Elephant House maintains leadership in 2010/11

Elephant House (EH), the soft-drink manufacturer that has over the years retained itself as the market leader in the sector, continues as 'No 1', as highlighted by figures of the monitoring market in Sri Lanka.

The Company, with its ever-growing range of soft-drink flavours has won the hearts of Sri Lankan consumers - proof of which is shown by its flagship brand Cream Soda being voted as the most popular beverage by the people for the SLIM - AC Neilson Brand Awards for five consecutive years.

In addition to its colourful and popular range of soft drinks, it is also the only soft drinks manufacturer producing mineral water, and Wild Elephant as well as the cola brand 'KIK'. Head of Beverages and Vice President John Keells Holdings Chandima Perera said, "It is encouraging that the consumer identifies our brands to be superior in their respective categories."

He explained how EH has, over the years, identified that each brand caters to a different audience and therefore created positioning which helps each soft drink to stand on its own.

"The formulations are tested over several months with focus groups. Packaging and communication strategies are developed and tested amongst the target groups before we find the perfect fit for our brands," he said.

EH has aligned its staff - frontline sales personnel and distribution network to play their respective roles to retain its dominant position in soft drinks.

"The sales staff were excited to have a complete portfolio in this segment with the launch of KIK last year," said Perera.

"With a distribution network which covers almost every inch of this island, we are confident that our drinks will continue to be available for our consumers.

Our distributors who believe in the potential of our home-grown brands, will guarantee that EH continues its market leadership.