Estrategia de comunicación de marketing en Claro Colombia, para estratos 5 y 6 en Bogotá

Abstract

Claro Colombia as a company in the telecommunications sector, carries out different marketing strategies in the various services it offers within the Colombian market to attract, retain and build loyalty new and current customers. The objective of this project is to implement a communications strategy aimed at strata 5 and 6 in the city of Bogotá in order to increase sales in this segment and reduce the percentage of customers who cancel their Claro' services, a figure that increased during 2020. In accordance with the above, ATL, BTL, digital strategies, and commercial and service actions were carried out to encourage the increase of possible or future clients and maintain current ones.