The purpose of this thesis was to research the demand for a new IT- product and its recognisability in the security line of business. With the assistance of product launch a company is able to network and find new distribution channels to its new products. Product launch is a project in which a compa-ny concentrates on a new product or service and on plans such as a marketing plan, a product mar-keting plan and a product launch plan, which make it possible for the new product to enter the mar-ket successfully.

The client commissioning this thesis is a local IT-company from Kuopio whose identity is not revealed to protect the product concept. The company wanted to research into the market situation of burglar alarm systems and at the same time examine the demand for and the recognition of the Blaupunkt brand.

In this thesis there are two separate theory parts. The preparatory theory section deals with security products and security business. The main themes are defining the security, the security market and commercialization of security products. The main theory section discusses product launch and ac-complishing it as a process. The main themes include product launch and its all process phases, af-ter-sales support phases and customer feedback.

The thesis survey was carried out as quantitative research. The purpose of this research was to study security markets and security products in it: the products’ variation in quantity and quality in the market. The survey was sent electronically to 200 security companies which either were security companies or only partly sold security products and were chosen with the simple random sampling –method. The survey questions were structured with answer options. There were also open and semi-structured questions.

The study demonstrated that as a brand Blaupunkt is faintly known in the security business. Compa-nies had noticed slight changes in demand and there was great variation in the product range be-tween companies. In the pricing policy there was also noticeable variation. The companies were also looking for ancillary services. According to the study, companies valued most the quality in burglar alarm systems.