{"product_id":"femsa-marketing-mix","title":"Femsa Marketing Mix","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eGo Beyond the Snapshot—Get the Full Strategy\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eDiscover how Femsa’s product portfolio, pricing architecture, distribution network, and promotion mix create market strength—this concise preview highlights key tactics and competitive advantages.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eroduct\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDiversified Beverage Portfolio\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eCoca-Cola FEMSA manages an extensive array of beverages—sparkling soft drinks, bottled water, juices, and dairy—generating MXN 378.2 billion in net sales through 2024 and targeting broader margins via premium SKUs. By end-2025 the company expanded ready-to-drink coffee and sports drinks, adding ~5% SKU penetration in key markets to address health-focused consumers. This diversity captures share across demographics and occasions, supporting a channel reach of ~300,000 points of sale. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eConvenience Retail Goods\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eOXXO offers a focused assortment of daily essentials, snacks, and household items for quick-stop shoppers, driving 2024 same-store sales growth of about 6.8% in Mexico and serving ~22 million weekly customers.\u003c\/p\u003e\n\u003cp\u003eFEMSA has expanded private-label SKUs to roughly 12% of assortment, improving gross margins by ~250 basis points versus national brands in 2024.\u003c\/p\u003e\n\u003cp\u003eThese products target urban consumers who prioritize speed and proximity over bulk trips, with 70% of transactions under 40 MXN, underscoring the convenience-first model.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHealthcare and Pharmacy Services\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eFEMSA operates a network of 2,000+ pharmacies across Latin America, selling prescriptions, beauty, and personal-care items and generating roughly MXN 18 billion (2024) in pharmacy sales.\u003c\/p\u003e\n\u003cp\u003eMany outlets offer basic medical consultations and point-of-care services, boosting average ticket size by about 12% and driving higher repeat visits.\u003c\/p\u003e\n\u003cp\u003eThese integrated health services differentiate FEMSA from traditional retailers and support stronger lifetime value and loyalty among local communities.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDigital Financial Solutions\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eSpin by OXXO has evolved into a digital wallet enabling money transfers, bill payments, and basic financial management, targeting the estimated 45% unbanked population in Mexico and parts of Latin America.\u003c\/p\u003e\n\u003cp\u003eBy end-2025 the fintech arm accounted for roughly 12% of Femsa's retail transactions, linking 19,000 OXXO stores with digital services and boosting average ticket frequency by ~8%.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e45% unbanked reach\u003c\/li\u003e\n\u003cli\u003e19,000 stores integrated\u003c\/li\u003e\n\u003cli\u003e12% transactions via fintech\u003c\/li\u003e\n\u003cli\u003e+8% ticket frequency\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePrepared Foods and Private Labels\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eFEMSA has scaled prepared foods and private labels—Andatti coffee and ready-to-eat meals—driving higher-margin in-store sales; in 2024 convenience-store foodservice grew ~12% year-over-year, boosting OXXO same-store sales by an estimated 4–6%.\u003c\/p\u003e\n\u003cp\u003eThese items target time-poor professionals as affordable fast-food substitutes, priced typically 15–30% below quick-service restaurants while delivering 3–5 minute service times.\u003c\/p\u003e\n\u003cp\u003eOwning production and branding tightens FEMSA’s value chain, raises private-label penetration, and differentiates store identity versus rivals.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e2024 foodservice growth ~12%\u003c\/li\u003e\n\u003cli\u003eAndatti branded rollout across 18k OXXO stores\u003c\/li\u003e\n\u003cli\u003ePrice gap vs QSR 15–30%\u003c\/li\u003e\n\u003cli\u003eIncremental same-store sales +4–6%\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eCoca‑Cola FEMSA + OXXO drive MXN 378B in sales, 22M weekly customers, private‑label gains\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eCoca‑Cola FEMSA + OXXO blend broad beverage SKUs, private‑label (12% assortment), Andatti foodservice and Spin fintech to drive MXN 378.2B net sales (2024), ~300k POS reach, ~22M weekly OXXO customers, pharmacy sales MXN 18B (2024), 5% SKU boost in RTD coffee\/sports (2025), foodservice +12% y\/y (2024), private‑label +250bps GM.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eNet sales (2024)\u003c\/td\u003e\n\u003ctd\u003eMXN 378.2B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eOXXO weekly customers\u003c\/td\u003e\n\u003ctd\u003e22M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePOS reach\u003c\/td\u003e\n\u003ctd\u003e~300,000\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePharmacy sales (2024)\u003c\/td\u003e\n\u003ctd\u003eMXN 18B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePrivate‑label mix\u003c\/td\u003e\n\u003ctd\u003e12%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFoodservice growth (2024)\u003c\/td\u003e\n\u003ctd\u003e+12%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSKU RTD\/sports (2025)\u003c\/td\u003e\n\u003ctd\u003e+5% penetration\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePrivate‑label GM lift\u003c\/td\u003e\n\u003ctd\u003e+250 bps\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eDelivers a concise, company-specific deep dive into Femsa’s Product, Price, Place, and Promotion strategies—grounded in actual brand practices and competitive context for practical benchmarking and strategy use.