Marketing and Communication in the Digital World: Nokia 3310 Relaunch

This report examines the marketing and communication strategies for the relaunch of the Nokia 3310. It begins with an introduction highlighting the importance of effective marketing in a competitive market and how Nokia's past marketing failures led to its decline. The main body of the report details the elements of the marketing mix, focusing on product, price, place, promotion, people, process, and physical evidence. It emphasizes the need for thorough market research, outlining primary and secondary research methods, including interviews, surveys, and competitor analysis. A research plan is proposed, emphasizing the use of digital infrastructure and a Gantt chart for project management. A presentation summarizing the research findings and marketing tools is included. The report concludes with a discussion of the marketing strategies for Nokia 3310, including the use of marketing mix elements and the research findings. The report focuses on segmentation, targeting, and positioning for the product to ensure the opportunities and right customer base for the product in the market. The report is a detailed analysis of the marketing strategies used for the relaunch of the iconic Nokia 3310.

Marketing and
communication
in digital world

Contents
Introduction................................................................................................................................3
Main Body..................................................................................................................................3
Elements of the marketing mix..............................................................................................3
Research requirement.............................................................................................................4
Research Plan.........................................................................................................................6
Presentation............................................................................................................................8
Conclusion................................................................................................................................16
References................................................................................................................................17

Introduction
Due to immense competition and various different techniques which are considered
by business institution to achieve the success, it is mandatory for every company to utilise the
right and effective piece of marketing strategy. In last few years, it has been noticed that lack
of proper marketing planning may lead to the failure of new and innovative products of the
well-established or even successful business firms. This given repost is about one of famous
company in mobile phone industry that is Nokia, which has lost its position because of its
outdated and not efficient marketing planning (Munsch, 2021). A detailed analysis had been
conducted over the popular device i.e., Nokia 3310 and generation of marketing mix that will
support in relaunch of this device. For the better understanding this report is also consist a
presentation to show the all the components of marketing mix and its involvement in the
relaunch activity, which is followed by evaluation of the segmentation, targeting and position
for the product. This will ensure the opportunities and right customer base for the product in
the market. With the help of such analysation, it will become quite easy to get more
knowledge about the industry and ways through which this relaunch will get the desired
success.
Main Body
Elements of the marketing mix
The framework of marketing mix is very important for the business institution who is
looking forward to present some kind of product and services in the market. In general, the
concept of marketing mix is the combination of four distinct elements but for the more
descriptive details in respect to the market condition, now it includes seven components.
Now, a detailed discussion about the marketing mix of Nokia 3310 has been given below-
 Product- Nokia was very famous company who is offering various distinct models,
but its 3310 model was quite innovative with different features such as touchscreen,
good storage in that period, availability of camera along with effective battery size.
 Price- Being a well reputed company, Nokia had planned to introduce this, 3310
phone in very affordable which could be purchased by individual from low to medium
income group. Getting such advance features in cellular phones in the reasonable
price is very much surprising for the people (Lane, and Levy, 2019).
 Place- By identifying the suitable platform or location through which company can
present its product to its customer. Back in 2000, Nokia though to promote this model

on normal stores as there were no more advanced promotional tools. Company has
also used the traditional tools of advertisement which were helpful in reaching the
mass customer base.
 Promotion- It is the crucial phase of the marketing which will provide enormous
benefits to the company while introducing the product in the market. Nokia has
selected the optimum set of tools, in order to promote its 3310 model in the market
and with it became the first cell phone which has been distributed in the mass
audience of the world.
 People- Although company was very famous in 20s and adapting all those methods
by which customer could attain satisfaction by utilizing the product, but less skilled
and talented workforce is the negative point for the Nokia.
 Process- This depicts the plans of the company regarding the working and operations
which are required for the successful launch of Nokia 3310 in the market. In this
company must focus on opting the smooth and simpler activity to avoid chaos
(Dolbec, Fischer, and Canniford, 2021).
 Physical evidence- The packaging of the product is effective and developed with the
motto to provide safety to the cell phone. Not only this, company has considered good
transportation and logistics facility at the time of Nokia 3310 launch. This has
increased the goodwill of the company at immense level which will result in effective
revenue structure.
Research requirement
The activity of research by the business organisation prior to launch of product is very
necessary as it will provide and predict the market behaviour in respect to the offerings. It
will also help in discovering the potential problems which could be faced by the company
while introducing the product and services in the marketplace (Stead, and Hastings, 2018).
For the launch of Nokia 3310, company must focus on doing the right research as it will
provide the different elements which is connected with those customers who they wanted to
aim in the given market. There are few fundamentals of primary sources for the research
which is related to the launch of a product are mentioned below-
 Telephonic or face to face interviews- In this company will try to contact some
professionals and customers. With this question which could be related to the launch

