Marketing and Communications Plan for Nokia 3310 Re-launch

This report provides a comprehensive analysis of the marketing and communication strategies for relaunching the Nokia 3310 in the digital world. It examines the elements of the marketing mix used during the initial launch, including product, price, place, and promotion, and evaluates their effectiveness. The report also outlines suitable research methods, such as interviews, questionnaires, and focus groups, and presents a detailed research plan with SMART objectives and a Gantt chart. Furthermore, it discusses the strengths and weaknesses of the marketing plan and includes findings from qualitative and quantitative data analysis. The report concludes with recommendations for Nokia to leverage digital platforms like Instagram and Facebook for a successful relaunch campaign, aiming to increase sales by 30% within a year. Desklib provides students access to similar solved assignments.

MARKETING AND
COMMUNICATIONS
IN A DIGITAL WORLD

Table of Contents
INTRODUCTION...............................................................................................................................3
MAIN BODY.......................................................................................................................................3
Elements of marketing mix with respect to Nokia 3310’s first launch...............................................3
Methods used for the purpose of research and their suitability and methods will not be used. 4
Detailed Research Plan......................................................................................................................5
Conclusion............................................................................................................................................8
REFERENCES..................................................................................................................................10

INTRODUCTION
Marketing communication refers to different approaches which are used by companies in order to
communicate and convey their offerings related to a product or service to its customers. The present
case study will be based on the product Nokia 3310 which was launched by the company Nokia in the
year 2000. The headquarter of the Nokia is in Espoo, Finland. Nokia was founded in the year 1865
and was founded by Fredrik Idestam, Leo Mechelin, and Eduard Polon. The present report will
discuss the elements of marketing mix with respect to Nokia 3310 ‘s first launch. The analysis of the
elements of the marketing mix will include their positive and the negative aspects. Under this study, a
proper market resource will be done in order to successfully relaunch the Nokia 3310 in the current
market, keeping in mind the issues faced by the company during its first launch. The study will
identify specific methods of research and then discuss their appropriateness. With due inclusion of a
variety of methods, a detailed marketing research plan will be formulated. The research will include
details that are required for successfully launching a marketing campaign in the digital world. The
strengths and weaknesses of the research will also be discussed.
MAIN BODY
Elements of marketing mix with respect to Nokia 3310’s first launch
Product: The product was Nokia 3310 and was launched in the year 2000. It was a GSM mobile
phone and came up in the market with features such as instant messaging, voice dialling, calculator,
stop watch, Nokia network monitor and games which included snakes and maze (Lahtinen, Dietrich,
and Rundle-Thiele, 2020.). People loved the mobile phone it provided week long battery life and
its strong and unbreakable structure and last but not the least, the facility that it was portable and can
be moved from one place to another.
Price: The pricing strategy used by the Nokia during the initial launch of Nokia 3310 was price
skimming. This means Nokia charged high prices at the initial stage and slowly reduced the prices
over time. This was quite a smart move as around 126 million people bought Nokia3310 during the
first launch. This contributed to a huge share in profits of the company.
Place: Nokia launched its product by way of distributors in the year 2000. It made use of distributors
in order to extend the market reach of Nokia 3310 (Thabit, and Raewf, 2018). It does not directly
sell the phone to its customers. This was a successful strategy as it helped Nokia in availing the
product across more than 50 countries in the world.
Promotion: The tools used by Nokia before the initial launch of Nokia 3310 back in the year 2000,
were advertisements by way of televisions, radios, posters, magazines, billboards, pamphlets and

