Monday, a non - alcoholic brand, shows significant strengths such as positive taste feedback, unique packaging, and high customer satisfaction, which can drive repeat purchases. It also has effective distribution and strong sales in the whiskey segment, and benefits from the popularity of the non - alcoholic category. However, it faces challenges like high pricing, limited supply, and a lack of marketing support. To enhance its shelf performance, category managers should consider adjusting the pricing strategy to be more competitive. They should also work with the brand to increase marketing efforts, especially product demos and smaller - sized trial options. Expanding product variety and reducing seasonal dependency can further strengthen its market position and drive sales.