Kosterina's extra virgin olive oil has notable strengths, such as premium quality, popular packaging, and a large product selection. Its competitive pricing in some cases and regular deliveries also add to its appeal. However, it suffers from limited brand recognition, high price points, and low customer interest, leading to slow sales and loss of market share. To improve its shelf performance, category managers should focus on marketing initiatives to boost brand awareness, like in - store product demos and sample promotions. They could also consider targeted pricing strategies for different demographics, leveraging the brand's quality to justify the price for the wealthy demographic while creating more accessible options for price - sensitive consumers. This way, the brand can better differentiate itself in the market and increase its sales consistency.