newspaper. These were the only sources available at that time. Nokia made good use of these tools
and it helped Nokia in attracting and engaging new customers towards the brand.
People: The people hired by the Nokia back in the year 2000 were highly skilled and efficient in
terms of technology. Because of them, Nokia was able to come up with such an advanced device in
the market.
Process: The Nokia 3310 was manufactured only in Finland and Hungary. In order to provide the
provide the product that do not have any change, it made sure all the pieces of a model gets
manufactured at a same place with same formula and the distributed all over the world.
Physical evidence: When Nokia 3310 was first launched, it impressed people with its week-long
battery and its sturdiness. People could use the phone for years as its structure was quite unbreakable.
Though, providing the customers with premium quality products enhances the brand image in the
minds of the customers, however one should focus on strategies that engages the customer with the
company and buy more often (Stead, and Hastings, 2018).
Methods used for the purpose of research and their suitability and methods
will not be used.
Suitable methods
Interview method: The product that is going to be launched is Nokia 3310. It will be relaunched in
the market after 17 years. The interview method of research will help the company in identifying the
thought process of the people about the particular product. Under this method, the respondent will
be asked an open-ended question related to the product, their satisfaction, pricing and their
expectations from the product (Al Badi, 2018). The open- ended question will allow the
respondents to speak with an open mind, what he particularly feels about the product.
Questionnaire: A questionnaire method is a kind of survey but it has closed ended question in it.
Closed ended questionnaire provides the respondents with questions that could with answered with
limited scope. This allows the researchers to understand views and perspective of the respondent if
they had the limited options to choose from, then what would have been their choice of answer. It
allows the researcher to save cost and reach to a large audience. By way of questionnaire, it is easier
for the researcher to gather the data from a range of people and compare and contrast their views
and formulate interpretations.
Focus groups: When data is collected from a group of 5-10 people who are generally the experts of
that particular field is known as the focus groups method. Under this method, a discussion is
initiated between the group in order to identify their views and observations related to the subject

matter (Anjani, Irham, and Waluyati, 2018). Since, it highlights the viewpoints of the experts as
compared to the customers and formulate interpretations.
Secondary methods: The secondary methods of research include data collection from books,
journals, websites, magazines. It does not involve any kind of interactions between people. Under
these methods, the data is from these sources is read by the researchers thoroughly in order to
formulate conclusions based on the findings. This data is used in order to gain knowledge about a
specific field in which it is difficult to use primary methods of collection.
Not suitable methods
Observation: Observation methods involves simply observing the customers and coming to a
conclusion on their own. There is no direct interaction between the researcher and the respondents.
The observations formed by way of this method could be partial and influenced by the views of the
researcher (Kareh, 2018.). Therefore, this method is not suitable for conducting the market
research for the purpose of relaunching Nokia 3310.
Detailed Research Plan
Aim: To increase the sales of Nokia by 30% by relaunching Nokia 3310 in the market.
SMART Objectives:
Specific: To increase the revenue by 30% by increasing the sales.
Measurable: The growth will be measured by keeping a track of quarterly, half yearly and annual
sales figure.
Achievable: The objectives will be achieved by launching a marketing campaign on all the digital
platforms.
Realistic: The objective set by the Nokia are realistic as it has achieved such targets in the past too.
Time based: Nokia will try to achieve the set objectives within a timeframe of 1 year.
GANTT CHART

Task Name Duration Start Finish Predecessors
Aim and objectives 5 days Mon 3/7/22 Fri 3/11/22
Interviews 20 days Mon 3/14/22 Fri 4/8/22 1
Questionnaire 25 days Mon 4/11/22 Fri 5/13/22 2
Focus group 10 days Mon 5/16/22 Fri 5/27/22 3
Journal 5 days Mon 5/30/22 Fri 6/3/22 4
Books 6 days Mon 6/6/22 Mon 6/13/22 5
Previous research 8 days Tue 6/14/22 Thu 6/23/22 6
Project review 3 days Fri 6/24/22 Tue 6/28/22 7
Completion 1 day Wed 6/29/22 Wed 6/29/22 8
For the purpose of conducting the research in order to increase the sale by relaunching Nokia 3310,
primary and secondary methods of research will be used. Primary methods that will be used includes
interviews, questionnaires, and focus groups. Secondary methods for the same are journals, books,
and public records (Kalogiannidis, and Mavratzas, 2020). The interviews, questionnaires and
focus groups helps in identifying the consumer perspective with regards to the subject matter. The
interviews provide the consumer the flexibility to answer with their own pace and opinion.
Questionnaires helps in determining the choices that customers make when they have limited
options. And, focus groups helps in getting expert advises on the subject matter. Similarly,
secondary data such as journal, books help in saving cost and time and aids in making the necessary
observations. The research will be based on the internal as well as external data both. Internal data
will be used such sales figures in order to measure the performance and external data will be used
for the purpose of market research.
Strengths of the marketing plan includes authenticity, accuracy and is latest. Since more data is
collected with the help of primary research methods, therefore the data that has been collected can

