So for just a moment, picture yourself as a product manager for one of the most iconic products out there: Coke-Cola.  

You’ve done a great job – Coke is one of the most popular drinks  available and no matter what country you go to, it is very well known.  The company makes an enormous amount of money from your soft drink  product every year and in all honesty, traditionally you’ve only had one  real competitor – Pepsi. However, in the past few years, things have started to become a bit more challenging for you.  More and more of your customers are staring to reject the sugary  beverage that you are offering them and instead they are choosing to  drink water and sports drinks. 

What’s a product manager to do?