Anyone who has a baby can tell you that they spend a lot of time giving  their baby baths. 

When they do this, they require special products –  things like baby shampoo. Surprise, surprise, it turns out that the  market for baby products is huge. One of the biggest players in this  market is a company that we have all probably heard of: Johnson & Johnson (J&J). They have been around for a very long time and providing baby products is something that they are well known for. However, lately their market share in this critical market has been decreasing. 

What’s going wrong and what can J&J’s product managers do about it?