Marketing Plan for Nokia 3310 Relaunch: Research & Strategies

This report examines the marketing and communication strategies for the potential relaunch of the Nokia 3310. It begins by outlining the elements of the marketing mix (product, price, place, process, promotion, physical evidence, and people) in the context of the original Nokia 3310 launch, highlighting both its strengths and weaknesses. The report then identifies the research requirements for a successful relaunch, distinguishing between primary research methods (interviews, surveys, focus groups, and observation) and secondary research sources (internet, organizational data, and government agencies). The core of the report is the detailed research plan, which includes defining the problem statement, establishing clear objectives, determining appropriate research methods (primary and secondary), and creating a timeline using a Gantt chart. The report emphasizes the importance of a digital marketing approach for the relaunch, recommending the use of online channels and platforms to maximize campaign effectiveness. The report concludes with a recommendation to develop a marketing campaign that incorporates digital technology to make the Nokia 3310 effective and attractive.

Marketing &
Communications in a
Digital World

Contents
INTRODUCTION...........................................................................................................................1
Part 1- Elements in regards with marketing mix ............................................................................1
Part 2- Recognisation of research requirements .............................................................................3
Types of primary research sources .............................................................................................3
Types of secondary research sources ..........................................................................................4
Part 3- Creating a detailed research plan (625)................................................................................4
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Marketing communication is considered as essential for organisations as it aids them in
influencing buyer's decision, establish positive brand image as well as attain recognition in
market in an effective manner (Juska, 2021). For understanding varied aspects of marketing
communication, Nokia is taken into consideration. Nokia is a Finland based organisations which
operates in telecommunication, information technology as well as electronics.
This project highlights an understanding about the elements of marketing mix when
Nokia 3310 was launched first. It also comprises of identification of research methods which can
be used by Nokia managers for relaunching if the product. It also depicts an understanding about
formulating a research plan for conducting marketing campaign for relaunching.
Part 1- Elements in regards with marketing mix
Marketing mix is a strategic model which aid marketers in determining their promotional
activities in context to varied elements for satisfying specified need or desire of consumers
(Leung and Mo, 2019). Understanding of elements of marketing mix is considered as essential
for managers of Nokia as it help them in establishing effective insights regarding future trends as
well as market conditions in an effective manner. Elements of marketing mix in relevance with
first launched product of Nokia are mentioned below:
Product- This refers to the commodity which is manufactured by an organisation for
fulfilling customer needs (Munsch, 2021). In context to Nokia 3310, it contain varied features
which make it useful for masses in a significant manner. Its major features include S30+
operating system, ling battery life and many more. This was considered as first affordable
headset in market with an in-built antenna. Where its extended battery life which is not provided
by other headsets is considered its advantage while its single camera and reduces storage space
were its drawbacks.
Price- It is considered as revenue-generating aspect of marketing mix whereby prices are
quoted by organisations on their specified products or services (Nabieva, 2021). In context to
Nokia 3310, pricing strategy adopted by managers is price skimming approach. They sold it for
£45 in UK with lots of new features which were not found in any other competitor headset (The
Nokia 3310 just turned 20 years old – here's what made it special. 2020) This approach has led
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organisational managers to make it popular among masses. Whereas, this pricing strategy can
also reduced their credibility as well as create negative perceptions among their customers.
Place- This can be understood as a physical or an online store which is used by
organisations for providing their products to their customers. In accordance with Nokia 3310,
these mobile headsets can also be purchased through physical stores at differentiated place as
there were no online channels. Despite not having online orders, Nokia 3310 is become popular
among masses and purchased by many people. However lack of online channels at that time has
impacted their sales in a significant manner.
Process- It can be understood as a journey whereby right way is selected for meeting
customer demands on a timely basis (Sayal, 2019). In accordance with Nokia 3310, managers
continuously monitor their processes for effectively meet customer desires on a timely basis.
