Kokada has several strengths that can be leveraged to overcome its weaknesses. The brand offers unique flavors, fills a distinct market niche, and has consistent supply, which are valuable assets. The attractive packaging and good sales performance on demo stations show potential for increased consumer interest. However, high pricing, lack of promotional and marketing support, and low visibility are hindering its growth. Category managers should consider adjusting the pricing strategy to be more competitive, increasing promotional activities, and improving in - store visibility. They should also focus on customer education to highlight the unique features and benefits of the product, such as its gluten - free and no - added - sugar attributes. This will help to boost sales, increase reorder demand, and improve the brand's overall market position.