What is Sales and Marketing Strategy of América Móvil Company?

Digital tactics are central to the company's outreach, encompassing content marketing, paid advertising, and robust social media engagement. A strong emphasis is placed on data-driven strategies, customer segmentation, and personalized communication to effectively target various demographics.

Traditional media channels, including television, radio, and print, are still leveraged for their broad reach. These platforms complement digital efforts by ensuring widespread brand awareness across different markets.

The company actively participates in sponsorship and event marketing to connect with consumers. In 2023, it sponsored 42 major sports and cultural events, reaching millions of viewers and attendees, thereby reinforcing brand presence.

Customer retention is a key aspect of the marketing strategy, supported by loyalty programs like 'Claro Puntos.' This program had 12.6 million active participants in 2023, contributing to a solid customer retention rate of 76.5%.

Customer acquisition efforts are tailored to specific segments, evident in the addition of 2.4 million postpaid subscribers in Q1 2025. This growth is fueled by customized offerings, such as digital data packages for younger demographics and enterprise solutions for businesses.

In 2023, the company allocated $127.6 million to advertising, with a significant portion, $72.3 million, directed towards digital media. This reflects a strategic shift towards online channels to maximize reach and engagement.

Continuous investment in upgrading its network infrastructure ensures the delivery of high-quality services and supports the adoption of new technologies.

Expansion into digital services like cloud, IoT, and cybersecurity caters to growing market demands and broadens the company's revenue streams.

A unified visual identity and tone of voice across all markets and channels reinforce the company's core brand attributes of reliability and innovation.

Claro holds market leadership in 9 Latin American countries, including Brazil with a 32.4% market share and Colombia with a 41.3% market share, showcasing successful brand implementation.

Strong brand perception is evidenced by Telcel being the #1 top-of-mind telecom brand in Mexico, reflecting effective brand positioning and customer trust.

Sustainability efforts, including those in circular economy and digital inclusion, contribute positively to the brand's image as a responsible corporate citizen.

A primary focus is the rollout and promotion of 5G services, aiming to attract users with faster speeds and enhanced capabilities. This is a key component of América Móvil's strategy for promoting 5G services.

The company is actively expanding its fiber-to-the-home offerings, providing high-speed internet solutions that appeal to both residential and business customers.

Emphasis is placed on improving the overall customer experience, which includes seamless service integration and responsive support, directly impacting América Móvil's customer service and its impact on sales.

Leveraging data analytics, the company tailors promotions and offers to individual customer needs and preferences, a core element of how América Móvil targets different customer segments.

Attractive package deals combining mobile, internet, and other services are crucial for increasing ARPU and customer loyalty, reflecting América Móvil's pricing strategy for mobile services.

Following a cybersecurity incident in Q1 2024 that affected 584,000 subscribers, significant efforts were made in crisis communication and customer retention to mitigate brand impact and regain trust.