The promotion of innovative products to the market is investigated. We take into account the promouting competitors in the market and the level of awareness. On the basis of the apparatus of mathematical game theory, was developed model activity on the selected segment of the consumer market. The model of the behavior of the subject in the selected segment of the consumer market on the basis of the apparatus of mathematical game theory. The choice of a mixed strategy, depending on the share of the market has performed. It will allow companies to optimize costs and take the maximum possible share of the market.
Keywords: model, marketing strategy, market