Marketing and Communications in a Digital World: A Case Study on Nokia 3310 Relaunch

Marketing and
Communications in
a Digital World

Contents
INTRODUCTION....................................................................................................................3
MAIN BODY............................................................................................................................3
Elements of marketing mix..................................................................................................3
Market research requirements............................................................................................5
Detailed research plan..........................................................................................................6
Presentation.........................................................................................................................10
CONCLUSION.......................................................................................................................19
REFERENCES.......................................................................................................................21

INTRODUCTION
In order to succeed in the modern business environment where disruptions are many
and even established companies completely disappear from the market they once dominated
due to minute changes which go unattended, it is very important for enterprises to have a
streamlined and focused marketing mix system in place which is thoroughly backed up by
market research elements of both primary and secondary nature (Choudhury, 2020).
Marketing is crucial for modern businesses as it is the process of providing an entire
spectrum of services to the right customers to engage in strong brand building.
This report will focus on analyzing the marketing mix for an established company
which in this project is Nokia, study the problems that led to the departure of the company
and its most popular device, the 3310 and develop a detailed marketing plan for its relaunch
by conducting a comprehensive assessment of the target market. A presentation will also be
included which will detail the elements of marketing mix that will be used for relaunching the
product along with the process of Segmentation, targeting and positioning which is the most
important process of marketing for firms as it allows market penetration and buildup of
strong public perception regarding the brand.
MAIN BODY
Elements of marketing mix
Marketing mix comes in as a set of strategic blend and planning which helps businesses
properly position their products and services (Jedin and Balachandran, 2021).
Initially having only 4 elements, it has now expanded into 7 due to the emergence of
digital world sand social media and all of them are explained below in context of Nokia’s
initial launch of the popular model 3310.
 Product – Relates to all strategies, design and features that firms are installing and
offering in their product lines. Nokia’s initial success with the 3310 in 2002 was due
to it being a revolutionary phone with never been seen features such a sleek and
attractive design along with its durability.

 Price – Contains various strategic approaches to price a product in the market as the
cost associated with a product plays a major role in customers buying it or not. Nokia
played a masterstroke with 3310 in 2000 as it was relatively cheap compared to the
services it offered.
 Promotion – A very important element of the marketing mix as it details the various
ways in which firms can market their products and gain new customers and sales for
their products (Kalka and Mäßen, 2018). Nokia’s 3310 was the first phone which was
extensively mass marketed in the world thanks to its robustness and availability.
 Place – Every product needs to be sold at a particular location through various
channels with all have their pros and cons. Back in 2000, Nokia focused strictly on its
physical stores and later allowed the 3310 to be available with a wide variety of
supermarkets and retailers like Tesco.
 People – For a business to be successful for a long period of time, they need to be in
constant connection with its customers and hire talented personnel at crucial job roles.
Nokia in 2000 ruled the phone market but did not focus much on diverse and diligent
recruitment.
 Packaging – The way companies design the layers and material in which the product
is packed and shipped to its final customers plays a very important role in the building
brand image and trust with them (Marketing Mix, 2022). Nokia 33310’s original
packing was simple and compact, just like the phone and it didn’t create much impact
for the company.
 Process – The operational processes of the business should be simple and streamlined
so staffs can remain stress free and service the customers efficiently and with a
positive attitude (Baker, 2018).
 During 3310’s initial launch, Nokia enjoyed a large and robust logistics network
worldwide.

Research Requirements
Before designing and introducing any product or service in the market and
undertaking any crucial decision related to promotional tactics which involves heavy
investments, it is very important to properly conduct market research which is the
comprehensive study of the feasibility of a company’s product launch like Nokia’s relaunch
of the 3310 in relation to the factors related to its target customers. Major examples of both
primary and secondary sources of market research have been listed herein.
Primary Sources:
 Questionnaires – It is a list of questions presented to the target audience in order to
gather accurate public sentiment and data about the chosen issue (Harbott, 2021).
What people think about Nokia 3310’s relaunch can be found out with this method. It
is one of the most widely used traditional methods of market research.
 Online mails and surveys – With the use of internet and the widely available
customer data with companies like Nokia, they can gather data by supplying custom
made surveys through outlets like Gmail and conduct market research digitally. This
method is much faster and more convenient than a questionnaire. Exchanging mails
also builds relationship with clients.
 Visits to locations of competitors – Competitive analysis is very important as no
company can succeed without counter programming of staying one step ahead of their
market competition. Nokia before relaunching 3310 will find useful data by observing
outlets of brands such as Micromax, Itel and Motorola.
Secondary Sources:

 Published market studies – There are many analysis of the target market conducted
yearly and in some cases even monthly by reputed research and business firms which
Nokia can easily access both physically and digitally in order to study the market
happenings in the absence of 3310.
 Analyst reports – A great deal of information regarding the market, industry and
country can be judged by reading these documents which are prepared by experts to
advice and warn investors about companies and outlets. Nokia shouldn’t use too much
of this data as it is not that reliable compared to published market studies and
researches by professional firms (Secondary Research- Definition, Methods and
Examples., 2022).
 Competitor information available online – In the recent age of digital media, there
is a rapid stream of information available online which firms like Nokia can use to
build a new relaunch campaign as valuable data about its current market competition
are all just a few clicks away. Visiting company websites and going through their
annual reports is more than enough to strategize in modern times.
Research plan
In order to properly lean into relaunching the Nokia 3310, the company must conduct
a well thought out digital marketing research which will use both primary and secondary
sources of data such as customized questionnaires and online surveys along with market
studies published on Nokia and its competitors to achieve the following research objectives.
 To gain an idea about the current digital presence of Nokia in social media and
business oriented web spaces.