The 10 P Marketing Mix is a marketing tool used for planning the commercialization of an innovation and promoting its sales.

When using the 10 P Marketing Mix for productizing an innovation, market potential is assessed from ten relevant perspectives. These elements create a comprehensive view of the right market segment and the best ways to market the innovation.

In a marketing plan (from the perspective of the marketing mix), the most essential aspects are determining an appropriate price for the product, selecting the right sales channel, and deciding how to promote sales. If product demand increases, it is necessary to evaluate suitable sales and marketing campaigns and establish their monitoring. Additionally, stakeholder relationships, potential sales and marketing partners, and the innovator’s role in promoting sales must be considered.

The method is originally based on the Marketing Mix developed by Harvard professor James Culliton in the late 1940s, which includes Product, Price, Place, and Promotion.