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ANKIT AGRAWAL| IMT GHAZIABAD UDIT JAIN| BIMTECH ONLINE CLASSIFIED BUSINESS COMPETITOR ANALYSIS

Quikr customer experience

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Page 1: Quikr customer experience

Ankit Agrawal|1301-313 [Type here] Strategy Management

ANKIT AGRAWAL| IMT GHAZIABAD

UDIT JAIN| BIMTECH

ONLINE CLASSIFIED BUSINESS

COMPETITOR ANALYSIS

Page 2: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

1 Online Classified Business Competitor Analysis

Table of Contents Research - Evaluation of Quikr and Olx performance .....................................................................................2

Research Objective .....................................................................................................................................2

Research Methodology................................................................................................................................2

Data Analysis .............................................................................................................................................2

Performance Measurement .......................................................................................................................2

Summary ..................................................................................................................................................... 11

Recommendation ........................................................................................................................................ 12

Appendix ..................................................................................................................................................... 14

Table 1A: Category Wise Response data ..................................................................................................... 14

Table 1B: Response ratio of Quikr and Olx category-wise ............................................................................ 14

Table 1C: Response Summary of Ads: Image and Non-Image ....................................................................... 14

Table 2: Response Recorded Day-wise ....................................................................................................... 14

Table 3A: Response Summary: Communication versus Category wise ......................................................... 15

Table 3B: Preferred mean of communication by buyers- Company wise ....................................................... 15

Table 4A: Communication received from company related to Ads............................................................... 15

Table 4B: Site Engagement Ratio of Quikr and Olx- Communication Type ..................................................... 16

Table 4C: Site Engagement Ratio of Quikr and Olx – On basis of Ads Type .................................................... 16

Page 3: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

2 Online Classified Business Competitor Analysis

Research - Evaluation of Quikr and Olx performance

Research Objective

To do the competitor analysis of Quikr and Olx and evaluate the performance of the website in terms of

response generated for the ads posted, time taken for the ads to go live, and overall user experience.

Research Methodology

Different Ads were posted for different categories on the website of Quikr [4] and Olx [8] where

each category covers two type of ads:

Ads with no image

Ads with Images

The categories covered under this study are Real-estate, mobile, laptop/tablet, kitchen appliance,

furniture, bikes/cars, television, and video games

The data were collected for the continuous 10 days after ads were made live on the respective

website.

Data Analysis

The data analysis of only those categories are considered which has generated suitable number of

responses in Quirk and Olx when combined together. The minimum number of total responses

considered for the analysis purpose is five responses. Therefore, according to the given table (refer

Table 1 of Appendix) Laptop/ Tablet, Kitchen Appliances, and Furniture are regarded as dead

category for this study since they were not able to generate more than three responses in overall.

The next section describes the various aspects of the performance measurement.

Performance Measurement

1. Ease of posting an advertisements and promptness in guidance for improving the quality of

the advertisement

The user has to follow three steps to post theirs ads on the website. The table below highlights

the experience of the user while postings classifieds through website.

Page 4: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

3 Online Classified Business Competitor Analysis

Quikr Olx

Step 1 to Step 2 In direction page, helpdesk number appears which

seems to be quite user friendly In Olx no such feature exists

The web page is simple and sober but the space has been utilized ineffectively.

Simple and sober web page and makes the use of scenery to have good look and feel

The transaction from Step 1 to Step 2 is smooth and quick in response

Step 1 to Step 2 motion is smooth and quick in response

Step 2 to Step 3

Change of Category Icons on the left side of the

page appears to be convenient for the user No such feature exist in Olx

The look and feel of photos icons is not impressive. The suggestion line " Ads without photos get 50%

fewer RESPONSES" doesn't sounds confident and focus more on response part rather than selling

part.

Photos Icon is very well elaborated with instruction and suggestion. The suggestion line " Photos with image SELLS 5X" sounds good and positive

Overall Information required from the is well

addressed to make an effective Ad Doesn't ask for specific details

Information about locality of sellers is requested. To what extent it really impacts is a concern.

