The bachelor's thesis the theoretical and methodological bases of marketing activities for the launch of a new product were considered, market segmentation and research of the marketing complex of a new type of ice cream were conducted, approaches to evaluating the effectiveness of the development of a new ice cream were determined, and recommendations were developed for the introduction of a new product to the ice cream market in Ukraine «Lasunka». Taking into account the nature of the activity of the enterprise «Lasunka» and the competitive environment in the ice cream market, it is recommended to conduct marketing research and segmentation, use targeting and positioning marketing in order to successfully introduce a new product and occupy a niche in the ice cream market.