This has impacted them in gaining customer satisfaction as well as enhancing brand reputation in
a positive manner. However, lack of adapting to technology in their operations led to negative
impact for them.
Promotion- This element of marketing mix is concerned with communicating messages
to customers for generating awareness about the specified product or services (Semenova and
Tarasova, 2017). In regards with Nokia 3310, organisational managers used traditional marketing
methods such as handouts, billboards, hoardings in a strategic manner. With the aid of these
promotional techniques, they can reach to masses as these tools were famous at the time of first
launch. However, lack of emerging technology as well as online channels, use of these marketing
tools are considered as obsolete as well as time-consuming.
Physical evidence- It can be termed as tangible cues which describes the quality of
experience which are offered by an organisation. In relevance with Nokia 3310, customers are
provided with proof of purchase for procuring their products. This has benefited to them to
expand awareness of their brand. However, customer sales service which is also considered as
proof of service quality for is not provided to customers on timely basis.
People- This can be described as employees of an organisation which interacts with
customers for promotions, at the point of sales, solving their queries and complaints in an
effective manner. In context to Nokia 3310, marketers interact with customers through
promotional tools and persuade them to buy their product. Positive impact of people in Nokia is
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increased customer trust on brand in a strategic manner. However, lack of proper management
human resources poses as a challenge for Nokia.
Part 2- Recognisation of research requirements
Market research is regarded as organised effort which aid marketers in collecting
information regarding target customers as well as markets in a strategic manner (Shirisha, 2018).
It has been detected that first launch of Nokia 3310 was done in 2000. Till now, varied things
have been changed in terms of customer spending patterns, marketing methods, market
conditions. At first launch of Nokia 3310, managers have used traditional marketing methods,
obsolete pricing strategy and technology for its manufacturing. All these factors, calls for a
relaunch activity of Nokia 3310, which needs marketers to conduct market research in an
effective manner. Primary and secondary sources are chosen for conducting market research
which are as follows:
Types of primary research sources
Primary research is essentially concerned with collection of data sets which are first-hand and
not used by researchers before (Shukla, Bharadwaj and Gupta, 2019). Varied methods for
collecting primary data sets in context to Nokia are as follows:
Interviews- It is considered as question-answer session which can be conducted with the
aid of in regards with face-to-face environment or over phones. In context to relaunch practice of
Nokia 3310, these method can be used by asking questions from employees in order to gain
understanding about their point of view.
Surveys- These are conducted through online basis in a frequent basis which provides
cost-effective as well as convenient whereby response is required to be taken from large
population. In context to Nokia, managers can conduct a survey which helps in gaining
knowledge about the customer's perspectives in a significant manner.
Focus groups- These are used for gathering data from small set of people who are
considered as market specialists or experts in regards with specific topic. In relevance with
Nokia, a small group from large population on the basis of geographical basis can be chosen for
collecting data regarding relaunch of Nokia 3310.
Observation- These are carried out by observing events as well as taking organised notes
in a simple manner. For doing this, a camera or trained observer needs to be carried by an
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organisation which led to incur more operational cost. Hence this method should not be used by
Nokia. It is also a difficult process which needs a lot of patience.
Types of secondary research sources
Secondary research can be conducted through involving collection of existing data from
differentiated variety of channels in an effective manner. Types of secondary research methods
in relevance with Nokia are as follows:
Internet- This source is used for gathering online data which can be easily assessed
through using varied websites in a strategic manner. In regards with Nokia, organisational
managers use internet sources for gaining understanding about their competitors, market
conditions as well as customer perspective in an effective manner.
Organisational data- It is considered as reliable source as it is recorded as well as
developed by organisational managers itself. In regards with Nokia, managers can use this source
for collecting information about the impact of relaunching practices of their product.
Government agencies – Individuals can gain useful research materials through
government as well as non-government archives which usually contained verifiable data sets.
Managers of Nokia should not use this resource for conducting secondary research as they have
to understand capabilities of potential market which can be not be collected from this.