Olx do not ask information about locality, only state information is needed

No such promise companies does Your email address won't be shared (Promising) Premium Ad tells benefits clearly Olx do not follow premium ads revenue model

No such feature is embedded in Quikr page The web page contains a functionality called road map

The Description part of the Ad again talks about getting more responses.

Ask for the information which makes your ad unique

Impact of quoting higher price which is displayed is static in nature

Impact of quoting higher prices flashes on screen

to get displayed. This catches attention of the user.

After Ad Posting Experience

Quick Communication through SMS Communication through SMS but slow compared

to Quikr

Post completion Page very disappointed. No

friendly greeting. Acknowledgement of ad and its details

Overall recommendation is Quikr need to do re-work in making user experience better. No

acknowledgment, no friendly greeting, only focus on to add pic, No personalized touch like Dear

Ankit Agrawal ( this automatically helps the company to connects with the user)

Olx manages to connect with user especially due

to personalized communication like Dear Mr. Agrawal and open the web page to wish the user with the message "Congratulations" on

successful completion of the Ad.

The below is one example where Quikr misses

personal touch with user while sending SMS.

Olx message after Ad has been posted:

Page 5: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

4 Online Classified Business Competitor Analysis

Ur Quikr as has no pics! To get more replies, upload pics by clicking on ( link provided) or email pics to

[email protected] with "152516660" in subject

Similar observation was made in email communications.

Dear Ankit Agrawal, thank you for posting your

ad titled Enjoy the experience of using Samsung Tab GT-P3100 at 2014-01-17 11:02:06.034. If you

didn't post this ad and wish to have it removed, then give us a missed call on 919555098188.

Happy Selling! The Olx.in team

Does not have any such service like Miss Call to remove the advertisement

Miss Call option to remove ad is quite convenient

Quikr misses out sending SMS for "Downloading mobile App" for the every new ad posted.

Olx sends the message to user to download their

mobile app for every new ad posted in the website

Does not inform user about any safety tips through email

Sends the seller information about safety tips while dealing with the customer

Ad goes Live much faster than Olx Ad may take even take 2hrs before going Live on

website

Problem Identification: The Response generated from Quikr is poor compared to Olx. The possible reason for this could be in Olx only 5-10 ads are posted in last 8 hours after ad goes live and can be viewed by user for a long time but in Quikr in the same time more than 40-50 ads appears in the same category after Ad goes live due to which Ads visibility almost disappears and become difficult for the user to see old ads with ease.

Recommendation

Price Range Option- Since millions of ads are posted in the website and its price range may vary from zero to lakhs. Thus, company can look to expand its search capabilities by providing pricing filter. The

additional benefit of adopting this function is any sellers who inflate price significantly will lose credibility and chances are that it won't appear in the filter result.

Direct Page Number Entry- Since each web page can accommodate only few number of ads at a time (say 15 ads per page). Therefore, option to jump into specific page number can increase the efficiency of the search system.

2. Promptness and effectiveness of extracting images from non-image advertisements.

Both the company effectively uses emails to updates sellers to highpoint the importance of adding

images to the Ads containing no images. The reminder mails are also sent to notify to add pics

which helps in making advertisement more effective. Apart from this SMS to update image is

missing in sellers ad and Whatsapp to request seller to share image through Whatsapp in order to

add image into their ad is value added service from both Quikr and Olx.

The company also prefers to make a call to the sellers to create awareness regarding importance

of adding images in their ads and provides service to sellers to send their ad images to company

email ids which will be uploaded by the company on seller’s behalf.

Page 6: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

5 Online Classified Business Competitor Analysis

For every ads posted (no image) on Olx call was received from support team requesting to add

images while in Quikr few received others not. Despite of this fact we can say that overall

promptness and effectiveness of extracting images for both company is appropriate and effective.

3. The spread of responses over the time period

5

137

41 2 4

2125

28

1713

83

19 19

0

10

20

30

0 1 2 3 4 5 6 7 to 14

No.

of

Res

pons

e

Days

Day Wise Response(Image and Non-Image combined)

Quikr Olx

5 4 53

0 1 1 2

12

8

4 53

0

4 5

0

5

10

15

0 1 2 3 4 5 6 7 to 14

No.

