Professional Documents
Culture Documents
MKT 390 Sarah Smith Spring 2013 Jayme Martin Stephanie Muschall Katie Dewert Karlyn Kubin Mason Olson
Executive Summary
H&M
is
a
very
profitable
retailer
with
locations
in
several
different
countries.
They
are
able
to
be
successful
and
get
ahead
of
the
competition
by
focusing
on
fast
fashion.
This
means
that
they
get
the
newest
designs
created
and
on
the
shelves
as
quickly
as
possible
so
their
consumers
can
always
be
fashionable.
Throughout this media plan, we will share our recommendation on how H&M can use various types of marketing promotions in the United States to get ahead of the competition and increase their sales. All of our ideas are backed by primary and secondary research and stay within a budget that is reasonable in comparison to the size of this company.
Situational Analysis
Client
Overview
Hennes
&
Mauritz
AB,
more
commonly
referred
to
as
H&M,
is
a
global
retail
company
specializing
in
men
and
womens
fashion
that
began
in
Sweden
in
1947.
The
company
also
offers
childrens
apparel,
accessories,
cosmetics
and
home
goods.
H&M
operates
under
a
variety
of
brands,
which
include
the
following:
H&M,
COS,
Monki,
Cheap
Monday,
Weekday,
and
Other
Stories.
Currently,
H&M
operates
almost
2,800
stores.
These
stores
are
spread
out
over
48
markets,
with
Germany
as
the
largest
market.
The
company
is
known
for
their
fast
fashion,
which
is
a
term
used
to
describe
clothing
collections
that
are
based
on
the
most
recent
fashion
trends
on
the
catwalk,
but
are
designed
and
manufactured
quickly,
made
affordable,
and
aimed
at
mainstream
consumers.
H&M
has
expanded
their
brand
immensely,
with
168
new
stores
being
opened
last
year.
The
companys
expansion
has
been
entirely
self-financed
and
sales
over
the
past
5
years
have
increased
by
72%.
H&Ms
earnings
per
share
has
increased
by
183%
in
that
time
frame
as
well.
Furthermore, H&M has been successful financially in maintaining positive profits, even when investments and inflation have had negative effects. For the 2012 year, H&M posted a gross margin of 61.9 percent, meaning they are fairly efficient in turning raw goods into
Situational Analysis
Client
Overview
(Continued)
Collaboration
has
also
worked
well
for
H&M.
Celebrity
endorsements
have
included
Madonna,
Viktor
and
Rolf,
Stella
McCartney
and
Roberto
Cavalli.
Kylie
Mingoue
has
also
done
endorsing
for
the
company,
whose
clothing
range
was
launched
in
Shanghai
in
2007.
H&M
is
a
big
supporter
of
UN
programs,
the
Designers
Against
Aids
initiative
and
campaigns
to
increase
the
use
of
organic
cotton
reduce
the
use
of
chemicals
and
the
implement
more
energy
efficient
transportation.
H&M
does
business
on
seven
core
values,
which
are
as
follows:
1. Keep
it
simple
2. Straight
forward
and
open-minded
3. Constant
improvement
4. Entrepreneurial
spirit
5. Cost
conscious
6. Team
work
7. Belief
in
people
Their
creative
strategies
incorporate
these
values
and
all
business
processes
are
done
with
them
in
mind.
H&M
does
currently
promote
their
products
through
social
media.
They
have
a
strong
presence
on
social
media
platforms,
including
Facebook,
Twitter,
Instagram,
Google+,
YouTube,
and
a
couple
of
Chinese
social
networks.
In regards to distribution, H&M does not own any factories. The company outsources the production of their products and then uses production offices to work with suppliers. In the production offices, H&M employees ensure the quality of both the products and working conditions of outsourced companies, while also maintaining the seven core values mentioned above.
Situational Analysis
Industry
Analysis
The
retail
industry
is
extremely
large
and
covers
a
wide
range
in
the
current
market.
Over
the
winter
holiday,
retail
reached
$586.1
billion
in
sales
despite
the
recent
decline
in
economic
recovery.
According
to
the
National
Retail
Federation,
retail
sales
are
expected
to
increase
in
2013
by
3.4
percent.
