Marketing Dynamics

Assignment

Virgin Money

Student ID: #######

Executive Summary

This report uses various marketing theories and models to obtain insight
into Virgin Money's current marketing operations and make
recommendations based on the data gathered.
Virgin Money is a retail bank that differentiates itself from the competition
by being clear and transparent with its business dealings. Company
provides savings, mortgages, credit cards, BCA, PCA, pensions,
investment instruments, and protection products to around three million
consumers in the UK.
Analyzing Virgin Money on brand personality Aaker (1997) dimensions
and psychology of colours provided helpful and conclusive information
which is relative and profitable. Virgin Money is closely related with the
"Excitement" category, according to the above analysis, since they are up
to date, inventive, passionate, and think beyond the box. They also come
under the "Sincerity" category, as they are happy, honest, and down to
earth. The recommendations were to choose the right audience and
identify the competitors marketing strategy.
Applying McDonalds (2007) marketing plan to Virgin Money display their
marketing mix, vision, corporate marketing strategy and future plans.
Although company stands out well on their marketing plan still, they need
to work on their behavioural segmentation taking customers preferences
in account.

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Table of Contents

Executive Summary .......................................................................... 1

Table of Contents…………………………………………………………………………………………2
Introduction to Marketing .................................................................. 3
1.0 Virgin Money Organization’s Background ........................................ 3
1.1 Company Financials .................................................................. 3
2.0 Branding .................................................................................... 5
2.1 Brand Architecture .................................................................... 5
2.2 Brand Personality ..................................................................... 6
2.3 Psychology of colours ................................................................ 7
3.0 Virgin Money Branding personality analysis .................................... 7
3.1 Choosing a Brand name ............................................................ 7
3.2 Virgin Money Brand Positioning .................................................. 7
3.3 Virgin Money Brand Personality .................................................. 8
3.4 Psychology of colours ................................................................ 8
3.5 Conclusion and Recommendation ............................................... 9
4.0 Marketing Planning .................................................................... 11
4.1 The marketing planning approaches .......................................... 11
4.2 The Marketing Planning process ............................................... 11
5.0 Virgin Money marketing planning process .................................... 13
5.1 Virgin Money’s marketing audit ................................................ 14
5.2 Virgin Money SWOT analysis .................................................... 15
5.3 Marketing objectives and strategies .......................................... 16
5.4 Estimated Expected results ...................................................... 17
5.5 Conclusion and recommendation .............................................. 18
Critique and Evaluation of Tools and Techniques ................................. 19
References .................................................................................... 21

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Introduction to Marketing

There are numerous marketing concepts to choose from. Marketing isn't

considered as a 'process' or an activity by many organisations, but by the
chartered institute of marketing (CIM) and the American marketing
association (AMA) (Sheth and Sisodiaa, 2005). Furthermore, the structure
of a company's interaction with its customers, as well as its delivery and
goal, varies between for-profit and non-profit organisations. Nonetheless,
the core marketing concepts remain the same. The expanded awareness
of marketing's cultural influence is acknowledged in all theories.
Marketing is a company's strategy for adjusting to competitive
marketplaces because it can set an example for the target markets on
which it relies by producing goods and services that regularly outperforms
alternatives in terms of economic effectiveness. The role of marketing in
the business world is to increase the firm's value creation through
generating value that customers want.
Processes that support and enhance satisfied trade partnerships in a
dynamic context through the development, manufacturing, branding, and
price of goods, services, and ideas. Marketing is a function and a set of
processes for creating, communicating, and delivering advantages to
customers (sally dibb, Lyndon simkin, o.c.ferrell, William pride, 2007).

1.0 Virgin Money Organization’s Background

Virgin Money, situated in Newcastle, was incorporated in 1995. The

company specialises in personal and business banking. Customers in the
UK can get savings, mortgages, credit cards, current accounts, currency
services, pensions, investments, and protection services from it.It is
divided into three sections: personal, mortgages, and business. The
company provides online and mobile banking services, as well as
telephone and branch banking, through its technological platform, which
includes a network of branches and business banking centres. It is
customer infatuated and accentuate on their experience from start to end.
It is clear from their sustainability strategy that they focus on providing
high end financial services to its customers by listening to them and
understanding their needs and concern.(Money, n.d.)

