This paper analyzes the process of placing olive oil on the global market using a marketing mix with an emphasis on the specificity of the observed product. The characteristics of olive oil, the conditions and the complexity of production have provided insight into the reason for the demand for olive oil, which is present in almost all global food markets. Each country has its own food laws that regulate the sale of olive oil, in addition to which there are organizations dedicated to improving the quality of olive oil and compliance with legal regulations, despite this, olive oil is still the most counterfeit food in the world. At the beginning of the work, olive oil was described by its biological characteristics, then as an element of the marketing mix viewed from the economic aspect. The promotion of olive oil is key to success and survival in the market due to the higher cost price compared to substitute products, and it needs to be adapted to the category of olive oil and the target group of consumers. Grubić Oil Mill is important for the topic of this paper due to the nature of the company's business, which consists of olive production, olive processing and sale of extra virgin olive oil, thus unifying the process of production and sale of olive oil and marketing olive oil.