This research is aimed at helping the seller to present a new product and/or service to the market for the least possible financial and time costs, while evaluating the radical all-inclusive market changes, i.e. product life cycle shortening, market participant’s pressure, etc. This research helps to answer the question of what product or service positioning, price and communications strategy combination is the most appropriate to introduce a new product to the market, while changing the positioning or expanding the target market.