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Brand Dossier- Surf Excel (Word Doc)


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Brand Dossier- Surf Excel (Word Doc)

  1. 1. PRAXIS BUSINESS SCHOOL Brand Dossier – ‘SURF EXCEL’Submitted To: Prof. Srinivas GovindrajanPresented By: Arunachalam Ramanathan B11010 Jigar Kotak B11023 Mridulla Mittal B11029 Sankha Ghose B110391|P age
  3. 3. About HUL Hindustan Unilever Limited (HUL) is India‟s largest Fast Moving Consumer Goods (FMCG) Company. The Anglo-Dutch company Unilever owns it. In 1931, Unilever started its First Indian subsidiary, Hindustan Vanaspathi Manufacturing Company Limited, followed by Lever Brothers India Limited in 1933 and United Traders Limited in 1935. In 1956, the three companies merged to form „Hindustan Lever Limited‟ (HLL), headquartered in Mumbai. HLL was renamed as HUL in June 2007. It has over 35 brands covering 20 different categories in the market and has strong employee support of over 16,000. HUL proudly says that their brands touch the lives of two out of three Indians. The parent company, Unilever has 52.1% equity in HUL. The annual turnover was 19,500 crores in the financial year 2010-2011. [1]Early history of Surf Excel and its evolution over time Hindustan Unilever Limited (HUL) introduced Surf in 1959, which was the first detergent powder in India. It gave the promise of “Superlative Whiteness” and it was the first national detergent brand to advertise on TV. [2] In 1990, Surf Ultra was launched to establish a new standard of washing performance. In 1996, Surf was redefined into Surf Excel, which offered three C‟s (Complete, Cleaning and Care). In 2003, Surf Excel Quick Wash entered India as an eco-friendly product as it saved 2 buckets of water a day! It also introduced Surf Excel Blue, which was a color variant that would remove tough stains but not fade color. In 2005, Surf Excel Matic was introduced to satisfy the needs of the fast growing washing machine consumers, delivering machine care with in-machine stain removal. [3]3|P age
  4. 4. INITIAL POSITIONING AND SUBSEQUENT REPOSITIONINGPositioning In marketing, creating an image of the company‟s brand in the eyes of theconsumer is positioning. Now, this image has to be such that the consumer connectswith the product immediately. A product can be positioned on two platforms, the consumer and thecompetitor. When positioning is on the customer oriented, the advertising campaignsand messages are targeted at the consumers. These advertisements propound thebenefits that a consumer will get on using the product. On the other hand, whenpositioning is done on the basis of competitors, the advertisement campaigns try tosay that their product is better than that of the competitors.Initial Positioning Surf Excel was initially positioned as a detergent that „washes whitest‟. Thepositioning was done to make the product stand apart from other detergents. Theimage that they wanted to create was that of tough stain removal.Repositioning With the competition in the detergent industry increasing with the entry ofproducts like Ariel and Tide from Proctor & Gamble, Surf Excel was underwent achange in its image. Their war cry now was “Daag Acche Hain” or dirt is good. Thiswas done keeping in mind that a major part of dirty laundry comprises of children‟sclothes. Surf Excel says that you go play in dirt and we‟ll be there to take care of thestains.4|P age
  5. 5. PRODUCT ANALYSISAt present Surf Excel has 5 products in the market. These products are,Surf Excel Quick Wash It is a low lather detergent powder that works well even with hard water. Hardwater contains dissolved Calcium and Magnesium salts. Soaps and detergent don‟tdissolve well in hard water. But Surf Excel Quick wash converts hard water to softwater as soon as it mixes with water. Surf Excel Quick Wash is available in packagesranging from 200g to 4kgs.Surf Excel Blue Surf Excel Blue is a color care variant of Surf Excel. Its tagline says “Red koRed rakhne ke liye Blue”. It prevents clothes from losing their color.Surf Excel Matic5|P age