1.1 Company Financials

From its credit rating Virgin Money proves to be a stable organization with
BBB+ (The Company has adequate amount of funds to meet customers’
requirements.)

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 Virgin Money Annual Report 2021

Virgin Money’s market share has been fluctuating for the last 5 years. The
highest share price was 169.20 against the 52 week low of 121.60 set on
Dec 21, 2020.

(London Stock Exchange)

To supportVirgin Money, achieve their aim of increasing market share,

this research will delve deeper into certain components of their
marketing, such as branding and digital marketing, by assessing and then
making recommendations for improvements.(2021, n.d.)

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2.0 Branding

"A brand is a name, distinctiveness, layout, symbol, or other

distinguishing feature that differentiates one seller's good or service from
that of other sellers" (American Marketing Association). In the minds of
customers, a brand is an image of the company (Achenbaum, 1993).
According to Tudor and Negricea (2012), a company's credibility cannot
be established without a strong brand, and a brand cannot be built or
maintained without the public recognising a credible perspective. Brand
provides companies and consumers with an equal opportunity to create a
platform that is more efficient, simple, and quick. As a result, a brand is
developed not only by physical traits, but also by client feelings toward
the company or its product. This mix of physical and emotional responses
is produced when exposed to the name, logo, visual identity, or even the
message represented.

2.1 Brand Architecture

Aaker (1997) The organisational structure of a company's portfolio of

brands, sub-brands, goods, and/or services is known as brand
architecture. An integrated system of names, symbols, colours, and visual
vocabulary informed directly by the customer cognitive process is
effective brand architecture.

Source: Munch Studio

Branded House: A branded house includes a strong master brand with

divisions that feature the master brand name alongside a product or
service description.
House of brands: There is a parent brand and associated sibling brands in
an approved architecture, each with its own market presence. The sibling
brands profit from their parent brand's relationship or endorsement.
Aaker (1997)

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Hybrid: A hybrid model allows for various tiers of separate hierarchies, as
well as different levels of market-facing brands and submissive sub-
brands.
Regardless of company size, effective brand architecture can enable it to
target customer needs, reduce market costs, consumer confidence and
confidence.
Branding, without a doubt, has a deeper psychological, social, or
emotional resonance with customers than it may appear. According to
Brassington and Pettitt (2012), there are three types of branding that
impact consumers:
In terms of cognition, this refers to how brands affect people's
psychological well-being and what they believe about products.
Affectively refers to how people are touched emotionally by a product and
how they feel about it.
Conatively, it could be linked to social behaviour and meaning.

2.2 Brand Personality

The author (Aaker 1997) of this study establishes a brand personality

framework for the brand personality construct by defining the number and
nature of brand personality dimensions (Sincerity, Excitement,
Competence, Sophistication, and Ruggedness). A reliable, valid, and
generalizable measurement scale is constructed to measure the five
brand personality aspects. Finally, the symbolic use of brands has
theoretical and practical ramifications.

Source: Vemt.com

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2.3 Psychology of colours

Every company has its own distinct personality. It is founded on a set of

principles and objectives that must be expressed in every aspect of the
design. Colours, which have identities of their own, are one of these
aspects. They influence human emotions and perceptions, and hence play
an important role in branding.
Companies should be adventurous and original instead of simply
mimicking large brands in their sector. It's the only way to establish a
unique property and differentiate yourself from the competition. That is,
and besides, what branding is about.

3.0 Virgin Money Branding personality analysis

3.1 Choosing a Brand name

Virgin money works on four fundamental factors to create an impacting

brand name. First is know your audience (brand name should be
appealing to company’s target market. Keep it simple (Virgin does not
directly relate to finance but it has a ring to it). Make sure it has legs
(brand name must be future goal oriented and it should be related to
every product and service). Lastly, have fun (Brand name virgin definitely
turned some heads and got great press.(Pentagram, n.d.)(Branson, n.d.)