of the product has been asked by the. Nokia can utilise this technique to take the
reviews of people for the 3310 cell phones.
 By conducting surveys- In this method of research, companies basically try to gather
the information which will explain the expectations of the consumers for the
particular product. By surveying the market, company can work in enhancing the
features of Nokia 3310.
 Questionnaire forms- It helps in analysing the current problems which are facing by
the consumers. For Nokia 3310, company can utilize this tool as it will support in
finding out the key objective or purpose for the product in the market.
 Discovering rivals market place- Focusing over the strategies of the existing
competitors which are using different tactics to promote their products and gain the
market share. It will help in eliminating the risk of product failure due to mass
competition in the cell phone industry (Wilson, 2018).
Components of Secondary Research-
 Published market studies- Numbers of market reports are available at online
platform which could be an effective guidance for the business firm while working on
the formation of marketing plan for the product. Such study material will give the
brief idea about the current or futuristic market environment and the trends that may
have the potential to affect the functioning of the business institution. For the better
implementation of new product which Nokia 3310, management should focus on
proper use of all the data and information which they have collected from online as
well as offline source of publication house.
 Reports of business analyst- Some advisors or professionals are working in
presenting their thoughts or views regarding the marketing and customer behaviour.
By considering all such reports in the generation of product will help in attaining the
set organisational objective in any business industry (Makienko, and Rixom, 2022).
This piece of information might not be that much effective as all these are based on
their personal views and findings. And this could not be useful in context of Nokia
3310, so company, so avoiding this research will be better.
 Online source to collect the information- In order to get the more specific
information which will describe the working and profit earning of the competitors,
company can take help of web or internet. Here, they can find different set of
information which could be beneficial for the growth. It is the best way to do the

research for the product in the market as it will disclose all the current and past
growth in the relevant industry. It will also help in exploring the new ways to bring
the best of the new launching of Nokia 3310 in the market.
Research Plan
Company should concentrate on taking the help of digital infrastructure in order to
make better research for the relaunch of Nokia 3310 in the market. Digital medium will help
in doing all such activities along with both primary and secondary research and all the
components which are involved in it. There are distinct purposes for this which are listed
below and will help in studying all the information about the Nokia and other companies
which are available in cell phone industry to execute the better relaunch of the 3310-
 To know about the involvement of Nokia at several digital platform that will enhance
its capability to perform efficiently in the market (Xu, and Zhou, 2020).
 To gather the information and set of data which will depict the relation of Nokia with
its customers and finding out the ways which are making it worse for the company to
successfully deal in the market.
 Lastly, to identify the current views and preference of the people in context to the
product and services which are provided by Nokia to them in current period or in
future.
Basically, this plan will be formulated on the basis of certain strategical approach of
Nokia which will support in raising the potential of the company to utilize the digital medium
so that it will become easy to examine the target market for the product-
 Evolving current digital mark- To make sure about the demand of the customers for
the Nokia 3310, primarily it is important to analyse the current situation or position of
the company in the digital world. It will also define the efficiency of the company for
the perfect utilization of digital marketing tools. In this company can emphasis its
complete activity towards the secondary research and will work on forming the
correct plans that will assist in moving forward in the planning of Nokia 3310
relaunch.
 Collecting details in respect to customer’s interest- In present, the expectations of
the people towards the features of cell phones or say smart phones has risen to another
level. And in order to reach that level, Nokia should make research regarding the
acknowledgement of customers behaviour and their views on the re-introduction of