  6. 6. Surf Excel Matic is intended to be used in washing machines. It has twovariants: one for Front load and the other for Top load washing machines.Surf Excel Bar HUL made a unique marketing step in 2006. Rin Supreme became Surf ExcelBar. This was done to counter the launch of Tide Bar. Rin Supreme‟s USP waswhiteness platform and Surf Excel‟s USP was stain removal. The merger tookadvantage of both. Surf Excel Bar comes in various sizes ranging from 100g to 800g.Surf Excel Gentle Wash Surf Excel Gentle Wash is a liquid detergent meant for woolens, baby clothes,silks, crepes and other such clothes that get damaged if washed with regular detergent.It is available only in 200ml pack. [3]6|P age
  7. 7. GENERIC COMPETITION The Indian detergent market is estimated to be around Rs.12000 crore,comprising of Laundry soaps, synthetic detergent powders, and bars.The major players in the organized detergent market are: HUL Nirma P&G Nirma Nirma is one of the most recognizable Indian brands. Its story is a classic ragto riches saga. Starting as a one-man operation in 1969, today, Nirma has about14,000 employees and annual turnover of more than Rs. 2500 crores. Nirma was founded by Dr. Karsanbhai Patel. Nirma was sold door-to-door inpolythene bags. In a short span of time, with indigenous process, packaging and low-profiled marketing, Nirma created an entirely new market segment in domesticmarketplace and quickly emerged as dominant market player.7|P age
  8. 8. Surf was gaining success till 1969 until the sudden emergence of Nirma. Thestrategy used by Nirma:- (i) Nirma‟s cost per kg was Rs.3 when compared to Surf‟s cost per kg Rs.15 (ii) It slowly captured the non-consumers of detergent (iii) Sold in polybags rather than Surf cartons (iv) Mass media advertisement with their brand tune and the girl picture (v) Door to door delivery during initial days In 1990, Nirma entered the toilet soap market and today it is the second largesttoilet soap brand in India. Today, Nirma has one of the largest volume sales with asingle brand name in the world.Procter & Gamble Procter and Gamble is one of the Fortune 500 American MultinationalCorporation. It is HUL‟s main competitor in the world consumer product market.P&G overtook HUL in 2005 when it acquired Gilette. In India they have Ariel andTide to compete against HUL in the Detergent Market.8|P age
  9. 9. ADVERTISMENT, SALES PROMOTION AND SEGMENTATIONSTRATEGYAdvertisement Surf Excel brought in „Lalithaji‟ in advertisements to create the feel amongstconsumers that higher the rate, better the quality. This was done when Nirma startedto flourish in the market. By the end of 1999, HLL came with a novel idea of distributing their brandedtablemats to offices through dabbawalas in Mumbai. The mat was advertised with theline „Kuch Khana, Kuch Girana… Surf Excel Hai Na. [4] In 2000, a survey was conducted by HUL, which said that 70% of the waterconsumption was used for rinsing the clothes. Hence, HUL formulated a new modelwith „less lather and less water‟ concept. Thus, Surf Excel Quick Wash boomed intothe market and convinced many minds by saying “Save 2 buckets of water”. This wasa grand success in water scarce areas like Tamil Nadu. Surf Excel had launched a variety of products under the same name. Thisconfused their consumers. And with Tide and Ariel vying for shelf-space HUL startedto feel the heat. It realized what was happening and introduced a global tagline „Dirtis Good‟ in 2005. With the „Dirt is Good‟ campaign, Surf Excel facilitated a changefrom rational appeal to emotional appeal.9|P age
  10. 10. Instead of saying „Ours is the best detergent‟, they said, “Let children play andget dirt on their clothes, we‟ll take care of the stains”. This was directed athomemakers who had to take care of their child‟s laundry. And it worked! With theirnew campaign, Surf Excel once again became the market leader in the premiumdetergent segment. By 2006, HUL made a unique move. They came up with an advertisement,“Good News and Bad News”. The Bad news was „No more Rin Supreme‟ and theGood news was „Rin Supreme became Surf Excel bar‟. Rin and Surf Excel were bothHUL brands. They were merged into one detergent bar to stave off competition fromProcter & Gamble‟s Tide bar. [5]10 | P a g e