3.2 Virgin Money Brand Positioning

Virgin Money is focusing on music sponsorship and brand positioning

aiming on “take the fear out of finance”. The bank has launched a
branding programme named Emerging Stars that promotes new and
amateur music artist providing access to finances, support and stage to
kick off their carriers. Due to corona virus Virgin Money had to shift the
live concert on digital platform with DJ Laura Whitmore as an
ambassador. This programme was a part of Virgin Money’s “Brighter
Music Moments” which gave exclusive access to this musical experience.
O2 in London and SSE hydro Newcastle became the venue partners and
SSD Concerts as their launching partners.(Vizard, 2020)
This programme is expected to raise their customer base more than 6
million business and personal customers. Music seemed to be an obvious
choice for Virgin Money as it appeals to wide scale of customers. Also,
how Virgin Money engage customers in a more lifestyle-oriented setting,

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such as a lifestyle brand. They found music to be really
meaningful.(Vizard, 2020)

3.3 Virgin Money Brand Personality

Another new campaign “There is money and there is Virgin Money” was
started in 2015. The ad displayed a pigeonthatstarts dancing when “There
is Virgin Money” appear. The strategy behind this ad was to portrait the
standout of Virgin Money and brings imagination, fun into the market and
reflects the confidence of the company.(Money, n.d.)
From the above analysis it can be predicted that Virgin Money is strongly
associated with “Excitement” category as they are up to date,
imaginative, spirited and thinks out of the box. They also fall under the
category of “Sincerity” being cheerful, honest and down to earth. Their
marketing team works hard to position them as companies who "think
beyond the box" in order to inspire and excite customers. (Aaker 1997)

3.4 Psychology of colours

Post announcement of merger of Clydesdale Bank, Yorkshire Bank and

app-based bank B as Virgin Money, Pentagram rebranded Virgin Money as
playful and joyful brand. The design was to reflect Virgin Money's position
as a forward-thinking, digital-first banking that underlines its status as a
symbol of progress in the industry. The new Virgin Money logo is a mono-
linear, geometric lettering with cured form which symbolizes “Humanity”
as well as a modern and digital banking system. The M of virgin money
was the key focus of the logo and the loop reflects the ambition of the
organization. The colourpalette is focused on red, which ensures Virgin
Money is vibrant, energetic and forward thinker.(Boom, n.d.)

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The associations made with Red Colour in Virgin Money colour correspond
to a variety of attributes across many psychosocial dimensions identified
by Aaker (1997), including honesty, excitement, and sincerity.

3.5 Conclusion and Recommendation

Analysing Aaker’s (1997) framework over virgin Money provides valuable

and instructive conclusive results. Virgin Money being a consumer-
oriented firm remains to impact the market as a standout company that
utilizes excitement and sincerity as their branding strategy to attract most
of the customer base. Music sponsorship and fund-raising campaign
portraits the company as humanity, fun, enthusiast and impactful
organization.
However, just attractive ads and music sponsorship will not enable
company to sustain in the longer run. This gives a solid foundation for
making suggestions, as it eliminates any debate about the dimension,
they should be classified in.
The first recommendation for Virgin Money was aided by Aaker’s (1997)
stating organizations need to forecast the upcoming strategies by other
competitors including include Barclays, HSBC, NatWest Group and Lloyds
Banking Group. Financial Strategy Segments, together with behavioural
and segmentation data, will help cut marketing expense and boost
conversion by interacting with the right customers with the right items.
Virgin Money’s marketing strategy should emphasis more on their

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products and services and the benefits of being associated with the
organization.
The second recommendation relates to the first that is customer reach.
Keller (2009) Customer outreach is one of the oldest and most
straightforward marketing methods available to banks and financial
organisations. It is, nonetheless, one of the most effective. Virgin Money
needs to identify the right customer and ways to impact them. Customer
outreach is simply the concept of reaching out to right customers to meet
their educational, awareness, and assistance needs. This can range from
a tiny Virgin Money’s offering free consultations and webinars to a larger
institution offering debt management programmes or financial education
in schools.
Therefore, Baines et al (2007) suggestion of keeping competitors in mind
while creating a branding strategy will assist Virgin Money to brand itself
differently into the market.

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4.0 Marketing Planning

Establishing marketing objectives and determining how to achieve them

are integral to marketing planning. (Boone & Kurtz, 2014) Marketing
planning is a series of events sequenced in a way that leads to creating
objective and ways of achieving them. Marketing planning involves
creating a framework for understanding the resources required achieving
the objective and how and where to utilize them.

