Marketing & Communications in a Digital World

This report by Desklib covers the seven elements of marketing mix, market research methods and marketing plan for the relaunch of Nokia 3310 after 17 years. The report explains the importance of marketing and communication in a digital world. The market research plan includes a survey method with a sample size of 5000. The report also discusses the budget and ethical considerations for the marketing campaign.

Marketing &
Communications in a
Digital World

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Explain the seven elements of the marketing of mix in context of the chosen organisation......1
Carry out the market research and identify the research equipments........................................2
Create a marketing research plan................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
The marketing is defined as the activity, set of institutions and processes for creating the
different actions such as communications, delivering the products or services and creating value
for the customers. The marketing concept is the wider term which includes everything and
bringing the attention of the people towards the offerings of the business organisation. It is very
important for the business enterprise to have a good marketing strategies in order to attract
customers. This is the way of the communication of the organisation with its audience which
help the company to grab their attention. This report is based on the case study of the Nokia 3310
where after the 17 years the company has planned to relaunch the product.(Malhotra, Nunan,.
and Birks, 2017.). This report will include various topic such as marketing mix, the various
considerations in the market research and the marketing plan for the product of the company.
MAIN BODY
Explain the seven elements of the marketing of mix in context of the chosen organisation
The marketing mix helps the business organisation to identify the various competitive
factors which can help the organisation. There are seven elements in the marketing mix which is
discussed below:
 Product- The Nokia is been recognised for selling the electronics which helps the
consumer in the communication. This is the most recognised mobile brand in the wo5rld.
The company sells the various kinds of the mobiles phones with the Nokia series.. the
product has the quality of the Hindi user interface for their Indian users. Who are not able
to understand English. The product which is been selected here is the Nokia 3310 which
is relaunched after the 17 years
 Price- it is been analysed that the Nokia believes in producing the budget friendly
products so that the people belonging to the different social; status could purchase their
products. It is very important for the company to understand the behaviour of the people
in order to price the products. The company uses the price skimming strategy in order to
keep the prices low and attract customers. It is been analysed that the Nokia sells the
product at high prices at the initial stage. (Kamps, and Schetter, 2018)
 Place- This is related to the distribution channel for the organisation. The Nokia does not
attract its customers directly whereas it uses the different distribution channels for its
production and services to reach the targeted customers. The various channel of
distributor for the Nokia are service operators such as Vodafone, Airtel etc. the company
also has the online website for selling its products to its customers.
 Promotion- This is the strategy which is related to the promotion of they product or
service. The Nokia uses the various digital channel to promote its products such as social
media, television, advertisements etc. the company also uses the various gifts, vouchers
in order to attract customer. The public relation also played the vital role in the
promotional strategy for the Nokia. As the organisation provides the financial aids to the
social programmes such as charities, educational activities etc. (Bagozzi, and et.al.,
2018).
 People- This includes the people who are belonging to the business organisation and
serving to its cust0omers. They might be the staff members, sales person, customer
service executives etc. it is very important for the Nokia to have a killed staff members
who can advertise the product affectively which will help the organisation to attract
customers. The people are the most element in the marketing mix which takes the
1

initiative to serve the customers at their best and provide the product in the market.
 Process- This is the element where it is defined as the delivery of the product or service
to the customers. It is very essential for the business organisation to keep a track on the
process of the production. The Nokia need to look for the smooth functioning of the
product or services to its customers. (De Mooij, 2019)
 Physical evidence- This is the element which focus on the appearance of the busyness
organisation in the physical manner. This may include the receipts as a proof of the
brand and the purchase of the product or service from the business origination. It is very
essential to the Nokia to have its physical appearance in order to build the trust of the
customers.
Carry out the market research and identify the research equipments
It is very important for the marketer to have a good research before launching the product .it is
important to analyse the market for the business organisation. Some of the methods are discussed
below:
 Closed ended questionnaire/ surveys- This is the type of the research which is
conducted by the marketers where the various closed ended questions is bene prepared
and the people are asked to fill it. In this there are various options provided for the people
to which they can select one option. This is considered the most easiest form the
customers point of view.
 Observations- This is the another method of the market resde4arch where the marketer
can either use of the direct observation or the participant observation. In this type of the
research the marketer can observe the participant in the environment where it can makes
notes of the observations. The another thing which can be focused is that the marketer
can dire4ctly interact with the participant.
 Theoretical analysis- This is the another technique which can be used by the business
organisation in order to evaluate on the market research. This can include the reach on the
basis of the various theory aspect which will help the marketer to analyse the
environment and the preferences of the customers within the environment. (Beirman,
2020).
From the above methods it is analysed that the Nokia can focus on the survey method
which is the most suitable for the market research. The other two options are not suitable because
this requires a technological aspect and the time consuming method for the business
organisation. The organisation can focus on the survey method of the market research which is
the most beneficial for the analysing the environment and customer preferences.
Create a marketing research plan
The4 marketing research plan is been created which includes the various steps in context
of the relaunching of the Nokia 3310.
 Overview- This is the first step where the business organisation need to identify the
problem within the organisation and what need to be considered. This related to the
overview of the market research plan. The Nokia is planning to relaunch the Nikia3310
which ned to be analysed properly.
 Objectives- To provide the product leadership, operational excellence and the customer
loyalty. Also to understand the different channels which is the effective for the company.
 Deliverable outcomes- This is related to creation of the surveys and the the targeted
people needed. The marketer should able to focus on the getting the responses from the
2

people.
 Target audience- The target audience for the organisation can be between the age group
of 30-60. they can be targeted easily the marketer can focus on getting the responses of
the people.
 Sample plan- In this it is analysed that the number of the sample which can be taken into
consideration is the 5000 which will be appropriate to analyse the market demand of the
product.
 Research method- The research method which is chosen for the Nokia 3310 is the
survey which is the most suitable for the marketing campaign for the relaunching of the
product.
 Budget- This include the budget of the company in the market r4ewseach which is the
paper and the effort of the marketer.
 Ethical and further considerations- This is the last step where the marketer need to
evaluate the choose method is correct or not. The marketer need to analyse the issues
which might be there at times of the marketing plan. (Jacobson, Mazur, and Nader,
2019).
CONCLUSION
From the above report it is concluded that the marketing is related to the promotion of the
product or service. The marketing is the wider term which explains about the various aspect it is
been analysed that it is important for the business prorogation to market its product in the
environment in order to make aware to its customers. The plan which is conducted above is the
relaunching of the Nokia 3310 after the 17 yeasts. There are various methods of the market
re4aech such as observations, survey etc. the most suitable market research method is survey
which can help the organisation to prelatic its product.
3

REFERENCES
Books and Journals
Bagozzi, R.P., and et.al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Beirman, D., 2020. Restoring tourism destinations in crisis: A strategic marketing approach.
Routledge.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. Sage.
Jacobson, M.F., Mazur, L.A. and Nader, R., 2019. Marketing madness: A survival guide for a
consumer society. Routledge.
Kamps, I. and Schetter, D., 2018. Performance marketing. Springer Fachmedien Wiesbaden.
Malhotra, N., Nunan, D. and Birks, D., 2017. Marketing research: An applied approach.
Pearson.
4