Launching a new product requires a creative and analytical approach that will embrace the needs of a variety of customers. Therefore the key to success, during the launch stage of a new product, lies in finding those customer segments which are most disposed to become early adopters. Once the new product has been launched and is widely accepted, the more conservative customers will be easier to sell to. This study proposes the launch strategy of an aerosol spray paint which is designed for the use in a DIY market of the automotive refinish segment. The study take a form of an assessment survey involving a literature review and a survey of managers and sales representatives of selected automotive dealerships and body repair shops. The literature review identified best practices that should be followed to launch a new product: starting with assessing the market potential of the new product, followed by a series of activities including pre-launch and then a full launch. The strategic marketing approach required to launch a new product is also described throughout the process. The empirical survey and research methodology employed in the study is described. This is followed by the survey questionnaire used for gathering the data needed for analysis. The research findings of the empirical survey are then analyzed and reported on. Various recommendations flowing from the results of the empirical study are presented in the final chapter.