During extensive work on the graduate thesis, several facts stood out in almost all parts of the thesis. For today's dynamic and uncertain business between a large number of manufacturers and their products, competitiveness becomes the key issue of survival on the market. When asked "how to be better than the others?", the answer is: "It is necessary to be different to become better!" Today it is not enough to be effective and to make profits, but it is crucial to differ from competition by gaining and maintaining the competitive advantage. Innovating and launching of the new product as one of the differentiation segments must continuously follow the process of recognizing market opportunities, identifying and selecting a target consumer group, combining the elements of a marketing mix that will influence all the groups and selecting strategies and strategic goals .This effort is creating competitiveness within two groups of factors, external in the environment that we cannot influence and internal, organizational which is affected by people. In this context, we are monitoring the launching of a new product on the market. "Without the doubt, the role of the company who penetrates the market is followed by mistakes, but general opinion is that pioneers are generously awarded. " The appropriate development of the marketing mix elements, supported by systematic implementation of planned activities is the only assurance of success and new product acceptance on the market. Those qualities that will be acceptable are developing together with those that will meet the needs of the selected segment. By defining the price of a new product, it is necessary to find the optimal ratio between the customer's willingness to pay "something more" and the manufacturer realization of the projected profits. Timely product placement in a custom channel sale is a great advantage of the "pioneer" product that creates a new category. Other than having a possibility to choose a sales channel, the pioneer sets the terms and conditions in that segment. Furthermore, promotion is a very important element when launching a new product on the market. By informing and getting to know the product, the goal is to bring innovation closer to consumers and to put it into their mind for a long time. During product life cycle, is not only foreseeing the new product success, but is reviewing strategies and plans, and eventually is adapting and changing them over the cycle. In this way, besides profit, the company makes experience, develops volume economics, generates reserves and is preparing for a potential price cut in the moment when appears a competitor which will try to take a part of the market share by imitating.