The marketing mix refers to the four Ps of marketing: product, promotion, price, and place. It is important that these four elements are coordinated to give customers a consistent message and integrated marketing plan. An effective marketing mix has objectives that fit the budget, elements that complement each other, and targets the right consumers.

1. The Marketing Mix
Marketing planning begins with market research to
determine PRODUCT (Solution), PROMOTION (Info
rmation), PRICE (Value)
and PLACE (Access). S.I.V.A.

2. • Coordinated marketing mix: Key marketing decisions
complement each other and work together to give
customers a consistent message about the product.
If just one part of the marketing is inconsistent or does
not integrate with the rest, it may lead to the failure of
even the best marketing plan. The most appropriate
marketing mix decisions will therefore be:
Based on marketing objectives that are affordable within
the marketing budget
• Coordinated and consistent with each other
• Targeted at the appropriate consumers.