Marketing Communications in a Digital World Assignment Sample

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Introduction of Marketing Communications in a Digital World Assignment

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The report will discuss about the re-launch of a product which is Nokia 3310. The report will provide main focus on the types of marketing mix and other market based research requirement in order to re-launch a product which has earlier been used by the customer. With proper marketing mix a detailed data analysis will also be done so as to collect information about the target audience. Thus from this it can be said that the main purpose of this report is to provide focus on the use of various marketing strategies so as to introduce a product within the selected market. The report has been divided into four main segments which will include:

  1. Elements of the marketing mix
  2. Identification of Research requirements
  3. Creating a research plan
  4. And one PowerPoint presentation

As the entire subject is related to marketing as result it will be important to know what the actual meaning of marketing is. Marketing can be defined as the technique of discovering, generating as well as offering esteem to attain the demands of the targeted sector. Marketing helps in creating a deal to target clients by expanding the open doors for the client to find out about the item that helps in increasing the attractiveness of the firm.

4. Elements of the marketing mix

  1. 7 elements of marketing mix for the selected product

Figure 1: 7 elements of marketing mix

Source: Google

Product: The product which has been selected to re-launch is Nokia 3310. The Nokia 3310 was the initial mass-market cell phone in addition; customers have a huge volume of wistfulness and fondness for it. The new Nokia 3310 be licensed as a "featured cell phone" instead of a modern phone as it will just give restricted web amenities.

Source: Google

Price: Initially when Nokia 3310 was launched in the year 2005 it was one of the costliest mobile available in the UK and other markets. But considering the current cell phone market which has massively turned into a smartphone net based world the price for re-launching the Nokia 3310 is fixed at around €49 ($51, 75; £41.51).

Promotion: One thing that Nokia has put resources into guaranteeing that their items arrive at their targeted business sector is publicizing. Nokia utilize electronic media, print, media, web-based media, boards, and different types of conventional advertising in promoting the Nokia 3310 mobile.

Place: Considering the price and targeted audience the place for launching this particular product is selected near the township of UK and other small cities where people can afford to buy this phone.

People: The targeted people selected for this product are the people who fall under low income group and aged people ranging from 56+ to 75+.

Process: The process that will be used to deliver the products to its customer will be done through direct supply of the product to the retailers and from their shop client can buy the phone.

Physical Evidence: The physical evidence for launching Nokia 3310 will be using proper packaging of the product and some file work also that will include sale receipt, tickets as well as despatching notes.

  1. Positive and negative aspects within each element of the marketing mix

Positive Aspect

Negative Aspect

People will get their old mobile in a new form

Difficult to gain excessive target market

Lucrative price for the new model

Might not be budget friendly for a lot of segment

Will be able to send the message

The selected age group might not understand the purpose of re-launching

The selected place will help to get the selected target group

Might get very less result

People might get excited to see the product which they use earlier

Most of them have smartphone now so it might decrease the sale

The process is simple and short so might reach to market early.

Might not compete with the modern day process of the delivery as a result they will lag behind to deliver the product

Physical evidence is very basic in the case of launching Nokia 3310 which might be easily and fastly available after its launch.

It might not impact the other segment of people because of its basic packaging and delivery system.

5. Research requirements

  1. Three different primary methods and three secondary sources for doing research

For launching any sort of product it is initially important to carry out a proper market research so that proper target market and competition can be identified. For launching Nokia 3310 both primary and secondary sources will be required to carry out proper market research. Below describe are the important primary and secondary sources of doing market research.

Three Primary Market Research Method

Observation

Face –to-face survey

Focus Group

Observation method will primarily focus o in what manner the customer of Nokia 3310 is behaving towards the product. This will help in collecting actual data for the re-launch.

By doing a face-to-face interview the marketer of Nokia 3310 will understand the perception of the clients towards the product. This can be dome using MCQ type form where customer will answer various question related to the product.

With the help of the focus group the researcher of Nokia 3310 will be able to identify the actual number of client interested for the product. This will be dome by using the process of interviewing a small number of people who will be segmented under the target audience of the product.

Three secondary sources for doing research

Client Survey and feedback

Competitive information

Published market studies

By doing this form of secondary research the researcher for Nokia 3310 will be able to find out the actual interested client for the product.

With the help of the competitive information source the researcher will be able to find the prospective competition of Nokia 3310.

With the help of the published market studies it will be easy for the marketer of Nokia 3310 to study the entire basic mobile market from which they can target the actual audience.

