Objectives:
The purpose of the article is a theoretical analysis of the process of introducing a new product to the market, taking into account economic and social aspects.

Material and methods:
Induction was used as the main research method. It involves drawing general conclusions or establishing regularities on the basis of analysis of empirically established phenomena and processes. It is a type of inference based on details about the general properties of a phenomenon or object. In addition, the paper uses two general research methods, i.e. analytical and synthetic methods, characterized by a particular approach to the study of reality.

Results:
First: the process of implementing new products/services should correlate with the company's development strategy Second: the development and introduction of new products/services as part of the company's activities must be in line with the development strategy and mission. Third: each in the process of planning and marketing of new products / services - distinguish eight stages (milestones of the process). Fourth: The consumer communication strategy should be carefully designed, written out, and then implemented step by step.

Conclusions:
First: the various organizational cells/accounting, marketing, legal departments, as well as development and implementation departments/ must know the essence of the product/service to be introduced for sale. Second: business units must have knowledge of: sales strategy, P&L, forecasts of A&P budgets, forecast of product profitability and implementation schedule. Third: when preparing a recommendation for planning and budgeting sales of new products/services, the individual organizational units of the form should know specific parameters. Fourth: the various organizational units should have knowledge of the prepared sales strategy.