However,
this
is
lower
than
the
previous
estimate
of
an
increase
of
4.2
percent
seen
in
2012.
The
decrease
in
sales
is
attributed
to
the
trends
seen
during
the
holiday
season,
which
suffered
due
to
Washingtons
public
discord
over
fiscal
concerns.
Consumers
are
being
more
cautious
with
purchases
and
spending
due
to
the
economic
uncertainty.
The
recent
addition
of
a
higher
income
tax
across
much
of
the
United
States
population
will
also
affect
the
amount
of
spending
for
retail
stores
this
year.
NRF
President
and
CEO
Matthew
Shay
states,
Pushing
fiscal
policy
decisions
down
the
road
will
lead
to
even
greater
uncertainty,
and
will
continue
to
impact
consumers
desire
and
ability
to
spend
on
discretionary
items.
The
administration
and
congress
need
to
pursue
and
enact
policies
that
lead
to
growth
and
economic
expansion,
or
it
could
be
another
challenging
year
for
retailers
and
consumers
alike.
Retailers
such
as
H&M
will
have
to
compensate
by
focusing
on
managing
existing
inventories
and
providing
unique
in-store
promotions
and
exclusive
product
lines.
While in-store shopping is expecting limited growth, online purchasing is expected to have a growth of as much as 12 percent. Many stores are turning to Internet- based promotions and sales to encourage growth of the online retail shopping industry. H&M currently operates some 2,800 stores in 48 markets and offers online shopping in 8 countries. Originally founded in Sweden, the company now has its #1 market in Germany with 20 percent of sales coming from there. H&M
Situational Analysis
Industry
Analysis
(Continued)
Seasonal
factors
also
affect
the
retail
industry
as
consumer
trends
change
how
and
when
they
are
spending.
Most
spending
occurs
around
the
winter
holidays
and
in
August
for
back
to
school.
The
retail
selling
cycle
focuses
around
weather
changes
and
seasonal
sales.
For
example,
in
March,
summer
and
spring
fashion
will
be
in
full
swing.
April
brings
sales
and
markdowns
on
spring
fashion.
This
cycle
causes
consumer
trends
to
change,
as
well,
with
more
spending
occurring
as
the
weather
changes.
By
focusing
on
time
of
high
volume
spending,
more
trends
can
be
found
in
buying
patterns.
Situational Analysis
Competitive
Assessment
H&M
is
a
global
fashion
chain
that
positions
itself
as
being
cost-aware
and
on
top
of
fashion
trends.
They
have
three
major
competitors
that
match
their
market
position.
H&M
is
ranked
second
for
largest
global
clothing
retailer,
just
behind
its
main
competitor,
Spanish-based
retailer,
ZARA
and
ahead
of
both
the
U.S.
company,
GAP
Inc.,
and
Japanese
retailer,
Uniqlo.
Zara
is
a
Spanish
based
clothing
retailer
founded
in
1975
by
Amancio
Ortega.
It
is
the
flagship
chain
store
of
the
Fashion
group
Inditex
that
includes
brands
such
as
Massimo
Dutti,
Pull
and
bear,
Uterqe,
Stradivarius,
and
Bershka.
Sales
from
Zara
made
up
nearly
80%
of
all
of
Inditexs
revenue
in
2011,
as
it
leads
the
global
fashion
retail
as
a
industry
with
the
latest
fashion
trends
and
low
cost
clothing.
Zara
accomplishes
this
feat
despite
an
overwhelming
lack
of
advertising.
Company
founder,
Ortega,
views
advertising
as
being
pointless
and
relies
solely
on
the
look
and
appeal
of
their
store
windows
to
drive
customers
in.
Inditex
spent
only
0.3%
(about
$43million)
of
its
14.25
billion
2011
revenue
in
advertising
putting
it
well
below
the
3.5%
average
of
fashion
retailers.
Zara
only
has
about
50
physical
locations
in
the
US
but
drives
most
of
its
domestic
sales
through
e-commerce
on
its
website.
