Aura Bora herbal sparkling water has several strengths such as great taste, high quality products with competitive pricing and eye - catching packaging which attract a steady customer base and perform well in competitions. However, weaknesses like limited flavor assortment, lack of promotions, weak market presence are hindering its full potential on the shelves.To enhance retail performance, category managers should work with the brand to expand the flavor range to meet diverse consumer preferences and increase consumer interest through more frequent promotions like multi - packs or sampling campaigns.Improving marketing efforts is crucial to boost brand visibility. This can involve better shelf placement, effective product communication, and using demonstrations to showcase the brand's unique selling points.Addressing the busy packaging design will also help improve its on - shelf appeal further.