Of

Res

pons

es

Days

Day-wise Response for Ads without Images

Quikr Olx

0

9

2 1 1 13

19

13

20

13

85

3

15 14

0

5

10

15

20

25

0 1 2 3 4 5 6 7 to 14

No.

Of

Res

pons

es

Days

Day-wise Response for Ads with Images

Quikr Olx

Page 7: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

6 Online Classified Business Competitor Analysis

The above graphs clearly demonstrates that in 90% of the cases, the response generated from Olx is

almost twice the response generated from Quikr in particular day. The positive sign for the Quikr is

its ability to generate marginally higher responses after a week w.r.t Olx. This might be due to the fact

that Quikr regularly updates user with emails and SMS on a daily basis once the classifieds are posted

while Olx do not send any messages for such follow-up. For data refer data given in

Table 2 of Appendix.

4. Quality of responses

Quikr- Car, Mobile, Video Games, and real estate received queries from the serious buyers and were

willing to negotiate and meet to undergo transactions. Rest all the categories did not generated enough

responses which indicates this category receives low interest from the buyers.

Olx- Car, Mobile, Video Games, Real-estate, and Televisions were favorite for buyers in Olx. The

quality of response in terms of numbers was higher as discussed earlier so the interested buyers. Rest

of the category did not generated responses similar to Quikr.

Overall, Olx response when compared to Quikr have received more serious responses especially in

Car, mobile and televisions category. In laptop, kitchen appliances, and furniture Olx didn’t generated

a single response while Quikr just managed to generate the response though the quality of response

cannot be predicted since communication was mainly through email or website and the credibility of

the buyers email address cannot be guaranteed.

5. Preferred mode of communication by interested buyers

11%9%

6%

74%

General Preference for Communication by Buyers

SMS

Email

Website

Phone

23%

12%

11%

54%

Quikr Preferred Communication by Buyers

SMS

Email

Website

Phone

6%7%

4%

83%

Olx Preferred Communication by Buyers

SMS

Email

Website

Phone

Page 8: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

7 Online Classified Business Competitor Analysis

It is quite clear from the graph that majority of the buyers prefer to make a phone call for inquiry

purpose and sending SMS is there second choice. In case of Quikr, Phone and SMS are the most

preferred mode of communication while in case of Olx buyers mostly prefers phone calls. For all the

data information related to this refer table 3 in appendix.

6. Are the sites too intrusive? Spams your phone/inbox with too many messages? Which site

leaves you with a better experience at the end of it?

The above graph is obtained from the data given in Table 4 of Appendix. It is clear the site engagement

activity by Quikr is quite high compared to Olx and company prefers sending emails on their registered

website and mobile number to send live status of the posted Ads.

The above graph indicates company engagement level becomes less when seller has added images in

their ads and ideally we expects the same.

One important thing we need to consider is despite of higher site engagement activity from Quikr the

response generated by Quikr is quite low this is something serious issue Quikr is facing currently. For

complete details refer Table 1 of Appendix.

3.91

3.11

0.75

0.00

1.00

2.00

3.00

4.00

5.00

SMS Email Phone

Ratio of Quikr/ Olx Site Engagement

2.73

3.39

0.00

1.00

2.00

3.00

4.00

Images Non Images

Site Engagement Ratio Quikr/Olx

Page 9: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

8 Online Classified Business Competitor Analysis

One recommendation to improve overall service level for engagement with the users is for each ads

posted in different category one receives different emails in their inbox. For example, if sellers has

posted ads for car, mobile, and real-estate he will receive daily three emails in their inbox which spams

the inbox. Though the idea is for the benefit of the seller but if this all ads can be collaborated into

single email for the user could be much more effective.

7. Category wise Analysis

The above graph is constructed using Table 1 of Appendix. The performance of Quikr has been

superior in Real-estate category while in Video games it is neck to neck competition with Olx. Though

Quikr also performed better in Laptop/tablet, kitchen appliances and furniture category but due to less

interest from buyers we should not consider this as performing category.