  11. 11. Sales Promotion „Surf Paint Fun 2003‟, „Surf Colour Your Future 2004‟ and „Surf X Sellam –2005‟ made mothers and their children to feel Surf Excel as a member of their family.This consumer relationship gave a phenomenal growth to their success. HUL introduced Surf Excel Six Packer, which contained 6 sachets (for a weekusage) for a cost of 10. This was launched to make the product affordable in a largemarket. Price conscious and sachet consumers were targeted.[6] When Dove was bought by HUL, it had to change the consumers‟ badperception i.e. Dove was made of animal fat. So, they promoted a free Dove soap fora kilogram of Surf Excel. This made a positive impact about Dove and at the sametime made other detergent consumers to buy Surf Excel. IFB recommended the use of Surf Excel Matic with its washing machines.Segmentation StrategyPRODUCT TARGET PURPOSESURF EXCEL BLUE Everyone To prevent fading of color Machine wash requires lessSURF EXCEL MATIC Washing machine Users lather detergent Low and Middle Income To provide both whitenessSURF EXCEL BAR Family and stain removal To save 2 buckets of waterSURF EXCEL QUICK Consumers in water scarce during rinse and to convertWASH and hard water regions hard water into soft water11 | P a g e
  12. 12. SURF EXCEL’S MARKET SHARE IN INDIA Market Share in India 18% HUL12% 40% Nirma 30% P&G Others The synthetic detergent in India is categorized Sales Segment into * Premium (Surf, Ariel) 15% Premium * Mid-price (Rin, Wheel, Tide) 45% Mid-Price * Economical (Nirma) 40% Economical Amongst this premium catergory, HUL leads the market with 60% and the rest 40% by P&G. Premium Category 40% HUL 60% P&G 12 | P a g e
  13. 13. DISTRIBUTION STRATEGY HUL‟s distribution strategy has changed over time. Earlier wholesalers andlarge retailers used to place orders directly to the company. The company salesmenused to collect these orders and then deliver the goods to the concerned customers. This simple system was good enough in the beginning. But then HUL changedthings in order to provide quality service to its customers. They appointed onewholesaler in each market as a Registered Wholesaler. This wholesaler was then theguy to whom all the salesmen went with the orders that they have taken. He handedover the products to the salesmen who then distributed them to the customers. Thisstrategy helped HUL to reach more customers. As time went by and the competition got tougher, HUL had to make itsdistribution network leaner and meaner than ever before. Also, Surf Excel being adetergent powder is a FMCG. So HUL had to make sure that the retailers‟ shelveswere replenished in time. To do that, they had depots all over the country. Thesedepots or warehouses stocked finished products and acted as buffers in case of anincrease in demand. Earlier the registered wholesalers used to get the goods directfrom the company. Now the company sent the goods to the depots from where theRedistribution Stockiest got them. This made their distribution system a much moreefficient and well-oiled machine.13 | P a g e
  15. 15. PRICE MARGINMarket Value:SURF EXCEL BLUE:500g - Rs.50750g - Rs.90SURF EXCEL MATIC:500g - Rs.801kg - Rs160Margin:C&F: Rs.12 per cartonWholesaler (Outsourced) - 5%Retailer (Outsourced) – 9%SOURCE: Sub-Distributor: Moon Enterprise, Thakurpukur Distributor: Doyabhuti Traders, Thakurpukur15 | P a g e
  16. 16. FUTURE DIRECTIONS Surf Excel already has a huge customer base. So their priority in the comingyears has to be hold on to these existing customers and defend their turf fromcompetitors. They will also have to adapt and change with times like they did beforeby changing their whole promotion platform. That is the kind of strategizing thatkeeps a brand alive in today‟s competitive market. India is a country where there are more villages than there are towns. In thesevillages lie the customers that Surf Excel hasn‟t captured yet. There are remotevillages where Surf hasn‟t reached. So maybe it‟s a good idea to come up with avariant that can compete in the economy segment against detergents like Nirma.16 | P a g e
