Marketing & Communication in Digital World

Table of Contents
Introduction...............................................................................................................................................3
Marketing Mix Analysis............................................................................................................................3
Research Requirement...............................................................................................................................4
Identification of the Research Requirement.........................................................................................4
Methodology.............................................................................................................................................4
Research Objectives..................................................................................................................................5
Gantt Chart..............................................................................................................................................5
Research Implementation..........................................................................................................................5
Analysis and Strategies for NOKIA’s Marketing......................................................................................5
Strength and Weaknesses of the Research.................................................................................................6
Conclusion.................................................................................................................................................6
References:................................................................................................................................................7
Introduction
Every successful business plan is primarily dependent on advertising and public relations. Marketing aid raises
product awareness, builds credibility, encourages consumer involvement, and educates the broader public.
Marketing and communication enable more people to purchase things. The purpose of this study is to investigate
NOKIA 3310's marketing techniques from its inception. The Marketing Mix Analysis Process's 7 Ps will be used to
analyse their promotional and public relations efforts. The "Research Requirements" portion of the report will include
the market research strategy for the product's successful relaunch. After the study needs have been defined, a brief
research strategy will be evaluated, along with its strengths and limitations. These strategies will allow Nokia to
reintroduce their product in the market.

Marketing Mix Analysis

Nokia's extraordinary success was made possible by groundbreaking study into the product's marketing approach.
Every detail was precisely prepared to optimise the launch's impact.

Product: The Nokia 3310 was a forerunner in the field of cell phones. The Nokia3310 was the first smartphone with
a completely integrated antenna. The black and white screen made it simple to read. The product's most unique
characteristics were its incredibly sturdy construction and extended battery life. It was an enticing alternative, with a
talk time of over 24 hours and a standby length of more than a month.

Price: The Nokia 3310 may have looked pricey at the time, particularly in comparison to the features found in today's
low-cost phones. Nonetheless, the pricing was really fair, coming in about 110 pounds. It's worth mentioning that the
phone's unique and beneficial features more than justified its asking price.

Place: One of the most notable aspects of Nokia's 3310 distribution strategy was the inclusion of a complimentary
gift with each device sold. Instead than relying only on its own distribution network, Nokia turned to a variety of third-
party companies to assist get its goods into the hands of users. Vodaphone, Orange, and Cell Net were among the
key distributors who contributed to Nokia's success.

Promotion: Nokia has effectively used conventional means of advertising to promote its product lines. Nokia
marketed the 3310 using a prominent media outlet. The product was advertised using newspapers, television,
billboards, and brochures.

Process: Nokia was founded in Finland, where it initially constructed a plant. While it did carry things, it did so via
independent distributors. Companies may save money on product delivery by improving their efficiency. At the time,
outsourcing distribution was more cost effective.

People: Achieving this level of achievement was not an easy undertaking. Almost all of Nokia's 55,000 workers
worked tirelessly to secure the success of the firm and its products. Everyone was extremely skilled, from the
production line workers to the marketers and salesmen.

Physical Evidence: Nokia held a solid market position prior to the launching of the Nokia 3310. Nokia's well-known
tagline and clearly distinguishable emblem made the company formidable on its own. Customers are initially
attracted to solid proof. The hands conveyed the word "People Connecting".
Positive & Negative side of the Marketing Mix of Nokia 3310.
The Nokia 3310 was the sole gadget in its class. The public eagerly accepted it, and sales surged as a
consequence. The Nokia 3310 is generally credited with transforming public view of the firm. This model's durability
and battery life were outstanding. The new model also weighed significantly more than its predecessors. The free-fall
test findings shocked everyone. It handled the fall from vast heights without breaking a sweat. In terms of pricing, this
model fell halfway between reasonable and prohibitively pricey for certain customers. Companies may be able to
save money by outsourcing their distribution. Since Nokia sought the aid of more third-party distributors, the
product's cost has skyrocketed over what was initially planned.
There was no question about the quality Nokia supplied, regardless of the asking price. The Nokia phones were
made in Finland, the company's main production base.

Research Requirement
What today's phones can achieve was unthinkable a few years ago. Nokia is presently contemplating a relaunch of
the product. The quantity of valuable applications and features available on today's smartphones poses a huge
barrier to the reintroduction of legacy goods from any company (McDaniel and Gates 2018). When developing the
relaunch, Nokia must address global customer interests and needs. The research will offer insight on the
shortcomings of contemporary telephones and how Nokia aims to address them. The Nokia 3310 might serve as a
supplement, rather than an alternative. Extensive market research can assist uncover solutions to this complex
situation.

