Marketing & Communications in a Digital World

This report discusses marketing strategies in the digital world and how Nokia can relaunch their iconic Nokia 3310 in the market. It includes an assessment of the marketing mix for Nokia 3310's first launch, research methods selection, market research plan, and target audience. The report also includes a presentation on market segmentation, targeting, and marketing mix for the relaunch of Nokia 3310.

Marketing &
Communications in a
Digital World

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Research Methods Selection........................................................................................................2
Market Research Plan..................................................................................................................4
Presentation .................................................................................................................................6
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing can be defined as activities company perform to attract more customers. Companies
make marketing strategies to communicate with customers and society to deliver their message
and create a value for their products (Zhong and et.al., 2018). Advancement for technology
marketing functions have also changed significantly. In digital world companies use technology
to make their marketing plan more efficient and effective. With the help of technology
companies can easily get market insights and then use these market insights to create successful
marketing campaigns. Analytics tools are helping marketers to identify and influence potential
customers easily (Feng and et.al., 2020). In this report we will discuss how Nokia can relaunch
their iconic Nokia 3310 in the market.
TASK 1
Assessing seven elements of marketing mix for Nokia 3310 first launch.
Product – Nokia 3310 was a feature loaded mobile at that time, the mobile gave users chat
function and it allow users to send long messages. The mobile also had long battery life and
unique design which users at that time liked a lot. The mobile still has a reputation of being
a unbreakable phone and this was one of the product that gave Nokia a competitive
advantage in the market.
Price - Nokia believes in making budget friendly phone so that they can make their products
available for everyone. The company used skimming pricing strategy and this strategy
proved to be very useful for them at initial launch. In developing countries like India the
company provided their phones at very low price which helped them to make a large
customer base around the world.
Promotion – The company used various media channels like television, radio, newspapers and
brochures to market their products to customers. The company also introduced a marketing
concept in which they give a chance to customers to win an exciting gift on a purchase of a
mobile phone. The product become Nokia's iconic device very soon and its durability,
design and features let Nokia to not worry more about promotions.
1

Place – The company used distributors to sell their handsets around the world. The major
channel company used is independent retailers and supply stores. Nokia used strategy of
targeting urban customers initially and with their feature phones they penetrate in rural
market eventually. The company sold their product in different countries which also helped
Nokia to sell maximum number of units.
People – The company trained their employees to become customer centric which helped them
to create a product like Nokia 3310. The company also provide training to their dealers
because their dealers were the people who directly communicate with the customers. By
training independent retailers, the company made their distributors their representative.
Process – The process is critical element of marketing that help companies to implement and run
a successful marketing campaign. Company identified opportunities at that time very well
developed product accordingly. People felt that they have a need of the product and that
helped them to make more sale. The company also had a well-planned process which
determines how the customers receive their products.
Physical Evidence – The company provided aftersales service and created a brand image of
making durable and feature loaded mobile phones. Nokia's tag line “Connecting People” and
their boot animation grab user’s attention. The design of their product was unique and new
for the customers.
Research Methods Selection
The company need to perform market research before the relaunch of the product. For the
research company can use various research techniques like surveys, interviews, focus groups and
customer observation.
Surveys – It is the most common practice companies perform for marketing research. Market
surveys are tools that allow companies to directly collect data and feedbacks from target
customer base (Kumar and et.al., 2018). Data received from these surveys can be helpful in
developing and marketing the products. With market surveys Nokia can collect information
about customer demographics, expectations and needs. Research project take a lot of time and
the time gap between surveys and product launch can make surveys irrelevant. Mobile phone
2

market is a rapid changing market and and due to these changes the research can become
meaningless and irrelevant.
Interviews – The interviews are direct conversation with customers from target market. This
technique provides benefits in understanding target market. Interviews are personal form or
research and are generally easier for respondents. This process of survey can be very time
consuming. Interviews also capture emotion and behaviour of customers and provide accurate
data to the company. Interviews can be costly because it requires huge staff to conduct interview,
also the interviewers play an important role in analysing consumers. The size sample of data is
also limited in these types of surveys which can make the data irrelevant.
Focus Group – In this type of market research the company can bring targeted customers
together and then a moderator starts a conversation within that group. The participants of the
focus group are selected according to factors like age, status, race etc. In focus groups consumers
are given the chance to speck and tell their perspective with a group. These groups are made to
identify consumer's feeling, perception thoughts and ideas about the products. These group
discussions should be conducted in non-threatening and receptive environment (Dorie and
Loranger, 2020). The quality of data generated from the focus groups are based on the ability to
keep participant focused on the task. They are expensive to execute and sometimes people may
not voice their opinion openly in a group.
Competitive Analysis – It is a market research method in which company collect and evaluate
information about their competitors in the market. In this method company identify all
competitors and analyse their offering, market strategies, pricing strategies etc. This information
can help Nokia to understand their competitor’s strength and weaknesses. This also allow
companies to understand customer’s preferences in the specific market.
Observation – This is the act in which company study consumers and their behaviour.
Observing customers give company an understanding of how consumers behave when they make
a purchase. This method of market survey involves filming consumers at stores and analysing
their shopping habits or patterns. This method can help company to know what attract consumers
to buy a product. The data collected from this research method is always real or true and it
provide better market insight of targeted consumers behaviour.
3

