STRANGE WATER's regular coconut water is popular, which indicates strong consumer interest in this core product. However, the brand faces challenges with high pricing relative to can size and the unpopularity of its sparkling coconut water. To improve its market position, the brand should re - evaluate its pricing strategy to ensure it offers better perceived value. This could involve adjusting can sizes or reducing prices to be more competitive. Regarding the sparkling coconut water, market research should be conducted to understand consumer preferences and make necessary product improvements. By leveraging the popularity of the regular coconut water, the brand can use it as a platform to promote new and improved products, potentially increasing its share of shelf and overall retailer recommendations.