4.1 The marketing planning approaches

Marketing planning is a long-term process which includes series of

activities to be involved at various time frames.McDonald (2007)presents
six models of perspectives of tactical decision making.
A planning Model: Concrete data is the base of this model which is highly
rational and formatting solutions for problems.McDonald (2007)
An Interpretative Model: The term "organisation" refers to a group of
people who share similar ideals and perceptions. By referring to these
references, stakeholders can gain a better understanding of the
organisation and the environment in which it thrives. McDonald (2007)
A political Model: This model is based upon situations, conflicts and
negotiation which persuade organizations to develop strategies upon
values and attitudes rather than aims and objectives. McDonald (2007)
A logical incremental model: It combines elements of classical, formal
analytical procedures with pragmatic and functional considerations as well
as methods that help to better understand and manage the power and
psychological shifts inherent in strategic transformations.McDonald (2007)
An ecological model: This perspective is bind by the external
environment; Organizations that adapt environmental changes are the
one to survive.McDonald (2007)
A visionary leadership model: Leader’s vision, credibility, surrounding
circumstances and how they manage others decide the organizations
momentum.McDonald (2007)

4.2 The Marketing Planning process

It's vital to remember, though, that the process is merely a tool for
producing the final product, which is a comprehensive marketing strategy.
Step: 1 Mission

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The mission statement is an important tool for personnel working in
various sectors of the organization to understand one other and work
together to support the company's values and beliefs. Nevertheless, it is
critical that the mission statement be properly diverted to all stakeholders
and that it be regarded as both relevant and sensible. McDonald (2007)
Step: 2 corporate objectives
The principle of corporate objectives is to allow stake holders to assess
the mission's achievement. Most commercial service organizations
describe this in terms of profit, because profit is the only commonly
acknowledged metric for evaluating efficiency. Profit is the mechanism by
which shareholders and owners can be satisfied. Profit also offers the
means to reinvest in the firm in order to help it grow. For non-profit
service organisations such as government departments or charities,
indicators of performance such as economic efficiency, profits generated,
or projects accomplished may be more attainable. McDonald's (2007)
Step: 3 marketing audit
The marketing audit's goal is to collect all relevant data that may be used
to determine how well-equipped the service business is to compete in its
chosen marketing sector today and in the future.McDonald (2007)
Step: 4 SWOT analyses
The SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis
is used to identify significant marketing information components from the
massive amount of data collected by the audit. McDonald (2007)
Step: 5 Key assumptions
Only by making some assumptions about the future can the marketing
audit and subsequent SWOT analysis reflect reality. These could include
things like the number of competitors, the political atmosphere, and the
general economic health of specific markets, among other things.
McDonald (2007)
Step: 6 Marketing objectives and strategies
The marketing planner can use the data from the SWOT analysis and key
assumptions processes to develop marketing objectives and strategies.
McDonald (2007)
Step: 7 Estimate expected results
If the predicted outcomes are significantly greater than the company
objectives, the corporate objectives may need to be raised. If the
predicted results fall short of the company objectives, the next stage is to

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see if a revised alternative marketing mix may meet them. McDonald
(2007)
Step: 8 Identify alternative mixes
The SWOT examination and key assumptions are re-evaluated in this step
to see if there are any other, more productive, combinations of marketing
objectives and strategies that will get the company closer to its goals.
McDonald (2007)

Step: 9 Budgets
Once the marketing objectives and strategies have been agreed upon, the
various programmers for the contributing marketing activities can be
budgeted out. The type of the advertising input, sales staff, distribution,
and other factors can all be established, and expenditures can be
distributed accordingly. The result of this entire process is a strategic
marketing plan that spans three to five years.McDonald (2007)
Step: 10 First-year detailed implementation plan
With the strategic plan as a guide, the detailed implementation
programme or one-year tactical plan can be developed. In effect, this
one-year tactical plan propels the company towards its strategic
goals.McDonald (2007)
It becomes quite easy to monitor progress and identify the main reasons
of any 'derailments' using the ten-step Planning process. The organization
develops a stronger and more successful planning process for the future
by adopting whatever corrective action is demonstrated to be necessary
and learning from its mistakes.
Those whose marketing planning closely follows this technique are far
more successful in dealing with their environment than those who rely
solely on a "sales forecasting and budgetary management"
approach.McDonald (2007)

5.0 Virgin Money marketing planning process

Virgin Money’s values and Vision are customer experienced focused and
how they want to emerge as a modern and technologically advanced
organization. “Our Values are forward looking, innovative and disruptive –
and importantly, they show exactly how committed we are to becoming
customer obsessed, emphasising that every interaction should start and