Founded in 1969, US based company, GAP Inc., is ranked third in global fashion retailing. GAP includes brands such as GAP stores, Old Navy, and Banana Republic. In 2011 GAP Inc. made $14.5 billion in revenue and spent $548 million in advertising. GAP Inc. has recently started an aggressive advertising campaign with mobile apps. Banner ads, placed on websites, direct users to their mobile app store and have led to a dramatic increase in sales over the last year. In 2011 $1.5 billion (13%) of their $11.4 billion total revenue came from mobile and online
Situational Analysis
Competitive
Assessment
(Continued)
The
third
major
competitor
is
Uniqlo,
a
Japanese
based
retail
chain
founded
in
1949.
Uniqlo
rose
to
prominence
after
it
adapted
strategies
from
GAP
Inc.
to
produce
and
sell
their
own
line
of
clothing.
By
2007
Uniqlo
rose
to
the
top
5
in
global
clothing
retailers.
Uniqlo
made
near
$10
billion
in
revenue
in
2011
and
spend
about
5%
of
sales
($500
million)
in
advertising.
Uniqlo
has
less
than
10
stores
in
the
U.S.;
however,
most
of
its
domestic
sales
come
from
e-commerce
traffic
through
its
website.
Uniqlo
is
aggressively
advertising
and
expanding
in
U.S.
markets,
especially
in
New
York.
H&M has a few indirect competitors that reach cost conscious and trendy individuals in the fashion area. A growing trend in the US for fashion is thrift shops such as Goodwill. These shops offer clothing, among other things, at deep discounts and consumers are finding fashion trending items in these stores at a much lower cost that it would be to buy from a national, or international retailer. Thrift Stores operate almost on a $0 advertising budget compared to the national brands and advertise mostly from social media and word of mouth.
Situational Analysis
Target
Market
According
to
the
H&M
Market
Plan,
they
design
cheap,
yet
chic,
clothing
that
targets
the
hip
and
modern
man
and
woman
age
18-45.
Using
MRI
for
H&M,
we
took
a
closer
look
at
this
target
market
to
identify
the
heaviest
users
who
would
be
most
valuable
to
target
with
a
national
marketing
campaign.
Demographically, women have an index number of 178 while men have an index number of 16. This means that women, in general, are 78% more likely than the average person to shop at H&M while men are 84% less likely than the average person to shop at H&M. In addition to this, women age 18-34 are 256% more likely than the average person to be an H&M customer. The typical household income of an H&M shopper is 65% more likely than average to be above $150,000 and 26% more likely than average to be between $75,000 and $149,999. The most common occupations for shoppers are sales and office and professional and related
Primary Research
Method
To
supplement
our
secondary
research,
we
conducted
a
survey.
It
was
distributed
online
through
Facebook,
Twitter,
and
e-mail.
We
chose
this
method
because
it
allowed
us
access
to
responses
from
the
greatest
number
of
consumers
and
gave
us
the
quickest
response
time.
It
was
administered
to
men
and
women
ages
18-45
as
they
are
the
target
market
of
H&M.
Information Gained
Our
survey
began
by
gathering
demographic
information
on
potential
consumers.
Then
it
looked
at
their
shopping
patterns
and
preferences.
We
examined
where
consumers
shop;
whom
they
shop
with;
and
what,
if
anything,
they
purchase.
They
survey
ended
with
questions
gaging
their
interest
in
H&M
at
that
time.
*See
Appendix
A
Marketing Strategy
Marketing
and
Communication
Objectives
1. Increase
potential
consumer
awareness
of
H&M
brand
through
media
exposure.
2. Increase
promotion
tactics
for
H&M
brand
both
online
and
in-store.
3. Increase
annual
online*
and
in-store
sales
for
H&M
brand.
*H&M
will
begin
offering
online
shopping
in
the
United
States
in
the
Summer
of
2013
Evaluation
Our
objectives
can
be
measured
through
online
surveys
and
customer
feedback.
Promotion
code
tracking
and
annual
sales
reports
can
also
provide
information
on
the
success
of
our
promotions
plan
for
H&M.
10
Marketing Strategy
Positioning
When
H&M
comes
to
mind,
consumers
should
think
of
the
following
qualities:
-Young
and
hip
-Up-to-date
with
current
trends,
but
not
too
mainstream
-Unique
-Reasonably
priced
-Quality
material
-Variety
of
styles
-Variety
of
types
of
clothing
(dressy/casual/sporty)
This position is distinct because the clothes have a specific look so that you can easily identify them as H&M clothing. They are known for good quality, but still not
11
Primary Research
Budget
12
Promotion Strategy
Internet
Strategy
With
a
young,
tech-savvy
market,
H&M
needs
to
move
to
take
advantage
of
online
interactions
with
their
customers.
