Marketing & Communication in a Digital World: A NOKIA Case Study

This report provides an analysis of marketing and communication strategies in the digital world, focusing on NOKIA's approach to launching a new smartphone. It examines the effectiveness of the marketing mix (7 Ps) for NOKIA's new product, Lumia Pro, highlighting aspects such as product features, pricing, distribution channels, and promotional activities. The report includes a detailed marketing research plan, outlining steps like understanding customers, creating positioning statements, analyzing marketing strategies, and setting goals. It also critiques the research plan, identifying strengths and weaknesses, and presents survey data to gauge customer preferences for the new product. The distribution channels of NOKIA will make sure that the product of the company is available on both online and offline platforms. The company must make sure that the price of the product is covering the cost of the product so that the company will be able to have some profits otherwise the company will have to suffer losses. Desklib offers students access to similar reports and study tools.

Marketing and
communication in
digital world

Table of Contents
INTRODUCTION...........................................................................................................................2
Main body........................................................................................................................................2
Marketing mix for the new product of NOKIA..........................................................................2
MARKET RESEARCH..............................................................................................................4
Research plan..............................................................................................................................4
Conclusion.......................................................................................................................................8
REFERENCES................................................................................................................................9
1

INTRODUCTION
Marketing in digital world is an important aspect for companies nowadays. In order to
have effective presence in the market it is important for the companies to make sure that they are
having a wider reach and are able to communicate to a large number of audience. It is important
for the organisation to make sure that they are having an effective digital presence so that they
can provide essential information about the product to the audience (Hoi., 2020, February). It
will help the company in communicating effectively with the potential customers which will
definitely generate more leads to the customers. The major benefits that the company can have of
digital marketing is that the cost in this type of marketing is much lower than the cost of
traditional marketing also the results of digital marketing is measurable through the traffic that
has reached on the website of the company. In case of Nokia 3310, the company was founded in
the year 1865 by Fredrick Idestam, Leo Mechelin, Eduard Polon. The company is headquartered
in Espoo Finland and have global presence. There are two major divisions of the company which
is Nokia Networks and Nokia Technologies. The report covers the marketing mix and its
efficiency in the company. The report will also cover the marketing research for the company
and its products. Along with this a suitable business plan for the company will be provided in the
report.
Digital marketing teaches how to upgrade, build and sustain the reputation and image of the
brand on digital platform so that the company can attract more customers and will also be able to
make sure that the company is having products that are according to the needs and demands of
the market.
Main body
Marketing mix for the new product of NOKIA.
Marketing mix helps the company in making a marketing plan for the products of the
company. It is a framework which is needed to be analysed by the organisation before launching
a new product in the market (Cardon, Huang and Power., 2019). In case of NOKIA, the company
is going to launch a new smartphone in the market which will help them in capturing a wider
market segment and will also make sure that the company is coping with the technological
advancements in the market which will help them in having competitors advantage in the market.
The 7 P's that are needed to be taken into consideration by the company are as follows:
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Product: NOKIA is one of the most trustable brands among the customer groups as the
equipments of the company are highly durable and affordable. It was one of the most undisputed
brands which were highly focused on customers services and were clearly providing best
products to their customers (Montgomery and et. al., 2019). The company is soon going to
launch a new smartphone which is android which will provide not only durability to the
customers but will also maker sure that the company is having competitors advantage in the
market.
Place: It refers to the location from where the customers can buy the products of the
company. It will help the company in reaching to a wider audience and will also make sure that
the customers are easily having a better reach to the products of the company which will help the
company in increasing their sales. The major disadvantage of offline marketing is that the
company will have to bear high costs as compared to the online distribution channel. It is a
positive factor for the company that they will be able to reach to a wider audience as the
company is having global presence in the market. The company can capture the customer base
who are not really comfortable in purchasing or investing their amount in order to buy products
online.
Price: It refers to the price range that the company is going to follow in order to attract
customers (Mogaji, Soetan and Kieu., 2020). The company needs to make sure that they have
analysed their potential market segment as according to that market segment the company have
to fix their prices so that they will be able to attract the market segment effectively.
Promotion: It refers to the marketing activities of the company through which the
company is going to attract the potential market segment and the way through which the
company is going to communicate to their potential audience. The positive impact of this
promotional factor is that the company will be able to attract large number of customer and will
be able to reach to a wider audience. The negative impact of this activity on the company is that
the company will have to invest their funds on the promotional activities which is relatively high.
It may or may not have an impact which means that if the marketing campaign is not so effective
then the company may have to face severe losses.
Physical evidence: It refers to the additional features that the company is providing
along with the products of the company. The New NOKIA Lumia Pro, will come with an
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additional feature of Ultra Telephoto Camera and a pair of ear-pods which will help the company
in attracting large number of customers.
Process: It refers to the process through which the company is going to make their
product available to the customers (Pedersen and et. al., 2020). The company will make sure that
the new product is reaching to the customers efficiently so that the customers will not have to
face any problem.
People: It refers to the people that are engaged in the activities of the company and are
