Hilma offers natural remedies with strong product - related pros such as high repurchase rates, ingredient transparency, and well - formulated products. However, it suffers from marketing and visibility issues, which lead to slow sales and low brand recognition. To enhance its retail performance, category managers should focus on improving marketing efforts, including promotions, coupons, and sampling. Updating the packaging to increase shelf presence can also boost visibility. Leveraging the brand's strengths in product quality and customer loyalty can help mitigate these weaknesses and drive better market penetration.