  1. Why certain methods are more useful than others and how each method will help for different reasons

The usefulness of a research method is primarily depends on what sort of product is going to launch in the market and who are the prospective client of the selected product. For the particular selected product that is Nokia 3310 it has already mentioned earlier that it will be a re-launch of the product as a result the best suited primary and secondary sources of doing research has been discussed above. These methods are more useful as compared to other available methods because this sort of sources help in getting more idea about the market especially when it’s a low budget product and that too for a small segmented group. The each selected method will help in getting idea about the existing basic mobile market with the help of which the marketer will get an idea on whether the product will be accepted by the customer or not. It will also help in predicting the future profits after the product will be launched. So, it can be said that the above mentioned sources of research are best suited for products which are planning to re-launch.

6. Research Plan

  1. Planning of the research

Gantt chart

Week 1

Week 2

Week 3

Week 5

Week 6

Week 7

1. Observation

2. Face to face Survey

3. Focus Group

4. Client survey and feedback

5. Competitive information

6. Published market study

Considering the above Gantt chart it can be identified that the whole process of market research will need a time of six weeks. Within these 6 weeks various discussed methods will be used to do a proper market survey to find out the actual demand of the product. Based on this it can be said that the main objective is to find out proper customer base for the Nokia 3310.

  1. Implementing the research

Data Collection method

In this segment of the study a brief about the selected data collection method will be discussed. As the entire product is going to launch in market keeping in mind the customer result as a result focus will be given on external data as well as primary data the secondary research is involved in launching of Nokia 3310. Outer information arrives from the business sector, comprising clients and rivalries. The marketer of Nokia 3310 might get insights from reviews, surveys, exploration, and client criticism. Study has depicted that business examiners consider information produced inside to be more significant.

The data from internal source will be company facts, insights, and patterns that associations find through their activities. Both primary and secondary data method will be used to launch Nokia 3310 as both the sources of method will be deployed to identify the market. The combination of both qualitative and quantitative sampling data will help in identifying the actual target base and it will also help in identifying the prospective competition for basic mobile market within UK.

  1. Critique of the research

Strengths and weaknesses of your marketing planning

Strengths

Weakness

The first strength of this marketing plan is that the product which has been selected is already a known product

The weakness of this marketing plan is that the marketer cannot predict how much customer they will get for this product.

The second strength of this marketing plan is that it will be using both the methods of research as a result might be able to get addition al information about the market.

The second weakness of this marketing plan is that too much information might be a risk to identify the actual target market.

Recommendation

Considering the overall discussion and also the weakness identified from the research below mentioned are some of the vital recommendation which might help Nokia 3310 to survive in the market.

  1. The first recommendation for this particular marketing plan is that target than focussing on only one segment they can consider the overall basic market for mobile phone because still there are people who love to use basic phone rather than high budget smart phones.
  2. Secondly, it will be important to extract only that explicit information which will help in getting the exact target market for Nokia 3310.
  3. Thirdly rather than focussing on how much customer they will get it will be important to focus on the features of the mobile which will ultimately help in getting the targeted client.
  4. Last but not the least the company needs to provide more focus on digital media a tool for promotion rather than basic promotional tool. These days every age people are aware with the digital media platform as a result it will be important for the company to use social media platform like Facebook, Instagram and Twitter to promote the re-launch of Nokia 3310.

Presentation

7. Introduction

Marketing is very essential in terms of understanding the demands of the customers and offering them with products that will fulfil their desires and will meet those demands. Marketing helps organisation to expand their product segment and profitability so that they can increase the image of the firm and gain customer loyalty. This presentation will focus on analysing the target audience of Nokia 3310 along with its market segmentation analysis. It helps in identifying the projected success of the product on the basis of the market research along with the promotional mix that will be effective for marketing campaigns. It will also describe the ways in which an effective marketing campaign can lead to commercial success of an organisation.

8. Marketing segmentation

The target audience of the organisation for the product of Nokia 3310 are the individuals who belong from a low income group and only want to keep in contact with their closest one. These individuals do not require any heavy internet based service that the smartphones provide these days (Lewko and Parton, 2021). These individuals focus on keeping a phone just for the purpose of staying in touch with others or for emergency calls. They do not need highly featured phones that are being manufactured in the market.

The market segmentation of the new Nokia 3310 has been provided below:

Demographic: These are for the people belonging from the townships of the UK and other small cities where people can afford to buy this handset. Individuals belonging from 56+ to 75+ have been targeted and have a low income group so that they can offer this phone.

Psychographic: These individuals do not require heavy internet-based smartphones. They keep a device handy in order to stay in touch with their closed ones or in case of emergency (Alibage and Weber, 2018).

Behavioural: They are technology laggards

9. Marketing mix

Product: The selected product is Nokia 3310. The customers are very fond of the product and is licensed as a featured cell phone.

Price: When the phone was initially launched in the markets of the UK, it was one of the most expensive phones in the year 2005. With the transformation of the current cell phone market to smartphone, the price of Nokia 3310 is fixed at around €49 (Ahmed et al., 2019). 

