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In today’s highly competitive environment, a balanced product portfolio, success in new product development and product launch are important factors for the sustainability of organizations. The aim of the study is to reveal the right product launch steps for the companies through theory and case study. In the study, new product development and product launch strategies are first investigated theoretically. Afterwards, a successful product series launch case from cosmetics sector is analyzed. In this exploratory research, the secondary data is collected via literature review. Primary data is collected via in-depth interview. It is found that marketing research and market test can be evaluated as critical success factors in new product launch.   Ozet Dengeli bir urun portfoyu, yeni urun gelistirme ve lansman basarisi artan rekabet ortaminda isletmelerin devamliligini saglayan onemli faktorlerdir. Calismanin amaci lansmanda firmalari basariya goturen adimlari teori ve vaka uzerinden ortaya koymaktir. Bu calismada yeni urun gelistirme ve lansman stratejileri once teorik olarak, ardindan kozmetik sektorunden bir urun serisinin lansman basarisi vaka uzerinden incelenmistir. Kesifsel turdeki arastirmada, ikincil veriler literaturden, birincil veriler ise derinlemesine mulakat ile elde edilmistir. Pazarlama arastirmasi ve pazar testinin yeni urun lansmaninda kritik basari faktoru olarak degerlendirilebilecegi bulgusuna ulasilmistir.

New product development and product launch strategies<p>Yeni ürün geliştirme ve lansman stratejileri