Blending and adapting the marketing mix

A marketing mix is a blended strategy: product, price, place and promotion are chosen together, not one at a time. A decision about one element changes the others, so the four must fit as a set.

Decisions pull on each other

Suppose you sell custom-printed phone cases from a market stall. If you switch to tougher cases (product), your costs rise, so the price may need to go up. That higher price needs promotion that explains the extra protection, or customers may choose a cheaper stall. Moving sales online (place) adds postage costs and changes how you promote, because you now need clear photos and a delivery promise.

Fit the business, not a textbook

The mix must be consistent with the enterprise's aims and objectives and stay within its budget. A business aiming to be seen as premium should not use the cheapest packaging and constant discounting, because those decisions send a different message. A tight budget might mean using a school newsletter and a stall rather than a large advert.

Adapt the mix to the nature of what is sold, its target market, competitors and the size of the business. A weekend craft club cannot be stored on a shelf, so place and promotion must persuade people to book a session. Parents of young children may need afternoon times and safety information; a larger competitor may offer longer sessions, so the club stresses small groups. A sole trader can run a booking sheet and a local poster, while a larger firm could pay for a wider campaign.

No single right mix

There is no single correct marketing mix. Two businesses selling similar goods can succeed with different mixes because their aims, customers and resources differ. Judge a mix by whether the four elements support one clear message and help the business meet its aims within budget.