Marketing & Communications in a Digital World

This report critically analyses the marketing mix related to the first launch of Nokia 3310 mobile. It explains the impact of marketing mix elements on the initial launch of Nokia 3310 product and effective market research methods for solving marketing problems. The report also develops a detailed market research plan along with explaining the strengths and weakness of research related to the Nokia 3310 product relaunch. It covers the identification of target audience, segmented audience and also identified the projected success. Furthermore, the project has also selected effective promotional mix strategy and also analysed the effectiveness of marketing campaign.

Marketing & Communications
in a Digital World

Table of Contents
Table of Contents.............................................................................................................................2
Introduction......................................................................................................................................1
Main body........................................................................................................................................1
Task -1:............................................................................................................................................1
Describing the impact of marketing mix elements on the initial launch of Nokia 3310 product1
Explaining the market research methods and selecting the best one for solving the marketing
problems of first launch...............................................................................................................3
Designing the detailed marketing research plan..........................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................6
Appendix:........................................................................................................................................8

Introduction
The marketing communication is the channel that supports the company to transfer the
message to the customers present in target market. It cover the varieties of communication
channel such as traditional advertising, direct marketing, social media marketing, presentations
and much more. The main role of marketing communication channels is to remind the customers
about the positive side of their products so that sales and profits can increased in proper manner.
For this project, the Nokia 3310 case study is taken into consideration. This project will critically
analyse the marketing mix related to the first launch of Nokia 3310 mobile. In addition to this,
the report will also undertake the study of market research by considering the application of
effective research methods so that demands of customer can be recognised in proper manner.
Moreover, the project will also develop the detailed market research plan along with explaining
the strengths and weakness of research related to the Nokia 3310 product relaunch.
Main body
Task -1:
Describing the impact of marketing mix elements on the initial launch of Nokia 3310 product
Marketing mix:
The marketing mix can be described as the set of strategies that the company can use to
promote its brand or the product to the large number of targeted customers present in the market.
In context to Nokia, the proper marketing mix plan allows the company to help understand what
are the products (Nokia 3310) and how it can satisfy the needs of customer in effective manner.
In relation to this, it can also enable the firm to formulate the successful product offering plan as
well as also supports in developing the creative marketing strategies for drawing attention of
large number of customers in proper manner(Juska, 2021). The following points explain the
seven elements of marketing mix that are:
Product:
This element of marketing mix covers the range of product or services which the
company is planning to offer in the domestic or international market for the satisfaction of
customer demands in proper manner. In context to Nokia, the company has launched the Nokia
3310 product for attracting the needs of lower class as well as middle class customers. In this, the
firm has provided the various types of features such as internet facility, 2.5G connectivity, has
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single camera and is powered by the S30+ operating software which are enough for normal web
browsing.
Place:
The place element describes the physical location from where it can sell their products in
most appropriate manner. It can also include numerous distribution channels such as website,
catalogue, social media or by organising trade shows. In context to Nokia, the organisation has
not taken measure for attracting the demand of customers in direct manner. However, the firm
has taken the support from different service operators such as Vodafone, Airtel and other firms.
The organisation has also taken the assistance from the independent and general retailers as well
as suppliers(Pino and et.al., 2020).
Price:
This element supports the company to attract the large number of customers by adopting
the competitive pricing strategy. In context to Nokia, the budget friendly cost of the product has
enabled the company to draw attention of customers belonging to different social statuses. The
organisation adopts the price skimming strategy which allows the firm to gradually reduce its
price without loosing the superiority of quality in terms of reliability.
Promotion:
In order to draw positive attention from customers, the different promotional techniques
can be taken into consideration. The promotional activities can create the brand as well as
product awareness of its product leading to high sales in the market. In context to Nokia, the
organization has undertaken the best promotional strategies for launching its Nokia 3310 handset
in successful manner(Yakob, 2021). The Nokia has used all the media channels such as
Television advertisements, Billboards, Signboards, Brochures, Radio and newspaper, display
stands and many more.
