Every day in the world, thousands of products are produced. Each of us is a consumer of a number of products that can be consumable or durable. All these products go through the product's lifecycle. The whole product life cycle consists of four phases: the product introduction phase, the product growth phase, the product maturity phase and the ageing phase. From the very beginning, that is, the introduction of the product is formed according to the consumer's wishes, and economic operators, through the research and analysis of consumers and markets, want to understand what consumers want in order to know what to offer. Within each phase, the product faces various challenges. The first phase requires a detailed analysis of the existing market situation, and the achievement of profits is extremely difficult. The second and third phases of the product's life cycle are accompanied by an increase in revenues and an increase in demand, while in the last phase the demand for the product is low and innovation is introduced. In the end, there may be a complete withdrawal of products from the market. In order to survive and continuously improve their own sales, businesses must observe, in a quality and timely manner, the modification of a particular phase of the life cycle and adapt the strategy and approach to market processes accordingly. Lino Chokolino, as a product, has been one of the most important market products in the children's food industry for many years. Therefore, Skolino and Podravka represent a relevant entity in the observance of product life cycles. Podravka, as a company, has been building a market leader image of domestic production for years. In conclusion, it is evident that we cannot talk about product success at its beginnings. Marketing of market analysis and strategies is needed to improve production and to highlight the product.