De Soi, a sparkling non - alcoholic Aperitif, shows strengths in product quality, with positive customer feedback and a unique formulation. Its distinctive packaging and competitive pricing in some cases, along with consistent stock, are also advantageous. However, it suffers from poor shelf visibility, unpopular taste in some instances, high prices, lack of marketing, low customer retention, and a lack of unique selling points. To improve its shelf performance, category managers should focus on enhancing in - store and online marketing efforts, such as running more promotions and providing better in - store displays. They should also consider adjusting the pricing strategy to make it more appealing to a wider customer base. Additionally, product development could be explored to improve the taste and create more unique selling points, leveraging the brand's existing strengths in quality and formulation to stand out in the market.