Anne French VSHAKHA Slide: 2 All about Anne French The Anne French trademark was adopted in India

in 1943. Geoffrey Manners commenced distribution of Anne Deep Cleansing Milk in 1945. It introduced the hair removing cream in 1964. Slide: 3 How it works? It is one of the oldest depilatory brands in India. Anne French is a Depilatory cream. Depilatory creams remove hair at skin line. These creams use alkaline chemical (Calcium thioglycolate) which dissolves the protein structure of hair and causes it to separate from skin. Although there are different methods of removing unwanted hair like plucking, threading, waxing, shaving etc. depilatory creams have gained popularity in Indian market owing to the convenience and ease of use. The only drawback is that it may cause allergy for some. Not necessary to say this Put cream on to the skin. Wait for 5 minutes. Use the spatula for gentle & painless removal of the cream along with unwanted hair. Wash with lukewarm water & dry with soft towel. Experience the magic of silky smooth skin with the lingering fragrance.

SUSHMA Slide : 4 Over the years Over a span of so many years Anne French has become a household name. Due to being so long in India, Anne French enjoys a lot of customer support. Anne French targeted women above the age of 30. But not just women, it went to the extent of targeting trans-gender (eunuch). In 2004 Anne French ad posters included a eunuch using Anne French. Slide: 5 Consumers Globally the depilatory (hair remover) industry has a lot of growing users. In developed countries like the US, UK and Australia about 80% women use depilatory products. However, in India the percentage is considerably lesser. About 58%women do depilation in developing countries. Out of these selected, majority of them lie in Northern and Western India i.e. in cities like Delhi and Mumbai.

AZHARUDDIN SWOT Slide: 6 Strength: As Anne French was the first cream hair remover in India, it enjoys the first mover advantage. So also the brand exists for more than 4 decades i.e. 40 years, so there are a lot of loyal customers. The price of Anne French is around Rs.40 which is quite economical. Weakness: The targeted consumer for Anne French is above the age of 30. So basically they are targeting women. But young girls use it more. Anne French has only the crme method for hair removal but Veet on the other hand has various products like the pre-wax strips. Opportunity: Parlors can psychologically make women undergo waxing and not use creams, but if a parlor hair remover kit is launched then there is a chance that Anne French may be preferred even by the beauticians in beauty parlors. Threat: Anne French has got a tough competition from Veet. Anne French also has to combat against the primitive methods of hair removing like razors and waxing. Slide: 7 PEST Political: The conditions in India are quite favorable in India such that there are no advertising restrictions. So Anne French enjoys scope for a lot of benefits. Economical: There are no heavy taxations or constraints in terms of economical aspect. Social: Using creams for hair removal is nowadays being viewed as a more hygienic way to get rid of unwanted hair. Therefore, there is a growing market. Technological: Any new product for hair removal can also be taken, as it will also enjoy customer support.

LAVINA Slide: 8 Competitors of Anne French In terms of the cream hair remover other brands like Fem and Jolen are a threat to Anne French. Fem and Jolen come over the cheaper side of hair removal products. So price could be seen as a competition. The world leader Veet has come in India by excessive branding and advertising. So, quality seems to be the competition when it comes to Veet. Other ways of hair removal Other ways include use of epilators (electronic razors from Phillips, etc.). Waxing is predominant in parlors and is seen as hassle-free. Slide: 9 Market Share Market share of Anne French has changed drastically in the year 2004. Before 2004: Anne French was the leader in hair remover creams. With a market share of 55% Anne French ruled markets. Fem, Jolen and other hair removers were a second preference. Other ways of depilation were at a high of 35%. After 2004: After 2004 the market share of Anne French dropped. Anne French then shifted to a number 2 position then. The share of Fem and Jolen also decreased.

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