Nokia can use observation as their market research method, the company want to relaunch the
Nokia 3310 and market has been completely changed from past. Nowadays consumers need and
wants are changed completely. The company need to make some changes so that the new Nokia
3310 can become a competitive product in the market. If company can observe their targeted
consumers critically they can get all the market insights, they want for the successful relaunch.
One of the USP of old Nokia 3310 was its unique design, observing customers closely can help
company to create the best design again.
Observation as a research method will be the best fit because it takes less time than other
methods and also it does not cost that much as compare to other methods (Ottley, Bechwati and
Sisodia, 2019). In spite of being a cheap and less time consuming process this process provides
all the data and insights company need. Surveys, interviews and focus groups are all time
consuming and costly processes. Using these methods can increase the time between market
research and product launch, this can make data collected irrelevant.
Market Research Plan
A strong market research plan is critical for launching the Nokia 3310 again in the market.
Market research plan for Nokia is as follow -
Situation Analysis
Strength
The consumers have a nostalgia about the
phone and the battery life phone provide will
the best in the market. The old mobile was one
of the best seller in the market. The durability
of the phone is also a big strength.
Weakness
The company have lost their position in the
market and the phone is a basic phone which
lack many features as compare to smartphones.
Opportunities
There are not so many feature phones available
at market. It the company can establish their
new phone then they can gain a competitive
advantage in the industry (Kumar and et.al.,
Threats
Smartphones and other feature loaded phones
can be a threat for the product.
4

2020).
Objectives
 To understand the most suitable shopping channels for our customers.
 To understand the need of feature phone in the market.
 To analyse if the battery life of phone and affection with the phone is enough to generate
sales in the market.
Target Audience
The target audience for the phone will be youth and old demographics. The mobile can be the
best option to become the first phone of teenagers. The phone provides a limited access of
internet which can help teens to avoid heavy internet use. Also the price of the phones will be
low so teenagers who are on the outlook of parents would consider the phone as a option. On the
other hand, phone is a feature phone which is a good fit older demographics. Large buttons, bold
font and emergency assistance feature can be helpful for older customers. The duel SIM
audience is also a target group the company will be considering.
The market research plan will follow the strategic processes mentioned below -
 Developing Current Digital Footprint – To create a successful digital marketing
campaign Nokia need to develop positive digital footprint. Digital footprint will
determine the standing of Nokia 3310 on the internet. Digital footprint increases brands
discoverability, reputation and trustworthiness (Ottley, Bechwati and Sisodia, 2019).
 Gathering Customer Information – The research plan will also focus on collecting
market data and insights to make effective strategies and marketing campaigns with the
help of digital analytics marketing tools. The data collected through research can also be
helpful in developing great products, or to increase overall profitability of the company.
 Gauging Product Interest – The market research will also analyse the interest for the
product in the market. People have nostalgia and affection with the product, but the
research will analyse if these factors are enough to generate sales for the Nokia 3310. By
observing customers online through digital listening the company can gauge product
interest.
5

CONCLUSION
In this report we have assessed the marketing mix of Nokia 3310 first launch with the analysis it
is concluded that the marketing mix was very good according to that time but to relaunch the
mobile the company need to change their strategy. We have also discussed many marketing
research methods in this report. We have also created a market research plan and determined the
target audience for relaunching the phone.
6

7

REFERENCES
Books and Journals:
Dorie, A. and Loranger, D., 2020. The multi-generation: Generational differences in channel
activity. International Journal of Retail & Distribution Management, 48(4), pp.395-416.
Feng and et.al., 2020. Mobile targeting in industrial marketing: Connecting with the right
businesses. Industrial Marketing Management, 86, pp.65-76.
Kumar and et.al., 2018. Marketing research. John Wiley & Sons.
Kumar and et.al., 2020. Generating competitive intelligence with limited information: a case of
the multimedia industry. Production and Operations Management, 29(1), pp.192-213.
Ottley, G., Bechwati, N.N. and Sisodia, R., 2019. Conscious Marketing: Meaning and
Application. Handbook of Advances in Marketing in an Era of Disruptions: Essays in
Honour of Jagdish N. Sheth, p.25.
Zhong and et.al., 2018. Using online reviews to explore consumer purchasing behaviour in
different cultural settings. Kybernetes, 48(6), pp.1242-1263.
8

