Introduction ‘Start-up Zeo’ is an organization established in Massachusetts that deals with manufacturing personal sleep monitor device. The device has capability of consolidating data from brain in the process of sleeping. It is new in the market and designed in form of a sleeping coach, hence the product requires breakthrough within the market. Development of new product is always considered formidable task owing to the expenses and processes involved (Weihrich, 2010). Activities taken to launch the same product to enter the market are difficult tasks for organization’s management team to be carried out. In many cases, organizations find themselves struggling in the process of choosing appropriate marketing strategies to apply since new products at times demand application of contrary marketing strategies other than those earlier designed by the firm (Dubois et al., 2007). Application of different strategies across product portfolio is necessary for the purposes of helping new product come into limelight. One of such strategies, cost-leader strategy, could help ‘Personal sleep monitor device’ approach target markets. This is since such a strategy would demand ‘Start-up Zeo’ to constantly monitor competitive challenges and appropriate responses capable of granting competitive advantage within the market. In such a case, adoption of new technologies and innovations is recommended. Such organizations should choose a marketing strategy capable of bringing success by proving worthiness of new products (Kotler et al., 2009). Launching of a new product requires strategic and effective steps capable of commanding high demand within the market. Effectiveness of the method used in introducing new product depends on careful planning and preparation. Manufacturing process is one of the initial processes used in product development which determines quality of final product. However, product launching presents the very final stage in product development process (Kotler et al., 2009). Quality products cannot be sold in the market until launching is clearly articulated; this determines revenue and profit margin obtained on the same product. Successful launch enables easy penetration in both local and international markets, and this grants access to new customers, while at the same time expanding current business domains. There should be efficiency within internal communications which represent vital factor for success of an early program. Senior management should be willing to commit resources for the success of processes during launching (Kotler et al., 2009). Main findings: Launching of ‘Personal Sleep Monitor Device’ Business organizations should be aware of high number of cases concerning new product failure within the market. Therefore, it is necessary to take caution based on anticipated market uncertainties, such as fierce competition from such rival products as IKEA. False start or rather poor launch of product within the market usually presents a pre-requisite to its failure within same target market segment. This calls for thorough research before undertaking serious and effective launch (Omar and Nwankwo, 2011). At the same time, it is important to note that successful launch does not guarantee success to poor quality produc