the Nokia 3310 in the market. It will give a detailed guide to interpret the future
success of the product and consumers conduct towards this decision.
 Evaluating product interest- If company gets the present market value or reputation
of the brand in the market, then it will simplify the execution of the strategy which
has been formulated by the company (Heydari, and Mosanna, 2018). For instance, if
consumers are still connected with the cell phones of Nokia jus like in past, then the
idea of relaunching the Nokia 3310 will be advantageous.
 Gantt Chart
Activities Week
1
Week
2
Wee
k 3
Week
4
Week
5
Wee
k 6
Week
7
Week
8
Week
9
Market
research
Construction
of surveys
Identification
of target
market
Execution of
survey
Evaluation of
results
Decision
making
Monitoring
the functions

The above Gantt will help in explaining the timeline which is required for the
completion of all the research activity which will play important role in the process of Nokia
3310 relaunch. The outcome of the research was quite positive as it helps in finding the
current situation and importance of smart phones and its effective use in general life. With the
help of this research numerous data has been found which very helpful in depicting the
situation of current smart phone market. Even some data has shown that Nokia still has
abundance opportunity to succeed in the cell phone market (Nokia smartphone sales reached
almost 3 million units in Q3 2021, 2021).
Less specification regarding the certain activities which are mentioned in the Gantt
chart has shown the inefficiency to conduct good research over some issues which are
associated with planning of the company.
Presentation
Now, this presentation will help in understanding the result of market research, as it
will show the all kind of marketing tools which will be utilized for the effective relaunch of
Nokia 3310, along with formulation of campaigns that will govern the all the functioning of
the company towards the accomplishment of set goal. It will also explain each instrument
which will be considered in the marketing of Nokia 3310 (Nunan, Malhotra, and Birks,
2020).

Introduction
For the effective execution of all the strategies which has been made up with the aim that
is directed towards the goodwill of a product and the company in the market who were
serving their customer in the past with their presentable and good quality of products. This
given presentation will cover all the necessary points which are given below-
 Impression of the market research on Nokia 3310 relaunch
 Different types of methods to present the product in the market
 Overall life cycle of the product
 Finding out suitable customer base the offering
Market segmentation

When a company focuses on distributing its target market on the basis of certain
principles of fundamentals, so as to gain the correct set of people to whom they can offer its
product and raise maximum amount of profit, this activity is known as the process of
segmentation. Nokia can consider distinct pint while segmenting its market-
 Income level of the customer
 Demographic factor in the target market
 Awareness of the audience about the features of the device
 Number of users for this model during its first launch
Targeting

This concept is basically about the actual or potential customers for the product in the
market. In this company will focus on such demands of the consumers in the market which
are aligning with the features offered by the relaunch of Nokia 3310.
There are few things which needs to be followed while targeting the consumers-
 The main aim of the company is to achieve the mass number of youth and it is only
possible by providing them all the latest features and technological upgrades in the
phone.
 Apart from this, company can also focus on those people who had used the old
version of Nokia 3310, it will also help in ensuring their loyalty towards the company.
 It is important to maintain the value of the Nokia 3310 at an affordable level, so that it
will suits the pocket of every other individual.
Marketing Mix

In order to achieve that competency which Nokia 3310 had in 2000, it is important to
make the good model, along with all the features that will ensure the better customer
satisfaction and give an opportunity to the company to recover its old position in the industry.
It is the main aspect of the marketing plan as it constitutes of-
 An effective and alluring model which will help in maintaining the old image of the
company in the market.
 Good battery back-up to eliminate the situation of frequent charging.
 It belongs to all the customers as it is not that much expensive like any other
smartphones.

The main aim should be on decision regarding the setting of price for Nokia 3310. If
company wants to achieve the high number of audiences for the product, then it is necessary
to keep the product in the range of old value but at the same time it should be cost effective
for the company too.
 Try to dominate the industry of cellular phone by offering the more enhanced version
of Nokia 3310.
 It will surely help the company to attain its global competitiveness and boost the
profitability of the business organisation in the long run.
 It has the opportunity to grab the market share by presenting Nokia 3310 as the back-
up phone in the most suitable price.

