to art and artistes. Those 4 competitors all offer some of the most exciting contemporary art in Dubai. All of whom participated in Art Dubai 2013.

THE THIRD LINE: Focused on contemporary Middle Eastern Art. The Third Line has greatly impacted the Middle Eastern art by reviving the local art scene and advancing the value of Middle Eastern art overseas.

TASHKEEL: A committed art gallery that showcases the work of both local and international artists in UAE.

AYYAM GALLERY: Founded in 2006, Ayyam Gallery was initially concerned with encouraging the embryonic contemporary art.

GREEN ART GALLERY: Perhaps the biggest art gallery in Dubai, Green Art represents a multi-generational mix of artists from the Middle East, North Africa, South Asia and Turkey.

Invest, Harvest, Dominate Or Divest?Analyzing the elements of the foreign market attractiveness, it has been found that it is most suitable for Amina Gallery to invest in Dubai's market due to the fact that it is a highly attractive market. Amina Gallery also has a relatively high competitive strength offering unique art that touches both traditional values and modern designs. Furthermore, Amina's prior success in UAE through orders helps her in effectively investing resources in those part of the business.

International Market Selection ProcessThe Uppsala model is one of the internationalization methods that companies or business can apply. There are several stages of the Uppsala Model;

Exporting is not regular but occasional Exports through representatives start Establishing a subsidiary for sales overseas Producing/Manufacturing in foreign country

In the Uppsala model, the focus is mostly on the domestic market and exportation to the countries within the region. Occasional exports at the beginning shift to regular exports through representatives in the second stage. Later on it is proposed to have the foreign sales subsidized. At the final stage, the actual production/manufacturing process in the foreign country instead of exporting will start. Uppsala Model; Amina gallery is considered a small sized business that focuses most on the domestic market and exportation of products to the surrounding countries of Bahrain like Qatar, Kuwait and UAE. The Uppsala model is the most suitable model to

follow through the internationalization process of Amina’s Gallery in Dubai, United Arab Emirates. (Zohari, 2012)

Why the Uppsala Model? The Uppsala Model was chosen due to the suitability of this model in application on the process of internationalization of Amina Gallery. The products at the beginning where sold only within the Kingdom of Bahrain and rarely exported to customers abroad. Recently, Amina Gallery has developed the exportation methods by having representatives all over the GCC; Amina Gallery’s products are showcased in several Boutiques in the GCC. Amina has already covered the first two stages of the Uppsala Model the remaining is to establish a subsidiary and start producing/manufacturing the products in Dubai, United Arab Emirates.

Why Dubai, UAE?

There are several reasons that encouraged the choice of internationalizing in Dubai, UAE.

Firstly, the Purchasing Power is huge and a real life experience that proves that is the pricing that Amina sets on her products that are sold in the UAE. As she mentioned in the interview, the prices are doubled in comparison to the ones set in Bahrain and still the stock is sold out. The growth of the market is increasing hugely as it is well-known that Dubai is one of the leading countries that tourist are attracted to, especially including massively large shopping malls like Emirates and Dubai Malls that represent the tendency towards shopping there. (Stierli, Shorrocks, Davies, Lluberas, & Koutsoukis, 2014).

Secondly, Dubai is the Home of different nationalities and cultures. So instead of internationalizing in Europe, Dubai is the destination and location that acquires many Europeans, Americans, Asian’s and mainly Arabs. Thus, choosing Dubai as an internationalization destination would help Amina Gallery to be able reach a wide range of customers from different backgrounds.

Amina Gallery can produce, manufacture and sell more. Amina is currently receiving 70% of the returns from selling her products through boutiques in Dubai. If the gallery opened a Retail Shop in Dubai, a larger number of the targeted customer will be approached and 100% of the returns will come directly to Amina. (Expat Woman, 2014) The control of Branding will no longer be in the representative’s responsibility, but Amina. Hence, developing an image to a highly respected brand will be a goal that Amina can achieve through the Retail Shop in Dubai as it represents a good opportunity due to the reputation of the location. (Trapp, n.d.)

