Marketing and Communications in a Digital World Assignment Sample

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Introduction to Marketing and Communications in a Digital World Assignment

In the digitalized business landscape, communications and marketing play a vital role in interacting with target customers. It helps the organization maintain its market position and competitive image through effective marketing strategies and communication methods. This report is based on Nokia, which has decided to re-launch its product with specialised features and modifications. It includes the marketing plan for the brand along with the effectiveness and systematic conduct of market research. Moreover, this report includes a discussion on the selection of an appropriate research method to conduct effective market research to ensure the success of Nokia’s re-launch product, supported by insights similar to those offered through Online Assignment Help UK.

Task 1

Marketing mix of the company

The concept of marketing mix is termed as a set of marketing tactics, strategies or tools used by the organizations to promote their product in the competitive market (McKinsey, 2022). It focuses on product positioning and enables the brand to sale its product at right place and at right cost. Marketing mix aims for effective planning and execution of marketing strategies to strengthen the brand image and maximize its reach towards target customers. Nokia plans to implement the 7 Ps of marketing mix for the successful launch of its product named as Nokia 3310 (Leung et al, 2022). It helps the brand to define and review the key issues related to its product’s marketing and emphasises on the successful marketing of its product to ensure success. The primary components of 7 Ps of marketing mix are termed as product, promotion, place, price, promotion, people and physical evidence.

Nokia implements the 7 Ps of marketing mix to promote its newly launched product in the competitive market to generate high revenue (Veleva and Tsvetanova, 2020). Moreover, it enables the brand to integrate marketing strategies to facilitate strong brand awareness, drive increased sales and aims to build loyalties and trust among the target customers.

Product

The first P of 7 Ps of marketing mix is product, refers to the services or goods offered by the brand to its customers. With the concern of past decade marketing mix, brand focused on the attractive and unique design of the product to attract diverse range of customers.

Price

The second P of marketing mix is Price, which was identified as high as compare to its competitors. The launched price was fair and justified as it offers variety of useful and unique features. In the competitive market full of budget conscious customers, Nokia was termed as little costly as compare to the other competitor’s product (IDC, 2023).

Price

The third P is termed as Place refers to the channels of distribution. In its previous marketing mix, Nokia uses the retail collaborations, regional and global sellers and retailers along with the internet platforms as its distribution channel, emerges as incurred huge costs (Nokia, 2024).

Promotion

Fourth P of marketing mix is promotion, includes the marketing and promotional strategies to establish strong connection with customers and to maintain strong market presence. Nokia adopted the traditional marketing strategy with the use of partnerships and advertisement posters (EMarketer, 2023). Along with that, it utilizes newspapers, television and brochures for the advertisement of its product and hosts promotional events for effective marketing of Nokia.

People

Fifth P is identified as People, in the context of pervious marketing mix of Nokia, the target customers were budget friendly customers who wants a multi-featured phone with full of innovative and useful features (McKinsey, 2022).

Process

Marketing Mix sixth P is process, in the previous marketing mix, Nokia optimizes its procurement process through offline platforms for effective outsourcing to save money and gain high revenue through increased sales, emerges as negative aspect of marketing.

Physical Evidence

Seventh P is Physical evidence, Nokia uses attractive slogan of “Connecting Individuals” and use logo to highlight its heritage and robustness, helps brand to establish basis of differentiation among its customers from its rivalry business.

On the other hand, the positive aspects of Marketing mix for Nokia was determined as its unique features, leads to attract large customer segment. Moreover, its distribution strategy with strong physical appearance by attractive logo design and packaging emerges as the positive aspects of Nokia marketing mix (Farida and Setiawan, 2022). However, it heavily relies on the third parties for the distribution of its product emerges as negative aspect of marketing as it leads to high cost of expenses, results in declined turnover. Apart from that, its launching pricing is slightly high as compare to other products in this category, emerges as a negative aspect.

