When you are thirsty, what kind of drink do you reach for? 

A lot of us  will grab a soda, a water, or maybe even a coffee or a tea. However,  just a few years ago a new option showed up: favored bubbly water. The  leader in this market category was a brand called LaCroix.  The LaCroix product managers did very well for a long time. However,  the popularity of their product has attracted new competitors and now  the LaCroix product managers have to take a look at their product development definition and find ways to defend their market share. 

What should they do to keep the fizz in their product sales?