  17. 17. REFERENCES 1) 2) 3) 4) 5) htm 6) excel.html17 | P a g e
  18. 18. PHASE -218 | P a g e
  19. 19. Hypotheses 1. The Daag Acche Hain campaign has helped Surf Excel reposition itself beyond detergent to utility. 2. Surf Excel has been successful in making their consumers aware of the different Surf Excel variants available in the market.Justification of the Hypotheses Surf Excel was earlier positioned as a detergent that „washes whitest‟. Then,during the late 90‟s, other detergents like Nirma, Tide and Ariel started eating intoSurf‟s market. So, HUL came up with the „Daag Acche Hain‟ campaign. It capturedthe public‟s imagination. With this campaign, they changed Surf from a product to autility. Surf is the current market leader in the premium detergent section. Surf Excelalso has broad range of products from sachets to Surf Excel variants meant to be usedwith washing machines. This means that Surf Excel has a product at all levels. Wewould like to find out if the consumers are aware of the different variants availableand use of those variants for their specific purposes.Information Required Consumer awareness of the „Daag Acche Hain‟ campaign Effect of the „Daag Acche Hain‟ campaign on the consumers‟ choice of detergent Awareness levels about the variants of Surf Excel Are the different variants used for specific purposes19 | P a g e
  20. 20. Sampling Plan and Sample SizeTarget Population: Detergent users of age 20 and above geographically stratifiedinto three regions: North, South and East IndiaSampling Technique: Convenience, Stratified and Online samplingSample Size: 150Instruments of Data Collection Telephone Interview Personal In-Home Interview Email Interview Internet InterviewQuestionnaire1. How do you wash your clothes? Hand Wash Machine Wash Both ways(Method of Data Analysis: Pie Chart)2. Which detergent do you use?(Method of Data Analysis: Bar Graph)20 | P a g e
  21. 21. 3. Which variant(s) of Surf Excel are you aware of? (More than one option can bechosen) Surf Excel Matic Surf Excel Blue Surf Excel Quick Wash Surf Excel Bar Surf Excel Gentle Wash I am not aware(Method of Data Analysis: Bar Graph)4. Which variant(s) of Surf Excel do you use? (More than one option can be chosen) Surf Excel Matic Surf Excel Blue Surf Excel Quick Wash Surf Excel Bar Surf Excel Gentle Wash I am not a Surf Excel user(Method of Data Analysis: Bar Graph) 5. Are you aware about the SPECIFIC PURPOSE of the Surf Excel variants?( If you are aware, kindly specify the purpose)a) Surf Excel Matic I am not aware Purpose:21 | P a g e
  22. 22. b) Surf Excel Blue I am not aware Purpose:c) Surf Excel Quick Wash I am not aware Purpose:d) Surf Excel Bar I am not aware Purpose:e) Surf Excel Gentle Wash I am not aware Purpose:(Method of Data Analysis: Bar Graph)6. Do you use Surf Excel regularly? Yes No I am not a Surf Excel user(Method of Data Analysis: Pie Chart)22 | P a g e
  23. 23. Following are some of the statements about Surf Excel. Kindly select the option that reflects your opinion(If you are not a Surf Excel user, kindly skip questions 7, 8 ,9)7. I purchase Surf Excel because it is a good quality product Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree(Method of Data Analysis: Bar Graph)8. I purchase Surf Excel because it is inexpensive Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree(Method of Data Analysis: Bar Graph)9. Surf Excel advertisements have a positive impact on my purchasing decision Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree(Method of Data Analysis: Bar Graph)23 | P a g e
  24. 24. 10. Are you aware of the Daag Acche Hain advertisements by Surf Excel? Yes No(Method of Data Analysis: Pie Chart)11. What message does the Daag Acche Hain ad campaign give about Surf Excelproduct ? Surf Excel makes clothes whiter than other detergents Surf Excel removes stains better than other detergents Surf Excel would take care of any cloth cleaning related problems I havent seen the ad campaign(Method of Data Analysis: Pie Chart)Name:Age:24 | P a g e
