Marketing & Communications in a Digital World

This presentation covers STP model on Nokia’s new product, marketing mix of new product and effectiveness of promotional mix and product life cycle. It also discusses the importance of digital marketing and communication practices in today's world.

Marketing and communication in digital
world

Table of Content
 Introduction
 STP model
 Marketing mix
 Effectiveness of promotional mix
 Product life cycle of Nokia
 Conclusion
 References

Introduction
Digital marketing teaches how to upgrade, build and
sustain the reputation and image of the brand on digital
platform so that the company can attract more customers
and will also be able to make sure that the company is
having products that are according to the needs and
demands of the market. This PPT covers STP model on
Nokia’s new product, marketing mix of new product and
effectiveness of promotional mix and product life cycle.

STP model
• Segmentation- This is the procedure where companies divide their
market into smaller segments to understand each segment
appropriately.
• Targeting- This is the process where companies choose a single or
few segments as their targeted audience to which they are going to
offer their new product. In context of Nokia, they targeted their
customers from age group of 20-40 for their new product because
this age group is more active and satisfied with additional features
of mobile phones.
• Positioning- This is the process of creating a high positional of
product in market to gain more customers.

Marketing mix
• Product- It will describe main features of product to attract
customers. In context of Nokia their new product have few features
like their high quality camera will provide features like a Apple
iPhone have.
• Price- Nokia have good pricing strategies for their new product and
they have affordable prices of their new product for high income
customers as well as for medium income customers.
• Place- Nokia have their well establish stores where customers can
reach and test the quality of new product.
• Promotion- Nokia promote their new product effectively on social
media sites like Instagram, Facebook, Twitter and many others.

Continue…
• Physical evidence- Their official website, their trademark, logo and advertising activities publicly is the
proof of their actual existence and introduction of their new product.
• People- Their employees are the main asset for them who help the company to grow well by
manufacturing their new product and managing the events for launching their new product.
• Process- There is long process of manufacturing new product to sell it to targeted customers. This
process is mentioned below-
• Effective plans are formulated for new product launch.
• Testing the new plan in the market with few samples to analyse the efficiency of plan that it will meet the
needs and wants of targeted customers or not.
• Execution of plan takes place after getting positive feedback from the market. Nokia order their raw
material and ask their engineers to work on new software.

Effectiveness of promotional mix
In context of Nokia, they use Social media marketing to
promote their new product. It is considered as one of the
most effective promotional tool for Nokia because they are
having large number of followers on social media sites and
this followers are from different countries. Hence, they can
reach to large number globally through uploading the
pictures and videos of their new product.

Product life cycle of Nokia
• Introduction stage- At the starting stage, Nokia
manufacture cables and plugs. They launch Nokia Lumia pro
initially. Initially they are having less demand in the market
so they did not launch any new model of their cell phones.
• Growth- Nokia launch Nokia Lumia pro and as per the
predictions after many years this product help them to grow
well in the market and gain a good reputation. It is estimated
that over 160 million cell phones of Nokia have been sold
after this launching.

Conclusion
It is concluded from the above information that STP model is used to analyse different types of
segments of a market used by a company and how they targeted their customers. Positioning of
a product helps to analyse different ways to promote a product well. It is also concluded that
marketing mix is used to analyse different factors which is used to launch a product like
products features, price of new product, promotional activities and many more. Promotional
activities of a brand is considered as effective because it help them to aware their customers
that they are launching their new product and also analyse the main features of product.
Product life cycle stage have four stages which describe the life of a product from its
introduction to its existence.

References
• Costa, R.A.D. and Seabra, R., 2021. Digital Marketing Strategies for Local Accommodation
Establishments Is It Really Important?. In Marketing and Smart Technologies (pp. 535-547).
Springer, Singapore.
• Ferdous, A., 2019. Digital Marketing and Communication Practices by Texort Digital Marketing
Agency: A hands-on initiative through social media communication.
• Hoi, H.T., 2020, February. Attractiveness of Online Marketing in the Age of Industry 4.0. In
Proceedings of the 2020 The 6th International Conference on E-Business and Applications (pp. 1-
4).
• Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing Journal,
pp.j-ausmj.

Thank You