Elixa(pty) Ltd South Africa

ELIXA (PTY) LTD is an SA Company owned by Steve Leggatt (former Massmart Director) and Ian Wilkinson The concentrate is made in Germany and mixed with other vitamins and ingredients and canned in South Africa. Labeling and branding complies with all SA regulations. Production runs are in 5, 000 case lots of 24 x 275ml. The product is bar coded for cases (24) six packs and singles The can is a world first, being UV light sensitive and glows under UV light e. G. In pubs and night clubs. It won a Gold Award at the Institute of Packaging. A car painted in the same logo won Wrap of the Year Pre-launch tasting tests copies available confirmed that most consumers preferred the product to other well known energy drinks, consistently citing the lack of after-taste that the market leader leaves, as well as appreciating the significantly better pricing structure The product was launched in Makro and various Johannesburg night clubs in 2006 In-store promotions were started in Makros in January 2006. Since then support and sales have been growing and store managers have been requesting continuation of the strategy. Re-orders have commenced in all stores. Due to the success of the brand in Makro Liquor we were allowed to move in Makro main store in May 2006 The business strategy is a combination of creating pull, via retail, primarily from night clubs, pubs and small retailers and creating push via wholesales. The product gives a very generous GP Competitively priced at USD 20. 00 per tray CIF 24x275ml cans per tray. Promotional material to the value of USD 7000. Will be supplied in the form of t-shirts light boxes counter displays and posters. Min order 2400 trays (1 X 20' container)