The research was conducted for a case company Holiday Club Saimaa. The purpose of the study was to analyse the market for a potential new service of culinary tours in Holiday Club Saimaa and productize this service for the company. The preliminary information for the research was gathered from resources such as scientific literature, the Internet resources, and also from a Bachelor's thesis by Anatoly Lvov. Moreover, the data were collected via personal interviewing of potential customers: an executive director of the culinary school Ragout (Moscow), a CEO of Ilya Lazerson's culinary studio (Saint Petersburg), and a leading specialist in budgeting strategy department of the Central Office of LUKOIL (Moscow). In the study the following concepts were used: business-to-business marketing, market segmentation and marketing mix 7Ps. Based on the research results, the plan on how a service should be productized was created.