It
is
important
for
H&M
to
make
online
followers
feel
involved
and
heard
on
the
online
forum.
This
may
be
difficult
due
to
the
vast
amount
of
input
received
from
online
forums
as
well
as
determining
the
validity
of
concerns
and
posts.
It
may
sound
simple
at
first
to
stage
user-generated
content
to
create
buzz,
however,
this
becomes
dangerous
as
it
not
only
violates
ethical
practices
but
consumer
backlash
would
be
enormous
if
the
community
found
out.
Here
are
some
methods
for
H&M
to
increase
their
internet
presence
as
well
as
increase
their
online
base
and
patronage.
First
H&M
needs
to
encourage
user-generated
content
on
their
social
media
websites
such
as
Twitter,
Facebook,
and
Instagram.
H&M
will
promote
a
monthly
giveaway
to
registered
online
visitors
who
submit
content
with
H&M
related
material.
These
users
will
be
entered
to
win
H&M
products
and
incentives
such
as
exclusive
discounts,
coupon
codes
and
gift
cards.
These
rewards
will
also
be
offered
to
registered
users
to
refer
their
friends
who
sign
up
for
the
companys
e- newsletter
or
register
on
their
site.
This
will
help
bring
more
users
to
the
websites
as
well
as
additional
opt-in
contact
information
for
other
advertising
methods
such
as
direct
mailing
adverts
and
emails.
H&M will also supplement their website with a new, regularly updated blog. The blog will contain information relating to new H&M products, fashion news, and upcoming events and products lines. The blog will be open to visitors for comments to support feedback and insight or reviews from customers about new and existing product lines or events. The blog will serve as a great opportunity to allow customers to feel involved within the H&M community. Regularly updating and responding to customer posts and concerns will increase H&Ms transparency and further increase the trust and loyalty of its customers.
13
Promotion Strategy
Sales
Promotion
Strategy
The
first
recommendation
for
sales
promotions
we
have
is
to
send
coupons
out
through
an
emailing
list.
Emails
can
be
gathered
at
the
point-of-purchase
in
stores
and,
starting
Summer
2013,
online.
The
number
of
coupons
and
type
of
items
they
can
be
used
on
should
be
dependent
upon
the
upcoming
season
(sandals
for
summer,
coats
for
winter,
etc.).
Having
promotions
aimed
at
specific
seasons
will
work
because
it
gets
people
in
the
store
to
look
at
the
new
items
as
well
as
items
that
are
from
the
previous
season
and
need
to
sell.
The
items
from
the
previous
season
should
be
available
at
a
discounted
rate.
When
they
are
offered
at
this
lower
rate,
consumers
will
feel
like
they
are
getting
a
deal
and
wont
want
to
pass
it
up.
Coupons
can
also
be
offered
to
customers
after
they
make
a
purchase.
These
will
be
valid
at
a
later
date.
This
is
a
good
use
of
sales
promotion
because
it
gets
consumers
to
come
back
to
the
store.
Finally, H&M should offer a free gift with purchase of some of the more expensive items in the store. Since H&M customers are price conscious, they will feel like they are getting a better deal and be more willing to spend the extra money if they receive this free gift. The gifts should be smaller merchandise that inexpensive to produce or needs to get out of the store. This will make the promotion less costly for H&M and could also help merchandise turnover quicker.
14
Promotion Strategy
Traditional
Media
Objectives
and
Scheduling
Reach,
Frequency,
GRPs
According
to
the
Media
Flight
Plan
textbook,
the
lowest
reach
a
media
plan
can
have,
and
still
survive,
is
50-60%.
However,
to
actually
be
successful,
the
reach
needs
to
be
closer
to
70-75%.
In
addition
to
this,
the
Ostrow
Model
helps
determine
the
proper
frequency
for
each
media
plan
based
on
factors
like
brand
loyalty,
share
of
voice,
and
who
the
target
market
is.