So based on the process that Amina Gallery will follow in order to internationalize in Dubai, UAE; the entry of mode will be “ Wholly owned operation “ as Amina Gallery’s’ management will be responsible of all the operations and Amina herself will own 100% of the project, an Emirati partner will not be acquired. (Outsourcing Law, 2013)

Customer Profile:Demographic (Who they are):

Females All age categories Living/Working/Studying in Dubai Students/Employee Medium-High Income

Above are the vital demographic attributes of the targeted customer in relevance to Amina Gallery.

Psychographic (How they think): Elegance Preference Focus on quality more than price Prestigious lifestyle Art lover Uniqueness seeker Creative Artistic Fashion lovers Interior Designing

Above is a list of the Psychographic elements of the customers that Amina Gallery will target in Dubai, UAE. The Psychographic factors are vital in targeting the customers. It is very difficult to target the customers effectively if the gallery does not have an idea about how the potential customers think.

Behavioral (What they do): Frequent shopper Shopping in malls like Dubai and Emirates Malls (MAKE SURE WITH GROUP) Prefer medium-high quality brands High Spenders Online Shoppers Price Insensitive

The list of behavioral characteristics above are fundamental for Amina Gallery because it is vital to know what do the customer the business is trying to target is doing. The overall behavior of the potential targeted customers helps Amina Gallery with many decision regarding pricing, distribution and location. (Vel, Captain, Abbas, & Hashemi, 2011)

Overall, it is recognized that the citizens of Dubai, UAE are wealthy according to the “Credit Suisse Research Report” and the country itself has been tremendously developing in the past years. The targeted customers are individuals that are interested in Fashion and Designing which are furthermore seeking to have specific designs on items such as Bags, Wallets, Phone Covers or other accessories that will help them in standing-out or being unique. Not forgetting individuals that are interested in interior designing that is one of a kind as Amina applies her designs on several items like Cushions, Tables, Stands and many other home décor items. Furthermore, due to the high purchasing power, most of the targeted customers are expected to acquire the characteristic of “Quality and Uniqueness over Price”. Thus, give attention to the products’ design quality rather than its price. (Credit Suisse, 2014)

Align Marketing Objectives to the Strategy of the BusinessAmina is recommended to continue possessing the same logo and brand when she internationalizes, as her logo signifies the Arabic calligraphy and heritage which is showcased in her art. The logo showcases her promise of delivering high quality goods, which is represented in her use of colors, black and white, which highlight each other with a sense of professionalism.

Amina Gallery Marketing Mix will include:

Product:Amina Gallery offers customers with high valued pieces of contemporary art mixed with a traditional twist. She focuses on many cultural themes and tries to combine between tradition and modern techniques used to develop art. Customers who visit Amina Gallery often want to buy stylish accessories and furniture that showcase their love for the Middle Eastern traditional art while having common grounds with modern interior design. Amina paints her art on phone cases, bags, wallets, clutches, furniture, tables, stands, treys and other accessories and home décor components. Amina also sells independent paintings. Amina is most famous for painting a traditionally dressed woman on her pieces of work. (ABBASI, 2014)

Promotion:Promotional activities in the art dealing industry are often conducted through exhibitions and art gatherings. Amina has been practicing promotional strategies such as public relations, digital advertising, and personal selling in Bahrain. The same practices will be carried out in Dubai as they are proven to be of high effectiveness. Amina will promote her art through attending several exhibitions in Dubai, most notably Christie's and Bonhams. Those-auction-houses-are-crowded-with-multinational-art-seekers-and will help promote-Amina's-Middle-Eastern-art-during-the-annual-Art-Dubai-events. In addition, Amina-Gallery-will benefit-from implementing-the same-digital marketing strategies-in-Dubai-by-advertising-art-pieces-through-her-main-website-and-Instagram. It-has-been-noted by Amina that she acquires most of her customers through the social photo-sharing mobile application, Instagram. Furthermore, Amina will participate in press-conferences-and-accept-private-interviews-with-genuinely-interested-clients-as-a form-of-public-relations. (ABBASI, 2014)

