Promotion strategies for new products and an application

The innovation is the fact which widely surrounds us who live in today? s rapidly changing world. The changing environmental, technological, social and economical conditions of today lead to some changes in consumption habits of individuals. The firms considering modern customer-focused marketing understanding also have to keep in step with this change. If this does not occur, the firm will face to the process of disappearing. For this reason, the activities of developing the new products are of vital importance for a firm.The inevitable and risky nature of developing a new product has forced firm managers to follow a scientific process. If the process of developing a new product is examined carefully from its inception to market, uncertainties and risk can be reduced and the possibility of success can be increased.This study shows, that the firms developing new products become successful when they attach sufficient importance to marketing operation and promotional activities.For this reason, in this thesis new product development process is defined making use of the literature on the subject and intended to show promotion strategies for new products with the help of a case study.