With
this
in
mind,
we
chose
the
following
reach,
frequency,
and
GRP
goals:
H&M
is
not
found
in
every
city
or
state
of
the
United
States.
So,
we
thought
it
was
important
to
place
heavier
emphasis
on
certain
cities
where
a
bulk
of
stores
could
be
found.
Those
cities
make
up
are
spot
market
and
are
as
follows:
Baltimore,
MD
Boston,
MA
Chicago,
IL
Cleveland,
OH
Dallas,
TX
Los
Angeles,
CA
New
York
City,
NY
Orlando,
FL
Philadelphia,
PA
San
Francisco,
CA
Seattle,
WA
In
the
trade-off
between
high
reach
or
high
frequency,
we
decided
that
it
was
best
to
put
a
little
more
emphasis
on
reach.
H&M
is
a
well-known
retailer
within
its
target
market
and
has
a
simple
message
to
convey.
This
causes
consumers
to
be
able
to
pick
up
the
message
quicker
than
with
other
companies
and
with
other
types
of
ads.
Schedule
In
addition
to
the
reach,
frequency,
and
GRP
goals,
we
chose
to
advertise
on
a
continuous
schedule.
H&M
sells
clothing
and
accessories
that
are
purchased
in
in
every
month,
at
every
time
of
the
week,
and
at
any
time
during
the
day.
There
15
Traditional
MRI
Attribute
Quintile
Magazines
I
Quintile
Newspaper
I
Quintile
Radio
I
Quintile
TV
(total)
I
Quintile
Internet
I
Quintile
TV
(Prime
time)
I
Tercile
TV
(Day
time)
I
Quintile
Outdoor
I
HH
subscribe
to
Cable
HH
subscribe
to
digital
cable
Index
150
93
112
49
136
59
53
111
113
127
Media Plan
MRI
Data
16
In
addition
to
heavy
magazine
use,
we
have
decided
to
utilize
radio
heavily.
The
Arbitron
report
shows
Pop
Contemporary
Hit
Radio
(Pop
CHR)
ranked
first
with
adults
age
18-24.
Additionally,
it
was
ranked
seconds
for
adults
25-34,
but
number
one
with
women.
Geographically,
Pop
CHR
held
the
number
one
rating
in
Boston,
Dallas,
and
Los
Angeles.
It
ranked
among
top
three
in
New
York,
Orlando,
and
Seattle-Tacoma.
All
six
of
these
locations
are
spot
markets
for
our
traditional
media
plan.
We are not promoting heavily via television networks due to the low index numbers, however we want to include some advertisements on cable because
To
further
break
down
the
media
vehicle
purchases,
we
have
20
points
to
the
evening
drive
and
30
to
nighttime
spots
for
net
radio.
Womens
magazines
account
for
120
of
the
150
points
for
magazines,
and
general
interest
magazines
use
the
other
30.
Internet
Keyword/Search
has
50
points,
Internet
targeted
sites
has
50,
and
Internet
Sponsorship
has
20.
In
spot
media,
100
points
are
allotted
to
both
evening
drive
and
nighttime
radio,
with
the
remaining
40
spent
on
morning
drive
radio.
*See Appendix B
Rationale
As
MRI
and
Arbitron
data
show,
these
media
will
reach
our
desired
audience.
Magazines,
radio,
Internet,
and
outdoor
all
have
an
index
above
100,
meaning
they
are
more
likely
than
the
average
person
to
utilize
those
media.
Each
specific
vehicle
chosen
also
has
high
index
numbers
or
data
supporting
the
reach
of
the
members
in
our
target
audience.
Our target market consists of women between the ages of 18 and 44, whom are generally receptive to advertisements targeted to women in magazines, radio, and Internet. They are aware of their surroundings, so they will notice outdoor advertisements as well. The overall message for our brand is affordable clothing
18
Appendices
Appendix
A
Survey
Questions
and
Results
19
Appendices
Appendix
A
Survey
Questions
and
Results
20
Appendices
Appendix
A
Survey
Questions
and
Results
21
Appendices
Appendix
A
Survey
Questions
and
Results
22
Appendices
Appendix
A
Survey
Questions
and
Results
23
Appendices
Appendix
A
Survey
Questions
and
Results
24
Appendices
Appendix
A
Survey
Questions
and
Results
25
Appendices
Appendix
A
Survey
Questions
and
Results
26
Appendices
Appendix
B
Traditional
Media
Plan
27
Appendices
Appendix
B
Traditional
Media
Plan
28
Appendices
Appendix
C
Month
in
Detail
29
Appendices
Appendix
D
Sources
Arbitron.
