Shah Rukh Khan Promotes XXX

A subsidiary of the Rs. 1000 crore JMJ Group, XXX Energy Drinks Pvt. Ltd. has targeted a 30% share of the market by end of fiscal year 2012 and aims to sell around 7.5 lakh cans per month during the same period up from 2.5 lakh cans per month currently.
XXX Energy Drinks Pvt. Ltd., has announced today that it is aggressively targeting a sizeable chunk of the energy drinks market share in 2011 – 12 and is extremely bullish on its growth prospects in the coming financial year. A subsidiary of the Rs. 1000 crore JMJ Group, XXX Energy Drinks Pvt. Ltd. has targeted a 30% share of the market by end of fiscal year 2012 and aims to sell around 7.5 lakh cans per month during the same period up from 2.5 lakh cans per month currently.

As a part of the aggressive marketing and promotion strategy, SJ XXX has entered into a tie-up with Amalgamated Bean Coffee Trading Co. Ltd. (ABCTCL) to promote its brands at all Café Coffee Day outlets across the country. XXX Energy Drinks Pvt. Ltd. has also engaged in direct contacts with quick service outlets, HORECA (Hotel, Restaurant and Catering) outlets at Multiplexes in order to directly engage with its target audience.

The company had launched its SJ XXX energy drink brand in the country in December last year and has already taken the Indian market by storm with an approximate share of 12% of the Rs 175 cr Indian energy drink market posing serious challenge to companies which have been present in India for a long time. Currently, the drink comes in two variants-SJ XXX-REJUVE and SJ XXX-NICOFIX.

Talking about company’s offerings and plans for growth, Mr. Sachiin Joshi, Vice-Chairman of JMJ Group said, “Our endeavor has been to provide Indian audiences with products that suit their taste buds and thus focus on flavor has been paramount for us and this has proved to be the key factor in us garnering such a good market share within first year. We are going to expand our product portfolio shortly with a launch of the world’s first energy drink that combines the high of energy and the promise of weight loss.”

“Our main focus of marketing and promotion strategy would now be to adopt innovative techniques to max out the reach to our target customers, majority of who are between the age group of 16 and 35 years. The key to growth for us is the ability to engage our target audience by adopting innovative methodologies of direct contact and distribution. These techniques are paying rich dividends and we are seeing unprecedented growth in nontraditional regions”, he added.

XXX Energy Drinks Ltd. is currently looking at leveraging its extensive knowledge of the distribution channels and direct contact groups to target its consumers across the country. The company has made a foray into non-traditional methodologies to ensure it out reaches to all its target point of sales and in turn its consumers.

As part of this growth strategy XXX Energy Drinks Ltd., is eyeing Tier II and III markets to bolster its bid to increase its market share in the country. With growing retail penetration in these towns it is easier for a brand like SJ XXX to reach out to its target audience who are in the age group of 16 – 35. Growing disposable incomes, proliferation of the internet and growing awareness are key to brands achieving high revenues in these locales.

Furthermore, to aggressively make its way across metros, mini metros, and B towns, XXX Energy Drinks Pvt. Ltd. has engaged in a series of exciting launches in Mumbai, Delhi, Kolkatta, Hyderabad and Goa. Going forward, XXX Energy Drinks Pvt. Ltd will be hosting van promotion activity to directly engage with its target audience through a distinct platform that enables the brand to constantly monitor and gauge the reaction of the consumers.

As a part of the van activity, a branded van with hostesses will encourage sampling at malls, hangout zones, colleges, etc. in major Indian metropolises and prominent cities, including Mumbai, Bangalore, Delhi, Pune and Goa. The brand is also actively involved in promotion and sponsorship of events like Naval ball, Parx auto show, and is synonymous with India’s most popular beach party ‘Sunburn’ held in Goa every year.

XXX Energy Drinks Pvt. Ltd. has also entered into West Asian territories of Iran and Afghanistan with the SJ XXX brand in October 2010, and has plans to spread their foothold into a host of other Asian countries over the next three months.