Nowadays, it has become very simple to putting the product with the digital platform.
Company can take help of such medium as it will work in optimum reach of the product to
the audience who are living in the different part of the world.
 Company can itself build the website form where users will get the all information
regarding the relaunch of Nokia 3310
 Along with this, e-commerce retailers are the best source for the Nokia, if company is
planning to distribute its product in the diverse countries or region.

Lastly, selecting the right platform to promote the market and inform the public about the
new features which company is planning to introduce with this relaunch. For the more
effective and positive result Nokia company can also organise marketing campaign to
stimulate the connection with the audience.
 Innovative means of advertisement which will help in keep connecting the customers
with the idea and objective of the company.
 Issuing different offers and plan to the customers for the limited period of time will
support in grabbing the good market share.

It represents the overall functioning of the particular product which a company is
planning to launch in the market in the given period of time. Talking about the Nokia 3310,
company should focus on keeping this product in the market for a definite period of time, it
could be for 2-4 years. As this time period will be enough to present the value of the
company in the cell phone industry.
 Introduction- It will illustrate the origin of the company like Nokia is from Finland
and its preliminary services or dealings which we related to the rubbers and wirings.
 Growth- It explains the all those steps which leads the company to its growth in the
industry such as company has planned to introduce in the year 2000 along with Nokia
3310.
 Maturity- Some innovative providing of the company for example, touch screen cell
phones.
 Decline- Inefficiency of the company to follow the new trends.
Marketing research-

With the help of effective formulation of marketing campaign company can attain its
distinct aims which will guide the management towards the success and prosperity of the
business-
 Helps in knowing about the right customer which will assist market expansion
 A systematic distribution of the customers on the basis of their needs and wants.
 Supports in choosing the best digital tool for the better marketing and promotion
 Helps in gathering the information in respect to the leading and emerging competitors.

Better knowledge of the company and formation of this presentation in such a detailed
manner is only possible due to the perfect market research. It helps in covering the several
aspects such as customer’s perspective, challenging market condition, which has made it
possible to form a good marketing frame work.
Conclusion
The above given presentation and report went into a detailed discussion regarding the
various elements of marketing that could be used by a business organization for launch and
relaunch of the product in the market. It has mentioned the various strategical tools in the
market which are very crucial to find out the opportunities and threatening elements in the
market. This presentation is completely based on certain market research, so it has also
elaborated the its influence on the product development and explains the necessity of
marketing campaign.

References
Books and journals-
Dolbec, P.Y., Fischer, E. and Canniford, R., 2021. Something old, something new: Enabled
theory building in qualitative marketing research. Marketing Theory, 21(4), pp.443-
461.
Heydari, J. and Mosanna, Z., 2018. Coordination of a sustainable supply chain contributing in
a cause-related marketing campaign. Journal of Cleaner Production, 200, pp.524-532.
Lane, K. and Levy, S.J., 2019. Marketing in the digital age: A moveable feast of information.
In Marketing in a Digital World. Emerald Publishing Limited.
Makienko, I. and Rixom, J., 2022. Using Marketing Mix Elasticities to Demonstrate
Consumer and Producer Perspectives in Marketing Management Class. The
International Journal of Management Education, 20(3), p.100689.
Munsch, A., 2021. Millennial and generation Z digital marketing communication and
advertising effectiveness: A qualitative exploration. Journal of Global Scholars of
Marketing Science, 31(1), pp.10-29.
Nunan, D., Malhotra, N.K. and Birks, D.F., 2020. Marketing research: Applied insight.
Pearson UK.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.
Wilson, A., 2018. Marketing research: delivering customer insight. Bloomsbury Publishing.
Xu, S. and Zhou, A., 2020. Hashtag homophily in twitter network: Examining a controversial
cause-related marketing campaign. Computers in human behavior, 102, pp.87-96.
Online referencing
Nokia smartphone sales reached almost 3 million units in Q3 2021, 2021 [online] available
through <https://www.gizmochina.com/2021/12/13/nokia-smartphone-sales-reached-almost-
3-million-units-in-q3-2021/#:~:text=Nokia%20smartphone%20sales%20reached%20almost
%203%20million%20units%20in%20Q3%202021,-By&text=The%20figures%20for%20the
%20smartphone,the%20same%20period%20in%202020.>