marketing mix is a selection of customer focused business elements which work together as a toolkit to market your product or service. The tactical section of a marketing plan summarises how you intend to use each element of the marketing mix, which can be summarised in seven 'Ps' as shown in the illustration below. Product Product refers to the items you are selling or the service you are providing. Your product based tactics link back to your overall strategy - if your strategy is market penetration (see the Ansoff matrix), then there may be little need to do anything to the product. However if you have chosen product development or diversification, then a certain amount of research and development, and product design will be needed. Price Comparable pricing -- if you are not the market leader, competitors will have set a price expectation which can be followed Market penetration strategy -- deliberately low pricing in order to enter or control a market quickly. Place Place refers to the method of getting your product to the consumer - this could be a dealership or an online shop. How will you attract more retailers to sell your product? How will you maintain a premium appearance? How will your distribution network function? How many countries should you operate in? Promotion Promotion is much more than just advertising - this is the discipline of marketing communications. What is your branding strategy? Which promotional channels will you use? How will you divide up the budget?