The Sizanani Mzanzi Marketing Mix

In January 2017, Sizanani Mzanzi had noted that its products and brand were unknown in the areas in which they operated, and there was thus a need to increase awareness, visibility and confidence in these. With this aim, in 2017 BMi Research conducted consumer research to understand purchasing and consumption habits for instant porridge and juice concentrate. The results of What is the Marketing Mix? Neil Borden, of Harvard Business School, used the term ‘marketing mix’ in 1991 to describe the set of activities comprising a firm’s marketing program. He noted how firms blend elements of this ‘mix’ into a program and how firms competing in one and the same product category may have dramatically different ‘mixes’ at work. As shown in Figure 1, the 4 P’s of Product, Price, Promotion and Place are often used to set out the marketing mix in an easy-to-recall way.1