  25. 25. PHASE-325 | P a g e
  26. 26. After an approval, this survey was conducted via the internet, telephone andpersonal interviews for a sample size of 150 individuals. Respondents were fromalmost all regions of the country. The age of the respondents varied from 20-70 years.LIST OF HYPOTHESES 1. The Daag Acche Hain campaign has helped Surf Excel reposition itself beyond detergent to utility. 2. Surf Excel has been successful in making their consumers aware of the different Surf Excel variants available in the market.PRIMARY RESEARCH1. How do you wash your clothes?Method No.of UsersMachine 51WashHand 41WashBoth Ways 5826 | P a g e
  27. 27. 39% 34% Machine Wash Hand Wash 27% Both WaysWe can see that of the 150 people surveyed, 51 wash their clothes using washingmachines, 41 by hand and 48 wash them both ways. This amounts to 34%, 27% and39% respectively.2. Which detergent do you use?Detergents No of UsersSurf Excel 110Ariel 10Tide 21Others 927 | P a g e
  28. 28. 120 110 100 80 60 No.of Users 40 21 20 10 9 0 Surf Excel Ariel Tide OthersOf the 150 people surveyed, 110 use Surf Excel, 10 use Ariel, 21 use Tide and 9 useother detergents. We can thus tentatively say that Surf Excel is a leader in thedetergent market.3. Which variants of Surf Excel are you aware of?Variants No of UsersSurf Excel Matic 51Surf Excel Blue 122Surf Excel Quick 50WashSurf Excel Bar 94Surf Excel Gentle 27WashNot Aware 728 | P a g e
  29. 29. 140 122 120 100 94 80 No.of Users 60 51 50 40 27 20 7 0 Surf Excel Surf Excel Surf Excel Surf Excel Bar Surf Excel Not Aware Matic Blue Quick Wash Gentle WashAs shown in the graph above, Surf Excel Blue and the Surf Excel detergent Bar arethe two most recognized variants of Surf Excel.4. Which variants of Surf Excel do you use?Overall Variants No of Users Surf Excel 28 Matic Surf Excel Blue 80 Surf Excel 24 Quick Wash Surf Excel Bar 45 Surf Excel 12 Gentle Wash Non Surf Excel 36 Users29 | P a g e
  30. 30. Overall 90 80 80 70 60 50 45 40 36 28 30 24 No.of users 20 12 10 0 Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Non Surf Matic Blue Quick Bar Gentle Excel Wash Wash UsersSurf Excel Blue is the most used variant among the 150 people surveyed. This isconsistent with the previous observation where we saw that the same variant is themost recognized of the six.Machine Wash Variants No of Users Surf Excel 15 Matic Surf Excel Blue 20 Surf Excel 7 Quick Wash Surf Excel Bar 9 Surf Excel 5 Gentle Wash30 | P a g e
  31. 31. Machine Wash 25 20 20 15 15 10 9 No.of Users 7 5 5 0 Surf Excel Surf Excel Surf Excel Surf Excel Bar Surf Excel Matic Blue Quick Wash Gentle WashHere we can see that of the people who use a washing machine to wash their clothes,more people use Surf Excel Blue than people who use Surf Excel Matic which is thevariant that is supposed to be used with washing machines.Hand Wash Variants No of Users Surf Excel 0 Matic Surf Excel Blue 27 Surf Excel 5 Quick Wash Surf Excel Bar 13 Surf Excel 1 Gentle Wash31 | P a g e
  32. 32. Hand Wash 30 27 25 20 15 13 No.of Users 10 5 5 0 1 0 Surf Excel Surf Excel Surf Excel Surf Excel Surf Excel Matic Blue Quick Wash Bar Gentle WashHere we see that people who wash their clothes by hand use Surf Excel Blue the most.5. User awareness about specific purposes of Surf Excel Variants i) Surf Excel Matic ii) Surf Excel Blue iii) Surf Excel Quick Wash iv) Surf Excel Bar v) Surf Excel Gentle Wash Variants Aware Not Aware Surf Excel Matic 30 21 Surl Excel Blue 4 118 Surf Excel Quick 4 46 Wash Surf Excel Bar 45 4732 | P a g e
  33. 33. Surf Excel Gentle 11 18 Wash 120 106 106 100 94 83 78 80 60 Aware Not Aware 40 32 27 20 16 4 4 0 Surf Excel Matic Surl Excel Blue Surf Excel Quick Surf Excel Bar Surf Excel Wash Gentle WashSurf Excel Matic and Surf Excel Bar are the two variants whose purposes consumersare relatively more aware of.6. Do you use Surf Excel regularly? Response No of Users Yes 96 No 14 Not a Surf 40 Excel User33 | P a g e
