Read the case study below and answer ALLquestions that followThe Fragrance Cloud Inspiration Ecosystem Introduction Unilever, a British$-$Dutch transnational consumer goodswented an intelit system of insights, called the Fragrance Cloud Inspiration Ecosystem, a sort of Google for fragrance". Ithas provedfirm, createbusiness opportunities for Unilever.Where it started Unilever needed to understand fragrance for Comfort, the flagship fabric conditioner, in order to deliver inspiring and compelling communication insights, andto go beyond the clich$$s of flowers$-$clothes$-$ fragra nces. To do this meant digging deep into potentially ove vwhelming volumes of data and research to uneanearth the most yaluablestories. Previous 'traditional' researcarch studiese showed the challenge of infusgement into a functional category like laundry. This quest for emotions in theons iecontext of frasfradrance and laundryvnot new. The topic had been researched repeatedlyin various different wavs. Whatcoud we explore that had not already beentieeted andsndoreto We had done foeThe systerm in actionThe initial step was to conduct a pilot study to bring together insights from a variety of data and insight sources, and to craft stories, hosting them on a platform called the InsightCloud. The pilot study covered five markets$-$ Brazil. Indonesia. Thailand. UK and Vietnam$-$and took fve weeks, It ivolved mining all recent studies $($qualitative andquantitative$),$ thought notes, sales data and desk research to explore tcould we use itThe end result in terms of content, over $56$ insights were uncovered spanning eight opportunity territories in five weeks, with no primary research. The end result is a platformthat gives access to insights and contentfor business action. It is cloud$1$ based and enables connected, relevant information to be sent to users. Insights are brought alive withstorytelling in $3$D multimedia.Certain features of this Fragrance Cloud system are specialor new. It integrates multiple datasets including research reports, sales reports, datatables, infographics, social data, videos and pictures. It also integrates big and small data $-$big data capture for looking at metrics but also anecdotes, comments, sharesvideos, hashtags and narratives around fragrance and emotions. It also contains an auto$-$curation process in order to have an on$-$going feed of internaland external datastre amstns on relevant topics. It is an open platform and so allows Unilever to engage all its partners $-$ internal $($market ing, R&D$,$ research, sales, channel$)$ and external $($research$,$advertising, digital, PR$,$ other partners$)\mathrm{.}1.$ Insights on demand: a network of curated insights from multiple sources in one placeUnilever has begunto use the Fragrance Cloud as a sort of 'Google forfragrance', and instant 'hackathons' now take place with marketing, advertising and fragrance housestakeholders. It has saved significant time and cost for exploratory or developmental research. It has helped inform new initiat ives around concept and communicationdevelopment. It offers Unilever's multidisciplinary teams the following advantages:$3.$ Speed to market: time is saved on rewinds to process multiple reports for synthesis and insights$4.$Zero primary research: an efficient use of existing research, no need to ask questionsusonpany, andipsos, a global market researchoroved very useful in helping to uncover$2.$ Collaboration: being an pen$-$source platform, the Fragrance Cloud has made collaboration around business tasks easier $-$partners are able to collaborate towards acommon goal$5.$ Early warning system: yields strong, early ideas by identifying outliers, unique clusters, combinationsdconsult..tingQuestion $1(30$ Marks$)6.$ Auto$-$curation: organic build up and continuity of all types of data $-$all in one approach; excellent for dealing with massive, ever$-$increasing quantities of social and other dataQuestion $2(20$ Marks$)7.$ Flexibility: for use in concept writing. workshops, subject undestanding. Unilever now has eight emotional mega$-$territories forfragrance$-$ with directional sizing and marketfootprints $-$ for communication and product development. They have begun to workon over $20$ business opportunities with extensive execution leads from brands, popularculture and user generated contentQuestion $3(30$ Marks$)$Unilever needed to understand Fragrance for Comfort, the flagship fabric conditioner, and this meant digging deep into overvh elming volumes of data and research to unearththe mostvaluable stories. With this in mind, critically analyse how Unilever utilised the marketing research mix to tackle the complex topic that had been researchedrepeatedly'. Support the analysis with practical examples from the given case study.Question $4(20$ Marks$)$Critique the significance of the management information system $($MKIS$)$ and marketing decision support systems $($MDSS$)$ within the context of the Unilever case study.Moreover, $"$It has proved very useful in helping to uncover business opportunities."Use relevant case studyy. the report must include an introduction, clearly defined objectives well articulated findings and thoughtful conclusion to ensure clarity and logical information flow.