Marketing & Communications in a Digital World

This report discusses the importance of digital marketing and communication in today's world, with a focus on Nokia's relaunch of the Nokia 3310. It explains the seven elements of marketing mix and suggests using surveys as the best market research method. The report also includes a marketing research plan and notes on segmentation, targeting, and positioning.

Marketing &
Communications in a
Digital World

Contents
INTRODUCTION .....................................................................................................................................3
Explain all seven elements of marketing mix ....................................................................................3
Create a marketing research plan .....................................................................................................5
CONCLUSION ........................................................................................................................................8
.........................................................................................................................................................12
REFERENCES ....................................................................................................................................13

INTRODUCTION
The marketing is defined as the wider concept where the business
organisation needs to focus on the various aspect in order to achieve the goals of
the business enterprise. It is very essential for the organisation to adopt the
various digital marketing in order to attract wide range of customers. The
marketing is always developing in now a day as from traditional form to digital
form because of the use of the online platforms. The marketing communication
includes the various activities in which the organisation focusses on the ways
which are better in communicating of the product or service to customers. This
report is based on the case study of Nokia where the company have decided to
relaunch the Nokia 3310 after 17 years. The company is relaunching with new
features which will attract customers. (Kitchen, P.J., 2020). This report will include
various topics such as marketing mix of the company, various methods of
marketing research and at last create a marketing research plan.
TASK
Explain all seven elements of marketing mix
The marketing mix is a tool which is used by the business organisation in order
to focus on the various aspect of the selling of product or service. This is the
tool which helps the organisation inn identifying and creating a marketing plan
which will assist in developing according to the needs of customer. This is
related how the company will market it product in market. There are seven
elements of this too which are discussed below in context or Nokia:
 Product- This is defined as the item of the business organisation where
the company focus in in selling it to make profit. The product of the
company is the main asset where the business start developing. The
Nokia has the product such as mobile phones where it concentrate of
giving the smart phone by giving the service where people can
communicate to each other.
 Price- This is the strategy where the company keeps the cost of the
product which is charged in return of the product. It is very important for
the organisation to focus on pricing strategy in order to attract customers.
Nokia company concentrates of price skimming strategy which means
that at the initial stage the company keeps the high prices and gradually
lower down the price of the product. The organisation focusses on the
stability and reliability in order to keep its customer satisfied.
 Place- This is the element of marketing mix where the company ned to be
more aware about the distribution channel. The distribution channel for
the Nokia is the various distributors and the online and offline availability

of the products to its customers. The company can also concentrate of
making the smooth functioning of the flow of the product so that the
customers can purchase it from anywhere.
 Promotion- This is the element which is related to the promotional
strategies which can be used by the organisation in order to promote its
product or service. The Nokia company can use of the various
promotional tools such as advertisement, digital platforms which can
gave an advantage of attracting customers. The company can use social
media in order to promote and make aware of the product to the
customers in todays digital world.
 People- This is related to the staff members and the other people who are
involved within the organisation. it is very important for the company to
focus on giving the proper training to the people so that they can achieve
the success and growth within the organisation.
 Process- The company need to focus on the process of the company
where the employees and the customer should be satisfying with the
working of the company. The process is related to the operations which is
been help within the organisation.
 Physical evidence- This is the prof which can be in the form of receipts
so that the customer can identify the purchase of the product or service.
The company has the bill and receipts which is the evidence of the
organisation.
Identify the various market research methods for the relaunching of
the product and choose the appropriate for the company. Also
explain why the other options are not suitable.
The market research is defined as the process of determining the viability
of the new service or the product through the market research which is directly
conducted with the potential customers of the business organisation. the market
research helps the organisation in identifying the target market and also the
company can receive suggestions and ideas from the customers which needed to
be implemented in the product or service of the business organisation. There are
various methods of the market research which are discussed below:
 Surveys- This is the type of the market research which includes the
various questions in a paper which are open ended questions. This is been
practices by the business organisation to get a idea of the choices of the
customer. The company need to get it filled by the customers which are
been targeted. This is the method which can be easily carried in order to

know the knowledge and gain information related to the customer
perceptions.
 Personal interviews- This is another method where the marketer can take
personal interviews of the people which can give the idea of the market
scenario. In this type of market research there is a lot of practices and
patience requires and the marketer need to take care of the questions
which needed to be asked in personal interviews. This is the type of
research where the marketer can gain the information of market and the
perceptions of the customer in order to build the product accordingly.
 Observations- This is the market research where the marketer can
concentrate and observe the pattern and the behaviour of the customer
while purchasing the product. In this type of research, the marketer can
make assumptions of the behaviour which is been observed by the
marketer when the customer is purchasing.
From the above discussed various methods of the market research it is
been analysed that the Nokia company can focus on surveys method which is
beneficial for the company in analysing the market and get information
related to the customers. It is very important for the company to conduct
survey as the company is trying to relaunch and the company need to know
whether the customer will like it or not. This requires a lot of research of the
customers perceptions. It is also identified and explained that the other two
opinions which is discussed are not appropriate because the personal
interview might be a time consuming of the business organisation and
observations cannot be done correctly which is gain not relied on the true
circumstances. It is very difficult to observe customer while purchasing
because the mindset can be different of customer every time.
Create a marketing research plan
The marketing plan of market research is discussed below:
 Define marketing challenge- This is the first step of the marketing pkan
where the organisation needs to focus on the defining of the market
challenge and goals of the business organisation.
 Craft the survey questions- another step is that the questions which is
been framed by the marketer should be properly so that the customer are
able to understand. Also, the one thing which is important is that the

questions should be short and precise so that it is not time consuming for
the customer to read and answer it.
 Distribute the research survey to right audience- it is very essential for
the marketing plan that the surveys which are been distributed in order to
analyse the market and know the customer. The company should focus on
distributing to the potential customers.
 Review of new market research data- the data which is collected by the
company can be taken into consideration and there is need to reviewing
the data properly so that the product or service can be made accordingly.
 Make data driven market decision- this is the last step where the
organisation can make a good decision from the information collected
from the distributed surveys.

CONCLUSION
From the above report it is concluded that marketing is the wider concept
and in today’s world the companies need to focus on the digitalisation and
various marketing tools which are helpful in attracting customers. The use of
the digital platform will help the organisation in targeting the large customer
audience. The marketing mix of the company Nokia explains that the company
need to be aware of the various elements. The various marketing research
methods are discussed in which survey is the best suitable option for the
company.
TASK 2

NOTES
Segmentation- this is the first step where the company can focus on dividing the
customer into smaller parts which can be beneficial for the company to achieve
success and growth. There is various basis on which the organisation can
segment. In context of Nokia and the product Nokia 3310 the company can

focus on demographic basis. This is the most appropriate for the company in
order to have a wide range of customers.
Targeting- this is another step whether the business organisation need to focus
on the potential customers. The company can focus on the age group people
between 30-60 for the product which is relaunching in the market.
Positioning- This is the third step where the organisation need to concentrate on
the position of the product or service which means that the product should be
able to differentiate from its competitors which will attract customers. It is very
essential for the Nokia to be unique and create a different feature so that the
customers are attracted.

REFERENCES
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Routledge.
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Shevchenko. Marketing communications, (3), pp.176-181.
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Valeeva, Y.S., 2019, April. Evaluation of Event Marketing in IT Companies. In International Scientific
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487-493). Springer, Cham.