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eSummarizes FEMSA’s 4Ps into a concise, leadership-ready snapshot that clarifies product, price, place, and promotion strategies for quick decision-making.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003elace\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eOmnipresent OXXO Store Network\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eFEMSA operates over 21,000 OXXO stores across Latin America, placed in high-traffic urban and residential zones using advanced geospatial analytics and POS data to optimize site selection and drive convenience; the chain averages millions of daily transactions and accounted for roughly 60% of FEMSA Comercio revenue in 2024, making OXXO the company’s primary customer touchpoint and a cultural retail staple.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInternational Expansion through Valora\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eFollowing FEMSA’s 2022 acquisition of Valora, FEMSA expanded into Switzerland, Germany, and the Netherlands, adding roughly 2,300 convenience and kiosk points by 2024 and increasing European revenue exposure to about 5% of consolidated sales in 2025.\u003c\/p\u003e\n\u003cp\u003eValora locations target high-traffic transit hubs—train stations and airports—capturing commuter demand; stores in Swiss stations report average daily transactions 20–35% above local street stores, boosting per-site EBITDA margins.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAdvanced Bottling Distribution Logistics\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eAs one of the world’s largest Coca-Cola bottlers, FEMSA operates a logistics network serving over 2.8 million points of sale across 10 countries, ensuring high availability even in remote areas.\u003c\/p\u003e\n\u003cp\u003eThe company runs a fleet of ~13,000 specialized vehicles and uses route-optimization software, cutting average delivery times by ~18% and lowering distribution costs by an estimated 6% in 2024.\u003c\/p\u003e\n\u003cp\u003eThis advanced bottling distribution supports FEMSA’s 2024 beverage revenues of MXN 248 billion and reduces stockouts, boosting retail fill rates above 96% in key markets.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eStrategic Pharmacy Locations\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eFEMSA Salud places pharmacies within residential areas and beside medical centers so customers can reach medication quickly; as of 2024 the division served ~3.2 million monthly customers across ~1,800 health points in Mexico and Latin America.\u003c\/p\u003e\n\u003cp\u003eClustering stores in urban zones creates walking-distance access—over 65% of locations are within 500 meters of hospitals or clinics—supporting urgent-demand sales that make up ~40% of pharma revenue.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e~1,800 health points (2024)\u003c\/li\u003e\n\u003cli\u003e3.2M monthly customers (2024)\u003c\/li\u003e\n\u003cli\u003e65% within 500m of medical centers\u003c\/li\u003e\n\u003cli\u003eUrgent-demand ≈40% of pharma sales\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDigital Marketplace and Fintech Access\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cpfemsa extends place into digital with oxxo apps and pay enabling nationwide access to retail fintech services by had over million active app users processed\u003eMXN 150 billion in digital transactions. Users can order products for home delivery and make payments or remittances via integrated platforms, linking 21,000+ stores with mobile channels. This omnichannel reach keeps FEMSA present in-store or on smartphones.\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e20M+ active app users (2024)\u003c\/li\u003e\n\u003cli\u003eMXN 150B+ digital transactions (2024)\u003c\/li\u003e\n\u003cli\u003e21,000+ physical stores linked\u003c\/li\u003e\n\u003cli\u003eOmnichannel: in-store + mobile + delivery\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/pfemsa\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eFEMSA’s omnichannel powerhouse: 21k OXXO, 2.3k Valora, 1.8k health points, 20M+ users\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eFEMSA’s place strategy centers on 21,000+ OXXO stores (60% Comercio revenue 2024), 2,300 Valora points in Europe (≈5% consolidated sales 2025), 1,800 health points (3.2M monthly customers, urgent-demand ≈40%), a 2.8M POS Coca‑Cola network, ~13,000 delivery vehicles, 20M+ app users and MXN150B+ digital transactions (2024).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eOXXO stores\u003c\/td\u003e\n\u003ctd\u003e21,000+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eValora points\u003c\/td\u003e\n\u003ctd\u003e2,300\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHealth points\u003c\/td\u003e\n\u003ctd\u003e1,800\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eApp users\u003c\/td\u003e\n\u003ctd\u003e20M+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003ePreview the Actual Deliverable\u003c\/span\u003e\u003cbr\u003eFemsa 4P's Marketing Mix Analysis\u003c\/h2\u003e\n\u003cp\u003eThe preview shown here is the actual Femsa 4P's Marketing Mix analysis you’ll receive instantly after purchase—fully complete and ready to use, no surprises.\u003c\/p\u003e\n\u003cp\u003eYou’re viewing the exact editable document included in your download; it’s the final version, not a sample or demo, so you can buy with full confidence.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"MatrixBCG","offers":[{"title":"Default Title","offer_id":56750356300153,"sku":"femsa-marketing-mix","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0911\/3554\/1625\/files\/femsa-marketing-mix.png?v=1772224411","url":"https:\/\/growthsharematrix.com\/products\/femsa-marketing-mix","provider":"Growth Share Matrix","version":"1.0","type":"link"}