Pupford shows promise with well - selling Salmon formula and vitamins, simple ingredients, and effective associate promotion. Its packaging size is good and price is competitive in some aspects. However, it faces issues like not aligning with customer preferences, stock gaps, low brand awareness, and a lack of novelty. To improve, category managers should focus on marketing to increase brand visibility. They can introduce more flavors and innovative products to differentiate from competitors. Also, ensuring consistent stock levels will enhance customer satisfaction and drive higher sales. Adjusting the pricing strategy for some products could also make them more appealing to price - sensitive customers.