Radio
Today.
Rep.
N.p.:
n.p.,
2011.
Print.
Brown,
S.,
&
Grannis,
K.
(2013,
January
28).
National
retail
federation:
Nrf
forecasts
3.4
increase
in
retail
sales
for
2013.
Retrieved
from
http://www.nrf.com/modules.php?
"Business
Concept
&
Growth."
Hm.com.
H&M,
n.d.
Web.
19
Feb.
2013.
<http://about.hm.com/content/hm/AboutSection/en/About/Facts-About- HM/About-HM/Business-Concept-and-Growth.html>.
Clifford,
Stephanie.
"As
U.S.
Retailers
Retreat,
a
Japanese
Chain
Sees
an
Opening."
The
New
York
Times.
The
New
York
Times,
23
May
2012.
Web.
14
Feb.
2013.
<http://www.nytimes.com/2012/05/23/business/uniqlo-sees-room-for-growth- in-the-us.html?pagewanted=all>.
CNN.
"Zara,
a
Spanish
Success
Story."
CNN.
Cable
News
Network,
15
June
2011.
Web.
14
Feb.
2013.
<http://edition.cnn.com/BUSINESS/program/yourbusiness/stories2001/zara/>.
Folan,
Kerry.
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Fashion
Face
off:
Heres
How
Uniqlo
Compares
to
Zara,
Gap,
and
H&M"
Racked
National.
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National,
20
June
2012.
Web.
14
Feb.
2013.
<http://racked.com/archives/2012/06/20/uniqlo-will-be-the-fourth-biggest- fashion-brand-in-the-world-by-the-end-of-2012-heres-how-it-compares-to- zara-gap-and-hm.php>.
Gap
Inc.
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Us."
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Gap
Inc.,
2013.
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14
Feb.
2013.
<http://www.gapinc.com/content/gapinc/html/aboutus.html>.
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|
Company
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|
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30
Appendices
Appendix
D
Sources
"H
&
M
Hennes
&
Mauritz
AB
Full-Year
Report."
Bloomberg.
Cision,
30
Jan.
2013.
Web.
18
Feb.
2013.
<http://www.bloomberg.com/article/2013-01- 30/aUTZ2vB7hLYk.html>.
"H&M
in
Social
Media."
Hm.com.
H&M,
n.d.
Web.
19
Feb.
2013.
<http://about.hm.com/content/hm/AboutSection/en/About/Facts-About- HM/Brands-and-Collections/HM-in-Social-Media.html>.
Kats,
Rimma.
"Gap
Exec
Reveals
More
Aggressive
Mobile
Budget
Plans
for
2012."
-
Mobile
Marketer
-.
Mobile
Marketer,
02
May
2011.
Web.
14
Feb.
2013.
<http://www.mobilemarketer.com/cms/news/strategy/9845.html>.
"Profile
of
H&M:
A
Pioneer
of
Fast
Fashion."
-
Research
and
Markets.
N.p.,
Oct.
2007.
Web.
14
Feb.
2013.
"Our
History."
Hm.com.
H&M,
n.d.
Web.
18
Feb.
2013.
<http://about.hm.com/content/hm/AboutSection/en/About/Facts-About- HM/People-and-History/Our-History.html>.
Uniqlo.
"COMPANY
|
UNIQLO."
UNIQLO.
Uniqlo
Company,
n.d.
Web.
14
Feb.
2013.
<http://www.uniqlo.com/us/company>.
"Women's
Clothing-Brands,
H&M
in
Last
12
Months."
MRI
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N.p.,
n.d.
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19
Feb.
2013.
<http://ureporter.mriplusonline.com/selectdemo.asp>.
Zara. "Company - ZARA United States." Company - ZARA United States. Zara, 2010. Web. 14 Feb. 2013. <http://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-nam- S2013/11112/Company>.
31