Launching a New Product on the Market: Organic Products Case Study

The master's thesis is devoted to the study of the marketing of the new product launch to the market, as well as the de-velopment of practical measures for marketing new organ-ic products to the Moscow market with the example of the dairy products of the Khladokombinat company. In modern society, consumers are increasingly beginning to take care of their health and when choosing food they try to give preference to organic products. The aim of the work is to analyze the rapidly growing segment of the economy - the organic products market and develop methodological and practical recommendations for bringing new products to the market for companies operat-ing in this sector.Market research of organic products consisted of two types of surveys: a survey of consumers (140 respondents) and an expert survey (a sample of 5 experts). We found out that a new product may be of interest to a wide range of consumers, and although the market has large players, it is still considered to be developing and growing, and there-fore has the potential for development and new players. We decided on price and basic strategies for the develop-ment of the new product of OOO Khladokombinat in the Moscow market, choosing growth strategies and high-price strategies.Based on the selected strategies, a program was developed for the withdrawal of organic products to the Moscow market from OOO Khladokombinat. The project budget was calculated and the payback period was calculated. This project will be interesting not only from the point of view of its investment attractiveness, but also from the point of view of developing a unique product that is not only useful for the health of the consumer, but also supports the global trends in creating environmentally friendly food products.