Promotion: The organisation has utilised both traditional and digital media in order to advertise their product launch (Al-Nafisa and Alnafessah, 2021).

Place: The company has focused on launching their product near the township of the UK and other small cities where people can afford to buy this handset.

People: Individuals belonging from 56+ to 75+ have been targeted and have a low income group so that they can offer this keypad phone (Agnihotri and Bhattacharya, 2022).

Process: The organisation has selected a direct supply chain of the product to the retailers. The customers can make a purchase of this handset from the shop directly.

Physical evidence: Nokia 3310 will be utilising proper packaging of the product along with providing the individuals with the proper file work which will include sale receipt, dispatch notes and so on. 

10. Promotional mix and product life cycle

Promotional mix can be defined as the combination of different methods of marketing which includes sales, public relations, direct marketing, and advertisement for the purpose of achieving a specific marketing goal. The four main elements of the promotional mix are advertising, sales promotion, public relations and direct marketing. 

The promotional mix helps in consolidating the belief of permanence and legitimacy of the brand in the minds of the consumers. It helps in increasing the sales volume of the company by engaging the employees with the promotional activities. It helps in reinforcement of the brand name in the mind of the consumer by advertising processes and promotional activities. It helps in building relationships with the retailers and the customers so that the market is able to target

Product lifecycle: The life cycle of the product is very long. It can be expected for the phones to work for a minimum period of 5 years without any issues. As this one does not have a huge display like a smartphone, it is not prone to breakage or any sort of touch damage.

11. Marketing Research

It has been observed that three different methods of primary market research have been conducted. Both primary and secondary sources of research have been effective in understanding the effectiveness of relaunch of the Nokia product. These research methods have been useful in having a better understanding of the market gap and market available is he especially as a low budget. It has also helped in understanding the segmented group and having a better idea about the low budget product with the help of the market and the customer demand. The success of the project has been determined from different insights such as reviews, surveys, exploration and client criticism (Alibage and Weber, 2018). Analysing book qualitative and quantitative sampling data has been helpful in identifying the actual target base of the market along with analysing the prospective competition for the mobile market in the UK.

Marketing campaigns are one of the most effective ways to reach customers, clients and leads. In terms of organisational context, they can be the game-changing hope that helps organisation secure meetings with customers or prospects clients. As marketing campaigns are utilised to promote a particular product or service that is being offered by the business, it enhances the chances of an organisation to improve their profitability and revenue generation. Marketing campaigns are one of the effective techniques to build relationships with their customers by constantly interacting with them through various ways. The marketing campaigns worked 28 boosting the value of the brand along with increasing the brand awareness amongst its targeted consumers. This process helps the organisation in quickly escalating their sales volume in a specified amount of time. A marketing campaign is one of the most effective tools in terms of establishing a business entity into a business environment which is competitive in nature. By improving the value of the brand along with the brand awareness, more and more targeted customers will start trusting in the quality of the product which will increase the sales volume of the company. Thus, it can be stated that marketing campaigns lead to commercial success.

The weakness of the marketing mix is that it can gain an extensive target market and is also not budget-friendly for a lot of segments. It might also happen that the selected age group might not understand the purpose of the product lead prelaunch. This might not also result in impacting individuals of different segments due to its basic packaging and delivery system.

12. Conclusion

This report has been successful in analysing the market through both qualitative and quantitative sources. This has helped the organisation in establishing the launching of their Nokia product. It has also been helpful in analysing the market demand and identifying the target consumers so that the product can fulfil those market needs.

References

Agnihotri, A. and Bhattacharya, S., (2022). Nokia’s Challenges With 5G Networks: Differences in CEO Approaches. SAGE Publications: SAGE Business Cases Originals.

Ahmed, J.U., Majid, M.A. and Ahmed, A., (2019). Nokia 3310: Welcome Back!. SAGE Publications: SAGE Business Cases Originals.

Alibage, A. and Weber, C., (2018), August. Nokia phones: From a total success to a total fiasco: A study on why Nokia eventually failed to connect people, and an analysis of what the new home of Nokia Phones must do to succeed. In 2018 Portland International Conference on Management of Engineering and Technology (PICMET) (pp. 1-15). IEEE.

Alibage, A. and Weber, C., (2018). Nokia Phones: From a Total Success to a Total Fiasco. In 2018 Portland International Conference on Management of Engineering and Technology (PICMET).

Al-Nafisa, A.S. and Alnafessah, A., (2021), November. Crowdsourcing in Digital Marketing. In The 23rd International Conference on Information Integration and Web Intelligence (pp. 640-644).

Lewko, C. and Parton, J., (2021). The Audience: Developers. In Developer Relations (pp. 41-52). Apress, Berkeley, CA.

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