The product is everything that has value for consumers and can therefore be a subject of exchange. We define it "as anything that can be offered on the market to attract attention, incentives to buy, use, or spend, and have the ability to satisfy the desire or the need." Consumers experience the product as a set of set of benefits that can meet their needs and desires. In order to successfully manage the product, research must be continually pursued. The most common research objectives include: defining a market segment for a specific product, determining the dimensions and characteristics of a specific segment, identifying consumer and non-consumer attitudes towards a specific product, determining the percentage of households using individual media or the percentage of internet users and so on. The development of new products presupposes a variety of activities that ultimately have a unique goal: successful market positioning and commercialization of a new product. The synergy of activities and the continuity of the evaluation at each stage is the standard to be kept, but ultimately is not sufficient for the market success of the new product. Managing the process of developing a new product implies a multitude of creative activities carried out in eight separate phases. Each phase is systematically planned and implemented. Solutions whose characteristics are repaired qualify as a go error. Removing the identified drawbacks of ideas, sketches, concretions, prototypes and so on are being transmitted to the next stage of developing a new product. Solutions whose unacceptable characteristics are irreversible qualify as a drop error, and are abandoned.