Price:Due to the high purchasing power as was analyzed in the economical factors of the PESTEL analysis, Amina is recommended to raise her prices by a percentage of 100%. Amina's products have high value to their buyers as art is indisposable and it does not run through a specific lifespan. Once a customer has purchased a piece of art, more often than not, they intend to reserve it. Also, there is no established price points for products in this area, which makes doubling prices of Amina Gallery a wise thing to do in a price-insensitive country. Furthermore, Amina's current prices are marginally low compared to its potential rivals in Dubai, which adds to the need of raising her prices in order to reflect her high-end work. (Dubai, 2014)

Place: Physical shop:The sharp drop in rents contributed in increasing the number of established independent artists in Dubai. The presence of a physical shop support ease of distribution as Dubai is perfectly geographically located between the Far East and Europe. Also, it helps establishing the brand itself, providing high levels of credibility to the product and the person who runs the business. The shop can also act as a key factor of promoting Amina and spreading awareness. Moreover, it is more convenient for some customers to purchase artistic outputs from the shop itself if going to art exhibitions is a source of stress or inconvenience. The location of the shop will be in Dubai Mall.

Art scenes and exhibitions: Amina has stated in the interview that she wishes to contribute to the success of more art exhibitions and be a part of more art gatherings. "Art Dubai" which is the leading international art fair in the middle east is a host of new galleries and it focuses on innovative artwork and local talent. Art exhibitions can be extremely beneficial in terms of attracting international customers and marginally raising the total profit through direct sales.

Online shop: The online shop distribution channel is currently present and available to UAE residents via AminaGallery.com. Following the establishment of the business in Dubai, the online shop will carry its practices to be suitably aligned with the UAE market by including a page for the products available in the physical shop in Dubai and allowing customers to customize their own products for extra fees. (Lowe, 2012)

Marketing Action PlanActivities Timeline/Duration Measuring the success of the Activity

Conduct an effective marketing research

3 weeks Retrieve all the important information and data in relevance to Amina Gallery internationalization in Dubai.

Getting Approvals from the Ministry of Commerce

3 Weeks Receive complete approvals on applications submitted

Choose the appropriate location

1 month Agreement signed off on suitable location

Refurbish premises of location to the suitable design

2 months Outcome and quality refurbishment within expectations and visions of Amina

Export Art pieces from Bahrain to foreign chosen country

2 weeks Art pieces and products reach 100% safely without any damage

Consult a marketing agency

1 week Agreement signed off with a professional well-know marketing agency

Publish a marketing campaign

3 weeks Reach the largest share of the potential customers within the market through different marketing strategies

Hire qualified members of staff/manager

2 weeks 100% suitable and skilled staff members hired

Support staff with training courses

2 weeks Accomplish the course with an outcome of “Ready Staff Members” concept

Set strategies for processes within shop

3 days Align strategies based on vision and quality of delivery

Set pricing criteria on ready art pieces/services

2 days Align and set prices on products/services effectively

Conduct opening 1 day Press coverage and positive social media coverage

ceremony like “word of mouth”Prepare weekly analysis of sales

Weekly Amina receiving analysis on time, not delayed

Contingency plans If the marketing research did not have a satisfactory result with all the required

data and information regarding the foreign market (Dubai), the plan is to actually travel to Dubai and conduct a primary research to gather all the missing important information.

If the training course did not have the expected outcome and benefits to the staff members, another training course will be conducted that is supportive to the first one to make sure that the staff members reach the required level of knowledge and skills.

If the opening ceremony did not grab the expected level of attention, a mini-art event will be conducted in the shop, where talented individuals from all over Dubai will have the opportunity of showcasing their art pieces within the shop. Thus, consumers will do the marketing for you as word of mouth will be spread all over the art community alongside pictures and videos all over different social media platforms.

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