This paper discusses the design for market launch of a new concept in automated picking for the retail food industry. The design concept will subsequently be applied to a product of the KNAPP Systemintegration GmbH. In the theoretical part the thesis describes a modular approach to the design concept. This approach comprises the following three modules: data gathering, analysis and evaluation as well as design and control. Each of these modules contains the tools and means necessary to generate the output for the following module. The approach is designed cyclically and provides the possibility to launch the cycle according to available data and information. In the practical part of the paper the modular design approach is applied to a product of the KNAPP System Integration GmbH. To this end a process phase diagram, derived from the modular approach, is created utilising the available tools and means. The output covers a marketing strategy with a catalogue of measures in order to position the product in the market.