Marketing and Communication: A Study on the Relaunch of Nokia 3310

Marketing and
communication

Table of Contents
INTRODUCTION...........................................................................................................................1
Elements of the Marketing Mix.......................................................................................................1
Research requirements.....................................................................................................................2
Research Plan...................................................................................................................................4
Presentation....................................................................................................................................14
Conclusion.....................................................................................................................................20
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing and communication comprises of use of different marketing channels and tools
that includes advertising, direct marketing, branding, packaging, your online presence, printed
materials, PR activities, sales presentations, etc. for better promotion and awareness of a product
(Noris and et. al, 2021). Nokia is one of the leading phone providers that are based on effective
product innovation, pricing approach and other effective tactics. The purpose of current report is
to builds and maintains effective relationships with customers, prospects, and other important
stakeholders in the company through the help of effective marketing and communication of the
product (Kong, Witmaier and Ko, 2021). For meeting that purpose, the current report comprises
of a discussion about the Marketing Mix along with Research requirements and research plan for
and while launch and re-launch of Nokia 3310.
Elements of the Marketing Mix
The marketing mix comprises of a set of effective action that are being adopted and used
by a company as business tactics to effectively promote its brand and product within the current
market. An analysis of the 7P’s of marketing mix in context of the first launch of the Nokia 3310
has been provided as below:
Product: The product comprises of the actual item and services that is being offered. In
current scenario, the iconic headset of the Nokia 3310 is the product that comprises of first mass
market mobile and qualifies as a feature phone that is having 2.5G connectivity along with single
camera of 2 megapixels. Having Mass market feature is the greatest strength of the Nokia 3310
that is creating a high level of nostalgia and affection in the larger segment of the customers but
the access to the limited internet facilitates and allowing limited range of apps are the main
drawback of the product at the time of its launch (Butler, 2021).
Palace- The Nokia 3310 has been launched and distributed with the help of physical
based distribution network basically at the global level to have higher scope of the productivity
and sales comprise of many parts of UK and Asia through having through operator tie-ups with
the associations and operators like Vodafone, Airtel, T-Mobile etc. The launch of the Nokia 3310
has enhanced the complexity level in distribution but the global launch supports the enhanced
sales and higher productivity.
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Pricing- The pricing method that has been used and adopted by Nokia is based on value
prising as it is offering its feature mobile headset at an economical price by properly taking into
the account the beneficial and features of the product. The key advantage of value pricing
comprises of the fact that it attracts and caters a larger number of customers as they are offered a
valuable product on economical price but at the same time it lowers the profit margin of the firm
(Todorova and Zhelyazkov, 2021).
Promotion- It comprises of the advertising and promotional tool that are used for creating
awareness about the product. Nokia tend to make use of the television advertisements, sign
boards, bill boards, radio and newspapers, brochures, posters, dummies and display stands for
promotion of its product. Still use of online and digital channels is limited that is a major
drawback at the time of launch of Nokia 3310.
People- Nokia is appointed most skilled and qualified engineers for the effective launch
of the Nokia 3310 including all vital features. But appointing of skilled and qualified engineers
has enhanced the cost of production (Muritala, 2021).
Process- Implication and adoption of simple business operation has been made by Nokia
for effective launch of its new product. The distribution process of Nokia for headset Nokia 3310
comprises of physical distribution through having tie up with the associations such as Airtel and
Vodafone.
Physical evidence- It comprises of the tactics used to create a presence and positive mind
set of customers towards the Nokia 3310 for which use of the gifting concepts has been made
that attract and cater larger number of customers for the current featured phone. Gifting concept
would attract the larger number of customers for the headset but at the same time it is increasing
the cost of the product (Leonardo and Pribadi, 2021).
Research requirements
To ensure effective relaunch of the Nokia Headset, it is important and vital to carry out a
market research for successful relaunch through mitigating possible marketing problem. For this,
identification and selection of suitable research method is required, a discussion and analysis of
which has been provided below:
Three different primary method
the primary method of research comprises of the tools and techniques that are used for
direct collection of data from the selected participants. The main benefit of primary method
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comprises of the fact that it provides first-hand information that is more authentic and reliable in
nature but collection of data through primary method is costlier and time consuming.
Primary method Benefit Drawback
Questionnaire It supports more economical method
of data collection along with wide
coverage.
Only numeric facts are collected
and analysed thus, lack in-depth
information.
Interview Supports in-depth and theoretical
information about the behaviour and
attitude of the participants
(Aleksandrovna, 2021).
More time consuming and
complex in nature.
Observation Use of observation supports higher
level of accuracy along with provide
simples method for effective framing
of hypothesis.
More suitable for scientific nature
of project along with issue of lack
of control and difficulty in
quantification.
Based on above discussion, use of interview and questionnaire is seemed appropriate as
they interview supports in-depth information and questionnaire lead to better presentation of
facts while the use of observation is not appropriate for current market research as it its suitable
for scientific nature of study and also lack control.
Secondary Method
It comprises of use and analysis of pre-exiting information that is vital and important to
any market research as it facilitates a better base and framework for effective achievement of the
set objectives. Further, use of secondary method of data analysis are much easier and cost and
time effective as compared to primary method but risk of use of authentic and obsolete data is
there. Use of below stated secondary method has been made with current study the benefit and
drawback of which are provided as below:
Secondary method Benefit Drawback
Online article Easy to analysis and evaluate Might be obsolete and back dated
Online Journal Supports effective analysis of
pre-exiting information
Issue of copyright and authenticity
can be faced (Wang, 2021).
Online Books Provides most in-depth and Chances of out dated data are high
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theoretical information about a
topic
along with risk of off track
information
Research Plan
It comprises of stating of the discussion about the proposed research along with importance
and ways of conducting the investigation. The main aim and objectives of conducting currents
research are provided as below:
Aim
The main aim of current research is, “To evaluate about the key areas that supports
improved relaunch of Nokia 3310 along with determining the role of marketing and
communication for its improved success.
Research objective
 To determine about the key area and factors in which improvement are required to
support better relaunch of the Nokia 3310.
 To evaluate about the role of effective marketing and communication in enhancing the
success and productivity level of the Nokia 3310 during its relaunch.
 To investigate about the main aspects of a successful marketing campaign in a digital
world.
Timescale
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