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Abstract
Marketing mix is the combination of different marketing decision variables being used by the company to market its goods and services. After identifying the market and marketing research to gather the basic information about it, the next step is the direction of market programming, is to decide upon the instruments and the strategy to meet the needs of the customers and the challenge of the competitors. Marketing Mix comprises of Product marketing mix and Service marketing mix. It offers an optimum combination of all marketing ingredients so that companies can realise goals for example profit, sales volume, market share, return on investment etc. The marketing mix is grouped under four elements i.e., Product, Price, Place, Promotion for the Product of the firm but in case of the Service concern it would be additional three P’s i.e., Process, People and Physical Evidence. A profitable formula of marketing operations is that mostly marketing mix changes as per marketing conditions and also with changing environmental factors.