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end with the customer experience in mind. Each of our values are brought
to life by supporting behaviours that set out how we work and interact
with each other every day and which result in our fun, evolving, values
led culture.” (Money, n.d.)
Corporate strategy at Virgin Money is enshrined in their principles. This is
because they want to create a workforce that reflects the variety of our
customers, which will help us better understand their requirements, make
better decisions, build stronger relationships, and tap into new ideas and
creativity. They want to create a truly inclusive culture as part of their
inclusion plan, where every employee and customer feels like they
belong. For this reason, they have incorporated inclusion into all the key
drivers of cultural change, such as performance, selection, values and
behaviours, and development. They are dedicated to implementing their
inclusion plan and are serious about efforts to be recognised as an
inclusive, customer centric.(Money, n.d.)
While keeping costs under tight control through further simplification and
efficiency initiatives, Virgin Money have continued to invest in their people
and in the bank's long-term future. Through this strategy, company has
continued to improve operational leverage, resulting in a cost-to-income
ratio of less than 50% in the fourth quarter.

5.1 Virgin Money’s marketing audit

Customer Characteristics:
Virgin Money is very passionate about gender balance whether its
customer or employee. They are committed at achieving fairness, equality
and 50:50 gender balances. Company has signed Women in Finance
Charter in 2016, 18% of their senior management team is female. Their
board of directors have 31% of female representation. Virgin Money is
focused to establish a consumer lifestyle brand that can compete with the
top high street banks using music sponsorship and a brand positioning
that seeks to "take the fear out of finance." In response to genuine
customer input, members of the insight team developed key messaging
concepts based on their own insights. In order to find out what topics
customers were most interested in, they analyzed all of the company's
data sources. Using Customer Experience feedback, transactional data,
and insights from the customer community, they were able to predict
trends and changes in buyer behaviour.(Money, 2021)

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 Virgin Money Annual Report 2021
Customer benefits: Private current account holder receives travel
insurance cover worldwide. Airport lounge dragon pass membership gives
access to 1000 airport lounges worldwide. 5% off on holiday cruises,
discounted car park deals and much more.(Money, n.d.)
Customer Usage: Virgin money meets the needs of the customers by
understanding their usage and concern; they thrive for constant
improvement by involving stake holders in decision making process.
(Money, n.d.)
Promotional Response: ResponseTap data can is used by marketing team
to monitor the volume of calls coming into the contact centre at any given
time, helping to efficiently allocate contact centre resources. With all the
response provided a tailored service is provided to everyone(Money, n.d.)
Loyalty: Virgin Money has a huge base of hardcore loyal customers due to
various benefits they provide like tailored banking services, reduces
mortgage prices, 0% interest rate credit cards.(Money, n.d.)

5.2 Virgin Money SWOT analysis

Virgin Money benchmarks its business as compared to its competitors,

internal factors and external factors:

Strengths: Weakness:

• Virgin Money has a vast scope • Net Contribution percent and

of expansions in various other profitability ratio of Virgin
services Money are lower than
• It’s a part of well-known industry averages.
conglomerate • Commercially successful, but
• Regulated by Prudential its positioning and unique

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 Regulation Authority selling proposition are
• By creating additional unclear.
revenue streams, company • Need more dedication
get a significant return on towards adapting new
your capital investment. technologies
• Little presence
Opportunities: Threats:

• By combining excellent • New technologies developed

service with additional value- by competitors are luring
oriented offerings, the firm their customers.
will be able to attract and • Presence of more established
retain existing customers companies like HSBC,
while also attracting new Barclays, Lloyds etc.
ones.
• During this Covid19 situation
company can attract new
customers from online
channel
• Virgin Money may be able to
take advantage of new
consumer behaviour trends.