Selection of the research methods

Requirement of the research

The potential requirement for the market research was raised as a reason of re-launching of Nokia 3310. It was reputed that brand has faced challenges related to understanding of customer’s needs and preferences along with the adoption of effective marketing strategies to maintain effective communication with target customers (Kornelakis and Petrakaki, 2024). The requirement of the research is to address the marketing issues in context of first launch, leads Nokia to prepare successful marketing strategies at the time of re-launch of Nokia 3310. An effective marketing research is required to facilitate the current trends of the smartphone industry and to analyse the expectations and preference of customers in strategic manner. This helps the brand to address the potential issues of the first launch and helps to overcome them at the time of re-launch of its product.

Identification of research methods

There are two types of research methods identified, termed as primary and secondary method. Primary method refers to the collection of research data from primary or original sources. This method includes observations, surveys, interview and any other sort of method (Simonen et al, 2020). On the other hand, secondary method of research refers to the collection of data and research information from secondary sources or from existing sources through different channels. It includes online websites, scholar articles, textbooks and blogs, published government statistics and business reports.

Research methodology

Nokia adopts the primary method of conducting interview with its customers to identify and analyse the short comes of the marketing mix adopted by the brand (Lindén, 2021). For example: interview was conducted with the customers, chosen through random sampling method to identify their demands and expectations from the product, helps Nokia to address and fulfil their expectations, results in successful re-launch of Nokia 3310. The primary method of interview has been selected for market research as it provides in-depth information and termed as less expensive (McKinsey, 2022). In addition, this method does not consume time and required less resources as compare to other methods. Observation and survey is not appropriate as it these methods are time consuming and requires variety of resources for market research.

On the other hand, Secondary method of research was implemented by Nokia with the help of scholar articles and research journals, textbooks and authentic online websites to analyse the current market trends (Leung et al, 2022). For example: Online Websites and published articles help Nokia to identify key market trends to minimize the issues of marketing by providing essential information about key trends and patterns of consumer behaviour and market. The secondary method of research journals and scholar articles was chosen as it provides brief information about overall feature phone market; enable the brand for the strategic planning about the adoption of marketing strategies to overcome the marketing issues faced by brand during first launch (Veleva and Tsvetanova, 2020). Apart from that, authentic online websites and published materials offer valuable insights about the market trends in time, due to which this method has been adopted. However, published collections of library and academic data were considered as inappropriate as it does not provide the current information (Hussain et al, 2023). To maintain the efficiency of report, only latest published articles were considered to analyse current feature phone market information.

Marketing Research Plan for Nokia 3310

Research Objectives

The research objective for the plan of marketing research is to foster in-depth understanding and familiarity among target customers in relation to the newly launched product of Nokia 3310 (Farida and Setiawan, 2022). In addition, another research plan objective is to outline the potential drawbacks of the featured phone with comparison to the rivalry’s product. Intended customer base for the newly launched product will be acknowledged by the marketing research with the help of secondary data collection method.

Gantt chart

Research implementation

Marketing and Communications in a Digital World Assignment Sample

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To ensure the effectiveness and accuracy of the plan of marketing research, primary and secondary method will be implemented for gathering and analysing data (Kornelakis and Petrakaki, 2024). Primary research method of interview has been implemented for the market research along with the secondary method of scholar articles and research journals, textbooks and authentic online websites.

Finding’s analysis and marketing strategies for Nokia 3310

Primary research method of interview was adopted for conducting market research, resulted that majority of the respondents revealed that Nokia successfully maintains personal connection with its customers by maintaining regular interaction and addressing their concerns, leads to establishment of emotional connection with customers (Simonen et al, 2020). This help the brand to gain relevant knowledge about the concerns and issues of consumers by marinating regular personal touch, results in increased loyalty and trust of the customers. In addition to that, it was resulted that approximate 56% customers are satisfied with the services of Nokia and further mentioned that brand addresses their concerns and issues on regular manner, due to which their loyalty has been increased (Sameul, 2019).