Physical:
It covers the every moment from the customer experiences their journey for consuming
the particular brand. The physical evidence does not only includes the proof of purchase but it
will also show the overall existence of brand. In relation to Nokia, the company has made his
logo more famous among the large number of globalised customers by launching the feature rich
product of Nokia namely 3310. This product has supported the company to become the
household brand by satisfying the demands of customer from launching cost effective product.
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People:
This type of marketing mix includes the people who are involved directly in the phase of
launch and selling of the products and services. The parties such as designing team, marketing
team, training and recruiting team and more are the main elements, In context to Nokia, the
company employees the highly skilled, professional as well as knowledgable workforce who has
successfully taken the participation in launching the most famous mobile of the time that is
Nokia 3310(Smyrnaios, 2018).
Process:
This marketing mix strategy focus on how the business runs, process of service
deliverance, method of product packaging, sales strategy, delivery channels and many other
activities. In context to Nokia, the company has optimised their work standards according to the
market trends by taking use of newer technologies such as adoption internet marketing strategies
by using official website.
Explaining the market research methods and selecting the best one for solving the marketing
problems of first launch
The market research method can allow the company to gain necessary informations
regarding the current demands of customer and also enable it to develop an effective marketing
plan. In context to Nokia, there are different marketing research methods which the company can
take into consideration for solving the current problems faced by customer in most effective
manner. The following market research methods in relation to Nokia company are:
Surveys:
In order to analyse the current market trends the company can reach out to number of
audiences with the support of survey activities(Hughes and O'Regan, 2018). The firm can
conduct survey activities in the number of ways such as by asking the interested audiences
through making phone calls, by sending survey questions through mail or by encountering with
people in the high traffic areas. When it comes to benefit, the survey methods are cost effective
and an easy way to gather large number of data for analysis.
Focus group:
In this, the firm mainly focuses on initiating discussions with focused group of people.
For initiating this activity, the firm can accumulate the individuals who reflects the consumer
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demographic, ask the questions and record their responses. The selected individuals are generally
the representative of large group of people from which the firm can gain insight about what
customers want in their product. This method takes less tome as compared to surveys.
Qualitative interview:
It is also known as the one on one survey in which the elements of focus group are
selected for the face to face conversations. The questions asked in this are basically open ended
as well as the researcher motivate the interviewee for gaining in-depth answers(Grbic and et.al.,
2019). However, on the negative note, the qualitative interview takes more time and resources to
execute in well manner.
Social media listening:
In this, the market research are conducted with the support of social media platforms as
the users of social media offer different opinions about varieties of topic which includes products
and many other topic. The market researcher can gain insight about the hot topic of discussion
which is trending among the customers with the symbol of hashtag.
Observations:
In this market research method, the researcher observe the activity of customers when
they involve in shopping of products. This can be related to filming the customers in market
environment and deeply analysing what steps they undertake when making shopping decisions.
This method can support the researcher to gain real life information about customer purchasing
patterns.
Field trials:
In this method, the organisation enable the customers to use product by themselves and
then gather the information told by the participants in free trial activities. In addition to this, the
company can also place its new product on the store to see that how customers will respond and
what will be their reactions(Hartley, 2018).
Selection of research method
In context to Nokia, the Social media listening type of marketing research method has
allowed the company to make re-launch of its famous product Nokia 3310. This method has
supported the firm to know that large number of audience are showing their love for the feature
that this phone has provided at very low prices. In relation to this, it has also assisted the
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company to follow the social media trends where the maximum number of customers have
demanded the phone to re-launch in international market.
Designing the detailed marketing research plan
Planning research using Gantt chart:
Implementing research:
The marketing research has been conducted by taking the external type of data into
consideration. The external type of data has allowed the Nokia company to know the tastes and
preferences of external stakeholders such as customer in most effective manner. In addition to
this, it has also supported the organization to make the data driven marketing strategies leading
to high customer share. Under external data, the Nokia has mainly conducted research by giving
more importance to the secondary data by gaining the market information from social media and
other type of digital platforms. It has assisted the firm to make good analysis of what customers
are demanding new in the market(Gingoyon, 2020).
