Competitive Intelligence is a very interesting concept where detailed information is gathered about the marketing and distribution of products to customers. It is a very vital part of strategic management in the present times. The product leadership strategy used by Soda Stream is to launch a completely offbeat and out of the box product. I went through the SodaStream website and I must admit that I am pretty impressed. The leadership strategy used by the company is to tap in the health conscious target customer who prefers a healthy lifestyle. The slogan used by them is “water made exciting”. This attracts the customers to see and learn about the product they are offering. The company also stresses on repeat purchase as carbonation refills must be bought to go along with the system.