Presentation
Introduction
The company is planning to relaunch their product Nokia 3310 in the market. During the 1990s
the company grow rapidly in telecom industry and they launch their previous 3310 model in
1998. Now after the successful market research campaign the company have enough market
insights and knowledge to relaunch the product.
9

Market Segmentation
The company will follow demographic market segmentation strategy to create groups of
potential customers. The target audience for the new Nokia 3310 will be people who have used
the old handset. The old mobile was launched in 1998 and at that time the phone was most
popular under youth. These customers still have affection with the product, that's why the
company will segment its customers under the age factor (Nuttavuthisit, 2019).
10

Targeting
The company's main focus will be the customers who are 25 years and above. The company will
use nostalgia marketing to influence these customers. The digital marketing campaign for these
customers will include advertisement and messaging which will trigger the nostalgia for the
Nokia 3310. The phone is very durable and with minimum features it is very easy to use. The
mobile also have a very good battery backup. These specifications make this mobile a good fit
for elderly peoples and for the peoples who are looking for a backup mobile.
11

Marketing Mix
 Product – The product is already a proved product in the market and this time the
company is launching it with some modifications. The design and look of the product
will be very similar with the old 3310. The screen size of new 3310 will be big and the
camera on the back panel will also make a slight difference. The durability and battery
life of the handset will be according to Nokia's standard.
12

 Place – The mobile will be sold through online and offline both channels. The company
will use retailers and store to sell in the offline market. For online the company will use
their website and few other popular online retail websites.
13

 Price – The price of the phone will be affordable for everyone because the product will
be made to suit every class of customers irrespective of their budget. The phone will be
one of the most affordable mobile phone in the industry.
 Promotional – The company will use nostalgia marketing but some features of the
mobile phone like a month’s standby time, durability and duel SIM support will also be
highlighted. The online marketing campaign will use social media marketing and e-mail
marketing. The company will also send personalised e-mail to their old customers. The
company will use market research data to make effective campaigns the company will
use their old sales data to identify their old customer (Lalaounis, 2020).
14

Product Life Cycle
 Introduction – The old product was introduced in 1998 and it was the market leader at
that time. The mobile was filled with new features and its durability, battery and design
made the handset a trend in no time.
 Growth – The company launched their product in different countries in different years
and the product got the same response from every market. The product grew slowly with
the launch in different countries. This time the company will launch the product around
the globe at same time. So it can grow in the market fast.
 Maturity – Before introduction of touchscreen and QWERTY keypad mobiles the
market share of Nokia 3310 was on its peak. The company was facing market saturation
at that time. The new product can get a saturation point when the feeling of affection and
nostalgia will be gone from the market.
 Decline – New technology and innovation impacted old 3310's sale and market. New
mobile phones with more features came in the market which reduced the products sale.
15

Marketing Research
The marketing research is important before developing, launching or marketing any product
service (Huang, Jin and Coghlan, 2021). There are various methods of market research and the
company will be using customer observation and social media listening to get the required
information for the successful relaunch of the phone.
16

Impact of Marketing Research
The marketing research will provide data and market information which will help company to
make effective marketing and sales strategies. The market research facilitate company to
understand customer behaviour (Smith and Zook, 2019). With the research Nokia can understand
if the amount of affection and nostalgia present in market is enough for relaunching the phone.
CONCLUSION
In this report it is concluded that market research is a significant process for every company to
launch new products or to create a successful marketing campaign. This report provides a brief
information about how Nokia can relaunch their 3310 model after 17 years of initial launch. In
this report we analysed marketing mix of the old Nokia 3310 and created a new marketing plan
for the brand new 3310.
17

REFERENCES
Books and Journals:
Huang, D., Jin, X. and Coghlan, A., 2021. Advances in consumer innovation resistance research:
A review and research agenda. Technological Forecasting and Social Change,
166, p.120594.
Lalaounis, S.T., 2020. Strategic brand management and development: Creating and marketing
successful brands. Routledge.
Nuttavuthisit, K., 2019. Alternative Techniques. In Qualitative Consumer and Marketing
Research (pp. 211-237). Springer, Singapore.
Smith, P.R. and Zook, Z., 2019. Marketing communications: Integrating online and offline,
customer engagement and digital technologies. Kogan Page Publishers.
18