On the other hand, the performance of Olx in

Car, Mobile, and Television has been

outstanding compared to Quikr. This three

category combined together accounts 87% of the

total response received from Olx. In addition, it

generates response almost 2-3 times of Quikr.

The percentage wise break-up of the Olx

performance category wise is shown in graph on

left side.

20

3 5 3 211 12

1

78

0

18

0 06 11

19

0

20

40

60

80

100

Car/Bikes Laptop/Tablet Mobiles KitchenAppliances

Furniture Real-Estate Video Games Televisions

Reponse Summary-Category wise

Quikr Olx

59%

0%

14%

0%0%5%

8%

14%

Olx Performance- Category wise

Car/Bikes

Laptop/Tablet

Mobiles

Kitchen Appliances

Furniture

Real-Estate

Video Games

Televisions

Page 10: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

9 Online Classified Business Competitor Analysis

In case of Quikr top three performing category

are Car, Real-estate, and Video Games represented

in doughnut chart on the left hand side.

The major concern for Quikr is not able to perform

in technology space i.e. mobile, tablet, and

television category. This category need foremost

attention from the management which has huge

impact in terms of market share. The performance

of Quikr in mobile category was not surprising

because while posting ad web page highlighted

severe issues. Below are the snapshot of the web page after completion of Ad posting in both Quikr

and Olx.

The difference between the two is clearly visible. There are two aspects which we need focus right

now. First is the presentation part, even if there are no ads in particular category web page should

not display message “Unfortunately, there are no ads in this category right now”. It sends a strong

negative signal that sellers Ad won’t receive much interest from buyers. Instead of this “Thank you

35%

5%9%

5%

4%

19%

21%

2%

Quikr Category Wise Performance

Car/Bikes

Laptop/Tablet

Mobiles

Kitchen Appliances

Furniture

Real-Estate

Video Games

Televisions

Page 11: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

10 Online Classified Business Competitor Analysis

for posting your ad with Quikr” or similar to Olx message saying “Congratulations” can also be

effective. Second is the technical aspect, the Quikr technical team needs to address this issue by

routing news advertisement to appropriate destination like Olx which will be playing major

contribution in generating response and increasing the probability of selling.

8. Image vs No-Image Analysis

The detail break up of the data response category wise vs image and no image ads are given in

Table 1 of Appendix. The following charts are constructed with the help of data in table 1.

Quikr30%

Olx70%

Total Response Share

Quikr Olx

67%

33%

Total Response Share

Images Non Images

Quikr

28%

Olx72%

Ads with Images Response

Quikr Olx

Quikr34%

Olx66%

Ads without Images Response

Quikr Olx

Images63%

Non Images

37%

QUIKR RESPONSE

Images69%

Non Images

31%

OLX RESPONSE

Page 12: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

11 Online Classified Business Competitor Analysis

There is no doubt that Ads with images receives higher interest from buyers but there are certain

category which are able to get more response despite of not containing images in their Ads. Those

categories are mobile and real estate (refer table 1A data marked with blue lines). The psychology

behind the mobile could be trending factors like model and price which drives the interest from large

community while in Real-estate making decision solely on basis of image cannot be the basic criterion

and people prefer to make an appointment and visit the site.

Summary

Online classified business has attracted huge interest from online community which provides them

platform to post their Ads at free of cost. The companies are leveraging social and mobile platform to

reach people and Olx has performed notably well on this platforms compared to Quikr in terms of

Facebook engagement, mobile reviews, and average ratings.

Quikr and Olx has its own USP to offer for their customers. The Olx strategy of sending

communication with personalized names helps them to connect with the customer quickly. On the

other hand, Quikr demonstrates its ability by making ads live on the website within few minutes. Quikr

also follows approach of sending daily updates to customer for their Ads via email, SMS that indicates

serious site involvement with the user while Olx do not seems to follow any such approach. Despite

of this, Olx delivers more promising response for the posted ads. The factors contributing to this could

be better website graphical presentation, personalized message, global presence, and better positioning

in social and mobile world.

