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

Marketing &
Communications in a Digital
World

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Elements of the marketing mix....................................................................................................3
Identification of research requirements.......................................................................................4
Research Plan...............................................................................................................................5
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
APPENDIX....................................................................................................................................13
Questionnaire.............................................................................................................................13

INTRODUCTION
Marketing refers to the activities of the company which undertakes the promotion of the
buying and selling of products and services. Marketing communication is the inclusion of
traditional advertising, direct marketing, social marketing, presentations and sponsorships. In this
project the Nokia 3310 case study has been chosen for the marketing of the new and innovative
version of Nokia 3310 mobile phone. This project will be analysing the effectiveness of the
marketing mix of this given organization. This project is also able to identify the requirements of
the business for solving the problem in the company. In this project the planning, implementation
and critique of the company programme of marketing research will be made. This project will
also analyse the effectiveness of the marketing planning within this business.
MAIN BODY
Elements of the marketing mix
Marketing mix of Nokia 3310 when it was first launched is explained with the help of the
following elements of the marketing mix,
Product :
Nokia 3310 as product has been able to ensure that the kind of product that brought
incredible rigidity and sturdiness. This allowed the company to stay put and with satisfaction of
customers (Thabit and Raewf, 2018). The quality of the product was the positive aspect that
influenced the business of the organization. The reason why products marketing was inefficient
was due to the lack of development of the mobile that was done by the company. This resulted in
Nokia 3310 getting outdated.

Price :
The marketing of Nokia 3310 is considered to be influenced with its marketing strategies.
The price of this product when it was launched was around £25. Thus, it meant that it was
something everyone could have afforded. The cheap pricing of this product is considered to be
the factor in the marketing mix that allowed the business with growth. For this project the price
skimming strategy was implemented which worked for this product at first but gradually dropped
down with time.
Promotions :
The investment made by Nokia was to ensure that their products reach to their target
markets for advertising. The focus of this organization needs to be on the potential customers for
forming and informing about the product of Nokia 3310 (Marketing mix of Nokia, 2018). During
the period when there was not proper electronic media, print, media, social media and billboards
for the different forms of the traditional marketing. This business was not able to promote this
product for too long as new and better versions of smart phones were launched during that
period.
Place :
This product has also been able to establish the partnership with the various dealers
across the country. This has also helped the business in getting the access to new customer’s
markets of their choice. It was distributed in the outlets of the country for making it easy to
supply the handsets of the corers for enabling the customers (Lim, 2021). Having no means of
providing the business with online distribution attributes can be considered to be the negatively
influencing factor. In order to make sure that the product is able to reach its target this business
focused on establishing industries in different parts of the organization.
Identification of research requirements
There are different requirements for the marketing problem of the organization which
affects the first launch of Nokia 3310 with comparison to the relaunch of this product with
features that would make it compatible to current generation. For studying these requirements
three different primary methods can be used for understanding the important aspects of the
research. Following are the different primary methods that can be used in the marketing research,
Interview :