Marketing & Communications in a Digital World - Nokia 3310 Case Study

Marketing &
Communications in a
Digital World

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Elements of Marketing Mix of Nokia 3310...........................................................................3
Methods of marketing research to relaunch the product .......................................................4
Detailed Marketing research Plan..........................................................................................6
Gantt Chart.............................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Every business organization dealing in commercial activities of selling products and
services, desires to earn long term profitability and large market share by developing wide
customer base and increasing the sales revenues. For attracting more customers, business is
required to promote its products and services that will require marketing techniques. Marketing
is a process of Promoting the sale of products and services of and organization. It includes
research, promotion, sale and distribution of products and services (Bernardez-Romualdo, 2022).
By following a proper marketing strategy, businesses can make large access of customers to their
products and create awareness of their brand to wide range of customers that they can gain
competitive advantage by. The following report is based on the marketing strategy of Nokia
3310. Nokia is a multinational public limited company in IT ,electronics and telecommunications
sector, headquartered in Finland. It had launched its first product Nokia 3310 in 2000 and now
planning to relaunch it after 17 years with advance features. The report will cover the elements
of marketing mix of Nokia 3310 and positive and negative impact of those elements on its first
launch. It will also discuss the primary and secondary methods of marketing research for
relaunching the product in the market. Further, the report will also describe the marketing
research plan for the relaunched product and importance of marketing campaign in the digital
world.
TASK
Elements of Marketing Mix of Nokia 3310
Marketing mix is a composition of tools of marketing that are used to promote the sale of
products and services and create wide range of customers (Alonso Vazquez and Aya Pastrana,
2022). The following is the marketing mix strategy of Nokia 3310 :
 Product : Nokia offered different varieties of products with various designs in the
market. It offered Nokia 3310 in 2000 that was proved as iconic and sturdy in the market.
The positive aspect of Nokia 3310 is its quality and design that provides options to the
users to choose from. It created market share of 35% in telecommunications industry. But
it could provide limited features such as phone calls and games. Also, it did not offer
touch screens, 3D gaming etc.

 Price : Nokia used price skinning technique to offer the quality products at low prices
and with more durability . It positive aspect is that it could be accessed by both price
sensitive as well as insensitive customers because it offers prices from Rs. 1200 to Rs.
50000. It also gave cash allowances to its customers.
 Place : Nokia built large supplier chain to ensure delivery of its product across the
country and to wider range of customers. It is working with small as well as medium
enterprise dealers for the delivery of phones. It supported the introduction of its handsets
in Indian market (Fang, Chatzipanagiotou, and Veloutsou, 2022).
 Promotional : Nokia used different ways to promote Nokia 3310 such as newspapers,
social media, billboards, television advertising etc. It also conducted various promotional
programmes and conventional marketing to ensure satisfaction to the customers. It
conducted some road shows that resulted in keeping the customers switched to its
handsets. But its negative aspect is that it did not follow the trends and new technologies
of market.
 People : Organizations' people means its management and frontline workers to make
interaction with the customers via calls, social media platforms to take their queries and
feedback to resolve them. As Nokia is a very big company, it could not meet to resolve
the issues of customers due to its ineffective channels of communication.
 Process : It refers to the processes involved in delivering the products to the customers.
Company must ensure to provide a positive experience to the customers to take orders
and resolve the queries of customers. Nokia made efforts to create strong processes and
large supplier chain to distribute the products timely to the customers.
 Physical Evidence : It refers to the existence of business and its services that customers
interact with and develop reliance on. It includes the environment and operations of
business, its brand, design trademark etc. For customers, the most important physical
evidence is services that Nokia put efforts to gain customer loyalty by providing effective
services (Zaman and Susmi, 2022).
Methods of marketing research to relaunch the product
To expand the business and develop wider customer base to increase brand awareness in
the market, companies conduct market research and uses various techniques and methods to
conduct effective research for launching the product into the market. Nokia can adopt the