It was also observed the ads containing images generally received higher response for their ads which

is approximately two times compared to ads with no images. There are few categories (mobile and

real-estate) which do not follow these trend and received greater interest even no image is attached

with Ads. Overall, when we evaluate all the qualitative and quantitative factors Olx emerges out to be

the winner in terms of market response and user experience.

Page 13: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

12 Online Classified Business Competitor Analysis

Recommendation

1. Website space can be utilized more effectively by making GUI attractive. To understand the

difference between GUI of both sites refer snapshots attached below:

Olx website header uses blue background which adds uniformity to their overall webpage. It is

recommended that Quikr re-design its webpage look and feel by replacing simple white background to

creative and simple design.

Although both webpage displays same function but the use of scenery in the footer makes the webpage

attractive and provides space to add information links to Olx Mobile Apps, and Sign out.

2. As mentioned earlier, expanding search capabilities function by adding search functions which

gives option to jump to specific page number. The rough idea for this is shown in green box

Page 14: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

13 Online Classified Business Competitor Analysis

Currently, the user can shift max 5 pages initially than 2 pages only. So to cover all the 765 pages

one has to make 381 attempts to reach the last page. The given recommendation will allow the

user to reach last page i.e. 765 page number in first attempt itself.

3. Quikr lacks personal touch while communicating with the user. Any communication through email

or SMS should start with personalized name specially. For example, Dear Mr. Agrawal, Thank

you for posting ads with Quikr.

4. For all the ads posted under unique user email id, single mail should be sent to the user by Quikr

on a daily basis providing information on all the categories the user has posted the ads. This will

not spam the mail box too much if the user has posted ads in more than 3-4 categories.

Note: The feasibility and its impact needs to be assessed separately which cannot be evaluated

under this research study.

5. The issue highlighted in Category-wise analysis section needs to resolved soon because the mobile

category is one of the favorite category for the stakeholders even if ads are without images they

receive high interest from buyers.

Page 15: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

14 Online Classified Business Competitor Analysis

Appendix

Table 1A: Category Wise Response data

Responses Recorded Quikr Olx Total

Non-Image Image Quikr Total Non-Image Image Olx Total

Car/Bikes 2 18 20 2 76 78 98

Laptop/Tablet 1 2 3 0 0 0 3

Mobiles 4 1 5 16 2 18 23

Kitchen Appliance 3 0 3 0 0 0 3

Furniture 2 0 2 0 0 0 2

Real-Estate 9 2 11 5 1 6 17

Video Games 0 12 12 0 11 11 23 Televisions 0 1 1 18 1 19 20

Total 21 36 57 41 91 132 189

Table 1B: Response ratio of Quikr and Olx category-wise

Olx / Quikr Response Ratio

Non-Image Ratio Image Ratio Overall Ratio

Car/Bikes 1.00 4.22 3.90

Mobiles 4.00 2.00 3.60

Real-Estate 0.56 0.50 0.55

Video Games 1.00 0.92 0.92

Televisions 18.00 1.00 19.00 Total 1.95 2.53 2.32

Table 1C: Response Summary of Ads: Image and Non-Image

Quikr Olx Total

Images 36 91 127

Non Image 21 41 62

Total 57 132 189

Table 2: Response Recorded Day-wise

Day 0 1 2 3 4 5 6 7 to 14 Quikr (Overall) 5 13 7 4 1 2 4 21

Olx (Overall) 25 28 17 13 8 3 19 19

Day 0 1 2 3 4 5 6 7 to 14

Quikr (Non-Image) 5 4 5 3 0 1 1 2 Olx (Non-Image) 12 8 4 5 3 0 4 5

Day 0 1 2 3 4 5 6 7 to 14

Quikr (Image) 0 9 2 1 1 1 3 19 Olx (Image) 13 20 13 8 5 3 15 14

Page 16: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

15 Online Classified Business Competitor Analysis

Table 3A: Response Summary: Communication versus Category wise

Table 3B: Preferred mean of communication by buyers- Company wise

Quikr Olx Total

SMS 13 8 21

Email 7 10 17

Website 6 5 11

Phone 31 109 140

Total 57 132 189

Table 4A: Communication received from company related to Ads

Note: The number of response from buyers are excluded.

