Nowadays, new products are present in all economic activities, from products that are completely new in the world, to repositioned ones. Besides, the market is saturated with all forms of new products, but they are at the same time an important driver of economic growth and development and the way in which the company achieves its competitive advantage. From the initial stage of generating the idea until the final stage of commercialization, the company takes a large financial risk, because a small number of new products are accepted by customers and the invested funds are not returned. The subject of this final paper is the management of a new product. The paper will explore and explain the concept of a new product, all forms of a new product and the whole process of developing a new product, from the idea to its presentation on the market, through test marketing or commercialization. Also, the paper will explain the strategic product launch plan and the reasons for the failure of some products. Also, a case study was conducted based on a new product from the German company Gealan. The aim of this paper is to explain the new Gealan-Kubus product in more detail on the basis of primary and secondary data and to explain the processes from research and development, idea generation to the product presentation process. The aim of the paper is also to give an overall insight into the process of managing a new product on the basis of secondary data, professional literature and previous research.