your competitors because pricing is one of the most significant aspects of marketing that can change the whole market positively and or negatively. Definitions Communication barriers: Communication barriers are factors that hinder the objectives of marketing communication. Major communication barriers are Noise and clutter, consumer apathy, brand parity, and weak information design, creative ideas, or strategies. Noise is an unrelated sensory stimulus that distracts a consumer from the marketing message (for example, people talking nearby making it hard to hear a radio advertisement). Clutter is the high number and concentration of advertisements presented to a consumer at any time. As attention cannot be divided, there is a limit to how much can be taken in and processed, which means that strong marketing communication needs to stand out from the clutter and be heard above the noise. Consumer apathy is the tendency of a consumer to avoid marketing communications. The consumer may not be interested, or consider themselves "in the market," and as such attempt to shut out the irrelevant marketing stimuli; this is known as selective attention. Alternatively, a consumer may be "in the market," yet not be aware of the brand or product's existence or prevalence. Consumers tend to purchase familiar brands, and will not be inspired to investigate alternatives. One approach marketers use to overcome apathy is to create incentives, such as competitive pricing or loyalty rewards. Brand parity means a brand is not significantly different from its competition. Without a distinct value proposition, consumers do not develop brand preference or associations and instead purchase purely based on price. This is not ideal, as effective marketing communication increases brand equity. One important objective of marketing communications is to develop a strong, unique brand identity that allows the brand to be positioned separately from its competition. Marketing mix is the most important part of marketing strategy, which is "the framework to manage marketing and incorporate it within a business context". Marketing strategy: how a business achieves its marketing objectives. The initial step to achieve a marketing strategy is to identify the market target and build up a business plan. Marketing Research does not involve a proven order of steps resulting in an ultimate inference. It is a repeated process that requires a broader outlook. At times, projects may require going in-depth and changing the entire process. Let us take the example of Nokia when they were preparing themselves to