This paper will cover the SAVE marketing-mix as well as the bases on which the marketing-mix is based and what influenced its development and development from the 4P marketing-mix. The work is divided into several units. The first chapter introduces us to the importance of marketing, the fundamental goal of which is to find a way to satisfy consumers who are the foundation of the marketing system. The second chapter deals with the marketing concepts that make up the basics of marketing. This chapter deals with the marketing planning process and the factors that the company must take into account when drafting it. The third chapter covers consumer behavior analysis and factors affecting its behavior when purchasing. Also, the chapter deals with consumer profiles and how the development of technology and social networks has influenced the creation of a contemporary consumer. The fourth chapter covers the basic elements of marketing - 4P marketing-mix. The chapter deals with the product as the first marketing-mix component and the life cycle of products and also components of the product, the price and the factors influencing its determination as another marketing-mix component, promotion and media-plan as the third component of marketing-mix and distribution and supply chain management as the fourth component of marketing-mix. The fifth chapter analyzes the SAVE marketing-mix and its elements and focuses on marketing-planning. Sixth chapter deals with the SAVE marketing-mix on the example of the company Bellabeat, which has successfully applied all elements of SAVE marketing-mix in its business and satisfied the wishes and needs of consumers discussed in the seventh and final chapter.