be stated as authentic in nature, it is unbiased and reliable. The major weakness of the marketing
plan is that there has been a little use of the secondary data in some area, that might be biased in
nature. The qualitative data has helped in comparing and contrasting the views of different
customers, their expectations regarding the products and also what the expects has to say about the
relaunching of the Nokia 3310 (Nurlina, Semmaila, and Murfat, 2021.). If the response in
qualitative research does not fit in the expectations of the researcher, then also the data will be
equally important. And, the use of quantitative data has helped getting concrete and accurate
findings.
Findings
Age category that uses digital platforms
Age group No. of respondents percentage
18-25 47 78.3
26-35 10 16.7
35-45 0 0
46-60 3 5
Total 60 100
47
10
3
No. of respondents
18-25 26-35 35-45 46-60
Interpretation:
From the above chart, it can be observed that the respondents in the age category of 18-35 accounts
for 78.3% of the response and is most active on digital platforms.

Which app do you prefer more?
Digital platforms No. of respondents Percentage
Facebook 10 16.67
Instagram 30 50
Twitter 20 33.33
Total 60 100
10
30
20
No. of respondents
Facebook Instagram Twitter
Interpretation: A majority of respondents prefer to use Instagram over Twitter and Facebook.
Recommendations:
On the basis of above findings, Nokia should launch a digital campaign on Instagram as most of the
people are now using Instagram.
Nokia should launch its campaign on Facebook, as it has been observed that the older generation is
more active of Facebook. The Nokia 3310 that Nokia is going relaunch will be mostly used by the
older generation people only because it is a feature phone.
Conclusion
From the above report, it can be concluded that for a successfully relaunching a product in
the market, a proper market research, the marketing mix, promotional mix and a marketing
campaign plays a vital role. The elements of marketing mix help in identifying the impact of each

strategy and its impact on the product. Promotional mix includes advertising, personal selling, sales
promotion and publicity in order to market the product. A research is useful in determining the
views and perspective of the consumers. All of them together makes a product successful in the
marketing after its launching.
REFERENCES
(Books and journal)
Al Badi, K.S., 2018. The impact of marketing mix on the competitive advantage of the SME
sector in the Al Buraimi Governorate in Oman. SAGE Open, 8(3),
p.2158244018800838.
Alkhafagi, Y.A.M. and ALsiede, Y.A.H., 2022. Is the Stealth Marketing an Element of
Promotion Mix? A Review of the Techniques. Webology. 19(1).
Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P Marketing Mix and
Consumers' Loyalty in Traditional Markets. Agro Ekonomi, 29(2). pp.261-273.
Kalogiannidis, S. and Mavratzas, S., 2020. Impact of marketing mix strategies effective
product development issues in MNCs/Retail. International Journal of Business
Marketing and Management (IJBMM). 5(12). pp.118-125.
Kareh, A., 2018. Evolution of the four Ps: Revisiting the marketing mix.
Nurlina, N., Semmaila, B. and Murfat, M.Z., 2021. Cost Analysis of Promotion Mix to
Increase Sales. JURNAL MANAJEMEN BISNI. 8(1), pp.84-89.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the
balance right. In Social Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long
live the marketing mix. Testing Marketing (pp. 29-43). Psychology Press.
Suryatama, A. and Radianto, W.E., PROMOTION MIX DESIGN TO IMPROVE BRAND
AWARENESS OF COMPANY X. In Welcome to the 5th International Conference
on Entrepreneurship (p. 84).
Sya’idah, E.H., Satrio, O.B. and Sugiarti, N., 2018. Promotion Mix and Investment Decision.

Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
the effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.