This thesis focuses on the analysis and development of a marketing strategy for the product line of the company Saponia d.o.o., called Eco Active Nature. In today's dynamic and competitive market, companies face the challenge of creating differentiated products that meet the needs and desires of consumers, where an adequate marketing strategy is crucial. The purpose of this paper is to provide a detailed insight into the importance of marketing strategy in the development of ecological products, with a special emphasis on the Eco Active Nature line, and to propose guidelines for the further improvement of Saponia d.o.o. business through sustainable market positioning and increased competitiveness. Primary research has shown which way they are supposed to take. Mission and vision have been defined as well as the first evaluation of the marketing situation. But to create a clear image of the environment more detailed analysis had to be made. Customers are creators of demand in a chain so analysis had to be made about them. User and buyer personas have been created and they gave insight into the targeted audience for Saponia. Furthermore, The competition and market were then analyzed. After gathering all the necessary information, a new evaluation of the competitiveness of the business was tested by using benchmarking. For each faced problem, new marketing strategies have been developed. They were created to deal with problems that are already existing as well as those which were found in time. While being created in consideration of customers and personas as people who are creating demand on the market in the end their needs are supposed to be met and delivered. BTL, TTL, and ATL campaigns have combined different media to approach each targeted group, even the potential ones who might become one. For each campaign, frequency had to be defined which was all written in the media plan.