STAR: A product in this segment denotes to have high market share when the industry isexperiencing high market growth.CASH COW: Product in this segment tends to have maximum market share when the industry isfloating in low market growthPROBLEM CHILD:Product in this segment tends to make least market share when there is high marketgrowth in the industryDOG: Product in this segment trends to be a burden for the company as there is low marketgrowth and the product avails limited market share. Graphical presentation of AFBL’s Brands as per growth share matrix:HIGHMOJOSPEEDFRUTIKALEMUCLEMONFARMFRESHSPALOWCASH COWWILD BREWHIGHLOWRelative Market ShareAFBL is operating in the beverage industry for only 3 years and within this time spanit has the following three brands in the STAR grid which reflects a great prosperity forthe company. MOJO: (Market share: 27% & Market position: 02)SPEED: (Market share: 36% & Market position: 02)FRUTIKA: (Market share: 32% & Market position: 01)43
5.1: Findings from a survey by AFBL:From the analysis it can be deduced that among all the eight brands of AFBL, mostconsumed and preferred brand is MOJO followed by FRUTIKA and SPEED. As theinfluencing factors for the consumption of AFBL’s CSD products, packaging plays avital role, then finally the taste. The full silver packaged pet bottle turn out to be agreat success for AFBL’s CSD products. For the consumption of the mineral water SPA, availability played a vital role and thiswas because of the wide range dual distribution channel. Price of SPA is less then fewother brands in the market, thus it also played a supportive role. The brand FARM FRESH is another least consumed product and the influencingfactor for consumption were the taste and branding. The product didn’t seem to behighly accepted by the audience.After conducting my survey on the consumer perception of Energy Drink I foundsome good clue which helps the company to make their product more familiar whichmeans more perceived by the consumer than now. The results which I found throughmy research are given below, and I want to mention again that I conducted myresearch based on 30 respondents. *Gender* Who uses Energy Drink more (Male or Female)?ParticularsRespondentPercentmale2996.7female13.3Total30100.044
Figure 30: Year: 2012There are young male and female malt beverage drinker respondent are given on thebasis of the percentage. On the graph the young male malt beverage drinkerrespondents are 96.7% and young female malt beverage drinker respondents are 3.3%. Age*which age people uses more?ParticularsRespondentPercent16-1813.319-2126.722-241343.325-27930.028-30310.031-above26.7Total30100.045
Figure 31: Year: 2012The above Bar-chart is showing the age of the respondents. Among therespondents,3% are from the age of 16-18 years, 7% are from 19-21 years, 43% arefrom 22-24 years; 30%,10%,6.7% are from the respondent of 25-27 years 28-30 years31-above respectively.