Besides that, it was resulted from the interview that Nokia has successful understands the expectations and preferences of the customers by maintain regular communication with them. Furthermore, brand’s effective marketing strategies helps in fostering strong relation with its customers to enhance productivity and sales. Besides that, it was resulted from interview that majority of the respondents are not satisfied with the product due to its high pricing and battery feature as they are looking for extended battery feature in mobile at affordable price. In support to this, Lindén, (2021) evaluated that the pricing strategies plays a vital role in influencing consumer’s decisions, therefore, Nokia emphasises more on its pricing strategy to attract diverse range of customers. An effective pricing strategy is a significant aspect during the new launch of product as it attracts large segment of customers and influences them to purchase, leads to increase sales and revenue turnover for the brand. Based on current market research conducted by McKinsey in 2022, it was resulted that there is 15% increase in consumer demand for simpler goods within past five years (McKinsey, 2022).Here are few recommendations for Nokia to build strong brand image and increased sales in the competitive market, are as follows:

• It has been suggested that Nokia can adopt effective pricing strategy to increase customer reach and to promote its product sales. This will ensure the modern customers that their expectations and preferences are fulfilled at affordable prices, results in increased profitability of the brand.
• It has been recommended that for the successful marketing of Nokia 3310, it can adopt the digital marketing strategies such as influencer marketing, content marketing and search engine optimization to enhance it reach and to expand its customer base.

Research’s strengths and weaknesses

Nokia’s reputation and durability of the feature phone emerges as the potential strength of the marketing research (Leung et al, 2022). Along with that, their effective customer service quality provides the significant advantage to the brand by increasing loyalty and satisfaction of the customers, results in increased competitiveness and profitability. On the other hand, high prices and lack of digital marketing strategies are the weakness identified in this research.

Conclusion

From the above report, it has been concluded that Nokia plans to re-launch its product, named as 3310, for which brand has adopted the 7 P’s of marketing mix to analyse the multiple factors of marketing. In addition, primary method of interview and secondary method of online websites ad published articles were used for the conduct of market research. It was analysed that Nokia has successful established the personal connection with its customers to enhance its sales for the re-launched product 3310. At last, effective marketing research plan was concluded to improve the marketing efforts of the brand to ensure high chances of success in the competitive business market.

References

Books and Journals

• EMarketer, 2023. Digital Ad Spending Trends. eMarketer Research.
• Farida, I. and Setiawan, D., 2022. Business strategies and competitive advantage: the role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), p.163.
• Hussain, H.N., Alabdullah, T.T.Y., Ries, E. and Jamal, K.A.M., 2023. Implementing Technology for Competitive Advantage in Digital Marketing. International Journal of Scientific and Management Research, 6(6), pp.95-114.
• IDC, 2023. Global Feature Phone Market Analysis. International Data Corporation Report.
• Kornelakis, A. and Petrakaki, D., 2024. Technological innovation, industry platforms or financialization? A comparative institutional perspective on Nokia, Apple, and Samsung. Business History, pp.1-26.
• Leung, F.F., Gu, F.F., Li, Y., Zhang, J.Z. and Palmatier, R.W., 2022. Influencer marketing effectiveness. Journal of marketing, 86(6), pp.93-115.
• Lindén, C.G., 2021. Kingdom of Nokia: How a nation served the needs of one company (p. 274). Helsinki University Press.
• McKinsey, 2022. The Shift to Simplicity in Consumer Preferences. McKinsey Quarterly.
• Simonen, J., Herala, J. and Svento, R., 2020. Creative destruction and creative resilience: Restructuring of the Nokia dominated high‐tech sector in the Oulu region. Regional Science Policy & Practice, 12(5), pp.931-954.
• Veleva, S.S. and Tsvetanova, A.I., 2020, September. Characteristics of the digital marketing advantages and disadvantages. In IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1, p. 012065). IOP Publishing.

Online

• Nokia, (2024). Distributors. Online. Available through: <https://www.nokia.com/partners/distributors/>.
• Nokia, (2024). Our Strategy. Online. Available through: <https://www.nokia.com/we-are-nokia/strategy/strategy-2023/>.
• PCMag, (2017). Nokia 3310 – 2017. Online. Available through: <https://www.techspot.com/products/smartphones/nokia-3310-2017.162290/>.
• Sameul, G., (2019). Nokia 3310 review: blast from the past, sore thumbs and all. Online. Available through: <https://www.theguardian.com/technology/2017/may/19/nokia-3310-review-snake-t9-texts-sleek-design-camera>.