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

This project analyses the effectiveness of the marketing mix of Nokia 3310 and identifies the requirements of the business for solving the problem in the company. It also includes a research plan and critique of the company programme of marketing research.

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 :

It is a qualitative research technique in which asking open-ended question for conversing
with the respondents for the collection of elicit data about the subject has been discussed. This
method will be able to understand the personal objectives of the individuals which will provide
the learners with critical aspects to the marketing practices (McGill and et.al., 2021).
Survey :
The survey research method is the method which uses collection of data from the
predefined group of respondents for gaining the information and insights about different topics
of interests. This is the method which is considered to be the purpose of the researchers for
conducting the methodology that depends on choosing the goals of the organization.
Observation :
This is the method of qualitative research in which the target respondents/subject are
observed and analysed for natural real world setting. It is considered to be the factor which
influences the effectiveness of the questionnaires. It is the method of observation which helps the
business in the recording the data regarding the trends and fats about the products.
Survey is the selected research method which is considered to be the research method
which will provide the marketing research the required data for understanding the problems
which are needed to be addressed with relation to the relaunch of the product. The reason why
the interview method is not selected because it does not provide an overall perspective of the
individuals which are required for the research. Interview method is also very time-consuming
and costly. Method of observation is very variable and can provide inaccurate results (Dźwigoł,
2019).
Secondary sources which will be used for the understanding these requirements of the
successful relaunch of Nokia 3310 will be,
Journal Articles :
Journal articles are very specific subjects are some times the primary source of
information on new developments.
Books :
Books are secondary sources that are interpreted and analysed as primary sources.
Speeches :
General publications which are effective regarding the textbooks, magazine articles,
histories, criticism and commentaries.

Research Plan
GANTT CHART
Task Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled Project Initiation 19 days Fri 3/11/22 Wed 4/6/22
Auto
Scheduled Selecting date of relaunch 5 days Fri 3/11/22 Thu 3/17/22
Auto
Scheduled Aims and Objectives 6 days Fri 3/18/22 Fri 3/25/22 2
Auto
Scheduled Budget 8 days Mon 3/28/22 Wed 4/6/22 2,3
Auto
Scheduled Project Planning 30 days Thu 4/7/22 Wed 5/18/22
Auto
Scheduled Development of team 10 days Thu 4/7/22 Wed 4/20/22 4
Auto
Scheduled Marketing plan 5 days Thu 4/21/22 Wed 4/27/22 6
Auto
Scheduled Marketing Legalizations 15 days Thu 4/28/22 Wed 5/18/22 6,7
Auto
Scheduled Project Execution 16 days Thu 5/19/22 Thu 6/9/22
Auto
Scheduled Marketing Campaign 10 days Thu 5/19/22 Wed 6/1/22 8
Auto
Scheduled Collecting feedbacks 6 days Thu 6/2/22 Thu 6/9/22 10
Auto
Scheduled Project Monitoring 41 days Fri 6/10/22 Fri 8/5/22
Auto
Scheduled
Analyzing Marketing
Success 30 days Fri 6/10/22 Thu 7/21/22 11
Auto
Scheduled Creating Modification 5 days Fri 7/22/22 Thu 7/28/22 13
Auto
Scheduled Analyzing Risk 6 days Fri 7/29/22 Fri 8/5/22 13,14
Auto
Scheduled Project Closure 10 days Mon 8/8/22 Fri 8/19/22
Auto
Scheduled Selling 8 days Mon 8/8/22 Wed 8/17/22 14,15
Auto
Scheduled Conclusion 2 days Thu 8/18/22 Fri 8/19/22 17

IMPLEMENTATION OF RESEARCH
According to Dwivedi and et.al., 2021 the comeback of the Nokia 3310 handset with
some innovative changes has been considered to be a trendsetting factor. The relaunch of this
product has been expected to be very nostalgic in nature and promises to be enticing the
customers towards it. As per (Devi, 2021) the purchasing intent of the people have changed since
the first launch of this product. Thus, the chances of success of this product its revamp is very
slim. The reason behind this is that it does not fall into the category of smartphones.

From the analysation of (Santoso and Oktafien, 2019) it can be understood that marketing
of the company needs to revolve around the new features related to the extra ordinary battery life
and effective price of the product. (Alibage and Weber, 2018) added to that by saying that price
of this product being so low can be the success factor which it would bring into the market. It is
important for the business to bring additional features including the 3G and 4G networks for
being more acceptable in the new market.
RESEARCH CRITIQUE
Theme 1
The results of this survey shows that majority of the customers have previously owned
the first launched Nokia 3310.
Theme 2

This survey explains the effectiveness of marketing of Nokia as 50% of the individuals
are aware about 3310 relaunch.
Theme 3
Majority of the customers have doubts in their minds about the success of Nokia 3310.
Theme 4

According to this survey most of the customers are not intersted in the purchasing the old
technology mobile as they want latest features.
Theme 5
As per the demands of the customers the prices of relaunched Nokia 3310 needs to be
lower than £25.

CONCLUSION
From the above project it can be concluded that research plan for Nokia 3310 will be very
effective in development of an effective performance in the organization. This would help the
marketing of

REFERENCES
Books and Journals
Alibage, A. and Weber, C., 2018, August. Nokia phones: From a total success to a total fiasco: A
study on why Nokia eventually failed to connect people, and an analysis of what the
new home of Nokia Phones must do to succeed. In 2018 Portland International
Conference on Management of Engineering and Technology (PICMET) (pp. 1-15).
IEEE.
Devi, A.J., 2021. Analysis of Business Decisions that caused Nokia to drop its Legacy and its
Rebirth in 2017 using Nostalgic Marketing Approach: A Case Study. International
Journal of Case Studies in Business, IT and Education (IJCSBE). 5(2). pp.268-283.
Dwivedi, Y.K., and et.al., 2021. Setting the future of digital and social media marketing
research: Perspectives and research propositions. International Journal of Information
Management. 59. p.102168.
Dźwigoł, H., 2019. Research methods and techniques in new management trends: research
results. Virtual Economics. 2(1). pp.31-48.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
McGill, E., and et.al., 2021. Evaluation of public health interventions from a complex systems
perspective: a research methods review. Social Science & Medicine. 272. p.113697.
Santoso, A.B. and Oktafien, S., 2019, May. The Influence of Product Development on the
Intention of Purchase. In 1st International Conference on Economics, Business,
Entrepreneurship, and Finance (ICEBEF 2018) (pp. 664-667). Atlantis Press.
Strijker, D., Bosworth, G. and Bouter, G., 2020. Research methods in rural studies: Qualitative,
quantitative and mixed methods. Journal of Rural Studies. 78. pp.262-270.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies. 4(4).
Online
Marketing mix of Nokia, 2018[Online]. Available through:
<https://www.marketing91.com/marketing-mix-nokia/>

APPENDIX
Questionnaire
Q1 Have you owned Nokia 3310?
 Yes
 No
Q2 Are your aware about the Nokia 3310 relaunch?
 No
 Yes
 Slight Rumour
Q3 How do you think will the relaunch of Nokia 3310 perform in the current market?
 Very Well
 Not Sure
 Very Poorly
Q4 Will you purchase relaunch Nokia 3310 in 2022?
 Never
 Might consider
 Yes Of course
Q5 How much do you think Nokia 3310 should be worth in its relaunch?
 Less than £25
 Between £25-£50
 More than £50