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| iMeil Analiza - America Movil - Relationship Marketing |
offers very similar
services in each of the countries where the company is present. The relationship with their clients is based
mainly on promotions (in Mexico has a very good positioning), ads and the classic price war (time into the air
at the purchase of the phone and cost per minute.)
With aprox 50 mill users in America, Mobile Marketing can be a very good and useful marketing tool and
strategy to implement in their marketing mix to increase profits. This will be achieved only if their vison
is established in a real and rational way, allowing their own customers to get benefits too.
TV, radio, print and internet usage is remarkable in every country the company has presence. Difference is
clear from one country to other, but they still have a good presence in some local media.
should consider an
internet based service to allow all their customers (from prepaid card to monthly fee) to send and receive text
messages (SMS). The service can use a similar process like the one used on free email service companies
(Hotmail, Yahoo!, Google, and others) to implement advertising.
Without a reliable knowledge of the way the company use information sent by their customers, it is evident
they have no customer focus at all. This lead to think that processes or programs are not present (obtaining, retention, development and customer
loyalty.)
This, by the other side, leads to thinkn they have no Database Marketing internal implementation. They, thus,
are underestimating a very good opportunity to turn the company not in a giant but the most appreciated and
needed by mobile phone users, whether by their customer service or customer care perceived. This
characteristic is a lack in almost all Mexican companies.
Actually, the company introduces new promotions encouraging their users to dial an specific phone number to
participate to win a service from a third company. This third company has established an agreement with
Telcel to launch the promotion with company customers. VTP (Viaje Todo Pagado, in Spanish) is one of those
promotions consisting to grant winners in an airplane ticket with (one of the two biggest Mexican airlines.)
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