5.3 Marketing objectives and strategies

In the year 2021 they focus on customers and offerings, ensuring have
the best-in-class customer offerings for unsecured and business loans.
Company continues to focus on PCA and BCA and expansion of buy now
pay later unsecured credits. As part of their strategic collaboration with
Microsoft, company is investing in a simpler technology platform with
modern architecture that will result in a scalable, secure, and resilient
infrastructure platform. The Bank will be able to respond to changing
client product needs in the future with this flexible, modern system,
resulting in a better customer experience and increased
efficiency.(Money, 2021)

To support their goal of achieving net zero operating emissions by 2030,

the Group committed to reducing its environmental impact throughout
2021 by becoming a member of the Net Zero Banking Alliance.To develop
effective strategies to raise customer awareness of benefits eligibility,
company will continue to work with GOFCoE in order to build their
national assessment of poverty premiums. (Money, 2021)

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 Virgin Money Annual Report 2021

5.4 Estimated Expected results

Retail deposits have remained strong throughout the year despite lower
customer spending levels due to lockdown restrictions. This is reflected
throughout the market, with UK Household Deposits growing at a rapid
pace. Over the last year, the market household deposit balances have
increased by 8%. Overall Group relationship deposit balances have
expanded significantly over the year, up 19 percent to £30.6 billion, due
to customers' greater inclination to save and new PCA sales. (Money,
2021)

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5.5 Conclusion and recommendation

Virgin Money's marketing strategy has improved throughout time, from its
mission statement to future projections. Virgin Money is working to
increase not only its financial services, but also its methods of reaching
out to the target demographic. Customer experience, corporate and social
responsibility are clearly prioritised in the company's annual report. In
real time, the company is focusing all its efforts on the goal of "making
everyone better off."
First recommendation is to stand out from product point of view in a
crowded market; Virgin Money needs provide a unique product design and
features. Management should be mindful of the possibility of competitive
retaliation in the shape of an unwelcome pricing war. Begin by
promotingthe unique selling propositions and determining why clients
require the product and how it differs from competing products.
Second recommendation is to identify demographics and
psychographics, the organisation needs also do behavioural analysis. It
entails determining and weighing the relative importance of factors
considered when making a purchasing decision, also known as buying
criteria. Cost, convenience and benefits are all common purchasing
factors.
The final major recommendation would be that Virgin Money (Boone &
Kurtz, 2014) develop a clear positioning statement that can help
customers form a positive picture of the offered product after segmenting
the customer market and picking the most appropriate target group.

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Critique and Evaluation of Tools and Techniques

Virgin Money gained excellent information from Aaker's (1997) brand

personality structure, which was directly applicable to their present
marketing initiatives. Nevertheless, there is a large body of knowledge
contesting the validity of the framework's psychological dimensions'
boundaries, which is understandable given that they are not physical and
hence vulnerable to interpretations.
According to Azoulay and Kapferer (2003), this link was established much
earlier than researchers thought. The term "brand personality" was first
used in 1955 (Avis and Aitken, 2015), and it has evolved over time as a
result of contributions from diverse industries like retail, marketing, and
recreation.
Regardless of these debates, one thing that is widely recognised about
brand personality is that human psychological qualities apply to brands,
and therefore brand personality as a concept is based on psychological
ideas.
A Research by (Dr. Muhammad Ehsan Malik), states thatthe Aaker
framework's context can be applied to a variety of product categories. In
terms of limitations, Aaker's scale is regarded as a rudimentary
assessment of brand personality because it used human personality
attributes rather than actual brands. Furthermore, because Aaker's five-
dimensional systems that integrate not always obtain empirical
substantiation across diverse cultural situations, the framework is
particular to American society.
Malcom Mcdonalds (2007) has a significant quantity of background
statistics and information must be acquired, compiled, and evaluated in
order to generate an action-focused tactical marketing strategy. In the
analysis for Virgin Money of the 'Marketing Planning,' an appropriate
methodology has been supplied in the forms.
Presumptions can now be stated, as well as goals and strategies. It is
important to emphasise that such hypotheses, objectives, and tactics are
specific to each brand segment under discussion.(pub, n.d.)
From the foregoing, it should be clear that marketing planning has not
been as straightforward as the step-by-step method advocated so
excitedly in most conventional texts and seminars. When a company
starts down the route of marketing planning, it may expect to run across
a slew of complicated organisational, attitudinal, process, and cognitive
issues that will stymie development.(pub, n.d.)

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Another gripe is that marketing strategies are mostly comprised of figures
that have no bearing on and provide little insight into the current market
position, critical opportunities and risks, significant impact on the future
and difficulties, or even how to achieve sales targets. While financial
targets are important indicators of a company's planned success, they
provide little practical guidance because they don't specify how the results
will be accomplished.(pub, n.d.)

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