Cars/

Bikes

Laptop/

TabletMobiles

Kitchen

ApplicanceFurniture

Real-

Estate

Video

Games

Tele-

visionsTotal

Cars/

Bikes

Laptop/

TabletMobiles

Kitchen

ApplicanceFurniture

Real-

Estate

Video

Games

Tele-

visionsTotal

SMS 0 0 0 1 0 0 0 0 1 SMS 0 0 1 0 0 2 0 0 3

Email 0 1 1 1 0 0 0 0 3 Email 0 0 1 0 0 0 0 1 2

Website 1 0 0 1 0 0 0 0 2 Website 0 0 0 0 0 3 0 0 3

Phone 1 0 3 0 2 9 0 0 15 Phone 2 0 14 0 0 0 0 17 33

Total 2 1 4 3 2 9 0 0 21 Total 2 0 16 0 0 5 0 18 41

Cars/

Bikes

Laptop/

TabletMobiles

Kitchen

ApplicanceFurniture

Real-

Estate

Video

Games

Tele-

visionsTotal

Cars/

Bikes

Laptop/

TabletMobiles

Kitchen

ApplicanceFurniture

Real-

Estate

Video

Games

Tele-

visionsTotal

SMS 1 0 0 0 0 0 11 0 12 SMS 2 0 0 0 0 0 3 0 5

Email 1 1 1 0 0 0 0 1 4 Email 7 0 0 0 0 0 1 0 8

Website 2 1 0 0 0 1 0 0 4 Website 0 0 0 0 0 0 2 0 2

Phone 14 0 0 0 0 1 1 0 16 Phone 67 0 2 0 0 1 5 1 76

Total 18 2 1 0 0 2 12 1 36 Total 76 0 2 0 0 1 11 1 91

Olx Response for Ads with Images

CategoryCategory

Olx Response for Ads without Images

Quikr Response for Ads with Images

Quikr Response for Ads without Images

Cateogory Category

Quikr

(Non- Image)

Response

Car Mobile TabletReal-

Estate

Video

GamesTelevision Total

Olx

(Non-Image)

Response

Car Mobile TabletReal-

Estate

Video

GamesTelevision Total

Email 9 15 16 0 0 0 40 Email 5 2 3 0 0 0 10

Message 3 2 13 0 0 0 18 Message 2 2 2 0 0 0 6

Phone 1 0 2 0 0 0 3 Phone 1 0 1 0 0 0 2

Total 13 17 31 0 0 0 61 Total 8 4 6 0 0 0 18

Quikr

(Non- Image)

Response

Car Mobile TabletReal-

Estate

Video

GamesTelevision Total

Olx

(Image)

Response

Car Mobile TabletReal-

Estate

Video

GamesTelevision Total

Email 0 0 0 6 2 8 16 Email 0 0 0 3 2 3 8

Message 0 0 0 1 2 22 25 Message 0 0 0 2 1 2 5

Phone 0 0 0 0 0 0 0 Phone 0 0 0 1 1 0 2

Total 0 0 0 7 4 30 41 Total 0 0 0 6 4 5 15

Page 17: Quikr customer experience

Ankit Agrawal| IMT Ghaziabad Udit Jain | BIMTECH

16 Online Classified Business Competitor Analysis

Table 4B: Site Engagement Ratio of Quikr and Olx- Communication Type

Quikr Olx Quikr/Olx Total

SMS 43 11 3.91 54

Email 56 18 3.11 74

Phone 3 4 0.75 7

Total 102 33 3.09 135

Table 4C: Site Engagement Ratio of Quikr and Olx – On basis of Ads Type

Quikr Olx Quikr/Olx Total

Images 41 15 2.73 56

Non Images 61 18 3.39 79

Total 102 33 3.09 135