Part 3- Creating a detailed research plan
Research plan is considered as helpful for investigators as it provides opportunities for
discussing proposed research by stating their importance as well as how it is conducted. This
research is conducted with the purpose of gaining understanding about the relaunch of Nokia in
an effective manner. Research plan in regards with relaunch of Nokia 3310 are as follows:
Defining problem statement- Organisational managers of Nokia are facing problem in
developing an effective marketing campaign for revamping their product called Nokia 3310. For
solving these issues, this research has been conducted.
Identification of objectives- It is imperative for investigator to determine the objectives
for conducting the research for completing it in an effective manner timely. Objectives for this
particular research in context to relaunch of Nokia 3310 are as follows:
 To ascertain the marketing mix for desired relaunch of Nokia 3310.
 To conduct research effectively with the aid of relevant resources
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 To develop a marketing campaign for making this relaunch a success
Determination of methods for conducting research- Organisational managers of Nokia
should use both the methods, namely, primary and secondary for conducting this specified
research. They should use interviews, surveys, internet websites, organisational data for
conducting the research in an effective manner.
Establishing timeline- For implementing this research, a timeline should be made by
managers of Nokia in an effective manner. For setting a timeline, a Gantt Chart is prepared by
organisational managers which is as follows:
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Present the findings- It is imperative for investigators to present their findings in an
effective manner. In context to Nokia, after implementing this research for fulfilling their
objective they should develop an effective marketing campaign. This should be designed in such
a way which delivers value to customers while procuring this. By understanding customer
demands and mistakes which are done by them during first launch led them to develop an
effective marketing campaign. Strengths of this research plan is that it works on established
timeline which is followed through Gantt Chart in an effective manner. Whereas weakness of
this research plan is to choose qualitative data which can be used for this research.
From the above research plan, it is recommended to them to develop their marketing
campaign by adopting digital technology in a significant manner. It is imperative for managers of
Nokia to use latest technology for making the Nokia 3310 effective as well as attractive in a
strategic manner. They should use digital channels as well as online platforms for making their
marketing campaign successful.
CONCLUSION
From the above mentioned information, it has been assessed that marketing
communication plans emphasizes on conveying a specified message to target customers with the
aid of differentiated medium. Marketing mix is considered as important for formulating varied
strategies in regards with products or services in an effective manner. Primary research methods
are considered as essential as it provides investigators first-hand information for conducting
research in an effective manner. Secondary research methods are considered as necessary for
organisations as it provides relevant information about varied aspects in a strategic manner.
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REFERENCES
Books and Journals:
Juska, J. M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Leung, K. H. and Mo, D. Y., 2019, December. A fuzzy-AHP approach for strategic evaluation
and selection of digital marketing tools. In 2019 IEEE International Conference on
Industrial Engineering and Engineering Management (IEEM) (pp. 1422-1426). IEEE.
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.
Nabieva, N. M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
DEVELOPMENT. Theoretical & Applied Science. (2). pp.333-340.
Sayal, D., 2019. Digipedia: the basic guide to digital marketing and transformation. Notion
Press.
Semenova, K. D. and Tarasova, K. I., 2017. Establishment of the new digital world and issues of
cyber-risks management. Marketing and Management of Innovations. 3. pp.236-244.
Shirisha, M., 2018. Digital marketing importance in the new era. International Journal of
Engineering Technology Science and Research, 5(1).
Shukla, S., Bharadwaj, P. and Gupta, K. eds., 2019. Marketing to centennials in digital world.
Book Bazooka.
Smyrnaios, N., 2018. Internet oligopoly: The corporate takeover of our digital world. Emerald
Group Publishing.
Yakob, F., 2021. Paid attention: Innovative advertising for a digital world. Kogan Page
Publishers.
Online:
Stinson. B., and Peckham. J., 2020. The Nokia 3310 just turned 20 years old – here's what made
it special. [Online]. Available through: <https://www.techradar.com/news/the-nokia-
3310-just-turned-20-years-old-heres-what-made-it-special>
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