Identification of the Research Requirement

Market research is a set of activities that may involve studying and evaluating the feasibility of a product or service.
Various challenges may arise during the relaunch of the Nokia 3310; they must be addressed accordingly. To
acquire a complete understanding of the problem at hand, Nokia will need to collect both quantitative and qualitative
data on the current market scenario. There are several different approaches for data collection. There have been
several interviews performed by both professionals and regular people, and they may be really beneficial. The focus
group's input might be valuable in gaining perspective. This item might be a valuable source of knowledge for us.
Newspapers, books, journals, magazines, and internet articles all serve as secondary sources of information.
Primary data helps to shape a project's structure, whereas secondary data sources support that structure. After
acquiring and assessing all of this information, the corporation hopes to achieve the desired conclusion.

Methodology
There are several methods for determining the likelihood of a product's economic success, but not all of them are
trustworthy. Evaluate the product relaunch. The information Nokia possesses comes from an earlier version of the
device. At the moment, Nokia's sole information sources are online forums, interviews, and publications. Because
production of this model was halted for a lengthy period of time, it is impossible to anticipate how customers would
respond to its reintroduction. One problem of online journals, textbooks, and articles is that none of them give the
exact information required to assess whether or not the product is practical. However, because of a corporation-
imposed limitation on this approach, Nokia is unable to perform test marketing.
Research Objectives
A tight timeline must be followed in order to collect the data. Obtaining the secondary set of data is necessary before
beginning work on the original data. Following that, the two sets of data will be compared to determine how closely
connected they are. The combination of these bits of knowledge will help you make a decision. The purpose of this
information will be discussed more below.

1. Having a solid awareness of the many client perspectives on the product.

2. Understanding the downsides of competing telephones.
3. Identification of the product's intended consumer base.

Gantt Chart
10/3/2020 10/13/2020 10/23/2020 11/2/2020 11/12/2020 11/22/2020

Identification of problems and opportunities. 03/08/2022

Formulation of Research Needs

05/08/2022

12/08/2022
Creation of Research Desings
20/08/2022
Collection of Data
26/08/2022
Analysis of Data
31/08/2022
Strategies Implication

Research Implementation
The goal of this study is to improve appreciation for the Nokia 3310. The majority of the data for this study will come
from outside sources. To boost the research's feasibility, primary and secondary data will be linked. It will be
beneficial to have both qualitative and quantitative data.

Analysis and Strategies for NOKIA’s Marketing.

Nokia has significant brand loyalty across both younger and older generations. Nokia is immensely popular among
the younger generations. This strategy proved effective in establishing an emotional connection with the intended
audience (customers). This model was also popular with members of the "generation of the 1990s." People would
purchase this new model as soon as it was available to satisfy their nostalgic needs. This mobile device includes the
essential capabilities that a mobile user requires. Some people may find it annoying and difficult to operate their cell
phones. Customers who are away for an extended period of time demand devices with greater battery life. They will
be fortunate to possess this mobile gadget. Here are some recommendations for the Nokia 3310:

Because social media allows us to pick the target audience based on a variety of factors such as age, gender, and
demographics, the target market for this mobile device may be effectively exploited. Nokia may market its products
via email and SMS in order to attract older clients. Celebrities and others with large followings may be utilised in
online advertising.
Strength and Weaknesses of the Research
The phone's durability, together with Nokia's reputation for excellent customer service, are its two most notable
attributes. As individuals become older, they become increasingly comfortable using phones that endure a long time
and do basic cell phone activities. The recognition of both strengths and weaknesses is crucial to any company's
success. Nokia will encounter marketing issues with today's tech-savvy youth. The Nokia 3310 has a few
functionalities that are not seen in the most recent smartphone versions. The main downside of this Nokia model is
its incapacity to pique the interest of many purchasers.

Conclusion
For most of its existence, Nokia was considered as an industrial powerhouse. It was so successful that it controlled
the global market. Nokia did not do anything purposely improper; rather, they just failed to take the appropriate
measures. They think that by relaunching Nokia, they may restore some of the company's previous splendour.
This launch enables Nokia to completely rebrand themselves. It will serve as a benchmark for determining how much
of the market Nokia still controls. Nokia has the opportunity to recapture some of its earlier market share by
executing the various marketing strategies discussed in this research. Moving forward, Nokia must learn from the
Nokia 3310 experience and adopt a more aggressive and agile approach to product development and marketing. To
regain its foothold in the very competitive mobile phone industry, Nokia must embrace innovation, listen to consumer
feedback, and keep current on market trends.Nokia can position itself for success in the ever-changing marketplace
by capitalising on its strengths in brand recognition and customer loyalty, as well as embracing new technology and
design trends.
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