  34. 34. 27% Yes 9% No 64% Not a Surf Excel UserOf the 150 people surveyed, 96 use Surf Excel regularly, 14 don‟t while 40 are notSurf Excel Users. These figures amount to 64%, 27% and 9% respectively.7. I purchase Surf Excel because it is a good quality product Response No of Users Strongly Disagree 5 Disagree 0 Neither Agree nor Disagree 4 Agree 57 Strongly Agree 44 Total 11034 | P a g e
  35. 35. 60 57 50 44 40 30 No.of Users 20 10 5 4 0 0 Strongly Disagree Neutral Agree Strongly Agree DisagreeThis shows that consumers deem Surf Excel to be a product superior in quality.8. I purchase Surf Excel because it is inexpensive Response No of Users Strongly Disagree 12 Disagree 38 Neither Agree nor Disagree 38 Agree 18 Strongly Agree 4 Total 11035 | P a g e
  36. 36. 40 38 38 35 30 25 20 18 No.of Users 15 12 10 4 5 0 Strongly Disagree Neutral Agree Strongly Agree DisagreeThis shows that consumers believe that Surf Excel is expensive. When we combinethis observation with the previous one, we can infer that consumers are willing to buySurf Excel even though it is expensive, because they believe that it is superior inquality.9. Surf Excel advertisements have a positive impact on my purchasing decision Response No of Users Strongly Disagree 2 Disagree 16 Neither Agree nor Disagree 31 Agree 50 Strongly Agree 11 Total 11036 | P a g e
  37. 37. 60 50 50 40 31 30 No.of Users 20 16 11 10 2 0 Strongly Disagree Neutral Agree Strongly Agree Disagree This shows that advertisements have at least an effect on the buying behavior of some consumers.10. Are you aware of the Daag Acche Hain advertisements by Surf Excel? Response No of Users Yes 136 No 1437 | P a g e
  38. 38. 9% Yes No 91% Of the 150 people surveyed, a whopping 91% are aware of the „Daag Acche Hain‟ advertisements by Surf Excel.11. What message does the Daag Acche Hain ad campaign give about Surf Excelproduct? Response No of Users Provides Whiteness 6 Removes Stains 59 All cloth cleaning 7138 | P a g e
  39. 39. problems Haven‟t seen ad campaign 14 9% 4% Provide Whiteness 40% Removes Stains 47% All cloth cleaning problems Havent seen ad campaignOf the 150 people surveyed, 71 believe that Surf Excel is a one-stop solution for alltheir clothing problems. While 64 believe that it takes care of selective problems.From this we can say that 47% see Surf Excel as more than just a detergent.ANALYSIS OF THE HYPOTHESES AFTER THE SURVEYHypothesis 1:- With the help of question nos.6, 7, 8, 9, 10 and 11 of the questionnaire, wewill try to prove our first hypothesis.39 | P a g e
  40. 40. Users of Surf Excel who are aware of the advertisements 14% Yes No 86%PositiveImpact of advertisements on the users of Surf Excel 16% Agree & Strongly Agree 25% 59% Neutral Disagree & Strongly Disgaree From the first chart we see that 86% of the consumers are aware of the SurfExcel Advertisements. And from the second chart we can gather that 59% ofconsumers believe that their buying behavior has been affected by theseadvertisements.40 | P a g e
  41. 41. Also, from the responses to questions 7 and 8, we infer that consumers believethat Surf Excel is expensive but they are willing to pay the extra dough because theydeem Surf Excel to be superior in quality. We can thus say that Surf Excel is a distinct brand and not a utility. And hencethe first hypothesis stands disproved.Hypothesis 2:- From the responses to question no. 5 of the questionnaire, we can disprove thesecond hypothesis. As we saw, out of the 110 Surf Excel Users, only 27, 4, 4, 32 and16 people are aware of the specific purposes of Surf Excel Matic, Surf Excel Blue,Surf Excel Quick Wash, Surf Excel Bar and Surf Excel Gentle Wash respectively.This shows that consumers are not aware of the specific purposes of the different SurfExcel variants. Also from the responses to question no. 4 we see that only 15 people usingwashing machines use Surf Excel Matic. This reinforces the observation thatconsumers are unaware of the specific purposes of the variants. And thus the secondhypothesis is also disproved.CONCLUSION Both the first hypothesis and the second hypothesis are rejected.41 | P a g e