The marketing mix is an effective evaluation tool that can help develop an efficient marketing strategy for a product. The 4Ps of the marketing mix are product, promotion, price and placing (Goyal 2013). Boehner and Gold (2012) note that pricing and promotion are essential dimensions when it comes to innovative products. It is necessary to add that many distribution channels are available nowadays, and placing does not play a crucial role in the success of the product. The dimension ‘product’ is important but when it comes to innovations, it is beneficial to focus on the other two dimensions as the potential consumer is unaware of the advantages of the product offered. The illuminated sign blackboard LED is an innovative product ( Shenzhen Suocai Electronic Technology Co. 2015). Its potential can be considered with the help of the marketing mix or rather the two essential dimensions. As far as the pricing is concerned, it is necessary to focus on a number of factors. Al Badi (2015) mentions some of the pricing methods widely used including cost-based, demand-based and competition-based. The price for the product in question can be developed using the cost- and demand-based approaches. The competitive-based approach can be applicable in some markets (at least, for now) as there is quite insignificant competition since the product is new. When it comes to the global market, it is necessary to note that the product’s price will depend on certain peculiarities of the market. It can be lower in developing countries where the demand is not very high. Clearly, the price can be higher in markets where the demand is high, and the buying power is also considerable. It is noteworthy that the price can be lower when entering new markets where the demand is potentially low. People will acknowledge the benefits of the product, and the demand will inevitably grow. Promotion is another important dimension. Al Badi (2015) states that this has become the central dimension in the modern world, and the success of innovative products depends on efficient promotion strategies used. The promotion has become the basic dimension due to the peculiarity of contemporary society where people have become accustomed to the abundance of products. Clearly, it is beneficial to enter the global market and, hence, it is necessary to develop a proper international strategy. Wong (2014) stresses that there should be a comprehensive international strategy, but promotion in each market should be slightly shaped as regards cultural peculiarities. The overall promotion strategy of the product in question should include the focus on sustainability. The global trend is social and environmental responsibility. Therefore, it is crucial to stress that the blackboards contribute to solving the burning issues associated with major environmental problems. Furthermore, it is also necessary to emphasize the product’s efficiency. The blackboard consumes significantly less energy than other types of signs currently used. This economic factor can be decisive for many potential customers. Innovation is another important facet of the product to concentrate on. Modern people see innovation as a part of contemporary life, and