Critiquing the research initiatives:
The data collected from the external qualitative as well as quantitative sampling of data
assisted the Nokia organisation to make decisions according to the new demands raised by
customer for re-launching their famous handset Nokia 3310. it was also analysed that the firm
has gained necessary information by seeing the trends from the digital marketing platforms like
Instagram, Facebook and many other social media applications. This helped the Nokia
organisation to acquire correct type of information and undertake emotional marketing initiatives
to target customers by focusing on satisfying their emotional side.
Recommendation
In context to Nokia firm, The company should have also focused on collecting the
information from various survey activities like directly asking question from customers on high
traffic areas or by sending direct mail to customers attached with a range of questions(Mosco,
2019). This strategy may have assisted the company to gain more insights about what are the
additional features customers actually want to see in the re-launching of their famous handset
Nokia 3310. so its is recommended that the organisation must also focus on directly
encountering with customers so that needs and demands can be identified in most effective
manner.
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Conclusion
It has been analysed that marketing communication is critical for the company in
transferring the marketing message for gaining the attraction of large number of audiences. It
was also evaluated that the marketing communication channel can support the firm in developing
the emotional link between the marketer and target audience. It also plays a key role in positively
influencing the marketing strategies of organisation by targeting the right audience at right time
and at right place. The report has designed the marketing mix for analysing the strategies related
to framing marketing policies for larger attraction of customers. In addition to this, the report has
also explained the marketing planning process along with discussing the strengths and weakness
of the different research methods. Moreover, the project has also covered the information that
has explained about the identification of target audience, segmented audience and also identified
the projected success. Furthermore, the project has also selected effective promotional mix
strategy and also analysed the effectiveness of marketing campaign.
References
Books and Journal
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Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Pino and et.al., 2020. Product touch in the real and digital world: How do consumers
react?. Journal of Business Research, 112, pp.492-501.
Yakob, F., 2021. Paid attention: Innovative advertising for a digital world. Kogan Page
Publishers.
Smyrnaios, N., 2018. Internet oligopoly: The corporate takeover of our digital world. Emerald
Group Publishing.
Hughes, T. and O'Regan, N., 2018. Branding in a digital world: Discussion based on an
interview with Paul Geddes CEO of Direct Line Group. The Marketing Review, 18(1),
pp.41-53.
Grbic and et.al., 2019. Digital marketing in healthcare. European Journal of Public
Health, 29(Supplement_4), pp.ckz186-077.
Hartley, S., 2018. The fuzzy and the techie: Why the liberal arts will rule the digital world.
Penguin Random House India Private Limited.
Gingoyon, J.P.L., 2020. An integrated marketing communications plan for Auster's Catering and
Events Planning Services.
Mosco, V., 2019. The smart city in a digital world. Emerald Group Publishing.
Redström, J. and Wiltse, H., 2018. Changing things: The future of objects in a digital world.
Bloomsbury Publishing.
Purwar, S., 2019. Digital Marketing: An Effective Tool of Fashion Marketing. In Proceedings of
10th International Conference on Digital Strategies for Organizational Success.
Adeola, O., Hinson, R.E. and Sakkthivel, A.M., 2022. Marketing Communications and Brand
Development in a Changing World: Introduction, Issues, and Perspectives.
In Marketing Communications and Brand Development in Emerging Markets Volume
II (pp. 3-21). Palgrave Macmillan, Cham.
Qurratu'Aini, H. and Hapsari, A.Y., 2019. Interests influence of digital marketing product sales
in exports by SMEs in bandung. Global Business and Management Research, 11(1),
pp.217-225.
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Appendix:
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Speaker notes:
It also plays a key role in positively influencing the marketing strategies of organisation by
targeting the right audience at right time and at right place. The report has designed the
marketing mix for analysing the strategies related to framing marketing policies for larger
attraction of customers. In addition to this, the report has also explained the marketing planning
process along with discussing the strengths and weakness of the different research methods.
Moreover, the project has also covered the information that has explained about the identification
of target audience, segmented audience and also identified the projected success. Furthermore,
the project has also selected effective promotional mix strategy and also analysed the
effectiveness of marketing campaign.
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