making sure that the products of the company are reaching to the customers safely and
efficiently. It is important for the organisation to make sure that the company is providing job
satisfaction as well as product satisfaction to their employees and their customers.
MARKET RESEARCH
The new range of products of the company will be called as Lumia Pro, which will be
providing all the features of smartphones along with 6G technology which will enable the users
to enjoy high speed surfing as well as ultra wide Telephoto camera which enable the user to
experience high quality pictures even in low light (Moşteanu and et. al., 2020, August). The
distribution channels of NOKIA will make sure that the product of the company is available on
both online and offline platforms. The company must make sure that the price of the product is
covering the cost of the product so that the company will be able to have some profits otherwise
the company will have to suffer losses. It is important for the company to make sure that they are
having effective marketing teams as it will make sure that the company is having a wider reach
and will also make sure that the company is able to capture the potential market segment which
is important for the company in order to capture the market and in order to have competitors
advantage in the market (Ferdous, 2019).
Research plan
There are various steps which a company has to follow to launch their new product and these
steps are given below-
Understanding customers- It is essential for the company to learn their customer's
preference, attitude, behaviour and many other factors toward their new product. For this Nokia
must take a appropriate time of 25-30 days to understand their customers.
Creating positioning statement- Here company need to prepare their mission and vision
statement that what they need to achieve in future. For this Nokia will take the advice of experts
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of business plans to formulate a good and easy to understandable statements for their business.
This will take 2 days to formulate a good positioning statement.
Analysing marketing strategies- It is one of the most effective task of a company to
launch a new product where they make strategies that how they will sell their product and what
prices and many other factors (Costa and Seabra, 2021). This will take 5 days to formulate
affective marketing strategies.
Setting appropriate goal for launching- Here, company is required to set a particular
goal for launching like they will decide that on which date they must launch their product in
market and the venue and many others. This will take 3-4 days to set goal for launching product
in market.
Creating promotional content- It is essential that Nokia will create a good promotional
content to attract more customers toward their new product. Here, they must include those
message which can be easily understandable and provide the benefits of using their new mobile
phone to customers. This will take 6 days to prepare a appropriate promotional tools.
Preparing team- It is also important to prepare a team which will handle all activities of
launching a new product. This will take 7-8 days to prepare a good team which is having
different skills and talents.
Product launch- Here company finally launch the product and their targeted customers
easily get to know all the features and characteristics of their new product (Arruda Filho and
Barcelos, 2021). This will take 1 day to launch the product in market.
Monitoring and evaluation of performance- After launching the new product, Nokia
will monitor their performance that they are achieving their set targets or not by comparing
planned performance with actual performance. This will take 6-7 days.
Gantt chart-
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Research implementation- Primary data has been used in this research because new data
has been collected for analysing marketing situations (Riva and Pilotti, 2021). Nokia is supposed
to use both internal as well as external data to successfully launch their new product. Internal
data has been used to analyse efficiency of employees whether they will work appropriately to
manufacture and launch the new product or not. External data has been used to analyse whether
the new customers preference that whether they prefer to provide good response to company on
their new product launch or not.
Research Critique- Marketing plan is essential to made and there are few strengths and
weaknesses of marketing plan which is made by Nokia to launch their new product which is
explained below-
Strength-
 The following research plan of Nokia is well defines and easy to understand to investors
or any interested party.
Weakness-
 The biggest drawback of this research plan is that it is time consumable and costly
because it is using primary research. Secondly, in context of Gantt chart the biggest issue
is that is does not provide the efficiency of tasks.
In context of conducting this research 25 samples of different geographical area have been
chosen to analyse their preference regarding their new product launch. Few questions related to
this research which is used to understand customer preference is given below-
1-What is your satisfaction level regarding new features of new product? (tick the
option)
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
Dissatisfied
10 5 5 3 2
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Interpretation: From the above table and chart it is clearly evaluated that 10 customers
out of 25 are highly satisfied, 5 are satisfied, 5 are neutral, 3 are dissatisfied and 2 is
highly dissatisfied regarding new features of their new product. It is recommended to
Nokia that they can analyse the reason of those customers who are dissatisfied and
strongly dissatisfied with the features of new product and try to modify their product for
their benefit.
2- Do you prefer to buy new product of Nokia sudden after its launch? (tick the option)
Yes No Maybe
15 5 5
8
10
5
5
3
2
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

Interpretation- From the above information it is evaluated from the above table and
chart that 15 customers are agree, 5 are disagree and 5 have no idea regarding their
purchasing of new product after its launch. It is recommended to Nokia that it must
promote their new product effectively to impact upon customer minds to buy their
product as soon as possible. They can share the benefits to their customers which they
will get after buying the product suddenly after its launch.
3- Are you easily able to understand the new features of new model of Nokia and able to
operate it easily? (tick the option)
Very easy Easy Neutral Difficult Very difficult
10 5 5 2 3
Interpretation- It is critically examined from the above table and chart that 10
customers feel very easy, 5 easy, 5 are neutral, 2 feel difficult and 3 are feeling very
difficult to understand the new feature of their new product. It is recommended to Nokia
that they must include a instruction list of using their new mobile phone which help the
customers to understand how they must use their new features easily.
9
10
5
5
2
3
Very easy
Easy
Neutral
Difficult
Very difficult
15 5
5
Yes
No
Maybe

Conclusion
From the above information it is concluded that marketing research is done to analyse
customers preference and behaviour regarding new product launch. Marketing mix is used to
analyse the products features, its prices, distribution channel and promotional technique used by
a company to promote their new product. It is very essential to make a plan for new product
launch and check its efficiency before execution.
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